Globalisation's Influence on Marketing Functions: A Tesco Case Study

This research proposal examines the influence of globalization on the marketing functions of Tesco, a major retail business. The study aims to assess the trends, benefits, and challenges associated with globalization, focusing on economic, cultural, and ethical aspects. The research employs a qualitative methodology, including a literature review and an inductive approach, to analyze the impact of globalization on Tesco's marketing strategies. Data will be collected from both primary and secondary sources, using a combination of questionnaires and published materials. Thematic analysis will be used to analyze the data. The proposal outlines a detailed timeline for the research, including topic selection, literature review, methodology selection, data collection, data analysis, and the formulation of conclusions and recommendations. The study intends to provide insights into how Tesco can navigate the challenges and leverage the opportunities presented by globalization, with the ultimate goal of improving its marketing performance in the global market. The research will also explore the various factors affecting the company's marketing functions in the context of globalization and suggest measures for Tesco to overcome the associated challenges.

Research Proposal

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background .....................................................................................................................................1
Literature review .............................................................................................................................1
Research methodology ....................................................................................................................2
Timeline...........................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Topic- Impact of globalisation on the marketing functions of retail business organization: A study
on Tesco
Aims and objectives
Aim
“To assess the influence of globalisation on marketing functions of Tesco in context of economic,
cultural and ethical aspects”.
Objectives
 To assess the trend of globalization and its benefits associated with the retail business.
 To evaluate different factors that have impacts on the marketing functions of companies with
respect to globalization.
 To determine positive and the negative effect of global trade on the marketing function of
Tesco.
 To recommend measures that could be taken by Tesco for overcoming challenges pertaining to
economic, cultural and ethical aspect in relation to the marketing function.
Background
Globalisation means interactions of markets within the global world that leads to increased
interconnectedness of national economies. The present study highlights the trends, effects and the
measures that need to be taken into account by an organization while operating its business on a global
level. Moreover, the study also includes the details regarding the methodology that is been adopted by
the researcher for making the study more reliable and useful with appropriate application of the tools.
Literature review
As per Nikolova, Rodionov, and Afanasyeva, (2017), Globalisation refers to the process of
integration and the interaction among the people, government and the companies across the world.
Over the years, globalisation has the grown with high pace because of the advancement in the
communication and the transportation technology. Along with the increased global interactions, growth
of the international trade, culture and ideas has been resulted.
Author reviewed that globalisation is been counted as the interesting phenomenon as its obvious
that world is been going through such process of the change in respect of increasing political, social,
cultural, financial and environmental interdependence within the nations. Globalization seeks for

changing the living standard of the people, prompts the organization for changing their ways in
conducting the business and spurs the nation in establishing the new policies.
In accordance to the Coe, and Wrigley, (2017) it has been viewed that, globalisation helps the
marketing department department of the firm in outsourcing and in finding for the new customers
across the globe. However, globalisation results in increased threats and the opportunities for an
enterprise in respect of their performance and the global marketing cooperation with the other firms.
On one hand it has been reviewed that it helps the organisation in accessing the resources worldwide
and also in expanding to several overseas market which in turn helps marketing manager in enhancing
the sales with improved the performance and large customer base. On the other side, threats attached to
global trade could be destructive for the firms performance because of an increase in the number of the
competitors with the higher level of the market uncertainty.
Dabija, Pop and Postelnicu, (2016) stated that globalisation provides for the access to the
larger market for the company which helps the company in selling its products and expanding its
market into the other regions of the country as well so that objectives of marketing function like
boosting sales and attracting newer customers for attaining growing success could be achieved.
However, globalization results in causing the environmental damages as in meeting the global demand
company increases its production which in turn requires more and more use of the natural resources
that leads to negative effect on an environment.
Hanf and Dautzenberg, (2016) highlighted that there are many challenges that are been faced
by the marketing manager while trading in an international market that includes cultural diversity,
ethical considerations, regulatory problems, lack of resources and the supply chain etc. In order to
overcome these challenges, marketing managers of the company before developing their strategies
must have the strong awareness and the insights into the international and the local processes that
applies to retail business industry and must be competent enough in the gaining the potential
opportunities and turning such opportunities into the profitable ventures in the global economy.
Research methodology
Research type
It is of two types that includes quantitative and qualitative method where quantitative
techniques refers to the assessment that is based on the numerical figures and includes quantifiable
components which helps in making the study accurately (Lee and Chiu, 2016). However, qualitative
method includes emotions, words and feelings and not the quantifiable elements. In this study , an

investigator will be using qualitative method as it helps in analysing the influence of the globalisation
in respect of external factors within the marketing function of an entity in a better way.
Research approach
Specifically there are mainly two approaches that could be used by the scholar in making that
involve inductive and deductive approach. Inductive approach is been associated with the qualitative
research that starts with the theories and proposed to be ended as the result of an observation. On the
other hand, deductive method refers to the approach that begins with the hypothesis and ends at
specific results through a logical process (Bresler and Stake, 2017). With reference to this study,
scholar will be using inductive approach as it best suits to the qualitative method and helps in building
appropriate theories regarding the impact of the globalisation on the marketing department of an
enterprise.
Research philosophy
Majorly the research philosophy is categorised into two parts that includes interpretivism and
positivism. Interpretivism philosophy includes integration of the human interest within the study while
positivism philosophy is the theory that states particular the knowledge on the basis of natural
phenomenon and relations (Fletcher, 2017). Referring to this research report, an investigator will be
adopting interpretivism philosophy as it helps the scholar in making detailed analysis of the
globalisation effect in a more meaningful way.
Data collection
Scholar could collect the data from majorly two sources that are primary and secondary sources.
Primary sources refers to gathering of information directly in connection with the respondents known
as first-hand data. However, secondary sources means collecting the data through the published sources
that includes journals, articles and internet etc (Wiek and Lang, 2016). In this report, researcher will be
using primary as well as secondary sources by structuring the questionnaire and gathering the data from
books and journals.
Sampling
It can be done by using two main techniques that are probabilistic and non-probabilistic tool.
Probabilistic tools refers to the method that provides equal chance to the entire population of being
selected. Non-probabilistic sampling does not provide equal chance to the population of getting chosen
and the sample under this technique is been chosen based on subjective judgements (McCusker and
Gunaydin, 2015). In this study, random sampling will be used by an investigator as it gives an even
chance to each and every item in population of selecting as the sample.
Data analysis

Data can be analysed by using two main methods that includes SPSS and thematic analysis.
SPSS includes the software package which is been used for the analysing the statistical data. Thematic
analysis refers to the building of various themes relating to the impact of globalisation on the
functioning of organization towards the external environmental factors. In accordance to this study,
scholar will be utilizing thematic analysis for gaining a better understanding relating to the influence of
globalisation.
Timeline
Week
/Activ
ities
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Week
12
Topic
selecti
on
Frami
ng
aims
and
objecti
ves
Condu
cting
literat
ure
review
Selecti
on of
the
resear
ch
metho
ds
Data
collect
ion
Data
analys
is
Discus
sion
Concl
usions

Reco
mmen
dation
s
Modif
ication
as per
client

REFERENCES
Books and Journals
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education. In Critical
Essays in Music Education (pp. 113-128). Routledge.
Coe, N. M. and Wrigley, N., 2017. Towards new economic geographies of retail globalization. The
new Oxford handbook of economic geography. pp.427-446.
Dabija, D. C., Pop, N. A. and Postelnicu, C., 2016. Ethics of the garment retail within the context of
globalization and sustainable development. Industria Textilă. 67(4). pp.270-279.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets method.
International Journal of Social Research Methodology. 20(2). pp.181-194.
Hanf, J. and Dautzenberg, K., 2016. Retail internationalization as a driver of global developments: the
example of Central and Eastern Europe. In The New Cultures of Food (pp. 111-126). Routledge.
Lee, C. C. and Chiu, Y.B., 2016. Globalization and insurance activity: Evidence on the industrial and
emerging countries. The North American Journal of Economics and Finance. 36. pp.328-349.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed methods and
choice based on the research. Perfusion. 30(7). pp.537-542.
Nikolova, L. V., Rodionov, D. G. and Afanasyeva, N. V., 2017. Impact of globalization on innovation
project risks estimation. European Research Studies. 20(2). p.396.
Wiek, A. and Lang, D.J., 2016. Transformational sustainability research methodology. In Sustainability
science (pp. 31-41). Springer, Dordrecht.