Investigating Globalisation's Role in Morrison's Retail Performance

This research project investigates the benefits and drawbacks of globalisation within the retail sector, focusing on Morrison as a case study. The report begins with an introduction outlining the research aim, objectives, and questions, followed by a literature review that explores the trends in the retail sector, the benefits of operating in a global business environment, the challenges faced, and the factors affecting financial performance. The research methodology, including qualitative research design, inductive research approach, and interpretivism philosophy, is detailed, along with the data collection methods (primary and secondary), sampling, and data analysis techniques. The data analysis and interpretation section presents findings from employee questionnaires and secondary sources, examining the effects of globalisation on digital technology usage, market share, brand reputation, and competition. The research outcomes, recommendations, and conclusion summarize the key findings and provide suggestions for improving operations in the global retail environment. The project concludes with an appendix and references.

Research Project
Globalisation driving the
business success: A study on Morrison
TASK 2

Table of Contents
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY ....................................................................................................6
DATA ANALYSIS AND INTERPRETATION.............................................................................8
RESEARCH OUTCOMES............................................................................................................13
RECOMMENDATION.................................................................................................................13
CONCLUSION..............................................................................................................................13
APPENDIX....................................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Title: To investigate benefits and drawbacks operating in retail sector within global business
environment: A study on Morrison.
Background:
Morrison is one leading supermarket chain in the world with standing at the fourth
position in the retail industry in UK. The organisation operates at global level and have its
business operation in many of the countries around the world. To operate globally is not a new
phenomenon and incur benefits and drawbacks both t an organisation. To analysis its effect the
organisation Morrison is chosen to base the study for analysing effects of globalisation on this
business. In this regard research aim, objective and questions have been framed. With this
literature review is presented. The research outcomes have been presented and research
methodology have been outlines. Finally, conclusions and recommendation have also been
provided for this research project.
Research aim and objectives
Research Aim:
“To investigate benefits and drawbacks operating in retail sector within global business
environment in context of Morrison.
Research Objective:
 To analyse the trend to operate in retail sector over past years.
 To determine benefits associated with retail sector on basis of Morrisons in global
business environment.
 To identify challenges faced by retail sector with context to global business environment.
 To evaluate factors which gives high impact to financial performance in retail sector.
 To give recommendations for improving its operations in retail sector.
Research questions
 What is the recent trend in retail sector over past years?
 What are benefits and challenges linked with retail sector who are operating in global
business environment?
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 Which factors give major impact on financial performance of retail sector?
 What recommendations you suggest for purpose of improving its operation in retail
sector in global business environment?
Research Rationale:
In the present times one of the most influential factors effecting a business it expansion of
business activities in more than one country of the leading nations of the world. In this
globalisation plays a major role. It's effect on business are not hidden but its makes the research
curious as what are the accurate negative and positives effects of globalisation on a business and
this lead the formation of the research title. Moreover, Morrison is one of the leading retail
supermarket chain and have a wider markets coverage. This makes the research selecting this
organisation to base the study on this entity to determine pros and cons of globalisation on this
business.
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LITERATURE REVIEW
The literature reviews present the view points and opinion of different authors over the
research topic. Under this various theme are framed from the research objectives and critical
reviews from various authors have been presented to get insight over the research topic of
globalisation having positive and negative effect on business sanitisation and specifically in
context of Morrison.
Theme 1: Analysis of the recent trends in retail sector over past year
As per the views of Tallman, Luo and Buckley, (2018) the retail industry have gone
under a vast transformation in past decade and it is evolving quickly. One of the major changes is
related with the digitisation and advancement of the digital channels in the retail sector of UK.
Along with this other trends that fluctuate with faster pace in the retail sector are demographics,
attitude and consumer preference (5 Trends That Will Redefine Retail ,2018). Moreover, the
consumers are getting effected by the corporate social responsibility of the firms. As with this
their attitude and references towards the organisation changes. This effect the brand values of the
organisation and they present themselves with adhering to the recent changes.
However Morrison, (2011), have an opinion that that today the organisation are or
activity and purposefully need to like at the cultural trends which are buzzing around them this is
essential for them to look on what is the current fashion in the entertainment, news and on the
social media. As this are most effective sources which influence the decision about the buying of
a shopper.
Theme 2: Benefits to the retail sector in the global business environment
According to Black, Morrison and Gregersen,(2013) operating with in the global business
environment have affected the business organisation in tremendous ways. The globalisation have
benefits the business by giving them opportunity to reach in any corner of the world. This have
increased the market shares of an organisation and directly enhanced their profitability.
Moreover, the firms under the global environment gets advantage to deals with a lager mass of
the consumers (Retail Industry Analysis, 2018). This lead the business to get more influenced by
the culture, trends, behaviour, references and communities around the world and bring cultural
diversity with in business operations.
On the other hand Nambisan, Zahra and Luo, (2019) , have an opinion that the business
getting an opportunity to operate global level effect the internal as well as externals environment
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of the business. This results in organisation to adopt the changes with a fastener pace to deal with
the globalised market. Morrison gets benefited in many ways which includes the diversification
of the culture and prod cuts to attract the consumers at global level. This enhances the reputation
of the company and add to the brand image of the products and commodities offered by this
retail chain.
Theme 3: Challenges faced by retail sectors in global business entrainment
In accordance to the view point of Retief and et.al., (2016) that with entering the global
market, businesses need to be aware that the gains may not be seen in the short term. It may be
many years before they start reaping the rewards of their efforts. Another disadvantage is that
they have to hire additional staff to help launch their companies in the global markets they
expand into. Companies usually have to modify their products and packaging to suit the local
culture, preferences and language of the new market. Travel expenses are sure to increase for the
administrative staff, as they will now be expected to travel all over the world to oversee their
business outlets in other countries.
Conversely Chiu, (2018), have an opinion that with going global the organisation need to
change that strategy as well as their economise of scales where they operate. This directly
increase the competition of the business as there are amount players in the same industry of the
organisation. Disadvantages typically include things such as know-how, scale, scope, location,
distribution, quality, product features, process efficiency, productivity and costs (12 forecasts for
the retail industry, 2018). The major competitors of Morrison in the international markets are
Tesco, Senisbery, Marks and Spencer. The leading organisation is Tesco as its offers the highest
discounts among all other retail supermarket chain. This lead the organisation to have a forth
position among its competitors. This factors sometimes lead the organisation to diversify its
financial and other resources.
Theme 4: The factors affecting the financial performances in retail sector
The author Kainzbauer and Hunt, (2016) presented a perception that Long-term success
in the retail business depends on company performance on key variables that ultimately
determine prospects for growth and profitability. Retailers of all sizes rise and fall on their ability
to control the costs of producing and selling goods, maintain healthy markup on pricing,
optimize inventory and distribution and ultimately make sales to consumers. The major factors
which effect operations and financial position of the business is the profitability which alters
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with changing trends and external environmental factors affecting the businesses. The monetary
performance of company is directly linked to factors effecting the global business as a whole.
On the contrary Mathews, (2016)is of the view that the factors which directly effects the
business organisation and their financial permanence are its pace in adapting the changes in the
market related with trends and reference of the consumers. The flow of the business to adopt
these changes and converting is opportunities into strength directly effect the financial
performance in form of increased profits and attracting more investor towards the organisation.
For the Morrison the factor which significant affect the profits and financial performance are the
garbing the opportunities with changing trends and preferences of consumers, offering discounts
and a changing the schemes on regular interval to attract consumers and enhance its profitability.
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RESEARCH METHODOLOGY
The research methodology of research project defines the manners and direction of
stating and completion of the study. This research methodology is the framework of collection of
data, its evaluation, analysis and defining its use to reach to the final outcome over the research
topic of determining the effect of globalisation on both positive and negative perspective in
context of Morrison.
Research design:
It is of two types qualitative and quantitative. For the present research project the
qualitative research design have been selected. The reason for selection of this research design is
that it takes into consideration the qualitative data over the research topic of investigating the
advantages and disadvantage of globalisation on Morrison. The data related with various
research questions have been collected which are based on the research topic.
Research approach:
Types of research approach can be distinguished into two such as inductive and
deductive. For the present research project inductive research approach have been selected as
this is the best one for the qualitative research design. The rationale behind selection of this
approach is that it helped the researcher in investigating the research topic with different
perspective and reach to an effective outcomes over the varistor effects of global business
environment over the business organisation Morrison.
Research philosophy: includes interpretivism and positivism. For the present research
project interpretivism philosophy has been selected (Important Aspects of Interpretivism, 2018)
. The reason behind selection of this is that it is based on naturalistic approach of data collection
such as interviews, observation and survey. With this type of philosophy the results emerges at
the end of research process.
Data collection: The data for conduct a research can be collected from two sources
primary and secondary. Under the primary the interviews, survey and questionnaire methods are
used to collected the information over research topic. In the secondary method book, articles,
journals are referred and relevant information is gathered for the research. In this study both
types of data have been collected and used to reach to the outcome of this research. The primary
data have been collected from filling in questionnaires form 15 of the employee of Morrison on
how the globalisation have effected the operations of the business.
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Sampling: for the present research samples have been selected through the random
sampling method. In tihs the non probabilistic method have been used to select the respondents
for the survey who are employee of the Morrison (RESEARCH METHODOLOG, 2018). The
reason behind selecting this can be presented under this method there no bias and each employee
of Morrison have an equal change of being selected to fill in the questionnaire for this research
project.
Data analysis: means, analysis and evaluation of the data collected through the both
methods of data collection. This can be done in logical manners or through the use of statistical
tools. For the present research the logical approach has been used where the data collected is
evaluated in the thematic manner and presenting the data in tabular and graphical manner.
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DATA ANALYSIS AND INTERPRETATION
The data analysis is the evaluation and interpenetration of the data collected thorough the
primary sources and linking the same to the information gathered from secondary sources. The
below is presented the information collected from the employee of Morrison over the effect of
globalisation on the organisation. The data has been interpreted through presenting them in
tabular and graphical format.
THEME 1: Globalisation and its effect on digital technology usage of Morrison in UK.
Response Number of responses
Yes, higher 7
Yes, moderate, 5
Yes, lower 2
Not at all 1
Total 15
Yes, higher Yes, moderate, Yes, lower Not at all
0
1
2
3
4
5
6
7
8
7
5
2
1
Number of responses
Interpretation: The above graphical representation define the effect that globalisation is
having on the digital technology use of the Morrison in UK. Approx 47 % of the employee
agreer to the fact that the usage of digital technology have changed and increased to a higher
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level. This can be linked to the views presented in literature reviews in this report that one of the
major trends that in the global business environment is the increased use of digital technology
and Morrison is responding to its effectively. 33.33% are of the views that this factors have
moderate level of effects, while 13.33% have an opinion that this have a lower level of effect on
the organisation. 6.67% of the employee that digitisation and globalisation are not linked to each
other.
Theme 2: Cultural diversity in the Morrison UK, with going global:
Response Number of responses
Yes, to great extent 8
Yes, to medium level 4
Yes, to low level 2
No changes have been seen 1
Total 15
Yes, to great extent
Yes, to medium level
Yes, to low level
No changes have been seen
0
1
2
3
4
5
6
7
8
9
8
4
2
1
Cultural diversity in the Morrison UK, with going global
Number of responses
Interpretation: The above table depicts the cultural diversity in the business entities of
Morrison operating in UK. 8 of the employee have a perception that with globalisation the
diversity in the culture have increased with in the practices of Morrison in UK this can be linked
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to the view of literature review of this research that cultural trends effect the operations of
organisation. 4 are of the view that the effect is moderate and 2 thinks that cultur have low level
of impact. 1 employee stated that there is no impact of culture on operation of Morrison.
Theme 3: Benefits of operating in global business environment on Morrison
Response Number of responses
Increase in profitability 3
Increase in markets share of the business 2
Enhanced consumers numbers 2
All the above 8
Total 15
Number of responses
0
1
2
3
4
5
6
7
8
9
3
2 2
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Benefits of operating in global business environment on
Morrison
Increase in profitability
Increase in markets share of
the business
Enhanced consumers numbers
All the above
Interpretation: Form the above table and graph it can be interpreted that benefits of
operating in the global business environment to the Morrison includes increased profitability,
market share and number of consumers. 8 of the consumers agree to this fact, while 3 agree to
the fact on increased profits only. 2 each give their consent for the facts of increased market
share and enhanced consumer numbers respectively.
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