Exploring Globalisation's Impact on Marketing: A Project on Brands

This project examines the positive effects of globalization on the emergence of global brands, focusing on the marketing strategies of Marks & Spencer. The project follows a structured approach, starting with project aims and objectives, followed by a project management plan that includes cost, time, and scope considerations. A Work Breakdown Structure (WBS) and Gantt chart are developed to visualize the project timeline. The research incorporates both qualitative and quantitative methods, including a questionnaire administered to 20 employees to gather primary data on globalization's impact on the company's marketing function. The collected data is analyzed using various tools and techniques to identify key themes and insights. The findings indicate that globalization has positively impacted Marks & Spencer, aiding its expansion as a global brand, influencing its marketing function, and driving the use of digital marketing tools such as social media and websites. The project concludes with recommendations based on the research findings and a reflection on the value of the research undertaken.

Globalisation

Table of Contents
LO 1.................................................................................................................................................1
P1 Devise project aims and objectives........................................................................................1
P2 Project management plan that covers cost, time, scope.........................................................2
P3 Produce a WBS and Ghantt chart...........................................................................................4
LO 2.................................................................................................................................................5
P4 Small scale research by applying qualitative and quantitative method..................................5
LO 3...............................................................................................................................................16
P5 Analyse research and data using tools and techniques.........................................................16
P6 Communicate appropriate research recommendations.........................................................17
LO 4...............................................................................................................................................18
P7 Reflect on value of undertaking research.............................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

Title - to explore the positive impact of globalisation on emergence of global brands in
marketing.
LO 1
P1 Devise project aims and objectives
Background of research
The concept of globalisation evolved in early 19th century. In earlier time trading was
only done within country boundaries. But with evolution of globalisation, businesses were
allowed to trade at global level (Martin, Rosenbaum and Ham, 2015). It created a platform for
them to grow and develop in different countries. due to this world economy was highly
impacted. there was both negative and positive impact on global trade. It has been identified that
many countries have reformed their trade and tariff policies to allow business to operate there.
Apart from it, there are different national and international organisations such as WTO, OCED,
etc. formed to help businesses to trade in various countries. there are many implications which
has been occurred due to globalisation. These are emergence of global brands, expansion of FDI,
etc. in addition to this, there are many challenges as well which is been faced by companies. it
has led to closure of small and medium size in local countries due to increase in competition.
Furthermore, globalisation has not impacted economic condition but also cultural and
ethical functions within business. through this, operations of business are effectively followed.
also, it has made it easy for global brands to market their products and services. they are able to
attract large number of people and generate more sales and profits. besides this, new industries
have emerged due to integration of services. for example, tourism and hospitality. Globalisation
has also brought advance technology with it (Fayolle, Liñán and Paul, 2017). it has shaped the
operations of business functions to a great extent. with use of social media and internet data and
information are shared and exchanged between countries and enterprises. It has also emerged in
collaboration and merging with other small companies to enter in the market. this has boosted
growth of SME’s. Now, government is majorly focusing on FDI so that economic growth can be
increased.
In present time, each business is trying to remain sustain in market for long term. It has
forced them to develop strategies. On the other hand social media is highly used to promote
products worldwide. It has resulted in attracting people from all over the world. Furthermore,
many brands have been able to emerge at global level due to globalisation and marketing. It has
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made it easy for them to create awareness in other market. however, it has been identified that it
has also lead to increase in competition level between big brands.
Rationale of research-
The present research is been conducted to identify on which area business has been
benefited to a great extent and how it has helped in growth and development. furthermore, it will
analyse impact in different business operations. in addition to it, the function where major
modifications are done.
Aim and objectives:
Aim – To explore the positive impact of globalisation on emergence of global brands in
marketing. A case study on Marks and Spencer.
Objective
 To identify positive impact of globalisation on retail sector.
 To evaluate how globalisation has impacted on marketing function.
 To access how marketing and globalisation are related to each other
Research questions
 What is the role of globalisation in emerging as global brand?
 Why globalisation has forced business to change their marketing function?
 How companies are benefited due to expansion in different markets?
P2 Project management plan that covers cost, time, scope
Task Name Duration Start Finish
Providing research topic 4 days Thu 10/25/18 Tue 10/30/18
Developing the aim and
objective 3 days Wed 10/31/18 Fri 11/2/18
collecting secondary data 14 days Mon 11/5/18 Thu 11/22/18
Literature review 13 days Fri 11/23/18 Tue 12/11/18
Developing Questionnaire 8 days Wed 12/12/18 Fri 12/21/18
Distribution of
questionnaire 11 days Mon 12/24/18 Mon 1/7/19
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Data analysis 12 days Tue 1/8/19 Wed 1/23/19
Writing recommendation 6 days Thu 1/24/19 Thu 1/31/19
Writing report 8 days Fri 2/1/19 Tue 2/12/19
Submitting report 3 days Wed 2/13/19 Fri 2/15/19
It is necessary to conduct research in systematic way so that aims and objectives can be
attained. Moreover, a researcher has to identify some elements before conducting research. It is
because it assists in proceeding further in step by step manner. The elements which must be
taken into consideration is as follows :-
Cost – this is the main element in which cost is determined by researcher. It is because there are
many things which will be done it. also, it helps in effective allocation of resources required in
each activity. thus, the total cost estimated is $ 850.
Risk – every research consists of some amount of risk. The researcher must eliminate or reduce
it to carry out activities effectively (Baudrillard, Poster and Belk, 2018). In present research,
the respondents might not be able to fill or understand questionnaire. it will create an impact on
aims and objectives.
Scope – the present research data and information can be used in future. It might be used by
other researcher or scholars in doing further analysis on topic related to globalisation and its
economical impact. Here, new areas can be explored on how global trade has made businesses to
develop strategies.
Time – the research must be completed in time so that goals are attained. If there is increase in
time, cost required will be more. cost and time are interrelated to each other. the present research
will be completed in 3 months.
Resources – in order to carry out research activities there are several resources which are
required. In present research manpower and materials like paper, analysis tools, etc. will be
required. It will help in collecting and gathering data and information in effective way.
furthermore, data can be interpreted to attain aims and objectives.
Quality – the researcher should maintain quality of data collected so that results obtained are
accurate. So, in order to do so researcher must analyse data by using proper tools and techniques.
Also, the quality of secondary data will be ensured by researcher himself or herself (Makasi and
Govender, 2016).
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Communication – it is another important element that must be considered. Here, a proper
communication structure and channel will be developed by researcher. Through this, data and
information can be share and exchange in effective way.
P3 Produce a WBS and Ghantt chart
Activity 1 to 2
Week
3. to
4
Week
5 to
6
Week
7 to 8
Week
9 to
10
Week
11 to
12
Week
13 to
14
Week
15 to
16
Week
17 to
18
Week
19 to
20
Week
Identify
research topic
Review of
Literature
Drafting
Methodologies
Complete
Proposal
Design question
and pilot
research
Documentation
of records
Analysing data
and
interpretation
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Discussion and
Conclusion
Final
submission
Ghantt Chart
LO 2
P4 Small scale research by applying qualitative and quantitative method
Questionnaire
Name
Age
Gender
E mail Id-
1. Are you aware about concept of globalisation or not ?
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 Yes
 No
 Not sure
2. do you think that globalisation has benefited Marks and Spencer in emerging as global brand
or not?
 Yes
 No
 Not sure
3. do you think that effective marketing has raised awareness about company in different
countries?
 Yes
 No
 Not sure
4. Is your company using social media in marketing of products and services or not?
 Yes
 No
 Not sure
5. which marketing tool is mostly used by Marks and Spencer to advertise at global level?
 Social media
 Website
E mail
All of the above
6. does Marks and Spencer is involved in conducting market research to identify needs of
people?
 Yes
 No
 Not sure
7. What is the impact of globalisation on Marks and Spencer marketing function?
 Development of new products
 Increase in customer base
 Rise in sales and profits
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8. do you think that emerging globally will be beneficial for Marks and Spencer to sustain in
market for long term ?
 Yes
 No
 Not sure
9. What do you think are benefits of emergence to global brand?
 Awareness
 Customer loyalty
 Consistence in marketplace
Theme 1 Awareness about concept of globalisation
Q-1 Are you aware about concept of globalisation or not ? Frequency
Yes 12
No 5
Not sure 3
Total 20
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Interpretation – A research was conducted by researcher to identify positive impact of
globalisation on marketing function of Marks and Spencer. For this 20 employees were selected
and data was collected via questionnaire. by analysing data, it was identified that 12 employees
said that they are aware about globalisation. Whereas 5 said they are not aware about it and 3
employees did not answer it. thus, it can be said that there are employees are aware about
globalisation. It has benefited in expansion of firm in different countries.
Theme 2 Globalisation has benefited Marks and Spencer in emerging as global brand
Q-2 do you think that globalisation has benefited Marks and Spencer in
emerging as global brand or not?
Frequency
Yes 15
No 2
Not sure 3
Total 20
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Interpretation – in order to attain aims and objectives, the researcher conducted research to
explore impact of globalisation on marketing function. He or she choose Marks and Spencer firm
and selected 20 employees as sample size. A question was asked that whether globalisation has
benefited firm or not. Out of 20, 15 said yes 2 said no and 3 was not sure about it. therefore, it
can be stated that Marks and Spencer have emerged as global brand by expanding in different
nations. They have created a customer base in developing nations through which profits are
generated.
Theme 3 Effective marketing has raised awareness about company in different countries
Q-3 do you think that effective marketing has raised awareness about
company in different countries?
Frequency
Yes 11
No 4
Not sure 5
Total 20
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Interpretation – the researcher investigated about positive impact of globalisation on marketing
function of Marks and Spencer. so, in order to collect primary data and information 20
employees were selected and questionnaire method was used. By analysing data, it can be
identified that 11 said yes effective marketing has raised awareness about Marks and Spencer in
different countries. while 4 said no and 5 was not sure about it. therefore, it can be analysed that
Marks and Spencer has emerged as global brand. this is because of strong branding and
marketing.
Theme 4 Company using social media in marketing of products and services
Q-4 Is your company using social media in marketing of products and
services or not?
Frequency
Yes 8
No 5
Not sure 7
Total 20
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