Analyzing Globalisation's Impact on Wahaca Restaurant's Marketing

This report analyzes the impact of globalization on the marketing department of Wahaca restaurant, a Mexican cuisine establishment based in the UK, aiming to explore international expansion. The project encompasses a project management plan, including cost, scope, time, quality, and risk assessment. It employs both qualitative and quantitative research methods, including a work breakdown structure and Gantt chart for project organization and time management. The research focuses on the economic and ethical influences of globalization, identifying challenges and offering recommendations for successful business expansion. The study examines resources, costs, and communication strategies, concluding with an assessment of the value of the research in meeting stated objectives and providing a roadmap for Wahaca's global market entry. The report covers project aims, objectives, and time frame, information related to small scale research, information gathering and data collection, appropriate recommendation as outcome of research, at last there is discussion about usefulness and suitability of globalisation for sustainable business performance.

Managing a Successful
Business Project-
Globalisation

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1 Project aims and objectives....................................................................................................2
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources........................................................................................................................4
P3 Work breakdown structure and a Gantt chart to provide time frames and stages.................6
TASK 2............................................................................................................................................7
P4 Small-scale research by applying qualitative and quantitative research methods.................7
TASK 3............................................................................................................................................9
P5 Research and data using appropriate tools and techniques....................................................9
P6 Appropriate recommendations as a result of research and data analysis.............................12
TASK 4..........................................................................................................................................13
P7 Value of undertaking the research to meet stated objectives...............................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

Topic: To analyse impact of globalisation on marketing department: A study on Wahaca
restaurant.
INTRODUCTION
Globalization means expansion of business at international level. In this process, there is
interaction among different people, organisations, countries, etc. There are different trade
policies which has to be considered by managers of organisation in order to deal with
international trade. There is requirement of different aspects which are related to change in plans
and policies. There is essential role of information technology to deal with business at globalised
level. There is liniancy in policies of government, so it is easy to expand business (Bücker and et.
al., 2014). Business expansion is possible with use of different aspects which are relevant and
significant for attaining good brand image and profits. In this report there is discussion about
Wahaca restaurant which deals in Mexican Market Eating. This organisation was situated in UK
and established in 2007. This organisation has 25 branches all over UK.
As there is trend of globalisation, so managers of Wahaca restaurant are thinking to
expand business at international level. Hence there is research conducted to analyse outcomes
which are relevant and significant for successful business expansion. This report covers project
aims, objectives and time frame, information related to small scale research, information
gathering and data collection, appropriate recommendation as outcome of research, at last there
is discussion about usefulness and suitability of globalisation for sustainable business
performance.
TASK 1
P1 Project aims and objectives
Globalisation means expansion of business operations at international level. Globalisation
means opening business transactions at international level. To operate business at international
level, there is requirement of some changes in business operations which is relevant and
significant for attaining good brand image and business expansion (Buettner and et. al., 2012). If
an organisation wants to operate at international level, then they have to make proper strategies,
they have legal laws which has to be followed. Multinational organisations deals in different
countries and have good strong brand image. There is requirement of different resources which
are relevant and essential for creating good brand image. There is national growth and
development with the help of international business through increment in GDP, export import

trade. Government gets benefited with the help of different types of taxes, security amount,
license fees, etc. This is relevant and significant for improving changes.
Background of Project
In UK, there is much scope of hotel industry because UK economy promotes expansion
of small scale business. But managers of Wahaca restaurant wants to expand business at
globalised level. This is relevant and effective for keeping long term relations with consumers.
As there is difference in demand of consumers according to difference in demographical,
geographical aspects (Campbell, Eden and Miller, 2012). Hence it is responsibility of managers
to analyse it and then frame commercial activities. In this report, there is discussion about
globalisation of business. Aim behind conducting this research is to know positive economic and
ethical influence of international trade on marketing. Wahaca restaurant has 25 outlets in UK, so
they have to analyse market properly before business expansion. If proper analysis is not done,
then there are possibilities of that business may fail at globalise level. There is requirement of
various resources such as finance, eatables, raw material, etc. so these factors has to be planned.
This report is conducted to analyse such resources and their availability at globalise level.
Aim: To analyse positive economic and ethical influence of globalisation on marketing
department: A study on Wahaca restaurant.
Objectives
 To aware about the concept of globalisation.
 To determine economic and ethical impact of globalise activities on marketing
department of Wahaca restaurant.
 To examine issues faced by managers of Wahaca restaurant in operating their business
operations at international level.
 To recommend the ways through which Wahaca restaurant can expand business
successfully at globalised level.
Questions
 Are you aware about concept of globalisation?
 What is the economic and ethical impact of globalise activities on marketing department
of Wahaca restaurant?
 Which issues are faced by managers of Wahaca restaurant in operating business at
international level?

 What is the recommendation through which Wahaca restaurant can expand business
successfully at globalised level?
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources
Project Management plan
Project management plan is a legal document which talks about different aspects of
project. There are many activities such as data collection, analysis, data sampling, conclusion
and recommendation, etc. which has to be followed by researcher to conduct and complete
operations in relevant manner (Cooke, 2012). Hence in this plan, researcher make strategies for
proper implementation of research activities. Team mates are proper aware about activities and
resources which are required to conduct project. Hence possibilities of getting positive return is
more with this plan.
As managers of Wahaca restaurant thinking to expand business at globalise level, so with
the help of project management plan they are able to conduct research in appropriate manner. In
order to run business successfully at international level, there is requirement of some changes in
product and services in order to achieve good brand image. As there is good scope of
development of Wahaca restaurant because they have good image in UK. But apart from this
planning related to resources, leading team, motivation of team mates, etc. are some aspects
which has to be considered. There is requirement of different resources such as raw material,
space for outlet, employees, etc. which helps to perform operations in relevant manner.
Managers of Wahaca restaurant must frame project management plan with the help of
which they can implement business in appropriate manner at international level. Some factors
which are considered in plan are as under-
Scope: Scope means are of expansion. Wahaca restaurant operates in hospitality sector.
They have fame in Mexican Cuisine hence they can create same brand image in international
market (Cuervo‐Cazurra, 2012). There is good scope of business expansion at international level
for Wahaca restaurant with the help of proper marketing techniques. This assist in creating
diversification and improves profits of organisation. As there is competition in restaurant sector,
so with the concept of globalisation of Wahaca restaurant managers are able to operate at
international level. There is increment in sales, revenue profits of Wahaca restaurant hence

growth prospects for association increases. With the help of this research, it is easy for expand
business at international level.
Resources: There is requirement of different resources such as raw material, employees,
appliance, equipment, etc. for successful implementation of business. In project management
plan, there is proper planning for such resources. This helps in planning and implementation of
resources properly and take execute (Dunning, 2013). Before expanding business at globalise
level, it is responsibility of managers of Wahaca restaurant to plan and avail the. For instance:
resources are not available on time, then this affects working style and may delay in serving to
consumer. While performing this project, there is requirement of computer, proper
communication Channel which helps to interact with each other, internet connection, etc. These
resources are relevant for performing research activities properly. There is difference in culture
as per difference in geographical region, so there is requirement of training to workforce as well.
Cost: Cost is essential component which is required to expand business. Managers of
Wahaca restaurant plan business operations and associated cost (Farndale, Brewster and
Poutsma, 2014). This helps to maintain balance between cost and profits. While staring new
business by Wahaca restaurant rental cost, labour cost, promotional cost, etc. will occur. Hence
there is requirement of proper planing related to expense.
Particulars Amounts (£)
Leasing cost 360
Labour and training cost 40
Equipment and Maintenance cost 20
Promotion and marketing cost 60
Purchasing and production cost 20
Total 500
As per above discussed table, expense of expansion business is 500£. So managers of
Wahaca restaurant must available financial resources from internal or external sources.
Time: Time required to complete project is approx. 8 weeks. This is the time which
shows starting and end date of starting project. This time implies that there is requirement of

some changes in working style so business expansion can be done within specified time. This
can be possible with regular motivation and leading project team.
Quality: Quality of product and services gets raised because it is not easy to expand
business because there is competition at global level (Hoskisson and et. al., 2013). When
managers of Wahaca restaurant takes care about quality, it is easy to maintain good brand image
in industry. To operate at international level managers of Wahaca restaurant has to improve their
marketing techniques such as use of social media applications, which assist in contacting more
and more people. They can provide good quality Mexican Dishes which attracts consumer and
maintain long term relations with them.
Communication: Communication is a away through which individual can share their
views, ideas, thoughts with others. There are many departments in Wahaca restaurant such as
production, purchase, sales departments, etc. so there must be proper communication channel
which helps to communicate each other and operational efficiency can be achieved (Jenkins,
2013). Marketing department has to interact with different departments so business expansion is
successful. While conducting research, there is use of different channel such as business phones,
video conferencing, etc. which helps to coordinate and complete project within specified time.
Risks: While expanding business at international level, there is risk of being failure if
managers are not able to accept culture of other country. Hence there are possibilities of failure.
If managers of Wahaca restaurant does not have innovative technique, so it is tough to achieve
sustainability because changes are taking place in taste and trend of consumers.
P3 Work breakdown structure and a Gantt chart to provide time frames and stages
Work break down structure
A work-breakdown structure (WBS) is an engineering systems which divides different
project activities in small elements. With the help of work break down structure, it is easy to
assign different activities among team mates (Kang and Jiang, 2012). Work break down structure
helps to manage activities of research among different department. This helps to create proper
flow of activities. As managers of Wahaca restaurant are thinking to expand business at
international level, so different aspects has to be covered which assist in accomplishing aims and
objectives of project.
Gantt chart

A Gantt chart is a pictorial description about research activities and time taken to
complete them. This concept was developed in 1917 by Henry L. Gantt, an American engineer
and social scientist. With the help of Gantt Chart, there is coordination among different activities
of project. There are many activities such as data sampling, data collection, sampling, etc. are
discussed. Time scale is also associated with Gantt Chart which tells about starting data and end
date of activities. With these components, it is easy to complete project on time because team
mates are aware about time required or assigned to particular project activity. Gantt Chart helps
in framing policies or expansion within specified time.

TASK 2
P4 Small-scale research by applying qualitative and quantitative research methods
Small scale research means research which is done for implementing new techniques at
business organisation, expansion of business, etc. There is requirement of proper knowledge
which assist in getting good and positive results (Lee and Song, 2012). There is requirement of
different tools and techniques which helps to complete research through attaining goals and
objectives. As there is requirement of sample data for interpretation. Some of the techniques of
project are as under-
Research method: It is a way of studying something in order to discover new information. It has
divided into two parts which are as follows:
Qualitative Method: It is used in market research which focuses on obtaining data by using open
ended and conversational communication. In this method questions are starts from why and
what. There are various types of research methods can be used by companies such as:
ethnographic research, content analysis, in- depth interview, case study etc. It is descriptive in
nature. It is help to analyse uncover trends in opinion and develops the insights into the
researcher (Thite and Shah, 2012).
Quantitative examine: This method is used to enumerate the issues by generating numerical
data. It can be used to understand behaviour, opinion, and attitude and through it sample can be
collected from large number of group or audience. It is more structured than qualitative research
method. In this method research can be through mobile survey, online survey, face to face
interview, online polls etc.
Data Collection: It is a technique which is used in research. It is a process of collecting and
measuring data and information. The reason behind it is to gather quality data and it ensures the
integrity of the research. Data collection method can be divided into two parts such as:

Primary data collection method: In this method data is collected directly by the researcher for
the first time. It is more realistic and original in nature. There are various methods which can be
used such as: Questionnaire method, focus group interview, delphi technique, projective
technique etc. These different methods can be use as per the convince and suitability of
researcher. It provides relevant information and biasness can be eliminated and it a time
consuming process (Moeller and et. al., 2013).
Secondary data collection method: In this method researcher does not collect data directly. It is
information which is gathered by other person and data’s are second hand in nature. It is less
expensive and does not consume more time. Researcher can collect data from internal or external
sources. Internal source of secondary data can be generated from financial statements, company
information, customer details, management information system etc. External source of secondary
data includes government censuses, journals, internet, magazines etc.
Data sampling: In this method sample is collected from group of person or population and
sample has taken by researcher from it. There are various types of data sampling methods such
as: random sample sampling, systemic sampling etc (Manova and Zhang, 2015).
In this report, there is use of qualitative data which is collected with primary source.
Questionnaire is used to be filled by 50 employees working at Wahaca restaurant. Random
sampling method is used for collecting data.
Questionnaire
Name:
Gender:
Contact Number:
Address :
Q1) Are you aware about concept of globalisation?
a) Yes
b) No
Q2) Does government support is necessary for business expansion at international level?

a) Yes
b) No
c) Can't say
Q3) Which departments plays crucial role in international expansion of business?
a) Marketing
b) Research and development
c) Operations
d) Sales
e) Production
Q4) Do marketing manager has to analyse strategies of foreign country before
expansion?
a) Yes
b) No
Q5) What is the economic and ethical impact of globalise activities on marketing
department of Wahaca restaurant?
a) Cost
b) Competition
c) Technology
d) Cultural policies
Q6) What are the key implications faced by managers of Wahaca restaurant in
globalising business at international level?
a) Increasing trade across the world
b) Labour migration between countries
c) Competition with global brands
d) expansion through foreign direct investment
Q7) What are the benefits which Wahaca restaurant can avail in global expansion of
business?
a) Positive profits
b) Technology up-gradation

c) Improve brand reputation
Q8) Which issues are faced by managers of Wahaca restaurant in operating business at
international level?
a) Increased competition
b) Environmental impact
c) Uncertainty
Q9) How much finance is required for expanding business at globalise level?
a) Below £3000
b) £3000- 5000
c) Above £5000
Q10)What is the recommendation through which Wahaca restaurant can expand
business successfully at globalised level?
TASK 3
P5 Research and data using appropriate tools and techniques
Theme1: Concept of globalisation
Q1) Are you aware about concept of globalisation? Frequency
Yes 30
No 20