Global marketing strategies and the impact of technological adaptation

.0. Introduction

1.1. Background and Academic Context

Prehistorically, Globalisation is defined as an emerging network that belongs to economical and social systems (Online etimologi dictionary, non paginated) . Roland Robertson (1992) was the first person to define globalisation as \\\\\\\"the understanding of the world and the increased perception of the world as a whole\\\\\\\". However later definitions have varied as there were many more complexities associated to the word globalisation (Dr. Nayef R.F. 2006). Thompson Larsson (2001) states that globalisation as a process that condenses the world\\\\\\\'s size to promote mutual wellness. Although Kenichi Ohmae (1992), Robert Cox (1994), Anthony McGrew (1999), Thomas Friedman (1998) and David Henderson (2004) suggests  that globalisation is about taking down borders and breaking barriers around the world, Herman E. Daly (1999), Anthony Giddens (1998), Teitel (2005) and Majid Tehranian (1998) contradicts this by stating that this may not always have a positive impact on the economy of developing countries. These researches suggests that it is insecure for a nation as an individual to liberalise their  migration laws and border security control for several safety, national security reasons. Globalisation at large aims to promote trade and break these barriers, however in doing so a country can get subject to unwanted threats. Therefore in a wider perspective, Jan Aart Scholte (2002) claims and modern researches a such as  Dr. Nayef R.F. (2006), Larry Ray (2007), Jim Sheffield et al (2013) and Usman Riaz Mir et al. (2014) agree that the nature of the word globalisation is relative and has no definite definition but it definitions is contextual to the situation that the word is applied at. 

1.2. Rationale for the Research

Globalization has facilitated the evolution of marketing and it impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension. Subsequent to going international, the companies are forced to alter their marketing mix and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018).

Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and \\\\\\\"omni-channels \\\\\\\"into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Changing lifestyles imply that \\\\\\\"consumers in the contemporary \\\\\\\"wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. Furthermore, this is an effective strategy for the reason that research also demonstrates that, in an event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them.

1.3. Significance of Topic

As it can be seen above, the application of globalization in marketing is influenced by various factors not limited to digital technology, culture, international platform and trade. Hence, since globalisation evolves by it nature with time, it is significant to understand its method of change. Thus, this study lays a specific emphasis on the events of the 20th century as its objectives is to understand the nature of how globalisation evolves and to understand how globalisation drives changes in marketing for Red bull in order to understand the nature of evolution of globalisation and thus adaptation of marketing as a response to the evolution of globalisation.

1.4. Aim of Study

This research is aimed at exploring the extent to which globalisation has impacted the core marketing principles of Red Bull with regards to the change of time, technology, socio – cultural interconnectedness leading to an overall evolution of globalisation across time from the 20th century to the 21st century and as a result, which could lead to a change in the effectiveness of the product and promotional strategies as a response to customer expectation adopted by Red Bull with future prospect.

1.5. Research Objectives

1. To Critically analyse knowledge on different marketing strategies in response to globalization by reviewing relevant academic literature.

2. To critically explore the extent to which globalisation has changed since the 20th century with regards to Red Bull.

3. To critically evaluate the benefits and drawbacks of globalisation on Red Bull\\\\\\\'s core marketing principles.

4. To understand the link between the evolution of globalisation between fundamental principles of marketing adopted by Red Bull.

5. To discover optimum ways in which Red Bull can adapt to global scenarios via modification of existing marketing strategies with an emphasis on customer expectations.

1.6. Research Questions

1. How does evolution of globalisation since the 20th century impact and evolve the efficiency of core marketing principles of Red Bull?

2. How does understanding the past trends and the nature of evolution of globalisation since the 20th century predict relevant future prospects with regards to promotional strategies for Red Bull?

3. How has globalisation driven a change in customer expectation in the soft drink industry?

4. What trends since the 20th century caused due to globalisation has negatively impacted the product and brand Red Bull?

5. How has Red Bull overcome any obstacles caused via globalisation with regards to customer expectations since the 20th century?

1.7. Research Outline

This research is aimed at exploring the extent to which globalisation has impacted the core marketing principles of Red Bull with regards to the change of time, technology, socio – cultural interconnectedness leading to an overall evolution of globalisation across time from the 20th century to the 21st century and as a result, which could lead to a change in the effectiveness of the product and promotional strategies as a response to customer expectation adopted by Red Bull with future prospect.

To do this the reports starts with a research proposal that outlines a detailed plan. This plan induces aims, objectives, reasons for choosing the research project, literature sources searched, Gantt chart to show activities and timescales, philosophical standpoint of the researcher with a pragmatic approach, methodologies of conducting primary research and research ethics approval form. The research then demonstrates a Critical Literature Review that entails the introduction of literature in terms of history of globalisation then it moves on to assess the evolution of globalisation. Lastly to address the research question more clearly, the literature review discusses the impact of globalisation on marketing and marketing strategies. Next the research proceeds to collect primary data using a questionnaire. Using the data collected from the questionnaire, a semi structured interview format was constructed to interview a marketing professional. After this the research adopts a timeline from a secondary source as an extension of Critical Literature Review and critically analyses the marketing strategies of Red Bull since the 20th century using quantitative data collected from questionnaire and qualitative data collected from interview. In doing so the research was able to provide an answer to the aforementioned research question, simultaneously providing recommendations for Red Bull. Lastly this report conducts a reflection in order to account for any biases and researcher reflexivity so that this report becomes more reliable.

2.0. Literature Review

2.1. Introduction of literature

Globalization has caused remarkable changes to business practices all over the world. Globalization considers the practice of increasing social and cultural interconnectedness, political autonomy, in addition to economic, financial and market assimilations that are steered by progressions in communication and transportation know-hows and trade liberalization (Orozco, 2002). In turn, globalization has led to major changes in business conduct and marketing activities in companies across the globe. Moreover, these changes have given rise to impacts in marketing activities and marketing strategies of firms across the globe (Mann and Gotz, 2006). Although the literature cited above have been written by not more than two authors which suggests that there could have been possible errors when accounting for researcher reflexivity, the book was edited and published by a reliable source called \\\\\\\"Greenwood publishing group\\\\\\\". While the contents within this book may be historic as it was written before the past decade, it is essential to understand the prehistoric setting in order to apply the concept of globalisation in the contemporary setting with modern definitions as follows. In the present-day setting, the notion of globalization has come to be one of the most significant ones impact the operations of numerous organizations across the world. The transformations taking place in the society, encompassing the alterations in terms of technology and communication have given rise to the modification of business and marketing practices and strategies, with the objective of dealing with such changes (Pride and Ferrell, 2016). The 7th edition of this book was used which suggests this source is fairly relevant and strives to stay up to date. Many concepts within this literature seems to be an improvement of the prehistoric literature. Since no independent researches with in the book was cited, and owing to the reason that the book takes a comprehensive approach as the book cites over 500 sources of literature, the inferences made from this book could be generalised in the contemporary setting. Furthermore, this literature could be argued as a very relevant source in academia because it was published by Cengage Learning who has operates in 20 different countries providing educational content. Bearing this in mind, multinational companies incessantly develop and enhance their marketing programs and initiatives to meet the standards of consumers and provide them with satisfactory products and servers across national boundaries (Dibb et al., 2005). Since this literature is written by 4 authors, it considers a balanced approach as it accounts for possible biases, reflexivity via peer review. This improves the credibility of this source. Although this is a relatively old piece of work, this literature is known to have been cited in over 1000 articles (googlescholar.com, 2019, non-paginated) which suggests that this source is reliable as well. Page number 850 from this literature considers to take a global approach as it cites multiple researches, improving the generalisability. Furthermore, there are several editions of the same literature that were released after this book, however for the purpose of this assignment, the 5th edition had the most access comparatively.

2.2. Evolution of globalisation

Globalization considers the increasingly associations of culture, persons, and economic activity. As a whole, it encompasses the international distribution of the production of goods and services by means of reducing or eradicating barriers to international trade such as import quotas, tariffs as well as import quotas (Fischer, 2003). This review amalgamates is an amalgamation of a personal longitudinal study and review of multiple researches. The literature often uses words such as \\\\\\\"I\\\\\\\" and \\\\\\\"me\\\\\\\" that portrays a biased approach to assessing globalisation. Furthermore, this work was not peer reviewed nor edited which suggests that this source lacks credibility. However, the reviewer uses both quantitative and qualitative data to draw out meaningful conclusion. Therefore, this researcher has a pragmatic approach which improves the reliability of the review. Since most of the personal claims made by the researcher is backed up with an empirical research that travels across the timelines of the 19th century, this review condenses the evolution of globalisation in a compact manner and hence was used for the purpose of this report, ignoring the fact that it was written in 2003. The evolution of globalization is linked to the modern era that is deemed to be its foundation. In this epoch, extensive development took place in the field of infrastructure and connectivity. This has resulted to progressively more interaction between countries and sharing of notions and ideas and culture (Gander, 2017, Pg: 168). This is a modern source which makes the conclusions up to date with the contemporary setting as the literature considers the scenario in an ever so changing environment. However, the chapter used had only cited a single source from the institute for development and international relations. While the cited source can be as a reliable source, the conclusions are made from a single point of view which could decrease the credibility of the work however the publisher, \\\\\\\"Taylor and Francis Group\\\\\\\" is known for publishing \\\\\\\"quality peer – reviewed journals\\\\\\\" (taylorandfrancis.com, 2019, non – paginated) which justifies the credibility of the literature. The industrial revolution during the 19th century was a key epoch in the evolution of globalization. Imperatively, owing to the industrial revolution, there was a major rise in the quality and quantity of the products. This resulted in greater exports and enhanced trade and business associations (Ferreira, Pessoa and Dos Santos, 2013). This research is fairly modern and can be applied to the contemporary setting. The research methodology uses qualitative data. The researchers hence use a positivist approach. Although, it is very difficult for a positivist to explain social phenomena such as globalisation as it is notoriously hard to mould the concept of globalisation into numbers. However, in this case the researchers were able to successfully establish solid \\\\\\\"t\\\\\\\" values and devise certain formula thereon that directly proves the claim that the researchers made as a positivist approach establishes a cause and effect relationship. In this case the cause was globalisation and the effect were trade. This research could be replicated under the same conditions and therefore is generalisable. The research is reliable as it cites over 30 relevant sources. The source is credible because it uses a positivist approach. The period of pre-globalization perchance came to a culmination subsequent to the First World War. In a modern perspective, globalization came into manifestation after the Second World War. A key aspect that brought this about is the objective of leaders of the world to break down the different borders for cultivating trade associations between countries. Furthermore, it was at this particular point in time that numerous other nations attained their independence and begun having their own economic systems and instituted trade relations with the rest of the globe (Horowitz, 2004). Although this literature is an old source and could be deemed out of date, this research only comments about world war one which was a prehistoric event and therefore relevant in this context. The journal uses constructivism as it uses qualitative data. However, while this interpretivist approach does not establish a cause and effect relationship, it critically examines the WW1 in much greater detail and in context to globalisation. Furthermore, this journal cites over 60 credible sources that backs up all the claims which improves the credibility of the research. This research is published by sage publication which is a reliable publication, however, the contents within this research can never be replicated as WW1 was an event that will never repeat and therefore no comments can be made regarding the generalisability of this research.

Globalization in the 21st century has facilitated a contemporary form of globalization helped by the speed and scope of global assimilation emanating from unparalleled advancements and reduction in the cost of technology, communications, science, industry and transportation. In the present day, markets have grown to be more intertwined and the process has been made more efficacious by the ability to create products whose constituents are manufactured in various locations across the globe (McLellan, 2005). Furthermore, the capability to move information and products in a simple manner and cost-effectively from one nation to another and locate the manufacturing process where labour and work practices are less costly has transformed the production pattern and consumption as well. Globalization in the 21st century is embodied by enhanced technology in transportation and telecommunications, the grown of multinational corporations and the movement of people and capital (Nederveen Pieterse, 2012). This source is a peer reviewed journal which suggests that the researcher has accounted for all their biases and taken that into consideration before making any recommendations which makes this paper reliable. This literature was published by Wiley Publication which has been established about 200 years ago hence making this literature credible. Lastly the researchers use a pragmatic approach as it amalgamates positivism to establish cause and effect relationship and interpretivism to justify meaningful conclusions drawn from quantitative data and other literatures accordingly. This, to a certain extent, improves the generalisability of this research as the quantitative part of this research can be replicated.

2.3. Impact of globalisation on Marketing and Marketing Strategies.

Globalization has increased radically in the 21st century. One of the major impacts of globalization is that companies have been able to expand their business operations beyond local borders in the endeavour for new consumers, greater revenues and new sources of capital. Globalization in the business realm significantly impacts a company\\\\\\\'s marketing especially its advertising strategies and the manner in which messages are conveyed or delivered to consumers (Kotabe and Helsen, 2014). Globalization largely affects marketing in terms of the investment necessitated. To begin with, companies have to incur additional costs in the production of advertisements in numerous nations. Secondly, the acquisition of both advertising times and spaces for ads for products and services in numerous nations has become costly. Furthermore, international advertising is progressively more difficult, necessitates more time and determination in marketing strategy, which is costly (Lee and Carter, 2011). The books cited above are fairly recent and relevant to the contemporary marketing practises. Moreover, both the literature have been edited and published by trustworthy publishers which suggests that the literature is credible. The contents within this literature amalgamates a mixed method as the authors quote a multitude of independent studies that are both: quantitative and qualitative to justify points that they make. Additionally, both the books have 2 authors which suggests that the literature is not from a single point of view which advocates that this literature is reliable. Overall within this literature, the authors have explored globalisation and marketing in several diverse demographics such as Hongkong, Singapore, USA, India, China, UK, Spain, etc which makes the recommendations generalisable.

Globalization has a significant impact on international marketing activities, owing to the reason that it enforces firms to make their marketing activities considerably more culturally diverse and efficacious. Basically, globalization is impelling firms to market their products and services to international consumers in a wide range of various languages in addition to contexts that respect the cultural beliefs of the consumers. Several instances of information faux pas has come about when messages in advertisements end up getting lost in translation (Kokemuller, 2018). This is the reason as to why corporations more often than not utilize local people in every market who speak and understand the language. Imperatively, to sway consumers with advertising, it is imperative to be knowledgeable of the culture and values inherent in a specific market. Therefore, as globalization has made it possible for companies to expand their businesses, it has also forced them to ensure their marketing activities and strategies are respectful of the cultures and properly understood by the consumers (Kokemuller, 2018). This source is a very modern source and can be widely applied to the contemporary business setting. Although it is published in a website which could potentially damage the reliability of the information, the author of this source is Neil Kokemuller who is known to have published a book and who is a well-respected content media developer which improves the credibility of the information. However, the source fails to cite literature to back up the claims made. Furthermore, the source is from a single point of view and has not undergone any sort of edit or peer review. This downgrades the validity of the source and shown a certain unaccounted bias. However, the source was used as it fits well with the point that is being made and it connects certain gaps.

Numerous organizations and benefits have benefited from globalization due to the fact that they are able to take part in and lay emphasis on international marketing. This is in line with the aspiration for greater sales, revenues, profits and acknowledgment from consumers. In addition, international marketing facilitates business prospects for these organizations for further development and enhancement, in terms of their strategies, products and services (Lamb, Hair and McDaniel, 2011). Through globalization, firms gain accessibility to international markets that offer massive business prospects for companies with a product or service that is largely in demand. Therefore, through marketing, companies are forced to gain information and become proficient in cultural adaptation, newness and being suitable and apply the right marketing strategies. The literature cited above is in between moderately new and old. However, its contents are still applicable to the contemporary business setting. Although the source mentions several key classic studies such as Maslow\\\\\\\'s Pyramid and consumer behaviour model, it does not cite sufficient sources to justify all the claims made which suggests that the source is fairly reliable. However, there are 3 authors which recommends that the work is not from a single point of view. Furthermore this book has been published by Cengage Learning (as discussed above) which improves the credibility of the source. In addition to this, since the authors to classical studies that could be generalised as a foundation to the claims made, it could be stated that this literature is overall generalisable.

Globalization has significantly impacted marketing strategies employed by companies across the globe. The development and implementation of a marketing strategy is a huge undertaking for global corporations. A key strategic predicament is whether to utilize an international, universal communication approach or to personalize o tailor market advertising to every individual market. Progressively more companies utilize a multi-domestic or global approach since a small number of products have actually universal use and message context. Globalization also impacts marketing practices in terms of branding. This is the utilization of promotions to portray a picture for the firm and the products. Globalization impels corporations to make a decision as to whether it is sensible to create a consistent international brand, or to develop various brand images for every nation (Agarwal and Wu, 2018). The book cited above is very recent which makes it highly applicable to the contemporary marketing practises. Moreover, the literature has been edited and published by springer publishers which makes the contents within the book credible. In addition to this, the author cite work across a mixed method owing to the reason that, within this literature there are vast amounts of independent studies that are both: quantitative and qualitative to justify all conclusion made. Furthermore, the book has 2 authors which suggests that the literature is not from a single point of view which advocates that this literature is reliable. Overall within this literature, the authors have explored globalisation and marketing in several diverse demographics which makes the findings generalisable.

Globalization has facilitated the evolution of marketing and impacts the strategies used by corporations. Imperatively, marketing strategies are started domestically in the central offices of a firm and thereafter shift international by extension, more often the not for the reason that the company decides to export the products or services rendered. Subsequent to going international, the companies are forced to alter their marketing mixes and adapt to multinational strategies. In addition, the global markets can be opportunistic but at the same time largely unpredictable. This necessitates well- thought out strategies. This is for the reason that when marketing globally, the company increases the number of players into the mix. In this regard, the inference of global marketing is that these strategies must provide for susceptible international markets and also be at par with acquisition and logical prospects that impact the marketing mix (Hosmer, 2018). This source is a very modern source and can be applied to the current business environment at every stage. However, this information was obtained from a website which means that the work has no academic standards. Additionally the work does not go through a review process. These 2 factors combined damages the credibility of the source. Furthermore the website does not cite any published authors as evidence to back up any of the claims made which damages the reliability of the information. In addition to this, this literature cannot be generalised as it does not employ any research methodology for the statements made. However, the statements made by his sources aligns well with modern day business practises and is similar to reliable sources. Lastly, since it fits well within the context of this report, the source was used.

Globalization has also facilitated the diffusion and adoption of technology across borders. This has impacted marketing strategies as it has forced companies to incorporate technological aspects such as social media channels and onmi-channels into their marketing strategies. Cook (2014) outlines that the present-day consumers have accessibility to a more extensive range of technologies compared to generations in the past, with numerous consumer segments having being brought up with or largely swayed by technology. Altering lifestyles imply that consumers in the contemporary wish to conduct the purchasing process at a period and time that is suitable to their individual needs, utilizing technology that they actually have. What is more, this is an effective strategy for the reason that research also demonstrates that, in the event that these consumer segments are completely engaged by means of online and social media channels, they can end up being very loyal consumers. Cook (2014) delineates that behaviourally, these consumer segments insist on having a suitable and gratifying setting in which to conduct product research at a place and time that is suitable to them. This source is fairly recent and is still applicable to the contemporary business setting. The journal employs a mixed method approach by using quantitative data to establish cause and effect relationship and then following up by using qualitative data to apply the findings to marketing and globalisation. This pragmatic approach is supplemented by the fact that this is a peer reviewed journal which advocates that the author has accounted for their biases. All of this combined makes this source very reliable. Furthermore this journal was published by Icono 14 which makes the work very credible. Lastly, the journal follows a through methodology, and if replicated under the same circumstances would lead the researcher to find similar results, making this literature generalisable.

3.0. Research Methodology

3.1. Philosophical Standpoint

Saunders, Lewis, and Thornhill (2009) define research philosophy as knowledge development and the nature of the knowledge. Research philosophy is a representation of the researcher\\\\\\\'s implicit or explicit philosophical assumptions about the nature of the world, which Burrell and Morgan (1979) note that the assumptions guide the objectivity of research. The objectivity of research. The philosophical assumption about research includes ontological assumptions, epistemological perspective, and methodological perspective (Burrell and Morgan 1979).

3.1.1. Ontology

According to Saunders, Lewis, and Thornhill (2009), ontology is the study of reality and enables differentiation of perception and reality. Ontological assumptions shape the researcher\\\\\\\'s view of the research objects and entail two contrasting views, objectivism and subjectivism of reality. The objectivism view incorporates the assumptions of natural science and holds that the social world as a natural and concrete world existing independent of physical world human appreciation of cognition. Ontologically, objectivism adopts realism implying that social entities are similar to the physical entities of the natural world. An objectivist approach detaches research from the researcher\\\\\\\'s values and holds that values contribute to bias in findings. Objectivist seeks to uncover the discover universal laws and facts governing social behavior. Incorporating the assumption of humanities and arts, the subjectivism view asserts that social reality is the product of social phenomenon orchestrated by social actors. Ontologically, Subjectivism adopts nominalism, implying that social reality is constructed through social interaction, and social phenomena are in a constant state of change. Subjectivists seek to understand the divergent narratives and opinions of a social phenomenon, implying that the researcher cannot detach research from individual values while analyzing data (Burrell and Morgan (1979).

The ontological standpoint of this research is outlined by the rationale section. The ontological standpoint is crucial to this research because identifying it will assist the researcher to distinguish the researches reality from the social and subjective reality (Sanders. M et al 2009).

3.1.2. Epistemology

Epistemology is the philosophical perspective assumptions about human knowledge (Saunders, Lewis and Thornhill, 2009) Epistemology concerns what constitutes, valid legitimate and knowledge acceptable, and the approaches of communicating the knowledge. Unlike the ontology perspective that seeks to uncover the knowledge, the epistemology perspective refers to the how of acquiring the knowledge. There are two contrasting epistemology perspective; positivism and interpretivism. A positivism approach holds the view that social phenomena can be studied as facts by establishing relationships and regularities. A positivist approach entails gaining new insights and knowledge by developing prediction tools and testing hypotheses that would then evolve into a theory and generalization of results. A central tenet of positivism is that researchers undertake an objective analysis and scientific perspective when observing social behavior. Interpretivist/constructivist perspective, on the other hand, perceives the world as a wider social system that is constructed, interpreted, and experienced by the social actors. Unlike the positivist perspective that seeks to generalize a phenomenon to the population, the interpretive perspective seeks to understand a particular phenomenon. Hence it\\\\\\\'s unobtrusive, non-manipulative, or non-controlling real-world situations (Burrell and Morgan 1979).

It is the researches view regarding what constitutes and fits in as acceptable knowledge (IBID). The epistemological standpoint of this research acknowledges that there has been a drastic evolution of globalisation since the 20th century because the Globalization considers the increasingly associations of culture, persons, and economic activity. As a whole, it encompasses the international distribution of the production of goods and services by means of reducing or eradicating barriers to international trade such as import quotas, tariffs as well as import quotas (Fischer, 2003). Globalization in the 21st century is embodied by enhanced technology in transportation and telecommunications, thegrown of multinational corporations and the movement of people and capital (Nederveen Pieterse, 2012).

Identifying the epistemology allows the researcher to the true from the false and hence accounts for possible biases, conducting reflexivity and improve the reliability of the report.

3.1.3. Research Paradigm

The research paradigm enables clarity in the inquiry structure and the methodology choice. The various paradigms discussed in the context of business literature are Realist and Pragmatism, positivism, interpretivism/constructivism A positivism paradigm asserts that there exists a single truth about a social phenomenon and that social reality is objective and external. Positivists adopt quantitative research methods, and by using ample sample size, they generalize their outcome to the population. The underlying approach of positivism is establishing causal relationships in research and adopting the fundamental laws. A positivist perspective calls for objective as opposed to subjective research methods (Saunders, Lewis and Thornhill, 2009).

An interpretivism/constructivist perspective asserts reality is socially constructed, and the researcher, research objects, or methods are interlinked. The interpretivism approach implies that the process of research is value-laden and reflects the background, skills, values, beliefs, and interests of the researcher. Interpretivist adopts qualitative research methods and aims at developing theories as opposed to resulting generalization. The interpretive posit that social phenomena are in constant revision, hence establishing a causal-effect relationship is pointless and its value-adding to understand a social phenomenon in their contextual settings. Given that it\\\\\\\'s impossible to disaggregate the researcher\\\\\\\'s values and beliefs from the research, removing bias and scientific objectivity is impossible.

The principle underlying the realism perspective is that there is no perfection in scientific methods implying the need for an open mind, adoption of new different methods while undertaking research (Saunders, Lewis and Thornhill, 2009). According to realists, there exists no fixed causal impact of social events due to their fragility in nature, calling for contextual settings of observed social phenomenon. The realist researcher holds the position that there exist no moderating factors that influence the relationships of social events. Realism focuses on understanding and explaining social phenomenon as opposed to prediction. The realist approach, therefore, results in multiple interpretations for several unpredictable contexts.

A pragmatism paradigm holds the view that positivism and interpretivism are both valid philosophical assumptions. Hence a researcher can adopt one or both approaches while exploring a social phenomenon. Pragmatism argues that real decisions are made in the context of practical uncertainty. A pragmatist position explores theories, ideas, concepts, hypothesis, and research findings as instruments of actions or thoughts in specific A pragmatism perspective advocates for the use of a method or methods that allow for reliable, credible and relevant data to be collected to inform research (Kelemen and Rumens 2008).

Pragmatism is an approach that amalgamates interpretivism and positivism in order to best answer the research question (Sanders. M et al 2009). For this reason, this research uses a pragmatic approach since it collects both quantitative and qualitative data across primary and secondary researches as outlined below.

3.2. Research Method: Mixed

This research used a mixed method approach. The methodology included collecting, analyzing and integrating quantitative and qualitative data across research. Hence this research used a pragmatic approach as it   amalgamates interpretivism and positivism in order to best answer the research question (Sanders. M et al 2009) \\\\\\\"To what extent does globalization impact marketing strategies of Red bull since the 20th Century?\\\\\\\".  The pragmatism is explicitly seen through the mixed methodology outlined below as it incorporates both quantitative and qualitative data across primary researches delineated below and secondary research via the critical literature review. The pragmatic approach was used instead of a positivist or an interpretivist approach because it well in hand with the mixed method. Furthermore, the philosophical standpoints including the ontology and the epistemology remains the same as mentioned in the research proposal because most of the procedure was in the same lines of what was earlier discussed in the proposal. 

The reason for using a pragmatic approach and a mixed method is that, the evaluation can be viewed from multiple angles. Since the weakness of qualitative data are the strengths of quantitative data and vice versa, the researcher is allowed to present a more comprehensive and balanced argument relative to using a single method alone (Eaton. D, Ihuah. P, 2013). However a pragmatic approach is more time consuming, expensive, complex Jiboye (2004). Although a pragmatic approach could use much more resources, A positivist approach alone would only deal with numbers and hence becomes inflexible in nature(Eaton. D, Ihuah. P, 2013). Whereas a interpretivist approach alone tends to involve a lot of emotion, bias, personal involvement, hence the reliability can be undermined (IBID). Therefore a pragmatic approach combines the accuracy of quantitative data and the ecological validity of qualitative data, allowing the research to present a balances argument, improving its overall reliability which will ultimately assist the researcher to meet the aims and objectives. 

The primary research commenced with distributing questionnaires (Appendix 1) and then a semi structured interview (Appendix 2) was conducted with a marketing professional that has already done dissertation on Red Bull and marketing. It was done in this order because the researcher collected perspectives of the general population which was not in the epistemology or the ontology of the researcher. The researcher believed that Red Bull  (R.B.) had a thorough corporate social responsibility (CSR) however, Respondent 11 (Attached as appendix 3) of the questionnaire pointed out that R.B. has had an issue in the past with their slogan \\\\\\\"Red Bull gives you wings\\\\\\\" and then using this new information obtained, the research moved to collecting and collating secondary data about \\\\\\\"the slogan issue\\\\\\\" (Quoted by respondent 11 on page 5) as outlined on Appendix 4. This secondary data (Appendix 4) was shown to the interviewee during the semi structured interview as outlined on question \\\\\\\"What are your comments on this ?\\\\\\\". The word \\\\\\\"this\\\\\\\" referred to Appendix 4. Moreover, the questionnaire had one-word answers and multiple-choice questions on sections \\\\\\\"Globalisation\\\\\\\" and \\\\\\\"Red Bull\\\\\\\" this was an effective way to receive the majoritarian views on these subjects, however these question were repeated in detail during the semi structured interview to get an in-depth analysis and to verify if there was a difference of opinion. Therefore, the sequence of conducting a the questionnaire at the begging and then moving on to the interview could be justified, since a questionnaire in this case gave a broad perspective of matters regarding globalisation in a quantitative form and the validity of this information was scrutinised by conducting a qualitative data collection method via the semi structured interview as it repeats question from the questionnaire by adding \\\\\\\"To what extent\\\\\\\" in order to collect rich data for the purpose of this research.

The primary research methods are as follows; 

3.3. Data Collection Methods

The international marketing research process framework entails setting the research objective, developing the research design, data collection, and data analysis (Omalaja, Eruola, and College, 2011). A systematic analysis of literature on marketing strategies by (Omalaja, Eruola, and College, 2011) identified surveys as the popular model of data collection methods in marketing literate. Other methods of data collection identified through the meta-analysis include secondary data analysis, case studies, content analysis, experiment and modeling, and interviews.

3.3.1. Questionnaire

The primary data collection tool adopted for this study was a questionnaire. Using a questionnaire, the researcher saved time and the data was easy to process (Le.ac.uk, 2018, non paginated). However, owing to the reason that a questionnaire is not flexible in nature, a comprehensive understanding could not be made (IBID). This is shown in this questionnaire as most of the answers are in a multiple choice format. Although the answers are quantifiable, every sample had a unique background, and a questionnaire does not account for the impact of bias to the answer (IBID). This was explicitly seen as the participants ranged were from 6 different nationalities. There could have been a lot of cultural and social implications that impacted the reliability of the answer as well (Bandura, 2018 and Bartlett 1932). Owing to this, although a questionnaire can sometimes lack validity as there is no accurate way to measure its reliability, a questionnaire can be replicated by anyone, with limited affect to its reliability (Le.ac.uk, 2018, non paginated). Although, the sample size was only 20 which is a relatively small sample size for a research project, the respondents were from different nationalities which directly relates to globalisation as it would give the responses from the questionnaire a more comprehensive global approach, which is in direct line with answering the research question. However there was possible risk of participants misunderstanding the question and answering it out of context (IBID). One such example was that the participants were confused with the question \\\\\\\"Rank in order of preference. (1 - 5, 5 being the highest preference rating, and 1 being the least)\\\\\\\" attached in Appendix 5. This was confusing for the participants because normally ranking 1st is perceived the best and 5 is the least. Also, in addition to this the participants got even more confused when they were not allowed to select 2 brands in the same rank. This part was not made clear to the participants. However a questionnaire can be analysed more scientifically and objectively than other forms of research such as focus groups and observation(Le.ac.uk, 2018, non paginated).

However this questionnaire had a minute error for the first 13 respondents because for the section \\\\\\\"At an average, for the past 5 years, how many cans of Red Bulls did you buy/ consume ?\\\\\\\" The options that was initially put in google forms was only for the years 2015, 2016 and 2019 as attached in Appendix 6. The researcher missed out to put in the years 2017 and 2018. Although ,the researcher then made the edit and added these 2 years only after 13 responses, it would not crucially impact the findings because only the relative percentages would be taken for analysis and discussion (for further analysis refer to Appendix 9). It is therefore relatively easier for the researcher to correct a mistake in a questionnaire as opposed to other methods of data collection hence it could be justifies that questionnaire was an appropriate means of data collection for this project. At a push, since  the drawbacks of questionnaire includes the inability of the researcher to gather rich data (Le.ac.uk, 2018, non paginated), this research was complemented with a semi structured interview.

3.3.2. Semi – Structured Interview

 Interview a professional that has already done a dissertation on R.B. and marketing. The interview was semi structured. Doing a semi structured interview allowed the interviewer to be prepared and appear competent during the interview while allowing the interviewee the freedom to express their views in their own terms (Stefanie Keller and Katharina Conradin, 2018, non paginated). Since the participant was an expert on this topic, there are high chances that the interviewee is more knowledgable than the researcher in this area. Therefore, the interviewee needs to be given the freedom of expression whilst the researcher should just guide and moderate the discussion. However, in order to make general conclusion, many number of people have to be interviewed. This can be time consuming and resource intensive (IBID). This was precisely the reason why a questionnaire was done. Since the interview and questionnaire compliment each other, and at some points have various differences this research encompasses a mixed method approach with a justified rationale. One of those notable difference was a flaw in the prep of the interview questions. The preparation must be carefully planned to not make the questions prescriptive or leading (IBID). This requires a certain amount of skill. Appendix 7 shows the researchers notes during the interview.

Although in some parts the questions were perceived to be leading, it can be justified due to the fact that the in-depth discussion went out of context at certain points of time. Furthermore, the prescriptive format of this semi structured interview was deemed to be ineffective towards the end of the interview because the interviewee states that the dissertation \\\\\\\"does not cover CSR\\\\\\\" and that \\\\\\\"I would like to research more about that\\\\\\\" so the entire aspect on CSR discussion outlined on the interview questions was just based on personal opinion and not professional knowledge. Although the semi structured interview more or less stuck to the broad guidelines of the lines and stayed within the scope of this topic, the  participant stated that \\\\\\\"This is way more formal than I expected it to\\\\\\\" which shows that the participant could have been made more comfortable at the start. This also suggests that the participant could have been hesitant because the participant saw the audio recording and the researcher with a pen and a paper. However the participant was guaranteed his safety via the informed consent (Appendix 8). Although after the first minute the participant seemed fine as the interviewee was given the platform to take the discussion in the direction the interviewee wanted, which is again one of the benefits of using a semi structured interview as it more or less stuck to the broad guidelines and stayed within the scope of this topic.

Although the interviewer has a potential of over or under analyzing the data (Stefanie Keller and Katharina Conradin, 2018, non paginated), semi structured interviews can provide reliable and comparable qualitative data (IBID). Additionally, a semi structured interview owing to the fact that it confirms what is already known but also provides the opportunity for learning. Often the information obtained from semi-structured interviews will provide not just answers, but the reasons for the answers (IBID). This is the reason why many questions from the questionnaire was repeated in the interview by stating \\\\\\\"to what extent\\\\\\\" to extrapolate rich and comprehensive data. Lastly, the research uses a semi structured interviews as opposed to a focus group discussion because, there is constraint of time and resources to do both these methods and since semi structured interviews can be directed to a certain extent, it is a better fit for this research. 

4.0. Data Presentation and Findings

The results obtained from the secondary data has been processed and condensed into timelines, tables, graphs and charts.

Theme 1: Literature Review of Marketing Strategies in Response to Globalization

Regarding the firm\\\\\\\'s research question in analyzing the different marketing strategies in response to globalization, there\\\\\\\'re varied potential streams of literature on marketing strategies research. Metanalytic literature analysis by (Omalaja, Eruola, and College, 2011) identifies that the literature on marketing strategies focuses on trends on firm characteristics, international market selection, globalization, global branding, global competition, liberalization policies, competitive positioning, international direct marketing, customer and supplier relationship, and international marketing behavior.

Susan & Craig (2010) define a marketing strategy as a strategy that seeks to develop customer value creation through the identification of the target customer interest and needs while integrating the firm\\\\\\\'s distinctive capabilities and skills. Susan & Craig (2010) assert that a firm\\\\\\\'s marketing strategy is based on upstream and downstream elements of the product value chain, such as logistics, design, production, and sourcing. A global marketing strategy (GMS), on the other hand, entails a strategy that integrates different regions and countries across the globe with the objective of implementing a coordinated marketing strategy in diverse markets (Johansson, 2010). Developing a global marketing strategy entails a continuous dynamic process that is constantly evolving as the firm ventures in new markets segments and countries. Susan & Craig (2010) highlight that the success of a GMS is dependent on the firm\\\\\\\'s ability to evolve, adapt, and respond to the changing dynamics of the global market place.

Zou & Cavusgil (2002) point out that global marketing strategy is considered as an avenue of capitalization on the comparative advantage as well as synergies that exist between countries, necessitating the need for spreading a firm\\\\\\\'s value chain to other countries to meet the needs of global customers. Zou & Cavusgil (2002) observes that the integrated and interdependent nature of markets across different countries shape how competitive marketing strategies are planned and executed globally.

In the context of globalization, there exist different approaches adopted in the global marketing strategies evolution that differ in conceptual underpinnings or theoretical underpinnings (Susan & Craig, 2010; Zou & Cavusgil, 2002). According to Susan & Craig (2010), the approaches have evolved from the include transaction cost perspective, standardization perspective, global configuration perspective, global integration perspective to the evolutionary perspective. A transaction cost perspective accounts for the earliest strategy of global marketing. It is premised in the viewpoint that there exists a trade-off amid resource commitment and control that then shape the returns. The standardized perspective holds that marketing standardized products word wide as opposed to adopting localized strategies would stimulate the success of multinationals as they can exploit economies of scale in management, marketing, distribution, and production (Levitt, 1997). Standardization of the product or service entails uniformity in design and styling of products or services and helps in quality improvement, cost reduction, and enhanced customer preference

The global configuration perspective calls for value chain activities\\\\\\\' coordination across different markets and countries to enhance competitive advantage. The perspective advocates that value chain activities need to be undertaken in markets/counties where the firm enjoys the cost efficiency and effectiveness. The global integration perspective that perspectives the world markets as an integrated whole. The perspective calls for operations to be undertaken in all major markets globally and advocates for recourses shifting across markets for effective competition. The last perspective is the evolutionary perspective that holds that firms ought to be viewed as evolving as the firms venture in international markets. The perspective calls view internationalization as a sequential decision?making process. The evolutionary perspective is the broadest perspective integrating the other approaches (Susan & Craig, 2010; Zou & Cavusgil, 2002). According to Susan & Craig (2010), some firms go through the above marketing approaches to realize global internalization while others are \\\\\\\"born global\\\\\\\" implying they adopt the global perspective targeting global customers at inception in the market. The \\\\\\\"born global\\\\\\\" firms have been facilitated by the international communications infrastructure advancement and are able to adopt as targeted market entry marketing strategies.

Theme 2: Evolution of Globalization since the 20th Century with the Context of Red Bull

It\\\\\\\'s undeniable that globalization has created a borderless world. It\\\\\\\'s triggered a drastic change in business practice and environment across the globe and has evoked interdependence economically, politically, socially, and culturally (Eden and Lenway, 2001; Molle, 2002). It has cultivated the emergence of new opportunities such as increasing resource availability, an increasing number of potential markets, and increasing investment potential (Fawcett, Calantone, and Smith, 1997; Molle, 2002). Globalization has also yielded threats such as unprecedented intensification of competition and increased challenge in predicting the business environment Jones, 2002; Molle, 2002). Given the dynamic nature of the marketing domain and its strong interconnection with the world, it\\\\\\\'s directly affected by the globalization process. Globalization has backed the emergence of global products implying that the marketing strategies are faced with the challenge of fierce competition at a global scale, necessitating the setting up of global marketing structures and frequent revisions of marketing strategies (Naghi & Para, 2013). External globalization conditions impact a firm\\\\\\\'s ss global marketing strategy. One key condition is the advancement of ICT, which by capitalizing on the advantage of the ICT evolution Phenomenon, Red Bull has developed a global orientation and a solid foundation for the brand.

Theme 3: Analysis of the benefits and drawbacks of globalization on Red Bull\\\\\\\'s core marketing principles.

Naghi & Para (2013) cite economies of scale and cost reduction, an opportunity of market expansion, unique worldwide brand name, and brand identity, access to mass markets, better communication methods, new talents, access to resources, enhanced transportation opportunities, as some of the benefits accruing to firms as a consequence of globalization. Standardizing operational marketing generates economies of scale, while globalized firms can implement similar strategies worldwide simultaneously. Having a global brand enables the reduction of communication costs due to the consistency of the branding content since the same concept is adopted across the board. The evolution of technology has been a major globalization driver promoting convergence of the global community. It has enabled marketing strategies with a targeted audience that seeks to respond to increasing and evolving competitive conditions. Technology, particularly leveraging the internet, is at the core of Red Bull\\\\\\\'s marketing strategy.

There are less favorable effects of globalization. Given that globalization results in centralization, there exists the risk of slowed decision making, particularly in response to local consumer needs or local competitor\\\\\\\'s strategies. Developing the market strategies in the firm\\\\\\\'s headquarters risks insensitivity to local markets and lower responsiveness due to the fewer contact with the local markets by the marketing managers. The concept of standardization of products or services pauses a risk of development of products or services that are not in sync with the consumer needs affecting consumer satisfaction. Moreover, globalization risks the loss of national culture and identity of a nation (Naghi & Para, 2013).

There are unprecedented negative social implications of globalization. Sixty percent of the respondent interviewed agreed that globalization had paved the way for the exploitation of domestic force. However, only 10 percent of the respondents identified that they were familiar with labor exploitation incidents in Red Bull. Arguably, one of the most substantial challenges of globalization is ethical business practices. Red Bull, unconventional marketing strategies, pauses risks on the company brand. In 2014, for example, Red Bull paid $13 million to settle a proposed class-action lawsuit in the U.S. under Law 360 over alleged false advertising where customers alleged the brand labeling and marketing had misled functionality and safety of the drink (CBS News, 2014). The use of a strong social media marketing approach exposes Red Bull to the challenges of brand control, lack of integrated marketing communications.

Theme 4: Analysis of the link between the evolution of globalization between fundamental principles of marketing adopted by Red Bull.

Red Bull accounts as one of the \\\\\\\"born global\\\\\\\" products and a model company in the context of the globalizing brand. Red Bull\\\\\\\'s unique and aggressive marketing strategy has been a core driver of Red Bull\\\\\\\'s exponential growth across the globe. Red Bull marketing strategies exhibit five fundamental principles of marketing: diversity, value, global presence, consistency, and core maintenance. To ensure diversity, Red Bull has a constant social media presence featuring videos and activities that initiate engagement with the consumer. The content circulated on social media platforms is diverse, targeting diverse audiences. To ensure consistency, Red Bull has retained its brand\\\\\\\'s theme, \\\\\\\"giving you Wings\\\\\\\" with the videos and images distributed, denoting the illusion of having wings. Red Bull ensures the content circulated has value, non-intrusive, and maintains brand awareness. Red Bull sponsors or promotes sports and outdoor activities. The company allows for content creation and circulation on the brand\\\\\\\'s social media platform by its consumers. The brand cultivates a global brand by producing content unique to different demographic and niche groups. The fundamental marketing strategy by Red Bull is content adherence, where the company operates as one media group with each employee tasked with the marketing responsibility. Red Bull Media House coordinates the company\\\\\\\'s marketing strategies, distributes, and monitors the brand\\\\\\\'s digital content. The media house ensures that the quality of Red Bull marketing content matches the quality of other publications with similar audiences such as Vice, BuzzFeed ESPN, among others.

Red Bull has a distinctive marketing mix with the strategy based around: distinctive products, premium pricing strategy, easy accessibility. However, the unique feature of the red bull marketing strategy is the promotion approach that adopts Guerrilla techniques. Created by Levinson (1984), guerrilla marketing is one of the popular marketing strategies that capitalize on the technology advancement and is characterized by minimal marketing investment with a lasting impression on consumers (Y?ld?z, 2016; CetinBigat, 2012)). The essential feature of guerrilla marketing techniques is cultivating creativity and imagination through the use of slogans and activities. Brands\\\\\\\' adaptability characterizes the approach to social and technological changes. One popular Guerrilla technique seeking to create hype is the publicity stunt \\\\\\\"Red Bull Stratos Jump,\\\\\\\" featuring Austrian skydiver Felix Baumgartner. The strategy not only contributed to a significant growth of sales reaching $1.6 billion in the U.S within six months, but it also generated new subscribers, user-generated content, and eight million views on YouTube.

Brand entertainment is another innovative marketing strategy adopted by Red Bull. The strategy incorporates advertising entertainment content through which the sponsors and sports agencies generate attention and engagement from the consumers (Kunz, Elsässer, and Santomier, 2016). The early years of Red Bull marketing were characterized by action/extreme sports sponsorships with the strategy seeking to cultivate awareness and popularity in niche target markets. Red Bull\\\\\\\'s sport-related entertainment portfolio includes print, T.V. stations, video and film, games, mobile apps, and internet services. It demonstrates the value of content circulation vial multiple channels and platforms with the content unique to each niche market (Kunz, Elsässer, and Santomier, 2016).

5.0. Conclusion

Write up a conclusion

6.0. Reflection

The ability to interpret one\\\\\\\'s own feelings and thoughts is an essential skill to possess (Trevithick, 2000). Hence it is important for this research to include a reflection which is built on the basis of the Project Log book (Attached in Appendix 15).

This research project was a major learning experience for the researcher. On critical reflection, the Kolb\\\\\\\'s learning cycle (Kolb and Fry, 1984) could be applied. The theory starts with the concrete experience stage. This stage is basically a new experience or situation is encountered. The whole idea of conducting a research project was a new idea. It started with the construction of a research proposal to understand the nature of doing this project in a simpler manner. The researcher has a pragmatic learning style (Honey and Mumford, 1996) which means that the research does not have a disciplined and straightforward method of working. It is due to this that the construction of a research proposal was an extremely difficult task because people that fall under the \\\\\\\"pragmatic learning style\\\\\\\" have predisposition to not stick to plans and don\\\\\\\'t believe in the concept of creating an elaborate plan. Although, Burch (1970) in his theory the four stages of competence argue that when an individual is exposed to something new, there is always a certain amount of resistance because the individual does not understand the benefit of the process however, it was within this stage wherein the researcher was able to recognise his own incompetence. Furthermore, with constant direction from the assessor, the researcher was able to understand the value of obtaining the skill to plan before conducting a research. With in the research proposal, the researcher had to devise aims and objectives. Learning the grammar to word the aims and objectives was a steep learning curve because it had to be repeated many times to get it right. Post this, the researcher had to provide the details proposed for primary and secondary research methods to see whether the project is workable. Trevithick (2000) further states that if an individual plans their steps in detail then there are higher chances that the individual will likely get the desired results. The detail of the plan was evident through the Gantt chart. However, in this case, the researcher was unable to stick to the timelines stated in the Gantt chart due to multiple external factor such as professional commitments which was delayed by a war, and an election. Rumelhart (1980) states that the schema theory plays a vital role in the selection of choices of an individual. A schema means a pre-existing knowledge which can include, a trait, a cultural influence or even a learning style. It was the schema of a \\\\\\\"pragmatic learning style\\\\\\\" of the researcher that made the research paradigm of the researcher a pragmatic approach. This in itself is a bias because the researcher is prone to pick a pragmatic approach over an interpretivist or a positivist approach due to preference in personal choice influenced by a schema which is not accounted for within the research. However, within the methodologies chosen, there is a scientific justification why it was chosen over the others which is highlighted within the Research Proposal in detail. Lastly, Burch (1970) claims that the length of time an individual spends in this stage depends on the strength of the stimulus to learn. For this project, the research spent ample of time in creating a detailed research project, which shows the want to seek new information.

The next stage of learning is \\\\\\\"Reflective Observation of the New Experience\\\\\\\" (Kolb and Fry, 1984). Again, this is supplemented by Honey and Mumford (1996) because pragmatists are keen to test things out in practise which is the methodology stage of the project. This could also be linked to the Conscious incompetence stage (Burch 1970). Though the researcher does not understand or know how to do the methodology, the researcher is able to recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage. While the effectiveness of the research methodology and ethical considerations are discussed within the \\\\\\\"Methodology Section of the report\\\\\\\", the following could be stated;

1. The questionnaire was very long. There were a lot of unnecessary questions that were not used in the main results and findings section. Making a questionnaire long could be very boring for the participants and there is a high chance that the participants got bored by the end of the questionnaire. This could reduce the validity of the results gathered. For future research purposes, it is recommended that the sections of the survey are made shorter.

1. There is a chance that the sample size of the questionnaire was biased since the samples were not chosen using random sampling. This was because, if random sampling were taken then the Globalisation Section of the questionnaire needs be retracted because in order to answer this section, the sample size needs to be knowledgeable and a random sampling method would not work. Therefore, in order to minimize the bias, and to make the questionnaire shorter it is suggested that the Globalisation be retracted for future research.

1. The interview questions were also very long. However, since the interview was semi structured, the interviewee spoke for most of the time. Therefore, the interview did not feel long. Moreover, a lot of contents from the interview was used during the discussion and analysis section of the report.

1. However the interviewee felt that there was not enough notice given for adequate preparation. On retrospect it could be stated that the methodology, results and discussion stages were rushed and could have been done in a more composed manner if the researcher stuck to the timelines of the Gantt chart.

The learnings, recommended action done above also links to Abstract Conceptualisation of the Kolb\\\\\\\'s Cycle (Kolb and Fry, 1984). In this stage people tend to modify their existing ideas after learning from their experiences. The experience in this case was conducting the primary research and the learning is done via reflection and recommendation. Additionally, this could also be applied to the Conscious competence stage (Burch 1970). This is because by doing the methodology, the research is able to do the research process by demonstrating the required skill or knowledge as mentioned in the \\\\\\\"Methodology\\\\\\\" and \\\\\\\"Critical Literature Review\\\\\\\" section.

The next step of the Kolb\\\\\\\'s learning Cycle is Active Experimentation wherein the researcher would apply the findings to the data that exists in the secondary research to see the outcomes. This was done in the \\\\\\\"Main results and Findings\\\\\\\" section of the report. By doing this section, the researcher has reached the Unconscious competence stage (Burch 1970) because the research used multiple pie charts and many forms of other quantitative and qualitative data to justify research methodology, recommend improvements in this section.

Based on this reflection, for future improvement the following could be stated;

1. The researcher could inform the participants, giving a week\\\\\\\'s notice so that they don\\\\\\\'t feel that they are rushed and not put on the spot.

1. Random sampling to a much larger population could be done in order to generate more accurate and valid results.

1. Cut down the length of the interview question to motivate respondents to honestly answer the questions with focus.