Impact of Digital Marketing on Business Performance: A Case Study of Burberry Fashion House
Added on 2022-12-27
39 Pages9958 Words38 Views
Business DevelopmentProfessional DevelopmentMarketingData Science and Big Data
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Dissertation & PHD
Thesis
Thesis
Abstract
The aim of this research is to know about the impact of digital marketing on the business
performance. Digital marketing is a form of marketing that uses internet to sell and promote its
goods and services. It is new concept that helps to attract more customers. There are various
ways through which a company can use digital tool. They are social media marketing, content
marketing, video marketing, email marketing etc. It is up to the company that which tool will
them to accomplish their goals and objectives. There is discussion related to Burberry a famous
company in fashion industry. At the starting objectives are formulated that are achieved in the
further part of the research. Literature review is done as a part of secondary research. Then
methods of conducting research and various strategies are also mentioned. It is vital to follow all
the steps of research effectively. Data analysis with the help of questionnaire and graphs is the
main pat of the research. As it helps to draw the conclusion of the research. Then the research is
being concluded and then recommendation are also provided. The conclusion helps to know that
are the objectives achieved or not. Reflection is also mentioned at the end and it tells about the
challenges faced and the experience of conducting the research.
The aim of this research is to know about the impact of digital marketing on the business
performance. Digital marketing is a form of marketing that uses internet to sell and promote its
goods and services. It is new concept that helps to attract more customers. There are various
ways through which a company can use digital tool. They are social media marketing, content
marketing, video marketing, email marketing etc. It is up to the company that which tool will
them to accomplish their goals and objectives. There is discussion related to Burberry a famous
company in fashion industry. At the starting objectives are formulated that are achieved in the
further part of the research. Literature review is done as a part of secondary research. Then
methods of conducting research and various strategies are also mentioned. It is vital to follow all
the steps of research effectively. Data analysis with the help of questionnaire and graphs is the
main pat of the research. As it helps to draw the conclusion of the research. Then the research is
being concluded and then recommendation are also provided. The conclusion helps to know that
are the objectives achieved or not. Reflection is also mentioned at the end and it tells about the
challenges faced and the experience of conducting the research.
ACKNOWLEDGEMENT
I am thankful to God for giving me ability and confidence to accomplish all the tasks that
are assigned to me. Along with that I want to thank my superiors and mentors that helped me at
every stage and guided me to complete this dissertation. They not only guided me but also
supported me, solved my problems and gave directions.
Also I am thankful to the employees of Burberry that take time from their busy schedule
and filled there responses. They have big contribution in successful completion of this resrach.
Without their help the work would not be completed.
I am thankful to God for giving me ability and confidence to accomplish all the tasks that
are assigned to me. Along with that I want to thank my superiors and mentors that helped me at
every stage and guided me to complete this dissertation. They not only guided me but also
supported me, solved my problems and gave directions.
Also I am thankful to the employees of Burberry that take time from their busy schedule
and filled there responses. They have big contribution in successful completion of this resrach.
Without their help the work would not be completed.
Table of Contents
Title: “To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.................................3
Chapter 1: Introduction....................................................................................................................3
Background to research topic.................................................................................................3
Background to research organisation.....................................................................................3
Research Rationale.................................................................................................................4
Research Question..................................................................................................................4
Research aims and objectives.................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
Introduction to Literature Review..........................................................................................5
Conclusion of Literature Review............................................................................................9
Chapter 3: Research Methodology...................................................................................................9
Chapter 4 and 5: Findings and Discussion.....................................................................................15
Chapter 6 Conclusion, Recommendations and implication for further research...........................29
REFERNCES:................................................................................................................................32
Books and Journals...............................................................................................................32
Title: “To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.................................3
Chapter 1: Introduction....................................................................................................................3
Background to research topic.................................................................................................3
Background to research organisation.....................................................................................3
Research Rationale.................................................................................................................4
Research Question..................................................................................................................4
Research aims and objectives.................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
Introduction to Literature Review..........................................................................................5
Conclusion of Literature Review............................................................................................9
Chapter 3: Research Methodology...................................................................................................9
Chapter 4 and 5: Findings and Discussion.....................................................................................15
Chapter 6 Conclusion, Recommendations and implication for further research...........................29
REFERNCES:................................................................................................................................32
Books and Journals...............................................................................................................32
Title: “To analyse about the concept of digital marketing along with its impact
on success of fashion industry within UK.” A research project on
Burberry fashion house.
Chapter 1: Introduction
Background to research topic
As the world is turning digital it is important for all the organisation to adopt digital ways
of marketing. As marketing plays an important role in every organisation. The new way of
marketing us the concept of digital marketing which means use of internet to attract and persuade
the customer’s (Boyd, and Koles, 2019). Marketing is related with and helps to achieve the
business objectives. There are various channels that can be used by business organisations such
as SEO, social media marketing, email marketing, content writing etc. It is now important for all
the organisations to use digital marketing in UK.
The current situation says that traditional marketing is an old concept and there is
requirement of digitalisation to the businesses. Fashion industry is at boom. The industry is able
to gain profits and attract and serve more customers. The industry is rapidly growing due to
rising needs and wants of customer’s. There is need of digitalisation to attract more and more
customers. It helps to reach more and more customer’s and persuade them effectively with the
helps of digitalisation (Cao, 2018). Digital Marketing is more impactful and it helps all the
fashion industry to become more successful. Through digital ways more customers come to
know about the trend and then attract customers. It is vital nowadays that all the organisations
use digital ways like social media marketing, email marketing and content marketing to gain the
customers. The customer’s have understood the need of digital marketing and liker the
companies that are offering digital platforms. The use of technology is increasing and that is the
reason companies are switching towards digital modes of marketing. To satisfy the customers
and to persuade the the channels of digital marketing will be helpful.
Background to research organisation
Burberry is a British luxury fashion house that has its customer’s in London, England.
The company was founded in 1856 by Thomas Burberry 165 years ago. The company
manufactures leather goods, fashion accessories, footwear, eye wear, cosmetics and fragrances.
on success of fashion industry within UK.” A research project on
Burberry fashion house.
Chapter 1: Introduction
Background to research topic
As the world is turning digital it is important for all the organisation to adopt digital ways
of marketing. As marketing plays an important role in every organisation. The new way of
marketing us the concept of digital marketing which means use of internet to attract and persuade
the customer’s (Boyd, and Koles, 2019). Marketing is related with and helps to achieve the
business objectives. There are various channels that can be used by business organisations such
as SEO, social media marketing, email marketing, content writing etc. It is now important for all
the organisations to use digital marketing in UK.
The current situation says that traditional marketing is an old concept and there is
requirement of digitalisation to the businesses. Fashion industry is at boom. The industry is able
to gain profits and attract and serve more customers. The industry is rapidly growing due to
rising needs and wants of customer’s. There is need of digitalisation to attract more and more
customers. It helps to reach more and more customer’s and persuade them effectively with the
helps of digitalisation (Cao, 2018). Digital Marketing is more impactful and it helps all the
fashion industry to become more successful. Through digital ways more customers come to
know about the trend and then attract customers. It is vital nowadays that all the organisations
use digital ways like social media marketing, email marketing and content marketing to gain the
customers. The customer’s have understood the need of digital marketing and liker the
companies that are offering digital platforms. The use of technology is increasing and that is the
reason companies are switching towards digital modes of marketing. To satisfy the customers
and to persuade the the channels of digital marketing will be helpful.
Background to research organisation
Burberry is a British luxury fashion house that has its customer’s in London, England.
The company was founded in 1856 by Thomas Burberry 165 years ago. The company
manufactures leather goods, fashion accessories, footwear, eye wear, cosmetics and fragrances.
The company is famous for designing trench coats. The company has its operations in around
421 locations. The company conducts proper research and innovate the products and services
offered at regular time period. It also helps the company to gain more and more profits. It is one
of the famous company in fashion industry of UK. Company deals in Accessories, Clothing,
Cosmetics and Perfumes. The company has its own website and is able to serve the needs of
customer’s and operate effectively. The website is user friendly and provides information about
the company (Sudha and Sheena, 2017). There are around 9892 employees of the company. The
company has its operations around the world. It is important for the company to digital ways as
that will help the company to serve and reach more customers. The revenue earned by company
are 2.63 billion. The company is gaining success due to they understand the needs and wants of
customer’s effectively.
Research Rationale
The reason and justification for conducting the research comes under research rationale.
As the environment is dynamic it is important to understand the needs and wants of customers
and to satisfy their needs and wants. There is increase in use of digital platforms to attract more
customer. Digital platforms helps to gain advantage over the competitors. But in UK companies
were facing various problems in understand the concept and the implementing the digital
strategies. It is important to conduct this research as it helps to know about the ways in which
company can use digital marketing techniques (Ozuem and Azemi, eds., 2017). The
management needs to understand the and implement the concepts of digitalisation and to bring
change. The company needs to use the ways in which digital marketing will help the businesses
to be successful. It is important to know the channels of digital marketing that will help the
company to attract more and more customers. All this is important for fashion industry to survive
effectively in the marketplace.
Research Question
To conduct the research successfully it is vital to understand the problem and have
knowledge about the scenario. It is important to address all these questions:
Explanation about the concepts of digital marketing?
What are the impacts of digital marketing on success of Burberry fashion house situated
in UK?
Which are most effective methods of Burberry that enhance success in the market of UK?
421 locations. The company conducts proper research and innovate the products and services
offered at regular time period. It also helps the company to gain more and more profits. It is one
of the famous company in fashion industry of UK. Company deals in Accessories, Clothing,
Cosmetics and Perfumes. The company has its own website and is able to serve the needs of
customer’s and operate effectively. The website is user friendly and provides information about
the company (Sudha and Sheena, 2017). There are around 9892 employees of the company. The
company has its operations around the world. It is important for the company to digital ways as
that will help the company to serve and reach more customers. The revenue earned by company
are 2.63 billion. The company is gaining success due to they understand the needs and wants of
customer’s effectively.
Research Rationale
The reason and justification for conducting the research comes under research rationale.
As the environment is dynamic it is important to understand the needs and wants of customers
and to satisfy their needs and wants. There is increase in use of digital platforms to attract more
customer. Digital platforms helps to gain advantage over the competitors. But in UK companies
were facing various problems in understand the concept and the implementing the digital
strategies. It is important to conduct this research as it helps to know about the ways in which
company can use digital marketing techniques (Ozuem and Azemi, eds., 2017). The
management needs to understand the and implement the concepts of digitalisation and to bring
change. The company needs to use the ways in which digital marketing will help the businesses
to be successful. It is important to know the channels of digital marketing that will help the
company to attract more and more customers. All this is important for fashion industry to survive
effectively in the marketplace.
Research Question
To conduct the research successfully it is vital to understand the problem and have
knowledge about the scenario. It is important to address all these questions:
Explanation about the concepts of digital marketing?
What are the impacts of digital marketing on success of Burberry fashion house situated
in UK?
Which are most effective methods of Burberry that enhance success in the market of UK?
Research aims and objectives
It is vital to know about the aims and objectives related to the topic. As it gives direction
so that the research is accomplished effectively. Deciding about the aim would be beneficial as
the path of the research would be clear. The objectives are to be achieved in this research. This
will help to come to a conclusion. The aims and objectives related to this topic are discussed
below:
“To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.
Research objective
To examine about the concept of digital marketing together with review of its need in
current market scenario of UK.
To analyse the impact lead out by the digital marketing on success of Burberry fashion
house while operating within UK.
To determine some new and more effective ways of digital marketing for Burberry to
have enhanced success within UK by the way of better promotion.
Chapter 2: Literature Review
Introduction to Literature Review
It is a survey of scholarly sources like journals, books, theses and articles that are related
to the topic of research. Literature review helps to know about the already written reviews of
various writers that will facilitate the research. It provides brief knowledge about the topic and
solving the research problem. It enhance the knowledge and information related to scenario.
Research is incomplete without literature review as it gives more and more knowledge about the
research topic. It shows the ability of researcher and how critically the information can be
understood. This helps to prevent duplication of work. Along with it help to fill the gaps that
were left before wards. The literature review is based on the objectives that are developed in the
beginning of the reasrch.
To examine about the concept of digital marketing together with review of its need
in current market scenario of UK.
As per the point of view of Kannan, 2017, Digital Marketing is use of Internet, social media,
mobile devices, search engine to reach the customers. As the world is turning digital it is
It is vital to know about the aims and objectives related to the topic. As it gives direction
so that the research is accomplished effectively. Deciding about the aim would be beneficial as
the path of the research would be clear. The objectives are to be achieved in this research. This
will help to come to a conclusion. The aims and objectives related to this topic are discussed
below:
“To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.
Research objective
To examine about the concept of digital marketing together with review of its need in
current market scenario of UK.
To analyse the impact lead out by the digital marketing on success of Burberry fashion
house while operating within UK.
To determine some new and more effective ways of digital marketing for Burberry to
have enhanced success within UK by the way of better promotion.
Chapter 2: Literature Review
Introduction to Literature Review
It is a survey of scholarly sources like journals, books, theses and articles that are related
to the topic of research. Literature review helps to know about the already written reviews of
various writers that will facilitate the research. It provides brief knowledge about the topic and
solving the research problem. It enhance the knowledge and information related to scenario.
Research is incomplete without literature review as it gives more and more knowledge about the
research topic. It shows the ability of researcher and how critically the information can be
understood. This helps to prevent duplication of work. Along with it help to fill the gaps that
were left before wards. The literature review is based on the objectives that are developed in the
beginning of the reasrch.
To examine about the concept of digital marketing together with review of its need
in current market scenario of UK.
As per the point of view of Kannan, 2017, Digital Marketing is use of Internet, social media,
mobile devices, search engine to reach the customers. As the world is turning digital it is
essential for everyone to switch online. Digital tools helps to attract customers better. In digital
marketing the target group of customers is selected and then interaction goes on. The focus is to
increase two way communication between company and customer. Basically digital marketing is
use of internet to attract and engage the customer. Digital marketing helps to attract more
customers and reach them effectively. It helps to understand the needs and wants of customers
are then take actions to satisfy the customers. Digital marketing has improved the way of
communication and enhanced the interaction between customers and company. In respect to UK
the digital marketing is a booming business. It is important for a company to know and
understand the concepts of digital marketing and take actions in favour of the same. This helps
the organisation to achieve goals and objectives effectively. The companies in UK have
understood the importance of Digital Marketing. In UK it is considered that offline marketing is
a matter of past (Djafarova and Bowes,2021). To live in new era it is vital to use digital
marketing concepts and take advantage. As the social media is a platform that helps to reach
more customers as compared top traditional marketing. More people are connected through
social media and digital platforms. Through online mode whole world is connected. The digital
marketing agency is expanding since last few years in UK. Various business organisations are
switching towards digital platforms to promote their business. Along with that all this is
contributing to success of companies that are switching from traditional marketing to digital
marketing. As digitalisation is an important activity that is performed by business. Everyone has
online presence. This means that the customers can be attracted more through the social media
platforms. In digital marketing the marketer can also check the rate of conversion and then take
suitable measures to increase the conversion rate. As all the organisations in UK are turning
digital. The ones that are still following the traditional one are unable to compete in the market.
Here it is important to understand the scenario that it is vital to switch towards digital ways. To
attract more and more customers and enhances the sales of organisation it is right time to use
digital marketing. Internet has taken the concept of traditional marketing. All the organisations
that want to enhance the customer base and retain them in the organisation should use digital
marketing. It helps to remind customers about the company and increase the chances of visit of a
customer in the organisation. Digital marketing is concept that helps to attract more customers
by using internet as more and more people now have online presence.
marketing the target group of customers is selected and then interaction goes on. The focus is to
increase two way communication between company and customer. Basically digital marketing is
use of internet to attract and engage the customer. Digital marketing helps to attract more
customers and reach them effectively. It helps to understand the needs and wants of customers
are then take actions to satisfy the customers. Digital marketing has improved the way of
communication and enhanced the interaction between customers and company. In respect to UK
the digital marketing is a booming business. It is important for a company to know and
understand the concepts of digital marketing and take actions in favour of the same. This helps
the organisation to achieve goals and objectives effectively. The companies in UK have
understood the importance of Digital Marketing. In UK it is considered that offline marketing is
a matter of past (Djafarova and Bowes,2021). To live in new era it is vital to use digital
marketing concepts and take advantage. As the social media is a platform that helps to reach
more customers as compared top traditional marketing. More people are connected through
social media and digital platforms. Through online mode whole world is connected. The digital
marketing agency is expanding since last few years in UK. Various business organisations are
switching towards digital platforms to promote their business. Along with that all this is
contributing to success of companies that are switching from traditional marketing to digital
marketing. As digitalisation is an important activity that is performed by business. Everyone has
online presence. This means that the customers can be attracted more through the social media
platforms. In digital marketing the marketer can also check the rate of conversion and then take
suitable measures to increase the conversion rate. As all the organisations in UK are turning
digital. The ones that are still following the traditional one are unable to compete in the market.
Here it is important to understand the scenario that it is vital to switch towards digital ways. To
attract more and more customers and enhances the sales of organisation it is right time to use
digital marketing. Internet has taken the concept of traditional marketing. All the organisations
that want to enhance the customer base and retain them in the organisation should use digital
marketing. It helps to remind customers about the company and increase the chances of visit of a
customer in the organisation. Digital marketing is concept that helps to attract more customers
by using internet as more and more people now have online presence.
End of preview
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