Impact of Globalization on Marketing: Strategies and Research

This report examines the multifaceted impact of globalization on marketing functions, focusing on economic, ethical, and cultural considerations. It begins with an introduction to globalization and its effects on business, then delves into specific aims and objectives, including outlining the impact of globalization on marketing, identifying its economic, ethical, and cultural effects on Dorothy Perkins, and analyzing the relationship between global brands and marketing. The report includes a detailed project management plan, covering costs, scope, time, quality, communication, and risk management, alongside a work breakdown structure and Gantt chart for project timelines. Furthermore, it utilizes both qualitative and quantitative research methods, detailing the research philosophy, approach, and design, and data collection methods to provide a comprehensive analysis. The study aims to recommend effective marketing strategies to balance the impacts of globalization on the marketing function, offering valuable insights for businesses navigating the global market. The report concludes with references to support its findings and recommendations.

Managing a Successful Business
Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P 1. Aims and objectives on the impact of globalization on the marketing function of
organization. ...............................................................................................................................3
P 2. Project management plan.....................................................................................................5
P 3. Work breakdown structure and a Gantt chart to provide time frames and stages for
completion...................................................................................................................................6
P. 4. Small-scale research by applying qualitative and quantitative research methods.............7
REFERENCES..............................................................................................................................11

INTRODUCTION
Globalization is the process of expanding their business into different countries across the
globe which leads to higher operational efficiency, performance and productivity (Höllerer and
et.al., 2017). Globalization helps in growing their business to different international borders
which helps in growth and sustainability of business. This study will highlight aims, objectives
and time frame to identify the economic, ethical and cultural impact of globalization on the
marketing function of the organization. It further conducts small scale research to effectively
meet the aims and objectives of the organization.
MAIN BODY
LO1 and LO2
P 1. Aims and objectives on the impact of globalization on the marketing function of
organization.
Aim: To examine the positive economic, ethical and cultural impact of globalization on the
marketing function within the organization.
Objectives
 To outline the impact of globalization on the marketing function of organization.
 To identify the economic, ethical and cultural impact of globalization on the marketing
function of Dorothy Perkins.
 To examine the relationship between emerging of global brands and marketing function.
 To recommend marketing strategies to balance with economic, ethical and cultural
impact of globalization on the marketing function of Dorothy Perkins.
Questions
 What are the impact of globalization on the marketing function within the organization?
 What are the economic, ethical and cultural impact of globalization on the marketing
function within the organization?
 What are the relationship between emerging of global brands and marketing function?
 What are the recommended marketing strategies to balance with economic, ethical and
cultural impact of globalization on the marketing function of Dorothy Perkins?

Globalization is the process of interaction and integration of the business activities with
different countries across the globe which helps in gaining competitive advantage which leads to
higher operational efficiency, performance and productivity of the business. Globalization helps
in reducing the operational cost of the business which eventually leads to higher profitability for
the organization (Beck, 2018).
Globalization helps in improvising the marketing strategy which helps in reaching large
customer base across the globe which leads to higher operational efficiency, performance and
productivity of the Dorothy Perkins. Implementation of new and advanced technology helps in
reaching large customer base which helps in continuous improvement of the organization at a
global level. Adaption of effective technology helps in rapid global transportation of goods and
services which leads to higher sustainability growth of the business (Clarke, 2019).
Globalization has a positive impact on economy which helps Dorothy Perkins in
expanding their business to different international borders which leads to higher operational
efficiency (Madsen and Wu, 2016). The marketing function has cultural impact on globalization
which effectively helps in integrating people through technology, trade and improved labour
markets which helps in building strong relationship between customers and organization
(Durand, 2018). Globalization helps in improvising marketing activities of the Dorothy Perkins
in the ethical manner. It helps in reshaping the life of individuals and also helps in maintaining
the standard of living.
Marketing helps in emergence of global trends by implementing effective marketing,
promotional and distribution strategy which leads to long term sustainability growth and
development of the business (Grossman and Helpman, 2015). Globalization helps in building
strong relationship with the other countries by serving them quality goods and services in the
most efficient manner using digital technology as a tool for marketing. Globalization helps in
effectively targeting market, quick access to resources and production.
Dorothy Perkins must opt for digital marketing to reach large number of customers in the
target market. They must advertise their brand to increase the market share of the company and
gain competitive position in the market. Adoption and implementation of online digital network
to create more awareness about the brand and helps in reaching large number of customers
quickly (Eriksen., 2018. Globalization).

P 2. Project management plan.
Project management plan is a systematic formal document which helps in designing and
analysing how the project will be executed. This helps in effectively communicating the plan to
the individuals which helps in achieving aims and objectives of the organization. In relation to
examine the positive economic, ethical and cultural impact of globalization on the marketing
function within the organization (Understanding the Project Management Plan, 2018).
 Cost: Cost management plan is an activity to estimate, allocate and control the cost of the
project. This helps in planning the cost attached with the project while carrying out the
study. It mainly includes stationery, transportation cost, research cost, investigation,
technology, data collection and internet charges. It estimated cost attached to conduct a
study will be approximately $5000.
 Scope: The scope of conducting this research is very wide. It will help in examining the
impact of globalization on the marketing function of Dorothy Perkins. It will also
identify the economic, ethical and cultural impact of globalization on the marketing
function of Dorothy Perkins. It will also outline the relationship between emerging of
global brands and marketing function with the recommended marketing strategies.
 Time: Time management helps in identifying and estimating the time attached to carry
out the study. Excellent time management helps in completing the task on time. The
project is estimated to completed within 112 days time.
 Quality: The project will be conducted in an ethical manner and the data used will be
reliable with reference to various authors. The article and study will be conducted using
various blogs and journal articles.
 Communication: this helps in communication information related to the project on time
by using both written and verbal forms of communication to effectively transmit
information from one person to another. Information can be transmitted through emails,
phone calls, meetings, etc.
 Risk: Risk is an effective part of project management plan which helps ion identifying the
risk attached while carrying out the study based on the particular theme. Physical risk

involves injury, accident, sickness, etc. it helps in taking effective measures to reduce
such risk while carrying out the study.
 Resources: Resources are an integral part to effectively carry out project smoothly.
Resources used while carrying out the project are financial resources, operational
resources, human resources.
Research methodology Methods used
Research philosophies Intrepretivism method
Research methods Qualitative method
Research approach Inductive research method
Research design Descriptive research method
Data collection Both (primary and secondary data)
Sampling Random sampling method

LO 2 and LO 3
P 3. Work breakdown structure and a Gantt chart to provide time frames and stages for
completion.
Gantt chart:

Critical path:
P. 4. Small-scale research by applying qualitative and quantitative research methods.
 Research methods: Research method helps in collection of data using quantitative
research method and qualitative research method. Quantitative research is based on
numerical, mathematical and statistical approach for in-depth critical evaluation on
particular area of study. Quantitative tool used to conduct research are surveys,
questionnaires, experiments, observation, online polls, longitudinal studies, etc.
Qualitative research method is a non- numerical research data which focuses on in-depth
evaluation on the particular subject matter (Research Methods: What are research
methods?, 2019). This research method is used to gain critical understanding on the

reasons, opinions and helps provide insights on the problem by effectively developing
hypothesis. Qualitative research tool like interviews, focus groups, observation, journals,
case study, archival records, document analysis, etc.
The researcher of the study has opted for qualitative research method to gain in- depth
insight on the impact of globalization on the marketing function of organization. The information
was collected using different qualitative tools like case study, articles, interviews, observation,
document analysis, etc. for making more critical analysis on the subject matter.
 Research philosophy: It is a belief and scope according to which the data will be
collected in accordance to fill the gaps of the current knowledge on the business.
Research philosophy helps in developing the knowledge of the person on the particular
area of study effectively and efficiently. Research philosophy can be further classified
into interpretivism research philosophy and positivism research philosophy.
Interpretivism research philosophy is a qualitative research method approach which
involves researcher to interpret and assume certain elements to increase the
understanding and knowledge on the study. This research philosophy helps in integrating
human interest into the study which helps in in-depth analysis of the particular subject
matter. Positivism research philosophy is based on quantitative research method approach
that helps in statistically analysing the subject matter effectively. This study is based on
experimental research which is based on statistical data, reasoning and logics to gain
insight on the knowledge.
The researcher of the study has chosen interpretivism research philosophy to identify the
economic, ethical and cultural impact of globalization on the marketing function of Dorothy
Perkins.
 Research approach: It is a planned procedure for researcher to carry out the activity and
operations to further conduct the study effectively and efficiently. Research approach can
be further classified into deductive approach, inductive approach and abductive approach.
Deductive research approach aims at developing hypothesis and also aim at designing
research strategy based on the current theory. This research approach helps in building
casual relationships between variables and concepts. Inductive research approach aims at
giving proper reasoning on the particular subject matter which are based on theories and

observations. This research approach is based on observations, pattern, test and theory to
critically build an abstract to picture the phenomenon of the study. Abductive research
approach is used to evaluate the weakness in relation with inductive and deductive
approach by giving the best prediction on the particular subject matter of the study.
The researcher of the study opted for inductive research approach for more detailed analysis to
examine the relationship between emerging of global brands and marketing function.
 Research design: The research design is a technique or a framework to examine various
research questions effectively and efficiently to identify the gaps in the current
knowledge of the study. Research design can be further classified into descriptive
research design and exploratory research design. Descriptive research design helps in
critical evaluation of the study in an effective manner. Descriptive research design helps
in analysing the current problem of the study and helps in in-depth analysis to critically
evaluate the problem. Exploratory research design helps in finding or exploring
something new to effectively increase the knowledge of researcher by filling the gaps and
broadening the subject matter of study.
The researcher opted for descriptive research design by critically evaluating and analysing the
problem to recommend marketing strategies to balance with economic, ethical and cultural
impact of globalization on the marketing function of Dorothy Perkins.
 Data collection: It is the process of measuring and gathering information in order to
evaluate the current subject matter to gain insight and knowledge on the study. It is an
effective process and helps researcher in collecting the information from the relevant
sources to critically evaluate the research problem, evaluate outcomes and test hypothesis
(Data Collection Definition, 2019). Data collection can be further classified into primary
and secondary source of data collection. Primary data collection are the first hand data
which are collected for the first time by the researcher through various sources which
includes interviews, field observation, surveys, journals, and experiments. Secondary data
collection are the data which has already been collected by the researcher i.e. it is second
hand data which helps researcher in further investigation for in- depth analysis on the
particular subject matter. Secondary source of data collection includes books, newspaper,
journals, articles, reports, blogs, government publication, etc.

The researcher of the study use both primary and secondary source of data collection in order to
get in-depth knowledge on the positive economic, ethical and cultural impact of globalization on
the marketing function within the organization. Sampling: Sampling is the statistical procedure to select the representatives to carry out
the study on the particular aim, objectives and theme of the study. The researcher has
chosen random sampling method and 20 senior marketing mangers of Dorothy Perkins
were selected to critically examine the subject matter (Types of Sampling, 2019).
 Data analysis: Data analysis is the systematic approach to determine and evaluate the
results and outcomes of the study using logical and statistical techniques. The researcher
of the study has opted for qualitative research method where research will be based on
thematic analysis.
CONCLUSION
This study will highlight the positive economic, ethical and cultural impact of
globalization on the marketing function within the organization. This study will further include
aim, objectives and time frame. It further highlights that the researcher opt for qualitative
research method through thematic analysis.

REFERENCES
Books and journals
Beck, U., 2018. What is globalization?. John Wiley & Sons.
Clarke, P., 2019. 2 Globalization and the Marketing Strategies of Japanese New Religions
Abroad with Special Reference to Brazil, Africa and Thailand. Globalizing Asian
Religions: Management and Marketing, p.43.
Durand, A., 2018. Marketing and Globalization. Routledge.
Eriksen, T.H., 2018. Globalization. In Handbook of Political Anthropology. Edward Elgar
Publishing.
Grossman, G.M. and Helpman, E., 2015. Globalization and growth. American Economic
Review.105(5). pp.100-104.
Höllerer, M.A and et.al., 2017. The consequences of globalization for institutions and
organizations. The Sage handbook of organizational institutionalism, pp.214-242.
Madsen, E.S. and Wu, Y., 2016. Marketing and Globalization of the Brewing Industry.
In Brewing, Beer and Pubs (pp. 34-53). Palgrave Macmillan, London.
Online
Understanding the Project Management Plan. 2018. [ONLINE]. Available
through:<https://www.simplilearn.com/what-is-a-project-management-plan-article>
Research Methods: What are research methods?. 2019. [ONLINE]. Available
through:<https://libguides.newcastle.edu.au/researchmethods>
Data Collection Definition. 2019. [ONLINE]. Available
through:<https://www.questionpro.com/blog/data-collection/>
Types of Sampling. 2019. [ONLINE]. Available
through:<https://web.ma.utexas.edu/users/parker/sampling/srs.htm>

Template for evidence collection to be attached with the report by the learner:
Project Logbook for the chosen organisation:
Name of the learner: Name of the Supervisor:
Project Title: Date:
Update of weekly research/ tasks achieved (Account
for a minimum of six weeks with dates)
Ø What have you completed?
Ø Did you fulfil Task requirements?
Ø Are you on track and within deadlines set?
Ø Did you need to make any changes to your project
management plan?
Comments
Ø Research on globalisation and its impact on
marketing function
Ø Yes
Ø Yes
Ø No
Any risks and / or issues identified?
Ø Did you identify risks/issues with a lack of skills
required for undertaking research tasks?
Ø Analytical
Ø Meeting cost constraints

Ø Did you identify any additional risks/issues that
have an impact on the project management plan?
Problems encountered
Ø What barriers did you face?
Ø How did you overcome them?
Data interpretation
New Ideas and change of project direction
What Have I learnt about myself this week? I lack analytical skills.

Ø How did I feel when I had to deal with
tasks/problems?
Ø Did I find it useful to complete the tasks?
Ø How well have I performed? What did I
contribute?
Ø What can I improve on next week?
Ø How might this learning apply in the future?
I was nervous.
yes
I learnt about globalization at its impact on
marketing.
Improvising analytical skills
It helped me in filling the gap in the current
knowledge of subject matter.
Tasks planned for next week
Ø Which tasks are priority?
Ø Have you set aside sufficient time for completion?
Aim and objectives
yes
Project plan status to date (on, ahead, behind) On
Supervisor comments to address
Signature of the Supervisor and date:
Template for Performance Review to be attached with the report by the learner:
1. What was the Project supposed to accomplish?

To examine the positive economic, ethical and cultural impact of globalization on the marketing
function within the organization.
2. Did the project succeed in its aims/ how do you know? Specifically, please outline any evaluation
and assessment undertaken.
Globalization is the process of interaction and integration of the business activities with different countries
across the globe which helps in gaining competitive advantage which leads to higher operational efficiency,
performance and productivity of the business.
Opt for digital marketing to reach large number of customers in the target market. They must advertise
their brand to increase the market share of the company and gain competitive position in the market.
3. What things do you think worked well and why? Evaluate all aspects of the project (e.g initial
inception, project activities and project outcomes) from a range of perspectives.
 To outline the impact of globalization on the marketing function of organization.
 To identify the economic, ethical and cultural impact of globalization on the marketing function of
Dorothy Perkins.
 To examine the relationship between emerging of global brands and marketing function.
 To recommend marketing strategies to balance with economic, ethical and cultural impact of
globalization on the marketing function of Dorothy Perkins.

4. What problems emerged during the project and how were they tackled? Was there timely
identification of issues and resolution during the project process?
Time constraints was the main problem while conducting the research. Time management helps in
evaluating the task effectively and accomplishing project on time.
5. What did you learn from undertaking the project?
Marketing helps in emergence of global trends by implementing effective marketing, promotional and
distribution strategy which leads to long term sustainability growth and development of the busines
6. How would you rate your performance as a management consultant leading the project?
Average
7. What strengths and weakness of your performance did you identify?
Strengths:
good theoritical approach tio the study and efficient logical raesoning.
Weakneess:
lack of analytical approach.
8. How will this inform and support your continuous professional development?