Impact of Digital Marketing on Organizational Performance within Covid-19: A Case Study of Tesco

This report analyzes the impact of digital marketing on Tesco's performance during Covid-19 and ways in which digitization can help Tesco recover from the ill-effects of the pandemic. It also identifies the basic concept of digital marketing and the problem statement. The report uses a positivism philosophy and deductive approach to collect data through observation method under primary and secondary method. The report concludes that Tesco needs quick digitization to improve its business model.

Academic & Research
Skills

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Project Aim.................................................................................................................................1
Project Objectives......................................................................................................................1
Problem statement.....................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCE..................................................................................................................................5

INTRODUCTION
The academic skills and professional aspects are used by individual for the purpose of
developing their abilities and managing all functions. The research strategy is defined as
planning and procedure which are developed in order to operating all activities. This report is
based on research area which can help to attaining good functions (Pareek, Mohanty, and
Mangaraj, 2019). The current research involves task 2 in which Digital marketing is the selected
topic that uses by companies to promote their products and services. As the Covid-19 occurred in
whole world where all business has been affected negatively. The researcher will improve their
knowledge and skills by conducting research and maintaining performance.
TASK 2
Project Aim
“To identify the impact of Digital marketing on organizational performance within Covid-
19. A case study of Tesco
Project Objectives
 To identify the basic concept of digital marketing.
 To analyse the impact of digital marketing on Tesco’s performance with Covid-9 period.
 To develop ways in which digitization can help Tesco to recover from the ill-effects
within the COVID-19 pandemic
Problem statement
The problem connected with study is lack of resources and capital which is required to
conduct the research. The major problem is lack of knowledge and understanding which needs to
be develop that affected performance (Ababneh, LeFevre, and Bentley, 2019).
Literature review
To identify the basic concept of digital marketing.
As per opinion of Clack (2020), Digital marketing is the major concept which is used by
organization for the purpose of promoting their products and services at the workplace. This
could help to increase the organizational sales and performance effectively. Marketing is the
important function which is uses to sell specific products by attaining higher performance. Each
organization wants to reach their customer where social media is used by industries for running
1

their business effectively. The marketing management requires to have proper skills and abilities
to influence the number of people.
To analyse the impact of digital marketing on Tesco’s performance with Covid-9 period.
As per opinion of Madhani (2020), Digital marketing is the important function which is
used by individual for the purpose of improving their business productivity and profitability. Due
to Covid-19 all businesses has been affected negatively as it being closed for next updates and
reduced the sales. Digital marketing is impacted positively within covid-19 period as it supported
to reach the targeted customers and developing the organizational performance. in relation to
Tesco, marketing function is used by management for the purpose of influencing number of
customers and increasing organizational sales.
To develop ways in which digitization can help Tesco to recover from the ill-effects within the
COVID-19 pandemic
As per opinion of Rameshkumar (2020), Digitalization is term company uses for
reducing the negative effect of business performance by converting into modern age. The use of
social media such as facebook, twitter, instagram and others are followed by Tesco for the
purpose of influencing customers and selling them products and services. Due to covid-19,
management should use digital marketing for running their business as it influences the number
of customers regarding particular products and managing all functions.
An outline of the process you used for carrying out your research from different sources of
primary and secondary information
Research Philosophy – This involves positivism and interpretivism. The researcher have
used the positivism philosophy to conduct the research (Delina, 2020).
Research approach – This bases on planning and procedure uses for collecting data. This
consider deductive and inductive. In relation to current research, deductive approach is usedby
researcher to complete their study (Sheikh, Christina, and Sharina, 2020).
Research strategy – This mainly involves questionnaire, observation, and others. In
relation to current research, observation method under primary and secondary method has been
used.
Data analysis and techniques – This involves qualitative and quantitative . In relation to
current research, quantitative technique is being used b researcher that can help to developing
right information and maintain performance (Choudhury, and Mohanty, 2019).
2

A Gantt chart has been attached below to mark the timeline of these processes.
3

CONCLUSION
The above report went into detail regarding the initial specifics and scope of the project
which will be executed in order to digitize the operations of retail companies in UK by analysing
their effectiveness and also the negative impact of COVID-19. It was concluded from the
literature review that Tesco has realized that its business model needs quick digitization.
4

REFERENCE
Books and journal
Pareek, A., Mohanty, S.S. and Mangaraj, S., 2019. Systematic review on employee engagement
and its impact on employee retention.
Madhani, P. M., 2020. Effective rewards and recognition strategy: Enhancing employee
engagement, customer retention and company performance. The Journal of Total
Rewards, 29(2), pp.39-48.
Clack, L., 2020. Employee engagement: keys to organizational success. The Palgrave Handbook
of Workplace Well-Being, pp.1-28.
Ababneh, O. M., LeFevre, M. and Bentley, T., 2019. Employee engagement: Development of a
new measure. International Journal of Human Resources Development and
Management, 19(2), pp.105-134.
Sheikh, M. H. S. K., Christina, T. L. C. and Sharina, O., 2020. The Mediating Effects of Job
Satisfaction on the Relationship Between Competency Mapping, Employee Engagement,
and Talent Retention: An Examination of Talent Generation Y in Malaysian
TELCOs. Journal of Talent Development and Excellence, 12(3s), pp.2357-2371.
Choudhury, S. and Mohanty, M.K., 2019. Drivers of Employee Engagement-A Chronological
Literature Review Excluding India. Journal of Strategic Human Resource
Management, 8(1), p.32.
Delina, G., 2020. A study on the interrelationships between employee engagement, employee
engagement initiatives and job satisfaction. International Journal of Business
Excellence, 20(2), pp.242-268.
Rameshkumar, M., 2020. Employee engagement as an antecedent of organizational
commitment–A study on Indian seafaring officers. The Asian Journal of Shipping and
Logistics, 36(3), pp.105-112.
Pareek, A., Mohanty, S.S. and Mangaraj, S., 2019. Madhani, P. M., 2020. Clack, L., 2020
Ababneh, O. M., LeFevre, M. and Bentley, T., 2019. Sheikh, M. H. S. K., Christina, T. L. C.
and Sharina, O., 2020 Choudhury, S. and Mohanty, M.K., 2019 Delina, G., 2020 Rameshkumar,
M., 2020
5