Impact of Globalisation on Business Activity: Sainsbury Case Study

This business research project investigates the impact of globalisation on Sainsbury, a major player in the retail sector. The project begins with an introduction to globalisation, defining its significance and outlining the research aims, objectives, and questions. A comprehensive literature review explores the concept of globalisation, its effects on marketing activities, and the measures used to achieve a competitive edge. The methodology section details the types of investigation, research onion, and ethical considerations. Data analysis is performed to present findings and results of the research. The project then presents conclusions and recommendations, followed by a reflective section on the research process and areas for future research. The project analyzes changes in marketing activities, the impact on the marketing department, and the strategies Sainsbury employs to compete in the global market, providing valuable insights into the challenges and opportunities presented by globalisation in the retail industry. Appendices and references are also included to support the research.

Business Research
Project

Table of Contents
CHAPTER-1 INTRODUCTION.....................................................................................................3
1.1 Background...........................................................................................................................3
1.2 Significance...........................................................................................................................3
1.3 Research Aim........................................................................................................................4
1.4 Research Objectives..............................................................................................................4
1.5 Research Questions...............................................................................................................4
1.6 Time scale.............................................................................................................................5
CHAPTER2 LITERATURE REVIEW...........................................................................................5
2.1 Concept of globalisation.......................................................................................................5
2.2 Changes in marketing activities due to Globalisation...........................................................6
2.3 Impact of globalisation on marketing department................................................................7
2.4 Measures used to attain higher competitive edge.................................................................8
CHAPTER3 METHODOLOGY ....................................................................................................9
3.1 Types of investigation...........................................................................................................9
3.2 Research onion....................................................................................................................10
3.3 Ethical consideration...........................................................................................................11
CHAPTER4 DATA ANALYSIS................................................................................................11
4.1 Data collection....................................................................................................................11
4.2 Data analysis.......................................................................................................................11
CHAPTER5 CONCLUSION AND RECOMMENDATION.......................................................19
5.1 Conclusions.........................................................................................................................19
5.2 Recommendations...............................................................................................................19
CHAPTER6 REFLECTION..........................................................................................................20
6.1 Reflect on research method.................................................................................................20
6.2 Research method which could use......................................................................................20
6.3 Areas of further research.....................................................................................................21
APPENDICES...............................................................................................................................22
REFERENCES..............................................................................................................................29

TOPIC- To analyse the impact of globalisation on business activity. A case study on
Sainsbury.
CHAPTER-1 INTRODUCTION
1.1 Background
Globalisation means expansion business at international level. Globalisation is process in
which integration and interaction among individuals, organisations, political parties of two
different nation is possible. There is important role of political parties which are crucial and
relevant for smooth running of business operations. To make business expand at international
level, it is essential to analyse policies which are framed by different nations (Amaladoss and
Manohar, 2013). There is different in trade policies of one country with other, hence in
globalisation of business organisation. This research is based on Sainsbury which is second
largest super market chain in retail sector. These days, there is competition in retail sector
organisations are dealing at international level. So managers of Sainsbury are thinking to operate
at international level. There are many activities at Sainsbury such as purchasing, production,
sales, research, marketing, etc. hence there is change in working style to operate at international
level.
With the help of globalisation of business, expansion of business is possible. This can be
done with proper analysis and regular external analysis. As there is difference in trends, culture,
religion, social factors as per change in geographical region, hence it is responsibility of
managers of Sainsbury to analyse it and take corrective actions. There is requirement of different
approach such as new techniques of marketing, training to workers, etc. which assist in
representing brand at international level. There are many department which has to change their
working style so they can make alteration according to external environment. Globalisation
provides benefits to organisations in many ways such as long term relations with employees, use
of new techniques, etc. When managers analyse external market, then they are are about demand
and then take actions accordingly. This assist in proper use of resources (Bardy, Drew and
Kennedy, 2012). To operate at global level, there is requirement of more resources such as funds,
employees, techniques, IT skills, etc.
1.2 Significance
Globalisation of business is relevant for expansion of business, it provides chance to
improve revenues and profits of Globalisation. As there are many changes which are taking place

in external environment, so to operate at international level such changes has to be analysed.
This helps to make long term existence in industry. External changes includes change in
environment, political factor, alteration in legal laws, etc. These factors has to be considered by
managers to operate at international level.
Globalisation is important because with it Sainsbury can represent itself at international
level and compete with international brand, customer base can be increased. In UK, people are
more brand conscious, so it is easy for consumer to avail services from international brand.
Sainsbury operates in retail sector, so they have to market product and services which different
measures such as online, newspaper, etc. There is alteration in working style of every department
because of operating at international level (Campbell, Eden and Miller, 2012). Globalisation is
relevant to make positive and long term relations with customers. When Sainsbury operates at
international level, then employees are satisfied that they are working with international brand.
Improvement in product and services of Sainsbury are require to maintain long term, existence at
international level.
Expansion of Sainsbury at international level, can be done with joint efforts of employees
as well as employer. Managers has to convey decisions to employees, so they are aware about
changes which are taking place in organisation and actions which can be taken to deal with
negative results. Marketing activities has to be done with more efforts to cover every consumers.
As there is difference in taste of people according to geographical region, hence it is
responsibility of Sainsbury to analyse it and then advertise product and services. If ethics of
consumer gets hurter, then this gives negative impact on growth and development of association
(Sassen, 2016).
1.3 Research Aim
“To determine the impact of globalisation on marketing activity of an organisation.” A case
study of Sainsbury.
1.4 Research Objectives
 To understand the concept of globalisation.
 To determine changes in marketing activities of Sainsbury due to Globalisation.
 To access the impact of globalisation on marketing department of Sainbury.
 To analyse the measures that are used by Sainsbury to attain higher competitive edge
within the commercial centre.

1.5 Research Questions
 Do you aware about concept of globalisation?
 What changes in marketing activities of Sainsbury due to Globalisation?
 What is the impact of globalisation on marketing department of Sainbury?
 Which measures are used by Sainsbury attain higher competitive edge within the
commercial centre?
1.6 Time scale
There are different activities such as aims and objectives, literature review, research
methodologies, data collection, data analysis and at last conclusion and recommendations which
are required to be performed to complete research. To complete this research, around 9 week are
required. Framing aims and objective requires time of around 1 week, literature review,
research ,methodology, data collection and data analysis requires approximately two weeks for
each activity. At last conclusion and recommendation requires time of around 1 day.

CHAPTER2 LITERATURE REVIEW
2.1 Concept of globalisation
In the view of John Williamson “Globalisation is one of the best way through which
international expansion can be possible.” There is use of different aspects of government through
which international trade is easy. Globalisation is a way through which boundary less trade can
be done. After globalisation policies of UK government, managers of Sainsbury can expand
business at international level such as US, India, China, etc. globalisation of business can be

done with proper understanding international trade policies. As there is different in taxes,
policies, export import duties, etc. according to nation, so managers of Sainsbury have to analyse
it. There is requirement of alterations in policies for successful establishment of business at
international level. For instance: to expand business in European countries, there are stricter
policies as compared to Asian countries (Chen, Li and Shapiro, 2012). So this is time consuming
for Sainsbury. In globalisation business operations can be done with three channels, they are-
inflow and outflow of money, movement of capital, purchase and sale of goods and services.
Advantage of globalisation is business expansion, compete with international
organisations, increase in consumer base, etc. Apart from benefits to organisation, there are some
benefits to related parties also. With the help of globalisation, there is benefit to nation and
political relation with other country improves. According to C. Rangarajan “Trade relations with
trading countries improves.” There are some changes which has to be made in order to make
policies according to environment friendly. Globalisation process can be done with the help of
serial of activities which includes registration of business can be done in order to make business
organisation in running. There are some countries in which international policies are liberal and
easy. There are different ways through which Sainsbury can operate in other country such as
merger, acquisition, franchisee, etc.
As per Fairooz Hamdi “Social development of host country is possible, because incoming
of foreign country is possible.” As per change in international trade policies, managers of
Sainsbury has to abide them. In case of failure, there are possibilities of government interference
with affects business operations and brand image in industry. As per change in market trends,
product and services has to be altered. Hence there are possibilities of different featured
products. In globalisation, there is important role of marketing department which they market
product and services to society.
2.2 Changes in marketing activities due to Globalisation
Marketing is a process through which features of product and services can be conveyed to
society. This can be done to improve sales and revenue. As there is competition in retail sector,
so it is essential to acknowledge society. According to John D. Louth “There is trend for new
product and services in society so at globalise level, it is essential to make alteration in product
and services and then convey to consumers.” This make long term relations with workers. But

there is difference in marketing activities at globalise level. Some of the changes are discussed as
under-
 Marketing of product and services at international level is customised because main aim
of managers of Sainsbury is to establish at international level. Hence it is essential to
provide product and services according to consumer, so consumer base can be increased.
 For marketing at globalise level, different new and innovative strategies are used. Such as
online sources, social media, hoarding, television advertisement, etc. This helps to
interact with regional people and take actions which are crucial for growth and
development. There is extra cost for hiring new marketing personnel which has
knowledge about trend and taste of consumers.
 As Sainsbury deals in different product and services such as hyper market, super market,
forecourt shops, etc. Hence at international level, Sainsbury has to advertise through
different measures according to target market. This approach is more appealing and
attractive for consumers (Cooke, 2012).
 Role of social media is more at international level because, it is tough to reach each and
every consumer people so role of social media such as Facebook, LinkedIn, Instagram,
You Tube, etc.
 There is requirement of diversified approach of marketing because at global market,
association has to reach more number of consumers. As per change in demand of
consumers, alterations are done to market in product with innovative approach. So
research and development activities must be more in-depth and long term.
Hence in order to maintain long term relations with consumers at international level.
There is requirement of alterations in market operations so positive changes can be seen at
international level. Business operate at globalise level to improve sales and profits. Sainsbury has
headquarter in London, UK. And if they want to enhance business at international level. This can
be done with innovation in marketing activities. Managers at Sainsbury must communicate
properly to employees so they are aware about marketing approach for international operations
(Scherer, Palazzo and Matten, 2014).
2.3 Impact of globalisation on marketing department
Marketing activity is one of the crucial factor which affects business operations in
negative manner. It is essential and relevant to maintain changes in advertising activities, so it is

easy to contact more people a a time. As per Lou Cooper “there is positive impact on
globalisation of business if marketing activities are done in appropriate and proper manner.” This
can be done when marketing department perform research. This helps them to provide
knowledge about changes which are taking place in environment. There is competition in retail
industry so there is use of new and innovative approaches which are relevant to get maintain long
term relations with consumers.
It is responsibility of marketing department to use latest techniques through which they
can convey information to society. This includes television advertisement for targeted
consumers, free sampling of new product at outlet, live demonstrating, etc. are part of live
marketing (Crane and Matten, 2016). There is requirement of more marketing activities which
for different and specific departments. As there is direct relation between marketing and sales, so
marketing manager of Sainsbury must hire individual for analysing different approach. At
international level, there are many international brands such as ASDA, Marks and Spencer,
ALDI, LIDL, etc.
Use of new and latest techniques- At globalise level,marketing managers of Sainsbury
use of different techniques such as TV, social media, online sources, etc. which helps to be in
contact of more and more people. This helps in increasing brand image in industry. Hence
positive impact on sales and profits can be analysed.
Techniques for frequent feedback- These days, feedbacks plays important role in
consumer satisfaction. As change in demand of consumers, marketing department of Sainsbury
launch new products and services in front of society and take feedback from consumers. This
feedback is taken through online measures and then marketing department convey to concern
department say production unit of Sainsbury. This provides satisfaction to consumer that their
views are important for association (Cuervo‐Cazurra, 2012).
Hierarchy of decision making- There is difference in demand of consumer at traditional
and international level because of difference in trends, culture, etc. Hence top level manager
provide decision making aspect to divisional department. This assists in performing operations
and hence most appropriate approach can be implemented at organisation. Globalisation gives
decision making power to use best approach and hence positive results can be achieved.
More research activities- Research is important for Sainsbury to operate at international
level. Marketing department has to research different activities which are important and crucial

because there are more organisations which compete with each other. According to change in
marketing activity of competitive association, marketing manager of Sainsbury has to make new
ideas to compete with it.
With research it is easy to compete with other organisations which assist in making good
sales and profits (Timmer and et. al., 2015). Research and marketing department of Sainsbury
has more powerful impact then different changes according to according to alterations in
marketing department activities.
2.4 Measures used to attain higher competitive edge
There is competition in retail sector and in order to compete at international level with
different brands. There is use of different techniques through which they can compete with
different associations. According to Marc Peskett, there are five steps for achieving competitive
advantage in industry at globalise level. Steps to take compete advantage in industry by
managers of Sainsbury are as under-
 Firstly it is responsibility of marketing manager to analyse market and related factors.
For instance: there is marketing of children product at international level, then it must be
done targeting mothers because this is best way to target consumers. This creates
familiar environment to deal with brand (Hirst, Thompson and Bromley, 2015).
 After analysing market, understand demand of consumers. This must be done in
appropriate manner, so further marketing actions can be performed in synchronise
manner.
 After analysing department, key factors which customer want must be focused. For
instance: consumer in Asian countries are more quality conscientious, so it is
responsibility of manager to take care if it. These factors can be known with the help of
market analysis.
 There is some strength and USP of Sainsbury. This must be analysed. It is responsibility
of manager to improve such strengths so they can high it at international market, so good
brand image can be achieved.
 At last, business plan has to be made. With these steps possibilities of getting positive
results are more and hence competitive advantage can be achieved by Sainsbury.

CHAPTER3 METHODOLOGY
3.1 Types of investigation
There are different types of investigation through which data can be collected with the
help of interpretation related to subject matter while conducting this research is done (Hughes
and Kitson, 2012). Modelling, identification and classification, fair testing, modelling, pattern
seeking and researching are the ways through which investigation is done while performing
research. In this research fair testing is used.
There are two method through which data can be collected. They are discussed as under-
Qualitative research- Qualitative research is the way through which research is done to
understand on human and social sciences to know how people think and feel. This research is
more exploratory so understanding related to reasons, opinion can be known. This provides in-
depth information to deeply understand about subject matter. Qualitative method can be
structured or unstructured format. Some techniques used this approach are individual,
observation, etc. Sample size in this research is small (Koos, 2012).
Quantitative research- Quantitative research is used to know the problem with the help
of numerical data and using statical information. This research is measurable in terms of
numbers and facts. This data is much structured as compared to qualitative research. This method
can be done with the help of mobile survey, website interceptors, online polls, etc. So there is
large number of respondents.
3.2 Research onion
First layer in research onion is research philosophy. In this research pragmatism research
philosophy is used. This approach is based on rationale measure which gibes information which
is free from bisaness and better result can be achieved. With this philosophy other method can
also be mixed in case of requirement such as interpretivist philosophy.
Next layer is research approach. In this research deductive approach is used because it
fits with pragmatism research. With the help of deductive approach, there is use of different
aspects which are relevant for knowing views of people. This is relevant for using positive
research with proper questionnaire which contains views of external people (Mingers and
Willmott, 2013).
Next layer is research strategy. In this research, case study approach is sued with the help
of questionnaire. In case to know globalisation of business operations actions are taken in order