Analyzing Globalization's Impact on John Lewis' Marketing Strategies

This project investigates the impact of globalization on the marketing functions of John Lewis, a UK-based department store chain. The study begins with an introduction to globalization and its effects on the fashion industry, emphasizing economic, cultural, and ethical aspects. It outlines a project management plan, including scope, cost, communication, risk assessment, time management, and resource allocation. A work breakdown structure and Gantt chart are presented to illustrate the project's timeline and task dependencies. The research employs a questionnaire to gather data on the impact of globalization on John Lewis's marketing strategies. The project aims to assess the trends of globalization in the UK fashion sector, identify the influence of economic, cultural, and ethical aspects on John Lewis’s marketing, and evaluate the challenges posed by globalization. The findings are analyzed, conclusions drawn, and recommendations are provided, reflecting on the value of undertaking research in this context. The project covers the background of the study, a detailed project management plan, production of work breakdown and Gantt chart, a sample questionnaire, research methodology, recommendations, and a reflection on the value of research, culminating in conclusions and references.

Managing a Successful
Business project

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Background of the study...................................................................................................1
P2 PROJECT MANAGEMENT PLAN ................................................................................2
P3 Production of work breakdown and presenting Gantt chart..............................................4
................................................................................................................................................5
P4 Questionnaire...................................................................................................................6
P5 Research Methodology....................................................................................................16
P6 Recommendation.............................................................................................................18
P7 Reflection on the value of undertaking research.............................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

Topic: “To investigate the impact of globalization on marketing functions of fashion industry
with respect to economic, cultural and ethical aspects.” A study on John Lewis
INTRODUCTION
P1 Background of the study
Globalization is considered as a process of interacting of one country's economy with the
economy of other countries. It is a process which helps in making proper interaction among
people, companies, governments and other departmental organization across the globe. It has
provides ease to many business organization to enter into the global market for conducting of
their business operations. Globalization in UK fashion sector has grown due to advancement in
the transportation as well as communication technology (Hanson and et.al., 2016). Globalization
process involves movement of goods, services, economic resources in form of capital,
technology and data worldwide. It is basically the connection of different parts of the world
which results into the expansion of international cultural, economic, and political activities of
different business organization.
Globalization is leading to increase in the internationalization of different production,
manufacturing, distribution and marketing functions related to the goods and services of the
Fashion sector across the world. With the timely availability of information related to the new
and better improved fashion trends in the world, globalization has impacted the functioning of
various fashion industry in UK. From the inspiration of new trends and fashion as introduced by
the designers in London, is used as wearable designs in the US and then sold to retailers across
the world.
Factors of globalization has an impact on marketing function of organisation which are
operating their business in many country in world. Further, if a company wants to offer its
products and services in many countries than it is required by business firm to adapt changes in
cultural and ethical factors. Moreover, a business firm can expand its product line if it develop
products and services in accordance with different cultural and ethics.
Cultural & Ethical aspect of international trade in marketing function of organisations
involves descriptive and theoretical aspects which in turn helps companies in developing their
business in global market. Further, according to economic aspect business marketing department
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make decisions related to investment in promotion of products and services according to
purchasing power of citizens of different countries and areas.
These aspects of globalisation are having so many positive impact on globalisation as
with these economies of scales of companies is enhanced and it speeds op the market in by
formulating marketing strategies and it also enhances GDP of countries in which more
companies are doing international trade.
The present report is based on John Lewis & Partners, which is one of the chain of high
end department stores having its business operations across the United Kingdom. The company
has been established in the year 1864 and is having 38,100 number of employees. It is having 51
number of stores and outlets across the world. John Lewis which is engaged in the business of
retail and departmental stores. It is also serving as Home outlet from the year 2009. The revenue
of the company as on the year 2017 is £3.78 billion and its operating income was £243.2 million
for 2017.
Aim and Objectives
Aim
The aim behind conducting present study is to assess economic, cultural and ethical
influence of globalization on marketing functions of John Lewis.
Objectives: On the basis of above aim following objectives have been drafted which in
turn helps in conducting study in the effectual way:
 To assess the trend of globalization with respect to UK fashion sector.
 To identify influence of economic, cultural and ethical aspects on the marketing function
of John Lewis.
 To assess challenges imposed by globalization on the marketing function of John Lewis.
P2 Preparing project management plan
Project Management Plan is a structure which shows how and in what ways research is
required to be completed. This plan helps analyst in conducting research in a most effective and
efficient manner. Research is monitored and controlled in accordance with plan made by
researcher.
Scope
Utility of information gathered during research is known as Scope. Scope of this research
project is very wide because data collected during the research is used in various areas. This
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research is usefully for business ventures and with this they can improve operations of different
departments of company. Further, scope of this report is also beneficial for academics. Data
collected in research helps students in gaining knowledge. Moreover, this research report helps
John Lewis in competing in global trade market by successfully adapting factors of globalisation.
Research report is also useful for other researchers in conducting research in future on the same
topic.
Cost
Cost is the most essential element without which a researcher is unable to conduct
research. Cost is required for data collection and analysis. Thus, without starting a research a
analyst is required to make an estimation on cost incurred in a research project. Money is also
required for procurement of resources. A researcher is also required to make a plan of income
and expenses included in research. A cost of 3000 dollars is allocated in this research project.
Further, cost involved in each activity is analysed and according to that a budget for cost
is prepared. This element is important as with this a research can be done by minimising wastage
and in less time.
Communication
Communication in research project is required for iterating with participants &
respondents. Thus, this also play a significant role in gathering data from customers. Further,
various communication techniques & tools such as Telephone, Emails, Circulars and Messengers
are used for communicating information to individuals and participants involved in research
project. It is also necessary to maintain relationship with respondents to collect accurate and
adequate data from them which is possible only when researcher is having an effective
communication skills. Communication is also used in translating numerical and other data in to
different language.
Risk
Risk is occurred due to uncertainty of any event thus, it is required by a scholar to analyse
and evaluate various factors that are having a negative impact on research. If risk involved in a
research project is not observed or evaluated than an analyst is not able to conduct a research
which is giving detailed information on a particular topic.
Risk related to illness, physical discomfort and suffering from injuries while collecting
data is considered before starting a research project. Risk related to deletion of recorded data,
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misuse of personal information of participants, lack of resources, increase in demand of
employees are considered & evaluated in this research project.
Time
Time required in completing all the activities involved in research is also planned before
conducting a research report. If time consumed in research is not analysed than it is difficult for
scholar complete research with budgeted cost as more cost is required with an increase in time.
Researcher planned to complete this research within 3 months. Further, time is allocated to each
activity involved in research.
Resources
An analyst is enabled to gather data related to a particular topic if there is lack of
availability of proper resources. Resources is also important in analysing outcomes of research.
Various resources like Computer, Human Resources, Stationary, Finance and various other
equipoises will be used in collecting, analysing and procuring data collected in a research report.
P3 Production of work breakdown and presenting Gantt chart
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Draft of research proposal 2 days Mon 01-04-19 Tue 02-04-19
Auto
Schedule
d
Identification of aims and
objective 2 days Wed 03-04-19 Thu 04-04-19 1
Auto
Schedule
d
Estimating the cost, time,
scope, quality, risk and
resources
3 days Fri 05-04-19 Tue 09-04-19 2
Auto
Schedule
d
Selection of research
methodologies 4 days Wed 10-04-19 Mon 15-04-19 2,3
Auto
Schedule
d
Data collection 5 days Tue 16-04-19 Mon 22-04-19 2,4
Auto
Schedule
d
Data Analysis 5 days Tue 23-04-19 Mon 29-04-19 5
Auto
Schedule
d
Interpretation of data 4 days Tue 30-04-19 Fri 03-05-19 6
4

Auto
Schedule
d
Conclusion and finding 2 days Mon 06-05-19 Tue 07-05-19 6,7
Auto
Schedule
d
Recommendation 2 days Mon 06-05-19 Tue 07-05-19 6,7
Auto
Schedule
d
Execution of Plan 1 day Wed 08-05-19 Wed 08-05-19 8,9
Auto
Schedule
d
Submission 2 days Thu 09-05-19 Fri 10-05-19 10
Manually
Schedule
d
3 days Thu 04-04-19 Sat 06-04-19
Interpretation:
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The work break down (WBS) for the project defines the time that has been taken to
complete each activity of the project. The WBS shows the activity breakdown for the project as
to what task were performed and it presents the continuing flow of task. This starts with the first
activity and then the regular flow of each activity is shown that is no by be task that have been
performed as depict under the work break down sheet. Along with this comes the days taken to
complete each task of this project also with the starting and ending date of the respective activity.
For the present project of managing successful business plan over the topic of
investigating impact of globalization on marketing functions of fashion industry with respect to
economic, cultural and ethical aspects on John Lewis the work has been distributed in 12
categories which starts from drafting of the proposal and ends with the final submission of the
project over the topic of research. In between comes the activities related with setting aims and
objectives, estimating the cost, time, scope, quality, risk and resources. After this comes the task
of setting up the research methodology and on the basis of that the data is collected which
afterwards is analyzed and interpreted. All this have been done as separate task. After
interpenetration conclusion is written down with making recommendations over the research
topic. With completion of all this task the final submission is done and the activity chart come to
an end.
For each task days taken to complete each activity is different. The data taken to compete each
task depends on the complexity and requirement of level of efforts that must be put in by the
research. Such as in the data collection especially from primary resources more efforts are
required from researcher as each of the respondents required to be connected and then data must
be taken from them over the questionnaire made. So for this activity 5 data are taken. Similarly,
the data collected must be analyses effectively to present significant outcomes over the project so
this activity also 5 days have been taken to evaluate the data and information collected from
various respondents. The gantt chart shows of bar chart illustrating the project's schedule. In
project management, a critical path is the sequence of project network activities which add up to
the longest overall duration.
P4 Questionnaire
Demographic information
Name:
Age:
6

Designation:
Department:
Q.1 Do you agree that globalization contributes in economic growth by creating employment
opportunities?
Agree ()
Strongly agree ()
Neither agree nor disagree ()
Disagree ()
Strongly disagree ()
Q.2 Do you agree that globalization enables marketing department to enhance profitability in the
globalized world through increasing customer reach?
Agree ()
Strongly agree ()
Neither agree nor disagree ()
Disagree ()
Strongly disagree ()
Q.3 Do you think that globalization contributes in innovation with respect to John Lewis?
Yes ()
No ()
Q.4 Do you agree that living standard of people increases in the globalized world?
Agree ()
Strongly agree ()
Neutral ()
Disagree ()
Strongly disagree ()
Q.5 Do you see globalization as a key driver pertaining to influencing cultural aspects?
Yes ()
No ()
Q.6 Do you consider ethical aspects while framing globalized marketing strategy or framework?
Yes ()
No ()
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Q.7 Do you follow aspects pertaining to environment sustainability while operating at global
level?
Yes ()
No ()
Q.8 Does your advertisement serves accurate and detailed information to the target market?
Yes ()
No ()
Q.9 Please give recommendations for further improvement if you have any:
Theme 1: Globalization has contributed in the economic growth by creating employment
opportunities.
Particulars Responses % of Responses
Agree 3 20
Strongly agree 7 46
Neutral 4 27
Disagree 1 7
Strongly disagree 0 0
Total 15 100
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Interpretation – As per the study, it can be concluded that with the help of Globalization
economy of country is growing with high pace. Globalization is related with the process of
interacting of one country's economy with another one resulting in transfer, movement as well as
exchange of different cultural, ethical as well as political aspects. It has contributed to economic
growth by providing more employment opportunities. Out of 15 responses, 10 are in favor of this
statement whereas 5 are having opposite thought about globalization impact. On the other hand,
27% are having neutral thoughts in comparison with other responses regarding the contribution
made by Globalization in the economic growth of the country by enhancing as well as creating of
more employment opportunities. 7% are disagreeing with the fact that employment opportunities
are created because of globalization of the country's economy.
Theme 2: Globalization enables marketing department in enhancing profitability in the
globalized world with the help of increasing customer reach.
Particulars Responses % of Responses
Agree 4 27
Strongly agree 7 46
Neutral 2 13
9
Agree Strongly
agree
Neutral Disagree Strongly
disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
20.00%
46.00%
27.00%
7.00%
0.00%
% of Responses

Disagree 1 7
Strongly disagree 1 7
Total 15 100
Interpretation – When survey has been made, it has been assessed that 73% responses
are in favor of the globalization term and its impacts. As per the responses it has been interpreted
that 11 out of 15 responses agreeing with globalization has enables the marketing department in
enhancing the profitability ratio by reaching high customer base. 14% out of 100 are not agreed
with the statement that Globalization helps a company in enabling the marketing department
related to enhancing of the profitability margin in the globalized world. Globalization has
provided ease to many companies in increasing its customer reach across the world. When the
customer needs are satisfied, it will lead to increase in the demand factor as well as retention of
customer with the companies itself. With the help of globalization, it has resulted in the
extension of social, cultural and commercial relationship of the company with another business
organization and customers across the world economy.
Theme 3. Globalization has contributed in innovation to John Lewis.
Particulars Responses % of Responses
Yes 9 60
10
Agree Strongly
agree
Neutral Disagree Strongly
disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
27.00%
46.00%
13.00%
7.00% 7.00%
% of Responses