Globalization's Impact on ASOS: A Research Project

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RESEARCH PROJECT
GLOBALIZATION AND ITS IMPACT ON ASOS

EXECUTIVE SUMMARY
Globalization is known to be the process of interaction and integration of the world economy. It
is primarily driven by the movement of goods or services and thereby leads to a seamless flow
of information in an integrated manner. It encourages the free flow of trade across nations and
establishes the connection of business all over the world. Globalization also provides an
opportunity for various sectors of the business and thereby integrating the world economy.
The main aim of the research study is to analyze the impact of globalization on the business
operation of asos. It also provides knowledge related to the expansion of business operations in
the global market so as to earn potential profits.
The research study will throw light on the impact of globalization by carrying out primary and
secondary research. It also conducts qualitative and quantitative analysis in order to draw
reasonable findings from the research project.

INTRODUCTION
Globalization primarily contributes to the economic development of the country. It encourages
Multinational Corporation to expand its business operations by investing in the overseas market
in order to generate higher profits (Dillon, 2011). The overall concept of globalization helps to
establish cross border connections so as to contribute to the economic development of the
country.
The research study throws light on the impact of globalization with respect to asos business
operations. Asos is a UK based online fashion company that offers more than 4000 branded
products to over 1.3 million active customers (Cooper, 2013). The company is known to be the
largest online fashion company across the UK market that also owes its In-house brand.
Asos gain its popularity in the international market due to the increasing number of online
shoppers. This further helps the company to face the intensity of the competition across the
emerging markets (Fuchs, 2013).

LO1
P1 PRODUCE A RESEARCH PROPOSAL THAT CLEARLY DEFINES A RESEARCH
QUESTIONS OR HYPOTHESIS SUPPORTED BY LITERATURE REVIEW
RATIONALE BEHIND THE STUDY
The research proposal is being prepared in order to drive the impact of globalization on the
success of asos business. It highlights the several key importance of globalization in the local
and international markets. Globalization encourages openness to international markets so as to
grow their business the other member countries (Jha and Krishnan, 2013).
It further provides competitive advantages in order to achieve competitive advantage and
identify the competitive forces so as to improve the organizational performance of asos at the
global level. It shapes the overall business environment and enhances the flow of capital
around the globe.
Globalization plays a significant role in order to manage the business internationally. The
business strategies and policies with respect to asos must be framed after analyzing the ethical
issues around the globe (Snell et al., 2015).
Thus, the research objectives can be fulfilled by gaining explicit and tacit knowledge related to
the research study. It further helps to integrate the culture of the world and thereby help the
businesses in the UK to increase their growth rate in the competitive world.
AIMS AND OBJECTIVES
The research proposal has been prepared with the objective of enhancing the business
operation of asos across the globe (Potter, 2015). The main aims and objectives of the research
study are as follows:
 To expand the business operations of asos across the international level.
 To adopt the latest development in technology in order to exploit new business
opportunities.
 To critically understand the impact of globalization on the business corporation in the
UK economy.
 To discuss the research methodology so as to adopt best practices at the global level.
 To evaluate the business strategies of asos that can drive the success of the business.
 To provide appropriate recommendations and suggestions that can improve the
effectiveness of asos business.

RESEARCH QUESTIONS
The research questions are prepared to discuss the impact of globalization on the financial
performance of the company. This can further help in achieving the business objectives of asos.
Some of the research questions are:
Q1 At what level globalization impact the business operations of asos?
Q2 Does globalization impacts the fashion industry in the UK?
Q3 To what degree asos can compete with the other brands?
Q4 How effectively globalization can be useful in driving the brand of asos in the internal
markets?
Q5 Do you think asos adopts competitive strategies in order to drive the growth of the
business?
LITERATURE REVIEW
As stated by Holton (2011), Globalization provides new ways of achieving g competitive
advantage in the market place. It further leads to improvement in the business operation by
implementing effective provisions for goods and services (Paauwe and Boon, 2018). Thereby, it
can be said that globalization enhances competitiveness and accelerate growth at the global
level.
According to Noe (2017), tacit and explicit knowledge gained through various sources can be
really helpful in analyzing the impact of globalization on the UK economy. It is also important to
effectively apply knowledge through various methods. As implicit knowledge can provide
exposure in the competitive industry while explicit knowledge is gained through learning,
listening and writing. This can further contribute to developing close connections with the
external world.
Gabrielsson (2011) states that globalization can significantly improve the business activities in
the UK economy by enhancing internal sales at the global level. It further helps to exploit new
opportunities in order to reach potential customers in the market place. Thereby, it helps to
make effective utilization of capabilities so as to effectively compete in the market.

P2 EXAMINE APPROPRIATE RESEARCH METHODS AND CONDUCT PRIMARY
AND SECONDARY RESEARCH
RESEARCH METHODOLOGY
The research methodology is prepared so as to draw effective outcomes and achieve the
desired results of the research project. The methodology provides a systematized process and
thereby covering the various aspects of the research project so as to gain a productive outcome
in an effective manner. Thus, research methodology is a set of methods and techniques that
can be used to accomplish research aims and objectives. It further illustrates the process of
data collection and evaluation.
Figure: Research Onion
[Source: Mayer, 2015]

RESEARCH PHILOSOPHY
The research philosophy can be used to enhance the knowledge and select the best research
strategy in order to achieve the aims and objectives of the research. It further significance to
the research investigation (Kwon, 2012).
The research study that has been used for this study is realism. It is similar to positivism and
provides knowledge to understand the background of the research. This can further help to
understand the impact of globalization along with enhancing the cultural aspect of working in
asos. It also considers prospective factors that lead to the success of the business.
RESEARCH APPROACH
There are two kinds of research approach that can be used for generating effective research
outcome. The deductive approach helps to formulate a hypothesis and provides the
appropriate phenomenon based on previous research (Lee et al., 2012). The inductive approach
is most commonly used with the qualitative research that further helps to identify the pattern
of data collected from the various source. Thus, this research uses the deductive approach that
can further help to identify the impact of globalization on the business operations of asos.
RESEARCH STRATEGIES
The research strategy is most important in order to inherently answer the research question. It
includes a number of different approaches and methodology so as to derive accurate results.
This research uses a mixed method to know the impact of globalization (Holton, 2011).
The research is conducted with the help of a survey that helps to collect information from a
sample group of the population. This further helps to manage the activities of an investigation
by providing quantitative information (Mull, 2012).
DATA COLLECTION
Data collection can be done by using the methodological approach. The process of data
collection should be reliable that significantly contribute to the validity of the research project.

Primary data can be collected by way of survey or interviews while secondary data can be
collected through a literature review. The data so collected can help to undertake the research
activity in a productive manner. Newspaper acts as a primary and secondary source in order to
derive effective results on the research topics.
DATA ANALYSIS
A cross-sectional method can use for analyzing the data and thereby achieving suitable results.
It involves looking at the different characteristics of the population and deriving the results by
analyzing the overall situation. This is a kind of observational study that helps to determine the
impact of globalization on the UK economy (Kirchmer, 2011).
ETHICAL CONSIDERATION
The research study will be undertaken after considering a range of acceptable norms. The
research investigation will be conducted without hurting the sentiments of participants. Also,
there views and opinions will be highly valued by the researcher (Bermmer, 2014).
The researcher also requires considering an aspect of confidentiality in order to fulfil the aims
and objectives of the research (Beck, 2018). Also, the clause related to honesty and
transparency must be kept in mind while undertaking the research.
TIME SCALE
Gantt chart refers to the graphical presentation of various activities that are included in the
research project. It is a systematic representation of all the activities that need to be completed
within effective timelines.
MONTH APRIL MAY JUNE JULY AUGUST
WEEK 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3
RESEARCH PROJECT
IDEA GENERATION
INITIATE DATA COLLECTION
DESCRIBING AIMS AND
OBJECTIVES
LITERATURE REVIEWS

UNDERTAKE SECONDARY
RESEARCH METHOD
DATA COLLECTION AND
ANALYSIS
RESEARCH METHOD
ETHICAL DILEMMA
RESEARCH LIMITATIONS
ASSESSMENT OF PROJECT
FINAL SUBMISSION
Figure: Gantt chart
[Source: Flick, 2015]
RESEARCH JUSTIFICATION
The research methodology is used to integrate the knowledge of the research project. This also
helps us to undertake primary and secondary research in order to identify the working pattern
of asos in the UK (Cooper, 2013).
The research methodology that has been used is most suitable in order to draw effective
results and also provide a theoretical framework for the purpose of evaluation. It also highlights
the issue related to globalization and helps to identify its key implication on the business.
IMPORTANCE OF THE STUDY
The research project considers the various aspects of globalization and thereby identifies its
potential impact on the business performance of asos. as globalization increase the cross
border transactions and migration of labour between the countries (Fuchs, 2017). Due to this,
new brands are emerging in the global market. It further leads to the expansion of foreign
direct investments that ultimately contribute to the economic prosperity of the UK economy.
Henceforth, Globalization leads to shifts in the economic and financial condition of the country
and helps to promote a sense of cultural awareness and cooperation around the global
economy. This concept further helps the asos to frame the competitive business strategies in
the emerging markets (Dillion, 2011).

REFERENCES
1. Beck, U., 2018. What is globalization?. John Wiley & Sons.
2. Bremmer, I., 2014. The new rules of globalization. Harvard Business Review, 92(1),
pp.103-107.
3. Cooper, R. G. 2013. New products: What separates the winners from the losers and
what drives success. PDMA handbook of new product development, 3-34.
4. Dillon, S., 2011. The fundamentals of fashion management. A&C Black.
5. Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a
research project. Sage.
6. Fuchs, C., 2017. Social network: A critical introduction. Sage.
7. Gabrielsson, M. and Gabrielsson, P., 2011. Internet-based sales channel strategies of
born global firms. International business review, 20(1), pp.88-99.
8. Holton, R.J., 2011. Globalization and the nation-state. Macmillan Education UK.
9. Jha, S. K., and Krishnan, R. T. 2013. Local innovation: The key to globalisation. IIMB
Management Review, 25(4), 249-256.
10. Kirchmer, M. 2011. High performance through process excellence: From strategy to
execution with business process management. Springer Science & Business Media.
11. Kwon, H.K., 2012. Politics of globalization and national economy: The German
experience compared with the United States. Politics & Society, 40(4), pp.581-607.
12. Lee, Y., Shin, J., and Park, Y. 2012. The changing pattern of SME's innovativeness through
business model globalization. Technological Forecasting and Social Change, 79(5), 832-
842.
13. Mayer, I., 2015. Qualitative research with a focus on qualitative data analysis.
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