A Case Study: Globalization's Impact on Primark's Marketing Operations

This research report investigates the multifaceted effects of globalization on business operations, with a specific focus on the ethical, cultural, and economic impacts on marketing activities, using Primark as a case study. The report includes a comprehensive literature review exploring how globalization influences business operations, highlighting the methods used for the investigation. The findings reveal that globalization has positively transformed business practices and significantly impacts the marketing functions of companies in all three aspects. The study examines Primark's operations, analyzing how the company adapts to the global market, outsources operations, and forms strategic alliances. The report identifies economic advantages gained through globalization, analyzes cultural influences on marketing strategies, and explores the importance of ethics in international marketing, concluding with recommendations for improving marketing activities within a global context.

Managing a Successful
Business Project

ABSTRACT
The research report is all about the ethical, cultural and economic effect of globalization
on business operations. Research report include the literature review section which consists of
detailed information about the way globalization effect the business operations. In research
report the different methods which has been applied for conducting the investigation in specific
topic has been highlighted. It has been concluded from the investigation that globalization has
bought the positive transformation in the way different business activities are performed by
companies,The other fact which has been found from the study is that globalization has
significantly influenced the marketing function of firm in all ethical, cultural dan economic
aspects.

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Aim and objectives of research........................................................................................3
P2. Project management plan.................................................................................................6
P3. Work breakdown structure and Gantt Chart...................................................................8
TASK 2..........................................................................................................................................10
P4. Carrying out small scale research...................................................................................10
TASK 3..........................................................................................................................................15
P5. Data analysis..................................................................................................................15
TASK 4..........................................................................................................................................25
P7. Reflection on value undertaking the research................................................................25
CONCLUSION..............................................................................................................................25
REFERENCES..............................................................................................................................27

INTRODUCTION
Globalisation can be defined as process in which there is integration of economies . It is
the phenomenon which directly haver significant culture, economy and business ethics of
company in international market. Globalisation has provided companies opportunities to expand
business at international level. It has provided firms a chance to earn high revenue as well as
profit by expanding business at global scale. Changes in law due to globalisation has encouraged
business entities to facilitate fair trade practices. All three factors such as ethics, economy and
culture prevailing in the market have significant effect on business operations of companies. It is
the culture in the international market which inspires firm to facilitate inn ovation and to bring
change in business procedure or system. Globalisation has aided many retail organisation in
minimizing the cost of production and has assisted them in increasing profitability as well as
sales. In addition to this, with expansion of business ta international level there has been great
increase in responsibilities of company in relation to performing fair trade practice. Business
ethics are the guild line which assist managers in making suitable business decisions. IT is very
much important for companies to conduct marketing in ethical manner as it will help them in
gaining the customer loyalty which is very much essential for long term sustainability in
international market.
TASK 1
P1. Aim and objectives of research
Overview of organisation
Primark is a Irish company which is operating business in retail sector. An organisation
sells the fashionable clothes to customers. Prim ark also offers diverse range of goods such as
footwear, beauty products, children clothing, women wear, men's and children wear etc. An
organization offer products or services at reasonable price to customers. An organization has
approx. 350 stores which provide enterprise an ease in distribution of goods or services.
Background
Globalisation is basically the procedure which involves expansion of business. It can also
be defined as procedure of increasing social as well as cultural interconnectedness . globalization
also includes political as well as economic independence positive effect of which can also be
analysed on the quality of business procedure performed enterprises in retail sector.

Environment in other country has significant impact on the different business functions of
companies such as marketing, finance, HR etc. It is the phenomenon which has bought drastic
transformation in the way different activities are performed by retail firms. Company such as
Primary, which is fashion retail company has outsourced few of its business operations. An
organisation has form strategic alliance with the foreign firm for promoting their goods or
services in international market. Forming an alliance is the strategy which haws provided
business entity an ease in establishing good position in global market. Prim-ark by expanding the
business ta global scale has been able to earn high profit as well as sale. It is the globalization
which has aid an enterprise in reducing the cost associated with production of goods or services.
globalization enables business entities to outsource some of its operations . In context of Prim
ark, an enterprise has gained the benefit of economies of scale by expanding business at global
scale.
Aim :To explore the ethical, cultural and economic impact of globalization on marketing
activities: A case study of Primark.
Objectives:
 To identify economic advantage an organization can gain through globalization.
 To analyse the way global culture influence marketing activities of Primark.
 To explore the importance of ethics in context of international marketing.
 To suggest factors for improving marketing activities by Primark in global market.
Research questions:
 What economic advantage Primark can gain by expanding business at international level?
 How culture influence marketing activities of Primark ?
 What is the importance of ethics in relation to international market ?
 What are the main factors which marketing manager in Primark need to consider while
developing promotional plan ?
Rational for choosing the topic

Continues expansion of business at global level has positively influenced researcher to
expand business ta international level. In addition to this, other reason because of which
investigator has selected the particular subject for investigation is that investigator has academic
interest in developing the understanding about the way ethics at international level effect the
marketing activities of retail companies. Investigator by facilitating investigation on particular
topic intends to help management in ensuring that the decision for expansion of business at
global level is right. In addition to this, investigator also want to assist management in
addressing those financial benefit which they can take by expanding business operations at
international level.
Literature review
According to the opinion of Crane, Matten, Glozer and Spence, 2019. , firm can get easy
access to cheap labour, market and financial capital by expanding business at international level.
However, it has been argued by other scholars that reduction in the cost of production is the main
financial advantage that firm can get by operating business at global level. According to the
opinion of Pieterse, 2019. , an organization by expanding business in other country can increase
sales and profitability. The author has also stated that globalization provides enterprise with an
opportunity to earn high revenue. As per the opinion of Durkheim, 2018. , it is the globalisation
which has enabled business entities to promote their brand at global level.
As per the view of Sison, Ferrero and Guitián, 2018, the positive effect of globalization
on business function is that it has enabled an enterprise to bring improvement in business
function by outsourcing it. However, it has been argued by other researcher that culture
prevailing in the international market has significant effect on the marketing plans as well as
strategies of an organization. According to the perception of Beck, 2018. culture of people in
other country inspires firm to finds new ways for promoting their goods or services. As per the
opinion of Kohler, Guschanski and Stockhammer, 2018. , culture prevailing in international
market has significant effect on the media used by an enterprise for promoting business.
According to the perception of Coulibaly, Erbao and Mekongcho, 2018. , it is the
international business ethics which encourages companies to promote their goods or services in
ethical manner. The author has also stated that business ethics positively influences firm to share
complete information about products or services with customers. The other researcher argues

that it is the ethics which supports marketing manager in development of an effective plan for
promoting products or services. According to the view of Krugman, 2017., Ethics have
significant influence on the way marketing mix is applied by enterprise for promoting business
at global level. However, it has been argued that it is ethical marketing practices which assist an
organization in gaining the customer loyalty.. According to the opinion of Rupert and Smith,
2016, it is the ethical marketing activity which provides firm an aese in attracting customers.
According to the opinion of Turner, Cardinal and Burton, 2017, globalization can provide
organization with tremendous opportunity for business growth. However, it has been argued by
other authors that globalization can create challenges in relation to economies, welfare of
employees and environment in which firm operates and shift their operations.
As per the opinion of Sison, Ferrero and Guitián, 2018. , business ethics has great
importance in relation to the international marketing as it helps an organization in maintaining
business sustainability in highly competitive business environment. However , it has been
argued by other researcher that globalization is very much crucial as it aid business entities in
eliminating legal issues.
According to the perception of Sharp, Peters and Howard, 2017, it is the globalization
which helps an enterprise in bringing positive as well as drastic improvement in culture.
However, according to perception of different authors globalisation can give rise to the diversity
of issues which can further have adverse effect on business performance of companies.
P2. Project management plan
Project management plan can be defined guidelines which comprises detailed information
about the way different task will be executed during investigation process. It is considered to be
as one of crucial document which assist project manager in identifying the different activities
that are required to be performed for accomplishing desired aims and objectives. Project
management plan help project manager in managing the different activities. It also supports them
in addressing the various internal as well as external variables which might create hindrance in
the investigation procedure. The key elements of the project management plan are:
Cost : It is the element in project management plan which includes determination as well as
allocation of funds. This element also include the identification of suitable ways of controlling
the expenditure. In relation to present investigation, researcher has made the proper cost plan

and both fixed and variable expenditure are included. Budget has been prepared by the
investigator in order to complete the procedure in efficient manner. The different expenditure
which has been associated with the research project include purchase of equipment, stationery,
communication cost, travelling expenditure, salary of employees and project manager etc. In
relation to the research project, the main cost is associated with making the various arrangement
for collections of the facts or figures related to the topic chosen for investigation.
Time: Completion of the project on time is very much important in order to generate desired
outcomes. Scheduling of different tasks in appropriate manner is very much essential for
completing the project on time. Researcher has drawn the Gantt chart as well as work breakdown
structure for defining the time period when specific task is required to be stated as well as
completed. A special type of software has been used for preparing the Gantt chart as well as
work breakdown structure. It is the time management plan which has provided manager an ease
in ensuring that project will get complete on time. It has also assisted manager in analysing the
status of the different tasks.
Scope: It is one of element in project management plan which includes determination as well as
listing of objectives, deliverables and deadline of the specific project. Scope in project
management plan provides stakeholders engaged in project with guidance that can be helpful in
making decisions related to implementation of change in the direction of project. The
investigation on topic different variables economic, culture n ethics effecting the marketing
function is limited, as it is only restricted to marketing function of organization.
Quality: It defines extend up to which specific project fulfils the requirements. This element in
project management plan defines the standards which are required to be maintained while
performing the different activities during investigation procedure. Quality plan is created by the
researcher in present study for making sure that the different task performed are relevant in
context of accomplishing desired goals (Lewis, 2015.). It is considered to be as one of the pillar
in project management plan on which the success of project is dependent. Quality is the factor
which helps project manager in ensuring that the results are reliable.
Communication : This element in the project management plan defines the type of information
required to be share among different stakeholders involved in the project. It also highlights the
person those who are responsible for sharing specific information with other stakeholder.

An effective communication between different stakeholders is important for coordinating the
different activities. Communication in the project management also highlights the method as
well as devices which will be used for purpose of interaction among different stakeholders
during investigation procedure. Investigator in relation to present study will utilise Morden
communication device such as mobile and E-mail for interacting with people during research.
Important data will be shared with stakeholders through E-mail.
Risk: It is basically an unknown situation if take place could have an adverse influence on the
objectives of project. In relation to the present investigation, researcher has taken high initiative
for assessing the risk and has created an appropriate tactic for dealing with the same. Risk min
project management plan mainly includes determination of the time which will be spent on risk
management. In context of present study, investigator has decided the time that would be spent
on risk assessment considering the nature as well as requirement of project. The different
approaches which will be applied by the investigator for managing risk are avoidance,
mitigation, acceptance and transfer.
Resources: In context of present investigation procedure the researcher has created the resource
management plan in order to make sure that all the resources that are required for performing
study are arranged. It is the resource plan which has assisted project manager in aligning the
project deliverables along with available resources (Quinlan, Babin, Carr and Griffin, 2019.).
Various type of resources required for conducting the study on specific topic include software,
communication devices, stationery, human resource, funds etc. In addition to this, investigator
also requires research skills, experience and knowledge about execution of study. Researcher in
present study has utilized the enterprise resource planning software for allocation of resources.

P3. Work breakdown structure and Gantt Chart

TASK 2
P4. Carrying out small scale research
Research methodology can be referred to as theoretical analysis of technique which is
used by investigator for facilitating investigation on particular topic. Choice of suitable research
methodology is very much crucial for accomplishing desired aims as well as objectives. The
different research methodology which is used by researcher in present study are;
Research type: It is the form of study which investigator is planning to execute. The two form
of investigation that are generally performed by researcher are qualitative as well as Quantitative.

The qualitative form of investigation procedure mainly focusses on collection of facts related to
the specific theme chosen for study. Quantitative research form mainly emphasizes on
accumulation of numerical data about the subject. The qualitative research has been performed
by the investigator in order to analyse the positive influence of external variables such as ethics,
economy and culture on international marketing function of an organisation has performed the
qualitative research. It is the form of research which has been performed by researcher because
qualitative investigation enables research to gather huge amount of information related to the
topic.
Research approach : It is the framework which is based on the assumptions about the different
tactics which could be applied for performing the various tasks such as data collection ,
interpretation and analysis during the investigation procedure (Turner, Cardinal and Burton ,
2017.). The research approach can be classified into two these are inductive and deductive.
Inductive research approach begins with observation and hypothesis are designed after
completion of investigation procedure, Deductive research approach starts with theory and
researcher makes decision by developing the in depth understanding about hypothesis.
Inductive research approach has been applied by investigator, as it provides scholar an ease in
developing the depth understanding about topic.
Research design : Choice of research design is completely based on the type of the investigation
has been chosen. The research design can be classified into following these are explanatory,
experimental, explanatory and descriptive. Explanatory is research design which has been
applied by investigator in present study (Sharp, Peters and Howard, 2017. ). Researcher has
utilized the explanatory research design as it assist them in describing the phenomenon in more
logical manner.
Research philosophies : It is all about the values as well as belief about the tactics which can be
made applicable for collecting the information related to the topic. The research philosophies can
be classified into two these are interpretive as well as positivism. Interpretive research
philosophy relies on trained researcher as well as human subject for measuring phenomenon.
Positivism research philosophy include belief that an individual can increase their knowledge
through observation. Interprevistism is the research philosophy which has been utilised by
researcher in present investigation as it enables investigator to collect the data related to the topic
from number of sources.