Analysing the Impact of Globalisation on Tesco's Marketing Strategies

This report examines the impact of globalisation on the marketing strategies of multinational corporations, specifically using Tesco as a case study. The research explores Tesco's operations in multiple countries, the challenges and opportunities presented by globalisation, and its influence on marketing functions. The report includes an introduction outlining the research aims, objectives, and rationale, followed by a literature review, research methods, and data collection and analysis sections. The findings are then discussed, leading to conclusions, recommendations, and a personal reflective statement. This report aims to understand how globalisation affects Tesco's marketing, providing valuable insights into the challenges and benefits of operating in a global market.

Research Project

Table of Contents
Title: The impact of globalisation on different functions of multinational organisation.................4
INTRODUCTION...........................................................................................................................4
1.1 Overview of nature of project...........................................................................................4
1.2 Research aims and objectives...........................................................................................4
1.3 Rationale of research........................................................................................................4
1.4 Activities and time scale...................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
2.1 Introduction......................................................................................................................8
2.2 Literature Review.............................................................................................................8
CHAPTER 3: RESEARCH METHODS.......................................................................................11
3.1 Research approaches......................................................................................................11
3.2 Methodologies................................................................................................................11
CHAPTER 4: DATA COLLECTION AND DATA ANALYSIS................................................14
4.1 Data collection................................................................................................................14
4.2 Data analysis, presentation and discussion.....................................................................14
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................20
5.1 Conclusion......................................................................................................................20
5.2 Recommendation............................................................................................................20
CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................21
6.1 Reflect on research method used in project....................................................................21
6.2 Consider research method that could have been used....................................................21
6.3 Areas for further research...............................................................................................21
REFERENCES..............................................................................................................................22

Title: The impact of globalisation on different functions of multinational
organisation
INTRODUCTION
1.1 Overview of nature of project
Globalisation is considered as one of the main factor in developing economy of international
market. It provides access to organisations in reaching their potential customers more easily. It
has a significant impact on marketing activities of multinational companies by distributing their
products across international boundaries, more effectively (Chatterjee, 2013). In context with
Tesco, it is one of the largest retailer company of UK that deals both in clothing and food
industry. It operates business in more than 11 countries and offer products by both online and
offline procedures. As globalisation leads to increase competition that results in increasing
demand of customers to get best products on affordable prices. Therefore, it would give
advantage to Tesco in marketing its business more effectively.
1.2 Research aims and objectives
Research aim:
“To analyse the impact of globalisation on marketing functions of multinational
corporations” A case study on Tesco.
Research objective:
 To understand the importance of globalisation in retail industry
 To identify the impact of globalisation on marketing functions of Tesco
 To examine the challenges faced by Tesco in marketing its products due to globalisation.
1.3 Rationale of research
The main purpose of this research is to understand the impact of globalization on global
marketing strategies of multinational companies. For this purpose, Tesco has been chosen that
operates its business in many countries and faces various challenges due to globalisation. This
study will aid researchers in improving their knowledge on given topic, which proves beneficial
in completing future projects more effectively.

1.4 Activities and time scale
In order to conduct a study on globalisation and its impact on marketing strategies of
Tesco, researchers have made a proper plan. It describes activities which are needed to be
completed in a fixed time period. It includes the following main activities:-