Effect of Globalization on Marketing Activity: Tesco Case Study

This research project examines the effect of globalization on Tesco's marketing activities. It begins with a research proposal outlining aims, objectives, and research questions focused on the challenges Tesco faces in international markets, the relationship between marketing and globalization, and potential marketing strategies for improvement. The literature review synthesizes existing research on the positive and negative impacts of globalization on marketing, including cultural differences, market share, and technological advancements. The project details the research methodologies, including qualitative research with an inductive approach, descriptive research design, and interpretivism research philosophy. Data collection methods include questionnaires and secondary sources like journals and online articles. The project also outlines the sampling technique and data analysis method. The report concludes with a comprehensive list of references to support the research findings. This research project provides a detailed analysis of Tesco's marketing strategies in a globalized world, highlighting the challenges and opportunities the company faces.

Research Project-
Globalisation

TABLE OF CONTENTS
Title : Effect of globalization on marketing activity – A case study of Tesco ...............................1
ACTIVITY 1 RESEARCH PROPOSAL........................................................................................1
Aims and objectives ...................................................................................................................1
Research questions .....................................................................................................................1
Reason for choosing the topic ....................................................................................................1
Literature Review .......................................................................................................................1
Activities and Time scale............................................................................................................2
Research approaches and methodologies ...................................................................................3
REFERENCES................................................................................................................................5

Title : Effect of globalisation on marketing activity – A case study of Tesco
ACTIVITY 1 RESEARCH PROPOSAL
Aims and objectives
Aim : To analyze the effect of globalization on marketing activity of firm – A case study of
Tesco.
Objectives:
 To identify the challenges faced by Tesco in promoting goods or services in international
market.
 To examine the relationship between marketing and globalization.
 To suggests Marketing strategies for Tesco to improve performance in global market.
Research questions
 What are the challenges faced by Tesco in promoting goods or services in international
market.?
 What is the relationship between marketing and globalization ?
 Which Marketing strategies Tesco can adopt in order to improve performance in global
market?
Reason for choosing the topic
The rationale for selecting the topic is that continuous increase in the globalization and
due to which many companies in retail industry is facing various challenges in promoting their
products or services at international level. Scholar wants to help Tesco in identifying the
appropriate strategies for dealing with such challenges.
Literature Review
According to the view of Kim and Chao,(2018), Globalization has positive impact on the
marketing activity of firm, as it allows an enterprise to promote products at global level. The
author De Mooij,(2018) argues that globalization has negative effect on the marketing activities
of company, this fact can be proved as due to cultural differences marketing manager might face
difficulty in designing thew strategy for promoting brand. As per the opinion of Yoboue, Yi and
Antwi, (2018), global market threats and opportunities can be considered to be as effect of
1

globalization. According to the opinion of Sapouna, Larimo and Zucchella,(2018), globalization
provides firm an opportunity to increase market share. The author argues Guissoni, Sanchez and
Rodrigues,(2018) that an organization might have to bear extra costs for marketing or promoting
their products or services at international level. According to the opinion of Morgan, Feng and
Whitler,(2018), globalization encourages enterprise to adopt the advance technology for
promoting brand which can be helpful in context of improving marketing performance.
Activities and Time scale
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week
8
Choosing
topic for
study
Setting
aim and
objectives
Writing
Literature
review
Collectio
n of
informati
on
Data
analysis
Drawing
conclusio
n
Amendm
2

ents as
per
feedback
received
Final
submissio
n
Research approaches and methodologies
The different methods use by researcher in present study are :
3

Research type: There are two types of researches which are most commonly used by scholar
these are qualitative and Quantitative. In context of present investigation, researcher will conduct
qualitative research.
Research approach: The two most popular research approaches are inductive and deductive.
Scholar in present study will use in inductive research approach.
Research design: Descriptive, exploratory, experimental and explanatory are few research
designs. Among the different research design scholar will use descriptive research design in
present investigation.
Research philosophy: There are basically two types of research philosophy these are
interpretivism and positivism. Investigator will use interpretivism research philosophy in present
study.
Data collection : The several techniques such as survey, personal observation, interview can be
used for gathering information related to the topic. In context of present research scholar will use
questionnaire technique for gathering facts and figures related to the topic from primary sources.
Journals. Magazines, Online article etc. these are the sources from where the researcher will
gather secondary information.
Sampling : Researcher will use puposive sampling technique for selecting the participants. 20
People working as marketing manager in organization.
Data analysis: thematic analysis is the technique which will be used by researcher in present
study.
4

REFERENCES
Books and Journals:
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Guissoni, L.A., Sanchez, J.M. and Rodrigues, J.M., 2018. Price and in-store promotions in an
emerging market. Marketing Intelligence & Planning, 36(4), pp.498-511.
Kim, R.B. and Chao, Y., 2018. The effect of country of origin on consumer-based brand equity
(CBBE) of Colombian consumers: An empirical investigation of Samsung vs. Huawei
brands. Journal of International Studies, 11(3), pp.70-81.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing Capabilities in International
Marketing. Journal of International Marketing, 26(1), pp.61-95.
Sapouna, P., Larimo, J. and Zucchella, A., 2018. Market Withdrawal, International Orientation
and International Marketing: Effects on SME Performance in Foreign Markets. In
Advances in Global Marketing (pp. 281-303). Springer, Cham.
Yoboue, W.K., Yi, K. and Antwi, M.O., 2018. Digitalisation of Contemporary Markets: The
Experiences and Challenges of La Côte d'Ivoire. Canadian Journal of Applied Science and
Technology, 5(2).
5