Impact of Globalisation on Jaguar Land Rover's Marketing Functions

This report examines the impact of globalisation on Jaguar Land Rover (JLR), a British multinational corporation specializing in luxury vehicles. The study explores the economic, cultural, and ethical impacts of globalisation on JLR's marketing functions. The research includes an introduction to globalisation, its benefits (such as increased market share and resource utilization), and challenges (like cultural diversity). The report outlines the aims, objectives, and research plan, including qualitative and quantitative methodologies. A questionnaire was used to gather primary data from 10 respondents, and secondary data sources were also considered. The report discusses the research methodology, data collection methods, and provides a work breakdown structure, Gantt chart, and research plan. The findings are used to determine how globalisation affects JLR's marketing, with recommendations for the company based on the analysis.

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Introduction
Globalisation is an approach where companies introduces their business in other
country so to capture more customer and market base. Globalisation brings new technology,
better process, more employment etc which creates positive impact on the country.
Globalisation has only achieved with the help of latest technology and logistics as it helps
business for smooth functioning of their business operations. In other words it can be refer as
expansion of business with high capital in other country to interact with other people,
government, culture, climate etc.. There are different impact of globalisation on distinct
factors. Economic impact is one the most prominent. It includes tax policy, inflation rate,
disposable income etc. As company increase their production due to high demand of
customer which will persuade to high economies of scale which is good for any country.
Increase of tax collection would be crucial positive impact for UK government. Employment
rate will also increase due to increase in job resulting in high disposable income which is
good for economy of UK (Nicholas, J. M. and Steyn, H., 2017). Labour will get cheaper for
Jaguar due to increase in population.
Cultural globalisation means transfer of ideas, values, beliefs etc. to other new market
which reduces cultural diversity conflicts. It will help UK to attract tourist and immigrants
which will boost their hospitality sector to a certain level. It will promote cultural diversity as
different people will come together for work which will increase peace and harmony in the
country. Due to increase in population chances of increase in sales of Jaguar is also high
(Jeston, 2014). Lastly, Ethical Impact will help jaguar manager to take better decision making
as they have to take their opinions by considering all cultural aspects. Other than that, if
jaguar is promoting cultural diversity then the goodwill of company will improve and better
relationship will be developed which results in increase in productivity of employees.
In this report, Jaguar land rover is taken for discussion. It is a British MNC which
deals in luxury vehicle which includes cars and headquarters in Whitley, Coventry United
Kingdom. Aims,objectives and time frames of this report will be explained. Small scale
research with the help of qualitative and quantitative methods will be done on chosen
organisation. Conclusion on the based on finding will be explained and discussed for
understanding. Reflection will be done on whole report so to give out recommendations to
the company:

1.
Background of the Research
Economic globalisation refers to when there is a connection with different countries
through trade or exchange of raw materials or resources to fulfil their business operations.
Aim of this is the free flow of information, knowledge, goods and services etc. to improve
people development and their way of living life. Jaguar Land Rover is one of the top
expensive car makers which is owned by Indian company Tata Motors since 2008 (Hillson,
2017). This is the only car company who has acquired royal warrants from queen of England
due to their best quality and services. In the recent past, company has attain sales of 604,009
vehicle in 2017 which is a record and has been done with the help of more than 43 thousands
employees worldwide.
Main functions of marketing is to monitor and analyse knowledge about competition
and their strategies in critical situations, to design product according to consumer needs and
demands so to satisfy them, brand awareness of company so to increase their brand equity, to
provide customer service to improve customer engagement etc. Marketing is an important
department in any company and connected to other department so to attain smooth
functioning of business operations. Globalisation will help HR department as more
candidates is required to complete the project which is good for the economy. Due to new and
latest technology. Operations function will get better and advanced which will help company
to reduce cost of production. Company will be more knowledgable as they have to manage
according to the specific laws their government has set. (Muller, 2017)
Aim: Aim of this report is to “Determine positive economic, cultural, and ethical
impacts of globalisation on marketing functions within Jaguar Land Rover”.
Objectives:
 To identify the concept and role of globalisation
 To analyse Impact of positive economic, cultural and ethical on marketing functions
of Jaguar Land Rover
 To evaluate relationship between impact of globalisation and functions of marketing
Research Plan
Project Title Determine positive economic, cultural, and ethical
impacts of globalisation on marketing functions within
Jaguar Land Rover
Project Plan
Company Name:

Jaguar Land Rover
Cost
To accomplished any project, cost or fund is
required which should be pre decided before
starting a project. Company can acquired cost from
many sources like banks or private financial sector.
They have to use different types of techniques to find
out the cost which will be incurred in the future.
(Boyle, 2017).
Scope The scope of globalisation is high as customer needs
and demands are changing quickly which is good for
the company as they have large market which they
have to cover in future.
Time
To complete any project, time deadlines is
important as exceed in time taken will increase cost
to the company. Methods to calculate project time
like critical path method or work breakdown
method etc. Project can only accomplished if proper
skills and capabilities inculcate to the employee's so
that they can perform their task with full
productivity and complete their work with given
deadline (Binder, 2016)
Quality Quality of research is important as any small mistake
can affect the globalisation process as huge cost is
incur to start project in any country. Proper
questionnaire and survey should be conducted before
taking any decision as it will help them to understand
customer unmet needs.
Communication
Communication is an essential part for completion
of project. Project manager work is to conduct open
communication between all the parties so that all
the important information would be disseminate to

the parties. Jaguar can use different types of
methods for communication which includes non
verbal communication, written communication etc
(Forsgren and Johanson, 2014)
Risk It is important for any company to find out the risk
which can affect company's productivity and
efficiency. Jaguar leader should regularly monitor
and analyse the external environment so to modify
their strategies and policies accordingly. Jaguar
would only secure their position in the market if
they are amending their strategies so that any
internal and external threat does not affect their
performance. Chances of fraud in questionnaire and
survey could be possible and its company
responsibility to check the source of it before
applying their conclusion on real project.
Resources Resources includes raw materials, human resources,
technologies etc. which are available within an
organisation. Jaguar should utilise their resources
according to the demand generated by customers so
that maximum utilisation of resources would attain
(Cleden, 2017). Resources like books, journals,
magazines, article, newspaper etc is taken for
consideration while conducting the research.
Type of Research
Primary and Secondary
Quality and Quantity
Research is a 4 step cycle which is continuously
running which are given below,
 Making hypothesis
 Making predictions on the basis of hypothesis
 Test of predictions
 Final result
There are two types of information, one is primary
research and other is secondary research. In primary
data is collected for the first time and interpretation is

done on that but on the other hand, secondary research
are those whose data is already collected by some
other researcher and can be found on online platform
or offline. For this report, 10 individual is taken in
which their responses are recorded according to the
questionnaire which is given below,
Different type of research are explained below,
Qualitative method: It is type of research in
which non numerical data is collected to interpret
meaning from it. Methods which are used while
collecting information is interview, focus group
discussion, ethnographic research, observation, case
study etc (Kendrick, 2015)
Quantitative research: It is a systematic way
of collecting information from different credible
sources and use it for the purpose of research.
Different types of mathematical models, theories is
used to analyse the information which is collected.
Different methods which is used to collect information
is through online and offline surveys, questionnaires,
polls, in depth interview etc (Hillson and Murray-
Webster, 2017).

Work breakdown structure: It is an approach through which whole project is divided into
sub parts and then work is done according to the priorities set by them. All the sub parts are
shown in a pictorial format which is easy to analyse (Peppers and Rogers, 2016)
Planning of project: This is the starting of project in which topic is decided on which
research is going to conduct. All the major plan like allocation of resources and time
management is done. Main aim of this stage is to make the blue print of project.
Implementation: In this task, plans and strategies made in the starting will be implemented
so to achieve the pre set goals and target. Methodology which will be used in the project will
be decided and all the expenses which has been incurred from the starting of project is
calculated.
Project closer: This is the last stage of WBS in which project will be closed after doing all
the important documentation and at last report will be submitted.
Gantt chart: It is a representation of project plan in a pictorial format. This approach is used
in project management to plan and monitor actions which should be done to achieve goals of
project (Boutros and Purdie, 2014).

Research Methodology and Data Collection
Research methodology: It is a technique used to identify and analyse information
related to specific topic. It helps researcher to verify their topic and make it credible for other
people. Apart from that it also helps companies to collect information about external
environment and then make decision accordingly.

Data collection: It refers to collection of raw information so that it would be utilise for the
research that researcher is conducting. There are two methods of it i.e., primary and
secondary research.
Questionnaire: It is a set of questions made by the researcher so to collect opinions of
respondents though which topic would be analysed.
Sample size: 10 respondents
Questionnaire
Name:
Age:
Gender:
Q1) Are you aware about the concept of globalisation?
A) Yes
B) No
Q2) What are the benefits of globalisation for Jaguar Land Rover?
A) Increase in market and customer share
B) Better utilisation of resources available
C) Improve relationship between companies
Q3) What are the issues faced by company due to globalisation?
A) Cultural diversity
B) High cost of operation
C) Tariff and export duties
Q4) Does Jaguar land rover outsource their operations to increase their profitability?
A) Strongly agree
B) Agree
C) Strongly disagree
D) Disagree
E) No options
Q5) Does Jaguar should conduct unethical practices to increase their profitability and
sales?
A) Strongly agree
B) Agree
C) Strongly disagree
D) Disagree

E) No options
Q6) Which factors should a company focused on in order to gain competitive
advantage from market area?
A) Technological factors
B) Differences in culture and climate of country
C) Values and beliefs of targeted customer
Q7) What are the challenges faced by marketing department of Jaguar Land Rover
while entering into other country?
A) Different perception on seeing things
B) Language barriers
C) Promotions techniques
Q8) What kind of resources a company requires before entering into new market for
globalisation?
A) Economical resources
B) Advanced technology
C) Goodwill of company
Q9: What are the negative impact of globalisation on Jaguar Land Rover?
A) Tariffs and anti dumping duties
B) Availability of resources
C) Influences of government policies on working style
Q10) Any recommendation for Jaguar that how can they improve their functions while
entering into foreign countries ?
Analysis and interpretation
THEME 1: Aware about the concept of globalisation
Q1) Are you aware about the concept of
globalisation?
Frequency
Yes 7
No 3

Interpretation: From the above research it is shown that 7 people has knowledge about
globalisation but on the other hand 3 people are unaware of it. It could be concluded that
most of the people are aware about the concept and its features.
THEME 2: Benefits of globalisation for Jaguar Land Rover
Q2) What are the benefits of globalisation
for Jaguar Land Rover?
Frequency
Increase in market and customer share 4
Better utilisation of resources available 5
Improve relationship between government 1
Yes No
0
1
2
3
4
5
6
7
7
3

Interpretation: From the above graph, 4 respondents thinks that globalisation helps in
increasing market share as entering into new countries results in more customers and more
profitability. 5 respondents thing that better utilisation of resources as if company is entering
into new market then resources which are available there can be utilised with full
maximization. 1 respondents thinks that it improves relationship between countries.
THEME 3: Issues faced by company due to globalisation
Q3) What are the issues faced by company
due to globalisation?
Frequency
Cultural diversity 3
High cost of operation 5
Tariff and export duties 2
Increase in market and customer share
Improve relationship between government
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
4
5
1

Interpretation: 3 respondents has chosen cultural diversity because when entering into new
market as cultural diversity is the main factors which needs to be given importance. Chances
of conflict due to cultural diversity is high. 5 respondents thinks that high cost of operation is
an factor which could be faced by company due to globalisation. 2 respondents thinks that
legal issues could be the factor which will face by company when entering into market.
THEME 4: Jaguar land rover outsource their operations to increase their profitability
Q4) Does Jaguar land rover outsource their
operations to increase their profitability?
Frequency
Strongly Agree 3
Agree 2
Strongly Disagree 3
Disagree 1
No Opinion 1
Cultural diversity
High cost of operation
Tariff and export duties
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
3
5
2