Globalisation's Impact on Marketing: A Study of Sainsbury's Department

This report investigates the positive economic, cultural, and ethical impacts of globalisation on marketing departments, focusing on the emergence of global brands, with Sainsbury's as a case study. The introduction provides background on globalisation and its influence on marketing strategies, highlighting the importance of adapting to current trends. The report outlines the aim and objectives, which include assessing globalisation's aspects and recommending strategies. It also includes project management plans, breakdown structures, and Gantt charts. The research methodology involves both quantitative and qualitative research approaches, utilizing Interpretivism philosophy and an inductive research approach. The descriptive research design and random sampling methods are employed for data collection. Data collection methods include primary and secondary data collection, followed by data analysis, recommendations, and reflection. The report concludes with a summary of findings and suggestions for the Sainsbury marketing department.

Managing
successful
business project

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO 1 ................................................................................................................................................4
P 1 Aim & Objectives ................................................................................................................4
P 2 Project management plans ...................................................................................................5
P 3 Breakdown structure and Gantt charts .................................................................................5
LO 2.................................................................................................................................................5
P4 RESEARCH METHODOLOGY ..........................................................................................5
LO 3 ................................................................................................................................................6
P 5 Data analysis ........................................................................................................................6
P 6 Recommendations ..............................................................................................................13
LO 4 ..............................................................................................................................................13
P 7 Reflection............................................................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16

TOPIC:- “The positive economic, culture and ethical impacts of the globalisation on the
marketing department due to the emergence of the global brands”.
INTRODUCTION
Research background
Globalisation is a process of integration and interaction among the countries,
governments of different nation and also among the people. As the multifaceted and complex
phenomena it has been considered the expansion of the capitalist that entails the integration of
the national and local economy. Globalisation significantly asses the economic, cultural and
ethical aspect that helps the marketing department for improving the strategies of salesan
revenues(Cramer, 2017).
Globalisation has been used to identifying the high streets from each and every corner.
With the international business it has been suggested that the stability and strength is in the
fragile economic markets and global brands which is no longer able to seen the dominating.
From last years, organisation has been exploring the global brands and taking the step to the
succession in the market other than their home country. Globalisation is process of the
organisation and develop the influence of international and also start the operating the business at
international scale.
Factors of the globalisation has impact on the marketing function of the firm that operate
the business in many countries. From emerging of the global brands its is necessary for the
company to improve their marketing strategies and also adopt the current trends of marketing for
achieving the position in the global market(Waddell, 2017).
Sainsbury is on the third largest chain of the supermarkets in UK. It shares the market
with the 16.9% of the supermarket sector. It has been founded in 1869, by the John James
Sainsbury and the organisation become the largest retailer of the groceries which was an early
adopter of the self-service in the retailing of the UK.

LO1
P1 Aim & Objectives
Aim
“To determining the positive economic, cultural and ethical impacts of globalisation on
marketing department due to the emergence of global brands”. A study on Sainsbury.
Objective
 To assess economic, cultural and ethical aspects of globalization with regards to
marketing department.
 To determines the factors affecting marketing department due to the emergence of global
brands.
 To extract the challenges faced by the marketing department of the Sainsbury in the
context of globalization.
 To recommend strategies to Sainsbury pertaining to dealing with challenges associated
with globalization.
Research background
From last years, organisation has been exploring the global brands and taking the step to
the succession in the market other than their home country. Globalisation is process of the
organisation and develop the influence of international and also start the operating the business at
international scale. From the new generation of the global bends which is emerging.
Globalisation has been used to identifying the high streets from each and every corner. With the
international business it has been suggested that the stability and strength is in the fragile
economic markets and global brands which is no longer able to seen the dominating.
P2 Project management plan
In this plan, it involves the planning, organizing, implementing and also analysing various facts
and figure and also cross-check them if the data collected are accurate and appropriate. Thus, it
cover following points which are important under the project management plan such as
Cost: Costs is an important aspect for every researcher and without having sufficient cost, the
researcher cant carry forward their research process. Thus, it results in causing delay in the
process of collecting data and analysing it and also testing the process if the researcher had no
adequate cost (Alvesson and Sköldberg, 2017). Thus, to implement any project plan it is
necessary for the research to have sufficient funds. In case of Sainsbury if they launch any

products, thus had to maintain the proper funds regarding its sales criteria and earning profits by
managing cost factor.
Scope: In management plan, scope is examined to know the utility and need of the information
which is beneficial in the report to take the effective decision-making. It is important to interpret
the scope of project so that it helps in making the project successful and also various act and
things are sorted if there is a chance to take accurate decisions. In case of Sainsbury, the scope is
related to clear visions and mission of the company and also to increase their sales in the
upcoming year.
Time: Time is to be managed in better way, as it that time which helps to attain various benefits
and make the research unique (Bresler and Stake, 2017). In case of Sainsbury company, they had
to managed their time of they take any projects and it is also to be discussed with their other
team members to accomplish the task within stipulated time.
Quality: The work which is to be stipulated and manages reflects the quality work. Researcher
had to use approaches and areas which is of excellent quality and also they gather information of
not restricted area (Wright, 2016). In case of Sainsbury company, customers are attracted with
the services if they provide quality products at reasonable prices. Thus, it results in providing
quality project to enhance business for longer term.
Communication: communication is the major part in research project as to communicate the
matter related to participant and respondent which results in getting the response from the
queries which is raised by the researcher (Hanson and et.al., 2016). Thus, communication can be
resolved from varsiou methods either through telephone, Messages, fax, telegram or video
calling. This helps them to know more about the topic and the company to whom research is
conducted. In case of Sainsbury company by communication method they came to know about
the services which they are offering to the customer and solve their reviews and feedback form in
better way.
Risk: If there is a business risk also come up with that business and if the researcher research on
the topic the risk he faces is due to illness or need to collect data from restricted places or cause
injury to the body at the time of research (Mackey and Gass, 2015.). In case of Sainsbury
company, the right arises if the project is not completed within the accurate time or lack of
resources to carry the project.

P3 Breakdown structure and Gantt chart
Timeline
Task Mode Task Name Duration Start Finish Predecessors Early Start Early Finish WBS
Auto
Schedule
d
Topic selection 4 days Thu
6/27/19
Tue
7/2/19
Thu
6/27/19
Tue
7/2/19 1
Auto
Schedule
d
Framing research
aim and objectives 3 days Wed
7/3/19
Fri
7/5/19 1 Wed
7/3/19 Fri 7/5/19 2
Auto
Schedule
d
Developing Brief
research proposal 5 days Mon
7/8/19
Fri
7/12/19 1,2 Mon
7/8/19
Fri
7/12/19 3
Auto
Schedule
d
Identification of
research tools and
techniques
7 days Mon
7/15/19
Tue
7/23/19 3 Mon
7/15/19
Tue
7/23/19 4
Auto
Schedule
d
developing
questionnaire 4 days Wed
7/24/19
Mon
7/29/19 4 Wed
7/24/19
Mon
7/29/19 5
Auto
Schedule
d
Collection of data
set 6 days Tue
7/30/19
Tue
8/6/19 5 Tue
7/30/19
Tue
8/6/19 6
Auto
Schedule
d
Recording and
collating data set 4 days Wed
8/7/19
Mon
8/12/19 4,5,6 Wed
8/7/19
Mon
8/12/19 7
Auto
Schedule
d
Analyzing findings 5 days Tue
8/13/19
Mon
8/19/19 6,7 Tue
8/13/19
Mon
8/19/19 8
Auto
Schedule
d
Drawing conclusion 3 days Tue
8/20/19
Thu
8/22/19 7,8 Tue
8/20/19
Thu
8/22/19 9
Auto
Schedule
d
Giving
recommendations 2 days Tue
8/20/19
Wed
8/21/19 8 Tue
8/20/19
Wed
8/21/19 10
Auto
Schedule
d
Doing formatting of
file 3 days Thu
8/22/19
Mon
8/26/19 10 Thu
8/22/19
Mon
8/26/19 11
Auto
Schedule
d
Taking feedback
from tutor 6 days Tue
8/27/19
Tue
9/3/19 11 Tue
8/27/19
Tue
9/3/19 12
Auto
Schedule
d
doing changes as
per the feedback 4 days Wed
9/4/19
Mon
9/9/19 12 Wed
9/4/19
Mon
9/9/19 13
Auto Final submission 2 days Tue Wed 13 Tue Wed 14

Schedule
d 9/10/19 9/11/19 9/10/19 9/11/19
LO 2
P4 RESEARCH METHODOLOGY
Research types:- from specifically the research types it has been adopted for the study which
has been divide in two categorise in the terms of the quantitative and qualitative research. From
the quantitative research it solves the issues and conflicts by the using member's and on the other
hand the qualitative research has refers to the qualitative aspects of the study for the impact of
the globalisation on the marketing department die to the emergence of the global
brands(Alvesson and Sköldberg, 2017).
Research philosophy
Research philosophy is the study of the research is a source of the development and also
the nature of the knowledge. It has been described in the ways through the data has been relate

fro the phenomena used, analysed and collected. There are basically two types of the research
philosophy such as the Interpretivism and positivism. In this researcher will use the
Interpretivism philosophy for the qualities attributes which is most suitable techniques for
assessing the influence of the external factors that has been associated with the globalisation on
the marketing functions of the company(Larson and Gray, 2017).
Research approach
It is basically a procedure or plan which has been consisted to the steps which has been
the broad assumptions fr detailing the methods of the analysing. Research approach has been
divided into two categories such as the deductive and inductive research approach where the
researcher has been used the inductive research approach for concerning with the new theories
and also it helps in emerging the new data in the research(Hillson, 2017).
Research design
It is basically a set of procedures and methods which has been used in collecting,
analysing and measuring the variables which has specified in the research problems. Research
design has been divided in three categories such as descriptive, experimental and exploratory.
The research will use the descriptive research design for the understanding the characteristics of
the populations for the phenomena and collect the information in correct way(Mackey and Gass,
2015).
Sampling
Sampling is a method in which sample has been taken as the group of the peoples and
objects and items as well for the purpose of the measurement. It is a type of methodology for
using the larger population which depended on the type of the analyses being performed. The
researcher will use the random sampling method for collecting the data from 28 people from
different supermarkets which helps in making the quantitative study of the research(Kumar,
2019).
Data collection
Data collection is a method of collecting the information, measuring and analysed for the
accurate insights and it has been used for the validate techniques. It is a process of gathering and
accumulating the information which is based on the variables of the interest and also it has been
done in the systematic manner. Data has been collected from the two methods like primary and
secondary data collection. Research will use both the methods of the data collecting the

information from both the sources which is help in conducting the research(Quinlan and et.al.,
2019).
LO 3
P 5 Data analysis
It is a practice of systematically preparation of the statistical and logical tools for
describing and evaluating the data. It is one of the most essential component in the research
methodology for ensuring the integrity of the data accuracy and it also helps in research findings.
Questionnaire
1.How long you are working with this company?
 1 years
 2.5 years
 4 years
 more than 4 years
2. Do you agree that globalisation is contributing in the culture, economic growth due to the
emergence of the global brands?
 Agree
 strongly agree
 disagree
 highly disagree
3. Do you think globalisation is contributing in the emergence of the global brands in the
context of the Sainsbury?
 Yes
 no
4. Do you consider the ethical aspects while emergence of the global brands with the marketing
strategies?
 Yes
 no
5. According to you what challenges has been faced by the organisation due to the emergence
of the global brands?
 Corruption

 policies and rules
 legal protection
 Marketing segmentation
6. What are the impacts on the marketing department from globalisation ?
 Negative
 positive
 neutral
Theme 1: maximum employees are working with this company from last 4 years.
Particulars Frequency
1 years 5
2.5 years 6
4 years 10
More than 4 years 4
Interpretation: The above questionnaire conducted from 28 different retailers and it has been
identified that the maximum number of retailers were operating in the supermarket's industry for
1 years 2.5 years 4 years More than 4 years
0
1
2
3
4
5
6
7
8
9
10
Frequency

last 1 years and 5 retailer were supported retailers were supported. They have enough experience
in retail industry. Whereas, there were 10 retailers who has experience of 4 years and less than 6
but they are also eligible to answer the questions. Moreover, there are 4 retailers who has
experienced for 4 years and rest of 4 have more than 4 years of experienced.
Theme 2: maximum retailers agree that globalisation is contributing in the culture,
economic growth due to the emergence of the global brands.
Particulars Frequency
Agree 10
Strongly agree 9
Disagree 6
Highly disagree 3
Interpretation: The above questionnaire conducted from 28 different retailers in the
supermarket industry that the maximum number of retailers has agreed that the globalisation
contributing in the culture, economic growth due to the emergence of the global brands. They
have enough experience in the supermarket industry and marketing department. Whereas, there
are 10 participants who are agreed with the statement and there are 9 participants who are
Agree
Strongly agree
Disagree
Highly disagree
0% 20% 40% 60% 80% 100%
Frequency

strongly agreed that globalisation is contributing in the business. Moreover, there are 6
participants who are disagreed with the statement and there are less 3 participants who are totally
disagreed that the contribution is not enough from their aspects and perspective because it affects
the marketing functions and strategies.
Theme 3: maximum retailers think that globalisation is contributing in the emergence of
the global brands in the context of the Sainsbury.
Particulars Frequency
Yes 10
No 5
Interpretation:The above questionnaire conducted from 28 different retailers in the supermarket
industry that the maximum number of retailers think that globalisation has been contributing in
the emergence of the global brands in the context of the Sainsbury because there are 10
participants thinks that emergence of the global brands affects the sales volume and revenues of
the Sainsbury because its not easy to stay competitors in the market. Whereas, there are 5
participants who thinks that its from contributing of the globalisation does not affect the
Sainsbury sales because it is a high brand which gives quality of the products.
Yes
No
0 1 2 3 4 5 6 7 8 9 10
Frequency