Research Report: Globalization's Impact on Tesco Plc Marketing

This research project examines the multifaceted impacts of globalization on the marketing function of Tesco Plc. The study begins with an introduction to globalization, emphasizing its role in the geographic dispersion of service activities and its relevance to Tesco, a British retailer. The project's aims include identifying the cultural, economic, and ethical effects of globalization on Tesco's marketing. The research methodology includes a literature review, project management plan, and detailed exploration of research types (quantitative and qualitative), approaches (deductive and inductive), designs (descriptive), and sampling techniques. Data collection methods involve primary and secondary sources, with a focus on surveys to gather employee perspectives. The analysis section presents findings from questionnaires, revealing insights into employees' understanding of globalization, its perceived positive impacts, the effects of culture on the company, and the challenges posed by globalization. The report concludes with recommendations based on the research findings and a reflection on the research process.

Research project

Table of Contents
TOPIC- Globalization......................................................................................................................3
INTRODUCTION...........................................................................................................................3
Activity 1.........................................................................................................................................3
Research project management plan (200)........................................................................................3
Aims & objectives..................................................................................................................3
Literature review....................................................................................................................4
Project management plan.......................................................................................................4
Work Breakdown....................................................................................................................6
Gantt Chart.............................................................................................................................7
Activity 2.........................................................................................................................................8
Project implementation and log book .............................................................................................8
Research types........................................................................................................................8
Research approach..................................................................................................................8
Research designs....................................................................................................................8
Sampling.................................................................................................................................9
Data collection........................................................................................................................9
Data analysis...........................................................................................................................9
Activity 3.........................................................................................................................................9
Research analysis and performance review.....................................................................................9
Results and findings...............................................................................................................9
Recommendation (100)..................................................................................................................14
Reflection.......................................................................................................................................14
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16
Appendix .......................................................................................................................................17
Project log book ...................................................................................................................17

Performance review..............................................................................................................18

TOPIC- Globalization
INTRODUCTION
Globalization is a process of geographic dispersion of service activities like sourcing of
factor inputs, research development etc. This research is based on Tesco Plc who is a British
retailer and want to know critical impacts of globalization on marketing function. This research
will show different types of research, ways of collecting data, data analysis etc. It will also show
cultural differences impacts and challenges which the company face due to globalization and
ways of solving them (Pieterse, 2019). Globalization helps the company in increasing trade
across borders, expansion of foreign direct investment& greater outsourcing of production.
Activity 1
Research project management plan (200)
Aims & objectives
Aim
“To identify positive cultural, economic and ethical impacts of globalization on
marketing function of the business. A case study of Tesco”.
Objectives
 To understand the concept & importance of globalization.
 To identify critical economic and cultural impacts of globalization on business
performance.
 To identify challenges which the company face due to globalization.
 To provide recommendations for performing marketing functions effectively.
Research questions
1. What is the concept and increasing importance of globalization?
2. What is critical cultural, ethical & economic impacts of globalization of the performance
of business.
3. What challenges an organization face because of globalization?
4. What recommendation can help the company in performing marketing functions?
Rationale

The main aim of choosing this globalization topic is to identify this wider term as it has
several critical impacts on the performance of business and its productivity. By choosing this
topic it can also make other understand about impacts of ethical, cultural and economic on
marketing functions of the company (Adewuyi, 2016).
Literature review
According to the view of (Abdellah, Noordin and Ismail, 2015) globalization plays an
important role and the study of globalization can help students and learner in identifying all its
cultural, economic and ethical impacts on the functions of an organization. By this businesses
can operate globally and attract wider range of customers. It has several positive effects on
cultural diversity as it provides employment opportunities to different culture of people.
For arguing this view in the context of impacts of globalization (Claessens and Van
Horen, 2015) stated that globalization affect culture and processes of the company in a negative
manner. It has many negative impacts as it is difficult for small businesses to compete with large
businesses due to globalization. Terrorism, job insecurity, price instability and currency
fluctuations are some negative impacts which globalization can have on the marketing functions
of the company.
Project management plan
A project management plan is an important document as it consists of some components
and tell each detail of them. It includes cost, scope, time of research. Risks occur in conducting
research, ways of communication, resources etc.
Cost: For conducting this whole research on the wide topic of globalization it will take
approximate £70. Tesco Plc want to accomplish it's all objectives and by investing £70 cost,
researcher can make this research effectively.
Scope: Scope tell the importance and a degree to which this research on a particular topic
can help the company and students. In regards, this research will help out students and managers
of Tesco Plc to understand critical impacts of the term globalization. They can also make a
research project on this topic (Crane, Kawashima and Kawasaki, 2016).
Time: For conducting this research it will take approximate 45 days because
globalization is a wide term. To effectively identify economic, cultural and ethical impacts of
globalization on marketing function of Tesco, this research will take 45-50 days.

Quality: Quality refers a standard of excellence of a thing. It is essential for scholar to
maintain quality of research as it can help the company and them to identify real impacts of
globalization. For maintaining the quality it is also important to collect authentic and reliable
informations.
Risk: Risk presents everywhere and globalization is a broad term so it can be said that
risk and challenges occur in researching about this topic (Buckland and et.al., 2015). A
researcher has to face several risks in conducting this research like lack of effective workforce,
shortage of finance, risks of theft of data, governmental regulations etc.
Communication: Communication play a vital role in conducting research project as it
helps researcher to communicate with its clients. For this research, scholar will make an effective
use of meetings, E-mail, survey etc. There is also requirement of a message, receiver, channels,
feedbacks etc.
Resources:In the context of making a successful research project there are requirements
of effective resources. These resources include finance, human resources, stationery and other
resources that can make this research attractive & successful.

Work Breakdown

Gantt Chart

Activity 2
Project implementation and log book
Research methodologies and project implementation also play a significant role in
effectively conducting research. It shows everything about research like its types, designs,
methods of collecting data etc.
Research types
There are mainly 2 types of research such as quantitate and qualitative. Quantitative type
of research is wholly based on numbers. Informations according to this type of research is being
collected by questionnaires, survey etc. On the other hand qualitative type of research is based on
emotions and feelings of people. Informations according to this type are being collected by
researcher by knowing the views of people. For this research, scholar will make an effective use
of both research type. The main aim of using both types is to make research successful and
reliable (Edmonds and Kennedy, 2016). It puts more pressure on collecting data with the help of
quantitative type because by this, researcher can get different views of employees of the selected
company for knowing positive cultural and ethical impacts of globalization on marketing
function.
Research approach
Research approach refers a plan that consists of several steps. There are mainly 2 types of
research approach such as deductive and inductive. Deductive approach is believes that research
can be made effective by an existing theory. On the other hand inductive approach believes that
research can be made effective by generating a new brand theory as it can increase skills of
researcher. For this research, researcher make use of inductive approach because in this type
there is no hypothesis formulation involved and it starts with research question and only focusing
on accomplishing research aim.
Research designs
Research designs refers ways and it has 4 research designs including experimental,
descriptive, correlation-al and semi-experimental (McNely, Spinuzzi and Teston, 2015). For
making this research and achieve the main aim to identify positive ethical, cultural impacts of
globalization of marketing function of Tesco, scholar uses descriptive design. This research
design help them out to find out all answers of their questions as it is concerned with “What”.

Sampling
Sampling is also an important part as it is a procedure of selecting a pre determined and
random group of people from a larger population. The main aim of using sampling is to take
different views of different types of people. It has 2 types of sampling probabilistic & non-
probabilistic. For conducting this research, scholar probabilistic sampling as this type give equal
opportunities to all selected people and do not become partial. For knowing views and opinion
about globalization, researcher will ask questions from 10 employees of Tesco Plc.
Data collection
Data collection is an integral part of whole research. Without gathering and collecting
data, researcher can not compete its research. There are 2 types of data collection such as
primary and secondary. Primary data & informations are first hand & secondary informations are
second hand (Newton and Burgess, 2016). Primary data sources includes questionnaires, survey
as these type of informations are not being used before. On the other hand, secondary data
sources includes books & journals, internet, articles etc. These sources and informations can be
used before by someone so it is called second hand. Researcher make an effective use of primary
and for this he conducted survey for knowing different views of employees.
Data analysis
After collecting informations it is important for researcher to analyse them. Informations
collected by researcher are not appropriate and accurate all the time and for making them
accurate they require moulding and analyse them. It has 2 types such as qualitative &
quantitative. For analysing data of this research, scholar will use qualitative and for that he will
use thematic by using graphs, tables and charts.
Activity 3
Research analysis and performance review
Results and findings
Questionnaires
1. Do you have the proper knowledge and importance of globalization?
 Yes
 No

 little
2. What major positive impact have globalization on your marketing function?
 Attract wider range of customers
 Increase productivity of the company
 Decrease effectiveness of marketing strategy
 Increase marketing cost
3. What is the main impact of culture on your company?
 It increases morale of people
 Decreases morale of people
 Decrease effectiveness of decision making
 Increase overall productivity
4. What challenges & which types of barriers occur in marketing function due to globalization?
….........
5 What recommendations will you provide to increase effectiveness of the company & for
taking competitive advantages?
…............
Theme 1:
knowledge and importance of globalization?
Particulars Participants
Yes 5
No 2
Little 3

Interpretation: From the above question that is asked from employees of Tesco Plc it is
interpreted that out of 10 employees of 5 employees said that they know the importance and
proper meaning of globalization. On the other hand 3 employees said they do not have proper
knowledge as the have little knowledge, whereas only 2 employees said that they do not know
the term and importance of globalization.
Theme 2:
Positive impacts of globalization on marketing function?
Particulars Participants
Attract customers to the great extent 4
Increase productivity 3
Decrease effectiveness of marketing strategy 1
Increase marketing cost 2
Yes
No
Little