case study on Tesco Assignment

Business Research Project
Report

TABLE OF CONTENTS
RESEARCH PROPOSAL....................................................................................................................3
Research tittle.........................................................................................................................3
Background.............................................................................................................................3
Aim.........................................................................................................................................4
Objectives...............................................................................................................................4
Question..................................................................................................................................4
Rationale.................................................................................................................................4
Literature review....................................................................................................................4
Research methodology...........................................................................................................5
Activities and Timescale........................................................................................................6
Chapter 2 : Literature Review............................................................................................................11
2.1 Introduction....................................................................................................................11
2.2 Literature Review...........................................................................................................11
Chapter 3 : Methodology....................................................................................................................14
3.1 Research approach..........................................................................................................14
3.2 Research methodologies.................................................................................................15
Chapter 4 : Data collection and analysis............................................................................................17
4.1 data collection.................................................................................................................17
4.2 Data interpretation and analysis.....................................................................................19
Personal reflection................................................................................................................21
CONCLUSION..................................................................................................................................22
REFERENCES...................................................................................................................................23

RESEARCH PROPOSAL
Research tittle
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Background
Advancement in digital tool has created boom in the business worldwide by enabling
easy management of organisational functions. Implementing use of technological tools has
assisted the firms in making internal and external functions advancement and simpler. Like the
use of cloud computing has established easy mode of making digital record of information
(Balkyte and Tvaronavičiene, 2010). Cloud computing is advanced data recording tool which has
established easy, management of all details. Further, digital is assisting marketing teams of
enterprises in reaching to large population one time via social media advertising.
The focus of research is on analysing impact of social media advertising on marketing
activities of Tesco, one of the leading retailers in UK. Advertising on internet has revolutionized
the marketing and promotion activities enterprises across the globe. Online marketing is best tool
which helps the company in connecting with worldwide buyers. Further, it has made possible for
the entities to promote online buying and selling of goods and services which is the part of
Electronic commerce. However, it can be said that internet marketing promotion has assisted
millions of firm in boosting sales instantly with product launch.
Aim
“To assess the implication of social media advertising on marketing activities: case study on
Tesco”
Objectives
 To explore the impact of digitalising business activities.
 To ascertain the uses of social media advertising in marketing activities of retailer.
 To derive advantages and limitation of marketing on social media platform.
Question
 Explain the impact of digitalising business activities?
 What can be the uses of social media advertising in marketing activities of retailer?
 What are the and limitation of marketing on social media platform?

Rationale
The motive of this study is developing knowledge on different tools and advancement of
digital technology. Further, the study will be focused on enhancing academic learning and
therefore the scholar will focus on analysing all the limitation and benefits associate with
implication of social media advertising on marketing functions of Tesco. Thus, the focus of the
research will be on ascertaining risk associated with use of advanced digital tools.
Literature review
As per the views of O'Keeffe and Clarke-Pearson, 2011, advancement in digital tool has
boomed the economic and business conditions by establishing easy mode of connection and
management. Digital technology has emerged with differentiated tools especially for business
like Electronic Commerce, internet marketing, and cloud computing, email and Smartphone
communication. According to Oldham and Da Silva, 2015, E commerce is known as online
buying and selling of products and services worldwide. It is the most prominent tool of modern
era and is assisted the firms in influencing consumers buying behaviour and preferences. Further,
there is social media advertising which is helping companies in promoting their products on
online platforms in order target maximum population. It is tool where the marketing department
only focuses on segmenting buyers and on attractive commercial in accordance to public. The
most prominent social media platforms are Instagram, Facebook, Twitter, Youtube etc.
In contrast, Bharadwaj, El Sawy and Venkatraman, 2013, has stated that internet
marketing is an consumer centric approach, where the focus of organisation is only on
segmenting and targeting buyers according to their taste and preferences. In addition, the
platform offers companies in enabling instant discounts and schemes to attract consumers which
further aid in boosting sales. Apart from this, author discussed about digital recording of data
which has made management easier by making storing of data simple. It is the tool which has
eliminated the use of manual recording of data. Thus, it can be said that advancement is assisting
people in connecting in simplest and easiest approachable way. Apparently, according to
Drnevich and Croson, 2013, everything comes with own pros and cons and therefore social
media advertising helps the business in targeting maximum number of people but on the other
hand it neglects people who do have access to internet or social media advertising. Moreover,
offering online discounts and schemes helps the organisation in clearing dead stock but on the
hand internet marketing is limiting physical presence of enterprises.

Research methodology
Research Design: Implementing research design is most crucial step of study because it act as
base for entire investigation. There are various types of research design that is exploratory,
experimentation, descriptive etc. (Vujaklija Hren and Marušić, 2010). However, in this project of
digital technology the researcher will implement the use of exploratory design which will assist
the individual in exploring different possible aspects of study.
Research Philosophy: Philosophy in research helps the scholar in developing critical
understanding over research aims and objectives (Gale, Heath and Redwood, 2013). There are
two types of philosophy that is positivism and interpretivism, both the philosophy offers different
type of understanding. Thus, in this study the scholar will implement the use of interpretivism
philosophy as it helps in boosting knowledge over the topic, which are of human interests like
impact of social media advertising on marketing activities of Tesco
Research Approach: Approach to study assists the scholar in deriving best technique to make
reasoning to collected information. Approach helps in making information general to specific
and specific to general (Geerts, 2011). There are two types of research approaches that is
inductive and inductive. In this study the scholar will implement these of inductive approach
where the information will be analysed logically with the help of qualitative analysis.
Sampling: Sampling is known as simplifying sources which can be considered for study. It is the
process of choosing small group of population from large group. There are several types of
sampling that is random, cluster, non probable, probable, stratified etc. Apparently, in this study
scholar will implement the use of random sampling where the samples will 20 employees of
Tesco.
Data Collection: Collection of data is the major part of study as in this scholar aims at gathering
information from reliable sources on the basis of aims and objectives. There are two data
collection process that is primary and secondary. However, in this research project the researcher
will implement the use of both the methods where secondary information will be collected from
online books, journals, articles etc. and primary will be collected through interview of sampled
participants.
Data Analysis: Data analysis is the complex but an essential part of study, because on the basis
of analysis the individual is able to draw findings and conclusion. There are two types of data
analysis tools that are qualitative and quantitative. Apparently, in this study the scholar will

implement the use of qualitative analysis, where interview of respondents will be evaluated with
the help of thematic analysis.
Ethical Consideration: An ethical consideration is the foremost and prior part of study where
the focus of researcher is to ensure that feelings, beliefs and moral of no person is harmed at time
of data collection. In addition, the researcher will make use of references in order to make study
viable and reliable. Thus, to make study ethical the individual will aim at citing possible
information in order to make research considerable.
Activities and Timescale
Activity Ma
y
Ju
ne
Ju
ly
A
ug
us
t
Se
pt
e
m
be
r
O
ct
ob
er
N
ov
e
m
be
r
D
ec
e
m
be
r
Ja
nu
ar
y
F
e
br
u
ar
y
M
ar
ch
A
pr
il
M
ay
Ju
ne
Ju
ly
A
ug
us
t
Identifying
research
objectives and
questions
Reading
literature
review
Presenting
research
proposal
Meeting
supervisor
Drafting
Research
Proposal
Drafting
Introduction