Positive Impact of Globalisation on Asda's Marketing Functions

This report investigates the positive impacts of globalisation on the marketing functions of Asda, a major British supermarket retailer. The research explores the current trends of globalisation in business marketing, particularly concerning the emergence of global brands. The study aims to identify the positive effects on marketing, challenges faced, and provide recommendations for effective marketing strategies to gain a competitive advantage. The methodology includes a project management plan, time scales, and a work breakdown structure, along with qualitative research methods, specifically deductive research approach and descriptive research design. Data collection involves primary data gathered through questionnaires administered to marketing managers at Asda, followed by data analysis using thematic analysis. The findings highlight the impact of globalisation on digital marketing, market access, customer satisfaction, and operational efficiency. The report concludes with recommendations for Asda to enhance its marketing strategies in a globalized market, offering insights into challenges such as competition and website management.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Background.............................................................................................................1
Aims and Objectives...............................................................................................................1
Rationale.................................................................................................................................2
Project Management Plan.......................................................................................................2
TIME SCALE, GANTT CHART AND WBS.................................................................................3
..........................................................................................................................................................5
RESEARCH METHODOLOGIES.................................................................................................5
Research Methods:.................................................................................................................5
Research Approach:................................................................................................................6
Research Design:....................................................................................................................6
Sampling:................................................................................................................................7
Data Collection.......................................................................................................................7
Data Analysis:........................................................................................................................7
DATA ANALYSIS & INTEGRATION.........................................................................................7
RECOMMENDATION.................................................................................................................15
REFLECTION...............................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18
APPENDIX....................................................................................................................................19
Log Book..............................................................................................................................19
Performance Review............................................................................................................21

TOPIC:
What are the positive economic, cultural and ethical impact of globalisation on
different business functions within organisation such as operations, marketing, HR and
accounting
INTRODUCTION
Research Background
Globalisation has leads to increasing competition and an economic and financial shift
from developing to merging economies. It promotes a sense of cultural awareness, international
co-operations and economic global inter-dependency. Those multinational companies that are
successful have had to deicide and customise new strategies for doing business in emerging
markets and implement new business models to stay ahead of the competition (Steenkamp,
2019). Globalisation is has lead to positive impact on different business functions but especially
on the marketing functions of the company as transfer of technology has become easy because of
emergence of global brands and it gives access to larger audience, provides cheaper goods for
consumers, innovation, better quality of products or services and many other benefits.
In this present research, researcher has taken Asda company as it is one of the biggest
British supermarket retailers in UK. Company was founded by Fred Asquith and Peter in 1949.
Asda provide financial services, general mechanise and grocery. Researcher will use various
techniques and methods to identify the positive impact of globalisation on business marketing
function within organisation in retail industry in respect to emergence of global brands.
Aims and Objectives
Aim:
“To identify the positive impact of globalisation on business marketing function within
organisation in retail industry in respect to emergence of global brands. A study on Asda.”
Objectives:
 To determine the current trends of globalisation in context to business marketing with
respect to emergence of global brand.
 To identify the positive impact of globalisation on business marketing function within
organisation.
 To articulate the challenges faced by organisation in marketing with the emergence of
global brands.
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 To provide recommendations to Asda for effective marketing function that gains
competitive advantage to the company.
Research Questions:
1. What are the current trends of globalisation in context to business marketing with respect
to emergence of global brand?
2. What are the positive impact of globalisation on business marketing function within
organisation?
3. What are the challenges faced by organisation in marketing with the emergence of global
brands?
4. What are the ways for effective marketing function that gains competitive advantage to
the Asda?
Rationale
The reason for choosing the topic the positive impact of globalisation on business
marketing function within organisation in retail industry in respect to emergence of global brand
is because it is the current trends as with the globalisation the marketing functions has become
highly developed and innovative (Christmann, Alexander and Wood, 2016). Thus, by studying
this topic, researcher has gain deep understanding and knowledge of development of marketing
function or positive impact of globalisation on marketing function. On the other hand, another
reason for choosing this topic is the academic interest of researcher as with this study, scholar
has understood the type of research methodologies, data collection techniques and how to
conduct survey.
Project Management Plan.
Project Management plan is a forma;, approved document that defined how the project is
accomplished, monitored and controlled. In this present research, researcher has created to
project management plan to clearly describe the scope, cost communication, resources, cost and
risk involves in this project.
Cost: Cost is one of the most essential factor in conducting the research as researcher has
to prepared budget and allocate cost to each and every task so that research is conducted in a
systematic way (Kerzner and Kerzner, 2017). If cost allocation is not done in a proper way than
it will surely leads to affect the efficiency of the research. £7000 cost will be required to
complete this present research project.
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Resources: In order to conduct the research in a desired manner, it is very important to
allocate the resources in a desired way, it is very crucial to allocate the resources to each and
every task. In this present research, researcher will require proper funding, human resources,
laptops, stationery items, USB, people, equipment etc.
Risk: Risk are uncertain and it is very essential for researcher to take step to reduce the
possibility of the risk which are involved in the research. Here are the risk which are involved in
the research which are as follows-
Physical risk like discomfort, injury, pain or disease that affect the continuity of the
research.
Risk of security and privacy of data, loss of data, theft of data cold arise during the
research (Eskerod and Jepsen, 2016).
Time: Time is also very important that researcher have to consider because delays may
affect the result of the research. Researcher have to plan a schedule so that each and every
activity will be completed on time. This present research will be completed in 170 days approx.
Communication: This is also one of the element in that is also played a key role as f
communication is jot effective than it is not possible to achieve desire goals and objectives of the
research (Heagney, 2016). In this present research, researcher has use circulars and emails for
collecting the information.
Scope: The scope of the research is both at academic and corporate level as they it is
useful for the students who are learning and studying as well as for business owners. The scope
of this research is very broad and wide (Larson and Gray, 2017).
TIME SCALE, GANTT CHART AND WBS
Task Name Duration Start Finish Predecessors
Research proposal 45 days Tue 01-01-19 Mon 04-03-19
Aims and objectives 15 days Tue 05-03-19 Mon 25-03-19 1
Research methodologies 15 days Tue 05-03-19 Mon 25-03-19 1
Data collection 14 days Tue 26-03-19 Fri 12-04-19 2
Data analysis 30 days Tue 26-03-19 Mon 06-05-19 2,3
Data interpretation 10 days Tue 26-03-19 Mon 08-04-19 3
Finding and conclusion 28 days Mon 15-04-
19 Wed 22-05-19 4,6
Recommendations 10 days Thu 23-05-19 Wed 05-06-19 4,5,7
Conclusion and
Submission 2 days Thu 06-06-19 Fri 07-06-19 8
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Table 1: Time Scale
RESEARCH METHODOLOGIES
Research Methods:
Research methods are the fundamental part of the research as it is the process that refers
to collection of information or data for research to make the decision and to reach end
conclusion. Qualitative and Quantitate are two types of research on which whole study is based
on. Qualitative research are basically exploratory research that is used to gain the knowledge and
understanding for underlying the views, motivation and opinion. Whereas, quantitative methods
are those which are highly structured in collecting and analysing the data that are obtained from
various sources. Researcher has opted qualitative methods as it provides deep understanding of
the problems by taking views and opinion of the participants and thus successfully identified the
positive impact of globalisation on business marketing function within organisation in retail
industry in respect to emergence of global brands.
Research Approach:
Once the research methods are selected, scholar ave to look for selecting research
approaches. Research approaches are plan and process for consisting the steps towards the wide
assumptions detailing about the techniques for data collection, analysis and interpretation.
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Illustration 1: Work Break-down Structure

Basically, it develops and makes a pattern and theory on the basis of the collected data and
information. There are various types of research approach but mainly there are two which are
inductive and deductive. The approach that is a set of hypotheses and concerned about the
existing theories is called as deductive approach as well as it also designs the strategy for testing
the hypothesis while the approach that is only concerned with generation of new theory for
emerging the data is called as inductive approach. Researcher has opted deductive research
approach h because it is suitable for qualitative studies.
Research Design:
Research without research design is incomplete because it plans the way the research
questions will be answers as well as it provides a systematic technique to collect the data or
information. Descriptive and Experimental research design are mainly two techniques that are
used in the research. The design that includes observe and describe the behaviour if subject
without affecting in any way is called as descriptive research design. While, the research design
that established cause and effect relationship is called as experimental research design. This
research is associated with the descriptive research design as it is suitable and most appropriate
for qualitative research design and identified that the positive impact of globalisation on business
marketing function within organisation in retail industry in respect to emergence of global
brands.
Sampling:
The process that is used to statistical analysis for planned number of observation that is
taken over the large population is called as sampling. This methodology is used to gather the
small sample from big population so that data is collected for the research. Probability sampling
and Non-probability are two types of sampling. Probability sampling is the process where the
representatives have equal chances of being selected, while the process where the representatives
do not have equal chances of being selected is called as Non-probabilistic sampling. In this
present research, researcher has selected 25 marketing managers of Asda to that they could
answer the impact of globalisation on the marketing functions.
Data Collection
After the selection of sample, researcher have to collect the data from various sources.
There are two types of primary and secondary from which data is gathered and measured. The
data which collected via questionnaire, survey and observation is called as primary data. The
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data collected is fresh and unused data while secondary data are the information which is
collected through other sources like government publication. Journals, books etc. Researcher has
used primary data to gather the information as scholar has prepared questionnaire for survey.
Data Analysis:
After the collection of data, researcher has to evaluate the data so that information that is
collected could reveal a good result for the research. Data analysis is the process to clean, mould
and transform the raw data into meaningful information. Qualitative and Quantitative are two
methods that is used for data analysis process. This research is associated with the qualitative
methods as researcher has analysed the data through thematic analysis where information is
shown via charts, graphs and tables.
DATA ANALYSIS & INTEGRATION
QUESTIONNAIRE
Name of Organisation: Asda
Destination of Respondents: Marketing Managers
Age:
Gender:
1. For how long you are employed in Asda?
 2 to 3 years
 3 to 6 years
 6 to 8 years
 8 years and above
2. According to you, what is the impact of globalisation on marketing function within
organisation in retail industry?
 Positive
 Neutral
 Negative
3. According to you, did your marketing functions are improved with the emergence of global
brands?
 Yes
 No
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 May be
4. What are the positive impact you have experienced in your marketing functions within
organisation?
 Digital Marketing
 Access to new market
 Better customer Satisfaction
 Effective Operations
5. Do you think with the emergence of digital marketing organisation has gained competitive
advantage in the market?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
6. Are you satisfied, with the increasing global brands marketing functions have become
innovative?
 Satisfied
 Neutral
 Dissatisfied
7. What are the challenges you think you have faced in marketing function with the emergence
of global brands?
 High Threat of Competition
 Managing Websites
 Providing ROI
 Managing both offline and Online customers
Theme 1: Maximum marketing managers are employed for last 3 to 6 years in Asda.
PARTICULARS FREQUENCY
2 to 3 years 7
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3 to 6 years 8
6 to 8 years 4
8 years and above 6
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that maximum respondents were
employed for last 3 to 6 years. There were 7 respondents who said that they were working in the
company for last 2 to 3 years and 4 were working for 6 to 8 years. Rest of 6 are more senior
marketing managers as they are been employed for more than 8 years. Thus, it has been cleared
that all the respondents selected in sample were eligible to answer the questions.
Theme 2: Globalisation has lead to positive impact on marketing function within organisation
in retail industry.
PARTICULARS FREQUENCY
Positive 16
Neutral 5
Negative 4
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Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that globalisation has lead to positive
impact on the marketing functions within organisation in retail industry as supported by 16
respondents. They said that after globalisation the emergence of brand have increased that
transfer of technologies and they gain opportunities to gain competitive advantages in the
market. On the other hand, there were 5 respondents who were not supporting as they said it
might be lead to positive impact as they were not sure. 4 were against of this, as they said
globalisation do not lead to positive impact as with the emergence of brand, competition are
increased to the great extend.
Theme 3: Marketing functions are improved with the emergence of global brands.
PARTICULARS FREQUENCY
Yes 14
No 5
May be 6
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Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that marketing functions are improved
with the emergence of global brands as supported by 14. They provide there justification that
global brands have brought innovation with the advance technologies by which the marketing
functions have become effective. On the other hand, 5 were not opposing as they replied that
global brands have made the marketing function very typical as well as it has also raised the cost
of production of the company. Whereas, there were six participants who were confused as they
said that may be marketing functions are improved as they were not sure.
Theme 4: Maximum managers were experience better customer satisfaction with the
emergence of global brands.
PARTICULARS FREQUENCY
Digital Marketing 7
Access to new market 4
Better customer Satisfaction 9
Effective Operations 5
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