Managing Successful Business Project: Globalisation and Marketing

This report analyzes the impact of globalisation on the marketing functions of Louis Vuitton, examining its economic, cultural, and ethical effects. The study aims to understand worldwide marketing trends, the positive influences of globalisation, challenges faced by businesses, and suggestions for improving marketing operations. The research employs a qualitative approach, using a survey of 15 marketing managers to gather data. The findings reveal that globalisation has significantly affected Louis Vuitton's marketing, particularly in communication, advertisement, and promotional opportunities. The report highlights the increased range of marketing activities due to the emergence of global brands and identifies increased competition as a major challenge. Recommendations include setting pricing strategies based on country-wise segmentation and designing products that meet customer demands to gain a competitive edge in the global market. The report concludes that globalisation has enabled successful marketing operations for Louis Vuitton.

MANAGING SUCCESSFUL
BUSINESS PROJECT

TABLE OF CONTENTS

TOPIC:
The positive economic, cultural and ethical impact of globalisation on marketing.
INTRODUCTION
The procedure by which the global exchange of products, services, capital, technology
and knowledge becomes increasingly interconnected. It has led to increasingly competition as
well as economic and financial shift from developing to emerging economies (Parsons, Maclaran
and Chatzidakis, 2017). It boosts a sense of cultural awareness, international cooperation as well
as international economic dependency. The marketing function of companies are increasing their
capabilities to raises the sales, profitability and market share of the company.
This present research is context to Louis Vuiton company as it is a French fashion house
and luxury retail firm. Researcher will use various methods and techniques to reach the aims and
objectives of the study.
Aim:
1

“To ascertain the optimistic cultural, economic and ethical effect of globalisation on the
functions of marketing department of the company with the outgrowth of worldwide brands. A
study on Louis Vuiton”.
Objectives:
 To ascertain the worldwide trends of marketing functions after globalisation.
 To determine the affirmative influence of globalisation on the functions of marketing
department of Louis Vuiton in respect to economic, ethical and cultural influence.
 To identify the challenges faced by businesses after globalisation.
 To render suggestion for flourishing operations of marketing functions of Louis Vuiton as
well as to gain competitive advantages in the business environment.
Research Questions:
11 What are the worldwide trends of marketing functions after globalisation?11 What are the optimistic influence of globalisation on the functions of marketing of Louis
Vuiton in respect to economic, ethical and cultural influence?11 What are the complications businesses faced after globalisation?11 What are the suggestions for flourishing operations of marketing functions of Louis
Vuiton as well as to add competitive benefits in the business environment.
PROJECT MANAGEMENT PLAN
It is the framework that help researcher to carry the research in systematic way (Sharp,
Peters and Howard, 2017). It is a formal document that helps in describing every phase of the
project. Scholar has formulated this document for smooth flow of research.
Cost:
Cost is called as fundamental part of the project management plan as it is the total amount
that is required to conduct the research in desired way. Researcher has distributed the cost
required for each task so that the study can be completed in available cost. The cost requires is
approximately £4000 for this present research (Halcomb and Hickman, 2015).
Time:
2

Time management is also very essential for completing the research because delays affect
the outcomes of the research. Scholar has prepared a schedule and allocate time to every task.
Researcher has complete this present research in approximately 45 days.
Resources:
The materials that are needed to carry the investigation in meaningful way is called as
Resources. Resources are the materials which help to execute the study. Researcher required
human resources and financial resources to reach the conclusion of the study (Heagney, 2016).
Communication:
For researcher, it is quite all-important to pass on the research outcomes to all the
stakeholders which are straightly or indirectly attached to the study. Communication channels
used by the researcher in this present study is circular, emails etc.
Risk:
Risk have uncertainty. Risk involves in this study are physical risk, loss of data, theft of
data etc. and it is important to overcome all the risk. It is because it badly influences the
outcomes of the research (Heagney, 2016).
Quality:
Quality is the essence of the study as it is all-important to manage the quality of the
research (Kerzner, 2017). Investigator has gathered the information from valid and reliable
sources. Researcher has also used key performance indicators to analyse the quality of the study.
RESEARCH METHODOLOGIES
Research Methods
The tools and instrument that is utilized by the researcher to carry out the research on the
most suitable basis is called as research methods. Qualitative and Quantitative are two types of
research methods. Qualitative methods are one of the method that gains the understanding of
social and human behaviour and it does not include any numerical or statistical figures (Kumar,
2019). Whereas, Quantitative methods includes statistical and numerical figures and
mathematical techniques. This current research study is context to qualitative methods as scholar
has gathered the information done by survey.
Research Approach
3

The techniques or methods which consist of the stairs of broad presume to detailed
techniques of collection of data, analysis and interpretation. Inductive and Deductive are two
approaches which are used to carry the research. The approaches in which information is
generalized from particular to more general and aggregation of information is utilized to
investigation a process, identifying the themes as well as create an abstract hypothesis. On the
flip side, deductive approach is used to develop the hypothesis on the basis of old theory.
Inductive approach is used in this research because its outcomes is perfect on qualitative research
(Dzul-Cervantes and et.al., 2017).
Research Design
The framework which is utilised to carry the study in a systematized and efficient way is
known as investigation design. Research design aids in presenting the data in logical way.
Experimental and Descriptive are two types of research design which are used by the researcher
to carry the research. Experimental research design are those which includes statistical tools to
establish cause and effect relationship. Whereas, descriptive research design is based on
observation. This present research is context to descriptive research design as it gives better
outcomes when research is qualitative.
Sampling
Sampling is the technique that is used to divide huge number of population into small
sample so that assumption can be made on the basis of selected sample. Probabilistic and Non-
probabilistic sampling techniques are two types (Gopinath, Johansen and Derelöv, 2018).
Researcher has adopted probabilistic sampling techniques in which random sampling has been
applied where all the respondents have equal chances of being selected. 15 Marketing managers
were chosen by researcher to collect the data.
Collection of Data
The process to collect, analyse and interpret the data regarding the subject area is called
as data collection. Two methods named as Primary and Secondary are to collect the data. The
data or information which is gathered by the researcher own efforts and which is fresh
information is called as primary method. On the flip side, when the information is collected by
other sources is known as secondary methods. Scholar has collected the data from primary
methods through survey via questionnaire.
Data Analysis
4

The technique that is used to evaluate the outcomes by cleaning, moulding and
transferring into useful information is called as Data Analysis (Farooq and O'Brien, 2015). Two
method used to analyse the data are Qualitative and Quantitative. Researcher has opted
qualitative method in which thematic investigation has been done where data was presented
through table, charts and graphs.
DATA ANALYSIS AND INTERPRETATION
Theme 1: Marketing Managers were satisfied that marketing functions of the Louis Vuiton
is affected by globalisation.
PARTICULARS FREQUENCY
Agree 8
Disagree 4
Neutral 3
5

INTERPRETATION: From the above tabular and graphical representation of data, it
has been identified from the Louis Vuiton marketing manager of that marketing managers were
satisfied that marketing functions of the organisation is affected by globalisation as 8 were
agreed. They said that marketing activities were changed drastically due to technological
advancement, emergence of global brands etc. On the flip side, their were 4 marketing managers
who were disagreed as they said globalisation do not affect the marketing functions of the
company. Rest of 3 were confused and do not have specific answer.
Theme 2: Communication and Advertisement was the major factors of globalisation have
positive impact on the marketing function of Louis Vuiton.
PARTICULARS FREQUENCY
Technological Development 4
Outsourcing of employee's 3
Communication and Advertisement 5
6
Agree Disagree Neutral
0
1
2
3
4
5
6
7
8
FREQUENCY

All the above 3
INTERPRETATION: From the above tabular and graphical representation of data, it
has been identified from the Louis Vuiton marketing manager of that marketing managers
communication and advertisement was the major factor of globalisation have positive impact of
the marketing function of the company as 5 were highly supporting. They said that with the use
of social media and other networks, the advertisement of goods and services have reached to the
great heights. There were 3 managers who said globalisation has also led to outsourcing of
employees as the team of marketing becomes effective and efficient in the company.
Technological advancement was also very high after globalisation like marketing manager use
social media, Search engine Optimisation etc.
Theme 3: The promotional and advertisement opportunities has lead to positive economic
effect of globalisation on the function of marketing.
PARTICULARS FREQUENCY
7
Technological Development
Outsourcing of employee's
Communication and Advertisement
All the above
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
FREQUENCY

Yes 7
No 5
May Be 3
INTERPRETATION: From the above tabular and graphical representation of data, it
has been identified from the Louis Vuiton marketing manager of that the promotional and
advertisement opportunities has lead to positive economic impact of globalisation on the
marketing functions as supported by 7 responders. They said that, with the emergence of global
brands various techniques were introduced like social media, emails, messengers etc. to advertise
the goods and services that results in raising the opportunity to sell the good and services across
the boundaries. On the flip side, there were 5 responders who were disagreed as they said
promotional and advertisement lead to high competition and high cost in the marketing
functions.
Theme 4: The emergence of global brands the range of marketing activities has increased.
8
Yes
No
May Be

PARTICULARS FREQUENCY
Yes 6
No 4
Not Sure 5
INTERPRETATION: From the above tabular and graphical representation of data, it
has been identified from the Louis Vuiton marketing manager of that with the emergence of
global brands the range of marketing activities has increased as supported by 6 responders. They
said that now company can sell their products and services across the boundaries in any nation or
region. On the other hand, 4 were against of this statement. Rest of 5 were not sure about it.
Theme 5: Cultural marketing is best marketing option for company to raise the customer
base.
PARTICULARS FREQUENCY
9
Yes No Not Sure
0
1
2
3
4
5
6
FREQUENCY

Yes I find 8
No 4
May be 3
INTERPRETATION: From the above tabular and graphical representation of data, it
has been identified from the Louis Vuiton marketing manager of that cultural marketing is best
marketing option for company to raise the customer base as 8 participants were agreed as they
said they feel. They gave their opinion that products can get high preference by promoting in to a
certain group of potential customers. On the other hand, 4 were against of this as they said
globalisation has lead to global diversity that makes it difficult to segregate the group of people.
Rest of 3 were confused and do not have specific answer.
10
Yes I find
No
May be
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
FREQUENCY