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
1

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
2

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,
3

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:
5

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 ()
7

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
8

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

No 6 40
Total 15 100
Interpretation – By evaluating the importance and benefits of globalization to John
Lewis, research has been made. It has been assessed that 60% have same thought related to
contribution made by globalization which has resulted in innovative and creative trends in John
Lewis. Company should always focus on employing those business strategies, plans and
resources in their business operations and activities which emphasizes on increasing the
satisfaction level of its customer thereby increasing the profit and sales margins in a very cost
effective manner. Globalization provides opportunities to company to carry on their business
operations in the global market. This assist in getting regular updates about current market trends
as well as demand. 40% are not satisfied with this concept of globalization.
Theme 4. Living standard of people has increases in the globalized world
Particulars Responses % of Responses
Agree 5 33
11
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
60.00%
40.00%
% of Responses

Strongly agree 7 46
Neutral 1 7
Disagree 1 7
Strongly disagree 1 7
Total 15 100
Interpretation – With increase in the globalized market, it has resulted in
increasing movement of fashion and its related trends in the fashion industry. This has lead to
improvement in the Living standard of people which has been supported by 79%. On the other
hand, 14% are not in favor of fact that globalized market has increase the living standards of
people. Apart from this, 7% responses are having neutral thoughts related to the concept of
increases in the living standard of people in the globalized world across the world.
Theme 5. Globalization is key driver which influences the cultural aspects.
Particulars Responses % of Responses
Yes 10 67
No 5 33
12
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
33.00%
46.00%
7.00% 7.00% 7.00%
% of Responses

Total 15 100
Interpretation -With the help of Globalization, there has been an integration of both
positive as well as negative aspects related to cultural and ethical factors. Out of 15 responses, 10
approve that globalization has been an important tool which has brought internationalization of
one country's economy with another one in respect of political, cultural etc. Globalization has
been a medium by which different countries are able to exchange their cultural, ethical aspects.
But along with 67% are in favor, there is 33% responses which are having thinking that
globalization is not considered as the key driver which influences the cultural aspects of the
company and its business operations.
Theme 6. Ethical aspects to be followed during framing of globalized marketing strategy
Particulars Responses % of Responses
Yes 9 60
No 6 40
Total 15 100
13
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
67.00%
33.00% % of Responses

Interpretation – Every business organization should follows some ethical frameworks
while conducting its marketing and promotional business operations. Most of the responses are
in favor that during conducting of marketing strategy, ethical norms has to be followed by
company. Out of 100, 60% feels that ethical aspects is required to be followed at the time of
framing of the globalized marketing strategy by the company. On the flip side, 40% responses
are had belief that ethical norms are not much important.
Theme 7.Aspects pertaining to environment sustainability should be followed while operating
at global level.
Particulars Responses % of Responses
Yes 11 73
No 4 27
Total 15 100
Interpretation – Company operating at the global level should conduct its business
operations in a sustainable manner. It should carry on its business activities in the interest of
society in which it is operating as well as for its customer. 4 responses are not in favor but it has
14
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8 73.00%
27.00%
% of Responses

been voted by majority of 11 out of 15 responses. Environment sustainability is one of the
important term which should be followed by every business organization while conducting their
business operation at global level. Corporate social responsibility is nowadays a medium through
which companies are rendering their services for the welfare of society as a whole.
Theme 8. Advertisement serves as one of the most accurate and detailed information means to
the target market.
Particulars Responses % of Responses
Yes 12 80
No 3 20
Total 15 100
Interpretation – Advertisement and social media marketing has become one of the most
important means of communication with the help of which customers can avail detailed
information about the company's new products and services. With the help of social media
platform such as Twitter, Instagram etc. companies are marketing their business products and
15
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
80.00%
20.00%
% of Responses

services. 80% support this fact that it has serves as important means for providing information to
the targeted market while remaining 20% don't.
P5 Research Methodology
Research type- Specifically research methods that are adopted for the study are divided
into two categories that includes the quantitative and the qualitative research. Quantitative
research refers to solving the problems by using the numbers. In this type, research is based on
the numerical facts and the figures from which the inferences are drawn. On the other hand
qualitative research type relates with the non-numerical components (Alvesson and Sköldberg,
2017). Under this project Qualitative research method has been used as the study is based on the
qualitative aspect that is the impact of globalization on the marketing functions of the company
that deals in the fashion sector.
Research philosophy & approach- Philosophy in the research study refers to the sources,
development and the nature of the knowledge. It is belief that describes the ways through which
the data relating to the phenomenon to be used, collected and analyzed. Basically philosophy are
of two types that are positivism and interpretivism. Positivism refers to the factual knowledge
that is gained through the observation. It is limited to the collection of the data and the
interpretation in the objective ways and best suits under the quantitative research (Bresler and
Stake, 2017). Interpretivism philosophy relates with philosophical position of the idealism and
been used for grouping the diverse approaches with inclusion of the social, economic and the
ethical aspects.
Under this study, interpretivism philosophy has been used as the topic chosen implies the
qualitative attributes so it is the most suitable technique for assessing the influences of the
external factors associated with the globalization on the marketing functions of the companies in
the UK fashion sector.
Research approach are also classified into two segments that is inductive and deductive
approach. Inductive approach refers to the reasoning that begins with observations and the
theories that has been proposed at the research process end. However, deductive approach
concerned with building the hypothesis on the basis of the existing theories (Fletcher, 2017).
With reference to this project, Inductive approach has been used as it is the best approach that is
applicable towards studying the qualitative analysis.
16

Data Collection- It is considered as the process of accumulating or gathering the
information based on the variables of the interest in the systematic manner that helps an
individual in answering the stated questions and in evaluating the outcomes. Data is collected by
using two methods that includes primary sources and the secondary sources. Primary sources of
data collection is concerned with gathering the data by developing direct connection with the
respondents. Primary data can be collected through various methods such as questionnaire,
personal interview, scheduling etc. This helps in gathering the more reliable data and accuracy of
the data increases as it is collected directly in contact with the respondent (Mackey and Gass,
2015). Secondary sources refers to the collection of the data from the published or the sources
that are already available. There are several methods for collecting the secondary data are books,
journals, internet and the other articles. Under this study, primary as well as the secondary
sources of the data are used for collecting the data. Questionnaire has been prepared for taking
the responses of the 15 marketing manager of the company so that assessment can be made
easily in relation to the economic, cultural influences of the globalization on marketing
functions.
Sampling- It is the method in which the sample is taken as the group of the people, items
and the objects from the entire population for the purpose of measurement. Sample is counted as
the representative of whole population for ensuring that findings can be generalized from
research sample. Particularly, sampling can done by using two methods that are probability
sampling and the non-probability sampling. Probability sampling refers to the technique where
the sample is chosen from the larger population by using the concept of probability. Non-
probability sampling means the tool under which the odds of member that had been selected for
the specific sample could not be computed (Quinlan, Babin and Griffin, 2019). In this project
report, random sampling has been used, a type of the probability sampling where chance equal is
given to the entire population of being selected. This helps in making the qualitative study with
efficiency.
Data Analysis- It is the practice of systematic application of the statistical and the logical
tools for describing and evaluating the data. Data analysis is the most essential component in the
research methodology as it helps in ensuring the integrity of the data with accuracy and helps in
appropriate analysis in the research findings. Data could be analyzed by adopting two methods
that is thematic analysis for making qualitative study and the SPSS for making quantitative
17

study. Thematic analysis emphasize on the examining, recording and pinpointing the patterns by
preparing the theme under the study. On the other side, SPSS is the software that is used to make
study in terms of quantitative data by using the formulas in evaluating the data. In respect to this
project, both qualitative and quantitative analysis will be made by preparing the themes relating
to the ethical aspects that marketing managers should consider and the graphs, tables are
prepared for assessing the trend of the responses taken by the 15 marketing managers of the
company as a respondent.
P6 Recommendation
From the above research project it is evaluated by the researcher that for running business
of John Lewis in International Market Successfully various recommendation are given by scholar
which is discussed below-
Formulation of Innovative Marketing Strategy- It is suggested to Marketing Manager of
John Lewis to use marketing techniques which are acceptable and liked by all the countries
across the world. Further, it is recommended to marketing manager of company to develop
advertisement in different languages and by following ethics & beliefs of different countries so
that more customer are aware about offerings of company and which in turn enhances customer
base in global market. Company is also required to manage its marketing policies in accordance
to changes made in factors of globalisation like Ethical Factor, Cultural Factor and Economic
Factor.
Further, it is recommended to marketing department of John Lewis to promote its
products with different discounting policies in market such as Buy one Get on free, 30% discount
and up to 60% discount. Formulation of these strategies also enable marketing function to attract
more customers and enhance profitability & market share of organisation.
Use of Advance & Innovative Technology- More of individuals across the globe are
actively using online websites and social media sites such as Instagram, Facebook and Twitter
thus, it suggested to marketing department of John Lewis to promote more of its products &
services through online sites. Further, it is recommended to company to create its own online
website so that marketing manager are able improve their advertisement according to feedbacks
received on online website.
Moreover, it is advised to company to improve it’s innovate its advertisement by making
animation by adapting the latest trends emerging in global market.
18

Increase Investment- For increasing market share of John Lewis in international market
it is recommended to company to invest more funds in its marketing function. So, that marketing
managers are able to assess changes in factors of globalisation. Further, if marketing department
is having more funds than it can formulate promotion strategies in accordance with different
geographical areas.
It is also recommended to company to promote its products and services in market where
demand it more. Thus, it is also essential for company to develop its marketing strategies after
assessing demand and supply for its customers of different area.
It is also suggested to company to make investment decisions in marketing after
analysing income level and purchasing power of individuals of different economy.
Training & Development- It is suggested to John Lewis to conduct training &
development programmes for its marketing managers so that they can learn new technologies
and techniques. Further, this training programmes also helps managers in developing promotion
strategies in accordance with factor that has an impact on globalisation.
Further, training should be given to marketing managers as that they can learn different
languages which in turn helps them in interacting with customers of all area. Further, it is
recommended to marketing managers to motivate its employees so that they can give detailed
information about product of company to its customers which in enhances satisfaction level of
customers. John Lewis has to promote its services in more countries to become a well-known
global brand. It is also suggested to marketing managers of company to use all its resources
optimally which in turn maximises profitability and eliminate unnecessary cost.
It is also recommended to company to develop its advertisement after considering beliefs,
ethics and values of different culture & religion.
P7 Reflection on the value of undertaking research.
For undertaking this research project, I have make use of both the qualitative as well
quantitative research tools. With the purpose of completing the research study and meeting of the
above mentioned objectives, I had use of Qualitative research tools such as use of terms like
Globalisation, its effects and importance. Focus has been made on evaluating the impact of
globalisation on the UK fashion industry has been made. With the help of globalisation, it has
been assessed that how the fashion trend prevailing in the fashion market of one country's
19

economy is affecting the market behaviour of another country's economy because of
globalisation.
During conducting of this research project, I had learned about a good deal of research related
skills and knowledge which is necessary for successful completion of research study. Further, I
had gained knowledge about different methodologies and research skills with the use of which
the researchers or any scholars can complete its research projects. Numerous concepts, ideas,
process has been learned and developed related to research which can assist in completion of
another research projects as well. Meanwhile, I had also acquired knowledge about how to make
use of the best qualitative as well as quantitative research tools with the aim of study to be
successful completed.
I had also gained knowledge about Project Management Software. The mechanism of
using this software during the research time period has been learned. Also, I had come to
understand that how can one evaluate the time period within which the research project will be
completed. The use of Project Management Software has been made for determining the span of
time within which research study will need to be completed so that it can benefit other scholars
as well as researcher in conducting of their own research project and study.
CONCLUSION
Globalization is the process introducing products & services of company in many
countries across the globe with an objective of increasing market share, customer base and
profits of business firms. Thus, it is necessary for a company to analyse impact of factor of
globalization on marketing function as Marketing Function plays an essential role in promoting a
companies products in international trade market. As with the help of marketing function a
company is able to create awareness of its business offerings across the international boundaries.
Further, marketing function does activity of selling and distribution of products and services with
the purpose of maximizing sales volume and Customers. It is also concluded from above report
that marketing department of company is able to change company’s policies & procedure in
accordance with ethical, economic and cultural factors of global businesses.
This report outlined aims and objectives analysing effect of factors of globalization on
marketing function of John Lewis so that marketing function of company can resolve problems
and formulate marketing strategies & plans in accordance with impact of various factor. Further,
it is concluded from above report that adaption of factors of globalization helps business
20

organisation in competing in global market and increases competition in market by formulating
strong promotion strategies.
Further, it is summarized from above report that changes in factors of international trade
also having direct impact on manufacturing process and sales volume of products and services
provided by firm. Moreover, analysing effect of factor of global trade company is able to resolve
problem of decrease in sales volume and output level.
Further, this research project concluded a project management plan which analyses
scope, cost, time, risk and communication required in conducting this research. Furthermore, this
research report highlights a gantt chart which shows timeline and stages of completion of
research report. Moreover, this research outlined qualitative & quantitative method of data
analysis. Further, information collected in this research report is analysed with the help of tools
and techniques. At last, this report concluded with recommendations and reflection.
21

REFERENCES
Books and Journals
Hanson, D. and et.al., 2016. Strategic management: Competitiveness and globalisation. Cengage
AU.
Petschow, U., Rosenau, J. and von Weizsäcker, E. U., 2017. Globalisation means new challenges
for sustainability. In Governance and Sustainability (pp. 62-66). Routledge.
Potrafke, N., 2015. The evidence on globalisation. The World Economy. 38(3). pp.509-552.
Wright, S., 2016. Language policy and language planning: From nationalism to globalisation.
Springer.
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Fletcher, A. J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Quinlan, C., Babin, B. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Online
Globalisation impacts on fashion industry. 2019. [Online]. Available through:
<https://www.arcgis.com/apps/Cascade/index.html?
appid=2292553764564a4aa225957417ab2cb1>.
22