A Study on the Impact of Globalisation on M&S PLC's Marketing Function

This project analyzes the impact of globalization on the marketing function of M&S PLC, a major UK retailer. The report begins with an introduction outlining the aims, objectives, and research questions, followed by a literature review exploring the relationship between globalization and marketing strategies. A project management plan is developed, including cost, scope, time, and quality considerations, alongside a work breakdown structure and Gantt chart for project scheduling. The research employs both qualitative and quantitative methods, using questionnaires to gather primary data and thematic analysis to interpret the findings. The analysis reveals key insights into how globalization affects M&S PLC's cross-border sales, marketing channels, and competitive landscape, leading to recommendations for strengthening international trade operations and maximizing profits through effective marketing strategies. The conclusion summarizes the key findings and reflects on the research process.

MANAGING A SUCCESSFUL
BUSINESS PROJECT

Table of Contents
MAIN BODY...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
P 1 Devising project aims and objectives..................................................................................1
P2 Preparation of project management plan covering various aspects for project.....................2
P3 Producing work breakdown structure and a Gantt Chart.......................................................3
.....................................................................................................................................................4
.....................................................................................................................................................4
P4 Carrying out small-scale research by applying qualitative and quantitative methods...........4
P5 Analysing research and data with appropriate technique......................................................5
P6 Communicating recommendation to draw valid conclusion...............................................11
P7 Reflecting upon own performance during research.............................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

MAIN BODY
INTRODUCTION
Globalisation has led to paved the way for increasing international trade in effectual
manner. Present report deals with M&S PLC, giant in retail sector in the UK, in which research
study is being conduced to analyse positive, economic, cultural and ethical impacts of
globalisation on marketing function in company. Project management plan will be prepared
along with Gantt chart and WBS. Moreover, research methodology will be provided along with
data analysis and conclusion will be drawn.
P 1 Devising project aims and objectives
Aim-
“To analyse what are the positive, economic, cultural and ethical impacts of globalisation
on marketing function- A study on M&S PLC”
Objectives-
 To analyse the positive impact of globalisation in marketing function at M&S PLC
 To assess factors of globalisation which helps M&S PLC to earn profits
 To provide recommendation for strengthening international trade operations for
maximising profits with the help of marketing function
Research Questions
Q1. What are factors of globalisation which leads to maximisation of profits at M&S PLC?
Q2. Do globalisation leads to accomplishment of desired objectives in M&S PLC?
Q3. Do globalisation is helpful for maximisation international trade between nations?
Significance of study
The significance of present study is beneficial for researcher in order to ascertain what
are the positive, economic, cultural and ethical impacts of globalisation on marketing function of
company (Eaton, 2017). Globalisation has lead to enhancement of international or cross-border
sales between nations. This has benefited company in attaining profits in the best manner
possible. M&S PLC is being taken in present research which is a giant in retailing sector in the
UK for assessing importance of marketing function particularly in handling global trade.
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Literature Review
Theme 1- Highlighting relationship between globalisation and marketing function
As per the views Kraidy (2017), globalisation has led to increase in rivalry in the market
and financial shift is being seen from developing to emerging economies. Marketing is quite
important in promoting product of company to customers to make them aware about it. The
globalisation is beneficial for company for providing customers with wide variety of products
available at their door step. Thus, it is helpful in maximising base of customers and as a result,
profits are attained.
Theme 2- Globalisation and marketing strategies
Flick (2018) says that globalisation has paved the way for company in attainment of more
customers and increase in cross-border sales. The marketing strategies are quite useful for
maximising sales in effective manner. Online marketing, social media marketing, content
marketing are used by organisations for promotional purpose of their products. Moreover, such
marketing strategies are helpful in attaining profits quite effectually and customer's satisfaction is
achieved through international marketing.
P2 Preparation of project management plan covering various aspects for project
A project management plan can be defined as a formal, approved documents which assist
management to appropriately executes, monitored and control the various aspects of project. A
project management plan of M&S Ltd which helps in covering all its different constraints:
Cost: It is an important aspect which needs to be considered while planning for a new
project. A cost that would be incurred in the project (Ganesan. 2018). The amount of money
that's available in order to achieve the desired outcome can restrict the use of financial resources
(Dunne and Reus-Smit, 2017). The project manager needs to prepare the budget by estimating
the appropriate cost that would be required. For marketing project of M&S Ltd, manager has
prepared an approx cost of 10,000 pounds.
Scope: The scope of a project deals with specific requirement that needs to be fulfilled in
order to complete the project. The proper managing the scope is essential because the amount of
time that each step would require will ultimately affect the quality of results. It has an impact on
time schedule as well as on the cost. Thus, it can be said that the scope of this project is wide.
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Time: In basic term, it is the schedule of estimated amount of which is allotted for the
completion of a project. A Giant chart can be considered as tool which help in estimation of a
project schedule. Time required for a project has directly interconnected with cost and scope of a
project. It will take 21 days to complete the project as scheduled.
Quality: the standard of project quality is the ultimate objective of every project plan.
The quality standard of a project must have been meet in order to successfully accomplish the
goals of the project (Salloukh, 2017). Quality of a project is interrelates with other constraints of
the project, if time, scope or cost fails to meet, they might results in poor quality and outcomes of
the project. Poor quality will help in meeting the requirement which can have serious
consequences for M&S Ltd.
Communication: In project management plan, effective communication of project and
its process to all team member and management is very essential. From description to approval
of the project, manager of project should adhere the effective guidelines of running effective
meeting to ensure proper communication of project process.
Risk: It is the section of the project plan which help in describing, managing and
identifying the risk associated with the project. A project manager will be done a risk assessment
in order to be prepare to meet the unknown circumstance in order to keep the project activity on
track (Sklair, 2017).
Resources: This part of project plan is directly connected with the cost of the project.
The amount of money that is available for a project will help in acquisition of resources. But
sometimes, even costs will not help in getting the resources on time.
P3 Producing work breakdown structure and a Gantt Chart
Task Name Duration Start Finish Predecessors WBS
Research Proposal 2 days Mon 24-12-
18 Tue 25-12-18 1
Devising aims and
objectives 3 days Wed 26-12-
18 Fri 28-12-18 1 2
Review of literature 3 days Mon 31-12-
18 Wed 02-01-19 1,2 3
Drafting questionnaire 2 days Thu 03-01-19 Fri 04-01-19 3 4
Data collection 4 days Mon 07-01-
19 Thu 10-01-19 3,4 5
3

Analysing data 3 days Fri 11-01-19 Tue 15-01-19 5 6
Conclusion and
Recommendations 2 days Wed 16-01-
19 Thu 17-01-19 6 7
Report submission 2 days Fri 18-01-19 Mon 21-01-19 6,7 8
Figure 1 Gantt chart
Figure 2 Network diagram
P4 Carrying out small-scale research by applying qualitative and quantitative methods
The small-scale research being applied are as follows-
Research Type-
The research type is of mainly two types such as quantitative and qualitative technique
being used. In present research, qualitative technique has been used for assessing economic,
cultural, ethical impact of globalisation on marketing function of company.
Research Design-
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Proper schema is prepared which helps researcher to take proper direction in research.
Researcher has used exploratory research design for exploring study with reference to various
factors of globalisation.
Research Approach-
There are two types of approach such as deductive and inductive. In current study,
researcher has used deductive approach for analysing impact of globalisation on marketing
function of firm (Green and Thorogood, 2018).
Research Philosophy-
The research philosophy mainly used are interpretivism and positivism. Researcher has
used interpretivism philosophy for interpreting results of research in effective manner.
Sampling-
The simple random sampling method is being used by taking sample of 20 employees of
M&S PLC by providing them questionnaire. It is provided that sampling will be helpful for
analysing viewpoints of respondents.
Data collection-
Primary data will be collected by providing questionnaire to respondents (Luna, 2018).
On the other hand, secondary data would be used from books, journals, articles from internet etc.
Data Analysis-
The data analysis is crucial for extracting results. For accomplishing this, thematic
analysis is being used by preparing themes on the basis of questionnaire.
P5 Analysing research and data with appropriate technique
Questionnaire
Name-
Age-
Demographic Profile-
Gender-
Q1. Do you think that globalisation is fruitful for increasing cross-border sales of M&S PLC?
 Strongly Agree
 Agree
5

 Disagree
 Strongly Disagree
Q2. Do you think economic, cultural and ethical impact of globalisation affects marketing
function of M&S PLC?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
Q3. What are the benefits of globalisation being attained by M&S PLC?
 Increased revenue
 Enlarged operations
 Increase in customer's satisfaction
 Maximum productivity
Q4. Which marketing channel is used by M&S PLC currently?
 Social media marketing
 Content marketing
 TV advertisements
 Use of magazines
Q5. Do you agree that globalisation leads to elevate competition in international market?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
Q6. Kindly provide any other suggestion for improving services........
6

Theme 1- Globalisation is fruitful for increasing cross-border sales
Q1. Do you think that globalisation is fruitful
for increasing cross-border sales of M&S PLC? Frequency
Strongly Agree 8
Agree 5
Disagree 4
Strongly Disagree 3
Total 20
Strongly Agree Agree Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
9
8
5
4
3
Frequency
Interpretation-
It can be interpreted from the above chart that globalisation is good for increasing cross-
border sales of M&S PLC as 8 respondents strongly agree with it. While, 5 agree with statement
and 4 of them disagree and 3 strongly disagree with it.
Theme 2- Marketing is affected by impact of globalisation
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Q2. Do you think economic, cultural and
ethical impact of globalisation affects
marketing function of M&S PLC? Frequency
Strongly Agree 8
Agree 7
Disagree 3
Strongly Disagree 2
Total 20
Strongly Agree Agree Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
9
8
7
3
2
Frequency
Interpretation-
It can be analysed that 8 respondents believe that economic, cultural and ethical impact of
globalisation affects marketing of company. While, 7 agree and 3 disagree with and remaining 2
strongly disagree.
Theme 3- Increase in customer's satisfaction is benefit of globalisation
Q3. What are the benefits of globalisation being Frequency
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attained by M&S PLC?
Increased revenue 4
Enlarged operations 5
Increase in customer's satisfaction 6
Maximum productivity 5
Total 20
Increased revenue
Enlarged operations
Increase in customer's satisfaction
Maximum productivity
0
1
2
3
4
5
6
7
4
5
6
5
Frequency
Interpretation-
It can be interpreted that customer's satisfaction is increased as they have wide selection
of goods. While, 5 said productivity is increased. 4 said revenue gets maximised and 5 answered
operations are enlarged.
Theme 4- Content marketing is used by M&S PLC
Q4. Which marketing channel is used by M&S
PLC currently? Frequency
Social media marketing 4
9

Content marketing 8
TV advertisements 5
Use of magazines 3
Total 20
Social media marketing
Content marketing
TV advertisements
Use of magazines
0
1
2
3
4
5
6
7
8
9
4
8
5
3
Frequency
Interpretation-
It can be analysed that M&S PLC uses content marketing as 8 employees said in favour
of it. While, 4 said social media marketing. 5 said TV advertisements are taken and remaining 3
said use of magazines are done.
Theme 5- Globalisation leads to elevate competition
Q5. Do you agree that globalisation leads to
elevate competition in international market? Frequency
Strongly Agree 7
Agree 6
Disagree 5
10

Strongly Disagree 2
Total 20
Strongly Agree Agree Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
7
6
5
2
Frequency
Interpretation-
It can be assessed that globalisation leads to increase in competition as 7 respondents
strongly agreed with the same. 6 of them also agreed. While, 5 disagreed and remaining 2
strongly disagreed
P6 Communicating recommendation to draw valid conclusion
Hereby it can be recommended that marketing function plays crucial role in M&S PLC. It
is recommended that firm should take into account social media marketing in operational
activities so that promotions may be done in effective manner. Moreover, for increasing market
share, cultural, ethical, economical and positive impact are to be analysed so that profits may be
accomplished (Carroll, 2017). Moreover, it is also recommended that marketing function should
be interrelated with all departments so that information may be followed in entire departments of
M&S PLC. Thus, more profits would be accomplished by firm.
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P7 Reflecting upon own performance during research
The research has been completed by me within stipulated time. In this research, I'm able
to gain various skills and nurture my existing skills in effective manner. Communication skills
are enhanced and I'm able to make proper analysis of data. Thus, data analytical skills are
improved. Moreover, I'm able to recognise that globalisation is quite helpful in maximising
cross-border sales of M&S PLC and marketing is crucial function in it.
CONCLUSION
Hereby it can be concluded that globalisation is quite important for company in
attainment of profits as with the help of cross-border sales, company can accomplish profits. The
project plan is being designed providing clarity that costs, quality, time, communication, risk and
resources of project. Research is being undertaken providing that globalisation has effect on
marketing function of M&S PLC in effective manner.
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REFERENCES
Books and Journals
Carroll, E., 2017. The Impacts and Non-Impacts of Globalization on Social Policy: Social
Insurance Quality, Institutions, Trade Exposure, and Deregulation in 18 OECD Countries,
1960-1995. In Social Security in the Global Village(pp. 133-156). Routledge.
Dunne, T. and Reus-Smit, C. eds., 2017. The globalization of international society. Oxford
University Press.
Eaton, J., 2017. Globalization and human resource management in the airline industry.
Routledge.
Flick, U., 2018. An introduction to qualitative research. Sage Publications Limited.
Green, J. and Thorogood, N., 2018. Qualitative methods for health research. Sage.
Kraidy, M., 2017. Hybridity, or the cultural logic of globalization. Temple University Press.
Luna, F., 2018. Globalization, gender, and research. In Globalizing feminist bioethics (pp. 254-
265). Routledge.
Salloukh, B.F., 2017. Persistent permeability?: regionalism, localism, and globalization in the
Middle East. Routledge.
Sklair, L., 2017. The Icon Project: Architecture, cities, and capitalist globalization. Oxford
University Press.
Online
Ganesan. 2018 Project Cost.Why is it important for Project Managers? [Online] Available
Through: <https://www.greycampus.com/blog/project-management/project-cost-why-is-it-
important-for-project-managers>
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