Research Report: Globalisation's Impact on Waitrose Business Success

This research report examines the impact of globalisation on the business success of Waitrose. It begins with an overview of globalisation, its background, rationale, aims, objectives, and research questions. The report then delves into a literature review, defining globalisation and exploring its importance for Waitrose, including benefits such as diversification, access to talent, and competitive advantage. It also addresses the challenges Waitrose faces in globalising its operations, such as ethical business practices, organizational structure, public relations, and leadership. The methodology and data analysis sections are mentioned but not detailed in the provided content. The report concludes with reflections and alternative methodologies, providing a comprehensive analysis of globalisation's influence on Waitrose's business operations and overall success in the global market.

Research Project

Table of Contents
TOPIC: “How globalisation can drive business success.” On the case study of Waitrose....1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of Research .....................................................................................................1
1.2 Background of Research...................................................................................................1
1.3 Rationale of Research.......................................................................................................2
1.4 Research Aim...................................................................................................................2
1.5 Research Objectives.........................................................................................................2
1.6 Research Questions..........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Concept of Globalisation..................................................................................................3
2.2 Importance of globalisation for Waitrose.........................................................................4
2.3 Challenges that can be faced by Waitrose while globalise their operations activities.....5
2.4 Ways related with globalisation by which company can improve their overall performance
at global level.........................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: DATA ANALYSIS ...............................................................................................11
Reflection.......................................................................................................................................25
Alternative methodologies.............................................................................................................25
REFRENCES.................................................................................................................................26

TOPIC: “How globalisation can drive business success.” On the case study of Waitrose
CHAPTER 1: INTRODUCTION
1.1 Overview of Research
Globalisation refers to procedure of interaction and integration between people,
organisations and government in all over the world. It has developed due to the advanced in
communication technology and transportation (David and Govindasamy, 2017). It is spread of
technology, products and information across cultures and national borders. The globalisation
implies with opening of nationalistic and local perspectives to wider outlook of interdependent
and interconnected world with the free transfer of products, services and capital across the
national frontiers. It is multi- dimensional process that is characterised through acceptance of set
of the economic rules for whole world that designed to enhance productivity as well as profit
through universalising markets. The globalisation motives are the realistic and opportunistic but
growth of globe free market has been benefited the large size firms which are based on Western
World. Its affect remains on mixed for cultures, small business and workers in all around globe
in emerging and developed nations.
1.2 Background of Research
Globalisation is phenomenon that has brought world together at one platform where there
is evident blurring of all the differences in all contemporary life aspects ranging from cultural
political, social etc. It is rapid expansion of the transportation and communication which has
minimized the distances and generate an interdependence between people and the nations at all
levels. The globalisation has tend towards enhancing global economic integration. It is one of
most largest force that impact economies of world at present. It is related to change in world
where firms are moving away from self- contaminated countries and also towards integrated
world. The market globalisation is decline in the barriers to selling in other countries than home
country (Mazlish, 2017). This kind of change will make this easiest for firm to start selling of
goods at international level, since the minimum tariffs keep customers low cost and less
restrictions when crossing the boarders makes this easy for an organisation to enter in to foreign
market.
Waitrose is chain of the British Supermarkets that forms food retail division of largest
employee-owned retailer of Britain. It has 353 shops across United Kingdom consisting 65 of
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“little Waitrose” convenience shops. Through globalisation, Waitrose has to be sniffed the sales
opportunities for its services and products in overseas markets specially in those which have
strong expatriate populations such as Abu Dhabi and Dubai. On the other hand, Waitrose private
level products ate sol in some of the selected supermarket outlets in 50 countries in all over
world.
1.3 Rationale of Research
The globalisation is necessary component that is providing the benefits to firms. It helps
in enabling the organisation to operate its business across the international borders. This research
is helpful in providing the information and detailed description about the specific research area.
It helps in enhancing skills as well as knowledge of a learner. It helps in developing the
knowledge base of a learner about globalisation concept. This present area of an investigation
provides significant detailed regarding necessary components of globalisation with in business
operations. On the other hand, this research helps in provide the theoretical framework that aids
people to analysing consequences of globalisation along with its influence on business operations
at the global level.
1.4 Research Aim
It is one of primary aspect of research project. In this, aim develop testable and
measurable investigation that adding collection of the knowledge.
The aim of this research is “To determine the impact of globalisation on overall business
success.” A study on Waitrose.
1.5 Research Objectives
 To understand the concept of globalisation.
 To assess the importance of Globalisation for Waitrose.
 To evaluate the challenges that can be faced by Waitrose while globalise their operations.
 To recommended that ways related with globalisation by which company can improve
their overall performance at global level.
1.6 Research Questions
 What is the concept of globalisation?
 What is the importance of globalisation for Waitrose?
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 What are the challenges that can be faced by Waitriose while globalise their operations
activities.
 What are the ways related with globalisation by which company can improve their
overall performance at global level?
CHAPTER 2: LITERATURE REVIEW
Literature review is defined as a comprehensive summary of information which has been
collected from previously performed investigation. This is basically performed to enhance
knowledge with substantive finding so that researcher would be able to develop an understanding
regarding the current topic and get familiar with nature of research.
2.1 Concept of Globalisation
As per the view point of Beverly Bird and Carol Kopp, 2017, Globalisation is refers to
the process of spreading product, information, technology and job across national culture and
boarder. In term of economic benefit, it describe independence of countries throughout the globe
by getting integrated with one another and fostering free trade. This in turn help several
companies to expand their business by approaching customers throughout several geographical
region without any kind of barriers related with national boundaries. Apart from this
globalisation has also enhanced the way in which operations performed by a business (Bekaert
and et.al., 2016). This is because access to international market has also allowed companies to
access the technology, cultural practices, infrastructure, employees skills and talent which in
turn supported several organisations in enhancing their business practices. Apart from that, these
features also supported it companies to bring innovation in their practices and provide more
effective services to customers. As a result of which competition within the industry also get
enhanced as number of players get connected with one another by getting established over global
level.
According to the view point of John Williamson, 2019, Globalisation is consider as a
manifested in the growth of world trade as a proportion of output. It has contribute up to a great
extend in integrating economies of several country which in turn increases the explosion of
Foreign direct investment. Hence, it can be said that globalisation is a kind of evolution which is
systematically restructuring interactive phase among different countries by removing the barriers
in the areas like commerce, culture, communication and several other fields. It is also considered
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as a reason of progression through which humanities, believe and local market have get
connected with the help of expansion in communicational network or trade globally. This aspect
of globalisation is usually applied by the organisations in order to have access of capital, human
and other resources.
2.2 Importance of globalisation for Waitrose
As per the view point of (Alejandra Gonzalez-Perez, 2013) globalisation plays a crucial
role within the growth as well as development of an economy as it promote trade by provide an
opportunity of expansion over cross-border. Because of this, several organisations become able
to operate their business at international level. Being a giant retailer, Waitrose is become widely
concern about fulfilling the need and expectation of customers effectively by providing them
high quality services in order to remain sustain within market for longer period of time. It is one
of the most successful retailer which operates its business at global level and achieve several
benefits that support it in acheiove competitive advantage at marketplace. Following are the
major benefits that Waitrose get after its expansion in global market:-
 Diversification:- The main benefit of globalisation to a business is that it get an
opportunity to diversify the operations by getting an access to international market. By
getting enter into globalised business Waitrose become able to enhance its level of sale as
well as profitability as it get an internation platform to introduce its unique and high
quality services that help in getting brand recognition at global level (Hawkey, 2015).
 Access to talent:- This one is another importance that globalisation has provided to
Waitrose as by entering into new market or country it would be able to get labour at
relatively lower cost. Under this global labours provide effective benefits to labour such
as diverse educational background, enhancing productivity, advance language skills and
many other. In addition to this it also provide fresh and new talent fro strengthening the
capability of workforce.
 Competitive advantage:- Waitrose widely focuses on aligning the efforts of its
employees toward the fulfilment of need as well as expectation of its customers, so that it
would be able to maintain its position within the marketplace. For this Waitrose focuses
toward entering into market in which their rivals are not present for becoming a first
mover. This help them in creating a strong brand recognition among customers. This in
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turn help Waitrose in expanding its business in international market by achieving
competitive advantage.
 Increase market share: It is also an advantage of globalisation which attained by the
company by offering quality products and services to its customers. This will increase
profitability level of the company and at the same time also raise its market share at
global market.
 Free movement of goods and services: Globalisation is consider as a important that help
in increasing trade among various countries. With the assistance of this, company can
easily trade their services in different countries. It may aid in creating positive relation
with various nations and inviting new global customers towards its services.
2.3 Challenges that can be faced by Waitrose while globalise their operations activities
According to the views of (Apăvăloaie, 2014) it has been identified that globalisation is
the process in which organisation sell their products and services at worldwide level. It results in
increasing customers of Waitrose as well as profit level by enhancement in sales. Along with
this, it has some challenges which will faced by company by doing business at global level.
Explanation of these are as follows :-
 Ethical Business Practices - Arguably the most substantial of the challenges faced by
Waitrose, ethical business practices in areas such as labor, product safety, environmental
stewardship, corruption, and regulatory compliance have historically played a dramatic
role in the success or failure of global players. In some nations, particularly those without
a strong rule of law, bribing public officials (e.g., paying them off with gifts or money) is
relatively common by those seeking favorable business terms (Stark, 2017). Although
national and international laws exist to crack down on bribery and corruption, some
businesspeople and organizations are pressured to go along with locally accepted
practices. Maintaining the highest ethical standards while operating in any nation is an
important consideration for all organisations.
 Organizational Structure - Another significant hurdle is the ability to efficiently and
effectively incorporate new regions within the value chain and corporate structure.
International expansion requires enormous capital investments in many cases, along with
the development of a specific strategic business unit (SBU) in order to manage these
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accounts and operations. Finding a way to capture value despite this fixed organizational
investment is an important initiative for global corporations.
 Public Relations - Public image and branding are critical components of most
businesses. Building this public relations potential in a new geographic region is an
enormous challenge, both in effectively localizing the message and in the capital
expenditures necessary to create momentum.
 Leadership - It can be difficult for businesses to find effective organizational leadership
with the appropriate knowledge and skills to approach a given geographic market
successfully. For every geography worldwide, unique sets of strategies and approaches
apply to language, culture, business networks, management style, and so forth. Attracting
talented managers with high intercultural competence is a critical step in developing an
effective global strategy.
 Legal and Regulatory Structure - Every nation has unique laws and regulations
governing business. Waitrose need access to legal expertise to help them understand in-
country laws and comply with applicable regulations (Weldes, 2015). It is important for
businesses to understand the legal and regulatory climate for their industry and type of
organization before entering a new market, so that this information can be factored into
the business case and strategic decisions about where and how to expand globally, as
well as strategic and operational planning to ensure profitability.
Above mention are some challenges faced y organisation while doing business at global
level because everything don’t have only positive factors it have some negative also. Thus,
Waitrose have to consider all these factors and make plan in advance to protect themselves from
any type of future as well as present risk.
2.4 Ways related with globalisation by which company can improve their overall performance at
global level
For an organisation it is important to improve their performance at global so they can gain
numerous of customers as well as profit maximisation also by improving sales. By providing
better quality products to customers which can make them satisfy and fulfil their needs or
demands. Because sometimes satisfy as well as loyal customer become mouth publisher of
company. There are six step which help Waitrose in improving their performance at global level.
These are as follows :-
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 Employees engagement
 Leverage high impact leadership practices
 Identify as well as remove internal Roadblocks
 Align Metrics
 Use training and development strategically
 Focus on business strategy
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is consider as most crucial part of an investigation in which there
is a detail description about number of tools as well as techniques which are used to execute
investigation effectively (Zürnand De Wilde, 2016). This help in guiding researcher to perform
investigation in a systematic manner and be able to represent as well as conclude the collected
information in more effective manner. It is mainly consists of theoretical analysis of body of
various methods as well as principles that are linked with the branch of idea as well as
knowledge. This section of investigation is based on various application that are effective in
performing the overall activities in systematic and right direction.
Illustration 1: Research Onion
Type of research:- The research work is based on some issues and major duty of an
investigator is to identify the cause behind particular problem or issue and present it with
accurate data as well as information. In order to present information more effectively it is very
essential to select and appropriate type of research (Carneiro and Brenes, 2014). There are
basically two type of research i.e. qualitative and quantitative. The qualitative investigation
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focuses toward collecting information in detailed manner to represent the information in
theoretical manner with proper facts and evidence. On the other side quantitative research mainly
emphasize over gathering information over statistical data. In this investigation qualitative
research method will be used to present information in detailed manner.
Research Approach:- This is consider as one of the most essential elements of research
methodology which represent approach that is used to perform research (Bailey and et al.,
2018). Approaches are of two type inductive as well as deductive. In inductive approach, data is
accumulated with the execution of an effective observation over existing facts as well as figure
that are related with project. On the other side, deductive approach is work toward forming up
new or innovative theories that are formulated with the help of hypothesis. In current research
inductive approach has been used by researcher as the whole investigation is based on qualitative
aspects.
Research philosophy:- This is consider as most essential part of investigation which
support in directing the research in right direction. Research philosophy is basically are of two
type such as positivism and interpretivism. In current report, interpretivism philosophy will be
used which help in providing qualitative report with the help of which researcher would be able
to analyse data at different level in more effective manner.
Data collection tools:- This section is consider as an fundamental aspect of research
project as each activity used in investigation are based on data as well as information that are
accumulated by researcher (Baud and Durand, 2012). In order to carry out research work usually
two type of data collection tools are used, named as primary and secondary data collection
method. Primary data collection refers to the process of gathering information which is fresh as
well as new and not yet been investigated by another person. On the other side, secondary data
collection is refers to the process of gathering information from previously published sources
such as books, journals, article etc. In order to conduct this investigation in effective manner both
primary as well, as secondary data collection methods used where primary information is
gathered with the help of questionnaire and secondary information is collected through literature
review.
Data Sampling:- This is consider as a technique of sampling which emphasizes over
choosing the sample which represent as a wholesome of original population. Data sampling
methods are of two type such as probabilistic and non-probabilistic tools. In current
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investigation, researcher will use probabilistic sampling technique and for this investigator is
required to adopt appropriate sample of population (Belás and et. al., 2014). For conducting this
investigation effectively sample of 40 respondents will be selected out of overall population.
Ethical consideration:- Problem and issues are usually unpredictable in nature which
researcher may also face at the time of its investigation and in order to get safer from this side
researcher must stay with some backup plan to resolve them. The investigator plays an essential
role within each activity which it take to gather more reliable and appropriate data with the help
of various sources. In such situation researcher must ensure the sources it access must be
authenticate and provide accurate information without any kind of manipulation. In addition to
this the potential obligation of researcher is to keep the personal information of respondents
confidential. Create a research design as well as blue print of investigation in order to apply all
the activities in right directions. In addition to this research must ensure that no personal question
would be asked to researcher which may harm or hurt them in any manner (Beynon-Davies,
2013). Apart from this researcher should also consider cost as well as time as their key aspect as
these factors are also required to manage in respect to completion of investigation work in
appropriate manner.
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