Business Research Assignment: Sainsbury

BUSINESS RESEARCH
PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................1
Title: The impact of digital technology on marketing at Sainsbury.......................................1
1.1 Research proposal.............................................................................................................1
1.1.1 Research project description..........................................................................................1
1.1.2 Research aim and objectives.........................................................................................1
1.1.3 Reasons for select research project................................................................................2
1.1.4 Activities and time scale................................................................................................2
CHAPTER 2 LITERATURE REVIEW..........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Literature review..............................................................................................................5
M1 ..........................................................................................................................................7
CHAPTER 3 METHODOLOGY....................................................................................................8
3.1 Type of research...............................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research philosophy.........................................................................................................9
3.4 Research approach............................................................................................................9
3.5 Data sampling...................................................................................................................9
3.6 Methods of data collection.............................................................................................10
3.7 Ethical consideration......................................................................................................10
M2.........................................................................................................................................10
D1 ........................................................................................................................................11
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................12
4.1 Data collection................................................................................................................12
4.2 Data presentation analysis and discussion......................................................................14
M3.........................................................................................................................................21
D2.........................................................................................................................................21
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................22
5.1 Recommendations..........................................................................................................22
5.2 Conclusion......................................................................................................................22
CHAPTER 6 PERSONAL REFLECTIVE STATEMENT...........................................................23
6.1 Areas for further research...............................................................................................23
M4.........................................................................................................................................23
D3.........................................................................................................................................23
REFERENCES..............................................................................................................................24
Research Ethics Approval Form...........................................................................................26

CHAPTER 1 INTRODUCTION
Title: The impact of digital technology on marketing at Sainsbury.
1.1 Research proposal
1.1.1 Research project description
Background
Digital technology consist marketing of products and services with using advance tools
such as mobile phone, advertisements, internet, etc. It means companies getting a platform where
marketing plans are incorporates in efficient manner (Willems, Smolders and Schöning, 2017).
There are several methods exist in digital marketing such as search engine optimisation, search
engine marketing, content automation, data driven marketing, e-commerce marketing, etc. In
addition to this, there are several tools implemented such as e-books, social media marketing
advance technology, etc. Beside this, in today's time digital marketing also extended in non
internet channels which provide digital media such as mobile phones that transfer through SMS,
MMS, etc.
Rationale
In the business, digital marketing play very important role because they continuously
change their plans and boost with new strategies. Digital advertising techniques helps to
implement functions with online paying (Roggeveen, Nordfält and Grewal, 2016). In addition to
this, in Sainsbury most of the promotional activities and conversion completed with digital
technology. It assists to deal with the sales and activities completed to make efforts with search
engine optimisation. Further, it is also helps to generate more revenue to gain advantages and
appreciates for better aspects.
1.1.2 Research aim and objectives
Aim:
“To analyse the impact of digital technology application on effectiveness of marketing functions
of Sainsbury Plc”
Research Objectives:
 To understand the application of digital technology and its influence on the business
operation of Sainsbury.
 To evaluate relationship between marketing and digital technology.
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 To identify benefits of digital technology on marketing and promotion of Sainsbury To recommend ways that can advance digital technology application within Sainsbury.
Research questions
 What do you understand the application of digital technology and its influence on the
business operation of Sainsbury?
 How you evaluate relationship between marketing and digital technology?
 What are the benefits of digital technology on marketing and promotion of Sainsbury?
 What recommend ways that can advance digital technology application within
Sainsbury?
1.1.3 Reasons for select research project
In respect to select the research project, following reasons are mainly existed in the
business:
 Scope: In order to increase revenue and profit of the business, there is wide scope of
digital technology in it. In this consideration, digital technology helps to increase
attraction of customers and perform several operations in market. Furthermore, easily
communication will be placed in the business environment that helps to make creative
results at workplace of Sainsbury.
 Interest: Researcher has wide interest to know about the digital technology in retain
sector businesses. In respect to consider development of the company, researcher wants
to interrelate digital technology and outcomes of Sainsbury. It also helps to increase
economic productivity at workplace.
 Knowledge: Further, researcher has wide knowledge about the digital technology. In
addition to this, he wants to know about the importance of it in succeeding in retain
business. Sainsbury is one of the oldest and big supermarket in UK so that it helps to
increase knowledge towards the selected topic.
1.1.4 Activities and time scale
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
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research
proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
Finding
3

Recommen
dation and
further
areas to be
consider
Final
Submission
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
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CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
Digital technology is wide concept in retail industry so that different people perceive
distinguish view towards it. It is the important term that describes integrated marketing services
that attract customers through online methods. Hence, literature review provide importance and
utilisation of digital technology through multiple channels. Social media and online advertising
helps to connect customers with marketing programs.
2.2 Literature review
The application of digital technology and its influence on the business operation of Sainsbury
As per the view of Piotrowicz and Cuthbertson, (2014), digital technology leverages with
electronic devices that provide experience which influence to customers to attract desire
audience. It is more complex in the real term which simply define as the channel of delivery.
Across the channels, it consists experience from first touch point to customer. In respect to
consider in term of business operation, Roggeveen, Nordfält and Grewal, (2016), stated that
digital marketing create shape to the variety of elements to understand and meet with social
expectations. It is the best way to meet with expectations of target audience in Sainsbury. In
addition to this, it can be stated that it helps to influence to users towards the products and
services of business. In this way, several tools can be used such as search engine, social media
marketing, etc. It could be considered in all available technologies and platforms which is
effective to use the right platform as tactic to reach towards target audience.
However, Poncin and Mimoun, (2014) argued that digital technology is activity that help
to engage customers through digital channels through using mobile, social activities, etc. All
these elements helps to increase seeking information in systematic manner. There are several
strategies included to offer informative content in the form of trusted source. In contradicting,
Willems, Smolders and Schöning, (2017) said that digital technology is the method that can be
used any time to connect devices to reach towards the people with important content. It helps to
engage in digital marketing in the business.
Relationship between marketing and digital technology
According to the view of Dodgson, Wladawsky-Berger and George, (2015), marketing is
a managerial function which includes set of procedures. In this way, generating, cooperating and
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value providing which improves relationship with customers to earn money in Sainsbury.
Nowadays, all these activities perform by digital tools such as social media, internet, search
engine marketing, etc. Therefore, marketing and digital technology interrelated with each other.
In addition to this, Hagberg, Sundstrom and Egels-Zandén, (2016) stated that marketing includes
scheduling and performing formation, assessment, spreading and promoting products or services.
Therefore, company objectives will be attain with using digital technology. In the traditional
method each transaction consist more time and cost to attract customers. Therefore, digital
technology create easy marketing activities to make long term relationship with customers.
Better network satisfy needs and requirement of each customers easily.
Furthermore, Ansah, Narh-Bana and Whitty, (2015) generated their views marketers able
to attain their creative objectives and goals through integrated marketing information with each
customer. Using computers and digital technology helps to defined E-marketing in the business
between the customers and firm as well. Internet and other information technologies simplify to
create link and generate importance as well. Beside this, Huang, Lee and Evans, (2015) explored
their views marketing managers need to concentrate on several types of resources through they
are able to make effective promotion with cultural activities. Global companies create their
relationship because of the high technology competition and great advancement. Mobile
marketing is the important way that create more value to customers and attain desired outcomes.
Benefits of digital technology on marketing and promotion of Sainsbury
As per the view of Kehoe and Mateer, (2015), digital technology implement online
marketing which assists to moving online and create large consideration in business. In this
aspect, marketing expenses considered to online marketing. In respect to create social network,
firm able to develop their products and services in different areas of the world. Beside this,
Kenney and Zysman, (2015, June) argued that Sainsbury gets benefits through focus on the
women requirement because they are purchasing more than compare to men. In respect to
implement the pay per click advertisement, there are more challenges has been implemented to
online advertisers.
In order to consider the view of Grishikashvili, Dibb and Meadows, (2014, April),
exponential growth of marketing determines through electronic media through using internet. It
enhances growth of the marketing through implement digital technology tools. In these days,
many marketers prefer to use the modern marketing so that they can easily attract more customer
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