Project Report on Globalization's Impact and Research Methodologies

This case study delves into how globalization has shaped McDonald’s expansion strategy when introducing its new range of premium, healthy beverages. Focusing on two distinct regions—India and France—the analysis assesses how McDonald's balanced global brand consistency with localized marketing approaches to cater to regional tastes. In India, the strategy involved local collaborations and culturally tailored promotions, whereas in France, the emphasis was placed on highlighting health benefits aligned with European trends. The report evaluates these strategies’ outcomes concerning market reception and overall business success. By examining data collection methods like surveys and focus groups alongside statistical analyses such as frequency distribution and cross-tabulation, the study underscores the importance of strategic planning, comprehensive research methodologies, and adaptability in achieving successful international expansion. The findings illustrate how McDonald’s ability to navigate global and local dynamics contributed significantly to its sustained profitability and brand growth.

Managing the successful
business project

Table of Contents

Title: To analysis the impact of new product launch to the new country and also its impact on the
business function of M&S.
INTRODUCTION
Globalisation is refer to as integration of product or market into the global diversification,
which is helpful in leading the interconnectedness of the national economy. Globalisation has
given tough competitions and challenges among number of business for the expanding the
business and venture(Intriligator, 2017). This business project will be carried on M&S which is
the British based retailer headquartered in the city of Westminster, London. M&S specializes in
the selling of clothing, home care products and luxury food products. For business development,
M&S has decided to launch their new product into the France which the expectancy to gain the
market share in the entire globe. This product has saw huge success in the UK market from last
one year and CEO has decided to open gate for new country or market. This business project is
completed based on launching new product of M&S to other region or country for business
expansion purpose. This business project will specifically focus on finding the scope for new
product into the new country. It involves deciding the project aims and objectives to perform
analysing to arrive at the valid conclusion. Apart from this, this project report will also discuss
about the concept of Gantt chart and Work breakdown structure.
TASK 1
P1: Project aims and objectives
Aim of the projects: “To identify the impact of launching product(GASPO perfume) in
FRANCE and its impacts on business functions of M&S”.
Objectives:
Clear and defined objectives is always helpful in guiding the self-behaviour and attitude
for the person who is conducting the research. In context with M&S, it is necessary to mention
correct and right objectives for the above project which is as follows:
 To know the concept of new product development.
 To identify the impact of launching product on the company's function of M&S.
 To analyse the scope of new product for the environment of FRANCE.

P2 Project management plan that covers various aspects including cost, scope, time, quality,
communication and resources
Project management plan is the structured and formulated plan which involves different
variables of the project namely cost, quality, time, resources, communication for completing the
research projects during the appropriate period of time (Furlong, 2013). This plan defines the
action planning and builds the co-ordination among the team member to arrive at the valid
conclusion of the research project. While preparing such project plan, the researcher should
consider various factors on the basis of which the research project has been done and executed.
These factors are defined below:
Cost: Cost is the major aspect of every project, It involves the cost of carrying the each
and every aspects of the project and its related activities. In this project, company will arrange
the cost of launching the new product through angel investor, personal equity funds, bank loan
etc. In this project, cost can be fixed and variable cost, which generally varies with the change in
the launching activities such as product endorsements, free products and discounts etc. The cost
of launching the new product is estimated approx 300000 pounds.
Scope: This entire project is based on identifying the impact and scope for new product
launch to the new country. For this, business project will be conduct to get the desired and valid
conclusion. Also, the scope will be find for further expansion of the business of the Marks &
Spencer into the other country. Along with this, project would involves the info for the future
launching of the product to other market or customer base.
Time: As the business has lots of competitive opportunities that helps them to achieve the
organisational goals by implementing the effective plans and strategies. The time required for
completion of this project along with launching the new product ceremony is approx 8 weeks
which involves identify the topic and aim to finding the valid conclusion. This time duration
involves starting phase to the entire completion of this project and till arriving to the valid
conclusion.
Quality: This is also considered as the most crucial prospect for conducting the research.
As this supports the research to be made in the desired way. The quality of this business project
is based on the methods that has been used to execute it. As if the researcher uses primary form

of data it would help in bringing more accurate and reliable conclusion. In this project
, manager needs to undertaken the quality needs which is required to be fulfilled during the
project which involves quality resources, appropriate strategies & plan, effective management
along with quality manpower etc. For launching new product, it is required that project should be
aim at getting the appropriate and accurate solution of any problems.
Communication: This is the essential aspect that plays a crucial role in bringing the
project to the conclusion. It helps in motivating the employees and making them to perform their
task and duties in an ethical way. In context with this business project, it is important and crucial
to understand the communication process required, which involves asking survey/ question to the
customer which is the verbal mode and talking to the customer through electronic mode such as
telephone, video calling etc. Hence, this communication process is important and necessary to
carry out in this entire project.
Risk: During the conduction of this business project, various risks such as non-
completion of work in required period, lack of funds, failure of manpower etc. Such risks are
required to be overcome in order to gain and achieve the project effectively and efficiently.
Proper allocation of resources will help to overcome all such risk and future limitation.
Resources: For carry out this project, valuable resources such as finance, manpower,
infrastructure, logistics, adequate location, strategies are required to taken care of an entire
project effectively and efficiently. Actually, this project is completely based finding scope for
M&S new product into the other country to raise the business expectancy and accuracy. Hence,
given resources namely funds, information & knowledge and strategies would be able to conduct
this project of launching the new product more professionally and appropriately.
P3 Work breakdown structure and a Gantt chart to provide time frames and stages
Work breakdown structure: It is refers to as division of activities into the smaller parts
that is executed in order to complete the project within the allotted period of time. Work
breakdown structure will help him to deliver project into the accurate manner and it also includes
breakdown of the project into smaller components (Fisher, 2011). WBS is helpful to researcher
in order to achieve pre-defined objectives through developing teams and various manageable
sections. It is considered as the decomposition of the team that will help in achieving the
objectives through the hierarchical system. WBS contains the elements such as products, man
power, service etc. It also provides the cumulative structure which helps in estimating the cost of

the project and achieving its pre set objectives. Also, WBS is generally helpful in estimating the
value of entire product. It also helpful in constructing the entire map.
Gantt chart: It is a kind of graphical presentation of the time-table that is useful to plan,
facilitate and furthermore tracking the specific activities in this project. It is an outline under
which an arrangements identified with the horizontal lines which indicated the measures for the
completion of work within the decided time period allotted in the very beginning of the projects.
In this, the project activities are partitioned based on an explicit time frame. It basically gives an
employee with the directed goals that they can centre to the allotted activities in the fixed
duration of time. In this project, it will give the positive results to the researcher in the fixed
period of time (Coker, 2014).

TASK 2
P4 Carrying out Small-scale research by applying qualitative and quantitative research methods
Small scale research: Small scale research is the direct, comprehensive guide for the
students doing thesis , dissertation, paper and projects. It is systematically works through the
central method of inquiry and demonstrate the strength and weaknesses of the different
approaches. Small scale relatively less data and information along with the finding valid
conclusion and results.
Research methodology: It is the specific procedure or techniques which is used to
identify, select, process and also analyse the information about the specific topic. In context with
research study, the methodology section allows the reader to critically analyse the overall
validity and suitability of the projects (Ariely, 2012). Research methodology will allow person to
define their project topic and techniques to arrive at the valid conclusion on time along with right
approach. Project manager needs to identify the right and suitable approach while deciding the
data collection techniques and tools for arriving at the common conclusion.
For this project, manager needs to identify the qualitative and quantitative method of
research. The explanation of both the method is as follows:
Qualitative method: This is the type of research method put more focus on quality rather
quantity. In this method, priority is use to be give on quality which involves collecting the data
and information through the internet, books, magazine, journals etc. Here, the quality means the
reliability and feasibility of an information along with measuring the validity of the data.
Quantitative method: This is a type of data in which major focus is given to quantity
over the quality data/information. For ascertaining the quantity data/information, survey,
interview, observation etc. is very much suitable to know the consistency and relevancy of the
data and information collected for drawing the valid and real conclusion (Adzic, 2011). This
method will be helpful in gathering the large size of data and information for getting the valid
conclusion.
Sampling technique: For this project topic, convenience sampling will be used to gather
the information from the respondents at the large extent. It is the part of non-probabilistic sample
technique which generally focus on targeting the huge audience in the shorter period of time.
Sampling size: Total 50 respondents has been taken into the consideration for gathering
the information.

Questionnaire
Name:
Age:
Gender:
1) Are you aware with the concept of “Globalisation'?
a. Yes
b. No
2) Have you heard about the Marks & Spencer products?
a. Yes
b. No
3) Rate the satisfaction level regarding the usage of previous Marks & Spencer products
you have used in your entire life?
a. Excellent
b. Good
c. Average
4) Have you heard about the Gaspo perfume of Marks & Spencer in the past time?
a. Yes
b. No
5) Is it suitable for people to launch this Gaspo perfume to France?
a. Yes …......................................................................................................................................
b. No ….......................................................................................................................................
6) What will be the negative impact of globalisation on Marks & Spencer product life
cycle and its economic, social and technological factors ?
a. Decrease production capacity
b. Impact on brand image and reputation
c. Threat to the product portfolio
7) What are the positive impact of globalisation on M&S business and other regulations?
a. Enhance productivity
b. Profit generation
c. Growth in the market share
8) Name the factor which is necessary for Marks & Spencer to take care before launching

new product into the market?
a. Pricing regulation
b. Taste and preferences
c. Ensuring higher quality
9) Any recommendation wants to deliver
..........................................................................................................................................................
.....................................................................................................................................
TASK 3
P5: Research analysis along with data using an appropriate tools and techniques
For drawing the valid and effective conclusion, it is important to conduct analysis and
interpretation along with using tabulation and diagram in order to achieve effective and positive
results. In this business project, researcher needs to considered all relevant information and data
to collect it for further research and also to give suitable recommendations. The interpretation is
as follows:
Theme 1
1) Are you aware with the concept of “Globalisation'? Frequency
a. Yes 35
b. No 15

Interpretation: From the above diagram, it clearly shows that out of total 50 respondents,
35 respondent are aware about concept of globalisation and rest 15 respondents are not
completely aware.
Theme 2
2) Have you heard about the Marks & Spencer products in your life? Frequency
a. Yes 30
b. No 20
Interpretation: From the defined chart, it clearly shows that 30 respondents have heard
about the products of Marks & Spencer and rest 20 respondents have not heard about the M&S
products. This shows that presence of Marks & Spencer is relatively strong.
Theme 3
a. Yes b. No
0
5
10
15
20
25
30
35
40 35
15
a. Yes b. No
0
5
10
15
20
25
30
35
30
20

3) Rate the satisfaction level regarding the usage of previous Marks &
Spencer products you have used in your entire life?
Frequency
a. Excellent 25
b. Good 15
c. Average 10
Interpretation: The given chart shows that out of the total 50 respondents, 25
respondents have rated the satisfaction level of the Marks & Spencer on an excellent basis,
another 15 respondents have rated on good basis and rest 10 respondents have rated M&S
products are average basis. This clears that satisfaction level of the Marks & Spencer is approx.
good and supportive.
Theme 4
4) Have you heard about the Gaspo perfume of Marks & Spencer in the
past time?
Frequency
a. Yes 15
b. No 35
a. Excellent b. Good c. Average
0
5
10
15
20
25
30
25
15
10
Column H

Interpretation: From the above graph, it clearly shows that 15 respondents says they
heard about the Gaspo perfume of the Marks & Spencer and another 35 respondents says that
they haven't heard about Gaspo Perfume of M&S. It means that, this is the clear and right
opportunities for M&S to this Gaspo product into the French market.
Theme 5
5) Is it suitable for people to launch this Gaspo perfume to France? Frequency
a. Yes 35
b. No 15
a. Yes b. No
0
5
10
15
20
25
30
35
40
15
35
Column H

Interpretation: From the above graph, it can be noticed that 35 respondents are finding it
suitable to launch Gaspo perfume into the French market and rest 15 respondents says that this
product will not suits the French culture and social system. This is the right and suitable chance
for M&S to launch their new products into the French market.
Theme 6
6) What will be the negative impact of globalisation on Marks &
Spencer product life cycle and its economic, social and technological
factors ?
Frequency
a. Decrease production capacity 15
b. Impact on brand image and reputation 20
c. Threat to the product portfolio 15
a. Yes b. No
0
5
10
15
20
25
30
35
40 35
15 Column I

Interpretation: From the above diagram, it reveals that 20 respondents has named impact
on brand image and reputation as the major negative impact of globalisation on the M&S product
life cycle, 10 respondents says about decrease in the production capacity and rest 15 respondents
says that threat to the customer & product portfolio as the negative impact to the M&S.
Theme 7
7) What are the positive impact of globalisation on M&S business and
other regulations?
Frequency
a. Enhance productivity 14
b. Profit generation 18
c. Growth in the market share 18
a. Decrease production capacity
b. Impact on brand image and reputation
c. Threat to the product portfolio
0
5
10
15
20
25
15
20
15
Column F

Interpretation: From the given graph, it is clearly shown that 18 respondents says about
profit generation as the positive impact of globalisation on the M&S business cycle and other
regulation, 18 respondents says about the growth in the market share and rest 14 respondents
says enhance productivity as the positive impact of the globalisation to the business of M&S.
Theme 8
8) Name the factor which is necessary for Marks & Spencer to take care
before launching new product into the market?
Frequency
a. Pricing regulation 11
b. Taste and preferences 20
c. Ensuring higher quality 19
a. Enhance productivity
b. Profit generation
c. Growth in the market share
0
2
4
6
8
10
12
14
16
18
20
14
18 18
Column F

Interpretation: From the above graph, it clearly reveals that 20 respondents says that
taste and preference is the major factors which Marks & Spencer need to be taken care before
launching their Gaspo perfume into the French market, another 19 respondents says that perfect
quality and rest 11 respondents says about effective pricing of product to ensure the customer's
affordability.
Declaration: It is to be declared that above interpretation has been performed and done
with complete information and data collected from the respondents. Also, proper and appropriate
tools and techniques has been used for arriving at the valid conclusion & results.
P6 Appropriate recommendations as a result of research and data analysis
After analysing the collected data, it has to be recommendable that M&S needs to
formulate appropriate strategies before the launch of new products & services. They need to go
for new product development strategies along with identifying the right and appropriate area or
location for market expansion. Marks & Spencer needs to take relevant steps and measures to
launch their new product effectively into the other market and region. Also, Marks & Spencer is
also to take care of their operational while launching product in the France. Marks & Spencer has
to be conduct the brief research about the market condition of France before launching their
product.
a. Pricing regulation
b. Taste and preferences
c. Ensuring higher quality
0
5
10
15
20
25
11
20 19
Column F

TASK 4
P7 Value of undertaking the research to meet stated objectives
This project is entirely about the impact of launching the new product to the other
country. As, this is one of the critical process, I have put my knowledge and information in this
entire project with adequate skills and knowledge. Also, there is adequate learning and
knowledge for this product on the matter of globalisation, innovation and new product
development and launch. Hence, It is wonderful opportunity for me to conduct this project and
get desired and relevant learning from this critical work. I also majorly concerned over method
or techniques which were used in this project to arrive at valid conclusion with minimum source
of time. Lets talk over my experience, which was very interesting and also helpful for me to led
development of my knowledge and information for longer duration of time. As, I learnt several
techniques of how to conduct any project and what are the associated tools & techniques for
getting at the valid conclusion or outcomes. In my context, there are various which has been
undertaken by me towards enriching my personality for longer period of time.

CONCLUSION
From the above project report, it is concluded that globalisation plays an important role in
business expansion and raising the profitability for the venture. It has led business purpose along
with goal setting properly. New product launch and business expansion is two important aspects
of every company and organisation. It has to be done with proper strategies and planning to
avoid any kind of issues and problems. Apart from this, it is also concluded that research is most
important techniques and tools to find answer of every solution and problems. Proper use of tools
and techniques is important for every researcher to draw the relevant and valid conclusion of an
issues and problems. Lastly, it is concluded that data collection to be conduct in the proper and
efficient and proper manner.