Business Research Project Report: Globalisation and Marketing

This business research project examines the impact of globalization on marketing strategies and business performance, focusing on H&M. The report begins with an overview of research methodologies, including exploratory design and inductive approaches, followed by ethical considerations and cost analysis. Data collection methods involve primary (surveys) and secondary research. The project employs non-probabilistic sampling with 20 H&M employees and utilizes thematic analysis for data interpretation. The analysis covers the effectiveness of current marketing practices, the shift towards social media marketing, changes in promotional activities, the impact of globalization on sales and competitive advantage. The findings highlight that current marketing practices are still effective but need changes. Social media marketing is crucial, and promotional activities need to be updated. The project concludes with recommendations based on the data analysis.

BUSINESS RESEARCH
PROJECT

TABLE OF CONTENTS
LO 1 ................................................................................................................................................1
P 2 RESEARCH METHODOLOGY........................................................................................1
LO 2.................................................................................................................................................2
P 3 Cost, access and ethical issues in conducting research ........................................................2
P 4 Applying appropriate analytical tools ..................................................................................3
LO 3................................................................................................................................................8
P 5 Communicating research outcomes through conclusion and recommendation ..................8
LO 4.................................................................................................................................................9
P6 Personal reflective statement...............................................................................................9
P 7 Alternative research methodology.....................................................................................10
REFERENCES..............................................................................................................................11

LO 1
P 2 RESEARCH METHODOLOGY
It is the research methods which are used to Conduct the research project. The research
methodology consist of research type, approach, philosophy, data collection methods, sampling,
data analysis and ethical consideration.
Research Type : The research type provide understanding about the way the researcher
will be carried out. The research consist of two types which includes qualitative and quantitative
research. Qualitative research includes the opinions and observations. Whereas, Quantitative
research type include the use of mathematical figures to identify the problems. Exploratory
research is used to investigate the problems to define the problems clearly (Quinlan and et.al.,
2019). This research type is used to have better understanding about the problem. In this present
research, Exploratory design will be used to have better understanding of the problems to carry
out the research.
Research Approach : It is a plan and procedure that consist of assumptions regarding
the methods of data collection, analysis and interpretation. This research approach is based on
nature of research problems (Sekaran and Bougie, 2016). The research approach consist of
deductive and inductive approach. Deductive approach include use of hypothesis which are
tested during the research process. Inductive approach does not involve developing hypothesis
and includes the observations which are tested to identify the effectivenesses of the research
(Research Approach, 2018). In the present research, the inductive approach will be used because
to identify evidences and practical theories applicable to the research to identify the relationship
between globalisation, marketing strategies and performance of business organisation
(Teagarden, Von Glinow and Mellahi, 2018). In the inductive approach the research process is
started from observation and in the deductive approach the observation is started from theory.
Research Philosophy : It is a belief about the way through which the data must be
gathered, analysed and used. The research can use different research philosophies which consist
of positivism and interpretivism. Positivism philosophy provide that only factual information is
gathered and the role of researcher is limited to data collection and interpretation. Interpretivism
is the only form of qualitative methodology (Easterby-Smith, Thorpe and Jackson, 2015). It
involves researcher to interpret the elements of the study. In the present research, Interpretivism
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philosophy will be used to carry out the research in order ton gather in depth information about
the research.
Data Collection : The researcher in order to identify the information regarding the
research can use information through two sources which consist of primary and secondary
research. The primary research will include use of survey through use of questionnaire so that
the data can be collected through the samples of the staff members of the organisation. The
secondary research will include use of books and journals to gather the data and information
about the research to make the research more effective (Hair And et.al., 2015). The primary data
collection method involves the use of surveys and interviews whereas the secondary data is
collected through use of internet and already published sources.
Sampling : It involves use of sampling methods to identify the effectiveness of the
information which is gathered. The sampling consist of probabilistic and non- probabilistic.
Probabilist sampling involves sample of large population on the basis of probability. Whereas ,
Non probabilistic sampling does not provide equal chance to the individuals to get the equal
chance. In this research the non probabilistic sampling will be used which will include random
sampling for taking the sample of small population. In the present research, random sampling is
used and 20 employees of H& M will be chosen as the respondents (Polonsky and Waller,
2018). The random sampling methods includes used of random selection to get the unbiased
results.
Data Analysis : It is the method of analysing the data in order to identify the useful
information. Th this present research, The thematic analysis will be used in which the qualitative
analysis are used to identify the useful information from the data collected through different
sources. Qualitative analysis involved the use of opinions and observation to identify the useful
and important information which will increase the effectiveness of this research project.
LO 2
P 3 Cost, access and ethical issues in conducting research
Cost, access and Ethical consideration : Cost consideration means the issues relating
to calculating the cost of the research project. The researcher due to using qualitative analysis
which involves the use of opinions and views of individuals and has not used the quantitative
analysis which made difficulty in calculating the accurate cost for this project but on the average
the cost for this project includes $5000 to $15000. Accessibility means the ways which are
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accessible to gather the information. In this project, the researcher was unable to access to
various information due to security problems on various websites but the researcher managed to
get the more accurate and reliable information through use of searching keywords of the topic.
Ethics means the norms and standards for conducting the research (Bell, Bryman and Harley,
2018). In the present research, The researcher has taken the informed consent of the respondents
to disclose the information. The ethical consideration is important while carrying the research to
identify the difference between the right and wrong.
P 4 Applying appropriate analytical tools
Name of respondents
Age:
Annual income:
1. Do you feel that supplying of quality goods at lower prices is still goods marketing practice?
 Yes, it is the best.
 Yes, but with this different approach must be engaged.
 No, as consumers do not feel the same way.
 No, this does not attract more consumers.
2. Does more orientation be toward social media sites as marketing strategy is required?
 Yes
 No
3. Is there anymore requirement to put more focus as changing the promotional activities?
 Yes, it is the need of present time.
 Yes, consumers are more attracted towards changing practices.
 No, with diversion there is risk of losing consumers.
 No, Present activities are sufficient.
4. Do you agree that introduction of globalisation on marketing strategy had improved sales in
H&M?
 Agree
 Strongly Agree
 Neutral
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 Disagree
 Strongly disagree
5. Do you think that globalisation on its promotional activities leads to competitive advantage?
 Yes
 No
 Maybe
6. According to you which factor is highly ranked as outcome of globalisation on its marketing
strategy?
 Technology advancement
 Cost saving
 Good reach
 All the above
7. Provide recommendation?
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DATA ANALYSIS
Theme 1: Analyzing the effectiveness of present marketing practice as selling quality goods
at lower price:
Response No of respondents
Yes, it is the best. 5
Yes, but with this different approach must be
engaged.
8
No, as consumers do not feel the same way 4
No, this does not attract more consumers. 3
4

Total 20
Interpretation:
The data is collected from the 20 employees of H& M who have been selected on random
basis. The question is asked from all the 20 respondents about the present practice of the
organization about selling products at lower prices without compromising the quality of goods
and commodities. Majorities of the employees are of the view that this approach is good yet
some change in the marketing strategy of the business is required in the near future. Instead, 5 of
the employee thing this is the best method for attracting the consumers as it is win win situation
for them. The consumers get good qulity at affordable prices. 4 of the respondents are of the
view and thinks that the consumer perception have changed and this is not so good practice for
the present time. 3 of the employees have a prospect that consumer do not get attracted by this
marketing strategy. This can be interpreted from the above analysis that this marketing practice
is still good but it need some changes.
Theme 2: Identification of the facts related with changing marketing orientation towards
social media marketing:
Response No of respondents
Yes 16
No 4
Interpretation: The perception of the employee towards the requirement of orientation
the marketing strategy towards social media site has been analysed. Out of 20 employee 16 of
the employee are of the view that social media marking is the requirement of present time. The
H & M must essentially engage this practice in its marketing strategy. Only 4 of the respondents
have a perception that the marketing through various social media sites is not required and is not
at all essential.
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Theme 3: Determining the requirement of changing practice of promotional activities of
H &M:
Response No of respondents
Yes, it is the need of present time. 6
Yes, consumers are more attracted towards
changing practices.
9
No, with diversion there is risk of losing
consumers.
3
No, Present activities are sufficient. 2
Interpretation: The view of the employees have been determined over the requirement
of changes in the promotional practices. 9 of the employee agreed to the facts that consumers are
more prone towards changing promotional activities which must be practices by H &M. 6 f the
employees stated that is the need of present time. Instead, 3 of the respondents possessed a view
that with changing the promotional activities the consumers can be distracted. Only 2 of the
employee presented the fact that there is not requirement of changing the promotional activities
as they are sufficient for the present time and requirement. This means that the present
promotional activities are sufficient and H &M need not to get diversify for the same.
Theme 4: Introduction of globalisation on marketing strategy had improved sales in H&M
Responses No. Of respondents
Agree 4
Strongly Agree 9
Neutral 2
Disagree 3
Strongly disagree 2
Total 20
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Interpretation: On basis of above data gathered with 20 employees of H&M related to
sales performance after introduction of globalisation in marketing strategy. It has been clearly
viewed that majority of respondents are agreed that it had given major impact on sales in positive
aspect. The main reason behind this is about increment in customer base and had raised target
audience as well. On the contrary, 5 respondents disagreed that it has not impacted on sales
revenue. Simultaneously, 2 were on neutral mode for this statement and aggregately, it could be
evaluated that sales had raised with advancing marketing strategy.
Theme 5: Globalisation on its promotional activities leads to competitive advantage
Responses No. Of respondents
Yes 14
No 4
Maybe 6
Total 20
Interpretation: The above table is articulating about responses on basis of competitive
advantage which has been articulated with tracing responses from employees of H&M. It has
been clearly viewed that majority of respondents are in favour that globalisation marketing
strategy leads to gain competitive advantage as it has entered to compete with international retail
corporations. With this aspect, H&M got opportunity for gaining brand positioning and while
grabbing this opportunity it had also provided offers which had attracted customers and known
as international brand. On the contrary, 4 respondents were totally against that promotional
activities lead to competitive advantage. Similarly, there are 6 respondents who were not sure
about their response so they are on neutral mode.
Theme 6: Factor is highly ranked as outcome of globalisation on its marketing strategy
Responses No. Of respondents
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Technology Advancement 2
Cost saving 2
Good Reach 9
All the above 8
Total 20
Interpretation: On basis of above table responses has been traced from employees of
H&M related to factor of outcome of globalisation in marketing strategy where good reach is
ranked by majority of respondents. Generally, promotion helps in spreading offers, discount and
all other related information about their brand's products and service which they offer. It could be
easily viewed that highest respondents agreed that reach has been grabbed whereas technology
advancement and cost saving both are ranked equally. Simultaneously, after good brand reach,
all factors were ranked by 8 respondents which is also positive point for purpose of marketing
strategy.
Summary: From the above responses which are recorded by employees of H&M,
effectiveness has been measured with present marketing practice as selling quality good at lower
price but with presence of different approach should be engaged. While, identifying facts on
basis of altering marketing orientation towards social marketing is favoured with majority of
respondents. In the similar aspect, the need of altering practice of promotional activities of H&M
had attracted more consumers toward their changing practice. With context of sales, there is
increment because of updation in marketing strategy and it has directly lead to gain competitive
advantage for purpose of attaining organizational objectives and goals of H&M. Lastly, various
respondents had stated various factors as result of globalisation in marketing strategy such as
technology advancement, cost saving and good reach.
LO 3
P 5 Communicating research outcomes through conclusion and recommendation
Conclusion
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From the above research project it has concluded that the research have framed the aims
and objectives on the basis of which the whole study is conducted. The researcher in this study
has made used of the views of different authors to identify the information about the effect of
globalisation on marketing strategy and performance in H& M Plc. The research has qualitative
research design or type which has involved the use of the opinions and views of the different
individuals. Moreover, this study has used the inductive research approach to apply practical
theories relating to the problem. In addition to this, the researcher have made use of the primary
and secondary sources for the data collection in which the primary sources has involved the use
of questionnaire to identify the views of different individual's ion the research objectives frames
to identify the effectiveness of the research conducted. Furthermore, The researcher have used
the random sampling method in which it has taken the views of the respondents through the use
of questionnaire which contains the questions based on the objectives framed for this research
project. Moreover, the research paper contains the recommendation for the company which are
based on the views and opinions provided by the respondents. This study also includes the
reflective report which includes the experience and understanding of the researcher while
conducting the research study. It has provided that the researcher has used the cost, access and
ethical issues which are considered by conducting this study.
Recommendation
From the research it can be analysed that the researcher have collected the views and
opinions of the respondents to identify the effect of globalisation on marketing strategies and
performance in the organisation on the basis of which various recommendation are provided to
the company to improve their marketing strategies and performance. It is recommended to H&M
to provide quality goods to the customers in order to provide them better experience with the
company but with this other marketing practices can be used to improve their customers
experience and engage them in business for the long run. Moreover, It is recommended to the
company to use social media sites a marketing strategy to engage the large number of consumers
towards the products and services of the organisation. It is recommended to use different
promotional activities to chive the goals and objectives of the firm. Also, it is recommended to
the organisation that it can use technology for providing the better services to customers through
using technology as marketing strategy for promoting the products and services of the firm to
enhance their brand image and increase their market share. The organisation through the help of
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this research study will be able to make changes in the marketing strategies to improve their
performance. The research has provided better understanding and accurate and reliable
information about the topic which will helps the organisation in making their operation functions
smoothly through help of the finding and discussion provided on the basis of the views of
respondents.
LO 4
P6 Personal reflective statement
This research study has supported me in increasing my level of understanding with the
help of this research topic I am able to provide information to different researcher and guide
them in their research on the effect on globalisation on marketing strategy and performance.
Moreover, In this research I have used thematic analysis which has included the qualitative
analysis which consist of the opinions and views of different individuals. Also, I have used
interpretivism philosophy for conducting this research but other than this the positivism
philosophy can be used for conducting the research. I have For the further researcher, I can use
SPSS other than thematic analysis. Also, I could have use deductive approach other than the
inductive to carry out this research project. In this research I have used primary and secondary
sources of data collection and this research paper include the reliable and accurate information
regarding the topic. It is recommended that globalisation have its effects on the marketing
strategies as there are various factors of globalisation which are highly ranked on marketing
strategies which consist of technology advancement, cost saving and good reach. The company
through use of technology which is a factor of globalisation can adopt various marketing
strategies which will improve their sales and profitability.
P 7 Alternative research methodology
There are various alternative research methodology other than those which are being used
in this research. In this research, the researcher have used qualitative analysis to identify the
useful information related to the research but it can use quantitative analysis which involves the
use of SPSS to get the numerical figures on the basis of the research topic. However, the
researcher have used qualitative analysis which is also effective because this analysis is used
based on the topic which is based on the theoretical aspect and thus it has involved the use of
sample to identify the views and opinion of respondents through use of questionnaire. Moreover,
the researcher in order to make the future research can use different alternatives other than which
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