Impact of E-commerce Strategies on Performance Management: A Study on Marks and Spencer

Dissertation
To evaluate the impact on performance management of
a business due to the implementation of e-commerce
strategies in the retail sector of the UK. A study on
Marks and Spencer
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ABSTRACT
Main aim of this dissertation is to evaluate the concept of e-commerce along with
analysing the impact of implementation of e-commerce strategies on the performance
management of a business i.e. M&S within the retail sector of UK. It is determined that e-
commerce is the platform that help in online disbursement of products and services in all over
the world where an organisation wants to provide offerings. M&S is large organisation and using
the different e-commerce platforms to serve the consumers all around the world. There are lots of
e-commerce strategies which are also used by an organisation including cash back, discount and
home delivery. There are many number of benefits gained M&S through implementation of e-
commerce and associated strategies such as competitive edge, increased sales, higher
profitability and high brand image. This clears the point about the positive impact of e-commerce
usage on the performance of an organisation i.e. M&S.
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ACKNOWLEDGEMENT
I would like to express my superior thanks to my tutor who gave me a chance to conduct
research over the topic of the impact on performance management of a business due to the
implementation of e-commerce strategies in the retail sector of the UK.
Secondly I express my special thanks to my friends who gave me support when I needed
to complete a full project within a given time period.
Lastly, I express my thanks to my family members who gave me appropriate guidance
that resulted in the successful completion of each activity of the project.
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GLOSSARY
 Brand awareness
 Competitive edge
 E-Commerce
 Performance management
 Probability sampling
 Quantitative research
 Technological absence
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LIST OF FIGURES
Figure 1..........................................................................................................................................22
Figure 2..........................................................................................................................................23
Figure 3..........................................................................................................................................24
Figure 4..........................................................................................................................................25
Figure 5..........................................................................................................................................26
Figure 6..........................................................................................................................................27
Figure 7..........................................................................................................................................28
Figure 8..........................................................................................................................................29
Figure 9..........................................................................................................................................30
Figure 10........................................................................................................................................31
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LIST OF TABLES
Table 1: Knowledge and understanding regarding the e-commerce used within M&S................22
Table 2: Latest trends of e-commerce within the retail industry...................................................22
Table 3: Main e-commerce strategies used by M&S within the retail industry............................23
Table 4: Basic requirements of using E-commerce strategies within an organisation..................24
Table 5: Benefits of using E-commerce strategies for Marks & Spencer.....................................25
Table 6: E-commerce strategies beneficial for M&S in improvement of its business performance
.......................................................................................................................................................26
Table 7: E-commerce strategies are important for M&S to increase the number of customers....27
Table 8: E-commerce strategies help Marks & Spencer in improving their productivity level....28
Table 9: Challenges in implanting e-commerce strategies............................................................29
Table 10: Ways for overcoming challenges in implementing of e-commerce strategies.............30
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LIST OF APPENDIX
Appendix 1: Blank copy of questionnaire...............................................................39
Appendix 2: Completed Questionnaire...................................................................40
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CONTENTS
ABSTRACT....................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
GLOSSARY....................................................................................................................................4
LIST OF FIGURES.........................................................................................................................5
LIST OF TABLES...........................................................................................................................6
LIST OF APPENDIX......................................................................................................................7
CONTENTS....................................................................................................................................8
INTRODUCTION...........................................................................................................................9
LITERATURE REVIEW..............................................................................................................12
METHODOLOGY........................................................................................................................17
FINDINGS AND ANALYSIS......................................................................................................21
CONCLUSION AND RECOMMENDATIONS..........................................................................35
REFERENCES..............................................................................................................................37
APPENDIX 1.................................................................................................................................39
Blank copy of questionnaire......................................................................................................39
APPENDIX 2.................................................................................................................................40
Completed Questionnaire..........................................................................................................40
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