Analysis of Emerging Global Brands' Impact on Sainsbury's Business

This research project examines the impact of emerging global brands on Sainsbury's, focusing on the effects of globalization on the business environment. The study utilizes a qualitative research method, including a descriptive research design and inductive approach for data analysis, to assess the influence of global brands. Data collection involved a questionnaire administered to 20 senior managers at Sainsbury's. The findings highlight the awareness of global brands among managers, the pressures these brands create, and the perceived impact on the business environment, including both positive and negative aspects. The research also explores the advantages of global brands, such as aggressive marketing and technological advancement, while emphasizing the importance of factors like technological advancements and customer relationship management. Ethical considerations, including informed consent and avoidance of sensitive topics, were followed throughout the research process. The results from the questionnaire are presented thematically, revealing key insights into the managers' perspectives on globalization, competition, customer demands, and strategies for mitigating the impact of global brands.

RESEARCH PROJECT
(PART 2)
1

EXECUTIVE SUMMARY
This present research was based on globalization means that businesses come together to interact
and influence business matters in respect of operating internationally in global market. The major
concept of having the globalization is that many businesses have expanded their operating
activities in local and international market. The aim of the study is to assess the impact of
emerging global brand on Business Environment. Researcher has taken Sainsbury Company for
assessment. Global brand name helps the companies to grow higher to expand their business
operation in the emerging global market.
Further, research also stated that company can expand their business operation through
advertising and social media marketing which is the benefits of having a famous brand name.
Information is the most important role regarding the details of company and data are properly
secured and managed by the internal team members. The findings of the research is that
emerging global brands are influencing the way local organization operated in the business
environment in both positive and negative way. There are many benefits like global brands
create strong competitive advantages for companies and it also improved the quality standard of
products.
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RESEARCH METHODOLOGY
Introduction
Research methodologies are vital part of the study as without selecting appropriate
research methods it is not possible to collect the data as well as maintain the validity and
reliability of the research. The scientific methods and process to collect the data is called as
research methodology. It is the ability to replicate the study especially in order to faithfully
replicate the study. In simple words, it provides blue print of the entire research study. In this
present research, researcher has used various elements of research methodologies which are as
follows-
Research Methods
This is first part of the research as it is very important to make it clear the base of this
research on which entire research study is being carried out. The systematic investigation of
particular research problems or questions is called as research. The tool that allows conducting
the study is called as research methods. There are mainly two types of research which are
qualitative and quantitative. Qualitative research is primary exploratory research and it is used to
gain an understanding of underlying reasons and there is no use of statistics and numbers (van
Hees and et.al. 2016). On the other hand, the research that is used to quantify the research
questions or problems by way of generating numerical data and are transfer in numbers and
statistics are called as quantitative data. Scholar has applied qualitative research methods in this
present research in order to reach the desire goals and objectives of the research. Thus,
researcher has successfully assesses the impact if global brands in business environment by using
qualitative methods.
Research Approach
Research approach are also one of the most essential part of the research as it is the plan
and process which consist of the steps of wide assumptions in order to get deep insight of the
methods collected, analyzed and interpreted. There are two main categories of research approach
which are data collection and data analysis. In data collection there are two approach called
quantitative and qualitative whereas in data analysis there are two approach called inductive and
deductive. the approach that focus on causality or experiment is called as deductive approach
whereas the approach that focus in exploring new phenomenon from different perspective is
called as inductive approach (Morseth and et.al., 2016). Researcher has applied inductive
approach for data analysis as it is closely associated with the qualitative research in order to
reach the desire goals and objectives of the research. Thus, researcher has successfully assesses
the impact if global brands in business environment by using inductive research approach.
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Research Design
After the plan and procedure for data collection and analysis is completed, now
researcher have to look for presenting the data with the help of suitable research design. The
framework of techniques or methods that is chosen by the scholar to combine the several
elements of the study is a logical and reasoning with the intention to handle the research
questions and problems in efficient way is called as research design. Research design helps in
maintaining the reliability and validity of the research. There are two categories of the research
design which are descriptive and experimental research design. The type of research design that
is used to establish a relationship between the cause and effect of the situation is known as
experimental research design. On the other hand, the theory based research design that is
developed by gathering, analyzing and presenting the collected data is known as descriptive
research design. In this present research researcher has taken descriptive research design in as it
is associated with the qualitative study in order to reach the desire goals and objectives of the
research. Thus, researcher has successfully assesses the impact if global brands in business
environment by using descriptive research design (Murshed and Zhang, 2016).
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Sampling
Sampling is very essential part of study as the sample could have deep impact on the
outcomes of the research study. The process to select the small part or group of population is
called as sampling. With the help of sampling it becomes easy to make statistical interferences
about the population. Sampling has two main categories which are probabilistic and non-
probabilistic sampling. Researcher has taken probabilistic sampling in which random sampling
techniques will be used (Mackey and Gass, 2016). Researcher has taken 20 senior managers of
Sainsbury to identify the impact of emerging global brands on business environment.
Data Collection
Once the data is collected now investigators have to think over to collect the data by
using appropriate methods. Data collection is the systematic process to collect and evaluate data
from variety of sources to get complete and accurate scenario of the area of interest. With the
help of data collection it becomes easy to solve or answer the research questions. However, there
are two methods to collect the information which are primary and secondary. The data that is
collected from the scholar own efforts via survey, interview, questionnaire and observations are
called as primary data. Apart from this, the data which is collected from other sources nit from
researcher own efforts are called as secondary data via government publications, internet
articles, books and journals etc. The information that is collected primary methods are highly
reliable and valid as well as fresh whereas the data collected from any other sources have less
validity and it is duplicate data. Researcher has collected information from primary data via
questionnaire (Cairney and St Denny, 2015).
Data Analysis
Once the data is collected, researcher starts looking for analysis of data as it is very
important because data collected is raw and it is meaningless without its proper evaluation. It is
process to clean, mould and transform the data to make it reliable and meaningful to the users.
There are mainly two types of data analysis which are qualitative and quantitative (Daniel and
Harland, 2017). The data which is analyzed by using statistical and mathematical tools are called
as quantitative analysis such as SPSS, Spread sheet tools. On the other hand, the data which is
analyzed through structuring and coding the data into groups as well as themes are called as
qualitative analysis of data. Researcher has taken qualitative analysis for data analysis in which
data has presented by sing graphs, tables and charts.
Ethical Consideration
Ethics are necessitating pat of the study as researcher have to follow because if researcher
do not follow it is not possible to maintain the validity of the research. Ethics are the norms or a
standard that makes it clear distinction between what is right and what is wrong (Bourque and
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Bourdon, 2017). In this present research, researcher has follows the following ethics which are
as follows-
 All the participants are adults
 Informed consent.
 All participants are allowed to leave the survey when they want and no forceful p
participation.
 Sensitive topics are avoided in the study like religion, caste and race.
RESULTS
QUESTIONNAIRE
Name of Organization: Sainsbury
Designation of Respondents: Senior Managers
Age:
Gender:
1. For how long you are working in the company?
 4 to 8 years
 8 to 10 years
 10 to 15 years
 15 years and above
2. Are you aware of increasing global brands in the market?
 Yes
 May be
 No
3. D you think emerging global brands are creating pressure on your company?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
4. According to you, what do you the impact of emerging global brands on the business
environment?
 Positive
 Neutral
 Negative
5. Do you think, globalization has lead to great opportunities in emerging market to expand the
business?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
6. Do you think global brands create a strong competitive benefit for Sainsbury?
 Yes
 May be
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 No
7. What are the major factors f globalizations that drive business towards growth?
 Technological Factors
 Political Factors
 Social Factors
 Others
8. What are the advantages of global brands for Sainsbury?
 Aggressive Marketing
 Technological Advancement
 Raise Customer Awareness
 All the above
9. Do you think organizations are satisfied with the emerging global brands?
 Satisfied
 Neutral
 Dissatisfied
10. Do you think political stability is very important for organization to conduct the business
smoothyly?
 Yes
 NO
 Not sure
11. Do you think with rise of globalization and emerging global brands, completion has highly
increased among companies?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
12. Do you agree that with the rise of global brands, customers are highly demanding?
 Strongly Agree
 Agree
 Neutral
 Strongly Disagree
 Disagree
13. According t you, what are the ways by which organization can reduce the impact of global
brands on the business environment?
 Partnership with global brands
 Low Cost Leadership
 Use of Customer Relationship Management (CRM)
 Investment in R&D
Theme 1: Maximum Senior Managers are working in Sainsbury for last 8 to 1 years.
PARTICULARS FREQUENCY
4 to 8 years 4
8

8 to 10 years 6
10 to 15 years 8
15 years and above 2
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 2: Yes, Senior Managers are aware of increasing global brands in the market.
PARTICULARS FREQUENCY
Yes 10
May Be 8
No 2
9

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
10

Theme 3: Emerging global brands are creating pressure on Sainsbury Company.
FREQUENCY
Highly Agree 4
Agree 6
Neutral 2
Highly Disagree 3
Disagree 5
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 4: The impact of emerging global brands on the business environment is Neutral.
PARTICULARS FREQUENCY
Positive 12
Neutral 5
Negative 3
11

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 5: Globalization has lead to great opportunities in emerging market to expand the
business.
PATICULARS FREQUENCY
Highly Agree 5
Agree 6
Neutral 1
Highly Disagree 3
Disagree 5
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