Impact of Digital Technology on Business Operations in the Retail Sector: A Study on Unilever

Business Research Plan

Table of Contents
INTRODUCTION.......................................................................................................................................4
LITERATURE REVIEW............................................................................................................................5
AIM AND OBJECTIVES...........................................................................................................................9
RESEARCH METHODOLOGY..............................................................................................................10
ACCESSIBILITY.....................................................................................................................................12
ETHICAL ISSUES....................................................................................................................................12
SIGNIFICANCE.......................................................................................................................................13
DELIVERABLES.....................................................................................................................................13
REQUIRED RESOURCES.......................................................................................................................14
IMPLEMENTATION TIME TABLE (GANTT CHART)........................................................................14
BUSINESS RESEARCH PLAN EVALUATION.....................................................................................16
REFERENCES..........................................................................................................................................18

INTRODUCTION
To those in tech field, digital technology is not just an option. Digital technology
provides market possibilities and advantages across all the age groups and covers all industries.
The digital transformation is open and feasible for all companies because it involves simply
improving processes, involving talented workers within the organization and creating fresh,
sustainable business models. Digital technology is growing rapidly and developing, increasing
competition and need for rapidly changing companies. With businesses it was never easier to
ignore the importer (Ivanov, Dolgui and Sokolov, 2019). Digital technologies can lead to better
communication, teamwork, content management, data and social networking access and also
employees and customer experience. More importantly, ability of company to rapidly grow and
focus on new markets; unlock and create partnerships; attract new consumers and extend your
brand as innovator to many, new and already established customers. Successful businesses
embrace technology to build digital places of work which improve business coordination. In
context to retail, Technological advances, such as mobile computing and data processing have
made contact with and comprehension of consumers simpler for retailers than ever before.
Through a customer relationship (CRM), company will take business and customer relationship
to next level. Unilever is British Dutch multinational consumer products firm and it’s
headquarter is in London, UK. It was founded in year 1929 through Alan Jope. The business uses
data in order to turn soup into noodles, which is obviously clear of several of its peers' related
efforts. Unilever focuses on making the connected world simpler, safer, more market and
customer-centered and ready for future. They must be digitally empowered to be much more
agile as company. To order to render Unilever more competition able to an ever-digitized world,
they are driving digital transformation from the production and innovation, to marketing and
sales. Unilever's management team recognizes that emerging technology changes customer
relations. The organization does not report the IT budget of Unilever, a major consumer goods
group. Unilever’s global CIO Jane Moran leads the IT investment plans of company. To link its
supply chain with suppliers and customers Unilever invests in networking, Internet of the Things
(IoT), Robotics, Artificial Intelligence (AI) and Augmented Reality (AR). Marc Engel is
Unilever’s representative in the supply chain (Tönnissen and Teuteberg, 2020).

LITERATURE REVIEW
Literature review has been considered as one of the necessary part of research project
because this helps in providing the detailed information regarding the particular subject area by
using the different sources such as books, articles, journals and magazines and others. Through
literature review, researcher can able to examine the research objectives in a detailed manner. In
this part of research, there have been different opinions and view points of the researchers
considered. In the current Investigation, impact of the digital technology on the operations of
business in retail sector have been discussed in detail way (Gölzer and Fritzsche, 2017).
Digital technology
According to opinion of Paul Jackson (2018) Digital technologies are the electronic tools
common devices resources and Systems which generate process the data. Digital technology is
enabled the better amount of the information that compressed on less storage devices which can
preserved easily as well as transported. It has transformed how the people learn communicate
and also work. In the business, use of digital technology is benefit in its internal as well as the
external operations. The Information Technology has changed infrastructure and also operations
of the business from time and the internet is widely available to the person and businesses. From
the digital technology used to by the business in order to develop new value in the business
models internal capability and the customer experience that supports the core business
operations. The digital technology is an integration of the transformation in all the areas of
business mail is changing how to operate as well as deliver the value to consumers. This is
cultural change that needs form to challenge the status and experiment and also get comfortable
with the failure. The digital technology is helpful in communicate with the customer’s instantly.
To communicating with the potential consumers can be like spinning a roulette wheel. It is
representing marketing message of an organization that will spin as well as wheel turns before
landing finally on customers. In context to this, social media acts as reveal itself and permit the
form to communicate with the people in public venue and also providing channel to promote the
products and services. Technology is changing way and industry does business through helping
to develop the efficiencies and provide the better goods and services and also save the money.
The retail businesses are adopting the digital technology to their benefits. Digital technologies
have never had a problem of caring more data but analyzing it and also using data to solve