Globalisation and Marketing Perception: M&S Marketing Strategies

This research report delves into the intricate relationship between globalisation and marketing perception, using Marks & Spencer (M&S) as a case study. It investigates how M&S employs various marketing techniques, including digital marketing and international strategies, to influence consumer preferences and decision-making processes. The report examines the effectiveness of these techniques, the impact of globalisation on marketing, and how M&S adapts to the challenges and opportunities of the global market. The literature review explores themes such as consumer exposure to marketing techniques and the concept of globalisation within a marketing context. The research methodology involves a quantitative approach, using a deductive approach and positivism research philosophy to analyze data collected through questionnaires. The findings and discussion will provide valuable insights into how M&S navigates the global market and shapes consumer behavior, with a focus on the advantages and disadvantages of global marketing strategies.

Research Project

Table of Contents
Title : Globalisation and marketing perception...............................................................................4
INTRODUCTION...........................................................................................................................4
Background study.......................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Theme 1: Identify M&S consumers exposed to the different marketing techniques..................5
Theme 2: Identify the concept of globalisation in the context of marketing..............................7
RESEARCH METHODOLOGY.....................................................................................................9
RESULT .......................................................................................................................................13
DISCUSSION................................................................................................................................20
CONCLUSION..............................................................................................................................21
Recommendation......................................................................................................................21
REFERENCES..............................................................................................................................24

Title : Globalisation and marketing perception.
INTRODUCTION
Globalisation is the process of interaction and integration among people, companies and
government worldwide. In the complex environment, globalisation involve goods and services
and the economic resources of capital, technology and data. On the other hand, Marketing
activities of the company affect the customer preferences and decision making process. In that
manner, consumers plays a most important role in searching for information of the product or
services. Present research will exactly base on the topic of marketing and its effectiveness on
customer preference and decision making process. Further in this study will be cover the
literature review and research methodology in the context of the research aims and objectives.
Background
The purpose of this study is to investigate the effectiveness of marketing activities impact
the consumer preferences (Shizha and Diallo, 2016). In other words, present study will analyse
the efforts which influence customers towards the company services. In the perspective of the
customers it can help to determine the goals and objectives to be more creative and challenging.
However, the present study background is all about the methods and goals in order to manage the
outcomes accordingly effective. Study base on the case of study of M&S which is an British
multinational retailer company which is an important and more effectively performed in an
effective manner. M&S deals with the products like clothing, home furnishing items, footwear
etc (Steiner, 2016). Marketing globalisation is a synergetic is a synergistic term combining the
promotion. Understanding consumer needs within target countries helps formerly to grow the
business growth and opportunity goals.
Background study
Aim: To investigate the effectiveness of the M&S marketing on consumer preference. A case
study base on Marks & Spencer.
Objectives:
 Identify M&S consumers exposed to the different marketing techniques.

 Collect quantitative data by the use of close-ended questionnaire.
 Use statistics for the analysis of the collected quantitative data.
 Draw a valid conclusion and reflect on the effectiveness of research methods.
Research question
Q. How M&S customers exposed to the different marketing techniques ?
Q. How the closed ended questionnaire will be helpful to collect quantitative data ?
Q. How quantitative data will be collected through statistics ?
Q. What are the valid and applicable conclusion and reflection on the effectiveness of research
methods ?
LITERATURE REVIEW
Theme 1: Identify M&S consumers exposed to the different marketing techniques.
According to the view of “Boone & et.al., (2018)” Marks and Spencer (M&S) company uses
various marketing techniques which affect the consumers in many ways. Company is using
various marketing technologies which affect the consumers and their perception. Digital
marketing has the capability to create a brand for the company. It helps in creating of awareness
about the company, its brand and its products. Company is using social media and online
advertising techniques. In today's time, various computer and mobile devices are being used by
youth consumers for the knowledge of products which they desire to buy. By these technologies,
customers are able to quickly get to know about this. Thus, company is targeting youth
customers by posting and advertising about its products and services on social media sites and
online video platforms where customers can see it and make perception toward its. Like this,
digital marketing techniques help Company to create a very powerful brand image which is high
degree of recall in customers' mind. Along with this, Company is spreading right content about
its products to the customers and when they give a try to consume it. They feel like its promising

enough in the context of quality and price. This lead to mouth of words which create more
awareness about the brand. Like this, digital marketing can be helpful in creation of strong brand
if company is using it in corrective and systematic manner. It also influence customers to use
these technologies in order to get to know more about the company and its products. As citied by
“Beudaert, Gorge & Herbert, (2017)” in the contrast, there are some customers who don't believe
in the effectiveness of the marketing technologies. According to these customers, due to
marketing technologies, there is lack of personalization as their preferences and interests are
being left. They believe that personal interaction between customers and company's salesman are
best which is decreasing now a days due to much more attention are being given to the marketing
activities through technologies. Salesman used to sell the products according to the needs of the
customers but due to marketing technologies, when customers goes to the company's site and
find nothing according to their needs and interests, it makes them disappointed and they switch
themselves from M&S brand to another brands. In addition to this illustrated by “Licsandru &
Cui, (2019)” due to easily access to these marketing technologies, there are various companies
whose are spreading wrong news about M&S Company which lead customers to easily trust on
them, which can be harmful for the image of company and customers can switch to another
brand. Like this, by using of same techniques, there are various amount of advertising available
which appears on websites and social media sites and these are affecting the perceptions of
customers toward the company as customers are not able to differentiate between right and
wrong contents. Along with this, another impact of marketing techniques on customers are there
are various information related to the customers are being recorded by the organization on their
system which is considered to be avoidance of privacy. This also affect the brand image of the
company too.

Theme 2: Identify the concept of globalisation in the context of marketing.
As per the view of “Gillespie, (2015)” Globalization can be defined as the process of
interaction and integration of company to another country and its people. Here, by the
globalization, Company is able to influence its customers by selling them goods and services at
the international level. Marketing refers to the business activity through which company is able
to promote and distribute its products and services to the customers. It involves creation,
communication, deliver and exchange the products and services which can add values to
customers & maintain a good customer relationships. It plays a significance role in the success of
the organisation. Global marketing which is also known as international marketing is a branch of
marketing management of the organization. Global marketing can be defined as the business
activity which lead to promote and distribution of goods and services to the customers at the
global level. Marks and Spencer (M&S) company is a multinational organization whose
customers are from all over the world. Thus, company has to conduct international marketing
activities which are conduct by the firm for various objectives which are such as to enhance the
sales of the products being offered, to create the strong brand image among customers, to earn
more profits, to enhance the customers' satisfaction by providing best qualitative products, to
increase the market share of the company, to enhance the customer satisfaction by maintaining
good & strong relationships with them and to gain competitive advantages over the competitors
in the international market. As elaborated by “Quelch, (2017)” Due to global marketing, there
are various advantages gained by Marks and Spencer Company. These advantages are such as –
Company is easily able to reach out at those market where its stores or shops are not available.
With the help of marketing, organization is able to create the awareness about its products to the
customers and deliver them to those customers who wants to purchase it. Another advantage,

company gained is that, firm is easily able to grab the foreign investment opportunities which
lead them to access the resources which are beneficial for their growth. But along with these
advantages, company has to face some issues related due to international (globalization)
marketing which are such as – if enterprise is not able to do proper marketing, they end up with
hue financial risk and mitigation of such financial risk requires strategic plan which requires
more time, resources, research, funds and energy. Another con of global marketing which Marks
and Spencer can face is that differentiate between the rules related to the marketing of products
and services in various countries. If Company is not properly following these rules, it can lead
them to face a lot of legal and regulatory actions which can affect the brand image of the
organisation as well.
As according to author globalisation is base on the international process where the
multinational companies grab different opportunities and threats in order to attract the customer
satisfaction. In marketing activities, globalisation plays a most important role in the marketing
activities which introduce the different aspect and perspective of customers. In order to critique
this as per the author Market globalisation and internationally connected economy have affected
and transformed the marketing industry. A company is tasked with deciding whether to
implement a global marketing strategy. Globalisation is the opportunity for the business which
enhance the possibilities of brand awareness and brand recognition and increasing the sales and
establish the market in new economies. On the same side, sometimes globalisation also create
competition among the companies which directly or indirectly impact the customer preference.
In other words, globalisation has increased dramatically in the present study and outcomes.
Along with that, globalisation is the element which also affect the business in different context.

In different context globalisation is an interesting phenomenon which modify and having
different form of action plan as per the needs of customers. Along with that, customer get highly
influenced from the changes occurred within the international market.
RESEARCH METHODOLOGY
Research type: Research types can be defined as a study that help researcher in solving
practical problems. Qualitative and quantitative are 2 types of research. Qualitative research is
the way of getting a deep understanding about topic. With the help of non-statistical method in
this type, researcher collects informations (Kelle and Buchholtz, 2015). Some examples of this
type includes focus group, interview etc. whereas, Quantitative type of research is statistical that
attach numbers or numerical data in it like percentage, average etc. It is a systematic
investigation of collecting data. Online survey, observation are some examples of quantitative
research type. For this research, scholar will use quantitative type because by this type, he can
get deep understanding about its topic of to investigate effectiveness of marketing of M & S on
consumer preferences.
Research approach: Research approach can be defined as a procedure that involves
several steps of broad assumption to detailed method of data collection. There are 2 research
approaches such as inductive and deductive. Deductive approach is a testing theory and
associate with scientific investigation (Sekaran and Bougie, 2016). By reading and analysis
existing theory, researcher tests hypotheses that emerge from that theories. For conducting this
research, scholar make an effective use of deductive approach. On the other hand, inductive is
concerned with generation of new theory. In this type of approach, researcher collects data on
his/her own basis to the relevant topic. It can increase knowledge and skills of researcher.
Research philosophy: Research philosophy can be defined as the development of
knowledge. It helps scholar to become more creative in their method of research. There are
mainly 3 type of philosophy such as positivism, realism and interpretivism. For conducting and
making this research successful, researcher makes an effective use of positivism research
philosophy (Klenke, 2016). It is wholly based on quantifiable observation that lead to statistical
analysis. In this type, human interest should be irrelevant. Researcher also select many people

and sample randomly. On the other hand interpretivism philosophy prefer humanistic qualitative
method.
Sampling: Sampling means to select a group of people among whole population for
getting informations and answers of questions on the topic. It is not possible for researcher to
take views of all people at a time, so they target and sample according to the topic. There are
mainly 2 types of sampling such as probabilistic and non-probabilistic. Probabilistic is called
random sampling in which researcher select random people for getting answers of their questions
(Wang, Gao and Li, 2018). For this research, scholar uses probabilistic because in this type all
selected people are given equal opportunities, and they have a non-zero probability of being
selected. 20 sample are being used by researcher by the help of method purposive sampling
method and by asking relevant questions from random customers of Marks & Spencer
companies about marketing and its effectiveness on consumers preferences, he/she makes her/his
research successful.
Data collection: Data collection plays an important role in whole research because
without gathering informations related to the topic, researcher can not compete research. For
knowing the answer of all questions related to the topic of investigating effectiveness of
marketing of Marks & Spencer on consumers' preferences. Primary and secondary are two types
of data collection. Primary data collection is called first hand because those type of data are not
being used before (Johnston, 2017). Some sources includes questionnaire, survey etc. On the
other hand, secondary sources and data collection are called second hand because this type of
informations are used before. Source of this type includes internet, books and journals etc. For
making this data reliable, researcher will use both primary and secondary types.
Data analysis: After collecting data it is important for researcher to transform it and
make it relevant, By analysing it can make all informations reliable and qualitative. It is not
possible that all collected data will always be reliable and accurate, so researcher use a tool for
making this accurate (Rode and Ringel, 2019). It has 2 type such as qualitative and quantitative.
For this research, researcher will make an effective use of SPSS tool for analysing all collected
data. This software and tool help researcher to find new insight in their data quickly and easily.
Questionnaire

Name :
Occupation:
1. Age Group
 Up to 18
 19-25
 25+
2. Do you like marketing advertisements of M&S ?
Yes
No
3. Which of the section of M&S attract you most ?
Clothing
Home Furnishing
Footwear
4. Have you made any purchases after seeing internet ads of M&S ?
 Yes
 No
5. which of the following marketing medium of M&S influence you to buy their products ?
 TV ads
 Mobile Application
 Social Media Campaign
6. Does advertisement or marketing tactics is essential to gain attention of buyers
 Strongly agree
 Agree
 Disagree
 Strongly disagree

7.Does marketing through print media is effective for influencing mind of consumers?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8. Do you think any company can survive without marketing?
 Yes
 No
 Not sure
9. Do you think that social media marketing technique is more effective than print media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
10. Does marketing encourage you to buy products of M&S?
 Strongly agree
 Agree
 Disagree