Benefits of Online Promotions over Traditional Marketing

BSc (Hons) Business Management
BMP6001 Dissertation
Dissertation Title
Student ID Number
Supervisor: name
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Table of Contents
Abstract............................................................................................................................................4
Acknowledgement...........................................................................................................................4
Glossary...........................................................................................................................................5
List of tables.....................................................................................................................................5
List of figures...................................................................................................................................5
List of appendices............................................................................................................................5
Topic - “Benefits of online promotions over traditional marketing in context of Marketing
Department”.....................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background to research topic................................................................................................1
1.2 Background to research organisation....................................................................................1
1.3 Research rationale.................................................................................................................2
1.4 Research question (s)............................................................................................................2
1.5 Research aims and objectives................................................................................................2
Research aim...............................................................................................................................2
Research Objectives....................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction of literature review...........................................................................................3
2.2 Main body with heading and sub-headings...........................................................................3
2.3 Conclusion of literature review.............................................................................................9
CHAPTER 3: METHODOLOGY...................................................................................................9
3.1 Research process...................................................................................................................9
3.2 Research approach..............................................................................................................10
3.3 Research strategy................................................................................................................10
3.4 Research philosophy...........................................................................................................11
3.5 Research design...................................................................................................................11
3.6 Research instruments/tools.................................................................................................11
3.7 Data collection....................................................................................................................12
3.8 Sampling.............................................................................................................................12
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3.9 Data analysis.......................................................................................................................12
3.10 Ethical implications...........................................................................................................12
CHAPTER 4: FINDINGS (DATA PRESENTATION)................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................20
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................25
REFERENCES..............................................................................................................................28
APPENDICES...............................................................................................................................31
Appendix 1. A blank copy of questionnaires/ interviews....................................................31
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Abstract
Purpose–This research study aims to investigate the impact of organisational structure and
culture on its success, using case study survey methods within a quantitative research paradigm.
It explores how the organisational structure and culture have contributed to the Hennes and
Mauritz success within a very competitive industry.
Design/methodology/approach– This report is based on primary research. However, the
empirical framework for this research is founded on literatures on organisational structure and
culture. Primary data is collected through questionnaires to answer the research questions.
Findings– The picture of the findings are not straightforward and some variation have come out
which are quite different than general assumptions. The study has established that there are
strong correlation in between organisational structure & culture and its success. Should Hennes
and Mauritz knowingly choose not to modify their organisational culture and structure in line
with evolving external dynamics then there is no doubt that over time these systems will become
less and less suitable for the needs of the organisation, which is in agreement with literatures on
the topic.
Practical implications – This study finds the organisational structural and cultural factors that
hinder effectiveness of an organisation. It also has strategic management implications to
implement novel systematic organisational structural and cultural to improve organisations’
success.
Originality/value– This paper is the first academic study conducted at Hennes and Mauritz to
study its organisational structure & culture and their implication to its success.
Key word– Organisational structure and culture.
Acknowledgement
At first, I would like to thank God to make me capable enough to do something worthwhile.
I would especially like to thank my supervisor for his generous time and commitment.
Throughout my dissertation, he had taken his valuable time to help me whenever I needed; read
through my draft copies; listened to me patiently; quickly answered all my email queries and
supported me every step of the way. Starting from refining the research topic, he has encouraged
me to develop independent thinking and greatly assisted me with writing.
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Thanks to all of those Hennes and Mauritz employees who had taken time for filling in
the questionnaires in my research. Without their active participation it would not be possible to
carry out this research.
Last but not the least, I thank to my family members, friends and relatives for their kind
help and cooperation during the research period.
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Topic - “Benefits of online promotions over traditional marketing in context of
Marketing Department”
CHAPTER 1: INTRODUCTION
1.1 Background to research topic.
Online promotion is considered to be an effective process which is considered to be very
useful in effectively using various internet platforms which in turn helps in promoting brand.
Online promotion is considered to be very useful in creating a brand exposure at a very
reasonable cost (Bala and Verma, 2018). It is considered to be as a measurable alternative in
relation with the traditional advertising. The key benefits of the online promotion is that it helps
in increasing authority and developing a long lasting relationship with the customers. Online
promotion helps in attracting large number of customers from across the globe. This in turn
eventually helps in gaining better advantage over the market which leads to higher profitability
(Hu and Xu, 2019, May). Online promotion can be done through Search engine marketing,
display advertising, pay per click, search engine optimization, video ads, re-marketing, affiliate
marketing, email marketing, content marketing, web designing, social media platforms, native
advertising, etc. On the other hand, traditional marketing is mainly associated with connecting
the business with the target customers by effectively providing information associated with the
products and services with the help of advertisement in local newspaper, radio broadcasting,
billboards, flyers, pamphlets, etc. this approach is more time consuming and a costly affair when
compared with online promotional marketing tools (Kumar, Choi and Greene, 2017).
1.2 Background to research organisation
Hennes and Mauritz (H&M) is considered to be one of the Swedish multinational retail
company for teenagers, children, men and women. This company was founded in the year 1947
by Erling Persson. This company is headquartered in Stockholm, Sweden. H&M company tends
to operate within 62 countries and also has 4500 stores. It is considered to be one of the second
largest global fashion clothing retailer. It has online presence in across 33 countries and give
easy and convenient online shopping experience to the customers. This company mainly deals in
various range of accessories and clothing. Over the years, H&M has been following traditional
marketing approach which in turn has affected their business operations. It is considered to be
the time consuming process which in turn has led to hue cost to the business. In recent year, the
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head of the marketing department has in turn adopted various online promotion techniques for
marketing there products and services. This in turn has led to long term operational growth and
efficiency for the future. H&M has developed its own website in order to deliver goods online to
the customers at their own convenience. This leads top greater sales and profitability for H&M.
1.3 Research rationale
One of the key reason for carrying out the specific research study is to effectively analyse
the importance and benefits of the online promotion techniques when compared with the
traditional marketing in relation with the marketing department. This is considered to be the
current issue currently because traditional advertising is a costly and a very time consuming
method (Sahu, 2017). The key reason for carrying out the specific research study, is to analyse
the importance of the online marketing to the retail company. This in turn helps company to
analyse the current market trends and also to gain advantage over increasing sales of the products
and services offered by the retail company. Another major reason for carrying out this study on
this research topic because of the academic interest. This will help the researcher in bridging the
gap on the particular subject matter. Another key reason for carrying out this research is because
of the self interest of the researcher. This helps the researcher to identify the trends of online
promotion and how it helps in targeting customers. The researcher of the study will find answers
to the research problem by carrying out thematic analysis in order to attain aim and objectives of
the research study.
1.4 Research question (s)
 What is the concept of online promotions and it's importance in context of a business
organisation ?
 What are the benefits of utilising online promotions over traditional marketing within
Hennes & Mauritz AB ?
 What are the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level ?
1.5 Research aims and objectives
Research aim
“To evaluate the role and benefits of online promotions over traditional marketing in
context of Marketing Department”. A case on Hennes & Mauritz AB.
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Research Objectives
 To determine the concept of online promotions and it's importance in context of a
business organisation.
 To analyse the benefits of online promotions over traditional marketing within Hennes &
Mauritz AB.
 To identify the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is an appropriate framework which in turn is based on a scholarly paper
associated with the thesis, journal articles, online sources and books (Todor, 2016). This study
tends to comprise of the substantive findings which helps in bridging the gaps on the current
knowledge related with the specific subject matter. It is considered to be as a theoretical
contribution which in turn tends to provide proper and appropriate overview on the particular
research topic. Literature review in turn are considered to be of the secondary sources that do not
contribute towards the original experimentation of the work (Tripathi and SGI, 2018).
2.2 Main body with heading and sub-headings
To determine the concept of online promotions and it's importance in context of a business
organisation.
Wirtz and Lovelock, (2018) sought to determine the fact that, online promotion is one of
the most effective method of promoting goods and services of the company. There are various
online promotion tools and techniques though which marketing can be dome mainly comprise of
Search engine marketing, pay per click, search engine optimization, video ads, re-marketing,
affiliate marketing, display advertising, email marketing, content marketing, pay per click, search
engine optimization, video ads, re-marketing, affiliate marketing, web designing, social media
platforms, native advertising, etc.
Vinerean, (2017), reviewed that online marketing or promotion has become as more popular in
the present dynamic world within the businesses across the globe. After making discovery of the
wide range of the benefits relating to internet marketing are attached for promoting the services
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