Globalisation Driving Business Success

This research proposal examines the impact of globalisation on business success, specifically focusing on McDonald's strategies for international expansion. It includes an introduction to globalisation, research objectives, methodology, and a detailed analysis of the challenges and opportunities faced by businesses in the global market. The proposal aims to provide insights into how globalisation can enhance business growth and competitiveness.

Research Proposal

Table of Contents
Topic: How Globalisation can drive business success. ..................................................................1
INTRODUCTION...........................................................................................................................1
Rational of research................................................................................................................1
Aims and Objective................................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................6
RESEARCH TIME PLAN............................................................................................................10
DATA ANALYSIS AND INTERPRETATIONS.........................................................................12
REFLECTION...............................................................................................................................17
RECOMMENDATIONS...............................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

Topic: How Globalisation can drive business success.
INTRODUCTION
Globalisation refers to procedure of integration in which companies, government and
individuals interacts with each other beyond national boundaries for the mutual consent of
overall development. Concept of Globalisation has been initiated for the purpose of increasing
opportunities for business organisations through which they can grow at highest level
(Gabrielsson, Gabrielsson and Seppälä, 2012). This research is based on McDonald, a renown
company belonging to Fast Food industry. The top management of this company is planning to
expand business operation of McDonald in international market, for this they have conducted an
research in order to enhance their knowledge on globalisation and its importance in business
growth. In this regard, researcher have formulated aims and objective for this research in order to
reach true results on the chosen research topic.
Rational of research
The main purpose of this research is to understand the term globalisation which can help
businesses that are looking forward to expand business at international level (Brewster and

Hegewisch, 2017). Researcher took this topic to improve knowledge related to current trends and
ways through which business expansion can be done.
Aims and Objective
Aim of the research is important as well as necessary part of entire research project
because it provide direction as well as process for conducting it. Moreover, aim of research
generally describe an issue through which an company will going to find solution of these
research problem. Thus, organisation can easily gain growth and profit in the competitive
business environment.
The aim of research project is “To analyse the important strategies that can be used by an
organisation for becoming successful in global environment ” A case study of McDonald.
Research Objective:
Research objective is crucial part because on the basis of it pre-determined goals and
objectives can be accomplished in effective manner (Costen and Salazar, 2011). All these
objectives are generally useful for investigator because through this they can evaluate overall
research project in better way. Moreover, overall research objectives are interrelated with each
other or they have their strong connection which help researcher in conducting research project
in effective manner. Below mention are the research objective :-
 To determine concept of Globalisation
 To analyse the strategies used by an organisation in expanding business operation at
international scale
 To evaluate main challenges of globalisation which might be faced by McDonald at the
time of expansion
 To identify role of globalisation in expanding business operation of McDonald a
international scale To analyse the range of strategies that can be used by McDonald the became successful
in the global environment
Research Question
In respective section, research questions is designed by the research investigator and
he/she have to keep in mind all the objectives while framing it (Ford ,2014). Moreover, research
question are crucial part of the entire research because with the assistance of this researcher will

be able to understand as well as investigate it in actual manner. Below mention are the research
questions prepared for this project :-
 What is the concept of Globalisation?
 What are the the strategies used by an organisation in expanding business operation at
international scale?
 What will be the main challenges of globalisation which might be faced by McDonald at
the time of expansion?
 How to identify role of globalisation in expanding business operation of McDonald a
international scale?
 What are the strategies that can be used by McDonald the became successful in the global
environment?
LITERATURE REVIEW
Concept of Globalisation
As per thoughts given by (Hitt, Ireland and Hoskisson, (2012), it has been analysed that
concept of Globalisation simply states the process through which business organisation can
freely exchange their goods and services at international scale without any barrier. This concept
also incudes many sub concepts like migration of workforce between two or more countries,
outsourcing and offshoring of production, expansion of FDI (Foreign direct investment),
emergence of global brand names etc. It can be said that this concept is not only beneficial for
business organisation but it has provided lots of benefits to people. It has also opened up
opportunities for large scale companies as they can easily approach new market area and its
customers which can provide high level of benefits to them (Kolb, 2014). Globalisation is
defined as the market integration at global level in order to increase national economy.
Globalisation is common in financial markets like capital markets, credit markets, insurance
markets, commodity markets and product market. It enables the sources of raw material and this
increases the cost competitiveness in own market as well as foreign markets. Also because of
globalisation inward investment has increased between countries. It enhances the growth of any
country in terms of finance and market expansion. The issues of employment in countries
declines because of increase in trading.
The strategies used by an organisation in expanding business operation at international
scale

According to the viewpoint of Leidner, (2010), it has been analysed that there many
factor or elements which contributes in expanding business operation of a company at
international scale. It includes innovation, joint venture, extensive networking, good brand name
etc. It can be said that if an organisation adopts these ways at time of expanding business in
international market then it is easier for them to succeed in less period of time. Along with this,
these companies can also enhance their sales figures in the new market with innovative concept.
As a result, it is easier for companies to expand its business in new country by adopting right
way (McGrath,2012). Apart from this there are several ways which can be used by McDonald's
for expanding business at international scale. Explanation of these are as follows :- Direct Exporting – It is direct selling products and services in the selected market area
through the assistance of distributor, agent as well as distributor for representing the
organisation into further market. Both of them become face of the company as well as
important part is that organisations choice of agents as well as distributors will manage
things in effective manner as same like hiring key staff persons (Kowalkowski and et.al.,
2015). Franchising - It is the process through which organisations can expand their business at
global level (Moser,2012). In franchising right as well as authority is granted by one
party to another for using their trademark, trade name and many other business system.
Their is one time fees which is paid by the person who is taking franchise amount paid
also involve some percentage of sales revenue which is royalty or gains. Thus,
McDonald's is using franchising market expansion tool for expanding their business at
global level. Joint Venture – It is a form of partnership which involves creation of third independently
managed organisation. In other words this can be said, joint venture is 1+1=3 process or
in joint venture two associations get agree on particular market, situation and then work
together (Bocken And et.al., 2016). Moreover, within joint venture organisation risk and
profit will be shared equally among each and every partner.
 Licensing – It is the form of written document or agreement through this owner of one
company grant permission to another party for utilising their property. In other words it
can be said that, licensing is an legal agreement in which licensor gives authority to
license for production and selling goods by apply brand name or trademark as well as use

patented technology owned by the licensor (Pollock, Wick and Jefferson, 2015).
Moreover, in the licensing procedure the licensee have to submits written document
related to the conditions in order to the utilisation of licensor's property as well as
payment agreement which is named as royalties.
Out of all these McDonald's can use franchising business expansion technique for doing
business at international level.
Challenges of globalisation
According to the perception of Taylor and Derudder, (2015), it has been evaluated that
globalisation is broad concept which includes huge number of benefits and opportunities for
businesses as well as people. But, at the same time it contains many challenges too which
becomes barriers for companies while expanding its business at international scale. It can be said
that some of the main challenges for companies expanding its business at international scale
includes arrangement of financial funds, human resources, cultural barriers and many other. It
has been identified that it is difficult for the companies to expand its business in the international
market if they ignore these challenges. Thus, for effective business expansion, its better for
organisation to initially analyse market and conduct an appropriate research on market. After
analysing chosen country and market, the company can easily operate its business without facing
much difficult (Prajogo and Olhager, 2012). Below mention are some challenges which is faced
by McDonald's while doing business expansion such as :- Unfamiliar culture – Every country have their own culture that is different from each
other and it may be the challenge which faced by McDonald's while doing business
expansion. Because it is not necessary that offering of same product and services in every
nation will be like by their population. Thus, for sustaining in competitive market it is
necessary for respective organisation to analyse culture of nation in which they are
expanding business (Bretos and Marcuello, 2017). So they can satisfy their existing as
well as potential customers. Language barriers – It become one of the major challenge for McDonald's while doing
business at global level. Because every nation have their own local language which
become problematic for respective organisation (Salas and et. al., 2012). Thus, for
coming out of this problem McDonald's have to hire staff members who known different
languages as well as having capabilities of explaining features of their offerings. If staff

member will not understand language of their customer then it become difficult for them
to serve them in appropriate manner and satisfying also.
 Legal issues - Every country have their laws and legislation which should be followed by
organisation as well as people living over their (Shultz and Adams, 2012). Thus,
McDonald's also have to keep in mind all the legal factor while doing business at global
level it includes tariffs and exports fees, minimum working hours of labour, wages to be
paid, equality act and so on. Although, it is the major challenge which faced by the
McDonald's while doing business at global level. Moreover, it is necessary for respective
association to do work by keeping in mind all the regulation which is framed by the
government. So they can sustain in market for long duration and gain competitive
advantages. Their is an another important legal factor that is taxation. Because each and
every country have different taxation policies and rates which give impact on the price of
goods and services.
Role of globalisation in expanding business operation
On the basis of thoughts of Shenkar, Luo and Chi, (2014), it can be said that globalisation
plays an essential role in the business expansion of a company. It has been identified that
Globalisation makes it easier for companies to indulge into free flow of goods, services,
manpower, resources and many other things. This reflects that with the concept of globalisation
companies can easily maximise their business profitability in effective manner. There are several
role performed by the globalisation in expanding business operations. Explanation of these are as
follows :- Greater awareness – Through globalisation organisation are getting knowledge about the
taste, preferences, culture, religion of different nation customer. This is important and
play crucial role in enhancing customer base. Because without identifying all these factor
it become difficult for McDonald's to satisfy their existing as well as potential customer
and result in decreasing brand image within market area.
 Location flexibility – Operation of McDonald's gain location flexibility while doing
business expansion at global level (Thomas, 2017). They can easily locate their new
product and services within any market as well as such practices allow them in gaining
benefits of low cost labour and several other resources charges.
Strategies that can be used by McDonald the became successful in the global environment

For expanding a business operation at international level, it is necessary for them to be
successful at domestic market. In order to develop any business successful, marketing strategy
plays very important role. Main focus behind formulating marketing strategy is to fulfil the
requirements of consumers also to maintain long term relationship with them. For instance,
McDonald should adopt flexible strategy which can changed by them according to the taste and
preferences of customers. As a result, it will increase the brand image of the company which will
aid the company in smooth running of business activities. In addition to this, company should
adopt pricing strategies on the basis of income level, target market as well as culture of the
country.
RESEARCH METHODOLOGY
Research methodology is the specific process as well as technique which utilise for
identifying, selecting, process and identifying information related to particular topic (Ince and
et.al., 2015). In simple term it can be said that RM is the process which use for gathering
information and data with the purpose of making business decision. Respective methodology
involves publication research, interviews, survey as well as several other research techniques.
Along with this, both present and future information are also involved in research methodology
section.
Research approach – It is a plan and procedure which consists of broad assumption to
detail method of data collection, interpretation as well as analysis. Although, it is based on the
nature of research problem which have to be addresses. Research approach is classified within
two i.e., approach of data collection and data analysis.

(Source: Research approach, 2019)
Qualitative method: Qualitative research is based on human perception, their views,
thoughts, analytical criteria etc. This research approach will be utilise researcher as well as it
help them in direct interaction with respondents for taking their opinions on selected research
topic. Implementation of Qualitative research gives priority to human trends for reaching true
outcome by researcher. Although, researcher is using qualitative method because it will assist in
getting true as well as appropriate outcomes of research topic (Wilcock and Scholz, 2016).
quantitative method is not implemented by researcher because through this data collected is in
the form of mathematical, statistical as well as through computing techniques. Strength and
weakness of qualitative method are as follows :-
Strength Weakness
 Qualitative method provide depth
information on individual cases.
 One major strength of the same is its
capacity which gives right information
related to respondents.
 Data gathering in qualitative research is
time consuming.
 Interpretation of outcomes are generally
biased because it is influenced through
researcher' s perspectives.
Quantitative method: This type of research approach is based on statistical data. In this
researcher mainly uses numerical formulas, mathematical algorithms for evaluating statistical
Illustration 1: Research approach

data so that effective evaluation can be done without any mistake. But this approach is not
implemented by researcher because it is time consuming and less changes of getting data
according to the research topic. Strength and weakness of quantitative method are as follows :-
Strength Weakness
 Quantitative research provide precise
and numerical data as well it is useful
for large sampling size.
 It is easier to interpret research data.
 Research data gathering may be
sometime too general.
 Along with this, research result might
not be in-depth.
In the present research project, investigator has used Qualitative method of research
approach for finding out true outcome on research topic.
Research philosophy - It refers to the belief of researcher which shows that the pattern in
which information is gathered, analysed and opted for the study. Types of research philosophy is
divided into two type such as positivism and interpretivism. For current study, interpretivism
have been adopted by investigator as it is helpful in finding out valuable information from the
collected data with the help of interpretation.
Data Collection - It is the process in that information or data will be gathered as well as
there are generally two method of data collection i.e., primary and secondary. Major motive
behind collecting information or data is to find out as well as gain solution of the research
problem (von Furstenberg, 2017). Explanation of these are as follows :-
Primary method: Primary data is considered as raw or first handed data that has been
personally gathered by researcher at time of research. In this method of data collection, major
motive of investigator is to collect authentic information which can satisfy research topic and
contribute in obtaining research outcome (Hoffmann and Kumar, 2013). In this research
investigator is using primary method of data collection because with this fresh information will
be gathered by researcher related to the topic. In this research, investigator have used both the
primary as well as secondary method of data collection in order to complete this project within
the provided time limit with authenticity. But out of these two major role played by the primary
method of data collection with the assistance of questionnaire. Strength and weakness of primary
data :-

Strength Weakness
Primary data is more up to date and help in
conducting research in more reliable manner.
As within this data collection method question
directly asked from population which help in
collecting correct information.
It is expensive as well as time consuming
method. Along with this, outcomes from
researcher audience always not feasible.
Secondary method: Secondary data is mainly based on someone else's work which has
bee done by them in past. This method is best suitable of collecting bulk of information in less
period of time (Duong, 2017). This method is not utilising by researcher because there is less
chances of getting accurate data. Although, information gathered is already been published in
any books or journal this is the main reason that data will be less accurate. Strength and
weakness of secondary method are as follows :-
Strength Weakness
 Secondary data is economical and it
also save efforts and expenses.
 Along with this, it is time saving
method of data collection.
 Secondary data accuracy is not known
as well as data may be outdated.
 It is also disadvantages that secondary
data might not be available as well as
accessible easily.
Sample Size - It is the count of individual samples or observation in any statistical
setting such as a scientific experiment or public opinion survey. For conducting respective
research investigator has decided to take 30 respondents (Bovens and Wille,2017). So that proper
information can be collected within required time period in effectual way.
Sample Method - It is the sampling procedure in that members are selected for doing
continuous research from population. There are generally three type of sampling method such as
cluster, random and stratified. Although, In the respective research project researcher will going
to use random sampling method for gathering data and information on the respective research
topic.