Globalisation and Business Success: Morrison's Retail Sector Analysis

This report investigates the impact of globalisation on business success within the retail sector, specifically focusing on Morrison's. The introduction defines globalisation and highlights Morrison's current operational scope within the UK. The research topic is to examine globalisation's impact on ensuring business success in the retail sector, with objectives including understanding globalisation, identifying its role in Morrison's success, ascertaining potential challenges, and suggesting recommendations. The literature review covers the concept of globalisation, its role in organizational success, and challenges in the globalisation process. The methodology outlines the qualitative research approach, interpretivism, data collection through questionnaires and secondary sources, non-probability purposive sampling of 30 Morrison's managers, thematic analysis for data analysis, and ethical considerations. The results section presents findings from the questionnaires using thematic analysis, including employee working time, awareness of globalisation, the perceived assistance of globalisation in meeting international requirements, and the major benefits of globalisation for Morrison's. Finally, the report concludes with recommendations based on the identified challenges and offers a reflection on the research process.

HOW GLOBALISATION
CAN DRIVE BUSINESSES
SUCCESS

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Topic............................................................................................................................3
Research Objectives.....................................................................................................................3
LITERATURE REVIEW................................................................................................................3
Theme 1: Concept of Globalisation.............................................................................................4
Theme 2: Role of Globalisation in success of an organisation....................................................4
Theme 3: Identification of challenges in the globalisation process and suggesting appropriate
recommendations.........................................................................................................................5
RESEARCH METHODOLOGY....................................................................................................5
RESULTS........................................................................................................................................7
CONCLUSIONS AND RECOMMENDATIONS........................................................................13
REFLECTION...............................................................................................................................14
REFERENCES................................................................................................................................1
APPENDIX 1...................................................................................................................................2

TOPIC: To investigate the impact of globalisation in ensuring business success pertaining
to retail sector. A case study on Morrison’s.
INTRODUCTION
Globalisation can be termed as an expansion of an organisation or an individual that is
done beyond the national boundaries of the home country and it involves integration of two or
more economies together (Hornstein, 2015). In involves interaction, trade and exchange of
anything between two or more parties that belong to different cultural and economic background.
The current research will highlight that how by going global the companies can increase their
chances at success and this will be taken particularly in context of the major retail company of
UK i.e. Morrison’s. Morrison’s is a well-established retail brand that has its stores exclusively in
the territory of Great Britain only. They have their headquarters established in Bradford, West
Yorkshire, England and it is the fourth largest chain in the retail sector of UK. There are a total
of 498 stores that the company majorly has in and around England, wales and Scotland and there
is only one store that the company operates outside of UK and that is in Gibraltar which is a
British overseas territory (Hillson, 2017). This policy of the company of operating only in the
countries that are limited to the British territory is increasingly proving to be redundant and the
company has clear potential as well as resources of expanding on a global level in in the
international market that will widen the prospects of the company. In this research, this prospect
of globalisation for the company has been analysed and the terms of success have been evaluated
in the report.
Research Topic
To investigate the impact of globalisation in ensuring business success pertaining to retail sector.
A case study on Morrison’s
Research Objectives
 To understand the concept of globalisation.
 To identify the role of globalisation in increasing the success of Morrison’s.
 To ascertain the challenges Morrison’s can face while expansion on a global level.
 To suggest appropriate recommendations based on the challenges recognized.
LITERATURE REVIEW
Literature review helps in analysing the different viewpoints of various authors and researchers
who have already conducted research on the current topic of study.

Theme 1: Concept of Globalisation
As per the view of authors, Galloway and Haniff (2015), it can be stated that
globalisation is an extremely important venture in ensuring that an organisation experiences the
method of trading on a global levels and increase its exposure. The researchers have stated that
when an organisation decides to global, there are various challenges and opportunities that arise
for them and this helps them in growing and developing on an international level. Further, the
researchers have stated that in the current trend when the mediums of interaction on a global
level have increased and become simpler, it has become more simplified to trade on a global
level thus encouraging more and more companies to go global and trade on a global level.
Another research paper published by authors, Dutta and Bose (2015), have helped in
determining that there are a variety of methods through which a company can go global and
while detailing on these, the researcher also presented a critical analysis of each method. FDI
was the most preferred and successful method, as suggested by researcher that helped the
companies and organisations specifically in establishing their brand name on an international
level. Direct exporting should be preferred by individual companies and retailers that are trading
on small scale and joint ventures can be formulated with those companies that are already
existing and operating in other countries successfully.
Theme 2: Role of Globalisation in success of an organisation
The researchers, Chang, Walters and Wills (2018), have argued in their research paper
that the process of globalisation assists an organisation immensely in giving success to the
company. The authors have stated that globalisation helps in developing more and efficient
markets with larger possibilities for future of earning profits. The authors further stated that it
helps in increasing the current market by targeting more number of consumers, and improves the
quality of the goods produced along with ensuring that the sustainability of the company also
increases. Further, globalisation also increases the innovation in the market and helps them in
developing a diversified cultural approach for their employees thus developing them on various
different aspects which can be done only when a company decides to operate on a global level.
Another research paper published by authors, DeFillippi (2015), argues that although
there are a lot of benefits for a company to operate on a global level and gain success, however
there are some major disadvantages as well. The companies might not always get successful and
if their product fails in international market it can curb the future opportunities of the company in

international market. Various factors like targeting wrong consumer market, pricing the product
in an incorrect manner, choosing inappropriate country, selecting a wrong marketing method of
the product that might hurt the sentiment of people can lead to failure of the organisation
internationally. Thus, the authors concluded that globalisation should be done in a planned and
precise manner after conducting and re conducting through research of the market in whi8ch the
company intends to expand.
Theme 3: Identification of challenges in the globalisation process and suggesting appropriate
recommendations
The authors, Beringer, Jonas and Kock (2018), in their research paper have presented that
there are a variety of challenges that a firm or company faces when it decided to expand itself on
a global level. The researchers have argued that the different policies of different economies are
the biggest barrier as it makes the policy making of a company extremely difficult. Further the
profits are distributed in an uneven manner which further complicates the problems. The decision
making process also gets complicated and the marketers find it difficult to place their product on
a global level in such a manner that they can target all the consumers in different economies.
In accordance with the above, research paper published by Basu (2017), further states
that additionally there are other challenges as well such as management of different economies,
exercising economies of scale in order to operate successfully, ensuring that the independence of
the management remains with the company only. The major challenge that the authors identified
was the different political environment and condition in different environment.
RESEARCH METHODOLOGY
Research Methodology involves a series of research tools and techniques that a
researcher can adopt in order to conduct his research in a relevant and conclusive manner. These
research tools and techniques help in collecting, analysing and interpreting the relevant facts and
figures that will help in conducting the required data analysis and providing appropriate
conclusions.
 Research Type: There are two basic types of research that can be conducted and these are
categorised as qualitative research and quantitative research. The qualitative research is
done when the data that is to be analysed comprises of opinions, reasons and facts and
these are used to formulate various theories and concepts. Quantitative research on the
other hand refers to the collection, analysis and interpretation of numerical facts and

figures. In the current research, the researcher has chosen qualitative research since he is
analysing various concepts related to globalisation.
 Research Philosophy: Research philosophy refers to the belief of the researcher
regarding the method that should be used in order to collect the data. Interpretivism
approach refers to qualitative study where the researcher tries to analyse the social
theories and facts and then formulate appropriate results and positivist approach on the
other hand refers to the analysing of various facts and figures in order to formulate
appropriate theories (Bartlett, Doz and Hedlund, 2018). In the current qualitative
research, the researcher will use Interpretivism approach in order to analyse different
theories and draw relevant conclusions.
 Data Collection: Data collection involves primary and secondary research method where
primary research involves collection of data by the researcher himself on a first hand
basis and the secondary research involves collection of data through already published or
researched journals and articles. In the current research, researcher has used questionnaire
method as a primary research tool and has referenced various books, journals and articles
as secondary data sources.
 Sampling: Sampling involves selection of respondents out of the entre universe acting as
population. In the current research, researcher has used non-probability purposive
sampling where the respondents have been selected form a particular group that would
yield maximum and accurate results but on a non-probability basis. The sample size is 30
managers working in Morrison’s Company and these will be used to analyse and
conclude various results and interpretations.
 Data Analysis: There are various methods of analysing qualitative as well as quantitative
data. In order to analyse the qualitative data the researcher can use various tools like MS-
Excel, SPSS etc. and in order to analyse the qualitative data, the researcher can use
thematic analysis which helps in presenting the data using various charts, graphs etc. that
makes it easy to understand (Artto, Ahola and Vartiainen, 2016). Since the researcher is
analysing qualitative facts and figures, he has selected thematic analysis as his research
technique.
 Ethical Considerations: The researcher will make the respondents sign a declaration that
they have not been biased in any manner and the researcher has not forced them to tinker

with their answers or opinions. The researcher himself ill also file a declaration form
stating that all the data used by him is collected form authentic sources and is properly
referenced.
RESULTS
The results from the questionnaires have been analysed in the form of Thematic Analysis
and appropriate interpretations on the basis of themes have been presented.
Theme 1: Working Time with Morrison’s
For how long have you been working with
Morrison’s?
Frequency
 Less than 5 years 12
 5 – 15 years 13
 15 Years and above 5
It can be clearly interpreted form the chart above that the majority of employees that are
currently employed in the Morrison’s are mostly ranging with working experience between 5 to
15 years with a total count of 13 which is followed by the 12 employees working for less than 5
years and only 5 employees that are working for more than 5 years. This helps in determining
that the research that has been carried will help in giving accurate results of the research
objective and present a dynamic view.
Theme 2: Awareness of Globalisation concept

Are you aware with the concept of
Globalisation in an organisation?
Frequency
 Yes 20
 No 10
The chart above helps in concluding that the majority of the employees working at
Morrison’s are aware of the concept of globalisation and acknowledge, the importance,
challenges and concept of globalisation in context of Morrison specifically. However, there are
around 10 out of 30 employees who are not particularly aware of the challenges that
globalisation implies and do not take Morrison’s in context with globalisation.
Theme 3: Assistance of globalisation in meeting international requirement of Morrison’s
Will globalisation help Morrison’s in
international requirements?
Frequency
 Yes 25
 No 5

This pie chart helped in determining that out of 30 employees, 25 thought that
globalisation would assist Morrison’s in meeting the requirements that a company is expected to
meet at global levels. There were only 5 managers who thought that currently Morrison’s is not
capable enough of meeting international standards and therefore should not compete on a global
level.
Theme 4: Major benefit of globalisation for Morrison’s
What will be the major benefit of
globalisation for Morrison’s?
Frequency
 Enhance customer base 16
 Increase business profitability 10
 Both of the above 4

Majority of the employees i.e. 16 out of 30 think that the major benefit that the
Morrison’s company would derive from its venture into the global market is of enhancing the
customer base and there are 10 out of 30 employees who think that the it will increase the
profitability of the business while only 4 thought that it will assist in both the activities and thus
assist the company in an overall manner.
Theme 5: Assistance of globalisation in enhancing growth opportunities
Do you think globalisation will assist in
enhancing growth opportunities for
Morrison’s?
Frequency
 Yes 27
 No 3

As per the chart illustrated above, it can be clearly ascertained that the maximum number
of employees working at Morrison’s amounting to 27 out of 30 employees were found to think
and believe that the globalisation will help the Morrison’s in attaining growth opportunities
while only 3 employees believed that Morrison will not be able to utilise the advantage of going
global and therefore, they thought that Morrison’s should not go global yet.
Theme 6: Major challenge for Morrison’s while globalising
What will be the major challenge for
Morrison’s while globalising?
Frequency
 Policy Formulation 9
 Marketing Activities 7
 Cultural Balance 10
 All of the above 4

There are a variety of the challenges that Morrison’s can face while expanding on a
global level and the employees of Morrison’s, out of 30, 10 of them rated cultural balancing as a
major challenge for Morrison while expanding on a global level followed by 9 of them stating
that the correct formulation of policies that are to be implemented will be a major challenge for
the company while 7 employees put of 30 stated that they thought developing correct marketing
activities was a major challenge for the company and lastly, only 4 employed categorised that
Morrison’s will face all of the challenges while expanding.
Theme 7: Suggestions for Morrison’s
What can you suggest for Morrison’s in order
to minimise their challenges?
Frequency
 Regular study of current trends 10
 Analysing the cultural aspect 7
 Economic Balance 8
 All of the above 5