Research Project Part 2

This research project examines the impact of challenges faced by Maserati when integrating new and innovative technologies into their workplace. It analyzes primary and secondary research data, including a questionnaire survey of 50 customers, to understand the benefits and challenges of digital transformation. The project explores themes such as productivity enhancement, brand image, customer base growth, and the importance of skilled workers and training.

Research Project
(Part 2)

Table of Contents
TASK 2............................................................................................................................................1
P3 Conduct primary and secondary research by using appropriate methods and techniques 1
P4 Apply appropriate analytical tools, analyses research finding and data...........................6
TASK 3..........................................................................................................................................21
P5 Communicate research outcomes in an appropriate manner for the intended audience. 21
TASK 4..........................................................................................................................................22
P6 Reflection on the effectiveness of research methods and techniques.............................22
P7 Determine alternative research methodologies for the project........................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................24
.......................................................................................................................................................24

Title: To identify the impact of challenges while integrating new and innovative techniques at
workplace. A case study on Maserati.
TASK 2
P3 Conduct primary and secondary research by using appropriate methods and techniques
Research is one of this important framework for carry out the activities in an effective
manner. Along with this, it also includes data and information which provide direction to
researcher at the time of executing research activities. This will contribute in drawing a valid
conclusion. Thus, it is vital for investigator to gather valid and reliable data and information
which ma help in improving the chances of attaining positive outcomes. In this context, there are
some appropriate activities which is relate with the research to attain effective results are as
follows:
Cost: This aspect is one of the important for research to keeping enough funds ad capital
to carry out the research n effective manner. Insufficient cost will be create negative impact on
the research activities. Mainly the potential cost is not much high because the investigator select
50 respondents who are the main customers of the company.
Time: Proper time is also important for research to execute research activities in
appropriate manner. For this, investigator needs to prepare an effective plan in which they set all
the activities along with time to complete research activities. This will help in attaining valid
outcomes.
Ethical issue: At the time of conducting research activities, investigator face issues that
is cost and time related. Both are directly affect the entire activities of the research. Thus, it is
important for investigator to set activities as per specific time frame. This will help in reducing
the chances of wasting cost and time as well. It help in executing whole research activities in
systematic way.
Data analysis is an effective process of transforming and modelling relevant data and
information. With the help of this researcher easily make valid conclusion. Mainly, it involves
various stages that help in establishing data and determining the main findings of the research
project By this, investigator can easily take right decision towards the research. In addition of
this, data analysis is the primary component of data which is used by the researcher for collecting
information towards the company and its services as well. In this context, research selects 50
1

customers to carry out the research in which investigator ask some question by making
questionnaire in order to evaluate their views and opinion toward the research topic. This will
help in gathering relevant data.
QUESTIONNAIRE
Q1) Are digital technologies important for business organization to enhance productivity
level?
a) Yes
b) No
Q2) What are the main challenges faces by Maserati while implementing new and
innovative technologies?
a) Cost efficiency
b) Durability
c) Assembling
Q3) Is digital technologies are beneficial for Maserati to make positive brand image at
market place?
a) Yes
b) No
Q4) What kind of digital technologies are used by the Maserati within their business
activities?
a) Social media
b) Artificial intelligence
c) Cloud technologies
Q5) What are the benefits of integrating new and innovative techniques at workplace?
a) Increase workplace productivity
b) Beat tough competitors
c) Showcase unique qualities
Q6) How to overcome from the challenges that occur at the time of implementing digital
technologies?
a) Interaction with workers
b) Handling customers
c) Motivation and productivity
2

Q7) What digital tools are helpful in improving performance level of the company at
market place?
a) Online marketing
b) Paid social media
c) E-mail marketing tools
Q8) Does new and innovative techniques are help in increasing customers base?
a) Yes
b) No
Q9) What rating would you like to give Maserati services?
a) Excellent
b) Good
c) Average
Q10) Which kind of social media applications used by Maserati to aware customers
towards its products?
a) Facebook
b) Twitter
c) Instagram
Q11) Is digital technologies increasing profitability level of Maserati?
a) Yes
b) No
Q12) Is integration of new and digital technology requires skills and capable workers?
a) Yes
b) No
Q13) Is training is important for employees to understand how to use innovative
technology?
a) Yes
b) No
Q14) Is integration of innovative technology save time and cost for Maserati?
a) Yes
b) No
Q15) What are the main role of innovative technologies within the business organization?
3

a) Enhance productivity level
b) Increase sales value
c) Make production process smooth
Q16) What are the main recommendation for Maserati to effectively integrating new and
innovative technologies at workplace?
Q1) Are digital technologies important for business organization to enhance productivity
level?
a) Yes 40
b) No 10
Q2) What are the main challenges faces by Maserati while implementing new and
innovative technologies?
a) Cost efficiency 20
b) Durability 20
c) Assembling 10
Q3) Is digital technologies are beneficial for Maserati to make positive brand image at
market place?
a) Yes 40
b) No 10
Q4) What kind of digital technologies are used by the Maserati within their business
activities?
a) Social media 20
b) Artificial intelligence 20
c) Cloud technologies 10
4

Q5) What are the benefits of integrating new and innovative techniques at workplace?
a) Increase workplace productivity 35
b) Beat tough competitors 10
c) Showcase unique qualities 5
Q6) How to overcome from the challenges that occur at the time of implementing digital
technologies?
a) Interaction with workers 20
b) Handling customers 15
c) Motivation and productivity 15
Q7) What digital tools are helpful in improving performance level of the company at
market place?
a) Online marketing 25
b) Paid social media 15
c) E-mail marketing tools 10
Q8) Does new and innovative techniques are help in increasing customers base?
a) Yes 40
b) No 10
Q9) What rating would you like to give Maserati services?
a) Excellent 35
b) Good 10
c) Average 5
5

Q10) Which kind of social media applications used by Maserati to aware customers
towards its products?
a) Facebook 20
b) Twitter 20
c) Instagram 10
Q11) Is digital technologies increasing profitability level of Maserati?
a) Yes 45
b) No 5
Q12) Is integration of new and digital technology requires skills and capable workers?
a) Yes 40
b) No 10
Q13) Is training is important for employees to understand how to use innovative
technology?
a) Yes 30
b) No 20
Q14) Is integration of innovative technology save time and cost for Maserati?
a) Yes 35
b) No 15
Q15) What are the main role of innovative technologies within the business organization?
a) Enhance productivity level 20
b) Increase sales value 15
c) Make production process smooth 15
6

P4 Apply appropriate analytical tools, analyses research finding and data
Theme 1: Digital technologies are important for business organization to enhance their
productivity level.
Q1) Are digital technologies important for business
organization to enhance productivity level?
Frequency
a) Yes 40
b) No 10
Interpretation: From the above mentioned graph, it can be summarized that digital technologies
are play important for in business organization to enhance their performance and productivity
level at market place. In this context, Maserati also integrate new and innovative techniques
within their business activities with the purpose of improving their performance level at market
place. In this, 40 customers are said that digital technologies are important for Maserati to make
their process smooth and appropriate as well. This will help in increasing profitability level of
the company at market place and at the same time also create strong customers base. On the
other side, 10 people are not agree with this statement as they think that digital technologies are
7
40
10
a) Yes
b) No

not much important for the company as it consume time and cost of the company. It will reduce
the productivity level of the company.
Theme 2: Challenges are faced by Maserati while implementing new and innovative
technologies.
Q2) What are the main challenges faces by Maserati while
implementing new and innovative technologies?
Frequency
a) Cost efficiency 20
b) Durability 20
c) Assembling 10
Interpretation: As per above given graph, it can be concluded that number of challenges faced
by the company at the time of implementing new and innovative technologies within their
activities. As it negatively affect the overall performance of the company and at the same time
also reduce the positive brand image. In context of Maserati, they also face issues and
challenges while implementing new technologies. In this, 20 people are said that cost efficiency
is one of the main challenge for company because implementation of new technologies need
8
20
20
10
a) Cost efficiency
b) Durability
c) Assembling

huge capital and which is not possible by the firm. Thus, the result is firm can not able to to
attain competitive advantage from its rivals. On the other side, 20 customers are said that digital
technologies are not much durable for business for long period of time. As sometime Maserati
fail in providing long term efficiency to business activities. This will negatively affect on overall
productivity level of the company. Along with this, 10 respondents are said that assembling is
also challenge for company because new technologies are not meet with traditional production
which reduce the efficiency level of the production process.
Theme 3: Digital technologies are beneficial for Maserati to make positive brand image at
market place.
Q3) Is digital technologies are beneficial for Maserati to make
positive brand image at market place?
Frequency
a) Yes 40
b) No 10
Interpretation: From the above mentioned graph, it can be summarized that digital technologies
are beneficial for Maserati to build positive brand image at market place by producing quality
products and services as per customers needs and wants. This will enhance positive brand image
9
40
10
a) Yes
b) No

of the company and at the same time also make strong customers base. In this context, 40
respondents are said that implementation of digital technologies are more appropriate for
business organization to make their entire process smooth and effective as well. With the help of
this company can manufacture best and good products to its customers by fulfilling their needs.
It aid in increasing profitability level of the firm at market place. On the other side, 10 customers
are not agree with this statement as some time new technologies are create issues at production
process like consume more time and many more.
Theme 4: Different digital technologies are used by Maserati within their business
activities.
Q4) What kind of digital technologies are used by the Maserati
within their business activities?
Frequency
a) Social media 20
b) Artificial intelligence 20
c) Cloud technologies 10
Interpretation: As per above given graph, it can be summarized that there are various digital
technologies are used by Maserati within their working activities as it help in reducing the
chances of any kind of issues and complexity. With the help of this, company can easily improve
their business activities. In this context, 20 people are said that social media is one of the
10
20
20
10
a) Social media
b) Artificial intelligence
c) Cloud technologies

effective technology through which company can easily connect with large number of customers
and provide them information about company products and services. 20 respondents are said that
artificial intelligence is important for Maserati as these will help company in fixing different
parts of engine in a systematic manner which are not possible for humans to do. 10 customers are
said that cloud technology is also used by the Maserati to store and share relevant information in
appropriate way. As it help in improving overall performance of the company.
Theme 5: Range of benefits are there of integrating new and innovative techniques at
workplace.
Q5)What are the benefits of integrating new and innovative
techniques at workplace?
Frequency
a) Increase workplace productivity 35
b) Beat tough competitors 10
c) Showcase unique qualities 5
Interpretation: From the above mentioned graph, it can be concluded that implementation of
new and innovative technologies at workplace through which company can easily improve their
overall performance level at market place. In this context, 35 respondents are said that
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35
10
5
a) Increase workplace
productivity
b) Beat tough competitors
c) Showcase unique qualities

integrating new and innovative technologies are help in increasing workplace productivity level
of the Maserati through which workers can easily implement the business activities. Along with
this, 10 people are said that new technology help business organization to compete its
competitors by enhancing their productivity level. 5 people are also give their views that new
and innovative techniques help in producing new and quality services which help in inviting
larger number of customers. All these will contribute in establishing positive brand image of the
company at market place.
Theme 6: Interaction with workers helps in overcoming from the challenges that occur at
the time of implementing digital technologies.
Q6) How to overcome from the challenges that occur at the
time of implementing digital technologies?
Frequency
a) Interaction with workers 20
b) Handling customers 15
c) Motivation and productivity 15
12
20
15
15
a) Interaction with workers
b) Handling customers
c) Motivation and productivity

Interpretation: As per above given graph, it can be evaluated that it is very important for the
business organization to overcome from challenges that arise at the time of implementing digital
technologies at workplace. Under this, 20 respondents are said that interaction with workers is an
effective way through which Maserati easily improve their performance level and also overcome
from challenges while integrating digital technologies. 15 respondents are said that effectively
handling customers is also effective in which firm evaluate the customers needs and wants. This
will help in improving the performance level of the company at market place. 15 people are give
their views and opinion that motivation is also an effective way to improve workers
performance. For this, firm provide training and development program to workers with the
purpose of enhance their skills and knowledge. With the help of this employees can easily
perform their task in effective manner.
Theme 7: Digital tools are helpful in improving performance level of the company at
market place.
Q7) What digital tools are helpful in improving performance
level of the company at market place?
Frequency
a) Online marketing 25
b) Paid social media 15
c) E-mail marketing tools 10
13
25
15
10
a) Online marketing
b) Paid social media
c) E-mail marketing tools

Interpretation: From the above mentioned graph, it can be concluded that digital tools are more
important for the Maserati as it help in improving the overall performance of the company at
market place. As by using digital tools company can easily connect with their customers and
provide them information of company products and services. In context of this, 25 people are
said that online marketing is one of the important tool to invite larger number of customers
which directly contribute in improving positive brand image of the company at market place. 15
people are said that paid social media is also beneficial tool for Maserati to make strong
customer base within the organization. In addition of this, 10 respondents also give their views
and opinion that E-mail marketing is also important tool which help business organization to
send mails to customers for delivering appropriate services as per their needs.
Theme 8: New and innovative techniques help is increasing customers base.
Q8) Does new and innovative techniques are help in
increasing customers base?
Frequency
a) Yes 40
b) No 10
Interpretation: From the above mentioned graph, it can be concluded that new and innovative
technologies are play vital role in inviting large number of customers towards the company
products and services. As it contribute in improving positive brand image at market place and at
14
40
10
a) Yes
b) No

the same time also capture larger marker share form its rivals. In this context, 40 people are
agree with this statement as they said that innovative technologies are helpful in interacting with
target customers through which they easily influence them to buy company products and
services. On the other side, 10 respondents are not agree with this statement as they said that
some time Maserati fail in making strong customers base because implementation technologies
take much time and cost as well.
Theme 9: Excellent ratings for the services offered by Maserati services.
Q9) What rating would you like to give Maserati services? Frequency
a) Excellent 35
b) Good 10
c) Average 5
Interpretation: From the above mentioned graph, it can be concluded that Maserati is famous
company as they offer luxury vehicle to its customers as per heir requirements. In this 35
customers are said the company provide excellent services to them and effectively satisfy their
needs and wants. They all the highly satisfy with company services and give them excellent
rates. In addition of this, 10 people are said that Maserati provide good services to its customers.
Through which they feel satisfied. Along with this, 5 people are give average rates to Maserati
15
35
10
5
a) Excellent
b) Good
c) Average

company because they offer high rates to its customers. Thus middle class people are not willing
to pay high rates to company.
Theme 10: Different Social media applications are used by Maserati to make customers
aware towards its products.
Q10) Which kind of social media applications used by
Maserati to aware customers towards its products?
Frequency
a) Facebook 20
b) Twitter 20
c) Instagram 10
Interpretation: As per given graph, it can be summarized that various social media applications
are used by the Maserati to increase customers awareness towards company products and
services. With the help of this company can retain their loyal customers for longer period of time
which will contribute in enhancing positive brand image at market place. In this context, 20
respondents are said that Facebook is one of the popular application through which company can
easily connect with large number of customers and provide them information about its products
and services. This will help in capturing customers attention towards its services. Along with
this, 20 people are said that Twitter is also famous application through which company promote
16
20
20
10
a) Facebook
b) Twitter
c) Instagram

their products at market place with the purpose of inviting large number of customers. 10 people
are said that Instagram is also beneficial for the company to create awareness of the customers
towards its products and services. Through which they easily improve their performance and
established competitive brand image at market place as compare to its rivals.
Theme 11: Digital technologies increase profitability level of Maserati.
Q11) Is digital technologies increasing profitability level of
Maserati?
Frequency
a) Yes 45
b) No 5
Interpretation: From the above mentioned graph, it can be evaluated that digital technologies
are play important role in enhancing as well as increasing profitability level of the company
because it help in influencing customers to buy company products and services and at the same
time also make entire process of the company smooth. With the help of this Maserati easily
increase their sales and profitability level at market place. In this context, 45 customers are agree
with this statement as they said that by implementing digital technologies Maserati easily
enhance their productivity by producing quality products to its customers and satisfy customers
17
45
5
a) Yes
b) No

needs and wants. By this they easily capture larger market share form its rivals. On the other
side, 5 people are not agree with this statement as they are said that implementing digital
technologies take time and cost as well. Thus it reduce its revenue as it directly affect its
profitability level in negative way.
Theme 12: Integration of new and digital technology requires skills and capable workers.
Q12) Is integration of new and digital technology requires
skills and capable workers?
Frequency
a) Yes 40
b) No 10
Interpretation: From the above mentioned graph, it can be concluded that integration of new
and digital technology requires skills and capable workers because with capable workers
company can not able to effectively implement the digital technologies within their business
activities. This will negatively affect on the overall performance of the company. This, it is more
important for the Maserati to include skilled and experience workers as they know how to
implement the digital technologies in business activities. This will help in improving the
performance level of the company. In this context, 40 people are said that company have to
18
40
10
a) Yes
b) No

includes experience people at the time of implementing new and innovative technologies as it
will provide positive results to the firm. This will contribute in reducing the chances of arising
any kind of issues and obstacles while integrating new techniques. On the other side, 10 people
are not agree with this theme as they are said that skilled able workers are not required for using
digital technologies because it take time and cost as well.
Theme 13: Training is important for employees to understand how to use innovative
technology.
Q13) Is training is important for employees to understand
how to use innovative technology?
Frequency
a) Yes 30
b) No 20
Interpretation: As per above mentioned graph, it can be evaluated that training is important for
workers to enhance their skills and knowledge about implementation of digital technologies
within the organization. Without proper guidance workers are not able to use new techniques. In
this context, 30 respondents are said that training is core activity for employees of Maserati to
effectively use new techniques. As it help in enhancing workers skills and knowledge in which
they easily perform their activities and attain set target in systematic manner. In absence of new
19
30
20
a) Yes
b) No

technologies company fails in improving their performance level at market place. In addition of
this 20 respondents are said that it is not important to provide training to workers because some
time implementation of digital technology not required as workers are know that how to use
technologies. Along with this conducting training programs required huge finance which is not
affordable by the company.
Theme 14: Integration of innovative technology save time and cost of Maserati.
Q14) Is integration of innovative technology save time and
cost of Maserati?
Frequency
a) Yes 35
b) No 15
Interpretation: From the above mentioned graph, it can be concluded that integration of
innovative technology save time and cost of Maserati. With the help of this company may
enhance their profitability level at market place. In this context, 35 respondents are said that
integration of digital technology provide opportunities to company in which firm can easily save
time and cost because it help in reducing the any kin d of conflicts and risk as well. On the other
side, 15 customers are not agree with this statement as they said that new and innovative
technologies required too much time and cost as well to implement it effectively.
Theme 15: Role of innovative technologies within the business organization.
20
35
15
a) Yes
b) No

Q3) What are the main role of innovative technologies within
the business organization?
Frequency
a) Enhance productivity level 20
b) Increase sales value 15
c) Make production process smooth 15
Interpretation: As per above given graph, it can be concluded that new and innovative
technology play important role in business organization because it help in increasing productivity
level of the company at market place. In this 20 respondents are also agree with this statement as
they put their views that innovative technologies are help in enhancing its productivity level by
inviting number of customers towards its products and services. 15 respondents are said that it
increase sales value of the Maserati. Along with this, 15 people are said that digital technologies
help in making production process smooth and appropriate as well.
TASK 3
P5 Communicate research outcomes in an appropriate manner for the intended audience
As per current scenario, new and innovative technologies are beneficial for business
organization which help in increasing productivity level of the company at market place. For
attaining the same company needs to evaluate the challenges at the time of implementing
technologies and tries to reduce it in effective manner. With the help of this Maserati easily
21
20
15
15
a) Enhance productivity level
b) Increase sales value
c) Make production process
smooth

improve their business activities and at the same time also make their process appropriate. In
addition of this, marketing manager should to conduct appropriate research in order to evaluate
the response of the workers and customers as well towards the new and innovative technologies.
By this firm improve their overall performance of the company and also capture larger market
share form its rivals. In addition of this, enhancing brand image, company needs to implement
innovative technologies for making their process appropriate and valuable as well. It directly
contribute in enhancing productivity level of the company at market place.
TASK 4
P6 Reflection on the effectiveness of research methods and techniques
Activities of research consider as an important aspect for researcher to draw a valid
conclusion. It also includes various methodologies and approaches through which investigator
can easily gather relevant data and information in systematic manner. Along with this, collection
of data is main key element in which investigator collect data and information towards research
aims and objectives. Mainly, researcher use primary and secondary methods for carry out
research activities. Both methods are appropriate which help in gathering relevant data. With the
help of this, investigator can easily draw a valid conclusion. For this research investigator use
secondary source which is appropriate for conducting literature review. By this researcher easily
gather relevant data and information by understanding different authors views and opinion. Apart
from this, by using primary data, researcher conduct survey and prepare questionnaire to gather
relevant information. With the help of this research easily attain positive outcomes.
P7 Determine alternative research methodologies for the project
There are various alternative methods through which research easily conduct an effective
research. By this, investigator easily attain valid results and make an appropriate research.
Mainly, researcher have prepare questionnaire for gathering data and information from various
respondents with the purpose of drawing a valid conclusion. Along with this, interview is a best
alternative methodologies for carry out the research. In this researcher ask various questions
from respondents to get appropriate answer which help in attaining valid and appropriate
outcomes in effective manner. It directly contribute in drawing a valid conclusion which makes
research project appropriate.
22

CONCLUSION
From the above mentioned research it can be concluded that digital technologies are play
important role in improving overall performance of the company. By using new and innovative
technology company can easily invite large number of customers and at the same time create
strong base of customers. This will contribute in establishing positive brand image of the firm at
market place as compare to its rivals. As concept of digital technology provide number of
opportunities through which Maserati can capture larger market share form its rivals. Along
with this, challenges are also occur at the time of implementing new and innovative technologies
within the business activities. One of the main issues of this is that cost efficiency as
implementation of innovative technology required much money which negatively affect the
overall performance of the company at market place. In addition of this, training is also a
important requirement for workers as Maserati have to conduct effective training programs to
enhance workers skills and knowledge towards the use of digital technology. This will increase
the chances of attaining positive outcomes. All these are help in improving overall performance
level of Maserati at market place. With the help of this, Maserati can easily established
competitive advantage from its competitors.
23

REFERENCES
Books and journals
Chesbrough, H., Vanhaverbeke, W. and West, J. eds., 2014. New frontiers in open innovation.
Oup Oxford.
Ford, J. K. ed., 2014. Improving training effectiveness in work organizations. Psychology Press.
Frow, P. and et.al., 2015. Managing co‐creation design: A strategic approach to
innovation. British Journal of Management. 26(3). pp.463-483.
He, Y. and et. al., 2014. The impact of supplier integration on customer integration and new
product performance: the mediating role of manufacturing flexibility under trust
theory. International Journal of Production Economics. 147. pp.260-270.
Klewitz, J. and Hansen, E. G., 2014. Sustainability-oriented innovation of SMEs: a systematic
review. Journal of Cleaner Production. 65. pp.57-75.
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