Marketing in a Globalised World: Carrefour's Strategies and Challenges

This research proposal investigates the impact of globalization on the marketing activities of the retail sector, specifically focusing on Carrefour. The study aims to understand the concept of globalization and its influence on marketing, assess the factors affecting Carrefour's operations in a global environment, and examine the relationship between globalization and the chosen business's marketing strategies. The research will explore how globalization affects production, trade, and communication, leading to the development of effective marketing activities. The proposal outlines the research objectives, background, and reasons for choosing the project, including the researcher's interest, scope, and knowledge. It also details the literature sources, activities, timescales, and research methodologies, including data collection and analysis. The conclusion summarizes the importance of globalization in business success and the implementation of a timescale to achieve desired results. This research aims to provide insights into how Carrefour can adapt and thrive in a globalized market, offering recommendations for enhancing marketing efforts worldwide. The proposal also includes milestones for data collection and findings, along with the research approach and methodologies to be employed.

APPENDIX
Research Proposal Form
Student Name ..........................
Student number ..........................
Centre Name
Tutor
Date ..................................
Unit
Unit 11 – Research Project
Proposed
Title ....................................................................................................................................................................
Section One: Title, aim, objectives, questions
Title or working title of research project- To identify impact of globalisation on marketing activities
of retail sector business – A Case Study on Carrefour.”
INTRODUCTION
Globalisation consists important role in business success so that it considers more effective work in
trade and business development. It helps to gain competitive advantages that make unique products
and services that develop absolute advantages in the country. With this regard, it can be stated that
production also successfully develop which helps to build appropriate work in the country.
Increasing in free movement of goods and services develop successfully that process several
activities in all over the market (Mihajlović and Krželj–Čolović, 2014). As a result, global economy
and concomitant also increases in trade that exists between different nations.
(in the form of a question, objective or hypothesis)
Research project objectives
(e.g. what is the question you want to answer? What do you want to learn how to do? What do you
want to find out?):
 To understand the concept of globalisation and marketing activities.
 To assess factors that create impact on Carrefour when they are operated at global level.
 To consider relationship between globalisation and marketing activities of the chosen business. To recommend ways through marketing activities can be increases in different areas of the
world.
Background of the research

Globalisation is the process in which businesses operates in global market and includes overall
increment of international trade. It contains flow of labour, services, goods and capital that develop
effective operations across the international borders. It also creates benefits to the businesses to deal
with global economy and increase more trade between different nations. Carrefour successfully
operate in different areas of the world with online and offline channel that assists to produce more
effective products and services in all over the nation. With the help of this element, it can be stated
that free movement of goods, services and people continuously develop in integrated manner (Bohn,
Brakman and Dietzenbacher, 2018). It can be brought to gain results for opening up global economy
and increase more trade as well. Furthermore, it is also useful for increasing free trade and
communication between different nations with increment of technology, media, education, etc.
Therefore, marketing activities successfully develop in the market that are beneficial to combine
promotion and selling of goods and services. It makes positive development of the organisation which
ascertained to attain overall goals.
Section Two: Reasons for choosing this research project
Reasons for choosing the project
(e.g. links to the subjects you are studying, personal interest, future plans,
knowledge/skills you want to improve, why the topic is important):
With the help of present research, Carrefour can assess market elements that create major impact
on its marketing functions and operations. In this regard, strategy encompasses within different
countries from several regions in the world. Therefore, main aim is to develop positive marketing
efforts in the markets. Furthermore, development of the businesses in different areas of the world
can be successfully ascertained which interconnected and interdependent to maintain appropriate
communication (Hasrati and Tavakoli, 2015). Marketing globalisation synergistic term that
combine promotion and selling of goods and services that make effective organisation to develop
more significant advantages. Moreover, positive growth image also successfully build that assists
to focus on share partnership debate. Positive growth effect in wealthy countries also develop in
trade and FDI that resulting in higher growth rates. Researcher interest: Researcher has wide interest in order to assess globalisation impact on
marketing activities of the Carrefour. In this regard, it is essential to focus on more effectiveness
that assists to focus on operations that are developed in global environment. On the basis of
creativity, researcher can also identify factors that helps to develop operations in different areas. As
a result, it assists to develop more significant results at workplace (Hasanen, Al-Kandari and Al-
Sharoufi, 2014). Research scope: Globalisation is widely used in different areas of the world to make more

productive resources. In order to accomplish desired level of results, it can be stated that Carrefour
able to communicate several benefits in different areas. On the basis of creativity, research scope
widely develop to grow more benefits (Ogbonna, 2017). Furthermore, globalisation gives new
direction to the business to operate in different areas so that it is beneficial to focus on more
creativity and effectiveness in the world.
 Researcher knowledge: Researcher possess creative and effective knowledge in globalisation
implementation which assists to focus on the creativity. In this regard, it can be stated that
researcher has more knowledge in development of the business to maintain more growth with
analysis different factors (Oberlander, Disdier and Etilé, 2017). Therefore, it is more creative
to operate in several considerations. In addition to this, it can be stated that wide knowledge
also useful that create more systematic work in the present study.
Section Three: Literature sources searched
List of key literature sources to support your research aim, objectives and questions:
Ivanov, D., Dolgui, A. and Sokolov, B., 2018. The impact of digital technology and Industry 4.0 on
the ripple effect and supply chain risk analytics. International Journal of Production
Research, pp.1-18.
Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information technology in
retail: Toward omnichannel retailing. International Journal of Electronic Commerce. 18(4).
pp.5-16.
Kehoe, K. and Mateer, J., 2015. The impact of digital technology on the distribution value chain
model of independent feature films in the UK. International Journal on Media Management.
17(2). pp.93-108.
Section Four: Activities and timescales
Activities to be carried out during the research project
(e.g. research, development and analysis of ideas, writing, data collection, numerical analysis,
tutor meetings, production of final outcome, evaluation, writing the report):
In order to consider successful implementation of research, it can be stated that there are
several activities has been set as per time frame. Therefore, it assists to increase more
significant advantages to regulate functioning in appropriate manner (O'Brien, 2016). On the
basis of time scale, more systematic work can be successful build which would be beneficial
to gain appropriate results.
Activities Week Week 2 Week Week 4 Week Week Week Week Week Week
How
long
this
will
take:

1 3 5 6 7 8 9 10
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan
Submissio
n
CONCLUSION
In order to summarised present research proposal, it can be stated that globalisation
consist important role in business success. In this way, effectiveness of the organisation
develops in several areas of the world. Therefore, it assists to communicate different
advantages in appropriate manner at workplace. Furthermore, timescale also implemented in
which different activities set as per time frame to accomplish desired results.

Appendix
Research Proposal Form (contd.)
Milestone one: Data collection
Target date (set by tutor): 2 weeks
Milestone two: Findings
Target date (set by tutor): 1 week
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
What your areas of research will cover:
Deductive approach: This approach used to consider testing of theory to generate
new theory based on the particular data. It assists to determine concept with
appropriate accomplishment of aim and objectives.
Research design: With the help of descriptive research design, it can be stated that
more attention needed to accomplish targets.
Research strategy: There is qualitative research strategy has been followed that
consider to focus on relevant information and outcomes.
Primary and secondary data collection: Primary data collected from
questionnaire that design to conduct survey. Furthermore, secondary data collected
from different authors views that take important part in the research.
 Research approach - deductive
 Research design – quantitative
 Research strategy – case study, survey
 Data collection & analysis methods
 Secondary data collection – relates to Food retailer
 Primary data collection – questionnaire – to be completed by customers
 Sampling – non-random (quota)

 Data analysis is via tables, charts and graphs and basic descriptive statistics
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another qualification
and is appropriate.
Agreed: ....................................................................................
(name) .................................................................................... date) ......................................................
Comments and agreement from project proposal checker (if applicable)
Comments (optional):
I confirm that the project is appropriate.
Agreed: ....................................................................................
(name) .................................................................................... date) ......................................................

REFERENCES
Books and Journals
Bohn, T., Brakman, S. and Dietzenbacher, E., 2018. The role of services in globalisation. The
World Economy.
Hasanen, M.M., Al-Kandari, A.A. and Al-Sharoufi, H., 2014. The role of English language and
international media as agents of cultural globalisation and their impact on identity
formation in Kuwait. Globalisation, Societies and Education. 12(4). pp.542-563.
Hasrati, M. and Tavakoli, P., 2015. Globalisation and MATESOL programmes in the
UK. Higher Education. 69(4). pp.547-565.
Mihajlović, I. and Krželj–Čolović, Z., 2014. The Impact of Globalisation on the Development of
Tourism within Social and Economic Changes. European Scientific Journal, ESJ.
10(10).
Oberlander, L., Disdier, A.C. and Etilé, F., 2017. Globalisation and national trends in nutrition
and health: A grouped fixed‐effects approach to intercountry heterogeneity. Health
economics. 26(9). pp.1146-1161.
Ogbonna, C.A., 2017. GLOBALISATION OF THE MOBILE TELECOMMUNICATION
INDUSTRY IN NIGERIA. EBSU Journal of Social Sciences and Humanities. 4(1).