How Globalisation Drives Business Success: A BMW Case Study Project

This research project investigates the impact of globalisation on business success, using BMW as a case study. The introduction defines globalisation and highlights its importance for businesses seeking international expansion, emphasizing the increasing customer expectations and the need for companies to adapt their products and services. The research aims to analyze the significance of globalisation on organizational growth and success, with specific objectives including understanding the concept of globalisation, evaluating BMW's strategies, and determining globalisation's role in BMW's business growth. The literature review covers globalisation's concept, strategies for business growth at a global level (market penetration, product diversification, and mergers and acquisitions), and the role of globalisation in BMW's business growth. The methodology section details the research philosophy (interpretivism), approach (inductive), design (descriptive), strategy (questionnaire), and time frame (Gantt chart). It also addresses ethical considerations and sample selection, data collection, and analysis techniques, including the use of simple random sampling with a sample size of 40 respondents. The project emphasizes the importance of aligning sales and marketing, expanding offerings, and focusing on customer relationships in a globalized environment.

RESEARCH
PROJECT

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Title: How globalisation can drive business success.
INTRODUCTION
Overview of the Research
Globalisation in present time can be defined as a process, which help countries in
performing the foreign exchange, where they could effectively perform the transferring process
of products and services across the nations (Coker, 2014). Basically, there are ample number of
business firms that has kept their focus on expand their business among international business
environment (in all over the world). As the expectations of customers are increasing in much
effective and efficient manner, it has raised both risks along with the opportunities for companies
that are expecting to perform their operations among different nations. For stronger
sustainability, it has become vital for the business companies to bring modifications among
number of services along with the products as well as per the expectations that customers carries
(Findlay and et. al., 2012) (Frambach and et. al., 2012). On the other hand, researcher has
considered the company as BMW, for conducting the investigation and the reason behind this is
that, over the years Automotive industry is dealing with number of changes, which mainly
affected on the companies in both negative and in positive sense.
Background of the Research
In present day time, globalization has gotten one of the essential subject to read for
business associations (Davidson and et. al., 2012). Organizations that has just extended at
worldwide level or firms that are anticipating to develop themselves for market goes through
different range of problems and gets liable for society too. In this situation, researcher has
considered German worldwide car organization i.e. BMW. It was found in 1916 by Karl Rapp.
Organization essentially, produces auto-mobiles and bikes, and furthermore delivered air ship
motors until 1945. Here, If it is discussed then this association has kept on assuming liability for
nature, yet additionally for the individuals legitimately or in a particular way, where number of
actions could take place. Away with this, these number of activities performed at both domestic
and international level in regards to modifications has raised growing term for the company in
much effective and efficient manner (De Vos, 2012).
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Research Aim
“To analyse the importance of globalisation and its impact on the growth and success of an
organisation. A case study on BMW”.
Research Objectives
 To understand the concept of globalisation.
 To evaluate various strategies that can be used by BMW in its business growth.
 To determine the effective role of globalisation in business growth of BMW.
Research Questions
 Evaluate the concept of globalisation ?
 What are the various strategies that can be used by BMW in its business growth ?
 What can be considered as the effective role of globalisation in business growth of
BMW?
Rationale of the Research
Rationale towards administrating the investigation is that, European automotive industry
has started, facing decline among revenue and profit margins, which impacted negatively upon
businesses like BMW, Lotus Cars and so on. It has become vital for companies like BMW to
bring modifications among technology, which they have been using over the years. With the help
of this, they would effectively develop number of strategies to sustain within the market for a
longer period of time (Impact of Globalization of the Automotive Industry, 2018). Another
reason, why this investigation topic has been considered is the self interest of the researcher as it
will directly aid in enhancing the knowledge of the readers and investigator as well. Specifically,
this is said to be the reason behind why BMW's case that has been taken into consideration
within this report (Furlong, 2013).
LITERATURE REVIEW
Concept of globalisation:
Based on views of Hoffmann and Kumar, (2013), it has been identified that after Brexit, a
tug of war has created the policy threats for both national and multinational organisations to
operate business across country effectively. But with the help of globalisation, a new wave of
economical development has introduced, that removes obstacles in terms of tariffs to acquisition,
for companies to shift the operations from domestic to global market. Basically, concept of
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globalisation can effectively be considered as process to integrate different markets at same level
for development of economy at international level. This would help in increasing
interconnectedness of various markets like capital, money and credit, insurance and more, for
organisations to operate business significantly within and outside territorial boundaries
(Apăvăloaie, 2014). The pace of globalisation in auto-mobiles sectors, has increased due to a
number of factors, such as development in transport, IT and communication, that helps
automotive companies like BMW in shipping their vast quantities of products in entire world at
relatively low cost. With rise of social media, organisations can easily utilise micro-marketing as
new forms of communication, to target both domestic and international consumers. This would
enable the global shoppers also to get easy access for virtual market.
Strategies for business growth at global level:
According to the view point of David and Jeremy (2019), it has been ascertained that
concept of globalisation can help organisation in rethinking their global footprint, by developing
a range of strategies. In context with automotive industry, this sector is characterised by
production and manufacturing of vehicles and auto-mobiles parts (Growth strategies for an
uncertain world, 2019). The majority of their resources like production parts, assembly and
more, occur in integrated regions, therefore, globalisation leads associated companies of this
sector, to access the source of raw materials that are available on fine qualities with cheap rates.
This would enable such firms at global level, too become cost competitive in overseas as well as
domestic market. With respect to BMW, as it has already expand its business in many countries
where market structure is being oligopolistic (Ciocoiu and et. al., 2013). Therefore, strategies to
run business in emergence market, some strategies are given below for respective firm -
Market penetration: Framing approached market penetration plan will lead BMW to
develop low cost entry strategy at emerging marketplace. This would help in boosting its
presence at international market and explore new opportunities as well, that helps in leveraging
the better benefits to sale vehicles with generating higher revenues. This plan include a detailed
report of barriers that may arise issues during business expansion, risk and competition, with
opportunities within automotive market space (Dachs, Stehrer and Zahradnik, 2014). Along with
this, devising such plan also aid management of BMW in aligning its business strategies to gain
actionable insights for higher growth of business.
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Product Diversification: For survival in automotive industry where demand for
investment in eco-friendly production is high, BMW needs to create diversification in its
products (Jean-Yves and Loïc, 2013). For this process, managing of spoilage of wastage,
minimisation of adverse impact of production on environment and producing electric or fuel
efficiency vehicles, aid respective firm in diversifying its products from other auto-mobiles
industry (Dima, Grabara and Vladutescu, 2014).
Merger & Acquisition: Merging business with domestic brands aid BMW in generating
money from emerging marketplace more easily. However, the share of domestic manufacturers
might be greater then this would help BMW in increasing its accessibility of business more
easily, in new market era (Dima, 2014).
Role of globalisation in business growth of BMW
According to the opinion of Lasserre, (2017), it has been analysed that globalisation
effectively played the important role for the business organisations especially for automotive
industry, where companies are basically manufactures bikes, fast cars and economical, in
accessing new market for sale its products (Mangra, Cotoc and Dumitru, 2014). In terms of long-
run, concept of globalisation has removed the barriers in trade and tariff, that allows global firms
to sell their products easily across nation. In context with BMW, the main role of globalisation
can be analysed in following way -
 Align Sales and Marketing: Globalisation aid BMW in penetrates a new way for
increasing accessibility of business, by aligning the sales and marketing techniques with
the application of internet and new technologies. The widespread usage of mobiles or
smartphones has reflected that global shoppers before purchasing any commodity, use
different applications to review the brand image. Therefore, for providing virtual access,
by using mobile apps.
 Expansion of offerings: Trade openness reduce barriers for companies in terms of tax
burdens, heavy excise duties and less regulations, that aid BMW in selling its products
with more cost efficiency.
 Focus on customer relationships: Interconnectedness with local and emergence market of
new countries, aid BMW in establishment of effective relationships with new customers.
This would help in easily influencing them towards business by offering products as per
their demand (Muscalu, 2014).
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METHODOLOGY
Research Methodology
Research methodology can be considered as a particular section within the research
where a detail description in regards to various techniques and tools are being utilised for
performing investigation are presented. The tools and technique are effectively being utilised
within the research, which would help in conducting it and some of these are described
underneath:
Research philosophy
In present time, research philosophy that every single researcher could utilise are
interpretivism and positivism. Under this investigation, researcher has considered interpretivism
philosophy as it directly will help him/her in evaluating the view point of human beings in more
effective manner and develop understanding regarding to the chosen topic i.e. To analyse the
importance of globalisation and its impact on the growth and success of BMW.
Research approach
In order to conduct the research, investigator would require to consider a research
approach, and at present there are two type of approach are being adopted by investigator such as
inductive and deductive (Shenkar, Luo and Chi, 2014). For this investigation, researcher has
taken into consideration of inductive approach so that to perform this investigation as it would
directly aid in analysing the overall aim in a much more broader concept. Along with this, it can
also be said that inductive approach is much more helpful to conduct the qualitative investigation
(ostelnicu and Dabija, 2015).
Research design
Exploratory, explanatory and descriptive are said to be the number of research designs,
that can effectively be utilised by researcher to perform the investigation in a rightful manner. In
context to present research, descriptive research design has been considered as it will offer the
theoretical framework in regards to chosen topic.
Research Strategy
There are number of methods or techniques used to gathered information such as
questionnaire, case study, interview, survey etc. In order to conduct this investigation effectively
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questionnaire will be used as it help in gathering the larger amount of data from a group of
people at a time and is also cost efficient (Steger, 2017).
Time frame
Including this, there are number of elements that time frame of a research stays enclosed
with. In present investigation, researcher has utilised Gantt chart as the tool, which will aid in
performing the pictorial representation of number of tasks, through which researcher would
become able to perform the investigation in rightful manner and in specified time frame.
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Access and Ethical Issues
The accomplishment of research depends on the sources or sort of data being utilized by
the examination just as moral thought that are being pursued. For conducting this examination
analyst will consider moral standards like educated assent, privacy and so forth so as to perform
investigate in both moral and in ethical way (Surugiu and Surugiu, 2013).
Sample Selection
In order to perform primary investigation sampling will be performed with the help of
probabilistic method as it provide equal change of being selected under random sampling method
which help in avoiding the bias behaviour in selection of sample.
Data Collection and Data Analysis Techniques
It is essential part in research methodology section. There are two methods of sampling
such as probability and non-probability. Both sampling methods are essential for researcher to
select sample size. According to this research, simple random sampling as an useful method of
probability sampling is applied. Investigator within the present research has considered random
sampling method where, sample size that has been considered are 40 respondents and these will
be the customers of this business organisation.
DATA ANALYSIS AND INTERPRETATIONS
Questionnaire
Q1) Do you have any knowledge about the impact of globalisation?
a) Yes
b) No
Q2) According to you what type of impact that process of globalisation have over business
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success and growth of BMW?
a) Positive
b) Negative
c) Neutral
Q3) What are the main drivers of globalisation that impact on business growth and success
internationally?
a) Technological Advancement
b) International Investment
c) International Trade
Q4) What are the factors affecting on business success and growth of BMW?
a) Political
b) Economical
c) Social
d) Technological
e) Legal
f) Environmental
Q5) What are the main positive impact that an organisation acquire after globalisation its
business activities?
a) Achieving competitive benefit
b) Increased in profitability
c) Increase in customer number
Q6) What are the drawbacks of globalisation that an enterprise get after globalisation its
business in new market?
a) Higher competition
b) Legal issues
c) Change in customer demand
Q7) What kind of role that process of globalisation plays in promoting business development
and growth of an organisation?
a) Easy access to market
b) Greater reach of market
c) Better option of investment
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