Evaluating Globalisation's Impact on Barclays Bank Marketing

This project investigates the impact of globalisation on the marketing function of Barclays Bank. It begins with an introduction to globalisation and its effects on businesses, followed by a project management plan that outlines costs, scope, time, and risks. The project includes a work breakdown structure and Gantt chart for effective planning. Activity 2 involves small-scale research using both qualitative and quantitative methods, including questionnaires and data analysis. The study explores the positive economic, cultural, and ethical impacts of globalisation on Barclays Bank's marketing. The project provides insights into marketing strategies, challenges, and recommendations for future development, culminating in a conclusion and reflection on the research process.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
P1 Project Aims and Objectives.............................................................................................1
P2 Project management plan..................................................................................................2
P3 Work breakdown structure and a Gantt chart....................................................................4
ACTIVITY 2....................................................................................................................................5
P4 Small-scale research by applying qualitative and quantitative research methods............5
P5 Research and data using appropriate tools and techniques..............................................9
P6 Conclusion and Recommendation...................................................................................16
ACTIVITY 3..................................................................................................................................16
P7 Reflection........................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

Topic: “To determine the positive economic, cultural and ethical impacts of globalisation on
marketing”. A Case study on Barclays Bank.
INTRODUCTION
In simple terms, globalisation is related to the interconnection of different countries
through trade or cultural exchange (Scarborough, 2016). Globalisation has contributed
substantially in the growth of economy of the nation and along with this they have played a great
role in raising the living standards of the lives of people living in the society. Barclays Bank, is
one of the renowned organisation and a multinational investment bank and financial service
institution in United Kingdom that provides funds to companies and for other activities as well.
Present assignment will help in determining an impact of globalisation on marketing department
of Barclays Bank. For this, aims and objectives were developed on the basis of which project
management plan will be formulated which will be based on chosen theme. Thus, with the help
of this, small scale research will be carried out in which data and information will be collected
that will further support the report. Lastly, on the basis of this, conclusion and recommendation
will be included that which will support performance of the company.
ACTIVITY 1
P1 Project Aims and Objectives
Background of the Project
Globalisation has in-acted as a major source for companies in order to gain maximum
benefits. This has made the process of trading of goods and services easier because of which firm
can get their raw material at cheaper cost (Crane and Matten, 2016). The major positive impact
of globalisation is that it has enabled company in expanding its business in different parts of the
world. Along with this, international trade and finance has improved the competition between
firms because of the spreading of technology, aggregate productivity etc., According to the case
scenario, Barclays Bank, which is one of the leading financial institutions in United Kingdom,
has hired a consultancy firm which will conduct the research on the behalf of the company so as
to provide details related to the marketing function of the organisation. Barclays Bank, performs
four basic core business operations i.e. personal banking, corporate banking, wealth management
and investment management.
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Henceforth, with the help of this assignment Barclays Bank, will get to know about the
field where they have to perform effectively in order to give proper services and facilities to its
customers.
Aims
“To determine the positive economic, cultural and ethical impact of globalisation on
marketing function of an organisation. A case study on Barclays Bank ”.
Objectives
 To evaluate the concept of globalisation.
 To determine the impact of globalisation on the marketing function of Barclays Bank
 To evaluate the relationship between globalisation with positive economic, cultural and
ethical impact on the department of marketing of Barclays Bank.
Research Questions
 What do you understand by the concept of globalisation?
 How globalisation has put its impact on the marketing function of Barclays Bank?
 What is the relationship between globalisation with positive economic, cultural and
ethical impact on the department of marketing of Barclays Bank?
P2 Project management plan
A project management plan is a formal document that constitutes major elements in order
to formulate an effective plan. In this all the activities that are required by a company is
mentioned. Thus, A project management plan can be considered as an base document which can
be further reviewed or taken as references for clarifying uncleared areas (Slawsky and Zafar,
2017). Therefore, while conducting this research, researcher has considered some of the points
that are mentioned below for better understanding:
Cost: This is an important factor which is to be determined so that plans can be executed
in an effective manner. In relation to cost which will be required for conducting this research is
approximately £30000. This will include human capital needed, field work, hiring cost and many
more.
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Cost Budget:
Particulars Amount
Initial investment 30000
Expenditures:
Human capital 15800
Field work 5000
Hiring cost 2500
Consultancy cost 2100
Miscellaneous expenses 560
Total expenses 23860
Profit 6140
Scope: Every company conduct research in order to get a better outcomes related to the
scope such as where company can expand its business or what strategies they can adopt so as to
gain success. For Barclays Bank, scope will assist organisation in knowing the needs and
requirements of customers so that they can give effective services to its clients. Therefore,
conducting this research, researcher will get to know the different activities that are being
performed by the marketing department and any other sectors as well (Spender, 2014).
Time: If a task is completed right on time than its better outcomes can be gained. Thus,
while conducting this research on the behalf of Barclays Bank, researcher will take around 6-7
months. In this a mini research will be conducted on the basis of which conclusion and
recommendation will be evaluated.
Risk: While conducting a research there are many risk which can be faced by the
researcher for instance: shortage of time and funds, this can further create issue in executing the
task in an effective manner. Other than this, leak of valuable data collected from the respondents
is the major risk that should be considered by investigator.
Resources: Without appropriate resources research cannot be conducted in an effective
manner because it assist investigator in executing the plan in a better manner. For instance: while
doing this research, respondents are the major resources as on the basis of their responses the
entire research will be dependent.
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Therefore, consultancy firm while conducting the research is determining all the factors
that are mentioned above and it is enabling company in evaluating effective results (Sikdar and
Payyazhi, 2014).
P3 Work breakdown structure and a Gantt chart
Work Breakdown Structure: This is a structure that visibly defines the scope of the
project into manageable segments which assist project team in understanding the process in an
effective manner. Furthermore, these segments are categorised into chunks which are explained
in details related to the task which is to be performed. A work breakdown structure includes
certain elements such as product, data, services or combination of all three. Therefore, it can said
that WBS provides a proper guidance for executing the task in an effective manner without any
complications (Pekuri and et. al., 2014).
Gantt Chart: This is a tool which is used by a company in order to have a proper
knowledge about the task and time taken for accomplishing the work in a better manner. Gantt
Chart includes a step-by-step procedure and it is represented into horizontal axis that shows time
to be taken and vertical axis that represents activities. This shows the relationship between
activities that are to be performed and time that will be taken.
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ACTIVITY 2
P4 Small-scale research by applying qualitative and quantitative research methods
There are various methodologies that are present in the market area which can be further
used by investigator in order to collect data and information in an effective manner.
Globalisation for all almost all the company has played a crucial role as it has opened doors for
them so that these firms can expand their business in different areas (Matos and Silvestre, 2013).
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In relation with Barclays Bank, the organisation is well known for its effective services but it has
impacted the marketing function of the company. For example: in order to connect with
maximum number of people organisation is using various tools and technologies such as social
media sites, websites etc., therefore, they are using this, for letting their customers know about
the schemes and various activities done by the firm. Henceforth, so as to know the impact of
globalisation researcher has used some of the methodologies that are explained below for better
understanding.
Qualitative Research: It is considered as a scientific method of observation in which
information are gathered without any numerical data. This mainly includes meaning,, symbols
etc., Therefore, it can be said that qualitative research mainly focuses on the concept of “why”
instead of “what” of social phenomena. In this, researcher has formulated 10 questions that are
mostly open ended and along with this their options are also given and respondents can select
one of the option according to their choices (Qualitative approach, 2018).
Quantitative Research: This is an another methodology which can be adopted by
researcher in order to gather information from the respondents. But it is majorly preferred when
it is a requirement of numerical data because with the help of this representation of gathered
information is easier (Quantitative research, 2018). Quantitative research stated as a systematic
empirical investigation.
Methods of Data Collection:
Primary Method: When a researcher wants that the research which is being done should
be unique in nature than investigator use primary method of data collection. Because in this data
that are collected are taken for the first time which has not been used by any other investigator.
But it has some implication as this most of the researcher does not prefer this because of its time
and cost consuming factor.
Secondary Method: This is determined as one of the method which is used in order to
enhance the knowledge for a particular topic. In this, for collecting information is collected
through books, magazines, journals etc., as a result, it will aid investigator in evaluating a better
conclusion which can be further used for recommendations.
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Therefore, in order to conduct the research researcher has used qualitative research in
which 10 questions were formulated for options were given which can be selected according to
the choices and preferences.
Questionnaire
Q1) According to you is globalisation is giving a wider area to firms in order to expand
their business in various locations at national and international level?
a) Yes
b) No
Q2) According to you can globalisation be linked with culture and ethical factor?
a) Agree
b) Neutral
c) Disagree
Q3) As per your concern, is globalisation has puts its impacted on Barclays Bank and
company's marketing functions?
a) Agree
b) Neutral
c) Disagree
Q4) What ratings you want to give to the productivity of Barclays Bank due to
globalisation?
a) Very Productive
b) Above average
c) Average
d) Below Average
e) Not very productive
Q5) According to you, is Barclays bank is using appropriate marketing strategies in order
to influence its customers?
a) Agree
b) Neutral
c) Disagree
Q6) According to you what are the basic resources that are needed while executing the
plans for marketing functions?
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a) Appropriate technical resource
b) Latest tools and technologies
c) Appropriate financial resource
Q7) What are the challenges which can be faced by Barclays Bank and its marketing
department in global business environment?
a) Increase in competition
b) Impact of environment
c) uncertainty in the market area.
Q8) Any recommendations that you want to give to the company for further development
in business operations?
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P5 Research and data using appropriate tools and techniques
Theme 1: Globalisation is providing wider area to companies
Q1) According to you is globalisation is giving a wider area to
firms in order to expand their business in various locations at
national and international?
Frequency
a) Yes 35
b) No 5
Interpretation: Globalisation has came up as a revolution according to the current
market scenario, as it has provided greater opportunities to companies so as to perform their
business activities in an effective manner. Therefore, with the help of the above mentioned graph
it has been evaluated that according to the 35 respondents out of 40 they are saying “Yes”, which
means as per their view point globalisation provides a greater areas and perspective in order to
expand their business. Whereas, as per 5 respondents as they have chosen the option “No”,
which means according to them globalisation has not provided much opportunities instead it has
made richer more richer and poorer more poorer.
9
a) Yes b) No
0
5
10
15
20
25
30
35
40
Column B

Theme 2: Globalisation be linked with culture and ethical factor
Q2) According to you can globalisation be linked with culture
and ethical factor?
Frequency
a) Agree 22
b) Neutral 15
c) Disagree 3
Interpretation: Globalisation have a greater impact on cultural and ethical impact thus,
with the help of the above mentioned pie chart it can be evaluated that as per 22 respondents out
of 40 they are agreeing with the fact that yes, globalisation has put an impact on culture and
ethics because people are much aware about the things living in any parts of the country.
Whereas, 15 of them are neutral which shows that they are confused because globalisation has
both positive as well as negative impact. Rest 3 of them are disagreeing with the fact as
according to them because of globalisation people have now forgotten their roots and becoming
more modernised in nature.
10
a) Agree
b) Neutral
c) Disagree