The subject of globalisation has always aroused a significant level of interest across all disciplines and it was highly interesting to explore the impact that globalisation has had on marketing strategies. As a group, we began the research process after identifying how globalisation has been manifested in the world and various factors in marketing strategies that have changed since the onset of globalisation. It was important to assess the popularity of the topic and whether it had been extensively researched in the past in order to determine whether it was a good project choice. The group identified that the study of the impact of globalisation on marketing strategies still required to be further explored because other researchers had not examined the issue exhaustively. Having collected different findings that other researchers had discovered about the project, we were able to set a background for the study through analysing studies with the most relevant information regarding the topic under study. We needed to do a significant level of reading and therefore consulted a number of publications including journals, books and web resources. Scanning was highly effective in coming up with the most reliable written information for the literature review.
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This reflection essay represents the group’s recollection of experiences, lessons, feelings, fears and other group dynamics experienced during the completion of the project. The reflection is highly useful for people who intend to perform future projects as it gives an insight of how the procedure is likely to be. Furthermore, the reflection offers an insight into the research process and effectively describes the structure of the report and how various decisions regarding the choice of material and ideas were made. The report further establishes challenges that the group faced along the way; a factor that would help groups in defining ways of dealing with such challenges so as to ensure positive outcome.
Reflection on experiences
The completion of this project was a great learning experience in terms of the process of conducting research and in learning various group dynamics that are highly important in enhancing effective outcomes. The most involving experience for the group was in the selection of the most ideal topic to be used for the study and eventually obtaining the relevant material to complete the research. It was interesting to note that there existed numerous lucrative subjects under which we could conduct the intended research. The need for a unique research however finally led use to the selected topic on the impact of globalisation on marketing strategies which was followed by the selection of the various resources to be used in the completion of the study. While there were an abundant number of resources for use, it was imperative for the group to collect the most recent researches because the subject of globalisation is developing at a tremendous rate hence the need to be well informed on recent trends during the conduction of such a research.
The research was conducted in a highly systematic manner because the group intended to ensure that the most viable results were obtained in explaining the impact of globalisation on marketing strategies. To begin with, the group had to effectively familiarise itself with the topic of study so as to effectively identify the key aspects that needed to be explored. As noted by McDaniel (1991, p, 28), definition of the problem marks a significant stage in research because it forms the basis for successful completion of the research and eventual ability to respond effectively to the research question. It was therefore imperative for the group to recognize and define the problem effectively. The research question that this study intended to answer was “How has globalisation impacted on marketing strategies?” As a group, we had to familiarise ourselves with the subject of globalisation and how this has impacted on marketing strategies. We had to analyse the various trends in marketing strategies that had developed following the onset of globalisation in order to determine the most recent trends which would fit perfectly into the study. In order to achieve this, there was need to consult various books, journals and web articles. It was only when we were clear on the subject of globalisation that we embarked on our research which required the identification of how globalisation had impacted on marketing strategies
The second step after identification of the research question was the determination of the research design to be applied in conducting the research. This denoted the need for the identification of the methodology that the group would use in obtaining the relevant information for the research so as to ensure that the outcome of the research was as intended. Accordingly, the group decided to make use of secondary data which not only provided adequate information regarding the topic but which also provided a fast and cheap method of data collection. The information would be obtained from books, journals and web articles identified from various libraries.
The third stage in the research process was the actual collection of information about globalisation and its impact on marketing strategies. The undertaking that the group took during this stage was to list down various globalisation trends that had been recorded in the recent past and thereby form the basis for the study. This was followed by selection of the best topics to pursue in explaining the different changes witnessed in marketing strategies. It was during this stage that we finalised the main topics to be covered in the study and the sources of data were conclusively identified. We then proceeded to collect and record the researched information in order to establish how globalisation had impacted on marketing strategies among companies around the world. It was notable that globalisation had indeed transformed the business world and that firms were not only expected to focus on their regions of operation but also seek to compete globally. This is because competitors could be from anywhere in the world, given the increased freedom of trade which allowed companies to export their products from one country to the other. The need for aggressive marketing was therefore apparent with the rise of globalisation; hence the reason why marketing strategies were evolving at a significantly high rate. Through the available books, journals and web articles, the group was in a position to identify the various trends in globalisation and hence interconnect them to the rapidly developing marketing strategies aimed at achieving the best results for the research.
The next step was to embark on the analysis of data in order to determine the best and most relevant information to be included in the final research paper. This involved the consolidation of information that consisted of identical or close view in order to ensure that the most relevant information was incorporated into the final paper. The group’s intention was to ensure desired response towards the research question was achieved and that the paper eventually established the changing trend in marketing strategies following continued advancement in globalisation. There was therefore a significant need to exercise a high level of caution in the analysis of data because this to a large extent determined the final outcome of the study. Furthermore, it dictated the direction that the study would take and the eventual accomplishment of the desired outcome.
The final stage in the research process was the presentation of our findings in the form of a research paper. This was the paper that readers could use to obtain comprehensive information on the subject of study that our group had selected. Accordingly, the stage involved ensuring logical presentation of ideas in the paper so as to ensure that they were coherent enough for potential users to understand. According to Southwick (2004, p. 18), it is imperative to ensure that the results of the study are presented highly specific manner in order to ensure that the readers are able to understand the findings effortlessly. This marked the climax of the group work and it was encouraging to not how far we had come and the fact that we had finally achieved what we had been longing for. Having finalized this, we now had a full report on the identified topic and were ready to present the research paper for this course module.
The achievement of the above objectives consisted of many experiences and lessons for the group; with new aspects in the research process emerging every day. Decision making was not as easy as individual decision making because there was need to consult and consequently establish the best option depending on the views of the group. In this regard, sometimes it would seem as though simple procedures were taking too long to complete, yet there was need to consult and brainstorm in order to come up with the best solutions to enhance the success of the research process. A significant level of concern was on the space to be dedicated to various subtopics and which of them carried more weight as far as the issue of globalisation was concerned. We eventually agreed that giving equal number word count for each subtopic would only lead to irrelevant information regarding certain topics which did not carry so much weight in the research. It was therefore decided that the number of words in each section would depend on the amount of information that was available and the unique features that needed to be brought to attention in the study.
Besides the identification of the main topics to be covered in the study, the literature review formed an interesting part of the paper and essentially consumed a significant amount of time during the research process. This is because various aspects within the literature review led to the discovery of many other globalisation aspects and it was almost impossible to determine which details to include in the report and which ones to leave out. Accordingly, literature review took a significant amount of time to eventually finalise as the group members sought to determine the most important aspects to be introduced into the paper. It can be established that the expansive literature review played a significant role in coming up with the most relevant topics as far as the impact of globalisation and market strategies are concerned.
Personal sentiments and learning experiences
Personally, there was a great deal of learning facilitated by the requirements of the research paper and group participation in the completion of this research. It is my belief that the research will be of great importance to future studies. This is because a significant number of issues are identified and these portray the rapidly changing business environment where globalisation has impacted on business processes to a significant level. At a certain point during the research however, I doubted whether all the aspects of marketing strategies identified could be presented in the paper without making it sound too general. I was however convinced that each of the factors had to be discussed because it played an imperative role in the changes being witnessed in the business world.
The manner in which various sections in the paper were handled gave the impression that some received greater attention than others. Furthermore, there was relevant information on each of the identified factors. It was however notable that recent trends deserved more attention in the paper because they were likely to catch more attention from readers. This is because they were already familiar with the older factors and they would be more interested in gaining knowledge that was fresh and intriguing. Accordingly, giving such topics more attention increased the value of the paper and its significance to the business and academic worlds. There are other challenges that emerged during the research process and it was apparent that my views differed significantly from those of my colleagues. In order to cope with this, I learned how to listen and to always consult because this was the only way of ensuring effective communication and enhancing a desirable outcome.
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Learning experiences from group dynamics
Group dynamics are highly essential in enhancing the success of the group. This is because group members can utilise the various strengths that they possess in improving the group while complimenting the weaknesses within the group. Group members can contribute their skills and knowledge in enhancing the achievement of the group’s objectives. During the research, it was interesting to cooperate with group members, share responsibilities and assist each other in areas that we found difficult. This was especially useful during the initial stages of the research whereby the contribution of members towards the selection of relevant topics to pursue was highly relevant. Most importantly, the collection of data was very easy because we effectively divided responsibilities among ourselves and then came back together to compile the report.
Group work could however jeopardise the achievement of the research objectives if the members are not willing to cooperate and own up to others from time to time. It is important to note that one’s view cannot be considered every time and that there are instances when other members’ views are considered more lucrative. The ability to accept such realities through owning up during brainstorming is therefore very important in enhancing group work. Further, each group member should be able to cooperate with other group members so as to ensure that the common goal in the group is achieved. This to a significant level determines the eventual outcome of the research because the input of group members matter significantly. Group work helped use to realise our strengths and weaknesses and thus played an imperative role in the eventual outcome of the study.
Lessons and future implications
The subject of globalisation is highly dynamic and the secret towards obtaining the most relevant information lies in the ability to obtain the most recent literature on globalisation. This necessitates wide reading and research in order to determine the most relevant trends to include in a globalisation study. In this research for example, it was important to note the significant growth in new world powers, changing customer preferences and the popularity of internet marketing among other factors in the contemporary business world. Ability to keep up with the trends plays a significant role in enhancing the development of a comprehensive study.
The second lesson was in the essence of group work in the achievement of common objectives. Notably, there is need to exercise a high level of interdependence and to ensure fair participation of all group members. I learned that through consulting with others, it is so much easier to determine the most relevant information to use because it provides an opportunity to weigh the various views presented by group members.
It is important to anticipate challenges as opposed to having a limited view on the research process. This is because as people start working on the project, the process may initially seem easy because it is just a matter of answering the research question. However, challenges tend to emerge along the way and the group members must be in a position to deal with such challenges in order to eventually achieve the set objectives. Examples of challenges that groups will encounter include conflicting time schedules that limit meetings and limited cooperation from members at certain points during the research process that could highly impact on the outcome. Inability to agree on common objectives and self-justification could also ruin the group’s ability to achieve the set objectives.
We identified a self-damaging aspect known as procrastination which needs to be avoided as much as possible in order to promote efficiency. Procrastination refers to constant postponing of issues due to the impression that there is still time to complete the work in time. This however works to one’s disadvantage because it leads to rushing at the last minute when the paper should have been completed as early as possible. It should thus be avoided in order to ensure that the assignment is completed in time and thus offer more time for revision and correction of the final research paper.
A high level of satisfaction was derived from the completion of this research and the experience gained was very valuable to the group. It was interesting to acquire various skills and knowledge in conducting research and to explore the impact of globalisation on marketing strategies. Like any other research process, there are a significant number of lessons to be learned from group dynamics and the need to effectively focus on the study.
The completion of the research culminates in a comprehensive report covering the growing trends in globalisation in relation to marketing strategies. It is established that a significant number of changes have been recorded and that marketing strategies are significantly different from the way they used to be before the onset of globalisation. Developing trends are identified and it can be established that globalisation has played the role of creating a borderless world which makes marketing strategies more effective in delivering the intended messages globally. The overall experience in writing the paper therefore helped the group in obtaining valuable information on the identified topic.
Completing the research paper successfully however was not without its challenges. There was a lot to learn especially in the need to work together as a team and to use the skills possessed by each group member for the benefit of the group. The need for objective reasoning was clearly demonstrated as various decisions had to be made at various stages of writing the paper. Examples include the identification of the best approach to take for the paper, the need to avoid ambiguous observations and generalisations and the need to remain focused in order to come up with a conclusive research. The process seemed complicated and completion of the paper was faced by various challenges that the group had to endure as a means of enhancing successful completion of the paper. How the group eventually managed to complete the entire project however seems to be the greatest achievement because it symbolises great strength and ability to work through challenges to come up with a highly useful piece of research.
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