Research Proposal: Globalization's Impact on Cadbury's Success

This research proposal examines how globalization drives business success, using Cadbury as a case study. It investigates the concept of globalization, Cadbury's background, and the strategies the company uses to achieve success in the global market. The proposal outlines research objectives, including identifying strategies for success, determining the impact of globalization, and recommending improvements. The study explores literature sources on globalization and Cadbury's marketing strategies, such as brand building, consistent brand image, and innovation. The research aims to understand how globalization enables Cadbury to access larger markets, achieve economies of scale, and increase profitability. The proposal highlights the importance of globalization for business growth and the challenges companies face when entering new markets, providing valuable insights for strategic planning and decision-making.

Research proposal of globalization 2

APPENDIX
Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
Title: “How globalization can drive business success: A case study on
Cadbury”. A case study on Cadbury.”
Overview of research
Globalisation refers to the process of integration between companies, people and government
worldwide. It works toward inter connecting market as well as national economies of different countries
(Chanzu and Gekara, 2014). The concept of globalisation is very wide which support companies to
operate their business at large scale by setting it up over several geographical area or by targeting
different people at broader level. In addition to this globalisation of businesses also help a customer to
purchase product or services from several different companies that belongs to some another nation. This
help in improving the living standard of people by satisfying their need and demand.
Therefore, globalisation describes about the process through which the regional as well as
nation economies, culture and societies have become integrated by maintaining a network of
communication, trade, immigration etc. at global level. Globalisation has removed the national
boundaries and focus over promoting a view that information, opportunities as well as knowledge must
be decentralised and shared among people. This major factor of globalisation also contributes
improving the product as well as services offered by companies and creates competitive environment
which encourage businesses to bring innovation for satisfying their customers. Hence, globalisation

also leads to business success as by operating organisational operations at international level,
companies will be able to enhance their quality of work through integration of knowledge, people,
resources and skill. This results into more satisfactory services to customer and expansion of which in
several geographical area that leads to higher profitability and organisational success.
Globalisation of business is now become a trend among corporates and also an essential part in
order to survive in a market (Gansler, Lucyshyn and Rigilano, 2013). The reason behind this is that
competition is increasing day by day which require companies to target large market for growth as well
as survival in market. The globalisation has increased competition because of which after sometimes
market get saturated that create a situation of no profit or no loss in front of company. But in order to
maintain its growth stage it become essential for them to expand their business in other nation which
provide them several growth opportunities and also leads to organisational success (Intriligator, 2017).
There are several companies which started operating their business at global level and experience a
higher growth like, Marks and Spencer, Tesco, Cadbury, etc. The present research is based on
Cadbury which has faced robust growth with drivers of globalisation.
Background of company
Cadbury is a British multinational confectionery company, headquartered in London, United
Kingdom. It deals in variety of products such as chocolate bars, candy, biscuits, milk additives and
many more. It began its business by setting up a shop where they use to sell roasted and chocolates in
their tea and coffee, by getting acceptance they started creating their chocolate bars by setting up a
factory in Birmingham.
Later company started promoting its product through advertisements in
order to expand and position its business in other nations. This step of
nationalising business provide several growth opportunities to Cadbury i.e.
expansion of business and approaching large number of customers. Through
selling product at international level, the demand of its chocolate bars gets
increased and as a result of company get accepted by people throughout the
world which results in higher organisational success. Now company operates its
business in more than 50 countries worldwide.

Research objectives (e.g what is the question you want to answer? What
do you want to learn how to do? What do you want to find out?):
Research questions: Explain about several strategies that can be adopted by Cadbury to achieve success at global
level
Research objectives:
 To explore about the concept of globalisation within 1.5 months.
 To identify three strategies that help Cadbury in achieving business success at global level
within the time period of 2 months.
 To determine the four important ways in which globalisation help Cadbury in driving success
within 4 months
 To recommend ways through which Cadbury achieve success at global level.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):
Main aim behind selecting this topic is to identify the importance of
globalising a business and ways through which it helps a company to achieve
higher success at marketplace. This research is conducted to determine several
issues which affecting the global performance of Cadbury and ways to overcome
that in order to suggest ways which support company to achieve success. In
addition to this topic involves a broader concept which help a learner as well as
researcher in enhancing their knowledge about the particular field of study i.e.
globalisation and its role in business success. Now a day’s globalisation has
become a major factor that support companies in achieve higher growth as well
as success (Savrul, Ince Kara and Sener, 2014). The study is conducted to
determine several new opportunities which business experiences at the time of
globalisation like innovation in product or process, huge market to serve,
technological benefit, higher profitability and many more. Apart from it by
conducting research over this topic researcher will be able to identify major
issues that organisations usually face while entering in a new market or in new
country. This information will further support companies to formulate their

strategical plan by considering several barriers as well as opportunities present
in marketplace.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective
or hypothesis:
Concept of globalisation
Globalisation has been considered as a historical process which is a result of technological progress as
well as human innovation. This concept is getting existence and popularity with the increase in
integration of economies around the world particularly through financial as well as trade flow among
countries. But apart from this it sometimes also includes the movement of knowledge, technology and
people across international boarder.
According to the John Williamson (2019), Globalisation refers to the integration of world economy
where whole world is behaving like a part of single market which consumes similar goods,
interdependent production and responding to same impulses. Globalisation is reflected over the
explosion of foreign direct investment (FDI) where investors expand their capital within companies to
earn profit and support them to expand their business. This also results in integration of national capital
market with the increase in foreign exchange after globalisation. Apart from this, it also allowed several
different companies to freely move their goods, people as well as services throughout the world in an
integrated and seamless manner which further support companies to expand their business operation
and mark their global presence for achieving competitive advantage.
As per the view point of ERTÜRK, (2015), Globalisation refers to the process in which ideas,
goods or people flows freely within countries. It is a governmental policy which is in favour of free
trade, free flow of capital and goods, open borders, elimination of tariffs and price control, privatization
of publicly-owned or controlled enterprises.
Several strategies that help Cadbury in achieving business success at global level
Cadbury focuses more over its marketing strategy in achieving business success which includes
increase in promotional activities during special occasions such as new year, Christmas, valentine's day,
friendship day and many more. This support in grabbing the attention of customers toward its product.
As per the view of point of Lou Cooper (2010), building a consistent as well as strong brand culture

which remains known and familiar to customers is consider as one of the major source through which a
company achieve success at global level. The inception of digital channel of promoting product,
services as well as brand has shifted the brand emphasis from structure to culture. So, by reflecting a
brand culture instead of its structure will help Cadbury in achieving success at global level. Cadbury is
a confectionery company which operates its business in several countries but in majority of places it
reflects a culture of belongingness by connecting chocolate with the emotions as well as happy time of
people. So, in order to achieve further success at global level it must present a culture to its customers
with which they are familiar.
According to Martin (2019), main reason for growing business internationally is creating and
maintaining a consistent brand image which always seems familiar to customer. This help a company to
easily enter within a new market as when product or brand name are known to customer then it results
in quick acceptance among them. Cadbury is a well-known brand which put more emphases toward
building a strong brand image by performing several promotional activities. It uses digital marketing as
a major tool for creating brand awareness among customers by connecting advertisement to the special
moments of a person's life. Apart from this Cadbury also uses innovation strategy in which it keeps on
bringing new flavour in their chocolate bars and milk additives for keeping customer engage with
company.
Ways in which globalisation help Cadbury in driving success
According to Eriksen, (2014), globalisation plays an essential role within the growth and success of a
Cadbury by marking its presence at international market. Cadbury started its business with a tea and
coffee shop but later it started offering its chocolate in several other nations which support them in
achieving greater success at global level. Following are the ways in which globalisation help Cadbury
in driving success:
 It provides an access to larger market where Cadbury experience higher demand regarding their
products which help company in achieving maximum profit. This further help Cadbury in
achieving economies of scale that leads to minimization of average production cost.
 Globalisation provide an opportunity to access cheap raw material which also help Cadbury in
achieving cost competitive in their own as well as overseas market. This is because by getting
raw material at low price Cadbury is able to manufacture its product at relatively lower price
and this cost effectiveness will further support company in performing their operations

appropriately in new country.
 Internationalisation step taken by Cadbury support it in reducing the product development time
by engaging several specialised teams which work with maximum capacity. This support
company in increasing productivity that further contribute toward achieving the market success.
Recommendations through which Cadbury can achieve success at global level.
According to Lou Cooper (2010), Cadbury must also research over the culture of area in which it is
planning to expand its business as cultural and language differentiation is a major factor that sometimes
leads to failure. This investigation will help Cadbury in formulating marketing strategy which better
work toward influencing customers to make purchases.
Cadbury is a British confectionery company which operates its business at international level among
several different countries which support it in marking its success at global level. Globalisation of
business provide several opportunities to a company in term of their growth as well as success, but
apart from this there are certain barriers which a company has to face while performing its operations at
international level (Segaro, 2012). These barriers or risk includes not fulfilment of customer
expectation, political risk, cultural risk etc. so in order to overcome this issue following are the
recommendations that are given to Cadbury are: -
 As per the view point of Eriksen (2014) it is recommended that Cadbury must focuses over
setting up the price of product after analysis the cost on which local retailers offer. This support
Cadbury in attracting large number of customers in another nation.
 One of major risk that is usually faced by company while entering into new market at global
level is competition from local businesses as well as existing international players. So according
to Martin (2019) it is recommended to Cadbury that it must try to maintain a relation with local
trader for entering in market and achieving sustainability. Apart from this company must also
focuses toward formulating competitive strategies to deal with rivals and positioning itself by
differentiating its product. This provide a mean of comparison to customer which support them
in forming up purchasing decision.
REFERENCES
Books & Journals
Eriksen, T. H., 2014. Globalization: The key concepts. A&C Black.
ERTÜRK, E., 2015. A COMPREHENSIVE APPROACH TO THE ROLE OF INFORMATION AND
COMMUNICATION TECHNOLOGY (ICT) IN GLOBALIZATION. Journal of

International Social Research. 8(38).
Online
Cooper Lou. 2010. Build a strong, consistent brand culture. [Online] Available
through<https://www.marketingweek.com/2010/07/01/five-strategies-for-a-successful-global-
brand/>.
Martin. 2019. GLOBAL MARKETING STRATEGIES. [Online] Available
through<https://www.cleverism.com/global-marketing-strategies/>./
Williamson John. 2019. [Online] Available
through<https://piie.com/commentary/speeches-papers/globalization-concept-causes-and-
consequences>.
Section Four: Activities and timescales
Activities to be carried out during the research project
(e.g research, development and analysis of ideas,
writing, data collection, numerical analysis, tutor
meetings, production of final outcome, evaluation,
writing the report):
a) Introduction
b) Aims and objectives
c) Literature review
d) Research methodology
e) Collection of data
f) Analysis of data
g) Conclusion and recommendations
h) Submission of final report-
How long this will
take:
12
15
18
20
15
18
3
1
Milestone one: _Research Proposal (Introduction, Aims and objectives,
Literature review and Research methodology) ______________

Target date (set by tutor): ______(12+15+18+20) = 65 Days ______________
Milestone two: _________Research project (Collection of data+ Analysis of data+
Conclusion and recommendations+ Submission of final report-)____
Target date (set by tutor): _________(15+ 18+ 3+ 1)= 37 Days __________
Gantt Chart
It is a graphical presentation tool used by researcher to understand
starting and ending time duration for completion of research activities. It
is most effective and useful tool for researcher because without this they
can not complete each activities or tasks of research systematically and
timely.

Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use
and why? What your areas of research will cover:
It is defined as a theoretical and systematic analysis of methods which
are used to perform investigation over particular field of study (Tadesse,
2013). Research methodology includes the theoretical analysis of body of
principle associate with the branch of knowledge.
Research philosophy: - It define as a technique which is generally used for collecting
information from respondent so that it can be recorded in appropriate manner and use while performing

a conclusion over the investigation. These are of three types pragmatist, positivist and interpretivist,
among these pragmatist approach will be used by researcher. The reason behind it is that the currently
research is over globalisation which is a very broad concept and also time consuming so by using this
approach researcher will be able to perform its work effectively.
Research approach: - It refers to a technique which help in observing and reviewing the data
that support in providing appropriate recommendation on relevant research topic. Research approach
are of two types i.e. deductive and inductive (Veeran, 2012). In order to conduct this research inductive
approach has been used as it is considered as a more authenticated medium to provide views over
research which consider quantitative data for concluding the result. In inductive approach, main focus is
over data collection using questionnaire based on research topic.
Research type:- There are generally two type of research named as Qualitative and Quantitative
which are explained below: Quantitative research: - It refers to a research method which focuses over quantifying the
problem by collecting numerical data over particular problem so that it can be converted into
usable statistics. It is generally used to present the quantify opinion, behaviours and attitude
which is collected from large sample population. Method used for quantitative research are
paper survey, mobile survey etc.
 Qualitative research: - It is defined as a primary exploratory research which is collected for
gaining understanding regarding underlying opinion, motivation and reasons. This investigation
provides an insight into problem which can be further used to develop ideas for potential
quantitative research. Methods used for this data collection is interview, group discussion etc. in
order to conduct this research qualitative method will be used by researchers.
Data collection: - It define as the process of measuring and gathering
information over variables in a systematic manner. There are generally two types
of data collection method i.e. primary and secondary. Primary data collection
method works toward gathering information which is totally new and freshly
collected by the researcher (Velthuis, 2014). These types of data are more
authenticated, latest and reliable as it is collected by researcher for the first
time. Primary data is collected using several method such as questionnaire,
survey, interview, brain storming etc. On the other hand, secondary data
collection refers to the method of collecting information from several other
sources such as books, journals, articles or online source, etc. This is called as
secondary data because it is already collected by some another person previously
over topic similar to current research. Under this investigation both primary as

well as secondary data will be used by researchers in order to develop an in-
depth understanding regarding the current research topic. For collecting primary
data structured questionnaire will be used that consists of number of questions
that are going to be asked from the respondents. In addition to this for collecting
secondary data literature review will be used under which article, journals and
book used as a major source for gathering this information.
QUESTIONNAIRE
1.) Do you think globalisation drive success in an organisation?
a) Yes
b) No
2.) Are you agree with the concept that globalisation provides an access to expand business market?
a) Yes
b) No
3.) Do you think entering into a new market will create risk for Cadbury?
a) Yes
b) No
4.) What are the effective marketing strategies that Cadbury needs to adopt for expanding its business?
a) Goal-setting and objectives
b) Resourcing / Team building
c) Budgeting
5.) What will be the major challenges faced by Cadbury while globalising its business?
a) Anticipating changing demands of customers
b) Maintaining brand reputation
c) Competition with local and existing international players
6.) What are the main advantages that Cadbury can gain through internationalisation?
a) Reducing product development time