Case Study案例范文：Effects of Globalisation: Case Study of Tesco

Case Study案例范文-全球化的影响：以乐购为例。本文是一篇留学生Case Study写作范文，主要内容是讲述全球化是一种进步，通过一个遍布全球的沟通和贸易网络，当地市场、人文学科和信仰已经团结起来。“全球化”一词偶尔被用来明确指代经济全球化。它是通过贸易、外国直接投资、资本流动、移民以及技能和技术的传播，使各国经济融入国际经济。市场全球化是指将各个世界市场合并和统一为一个单一市场的过程。Jurgen在2005年的出版物中认为，这一过程涉及到世界各地一些共同标准、价值、感知、品味和可及性的整合，并使文化慢慢转向使用共同商品或服务。有人强烈认为，全球化不是一种新现象，而是自殖民时代以来就一直存在的。然而，它最近的巧妙使用可以追溯到1983年，当时莱维特发表了他的文章《市场的全球化》。下面就一起来看一下这篇Case Study案例范文的具体内容，一起学习Case Study怎么写。

INTRODUCTION 引言

Globalisation is a progression by which local markets, humanities, and beliefs have become united through a globe-spanning network of communication and trade (Gary, 2001). The term globalisation is occasionally used to refer explicitly to economic globalisation. It is the integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, and the spread of skill and technology. Globalisation of markets refers to the process of incorporating and unification of the individual world markets into a sole market. Jurgen argues in his publication in 2005 that the process engages integration of some common standard, worth, perception, taste and accessibility around the world and slowly enables the cultures to shift towards the use of common merchandise or service. It has been greatly argued that globalisation is not a fresh phenomenon, but rather it has been there since colonial age. However, its recent and tactful use can be dated to 1983, when Levitt published his article “The Globalisation of Markets”. (Kapferer, 2008).

One of the features of globalisation of markets is that the size of the company needs not to be large to create a global market. Even small companies can create a worldwide market. Factors influencing the locality of manufacturing facilities vary from country to country. They may be more favourable in foreign countries rather than in home country because of cheap labour or low taxes in foreign countries, which forces the corporations to establish manufacturing facilities in other countries. It is renovating the ways in which countries interact. State economies become incorporated as the flow of merchandise and goods expands outside the borders. In theoretical simulations, less trade barriers or decrease in transport costs generates increase in trade between consumers in another country and producers in the other. In the current atmosphere, businesses are more able to section their operations internationally, outlining each stage of manufacture in the country where it can be completed at the least cost, and communicating ideas for new merchandises and new ways of manufacturing products around the world.

市场全球化的一个特点是，公司的规模不需要太大就可以创建一个全球市场。即使是小公司也可以创造一个全球市场。影响制造设施所在地的因素因国家而异。它们在外国可能比在本国更有利，因为外国劳动力便宜或税收低，这迫使公司在其他国家建立制造设施。它正在革新各国互动的方式。国家经济随着商品和货物在境外的流动而一体化。在理论模拟中，贸易壁垒的减少或运输成本的降低会导致另一个国家的消费者和另一国家的生产者之间的贸易增加。在当前的氛围下，企业更能够在国际上划分业务，概述在该国以最低成本完成的每个制造阶段，并在世界各地交流新商品和新产品制造方式的想法。

The digital revolution that has charged up globalisation is alteringhow customersandcorporationsbehave. This revolution is cumulatingcompetition, decreasing prices, creating new simulated companies, allowing individuals to sell goods to each other deprived of a middle man. In the era of new vending, it’s more important than ever that the company shows that they are on the customer’s side and they arehere to make their lives a bit easier, a bit better. That’s the base of the faith companies want to build as they become the model for new business.

推动全球化的数字革命正在改变客户和公司的行为方式。这场革命正在积累竞争，降低价格，创建新的模拟公司，允许个人在没有中间人的情况下相互销售商品。在新的自动售货时代，公司比以往任何时候都更重要的是表明他们站在客户一边，他们在这里是为了让自己的生活更轻松、更好。这是公司在成为新业务的典范时想要建立的信念的基础。

In addition, when outsourcing happens between neighbouring nations, such as the Pakistan and China or Mexico and USA, the exchange of production raises the intentions for businesses to produce in areas with comparatively low-cost access to far-off markets. Thus, the location of economic activity inside countries may alter (Hanson, 2001). The diversity of global market is still dominant even after the globalisation of markets and production. These discrepancies require the businesses to formulate diverse policies for each market. The global business firms compete with each other frequently in different national markets including their home markets. This essay will further explain the effect globalisation of markets and production has on an organisation by illustrating it with a case study on TESCO.

此外，当外包发生在巴基斯坦和中国或墨西哥和美国等邻国之间时，生产交换会提高企业在进入遥远市场的成本相对较低的地区生产的意愿。因此，国家内部经济活动的位置可能会发生变化。即使在市场和生产全球化之后，全球市场的多样性仍然占主导地位。这些差异要求企业为每个市场制定不同的政策。全球商业公司经常在不同的国家市场（包括本国市场）相互竞争。本文将通过对乐购的案例研究来进一步解释市场和生产全球化对组织的影响。

CASE STUDY 案例研究

TESCO is one of the world’s largest merchant after Wal-Mart. It has followed an aggressive foreign expansion strategy into US, South Korea, Eastern Europe and China. It sources its goods globally and always purchases in great volumes, which helps it to keep costs down of its products. Substantial cost-cuttings are made through handling the supply chain efficiently and effectively. The corporation has introduced a points card which collects data from customers when they use it to buy items. The data is then used to provide discounts and offer savings with the range of products on deals. This builds loyalty and develop promotions that aim for specific customers. Through the use of this technology, TESCO has been successful to create a fair amount of customers for themselves and remains a leader within the UK market. (HSC Online, 2014).

乐购是仅次于沃尔玛的世界上最大的商家之一。它在美国、韩国、东欧和中国采取了积极的对外扩张战略。它在全球范围内采购商品，并且总是大量采购，这有助于降低产品成本。通过高效和有效地处理供应链，可以大幅削减成本。该公司推出了一种积分卡，当顾客使用它购买商品时，它会收集顾客的数据。然后，这些数据被用来提供折扣，并在交易中提供一系列产品的折扣。这建立了忠诚度，并制定了针对特定客户的促销活动。通过使用这项技术，乐购成功地为自己创造了大量客户，并在英国市场上保持领先地位。

The size of the business can be estimated by the figures provided by (Tesco, 2014) that it’s operating about 6,784 stores worldwide, engaging over 500,000 employees. That makes it the largest food supplier in the world. It also offers online services over its subsidiary, www.tesco.com. The largest company in UK’s market operates below four banners of Metro, Express, Superstore and Extra. The company vends about 40,000 food products, clothing and non-food lines. The company also produces own-label merchandises which are categorised in three levels, normal, value and finest. Apart from these, Tesco also provides several petrol stations, becoming one of Britain’s major independent gasoline retailers.

该公司的规模可以根据提供的数据估计，该公司在全球经营着约6784家门店，雇佣了50多万名员工。这使它成为世界上最大的食品供应商。它还通过其子公司提供在线服务。这家英国市场上最大的公司在Metro、Express、Superstore和Extra四个横幅下运营。该公司销售约40000种食品、服装和非食品生产线。该公司还生产自有品牌商品，分为三个级别：普通、超值和最佳。除此之外，乐购还提供了几个加油站，成为英国主要的独立汽油零售商之一。

One of the major retailers in the world, Tesco’s early experiences with globalization was not fruitful. However, later Tesco started restricting its stores and merchandises according to the worldwide markets. It entered South Korea in the year 1999 by starting a combined venture with a deep-rooted native retailer Samsung. The joint venture assisted Tesco attain in-depth understanding of the marketplace and also helped it get the finest store locations (Tesco plc. 2014). Tesco began working in the country under the well-established ‘Home Plus’ banner. Tesco confined its stores according to the likings of the Korean customers and brought in several of its international best practices into the country.

作为世界上主要的零售商之一，乐购早期的全球化经验并不丰富。然而，后来乐购开始根据全球市场限制其商店和商品。它于1999年进入韩国，与根深蒂固的本土零售商三星成立了一家合资企业。该合资企业帮助乐购深入了解市场，并帮助其获得最佳门店位置。乐购开始在国内打着“Home Plus”的旗号开展业务。乐购根据韩国顾客的喜好限制了门店，并将其一些国际最佳做法引入韩国。

Globalisation of markets and production has a great role in making Tesco plc. Britain’s largest retailer, as a major multinational corporation. 65 % of its operating lie outside the UK with 12 international subsidiaries (ibid). During the progression of expansion Tesco has been able to capture and benefit from the innovation which emerged from international subsidiaries. Due to the interconnection of the markets, Tesco’s organizational structures and operating skills have been continuously transformed as it has learned to operate in and adapt to host economies. The firm has transferred knowledge from the UK around its international operations using intra firm networks of telecommunications and face-to-face best practice transmissions. Innovatory practices emerging within the international subsidiaries have also been captured via bottom up processes of organizational learning.

市场和生产的全球化在乐购公司的发展中发挥了重要作用。英国最大的零售商，作为一家大型跨国公司。其65%的业务位于英国境外，拥有12家国际子公司。在扩张的过程中，乐购能够抓住国际子公司的创新并从中受益。由于市场的相互联系，乐购的组织结构和运营技能不断发生变化，因为它学会了在东道国经济中运营并适应东道国经济。该公司利用公司内部电信网络和面对面的最佳实践传输，从英国转移了有关其国际业务的知识。国际子公司内部出现的创新实践也通过自下而上的组织学习过程获得。

Only thanks to internet, Today, Tesco have been able to include 13 countries in its business empire which give it access to over 3 billion people, which is about 54% of the total world’s population. Because of the advent of technology, the process is so progressive that (Tesco Plc., 2011) claims it would have been the world’s biggest online grocer if they knew it back in the early 1980. That means 13% of all card transactions in the Britain would be on a Tesco credit cards, or there would be more than six millionclub card holders just in South Korea (ibid)

多亏了互联网，如今，乐购能够将13个国家纳入其商业帝国，使其能够接触到超过30亿人口，约占世界总人口的54%。由于技术的出现，这一过程是如此的进步，以至于声称，如果他们早在1980年初就知道的话，它将成为世界上最大的在线杂货商。这意味着英国13%的卡交易将使用乐购信用卡，或者仅在韩国就有600多万俱乐部卡持有者

Tesco has been successful in using the concept of outsourcing and cashing the productivity out of it throughout the past years. The Multi-floor store design and operational services were developed in Tesco’s East Asian subsidiaries. Afterwards, being transferred into Britain in the form of “stores on Stilts” designs which first appeared in Altrincham in 2002 (Aim research, 2014). The Low-build-cost stores technique was first developed in Thailand and then was transferred to Europe and used as a benchmark to assess its Central European developments. Food hall merchandising techniques (emulating East Asian “wet markets”) being transferred to and used to enhance “retail theatre” within its Central European hypermarkets (ibid). International production has been so successful that Tesco has extended its applications management outsourcing contract, in a deal worth of £18 million (CIO, 2007).

在过去的几年里，乐购成功地利用了外包的概念，并从中提高了生产力。多层商店的设计和运营服务是在乐购的东亚子公司开发的。之后，以2002年首次出现在Altrincham的“Stilts商店”设计的形式转移到英国。低建造成本商店技术最初在泰国开发，后来被转移到欧洲，并被用作评估其中欧发展的基准。食品大厅营销技术正在转移到其中欧大卖场内，并用于增强其“零售剧场”。国际生产非常成功，乐购延长了其应用管理外包合同，这笔交易价值1800万英镑。

Philip Clarke in his first speech as the CEO of Tesco Group said “We are in a new era of retailing, creating great opportunities and challenges for every retailer, and putting even more focus on consumer trust” (Tesco plc., 2011). Thus, Tesco have embraced thetechnology,built the team, and fostered talent. And In return the globalised market gave them one of the most successful businesses of our times.

Philip Clarke在担任乐购集团首席执行官的首次演讲中表示：“我们正处于零售业的新时代，为每个零售商创造了巨大的机遇和挑战，并更加关注消费者的信任”（乐购股份有限公司，2011年）。因此，乐购接受了技术，建立了团队，培养了人才。作为回报，全球化的市场使他们成为我们这个时代最成功的企业之一。

Clark proclaimed that by the completion of the year Tesco will double the amount of stores with non-food Click and Gather to 600 (ibid).

克拉克宣布，到今年年底，乐购将把非食品点击聚集商店的数量增加一倍，达到600家。

CONCLUSION 结论

Globalisation affects all three levels of manufacture, but in diverse behaviours. Globalisation make available a market for main industries, but demand can occasionally take importance over sustainability, to the disadvantage of long-standing reasonableness. Minor businesses benefit from globalisation because businesses select zones where the market suits them, but this may lead to redundancy for trained employees who reside in countries with a greater standard of living. Globalisation, joined with technology, is a benefit for tertiary trades when corporations can sell services on the international marketplace without repositioning. They are, however, vulnerable to market variations.

全球化影响到制造业的所有三个层面，但行为各不相同。全球化为主要行业提供了一个市场，但需求有时会比可持续性更重要，这对长期合理性不利。小企业从全球化中受益，因为企业选择了适合自己的市场区域，但这可能会导致居住在生活水平更高国家的受过培训的员工被解雇。当企业可以在国际市场上销售服务而无需重新定位时，全球化与技术相结合对第三产业来说是一种好处。然而，它们很容易受到市场变化的影响。

Anyhow, Because of the interconnected global market, companies can achieve increased revenue opportunity through global sales. They are able to reach a bigger customer base with better success chances. Through globalisation of production, they can also enjoy reduced production costs by producing in low cost countries such as Apple Inc. is producing most of its products in China. With these businesses investing in developing companies, it also increases income for these countries which creates an overall good environment for economic activities.

无论如何，由于全球市场相互关联，公司可以通过全球销售获得更多的收入机会。他们能够接触到更大的客户群，获得更好的成功机会。通过生产全球化，他们还可以通过在低成本国家生产来降低生产成本，比如苹果股份有限公司的大部分产品都在中国生产。随着这些企业对发展中公司的投资，也增加了这些国家的收入，为经济活动创造了总体良好的环境。

Fascinating as it seems, the changed atmosphere causes the traditional norm of running a local businesses to become null and void. Businesses nowadays need to be on a bigger market to gain the competitive advantage above its rival businesses. Global planning might seem fancy and fruitful, but global execution is definitely not an easy task. Extremely talented team is required to sustain a business in such competitive environment. Furthermore, some countries might take global production as exploitation of their workers which can damage a company’s image. Thus, with careful planning and innovation, companies today can be much more successful than they ever was.

REFERENCES 参考文献

HSC Online. (2014). Business studies operations: influences. Charles Sturt University. 

Rugman, A. M. & Hodgetts, R. M. (2000). International business : A strategic management approach. Pearson education Limited: London, UK

Jurgen, O. (2005). Globalization: A Short History. Princeton University Press

Gary, J. Wells, Robert, S., Ray K. (2001). Globalization. New York: Novinka Books

Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (Fourth Ed). Kogan Page Limited: United Kingdom

Hanson, G. H. (2001). The globalization of production. 

Tesco Plc. (2011). Philip Clarke’s keynote address to the British Retail Consortium Symposium.

Aim research. (2014). Globalisation of innovation. Advance institute of management research

CIO (May, 2007). Tesco extends outsourcing. 

Case Study范文在最后总结：尽管看起来很吸引人，但这种变化的氛围导致当地企业的传统经营规范变得无效。如今的企业需要在更大的市场上获得超越竞争对手的竞争优势。全球规划可能看起来很花哨，富有成效，但全球执行绝对不是一项容易的任务。在这样的竞争环境中，需要一支才华横溢的团队来维持业务。此外，一些国家可能会将全球生产视为对工人的剥削，这可能会损害公司的形象。因此，通过精心规划和创新，今天的公司可以比以往更加成功。本站提供各国各专业留学生Case Study范文以及Case Study写作指导服务，如有需要可咨询本平台。