Impact of Globalisation on M&S Marketing Strategies Report

This report examines the impact of globalization on the marketing function of Marks & Spencer (M&S), focusing on the emergence of global brands. It begins with an introduction to globalization and its influence on businesses, particularly within the fashion industry. The report includes a detailed project management plan, outlining costs, scope, quality, timeframes, communication strategies, risk assessments, and resource allocation. A Gantt chart visualizes the project timeline, including research proposal, methodology, data collection and analysis, and the formulation of findings and recommendations. The research employs a qualitative approach, collecting data through surveys and interviews with 20 employees. The findings are analyzed thematically, exploring how globalization affects brand entry into new markets, the challenges encountered, and the economic and cultural impacts on marketing strategies. The report concludes with recommendations for enhancing M&S's marketing strategies to capitalize on globalization and foster business growth. The research questions addressed include the trends of global brands, economic and cultural impacts, challenges, and recommendations for improving marketing strategies. The report also includes ethical considerations, such as informed consent of the respondents.

GLOBALISATION

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................2
Project management plan ...........................................................................................................3
Gantt chart including time frames and stages involved in project .............................................4
RESEARCH METHODOLOGIES.................................................................................................6
Research methods .....................................................................................................................6
DATA ANALYSIS AND FINDINGS ...........................................................................................9
RECOMMENDATIONS...............................................................................................................14
REFLECTION...............................................................................................................................15
CONCLUSION ............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Globalisation is related to geographical dispersion of businesses for entering the market
for trading across borders. Globalisation assist in providing the products and services across the
border. This research project will provide understanding about the impact of globalisation on
marketing function for the emergence of global brands. This study will include Marks and
Spencer which is involved in fashion industry and provide clothing products for men, women
and kids. Marks and Spencer is using various marketing techniques for the promotion of their
products and services to attract more customers towards the brand. This study will include
project management plan for completing the project in a specified time frame. Moreover, it will
include the research methodology for achieving the aims and objectives of this project.
Furthermore, It will provide understanding about result of the study ion the basis of analysis of
the findings.
Aim: To investigate the impact of globalization on marketing function of M&S with
regards to emergence of global brands.
Objectives :
 To identify the trend of global brand due to globalisation
 To articulate the economic and cultural impact of globalisation on the marketing function
of M&S.
 To assess challenges arise due to the emergence of global brands in the context of M&S.
 To provide recommendation for improving marketing strategy for growth of business
Research Questions
 What is the trend of global brand due to globalisation ?
 How the economic and cultural impact of globalisation affect the market function of
M&S?
 What are the challenges that arise due to emergence of global brands ?
 What are the recommendation for improving the marketing strategy for growth of
business?

Rationale : The reason for conducting this research is for academic purpose as it will
assist in improving the knowledge and provide better understanding about the topic. Another
reason for this research is that it will assist in understanding the concept of globalisation for
future growth.
Project management plan
Project management plan is a document which provide understanding about the activity
relating to the project execution. It includes the aspects which are regarding the the execution of
the project. This areas are required to be monitored and controlled for the management of project
in effective and efficient manner. The followings are the aspected cove4red for effective and
efficient project management.
Cost : The project manager for completing the project is required to estimate the cost for
executing that planned project. Without estimating the project cost the project manager is not
able to allocate the cost to its various activities. So, for execution of project it is require that the
project manager should prepare a budget for identifying the expenses which will be incurred for
completing the project. For conducting the present research, The cost of around £5000 will re
required.
Scope : The scope of project provide understanding about the information requirement
for completing the project. It assist in determining the goals of the project on the basis of which
all the activities and tasks related to the project will done as per the scope determined. It is
required that the scope of the project should be specific, measurable, achievable , relevant and
time bound (Boyle, 2017). The research can b used for academics and other purposes.
Quality : It means considering the quality standards for completi8on of the project. It is
the foremost thing which should be consider while pre4paring the project. It is required that the
project contains high quality in order to provide better understanding to the users of the
information (Pinto and et.al., 2016). The project should be completed in measuring and
controlling the quality of the project.
Time : It is required that the project activities should be scheduled in order to complete
the task of project in particular time frame to complete the project on time. For the proper
management of time it is required to schedule the activities. By making schedule for the project
the activities are completed on time and if there are any consequences regarding the changes in

schedule of activities due to holiday of any problems required to be consider by scheduling the
activities.
Communication : The communication regarding the project activities with the
stakeholders is required in order to communicate properly regarding the activities which will be
conducted for completion of project (Kumar and Yakhlef, 2016). The main problem in project
management is due to poor communication. For communication researcher can use emails and
other tools.
Risk : The risk associated with the project consist of the uncertainties which may arise
during the project that affect the project should be consider in order to make effective measure
regarding those risk in order to successfully completing the project. There is a risk of loss of
data and other risk.
Resources : The resources involves the team members which carry out the project
activities. Moreover, it include equipment such as laptop etc. and resources also include funding
for the project should be consider before execution of the project.
Gantt chart including time frames and stages involved in project

Task Name Duration Start Finish Predecessors
Research proposal 2 days Mon 18-03-
19 Tue 19-03-19
Aims and objectives 4 days Wed 20-03-
19
Mon 25-03-
19 1
Research methodologies 7 days Wed 20-03-
19 Thu 28-03-19 1
Data collection 8 days Tue 26-03-19 Thu 04-04-19 2
Data analysis 4 days Fri 29-03-19 Wed 03-04-
19 3
Data interpretation 5 days Fri 05-04-19 Thu 11-04-19 4
Finding and conclusion 2 days Fri 05-04-19 Mon 08-04-
19 2,4
Recommendations 1 day Fri 12-04-19 Fri 12-04-19 5,6
Execute the plan 1 day Tue 09-04-19 Tue 09-04-19 7
Submission 1 day Mon 15-04-
19
Mon 15-04-
19 8,9
Gantt Chart
Critical path :

RESEARCH METHODOLOGIES
Research methods
Research methods are those which are used by researcher for conducting the research.
With the help of research methods the information is collected and can analysed in proper way.
Research type : it provide understanding about the typ0e of research which is conducted.
There are two types of research which consist of qualitative and quantitative research. The
qualitative research is conducted when the research includes more theoretical frameworks and
the views and opinions of respondent whereas quantitative research consist of numerical figures
which will be used in the research (Hillson, 2017). In the present research, qualitative research
type will be used because the topic of this research is more based on the opinions and views of
respondents.
Research Approach : It is a plan and procedure that consist of steps of broad
assumptions to detailed method of data collection, analysis and interpretation. The research
approach consist of inductive and deductive approach. Inductive approach does not involves
formulation of Hypothesis (Research Approach, 2016). This approach is based on the
observation and test rather than on theory. Whereas deductive approach includes formulation of
hypothesis through use of theory. For conducting the present research, The researcher will use
inductive approach which is the best method for identifying the in-depth information regarding
the study.
Research philosophy : It is a belief about the way in which the data about the
phenomenon is collected, analysed and used. The research philosophy consist of positivism and
interpretivism research philosophy (Condea, Cruickshank and Hagedorn, 2017). interpretivism

philosophy is one form of qualitative methodology in which the information is interpreted on the
basis of theory. Whereas positivism is based on quantitative methodologies and involved the
real facts and figures regarding the study.
Data collection : Data is collected through use various sources. Data collection methods
are used to gather the information regarding the topic in order to collect the in depth information
about the research. It consist of primary and secondary sources of data collection. p[primary
source include the use of survey, interviews and questionnaire. It is the first hand information
which is gathered by researcher (Davies and Wolfert, 2016). Secondary sources of data
collection consist of books, journals, and other published sources. In this present research, Both
primary and secondary data collection methods will be used in order to identify the in- depth
information regarding the topic.
Sampling : It is the method of using the sample data for identifying the information.
Sample means using the small amount of sample from the large population. There are two
methods of sampling which consist of probabilistic and non probabilistic sampling. Probabilistic
sampling involves the use of simple random sampling in which the sample are chosen randomly
from the large population (Basu, 2017). Non – propailiti8c sampling does not provide equal
chance of being selected to every individuals because it consider the fix number of samples
which will be consider. In this present research,. Simple random sampling will be used as
samples for 20 employees as respondents.
Data analysis : It is a method of analysing the information in order to determine the
useful information. There are two methods of data analysis one is thematic which is based on
qualitative study in which the data is analysed on the basis of the results of respondents
(Nicholas and Steyn, 2017). Another method of data analysis is SPSS which is sued for
quantitative study through use of SPSS tools in order to gather the useful information in
numerical figures. In the present study, The data will be analysed through use of Thematic
analysis which involves the use of qualitative study to identify the in depth information regarding
the research.
Ethical consideration : It contains the ethics, norms and standards which are set for
completing the study in a ethical manner (Young, 2016). The researcher for carry out this
research will take the informed consent of the respondent in order to complete the research in a
ethical manner by following the norms and standards.

Name of respondents :
Age :
1. What do you understand by the term globalisation
 It is geographical dispersion of companies.
 Adopting technology for operations
 international trade
2. Do you agree that the global brand are able to enter new market through use of technology
 Strongly agree
 agree
 strongly disagree
 disagree
3. Is there a increasing trend of global brand due to globalisation?
 Yes
 No
4. From the following which is the factor which assist companies in improving their marketing
function
 Technology
 Development of product
 Adopting marketing strategy
 all of the above
5. from the following what are the challenges faced by company due to emergence of global
brands
 increase in competition
 reduction in profitability
 reduction in customer base
 All of the above
6. Do you agree that economic and cultural impact of globalisation affect the marketing
function of companies?
 Strongly agree

 Agree
 Strongly Disagree
 Disagree
7. Provide recommendation to company for improving their marketing strategy
…...........
DATA ANALYSIS AND FINDINGS
Theme : 1 The Term Globalisation
Particulars Respondents (20 employees)
It is geographical dispersion of companies. 10
Adopting technology for operations 4
International trade 6
Interpretation : From the above graph and table it can be interpreted that respondent
said that globalisation is term which refers to geographical dispersion of of companies as it is
being responded by highest number of respondents i.e 10. But on the contrqar4y there were few
people that responded that globalisation is adopting new technology for operations.
It is geographical dispersion of companies.
Adopting technology for operations
International trade
0
2
4
6
8
10
12
10
4
6
Respondents (20
employees)

Theme 2 : The global brands are able to enter new market through use of technology
Particulars Respondents (20 employees)
Strongly agree 8
agree 6
strongly disagree 3
disagree 3
Interpretation : From the above graph and table it can be interpreted that through use of
technology firms are able to enter new market which is agreed by highest number of responded
as shown above. There were few people that responded that technology is not a factor that assist
companies in entering new market. The 3 responded form the sample of 20 said that technology
does not support global brand in entering new market.
Theme 3 : Increasing trend of global brand due to globalisation
Particulars Respondents (20 employees)
Yes 15
Strongly agree agree strongly disagree disagree
0
1
2
3
4
5
6
7
8
9 8
6
3 3
Respondents (20
employees)

No 5
Interpretation : It can be interpreted from the above graphs and table that globalisation
has helped companies in becoming global brand and thus there is increasing trend of global
brand with the help of various factors of globalisation. Around 15 people responded that the
global brands are increasing due to the globalisation whereas only 5 respondents said that trend
of global brand does not increase due to globalisation.
Theme 4 : Factors which assist companies in improving their marketing function
Particulars Respondents (20 employees)
Technology 5
Development of product 3
Adopting marketing strategy 4
all of the above 8
Yes No
0
2
4
6
8
10
12
14
16 15
5
Respondents (20
employees)