Analysis of Globalisation Impact on M&S Business Project Report

This report analyzes Marks and Spencer's (M&S) project to launch a kids wear business in Italy, examining the impact of globalisation on its international market. It begins by outlining the company's aims and objectives, focusing on the effects of globalisation on the Italian market and M&S's operations. The report then details a project management plan, including costs, scope, time, quality, communication, and risk assessments, alongside a work breakdown structure and Gantt chart. It explores both qualitative and quantitative research methods, including the use of inductive research and interpretivism, with a focus on primary data collection through employee questionnaires and random sampling. The data analysis section includes a questionnaire and discusses the impact of globalisation on M&S's marketing and operational practices and potential risks in the Italian market. The report concludes with recommendations and reflections on the project.

Managing a Successful Business Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Devise clear Aims and Objectives..........................................................................................1
P2 Develop the Project Management Plan...................................................................................2
P3 Work Breakdown structure and Gantt Chart..........................................................................3
TASK 2............................................................................................................................................5
P4 Qualitative and quantitative research method.........................................................................5
TASK 3............................................................................................................................................7
P5 Analysing Data.......................................................................................................................7
P6 Conclusion and recommendation.........................................................................................17
P7 Reflection..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Globalisation is the process of integration of business into global market. In
globalisation, one company is able to sell its products and services to another countries. It not
only includes the exchange of goods and services but also includes the exchange of capital,
labour, information and cultures. Due to globalisation, there is a lot of changes in the market
structure of the countries as well as industries (Nicholas and Steyn, 2017).
This Report will devise the aims and objectives, produce the project management plan
and work breakdown structure & Gantt chart for the chosen project. It will also do research and
analysis on the ways through which objectives and aims can be achieved by the company. It will
also recommend and reflect some points according to the research.
The company is planning to operate its new business with a wide range of kids wear
products in Italy where the market of company is strong and established.
TASK 1
P1 Devise clear Aims and Objectives
OVERVIEW OF THE COMPANY
The chosen company is Marks and Spencer Group Plc (M&S). It is a
multinational company working in the retail industry. Its headquarters is in London, United
Kingdom (UK). It was founded by Michael Marks and Thomas Spencer in year 1884. It is
serving its products and services at the worldwide level. It has various brands such as Per Una,
Autograph and M&S Bank. It has around 1470 stores in the world. It has given 80,790
employees employment. It is selling clothing, food products and home products to its customers
(Kerzner, 2019).
As of now, company is planning to launch its new business by selling kids wear products
in Italy as in Italy, M&S company has good market and good brand image.
AIM
 To determine the impact of globalisation on international market of Italy : A study on
Marks and Spencer Group Plc.
OBJECTIVES
 To identify the impact of globalisation on Kids Wear markets of Italy.
 To explain way in which globalisation is changing operation of business in market of
Italy.
1

 To explore the challenges involved within the process of globalisation in market of Italy
(Nohria, 2017).
P2 Develop the Project Management Plan
PROJECT MANAGEMENT PLAN (PMP)
Project Management Plan is a formal document in which every details of the project are
given. The details involve planning, executing, analysing, monitoring and controlling the
project. It is prepared for the purpose of inform about the project to the stakeholders of the
company and take approval from the high authorities (Bernon, 2018).
DEVELOPMENT OF PROJECT MANAGEMENT PLAN (PMP) OF M&S
Marks and Spencer Company's project management plan regarding opening of new
business in Italy consists of following aspects which are as follows -
Costs
In this section, company will outline the activities which is carried by the company in
order to make the project successfully. It includes the cost of inputs, cost of outputs and costs
that is being spent by the company. For the launching of products and starting the project,
Company's estimated costs will be around £12000.
Scope
This section of PMP defines the goals, deliverables, tasks and deadlines to ensure the
completion of project including successfully launching of new products in Italy. The scope of
this project is to see the impact of the globalisation on Italy. The scope of new products is to
satisfy the needs and wants of the customers by providing quality clothes for their kids.
Time
It refers to the management of time spent and estimate time taken on the projects
activities. For the project, the time period of about 28 weeks i.e. approximately 7 months has
been taken (Cleden, 2017).
Quality
This section contains the standard quality which is defined and acceptable by the
customers and government. It also describes the way in which company will maintain the quality
of the product.
Communication
It means that how will company communicate about its products to the customers. This
2

include the promotion activities and strategies. M&S plc will use advertising and e-marketing
promotional strategies which will help company to gain customers in Italy.
Risk
A risk refers to the uncertainty which can be occur anytime and it is considered to be
unexpected. Also, risk is always been a part of project. Thus, M&S plc will estimate the various
risks which company can face. These risks are as follows – financial Risk, project failure risk,
improper plan risk, competition risk, environmental risks etc. (Heldman, 2018).
Resources
It summarises the level of resources that requires by company in order to completion of
project. M&S's PMP resources section will describe the quality, amount and quantity of the
resources for the production of new products as well as making the project successfully.
P3 Work Breakdown structure and Gantt Chart
Gantt Chart
Activity 4
days
3
days
2
days
5
days
5
days
2
days
2
days
5
days
3
days
1
day
Identification of
market
Selection of
market (Italy)
3

Conducting
market research
identification of
products
formulating of
goals and
objectives
identification of
audience in new
market
creating
marketing plan
implementing of
marketing plan
testing of
product
final launch of
product in
market
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled identification of market 4 days Mon 1/21/19 Thu 1/24/19
Auto
Scheduled selection of market (Italy) 3 days Fri 1/25/19 Tue 1/29/19 1
Auto
Scheduled conducting market research 2 days Wed 1/30/19 Thu 1/31/19 2,1
4

Auto
Scheduled identification of products 5 days Fri 2/1/19 Thu 2/7/19 3
Auto
Scheduled
formulating of goals and
objectives 5 days Fri 2/8/19 Thu 2/14/19 4
Auto
Scheduled
identification of audience in new
market 2 days Fri 2/15/19 Mon 2/18/19 5,4
Auto
Scheduled creating marketing plan 2 days Tue 2/19/19 Wed 2/20/19 6
Auto
Scheduled implementing of marketing plan 5 days Thu 2/21/19 Wed 2/27/19 7
Auto
Scheduled testing of product 3 days Thu 2/21/19 Mon 2/25/19 6,7
Auto
Scheduled final launch of product in market 1 day Thu 2/28/19 Thu 2/28/19 8,9
Network Diagram
For present analysis market of Italy has been chosen as it is one of the emerging markets
for the new product segment of M&S which will help the organisation in entering in the markets
and gaining more and more profits for the organisation. For carrying out the research a suitable
market research taken that will help in identifying the customer needs for the chosen market
sector in order to increase the sale of M&S in Italy. The information is gathered from the
interactions which are made with the local dealers and customers in order to identify the
feasibility of the process of globalisation (Buttrick, 2018).
TASK 2
P4 Qualitative and quantitative research method
Research method is a process which is used to collect the information and data which
will help the M&S in taking the decision of expansion of business in Italy. In this part scholar
will analyse what will be the techniques and methods that will be used in order to conduct a
research (Kumar, 2019). There are various methodologies which can be used by a researcher for
5

analysing what will be the impact of globalisation on M&S in expanding their business in Italy
and the factors which will effect the sales of the organisation.
Research Approach:
Research approach can be defined as a procedure or a plan that consists of various steps
of assumptions of detailed methods of data collection, its analysis and the interpretation.
Research approach is of three different types which can be used by a researcher such as
deductive, inductive and abductive research approach. Deductive research approach is related
with the development of hypotheses that are based on existing theories, inductive research starts
with observation and theories which are proposed at the end of the research. Abductive research
approach is set address the weakness which are associated with both inductive and deductive
research approaches. In this research inductive research approach will be used as it will help in
collection of valid data that will provide the correct results about the topic.
Researcher philosophy:
It is the way in which a data that is related to any phenomenon is gathered, analysed and
used. It is the most important part of the research as it provides the knowledge of some sort
(Fletcher, 2017). It can be divided in two major categories viz positivism ad interpretivisim. In
this research interpretivism will be used as this research philosophy will give a researcher access
to the realistic situation in Italy through social constructions such as consciousness, shared
meanings as well the instruments and will define the involvement of humans main factors in
analysing the impact of globalisation on M&S (Bass and Haxby, 2019).
Data Collection:
This is the one of most important part of a research as it involves the collection or
gathering of data from the different sources by using different methods of data collection. It is
the process of collection of information from the relevant sources in order to pursue the answers
of the research problem and to evaluate the outcome (Silverman, 2016). It can be divided in two
different type one is primary data collection method and second is secondary data collection
method. Primary data collection method is collection of data from the original sources i.e. which
is collected by a research itself at the first-hand, it can be collected in number of ways and
provide more reliable and authentic information but is time consuming and expensive.
Secondary data collection method is collection of data that are readily available form the other
sources, such data are easily available and less expensive.
6

In this research, researcher will use primary data collection methods which will provide a
researcher with a detailed information in order to achieve the aims and objectives of a research.
Sampling:
Sampling may be defined as a statistical procedure which is concerned with the selection
of the individual observation, it is the process of selecting a sample size from the population in
order to obtain a specific data from the selected participants. In this research a random sampling
technique is used and a sample size of 10 respondents which are the employees of M&S is
chosen which will provide the accurate information related to the impact of globalisation on
expansion strategy of M&S in Italy (Young, 2016).
Data analysis:
This is the most significant part of research as it helps in interpreting the information to
get desired outcomes. In this research interpretation of data will done on the qualitative terms
that will include thematic analysis method which will provide in-depth information for the data
collected.
TASK 3
P5 Analysing Data
Questionnaire
Name:
Gender:
Position:
Q 1: Does Your Organisation operate globally?
 Yes
 No
 May Be
Q2: Does globalisation effect Company's marketing practices?
 Yes
 No
 May Be
Q3: Does globalisation effect Company's operational practices?
 Yes
 No
 May Be
Q4: Which strategy is followed by M&S to enter in the global market?
 Merging
 Acquisition
 Franchisee
 Depends up on the target markets
7

Q5: Do you think company will face any risk of failure in Italy?
 Yes
 No
 May Be
Q6: Do you think that Italian market condition will effect the new product specification?
 Yes
 No
 May Be
Q7: Does changes in the global environment will effect the overall profitability of M&S?
 Yes
 No
 May Be
Q8: Does M&S has a specific financial strategy for expansion?
 Yes
 No
 May Be
Q9: Is the management aware of measures to be taken for their expansion strategy?
 Yes
 No
 May Be
Q10: Do you think that globalisation will bring challenges for M&S in entering Italian markets?
 Yes
 No
 May Be
Data Assessment
Theme 1: Awareness about globalization
Q 1: Does Your Organisation operate globally? Frequency
Yes 6
No 3
May Be 1
8

Yes No May Be
0
1
2
3
4
5
6
Frequency
Interpretation: A researcher conducted a research on the impact of globalisation on the
markets of Italy and for this purpose 10 employees from M&S were chosen as respondent and
were asked to fill the questionnaire. From the above table it can be interpreted that out of 10
respondents, 6 respondents replied with answer Yes, that M&S operates at the global level. Out
of 10 respondents 3 replied that M&S does not operate at the global level they believe that M&S
does not operate in all countries of world and only one respondent is not sure about the fact.
Theme 2: Effect of globalisation on marketing practice
Q2: Does globalisation effect Company's marketing practices? Frequency
Yes 7
No 2
May Be 1
9

Yes
No
May Be
Interpretation: A researcher conducted a research and chose 10 respondents form M&S and
asked them to fill the questionnaire in order to achieve the aim and objectives of a project. From
the above table it can be interpreted that from the 10 chosen respondents 7 respondents agreed
the fact that globalisation have an impact on the marketing practices of M&S as they believed
that company has to follow different marketing practice in different countries in order to attract
potential customers. Out of 10 respondents 2 respondents does not agree with the fact and only
respondent is not sure of the fact.
Theme 3: Effect of globalisation on operational practice
Q3: Does globalisation effect Company's operational practices? Frequency
Yes 6
No 2
May Be 2
10