Assessing the Impact of Globalisation on Jaguar's Marketing

This report presents a comprehensive analysis of the impact of globalisation on the marketing function of Jaguar. It begins with an introduction to globalisation and its multifaceted effects, emphasizing its economic, cultural, and ethical dimensions. The report outlines project aims and objectives, including a project management plan detailing costs, scope, time, and resources. A work breakdown structure and Gantt chart are used to organize the project. Small-scale research is conducted using qualitative and quantitative methods, including questionnaires. The research investigates the impact of globalisation on Jaguar's marketing, assessing its influence on sales, profitability, and customer engagement. Data collection methods include primary and secondary research. The report concludes with recommendations and a reflection on the findings, providing insights into how Jaguar can leverage globalisation to enhance its marketing strategies and achieve its objectives.

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....................................................................................................................................6
P4 Small-scale research by applying qualitative and quantitative research methods.................6
P5 Research and data using appropriate tools and techniques...................................................8
P6 Recommendation.................................................................................................................17
ACTIVITY 3..................................................................................................................................17
P7 Reflection.............................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
.......................................................................................................................................................24

Topic: “To determine the positive economic, cultural and ethical impacts of globalisation on
marketing”. A Case study on Jaguar.
INTRODUCTION
Globalisation is an on going process that connect people, cities and countries together. Its
prime focus is on economic side including trading, foreign direct investment and international
capital flows (Ali and Amin, 2014). Other than this, globalisation touches broader area such as
socio-economic, political, cultural, technology etc., Therefore, it can be said that globalisation
provides a wider area to companies for establishing their business in an effective manner. This
assignment is based on Jaguar in order to understand how globalisation puts an impact on
marketing function within the organisation. Jaguar is a British multinational company that
manufactures cars and they provide their services worldwide. This assignment will include
project aims and objectives based on which a project management plan will be formulated.
Therefore, for gathering data and information a small-scale research will be conducted using
qualitative and quantitative research methods so that aims and objectives can be met. Lastly,
based on the conducted research appropriate recommendations and valid conclusion can be
evaluated.
ACTIVITY 1
P1 Project Aims and Objectives
Background of the Project
In simple term to understand, globalisation is an integration of world economy that
further increases the interconnection between nations. With the change in course of time
globalisation has touched upon various factors like production and distribution, cross border
networking of companies such as companies are preferring working in joint ventures. Working in
a consultancy firm our company was assigned with a work that is of conducting a small research
for analysing the impact of globalisation on the marketing function of Jaguar. Jaguar is a one of
the leading car manufacturing company that manufacture cars. Company was established in the
year around 1933 and since than they are delivering excellent quality products to its customers.
For instance: only limited number of people were aware about the company but after
globalisation company has targeted large number of customers which has increased the sales and
profitability of the organisation (Cavusgil and Knight, 2015).
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Therefore, with the help of this assignment impact of globalisation will be evaluated
which further aid company in making effective strategies so that it can be implemented for
future proceedings.
Aims
“To determine the positive economic, cultural and ethical impact of globalisation on
marketing function of an organisation. A case study on Jaguar ”.
Objectives
 To investigate the concept of globalisation.
 To determine whether globalisation puts an impact on marketing department of Jaguar.
 To ascertain the relationship between globalisation and economic, cultural and ethical
impact upon marketing department of Jaguar.
Research Questions
 What do you understand by the concept of globalisation?
 Does globalisation puts an impact on marketing department of Jaguar?
 What is the relationship between globalisation and economic, cultural and ethical impact
upon marketing department of Jaguar.
P2 Project management plan
Project management plan is a formal document that defines the process of how a project
will be executed, monitored and controlled. In general terms project management plan (PMP)
can be considered as a guide for doing any kind of activity. As project management plan includes
a baselines thus, team members can measure the performance in order to know whether team is
going towards right direction and if not than on the basis of PMP team can reschedule the
activity and execute the plan effectively (Daim and et. al., 2012). While developing a project
management plan there are various kinds of components that are included such as time taken,
scope, time, resources required etc., therefore, all the factors are explained below for better
understanding:
Cost: While conducting a research this is an important factor that is to be considered so
that research can be accomplished in a right manner. This includes amount of money which is
required for executing the action plan. Therefore, cost that will be required for conducting the
research will be categorised according to different segments such as field work, human capital
required, hiring cost etc., The amount which is incurred in the entire process is around £2500.
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Cost Budget
Particulars Amount
Initial investment 25000
Expenditures:
Human capital 15800
Field work 3200
Hiring cost 1850
Consultancy cost 2500
Miscellaneous expenses 560
Total expenses 23910
Profit 1090
Scope: This is an important factor which provides company with insight about what kind
of services customer wants from the company so that facilities can be provided accordingly.
Other than this, this will identify with an area where company have a greater scope of expanding
their businesses. As a result, with the help of this Jaguar will be able to provide effective services
and facilities to its customers (Ferraro and Briody, 2013).
Time: Benefits can be gained if excellent services and facilities can be provided right on
time. In relation with conducting the research on the behalf of Jaguar, time which will be taken is
around 5-6 months. This will include the entire process of conducting the mini-research, data
collection process, interpretation, recommendation and conclusion.
Risk: While conducting the research effectively there are many risk that can be arise such
as time and cost factor because researcher may have limited amount or funds for carrying out the
research in an appropriate manner. Other than this, one of the biggest threat or risk can be of data
getting leaked because of which company can face severe issues and problems.
Resources: Before conducting the research researcher must evaluate what all resources
are required such as targeted respondents,s process of conducting the research whether using
primary method or secondary method etc.,
Henceforth, all the factors that are mentioned above are important to be considered so
that research can be conducted in an effective manner which will further assist the investigator in
evaluating a valid conclusion (Khilji, 2012).
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P3 Work breakdown structure and a Gantt chart
Work breakdown structure is a process that provides a guidelines and further divide the
entire work into smaller segments so that actions can be performed accordingly. Thus, it can be
said that WBS chart helps the investigator in managing the whole work in systematic manner.
WBS is represented in a tree like structure that give appropriate information regarding what
activity is to be done first and by what time period. Therefore, researcher can use this for
analysing and sub-dividing the work into different segments. In this, top deliverable are further
classified into sub-deliverables forming a hierarchical structure. Thus, work breakdown structure
is the most common and effective tool for executing the task in a better way (Kim, Suresh and
Kocabasoglu-Hillmer, 2013).
Gantt Chart:
It is a tool that which was developed by Henry Gantt so as to have appropriate
information related to the task that are to be done. Gantt Chart, is represented in a horizontal that
shows duration of the activity whereas vertical axis denotes time intervals for executing the work
and these are further segmented according to the time intervals. Thus, Gantt Chart includes
starting and finishing time when the work will finally gets completed.
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ACTIVITY 2
P4 Small-scale research by applying qualitative and quantitative research methods
In order to do the task in an effective manner there are various methodologies that can be
used by researcher so as to get appropriate information and data. Globalisation in recent times
has put a great impact on the business of many companies. In terms of Jaguar, there marketing
department was affected by globalisation. For instance: for increasing its sales and profitability
company has now focused on social media, developing websites etc., as this will aid the
organisation in connecting with large number of customers in quick time. Therefore,
globalisation has not only helped company in increasing its consumer base but it has provided
maximum benefits as well. Henceforth, in order to conduct the research methodologies that are
used are mentioned below for better understanding (Voegtlin, Patzer and Scherer, 2012).
Qualitative Research: This is an exploratory research which is used by an investigator
in order have in-depth knowledge for a specific topic. Basically, this research method is used for
understanding social life thought by collecting information form targeted customers. Therefore,
in order to conduct the research different methods such as direct observation, open-end surveys,
focus group, etc., but in context with this research, investigator will use questionnaire that will
include simple questions which will be open ended and options will be stated below.
Respondents can choose appropriate options according to their choices and preferences
(Qualitiatve approach, 2018).
Quantitative Research: This is a method which is used for conducting for gathering data
and information from large number of customers. Information that are collected from
quantitative research are preferably in the form of numerical data which further assist researcher
in evaluating results in an effective manner. The biggest advantage of this method is that
information that are collected can be graphically represented (Quantitative research, 2018).
Methods of Data Collection:
Primary Research: This is determined as a basic tool that is used for gathering
information from respondents. Although primary research is time and cost consuming but most
of the researcher use this method in order to gain appropriate information and data because data
that are collected are authentic in nature and assist investigator in evaluating a valid conclusion
(Primary research, 2018).
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Secondary Research:
This method is basically used for having in-depth knowledge for a specific topic so that
researcher can use it for evaluating a valid conclusion. In this information are gathered through
books, journals, magazines etc., Most of the researcher use this method because it is less time
and cost consuming in a limited time frame.
Therefore, consultancy firm for conducting this research is using qualitative approach by
using a questionnaire in which 10 questions will be included along with its suitable options.
Number of respondents for this will be 50 which will be appropriate for conducting this research.
Questionnaire
Q1) Does globalisation provides a wider area to companies for expanding its business in
different areas?
a) Yes
b) No
Q2) According to you does globalisation puts any kind of impact on the marketing
activities of Jaguar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q3) As per your concern does globalisation have to do anything with culture and ethical
factor?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q4) Does company is using effective marketing strategies for influencing its customers?
a) Strongly Agree
b) Agree
c) Neutral
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d) Disagree
e) Strongly disagree
Q5) According to you how you rate the productivity of the company because of
globalisation?
a) Very Productive
b) Above average
c) Average
d) Below Average
e) Not very productive
Q6) As per your concern how much marketing expenditure Jaguar have in domestic
market per year?
a) 1 to less than 10,000 Pound (approximately)
b) 10,000 to less than 50,000 Pound (approximately)
c) 50,000 to less than 200,000 Pound (approximately)
d) 200,000 to less than 500,000 Pound (approximately)
e) 500,000 Baht or more Pound (approximately)
Q7) What kind of major challenges faced by Jaguar while performing its marketing
functions in globalised business environment?
a) Rise in competition
b) Impact of environment
c) uncertainty in the market area.
Q8) As per your concern what are the basic resources which are required for executing
plans and business action by marketing functions?
a) Latest tools and technologies
b) Appropriate financial resource
c) Appropriate technical resource
Q9) Any recommendations that you want to give to the company for further development
in business operations?
P5 Research and data using appropriate tools and techniques
Theme 1: Globalisation provides a wider area
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Q1) Does globalisation provides a wider area to companies for
expanding its business in different areas?
Frequency
a) Yes 45
b) No 5
Interpretation: Key element of globalisation is that it has opened up the gates for many
companies for executing their business in different areas. Therefore, from the above mentioned it
can be evaluated that as per the 45 respondents out of 50, as they are saying “Yes”, which means
they are agreeing with the fact that globalisation has provided a greater opportunities to firms
whereas other 5 respondents has chosen the option “No”, which shows that they are disagreeing
with the fact and saying that although globalisation has aid company in expanding its business
but it has raised the competition.
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a) Yes
b) No

Theme 2: Does globalisation puts any kind of impact
Q2) According to you does globalisation puts any kind of impact
on the marketing activities of Jaguar?
Frequency
a) Strongly Agree 22
b) Agree 10
c) Neutral 9
d) Disagree 4
e) Strongly Disagree 5
Interpretation: Globalisation has put an impact on business activities as with the help of
above mentioned graph it has been evaluated that maximum number of respondents i.e. 22 are
agreeing with the fact that marketing function is impacted by the activities of globalisation.
Whereas other 9 of them have chosen the option “neutral” which states that they are not clear
with their thoughts whether globalisation has impacted marketing function or not. On the other
hand 5 out of 50 respondents have chosen the option “strongly disagree” because they believe
that company is using similar marketing activities which they were using in their past.
10
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
0
5
10
15
20
25
Column B