Analyzing Globalization's Impact on Tesco's Marketing Strategies

This report examines the influence of globalization on the marketing functions of Tesco, a multinational organization. The research explores the economic, cultural, and ethical impacts of globalization on Tesco's business operations. The study includes an introduction to globalization, its implications, and the research objectives, followed by a literature review discussing various perspectives on globalization's effects. The methodology section details the research design, approach, philosophy, sampling techniques, data collection methods, and data analysis techniques. The report also presents a project management plan outlining costs, quality control, timeframes, resource allocation, risk assessment, and communication strategies. Small-scale research was conducted using questionnaires, and the findings are analyzed thematically to assess awareness of globalization, ethical influences, and marketing strategies. The report concludes with findings, recommendations, and reflections on the value gained from the project, providing insights into how globalization shapes marketing practices and performance.

Globalisation

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Aim and objectives of research ..................................................................................................3
Rationale for choosing topic ......................................................................................................4
Time frame..................................................................................................................................5
Research Methodologies.............................................................................................................6
Project management plan ...........................................................................................................9
ACTIVITY 2..................................................................................................................................10
Conducting small scale research ..............................................................................................10
Evaluation of accuracy as well as reliability of different research methods ...........................16
ACTIVITY 3..................................................................................................................................17
Findings and recommendations ...............................................................................................17
Reflection of value gained from performing the project ..........................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Globalisation can be referred to as many big organization expanding business at global
scale, It is the phenomenon which includes integration of economies which provides firm with
chance to expand business operations at international level (Enderle, 2018). The main
implication of globalisation is that it leads to the increase in the trade between countries.
globalisation has significant effect on the business operations of company. In addition to this,
globalization has encouraged the companies to concentrate on cultural aspects while developing
the marketing strategies.
The study emphasizes on the positive cultural, economic and cultural influence of
globalization on business operations of company in context of Tesco. It is basically a
multinational organization operating business at international level. Research Report will include
the detail about the different methods used for performing investigation on specific topic.
ACTIVITY 1
Aim and objectives of research
Aim : To explore the way globalisation influence marketing functions of enterprise in terms of
culture, ethical and economic aspects- A case study of Tesco.
Objectives:
 To explore the impact of globalization on the way marketing activities are conducted by
Tesco.
 To identify the economic benefit gained by Tesco by expanding business operations at
international level.
 To analyse way culture in international market supported the marketing operations of
Tesco,
 To recommend the way\s through which an organization could improve its performance
in global market.

Literature review:
According to the opinion of Crane, Glozer and Spence, 2019, globalization is integration
of world economy. However, it has been argued by other authors that globalization can be
defined as a phenomenon when big companies expands their business operations at global scale.
As per the perception of Epstein, 2018., globalization can be referred to as geographic dispersion
of industrial activities.
According to the opinion of Lu, Capaldi and Zu, 2018., the economic benefit of the
globalization is that it assist enterprise in increasing the profitability and sales. The other scholar
argues that the expansion of business operations help business in reducing the cost business
operations.
As per the perception Epstein, 2018., It is the global culture which encourages companies
to find new ways of promoting business. However, according to the investigation conducted by
the other researcher result of which reveal that it is the globalization which provides firms with
opportunity to concentrate on their core business activities by outsourcing some of supporting
operations.
According to the opinion of Gaughan and Javalgi, 2018, globalisation promotes ethical
decision-making procedure in relation to promotion of business at global level. Whereas, it has
been argued by the other authors that ethics assist in solving the culture issues and help an
enterprise in formulation of cooperative strategies In context of global marketing. As per the
opinion of (), It is the international business ethics which enables business entities to promote
their products or services in ethical manner.
Rationale for choosing topic
The main reason for choosing the specific topic for investigation is that the researcher has
interest in identifying the reason for continuous expansion of retail company in international
market. In addition to this, by executing the research on particular topic investigator want to
explore the economic benefit which firms gain by expanding the business at international level.
Researcher also intends to develop the understanding about the way global culture effect the
business ethics.

Time frame

Research Methodologies
Research methodologies is techniques which are applied by researcher in order to
perform study on particular subject in systematic manner. It is the selection of an appropriate
research methodology which assist researcher in reaching to the conclusion. The various
approaches, philosophies, design adopted by researcher for executing the investigation on
particular topic are:
Research type: It is the form of research which has been conducted by researcher. Qualitative as
well as Quantitative are the two general form of investigation which are performed by most of
the researcher. Investigator in present investigation on topic exploring the way globalisation
influence marketing functions of enterprise in terms of culture, ethical and economic aspects has

performed the qualitative form of investigation. Qualitative type of researcher has been used
because it enables the researcher to collect the data related to topic from number of sources.
Research design: It is basically a framework of methodology which has been selected by the
investigator for adjoining the different variables in the research. The research design can be
categorized into different categories these are experimental, descriptive, exploratory and
explanatory. Researcher has applied the explanatory research design for conducting study on the
way globalization influence marketing functions of enterprise in terms of culture, ethical and
economic aspects (Alvesson and Sköldberg, 2017). Such specific research design has been
applied by investigator because it provides researcher an ease in explaining the situation in
systematic manner.
Research approach: The plan which consists of different phases that has been designed on the
basis of different believes related to the strategies which can be implemented fort accumulation,
interpretation and analysis of data. The research approach can be divided into two these are
inductive and deductive (Pieterse, 2019). The researcher has used the inductive approach for
investigation on topic exploring the way globalization influence marketing functions of
enterprise in terms of culture, ethical and economic aspects. Particular approach has been applied
by investigator because specific strategy allows them to develop the new model by using the
facts gathered from different sources.
Research philosophy: It is the perception of people about the procedure which can be executed
in order to achieve desired aims and objectives. Research philosophy basically provides the
guidelines about the way research should be performed. Positivism and Interpretive are the two
basic form of research philosophy (Dang and Pheng, 2015). Interpretive is the philosophy which
has been applied by investigator for performing the investigation on exploring the way
globalization influence marketing functions of enterprise in terms of culture, ethical and
economic aspects. Particular research philosophy has been used by researcher because it
provides ease in interpretation of data.
Sampling: It is a statistical procedure through which predetermine number of people are selected
as a sample from large population. Techniques of sampling can be bifurcated into two these are
probability and non probability. The various type probability sampling are random , cluster,
participative, stratified etc. Through purposive sampling technique investigator has selected the
20 manager working ion Tesco as participants in the study. Researcher has choisen purposive

sampling as they are aware about the people those who can provide them with accurate nad
valuable information about the ethical, economic and cultural effect of globalization on
marketing functions of company.
Data collection: The main part of research is data collection. Techniques used for data collection
can be categorized into two these are primary and secondary. Both primary and secondary
technique has been applied by researcher in order to collect the facts related to cultural, ethical
and economic effect of globalization (Lancaster, 2017). The researcher has selected both primary
and secondary method because these two methods provides investigator an ease in accumulation
of great detailed facts related to the theme. The questionnaire has been prepared by the
investigator for gathering the primary data. Secondary data has been accumulated through online
journal, sites on internet etc.
Data analysis: This research activity mainly involves refined of data which has been performed
for extracting valuable information. The two most popular applied technique applied by
researcher for data analysis are qualitative and quantitative. Investigator has applied the
qualitative technique for analysing the data. The technique which has been used by researcher for
presenting information is thematic analysis (Taylor, Bogdan and DeVault, 2015.). Quantitative
technique has been utilised by investigator because it provides them an ease in analysing the
responses and helps them in reaching to conclusion.

Project management plan
Project management plan is basically guidelines which specify the sequences of different
activities to be performed during the time of investigation. It is the project management plan
which provides researcher an ease in managing the project. The different components of project
management plan :
Cost : It is the element in project management plan which includes the estimation of expenditure
of expenses related to the implementation of investigation procedure. Cost is mainly associated
with purchase of resources required for execution of the research. High amount of expenditure is
associated with making arrangements for gathering of information related to topic ethical,
economic and cultural effect of globalization on marketing activities of an organization. In
addition to this some amount of expenditure are associated with purchase of stationery,
communication devices, travelling expenses etc.
Quality: It is one of the very essential element which specific the reliability as well as validity of
data. Investigator in present investigation on topic exploring the culture, ethical and economic
benefit of globalization has continuously monitored the activities to ensure the high quality of
work. In addition to this, researcher has collected all the data related to the theme from authentic
sources.
Time: It mainly specificity the total time taken for completion of investigation procedure on
particular topic. Researcher has prepared the Gantt chart which represents the start as well as
finish date for each activity. It is the tactics which ha provided investigator an ease in
determining the status of project.
Resources: Two most crucial resources that are needed for performing the investigation are
knowledge and skills. In addition to this, the other type of resources that are required for
performing study are communication devices, manpower, technology such as Laptop, storage
devices etc.
Risks : One if the biggest threat is failure of the project. In addition to this other type of risk in
the research project could be of threat of legal or ethical issues. The researcher has taken consent
in written from the participants in order to avoid the risk of legal or ethical issues. Rephrasing of
the information collected from the secondary sources has been done for eliminating the chances
of plagiarism.

Communication : Advance communication devices such as E-mail and mobile phones has been
used by the researcher in present study for facilitating communication with participants as well
as other people involved in the investigation. Proper flow of information in research is very
much essential in order to prevent overlapping of activities.
ACTIVITY 2
Conducting small scale research
Questionnaire
Name:
Functional division:
Ques 1. Do you aware about globalization ?
Yes
No
Don't know
Ques 2. What type of ethical influence globalization have on marketing activity of TESCO ?
 Affirmative
 Adverse
 Both
Ques 3. Up to what extent you are agreed with the statement that global outsourcing will help
an organisation in improving the marketing activity?
 Complete consent
 Partial agreement
 Completely disagreement
Ques 4. What economic advantage Tesco can gain in context of international marketing?
 Increase in sales and profitability
 Reduction in promotional cost
 Both

Ques 5. What is the best strategy which can be adopted by Tesco for improving its business
performance in global market?
 Outsourcing
 Joint venture
 Strategic alliance.
Thematic analysis
Theme 1 : Awareness about globalization.
Frequency
 Yes 16
 No 2
 Don't know 2
Yes No Don't know
0
2
4
6
8
10
12
14
16
Frequency