Analysing Globalisation's Impact on Tesco's Marketing Department

This report examines the positive ethical, economic, and cultural impacts of globalisation on the marketing department of Tesco, a multinational retail company. The research includes a literature review on the concept of globalisation and its impact on business functions, particularly Tesco's marketing strategies. It outlines project aims, objectives, and research questions, followed by a project management plan with a Gantt chart and work breakdown structure. The methodology section details qualitative and quantitative research methods, focusing on primary data collection through face-to-face interviews. Data analysis and recommendations are provided, culminating in a reflection and conclusion on the overall impact of globalisation on Tesco's marketing operations and its implications for future strategies. The report also covers the relationship between economic growth and globalisation, emphasizing the need for ethical considerations in a globalised market.

Managing a successful
Business Project

Table of Contents
TOPIC:- ...........................................................................................................................................3
“To analyse the positive ethical, economical and cultural impacts of globalisation on the
marketing department of an organisation” A case study on TESCO.....................................3
INTRODUCTION..................................................................................................................3
TASK 1............................................................................................................................................4
Project aims and objectives....................................................................................................4
LITERATURE REVIEW................................................................................................................5
Concept of globalisation.........................................................................................................5
Impact on business function of TESCO of Globalisation......................................................5
Relationship between economic growth and Globalisation...................................................5
Develop a project management plan......................................................................................6
Gantt chart and work break down structure...........................................................................7
Gantt Chart:............................................................................................................................7
Work Breakdown Structure:...................................................................................................9
TASK 2..........................................................................................................................................10
Qualitative and quantitative research methods.....................................................................10
TASK 3..........................................................................................................................................12
Data analysis.........................................................................................................................12
Communicate appropriate recommendations.......................................................................23
TASK 4..........................................................................................................................................24
Reflection.............................................................................................................................24
CONCLUSION .............................................................................................................................24
.......................................................................................................................................................31

TOPIC:-
“To analyse the positive ethical, economical and cultural impacts of globalisation on the
marketing department of an organisation” A case study on TESCO
INTRODUCTION
Globalisation refers to the process where government, individuals as well as business
entities interact with others all over the world. Along with this, it has been identified that with
the help of globalisation, companies can modify their working activities according to the demand
of individuals in the international marketplace (Crane and Matten, 2016). Various functions of a
company get influenced by the process of globalisation which affect the success of an
organisation. In the present report, TESCO is chosen as the base company. It is a British
multinational company deals in groceries as well as in general merchandise. Its headquarter is
located in Hertfordshire, UK and was founded in the year 1919 by Jack Cohen. Main aim behind
conducting this research is to examine and analyse the positive ethical, economic and cultural
impacts of globalisation on the marketing department of TESCO.
Positive impact of Globalisation in the market of UK:
 Cultural Impact: When a company decides to operates its business function at
worldwide level, it will assist in developing employment opportunities to the people
belong to different educational background. As a result, it will create diversity at the
organisation which will aid in developing creative products and services. Hence,
company will be able to provide creative and innovative products and services to their
customers.
 Economic Impact: With the help of globalisation, company get numerous advantages
which helps in increasing the productivity at international marketplace. By transferring
goods and services across national borders, company will be able to create high
profitability (Boserup, Tan and Toulmin, 2013). With this, company will be able to
develop the economy of a country in a positive manner.
 Ethical Impact: For implementing globalisation process, it is very essential for the
companies to modify their existing rules, regulations, strategies as well as code of
conduct. With this, company will be able to operate its business functions in an ethical or
effective manner.

TASK 1
Project aims and objectives
Background of research
Globalisation is a way of interaction between two or more nations with the aim of trading
goods, services and informations. It has been identified that there are some elements of
globalisation which includes ethical, cultural and economical. All these factors highly influence
the working of a business organisation. Along with this, it has been observed that marketing
function of a company highly affect with this as it is quite difficult for them to manage their
functions and activities at global level. In the present context of TESCO, it is a retail
multinational company and direct its business functions in about 11 countries. Main aim behind
conducting this research is to experience the impact of economic, cultural and ethical factor on
the marketing function of TESCO (Idowu and et. al., 2013). It has been identified that company
is providing its goods and services at global level which highly affect the marketing function
along with other operational function. For this, company hire an investigator who has formulated
effective aim and objectives so that they can identify the impact of globalisation in an effective
manner.
Research Aim
“To analyse the positive ethical, economical and cultural impacts of globalisation on the
marketing department of an organisation” A case study on TESCO
Research Objective
 To know the idea of Globalisation
 To examine the impact on business function of TESCO of Globalisation To identify the relationship between economic growth and globalisation
Research Questions
 What is the concept of Globalisation?
 What is the impact on business function of TESCO of Globalisation ?
 What is the relationship between economic growth and globalisation ?

LITERATURE REVIEW
Concept of globalisation
As per the thought of Crane and Matten, 2016, globalisation refers to the method or
process of interaction as well as integration among governments, companies, individual
across the whole world. It is the method which highly affects the economic system of the
company and enhance the profitability along with market share of the organisation. Along
with this, it has been determined that ample number of factors are there which includes
economical, ethical and cultural. All the three elements influence the functions and
operations of a business entity. In addition to this, it has been identified that marketing
functionality of an organisation affected with all these factors as it becomes difficult for the
management team to control and manage their activities at international marketplace.
Impact on business function of TESCO of Globalisation
According to the thought of Boserup, Tan and Toulmin, 2013, it has been determined
that globalisation is a method with the help of which company will be able to enhance its
profitability, goodwill and improve in sales ratio at the competitive marketplace. It has been
identified that Globalisation highly affects the business functions of TESCO as technologies
used by companies are now highly advanced and they will be able to attract large number of
customers towards their organisation. It has been observed that marketing function of
TESCO is highly affected by Globalisation. Marketing department develop a plan in order
to attract customers towards their business organisation which is influenced by Globalisation
as every individual have their own perception towards a product or service.
Relationship between economic growth and Globalisation
As per the viewpoint of Idowu and et. al., 2013, it has been said that with the help of
Globalisation, economic growth of the company is enhanced which assist them in order to
increase the living standard of individuals within the country. It has been observed that there
are some positive effects of Globalisation which enhance the economic growth of the
country such as technological advancement, effective allocation of resources, improvement
in living standards. But on the other hand there are some negative effects of Globalisation
which includes political instability, changing legislation and so on. Therefore, it has been

identified that there is an inversely proportional relationship between economic growth and
Globalisation.
Develop a project management plan
A project management plan is a systematic framework of process which are designed
by project manager in order to organise work, scheduled time and allotted team to specific
task for actually operating business activities of any type of project. Thereafter, a conclusive
report is been formulated which include management plans, original documents where
accurate allocation of financial budget is been presented. In reference with TESCO, a
project summary report is been described under beneath:
Cost: It is necessary that accurate allocation of funds should be provided for achieving
short and long term objective in any type of project. It has been identified that each research
requires specific amount of funds which assist in completing the research in an effective
manner and produce positive outcome. In present investigation project of TESCO, the analyst
have forecasted that around 20k funds have been consumed for carrying out investigation for
effectively identifying solutions for specific issues. With the help of this cost, investigator will be
able to perform their research in effective manner.
Time: The time factor consider to be most important element while organising business
activities in scheduled time span. It has been said that each and every project, there is some
specific time for the beginning and ending of the research. It has been concluded that time
period for every single task and project is defined according to the situation. The investigators
should critically allocate time to each team member for effectively operating task for achieving
set objectives. If it is talked about TESCO, analyst have scheduled approximate time period of 4
months for effectively completing an investigation (Kapferer, 2012).
Scope: This aspect revolves around the aim which are considered by analyst while
conducting an investigations. The researchers should have broader visions so that short term goal
are easily achievable by organisation. It has been identified that the scope assist in conducting
the specific research in an effective manner and produce positive outcome. While talking about
TESCO, the aim that are decided by analyst have been productive in operating business activities
at local and global market.
Communications: The effective communication between workforce in a team helps
them to execute tasks at allotted time period. There should be correct flow of information in

working environment. It has been identified that researcher need to communicate their plans,
policies, strategies in an effective manner to their team mates which help them to conduct
the research successfully and produce positive outcome. For this, investigator communicate
their strategies by using mobile phones and emails. In regards with TESCO, researchers have
to give guidance to each team member at every stage so that task is been completed.
Risk: There are various obstacles which have direct or indirect impact on activities that
are taking place in every type of project. It is one of the another factor which is being faced by
the researcher while they conducting the research. In the context of present investigation,
one of the biggest risk factor is loss of personal detail and confidential information which is
collected by ample number of individuals. This develops risk for research in terms of
confidentiality. In context with TESCO, analyst have to critically forecast plan taking
inconsideration micro and macro environment while achieving goals of company.
Quality: The most important factor includes quality which has to be maintain by the
researcher while they conduct the research. In the context of current investigation,
researcher need to maintain the quality of research in an effective manner while they gather
information from respondents. This as a result, assist in enhancing the outcome of research.
Resources: Last element of this project management plan is resources which is
required while researcher conduct the research. It has been identified that there are various
resources which includes labour, cost, land, labour, capital which is used for execution of
and so on. In the context of present investigation, researcher require highly skilled human
resources, technological tools, money and so on.
Gantt chart and work break down structure
Gantt Chart:
It has graphical 2-d representation which shows relationship between activities and
estimated time that are required for completing any project. The horizontal axis describes
allotted time that are given to activities (Turker and Altuntas, 2014). The vertical axis
describe about list of task which are under process or have been completed at scheduled
time period. The width of bar indicates duration of each task that have been completed. This
chart also known as dependency relation between time and activities.

Work Breakdown Structure:
A work breakdown structure is defined as dividing big project into smaller units on basis
of requirement of work to be completed on estimated time period. It is a project management
tool that are utilised effectively by managers for assigning work to each team member allocating
time duration under which the work has to be completed in any type of project.

TASK 2
Qualitative and quantitative research methods
Primary Data: The primary data is described as collecting fresh information from
internal or external sources which is not been utilised before in any investigation. Nowadays
analyst uses internal sources for gathering data through questionnaires, observations,
surveys and focus group while conducting investigations. In present study, the investigators
have chosen face-to-face interview, which is found to be very effective tool for collecting
raw data. Also observations of respondent could be observed while they fill questionnaire
forms. Henceforth, when surveys are been conducted researcher uses information that
include questions in numericals as well as in theoretical format (Lee, Olson and Trimi,
2012).
Secondary Data: The secondary data is defined as collection of informations that are
used before by any individual while conducting investigation. There are various sources used by
researcher for gathering information that could be effectively utilised for drawing conclusions of
study. Some of the sources are business magazines, journals, newspapers and books that are
published by re-owned authors. Most of the researcher uses online websites and blogs for
gathering informations which could be further used in an investigations. In context with present

study analyst have used online websites for collecting information. It is very beneficial
techniques as it take less time as well as cost in an experiment.
Both primary and secondary research are used for identifying optimal solution to a
specific issues, taking in consideration other resources which are helpful in drawing conclusions.
In present report researcher have chosen questionnaire form in primary research and online blogs
and articles in secondary research for collecting information effectively, thereafter systematically
using these data for identifying solutions and drawing conclusive summary of an investigations.
Qualitative Data: While collecting raw data, the analyst gives major emphasis on “why”
factor for assessing perception of target population for drawing conclusion. The analyst uses
likert rating scale and focus on subjective area where open ended questions are been used in
questionnaires (Hoejmoseand, Adrien-Kirby, 2012). These informations have effectively
utilised for developing hypothesis conclusions for any investigations. In context with present
report, analyst have chosen personal interview and observation tools, for having in depth
knowledge about behaviour of respondent from small populations. Also it helps researcher on
focusing on opinions and experiences that have been effectively used for coming to accurate
conclusions.
Quantitative Data: The researcher majorly focus on “what”, “when”, “where”, “who”
and “why” factors while collecting information from internal and external sources. The
quantitative data include statistical information in form of numericals while analysing and
conducting research. This type of data have close ended question in questionnaire and uses
ordinal scale for rating the response given by respondents. An investigators formulate
questionnaire in such a manner where respondent have no options left while giving answers
(Lasserre, 2017). It has been assumed that collection of quantitative data is time consuming and
very tedious approach.
In present report the analyst have chosen qualitative data for gathering correct data that
could be effectively utilised for drawing conclusions.
Sampling: A sampling is statistical tool used by analyst for taking sample frame
from overall populations. The analyst have chosen random sampling techniques for
conducting investigations. In context with given report researcher have chosen 30
respondent as sample size from populations.

Questionnaire: It refers to the set of various questions, with the help of which large
researcher can collect required and relevant data in an effective manner. Questionnaire
refers to an instrument which includes large number of questions related to a specific topic.
It is one of the most effective tool for a researcher in order to gather primary data from large
number of population (Stromquist and Monkman, 2014). It is a way through which
researcher can done as well as analyse the perception of various individuals towards a
particular topic. After gathering relevant information from individuals, investigator will be
able to complete the research in an effective manner.
In the present research, it has been identified that researcher use random sampling
method, where each and every individual get change to select in order to gather information for
the research. Apart from this, qualitative approach is used by investigator in this research so that
they can effectively conduct this research. At the end, researcher collect data by using
questionnaire method where 30 respondents have been chosen so that they can collect required
data and information.
TASK 3
Data analysis
Questionnaire
Q 1) Do you have any idea about the concept of Globalisation?
a) Yes
b) No
Q 2) What are the challenges faced by TESCO while adopting Globalisation?
a) High competition
b) Customers demands and requirements
c) Upgraded technology
Q 3) What are the benefits of Globalisation, TESCO can gain?
a) Enhance the sales
b) Increase the usage of high tech technology