An Investigation of Globalization's Benefits on Blue Inc.'s Marketing

This research project investigates the benefits of globalization on the marketing activities of an organization, specifically focusing on Blue Inc. as a case study. The report begins with an introduction and overview of globalization's impact on business, emphasizing the role of marketing in organizational growth. A comprehensive literature review explores the concept of globalization, its influence on business opportunities, market research, and brand reputation. The research aims to understand globalization's role in business, identify benefits for Blue Inc., analyze its impact on marketing activities, and explore ways to expand marketing operations globally. The research methodology employs a mixed-method approach. The report concludes with data analysis and interpretation, followed by a reflection on the research methodology and recommendations. The report covers the benefits of globalization in the context of business, the benefits attained by Blue Inc. by its globalized business operation, the potential impact of globalization on the marketing activity of an organization, and the ways through which Blue Inc. can enlarge its marketing operations around the globe.

Research Project

Table of Contents
Title..................................................................................................................................................1
Introduction .....................................................................................................................................1
Literature Review ............................................................................................................................4
Research Methodology ...................................................................................................................7
Data Analysis and Interpretation ..................................................................................................10
Reflection & recommendation for alternative research methodology...........................................23
Conclusion ....................................................................................................................................25
References......................................................................................................................................26

Title
An investigation of the benefits of globalization on the marketing activities of an
organisation. A Case study on Blue Inc.
Introduction
Overview of the Research
Globalisation is a vast concept which plays a vital role in developing opportunities for
businesses at global level. Globalisation is refers as a process of international integration that
develops from the reciprocation of global view, products, ideas, or other elements of culture. In
other term globalisation is determined as a process which increases worldwide exchange of
national and cultural resources (Apăvăloaie, 2014). In this modern scenario, competition within
market is so high and the prior motive of each small as well as large business enterprises is to
attain a competitive position within market. Marketing is recognised as the key aspect of an
organisational growth and success; thus the proper marketing operations of a business may result
in significant growth and profitability. Marketing globalization is consist as synergistic term
which is basically combining the promotion and selling of goods and services in an increasingly
interdependent and integrated global economy. It develops companies stateless, without walls,
with the internet an integral marketing and cultural tool. Blue Inc. is the chosen organisation for
this particular project, It is a chain of fashion retail stores which are based and operating around
the UK. The prior concern of the firm is to enhancing operations at wider scale through
developing its marketing activities by the proper support of globalisation. This report contains
the study about the benefits of globalization on the marketing activities of an organisation.
Thus, predetermined aims and objectives are created that supports the work in right manner.
Literature review has taken place in developing an appropriate theoretical framework on the
chosen area, suitable selection of methodology will support the investigation. Along with this
data analysis is conducted for proper analysis of accumulation data to drawn valid and reliable
outcome.
Background of the Research
Globalisation is reasoned as a progression by which localized marketplace, liberal arts,
and content have become united through the recognition a global network of communication or
trade (Axelrod and VanDeveer, 2014). The feature of globalisation is importantly applied
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through the organisations to advert the implicitly to profitable economic procedure. However, It
refers as group action of national economies inside the global economy through the trade, foreign
direct investment, superior flow of funds, movement, and the outspread of power and innovative
technologies. Blue Inc. is a chain of fashion retail store. The company basically operates across
the United Kingdom. It is the most leading and largest menswear retailer in the country. The
company was founded in the year of 1912 by the significant efforts of Abraham Levy. The
company operates in around 22 locations and widely concern over developing the operations of
firm within global level. In the fashion retail competition is so high within marketplace and
organisations are widely concern on attaining higher growth and success within the market place.
Blue Inc is focused over developing its business operations at global level for implementing their
presences in the context of developing growth and success.
Significance of the Research
The considered project is based on the analysis of the benefits of globalization on the
marketing activities of an organisation. This is a wide area of academic research which has its
own benefits for the researcher in personal as well as professional level. In this a detailed
investigation is conducted over the benefit of globalisation on the success of marketing
operations, thus globalisation provides wide networks to businesses and individuals to implement
good relationship with customers and attain long term benefits (Belás and et. al., 2014). This
study plays vital role in developing the idea, skills and knowledge base of the learner in regard to
the similar area of study which helps them in enhancing their personal as well as professional
skills. Vast knowledge base in regard to globalisation and marketing helps an individual in
attending success in their future professional goals. This study is also effective in providing
support to the researcher in execution of similar area of study in potential manner.
Research Aim
An investigation of the benefits of globalization on the marketing activities of an
organisation. A Case study on Blue Inc.
Research Objectives
The significant objectives of this particular research is associated as below:
 To understand the study of globalisation and its role in the context of business.
 To determine the benefits that are attained by Blue Inc. by its globalised business
operation.
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 To analyse the potential impact of globalisation on the marketing activity of an
organisation. To identify the ways through which Blue Inc. can enlarge its marketing operations around
the globe.
Research Questions
Suitable questions for this research are described as under:
 What is the study of globalisation and its role in the context of business?
 What benefits are attained by Blue Inc. by its globalised business operation?
 What is the potential impact of globalisation on the marketing activity of an organisation?
 What are the ways through that Blue Inc. can enlarge its marketing operations around the
globe?
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Literature Review
Literature review is considered as the most essential aspect of an investigation work,
which provides an in-depth analysis over the research issue (Belás and et. al., 2015). This part of
investigation is effective in developing a theoretical framework by analysing views and
perception of various authors and writers. In this section information is basically based on
secondary sources, which books, journals, published research articles, internet sources etc. are
used to gather reliable information.
The study of globalisation and its role in the context of business.
According to the opinion of Carol Kopp, 2019, Globalisation is refers as a wide element
which define as the spread of goods, technologies, information and opportunities around the
globe. Globalisation plays a vital role in developing opportunities for businesses to attaining
higher growth and success (What Is Globalization?). Globalisation is recognised as the
procedure of interaction and integration among individuals, organisations, and governments
across the borders. It also refers as the way by that an organisation or other businesses make
international impact or start operating on an international level for the purpose of attaining
growth and success. There are various role performed by globalisation in the context of business,
some are associated as below:
Development of businesses opportunities: This is the potential role performed by globalisation
thus it is effective in developing opportunities for the businesses in respect to attaining higher
growth and success within the commercial centre (Carneiro and Brenes, 2014). In today’s
modern era businesses are majorly looking for higher growth opportunities for attainment of
higher growth and success.
Global Market Research: This is also an essential role performed by the globalisation; thus
business organisations are concern over applying the term globalisation for attaining global reach
within market place. Global market reach is a primary consideration of an organisation as
globalisation plays a vital role in enhancing the reach of firm at global level.
High brand reputation: Globalisation is also plays an imperative role in enhancing the brand
image of firm at global level. The primary objective of an organisation is to develop the brand
image of the firm at global level in respect to grabbing the attention of buyers, thus this create
value in attainment of higher growth and success.
The benefits that are attained by Blue Inc. by its globalised business operation.
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According to the views expressed by Jan-Emile van Rossum, 2017, globalisation is a key
aspect which has a huge impact on the operations and functions of businesses. In today’s modern
business environment, the key consideration of business organisations is to attaining higher
growth and success within market place (Benefits of international expansion). for attaining
higher profitability and revenue organisations are concern over expanding business at global
level. Blue Inc. Is operates at fashion chain and provides highly qualitative fashion products at
global level, the company has attain various benefits by the expansion of business around the
world, some key benefits of globalisation are associated as below:
New Market: This is the key benefit attained by a business through expanding its operations at
global level (Cavusgil and Knight, 2015). Globalisation is effective in providing opportunities to
the Blue Inc, to expand its operations within new market for the purpose of developing
awareness among people in a new area.
Diversified Market: Diversification is also recognised as an essential key aspect which has a
direct impact over the operations of firm at marketplace. Mainly organisations are concern over
expanding its trade internationally in respect to diversify their assets, act that can be defend the
underneath line of businesses in against any significant issue. In addition to this, Blue Inc. can
utilize its business in the global markets for the reason of set up the unique services and products
that can help in maintain the positive revenue.
The potential impact of globalisation on the marketing activity of an organisation.
As per the views expressed by Avery Philipis, 2018, Globalization and our universally
associated economy have affected and changed the marketing business; modify growing to
include a worldwide, multicultural and multilingual buyers base. Globalization fundamentally
has positive effect on the advertising activities of an association, in this manner it gives another
market achieve, higher client base and higher productivity (How Market Globalization Affects
Growth Marketing). Globalization gives a powerful method to grow business over the globe and
huge affects the general tasks of an association. Showcasing is viewed as the best office which
has generally control on the offers of an association (Cohen and Kietzmann, 2014). Fitting
marketing exercises enables an association in building up its image to picture in the outlook of
individuals, which make an incentive in achieving higher development and achievement.
Marketing is considered as the most essential department of an organisation thus it create value
for the firm in promoting the business operations at global level. Suitable marketing operations
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of an organisation help the businesses in attaining higher growth and success within the
marketplace. As a leading fashion organisation Blue Inc, is focused on using suitable marketing
techniques like advertisement, personal relationship, etc in respect to promoting their offered
products and services. In the fashion retail competition is so high within the marketplace and it is
essential for Blue Inc, to conduct effective marketing operations in respect to attaining higher
growth and success. The positive impact of marketing can be shown on the growth level of Blue
Inc.
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Research Methodology
Research Methodology refers to the process of gathering data in order to gain information
regarding a particular topic in a reliable manner (Ashworth, 2012). This section of research is
considered to be the most critical part for leading research exercises in an arranged way and
depicts about the tools ans techniques which are used to gather, evaluate and interpret the
information in an effective manner. It comprises the theoretical evaluation of the body of the
research methods or principles that are associated with a branch of knowledge.
Type of Investigation
This is the primary aspect which is required to be considered by the researcher in respect to carry
out the work in proper manner. A research is a sequential way to collect data, analysing,
interpreting and implicating the results. A research is either qualitative or quantitative in nature.
The selection of research is based on data accumulated by the researcher (Peltier, Zhao and
Schibrowsky, 2012). Qualitative investigation is based on qualitative means of data and on the
other side quantitative research is based on statistical data and actual facts. In this present
research work mixed method is method is applied to evaluate and find the answers of the
problem in suitable manner as in this combination of both qualitative and quantitative
investigation are conducted to develop proper outcome and result. The mixed method will also
help in knowing the aspects of research as well as for analysing the issue in proper manner.
Research Design
Research design is defined as the framework used by the researcher for the overall
synchronization of identified components so that research can be efficiently handled. It
constitutes three types, which are descriptive, exploratory and experimental research design.
Under descriptive research, a researcher describes a situation based on collection, designing and
presentation of data collected and covers individuals’ characteristics such as age, education
marital status (Sila, 2013). Under exploratory research, a researcher uses his own imaginations
and personal judgements about something. The experimental research is used to find a cause and
effect relationship of a situation. In the present study, Descriptive research design has been used
to take appropriate course of action as it is effective in analysing the data with various facts and
figures.
Research Philosophy
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This is useful in knowing the assorted ways through which data can be collected ,
analysed and used in proper manner. This section is basically emphasises on two aspects i.e.
Interpretivism and positivism research philosophy (Apăvăloaie, 2014). In this present
investigation work interpretivism philosophy used by the researcher because, Under this,
investigator interpret elements of research study and it also integrated interest towards study.
This philosophy is effective in providing suitable outcome by analysing the views and
perspectives of authors and writers.
Data Collection Tool
This is also recognised as another essential component of an investigation work, thus this
tools is effective in providing a path to gather relevant and reliable information to reaching at the
final outcome. This section is basically categorised among primary as well as secondary source
of data collection. In this present investigation work both primary and tools are applied to
accumulate authentic information. Primary tool is effective in accumulation of data for the very
firm time, thus in this information is gathered through conducting a survey by preparing a
questionnaire and on the other side secondary tool like books, journal's, published research
articles, and past research work is effective in conducting the section of literature review in
proper manner.
Data Sampling
It is also an essential aspect regarding the selection of suitable people to gather
information. It is a statistical analysis tool which is applied to select, handle and analyse the the
data so that conclusions can be drawn out in proper manner (Preissl, Bouwman and Steinfield,
2013). It assists the investigator in regard to the data that is to be accumulated and analysed.
There are two method of data sampling which are probabilistic and non-probabilistic method.
Probabilistic sampling pertains the area in which research is being done. On the contrary non
probabilistic method includes voluntary response. In this research data has been gathered
through random sampling method which consist from non-probabilistic method This tool is
effective in selecting limited people instead of whole population which will be known as sample
size. In this particular investigation work sample size of 30 respondents has been taken into
proper action to drawn valid and reliable outcome. Therefore, in this employees are taken as the
major respondents as they are more liable in providing in-depth information regarding the
operations and function of the Blue Inc.
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Ethical Consideration
This recognised as the primary consideration of the researcher to follow research ethics in
respect to carry out investigation work in right manner. At the time of conducting a research
work researcher faces various issues regarding investigation operations which are requires to be
implemented in right manner and research ethics helps the researcher in implementation of
research activities in right manner. It is essential for the researcher to ensure their participants
about the safety and security of their personal information (Baggio and Del Chiappa, 2014).
However, researcher should not ask any kind of personal information and do not hurt the
sentiment or emotion of respondents. Along with this researcher requires to be focused over time
of the investigation, thus it is essential for the researcher to develop a time frame in respect to
proper implementation of research operations. Researcher requires to be concern over cost of the
project; thus research needs to have an appropriate among of fund and capital for better
execution of explorations work. Some activities are cost consuming in nature so it is essential for
the researcher to manage funds and capital in respect to proper execution of work without facing
any kind of issue or conflict.
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