Influence of Globalisation on Standardisation of Marketing Strategies

(A Case Study of Parcel Force)

By

ACKNOWLEDGEMENT

I would like to take this opportunity to thank my lecturer who has always shown confidence in me. He has offered his patience, remarks, propositions and understanding. Here I would also like to mention my parents who have always believed in me for all my hard work. My family, including my parents, brother and sister have endlessly supported me during my life and academics. This has helped me in making positive decisions for my life. I would also mention my peers and co-workers and appreciate their collaboration and expert advice on every circumstance. I am also grateful towards my University and my Department, the administrators, faculty members and fellow students for their support throughout this study.

DECLARATION

I declare that the material stated in this dissertation/thesis is original and does not present work of any other scholar or research study conducted in the past. Material in this study is not partially or completely published elsewhere and collected only for the purpose of this study. I also acknowledge that I have complete understanding of the requirements, guidelines, regulations and procedures of the University with respect to the endowment of higher education degree and my research work. Here, I would also like to take the opportunity to declare that I have almost exclusively followed the requirements, guidelines, regulations and procedures of the University regarding this research study.

I certify that the work presented in the dissertation is my own unless referenced

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ABSTRACT

With the trend towards globalisation, new ideas are needed in order to facilitate an integrated world. Soon, the world will become a global marketplace. This will represent an enormous effort not only because of the sheer task of integration, but also because of the immense economic and social differences that exist among the countries that will be part of this phenomenon. Marketing is considered the set of techniques used for marketing and distribution of a product between different consumers. The producer should try to design and produce goods for consumption to meet the needs of the consumer. The marketing concept is based on two fundamental beliefs. First, all planning, policy and operations of a company be directed to the customer, and second, goal of a company must be a lucrative sales. In its fullest sense, the concept of marketing is a philosophy of business that determines the satisfaction of the desire of customers is the economic and social justification for the existence of a company. This research deals with the influence of globalisation on standardisation of marketing strategies of Parcel force. The dissertation is based on the extensive research on the global issues that have lead to the standardisation of the marketing practices and which had ultimately affected the marketing practices of Parcel Force. Parcel Force Worldwide is a major player in the parcel delivery market in the UK. The primary objective of the overall study is to provide a clear understanding of the impact of globalisation on standardisation of marketing strategies and ...