Impact of Globalisation on Cadbury's Cross-Border Trade Practices

This research project investigates the impact of globalisation on Cadbury's cross-border trade in goods and services. It provides a comprehensive overview, starting with an introduction to globalisation and its effects on the chocolate industry, particularly in the UK. The study explores Cadbury's expansion, the importance of cross-border trade, the challenges faced, and the benefits derived from globalisation. The report includes a literature review, research methodology, data analysis, and interpretation. It also presents research outcomes, recommendations, and reflections on alternative research methodologies. The project aims to identify the relationship between globalisation and Cadbury's international trade practices, offering insights into how the company can further enhance its global presence. The report concludes with a detailed analysis of the topic, supported by references.

Research Project

Table of Contents
TOPIC: “To identify the impact of globalisation over increasing trade across borders of goods
and services.” A study on Cadbury..................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of research .............................................................................................................3
Background of investigation ..................................................................................................3
Research aim:-........................................................................................................................4
Research objective:-...............................................................................................................4
Research questions:-...............................................................................................................5
Rationale.................................................................................................................................5
Time scale...............................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
The concept of globalisation..................................................................................................6
The impact of globalisation on Chocolate industry of UK ....................................................6
The importance of increasing cross border trade of good and services for Cadbury.............7
The challenges that Cadbury has to face with increasing the trade across borders...............7
The benefits that Cadbury get with the increase in cross border practices of goods and services
................................................................................................................................................8
The relationship between globalisation and increasing cross border trade of Cadbury.........9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................12
CHAPTER 5: RESEARCH OUTCOMES....................................................................................27
Covered in PPT.....................................................................................................................27
CHAPTER 6: REFLECTION & RECOMMENDATIONS FOR ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................27
Recommendations................................................................................................................27
Reflection.............................................................................................................................27

CHAPTER 7: CONCLUSION......................................................................................................29
REFERENCES..............................................................................................................................30
TOPIC: “To identify the impact of globalisation over increasing trade across
borders of goods and services.” A study on Cadbury.
CHAPTER 1: INTRODUCTION
Overview of research
Globalisation is defined as the process of integration as well as interaction among
individual, companies and government throughout the world with the aim of simplifying the
transactional process and increasing the communicational process among them. The
globalization practices get increased with the advancement of communicational technology as
well as transportation facilities. This is because it help businesses to increase their expansion and
global interaction that leads to growth of international trade, culture and ideas. Hence it can be
said that globalisation have a huge impact over increasing the trade practices across the border
i.e. at internation level (Najam, Runnalls and Halle, 2016). This is so because with the
anticipation of globalisation the demand of people get increased in term of product or services
which they required to improve standard of living. As a result of which it support a company to
expand their business at new geographical location and easily get accepted by the market. This in
turn support a business to expand its business practices in order to offer goods and services
across border by getting a platform of having smooth flow of trade from one country to another.
For performing investigation over the impact of globalisation with the increasing trade practices
across boarder, Cadbury is considered for study which is a larger multinational confectionery
company that offer its product or services through out the world. Cadbury is a greater example of
cross border trade practices as it started operating its business by setting up Birmingham,
England where later it started offshoring the product or services at several different part of the
world.
Background of investigation
Globalisation plays a crucial role within the growth and success of a business by
providing them an opportunity to operate at global level by approaching larger number of people
that resides at several different location (Yankuzo, 2014). This supported up-to a great extend in
promoting business and supporting in expanding its operations at several different locations

which get easily accepted by customers. The current report is based on “To identify the impact of
globalisation over increasing trade across borders of goods and services.” For performing
investigation over this Cadbury is considered which is considered as a second largest
confectionery brand in world. It get established in year 1824 who sold out Coffee, tea and
drinking chocolates after which a factory get established to produce chocolate bar and later on
company started offering its chocolate in several different countries with the support of local
retailers. This is the main reason behind its success and becoming the second largest
confectionery brand after Mars. It get only become possible with the help globalisation as this
concept supported Cadbury in getting governmental support in order expand its business
operations throughout the world (Surugiu and Surugiu, 2015). Hence it can be said that
globalisation supported up to great extend in term of increasing its trade practices across the
border which help it in achieving greater business growth as well as profitability at a larger scale.
There are several benefits which globalisation offer to Cadbury which includes larger customer
base, new market to offer product or services, advancement to technology, labour and resources
at lower cost, competitive advantage and many more. These all are the positive factors which
attract a business to global market and support in improving its market position
Research aim:-
“To identify the impact of globalisation over increasing trade across borders of goods and
services.” A study on Cadbury.
Research objective:-
 To understand the concept of globalisation
 To identify the impact of globalisation on Chocolate industry of UK
 To identify the importance of increasing cross border trade of good and services for
Cadbury.
 To identify the challenges that Cadbury has to face with increasing the trade across
borders
 To identify the benefits that Cadbury get with the increase in cross border practices of
goods and services.
 To ascertain the relationship between globalisation and increasing cross border trade of
Cadbury.
 To recommend the ways Cadbury can increase its international trade.

Research questions:-
 What is the concept of globalisation?
 What is the impact of globalisation on Chocolate industry of UK?
 Describe about the importance of increasing cross border trade of goods and services for
Cadbury?
 What are the challenges that Cadbury has to face with increasing the trade across
borders?
 How Cadbury get benefited with the increase in cross border practices of goods and
services?
 Explain about the relationship between globalisation and increasing cross-border trade of
Cadbury?
 How Cadbury can increase its international trade practices?
Rationale
The purpose behind conducting this study is to learn about the ways in which
globalisation contributed toward increasing the across border trade practices. By conducting this
investigation, researcher would be able to increase its understanding regarding the trade across
borders of goods and services along with the manner in which it help a business to get expanded
at global level (Jensen, Quinn and Weymouth, 2017). In addition to this, research would be able
to increase its understanding regarding several tools and techniques which support in future
projects. This investigation can be further used for academical purpose when get published
which help students in enhancing their learning by consider real life examples.
Time scale
In an investigation work it is essential for a research to implement all the activities in
appropriate manner and for this a proper time scale is required as it is effective in categorising
the work as per priority. In this specific time is presented which is needed to complete the task.

CHAPTER 2: LITERATURE REVIEW
Literature review is defined as the process of assessing and gathering information from
the existing sources in order to critically evaluate the view point of several authors so that proper
understanding can be created in term of particular topic of concern (Noe and et. al., 2017). This
support a researcher in determining the nature of study so that it help in creating a base over
which further primary investigation can be performed.
The concept of globalisation
As per the view point of Sammy Collins, 2019, globalisation help in the growth as well
as development of a whole economy in a more effective manner. This consists of several
processes that get associated with production and consumption with an aim to manifest the world
with trade which is an essential proportion of output that assists in controlling the economy. The
global practices has increased with the explosion of FDI because it help in integrating two
market in more effective manner. Despite of this, it also support in enhancing the level of capital
within a particular market that support in promoting the trade transaction process. The
internationalisation of business practices get improved with the development of technology that
further contributed toward improving the operational processes so that customers are being
offered with standardised product (McNamara, 2017). This all contributed toward improving the
business practices of companies by providing them with access to advancement which further
results into increase in sales and profitability. Hence it help a business in offering standardised
services to the customers which help in attracting them and support in expanding its business
practices to other geographical regions so that larger number of customer get offered with
services of a company throughout the world.
The impact of globalisation on Chocolate industry of UK
As per the view point of Christie. B., 2019, globalisation supported to a great extend in
improving the working practices as well as services offered by the players within chocolate
industry. This is because with the globalisation of chocolate factories the players would become
able to update their manufacturing process by getting advanced technologies install in their
factories. It help in smoothing up the processes through which chocolate get manufactured which
also help in providing products that are of good quality and rich in taste. Despite of this,
globalisation also supported in growth of businesses deals in chocolate as with the expansion of

business at several geographical area companies become able to get raw material much
effectively. This is because cocoa basically grow in tropical areas only at 15 degree latitude
which is not possible for the players of other area to gather this stuff to produce chocolate. But
with the globalisation it become easier for businesses to get required raw material from the
countries that are rich in producing cocoa (Los and et. al., 2017). This in turn supported in
reducing the production cost by providing them an opportunity to access raw material at
relatively lower price by expanding the business over location where it has higher availability of
ingredients required for production.
The importance of increasing cross border trade of good and services for Cadbury
As per the view point of Meltzer, 2015 , Cross Border Trade plays a significant role
within the development of business at global level as it help in providing trading opportunities to
larger number of people by offering it several benefits. It includes easy availability of raw
material, human power, technology etc. at relatively lower price which help a business to
establish its operations in effective manner without costing high over the production process.
These all supported Cadbury in experiencing higher growth by increasing their its cross border
practices by dealing with issues to cultural integration, the reasons behind M&A failures local
retailers in order to offer their product or services directly to customers. The major benefits that
Cadbury get after globalisation of business practices is that it get benefited with larger market
share to offer good and services, competitive advantage, more networks to deliver its offering
and getting higher profitability (Zajda, 2015). Despite of this, globalisation also supported
Cadbury in increasing its brand value by offering its product or services at several geographical
location with the help of cross border practices. These all help Cadbury in approaching larger
number of customers throughout the world which in turn further help in increasing the sale as
well as profitability of business up to a great extend.
The challenges that Cadbury has to face with increasing the trade across borders
As per the view point of Vijay Ramachandran, 2019, trade cross border practices brings
up several benefit to an organisation who want to approach broader market share at international
level. But despite of all theses there are some challenges that an organisation have to face at
global level which also affect its business operations. Being a retail oriented organisation there
are five basic challenges that Cadbury has faced while creating the cross border marketplace

offerings. This includes, establishment and maintenance of contract with the local retailers so
that product or services can be delivered to customers in more appropriate manner. Despite of
this building an infrastructure is also a major issue for Cadbury as it required to improve its
logistic process as well as technology to support cross border practices that leads to effective
market establishment. In addition to this, it also found difficulties in ongoing maintenance where
to stay competitive in global market Cadbury is required to regularly improve its business
practices as per changing demand of customers. Apart from this getting the word out is also a
major issue where Cadbury is required to create its image in new market so that sustainability
can be achieve to deal with competition present (Bauer and et. al., 2014). At last the major issue
that Cadbury face while cross border trade practices is caring for customers where company is
required to deal with changing demand of customers as well as complaints they are having in
term of services they are availing. As Cadbury deliver its product or services with the help of
retailers which make it difficult to directly interact with customers in term of getting their
feedback and help them in solving issues they are facing.
The benefits that Cadbury get with the increase in cross border practices of goods and services
As per the view point of Shenkar, Luo and Chi, 2014, Management of cross border
business requires thorough understanding regarding the practices, culture, business environment
and laws that are present at several different location. Its knowledge when used in effective
manner help a business in gaining competitive edge at market place and maintain a larger
customer base at international level. There are number of benefits that Cadbury get from its cross
border practices which are mentioned below:
 Cross-border operations open up several business opportunity that leads to increase in
higher profit as they get a platform to sell their product or services to a larger customer
base within multiple countries.
 International business also support in getting optimum utilisation of resources as with
Cross border practices it become able to use both natural as well as human resources
from several countries in their operations.
 Increase in Cross-border practices open up a way for business diversification and
expansion of its activities as operations at global level help in earning higher profit for
business and also support them in receiving several governmental benefits.

 Cross border business practices help in nation's economy and often provide governmental
benefits to attract foreign businesses. These benefits could be in form of subsidized
resources, tax soup, financial incentives etc.
 The main function of cross-border involve the import export functions as it involves the
use of foreign exchange. Hence by performing the cross border practices for offering its
product or services to other countries, Cadbury become able to earn foreign exchange
from the nation to which they are importing goods or services.
The relationship between globalisation and increasing cross border trade of Cadbury
According to the view point of Sohn, 2014., globalisation supported in integrating the
economies of several country into a global economic system which is one of the most crucial
factor behind the development of countries as well as organisations deals within it. This in turn
further supported in providing opportunities regarding the the diversification as well as
expansion of business at global level. In addition to this globalisation also brings up several
technological development by increasing the interaction among countries that leads to exchange
of knowledge which supported companies to expand their operations at several different
locations to avail technological benefits. Hence there is a relationship between globalisation and
cross border trade as globalisation provide a platform from where Cadbury can exchange its
product or services within other countries (Tierney and Lanford, 2015). As it get with several
communicational technologies through which it can interact with retailers as well as customers
that resides over several geographical locations. In addition to this globalisation also supported
Cadbury in getting access to advanced technologies, low cost raw material as well as man power
that act as a motivational factor which pushes Cadbury to avail this opportunity and started
performing cross border practices in order to become a global market player.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as that part of investigation which focuses toward
detailing about several tools and techniques which are used to conduct a research in more
appropriate manner (Hirst and Thompson, 2019). These tools and techniques support in
collecting, presenting, evaluating, interpreting and concluding the findings in an appropriate
manner so that the information gathered can be directed toward the accomplishment of
objectives for which research can be conducting. Following are tools and techniques that will be
used within this investigation:
Research Philosophy:- This is consider to be the most crucial part of an investigation
which represent the information regarding the way in which data must be gathered and analysed
so that required information can be presented in more appropriate and meaningful manner. The
research philosophy are of two type such as interpretivisim as well as positivism. In which
interpretivisim philosophy is one that put more emphasis toward interpreting the information as
per the qualitative mean. On the other side the positivism philosophy is one that focuses over
implication of scientific methods that depends over quantitative facts and figures. In order to
perform this investigation effectively the interpretivisim philosophy will be used as it is most
effective in investigation which is based on qualitative data.
Research approaches:- For performing an investigation there are basically two type of
approaches used that are named as inductive as well as deductive. In this the deductive approach
is one that work over existing theory for gathering information and compare it with hypothesis
that are formulated in starting of investigation (Bond and J. O'Byrne, 2014). On the other side
inductive approach is one that believe in formulation of new theories that get supported with
observations and test to prove a particular phenomena. In order to perform this investigation
inductive approaches will be used as this research is based on qualitative investigation.
Sources of data :- It refer to the sources or method through which the information
regarding a particular topic will be collected. The sources of data are of two type such as primary
and secondary. In this primary method is one in which information is gathered for the first time
about a particular topic which is not yet been gathered by some another person from sources like
survey, questionnaire, interview etc. On the other side secondary information is one in which
data is gathered by assessing the information which is already being researched by some another
person for their use over the similar topic as current from sources like books, journals, articles

etc. For performing this investigation both primary as well as secondary information will be
gathered so that research objective can be meet in effective manner. Among them primary
information will be collected using questionnaire and on the other side secondary information
will be gathered with the help of literature review (Wirtz, Tuzovic and Ehret, 2015).
Type of investigation:- It is defined as the format which is being followed by the
researcher while gathering information. Investigations are of two type such as qualitative and
quantitative. Among them qualitative investigation is one in which information is gathered in a
theoretical manner by including several type of models and theories that aid toward explaining a
particular concept. On the other side quantitative investigation is one that present the numerical
facts and figures for defining the accuracy of happening of particular event so that proper
evidence can be presented behind a particular event. In this report qualitative mean of
investigation will be used as it provide a theoretical framework that ensure in depth information
regrading the topic of concern.
Sample size:- It refer to the process of selecting number of people in order to gather
information regarding a particular topic of concern. In this people are selected in a manner that
represent whole population so that on behalf of overall people information can be gathered from
the group which has been selected as a sample. Sample size are selected using two approaches
such as probabilistic and non-probabilistic among them under probabilistic approach people are
selected as per the choice of researcher and he/ she also have a benefit of moulding the
discussion of data as per their view (Croucher, 2018). But on other side non-probabilistic
approach avoid any kind of bias behaviour in term of selecting sample size. In this investigation
non-probabilistic approach will be used under random sampling method where the sample size
would be 50 employees.
Ethical consideration:- This is consider to be the most crucial part of an investigation as
it represent the authenticity of information which is presented within the research. For
performing investigation effectively researcher must consider certain ethical norms so that
project can be performed in more reliable manner. In this investigation researcher has several
ethical norms such as confidentiality where the information of the respondents would not be
disclosed in front of others (Shenkar, Luo and Chi, 2014). In addition to this another ethics
considered by researcher are informed consent, anonymity, voluntary participation etc. These are
the ethics which are being consider while performing this investigation in order to ensure

accurate and more reliable presentation of information where get presented in fake manner just to
attract the attention of reader.
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Data analysis is consider to as the most essential part of investigation where the gathered
information is evaluated and being interpreted in order to determine the findings and conclusion
of particular investigation (Deresky, 2017). In order to represent information in more
understandable manner the researcher has used thematic analysis which help in making reader
understood regarding the discussion which is going to be performed further. In other words it is a
short summary of a discussion by presenting a sort of theme.
Questionnaire
Q1 Are you aware about the concept of globalisation and manner in which it is helpful to a
business?
a) Yes
b) No
Q2 According to you why globalisation is effective in promoting cross border operations of
good and services?
a) Technological advancement
b) Economical integration
c) Access to resources
Q3 In what extend, globalisation helps in satisfying the needs and wants of people at global
level?
a) High
b) Low
Q4 What kind of impact does globalisation have over the Chocolate industry within UK?
a) Positive
b) Negative
c) Neutral
Q5 What benefits does Cadbury get with the cross border trade?
a) Larger customer base
b) Increase in networks

c) Higher profitability
Q6 What are the major challenges that Cadbury has faced while adopting cross border
practices?
a) Legal issues
b) Competitions
c) Varying customer demand
d) Cultural differences
Q7 As per your view point, what is the importance of globalisation for Cadbury?
a) Business expansion opportunity
b) Market Growth
c) Greater revenue
d) Proper utilisation of resources
Q8 Among the following who are the most benefited stakeholders of Cadbury after
globalisation of its business operations?
a) Customers
b) Employees
c) Investors
d) Suppliers
Q9. What are the major need for an organisation to operate at global level for making cross
border transactions?
a) Broader market share
b) Standardisation of operations
c) Enhancing sales and profitability
Q10 As per your view what are the basic ways that Cadbury uses to deal with competition that
are caused by cross border operations?
a) Market Researcher
b) Updating strategies
c) innovation in products
Q11 What is the positive aspect of Cadbury that support it in executing cross border practices
successfully?
a) Higher Brand value

b) Skilled workforce
c) More retail networks
Q12 What are the several ways through which Cadbury can deal with challenges that get
developed through cultural differences at cross border?
a) Market research
b) Hiring local people
c) Customer feedback
Q13 Does cross border business practices supported Cadbury in achieving competitive edge at
global market?
a) Yes
b) No
Q 14 What are the major factors that pushes Cadbury in approaching cross-border practices ?
a) Broad market base
b) Labour and resources at cheap rate
c) Access to advancement
Q15 As per your view point, does cross border practices help Cadbury in expanding its product
line for business profitability?
a) Yes
b) No
Frequency table
Questionnaire
Q1 Are you aware about the concept of globalisation and manner in
which it is helpful to a business?
Frequency
a) Yes 40
b) No 10
Q2 According to you why globalisation is effective in promoting cross Frequency

border operations of good and services?
a) Technological advancement 20
b) Economical integration 10
c) Access to resources 20
Q3 In what extend, globalisation helps in satisfying the needs and
wants of people at global level?
Frequency
a) High 40
b) Low 10
Q4 What kind of impact does globalisation have over the Chocolate
industry within UK?
Frequency
a) Positive 20
b) Negative 15
c) Neutral 15
Q5 What benefits does Cadbury get with the cross border trade? Frequency
a) Larger customer base 20
b) Increase in networks 10
c) Higher profitability 20
Q6 What are the major challenges that Cadbury has faced while
adopting cross border practices?
Frequency
a) Legal issues 10
b) Competitions 10
c) Varying customer demand 20
d) Cultural differences 10
Q7 As per your view point, what is the importance of globalisation for
Cadbury?
Frequency

a) Business expansion opportunity 10
b) Market Growth 20
c) Greater revenue 10
d) Proper utilisation of resources 10
Q8 Among the following who are the most benefited stakeholders of
Cadbury after globalisation of its business operations?
Frequency
a) Customers 15
b) Employees 10
c) Investors 10
d) Suppliers 15
Q9 What are the major need for an organisation to operate at global
level for making cross border transactions?
Frequency
a) Broader market share 10
b) Standardisation of operations 20
c) Enhancing sales and profitability 20
Q10 As per your view what are the basic ways that Cadbury uses to
deal with competition that are caused by cross border operations?
Frequency
a) Market Researcher 20
b) Updating strategies 10
c) innovation in products 20
Q11 What is the positive aspect of Cadbury that support it in
executing cross border practices successfully?
Frequency
a) Higher Brand value 20
b) Skilled workforce 10
c) More retail networks 20

Q12 What are the several ways through which Cadbury can deal with
challenges that get developed through cultural differences at cross
border?
Frequency
a) Market research 20
b) Hiring local people 20
c) Customer feedback 10
Q13 Does cross border business practices supported Cadbury in
achieving competitive edge at global market?
Frequency
a) Yes 40
b) No 10
Q14 What are the major factors that pushes Cadbury in approaching
cross-border practices ?
Frequency
a) Broad market base 20
b) Labour and resources at cheap rate 10
c) Access to advancement 20
Q15 As per your view point, does cross border practices help Cadbury
in expanding its product line for business profitability?
Frequency
a) Yes 40
b) No 10
Data Interpretation
Theme 1: The concept of globalisation and manner in which it is helpful to a business
Q1 Are you aware about the concept of globalisation and manner in
which it is helpful to a business?
Frequency
a) Yes 40

b) No 10
Interpretation:- As per the above mentioned information, it can be interpret that 40 out
of 50 respondents have some idea regarding globalisation and manner in which it contribute
toward the growth or success of a business. This is because globalisation among corporate is now
become a trend and major factor that brings up several growth opportunities to the businesses.
But despite of this 10 another respondents state that they don't have any clue regarding the way
globalisation of business practices help a company in term of its growth and success.
Theme 2: Globalisation is effective in promoting cross border operations of good and services
Q2 According to you why globalisation is effective in promoting cross
border operations of good and services?
Frequency
a) Technological advancement 20
b) Economical integration 10
c) Access to resources 20
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation:- From the investigation performed it has been found that globalisation is
very much effective in term of promoting cross border operations of goods and services, as 20
out of 50 respondents state that globalisation facilitate technological advancement to a company
that it can use to improve its operational efficiency. On the other side 10 respondents said that
globalisation benefited with economical integration where company can get appropriate fund for
the operations it want to perform. Despite of all this 20 respondents said that access to resources
is the major benefit that globalisation provide which ensure that cross border operations can be
performed in more effective manner as they become able to get required material more easily
which sometimes not possible in home country.
Theme 3: Globalisation helps in satisfying the needs and wants of people at global level
Q3 In what extend, globalisation helps in satisfying the needs and
wants of people at global level?
Frequency
a) High 40
a) Technological advancement
b) Economical integration
c) Access to resources
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Frequency

b) Low 10
Interpretation:- From the information presented above it has been interpreted that 40 out
of 50 respondents believe that globalisation support in fulfilling the need and want of people at
international level. This is because with the increase in globalise practices the companies become
able to approach larger number of customers and be able to offer its product or services to any
part of the world with an aim to satisfy the need of customers. Despite of this 10 respondents
said that globalisation is low in term of satisfying the need of customers, because as per their
perception the need satisfaction of customer is totally depend over the quality of services offered
by the company.
Theme 4: Kind of impact does globalisation have over the Chocolate industry within UK
a) High b) Low
0
5
10
15
20
25
30
35
40
40
10
Frequency

Q4 What kind of impact does globalisation have over the Chocolate
industry within UK?
Frequency
a) Positive 20
b) Negative 15
c) Neutral 15
Interpretation:- As per the information mentioned above it has been determined that 20
out of 50 respondents believe globalisation have positive impact over the Chocolate Industry
within UK as it become able to offer more and more customers throughout the world which
increase profitability. On other side 15 respondents believe that globalisation have negative
influence over the Chocolate industry within UK as it attracted lager number of international
players to perform their operations in country which increase the competitions. But on the other
side 15 respondents said that globalisation have neutral impact over the Chocolate industry as it
bring up both positive as well as negative influence over the Chocolate industry.
a) Positive b) Negative c) Neutral
0
2
4
6
8
10
12
14
16
18
20
20
15 15
Frequency

Theme 5: Benefits does Cadbury get with the cross border trade
Q5 What benefits does Cadbury get with the cross border trade? Frequency
a) Larger customer base 20
b) Increase in networks 10
c) Higher profitability 20
Interpretation:- According to the information presented above it has been found that 20
out of 50 respondents said that by started performing cross border trade Cadbury get benefited
with larger customer base as it get opportunity to approach more and more customers that resides
in several different nations. On the other side 10 respondents said that cross border trade
supported in increasing business network to Cadbury which ensures delivery of product or
services at several different locations. But despite of this 20 respondents said that cross border
a) Larger customer base
b) Increase in networks
c) Higher profitability
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Frequency

trade supported in increasing the profitability of Cadbury as it get access to larger customer base
which in turn increase the volume of sale and hence the profitability get increased.
Theme 6: The major challenges that Cadbury has faced while adopting cross border practices
Q6 What are the major challenges that Cadbury has faced while
adopting cross border practices?
Frequency
a) Legal issues 10
b) Competitions 10
c) Varying customer demand 20
d) Cultural differences 10
a) Legal issues
b) Competitions
c) Varying customer demand
d) Cultural differences
0
2
4
6
8
10
12
14
16
18
20
10 10
20
10
Frequency

Interpretation:- The information presented above depict that 10 out of 50 respondents
said that legal issues presented at global market is one of the major challenge that Cadbury has
faced while started operating cross border practices. But despite of this 10 respondents said that
competition is consider to be one of the major issues that Cadbury has faced while operating
cross border practices as there are number of player that operate at global level and have
different strategies to offer services. But 20 respondents said that varying customer demand is
the major issues as at each market Cadbury has to change its marketing strategies as per the
preference of customers. On other hand 10 respondents said cultural differences is that major
issues that Cadbury face while operating its business over cross border.
Theme 7: The importance of globalisation for Cadbury
Q7 As per your view point, what is the importance of globalisation for
Cadbury?
Frequency
a) Business expansion opportunity 10
b) Market Growth 20
c) Greater revenue 10
d) Proper utilisation of resources 10

Interpretation:- From the information mentioned above it has been interpreted that 10
out of 50 respondents said that globalisation supported Cadbury by providing it with several
business expansion opportunity. But on the other side 20 respondents said that market growth is
the main importance that Cadbury get with the globalisation as it get a chance to offer its
services to larger number of customers at global level. Despite of this 10 respondents said that
revenue is the major benefit that Cadbury get with globalisation of business. But the another 10
respondents said that proper utilisation of resources is consider to be the major benefit that
Cadbury get with the globalisation.
Theme 8: The most benefited stakeholders of Cadbury after globalisation of its business
operations
Q8 Among the following who are the most benefited stakeholders of
Cadbury after globalisation of its business operations?
Frequency
a) Customers 15
b) Employees 10
c) Investors 10
a) Business expansion opportunity
b) Market Growth
c) Greater revenue
d) Proper utilisation of resources
0
2
4
6
8
10
12
14
16
18
20
10
20
10 10
Frequency

d) Suppliers 15
Interpretation:- From the above mentioned information it has been found that 15 out of
50 respondents believe that customers are consider to be most benefited stakeholders of Cadbury
who get benefited with its cross border practices. But despite of this, 10 respondents said that
employees are the most benefited stakeholders of Cadbury with its globalisation. In addition to
this 10 respondents said that investors are the most benefited stakeholders who get benefited with
the globalisation of business operations by Cadbury. Despite of this 15 respondents believe that
suppliers are consider to be most benefited stakeholders of Cadbury with its globalisation as the
goodwill of company allow them to earn high profit.
Theme 9: The major need for an organisation to operate at global level for making cross
border transactions
Q9 What are the major need for an organisation to operate at global
level for making cross border transactions?
Frequency
a) Customers b) Employees c) Investors d) Suppliers
0
2
4
6
8
10
12
14
16 15
10 10
15
Frequency

a) Broader market share 10
b) Standardisation of operations 20
c) Enhancing sales and profitability 20
Interpretation:- As per the data gathered from investigation it has been found that 10 out
of 50 respondents believe that offering services to broader market share is the major need which
attract a business to operate at global level for making cross border transactions. But despite of
this 20 respondents said that standardisation of operations is consider to be the basic need which
attracted a business to move for cross border transactions. Despite of this, 20 respondents said
that enhancement of sales and profitability is consider to be the major need which motivated
Cadbury to go for cross border practices as it provide an opportunity to approach larger number
of customer that help in increasing sales as well as profitability.
Theme 10: The basic ways that Cadbury uses to deal with competition that are caused by cross
border operations
Q10 As per your view what are the basic ways that Cadbury uses to Frequency
a) Broader market share
b) Standardisation of operations
c) Enhancing sales and profitability
0
2
4
6
8
10
12
14
16
18
20
10
20 20
Frequency

deal with competition that are caused by cross border operations?
a) Market Researcher 20
b) Updating strategies 10
c) innovation in products 20
Interpretation:- From the information presented above it has been determined that 20 out
of 50 respondents said that market research is the method which is mainly used by Cadbury to
deal with competition present at cross border as it provide information regarding the strategies
adopted by the competitors. On the other side 10 respondents said that Cadbury mainly update its
strategy as per the market situation and demand of customers so that proper actions can be taken
to achieve sustainability. But despite of this 20 respondents said that innovation in product is the
major action that Cadbury take to deal with the competition present at cross border as each
market is different in term of its product demand.
Theme 11: The positive aspect of Cadbury that support it in executing cross border practices
successfully
a) Market Researcher
b) Updating strategies
c) innovation in products
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Frequency

Q11 What is the positive aspect of Cadbury that support it in
executing cross border practices successfully?
Frequency
a) Higher Brand value 20
b) Skilled workforce 10
c) More retail networks 20
Interpretation:- As per the information presented above it has been identified that 20 out
of 50 respondents believe that higher brand value is the positive aspect that helped Cadbury in
performing cross border practices successfully in new market. But apart from this 10
respondents believe that skilled workforce maintained by Cadbury is one of the positive aspect
that help in executing cross border practices effectively. Despite of this 20 respondents said that
more retail network is the major aspect that supported Cadbury in getting success at cross border
practices as it help in delivering the product or services of company in more effective manner.
a) Higher Brand value b) Skilled workforce c) More retail networks
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Frequency

Theme 12 Several ways through which Cadbury can deal with challenges that get developed
through cultural differences at cross border
Q12 What are the several ways through which Cadbury can deal with
challenges that get developed through cultural differences at cross
border?
Frequency
a) Market research 20
b) Hiring local people 20
c) Customer feedback 10
a) Market research b) Hiring local people c) Customer feedback
0
2
4
6
8
10
12
14
16
18
20
20 20
10
Frequency

Interpretation:- As per the above mentioned graph it can be inferred that 20 out of 5o
respondents prefer market research to deal with the challenges as market research will enable the
manager of Cadbury in determining about what exactly the customers requirements are and who
are the competitors for the business. On the other hand, other 20 out of the 50 respondents
believes in Hiring the local people as they are aware of the market situation and conditions and
also can provide the business with depth details of the customers buying behaviour and rest 10
respondent thinks that customers feedback can be the best option to deal with any challenges.
Theme 13 Cross border business practices supported Cadbury in achieving competitive edge at
global market
Q13 Does cross border business practices supported Cadbury in
achieving competitive edge at global market?
Frequency
a) Yes 40
b) No 10
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation:- Out of total 50 respondent, there are 40 respondents who thinks that
cross boarder practices has helps them in taking additional advantage from market as this will
enable them in accessing their customers and increasing brand awareness. When it comes to
remaining 10 respondent, they thinks that cross boarder practice is not the reason for cadbury to
take advantage in the market.
Theme 14 The major factors that pushes Cadbury in approaching cross-border practices
Q14 What are the major factors that pushes Cadbury in approaching
cross-border practices ?
Frequency
a) Broad market base 20
b) Labour and resources at cheap rate 10
c) Access to advancement 20

Interpretation:- After doing the survey with the help of 50 respondents, there are 20 of
them who thinks that broad market base is main reason for cadbury in approaching cross boarder
practices as this will enable the firm in identifying their performance level. When it comes to
a) Broad market base
b) Labour and resources at cheap rate
c) Access to advancement
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Frequency

other 10 respondents they have a concept that labour and resources at cheap rate is the main
reason which pushes Cadbury for cross-border practices. And the rest 20 person thinks that
access to advancement is the main reason for Cadbury in approaching cross-border practices.
Theme 15 Cross border practices help Cadbury in expanding its product line for business
profitability
Q15 As per your view point, does cross border practices help Cadbury
in expanding its product line for business profitability?
Frequency
a) Yes 40
b) No 10
a) Yes b) No
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation:- After conducting the survey by taking 50 respondent, it has been found
that there are 40 respondent who have a concept that cross boarder practice as this will enable
them in building relationship with their potential customers and will also strengthen their
productivity and profitability margin.but remaining 10 respondent thinks that cross boarder
practices is not the main reason behind increase in profit of Cadbury.

CHAPTER 5: RESEARCH OUTCOMES
Covered in PPT

Interpretation:- As per the above mentioned information, it can be interpret that 40 out of 50
respondents have some idea regarding globalisation and manner in which it contribute toward the
growth or success of a business. This is because globalisation among corporate is now become a
trend and major factor that brings up several growth opportunities to the businesses. But despite
of this 10 another respondents state that they don't have any clue regarding the way globalisation
of business practices help a company in term of its growth and success.
Interpretation:- From the investigation performed it has been found that globalisation is very
much effective in term of promoting cross border operations of goods and services, as 20 out of
50 respondents state that globalisation facilitate technological advancement to a company that it
can use to improve its operational efficiency. On the other side 10 respondents said that
globalisation benefited with economical integration where company can get appropriate fund for
the operations it want to perform. Despite of all this 20 respondents said that access to resources

is the major benefit that globalisation provide which ensure that cross border operations can be
performed in more effective manner as they become able to get required material more easily
which sometimes not possible in home country.

CHAPTER 6: REFLECTION & RECOMMENDATIONS FOR
ALTERNATIVE RESEARCH METHODOLOGY
Recommendations
By performing investigation, it has been identified that there are several challenges that
Cadbury has to face while performing cross border operations that affect its performance and
brand image as well. Hence in order to deal with such issue, following are the recommendations
that Cadbury must consider while entering into new market to perform cross border practices,
 Cadbury must perform market investigation to determine the competitors strategies,
customers demand, trends in particular nation, legal requirement etc. This information
will support Cadbury in providing direction regarding the manner in which they have to
perform operations.
 Cadbury must put more emphasis toward having interaction with local retailers and
taking regular feedback from them in order to determine the consumer behaviour so that
promotions can be done accordingly and product can be alter as per the customers
demand.
 Cadbury must focuses toward gaining proper knowledge of legislation before entering
into a particular nation so that it can avoid the chance of getting stuck into legal
compliances. In addition to this it must also ensure that operations performed in particular
country must be according to the standard or norms fixed by government by regularly
verifying the operations.
Reflection
I am glad that I got this opportunity to perform investigation over such an interesting
topic i.e. the impact of globalisation over increasing trade across borders of goods and services.
This supported me in increasing my knowledge in term of cross border practices and manner in
which it is fruitful for a business growth as well as success. In addition this, I also become able
to enhance my knowledge in term of several tools and techniques that are used to perform
investigation in effective manner that attract the interest of readers. My experience throughout
the investigation was great as I came across through several things as well as situation which
supported me in enhancing my knowledge as a researcher. But despite of all this I also faced
several issues such as time provided to perform this investigation was limited which doesn't

allow to perform in depth evaluation or accessing more sources. For dealing with this I have used
questionnaire to gather information as it ensure collecting larger number of data at very limited
time period. Despite of all this another major issues I found through investigation was
respondents are not much interested in providing the details and some of them refused to provide
information. But above all this I tried to convince them by making them clear with the objective
behind conduction of researcher and manner in which it is helpful when it get published. In
addition to this they are also assured by me that their information will not be disclosed in any
manner while publishing of report as ethics will be consider throughout this investigation. These
all contribute toward performing my work in more authenticated and reliable manner, so that not
any sort of ethical principle get skipped within the investigation.
Alternative method
From this investigation I came to learn about several things like number of tools and
techniques used for performing investigation in effective manner, ethics to be consider while
performing survey, manner in which data must be presented for drawing effective conclusion.
The investigation taken into consideration is based on the analysis of “the impact of globalisation
over increasing trade across borders of goods and services.” From its evaluation I has found that
a research assess several sources to gather information before presenting it within the
investigation and then evaluated to conclude the findings. Hence in order to perform
investigation effectively I have used both primary as well as secondary sources for gathering
information so that I would be able to present current information by evidencing it from the data
collected through secondary sources. Despite of this I have used thematic approach to denote the
discussion that is going to be presented by creating theme which provide a hint to reader
regarding further discussion. These all help me in presenting research in different and more
attractive manner.
In addition to this I have used questionnaire for performing investigation so that larger
amount of data can be collected at limited time period by gathering view point of several people
regarding a particular topic. The main reason behind using this method is that the time offered
for performing investigation was limited and questionnaire support in gathering more data at
limited time period. But apart from this when I again get a chance to perform investigation over
such a great topic than I will use interview as an alternative method to gather information. This is
because it involve a face to face interaction between the respondents and the reasercher which

ensure gathering of right information in effective manner. In addition to this it also help in
getting larger amount of information which support in forming conclusion.
CHAPTER 7: CONCLUSION
From the investigation performed above it has been identified that globalisation plays a
crucial role within an organisation's success by providing it an opportunity to approach larger
customer base by performing cross border practices. This become possible with the increase in
interaction among the countries that leads to sharing of skills as well as knowledge that leads to
development of advanced technologies. This cross border practices are considered to be the most
fruitful action that help in improving the performance of companies that are opting for this as
global expansion support businesses in getting access to resources as well as knowledge much
effectively that contribute toward standardisation of business operation which ensure higher
success. By performing investigation over this it has been found that cross border trade practices
support a business in getting benefited in term of getting higher business expansion opportunity,
proper utilisation of resources, greater revenue and higher market Growth which are the major
factors that attract a business toward its global expansion. Apart from this it has also been found
that along with these benefits there are certain challenges that an organisation have to face while
moving toward cross border business operations. This includes legal issues, competitions present
in market, varying customer demand and cultural differences that are present at particular
market.

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