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.