Globalisation and Marketing: A Project Report on John Lewis

This report presents a comprehensive analysis of John Lewis's globalisation project, examining the impact of globalisation on its marketing functions. The report establishes project aims and objectives, focusing on the economic, ethical, and cultural impacts of globalisation. It includes a detailed project management plan addressing cost, scope, quality, communication, and risk, along with a work breakdown structure and Gantt chart for effective time management. The research methodology involves both quantitative and qualitative research methods, using primary and secondary data sources. The report presents data analysis, recommendations, and reflection on the undertakings to achieve objectives, aiming to support sustainable organizational performance. The project also considers the challenges and opportunities associated with global expansion, providing insights into how John Lewis can maximize its market reach and competitive advantage through effective marketing strategies and ethical considerations.

Managing Successful
Business Project

Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P. 1 Establish project aims and objectives related to globalisation........................................3
P 2 Produce a project management plan that covers aspects of cost, scope, quality,
communication and risk.........................................................................................................4
P3. Produce a work breakdown structure and Gantt chart which provide time frame and
stages......................................................................................................................................5
TASK 2......................................................................................................................................8
P4. Research on small scale by implementing quantitative and qualitative research............8
P5. Research and data using appropriate tools and techniques............................................10
P6 Appropriate recommendation as a result of data and research analysis.........................16
TASK 4....................................................................................................................................16
P7 Reflection upon undertakings to attain objectives..........................................................16
CONCLUSION........................................................................................................................17
REFERENCES.........................................................................................................................18

INTRODUCTION
Globalisation is a process which provides the help to an organisation to perform its
business activities at global level. Effective marketing strategy provides the help to the
corporations to take advantage of globalisation (Kowalkowski, Kindström and Brehmer,
2011). In this report chosen company is John Lewis and it is chain of high- ended department
stores operating throughout the United Kingdom. The aim of project is to consider the aspects
of cost, time, quality, scope, risk, communication and resources. There are following topics
which are covered in this report such as : to establish project aims and objectives, small scale
research, data collection, appropriate recommendations based on meaningful conclusion.
Apart from this it also discuss about the values gained from conducting the projects and its
usefulness to support sustainable organisational performance.
TASK 1
P. 1 Establish project aims and objectives related to globalisation
Topic – Positive economic, ethical and cultural impacts of globalisation at marketing
functions of John Lewis
John Lewis is a chain of high end department stores operating throughout the United
Kingdom. It makes the promise to consumers that the price of any item they sell will always
be as low as the lowest price in the neighbourhood (Jeston, 2014 ). It is used by it as a slogan.
Organisation wants to deliver superior quality products to people and it is largest department
store retailer in Unites Kingdom. Its wants to provide everything under one roof so that
customers does not visit here and there and its provide best fashion, furnishing and household
products of all types at reasonable price with better service. It wants to take the advantage of
globalisation so that it can maximize it market reach at global level. Marketing provide the
help to company in context to globalisation so that it can able to generate more revenue.
Aim of project- The main aim of this report is to identify the impact of globalisation at
marketing function of John Lewis. So that organisation can grab more market share at global
level. It provides the help to accomplish its organisational objectives.
Research Objectives:
 Analyse the impact of globalization on textile industry.
 To evaluate the ethical, economic and cultural influence of globalize activities on the
marketing of John Lewis.
 Consider the ways through which organisation can expand its business at global level.
Research Questions:

Identify the impact of cultural, ethical and economic at globalize activities of John Lewis in
context to marketing of company (Hillson, 2017).
 How globalisation can affect the textile industry.
 What are the problems which can be faced by the manager of John Lewis to perform
business activities at global level?
P 2 Produce a project management plan that covers aspects of cost, scope, quality,
communication and risk
Project is allied with period of particular time duration and it makes for specific
reason to fulfil. It is associated with the specific task which includes effective planning and
management. Project management plans includes analysing policies, plans, initiations,
implementations and controlling. There are various elements which are associated with it
such as : time, cost, risk, scope, communication and quality. Globalisation can influence the
business activities of John Lewis. There are various elements of projects which are described
below :
Scope : For the growth of organisation globalisation has wider scope which help it to
maximize the profits. John Lewis can expand its business at global level as open various new
stores at different nations and it has good brand image which can help it to take the advantage
of Globalisation. Through effective marketing strategies it can promotes its business so that
reach of company can be maximize at global level (Fisher, 2011). It can provide its products
at better quality with reasonable price so that more number of consumers can attract towards
the organisation.
Cost : It plays a vital role for the success of organisation. If cost of production is less
than company provides products at reasonable price than more number of consumers can
attract towards the company as a result it can generates more profits. Consumers are the price
sensitive and they want quality products at reasonable price. So John Lewis can provides its
products at reasonable price so that more number of consumers can buy the goods of it. So
corporation should focus to minimize the cost of products so that final price of goods can be
minimized.
Forecasted Budget
Particular Amount in £
Cost of acquiring plan and machinery 20000
Advertisement cost 11500
Infrastructure cost 19000

Cost involved in hiring of people 6500
Total cost 57000
Forecasted budget is around 57000 GBP for John Lewis.
Time : To perform the roles and duties on time are very important for an organisation. It can
set standard time for each activity in its company so that tasks can be perform as per the
stipulated time period. John Lewis can motivates it staffs to accomplish the work on time. So
that efficiency and productivity can be maximize (Doherty, Ashurst and Peppard, 2012).
Quality : To maintain the quality is essential for an organisation so that more number
of consumers can attracts towards the company and prefer to buy the products of that
organisation. John Lewis can motivates its staffs to produce quality products so that
consumers can be satisfy. In marketing of company it can use quality as their USP so that
market reach of corporation can be increase more and it can be able to capture more market
share.
Risk : It is involve in every business activity and it can be minimize but it cannot be
eliminated properly. Risk can hamper the performance of an organisation so it have to bear
the losses from it. Before starting the project it should be identified so that it negative impact
can be minimize or eliminate. John Lewis can take calculative risk so that its operations does
not affect much if any uncertainty happens. Corporation can provide training to its workers so
that their skills and knowledge can be develop and they can perform better so that chance of
risk can be reduce. As a result efficiency can be maximize (Cheung, Chan and Kajewski,
2012).
Communication : For the sustainable growth of organisation effective
communication is essential. It makes the work smother so that targets can be accomplish
timely and properly. There should be effective communication is required between marketing
team so that they can do better marketing for the benefit of John Lewis. All team members
can know the relevant information through better communication so that team members can
perform the roles and duties properly and help the organisation to take the advantage of
globalisation.
P3. Produce a work breakdown structure and Gantt chart which provide time frame and
stages
Work breakdown is the process of dividing complex projects in simpler and
manageable tasks so that work can be done smoothly. It can be used by the project manager

to simply the project execution. In this procedure large components of a project are divided
into small components as per the need and suitability of researcher. It helps to accomplish to
the task at stipulated time period (Adzic, 2011). It can be prepare in the form of table which
contain work related information and data. The chart mainly focuses to provide necessary
information which helps the project manager to predict the outcomes based on distinct
scenario. The main aim of John Lewis is to expand its business at global level with a pre
defined objectives. This activity provides help to maximize the management skill of users and
provide a clear image about the goal of organisation which is needed to be achieved. WBS
provides help to company because it assist corporation to take effective decision and make
better strategy for the accomplish of organisational objectives. Charts are prepared according
to the aim of business which is discussed below:
 Objectives of research project.
 Conflicts which are featured by corporation.
 Purpose of researcher.
 Developing effective plans
 Figuring and pass decision on collect data (Duffield and Whitty, 2015).
John Lewis is a small and medium size company and it want to take the benefit of
globalisation so that it can capture more market share and maximize the profits. The workers
and other group members of corporation have organised research which have some questions
in context to the business of company. All activities related to the project can be accomplish
within stipulated time duration so that task can be finished on time. Polling method has been
used as a source of research in this project.

Gantt chart reflects definitive time duration for completion of task. This chart has shown that
5 days are needed for prepare literature review and it is related to task 2 (Drucker, 2012).
There are 12 days are required to complete the research methodology and it is related to task
2 and 3. Gantt chart is representation of specific task schedule in graphical way. As per the
above information a Gantt chart is prepare for John Lewis which provided help in managing,
organising, scheduling and controlling the various activities of project which is shown
below :
The most essential part is keep related with determine way and set up greatest time
bound so that activities can be performed in effective way. The critical path for business plan
is mention below :

TASK 2
P4. Research on small scale by implementing quantitative and qualitative research.
Basically there are two types of source that help in collecting data that help to
accumulate useful decision (Primary source and secondary source, 2018). This helps the
researcher to accurately conclude the effective decision with a motive of accumulating
information from market. These are discussed below:
Primary data: It is consider to be the effective source of gathering relevant
information as the manager of able to make direct contact with different respondent. With the
help of this method accurate data is collected some of the basic
Secondary data: This source of collecting data helps to gather support material that
help researcher to execute the research. It is consider to be indirect source of collecting data
as manager of company do not comes in contact some example are articles, applied research
etc.
Q1 Do you believe company should rely on its marketing division for globalisation?
a) Yes
b) No
Q2. Among these which factor have more effect on business of entity?
A) Morality/ethics
B) Economic conditions
C) Culture
Q3) Which section of company execute better function for globalization?
A ) Human resource
B) Marketing
C ) Finance
Q4) Which factor support company to attain competitive advantage?

A ) Market division as per society
B ) By implementing advanced technology
C ) Improved product development plan
Q5) How business entity can maximize its global reach?
A ) By examine the competitive advantage
B ) By utilize of effectual and new scheme as per the demand.
C ) By realize the culture of market
Q6) Which department of company is extremely accountable for the economic growth?
A ) R&D department
B ) Sales & marketing department
C ) Accounts departments
D ) HRM department
Q7). What are the problems that can be featured by an organisation in discourse to
globalization?
A ) Legitimate issues
B ) Political issues
C ) Economical issues
D ) Social issue
Q8). Do you think ethical factors affects the business operations of John Lewis?
A ) Agree
B ) Strongly agree
C ) Disagree
D ) Strongly disagree
Q9. Do you think globalisation has made a positive impact on business of John Lewis ?

A ) Yes
B ) No
Q10. Provide own recommendation to deal with the challenges which can arise in
globalisation?
P5. Research and data using appropriate tools and techniques.
Q1 Do you believe company should rely on its marketing division for globalisation?
a) Yes 25
b) No 10
Interpretation: From the above graph it has been observed that out of 35 respondents 25 are
in favour that company should depends on its marketing departments for globalisation. And
10 respondents assume that organisation should also focus on other departments.
Q2. Among these which factor have more effect on business of entity?
A) Morality/ethics 16
B) Economic conditions 9
C) Culture 10

8
10
7
Agree
Strongly agree
Disagree
Interpretation: From the above result in pie chart is has been observed that 16 respondent
assumes that mortality and ethic factor have more effect on business of company, while 9
assumes that economic condition have more impact on companies business and 10
respondent assume that culture of company is more important to grow business efficiency.
Q3) Which section of company execute better function for globalization?
A ) Human resource 9
B) Marketing 10
C ) Finance 16
8
10
7
Agree
Strongly agree
Disagree
Interpretation: As result from the above Pie diagram it has been ascertained that 9
respondent assume that human resource section execute better operation for globalisation

within company. 10 accept that marketing help in better manner and 16 respondents shows
their interest by giving advice that finance section is more important for globalisation.
Q4) Which factor Support Company to attain competitive advantage?
A ) Market division as per society 16
B ) By implementing advanced technology 12
C ) Improved product development plan 8
Agree Strongly agree Disagree
0
2
4
6
8
10
12
8
10
7
Series1
Interpretation: From the Above presented data series it is determined that 16 people mean
that marketing department as per the society plays crucial role for companies to attain
competitive advantage. 12 respondents accept that with use of advanced technology company
can earn high competitive advantage where as 8 people thought that PDP is significance to be
best in the market.
Q5) How business entity can maximize its global reach?
A ) By examine the competitive advantage 15
B ) By utilize of effectual and new scheme as per the demand. 10
C ) By realize the culture of market 10