Globalization's Impact on Aston Martin's Business Performance: A Study

This report investigates the impact of globalization on the business performance of Aston Martin, a multinational company, focusing on achieving competitive advantages. The research explores the concept of globalization, its effects on Aston Martin's operations, and the significance of globalization in gaining a competitive edge. It also identifies different ways Aston Martin can enhance its business performance globally. The report includes a literature review covering the meaning and concept of globalization, along with its impact on business performance. The research methodology section outlines the approaches used, including research philosophy, approach, and time horizon. The report also features a Gantt chart and discusses research outcomes, reflections, recommendations, and conclusions, providing a comprehensive analysis of Aston Martin's performance in the context of globalization. The study emphasizes the importance of market analysis, strategic planning, and adapting to changes in the international market to ensure Aston Martin's continued success.

Research Project

Table of Contents
TITLE .............................................................................................................................................1
CHAPTER 1: INTRODUCTION ..................................................................................................1
Overview of research .................................................................................................................1
Background of company ............................................................................................................1
Research aim...............................................................................................................................2
Research objectives ....................................................................................................................2
Research Questions ....................................................................................................................2
Rationale of research .................................................................................................................2
Gantt chart...................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW .......................................................................................4
The meaning and concept of globalization.................................................................................4
The impact of globalization on business performance of Aston Martin? ..................................5
The significance of globalization for Aston Martin in achievement of competitive advantages5
The different ways through which Aston Martin can enhance its business performance
globally........................................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY ...........................................................................7
CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS................................................11
CHAPTER 5: RESEARCH OUTCOMES ...................................................................................22
Covered in PPT ........................................................................................................................22
CHAPTER 6: REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY .......................................................................................................................23
Reflection..................................................................................................................................23
Recommendation for alternative research methodology ..........................................................23
CHAPTER 7: CONCLUSION AND RECOMMENDATION ...................................................23
Conclusion ................................................................................................................................23

Recommendation.......................................................................................................................24
REFERENCES .............................................................................................................................25

TITLE
“To investigate the impact of globalisation on business performance of multinational
company in terms of achieving competitive advantages”: A case study of Aston Martin.
CHAPTER 1: INTRODUCTION
Overview of research
Globalisation is the process in which organisation can operate in all over the world with
free movement of material, labour, etc. With globalisation of business, there is impact on
business operations because they have to perform activities with consideration of international
trade. There is improvement in operations of association because at international level, there are
many organisation of similar sector at international level. It is significant and relevant for
managers to understand what changes are taking place in trends and then taking corrective
actions in appropriate manner. Globalisation gives positive as well as negative impact on
organisational performance. If managers does not analyse market proper and then frame policies,
then organisation might get out of industry (Surugiu and Surugiu, 2015). Hence there is necessity
of proper planning and motivating the employees through which they can get positive outcome
with operating in international market. This investigation is based on Aston Martin which is
British organization operating as manufacturing unit of sports car. This association was
established in 1913 and having head quarter in London UK.
Background of company
Aston Martin organization was established by Lionel Martin and Robert Bamford.
Manufacturing unit of this organisation is in Gaydon, Warwickshire, England. This association
served across country because of its good brand image. Aston Martin is outshining in market
because of its quality of good quality products offered to consumers. These days consumer
demand varies as per time, so they accomplish it. In this investigation, there is discussion about
effect of globalisation on organization's growth and development. In automobile sector, changes
are taking place with rapid speed, hence it is responsibility of managers of Aston Martin to
analyse it and implement it in appropriate manner. Aston Martin target niche market consumers,
so they have to mainly focus on quality of cars they offered. When quality is of best quality, then
consumers are brand loyal and goodwill of Aston Martin is also good (Ghemawat, 2017).
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Research aim
Main aim of this study is “To investigate the impact of globalization on business
performance of multinational company in terms of achieving competitive advantages: A case
study of Aston Martin.
Research objectives
 To develop basic understanding about the concept of globalization.
 To analyze the impact of globalization on business performance of Aston Martin.
 To identify the significance of globalization for Aston Martin in achievement of
competitive advantages.
 To recommend different ways through which Aston Martin can enhance its business
performance globally.
Research Questions
 What is the meaning and concept of globalization?
 What are the impact of globalization on business performance of Aston Martin?
 What are the significance of globalization for Aston Martin in achievement of
competitive advantages?
 What are the different ways through which Aston Martin can enhance its business
performance globally?
Rationale of research
The rationale of this investigation to acquire knowledge about working style of
multinational company. There is study of globalisation and strategies through which competitive
advantage can be achieved (Kankaanranta, Louhiala-Salminen and Karhunen, 2015). If
researcher wants to operate in future study about changes in operations of association at global
level, then this creates base for it. Globalisation is relevant topic in current market, hence
researcher can easily collect information about it. There is study of strategies of globalisation in
achieving competitive advantage with other competitors.
Gantt chart
This is the diagrammatical representation of research activities with their respective time.
With the help of it, it is easy to understand complete time required for while study and duration
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for completing different activities. Time required for completing this investigation is around 12
weeks.
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CHAPTER 2: LITERATURE REVIEW
A review of the literature is a comprehensive summary of the previous research of a
topic. The literature review examines academic papers, journals and other appropriate
publications for a specific study region. The evaluation must list, define, contextualise, assess
and explain this prior study rationally. The literature review defined as written summary of
critical writings and other sources on a chosen topic. It should provide a philosophical basis for
studies and assist the author in determining the complexity of project studies. Review references
may include academic paper papers, libraries, official reports, blogs, etc. It consist of description,
summary and evaluation of each source (Cramer, 2017). It develops a landscape for the reader to
provide them full understanding of the improvements in the research.
The meaning and concept of globalization
As per the Beverly Bird and Carol Kopp, 2019, Globalization is innovation,
employment, data and equipment allocation throughout international and domestic borders or
society. Globalization helps to increase quality of life and people living in less advanced
countries by offering liberalization, professional opportunities and enhancing products and
services infrastructure. The particular term utilized for defining economical, ethical and policy-
making inter relatedness and communication crosswise social as well as governmental limitation.
With increasing worldwide relationships, worldwide concepts, commerce and society are
growing. This includes facilities, products, information, infrastructure and information financial
assets. Most nations have embraced the notion of globalization in order to obtain achievement
and development in the business environment. From globalization, the company can gain market
advantage that can decrease operating costs.
As per the John Williamson, 1998, Globalization is evident as a outcome element in the
achievement of international commerce (The proportion of global exports to global net
commodity, GWP, increased from around 75 in 1938 to around 10% in 1996). The main
dynamic elements are changing in national strategy connection application. For Aston Martin is
advantageous in order to generate profit and success. The best example is India and China that
has profitable from globalization. It is older idea that utilize through the company in current
time. It set connection in between free market with the help of commercialization contracts and
financial strategies.
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The impact of globalization on business performance of Aston Martin?
According to Fredrik Erixon, 2018, there are several optimistic effect of globalization on
enterprise atmosphere. Through the activities of globalization assist Western economy, increase
social unit revenue and providing chances to an individual. In advanced technology, it helps
Aston Martin in improving the research as well as improvement, superior as well as invention.
Globalization has made simple & casua for Aston Martin to launch new product in the market
and increase employment for import and export products. It is presented good effect to supplying
new opportunity to fresher and reduce unemployment in the nation. Aston Martin can
accomplish economical system through big manufacturing as well as improving profit and
development.
According to author point of view, globalization impact in negative manner in the sense
of business performance of Aston martin which are described below: Inequality – It carry out inequalities in worth and income of company after increasing
globalization. There are different companies that can not expend advance and modify
technology for survive business activities.
 Ethical business practices – Globalization faces the issue in ethical practices like safety
of goods, dishonesty, restrictive compliance and others. It is essential for Aston Martin to
apply moral enterprise exercise to conduct company in different parts of world.
The significance of globalization for Aston Martin in achievement of competitive advantages
Globalization is the process through which organization can operate in different parts of
country with free movement of goods, employees, etc. Hence organization is able to represent
among competitors. It is crucial to understand changes which are taking in international market
with the help of which organizational profitability and productivity can be improved. According
to Patricia Fox and Stephen Hundley, 2019 there is crucial role of globalisation in improving
competitive advantage because at international level there are many organization dealing in
similar sector. Hence this makes management of Aston Martin to understand ways through
which they can outshine in market. It is important to maintain quality of sports car which is
offered to consumers. So when consumers are getting best quality at reasonable price, then Aston
Martin is able to achieve competitive edge over others. These days, consumer wants full return
of their money, so in this case they want to avail services from best association. At international
level, Aston Martin have wide scope of working because of different countries. In competitive
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environment, managers of Aston Martin have to understand and evaluate ways through which
they can maintain their brand image at higher and compete in industry such as total quality
management, taking feedback from consumers and work over it.
The different ways through which Aston Martin can enhance its business performance globally
Working in global market is not easy because there are many changes which has to
evaluated and then accept it. For instance: there is launch of engine with more capacity by
competitors, then managers of Aston Martin have to make strategies for launching new features
in their product i.e. car. According to Dennis Day and Michael Evans, 2019 in order to enhance
performance of organisation at international level, then there is requirement of market analysis
with the help of which they get knowledge about new trends in industry. There are some ways
with the help of Aston Martin can get positive impact on their business operations. This includes-
develop proper plan and business plan which assist in knowing which resource is avail able and
actions for successful running of business, proper communication techniques through which
open communication is possible. Marketing strategies have to be planned which is relevant in
international market through which it is easy to communicate with people and aware them about
new and latest features. Managers must properly plan about tax and legal regulations which are
crucial for operating at international market. When working style style is as per norms and
ethics, then it is easygoing to conduct business activities and able to represent at international
level.
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CHAPTER 3: RESEARCH METHODOLOGY
This is the section in which tool and technique which are used in this investigation
are making this study relevant. Research onion is the framework which is used for investigator
through which justification can be achieved for using particular technique while using
conducting this research (Epstein, 2018). Some techniques are explained under which is relevant
for current study-
Research philosophy: Research philosophy talks about some beliefs and aspects which
has to be considered while conducting investigation. Research philosophy is bifurcated under
following categories i.e. interpretivist, pragmatist and positivist. Best philosophy out of these is
positivist because this covers all the aspects which are important and relevant affecting
conclusion and recommendations (Liang, Ren and Sun, 2015).
Research Approach: This is the section in which synchronise structure of investigation is
discussed to complete investigation. Deductive and inductive are the basis of research approach
with the help of which systematic procedure can be achieved. Inductive approach is relevant for
this study because it covers small and core aspects which are important for the study as it differs
conclusion and recommendations.
Time Horizon: Time is one of the most important factor which has to be considered by
researcher because investigation is time consuming process and it is important to have get some
relevant and important outcome with it. Time horizon is classified under longitudinal and cross
sectional (Roberts, 2018). Cross sectional time horizon is appropriate because under this required
time to complete investigation is pre- determined before staring the study. Hence there is clear
understanding about time required to complete specific activities
Research design: Descriptive, exploratory and experimental research design are different
types of design under which complete study of topic is done. Best out of these are descriptive
design because this gives complete information about each and every aspects which is related to
study. Hence it is easy for individuals who are associated with this study to have complete
knowledge about it.
Research methods: Research is performed with some standardise format which is
discussed under qualitative and quantitative investigation methods (Aithal, 2017). Quantitative
investigation method is based on complex statistical and Mathematical tools which are tough to
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study. But qualitative investigation represent information through pictures, graphs, etc. hence the
are more practical to understood. Hence qualitative research method is best for this study.
Sources of data: To make study relevant and authentic, information is collected from
various sources i.e. primary and secondary sources. Questionnaire, personal interview, etc. are
used as primary information under which researcher himself collects it through personal
interaction. But secondary information is the data gathered from sources which are already
collected by others. Secondary information is more in- depth because in this there is detailed
discussion. There is use of both the sources as internet sources under literature review chapter
and questionnaire under data analysis and interpretation chapter (Dimba and Obonyo, 2015).
Questionnaire
Q1) Do you have idea regarding the meaning and phenomena of expanding an organisation at
multi-national level?
a) Yes
b) No
Q2) Which are major reason of Aston Martin for globalizing their business.
a) To gain sales and market ratio
b) Increase in brand image
c) Increasing in number of consumers
Q3) Which type of entry mode is suitable for Aston Martin while entering into global level?
a) Joint venture
b) Licensing and Franchising
b) Partnering and Strategic Alliance
Q4) In which manner, globalisation would be impacted on the organisation performance of
Aston Martin?
a) In favourable manner
b) In unfavourable manner
Q5) Which benefits are achieved by Aston Martin by the process of globalisation?
a) Increase in the creativity and innovation
b) Minimum cost for goods and services
c) Simple access in other language.
Q6) Is globalisation process is essential for Aston Martin for achieving competitive advantage
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or not?
a) Yes
b) No
Q7) Which type of challenges faced by Aston Martin at the time of globalizing its enterprise?
a) Communication issues
b) Society barrier
c) Government's rules and regulation
d) Changes in customer's needs and demands
Q8) According to you, which factors or ways helps Aston Martin by solving issues associated at
globalization?
a) Development of flat communication
b) Adoption of training program
c) Proper study of government's legislation
d) Proper market research
Q9) What are ways by which management of Aston Martin increase the performance of their
business at global level?
a) Implementation of technology
b) Skilled labour force
c) Proper planning
Q10) Recommend ways by which Aston Martin improve its success and growth at global level.
Sampling: This is the procedure under which some respondents are sorted for gathering
information about globalisation because investigator cannot collect and analyse information
collected from all the workers. 60 respondents are selected as respondents. Simple random
probable sampling is used for the purpose of sampling (Ehambaranathan, Samie and Murugasu,
2015).
Research ethics- Their are some ethical aspects which are to be considered to make this
study relevant and creating base for future study. Confidentiality is maintained by sharing
information with individuals who have interest in research. Anonymity include not to include
information of respondents from whom primary information is collected. Informed consent refers
to communicating to respondents about reason of conducting research (Flaherty, 2015).
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