Research Report: Globalisation's Impact on M&S Marketing Activities

This research project investigates the impact of globalisation on the marketing activities of Marks and Spencer (M&S), a prominent international retail company. The report begins with an overview of globalisation, its significance, and the research aims, objectives, and questions. A comprehensive literature review explores the concept of globalisation, its issues, and its challenges, specifically in the context of M&S. The research methodology section details the type of research, research approach, data sampling, data analysis techniques, and ethical considerations. The subsequent data analysis chapter presents and interprets the findings from a questionnaire, highlighting respondents' awareness of globalisation and its impact on business functions. The conclusion and recommendations provide insights into the implications of globalisation for M&S's marketing strategies, followed by a personal reflection statement. The report aims to analyze the implications of globalization on marketing activities of an organization operating in the UK, using M&S as a case study. This research examines the concept of globalization, identifies major issues and challenges faced by organizations due to globalization, and determines the impact of globalization on marketing activities within M&S.

RESEARCH
PROJECT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Overview of research..............................................................................................................4
Significance of research.........................................................................................................4
Research Aim.........................................................................................................................4
Research objectives................................................................................................................5
Research question...................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
Concept of globalisation.........................................................................................................5
Issues and challenges of globalisation....................................................................................6
Impact of globalisation on business activities within marks and Spencer.............................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
Type of research.....................................................................................................................7
Research approach..................................................................................................................7
Data sampling.........................................................................................................................8
Data analysis...........................................................................................................................8
Ethical consideration..............................................................................................................8
CHAPTER 4: DATA ANALYSIS..................................................................................................8
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................14
Conclusion............................................................................................................................14
Recommendation..................................................................................................................15
CHAPTER 6: PERSONAL REFLECTION STATEMENT.........................................................15
Reflection.............................................................................................................................15
REFERENCES..............................................................................................................................16

TITLE:
“To determine the impact of globalisation on business activity”. A study on Marks and
Spencer.
CHAPTER 1: INTRODUCTION
Overview of research
Globalisation is the procedure of combining and integrating among people, organisation
and government in all over the world. It has grown due to advances in communication and
transportation technology. With the enhancement in international interactions come so the
growth of global trade, ideas and culture. It is force that shapes and formed contemporary world
that will directly affects on business, environment and society. Along with this, this is lead
towards enhancing competition level (Audretsch and Belitski, 2017). This competition can be
related with goods and services cost, price and price, target market, technological adaptation and
quick decision making process by an organisation. This research report is based on Marks and
Spencer which is international retail company and it is situated in United kingdom. Along with
this, understand the impact of globalisation on business activities and conduct data analysis for
analysing respondents views and perceptions.
Significance of research
It is important for determining research aims and objectives so that they identify the
reason behind smoothly running of business operations in the market place. Research has its
special significance in order to resolve different planning and operational issues of business
concern. Market research is the investigation of structure and development of whole market
which main purpose is to formulate effective policies or strategies for purchasing, selling and
producing goods and services (Deichmann, Goyal and Mishra, 2016). In this, the main purpose
of research is to gain accurate knowledge and information regarding specific topic in better
manner.
Research Aim
Aim: “To analyse the implications of globalisation on marketing activities of an organisation
operating in UK. A study on Marks and Spencer”.

Research objectives
 To understand the concept of globalisation.
 To identify major issues and challenges faced by organisation because of globalisation.
 To determine the impact of globalisation on marketing activities within Marks and
Spencer.
Research question
 What is the concept of globalisation ?
 What are the major issues and challenges faced by organisation because of of
globalisation ?
 How does globalisation impacts the marketing activities of Marks and Spencer ?
CHAPTER 2: LITERATURE REVIEW
Concept of globalisation
According to the view point of (Horlacher and Hess, 2016) globalisation define as the
procedure which indicate the interrelationship of various factors beyond the worldwide
boundaries. The concept of globalisation occurs with the thought of determining entire world as
a individual market place in which all organisation are interdependent on each other which create
similar things. Along with this, globalisation can be considered as combination of society,
business concern, economies help in flow relevant information and data, finance, technologies,
people, products, facilities, services, capital and ideas. With the help of globalisation, an
organisation can easily perform their business functions and activities as they are connected with
potential company in order to use effective services for business growth. The concept of
globalisation assist business concern in enhancing its profit level by getting some kind of
facilities which are available at market area in all over the world. In the context of Marks and
Spencer, the firm deal in various types of goods and services in the large market place. With the
assistance of international trade, M&S have not enhanced its demand and need for products at
large market area of different country but it is contributed to them in gaining huge amount of
profitability. In addition to this, globalisation develop effective business operations and functions
where they are acquired necessary resources from other nations on the basis of their necessity.
Issues and challenges of globalisation

As per the view of (Li and et. al., 2016) In current time period, business arena has
become enhancing globalised. Government has collaborating to perform work for getting mutual
beneficial trade policies and strategies. The internet has created and developed virtual
international market area that allow small businesses in easy and affordable manner in order to
gain access to the global market place. There are various issues and challenges of globalisation
which are described as under: Inconsistent moral standards – The term global in business which is define as
collaborative market place for encompassing various nations. This is recommended as
regularity in the way in order to work in whole market area. The main key issues in
global business is to maintain and manage domestic ethical standards when organisation
have lack of same ethical challenges. Marks and Spencer face inconsistent moral
standards among employees that directly affect on their performance and work. Costs – The cost and capital used for smoothly run business operations within
globalisation area. This is reach with international level of audience with the help of
internet. The researching of each global market place putting in building and developing
equipments infrastructure, hire talented local employees and use translator for internal
communication. If Marks and Spencer expand their business in global area so this will
create issue regarding higher cost and revenue expenditure.
Impact of globalisation on business activities within marks and Spencer
Globalisation can broadly defined as social, political, economic and environmental
changes which are adopt by the company. Globalisation is the contentions procedure. In
international market place, the growing in global world scale it will bring out in the new era and
it is interconnected through it. However globalisation has became very interesting part in related
to the company (Phillips, 2016). The foreign direct investment has impact on economic growth
level of the firm which has created positive growth rate in the developing country and nation. It
will help in enhancing in trade and FDI and as per this result it is higher the growth rate and
moreover, globalised nations have lower enhancement in government outlays and taxes and also
lower the level in their authorities.

CHAPTER 3: RESEARCH METHODOLOGY
Type of research
Data is collected directly not from previous research work done by other researchers which
is known as primary method. In this method researchers are owner of data they have collected
and this data is related to particular problem which require complete analysis. Business
organizations hire a employee to perform research on their behalf. Primary focus is on particular
situation. It can be assumed that brand is going to launch mobile phone and wants to perform
research about features. Organization can develop mobile phone depending on response they
received from population. Data should be valid and accurate (Weaver and et. al., 2017).
Methods in which previous data is included or used is known as secondary method. To
increase effectiveness of data, existing data is summarized. Existing data can be research reports,
documents available in websites, data obtained from surveys or data in public libraries.
Government and non-government sectors contain some kind of data and even this data can be
used for research purpose. This method is cost effective. Research is based on implemented
methods which are already tested and analysed. This method is fast and easy and also provide
broader view of particular subject. In this method researcher know from where data can
explored.
Research approach
Immense methods to collect data analyse data and interpret data, planning of these steps is
referred to as research approach. It depends on nature of research problem which is being
addressed. Various research approaches are present, few of them. The Qualitative research deals
with understanding attributes and exploring them in order to get thorough with human and social
problem. It consists of questions and procedures related with particular research. On the other
hand, Quantitative research develop relationship between various variables are analysed for
testing theories (Mohanty, Choppali and Kougianos, 2016). These variables can be measured
using statistical methods. In Mixed method, both quantitative and qualitative data is involved.
This includes theoretical framework and philosophical assumptions. It helps to understand
complete research problem.

Data sampling
Collection or selection, manipulation and analysation of data in order to identify trends
and pattern of large sample set is known as data sampling. It helps analysts, data scientists and
modellers to implement and run analytical models quickly. Sampling is useful when large data
sets are available for analysis like big data analysis. Identification and analysation of samples is
more cost effective rather than that of entire data. Large samples increases possibility of accurate
data even if they require more interpretation and manipulation. Data sampling methods includes
simple random sampling (randomly subject is selected), stratified sampling (subsets of data are
created based on some common factor), cluster sampling (data set is divided into clusters),
multistage sampling (divide data into clusters further break those clusters depending on certain
factors), systematic sampling (set interval for data extraction from larger data set).
Data analysis
Process of extracting data using logical and analytical reasoning to examine every
component of data. Data is collected, reviewed, analysed from various resources. Various data
analysis techniques which consists of mining of data, text analysis, data visualization and
business intelligence. In data analysis data is clustered into different components. In this raw data
is obtained and it is converted into useful information for decision making. Data is collected
from various resources, analysed and hypotheses is formed. Data is taken as input for analysing
based upon requirements of customers or analysis which is to be performed. Data which is
collected is referred to as experimental unit (Mohanty, Choppali and Kougianos, 2016).
Ethical consideration
It is required for an investigator is to collect and gather entire research procedure in better
way so it is required for them is to follow all major rules and norms which help them in
conducting business operations. Along with this, there are various issues and problems which are
mainly faced by investigator while developing and formulating research project so researcher
need to make sure that it will assist in resolving major issues. They need to solve their barriers
and issues in ethical and legal way. This is determined as one of the crucial data and information
which required to be develop confidence and does not mislead the facts in better manner.
CHAPTER 4: DATA ANALYSIS
QUESTIONNAIRE

Q.1. Are you aware with the concept of globalisation ?
 Agree
 Disagree
Q.2. What is the significance of globalisation on marketing activities of business ?
 Increasing usage of new methods
 Improvement in sales
 Increase profitability
Q.3. Does globalisation assist in acquiring development and improvement in nation ?
 Yes
 No
Q.4. What are the effective tools and methods for enhancing globalisation ?
 Global trade
 Foreign direct investment
 eliminating trade barriers
Q.5. Can globalisation directly impact on business activities and its functions ?
 Agree
 Disagree
Q.6. What are the major issues and problems of globalisation ?
 Enhancement in risk factors
 Increasing costs
Q.7. Do you have any suggestions regarding implications of globalisation on marketing
activities of an organisation operating in United Kingdom.
Data interpretation:
Theme 1: Globalisation is the vast concept
Q.1. Are you aware with the concept of
globalisation ?
Frequency
 Agree 20
 Disagree 10

Interpretation: As per the above table, it can be analysed that most of the people are totally
aware about globalisation concept which help them in expanding business operations and
functions. There are around 20 respondents who are agree on this statement and rest of the 10 are
agree on this consideration.
Theme 2: Significance of globalisation on marketing activities of business
Q.2. What is the significance of globalisation
on marketing activities of business ?
Frequency
 Increasing usage of new methods 15
 Improvement in sales 10
 Increase profitability 5

Interpretation: It can be stated that globalisation is important for performing different market
activities and functions of business. There are around 15 respondents who are agree on
globalisation help in enhancing usage of new technologies and methods. Rest of the 10
respondents are said that it help in improving sales and remaining 5 respondents are agree on
enhancing profitability.
Theme 3: Globalisation assist in acquiring development and improvement in nation
Q.3. Does globalisation assist in acquiring
development and betterment in nation ?
Frequency
 Yes 25
 No 5

Interpretation: As per the given table, it can be analysed that globalisation help in getting
development and proper improvement in country. There are around 25 respondents who are
agree on that statement and rest of the 5 respondents are help in maintaining and developing
specific nation.
Theme 4: Global trade is the effective tools and methods for enhancing globalisation
Q.4. What are the effective tools and
methods for enhancing globalisation ?
Frequency
 Global trade 20
 Foreign direct investment 5
 Eliminating trade barriers 5

Interpretation: It can be stated that global trade is the effective method and tool which help in
increasing globalisation. There are around 20 respondents who are agree on international trade is
beneficial and rest of the 5 respondents are agree on FDI and eliminating trade barriers.
Theme 5: Globalisation directly impact on business activities and its functions
Q.5. Can globalisation directly impact on
business activities and its functions ?
Frequency
 Agree 26
 Disagree 4

Interpretation: It can be stated that globalisation directly affect on business activities and
functions in better manner. There are around 26 respondents who are agree on this statement that
globalisation affects on organisation functions and its operations. Rest of the 4 are disagree on
this consideration.
Theme 6: Enhancement in risk factors are the major issues and problems of globalisation
Q.6. What are the major issues and
problems of globalisation ?
Frequency
 Enhancement in risk factors 20
 Increasing costs 10
Interpretation: As per the given table, it can be analysed that some issues and problems which
occurs while smoothly run of business operations and its functions in effective manner. There are
around 20 respondents who are agree on that the major issues is increasing in risk factors and
remaining 10 respondents are consider that enhancement in cost and value.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above described report, it can be analysed that Globalisation is the procedure of
combining and integrating among people, organisation and government in all over the world. It is
important for determining research aims and objectives so that they identify the reason behind

smoothly running of business operations in the market place. With the help of globalisation, an
organisation can easily perform their business functions and activities as they are connected with
potential company in order to use effective services for business growth.
Recommendation
It can be recommended that research can analyse while market place before establish
their business and run marketing activities in the United Kingdom. Globalisation can help in
maintaining and managing whole business operations and functions effectively. This can be
beneficial for attracting domestic as well as international customers in order to attain desired
goals and targets in better manner. Globalisation can help in operate and regulate business at the
global level.
CHAPTER 6: PERSONAL REFLECTION STATEMENT
Reflection
Research is consist with crucial factor in which research methodology will play an
essential role in carry out investigation functions in better manner. While developing research, I
need to gather and collect essential elements and whole research functions are based on relevant
facts and figures. In addition to this, I required to conduct primary and secondary method in
order to collect and gather data in relevant manner.

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