Digital Technology Impact on Business Growth

This research project analyzes the impact of digital technology, particularly E-Commerce, on business growth, using Kingfisher Plc as a case study. It explores the necessities and requirements of implementing digital tools, the advantages of E-Commerce in developing innovative goods and services, and the various sources adopted by Kingfisher Plc for business growth. The project utilizes a questionnaire-based methodology to gather data and analyze the findings, providing insights into the benefits of digitalization for businesses.

Research Project

Table of Contents
PART 1-Research proposal .............................................................................................................1
TITLE: ............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
LITERATURE REVIEW ...............................................................................................................3
METHODOLOGY .........................................................................................................................5
TIMELINE ......................................................................................................................................6
.........................................................................................................................................................7
PART 2- Research project ..............................................................................................................8
EXECUTIVE SUMMARY.............................................................................................................8
.........................................................................................................................................................8
INTRODUCTION ..........................................................................................................................9
RESEARCH METHODOLOGY.....................................................................................................9
RESULTS AND FINDINGS ........................................................................................................10
CONCLUSION .............................................................................................................................19
REFLECTION...............................................................................................................................19
RECOMMENDATION.................................................................................................................20
APPENDIX ...................................................................................................................................21
REFERENCES..............................................................................................................................23

PART 1-Research proposal
TITLE:
'To analyse the advantages of digital technology, especially E-Commerces, on Business
growth . A case study on Kingfisher Plc.
INTRODUCTION
Overview of the Research
Digital technologies are electronic systems, resources, devices and tools that store,
generate and process information. These tools and technologies includes productivity
application, online games, multimedia, cloud computing, social media, E-Commerce, mobile
devices and interoperable system (E-Commerce, 2018). All these impacts upon the business
growth and development. Beside this, E-Commerce will be the main and effective tool which
highly effects on success and activities of organisation because such tool assist the organisation
to attract large number of customers (Anitha, 2014). E-Commerce will be effective activity of
purchasing or selling of goods and services over the internet. This tool draws on technologies
such as electronic funds transfer, mobile commerce, supply chain management, online
transaction processing, Internet marketing, electronic data interchange (EDI), automated data
collection systems and inventory management systems. Mostly enterprises are interested on
implementing digitalisation in regards to producing featured and unique products at market
which assist in satisfying the wants of customers effectively. Researcher have selected
Kingfisher Plc for this specific research project which is a British multinational retailing industry
located in London, United Kingdom. In order to promote and sell their products at marketplace,
company will be use E-commerce technique because it support them to easily introduce feature
and quality of goods to the customer easily.
Background of the Project
In today's era, the main purpose and motive of each and every organisation tries to
accomplish higher success and development through fulfilling the desire of customers.
Kingfisher Plc is a British Multinational retailing firm headquartered in UK. It was founded in
1982 by Andy Cosslett, Verinique Laury. In the company approximately 74,000 employees that
are work as well as having main purpose to implementing E-Commerce in their business
operation and activities (Appelbaum, 2013). Thus, with the use of this tool company easily
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advertise their products including home appliances, hardware, home furnishings and garden
supplies & plants. Thus, digitalisation in the company will more effective for its future growth
and success as well as also benefit to gain competitive edge within predetermined period of time.
In simple word, digital technologies and tools give an accurate guidance to the enterprise to
achieve significant growth and progress which develop a better value in reaching at competitive
and strong position (Baird, Jia Hu and Reeve, 2011). As a multinational company Kingfisher Plc
is emphasised on implementing E-Commerce in order to attaining their targeted objectives
within predetermined time period.
Research Aim:
It is a planned statement which determine the entire motive and vision of research project
and also give a way to reaching at better and final outcomes. The main aim of this research
project will be “To analyse the advantages of digital technology, especially E-Commerces, on
Business success and activities of an organisation. A case study on Kingfisher Plc.”
Research Objectives:
This is also an essential part of study which is based on research aim. There are some
objectives of research which are shown as under:
 To find out the necessities and requirement of implementing digital tools on business
activities of Kingfisher Plc.
 To Identify the effect of applying digital technologies on increasing the profitability of
company.
 To determine the different sources which are adopted by Kingfisher Plc in order to
achieve growth. To ascertain the advantages of E-Commerce on business growth.
Research Questions:
This part of the research is mainly based on the research objectives which will prepare by
the researcher (Bushra, Ahmad and Naveed, 2011). Beside this some research question which is
determined as below:
 What is the necessities and requirement of implementing digital tools on business
activities of Kingfisher Plc.
 What are the advantages of E-Commerce on developing innovative goods and services at
market place.
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 What are the different sources which are adopted by Kingfisher Plc in respect to grow
their business operations and activities at large scale. What are the advantages of E-Commerce on business growth.
Rational of research:
The main purpose of chosen this topic is to identify main advantages of applying E-
commerce in business operation and activities (Epstein and Buhovac, 2014). Another motive
behind selecting this topic is to analysis various benefits for promoting new products and
services at marketplace. Beside this, to evaluate different sources which are adopted by
Kingfisher Plc in regards to grow their operations and activities at large scale.
LITERATURE REVIEW
This will known as one of the essential part of research study. It will be effective in
gathering accurate amount of the information and data through secondary approach by evaluating
the views of writers and authors. This will supports in conducting detail and in-depth
investigation as to developing entire activities of this in an effective manner. This part give a
accurate theoretical framework which will assist in collecting information through secondary
method. This approach includes books, online sites, journals, etc., all these are help the
researcher to gather accurate data about the research topic.
The necessities and requirement of implementing digital tools on business activities of
Kingfisher Plc.
As per the point of view of Kallunki, Laitinen and Silvola, (2011)digital technology will
more essential and beneficial for company in growth and development. In modern era, most of
the business are concern on increasing their sales and profit through using effective technologies
and tools. In today's environment, competitions is more high so company will require
digitalisation in their operations because with the use of this they improve their productivity and
performance. Kingfisher Plc is a British multinational retail industry which has various number
of customers who are emphasised on taking advantages of offered services and products of
business. It is important for Kingfisher Plc to implement E-commerce in regards to offering
variety of services and products to their potentials and target clients. Effective and accurate
implementation of digital tool are beneficial in completion of business function and operation
systematically. The main necessity and requirement of digitalisation in workplace will be
maximise sales and attract large number of customers easily.
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The advantages of E-Commerce on developing innovative goods and services at market place.
According to the López-Nicolás, (2011) E-commerce is one of the effective and essential
tool for the company to promote their services and goods at marketplace. With the help of this
technique company easily develop its unique services and products at marketplace which will
benefit to the them to gain competitive advantages easily. There are certain advantages of E-
Commerce tool on developing new products are determined as under:
Maximise customer base: As per the point of view of and Meroño-Cerdán, (2018) E-
commerce technology will support the organisation to increase customer base. For achievement
of this, business will be give accurate all information about its products and services to the
customers. So that they are already aware aware regarding goods of the company and maintain
their long lasting relationship with them.
Help in analysing market trends: E-commerce also help the business entity to find out
recent trends of the market which support the organisation to maximise their sales. It will also
benefit the company to gain competitive advantages within predetermined period of time.
The different sources which are adopted by Kingfisher Plc in respect to grow their business
operations and activities at large scale.
There are various sources which are followed by the Kingfisher Plc in its business
operations and activities. Some are determined as below:
Adoption of advanced technology: It is identify one of the best source which is highly
used by company as to increasing its productivity and performance level. As a retail industry
Kingfisher Plc is emphasised on adopting effective technique's as to enhancing communication
channel to achieving better outcomes.
Innovate an unique good: It is another essential and important which will assist the
company to maximise their sales and revenue. According to the Hung, (2011) preference and
choice of audience are changed as per the dynamic market so it will be the role of organisation to
produce unique goods as to fulfilling the desire of customers.
The the advantages of E-Commerce on business growth.
In the business era the main purpose of organisation is to accomplishing higher growth
and development at market place via gaining more attention of audience towards the enterprise.
The digital tool has a maximum effect on the success of company at marketplace. The execution
of technologies are essential in achieving higher profitability and sales. Proper execution assist in
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providing unique and highly features goods in order to raising the performance and revenue of
firm . Maximum amount of sales reason maximum profit at market place. As Kingfisher Plc
innovate their home appliances product at marketplace, in this they require digital tool which
help the business to maximise their profitability.
METHODOLOGY
This can be depict as the foremost element of research because it help the business in
implementing their operations and activities systematically. Research methodology is based on
different number of applications in which few are determined as under:
Research technique's: It is Important and essential component of the research which will
includes different aspect such as interview, surveys, case study, modelling, questionnaire, focus
group, desk research, observation etc. All these are help the researcher to collect accurate amount
of the information (Goetsch and Davis, 2014). In this current research project, questionnaire
will be prepared because it assist the researcher to easily identify customer observation about
digital technology. Another alternative method which will be used by the investigator such as
interview which help them to evaluate longer answer to open-ended question which will more
challenging them evaluating purely quantitative information.
Data collection: It is another effective part which will be useful for the researcher to
collect proper amount of information about the research topic. There are basically two methods
of data collection such as primary and secondary source. In case of primary information,
researcher will be made questionnaire which will benefit in gaining the appropriate and actual
data from the respondents. In case of of secondary source, investigator will require books,
journals and many other aspects that help them to collect information about E-Commerce which
is needed to be execute by the Kingfisher Plc. Beside this, current research is based on primary
source because it will support the investigator to collect information through questionnaire.
Research design: It is also identify as an effective and indicating sources which is used
by the researcher to complete entire activities and functions of research appropriately (Gunday
and et. al., 2011). It is a set of process which is followed by the investigator in collecting
accurate amount of information. This section of the research is divided into certain parts
including descriptive, exploratory and experimental. In this topic descriptive design must be used
because it help the organisation to attract large number of customers easily.
5

Data sampling: This part of the research divided into two sections such as probabilistic
and non-probabilistic. In this research project probabilistic sampling consists as a simple random
approach in which same kind of probabilistic is provided to every observation. In case of non-
probabilistic sampling that covers convenience and purposive tool that assist the investigator to
get proper information from the respondents (Hung and et. al., 2011). In this research project
selected sample size will be 30 respondents.
TIMELINE
6

7

PART 2- Research project
EXECUTIVE SUMMARY
Digital technology is an essential and useful element for the all organisation to maximise
customer response as well as gain competitive advantages easily (E-Commerce, 2017). There are
different aspects which are the main part of the digitalisation such as Social media, E-
commerce, Internet websites and many other. All these are useful and essential but Kingfisher
Plc was followed E-Commerce technique because with the apply of this, they can easily attract
different number of customers and achieved competitive advantages easily. For accomplishment
of long term growth and objectives, company conduct a research program in which they need
some approaches such as primary and secondary data source, data sampling, design and so on.
All these tools were supported to the business to get accurate amount of information about
impact of digitalisation in business activities.
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INTRODUCTION
E-Commerce is the selling, buying and marketing of services or goods over the internet.
It was more useful and beneficial part of the digitalisation which is used by almost entire
organisation. Main purpose of the company for applying this technique is to maximised its sales
and revenues within predetermined period of time (Hung and et. al., 2011). In this assignment
chosen organisation is Kingfisher plc, it is a retail industry which deals in different grocery and
retail products. Company wants to expanded their business operations and activities at large level
in which they need to applied E-commerce for achievement of better outcomes. Beside this,
business entity conducted a research in which different tools and concepts are required such as
primary and secondary research, qualitative and quantitative etc. all these are the part of research
methodology. Along with this, data analysis and discussion about the research also followed
which assist the investigator to identify opinion of the selected respondents about the topic.
RESEARCH METHODOLOGY
Research was essential and useful for the all business to analysis needs and opinion of
customers about research topic. In this investigator mainly applied primary and secondary source
because these help the researcher to collect accurate amount of information appropriately. In case
of primary research, it is designed in order to meet specific and unique needs of customers. This
information includes focus groups, interviews, questionnaire, survey and observation. On the
other hand, secondary data, it is identified as an interpretation and analysis of primary
investigation. In order to collect information through secondary source, investigator need some
magazines, books, online sites etc. Both are useful and essential but in this present research,
Questionnaire is applied which is a part of primary source of the data collection (Kallunki,
Laitinen and Silvola, 2011). It is important and beneficial because trough this researcher easily
gather accurate information from the selected respondents. It is necessary for Kingfisher Plc to
have a essential understanding in respect to the technique's and implementation which are
suitable in organising a research study in effective way in which few are connected as below:
Cost: It is identify as a core element of each and every enterprise whether it is small as
well as large. It is important for the investigator to keep flow of capital and funds in respect to
organising entire activities of study. The actual cost of this research program was not maximum
as in this observation was finished among 30 respondents who are applying E-commerce.
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Ethical Issue: In during the investigation, researcher face a lot of issues which has direct
effect on the completion of whole activities of research project. Beside this, time and cost were
identified as a main problem which influence on business performance during conducting
research. In order to overcome such issue researcher use digitalisation which help the company
to save their time and cost (López-Nicolás and Meroño-Cerdán, 2011).
RESULTS AND FINDINGS
Q1) Does the application of E-Commerce are beneficial for growth of business? Frequency
Yes 20
No 10
Q2) Which department of Kingfisher Plc is more benefited from the apply of E-
commerce?
Frequency
Finance Department 10
10
Yes No
0
5
10
15
20
25
20
10 Column B

Marketing and sales Department 15
Operation Department 5
Q3) What kind of sources are adopted by Kingfisher Plc to grow their business
operations large scale.
Frequency
Adoption of advanced technology 15
Innovate an unique good 15
11
Finance Department
Marketing and sales Department
Operation Department
0
2
4
6
8
10
12
14
16
10
15
5
Column B

Q4) What are the most advantages of E-Commerce on developing innovative
goods and services at market place.
Frequency
Maximise customer base 18
Help in analysing market trends 12
12
Adoption of advanced technology Innovate an unique good
0
2
4
6
8
10
12
14
16 15 15
Column B

Q5) What are the benefits of applying E-commerce for customers? Frequency
Easy connectivity 8
Time saving 10
Cost saving 5
24 Hours Services 7
13
Maximise customer base Help in analysing market trends
0
2
4
6
8
10
12
14
16
18
20
18
12

Q6) What are the major necessities of using E-commerce within the working
atmospheres of Kingfisher Plc?
Frequency
Enhancing productivity 10
Overall cost Reduction 10
Increasing market share 5
Gaining Customers attraction 5
14
Easy connectivity Time saving Cost saving 24 Hours Services
0
2
4
6
8
10
12
8
10
5
7
Column B

Q7) How E-Commerce has enable Kingfisher Plc to develop its global image? Frequency
Reaching to customers 10
Capture Global Market 8
Detailed Description 8
Easy Availability 4
15
Enhancing productivity
Overall cost Reduction
Increasing market share
Gaining Customers attraction
0
2
4
6
8
10
12
10 10
5 5 Column B

Q8) What are the foremost aspects which impact the development of E-
Commerce?
Frequency
Technology 12
Target Market 5
Channel 8
Networking 5
16
Reaching to customers
Capture Global Market
Detailed Description
Easy Availability
0
2
4
6
8
10
12
10
8 8
4
Column B

Q9) What are the major Impact of digital technologies within the modern era? Frequency
Developing skills 13
Easy connectivity 12
Proper flow of Information 5
17
Technology Target Market Channel Networking
0
2
4
6
8
10
12
14
12
5
8
5
Column B

DISCUSSION
Data analysis can be identify as an effective aspect which plays an essential role in
evaluating information systematically (Parast, 2011). Beside this, researcher used Thematic
analysis which is useful and appropriate for the researcher to analysis response of the respondent.
Theme 1: Application of E-Commerce to the company
Interpretation: As per this graph that determined the benefits of E-Commerce to the
company. In this 20 out of 30 respondents are agree with this statement and rest of the population
are disagree with the same.
Theme 2: Department effected due to E-commerce
Interpretation: As per the above given report it has been determined that requirement of
e-commerce for the different departments who are working in the Kingfisher Plc. Beside this 10
out of 30 respondents are agree about it is benefited for the finance department, 15 are agree
regarding it is useful for the marketing and renaming are satisfied about it largely support the
operational department.
Theme 3: Different kind of sources
Interpretation: According to the above given report it has been concluded that adoption
of sources for the development and growth of company. In this 15 respondents are agree about
18
Developing skills Easy connectivity Proper flow of Information
0
2
4
6
8
10
12
14 13
12
5
Column B

adoption of advanced technology and remaining are agree favour by introducing new products in
marketplace.
Theme 4: Advantages of E-Commerce
Interpretation: From the above given report it has been determined that importance of e-
commerce on developing unique services and goods at marketplace. In this 18 out of 30
respondents are agree regarding as it support the organisation to maximise customer response
and rest of the population are favour it assist business to analysis market trends.
Theme 5: Benefits of E-Commerce to the customers
Interpretation: As per the above mentioned data it has been identified the benefits of E-
Commerce for customers. Beside this 8 respondents are agree as it easily connect with the
company, 10 are favour it is time saving tool, 5 are agree as it save business cost and remaining
are agree as it give 24 hours services to the customers.
Theme 6: Main necessities on E-Commerce
Interpretation: According to the above given graph it has been concluded that
requirement of E-Commerce in business operations of Kingfisher Plc. 10 out of 30 respondent
are agree that it enhance productivity other 10 are favour it assist in reduction of cost and 5 are
agree it help in increasing market share and remaining are say it support in attraction of large
customers.
Theme 7: E-Commerce support the business to develop their global image
Interpretation: According to the above mentioned graph it has been determined that E-
Commerce is more effective tool for the company to improve their global image. In this 10
respondent are agree that it help in reaching to the customers, 8 are agree it support to capture
global market, other 8 are said it assist in giving detailed description and remaining are favour as
it support to easily do business activities.
Theme 8: Impact of implementation of e-commerce
Interpretation: As per above discussed information it has been concluded that there are
different factors which which are highly impacted on development of E-Commerce. Beside this,
12 respondents are agree as technology is more impacted, 5 are say as target market impacted, 8
are agree as channel are influences and rest of the population are favour that networking is highly
impacted on the development of E-Commerce.
Theme 9: Impact of digital technology
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Interpretation: According to the above given information it has been concluded that
impact of digital technology. In this 13 are agree it effect on skill development, 12 are favour it
impact in connectivity and rest of the population are say it influenced power flow of information.
The necessities and requirement of implementing digital tools on business activities of
Kingfisher Plc.
E-commerce is one of the main and essential part of digitalisation which is applied by the
Kingfisher Plc with motive to maximise their sales (Rasula, Vuksic and Stemberger, 2012). In
different level digital is required by the retail industry such as Enhancing productivity, Overall
cost Reduction, Increasing market share and Gaining Customers attraction. All these are
important part for the development and growth of the organisation. Beside this point of view of
the respondents is more in case of increasing productivity level.
The advantages of E-Commerce on developing innovative goods and services at market place.
E-Commerce is most effective and beneficial tool for the company because with the use
of this they can easily accomplish their long term goals and objectives. It is also beneficial for
the organisation to introduce their innovative goods and services at marketplace. Another
benefits of this to the business is it help in analysing market trends and Maximise customer base.
In this opinion of the customers are equal which identify the E-Commerce is most effective and
essential tool for the Kingfisher Plc.
The different sources which are adopted by Kingfisher Plc in respect to grow their business
operations and activities at large scale.
There are two important source which is adopted by retail industry such as Adoption of
advanced technology and Innovate an unique good (Talib, Rahman and Qureshi, 2011). Both are
essential and significant for the organisation to achieve competitive benefits and maintain their
strong position at large level. In this opinion of the selected population are equal because this
tool will assist the company to develop their strong image at marketplace.
The the advantages of E-Commerce on business growth
E-Commerce provide different advantages and benefits to the company for its future
development and growth. This tool help the organisation to save their time and cost easily as
well as support them to maximise their sales and revenues in limited time period. In this point of
view and opinion of respondents about business growth and success through application of
digitalisation are high.
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CONCLUSION
From the above mentioned report it has been concluded that digital technology is useful
and beneficial technique for the company to save their time and cost. It was also important for
the organisation to attract large number of customers in easy way. For identification of
customer's basic needs and opinion about E-commerce tool, company conduct a research project
by using different elements such as primary research, qualitative research, sample random
methods and many other. All these are appropriate for the firm to collect accurate amount of
information from selected respondents.
REFLECTION
Research is identify to be an essential element, in which methodology plays important
role in executing the activities of investigation effectively. There are two main method of data
collection such as primary and secondary, both are useful for the researcher to gather proper data
about the research topic. Under primary research, investigator will be made a questionnaire
which assist them to collect proper data from the selected respondents (Talib, Rahman and
Qureshi, 2011). Under secondary source, researcher conduct literature review in which they
determined the opinion of different authors and publisher. Beside primary information is
collected through organising survey by preparing an accurate questionnaire as this is essential
tool to collect relevant data for the investigation.
Alternative research methods
There are different alternate approaches which also can be applied for the motive of
organising investigation systematically. For implementing this research program, I have taken
the questionnaire approach for the motive of acquiring a viewpoint of each persons. There are
secondary approach which are also accessible, these covers Interviews in which the investigator
will have to organise round of question answer from selected respondents by themself and not
via a questionnaire. Therefore it can be defined that the alternate or secondary that I can apply
for the motive of investigation is a round of interview with the communicator. Which will be
decent to acquiring the essential outcome.
RECOMMENDATION
From the above mentioned study it has been recommended that E-Commerce in activities
and operation of company will be more effective and essential for its development at large scale.
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For accomplishment of competitive advantages and better position at international marketplace,
Kingfisher Plc should apply another tool of digital technology including system software, social
media, internet, mobile application etc. Another recommendation to the retail industry will be
provide quality products and services to the customer at reasonable price. All these
recommendation are benefited to the enterprise to maximise customer base and achieve their
long term goals and objectives within predetermined period of time.
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APPENDIX
Questionnaire
Q1) Does the application of E-Commerce are beneficial for growth of business? Frequency
Yes 20
No 10
Q2) Which department of Kingfisher Plc is more benefited from the apply of E-
commerce?
Frequency
Finance Department 10
Marketing and sales Department 15
Operation Department 5
Q3) What kind of sources are adopted by Kingfisher Plc to grow their business
operations large scale.
Frequency
Adoption of advanced technology 15
Innovate an unique good 15
Q4) What are the most advantages of E-Commerce on developing innovative
goods and services at market place.
Frequency
Maximise customer base 18
Help in analysing market trends 12
Q5) What are the benefits of applying E-commerce for customers? Frequency
Easy connectivity 8
Time saving 10
Cost saving 5
24 Hours Services 7
Q6) What are the major necessities of using E-commerce within the working
atmospheres of Kingfisher Plc?
Frequency
23