Globalization's Impact on Apple's Brand: A Case Study

Desklib offers solved assignments and past papers to help students succeed.

RESEARCH PAPER

Executive summary
It can be said that globalisation has a major impact on business operations, culture and
structure. In this regards, the research is made to analyse the good and bad impact of
globalisation on brand of a business. In addition, methodologies have been used to
accomplish the aim of study such as strategy, approach, design, data collection method, data
analysis etc. Moreover, primary data collection method is used in this study to collect
information from questionnaire process. For this, 10 managers are picked randomly working
at global branches of Apple. In this context, researcher analysed that there is a impact of
globalisation on business and its brand. Further, recommendations are also provided at the
end of the report from which the organisation is able to formulate strategies in order to get fit
in this global competitive world. Through this research, other investigators are also able to
conduct an analysis of results to make their investigation effective.

1. Introduction/background........................................................................................................1
Title........................................................................................................................................1
Significance of research.........................................................................................................1
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................2
Reasons for choosing topic....................................................................................................2
2. Literature review....................................................................................................................3
3. Research methodology...........................................................................................................6
Research Philosophy..............................................................................................................6
Research Approach................................................................................................................6
Research Design.....................................................................................................................6
Research Strategy...................................................................................................................6
Data collection.......................................................................................................................7
Sampling................................................................................................................................7
Data analysis..........................................................................................................................7
4. Timeline of research activities...............................................................................................8
Research Project.........................................................................................................................9
Research methodology...........................................................................................................9
Results/findings......................................................................................................................1
Discussion..............................................................................................................................1
Conclusion..............................................................................................................................4
Recommendations..................................................................................................................5
Reflection...............................................................................................................................1
References..................................................................................................................................2
Appendix....................................................................................................................................5

1. Introduction/background
It can be said that globalisation is playing an effective role for businesses that are operating at
global level. It is enhancing opportunities for them to expand their operations and activities to
gain competitiveness. It is a process of communication between organisation, government
and people worldwide (Sousa, Nobre and Farhangmehr, 2018). Globalisation is providing
several benefits to country and business in terms of raising economy level and profitability.
For example, through digital technologies and global services, people are now able to
communicate with each other through internet and other digital services. Several factors such
as transportation, technology and political associated with globalisation are helping in making
communication faster and possible effectively.
This is providing opportunities for businesses to improve their growth and development
within the sector they are operating at global level (Kleibert, 2015). They are able to access
resources, opportunities, investments etc. according to their requirements which is helping
them to explore themselves in front of world. In this regards, the research proposal will
contrast on how globalisation impacts on the brand of a company with the help of research
aim and objectives, critical introduction towards literature review, proposed methodologies,
description of data and activities to make research valuable in precise and effective manner.
For this, Apple is selected on which the investigation proposal will highlight the impact of
globalisation. Apple Inc. is a global technology organisation operating in consumer
electronic, online services and software sector. There are more than 132,000 employees
working with organisation in different parts of world and it has more than 500 retail stores.
Title
How globalisation impacts on the brand of a company. A case study on ‘Apple’.
Significance of research
There is a great significance of this study that it will help in gaining the knowledge and
interest of scholar regarding the topic which is how globalisation impacts on the brand of a
company such as on Apple. In this global world, competition is taking place effectively
which is affecting the market share and customer base for businesses (Felix and Fırat, 2019).
Here, globalisation playing a significant role in increasing growth opportunities for
organisations to expand their operations in different parts of world. It has impact on brand of
a company in both good and bad terms. Hence, the investigator will empathies on the impact
of globalisation on brand of an organisation. however, some problems will arise during
1

collecting information regarding study but it will help investigator to get familiar with
business.
Research aim and objectives
Aim
The aim of this study is to understand various factors associated with globalisation that has
impact on brand of a company.
Objectives:
 To critically analyse the globalisation impact on brand of an organisation.
 To explore opportunities produced by the globalisation to organisation.
 To evaluate how globalisation is driving business success and performance.
 To suggest ways in which organisation is able to manage the impact of the
globalisation.
Research questions
1. Do you think that globalisation has impact on business or brand?
2. How globalisation can be used to drive business performance and success?
3. What opportunities are produced by globalisation to business?
Reasons for choosing topic
The reason behind selecting this topic for the study is to evaluate and determine the potential
impact of globalisation and factors associated with this such as opportunities and challenges
on brand of a business. Globalisation is providing number of opportunities for business to
increase their market share and operations in new and emerging markets. In addition, the
topic will also help in acquiring a comprehensive understanding reading globalisation impact
which is driving business performance.
2

2. Literature review
According to Manning, (2015) “Globalisation is the free movement of products, services and
people across the nation’s boundaries in a proper and integrated manner”. It results from the
opening of global economy and collateral enhances in the businesses between two or more
nations. According to Martínez, (2016) “Globalisation is the spread of goods and services,
technology, information and employment across the country’s border and cultures”.
Globalisation is an effectual concept of interaction among country’s authorities, people and
organisation worldwide. The concept of globalisation is increasing which helps organisation
to design, sell, and produce the products and services across the nations for increasing their
brand value in different nations.
According to Gautam, (2017) the uncontrollable local and international interaction which is
also terms as global environment are impacting the operations of organisation. The factors of
global environment can give large impact on the local business and affect the activities within
the country’s boundaries. Global environment is quit essential for the organisations hut it can
be riskier too. As changes that occur on the global environment can either hinder or foster
business operations in global platform. It can be said that, globalisation helps in raising the
standard of living in under developed and developing countries through increasing the
opportunities of employment, bringing technological advancement and access to international
goods and services. However, globalisation also leads to destroy the job opportunities
because most of the manufacturing and operations processes moved outside the countries.
As per the view of Epstein, (2018) Globalisation is the leading concept that becomes an
important factor for the businesses over the years. This phenomenon is crucial that has impact
the economy, business cycle, society and environment in many ways that impact every
organisation from such changes. Various risks and opportunities from globalisation states that
it leads towards the increased global economic integration that is one of the largest affecting
world economy. It leads to affect the businesses and its impact on their operations. The
organisations operating worldwide have five important components which are consumer
needs, economies of scale, locations, and competition (GIRMA and SINGH, 2019).
Globalisation assist ion increasing the operations capacity of the organisations to produces
the goods and services to satisfy the consumer’s needs. It can be done through accessing the
technological advancement from different nations and increasing communication which
enhances the local business operations effectively and efficiently. Many organisations are
moving forwards from the domestic market and expanding their business operations in
3

different country with aim to increase the revenue and market share (Hardy, Macrury and
Powell, 2018). There are various approaches through which a company can enter in global
market, such as exporting, franchises, licensing etc. For the expansion of the business
operations, it is essential for the organisation to understand the nature and culture of different
countries market. It is effective in smooth operations of the business in new market.
As according to Melewar and Alwi, (2017) globalisation leads to provide the local business a
large market to operate in. It allows the organisations to move the local market that enables
them to increase their operations in different nations through various approaches. These
approaches help in exploring the larger pool which leads to increase the sales and customer
base across the nation. Globalisation is also effective in controlling the manufacturing
expenses of business entity. It leads to expand manufacturing unit to different locations so
that company can get the raw material, human resources in cheaper rates. It helps consumer
to get products and services in much cheaper cost.
However, Dineva, Breitsohl and Garrod, (2017) states some negative impact of globalisation
of organisation that affects operations and development. It can be said that increased in the
operations and production leads to environmental damage that includes over usage of natural
resources, water and air pollution. Other than this, increasing competition in global mart let
raise the price fluctuation of goods and services at global level. One of the negative impacts
is that the businesses are moving their operations in another country where the human
resources are much cheaper (Manning and Soon, 2016). It leads to create unemployment their
domestic countries.
As per the view of Bonhomme, (2017) many organisations around the globe overestimated
the benefits of globalisation and underestimate the cost. Apart from these, there are different
economic, political and cultural risk involves, which organisation has to face. However, the
organisation can make strategies in order to pitfall of the globalisation which can impact the
operations and growth of organisation in global market. The globalisation has enables the free
movement of goods and services across the nations, but entering into global market leads to
face the different culture and customer requirements (Wang, 2018). Managers are required to
consider the difference of culture in different market before offering their services in global
market. strategic management approach in order to manage its operations thorough effective
strategies implemented to improve growth and development. This helps in managing
availability of resources to manage operations. It also helps in increasing product life cycle to
4

improve effectiveness and quality of products and services. According to Visser, (2017) in
this competitive world, every organisation is trying to improve their operations at global level
to accomplish their desired goals and objectives. In this regards, Apple requires strategies to
maintain their effectiveness in market. Operations and prices are also affected by rules and
regulations formulated by government of different countries (Skinner, 2017). In this regards,
companies are in pressure of managing the corporate rules and regulations which is different
for every country in terms of tax, policies, laws etc. It is very important for the organisation
to consider the government guidelines in order to run their operations smoothly and
effectively.
5

3. Research methodology
Appropriate approach and research methodologies will be required by researcher in order to
complete the research work in explicit and efficient manner. It is essential for researcher to
undertake effective use of methodologies in order to attain the aim and objectives of the
research topic.
Research Philosophy
It is the most important part for a researcher to choose the best research methodology for the
study (Willig and Rogers, 2017). The investigator requires undertaking the philosophy which
is helps in dealing with the nature, source and development of knowledge. There are different
research methodologies which scholar can choose to carry out the study effectively. The
researcher for the present study will positivism philosophy as it is effective in identifying
reliable and physical data in more effective manner.
Research Approach
It is the effective process which involves different techniques associated with study and helps
in provides assumptions for researcher to collect the information (Lampard and Pole, 2015).
There are two types of approach available for researcher that includes deductive and
inductive. The researcher will use the inductive approach which is effective in attaining the
research question more effectively.
Research Design
It is the comprehensive strategy which that will research will use by scholar that assist in
identifying for the research elements in effective and efficient manner. Exploratory, casual,
descriptive are some design available to research for the study. Investigator for the present
research will use exploratory research design which is effective to solve the study question. It
is an effective strategy for researcher to determine the globalisation impact on Apple brand.
Research Strategy
It is the action plan for the investigator which will assist in providing correct direction to
attain the aims of the research study. Making proper policy is effective to make appropriate
research to attain positive outcome (Creswell and Poth, 2017). There are various strategies
that is available for the scholar such as meta-analysis, case-study, quantitative and qualitative
strategies. The research for the current study will use qualitative research and questionnaire
will be made to gather data related to accomplish the objective of research.
6

Data collection
It can be said that, data collection is the most essential part of the study which assist in
gathering data and information associated to the topic in accurate manner. Primary and
secondary are two data collection method that is available for researcher. For the present
study, researcher will use primary data collection method by gathering information through
questionnaire from 10 managers who are working for Apple in different locations.
Sampling
It is the process through which predetermined number of observation is taken from large
population in order to get information for research topic. Simply, investigator will collect
sample of individual to conduct the study (Pardo and Prato, 2016). Investigator has two types
of sampling method which is probability and non-probability in order to carry out research
effectively. In the present study to analyse the impact of globalisation on brand of apple,
scholar will use probability method of sampling by using observation randomly. In this
regards, researcher will pick 10 managers who are working in Apple in different location.
Data analysis
It is an essential process to evaluate the gathered data through analysing the impact of
globalisation on brand of Apple. For the present research, researcher will use qualitative
method to analyse the data with the help of questionnaire. Further, researcher will analyse the
data with suitable themes and interpret them which helps in getting positive outcomes for
research.
7

4. Timeline of research activities
Table 1: Timeline
Activity Initial date Time
period
Achievement
date
Description
Investigation
planning
20-05-2019 4
weeks
17-06-2019 Here, strategies and plan will be
prepared for the study.
Data collection 18-06-2019 6
weeks
30-07-2019 Interview process will be used to
collect information from
members participating in study.
Analysis of data 31-07-2019 7
weeks
19-09-2019 The information will be analysed
here through interpretation.
Conclusion and
recommendations
20-09-2019 3
weeks
11-10-2019 Finally, conclusion and
recommendations will be made
here at the end of investigation.
Figure 1: GANTT CHART
8

Research Project
Research methodology
Research methodology is effectual process that undertakes the information of research in
systematic manner in order to make outcomes of the research. Appropriate approach and
research methodologies are used by researcher in order to complete the research work in
explicit and efficient manner (Research Methodlogy, 2019). It is essential for researcher to
undertake effective use of methodologies in order to attain the aim and objectives of the
research topic. Research methodology will assist in better understanding research philosophy,
approach, design, strategy associated with the study to get the better outcomes of research.
Research methodology also involve the data collection, sampling and ethical consideration
that has been taken in the research project.
Figure 2 Research Methodology
Research Philosophy: It is a significant element in the research study which assists in
dealing with the nature of the study. The investigator requires undertaking the philosophy
which is helps in dealing with the nature, source and development of knowledge (Pyrczak,
2016). There are different researches methodologies like pragmatism supports the action
based concepts, positivism philosophy reflects the concepts and facts that can be proved by
the science in the investigation, Interpretivism assist in analysing the various elements of
research which use the group diverse approach for the topic of research and realism assist in
define the independence of true pictures from the human mind that is based on scientific
approach to develop the understanding. All these approach are effective for to undertake the
9