Impact of Globalization on Tesco Plc's Marketing Function

This report examines the impact of globalization on Tesco Plc's marketing function, exploring the changing trends, positive impacts, and associated challenges. The introduction establishes the research background, focusing on globalization's influence on business functions. The literature review discusses changing marketing trends, the positive effects of globalization on marketing, and the challenges faced by the marketing department, drawing on various academic sources. The project management plan outlines the scope, cost, time, resources, communication, and risk management strategies. The research methodology section details the qualitative research approach, deductive approach, and data collection methods, including the use of questionnaires and thematic analysis. Data analysis and interpretation are presented, focusing on the awareness of marketing managers regarding globalization's impact, and identifying the key themes and findings from the collected data. The report concludes with recommendations for Tesco's marketing department, offering strategies to address challenges and enhance profitability. The reflection section summarizes the learning experience, and the references provide a list of sources used.

Managing a Successful
Business Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
LO 1.................................................................................................................................................1
P1 Aims and Objectives...............................................................................................................1
LITERATURE REVIEW............................................................................................................2
P2 Project Management Plan ......................................................................................................3
P3 Time Scale, Gantt Chart.........................................................................................................5
LO 2.................................................................................................................................................6
P4 Research Methodology...........................................................................................................6
LO 3.................................................................................................................................................8
P5 Data Analysis and Interpretation............................................................................................8
P6 Recommendations.................................................................................................................15
LO 4...............................................................................................................................................15
P7 Reflection..............................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

TOPIC:
“What are the positive economic, cultural, and ethical impacts of globalization on
different business functions (e.g. operations, marketing, HR, accounting) within organizations?”
INTRODUCTION
Research Background
Globalization refers to one market place for all the traders where they can carry out their
business activities of buying and selling. Globalization has created a drastic change and brought
up revolution in a business world by spreading up products, technology, information and
employment opportunities across the world and established trade relations between different
countries. However, Globalization has impacted the business functions of various companies by
posing some positive and negative implications on its operations. This research project is based
on Tesco Plc, a British multinational groceries and merchandise retailer being headquartered in
London, England. Tesco has 6800 shops across the world in Asia and Europe and is the third
largest retailer in the world in terms of Gross revenues. This research will apply different tools
and techniques in order to determine the positive impact of globalization on marketing function
of business and mention different challenges faced buy the department as well as recommend the
strategies to overcome these challenges and increase the company's profitability.
LO 1
P1 Aims and Objectives
Aim:
“To determine the positive impact of Globalization on marketing function of business- A
Study on Tesco Plc”
Objectives:
 To determine the changing trends in marketing function after globalization.
 To identify the positive impact of globalization on marketing function of the business
organization.
 To evaluate the challenges and issues faced by marketing department through the impact
of globalization on business.
 To recommend effective measures for marketing department in order to cope up and deal
with the challenges and issues faced due to globalization.
Research Questions:
1

 What are the current changes in marketing department by the impact of globalization?
 What are the positive impacts of globalization on marketing function of a business?
 What are the issues being faced by marketing department due to impact of globalization?
 What are the strategies and measures to overcome and deal with the challenges faced by
marketing department due to globalization impact?
LITERATURE REVIEW
Theme 1: Changing trends in marketing function after globalization
According to Reilly and Williams, (2016) stated that as per the concept of globalization
the current trends which the company had enhanced in respective of increasing sales in the
market is in respective of focusing more on customers demand and also fulfil according to their
needs which they want in such products. In case of TESCO company they mainly focus to fulfill
the customer demands and also use various services to distract the customers interests towards
any other products.
Sparrow, Brewster and Chung, (2016) criticize that by changing the ancient trend which
the company is specialized and earn huge reputation it results in bring more instability in the
company and also there are more chances of loss and wastages of such products and services.
Also, there are chances of delay in reaching to the customer by adapting new technology which
takes time to learn new changes and adapt new things in their regular marketing techniques.
Theme 2: Positive impact of globalization on marketing function of the business organization
Bendell, (2017) suggested that the positive impact of globalization in context of
marketing is relating to bringing new designs and innovative ideas and thoughts in their
products. This helps TESCO company to enhance their marketing techniques and promote their
products in the market at large scale. Through the marketing techniques company can also
expand their business into different countries and also give chances to employees to improve
their employment scale by engaging their interest through this activity.
Tidd and Bessant, (2018) argued that sometimes innovation and creative in products not
always results in bringing more positive impact to company. It also results in giving chances to
other companies to bring same products in market by using different techniques to attract the
customer interest towards their services which they are offering. As also it results in more
chances of hacking their designs till the company is busy in bringing more techniques to use such
design.
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Theme 3: Challenges and issues faced by marketing department through the impact of
globalization on business
Fernie and Sparks, (2018) examined that the challenges which is faced by marketing
department in relation to globalization is in context of environmental impact. As many
campaigns and other promotional activity are organized by TESCO company in relation to
advertising or any other social activity which results in affecting environment at huge costs are to
be the biggest challenges which is occurred by company. The other challenges which is faced by
company is in resultant to climates changes which occurred by not demanding of the products or
seasonal products at high demand.
Crane and et.al., (2019) viewed that globalization results in increasing the competition in
the market and thus company uses various marketing techniques to attract the customers towards
their products and services. In case of having the environmental impact, it brings challenges to
TESCO company as company promoting their new design product as per the customer needs
and also digital marketing is the best way to promote their products and also provides online
services to the customers to fulfill their demand at large scale.
P2 Project Management Plan
Scope: Scope refers to the utilization of the research for various purposes. This research project
will be useful for both academic and corporate purpose. This project will be useful for Tesco Plc
to identify the loopholes in their marketing function and make changes accordingly for gaining
competitive advantage and growth of business(Kerzner and Kerzner, 2017). This research will
also be useful for the academic purpose for the students in learning the globalization impacts on
business functions.
Cost: Cost is the most important and prior element in this project as the cost of several activities
needs to be allocated in order to perform them and evaluate outcomes from those performed
activities. Proper budgeting and cost allocation is being prepared in this project and the total cost
incurred b researcher is £9000.
Time: Time management is another important element while conducting the research. In order to
conduct this project, proper time allocation and deadlines for each activities needs to be set so
that the project completes on time interpreting the outcomes and results from it. Researcher has
properly initiated the time scheduling of all the activities of his research project and set deadlines
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for completion of each element so that it will be easier to evaluate the timely results from the
activities performed.
Resources: For conducting any research there must be availability of the required resources to
conduct all the planned activities smoothly and without any delays. Various resources include
financial resources. Laptops, office stationery, communication tools such as internet, telephones
etc. are been used for the purpose of project completion. Non availability of these elements will
create difficulty in conducting various activities related to this research.
Communication: Communication plays a vital role in connecting the stakeholders and passing
on different information related to the project. It is a main element in information collection from
the stakeholders and also useful for solving the confusions and misunderstandings in
performance of the activities. Researcher has used emails, telephones, circulars and fax for
communicate with various stakeholders of this project.
Risk: Risk is the degree of uncertainty outcomes during the accomplishment of the project.
Hence, it is important to evaluate and calculate the risk probability before proceeding towards
any activity or task, in order to avoid the consequences. Various risk factors can be possessed
during the accomplishment of the project as such- Data loss, Data manipulation. Physical injury
etc. which can lead to incomplete tasks and results(Heagney, 2016).
Quality: Quality of the research is necessary in order to maintain the reliability and viability of
the outcomes and results obtained through it. Researcher has ensured that the data collected from
various sources is authentic and the information collected is free from personal bias of the
people.
4

P3 Time Scale, Gantt Chart.
5

LO 2
P4 Research Methodology
Research Methods: Research methods are the techniques for conducting the research in
systematic manner. These methods help the researcher to collect and analyse the data.
Quantitative research and qualitative research are the two methods of research. Quantitative
method consists of numbers and facts related to the topic of the research and the outcomes are
calculated on the basis of these numerical figures. Qualitative research includes the study of
individual behaviour, perception, suggestions, reviews and mindset in relation to a particular
topic. It helps to identify the depth of information for the problem. The researcher has used
qualitative method for conducting this research in order to collect to specific information related
to the topic(Crane and Matten, 2016).
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Research approach: Research approach are the instructions and steps to arrange and organize
the data into a systematic and logical manner. Inductive and deductive approach are the two
types of approach used in the research. Inductive approach include finding and setting the
hypothesis for the end point of the study based on observations whereas deductive approach
includes developing hypothesis from existing theories and later the research strategy is tested on
it. In this research the researcher has chosen deductive approach for testing the outcomes as the
research is based on qualitative method(Larson and Gray, 2017).
Research Design: Research design are of two types- Descriptive and experimental. Descriptive
research design are the ones that include perception as well as topic definition without affecting
it. Experimental research design includes establishment of cause and effect relationship through
the use of statistical tools. It includes mainly numerical figures and data. In this report the
researcher will use deductive research approach for analysis of qualitative research data.
Data Collection: Data collection refers to collecting data from different sources of information.
There are two types of data collection methods- Primary and Secondary. Primary data is the
original and raw data collected directly from any source or individual by the researcher.
Secondary data comprises the information collected from secondary and published sources such
as books, journals, etc. In this research the researcher has collected data from primary sources
through questionnaire method.
Data Analysis: Data analysis is the arrangement and evaluation of the collected data in order to
interpret the results and outcomes from it. Quantitative data analysis and qualitative data analysis
are the two methods for it. Qualitative data analysis includes evaluation by range of strategies
and plans to be used at qualitative data and transform it into rational outcomes. Quantitative
analysis includes the use of SPSS tools and the use of graphs and charts to interpret the results.
This research is based on qualitative data evaluation and thematic analysis is used to interpret the
outcomes(Denzin, 2017).
Sampling: Sampling is the collection of few elements from the population known as samples
and represents the entire population. Probabilistic sampling and non probabilistic sampling are
the two types of sampling methods. Probabilistic sampling involves calculation of probability
and select the sample on its basis. Non Probabilistic includes judgemental selection of the
researcher. This research is based on probabilistic sampling and 20 marketing managers of Tesco
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Plc are been chosen for collecting the information in relation to the objectives of this
research(Gabriel, 2015).
LO 3
P5 Data Analysis and Interpretation
Theme 1: Maximum managers were highly aware for the current changes in the marketing
concept of Tesco, due to globalization impact.
PARTICULARS MANAGERS
Highly aware 11
Aware 5
Partly aware 4
Interpretation: The above questionnaire carried from 20 marketing managers of Tesco Plc and
the outcomes obtained is that 11 managers were highly aware for the changes in marketing
concept of Tesco as because they were involved in strategic formation of marketing plans and
measures for the company as per the current trends in the market. Remaining were partly aware
8
Highly aware
Aware
Partly aware

for the situation as they were partly aware for the changes as they were highly concerned with
the traditional marketing strategies and concepts that were beneficial for the company.
Theme 2: Maximum managers agreed that globalization impact has led to totally new way of
marketing by Tesco.
PARTICULARS MANAGERS
Agree 12
Partly agree 5
Disagree 3
Interpretation: The above questionnaire carried from 20 marketing managers of Tesco Plc and
the outcomes obtained is that 12 managers were agreed with the statement that the impact of
globalization has led to the new way of marketing by Tesco, they justified their statement as
Tesco initially used the traditional marketing techniques and currently has changed its marketing
activities and led to the adoption of new techniques such as digital marketing, offering product
discounts and various services and purchase points for the consumers in order to influence their
buying behaviour. Remaining were partly agreed as that the company still included the
9
Agree
Partly agree
Disagree
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MANAGERS

traditional concept of marketing in some areas and however they were mainly concerned about
the drawbacks for the company due to this change.
Theme 3: Digital marketing is the major positive impact that globalization has created on
marketing department of Tesco.
PARTICULARS MANAGERS
Innovation in marketing techniques 5
Digital marketing 10
All the above 5
Interpretation: The above questionnaire carried from 20 marketing managers of Tesco Plc and
the outcomes obtained is that 10 managers voted towards the Digital marketing technique as the
greatest positive advantage for the marketing department of Tesco. They justified their
statements by saying that the digital marketing technique such as social media marketing has
increased the popularity of Tesco across the world and had the wide reach of the company's
products in market. Also, the digital marketing has led to the online buying experience by the
10
Innovation in marketing techniques
Digital marketing
All the above
0 1 2 3 4 5 6 7 8 9 10
MANAGERS