How Globalisation Drives Cadbury's Business Success: A Research Report

This report investigates how globalisation contributes to business success, with a specific focus on Cadbury. The research begins with an overview of globalisation, its benefits, and the opportunities it presents for businesses like Cadbury to expand into international markets. The study aims to understand globalisation's role in driving business success, particularly in terms of operational efficiency. The objectives include determining globalisation's impact on operational efficiency, analyzing strategies for addressing operational inefficiencies at an international level, and assessing the relationship between globalisation and organizational productivity. The report reviews existing literature to explore these aspects and provides a methodology section outlining the research approach. The report highlights the importance of globalisation in enhancing operational efficiency by providing access to technology, knowledge, and resources, and examines how companies can deal with operational inefficiencies by adopting technology and knowledge transfer. The relationship between globalisation and increased productivity is also discussed, emphasizing the role of competitive pressure and innovation. The research methodology includes an interpretivist philosophy, qualitative investigation, and the use of secondary data to present a comprehensive analysis of globalisation's impact on Cadbury's success.

UNIT 11 RESEARCH
PROJECT

TOPIC:- “How globalisation can drive business success”. A study on
CADBURY.
CHAPTER 1: INTRODUCTION
Research overview
Globalisation is a process of integrating economies of two countries by improving
relations among them for minimizing the cross border barriers in order to have effective
operations in international waters. The activities related with globalisation increases along with
enhancing technology and transportation as it simplify the way of performing trade practices for
the organisation. This in turn provide opportunity to several organisations for expanding their
business within international market which in turn further support in reaching to larger number
of customers which are divided over several geographical location (Bendell, 2017). Such
practices support a business to achieve success within its marketplace. There are number of
benefits that an organisation get after entering into the global market which includes integration
of cultural practices, high skilled employees, broader customer base, raw material at low cost,
access to technological advancement. These all are the factors that assist an organisation in
achieving greater success at marketplace by providing them the advantage over which they can
fight with the competition which is already present in market (Verger, Lubienski and Steiner-
Khamsi, 2016). For investigating over the topic how globalisation support a business to achieve
success at marketplace, CADBURY is taken into consideration which is a larger multinational
confectionery organisation operating its business at several different locations throughout the
world and also become successful.
Research background
Globalisation is one of the most prominent practices that majority of organisation adopt
in order to gain success and obtain competitive edge. This is so because by entering into a global
market an organisation get access to larger number of resources and expertise that are available
at different part of the world in relatively lower price and much easily. This in turn support
toward achieving growth and success (Ayers and Odegaard, 2017). The current research project
is based on CADBURY, a British multinational confectionery company which is ranked over
second position after Mars. It was firstly get established in Brimingham, England as a shop for
tea, coffee and drinking chocolate later started manufacturing chocolate and sourcing it

throughout the world with the help of its retail channels. Though it can be said that globalisation
support a business in achieving growth and success at global market when it manages its
business operations in effective manner (Thomé and Medeiros, 2016). As such practices support
in approaching larger number of customers and offering its products or services to a broader
market share through global expansion which in turn increase profitability that results into
organisational success.
Research Aim:
“To understand the role of globalisation in driving business success by dealing with
operational inefficiency”. A study on CADBURY.
Research objectives
 To determine the role of globalisation in enhancing operational efficiency of an
organisation.
 To analyse the ways with which organisational can deal with operational inefficiency at
international level.
 To ascertain the relationship between globalisation of operation and increasing
productivity of organisation
Research questions
 What is the role of globalisation in enhancing operational efficiency of an organisation ?
 What are the ways through which organisational can deal with operational inefficiency at
international level ?
 What relationship does globalisation of operation shares with increasing productivity of
organisation ?
Rationale
The main aim behind conducting this project is to develop an understanding regarding the
major factors to which an organisation get benefited when enter into global market and ways
through which it support in achieving growth and success. The information presents through this
research project help several businesses in formulating better strategy to deal with the challenges
present in global market so that success can be achieve.

CHAPTER 2: LITERATURE REVIEW
Literature review refers to the activity of assessing the data that get published earlier over
the similar topic, in order to gain understanding as well as determining the nature of study for
further proceeding the work (Charles, Schmidheiny and Watts, 2017). The literature review
support in creating a base over a particular area of study over which the investigator can further
proceed for conducting primary information as it help in directing the investigator over a
conducting primary information.
The role of globalisation in enhancing operational efficiency of an organisation
According to the view point of Sead Talovic, Hasan Mahmutović, Safet Kurtovic, 2017,
globalisation is a multidimensional phenomenon which brings up several changes to an
organisation in term of its benefits, growth and operations that are essential for a business to
operate in new market. It state that the globalisation widen the scope of mutual relationship
among the national economies such as increase in movement of goods, capital, workforce and
foreign direct investment. By improving the interconnectedness of different nations it work
toward reducing the transportation and communication cost while removing the artificial barrier
related with the flow of product, services, skills, knowledge, capital and people across border.
This in turn support in improving the operational efficiency of an organisation as by entering into
global market an organisation get access to several resources, skills, knowledge and man power
which in turn help in simplifying the operations (Wirtz and et. al., 2016).. Additionally also
contribute toward improving the quality of work by integrating the knowledge and skills of
people belong to different background as well as culture for appropriate work can be performed
in more effective as per the requirement of customer within the marketplace. Therefore, it can be
said that the globalisation results into the explorable integration of national state, market and
technologies along with man opportunity to spread of free market capitalism over particularly all
the countries within world. This brings up several opportunity to an organisation where it can get
access to several different technologies (Shahbaz and et. al., 2016). It can use in order to enhance
the quality of its operations either by simplifying the work of employees or by minimizing the
chances of error by involving the advanced technology or machineries for performing its
operations. Hence, globalisation plays a significant function within improving or enhancing the

operational efficiency by providing them access to advancement in term of technology,
knowledge and resources as there integration directly influence the quality of operations.
The ways with which organisational can deal with operational inefficiency at international level
As per Epstein, 2018, Globalisation is a leading concepts that become a major factor
within the operations of a business as it directly affect the economy, environment, customers
demand, society and business life as well by brining changes within the market. As a result of
which these changes in market place convert into demand of consumers as when they get access
to new or more effective product they started expecting something more better from their traders.
This in turn require changes within the operations and quality of offering from an organisation
toward their customers in order to achieve sustainability at marketplace and organisation that
fails to adopt get end up with operational inefficiency which somewhat restrict them to satisfy
the need and want of its customers. The majority of changes are being anticipated due to frequent
changes in technology and information transfer. Hence by incorporating with them it become
easier to an organisation to improve its operational efficiency.
As CADBURY extended its business operations to several different countries, its
expansion supported the organisation in getting access to different knowledge, skills and
technology. This in turn help CADBURY in improving the taste and flavour of its products as
well as adding new products to the category with the support of knowledge, skills and followings
of other people in different countries (Hunter, Saunders and Constance, 2016). This further
support CADBURY in extending its product range to offer in a manner that cater need of
different people which result into its success at global market. Therefore, by adopting the
methods like:
Exchange of technology:- The most striking manifestation of globalisation that an
organisation get is the use of advanced technology which is available at different nation. So, in
order get advancement within the operations in order to remove operational efficiency an
organisation must focuses toward expanding its business within a market which offer a quick and
easy access to technology as it directly help in enhancing the level of performance.
Knowledge/Information transfer:- Information is consider to be more valuable product
which ensure the effective execution of work within the organisation (Reilly and Williams,

2016). It can be transferred or exchange from one country to another as by getting access to new
knowledge an organisation get easily adapt with the changing need of market. Hence in order to
improve its operational efficiency an organisation can expand its business and hire the expertise
who can guide them over improvement within their operations.
The relationship between globalisation of operation and increasing productivity of organisation
According to the information presented by Carol Newman, 2019, global integration
serves company with number of benefits through promotion of competition as well as trade
within market for the good that get traded internationally. When an organisation get a exposure
to rivals present in market place the competitive pressure has created the necessity for an
organisation to operates closure to the technology as well as quality of operation that its
immediate rivals are being offering so that it become able to survive in that particular
marketplace. Additionally, this increased integration leads to flow of finance through
multinational corporation who brings up technological innovations (O'brien, 2019). This directly
affect the whole productiveness by transferring the best practices technology frontier and also
makes it harder for other small player in industry to adopt or incorporated in its business
operations. Hence, it can be said that when an organisation enter into global marker then in order
to survive in new market it require to improve its operation in order to become able to deliver the
same quality of services as its rivals are being offering to gain sustainability at marketplace. This
in turn further support in improving the overall productivity of an organisation that contribute
toward reducing the risk as well as competition that is present in new marketplace.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is basically areas of investigation that present an information
regarding several type of methods and strategies which are used to gather, arrange, interpret and
present the data within effective manner so that desired outcome can be achieved (Flick, 2015).
Following are the tools and techniques that get used within this research:
Research Philosophy:- The research philosophy consist of set of belief and techniques
that help in understanding the important and relevant context for developing understanding in
respect of current study area. For conducting an investigation three type of research philosophies
are mainly used such a positivist, pragmatist and interpretivism (Gioia, Corley and Hamilton,

2013). Among them Interpretivist philosophy is taken into consideration as it enables researcher
to determine the view point of people in more effective manner.
Type of investigation:- An investigation is performed by considering two methods
which are qualitative and quantitative. In these two qualitative investigation is one that focuses
toward assembling the information by considering theories and concept to explain about the
study area. On the other hand, quantitative investigation help in gathering the data in the form of
numerical fact and figure in order to represent the accuracy of a particular event (Green, Camilli
and Elmore, 2012). From these qualitative means of investigation are taken which assist in
presenting information by using a theoretical framework to represent detailed information about
study area.
Sources of data collection:- In order to get accomplishment of research goals and
objectives it becomes difficult for investigator to adopt right source for gathering information.
There are two major sources used for performing an investigation such as primary and
secondary. Among them primary information is one which came into existence for the very first
time for particular topic and not recognized by any individual (Mackey and Gass, 2015). It is
mainly collected using questionnaire, survey, interview, focused group etc. On other side
secondary information is one which is already gathered by some another person on similar topic
and now it is used to enhance knowledge about a topic. This information is gathered through
books, journals, article, online sources etc. For this project both primary and secondary method
of investigation will be taken into consideration where primary content will be gathered using
questionnaire and secondary information will be collected by online sources such as through
conducting literature review.
Sampling:- It is a method of choosing small group of individuals in order to gain info in
a manner that represent whole population. The sampling is mainly performed using two methods
such as probabilistic and non-probabilistic (Kumar, 2019). Among them probabilistic approach
will be used as it holds equal chances of selection of each individual. This will also help in
avoiding any kind of bias behaviour that gather more accurate and reliable data. So, in this
investigation random sampling method will be used under probabilistic approach where the
respondent size would be 10 manager.
Research reliability and validity- The data presented within the investigation is more
reliable and valid as the information is gathered from authenticated sources which ensures

reliability and accuracy of data. Additionally updated information is collected and represented
within the report so that most accurate data can be presented without any sort of modification.
Hence the data presented within report are most reliable and accurate.
Research strategy:- This is an important part of research methodology as it help
investigator in collection of appropriate information (Mackenzie and et. al., 2012). There are
number of strategies such as case study, questionnaire, market research, interview etc. For this
research questionnaires are used which helps in gathering larger number of information from
several people at a single time period. The questionnaire of this report is mentioned below:
Q1. Are you aware about the benefit that an organisation get with the help of globalisation?
a) Yes
b) No
Q2. Does globalisation help an organisation for achieving growth and success?
a) Yes
b) No
Q3. Which kind of impact does globalisation of business practices have over the performance of
CADBURY?
a) Positive
b) Negative
c) Neutral
Q4. What are the several benefits that CADBURY get with the help of globalisation?
a) Larger customer base
b) Approach to advancement
c) New market to operate
Q5. What kind of challenges CADBURY may face that are related with its operations at global
level?
a) Competition
b) Different regulatory practices
c) Cultural barrier
Q6. Among the following over which ground does globalisation provide opportunity to

CADBURY?
a) Technological
b) Financial
c) Man power
Q7. Does globalisation support CADBURY in removing the operational inefficiency for its
business operations?
a) Yes
b) No
Q8. What are the several ways through which CADBURY can enhance its operational
efficiency at global level?
a) Advancement of technology
b) Access to more fund
c) Cultural integration
Q9. In what manner does globalisation practices support CADBURY in enhancing its level of
productivity?
a) Positive
b) Negative
c) Neutral
Q10. Recommend the ways through which CADBURY can enhance its business success and
growth at global level?
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Q1. Are you aware about the benefit that an organisation get
with the help of globalisation?
Frequency
a) Yes 8
b) No 2
Q2. Does globalisation help an organisation for achieving
growth and success?
Frequency
a) Yes 8

b) No 2
Q3. Which kind of impact does globalisation of business
practices have over the performance of CADBURY?
Frequency
a) Positive 6
b) Negative 2
c) Neutral 2
Q4. What are the several benefits that CADBURY get with the
help of globalisation?
Frequency
a) Larger customer base 5
b) Approach to advancement 3
c) New market to operate 2
Q5. What kind of challenges CADBURY may face that are
related with its operations at global level?
Frequency
a) Competition 5
b) Different regulatory practices 3
c) Cultural barrier 2
Q6. Among the following over which ground does globalisation
provide opportunity to CADBURY?
Frequency
a) Technological 5
b) Financial 2
c) Man power 3
Q7. Does globalisation support CADBURY in removing the
operational inefficiency for its business operations?
Frequency
a) Yes 8
b) No 2
Q8. What are the several ways through which CADBURY can Frequency

enhance its operational efficiency at global level?
a) Advancement of technology 6
b) Access to more fund 2
c) Cultural integration 2
Q9. In what manner does globalisation practices support
CADBURY in enhancing its level of productivity?
Frequency
a) Positive 7
b) Negative 1
c) Neutral 2
Theme 1 : The benefit that an organisation get with the help of globalisation
Q1. Are you aware about the benefit that an organisation get
with the help of globalisation?
Frequency
a) Yes 8
b) No 2