Analyzing Globalisation's Impact on Marks and Spencer's Activities

This project investigates the influence of globalization on Marks and Spencer (M&S), focusing on how positive cultural globalization affects its promotional activities and sales volume. The project begins with an introduction to globalization and its impact on multinational enterprises. Task 1 defines the aims and objectives, outlining the goals of the project and the role of positive cultural globalization in M&S's success. It includes a project management plan, detailing scope, time, cost, communication, quality, risk, and resources. Task 2 involves small-scale research, explaining the methods used to gather data on consumer preferences. Task 3 presents data analysis and recommendations based on the research findings. The project also includes a Gantt chart and work breakdown structure to illustrate the project's timeline and task distribution. The conclusion summarizes the key findings and the overall impact of globalization on M&S's business strategies. Finally, the project ends with a reflection on the learning experience and a list of references.

Managing a successful
business project

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Aims and objectives...............................................................................................................3
P2 Project management plan.......................................................................................................4
P3 Gantt chart and work breakdown structure............................................................................6
TASK 2............................................................................................................................................9
P4 Small scale research...............................................................................................................9
TASK 3..........................................................................................................................................10
P5 Data analysis........................................................................................................................10
P6 Recommendation.................................................................................................................13
TASK 4..........................................................................................................................................13
P7 Reflection.............................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16

INTRODUCTION
Globalisation is all about exchange of goods and services across the international
boundaries for seeking the attention of various domestic and foreign customers. However,
numbers of multinational enterprises are emerging at global platform for grabbing the available
market opportunities in order to gain competitive advantage (Drucker, 2012). Marks and Spencer
is a most successful supermarket which engaged in offering qualitative clothes, grocery items
and various other household materials to their desired customers. Therefore, this assignment is
going to highlight the major objective which is; to identify the influence of globalisation on
business activities. Thus, an effective aim have been designed for completing the whole project
by making an appropriate management plan which helps in reducing probabilities of mistakes.
Along with this, suitable methods will be explained that might be adopted by company for
accumulating necessary data and information in order to understand the opinions of distinct
members towards the subject. Furthermore, suitable recommendation is also outlined on the basis
of findings.
TASK 1
P1 Aims and objectives
Globalisation is a term which means exchange of certain goods and services across the
global platform for generating maximum revenue as well as having an aim of expanding the
business in other nation also. This will also help an enterprise in promoting their goodwill over
the seas with the help of various creative ideas. Marks and Spencer is one of the most successful
supermarkets which engaged in offering distinct types of creative products for satisfying the
needs of various domestic as well as foreign users. Therefore, an organization tries to maintain a
positive culture at marketplace by understanding the requirements of various people belongs
from distinct surroundings (Eckerson, 2010). Basically, it is essential for understanding the need
of various people across the borders in order to maintain a positive relationship with long
distance customers. However, large number of people are identified at global platform who are
totally different from each and expect distinct of things from the company. For example; few
people love to have western dresses but at the same time there are few customers who love to
wear traditional in order to follow their customs, religion and beliefs. Therefore, this shows that
promotional activity of an organization have fully influenced by positive global culture because
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it helps an enterprise in offering distinct types of products who belongs from various
background. This means that M&S have a great opportunity of expanding their business more or
more by seeking the attention of various types of consumers. As a result, this will help in
enhancing its performance by fulfilling the requirements of overall society as well as get
succeeded in maximizing sales volume (Sparrow, 2012). Thus, main aims and objective of this
M&S through positive cultural globalisation is discussed mentioned below-
Aims- “To identify the influence of positive cultural globalisation on promotional
activities of an enterprise and on its sales volume: A case study on Marks and Spencer”.
Objectives- To understand the concept “positive cultural globalisation”. To determine the role of positive cultural globalisation for the success of M&S. To ascertain the impact of positive culture globalisation on promotional activities of
M&S. To analyse the relationship between positive cultural globalisation with marketing
activities of an enterprise.
Questions- Explain the concept “Positive Cultural globalisation”? What is the role of positive cultural globalisation in the success of M&S? What is the influence of positive cultural globalisation on promotional activities of
M&S?
 Justify the relationship between cultural globalisation with marketing activities of an
organization?
P2 Project management plan
Management of project is not an easy task because it goes through various complex steps
and procedure due to the involvement of several activities that influence the success of an
enterprise. In fact, it is essential for an organization to manage all the operations in better manner
by fulfilling the needs of desired consumers. Basically, M&S have to go through several phases
while managing their project of positive cultural globalisation due to the involvement of various
consumers which are belong from distinct backgrounds (Nicholas and Steyn, 2017). Mainly,
exchange of goods and services at global platform enforce an association to consider necessary
factors before conducting marketing activities such as; current trends, competitor strategy,
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government policies, currency rate, economic situation and many more. It means, management
plan is going to covers all the facts or figures before executing the plan in order to minimize the
probabilities of mistake and errors. Thus, some of the major elements which will be explained in
the project is discussed as follows-
Scope- Positive cultural globalisation is a very broad concept which covers people that
belongs from distinct backgrounds, norms, ethics, language, beliefs and religions at one global
platform in order to share amongst in between distinct people. Thus, M&S have an opportunity
of impressing the consumers of various backgrounds by understanding their viewpoints and
respecting each or every religion that is identified at marketplace (Keller, Parameswaran and
Jacob, 2011).
Time- Duration of completing assigned project needs to be defined earlier for directing
employees towards certain job role by specifying the specified time period. This will help in
accomplishing all the work in minimum duration because employees are assigned with specific
targets for a certain period of time due to which they have to complete their allotted work in a
prescribed duration. As a result, this will help M&S in maximizing their sales volume by
performing all the marketing activities in suitable manner. However, estimated time period for
completed this project is to almost 8-10 months.
Cost- Funds are considered as most indispensable aspect for every organization either it
will be small or large because whole operations of an enterprise is depend upon sufficient
amount of capital. Therefore, forecasted amount for the project of M&S is around 8000GBP
which will cover all the necessary activities that might incurred by company during their
advertisement process (Doherty, Ashurst and Peppard, 2012).
Activities Amount (GBP)
Employees 1000GBP
Marketing 1500GBP
Planning process 2000GBP
Accumulation of data 2000GBP
Other miscellaneous expenses 1500GBP
Total 8000GBP
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Communication- Effective interaction is really beneficial for the development of an
organization because this will help in completing all the activities in a minimum time frame by
satisfying the consumer needs and demand. In fact, communication is a key factor which is used
by an enterprise for passing relevant data and information from one member to other for smooth
functioning (Den Hertog and et. al., 2010). For example; marketing team of an organization
needs to communicate in a very polite manner while dealing with members of several culture
across the international platform.
Quality- This team is responsible for ensuring that employees will properly
accomplished their assigned job role in efficient manner by assessing their performance in order
to identify hidden errors and barriers. In fact, main motive of quality team of project is to direct
the company towards corrective path by thoroughgoing the whole project of positive cultural
globalisation. As a result, this will help in understanding each and every aspect in better manner
for minimizing the probabilities of mistakes.
Risk- Future is uncertain due to which company have to take necessary measures for
managing the uncertain situations that might rise during smooth functioning of an association. In
fact, risk factor must be managed by managers with the help of contingencies plan (Müller and
Turner, 2010). Change in consumer taste, preferences and choice is a kind of major risk that
might face by an organization while dealing with distinct cultural people. Apart from this, a
change in government policies, legal provisions, GDP rate of a nation creates a major risk for an
enterprise while promoting their products across the distinct nation.
Resources- One of the most indispensable factor of an organization because it helps an
enterprise in attaining set targets of an association. For example; land and building, plant and
machinery, workforce or many more. All the resources will help M&S in completing their
business operations such as; converting raw materials into finished goods in order transferred it
to end users.
P3 Gantt chart and work breakdown structure
M&S is expanded across distinct nation due to which they are focussing on positive
cultural globalisation for seeking the attention various type of users. As a result, this will help an
enterprise in understanding the viewpoints of several types of final consumers in order to design
products as per their choice and preferences. In fact, main motive of an association is to respect
all the culture which are determined at public place. Thus, this project is a very broad concept in
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which responsibilities of employees get increased and they have to take necessary initiatives for
managing business operations (Wikström and et. al., 2010).
Therefore, work break down structure is an element which helps an organization in
distributing various roles and responsibilities between several staff members. Hence, this will
help an association in accomplishing large amount of work in a minimum time frame as well as
aids in regulating the work pressure from single person. Main objective of work break down
structure is to distribute business operations into various members that are available at workplace
for reducing the work load. As a result, it will help in attaining set targets in a minimum time
frame by controlling the probabilities of mistakes. In fact, distribution of work also beneficial for
company by distributing risk factor also.
On the other hand, Gantt chart is a graphical representation of work break down structure
which shows the duration and role of a person in the project. Along with this, company have to
make sure that each and every individual can easily learn their work responsibility by
understanding things in better ways (Winch, 2010).
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TASK 2
P4 Small scale research
M&S is a well-known organization which is famous for its qualitative goods and services
at global platform and comes up with unique concept for capturing the minds of distinct clients.
However, company also focussed in understanding the opinions of several consumers for
designing their products as per their choice and preferences. Thus, number of tools and
techniques are identified which is used by an enterprise for accumulating relevant facts or figures
about user choice and preferences (Dutta and Bose, 2015). There are various types of methods
are identified which are used by an enterprise for gaining necessary data in order to understand
the requirement of various people belongs from distinct culture.
Primary – This information is also known as first hand data because facts which are
collected through this method are not used earlier and going to use for first time. However,
number of tools and techniques are covered in this method such as; questionnaire, interview,
sampling method and so on. All the methods are having their own quality and used by M&S for
managing their business operations in suitable manner by satisfying the needs of distinct clients
(Chesbrough, 2010).
Secondary method- Information gathered through this method is considered as second
hand data which means facts that are already used by someone else. For example; literature
written by authors, scholars, management records and so on.
Qualitative- Theoretical information are known as qualitative data which are gathered by
an organization with the help of various objects.
Quantitative- This method shows the numerical data and information which is used by
finance team while managing their balance sheet, trading account and profit & loss account
(Keil, Lee and Deng, 2013).
Thus, questionnaire is used by an organization for identifying the viewpoints of various
customers towards cultural globalisation. However, almost 30 individuals are selected as sample
size.
Questionnaire
Name……………………………………………………………………………………………..
Age………………………………………………………………………………………………
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Gender…………………………………………………………………………………………….
Q1. Did you like to experience outfits of various cultures? Yes No
Q2. Does M&S keep products of various cultures for sale? Yes No
Q3. Did you ever attend cultural programmes of distinct culture or religion which are
organized by Marks and Spencer at societal place? Yes No
Q4. What is your expectation from products of Marks and Spencer? Qualitative Affordable Durable All the above
Q5. Any recommendation you want to give to company?
TASK 3
P5 Data analysis
Theme 1- Did you like to experience
outfits of various cultures.
Frequency
 Yes 25
 No 5
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Interpretation- From the above graphical representation, it has been understood that
almost 25 people are there who are agree with this statement that they really love to try various
types of dresses which are related with several culture. On the other hand, around 5 members are
only who are not agree with this statement. By analysing this percentage and views of
individuals, it has been understood that company have an opportunity of capturing the minds of
distinct customers that are belongs from various culture. As a result, company get succeeded in
generating maximum revenue.
Theme 2- Does M&S keep products of
various cultures for sale?
Frequency
 Yes 26 No 4
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Interpretation- According to above diagrammatic presentation, it has been assessed that
M&S is selling products of various cultures as they know that people like to wear these kinds of
clothes. Thus, out of 30 around 4 members are saying no for this statement but rest 26 members
are fully satisfied with this phrase and wanted to experience dresses of each and every culture.
For example; wearing unique one pieces by girls while going for party in almost half of the
world that means they prefer western dresses for attending western parties.
Theme 3- Did you ever attend cultural
programmes of distinct culture or religion.
Frequency
 Yes 20
 No 10
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