Analysing Globalisation's Impact on Sainsbury's Marketing Function

This report examines the impact of globalisation on Sainsbury's marketing function within the retail industry, focusing on the emergence of global brands. The research employs a qualitative approach, utilizing questionnaires administered to 20 marketing managers at Sainsbury's. The report's objectives include identifying current globalisation trends, determining the positive impacts on marketing functions, analyzing challenges faced, and providing strategic recommendations. Key findings indicate that globalisation has positively influenced Sainsbury's marketing, with e-marketing emerging as a primary strategy. The report also identifies technological advancements as a significant advantage and highlights challenges such as rapid changes in marketing strategies. The study concludes with recommendations for effective marketing strategies in the global market, offering valuable insights for both academic and corporate fields, as well as for the retail sector. The report includes a detailed project management plan, research methodology, data analysis, and ethical considerations.

Managing a
Successful Business
Project

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Aim and Objectives................................................................................................................1
Rationale:................................................................................................................................2
Project Management Plan.......................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
Research type:........................................................................................................................4
Research Approach.................................................................................................................4
Sampling:................................................................................................................................4
Data Collection:......................................................................................................................5
Data Analysis:........................................................................................................................5
Ethical Consideration:............................................................................................................5
DATA ANALYSIS AND FINDINGS............................................................................................5
RECOMMENDATION.................................................................................................................12
REFLECTION...............................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17

TOPIC:
“To identify the impact of positive impact of globalisation on business marketing function
within organisation in retail industry in respect to emergence of global brands. A study on
Sainsbury's.”
INTRODUCTION
Globalisation is the new buzzword which has come to dominate the world since the
nineties of the last century. Globalisation is the process which is based on global strategies, aims
to expand the operation's of business on international level. The main purpose of globalisation is
to provide a superior competitive position with lowering the cost of operations in order to gain
large number of consumer, goods and services (Talay, Townsend and Yeniyurt, 2015). There are
various factors of globalisation which have leads to positive impact on different function of
organisation such as marketing, human resource, accounting, operations etc. Marketing is the
department which is influenced by the global expansion as global brands have already covers the
large customer base so companies have to bring rapid changes in there marketing techniques and
strategies in order to raise the market share as well as achieve a recognised position in the global
market.
Thus, this present research will use several tools, techniques and methods in order to
identify the impact of positive impact of globalisation on Sainsbury's marketing function within
organisation in retail industry in respect to emergence of global brands. Sainsbury's is second
largest chain of supermarket in UK.
Aim and Objectives
AIM:
“To identify the impact of positive impact of globalisation on business marketing function
within organisation in retail industry in respect to emergence of global brands. A study on
Sainsbury's.”
OBJECTIVES:
 To extract the current trends of globalisation in context with marketing functions.
 To determine the positive impact of globalisation on business marketing functions of
Sainsbury's with the emergence of global brands.
1

 To analyse the challenges faced by organisation marketing function with emergence of
global brands.
 To provide recommendation on effective strategies for better marketing function in
global market.
RESEARCH OBJECTIVES:
1. What are the current trends of globalisation in context with marketing functions?
2. What are the positive impact of globalisation on business marketing functions of
Sainsbury's with the emergence of global brands?
3. What are the challenges faced by organisation marketing function with emergence of
global brands?
4. What are the recommendation on effective strategies for better marketing function in
global market?
Rationale:
The reason behind choosing the impact of positive impact of globalisation on business
marketing function within organisation in retail industry in respect to emergence of global brands
is that in retail sector, organisation have to use and formulate competitive and effective
marketing strategies in order to cover the large market share. However, it becomes some time
difficult but with the emergence of global brands they have to do marketing of goods and
services very effectively.
Project Management Plan
Project management plan is a formal, approves document which defines the manner or
way in which the entire project is executed, monitored as well as controlled.
Cost:
When research conduct any research study on particular topic, it is very important to
measure the cost as well to evaluate the cost of each task and activities so that study will be
completed in budgeted cost. This present investigation requires £7000 to complete the research
study.
Scope:
The scope of the research study is very broad as this research will cover major important
things of globalisation. This present research can be useful for both academic and corporate filed.
2

Time:
Time is also a very important part of project plan as it is very important to schedule each
and every activities or task of the research. Researcher has prepared time scale in which the date
of start to its finish is included (Frynas, and Mellahi, 2015). This present research will be
completed in 30 days.
Quality:
It is very important to ensure the quality of the research so that researcher can reach the
aims and objectives of the study in a desire manner. By ensuring the quality the reliability and
validity of research is maintained. From its collection to its end, researcher is very well aware of
quality. In collection of data, researcher collect the data from authentic sources so that quality of
research could be maintained.
Communication:
When it comes to conducting any research on any topic, communication is very essential.
It is very essential that researcher should ensure the effectiveness of communication between the
function of business as well as all the activities associated with the topic. Scholar will use emails,
circulars are chosen for effectual communication.
Risk:
Risks are uncertain and it is very important for researcher to conduct proper assessment
so that any mishandling or misconduct cannot be arise. There are many risk like theft of data,
loss of data and many other security issues. In order to mitigate risk, scholar has done proper
assessment.
Resources:
Resources are essentially needed in conducting any research on any topic. Without
resources, it is not possible to evaluate the outcomes of the research. In this present research,
scholar has used various resources such as laptop, USB, pen, pencil and other stationery items
(Xie, Batra and Peng, 2015).
3

RESEARCH METHODOLOGY
Research type:
Research type is the first element of this chapter as it is essential for enumerator to
specify the type or technique on which study will be based. Qualitative and Quantitative are two
methods applied on conducting research study (Long, 2016). The research which is based on
understand the human behaviour by using specific techniques is known as qualitative research
methods. While, the research methods which is based on statical data or any numeric figures is
known as qualitative methods. This present research is based on qualitative techniques. Hence,
scholar has successfully identified the impact of positive impact of globalisation on business
marketing function within Sainsbury's in retail industry in respect to emergence of global brands
by using qualitative techniques.
Research Approach
The plan and process which includes different steps of wide assumptions in order to
present the methods or techniques used in collection, analyse and interpretation of data. There
are two categories of research approach which are inductive and deductive. The aims and testing
theory is deductive approach whereas the generation of new theory rising from the information is
inductive approach (van Hees and et. al., 2016). Enumerator has applied inductive approach
where scholar has used research question to narrow the scope of the study. Hence, scholar has
successfully identified the impact of positive impact of globalisation on business marketing
function within Sainsbury's in retail industry in respect to emergence of global brands by using
inductive approach.
Sampling:
Once the research type is specified, scholar has to look over the sample selection like
type and size. It is nor possible for scholar to study the large population because of limited
resources and time. Probabilistic and Non-Probabilistic are two categorisation of sampling.
Researcher has selected probabilistic sampling where all the respondents have equal chances to
be selected as representative (Miah and Genemo, 2016). Scholar has taken 20 marketing
managers of Sainsbury's as the research question can be addressed only with the marketing
manager according to aims and objectives.
4

Data Collection:
After the selection of sample size, data collection take place. It is the process or
techniques which is used to collect information. There are two categorisation of primary and
secondary where enumerator has used primary technique (Ørngreen and Levinsen, 2017). When
scholar collect the information from its own efforts than it is called as primary methods, while
when information
is collected from any other sources like books, journals, internet articles etc Scholar has prepared
questionnaire and ask marketing manager to fill. Hence, scholar has successfully identified the
impact of positive impact of globalisation on business marketing function within Sainsbury's in
retail industry in respect to emergence of global brands with the application of primary methods.
Data Analysis:
After the collection of data, it is mandatory for scholar to analyse the information because
the data which is gathered is raw (Murshed. and Zhang, 2016). It is the process which is used to
clean, mould and transfer the data. Qualitative and Quantitative are two techniques which are
mainly used for analysis of data. The process in which SPSS tools, Excel sheets etc. used to
evaluate the data collected is called as quantitative data analysis whereas the data which is
analysed by formulation of various themes and interpreted by preparing graph, tables and charts
is qualitative analysis. Enumerator has used to analysis the data through qualitative data analysis.
Ethical Consideration:
Ethics are the norms standards which is researcher needs to be follow in any concern in
order to maintain the validity and reliability of the research. Ethics makes difference in what is
right and what is wrong (Kumar, 2019). Enumerator in this present research has followed the
following norms which bare as follows-
 Participant are all adults.
 Consent has been taken from all respondents.
 Respondents are allowed to leave the sample whenever they needed.
 The privacy and secrecy of data is maintained by researcher.
DATA ANALYSIS AND FINDINGS
QUESTIONNAIRE
5

Name of organisation: Sainsbury's
Designation: Marketing Manager
Age:
Gender:
1.Do you think globalisation has brought positive impact on the marketing function of your
organisation?
 Yes
 No
 May Be
2.According to you, what are the strategies Sainsbury's used in global marketing?
 Identical packaging
 standardized adverting messages
 Synchronizes prizing
 E-marketing
3.What are the advantages of globalisation that your department acquired?
 Technological advancement
 Direct Exporting of goods and services
 Wide area of marketing
4.What are the challenges faced by Sainsbury's marketing function with emergence of global
brands?
 Rapid Changes in marketing strategies
 Maintaining relevance of brands
 High Switching cost
5. Do you think with the emergence of global brands, you have to put more efforts on marketing
of goods and services.
 Strongly Agree
 Agree
 Neutral
 Strongly Disagree
6

 Disagree
Theme 1: Globalisation has brought positive impact on the marketing function of Sainsbury's.
Particulars Marketing Manager
Yes 13
No 5
May be 2
Interpretation: From the above questionnaire conducted from 20 marketing managers of
Sainsbury's and it is analysed that globalisation has brought positive impact on the marketing
functions of organisation as 13 representatives are supporting. They said that, globalisation has
open the trade boarders which has raised the opportunities to enter in the global market. On the
other hand, 5 marketing managers are not agreed as they said globalisation has raises
competition by which they have to change there marketing strategies very offensively and that
raise the cost of operation. Rest of 2 managers are not sure about there answer.
7
Yes No May be
0
2
4
6
8
10
12
14
Marketing Manager

Theme 2: E-marketing strategies is mainly used by Sainsbury's in global marketing.
Particulars Marketing Manager
Identical packaging 3
Standardized adverting messages 5
Synchronizes prizing 4
E-marketing 8
Interpretation: From the above questionnaire conducted from 20 marketing managers of
Sainsbury's and it is analysed that E-marketing is one of the best strategy that Sainsbury's used in
global marketing as 8 representatives are supporting. They said that, now retail sector is largely
depends on E-marketing like social media marketing as it covers large customer base. 3
respondents are supporting with identical packaging as they said that there organisation focus on
attractive packaging which gains the attention of customers towards the goods and services. 5
8
Identical packaging
Standardized adverting messages
Synchronizes prizing
E-marketing
0 1 2 3 4 5 6 7 8
Marketing Manager

respondents are supporting standardized advertising message as it attracts audience and make the
customers aware of the products and services. 4 managers said that Sainsbury's focussed on
Synchronize prizing as there marketing strategies.
Theme 3: Technological Advancement is the advantages that Sainsbury's marketing
department is enjoying with the emergence of global brands.
Particulars Marketing Manager
Technological advancement 9
Direct Exporting of goods and services 5
Wide area of marketing 6
Interpretation: From the above questionnaire conducted from 20 marketing managers of
Sainsbury's and it is analysed that technological advancement is one of the advantage that
organisation's marketing department is enjoying with the emergence of global brands as said by
9 respondents. They gave there justification that after globalisation it has becomes very easy to
9
Technological
advancement
Direct Exporting of goods
and services
Wide area of marketing

acquire technologies from any other parts of world which has raised the innovation. 5 participant
are supporting direct exporting of goods and services as they said that globalisation has liberal
the trade policies which has raised the opportunities to enter in emerging market. 6 managers
said that Sainsbury's marketing department is enjoying the benefits wide of area of marketing as
globalisation has raised the area of marketing. Now the goods and services are offered across the
world.
Theme 4: Rapid Changes in marketing strategies is the major challenge that Sainsbury's faced
with the emergence of global brands.
Particulars Marketing Manager
Rapid Changes in market strategies 11
Maintaining relevance of brands 5
High Switching cost 4
10
Rapid Changes in market strategies
Maintaining relevance of brands
High Switching cost
0 2 4 6 8 10 12
Marketing Manager