Analyzing Globalization's Impact on Marketing: M&S Case Study

This business research project investigates the impact of globalization on the selling activities of Marks & Spencer (M&S). The project begins with an introduction outlining the research proposal, objectives, and questions. It delves into a literature review exploring the meaning and significance of globalization, benefits gained by companies through international marketing, challenges faced, and recommendations for improvement. The methodology section details the research approach, including data collection and analysis methods. The project examines the impact of globalization on business activities, particularly marketing, and assesses the challenges faced by M&S in its global marketing efforts. It also includes recommendations for enhancing M&S's international marketing strategies. The reflection chapter discusses the methods used in the research, considers alternative methods, and identifies areas for further investigation.

BUSINESS RESEARCH
PROJECT

Table of Contents
CHAPTER 1- INTRODUCTION .......................................................................................................3
1.1 Research proposal.................................................................................................................3
CHAPTER 2- LR ................................................................................................................................9
2.1 Introduction...........................................................................................................................9
2.2 Literature review...................................................................................................................9
CHAPTER 3: METHODOLOGY .....................................................................................................13
3.1 Research method ...............................................................................................................14
3.2 Methodologies.....................................................................................................................14
CHAPTER 4 : DATA COLLECTION AND ANALYSIS..................................................................16
4.1 Data collection ...................................................................................................................16
4.2 Data analysis.......................................................................................................................17
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS.......................................................22
5.1 Conclusion .........................................................................................................................22
5.2 Recommendations...............................................................................................................23
CHAPTER 6.......................................................................................................................................23
6.1 Reflection on Methods used in research.............................................................................23
6.2 Considering the research methods which could have been used.......................................24
6.3 Identifying Area for further research...................................................................................24
REFERENCES...................................................................................................................................25

Topic: To identify impact of globalization on selling activity of company.
CHAPTER 1- INTRODUCTION
1.1 Research proposal
Brief overview of study-
Globalization is simple word used to depict development and interdependence of world's
cultures, economies and populations. It describes the way people and nations integrate and connect
with each other, several things has become globalized as business interact (Petras, 2016).
Globalization is the procedure of integration and interaction among governments, large
organizations and people belonging to different country. It also define as procedure driven by global
investment and trade by information technology. With the help of globalization, people share and
spread their ideas and products across the world, encouraging more integration and interaction
between the world's economies, governments and cultures. Primarily, it is economic process of
interchange as well as integration that is related to to cultural and other aspects.
Globalization is all about interrelation of people and organizations across the world that
eventually leads to global economic, cultural or political integration (Eriksen, 2014). Globalization
provide the best opportunities to business and make them able to communicate and move easily
with another nations across the world. globalization leads to develop and improve standard of living
through improved transportation and roads, improved education as well as health care due to global
expansion of businesses or corporations. In short, it can be said that globalization impact on
business, its activities, it has bought change in the overall procedure of running business. The
methods used in this research has been highlighted, the research report contains literature review
and data analysis sections. It contains recommendation on the basis of information which help to
improve work.
Research objectives and aim-
Aim-
To determine the impact of globalization on marketing activity of firm- A case study of
M&S.
Objectives-
 To analyse significance and meaning of globalization.
 To explore the benefits gain by M&S through international marketing.
 To assess challenges faced by M&S in context of performing marketing activity at Global

level.
 To suggest way through which Marks & Spencer can enhance their international marketing
activity.
Research question-
 What is the importance and meaning of globalization?
 What are the benefits gain by Marks & Spencer through international marketing?
 What challenges are faced by M&S while performing marketing activity at global level?
 Recommend measures with regard to develop and improve marketing activity of M&S?
Rational-
The main reason for selecting this topic is personal interest of researcher who wants to
explore the concept of globalization. Researcher is interested for analysing the topic which is
determine the effect of globalisation on promotional activity of M&S. Globalization is considered
as one of the current issue that impact on activities of business and the way they do it, thus it is
main reason for choosing this topic by researcher.
Particulars Resources
Understanding the impact of
globalization
Articles, Journals
Challenges for M&S marketing activity
due to globalisation.
Internet. Articles and Journals
Suggestion for business to improve
marketing activity
Articles, different case study
Questionnaire Through filling questionnaire by
participants

Activities and timescales-
Task Name Duration Start Finish Predecessors
Selection of topic 18 days Thu 11/28/19 Mon 12/23/19
Developing research aim and
objectives 16 days Tue 12/24/19 Tue 1/14/20 1
brief plan development 15 days Wed 1/15/20 Tue 2/4/20 1,2
Research methods selection 15 days Wed 2/5/20 Tue 2/25/20 3
Preparing questionnaire 13 days Wed 2/26/20 Fri 3/13/20 4
Sending questionnaire for data
collection 15 days Wed 2/5/20 Tue 2/25/20 3
Recording data set in a structured
format 12 days Wed 2/26/20 Thu 3/12/20 6
Interpreting gathered data set 16 days Fri 3/13/20 Fri 4/3/20 7
Concluding findings and
recommending solutions 19 days Mon 4/6/20 Thu 4/30/20 8
Taking feedback 9 days Fri 5/1/20 Wed 5/13/20 9
Doing changes as per the feedback
provided 8 days Thu 5/14/20 Mon 5/25/20 10
Final submission 6 days Tue 5/26/20 Tue 6/2/20 11

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CHAPTER 2- LR
2.1 Introduction
Purpose of writing LR is to define different perspectives of author and describe in depth
information of chosen topic such as the effect of globalization on marketing activity of business.
With help of LR, it is easy to understand current topic and gather more knowledge about topic
chosen by researcher. In Literature review there are many themes covered such as significance and
importance of globalization, benefits gain by company through marketing activity at global level,
challenges faced by M&S due to globalization and recommendation for improving marketing
activity at international level.
2.2 Literature review
Meaning and significance of globalisation-
As per view of Ertürk and Taylor, 2015, globalisation is process by which companies as
well as other enterprise develop international influence and also start operating business at
international scale effectively. Due to increased demand in retail industry around the globe, sector
and business have potential for huge profit working internationally. So, in current world,
globalisation is the significant concept that help to understand demand in business to hire people
and conduct marketing activities. In today's competitive scenarios, globalisation concept becomes
popular as many companies are directing its efforts in terms of expanding operations of firm in
another country. It has been argued by the author Agaya, 2018 that there are different importance
with respect to concept like globalisation is being determined. Aspect related to globalisation offer
one of the best platform to company with regard to serve their services and products among large
number of population. With the help of globalisation, company can be able to provide goods to
large number of consumers in effective manner that increase its profit margin and productivity
rather than before.
Globalisation connect one nation with another country effectively. It provides organisation
with an opportunity to expand business and generate revenue within market place. It also
considered to be as the main factor which affect business life cycle and its financial performance.
Globalisation gives rise to stiff competition because of which an enterprise has to face issue in
maintaining it concentration on core business functions such as sales, marketing etc. It is very
important for business, help to increase profit and market shares, lowers costs of consumer services
and opens up global access. According to the view of Ledford and Gast, 2018, Globalisation has
promoted the trade worldwide and provided organisations with an opportunity to earn high revenue

as well as profit. It has provided firm a chance to explore new business opportunities. It has been
argued by Hyde and Higgs, (2016), that globalisation has increase the business risk as there are high
chances of market uncertainties which could gave adverse effect on an organisation's profitability.
Globalisation is important for company's growth and success within new marketplace, as it help to
raise its performance and change whole working environment. According to the opinion of Ledford
and Gast, 2018, globalisation is crucial as it enables the flow of investment in the nation which can
be beneficial for companies. The author has also stated that if the investment will flow in the
country, then organisation will get an ease in sourcing the funds required for expansion of business
at international level.
Globalisation is the foremost activity which required to explore the different context and
different organisational opportunity. According to the opinion of Kumar, 2019. Due to globalisation,
there is de-regulation which enables organisations to enter into new market. The author has also
stated that globalisation has enables companies to merge and form joint venture with other firms, so
that they could have access to bigger market. However, it has been argued by other author that the
changes in law due to globalisation has created the challenges for firm in context of forming merger
or joint venture with other global organisations. The author has also stated that the firm in order to
enter into joint venture or merger with other enterprise, need to fulfil the large number of legal
formalities which is considered to be as complex tasks. According to the opinion of Kiragu, 2014,
globalisation is very much essential as it helps an organisation is gaining the cost advantage. It has
been argued by Hyde and Higgs, (2016) that globalisation equalized international playing field that
help business to compete to generate revenue as compare to its competitors. Globalisation is
important for company's growth and success within new marketplace, as it help to raise its
performance and change whole working environment. Globalisation is the foremost activity which
required to explore the different context and different organisational opportunity.
According to Cvetkovich, 2018 globalization is considered to be as procedure with help of
which integration of market in world economy has increased. It permit poor nations and its people
to improve and raise standards of living, while Liu and et.al., 2014 said that globalization is
creation of unfettered international free market, which is beneficial for multinational companies in
the world. It is worldwide movement towards communications integration and trade, it implies
opening of local perspectives to the broader outlook of interdependent and interconnected world
with free transfer of products, capital as well as services across national boundaries. There have
rapid changes to make global travel easier and improved transportation, which is greater movement
of product and services across the world. Globalization help to reduce cost of inter modal transport
and make trade more efficient and cheaper. In addition, it has been argued by Raikhan and et.al.,

2014, that globalization provide the best platform to company, along with regard to perform its
operations in wider scale or in international platform. Due to increasing business competition in
market, organization try to adopt different strategies. It impact on their marketing activity at global
level and provide many benefits, but due to globalisation firm will face many challenges that impact
on its business and operational efficiency. As per view of Adeoye ed., 2014, due to advances in
communication and transportation technology, globalization has grow more and more which affect
on business activities and functions like marketing. Growth of multinational companies with global
presence in economies is one of the reason that causes globalization, it will affect business and
company work, resources and marketing activity the most.
Benefits gain by M&S through marketing activity at global level-
As per view of Išoraitė, 2014 globalisation significantly affect company, it help to gain
competitive advantages and generate revenue. It helps to increase profitability as well as
productivity which is beneficial for business. With the help of marketing at international scale,
organization gain many benefits. Global marketing is extension of company's services or goods into
another nation, it can be gained by exporting goods into another location, foreign direct investment
and entry through the joint ventures with other company in target nation. International marketing
help to enlarge customer base and increase distribution of products. As discussed by Dereli, 2015
through global marketing, organization gain the competitive benefits over its competitors. If firm
expand business in new markets where competitors do not operate often they have the advantage to
grab the attention of people and it permit them to build strong relationship with customers.
Marketing at international level increase sales and profit of business. It drive consumer
towards business and help to purchase goods according to their needs. It allows business to grow
more and more, demand for new products is created through promotion at international scale, it
leads to progress in company. Advertisement at global level help people to compare cost of
available and new goods, they can chose the best one and drive towards appropriate product which
is highly cost effective. It enable business to effectively and easily operate within new market and
increase their customer base. Organization introduce their services or goods through marketing
activity at global level which help to build their position in marketplace effectively.
Through, the global marketing concept Marks & Spencer have various benefits. According
to the Agaya, (2018), sales promotion and direct marketing. This is the great benefit for M&S
company in international marketing because in the international market have various ways to
promote business through buy one get one free and other.
Challenges faced by Marks & Spencer due to globalization-
As discussed by Bretos and Marcuello, 2017, cultural difference define as one of the major

type of challenge being faced by company due to globalisation. Existing policies of company get
affected through cultural difference in international market. In the international market company
have to follow international organisational structure which is the biggest challenge for company.
Different nations have different beliefs and cultures which is to be considered while expanding
through entering into a new market. A significant research has to be conducted and relevant data is
to be analysed in order to determine different beliefs and cultures of several nations, this can help
the organization in offering relevant products which are demanded in the specific new market. If a
company is involved in using price penetration in order to gain market share, several factors are to
be considered which includes providing competitive edge and creating a significant brand image.
More competitors in the market leads to increase in changes in current strategies of an organization.
These changes are essential for the purpose of conducting business in a effective manner. In
order to conduct business in a efficient manner, an organization required dedicated human resource
and those other aspects that helps in gaining benefits and increasing profitability in the organization.
If an organization requires to resolve these challenges which are faced in intense competition, they
need to frame several plans and strategies which can help in overcoming these type of situations.
As stated by Ocloo, Akaba and Worwui-Brown, (2014), the intense competition is recognized as
major type of challenge faced by company due to globalisation. Competition related to target
market, quick response and technology adaptation at international level affect business in which
they need more efforts and invest a lot of money to gain competitive benefits. When organization
produce goods with less cost and sells at cheaper price to customers, they can be able to increase
profit margin and market share. As per view of Kiragu, 2014, ethical challenges has been faced by
company due to globalisation, that impact on its financial performance and productivity. However,
its has been argued Morabito, 2014 company facing challenges in determining the best marketing
channels for promoting their brands, the author has also stated that the main reason for challenges
faced by company is due to continuous change in international marketing trends.
Globalization involves various aspects like overall economical challenges over different
countries, their interest rates, inflation and deflation rates etc. Marks and Spencer being a global
company has to develop those policies which will create profitable situation in all the stores which
are operating in different countries and economies. The are various challenges which they have to
face like :-
 In period of world recession, in some countries the pace of recession is much higher than in
other countries and the management of M&S has to keep in mind what policies need to be
implemented in different countries. This is a very tedious task and failure might lead to
disaster for the company.

Suggestion to M&S for improving marketing activity in international level-
According to the opinion of Sinkovics, Kurt and Sinkovics, 2018, it is required by an
organisation to concentrate as well as develop the understanding about the target customers group
while formulating the promotional plan. However, it has been argued by other author that an
enterprise can not bring improvement in promotional activities just by emphasizing on target
clients. The author has stated that it is very much important for firm to implement advance
technology at workplace, as this tactics will help them in bringing positive as well as drastic
improvement in marketing activities at global scale. As per the view of De Mooij, 2018, an
organisation can bring improvement in the marketing activities by just providing the training to
those employees who are responsible for performing promotional activities. It has been argued by
other authors that an enterprise form strategic partnership with other firms, as it will provide
business an ease in boost the brand at international level.
According to perceptions of Armstrong, Kotler, Harker, and et.al, 2018., business entity can
utilise social media platform, as this tactics will help an organisation in facilitating two way
communication with customers which is very much essential for successful marketing. By
developing market plan, company can improve their marketing activity in international level.
Before promoting products in new market, organization should conduct market research which help
to gather information about current trends in market. Market research helps the firm to identify
customer needs, cultural and beliefs which is beneficial for business. Through gathering data,
company will be able to provide better services. Organization must determine issue areas and they
can use analytical tool to identify aspects of their strategies which is not working effectively.
As per the view of Adeoye, (2014), Checkout defaults to collect in store. This is the new
software which can be used by company in order improve its marketing activities for growth. For
example: if manager is check out defaults and problems every day in market then it help to reduce
problem from market.
CHAPTER 3: METHODOLOGY
Researcher will chose, purposive sampling techniques in this research as it is the reason that
help to answering each research questions effectively. Furthermore, researcher will select qualitative
method in order to analyse facts, they will use thematic analysis for presenting appropriate data or
further information. Researcher will chose interpretivism research philosophy, as it help investigator
in assuring he high validity and reliability of data. Primary and secondary sources will is for
gathering data.

3.1 Research method
Investigation method can be define as process which is designed by researcher based on
assumption about the techniques or strategies which can be applied for performing different
activities such as accumulation of facts, analysing and interpretation of the information. The
selection of tactics for investigation is completely dependent on the nature of issue. It is the
selection of best approach for investigation which assist researcher in attainment of conclusion and
helps them in making good decisions. It also helps investigator in accomplishment of desired aims
and objectives (Mohajan, 2018.). The various forms of research tactic are inductive and deductive.
Inductive research approach is also recognised to be as inductive reasoning which starts
with hypothesis as well as observations that are presented at the end of investigation procedure.
Deductive research approach is generally utilised by researcher for exploring the phenomenon and
testing the validity of hypothesis. Inductive research approach has been utilised by investigator for
performing the study on topic effect of globalisation on marketing activity of organisation. The
rationale for selecting the Specific research approach it give researcher with an opportunity to create
new theories by using the gathered information.
3.2 Methodologies
Sampling : It is technique which is used for selecting few individuals as participants in the
study. Sampling can also be referred to as procedures which are conducted for selecting
predetermine number of units from sample of large population sharing same characteristics. It is the
activity which is performed in order to get an ease in collection of facts about the topic (Lalić and
Pope, 2018). The different types of techniques or method which can be used for selecting
participants include random sampling, cluster, purposive, stratified, participative etc. Selection of
correct sample size as well as participants is crucial. In study on topic impact of globalisation on
marketing activity of company has selected 30 participants by applying the purposive sampling
technique. The main reason to selecting purposive sample technique because this help to understand
the proper view of participants.
Managers working in marks and Spencer has been selected as participants because
researcher perceives that employees working at management position will able to provide detail
info about consequence of interlidation on marketing activity of enterprise (Briggs and Coleman,
2019, Researcher has taken advice from the experts before and after selection of sample
Data analysis: This activity in research involves refinement and extraction of information
from huge amount of data. It is considered to be very important activity, it is the activity which
helps in ensuring the validity of data been gathered. There are basically two techniques which can
be applied for analysing the information, these are qualitative and quantitative.
The researcher has utilised qualitative method for analysing facts. The technique used for

analysing the information is thematic analysis.
Qualitative technique has been applied by researcher as it allows them to perform deep analysis.
Cost : It is basically a total amount of expenditure involved in making various
arrangements for performing investigation and implementing the project. Main cost is
involved in data collection in relation to research. Other type of cost involved in the
investigation procedure includes purchase of resources, communication , stationery, printing
etc. (De Costa, Crowther and Maloney, 2019). In context of business expansion project, the
expenditure involved are communication , travelling cost, expenses associated with
recruitment and training of employees etc. The technique which is applied in present study
for controlling the expenditure is budgeting.
Costs
Direct
expenditure
Labour
Writer £1500
Researcher £200
Layout £600
Design £1000
Total direct
labour
£ 4350
Administrative
costs
£800
Travel 150 miles £ 60
Overall project
costs
£8510
Access: In present study, researcher has taken permission from the management of Marks &
Spencer for assessing the financial and other information about organisation (Quinlan, Babin, Carr
and et.al., 2019). All important facts related to the topic and company has been accessed through
using the website of enterprise.
Ethical considerations : It is considered to be as very much crucial activity in order to
avoid ethical or legal issues. Researcher has informed selected participants about the purpose of
investigation (Ledford and Gast, 2018. Investigator, in order to avoid the ethical issues, has

provided participants with an option of omitting the questions which they do not want to answer.
CHAPTER 4 : DATA COLLECTION AND ANALYSIS
4.1 Data collection
Data collection is main activity in research. Investigator in order to accumulate the data
about effect of globalisation on marketing activity of organisation has used both primary and
secondary sources. Both the sources have been used for accumulating the huge amount of
information about topic. The questionnaire technique has been applied by investigator for
accumulation of facts on topic. Secondary data has been gathered from the already published
articles, books and Journals (Kumar, 2019.). Questionnaire has been send to participant through E-
mail. Questions has been designed considering the aims and objectives of undertaking
investigation.
Name :
designation :
Ques 1. Do you have knowledge about the concept of globalisation and its significance in
relation to marketing?
 Yes
 no
Ques 2. What can be the key problem faced by your organisation in performing the marketing
activity at international level?
 Tariffs
 Communication differences
 Supply chain complexity
Ques 3. What benefit Marks & Spencer could achieve by implementing marketing activities at
global level?
 Increase in sales
 Increase in market share
 Both
Ques 4. What influence globalisation have on marketing activity of an enterprise?
 Optimistic
 Adverse
 Both

Ques 5. Up to what extent do you agree with the statement that international marketing activity
assistances an organisation in growing its sales?
 Totally approve
 Somewhat approve
 Completely disagree
Ques 6. According to you, which is the best strategy that can be adopted by Marks & Spencer
for enhancing marketing activity?
 Use of advance technology
 Training to employees
 Outsourcing
4.2 Data analysis
Theme 1: Concept of globalisation and its significance in relation to marketing
 Yes 16
 no 8
 Somewhat aware 6
Yes no Somewhat aware
0
2
4
6
8
10
12
14
16
Column B

Interpretation : It has been analysed from the above that out of 30, according to the
answers provided by 16 people they are aware about concept as importance of globalisation in
relation to marketing. Those people have stated that they have gained knowledge about the topic by
attending seminars. Respondents also perceives that it is globalisation which has provided
organisation with an opportunity to promote their goods or services at large scale.
Theme 2: The issues that can be faced by Marks and Spencer in performing the marketing activity
at international level.
 Ethical challenges 18
 Economic challenges 8
 Supply chain complexity 4
Ethical challenges
Economic challenges
Supply chain complexity
0
2
4
6
8
10
12
14
16
18
Column B

Interpretation : From the above chart, it has been analysed that as per the answers provided
by 18 respondents, ethical challenges can be faced by company in context of international
marketing. According to the respondent ethical challenges are faced by organisation due to lack of
awareness about the legislations prevailing in the country. However, according to the answer
provided by 8 respondents economic challenges are faced by company at global level. Four
participants out of 30, has replied that supply chain complexity is the biggest issue faced by
organisation in relation to operating business at global level.
Theme 3: Benefit an organisation can gain by implementing the marketing activities at global
level.
 Increase in sales 17
 Increase in market share 4
 Both 9
Interpretation : Out of 30, According to the answer provided by 17 participants, firm by
promoting business or brand at international level can gain the benefit of increasing sales and
profitability. It has been analysed from the above graph that there are 9 participants those who
perceives that both increase in market share as well as sales are the benefits which can be gained
by firm by expanding business ta international level However, according to 4 respondents increase
in market share is the main benefit which can be gained by organisation by operating business at
global level.
Increase in sales Increase in market share Both
0
2
4
6
8
10
12
14
16
18
Series1

Theme 4: Type of influence globalisation have on marketing activity of an enterprise.
 Positive 15
 Negative 10
 Both 5
Interpretation: It has been analysed from the information present in table that there are 15
people those who perceives that globalisation have positive effect on the marketing or other
business activity of company. They have given such response on the basis of their analysis that
there has been great improvement in the way promotional activities are performed. Those people
also had observed that their company is using the social media platform for marketing which ha
enabled them to reach wide number of customers. There are ten participants out of 30 those who
perceives that globalisation has adverse influence on marketing activity. Those respondents have
stated that they have seen the companies facing ethical issues in context of international marketing .
Theme 5:Extend you are agree with the statement that international marketing activity helps an
organisation in increasing sales and profitability.
Positive Negative Both
0
2
4
6
8
10
12
14
16
Series1

 Completely agree 16
 Partially agree 9
 Completely disagree 5
Interpretation : From the information provided in the table, it has been analysed that out of 30,
there are 16 participants those who have shown that they are agree with the statement that
international marketing activity helps an organisation in increasing sales and profitability. Those
respondents have stated that it is through international marketing because of which an organisation
can increase its customers base by positively influencing large number of people for purchasing
goods or services.
Theme 6: The best strategy which can be adopted by Marks and Spencer for enhancing marketing
activity.
 Use of advance technology 17
 Training to employees 6
 Outsourcing 7
Completely agree Partially agree Completely disagree
0
2
4
6
8
10
12
14
16
18
Series1

Interpretation : It has been analysed from the above chart that according to the responses
provided by 17 people out of 30, use of the advance technology for the marketing is considered to
be as best strategy. Those people have also sated that by using the advance technology an
organisation can bring innovation in their marketing activities. However, out of 30, there are 7
participants those who perceives that outsourcing is the best strategy through which marketing
activity can be improved. According to answer provided by 6 respondents providing training to
workers is an appropriate strategy which can be applied for improving marketing activities.
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
It has been summarised from above study is that globalisation has significant impact on
marketing activity of organisation. Other fact which has been discovered from above, that an
organisation by performing the marketing activities at global scale, can gain various benefits such
as increase in market share, profitability and sales etc. It has also been summarised from the above
that globalisation has bought the drastic change in the way promotional activities are being
performed by companies at international level. due to globalisation, new technologies such as
communication device, social media etc. which has provided firms an ease in promoting their
business at global level. It has been concluded from the assignment that due to high tariffs as well
as continuous changes in legislation, an organisation is facing the challenges in developing
marketing plan. The other fact which has been discovered is that developing the understanding
about the global market is very much essential in order to design an appropriate tactics for dealing
with or eliminating the challenges which might occur in performing successful marketing activities.
Use of advance technology Training to employees Outsourcing
0
2
4
6
8
10
12
14
16
18
Series1

It has been concluded from the research that ethical challenges are mainly faced by enterprise in
performing the marketing activity at international level.
5.2 Recommendations
Management in enterprise has been give with suggestions to perform market research as it
use the tactics which will help in addressing those external factors which might have influence
marketing activity. It has been recommended that an organisation should implement the advance
technology at workplace, as this strategy will provide firm an ease in promoting business at
international level. The other suggestions is for management in an organisation that they should
provide training to employees who are responsible for promotional activity so that workers can
develop the potential to positively influencing people to buy goods or services offered by company.
It has been recommended that marketing or management in an enterprise is required to consider the
norms as well as culture prevailing in the nation while designing the promotional plan. As it is the
strategy which will aid organisation in eliminating the ethical challenges which might have adverse
effect on the reputation of firm. The other suggestions to an enterprise is that they should mainly
concentrate on ethical marketing or personalised marketing , as these two marketing strategy will
help firm in developing the strong relationship with customers in international market which is very
much crucial in order to achieve desired business objectives. The other suggestion is that business
entity should implement the advance technology at workplace, as this tactic will provide firm an
ease in facilitating innovation in promotional activities.
CHAPTER 6
6.1 Reflection on Methods used in research
Throughout the research, I got to know various things and I have learned various skills
which will help me in future. Doing a research give a person various types of experience. Various
skills were developed in me like my leadership skills were improved, my communication and
bargaining power increased. It is very tough to find information as very few people are ready to
share their work with anyone. Researcher should have some basic skills which are needed for
successful completion of research and which is needed from starting to end. These skills are polite
attitude, good communication, proper record of all the monetary transactions and good contacts.
Contacts play a very important role in research as a person with good contact can easily get various
information. The research method used in the report is inductive method of research. In the
research, I used qualitative research because this has easy to use and understand the views of
participants. With the help of thematic research approach, I properly understand challenges and

benefits which has faced by company in international marketing activities. Here, I used inductive
approach for analysis the topic of research. This has effectively support in qualitative research.
6.2 Considering the research methods which could have been used
Research consist of various methods. Inductive research approach was used which starts
with hypothesis and observation. This approach was used because it gives a chance to make new
theories based on the old research. Research methods has two type which are qualitative and
quantitative research methods which are based on secondary and primary data collection method.
That had been effective and valuable for researcher in order to understand topic in effective manner.
In order to analyse the collected data, I have been used the qualitative method instead of
quantitative. I could have been use quantitative data in order to get the accurate results and findings.
Different methods were also used to gather information from various sources. Both the primary and
secondary data were used for information purpose. Purposive sampling techniques in this research
as it has the reason that help to answering each research questions effectively. The method which
could have been used other than inductive research is deductive research. In deductive research, the
aim is to test the theory and it is more quantitative. In deductive theory, general data is taken and
then it is analysed.
6.3 Identifying Area for further research
There are various areas in which further research can be done. The main research can be
done in the area of globalisation and its impact on marketing activities. Further research in this, will
increase knowledge of globalisation in wide term but have need to be properly focused. The
research can also be done in various international businesses. These researches will help the
researcher in future and his personal growth will be there. The researcher can do further research on
this area also as it is a broad category and it includes various other more topics in it. Researcher can
select the other company for the same topic globalisation. They can be select best other way like
quantitative research on same topic and same company.

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5 benefits of international expansion. 2018. [Online]. Available
through:https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/12/5-
benefits-of-international-expansion.html

APPENDIX 2

APPENDIX 2