How Globalisation Drives Business Success: Clarks Case Study Analysis

This research project investigates the impact of globalisation on business success, focusing on Clarks, a British shoe manufacturer and retailer. The report begins with an introduction outlining the background, rationale, aim, objectives, and research questions. It then provides a comprehensive literature review, defining globalisation, exploring its benefits for businesses like Clarks, and identifying the challenges associated with international expansion, such as cultural differences and foreign regulations. The research methodology section details the research philosophy, approach, data collection methods, and sampling techniques used. The data analysis and interpretations section presents the findings of the research. Finally, the report offers recommendations, a reflection, and a conclusion, summarizing the key findings and insights into how Clarks can leverage globalisation to achieve greater success. The project aims to determine the importance of globalisation and its effect on business success.

RESEARCH PROJECT

Table of Contents
TITLE: How globalisation can drive business success ...................................................................3
INTRODUCTION...........................................................................................................................3
Background of research..........................................................................................................3
Rationale of research..............................................................................................................3
Research Aim.........................................................................................................................4
Research Objectives...............................................................................................................4
Research Questions................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Concept of globalisation.........................................................................................................4
Benefits of globalisation to drive success of business in Clarks............................................5
Challenges for Clarks while globalising its business.............................................................6
RESEARCH METHODOLOGY ....................................................................................................7
Research Philosophy..............................................................................................................7
Research approach..................................................................................................................7
Data collection........................................................................................................................8
Research Types.......................................................................................................................8
Sampling Method...................................................................................................................8
DATA ANALYSIS AND INTERPRETATIONS.........................................................................11
RECOMMENDATION AND CONCLUSION.............................................................................21
Recommendation..................................................................................................................21
Reflection.............................................................................................................................21
Conclusion.....................................................................................................................................22
REFERENCES..............................................................................................................................23
Appendix........................................................................................................................................25
.........................................................................................................................................................1

TITLE: How globalisation can drive business success
INTRODUCTION
Background of research
Globalisation refers to the integration and interaction of two or more countries for the
common purpose of growth. This integration is mainly of business organisation, people and legal
authorities that is government (Sarti, 2016). The concept of globalisation itself seen as the term
which makes business successful. The present research report is based on Clarks, a well known
British shoe manufacturer and retailer company which is headquartered in United Kingdom. The
company was incorporated in 1825 in England, Street and Somerset. Clarks is only dealing in
footwear across the world and owns around 1000 stores. With passing time, top management
team as well as board of directors of Clarks are planning to expand their presence at international
scale. For this, it is required by the management team as well as employees of the company to
improve their knowledge on Globalisation and its related to topic so that they could succeed in
international market in effective manner. In the same regard, the company have specially
appointed new research team which will conduct an better research about globalisation. In this
regard, chosen investigator for the study have formulated both the aim and objectives for the
current study which will guide whole research team in conducting best research without being
distracted to any other related topic.
Rationale of research
The main reason behind choosing this research topic is that, over the years globalisation
has been a crucial subject to study. Basically, organisations uses different business expansion
techniques like joint ventures, franchisee and more aid them in operating businesses in different
nations which could be considered as one of my own interest.
On the other hand, as mentioned by Potrafke, (2015), globalisation is a wider context
which needs to be divided among different subsections that may aid businesses that are
performing at domestic level could easily expand themselves across the borders.
As a researcher, it is not easy for authors to cover all the areas of a subject in an article, and to
have deeper knowledge this topic has been chosen in this report which might help in near future
to peers.

In context to Clarks, it has been identified that this company is operating its businesses at
international scale. At the time of expansion, it has been realised by its top management that they
are having less knowledge about global business management which makes it difficult for them
to execute their business activities in effective manner. Thus, the company has hired research
team to enhance their knowledge on globalisation so that they can enhance their business in
international market effectively.
Research Aim
The research aim for current investigation is “To determine the importance of
globalisation and its impact on business success”. A case study on Clarks.
Research Objectives
 To understand the concept of globalisation.
 To ascertain the benefits of globalisation to drive success of business in Clarks.
 To determine challenges for Clarks while globalising its business.
Research Questions
 What is the concept of globalisation.
 What are the benefits of globalisation to drive success of business in Clarks.
 What are the challenges for Clarks while globalising its business.
LITERATURE REVIEW
Literature review is a kind of academic paper which provides in depth knowledge of
specific topic to the reader. In this section, researcher mainly collects information from different
authors perception in order to enhance their own knowledge on the similar topic in effective
manner.
Concept of globalisation
As per the thoughts given by (Zajda, 2015). Globalisation refers to the integration of
companies, government, people and businesses beyond the national boundaries. The concept
allow companies and other trader to freely exchange their goods and services in desired countries
from where they can maximise their profits. It can be said that this concept is not beneficial for
businesses but it also provides variety of benefits to customers as well. It has been identified that
globalisation has increased number of options in front of customers in terms of products and

services at low prices. This is because, there are number of companies available at marketplace
which are offering similar kind of products which influences companies to provide their products
at low prices in order to grab customers attention. This concept also contributes in raising living
standard through offering the job opportunities, improve access to services and products,
modernization etc. On other hand, another author named as …, have said that concept of
globalisation was initiated with the thought of development of businesses with the society. It can
be said that this growth was only related to companies which can improve its performance with
the help of other companies. This collaboration and integration of companies with each other
develops more business opportunity for companies through which they can enhances their
working practices and also improve quality of product which is being offered by them to
customers. Globalisation gives opportunities to invent number of innovations which can be used
in creation of products that will provide high satisfaction to customers. It takes into consideration
number of factors pertaining to social, political, economic and many more. Furthermore, it
requires huge funds in taking business activities out of national boundaries. It has different
interpretations from different authors, but the underlying meaning is directed towards going
cross borders. In other words, it is the interdependence of nations around the globe which helps
in free trade. It is a wider term which enhances flow of various things such as information, ideas,
technologies, products etc. It is also called as economic integration because of engagement of
more than one country. Companies find it extremely suitable to take their businesses out of the
country and earn huge profits.
Benefits of globalisation to drive success of business in Clarks
On the basis of views presented by Potrafke, (2015). Globalisation is related to
interconnectedness of business, government and people across world that leads to the economic,
cultural and political integration at global level. It has been identified that this concept provides
various kind of benefits to businesses which are operating its business in international market. It
can be said that there are numerous of benefits of globalisation which can be gained by them
expanding their business at international level. Some of the main benefit of Globalisation for
Clarks are defined as below:
Increased number of customers: Globalisation have enhanced number of customers for
Clarks as the company can access international customers by expanding their business in

international market. This simply increases sales figure of company which ultimately contributes
in enhancement of profits.
Access to more business opportunities: Another benefit of Globalisation can be seen in
the form of raised business opportunities. It can said that large scale companies like Clarks have
more business opportunities in international market as they can target new market zone with their
quality products. As a result, the company can also grab developing opportunity in international
area which will provide huge monetary benefits to them. A globalised entity gets the chance to
access more wider capital markets avenues. It can also make alliance with profit making or
highly competitive organizations to create economies of scale and enhance productivity. This is
not possible in being limited to domestic boundaries. The creation of synergy gives huge scope
to explore other opportunities that may contribute to its growth.
Improves reputation of company: Business expansion at international level helps
businesses in growing their reputation in international market (What are the 7 benefits of going
global, 2014). It can be said that Clarks can build up their brand name among customers by
operating its business in different countries. This ultimately contributes in enhancing their
reputation at market place. When a company goes international, the people around the world
come to know about it. After becoming an international company, it gets number of platforms in
which products can be advertised. This increases public image as well as brand value which
helps it earn more profit.
Challenges for Clarks while globalising its business
Business expansion at global scale is not an easy activity or task for company as it
consist of many challenges which rose due to different factors. It has been analysed that
challenges are faced by every kind of company whether they are operating business at small
level or large. These challenges impacts negatively upon the business performance of company
and keep them away from attaining their targeted goals and objectives within the pre decided
time frame. Some of the main challenges which are faced by Clarks at the time of global
expansion are defined as below:
Cultural difference and communication barriers: Every nation has its own culture and
native language which is being used by its local people in the lives. In context to businesses, it
can be said that it is the biggest difficulty and challenge for Clarks to operate its business in the

different nation which has completely different culture. This also interrupt employees of this
company to manage their business activity as they are not much familiar with the language and
culture which makes it difficult for them to take right decision.
Foreign laws and regulations: It is the another challenge which is faced by Clarks, is
related with foreign laws and regulations. It has been evaluated that business expansion in
foreign country requires advance knowledge of legal laws as if the company does not follow
these laws then they might get indulge into any illegal activity (11 Biggest Challenges of
International Business in 2017, 2017). Thus, it can be seen as the major challenge of
globalisation for Clarks.
As per the above discussion report, it has been sum up that there are different types of
factors that acts as an major challenge for globalisation. All these challenges create obstacles for
a company to perform their operations in global marketplace. There are some major challenges
of globalisation that include, economic justice human security, democracy, fundamental change
in values and more. These types of challenges hamper business organisations to gain more
possible advantages. For an instance foreign laws and regulations create numerous obstacles for
an business organisation as each and every nation have different set of regulations and legislation
which is necessary for them to abide. It require more cost and time which lead towards speedy
advancements of an organisation. Furthermore, difference in cultural aspects and communication
is also one of the factor that acts as an major challenge of globalisation. This factor hamper
business organisations to formulate their day to day operations in an easy and ongoing manner.
Thus, it become essential for business organisation to formulate different types of strategies and
policies with the help of which they can easily able to overcome challenges of globalisation in
best effective manner and increase further productivity and probability.
RESEARCH METHODOLOGY
Research methodology refers to techniques and procedures which needs to be used to
determine, choose, process and also analyse information regarding topic (Potrafke, 2015). With
reference to the current investigation, researcher have used research onion which includes many
layers. Research onion is seen as the framework which includes many sub sections that are
helpful for researcher in obtaining better research outcome. Some of the main aspects of this
section are stated as below:

Research Philosophy
Research philosophy is seen as the belief of investigator which reflects how information
is collected, evaluated and used for the research. Research philosophy is mainly of two types that
is interpretivism and positivism. In the current investigation, researcher have used interpretivism
as it allows researcher in interpreting information gathered from human beings. It is helpful in
understanding actual response of people which contributes in obtaining valuable outcome.
Research approach
There are two different kinds of research approaches like inductive and deductive. This
research is based on the inductive approach because it is related to qualitative research and
provide in- depth analysis of information.
Data collection
Data collection refers to the way through which researcher gathers relevant information
that is useful for them in completing investigation with valuable outcomes. Data collection
methods are mainly of two types that is primary as well as secondary. In primary method,
investigator collects information directly from respondents. Whereas, in secondary method,
information is collected from secondary data that means information is gathered from the work
which have been already done by someone else. In the present investigation, researcher have
used both the primary as well as secondary sources of data. In primary method questionnaire
have been chosen by investigator. On the other hand, in secondary method online articles, books,
journals and blogs have been considered by researcher.
Research Types
Research types are mainly of two types that is qualitative and quantitative in nature.
Qualitative research methods is relied on human perception which provides in depth
understanding to investigator on research topic. This method does not include any statistical data.
On the other hand, quantitative research method is related to collection and analysis of data with
the help of statistical formulas. In this method, investigator gathers information from chosen
respondents that could belong to target population or from general public. In this research,
qualitative method has been used because it provides the information in detailed manner.

Sampling Method
It refers to the methodology in which investigator chooses desired number of samples
from the targeted population. Sampling methods are mainly of two types that probability
sampling methods and non probability sampling methods. These types are further classified into
many sections. Probability sampling methods includes simple random sampling, systematic
sampling, stratified sampling and clustered sampling method. Non probability Sampling methods
includes Quota sampling, Convenience sampling, snowball sampling and judgement sampling
method. In current research, investigator have used random sampling method as it it free from
bias outcome.
Questionnaire
Questionnaire
Q 1) Are you aware with the concept of Globalisation? Frequency
a) Yes 25
b) No 15
Q 2) Do you think, Globalisation leads to business success for Clarks? Frequency
a) Agree 22
b) Disagree 18
Q 3) According to your belief, which one is the main benefit of globalisation
that drives success to Clarks?
Frequency
a) Increases number of customers 15
b) Access to more business opportunities 15
c) Improves reputation of company 10
Q 4) Do you think, cultural difference and communication barriers is
considered as challenge for Clarks at the time of global expansion?
Frequency
a) Agree 30

b) Disagree 10
Q 5) Do you think, Globalisation have improved profits of companies who
are operating their business at international level?
Frequency
a) Yes 35
b) No 5
Q 6) According to you, does Clarks requires to alter its strategies during
their Global operations?
Frequency
a) Yes 32
b) No 8
Q 7) Do you think, Globalisation have brought many business opportunities
for companies belonging to retail sector?
Frequency
a) Agree 31
b) Disagree 9
Q 8) Is the concept of globalisation is valuable for customers? Frequency
a) Yes 26
b) No 14
Q 9) Which alternative option is best feasible for Clarks in order to enhance
its product portfolio?
Frequency
a) Clothing 35
b) Food 5

DATA ANALYSIS AND INTERPRETATIONS
Theme 1: Concept of Globalisation
Q 1) Are you aware with the concept of Globalisation? Frequency
a) Yes 25
b) No 15
INTERPRETATION: Concept of Globalisation have been emerged with the thought of
enhancing interaction between two or more companies in order to improve their profits with one
another's support. On the basis of above mentioned pie graph, it has been analyse that 25 people
have said that they are aware about this concept, whereas 15 people have denied to the same
question as they do not know about this concept. 25 people who have stated their positive
response towards the knowledge of concept thinks that it is very common topic as maximum
number of large companies are operating their business at international level. On the other hand,
leftover 15 people have said that they do not know about this topic as they are not going outside
their home.
25
15
a) Yes
b) No