Globalisation and Marketing: A Tesco PLC Project Report

This report examines the influence of globalisation on Tesco PLC's marketing function. It begins by establishing project aims and objectives, followed by the development of a comprehensive project management plan encompassing cost, scope, time, quality, communication, resources, and risk management. A Work Breakdown Structure (WBS) and Gantt chart are created to define project timelines and tasks. The research employs a qualitative methodology, utilizing a deductive approach and interpretivism philosophy, and includes a sampling technique involving 40 Tesco PLC managers. Primary data is gathered through questionnaires, while secondary data is obtained from books, journals, and online articles. Thematic analysis is used to analyze the collected data, with charts incorporated for visual representation. The report covers economic, cultural, and ethical impacts of globalisation on Tesco PLC's marketing and concludes with recommendations and reflections on the research undertaking, providing a comprehensive analysis of the topic.

MANAGING A SUCCESSFUL
BUSINESS PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Devising project aim and objectives for the research topic...................................................1
P2 Producing project management plan covering aspects of cost, scope, time, quality,
communication, resources and risks...........................................................................................2
P3 Preparing Work Breakdown Structure and Gantt chart for time frames...............................4
P4 Carrying out small-scale research by applying research methodologies...............................6
P5 Analysing research and data by incorporating tools and techniques.....................................7
P6 Communicating recommendations and conclusion on results of research..........................18
P7 Reflecting on value of research undertaking for meeting stated objectives........................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Globalisation is beneficial for multinational companies which have larger operations.
Present report deals with Tesco PLC engaged in retail industry headquartered in UK and what
are the positive ethical, economic and cultural impact of globalisation on marketing function of
company will be discussed by conducting research. Moreover, project management plan will be
made with time frames and costs. Research methodologies will be applied and results will be
analysed. On the other hand, recommendations and conclusion would be provided on the basis of
results and own reflection on overall project will be made.
P1 Devising project aim and objectives for the research topic
Background
Globalisation has positively impacted organisation to sell its products and services in
effective manner throughout the world. Globalisation has led to increasing competition,
economic and financial shift of developing economies to emerging economies. New strategies
are to be devised by organisations in order to stay ahead of competition in effectual way. The
economic, cultural and ethical impacts of globalisation has effectively attained firm's marketing
objectives in the best way possible (Ekberg and Lange, 2014). Organisations are able to market
their products through social media marketing on channels such as Facebook, Twitter, Instagram
etc. While, advertisements on TV are also made which are promoted in every country where the
operations of firm exists. It can be analysed that Tesco PLC, global name in groceries and
general merchandise retailer is being benefited through the globalisation and marketing activities
are achieved quite effectually. The report will focus on positive cultural, ethical and economic
impacts of globalisation on marketing in organisation.
Aim
“To assess positive economic, cultural and ethical impacts of globalisation on marketing
within organisation- A study on Tesco PLC”
Objectives
 To analyse what are the factors of globalisation positively impacting marketing activities
of Tesco PLC
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 To evaluate economic, cultural and ethical impact of globalisation on Tesco PLC on
marketing activities
 To make recommendations to Tesco PLC to improve upon its marketing functions
P2 Producing project management plan covering aspects of cost, scope, time, quality,
communication, resources and risks
Cost-
The cost is required to be incurred so that researcher may be able to effectively complete
the project on time. In order to attain the outcome of project in the best way possible on
globalisation, expenses will be incurred. The expenditures such as travelling, printing, stationery
are some of the costs which are taken for attaining results of project within stipulated time.
Scope-
The scope of the present project describes what are the positive influences or impacts of
globalisation on economic, cultural and ethical which are wide in nature (Jean Louis and Simons,
2014). This shows that project's scope is wide as several important aspects are being covered.
Globalisation is itself a big concept by which company is able to promote its products on higher
scale at minimum cost by getting maximum benefit.
Time-
Time is another important part of project management plan which provides clarity how
much time will be taken by project to attain appropriate results. It means that scheduling and
timing of activities, execution within time frame are key factors by which project can be
completed on time (Heldman, 2018). Thus, for completing project, 34 days will be taken for
attaining desired outcome in the best way possible. For attaining this, Gantt chart and Work
Breakdown Structure both are made for each of the activities.
Quality-
The quality is a crucial element in project plan so that outcomes may be delivered with
ease. The requirements of quality standards are vital which are to be followed for appropriate
results. Controlling quality involves activities for analysing whether goods or services meets
requirements as specified for project. This is important as it ensures that quality is focused within
the scope of project planning. Thus, quality standards are followed in this project.
2

Communication-
The communication is important in project management plan so that stakeholders are
informed about the progress of project in the best way possible. Furthermore, in event of
deviations as per schedule, corrective action is taken for completing project on time. The project
communication plan is prepared below-
Key Stakeholders Communication
channel
Frequency Notes
Client executive Kick of meetings Weekly Both team and clients,
reviewing milestones,
earned value
Sponsors Status meetings and
through corporate
emails
Once in two days Project status, change
requests and schedule
Project Manager Emails Weekly Reviewing project as
per schedule,
analysing variances
and taking corrective
actions.
Resources-
The resources are required to be undertaken so that project may be completed in effective
manner. Resources used in this project are literature, books and journals, articles published on
internet etc (Kerzner, 2018). While for producing Gantt chart and Work Breakdown Structure,
MS-Project has been used. Apart from this, technical and human resources are effectively used
so as to complete project with abundant resources and accomplishing desired results. Thus, these
resources are utilised in effectual manner.
Risks-
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Risks are part of project management which have impact on accomplishing outcomes. In
this project, risks such as scheduling risk of activities, risk of performance that project would fail
to entirely complete project are some of the risks which were faced during this business project.
However, as per the project planning, scheduled activities were met on time.
P3 Preparing Work Breakdown Structure and Gantt chart for time frames
The WBS breaks activities in effective manner which provides key deliverable of project
in effective manner. Moreover, costs are assigned to various activities in effective manner for
achievement of objectives in the best way possible. On the other hand, Gantt chart depicts
scheduling of each and every activities which are implemented for completing project with ease.
It provides way to analyse and track progress of activities with ease. Thus, both Gantt chart and
WBS are prepared below-
Task Name Durati
on Start Finish Predece
ssors
Resource
Names Risk WBS
Research
content
preparation
2 days Fri
11/2/18
Mon
11/5/18 Low 1
Devising aim
and objectives 4 days Tue
11/6/18 Fri 11/9/18 1 Low 2
Research
Background 3 days Mon
11/12/18
Wed
11/14/18 1,2 Literature Moderat
e 3
Selecting
research
methodologies
4 days Thu
11/15/18
Tue
11/20/18 3 Low 4
Collecting
primary and
secondary data
5 days Wed
11/21/18
Tue
11/27/18 3,4
Books,
journals,
articles
from
reliable
sources
High 5
Analyzing data 3 days Wed
11/28/18 Fri 11/30/18 5 Low 6
Interpreting the
data 2 days Mon
12/3/18 Tue 12/4/18 5,6
Project
Managem
ent
Moderat
e 7
Conclusion and
recommendation
2 days Wed
12/5/18
Thu 12/6/18 7 Low 8
4

s
Report
submission of
draft
3 days Fri
12/7/18
Tue
12/11/18 7,8 Moderat
e 9
Amendments by
receiving
feedback
4 days Wed
12/12/18
Mon
12/17/18 9 Low 10
Final submission 2 days Tue
12/18/18
Wed
12/19/18 10
Human
and
technical
resources
Low 11
Illustration 1: Gantt chart
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Illustration 2: Network diagram
P4 Carrying out small-scale research by applying research methodologies
Research Type-
The research type is required to be taken in assessing reasons behind cultural, ethical and
economic aspects of globalisation on marketing function on Tesco PLC. There are two types of
research such as quantitative and qualitative which are used by researcher for gaining outcomes
with ease (Quinlan and et.al., 2018). Quantitative method deals with extraction of facts and
figures. While, qualitative method deals with theoretical framework for attainment of results. In
present research, scholar has taken qualitative method for analysing impact of globalisation on
marketing.
Research Design-
Design is an overall schema of project which provides proper direction of research in
effective manner. This means that execution of research as per planned approach is taken and
results are attained thereof. Two designs are widely used such as exploratory and descriptive. In
present research, scholar has taken descriptive research design in order to make deeper analysis
of project with ease (Alvesson and Sköldberg, 2017).
Research Approach-
The research approach provides framework of steps which are needed for accomplishing
methods of data collection, analysis of data and its interpretation. It is based on assumptions
being taken by researcher for gathering adequate data with ease (Research Methodology. 2018).
There are two approaches which are widely used such as deductive and inductive. Scholar has
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used deductive approach by analysing theory and forming hypothesis, then after observation or
tests are made for accepting or rejecting hypothesis being formulated.
Research Philosophy-
Research philosophy means the belief through which data should be gathered, analysed
and utilised in a better way (Choy, 2014). It can be analysed that there are two types of
philosophy such positivism and interpretivism being mostly used for attainment of desired
results. Interpretivism philosophy has been used by researcher by which data may be collected
and interpretations are done in effective way. Hence, subjective procedures are being followed
by researcher.
Sampling-
It is one of the important part of research as it deals with taking sample of people which
are representative of entire specific population (Fletcher, 2017). It can be assessed that in order
to take desired data, sampling technique is perfect to be used. In present research, simple random
sampling technique has been used by taking sample of 40 managers of Tesco PLC. Thus, there
viewpoints on globalisation impact of economic, cultural and ethical on marketing activities of
company.
Data Collection-
There are two sources of data which are used by researcher in effective manner. Primary
and secondary are used by researcher in order to take adequate data with ease. Primary data has
been gathered through circulating questionnaire to respondents of Tesco PLC. While, for the
secondary data, books and journals, internet articles and similar reliable sources are used by
researcher for getting data in effectual manner.
Data Analysis-
After collecting data, it is essential for researcher to analyse the same for generating
results in effective manner. For attaining this, thematic analysis has been incorporated for data
analysis with ease (Humphries, 2017). From questionnaire, various themes are prepared and
interpretation of data has been made. In addition to this, for enhancing overall presentation,
charts are also made for better visual representation of themes.
P5 Analysing research and data by incorporating tools and techniques
Questionnaire
7

Name-
Age-
Gender-
Demographic Profile-
Q1. Do you agree that economic, cultural and ethical impact of globalisation has positive
influence over marketing function of Tesco PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q2. Do you believe that cross-border operations of Tesco PLC has increased sales?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q3. Which among the following social media channels are used by Tesco PLC for marketing?
 Facebook
 Twitter
 Instagram
 Pinterest
Q4. What are the factors positively impacting marketing activities of Tesco PLC due to
globalisation?
 Increase in sales
 Maximisation of revenue
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 Customer satisfaction
 Global reach
Q5. Do you agree that economic factors have major influence on marketing activities of Tesco
PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q6. From the following elements, which is the most beneficial for Tesco PLC for marketing its
goods?
 Social media marketing
 Advertisements on TV
 Marketing campaign
 Print media
Q7. Do you think that cultural and ethical impact have positive influence on Tesco PLC?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q8. Do you believe competition is increased due to globalisation for Tesco PLC?
 Yes
 No
Q9. Kindly provide suggestions for improving the services...........
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Theme 1- Economic, cultural and ethical impact of globalisation has positive influence over
marketing function of firm
Q1. Do you agree that economic, cultural and
ethical impact of globalisation has positive
influence over marketing function of Tesco
PLC? Respondents
Strongly Agree 15
Agree 12
Strongly Disagree 9
Disagree 4
Total 40
Strongly Agree Agree Strongly Disagree Disagree
0
2
4
6
8
10
12
14
16 15
12
9
4
Respondents
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