Impact of Internet Marketing on Profitability and Productivity: A Study on Marks and Spencer

Business research project

Table of Contents
INTRODUCTION...........................................................................................................................1
Background.................................................................................................................................1
Aim and objectives......................................................................................................................1
Rationale.....................................................................................................................................1
Structure of the report.................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Background
In the era of digitalization, every company uses different types of marketing tools in
order to increase the brand image of the firm. The internet marketing tool is a kind of
promotional technique in which different methods are used through internet in order to promote
the existing products within market (Dilham, Sofiyah and Muda, 2018). Similarly, the present
study is also shed a light upon how internet market creates an impact upon organizational
performance in the terms of profit or productivity.
The report is based upon the Marks and Spencer (M&S) which is one of the top firm in
UK who provides range of clothes to their customers from new born child to old age people. The
quoted firm is also dealt at international level by offering high quality products at affordable
price and that is why, it is concern for it promotional tools as well.
Aim and objectives
Aim: To assess the impact of internet marketing tool as a promotional tool upon profitability
and productivity in the context of UK fashion industry: A study on Marks and Spencer
Objectives:
 To understand the concept of Internet marketing and its types.
 To critically evaluate the relationship between internet marketing and M&S profitability.
 To identify different challenges faced by M&S due to fluctuating nature of internet
marketing.
 To recommend different opportunities gained by company while using Internet
marketing.
Research questions
 What do you understand by the term internet marketing?
 What is the relationship between internet marketing and M&S profitability?
 What are the different challenges faced by M&S due to fluctuating nature of internet
marketing?
Rationale
The reason for conducting research on this topic is such that internet marketing is
considered as an important aspect in digitalization era. This in turn recognized n issue because
people comment on both side (positive and negative). Thus, it also affects the profitability of a
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