JW Marriott's Globalization Challenges: Strategies and Recommendations

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Research Proposal
Challenges faced by organisations in the strive for
globalisation- A case study of JW Marriot
Globalisation Topic
Student Name:
Student ID:
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Abstract
In the contemporary times, all companies in different sectors are striving to globalise their
businesses so as to gain advantage of increasing economic activities in different regions and
countries. Increasing globalisation activities has helped the global GDP to rise from 50
trillion USD in 2000 to 75 trillion USD in 2016. However, the process of building a global
empire and successfully entering into new markets involves various complex procedures,
extensive planning and strategic development. Therefore, it has been observed that most of
the organisations that strive for globalisation fail to achieve their targets. In this study the
researcher has highlighted various challenges that need to be overcome in consideration of
the JW Marriot.
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Table of Contents
1.0 Introduction..........................................................................................................................4
1.1 Background to the Study......................................................................................................4
1.2 Research Aim.......................................................................................................................4
1.3 Research Objectives.............................................................................................................4
1.4 Research Questions..............................................................................................................5
1.5 Rational of the Study............................................................................................................5
1.6 The Scope of the Study........................................................................................................6
1.7 Literature Review.................................................................................................................6
1.8 Research Methodology.........................................................................................................7
1.9 Project Planning...................................................................................................................8
1.10 Ethical Issues......................................................................................................................9
References................................................................................................................................10
Appendix..................................................................................................................................11
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1.0 Introduction
Globalisation is the buzzword of the corporations around the world, irrespective of the
industry or field they exist or operate. However, it is not something new that has been
developed; rather it has been in existence since the time of development of steam engines.
However, the landscape of carrying out business activities as well as the business
environment has witnessed revolutionary changes since then. Technology has become a
major driver of all globalisation activities (Gygli et al., 2018). Companies that have failed to
accommodate the changes in their operations and management have not been able to utilise
the opportunities.
1.1 Background to the Study
JW Marriot is a big brand in the hotel industry in UK, the characteristic feature of the
company is that it offers wide range of portfolio in the industry (Marriott.co.uk, 2019). The
organisation comprises of several brands and properties in the country. Company boasts a
strong sense of core values and heritage that is embedded in the company’s culture. This
helps them to deliver the best and unique experiences to their customers.
1.2 Research Aim
The primary aim of the study is to illustrate the various challenges that are faced by the
organisations during the process of emerging as a global organisation, considering the case
study of JW Marriot.
1.3 Research Objectives
The research objectives of the study are:
 To analyse the various challenges and pitfalls that may limit the process of JW
Marriot to globalise their business activities
 To evaluate the factors and elements that lead to heightened challenges, in the case of
JW Marriot
 To illustrate the market entry strategies that can be adopted during the process of
globalisation
 To provide appropriate recommendations so as to assist the management of the
organisation, JW Marriot, to overcome challenges
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1.4 Research Questions
Research questions of the study are:
 What are the various challenges and pitfalls that may limit the process of JW Marriot
to globalise their business activities?
 What are the factors and elements that lead to heightened challenges, in the case of
JW Marriot?
 What are the market entry strategies that can be adopted during the process of
globalisation?
 What are the appropriate recommendations so as to assist the management of the
organisation of JW Marriot to overcome challenges?
1.5 Rational of the Study
What is the issue?
In a fast paced business environment, all companies are striving hard to emerge as global
brands. However, lack of proper entry strategies and mechanisms to achieve the desired
results, many companies has to face failure. Currently, the management of the JW Marriot is
struggling to globalise their business activities.
Why is the issue?
The primary reason behind the issue, in most cases, is the lack of strong understanding as
well as the absence of tools to convert big ideas into reality. As per the case of JW Marriot, it
has been comprehended that the company is highly reliant on traditional methods and
approach to carry out their routine tasks, causing less efficiency at work.
What is the issue now?
Currently, the management desires to move the business activities of the company out of the
domestic markets to reach out to more number of customers. Considering the increasing
competition in the market, the management wants to urgently move their businesses to new
markets, however, struggling to achieve the desired results.
What light this project will shed upon?
This study will serve as a guideline for the management of the company in order to help them
to provide deeper understanding about the different challenges that need to be overcome;
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thereby ensuring that the management takes well-informed decisions and accordingly
develops suitable strategic directions.
1.6 The Scope of the Study
The scope of the study involves in-depth discussion about the various challenges and pitfalls
that the management of the companies need to avoid so as to emerge as a successful global
brand.
1.7 Literature Review
Globalisation
Globalisation is one of the most popular words in the world of business. It has been defined
differently by different individuals and scholars. Many analyst and authors state that the
globalisation activities find their roots in the development of international relations
(Kundnani and Hayes, 2018). Globalisation is a complex phenomenon that affects the
companies, industries, nations and economies. In simple words, globalisation can be
understood as the process of conducting business activities in a new market or region that has
been observed to be successful in other parts of the world. The major benefit of globalisation
has been that it has led to the development of more interconnectedness among different
nations (Hoogvelt, 2018).
Major globalization challenges faced by the businesses
Globalisation simply refers to the expansion of business, in which, simply the company’s try
to sell their products and services to more number of people (Hannula, 2018). However, it is
always not so easy and simple to execute, the management has to consider various parameters
and elements before entering into a new market. Major aspects or areas where the businesses
have to witness challenges include the area of management of human resources, developing
robust organisational communication methods, devising suitable marketing strategies and
taking into consideration the difference in cultures (Davydov et al., 2018).
Literature Gap
The limitation of the study involves the aspect that it does not take into account the different
areas and fields that often limits the organisations intent to expand their business. In other
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words, the study fails to provide understanding about the interrelationship between the
various factors that leads to major barriers and obstacles for the company.
1.8 Research Methodology
Research involves various processes and procedures to be carried out. In most cases, there are
certain set procedures that need to be implemented. In this portion, the processes that the
researcher will be selecting are highlighted.
Research Philosophy
Research philosophy is about the process that needs to be executed for gathering information
for the research study. In this section, the researcher will select positivism research
philosophy, as this method will help him or her to follow a scientific method for gathering the
information, thereby ensuring higher quality (Quinlan et al., 2019).
Research design
Research design is about the approach that the researcher follows to present the study as per
the nature of the findings and the subject. In this aspect, the researcher will select explanatory
research design, as the name suggests, it will be allow the researcher to explain different
elements associated with the topic as well as assist in developing key findings (Ledford and
Gast, 2018).
Research approach
Research approach involves the procedure that aids in developing hypothesis of the study. In
this aspect, the researcher will select the deductive approach for developing the hypothesis.
The feature of this method is that it involves utilisation of existing methods and theories,
therefore, saving time and involving lower cost.
Data collection technique
Mixed data collection technique will be used by the researcher, which involves utilisation of
both primary and secondary data collection method (Alavi et al., 2018).
Data analysis technique
Data analysis technique refers to the process that is used for analysing the suitability of the
gathered data. For this, the researcher will use only quantitative analysis technique.
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Sampling technique
For this study, the researcher will select probability sampling technique, according to which
participants for the survey will be selected through a random selection process. The
researcher will select 100 employees of the company JW Marriot to conduct survey.
1.9 Project Planning
Brief planning of the project has been outlined below:
Activity List 4th Feb-
20th Feb
21th
Feb
10th
Mar
11th
Mar-
30th
Mar
31st
Mar-
22th
Apr
23th
Apr-
15th
May
16th May-
24th May
Appropriate topic will be
choose
Suitable Data for the study will
be collected
Layout of the research project
will be carried out
Literature review
Anatomy of the project will be
developed
Methods for carrying out the
research will be selected
Analysis of the gathered data
will be done
Appropriate conclusions and
draft of the project will be laid
out
Submission of final draft
Table 1: Gantt chart
(Source: Created by the learner)
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1.10 Ethical Issues
Researcher realises the fact that preparing the research study by following all the processes
ethically is a vital part of the process to achieve the research objectives. The focus of the
researcher will be to prepare the study in an organised manner so that it is easy to
comprehend all the essential findings. Along with this, the researcher will attempt to avoid
any derogatory language while conducting survey as well as make sure that their personal
details are not disclosed to anyone third party.
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References
Alavi, M., Archibald, M., McMaster, R., Lopez, V. and Cleary, M., 2018. Aligning theory
and methodology in mixed methods research: Before Design Theoretical
Placement. International Journal of Social Research Methodology, 21(5), pp.527-540.
Davydov, D., Shapoval, A. and Weber, S., 2018. Linguistic equilibrium with local and world
languages: Challenges of globalisation. The World Economy, 41(7), pp.1790-1811.
Gygli, S., Haelg, F., Potrafke, N. and Sturm, J.E., 2018. The KOF globalisation index–
revisited. The Review of International Organizations, pp.1-32.
Hannula, L., 2018. Graduate Employment in the Era of Globalisation: Challenges,
Opportunities, and what Finnish Tertiary Education Could Learn from the UK.
Hoogvelt, A., 2018. Globalisation and imperialism: Wars and humanitarian intervention.
In Revitalising communities in a globalising world (pp. 31-56). Routledge.
Kundnani, A. and Hayes, B., 2018. The Globalisation of Countering Violent Extremism
Policies: Undermining Human Rights, Instrumentalising Civil Society. Transnational
Institute.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in
special education and behavioral sciences. Routledge.
Marriott.co.uk. (2019). About Marriott International | Corporate Information. [online]
Available at: https://www.marriott.co.uk/marriott/aboutmarriott.mi [Accessed 25 Feb. 2019].
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.
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Appendix
Q1. How long have you been working in the working?
 Less than a year
 1 to 3 years
 4 to 5 years
 Above 5 years
Q2. What are the major complexities that the management of JW Marriot is facing?
 Poor infrastructure
 Lack of proper planning
 Communication issues
 Insufficient market knowledge
Q3. How far do you agree that the changing political and economic factors of the United
Kingdom have led to the major challenges?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q4. Currently, what are the major areas of focus of the management at JW Marriot to
counter the challenges of globalisation?
 Gathering necessary resources and funds
 Training and development of staff
 Understanding intercultural communication
Q5. To what extent has the challenges affected the competitiveness of the company JW
Marriot?
 High extent
 Moderate extent
 Low extent
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Q6. What are the vital factors or areas that the management of JW Marriot must
consider to eliminate the challenges?
 Advanced technology
 Focus on increasing competitive advantage
 Taking advantage of opportunities
 Develop robust and aggressive strategies
Q7. How far do you agree that the changing global trade policies has affected the
management’s strive for globalisation at JW Marriot?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q8. How far do you agree that the lack of skilled labour has affected the management’s
strive for globalisation?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q9. How far do you agree that difference between the cultural backgrounds of the
country has diverse impact on understanding global customer behaviour?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q10. What are the possible factors that the management can modify to propel the
business activities and overcome current challenges?
 Nature of leadership
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