Impact of Globalization on Cadbury: A Business Research Project

This research project investigates the impact of globalization on Cadbury, a major confectionery company. The study begins with an introduction to globalization and its effects on businesses, followed by a background on Cadbury, its rationale for the research, and the research objectives. The literature review explores existing research on globalization and its effects on business success, including technological advancements, trade policies, and competitive challenges. The methodology section outlines the qualitative research approach, including the research design, sampling methods (20 executive managers), and data collection through questionnaires, followed by thematic analysis. The findings are presented thematically, analyzing the managers' awareness of globalization, its benefits for business growth, and the role of technology. The research concludes with an evaluation of the research methods, alternative methodologies, and lessons learned, providing recommendations for Cadbury to enhance its operations in a global environment. The project highlights the importance of technology, innovation, and adaptation in navigating the complexities of globalization for business success.

RESEARCH
PROJECT

Table of Contents
P1: Research Proposal ...........................................................................................................3
TOPIC :............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of company.........................................................................................................3
Rationale.................................................................................................................................3
Aim and Objectives................................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................5
Research Type:.......................................................................................................................5
Research Approach.................................................................................................................5
Research Design.....................................................................................................................5
Sampling ................................................................................................................................5
Data Collection.......................................................................................................................6
Data Analysis .........................................................................................................................6
Research Plan ..................................................................................................................................6
CONCLUSION..............................................................................................................................10
P2 research methodology.....................................................................................................10
P3 Cost access and ethical issues .......................................................................................14
P4: Research and Findings...................................................................................................15
P5: Research Outcomes........................................................................................................17
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project........................................................................................................7
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes8

P1: Research Proposal
TOPIC :
“To determine the impact of globalization in driving the business towards success. A
study on Cadbury.”
INTRODUCTION
Globalisation is the process by which businesses or organisation develop global influence
or start operating on an international scale. It is the word that is used to describe the growing
interdependence of the world economies, population and cultures brought about by cross border
trade in goods and services, flow of investment, advance technology, information and people.
The impact of globalisation is both positive and negative but it is fact that globalisation leads the
organisation towards success because of technological advancement, many expansion
opportunities, liberalisation of trade policies, foreign direct investment etc. are the major
advantages that leads organisation towards success (Bengtsson and Östman, 2016).
In this present research study, Cadbury company is being taken for study. This research
will determine the impact of globalisation on Cadbury in driving the business towards success.
Research aim and objectives, research question will be formulated in this proposal. Moreover,
literature review chapter will provide background and conceptualisation of the proposed areas of
the study. The last and most important, research methods to conduct the research study will also
include,
Background of company
Cadbury is a British multinational confectionery company wholly owned by Mondelez
International (Kraft Foods). In the world, it is second largest confectionery brand. It was
founded by John Cadbury in Birmingham, England. Headquarter of company is located in
Uxbridge. Cadbury have its operations in more than 50 countries.
Rationale
Globalisation is recognised and well-known topic since many years and there were
extensive studies are done around the topic. The reason behind the selection of topic is that
globalisation is the main driver in the success of businesses and it is fact because of
technological advancement, foreign direct investment and many more expansion opportunities
which leads organisations towards the path of success. In addition to this, another reason for
selection of topic by researcher is to develop better understanding of the term globalization and

its impact on business world. This is the term because of which economies have become
increasingly integrated and inter-dependent.
Aim and Objectives
Aim:
“To determine the impact of globalization in driving business towards success. A study on
Cadbury.”
Objectives:
 To evaluate the detailed concept of globalisation.
 To identify the impact of technology in boosting the success of company after
globalisation.
 To determine the challenges faced by company after globalisation.
 To provide recommendations to Cadbury on smooth flow of operations in global
environment.
Research Questions
1. Explain the detailed concept of globalisation.
2. What is the impact of technology in boosting the success of company after globalisation?
3. What are the challenges that are faced by company after globalisation?
4. What are the recommendations to Cadbury on smooth flow of operations in global
environment?
LITERATURE REVIEW
According to Lund and Tyson, (2018) globalisation leads the business to the path of
success because of investment flow, liberalised trade barriers, technological advancement etc.
After centuries of technological progress as well as advancement in international cooperation,
the world is more connected than ever. Organisation are getting success because of liberalise
trade policies as the ability to move products, services and migration of people becomes easy and
convenient for companies. In addition to this, technological advancement is another factor that
lead organisations towards success as use of Management Information System, machinery and
robotics on production areas and artificial intelligence in customer support services.
Psimmenos, (2018) argued that, globalisation leads to negative impact on the businesses
as it increases the threat of competition which increases the threat for the businesses. The
competition after globalisation is cut-throat in the both global and local market. In addition to

this, because of the globalisation, scale of operations of business houses has expanded
significantly due to which the scarce and finite resources of the nature are depleting at a very
rapid rate. This is causing harm to the environmental sustainability. Latest example is Global
warming, excess of toxic gasses into the environment is causing deaths of many people and
animals due to air and water pollution.
As said by Pruzan, 2016, many businesses are able to expand in different countries. They
have identified vast opportunities to fulfil people needs by offering them variety of products.
Also, technological advancement has also provided platform for companies to generate product
awareness. The use of software and applications has impacted in positive way on growth of
business. However, firms are able to analyse market information by collecting data of people,
trends, taste, etc. But on contrary Pitard, 2019, said that globalisation has affected companies
growth as well. The entry of new firms in market has resulted in rise in competition. Small and
medium size enterprises are not able to survive in market for long term. Beside this, launch of
new products and high product quality has brought change in market trends. Alongside it, more
efforts are to be made to sustain in market for long term. Frequent innovation in processes has
limited their growth.
RESEARCH METHODOLOGY
Research Type:
When researcher start thinking to conduct any research on any problem or issues, it is
very important to select the type of research on which it is based on. There are mainly two
methods for conducting the research which are qualitative and quantitative (Quinlan and et.al.,
2019). This present research will be based on qualitative methods in which emotions, feeling,
views of respondents will be considered,
Research Approach
Research approach is the systematic plan and procedure to collect, analyse and interpret
the data in the study. There are three types of research approach which are inductive, deductive
and abductive. In this preset research, research will use inductive approach because it is the best
and most suitable approach when research is based on qualitative methods.
Research Design
When it comes to logic and reasoning, research design plays a very important role.
Research design is the proper and recognised plan and process to study the research question in a

logical and reasoning manner (McCusker and Gunaydin, 2015). There are two types of research
design which is mainly used by scholar in studying the research which are descriptive and
conclusive. In this present research, researcher will use descriptive research design as this is one
of the best way to describe the participants in the accurate manner.
Sampling
The most important part of qualitative research as this is very important to select the
sample for studying the research. Sampling refers to dividing large population in small sample so
that it becomes easy for researcher to identify the problem. There are two types of sampling
which are probability and non-probability. In this present research, researcher will use
probability sampling where each respondents have equal chances to be selected in sample.
Further, 20 executive managers of Cadbury will be taken for assessment.
Data Collection
Data Collection is the process of collecting and measuring the data on the interest of
variables in a profound manner that enables to solve the research question, test hypothesis and
evaluate the outcomes. There are two methods for data collection which are primary and
secondary. In this present research, researcher will use to collect the data from primary source by
preparing questionnaire.
Data Analysis
Data Analysis is the process to evaluate the data in meaningful and useful form. Data
without analysis is useless (Higginbottom and Liamputtong, 2015). Thus, there are two methods
for analysing the data which are qualitative and quantitative method. In this present research,
researcher will use qualitative methods in which thematic analysis will be done.
Research Plan
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CONCLUSION
The above proposal comes to the conclusion that globalisation leads the businesses
towards the path of success. Investment flow, liberalised trade barriers, technological
advancement are the major advantages of globalisation which organisation are enjoying because
of globalisation. Further, it was also founded from and literature review section that,
globalization also leads to negative impact as the level of competition is increased, scare and rare
resource are depleting because of liberalise trade barriers policies.
P2 research methodology
Research type :

The research has to be conducted in the systematic manner for which there are different
methods; qualitative research and quantitative research. In quantitative type facts and figures are
analyzed and evaluated. In qualitative, only data related to topic is collected and analysed to get
more depth understanding. It is a very easy and simple strategy which requires less time. On the
other hand, in quantitative, only recent facts and figures are collected and interpreted. It gives
precise and accurate information by interpreting data. The researcher has used qualitative
method. Qualitative research is a method of collecting the non- numerical data by the way of
scientifically driven observation. This method involves description of things, feelings, views of
the subject matter in the undertaken research (Kumar, 2019). This method was selected because
it helped the researcher in identifying the underlying reasons, views, motives and other insights
of the research problem. Thorough qualitative research assisted in determining the impact of
technology on Cadbury's success due to globalisation.
Research Approach :
It is the systematic process of collecting, analysing and interpreting the data in the
research study. Generally, there are basic three types of research approach that a researcher could
use which are inductive, deductive and abductive. The hypothesis that involves research question
is known as deductive one. The inductive uses theories that are based on observations. At last in
abductive empirical phenomena is applied. The researcher used the inductive approach. This
was selected because this approach helps in generating new ideas and theory/trends from the
collected data (van Hees and et.al., 2016). The researcher with the application of this approach
was able to identify the challenges that are faced by the company because of the globalisation.
The challenges determined such as fierce competition from international and domestic producers
of goods and services, depletion of resources very rapidly. The approach gave the meaningful
data to the researcher which then was analysed and interpreted aptly.
Research philosophy :
The term describes the belief or feeling about the manner in which the research shall be
undertaken by the researcher for collecting data on a specific phenomenon. It affirms the way in
which data shall be organised, analysed and used. There are two type of research philosophies
that are Interpretivism and Positivism. Positivism uses concepts to develop knowledge about it.
However, in interpretivism quantitative data is evaluated which is based on topic. The selection
of the philosophy must be rational because it can affect the purpose and outcomes of the research

in a significant way. Pragmatism research by taking only one point of view and gives results in
multiple realities. It considers only research question as its determinant. Realism is based on
assumption of scientific approach. For the present research study, the researcher has used
Interpretivism philosophy as the study is supported by the Qualitative research (Silverman ed.,
2016). This was also selected because it has provided the in-depth and critical outcomes when
the sample taken for the research regarding the impact of globalisation in driving the business
towards success is very small.
Research design : It is defined as the methods and techniques selected by the researcher
for the purpose of combining the different components of research in a reasonably logical for
handling the research problem efficiently. The purpose of research design is to provide a crystal
clear route to the researcher for undertaking the activities and tasks in the research. It is like a
plan to solve the research problem and a systematic strategy for executing it effectively. There
are two kinds of research deign which are often used by researchers, they are descriptive and
conclusive (Pruzan, 2016). For this study, the researcher used descriptive method as this has
helped it in determining the ways in Cadbury can undertake its operations seamlessly in the most
challenging and dynamic global environment.
Sampling
Sampling is another one of the most important part of the research methodology.
Sampling is used by the researcher select the small part of the population. It is fact that,
population is very large and this is not possible for the research to study the entire population.
Thus, sampling is a small sub set of the large number of the group. The reliability of the research
is depended on the outcomes of the research study. This can be done by using two techniques
that is probability and non-probability. Probability is further divided in many techniques such as
stratified, simple, cluster, etc. and in non-probability, there comes multistage, purposive, etc. In
this present report, researcher has used to non-probability sampling in which simple random
sampling has been used. Scholar has selected 20 executive managers of Cadbury to answer the
question of the research (Pitard, 2019).
Data collection
It is a systematic approach for measuring and gathering the details, data and information
from various sources to get the accurate and complete data of the particular topic. It is a process
which enables the one to answer the relevant question and also evaluate the outcomes. Data