Positive Impacts of Globalisation on Aldi's Marketing: A Report

This report investigates the positive economic, cultural, and ethical impacts of globalisation on marketing, using Aldi as a case study. It begins by outlining project aims and objectives, followed by a project management plan encompassing cost, time, quality, scope, communication, and risk. A work breakdown structure and Gantt chart are presented, alongside a critical path and implementation plan. The research employs a mixed-methods approach, including qualitative and quantitative research methodologies. Data analysis is conducted using appropriate tools and techniques, leading to recommendations and conclusions. The report reflects on the value of research in meeting shared objectives, providing a comprehensive overview of globalisation's influence on Aldi's marketing strategies and performance.

MANAGING A SUCCESSFUL
BUSINESS PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
P1 Draw project aims and objectives..........................................................................................1
P2 Define project management plan that includes cost, time, quality, scope, communication
and risk........................................................................................................................................2
P3 Define the work breakdown structure and Gantt chart with suitable framework..................3
Critical path-................................................................................................................................5
Implementation plan- .................................................................................................................5
P4 Description on small scale research with help of qualitative and quantitative research........6
P5 Analyse research data with use of proper tools and techniques. ...........................................8
P6 Communicate appropriate recommendation and conclusion...............................................22
P7 Reflection on value of undertaking research to meet shared objectives..............................23
REFERENCES..............................................................................................................................24

Topic- To access the positive economic, cultural and ethical impacts of globalisation on
marketing. A case study on Aldi.
INTRODUCTION
Globalization is termed out as spread of technology, information, products and job across
national cultures and boarders. It defined as economic integration and alignment to international
financial standards and norms (Kumar, 2019). Therefore, it is process of making world economy
interdependent and connected. Globalization is beneficial concept as it allows free movement of
good and services across the world. Thus number of developing countries taking initiatives to
effectively transform into emerging economies that leads to have international trade.
The present report is based on business activities of Aldi, as it is global leading brand and
engaged in retail sector. This is firm that deals in product and services as food, beverage,
household essential and sanitary products.
Furthermore, report will cover following things as to frame aim and objectives on basis
of topic as globalization, the research methodologies will be conducted in order to select proper
research methods.
P1 Draw project aims and objectives.
Globalisation is term that has changed and influenced the differed business functions.
The present report is based on to identify the impact of positive economic, cultural and ethical
impact of globalisation on marketing (McCann, 2016). Thus, researcher will have use of this
topic in order to get the depth information of the impact of globalisation on business functioning.
There is enhancement in number of rivalries, need of effective marketing campaign and social
media impact and variation in product at greater context (Pavlínek, 2015). With the help of
adopting globalisation technique the business functions can be globalised properly. Thus, aims
and objectives are formulated as-
 To articulate the concept and significance of globalisation.
 To analyse the negative and positive effect of globalisation within business function.
 To determine the impact of globalisation on working of Aldi.
 To provide suggestive measures to promote sense of awareness in global economic
interdependency, culture and in ethical impacts.
1

P2 Define project management plan that includes cost, time, quality, scope, communication and
risk.
The project management plan is inclusive of formal and approved document that used for
execution of project activities (Pyke and Lund-Thomsen, 2016). It is document that define,
prepare, coordinate, integrate various planning activities. Thus, project management plan defined
as-
 Project scope- The purpose and objective of project is based on “To identify the positive
economic, cultural and ethical impacts of globalisation on marketing.” This is effective
term that aids to define purpose of undertaking research report. At this level, the all
activities related with project must be defined so that proper things can be undertaken.
 Cost- In order to carry out this report it is essential to estimate the project duration and
cost related to project must be comprised of three key elements as deliverables, due date
and critical dependencies (Quinlan and et.al., 2019). Thus, researcher is responsible to
estimate budget so that all activities can be carried out accordingly.
 Time- To get the desired objectives within set deadline, it is essential to give proper
deadline to each activity so that each things can be achieved. The each things must
allotted a proper time so that al member of project take initiatives to achieve it.
 Quality- The researcher must need to take initiatives to maintain the quality of research
report and various activities covered into it. In addition to it, maintaining quality of
research aids to develop provide reliable and authentic research study.
 Resources- In order to carry out project management activities effectively, the researcher
must have adequate resources so that all things can be carried out without any problem.
 Risk- This is crucial to determine the risk associated with project so that all things can be
accomplished accordingly. With help of determination of risk, the research project can be
framed and conducted in appropriate manner.
 Communication- The project management plan must be communicate to all team
member of project. With aid of making proper communication, the entire activities can be
conducted in coordinated manner.
P3 Define the work breakdown structure and Gantt chart with suitable framework.
The term work breakdown structure is defined of number of key deliverable that organize
the team work into proper manageable sections (Silverman, 2016). It is helpful to define outline
2

and map for specific project. It is responsibility of project team to create the project work that ids
to identify the major functional deliverables.
3

Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedul
ed
Research proposal 2 days Fri 15-02-19 Mon 18-02-
19
Auto
Schedul
ed
Aims and objectives 4 days Tue 19-02-19 Fri 22-02-19 1
Auto
Schedul
ed
Literature review 5 days Mon 25-02-
19 Fri 01-03-19 2
Auto
Schedul
ed
Research methodologies 7 days Mon 25-02-
19 Tue 05-03-19 2
Auto
Schedul
ed
Data collection 8 days Wed 06-03-
19 Fri 15-03-19 3,4
Auto
Schedul
ed
Data analysis 4 days Mon 18-03-
19 Thu 21-03-19 5
Auto
Schedul
ed
Data interpretation 5 days Fri 22-03-19 Thu 28-03-19 6
Auto
Schedul
ed
Finding and conclusion 2 days Fri 22-03-19 Mon 25-03-
19 3,6
Auto
Schedul
ed
Recommendations 1 day Fri 29-03-19 Fri 29-03-19 7,8
Auto
Schedul
ed
Execute the plan 1 day Mon 01-04-
19
Mon 01-04-
19 9
Auto
Schedul
ed
Submission 1 day Tue 02-04-19 Tue 02-04-19 10
Network diagram
4

Critical path-
Implementation plan-
The activities and time scales aids to give the proper deadline to each activity. With help
of it, the proper activities can be carried out. Thus, Activities and time scale defined as-
Activities 1st
Wee
k
2nd
Wee
k
3rd
Week
4th
Wee
k
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Research topic
Literature
5

Review
Research
methodology
Research
proposal
Draw question
of research
Carry out
Research
activities
Data Analysis
and its graphic
Conclusion
and
recommendati
on
`
Final
submission
P4 Description on small scale research with help of qualitative and quantitative research.
The process of research methodologies defined as process to collect information and data
for the purpose of taking one suitable decision. This is very effective in terms to get the depth
information research topic. Thus, research methodologies are defined in below contexted manner
as-
 Research philosophies- This is term that is defined as a belief with aid of which data can
be gathered, analysed and used. It is the most crucial part of the research methodologies
that id classified as ontology, epistemology, axiology, interpretivism and positivism etc.
In addition to it, Interpretivism philosophy based on to interpret the elements of study and
it also integrates the human interest into study. On the other hand, Positivism philosophy
is based on term that help to gain knowledge based on natural phenomenon, properties
6

and relations (Research Philosophy, 2019). In order to determine the implication of
globalisation on marketing the researcher will have the use of interpretivism technique.
 Research approach- It is defined as plan and procedure that is consisted of broad
assumption that is inclusive of detailed method of data collection. However, this is term
that is based on nature of research in which problem is being addressed. Thus, research
approach is classified as inductive and deductive (Taylor, Bogdan and DeVault, 2015).
The inductive approach related with generation of theory in which data can be emerged
properly. On the other hand, deductive approach related with aimed and testing theory. In
order to determine the impact of globalisation on marketing the researcher will have the
use of inductive techniques.
 Research design- This is term that defined as better strategy that aids to integrate the
varied components of study in logical and coherent manner (Kumar, 2019). With help of
it, the research problem can be addressed effectively. However, it is useful to have
collection, measurement and better analysis of data. Thus, research design is classified
into factors as descriptive, correlation, semi-experimental and experimental etc. In order
to determine the implication of positive economic, cultural and ethical impacts of
globalisation on marketing the researcher will have the use of descriptive techniques so
that depth information about the study can be conducted. Thus, descriptive techniques
allows detailed information that allows reader to conclude data effectively.
 Data collection- This is term that is defined process of gathering and measuring
information on variables of interest so that data can be collected properly and effectively.
It is term that defined as competed and accurate picture of interest. Thus, data collection
is classified into two method as primary and secondary (Timmer and et.al., 2015). In this,
primary method defined as gather first hand information with use of questionnaire and
surveys. On the other hand, secondary method will be useful to collect information with
help of books, journal and articles etc. In order to determine the implication of positive
economic, cultural and ethical impacts of globalisation on marketing, the researcher has
used the primary technique so that reliable information can be gathered.
 Data analysis- This is process that is defined as inspecting, cleansing and transforming
data with help of discovering useful information so that better data can be achieved. It is
term that means informing conclusion and supporting decision making. There are number
7

of data analysis method that are as data mining, text analytics and data vascularisation
etc. In research terms, data analysis are of two types as qualitative and quantitative etc.
Thus, to determine the implication of positive economic, cultural and ethical impacts of
globalisation on marketing the researcher has used the qualitative technique so that depth
information about topic of research can be gathered.
 Sampling- This is process that is defined as statistical analysis in which information can
be gathered with help of taking particular observation (McCann, 2016). Thus, it is
classified in terms as random, systematic, cluster and stratified techniques. In order to
access the impact of positive economic, cultural and ethical impacts of globalisation on
marketing the researcher has used sample random techniques with sample size of 25
respondents as employees of Aldi.
 Ethics- The ethical term in research is that it is crucial to maintain the reliability of data.
Thus, informed consent must be taken from participants before disclosing information. It
is essential to respect for anonymity and confidentiality of data. With help of it,
researcher can maintain the reliability of gathered information.
P5 Analyse research data with use of proper tools and techniques.
Questionnaire
1. Do you think positive economic, cultural and ethical impacts affect marketing functions
of Aldi.
 Yes
 No
 May be
2. Does increase free trade and communications between nations enhance technical
advancement.
 Yes
 No
 May be
3. Do you think globalisation aids to have enhancement in technological innovations.
 Yes
8

 No
 May be
4. Does globalisation aids to enhance competition among foreign firms.
 Yes
 No
 May be
5. What are beneficial aspect of globalisation in context of Aldi's.
 Enhanced levels of investment
 Increased technical innovation
 Greater competition
 commodities at lower price
6. Is globalisation is effective in terms to enhance economic growth.
 Yes
 No
 May be
7. Does cultural and ethical have much influence on working of Aldi's.
 Yes
 No
 May be
8. Do globalisation has positive impact over working of enterprise.
 Yes
 No
 May be
9. Is factors of globalisation enhanced economic growth of developing and developed
countries.
 Yes
 No
 May be
10. What are the aspects of globalisation.
 Trade and transactions
 Migration and movement of people
9

 Capital and investment movements
 Dissemination of knowledge
11. Is globalisation aids to boost technology transfer.
 Yes
 No
 May be
Theme 1: Positive, cultural and ethical impact affect the marketing.
Do you think positive
economic, cultural and ethical
impacts affect marketing
functions of Aldi. Frequency %
Yes 22 88.00%
No 2 8.00%
May be 1 4.00%
Total 25 100.00%
10

Interpretation- Based on the above chart it can be concluded that globalisation is helpful that
creates the trends that provides retail industries vast opportunities. Thus, there are total number
of 25 respondents. In this, 22 said yes, 2 said no and 1 is not sure of it. These are those factors
that affects the operational functions of enterprise. This is term that aids to conduct the working
11
Yes No May be
0
5
10
15
20
25
22
2 1
Frequency

of enterprise in effective and efficient mode. Herein, process of globalisation in this manner
affects the production process and number of marketers to deal with ethical and social
responsibility issues.
Theme 2: The enhancement in free trade and communication between nations enhance and
improvise technical investment.
Does increase free trade and
communications between
nations enhance technical
advancement. Frequency %
Yes 20 80.00%
No 4 16.00%
May be 1 4.00%
Total 25 100.00%
12
Yes
No
May be
0 5 10 15 20 25
20
4
1
Frequency

Interpretation- Hereby, with help of tabular presentation it can be concluded that globalisation is
very crucial concept as it aids to enhance better communication and enhancement in free trade
services. Thus, there are total number of 25 respondents. In this, 20 said yes, 4 said no and 1 is
not sure of it. Herein, Majority of participants stated that globalisation leads to enhancement in
trade and services. Globalisation is the concept of free movement of goods, services and people
across the world.
Theme 3: Globalisation aids to have technical innovations.
Do you think globalisation aids
to have enhancement in
technological innovations. Frequency %
Yes 18 72.00%
No 4 16.00%
May be 3 12.00%
Total 25 100.00%
13
18
4
3
Yes
No
May be

Interpretation- Based on the above tabular presentation it can be concluded that globalisation is
term that is useful to stimulate the technical development that aids to have growth in Foreign
direct investment. Thus, there are total number of 25 respondent in this, 18 said globalisation
aids to develop technical enhancement, 4 said yes and 3 are not sure of it. Therefore,
globalisation aids to greater the use of technological advancement so that productivity and
productivity within enterprise can be enhanced.
Theme 4: Globalisation is beneficial increase competition among firms.
Does globalisation aids to
enhance competition among
foreign firms. Frequency %
Yes 17 68.00%
No 5 20.00%
May be 3 12.00%
Total 25 100.00%
14
Yes No May be
0
2
4
6
8
10
12
14
16
18 17
5
3
Frequency

Interpretation- Based on the above tabular presentation it can be concluded that Globalisation
aids to have enhancement in competition among enterprise. Therefore, competition enhance with
use of development in technological advancement. This term is very useful in order to improve
economic output with use of making processes more efficient. Thus, there are total number of 25
respondents. In this, 17 said yes, 5 said no and 3 are not sure of it. Therefore, it can be stated that
globalisation is process that is useful in terms to face greater competition among foreign firms.
Theme 5: Globalisation is term that allows enhancement in level of investment.
What are beneficial aspect of
globalisation in context of
Aldi's. Frequency %
Enhanced levels of investment 7 28.00%
Increased technical innovation 6 24.00%
Greater competition 6 24.00%
commodities at lower price 6 24.00%
Total 25 100.00%
15

Interpretation- Globalisation is process that is very beneficial in terms to enlarge the business
operation at the global level. It is term that aids to have result in enhancement of trade between
nations. In this, there are total number of 25 respondents. Under it, 7 said that globalisation is
useful in order to have enhancement in levels of investment, 6 said that globalisation works as to
raise levels of investment, 6 stated that it is term that is useful to have greater competition among
firms. Lastly, globalisation is useful in order to have enhancement in price of commodities.
Theme 6: The process of globalisation is effective in terms to have effective economic growth.
Is globalisation is effective in
terms to enhance economic
growth. Frequency %
Yes 19 76.00%
No 3 12.00%
May be 3 12.00%
Total 25 100.00%
16
7
6
6
6
Enhanced levels of investment
Increased technical innovation
Greater competition
commodities at lower price

Theme 7: Globalisation tends to cultural and ethical influence working on enterprise.
Does cultural and ethical have
much influence on working of
Aldi's. Frequency %
Yes 20 80.00%
No 4 16.00%
May be 1 4.00%
Total 25 100.00%
17
Yes No May be
0
5
10
15
20
25
20
4
1
Frequency

Interpretation- Globalisation is term that is useful in order to have cultural and ethical impact
over the working of enterprise. It is term that have dramatic impact on working of enterprise and
it leads to enhance profitability. Thus, there are total number of 25 respondents. In addition to it,
20 said yes, 4 said yes and 1 is not sure of it. Hence, it can be stated that globalisation promotes
global economic growth that aids to create jobs, makes companies more competitive and avail
product to customers at the lower prices.
Theme 8: The globalisation has positive impact on working of enterprise.
Do globalisation has positive
impact over working of
enterprise. Frequency %
Yes 23 92.00%
No 1 4.00%
May be 1 4.00%
Total 25 100.00%
18

Interpretation- Based on the above tabular presentation it can be concluded that globalisation
has positive impact on working of enterprise. It is also beneficial in terms to integrate the
19
Yes No May be
0
5
10
15
20
25 23
1 1
Frequency

economy across the glob with help of procuring good and services. Thus, there are total number
of 25 respondents. Under it, 23 said yes, 1 said no and 1 is not sure of it. Hence, globalisation
leads to have positive impact and it enlarges the working of enterprise at global context.
Theme 9: Globalisation is process that enhanced economic growth of developed and
developing nations.
Is factors of globalisation
enhanced economic growth of
developing and developed
countries. Frequency %
Yes 19 76.00%
No 4 16.00%
May be 2 8.00%
Total 25 100.00%
20
19
4
2
Yes
No
May be

Interpretation- Globalisation is one of the crucial concept as it is helpful in order to provide
immense benefits provided. This, it is very useful in order to enhance economic growth in
country. Thus, there are total number of 25 respondents. Under it. 19 said yes, 4 said no and 2
are not sure of it. Hence, it can be stated that foreign investment triggering saving with the
country and it is also useful to make global investment. Therefore, there is contribution of
positive factor as technology, competition, investment, capital flows etc.
Theme 10: Globalisation provides capital and investment movement to customers.
What are the aspects of
globalisation. Frequency %
Trade and transactions 5 20.00%
Migration and movement of
people 7 28.00%
Capital and investment
movements 8 32.00%
Dissemination of knowledge 5 20.00%
21

Total 25 100.00%
22
Trade and transactions
Migration and movement of people
Capital and investment movements
Dissemination of knowledge
0 1 2 3 4 5 6 7 8 9
5
7
8
5
Frequency

Interpretation- Globalisation is term that is helpful in order to contribute larger efficiencies and
opportunities. In order to make it effective, the firm needs to make better communication with
partners, suppliers, customers and this all manage better working within enterprise. In addition to
it, there are total number of 25 respondents. Under it, 5 said that it works as to enhance trade and
transaction, 7 said that it helps to have better migration and movement of people, 8 stated that
capital and investments and 5 said that it is helpful in order to dissemination of knowledge.
Globalisation is helpful in terms enhance expansion of working of enterprise at the global
context. Thus, market share of firm can be expanded with help of it.
Theme 11: Globalisation aids to boost technology transfer.
Is globalisation aids to boost
technology transfer. Frequency %
Yes 18 72.00%
No 4 16.00%
May be 3 12.00%
Total 25 100.00%
23

24
Yes No May be
0
2
4
6
8
10
12
14
16
18
20
18
4
3
Frequency

Interpretation- Based on the above tabular presentation it can be stated that globalisation is
helpful in order to enhance the technological advancement. Therefore, it leads to have greater
specialisation opportunities and faster technical transmission aids to enhance competition among
enterprise. In this, there are total number of 25 respondents. In this, 18 said yes, 4 said no and 3
are not sure of it. In addition to it, globalisation leads to develop the efficiencies and
opportunities that can create better advancement within market. Therefore, competition can
relates with product, service and technical adaption and this also very beneficial in terms to
enhance share of market.
P6 Communicate appropriate recommendation and conclusion.
CONCLUSION
Hereby, it can be concluded that globalisation is term that has free movement of good and
services across the world. It is term that aids to have enhancement of form operation at global
level. It is very prominent in order to conduct the function effectively. Therefore, it is very useful
in order to raise competition among firm. By enhancing in foreign direct investment leads to
have improvement in economic output. The present report was based on topic as to access the
positive economic, cultural and ethical impacts of globalisation on marketing. In this report, aim
and objective has been formulated on the basis of topic as globalisation, number of research
methodologies has been taken in order to select on proper method to carried out entire
investigation. Lastly, the depth information has been conducted with help of data analysis and
interpretation.
RECOMMENDATION-
On the basis of above report the recommendation in terms to access the positive
economic, cultural and ethical impacts of globalisation on marketing has defined as-
 The process of globalisation is need to be adopted by enterprise as Aldi so that entity can
able to enhance technical innovation with help of developing competition among firms.
However, globalisation is term that is useful in order to face greater competition among
foreign firm.
 It should be adopted by quoted firm as it aids to have enhancement in economic growth
and also helps to offer varied chances to firm to get connect with number of market in
entire world. Thus, economic growth aids to have maximum market share and
profitability and productivity get also enhanced.
25

 The diversion of culture boundaries is one of positive sign and it is also helpful in order
to provide procurement as well outsourcing to get connect with market. Therefore,
globalisation is process that aids to bring positive changes in the enterprise and also
promotes better working condition.
 The globalisation aids to bring greater specialisation opportunities and also aids to boost
technological advancement in operational function of enterprise. In addition to it, this can
be said that the technical advancement also helps to enhance market share at the global
level. This is process that is very useful in order to have boomed in global market.
P7 Reflection on value of undertaking research to meet shared objectives.
The present report is based on to access the positive economic, cultural and ethical
impacts of globalisation on marketing. In this, report I have used the number of research
methodologies. In this, I have used the interpretivism technique under research philosophy so
that better human interpretation can be achieved, on the other hand, I have used inductive
approach so that generation of new theory and data can be emerged. Thus, to carry out present
report, descriptive research method is useful in order to collect depth information on topic of
research.
Therefore, the researcher have used primary technique so that first hand information can
be gather with help of taking survey technique by dreaming questionnaire. Lastly, sample
random technique has been used to in order to frame sample in order to conduct thematic
analysis.
26