Digital Business Management and Emerging Technology - Case Study of Tesco Plc

This report discusses the digital business management of Tesco Plc, including its e-commerce model, competitive strategy, digital marketing strategy, customer traffic data, E-CRM, and cyber security measures. The report is based on a case study of the company and provides strengths and weaknesses of its online value proposition and competitive strategy.

DIGITAL BUSINESS
MANAGEMENT AND
EMERGING
TECHNOLOGY

Table of Contents
INTRODUCTION...........................................................................................................................3
Task .................................................................................................................................................3
Question 1....................................................................................................................................3
Querstion 2...................................................................................................................................4
Question 3....................................................................................................................................6
Question 4....................................................................................................................................6
Question 5....................................................................................................................................6
Question 6....................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital business management is a practice of business management involve managing all
different operations of the organisation. This include management of the all different functional
activities associated with organisation. This report is based on case study of Tesco Plc in respect
to its digital business management. The organisation is established in the year 1919 by the
founder Jack Cohen. Company is associated with the retail sector and is currently operating at a
global level. This project will discuss about different areas of digital business management in
context to company. Henceforth, report will emphasis over e-commerce model of business.
Competitive strategy and digital business strategy will also discuss related to the company.
Digital marketing strategy of company will also discuss ion this report. Further, discussion about
the customer traffic data will also conduct in this project. Company's CRM and social network
channels related to the business venture will also discuss in this project. Different cyber security
measures associated with business venture will also discuss in this project.
Task
Question 1
The Online Value Proposition is a model that is used by the Tesco Company to execute
its e-commerce practice. This is a business model that is best fit for the entire e-commerce
business scale of the venture. This is a model that support the customer to buy the product offer
by the venture over internet only. This involves involve facilities of cash on delivery, online
payment, suffering, filter and such like of features that will empower the company to easily
support its e-commerce services. This is a very useful tool that company get to use against
accelerating its e-commerce services and facilities in respective target market. This business
model favour and empower the business venture to convince the need and requirement of the
customer against the specific time frame (Agag, 2019). This is a model that further allow the
venture to execute all its business practices in the best way possible. This is directed that the role
this model has played is that the whole business practices of company is designed in automatic
way so that client can overcome all its expected need and demand in respective target market.
The Tesco Company offer its customer to search the bets product on the basis of the need and
demand of the potential customers. For the e-commerce model of business this is a right short of
technique or approach that company explore to mitigate all its various need and requirements of
the business venture.

Strengths:
 This model allow the customer to search the product on the basis of the need and
requirement of customers.
 Further this type of business model allow the comp[any to entertain the discounts
effectively over the website of company.
 Further this model allow customer to enjoy the healthy discounts over the prices of
company.
 The model further supported the customer to take an advantage of filter.
Weaknesses:
 Competition in market make irrelevant what model company is using as a part of e-
commerce business idea.
 Many time online fraud become a great possibility for the business venture to face against
utilising all these services.
Querstion 2
Competitive strategy is defined as a tactic that is used to take on the competitive
advantage in respective target market. The role competitive strategy play to support the business
to convince the customer buying behaviour irrespective of the level of competition company is
facing in market. Tesco Company deal in both the medium e-commerce along with the offline
channel of selling,. The website of company offer all its products to the customer over internet.,
The competitive strategy of company is formulated with support of the porter five forces
business model. This is the best suitable model that is used to design and develop the tactic an
strategy to support the business venture for undertaking the competitive edge in respective target
market. This model indicate the venture about all different forces that support the company to
undertake the business growth and development practice (Halaweh, 2018). The role these
business venture would play for the company to ensure mitigation of all different business
objectives ad growth in market. This model of porter five forces demonstrate about the all
different forces that a business venture execute in whole day to deliver the business operations of
company. The competitive advantage is essential for the business venture to support the overall
growth and development of business venture. This can be stated as a fact that in context to the
respective business situation this make it relevant for the organisation to execute the respective
business decision-making. This model of business empowerment support the venture to execute

all the business practices with support of the outcome generated against this model that is
undertook by the venture. Taking competitive advantage is a serious concern that organisation is
facing at this point in time which can further deliver by the venture to support the overall growth
and development of venture in respective target market. This model has directed the company to
formulate the right suitable strategies for executing the respective business operations. This
model of competitive advantage focus on five different forces power of suppluer, potential of
new entrant, threat of customer, threat of substitute product and power of rivalary. All these
forces influence the position of organisation or company in the market to take on the competitive
edge in respective market.
The digital business strategy of company is to formulate the personalised customer
experience. This involves allowing customer to look the product of the need and requirement.
This is a strategy that involve motivating the customer to identify the product of the need and
demand. This is important that the customer look and search the product based on the specific
need and demand of the target customer in market. The digital marketing is another strategic
choice associated with the venture. This has supported and directed the venture to execute the
customer experience with support of digital campaign that is launch by company under
respective target market. The role of the strategy is to delegate the bets possible opportunity for
the Tesco Company to attract the buying behaviour of the potential customer in market. This is
recommended that company should look at the societal media marketing tactic to achieve the
competiitve advantage in the market.
Question 3
The digital marketing strategy of the Tesco Company include the promotions over digital
platforms like Youtibe, Instagram and such like of social media and digital platforms. This has
supported the venture to ensure a positive control over managing the various campaign areas of
company. The role digital marketing allocate to venture is to execute the strategies in the best
way possible. Further the marketing professional at Tesco Company look at the option of total
visits, traffic sources, referrals, search, social, display advertising and audience interest while
framing the suitable marketing strategy (Lin and et.al., 2020). Company try to create an engaging
context that can attract to plenty of people who cah buy products over the website of Tesco
Company. This is recommended that company should launch the discount strategy to support its

digital campaigning of the business venture. This strategy will further allow the company to
attract the buying behaviour of customer irrespective to the level of competition in market.
Question 4
Customer traffic data is a practice that measure the total traffic that company generate
over its campaign and advertisement idea. This is about to measure the net outcome that business
venture witness over its campaign in the form of number of views, pay per click and such lke of
features. The Tesco Company utilises all these tactics like pay per click, conversion rate and
such like of features that will support the deliver to support the overall growth of the campaign
idea. Customer traffic data will further support the venture to assess its overall performance in
market. This is further recommended the fact that measuring the success of the campaign is
essential for the company to support (Mallor and Barnes, 2020). This become important for the
venture to assess and monitor the overall performance of the venture in respective market.
Customer traffic data allow the Tesco Company to assess about the overall performance of the
venture in respective target market. This is recommended to the business venture that this
practice can further be executed with support of various digital network that company can use to
consume the growth opportunities in the best way possible. The role of the customer traffic data
support and guide the company to know the reach of the campaign in the market.
Question 5
E-CRM is a platform that allow the Tesco Company to deal with the relationship management of
the customer. This involve containing the relation ship management practices over internet. The
role of the CRM platform is to regularly interact with the potential customers to ensure the best
form of business growth and development practices. This system focuses over every single
business aspect such as sales, service and marketing of the company. Sales include telephone
sale, web sale, retail store sale and field sale (Miao and et.al., 2019). All these are the different
form of sales that is mentioned under E-CRM. Services of the company involve addressing all
different issues and queries of the customer over internet. Further marketing may inclue the use
of different platforms and service to promote the products and services offer by Tesco Company.
In order to generate better results in future company can channelise its marketing campaign over
different social media platforms and the search engine. These will support the company to attract
the potential customers towards buying products and services offer by the business venture.

Question 6
The cyber security is an important part of the e-commerce business practice associated
with the venture to channelise or deliver the business practices. The cyber security is strengthen
with support of unauthorised data disclosure practices. Further the OTP Practices are denoted to
improve the security at the payment place of the entire sale practice (Saridakis and et.al., 2018).
The cyber security has taken seriously by the Tesco Company which require to strengthen by the
business venture to ensure the best form of business growth and development. This is
recommended that company may ensure the double check of the payment option. This involve
two mode of identification practice while processing payment by the customer. Further the Tesco
Company must offer the easy refundable practice in case of any replacement is made by the
customers.
CONCLUSION
E-commerce is a key business idea that support the venture to support its business growth
and progress. The various mode of promotion or selling under e-commerce such as promotion,
sales and service. All this become important for the company to execute the business objectives.

REFERENCES
Books and Journal
Agag, G., 2019. E-commerce ethics and its impact on buyer repurchase intentions and loyalty:
An empirical study of small and medium Egyptian businesses. Journal of Business
Ethics. 154(2). pp.389-410.
Halaweh, M., 2018. Cash on delivery (COD) as an alternative payment method for e-commerce
transactions: Analysis and implications. International Journal of Sociotechnology and
Knowledge Development (IJSKD). 10(4). pp.1-12.
Lin, J. and et.al., 2020. How do agribusinesses thrive through complexity? The pivotal role of e-
commerce capability and business agility. Decision Support Systems. 135. p.113342.
Mallor, J. and Barnes, A. J., 2020. Business law the ethical, global, and e-commerce
environment.
Miao, Y. and et.al., 2019. A two-sided matching model in the context of B2B export cross-
border e-commerce. Electronic Commerce Research. 19(4). pp.841-861.
Saridakis, G. and et.al., 2018. Industry characteristics, stages of E-commerce communications,
and entrepreneurs and SMEs revenue growth. Technological Forecasting and Social
Change. 128. pp.56-66.