Globalization's Impact on Marketing: A Jaguar Case Study

This research project explores the positive economic, cultural, and ethical impacts of globalization on the marketing function, using Jaguar as a case study. The report includes a literature review highlighting globalization's role in fostering economic growth and company expansion. The research methodology employs thematic analysis, with data collected through questionnaires and analyzed to reveal insights into the effectiveness and importance of globalization in marketing. Key themes include the impact of economic factors, culture, and ethics on global business expansion. The study recommends that Jaguar focuses on customer satisfaction to enhance its global business and concludes that globalization offers a positive avenue for the company to expand its luxury car business into the international market. The report also includes references and questionnaires used for data collection, and is available on Desklib, where students can find a wealth of solved assignments and past papers.

RESEARCH PROJECT
(Positive Economic, Cultural and Ethical impact of
Globalisation on Marketing Function)

Table of Content
 INTRODUCTION
 Company background
 Rationale
 LITERATURE REVIEW
 RESEARCH METHODOLOGY
 DATA ANALYSIS
 RECOMMENDATION AND CONCLUSION
 Recommendation
 Conclusion
 REFERENCES
 APPENDIX

INTRODUCTION
The term globalization refers to as the concept where in any
company or a person can trade with the any other person or
company situated beyond the geographical boundaries of the
country. In simple words it can be defined as the buying and selling
of goods and services within two different countries irrespective of
their geographical boundaries (Egger, Nigai and Strecker, 2019).

Company background
The present research is based on the company Jaguar. This
is a British multinational company founded on 4
September in the year 1922. it is a company which deals in
luxury brand of vehicles.

Rational
The reason behind choosing globalization is that firstly it is
the latest and buzzing topic going on in the global market.
Also, to study the impact of the globalization on the
marketing function of the Jaguar. Another reason is that the
researcher have a personal interest in the topic as he wants
to learn the globalization in depth.

LITERATURE REVIEW
In words of Hirst, Thompson and Bromley, (2015), the
globalization helps the company in fostering the growth of
the company itself along with the growth of the economy.
If the company will work on the global scale then it will
benefit the economy also as it will bring in more resources
and more foreign exchange in the domestic country.

RESEARCH METHODOLOGY
 Data analysis: Data analysis refers to analysing, inspecting and
verifying the research process and the matter which they gathered.
Researcher will apply thematic method to conduct the research
work (Hirst, Thompson and Bromley, 2015). Thematic method is
based on theme and for gathering the data and information in this
respective gives more accurate results than conducting any other
method to carry the research work.

DATA ANALYSIS
 Theme 1: Concept of globalisation is effective for the
companies in context of marketing function
Particulars Respondents (20)
Strongly agree 12
Agree 4
Strongly disagree 3
Disagree 1

Theme 2 : Importance of globalisation on marketing
functions
Particulars Respondents (20)
Cost saving 3
Business expansion 14
Technology improvement 2
Improve production 1

Theme 3: Impact of economic factors on globalisation in good perspective
Particulars Respondents (20)
Yes 15
No 5

Theme 4: Impact of culture in respect of business had good impact on
globalisation
Particulars Respondents (20)
Yes 14
No 6

Theme 5: Ethics are to be maintained at the time of expanding business
globally
Particulars Respondents (20)
Yes 16
No 4