Evaluating the Impact of Globalization on Nike's Marketing in the UK

This report analyzes the impact of globalization on Nike's marketing activities in the UK. It begins by establishing the aims and objectives, followed by a project management plan that includes cost analysis, scope definition, time management, quality control, communication strategies, and risk assessment. A work breakdown structure and Gantt chart are presented to illustrate project timelines. The report then delves into the research methodology, utilizing qualitative research methods, and descriptive research design. It further explores data analysis techniques, including the use of tools and software, and provides recommendations based on the research findings. Finally, it reflects on the value of undertaking research to meet stated objectives, providing a comprehensive overview of the project's scope and outcomes.

Managing a Successful
Business Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1 ................................................................................................................................................3
P1. Devising aims and objectives for research............................................................................3
P2. Project management plan ....................................................................................................3
P3. Producing work breakdown structure and Gantt chart. ......................................................6
LO 2.................................................................................................................................................8
P4. Carrying out research by applying qualitative and quantitative research Methods.............8
LO 3 ..............................................................................................................................................12
P5. Analysing research and data utilizing tools as well as Techniques...................................12
P6. Communicating appropriate recommendation as a result of research and data .................19
LO 4 ..............................................................................................................................................20
P7 . Reflection on value of undertaking research for meeting stated objectives. ....................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Globalization can be defined as integration of world economy. It is the phenomenon
which has direct as well as significant effect on business activities. Globalization has bought
positive as well as drastic improvement in business environment. It is globalization that has
opened up more markets and has helped business entities in increasing profitability.
Globalization is main driver which has encouraged firm to bring improvement in business
activities, procedure and system. This phenomenon has both positive and negative effect on the
business operation of companies. Globalization provides firm an opportunity to promote and sell
there goods at large scale. At the same time it has given rise to stiff competition in the market.
The research report will emphasize on analyzing the impact of globalization on marketing
activity of Nike company in UK. Nike is a leading fashion retailer in United Kingdom. Study
will highlight the different research methodology used by researcher for collection, interpretation
and analysis of information.
LO 1
P1. Devising aims and objectives for research
Aim of the project : To evaluate the effect of globalization on marketing activity – A case study
of Nike.
Objectives
 To develop the understanding about globalization.
 To identify the challenges faced by Nike in context of marketing at global level
 To identify the factor in global environment that influence marketing activity of NIKE .
 To suggest the ways using which Nike can adopt for providing an appropriate response to
globalization.
P2. Project management plan
Costs: Fixed and variable costs are associated with conducting the research on specific topic. In
context of investigation, major costs is associated with collection of data. The different types of
expenses associated with execution of the market research are traveling costs, communication,
salary of project manager, stationery, printing expenses, purchase of equipment and technology
etc. In context of present study, scholar will prepare budget considering the expenses incurred in
existing investigation of similar nature ( Reuer, Hoffmann and Shipilov, 2019.). Budget will be

prepared by investigator for controlling the experiences and for completing the research project
in effective as well as efficient manner.
unit/ hrs Costs/ unit/ hrs WBS Level 1 total
Salary of
Project manager
group members
£1000
2050
£160
£90
£880
£143000
Purchase of
Hardware
Handheld devices
Servers
£160
3
£860
£4400
£67000
£16000
Installation and
development of
Licensed software
140 £360 £22600
Testing of
hardware and
software
£5000
Traveling
expenses
£20000
Scope: It is the important element of project plan. Scope in project management plan includes
lists of goals, Tasks, deadlines, functions etc. Present study has wide scope. Current research
study will indicate extend up to which Marketing activity of Nike company is effected by
globalization. Present research report also demonstrate which dimension of globalization effects
marketing performance of an enterprise operating business in international market (Berning, and
Holtbrügge, 2019). It will assist firm in identifying the suitable ways for dealing with marketing
challenges in global environment.

Time: In research all the activities are interconnected therefore, time lag in one single task can
lead to the delay in completion of the project. Proper planning is very much crucial in order to
complete research project on time. In present research, scholar has prepared Gantt chart which
consist of start as well as finish time for each task. In addition to this, nvestigator in present
investigation will use project management software for calculating slack time in the schedule.
Quality:This element in project plan describes the standards which are to be followed while
performing different activities during investigation procedure. It also specifies tools as well as
procedures required to be conducted for achieving quality in the delivery of research project. In
context of present research project scholar has taken responsibility of quality control as well as
assurance (Lasserre,2017). Investigator will include in different procedures as well as activities
during the time of investigation with the intention of identifying as well as determining the
quality standards which will best suit for the present study.
Communication : Communication plan provides the guideline related to the way information will
be shared among different stakeholders during the investigation procedure. An effective as well
as smooth flow of information during the research is very much important in order to generate
desired results. In context of present study, researcher has created a communication plan which is
based on the determination of type of communicated which is required to be facilitated during
the investigation process (Glesne, 2015.). Scholar in present study will use E-mail, mobile
phones, video conferencing for communicating with different stakeholder during investigation.
Risks:
In context of marketing in global environment, there are following risks such as
Type of risk Probability Impact Strategy
Geo political Medium High It is required by
marketing manager to
consider the regulation
or norm of country
where marketing
activities are required
to be executed while
developing
promotional plan.

Financial risk
There is high risk of
increase in the
Promotional costs.
Moderate High Marketing manager in
Nike is required to
prepare the flexible
budget considering the
economic conditions in
the country where
promotional activities
are to be executed.
High High
Resources: Lot of resources are required for conducting investigation as well as executing
marketing at international level. Resources which are needed are human, equipment, technology ,
communication devices, stationery, finance, information etc. In context of present study, scholar
will prepare proper resource plan (Liu, 2020). Investigator will use Enterprise resource planning
software for distributing as well as managing resources during the investigation process.
P3. Producing work breakdown structure and Gantt chart.
Gantt chart is the graphical representation of schedule which assist researcher in
planning, coordinating and tracking particular activity in research project.
Work break down structure is considered to be as key project deliverable which organizes
team work into manageable sections.
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Selection
of
research
topic
Setting of
aim and
objectives
Writing
Literature
review

Accultur
ation of
facts and
figures
Data
analysis
Drawing
conclusio
n
Changes
in
research
report on
the basis
of
suggestio
ns
Final
submissio
n of the
research
report

LO 2
P4. Carrying out research by applying qualitative and quantitative research Methods
Research methods is required for executing the various tasks while facilitating the
research procedure. Choice of the suitable methodology for investigation is very much crucial
in order to achieve desired aims and objectives. The different types of research techniques,
approaches, philosophy, design and approach used by the investigator in present study for
collecting, analyzing and interpretation of information are :
Research type : The most commonly conducted research are qualitative and quantitative.
Choice of type of research is dependent on the nature of subject matter. Scholar in present study

has conducted the qualitative research. It is considered to be as most appropriate research type
for present study as it helps in collecting the detailed information related to the topic.
Investigator has selected the qualitative research type, as it helps researcher in examining the
relationship between different variables in the study (Lewis, 2015). In addition to this,
information collected using the qualitative research can be utilized for developing the
understanding about the relationship between cause and effect that can be utilized for making
predictions.
Research design : It is the planning or preparation done by researcher in order to conduct
various research activities such as data collection, analysis and interpretation. Choice of the
research design is completely based on the nature of problem found during investigation. The
research design can be categorized into following these are experimental, explanatory,
exploratory and descriptive (Kumar, 2017). Researcher in present study has used descriptive
research design. Reason for selection of specific research design is that it helps researcher in
describing, explaining and validating findings.
Research approach: This is basically a plan that comprises the broad assumption related to
techniques or methods that can be used for collecting, analyzing and interpreting information.
The most popular as well as commonly used research approaches are inductive and deductive.
Scholar has utilized inductive research approach in present investigation (Flick, 2015). Reason
for which investigator has selected the inductive research approach is that it enables researcher to
develop the new theory utilizing the information gathered from both primary and secondary
sources.
Research philosophy : It is assumption related to methods or techniques which can be utilized
for accumulating the facts or figures related to topic. Research philosophy assist scholar in
conducting research in systematic manner. The two most commonly used research philosophy
are positivism and interpretivism. Investigator in present study has used interpretivism research
philosophy (Blamey and Thompson, 2017). Reason for selection of interpretivism research
philosophy is that scholar perceives that interpretivism study will assist them in ensuring highly
validate information.
Sampling : This task during the time of investigation is performed by researcher considering the
limitation of resources as well as time. Sampling is a technique utilizing which scholar select few
people as a participant in research. Few most commonly used sampling methods are simple

random, cluster, stratified, systematic random sampling etc. Investigator in present study has
selected 20 participants using random sampling technique. Population is employees working in
Nike organization (Bell, Bryman and Harley, 2018). Scholar has selected employees of Nike as
participants, as researcher believes that employees are the stakeholders those who can provide
complete information about the effect of globalization on marketing activities of an organization.
Data collection : Primary and secondary are the two types of sources from where the researcher
usually gather data on different subject matter. In context of present research, researcher has
utilized both primary and secondary source for accumulating information related to the topic.
The methods which is used by scholar for collecting primary data related to the topic is
questionnaire (Neelankavil, 2015). Researcher has used questionnaire technique for
accumulating the information related to the topic in order to provide participants an ease in
providing answers to questions. Questionnaire form consist of close ended question , such
technique has been used by researcher based on the assumption that it will help them in
gathering relevant answers. Books, Journals, Online articles, Company sales and other reports
has been used by researcher for accumulating the secondary data related to the topic (Mackey
and Gass, 2015).
Data analysis: It includes refining of data in order to draw meaningful information. This
research activity assist scholar in reaching to the conclusion and helps them in making an
appropriate decision (Quinlan, Babin and Griffin,2019). Scholar in present study has used
thematic analysis for analyzing the data. Rationale for selecting the thematic analysis by scholar
is that this technique provides investigator an ease in analyzing the systematic pattern of
response provided by participates. The themes are prepared by researcher on the basis of
questions and answers, Investigator has also used graph and table, reason for making the
research report presentable and professional.
Questionnaire
Name:
Department:
Designation :
Ques 1. What types of effect globalization have on the marketing activities of Nike ?

 Positive
 Negative
 Both
Ques 2. What is the main challenge faced by Nike in context of marketing products or services
at global level?
 Norms and ethical challenges
 Economic challenges
 Cultural challenges
Ques 3. What is the main marketing activity in which Nike is facing issue In context of global
marketing?
 Recruitment and posting of sales force
 Sales Promotion
 Execution of advertisements
Ques 4. How much agree you are with the statement that globalization has direct effect on the
marketing activity of organization ?
 Completely agree
 Partially agree
 Completely disagree
Ques 5 . Does is there any changes in promotional activities of firm after globalization ?
 Yes
 No
 Don't Know
Ques 6. Which is the main factor in global environment that influence marketing activity of
firm?
 Legal factors
 Cultural factors
 Technological factor
Ques 7. According to you the strategy which can be utilized by form for responding to
globalization and improving marketing activities
 Joint venture

 Outsourcing
 Merger
LO 3
P5. Analysing research and data utilizing tools as well as Techniques
Thematic analysis is the technique which has been used by scholar in present study for
analyzing the information collected from primary and secondary sources.
Theme 1 : Type of effect globalization have on the marketing activities of Nike
Ques 1. What types of effect globalization have on the marketing
activities of Nike ?
 Positive 10
 Negative 6
 Both 4
Interpretation : From the above diagram it has been interpreted that out of 20 participants, 10
perceives that globalization have positive impact on marketing activity of an organization. Those
Positive Negative Both
0
1
2
3
4
5
6
7
8
9
10
Series1