Globalisation's Effects on Marketing Strategy: H&M Case Study

This research proposal examines the effects of globalisation on the marketing strategy and performance of H&M, a prominent retail fashion company. The study aims to analyze how globalisation impacts H&M's marketing practices and overall business performance. It explores the concept of globalisation, its influence on business processes, and the significance of marketing strategies in ensuring business success. The research employs an exploratory design with an inductive approach, utilizing both secondary and primary data collection methods, including a questionnaire administered to H&M employees. The proposal outlines the research questions, reasons for choosing the topic, literature sources, activities, timescales (Gantt chart), research approach, methodologies, sampling, and data analysis methods. The study intends to provide insights into how businesses can adapt to the challenges and opportunities presented by globalisation in the retail fashion industry. The research will employ qualitative analysis and random sampling to gather unbiased results.

Research Proposal Form
Unit RESEARCH PROJECT
Proposed Title EFFECTS OF GLOBALISATION ON MARKETING STRATEGY AND PERFORMANCE IN THE
RETAIL FASHION INDUSTRY:
The case of H&M plc.
Section One: Research Title, aim, objectives.
TITLE
Effects of globalisation on marketing strategy and performance in the retail fashion industry:
A case study on H&M plc.
AIM
To analyse the effects of globalisation on marketing strategy and performance in H&M plc.
OBJECTIVE
 To understand the globalisation concept and its impact on business processes and performance.
 To analyse the impact of globalisation on H&M and its marketing practices.
 To evaluate the significance of marketing strategies on performance of business.
 To use various secondary and primary data by conducting an interview with the employees of H&M
for evaluation of marketing strategy of organisation.
RESEARCH QUESTION
 What is globalisation and it affects the business?
 How globalisation is affecting marketing practices of H&M?
 What is the role of marketing strategies on assuring the success of business?
Section Two: Reasons for choosing this research project
The research topic is very important as the globalisation has become an integral part and method to
achieve success in today's highly competitive business environment. The globalisation has influenced the
marketing approaches on which business performance has great dependency. Thus the study will help to
understand these concepts so that a good sense of business can be developed. Another reason for
choosing this topic is that rapidly business organisations are shifting to this emerging and latest trend of
globalisation.
Thus for sustaining the success it is essential that suitable research is carried out in the same
context so that entrepreneurs can explore the huge growth opportunities all over the world instead of
limiting operational area to a small region (Parsons, Maclaran and Chatzidakis, 2017). The study will also
help me to enhance my in-depth knowledge of marketing concepts and how these strategies helps
business organisations to achieve their long term business objectives.
Section Three: Literature sources searched
According to Cramer, (2017) globalisation is defined as the easy movement of services, technology,

knowledge, people and products across the various boundaries of the world. It has become the key
driving force for the success and long term growth of business. In response to the increasing competition
and growth opportunities business organisations are not only using globalisation for the transfer of
services and products but also for the exchange of processes and information. As per the view of Savitz,
Shackman and Fitzgerald, (2016), in order to enter into new global economies service providers must
assure that their marketing strategies are as per global trends. They cannot simply use the simple and
traditional formats of marketing.
With the globalisation companies are more dependent upon digital marketing as compare to
earlier trends of conventional marketing. Arslan and et.al., (2018) stated that by using the global
marketing concepts instead of customized marketing approach for each country organisations can make
operations more productive and cost efficient. By using global marketing business organisations can
understand the needs and purchasing behaviour of customers and thus improved services can be
delivered.
In the same context Homann, (2016) argued that in order to assure the success in global
economies effective marketing strategies must be developed so that they can create the brand
awareness among targeted audience. The use of suitable technology and information resources is also
one of the vital factor for achieving the quality standards in global market. For effectively exploring the
broad market new strategies and methods must be used so that sustainability can be achieved in terms
of performance and business objectives.
Contrary to this Belu, Popa and Filip, (2018), stated that despite of several benefits globalisation
also give rise to wide range of market threats which can influence the business adversely. If business is
not predictive or prepared to deal with the competitive threats in the global markets then there is high
probability that the survival of the business can be challenging. The global brands are leaving no stone
unturned to attract the customers of different economies. Thus if organisations will not improve their
marketing strategies then the new arriving global organisations will soon replace their place (Thomas,
2018). Hence it is essential that globalisation must be considered within business planning and
processes.
According to Waddell, (2017) due to globalisation people are having good range of choice for each
and every product and service. Thus if companies will not pay attention to the elements of marketing
then their profits and sales target may not be achieved. Aljuwaiber, (2016) stated that technology has
made business operations more quick and transparent and thus business cannot survive without
adopting the global trends and methods.
Section Four: Activities and timescales (Gantt chart)
Task Name Duration Start Finish

Introduction to research
project 5 days Tue
1/29/19 Mon 2/4/19
Writing a research
project 5 days Tue
2/5/19 Mon 2/11/19
Research methodology 5 days Tue
2/12/19 Mon 2/18/19
Research ethics and data
protection 5 days Tue
2/19/19 Mon 2/25/19
Secondary data collection 3 days Tue
2/26/19 Thu 2/28/19
Literature review 6 days Fri 3/1/19 Fri 3/8/19
Sampling method 5 days Mon
3/11/19 Fri 3/15/19
Primary data collection 5 days Mon
3/18/19 Fri 3/22/19
Data analysis 5 days Mon
3/25/19 Fri 3/29/19
Reflective writing 3 days Mon
4/1/19 Wed 4/3/19
Research report 2 days Thu
4/4/19 Fri 4/5/19
Figure 1: Gantt chart

Appendix
Research Proposal Form (contd.)
Milestone one: .........................................LO2................................................
Target date (set by tutor): ......31 st March 2019...................................................................................
Milestone two: ...........................................LO3..............................................
Target date (set by tutor): .......15th April 2019..................................................................................
Section Five: Research approach and methodologies
The research approaches and methodologies simplify the ways to achieve the research objectives.
Research design:
In the proposed study exploratory research design will be used so that all terminologies used in
research can be explained precisely and in detail. Exploratory design are aims at analysing the issues
which are not defined clearly or which have broad scope. Thus for gaining the detailed understanding of
any subject at preliminary stage its operational definition, priorities are identified. This approach is
known as exploratory design.
Research approach:
For making the study more relevant and effective inductive research approach will be applied. With this
approach various evidences and practical theories are used to enlighten the relation between
globalisation, marketing strategies and performance of business organisations.
Data collection and analysis
The data collection and analysis methods are vital elements for any research project. The
proposed research will employ primary data collection methods. A questionnaire will be used so that
data can be collected from the samples used in the study. This data collection approach is more suitable
than secondary method as the staff members of organisation have more accurate and realistic
knowledge of the marketing strategies. Thus they will provide more relevant data for the analysis
purpose. For understanding the globalisation and marketing trends of H&M qualitative analysis will be
performed in the study.
Sampling
For making the study result feasible a small population is selected so that their observations can be
recorded. In this study random sampling is used and 20 employees of H&M are chosen as the
participants for the study. In random sampling participants are selected on random basis so that
unbiased results can be obtained.

Comments and agreement from tutor
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I confirm that the project is not work which has been or will be submitted for another qualification
and is appropriate.
Agreed: .................................................................................... (name) .................................................................................... date) ......................................................
Comments and agreement from project proposal checker (if applicable)
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I confirm that the project is appropriate.
Agreed: ..I CONFIRM............................................................. (name) ................................................................................... date) ............23/02/2019.........................................