A Case Study: Globalisation's Influence on Sainsbury's Marketing

This report examines the impact of globalisation on the marketing activities of Sainsbury, a major player in the UK retail industry. It begins with an introduction that outlines the research's overview, background, and aims, followed by a literature review exploring the concept of globalisation and its role in the retail sector. The report then details the research methodology, including the type of investigation, research design, philosophy, and data analysis methods. The core of the report analyzes the collected data, providing insights into the effects of globalisation on Sainsbury's marketing strategies, including its expansion and challenges in the global market. The conclusion and recommendations summarize the findings and suggest future directions, while a self-reflection section offers a critical assessment of the research process. The report highlights the relationship between globalisation and business growth, emphasizing the influence on marketing activities and overall business operations.

Business Research
Project

Contents
TITLE:.............................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Overview of the Research............................................................................................................1
Background of the Research........................................................................................................1
Reason for choosing the research................................................................................................2
Research Aim...............................................................................................................................2
Research Objectives.....................................................................................................................2
Research Questions......................................................................................................................2
Chapter 2: Literature Review..........................................................................................................4
Concept of globalisation and its role in retail industry................................................................4
The major importance of globalisation in exploring operations of Sainsbury............................4
The relationship between globalisation and the overall growth of business at global level........5
Chapter 3: Research Methodology..................................................................................................6
Type of investigation...................................................................................................................6
Research Design..........................................................................................................................6
Research Philosophy....................................................................................................................6
Research Approach......................................................................................................................7
Data Sampling.............................................................................................................................7
Data Analysis...............................................................................................................................7
Ethical Consideration...................................................................................................................7
Chapter 4: Data Analysis.................................................................................................................9
Chapter 5: Conclusion and Recommendation...............................................................................20
Chapter 6: Self Reflection.............................................................................................................21
REFERENCES..............................................................................................................................22
Appendix........................................................................................................................................24

TITLE:
The impact of globalisation on marketing activities of retail industry. A case study on
Sainsbury.
Chapter 1: Introduction
Overview of the Research
Globalisation is determined as a crucial concept which has a profound influence on the
marketing activities and other business operations of an organisation. In today's modern era
organisations are exist in a complex business environment that is directly impacted through
globalisation. In respect to survive and succeed business organisations needs to adapt, constantly
changing and evolving situations of the global market. Retail business has been revolutionized in
the present business era in both international as well as national markets (Apăvăloaie, 2014).
Retail is the most developing industry which has a huge influence on the economic growth and
development of a country. In today's business era, the globalisation organisations advance the
retailers, interest and the commercial centres provides retailers the new scope of marketing
activities. Thus, globalisation plays vast role in connects the world's entire market. Sainsbury is
the chosen company for this particular report and it is world's second largest super market chain
in United Kingdom. Now a day's the major motive of each small as well as large business
organisation is to explore their business operations at global level in respect to attaining higher
growth and success at market place.
Background of the Research
Now a day's globalisation is considered as the most popular and controversial issue,
which is comprehensively, applied term to encompass development in trade and liberalization
policies and reduction in the transportation costs and technology transfer. As far as its
consequence is concerned on the discussion of globalization that tends to consider its impact on
economic growth, employment and income distribution of a country (Axelrod and VanDeveer,
2014). Often globalisation also has potential effect on the other social concerns like
opportunities for poverty alleviation, human and labour rights, environmental consequences and
so on. Sainsbury is a largest multinational supermarket chain. The company was founded in the
year of 1869 by the potential efforts of John James Sainsbury. The headquarter of the firm is in
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Holborn, London, United Kingdom. Sainsbury majorly deals in general and grocery products and
services. The major concern area of the firm is to expand its globalised operations through
developing market activities in respect to attaining higher competitive edge within the market
place.
Reason for choosing the research
The considered investigation is based on the impact of globalisation on marketing
activities of retail industry. Globalisation is mainly stands for the emergence of an international
network of economic systems and in its simplistic sense that refers to the widening, deepening
and speeding of global interconnection (Belás and et. al., 2014). The researcher select the topic
as per personal interest as investigator wants to attain appropriate information about
globalisation. Another major motive for selecting the specified area of study is to explore the
knowledge base of learner in the area of globalisation and it is benefited for the marketing
activities of an organisation. The developed knowledge base of an individual helps them in
effective execution of their future objectives that are connected with the similar area of study.
Research Aim
To analyse the impact of globalisation on marketing activities of retail industry. A case
study on Sainsbury.
Research Objectives
The essential research objectives are described as below:
 To study the concept of globalisation and its role in retail industry.
 To determined the importance of globalisation in exploring operations of Sainsbury.
 To evaluate the potential influence of globalisation on the marketing activities of
Sainsbury.
 To access the relationship between globalisation and the overall growth of business at
global level.
Research Questions
The important research questions are associated as below:
 What is the concept of globalisation and its role in retail industry.
 What are the major importance of globalisation in exploring operations of Sainsbury.
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 What is the potential influence of globalisation on the marketing activities of Sainsbury.
 What is the relationship between globalisation and the overall growth of business at
global level.
Time Scale
A time scale is a most important part of research project, it plays effective role in scheduling
the research activities in effective manner (Belás and et. al., 2015). It is the major responsibility
of the researcher is to creating a time frame in which all activities are mentioned as per the
priority. In the time frame appropriate time is allotted to the each activity so that work can be
done in appropriate manner.
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Chapter 2: Literature Review
Concept of globalisation and its role in retail industry.
As per the opinion of Mr. John Williamson (PIIE) globalization refers to the worldwide
interaction between peoples, business activities and government, companies etc. It is a primarily
social economic process. It is reflected by the foreign direct investment in the market. Retailing
become a wide concept in the modern times as per the consciousness of consumer in market. It is
a final step of supply chain system. It may be of two types organised and unorganized.
Globalization also plays great role in retailing industry (Carneiro and Brenes, 2014). It helps in
providing internation flavours in businesses in market due to close interaction between various
countries. It create a platform for MNCs for better business opportunities. Globalization
provides retailers new areas of buying and selling new competitive functions in international
market. It provides social and cultural integration by which retailers can compete the market. It
provides a opportunity to global retailer for targeting the prospective market. By the help of
globalization domestic country can also collect a high amount of FDI for their retailing activities.
Apart from that, globalization affect the retailing sector in both the negative and positive way.
India is a country which have highest market size in retailing industry.
The major importance of globalisation in exploring operations of Sainsbury.
The sainsbury is a grocery retailing brand. It a second largest supermarket chain in
grocery retailing in U.K. But now in days it is on the third number in retailing activities. Later , it
expand the business in united states by the help of globalization policies. Apart from that it uses
the corporate culture and strategy to explore it's business worldwide. According to doyle the
culture used by it day by day becoming inappropriate was very affective in abroad. In recent time
the company faces IT failure due to technologies lacks. By the help of globalization it fights with
these failure because of adopting new technologies from internation countries. Apart from that
by the help of e- interaction with other countries it setup its business units in abroad successfully.
Since the globalization it seeks the more market share and increasing profit level day by day in
markets of abroad (Cavusgil and Knight, 2015). Due to globalization it increase the profit level
from 5 billion to 500 billion dollar. For the first time company earns the revenues over the tesco
due to exploring operations because of sainsbury. Globalization helps it to cope up with its weak
supply chain network.
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The potential influence of globalisation on the marketing activities of Sainsbury.
According to Wiggins and Urry globalization influence the marketing activities. The
company emphasis on the segmenting activities for better marketing sense in the entire market.
But, due to globalization it faces a lot of challenges for this strategy. The company faced lot of
problems due to corporate cultural differences. In some marketing activities it faces failure due
to lack of coordination in markets of abroad. The emerging economies was a major factor for the
company's marketing activities (Cohen and Kietzmann, 2014). While globalizing it faces major
problems due to lack of knowledge’s regarding different market behaviours. Apart from that ,
due to globalization company made various changes in their marketing strategies which become
reasons of failure in future. Company established a partnership strategy between buyer and seller
by the use of its effective marketing tools. But in global markets somewhere these tools are help
less so it becomes a point of instability for its marketing operation. The strategic techniques used
for the marketing activities can't effective for every phase of every country so it effect the
marketing operations on global level.
The relationship between globalisation and the overall growth of business at global level.
According to Constantine E. Passaris the globalization and overall growth of a business at
global level are positivity related. Because both of the terms emphasis on the interaction and
integration between international economies. The overall growth of a business at global level
defines the increment in business activities at international level. Globalization term also defines
that the international level of activities. Global level business defines the trade activities outside
the boundaries of nation. Globalization is a wider term than the term of all over growth of
business at global level (Ashworth, 2012). Globalization itself provide the opportunity for the
growth of business trades at international level. Due to overall growth of a business at global
level the globalization takes places itself. Apart from that it can be say that both the terms are
interrelated. The modern enterpriser emphasis more on globalization. Likec if take an example
such as sainsbury it cover a high market share due to use of globalization technique. Apart from
that it create its different image in abroad market. Sainsbury faced many failures due to adopting
globalization strategy but after that it reached at a success point.
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Chapter 3: Research Methodology
This is another essential part of research project which provides a systematic direction to the
researcher to implement all the research activities in appropriate manner with the help of
considering different methodology. This part of research encompasses on different applications
that are linked with various tools and techniques which are effective for research work. This part
of research is categorised among different parts that are impactful for researcher to reaching at
final result. Some are described as under:
Type of investigation
The primary obligation of the investigator is to determine the type of research; it can be
qualitative or quantitative in nature. In qualitative method whole research is based on qualitative
means of information or data (Peltier, Zhao and Schibrowsky, 2012). On the other side a research
is sad to be quantitative when data and information is based of statistical or mathematical tools.
In the Present research work qualitative research tool has been applied by the researcher as in
this accumulated data and information’s are based on qualitative means and in is also suitable in
providing appropriate information with proper facts and figures.
Research Design
It can be considered as the another essential part of research and researcher use this as a
blue print of whole research activities and provide a proper outline of research project in
appropriate manner. It is the process of collecting, measuring and assembling of data in proper
manner. This is categorised among different type of designs such as descriptive, exploratory and
experimental research design. The present project is based on descriptive research because it is
most suitable for the research work and helps in analysing all data and information in detailed
manner with appropriate facts and figures. This is most effective tool which helps in providing
descriptive information on qualitative investigation.
Research Philosophy
This section plays important role in collecting data and information through the different
view points of writers and authors as it is the most appropriate source of gathering actual and
reliable information (Sila, 2013). This section of research is divided among two important parts
such as Interpretivism and positivism research philosophy. In this current research work
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Interpretivism philosophy has to be used by research in order to carry out the whole research in
proper direction. This is most appropriate because the whole work is based on qualitative means.
Research Approach
This can be considered as the effective tool of research methodology which helps in
providing support in carry out the work in right manner so that effective result can be
accumulated. This section of research is categorised among two basic approaches like inductive
and deductive research approach. In this present research project inductive approach has to be
taken into proper action because this study is based on qualitative nature and inductive approach
emphasizes on available facts and figures which are gathered by researcher.
Data Sampling
This emphasizes on selecting the sample which replicates from the original population
and public. Researcher either adopts probabilistic or non-probabilistic sampling techniques as per
the suitability of project. In this present research work purposive sampling technique has to be
applied by researcher in order to gaining appropriate data and information (Apăvăloaie, 2014). In
this project sample size of 30 respondents who are having appropriate knowledge and idea about
the specified area of study.
Data Analysis
It is the most essential tool of research methodology as it is essential for the research to
analyse all the data and information which is gathered by the researcher in respect to reaching at
the potential outcome. In this gathered data and information has to be evaluated through thematic
analysis, in this present research various themes are prepared that covers research aim and
objectives.
Ethical Consideration
This can be considered as most essential aspect for conducting research in appropriate
manner. At the time of conducting research, researcher faces so many issue and conflicts. It is
the major responsibility of researcher to ensure their respondents about the safety and security of
their personal information, as it is the prior motive of the investigator is to keep personal data
more safe so that miss conduct cannot be taken place (Preissl, Bouwman and Steinfield, 2013).
Research needs to maintain time frame in which all activities are mentioned as per the priority of
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the task. Cost is also an another issue, it is also important for the investigator to make appropriate
amount of funds and capital in respect to conducting all research activities in effective manner.
Researcher needs to focus on achieving goals and objectives that are helpful in completion of
research work in efficient manner, so that out comes can be attained in efficient manner.
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Chapter 4: Data Analysis
It is the process that helps in analyse the data that was collected by the researcher. It
involves transforming, inspecting, modelling and cleaning the information so as study makes
more effective. It is the stage when researcher mixes qualitative and quantitative data in order to
draw a conclusion for research project (Baggio and Del Chiappa, 2014). Because it provides key
insights for an associated report or a case study. Along with this, in this project data analysis
helps in to find out the customer needs and their demands from a set of information. In this case
study qualitative methods of data collection are used; that aids in figure out the differences and
similarities among responses. So as it is also known as content analysis.
Questionnaire
Q1) Are you aware about the concept of globalisation? Frequency
Yes 28
No 2
Q2) Does globalisation has a hug influence on the retail industry? Frequency
Yes 25
No 5
Q3) What are the major benefits of globalisation in the context of business? Frequency
Expansion of business 10
High customer reach 10
Increasing foreign currency 10
Q4) Which marketing strategy is used by Sainsbury for increasing their global
operation?
Frequency
Traditional Marketing 10
Modern Marketing 20
Q5) Does Globalisation has impact on the marketing activities of Sainsbury? Frequency
Positive 23
Negative 7
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