Corporate Strategy and Governance Assignment - (Solved)

Corporate Strategy
and Governance

Table of Contents
Title of the project ...........................................................................................................................1
Background/Significance of research: ...................................................................................1
Research aim .........................................................................................................................1
Research objectives................................................................................................................1
Research Questions................................................................................................................1
Purpose of the study...............................................................................................................2
Review of the literature .........................................................................................................2
Methodology...........................................................................................................................2
Data analysis ..........................................................................................................................3
Gantt Chart or project plan.....................................................................................................3
................................................................................................................................................3
..........................................................................................................................................................4
..........................................................................................................................................................4
REFERENCES ...............................................................................................................................5

Title of the project
“Social media as a marketing promotion tool in Marks & Spencer to achieve competitive
advantage”.
Background/Significance of research:
Social media is introduce as the collective of online communication channels that
dedicate to the community-based input, content-sharing, interaction and collaboration. For this
research proposal, given organisation is Marks & Spencer which is a British Multinational
retailer. It was founded in 1884 by Sir Michael Marks, Thomas Spencer at London, United
Kingdom. Company mainly specialise in selling of clothes and many other products. Along with
this, in order to attract large number of customers towards clothing products, company follow
social media as a marketing tool (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012).
This tool is essential and beneficial for company by increasing brand awareness, improving
brand loyalty, increasing customers traffic etc. Thus, with the help of social media marketing,
company can easily achieve competitive advantage and retain strong position at market.
Research aim
“To identify the importance of Social media and its role as a marketing promotion tool”
A case study on Mark & Spencer.
Research objectives
 To explore the concept of social media.
 To identify the importance of marketing promotional tool for M&S.
 To determine the role of social media as a marketing promotional tool for M&S.
 To identify the importance of marketing promotion tool for Marks & Spencer in
achieving competitive advantage.
Research Questions
 What is the concept of social media?
 Describe about the importance of marketing promotional tool for M&S?
 What is the role of social media as a marketing promotional tool for M&S?
 What is the importance of marketing promotion tool for Marks & Spencer in achieving
competitive advantage.
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Purpose of the study
Main purpose of this study is to analyze importance of social media as a marketing tool in
an organisation to accomplish competitive benefits (Kwok and Yu, 2013). Social media
marketing is more significant tool for each company to attract million number of customers and
attain better outcomes for future growth.
Review of the literature
Literature review is main section of research which help a researcher to ascertain
inconstancies such as gaps in research and conflict in previous studies. In this part research
objectives are address in more systematic and effective manner.
 According to the Leung, (2017) social media introduce to websites and applications that
are developed to allow large number of person to share content efficiently, quickly and in
real-time (Concept of social media, 2017).
 According to the Sharron Nelson, (2018), social media is consider as an effective tool of
marketing for M&S to advertise their products and services at market. It is significant
tool for company because it help them by increasing brand awareness, maximising
customer's traffic etc.
 According to the David Wicks, (2015), main and foremost role of social media in M&S is
to advertise their product and service and also gain competitive advantage.
 As per the point of view of Tracey Sandilands, (2019), social media marketing is
important for Marks & Spencer to achieve competitive advantage and enhance their
market share.
Methodology
It is important section of research which help a researcher to collect accurate and relevant
information about the topic. There are different number of methodology used by investigator to
gather proper information or data about the research. Some important methods are determined as
under:
Research philosophy: There are basically two types of research philosophies namely
Interpretivism and positivism (Leung and et. al., 2013). For this research, interpretivism
philosophy will be applied because it assist in evaluating the information effectively and
accurately which will further outputs in arriving at valid conclusion. Positivism philosophy is
another type which is not appropriate for carrying out activities and research.
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Data source: For collecting reliable information about the topic, there are mainly two
types of data sources such as primary and secondary. In case of primary source, questionnaire
will be prepared by the researcher which help in providing valid and accurate data about the
study. Under, secondary source, Magazines, books, journals etc. are used to gather in-depth
information regarding the study.
Research sampling: For selecting sample size of respondents, there are two methods
such as probability and non-probability (Whiting and Williams, 2013). According to the topic,
non-probability and in which convenience sampling method is used because it not require more
cost and time of the company.
Data analysis
Data analysis will be completed with the aid of thematic analysis. In this method,
different themes or patters will be created which will support in executing research activities
effectively.
Gantt Chart or project plan
Gantt chart is refer as a graphical presentation in research which help a researcher to
ascertain starting and ending time of completion of research activities (Yu, Duan and Cao, 2013).
In this case, different number of activities included which are explained with the help of chart as:
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REFERENCES
Books and Journals
Garrigos-Simon, F. J., Lapiedra Alcami, R. and Barbera Ribera, T., 2012. Social networks and
Web 3.0: their impact on the management and marketing of organizations. Management
Decision. 50(10). pp.1880-1890.
Kwok, L. and Yu, B., 2013. Spreading social media messages on Facebook: An analysis of
restaurant business-to-consumer communications. Cornell Hospitality Quarterly. 54(1).
pp.84-94.
Leung, D. and et. al., 2013. Social media in tourism and hospitality: A literature review. Journal
of travel & tourism marketing. 30(1-2). pp.3-22.
Whiting, A. and Williams, D., 2013. Why people use social media: a uses and gratifications
approach. Qualitative Market Research: An International Journal. 16(4). pp.362-369.
Yu, Y., Duan, W. and Cao, Q., 2013. The impact of social and conventional media on firm
equity value: A sentiment analysis approach. Decision Support Systems. 55(4). pp.919-
926.
Online
Concept of social media. 2017. [Online]. Available through:<https://sociology.hku.hk/schools-
resources/impact-social-media/concepts-social-media/>.
Sharron Nelson, 2018. social media marketing is important for your business. [Online].
Available through:<https://www.digitaldoughnut.com/articles/2018/february/7-reasons-
why-social-media-marketing-is-important>.
David Wicks, 2015. Role of Social Media Marketing in Business. [Online]. Available
through:<https://www.socialmediatoday.com/social-business/role-social-media-
marketing-business>.
Tracey Sandilands, 2019. Competitive Advantage of Social Media. 2017. [Online]. Available
through:<https://yourbusiness.azcentral.com/competitive-advantage-social-media-
8288.html>.
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