Impact of Globalisation on Waitrose: Business Research Project

This business research project examines the impact of globalisation on Waitrose, a British supermarket chain. The report begins with an introduction outlining the research aim, objectives, and questions, focusing on how globalisation influences marketing and business growth. A literature review explores the concept of globalisation, its impact on marketing strategies like advertising and direct marketing, and its importance for Waitrose's development. The research methodology includes primary data collection through questionnaires, utilizing convenience sampling and interpretivism philosophy. The analysis section presents and interprets findings from the questionnaire, illustrating respondents' views on globalisation's impact on Waitrose. The report concludes by discussing the benefits of globalisation, its relationship with marketing, and the challenges faced during the research process.

Business Research
Project

Table of Contents
ACTIVITY 1....................................................................................................................................4
Research title ..............................................................................................................................4
CHAPTER 1: INTRODUCTION ...................................................................................................4
Research aim and objectives ......................................................................................................4
Reason for choosing this research project ..................................................................................5
List of key literature sources ......................................................................................................5
Activities and timescales ............................................................................................................7
Research approach and methodologies ......................................................................................8
ACTIVITY 2....................................................................................................................................9
ACTIVITY 3..................................................................................................................................13
ACTIVITY 4..................................................................................................................................14
REFERENCES..............................................................................................................................16

ACTIVITY 1
Research title
“To identify the impact of globalisation on business activity. A Case study on Waitrose”.
CHAPTER 1: INTRODUCTION
Globalisation is an effective process of integration and interaction between governments,
companies and people worldwide. It has grown due to advances in communication and
transportation technology. Globalisation is more essential and important for the organisation in
different ways such as greater awareness, economics of scale, location flexibility, increased
competition, maximised joint venture and mergers (Cramer, 2017). For this research chosen
organisation is Waitrose which is a British super market chain in Bracknell, Berkshire, United
Kingdom. It was founded in 1904 by Wallace Waite, Arthur Rose, David Taylor. Company
mainly specialise in dealing with food and providing supermarket online shopping to customers.
Company decide to expand their business operations and activities in international level. It is
essential for the enterprise to expand their business activity such as marketing globally. Impact
of globalisation on marketing could be it opens the door for new market for customer base for
the company.
Research aim and objectives
Research aim: Main aim of this research is “To analyze the influence of globalisation on
marketing for achieving business growth and development. A Case study on Waitrose”.
Research objectives:
 To identify the concept of globalisation.
 To analysis impact of globalisation on marketing.
 To evaluate the importance of globalisation for achieving business growth and
development of Waitrose. To examine the relationship between globalisation and its importance on growth of
marketing department.
Research Questions:
 What is the concept of globalisation?
 How globalisation impact on marketing?
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 What is the importance of globalisation for achieving business growth and development
of Waitrose
 What is the relationship between globalisation and its importance on growth of marketing
department?
Reason for choosing this research project
Main reason behind choosing this research project is to analysing the impact of
globalisation on marketing for accomplishing business growth and development within
predetermined time period (Greenwood, 2016). Globalisation is more essential and significant
part for any type of company to expand their business operations and achieve better results. It
maximised competition which is caused by different number of foreign investment applying to
nations. Along with this, increased joint venture and merger-allowing access to larger markets
and associated cost benefits.
List of key literature sources
Literature review is a type of scholarly paper and review articles that cover real
knowledge including substantive findings as well as methodological and theoretical contributions
to a specific topic. Beside this, different number of scholars and authors are provide their view
point about the research topic (Homann, 2016). In this all objectives of research are addressed in
accurate and proper manner.
Concept of globalisation.
According to the Marry, (2018) Globalisation is an effective process in which goods,
ideas, people spread throughout the globe. Globalisation refers to an effective process of the
intensification of political, economic, cultural and social relations across global boundaries. It is
mainly purposed at the transcendental homogenization of social economy and political theory
across the international. It is not easy to tract the changes or variation in the income distribution
within nations directly to internationalisation. In addition, globalisation is the integration of
societies and economics via cross nation flows of ideas, information, technologies, capital,
services, goods, people and fiancée. This concept is follow by the Waitrose in order to expand
their business operations and activities at international level in an effective and systematic
manner.
Impact of globalisation on marketing
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Waitrose decide to operate their business operation at international level that highly
impact on marketing activities in a direct manner. Globalisation process has effected the business
strategies related to marketing mix and also the plan and the apply of particular techniques of
marketing research. In order to introduce product or services at international level, company
need to use different types of technologies such as social media, mobile application and many
other. All these are impacted by the process of globalisation and effect on business sales and
revenues in a direct manner. There are different marketing activities which are determined as
under:
Advertising: In this Waitrose can advertise their brand, services or product in
international level through radio, magazines, television, social media, internet etc. all these
aspects are effect on marketing department of company directly (Marketing Activities, 2018).
Direct marketing: It is another activity of marketing which is follow by the Waitrose to
introduce their product at global level. Beside this, company follow letters, emails, brochures,
and pamphlets to individual target customers, often applied by telemarketing or personal selling.
Importance of globalisation for achieving business growth and development of Waitrose
Globalisation is more essential and effective process for the Waitrose to achieve growth
and development within predetermined time duration. There are some benefits of globalisation
for an enterprise which are determined as under:
 Globalisation has supported to decrease gender wage discrimination and providing
innovative opportunities to women.
 Globalisation is essential for the organisation to expand their business operation and
activities as well as accomplish long term goals and objectives within predetermined time
period (Mutable, 2015).
 It also support an enterprise to retain long run sustainability at international marketplace. Globalisation help an enterprise to attract large number of customers by providing quality
product or services to the customers at reasonable price.
Relationship between globalisation and its importance on growth of marketing department
Globalisation is important and essential for the marketing and many other department.
Beside this, globalisation support the Waitrose to maximise their preferences internationally by
using different kind of digital technology such as social media, mobile application and many
other. All this are important and essential part for the company to easily introduce their goods
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and services at international level and achieve better outputs within predetermined time period.
It is also important for the company to easily introduce their products and services in
international marketplace.
Activities and timescales
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Research approach and methodologies
Research methodology is the process followed to gather data and information for the
motive of making effective decisions. It may includes publication research, survey, interviews,
questionnaire and many other instruments. There are different research methods which are
determined as under:
Data collection: There are two types of data collection method such as primary and
secondary. Both are useful for the researcher to collect information from the respondents
accurately. Under primary research, questionnaire will be made by researcher which will help
them to gather accurate information from the participants (Olympia and Stella, 2017). In case of
secondary source, different types books, journals, articles, magazines, publication research etc.,
used by the investigator to collect information about the research topic from respondents.
Sampling method: There are mainly two types of sampling method such as random and
non-random. Both are useful for the researcher to target respondents about identifying their
opinion towards research topic. As per the research topic, convenience sampling approach used
because it provides a urgent and simple method in determining potential participants to the
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primary research. 35 respondents were include in the questionnaire responses with the
participants identified via the convenience sampling method.
Research philosophy: There are two types of research philosophies such as
interpretivism and positivism. Both philosophies are useful and essential but as per the research
topic Interpretivism philosophy will be applied because it support in evaluating information in
an effective and efficient manner (Zadie, 2015). This philosophy also help in arriving better
results and drawing appropriate conclusion about the topic. On the other hand, positivism
philosophy is not suitable and effective for the investigator because it take more time and cost.
Research design: It is a main part of the research methodology because entire activities
of study is depend on them. There are basically 3 types of design such as experimental,
exploratory and descriptive. All these are useful for the investigator because it support them to
identify the impact or issue which arise during the time of conducting research. According to the
research topic, descriptive design is applied because it help in deriving valid conclusion.
Data analysis: One of the best method of analysing data is thematic analysis because it
assist in carrying out all activities of research effectively. The pattern will be made all questions
as this will support the scholar in analysing response of participants in minimum time period.
Limitation: One of the main limitation is the time which are witnessed at the period of
executing research study. Research topic is large and for getting customer's response, particular
time period is required. Therefore it can be described that time is not enough for the all activities
of research.
Research instruments: There are different types of research instruments such as
questionnaire, survey, interviews, case study, observation etc. All this are valuable and useful for
the investigator to collect appropriate information from the respondents. According to topic or
research, questionnaire is more suitable because it not take more time and cost of the researcher.
It is also beneficial for the investigator because it will help them in collecting accurate and
relevant data from the participants (Zadie, 2015).
ACTIVITY 2
Method of Research: Waitrose is a large scale company which operates in retail industry
and has numerous super markets in United Kingdom. In order to conduct a research about this
company and how it is influenced by globalisation, method of research which is considered as
appropriate is Primary research method. Under this method, first hand and untouched data is
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used to analyse and interpret results. Primary research is defined as a methodology which is used
to collect data directly instead of using anyone work. For this specific investigation, primary
research is selected in order to ensure accurate and reliable results. There are various ways by
which primary investigations can be done such as questionnaire, interviews, focus groups,
observations and many more.
Questionnaire is a tool which helps in conduct a primary research. It is a document which
includes number of questions. These questions has aim to get desired information which can help
investigator to draw reliable and satisfactory results. These questions can be of two types that is
open ended and close ended. Under open ended questions, respondents does not have any options
they have to answer according to their perception and mind-set. In the case of close ended
questions, perception of respondents is limited by the investigator as they provide options for
each question from which one must be selected. In order to accurately conduct this research,
questionnaire tool is used which has close ended questions. Questionnaire along with its results
and interpretations used graphs is developed below which are made by considering costs, access
and ethical issues.
Q1. Is globalisation has main aim to benefit
industrialisation?
Yes 25
No 10
Interpretation: According to the above graph, it has been ascertained that 25 out of 35
respondents think that the main aim behind introducing the concept of globalisation is to provide
benefit to the industries. Globalisation is a concept which acts as a link between trades of various
organisations of different countries. Waitrose can even attain benefit from this concept if they
build an understanding about the fact that globalism is for their benefit which has also evidently
proven by these respondents.
Q2. Is Waitrose has any influence of
globalisation, it can be positive as well as
negative?
a) Yes 27
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b) No 8
Interpretation: Globalisation encourages international trade due to which it has been seen that it
has both negative as well as positive impact on an organisation's performance. From the above
graph, it has been observed that whether negative or positive but globalisation does influence
operations of Waitrose. 8 out of 35 respondents think that there is no such significant impact of
this concept on this company which is comparatively low.
Q3) Is Globalisation has any positive effect on
marketing division of Waitrose ?
a) Yes 32
b) No 3
Interpretation: The influence of globalisation is not limited to the extent of a single function
but it has impact on every aspect of an organisation. From the above graphical representation of
respondents response, it has been seen that this concept is beneficial for Waitrose as out of 35
respondents, 32 thinks that marketing division of this company is getting positive influence by
increase in globalisation. Marketing department of a company requires promotion through
various techniques so that maximum number of promotion coverage can be attained and in which
sector, globalisation can result as most effective.
Q4) Is there any need of providing training and
learning programs for employees of Waitrose to
tackle issues of globalisation?
Yes 25
No 10
Interpretation: Training and development is a process which enables individuals such as
employees of an organisation to be skilled and knowledgeable so that they are contribute towards
achievement of organisational goals. Waitrose is observed to be facing few issues regarding
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globalisation as this concept is new for this company and it is very important to make sure that
this business organisation and it's employees are well aware about this concept. From the above
graph and table, it has been ascertained that 25 out of 35 people think that employees of Waitrose
are in the need of training and development to tackle issues of globalisation.
Q5) What impact does globalisation has on
Waitrose?
Positive 28
Negative 7
Interpretation: Globalisation is a broad concept which has several aspects. Some of those
aspects can be beneficial but some of those aspects can even result in negative affect in the
working of an organisation. From the above graph and table it has been ascertained that 28 out of
35 respondents thinks that Waitrose is positively impacted by the concept of globalisation. The
remaining 7 respondents thinks that negative influence of globalisation is much more than
positive.
Q6) Is the main challenges faced by
management from globalisation can be handled
with effective control and direction?
a) Yes 27
b) No 8
Interpretation: The main aim behind conducting this investigation is to ascertain the issues
which are faced by Waitrose due to globalisation. By developing above graph and table, it has
been ascertained that 27 out of 35 respondents think that the challenges of globalisation on
Waitrose can be evaded and managed through proper management. And 8 respondents has
opposite perception.
Q7). Is globalisation play a vital role in
reaching products and services of Waitrose to
targeted customers ?
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Yes 25
No 10
Interpretation: Waitrose is a supermarket chain which operates in United Kingdom. In order to
enhance the profitability and productivity of this company it is important to increase the market
share of this company which can be possible if Waitrose starts to deal in various new nations as
well. From the above graph it has been ascertained that 25 out of 35 respondents feel that in
order to increase their market share, Waitrose must use globalisation as it helps in reaching the
products and services of this company to targeted customers.
Q8). Whether globalisation can be used as tool of expanding a
business?
Yes 32
No 3
Interpretation: Globalisation is a concept which has created a link between the trades of various
organisations of different countries. This concept enables an organisation to establish their
identity internationally by selling and producing their services. After developing above graph, it
has been observed that 32 respondents out of 35 consider globalisation as a tool of expanding
business operations mainly when it comes to Waitrose.
ACTIVITY 3
Waitrose is a large scale company which deals in retail industry and has various
supermarkets across United Kingdom. It is important for every organisations to develop and
attain growth. In order to attain growth, there are various mediums such as expansion. Expansion
is a state where organisation decides to increase their activities by various methods. Developing
or expanding the business can be done by few ways and these methods are establishing more
supermarkets, merger, acquisition etc. Globalisation is a concept which has created a platform
where all organisations can trade internationally without any rigid rules and regulations. Main
aim behind this concept is to provide benefit to the organisation and expand the approach of
business. The above research proposal and analysis has main aim to conduct an investigation
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