Globalization's Impact on Thomas Cook's Marketing in Bulgaria

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ASSESS THE EFFECTIVENESS OF GLOBALIZATION ON THE MARKETING ACTIVITIES OF THOMAS
COOK – A CASE STUDY OF BULGARIA
Table of Contents
INTRODUCTION........................................................................................................................2
RATIONALE............................................................................................................................... 4
LITERATURE REVIEW................................................................................................................ 5
RESEARCH METHODOLOGY......................................................................................................7
TIMESCALES..............................................................................................................................9
REFERENCES........................................................................................................................... 10

INTRODUCTION
The business environment has been enhancing with time and with the advent of advanced
technology and operations result in substantial benefits for the organizations. The major
implications of technology and operations could be depicted in form of globalization which
possesses a huge influence on the organization's functioning at a significant level. The role
of globalization in the growth and development of the business has been huge. It is essential
for the organizations that they effectively avail the benefits of globalization by considering
different aspects effectively. In the recent time, there are huge numbers of organizations
who have been utilizing the benefits of globalization in their business as it has been helpful
for them in gaining substantial advantage and profit in the business (Malhotra et al., 2018).
A study has been conducted which focuses on assessing the effectiveness of globalization in
the marketing activities of the organization. The organization which has been chosen for the
study is Thomas Cook and the place chosen is Bulgaria.
TITLE – “ASSESS THE EFFECTIVENESS OF GLOBALIZATION IN THE MARKETING ACTIVITIES
OF THOMAS COOK – A CASE STUDY OF BULGARIA”
RESEARCH AIM
The study has been functioning with the research aim of assessing the effectiveness of
globalization on the marketing activities of Thomas Cook in Bulgaria.
RESEARCH OBJECTIVES
It is essential in the study that the research objectives are accomplished so that the research
aim could be attained effectively. There are certain research objectives which have been
developed in order to meet the research aim of the study. The research objectives have
been presented below:
 Assess the impact of globalization on the marketing activities of Thomas Cook.
 Assess the impact of marketing activities on the customers of Thomas Cook.
 Assess the enhancement in the revenue and profitability of Thomas Cook due to
globalization.
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RESEARCH QUESTIONS
The key reason due to which the research questions are developed is that it helps in
meeting the research aim and objectives of the study. The research questions for the study
have been presented below:
 At what level, the marketing activities of Thomas Cook have been improvised due to
the impact of globalization?
 Do the marketing activities of Thomas Cook under the impact of globalization have
been helpful in increasing the consumer base?
 Did the impact of globalization has been positive on the business operations of
Thomas Cook in Bulgaria?
 Is globalization has been helpful for Thomas Cook in conducting their marketing
activities?
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RATIONALE
The enhancements in the business environment have paved pathway of opportunity for the
organizations. One of the major enhancements could be perceived in form of globalization
which possesses a major role in the growth and success of the organizations. The study on
the effectiveness of the globalization on the business operations of the organization has
been conducted in order to avail significant knowledge and information regarding the
implications of globalization (Durand, 2018). It has been evident that globalization has been
assisting the organizations in increasing their market reach and availing substantial benefit
in the foreign market. It could be evaluated in term of the cheap labour force, cost-effective
resources, high profitability, etc. In addition to this, the impact of globalization could also be
perceived in the countries in different notions such as an increase in economy, growth in
GDP, high employment opportunities. The prime reason for conducting the research study is
that it would help in availing significant insight regarding the impact of globalization in
Thomas Cook. The area which has been considered regarding the impact of globalization is
the marketing activities of Thomas Cook in Bulgaria. It would be helpful in achieving the
required aim and objectives of the study effectively.
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LITERATURE REVIEW
A preliminary literature review has been conducted in the research study so that the
required knowledge and information could be attained which would be helpful in meeting
the aim and objectives of the study. There are some papers and journals which have been
critically assessed in order to attain knowledge regarding the research study. The process of
literature review has been conducted below:
According to Hirsh (2019), the impact of globalization on advertising has been significant in
the business industry. In addition to this, there are different aspects which could be
understood effectively regarding the impact of globalization. It has been evaluated from the
study that global advertising spending has been increased in recent time. The organizations
have been conducting the business in a significant manner due to the advent of
globalization. It has increased their market reach and assisting them in conducting their
marketing or advertising activities at wide level. The effective advertising of the
organizations has been helpful for them in building a potential image among the buyers in
the countries where they have been conducting their operations.
It has been evaluated in the recent time that there are certain challenges which have been
observed with global advertising. The organizations have been facing significant challenges
in utilizing suitable media channels for conducting their advertising in the country. In
addition to this, the organization has been facing challenges regarding the cultural barrier in
terms of language, culture, and tradition (De Mooij, 2018). It is essential for the organization
that they effectively manage and handle such challenges for attaining effectiveness. There
are various global organizations who have been conducting their operations effectively with
the utilization of globalization. It is essential that global advertising should be conducted in a
suitable manner so that the organization could maintain their presence among global
customers.
Phillips (2018) has conducted a study which focuses on understanding how globalization
affects the global marketing. The link between globalization and economy has been majorly
influenced by the marketing industry as it possesses a significant impact on the consumer
base at a huge level. The organizations have been opting for global marketing strategy
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where the organization conducts their marketing in the international market. The
organization primarily focuses on the aspects such as culture and tradition in order to
conduct global marketing so that they could avail significant benefit in the business. In
addition to this, the globalization has been helpful for the organization in availing the
opportunity of propelling the brand awareness, enhancing their sales, and building market
in the new economies.
It could be stated that the money incurred in global marketing is quite low in comparison to
the general marketing but there are huge chances that global marketing could not achieve
the required aim effectively. The study helps in understanding that the growth opportunities
of the organizations due to global marketing in three years ago have been less effective in
comparison to the current time. The growth opportunities have been increased for the
organization due to the effectiveness of global marketing. In addition to this, there are
various aspects which are essential for the organization that they consider in order to
conduct global marketing (Weber, 2018). The most vital element for the organization is that
they understand the need and requirement of the customers at the global level. It would be
helpful for the organization in gaining significant benefit in the business. The key strategy for
conducting global marketing in an effective manner is social media marketing. The
organization could avail significant benefit through the application of effective global
marketing in the business. The global marketing strategy has been helpful for the
organization in attaining high profitability and revenue in the business.
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RESEARCH METHODOLOGY
The most vital element of the research study is known as a research methodology. The key
reason for using the research methodology in the research study is that it helps in availing
the required data and information which assist in meeting the aim and objectives of the
study adequately. The research methodology has been segmented into two categories such
as qualitative research methodology and quantitative research methodology. The
application of these methodologies would be helpful in collecting the data for the research
study. The data which would be collected through these methodologies are primary and
secondary data. The primary data is based on the perspectives, beliefs, and attitudes of the
people regarding the study while the secondary data is based on the existing studies which
have been conducted in past by different authors. In this research study, the mixed research
methodology would be applied where the qualitative and quantitative research
methodology would be utilized. The application of these research methodologies have been
discussed in detail as follows:
Qualitative Research Methodology
The prime focus of the qualitative research methodology is on gaining theoretical
knowledge regarding the research study and it could be attained through the critical
assessment of the pre-existing studies that are conducted on the similar area of study.
There are various approaches through which the qualitative research methodology could be
applied in the research study where the most effective methodology is a literature review.
The literature review is known as a process where articles, journals, documents, papers, etc.
are critically assessed in order to gain the required knowledge regarding the study (Berger,
2019). In this research study, the literature review would be conducted initially so that the
secondary data could be collected. The papers which have been utilized in the research
study are properly cited which ensure the viability of the sources.
Quantitative Research Methodology
The application of quantitative research methodology is conducted in the study for availing
the primary data. It has been evaluated that the primary data of the study has been based
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on the beliefs, attitude, behaviour, opinion, and perspective of the individual. The reason for
applying the quantitative research methodology is that it helps in understanding the
perspective of the individual regarding the research study effectively. The quantitative
research methodology could be applied in the research study through the application of
approaches such as survey, observation, interview, etc. The quantitative research
methodology which would be applied in the research study surveys (Berger, 2019). The
process of the survey is conducted through the help of a questionnaire where ten questions
would be present that are open and close-ended in nature.
The participants who would be participating in the survey are selected through the help of
the random sampling method which assists in selecting the participants in a random
manner. Initially, the participants would be providing the consent form which helps in
attaining the consent of the participants regarding their participation in the survey. When
the consent of the participant is attained then the questionnaire is provided to them in
order to attain the required data for the study. The consent form would be provided to
around 200 individuals and it is expected that around 100 individual would be participating
in the survey (Makasi, 2016). The individuals who are participating in the survey are the
consumers of Thomas Cook in Bulgaria. Moreover, the primary data would be adequately
collected through the utilization of survey.
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TIMESCALES
It is essential that the activities which are conducted in the research study should be
adequately monitored so that they could achieve the required aim and objectives of the
study in an appropriate manner. There are several activities which would be conducted in
the research study and it would require around 15 weeks for completing the activities in the
timeline effectively. The first two weeks of the research study would be spent on idea
development and research schedule which would help in building the foundation of the
study. Further, the qualitative and quantitative research methodology has been applied
through the process of literature review and survey which incur around 11 weeks. It is also
helpful in collecting the required data for the study that assist in meeting the aim and
objectives. The process of data analyses is conducted after the data collection so that the
critical assessment of the data could be conducted. In addition, the evaluation of the data is
also conducted for attaining the required outcome of the research study.
WEEKS
S.NO.
1 2 3 4 5 6 7 8 9 1
0
11 12 13 1
4
15
Idea Development and
Research Scheduling
Literature review and Survey
Collection of the Data
Analyses
Evaluation
Research outcome
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REFERENCES
Berger, A.A., 2019. Media and communication research methods: An introduction to
qualitative and quantitative approaches. Sage Publications.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Durand, A., 2018. Marketing and Globalization. Routledge.
Hirsh, L., 2019. Globalization's Impact in Advertising. (Online) Available at:
https://smallbusiness.chron.com/globalizations-impact-advertising-71068.html (Accessed
on 10th January 2019).
Makasi, A., 2016. Exploring the Impact of Globalization on Marketing Strategy in a
Developing Country. (Online) Available at:
https://www.researchgate.net/publication/312029370_Exploring_the_Impact_of_Globaliza
tion_on_Marketing_Strategy_in_a_Developing_Country (Accessed on 10th January 2019).
Malhotra, N.K., Agarwal, J. and Shainesh, G., 2018. Does Country or Culture Matter in Global
Marketing? An Empirical Investigation of Service Quality and Satisfaction Model with
Moderators in Three Countries. In Emerging Issues in Global Marketing (pp. 61-91). Springer,
Cham.
Phillips, A., 2018. How Globalization Affects Growth Marketing. (Online) Available at:
https://blog.markgrowth.com/how-globalization-affects-growth-marketing-52be15098e86
(Accessed on 10th January 2019).
Weber, J.B.B., 2018. Marketing Influence on Body Image Perception: A Bioethical
Perspective. In Dermatology in Public Health Environments (pp. 1131-1140). Springer, Cham.
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