Digital Marketing Tools to Improve Profit of a Fast-Food Takeaway in Oldham: A Case Study on Rajas

Specialist Project

Contents
INTRODUCTION...............................................................................................................................3
Research Aim....................................................................................................................................4
Research Objectives..........................................................................................................................4
Research Questions...........................................................................................................................4
Literature Review................................................................................................................................4
Use of digital tools to generate business............................................................................................4
Tools used by a local takeaway in Oldham........................................................................................6
Recommendations for the local takeaway..........................................................................................8
Methodology......................................................................................................................................10
Data Analysis.....................................................................................................................................12
Conclusion and Recommendations..................................................................................................23
Reflection............................................................................................................................................24
REFERENCES..................................................................................................................................26
Appendix............................................................................................................................................28

INTRODUCTION
Digital advertising refers to any advertising techniques conducted thru digital devices
which utilize a few shapes of a computer (Arora, Kumar and Agarwal, 2020). This consists of
online marketing efforts conducted at the internet. In the process of engaging in digital
advertising, a commercial enterprise may leverage web sites, search engines like google,
blogs, social media, video, email and comparable channels to reach clients. Digital
advertising is extraordinarily critical in modern-day day and age. It allows focus on centered
audiences with a worldwide reach, not like traditional advertising, bringing in high revenue
with little investment. It is conversion led and might without problems be monitored. Damage
control is likewise easy with digital marketing. Digital advertising is vital because it connects
a enterprise with its customers while they're on-line, & is effective in all industries. It
connects agencies with perfect customers while they may be on Google thru search engine
optimization, on social media with social media advertising, & through email with e-mail
marketing.
Digital marketing creates effective possibilities to tell emblem stories at scale and context.
Through commercials on numerous gadgets and channels, marketers can attain large
audiences in a real-time and increasingly private manner. Your customers spend a number of
time on line. Digital advertising is extremely crucial in brand new day and age. It helps
recognition on focused audiences with a worldwide attain, not like conventional marketing,
bringing in high revenue with little funding (Bennett and Gordon, 2021). It is conversion-led
and might effortlessly be monitored. Damage manage is also easy with digital advertising and
marketing. A professional virtual advertising organization analyses the enterprise website and
develops customised campaigns. It facilitates in driving a applicable target audience. One of
the benefits of using digital marketing is affordability and fee-effective advertising. It is far
less cheap than traditional advertising, yet relatively effective. It opens the door to new
commercial enterprise opportunities and revenue streams, enabling the advent of recent
services and products (Chakrabarti and Makhija, 2021). It will increase the velocity of
reaction to modifications in call for inside the market. It generates a competitive advantage
for the enterprise through being able to beautify the best of the goods synthetic. Rajas is the
restaurant/takeaway in Oldham which provides fast food and attract customers. The report
examines, research questions, objectives, literature review about use of digital tools or
channels in improving profit of fast-food takeaway in Oldham.

Research Aim
“To analyse the ways in which digital marketing tools or channels improve profit of a
fast-food takeaway in Oldham. A case study on Rajas.”
Research Objectives
 To understand use of digital tools to generate business.
 To critically analyse tools used by a local takeaway in Oldham.
 To provide recommendations for the local takeaway.
Research Questions
 What is the use of digital tools to generate business?
 What are the tools used by a local takeaway in Oldham?
 What are the recommendations for the local takeaway?
Literature Review
This forms out a vital part of the investigation as a literature review is a piece of
academic writing demonstrating knowledge and understanding of the academic literature on a
specific topic placed in context. A literature review also includes a critical evaluation of the
material thus tend to provide and support a base for the investigation. The current literature
review is based on the topic of the digital marketing tools or channels improve profit of a
fast-food takeaway in Oldham for which a range of article and journals are reviewed a
discussion of which is provided as below:
Use of digital tools to generate business
Digital tools are programs, web sites or on line sources that could make obligations
simpler to finish. A lot of those may be accessed in web browsers while not having to be
downloaded, and one could get entry to them each at home and in paintings. It is important to
apply on line tools thoroughly see the Security module for more data (Childers and
Boatwright, 2021). Digital tools help in producing greater income as with the help of various
channels promoting of product may be achieved. This enables in attracting human beings and
growth income of company. Digital advertising facilitates in overlaying wide region and
greater people get information about new product. Nowadays, there are different tools to be
had by using which facts can be provided to customer like, social media networking,
electronic mail, apps and so on. This may be utilized by an employer to draw humans and
more revenue may be generated.

Researchers analyzed small groups' use of digital equipment in six categories:
Business web presence, which includes online directory listings, websites, and mobile apps.
Social media for client engagement, income, advertising, or other enterprise functions. Data
analytics to benefit purchaser insights or tell commercial enterprise choices. Having a website
is no longer non-compulsory for any commercial enterprise it’s as crucial because the front
door of a brick-and-mortar save. A website says that a legitimate organisation, and the may
use the web site to impart news, information and opportunity communique channels for the
customers. Not simplest do want a internet site on the startup, but a presence on all primary
social media channels is likewise rather recommended. That means posting, engaging with
other users, responding to client questions and comments, and otherwise being lively to show
the commitment to the platform.
There are a few disadvantages of virtual advertising and marketing like, boom
dependability on era, safety and privateness problems. Using virtual advertising and
marketing gear requires massive investment and growth worldwide competition through
globalisation. There is excessive transparency of pricing and boom rate of merchandise. It is
essential for a company to apply virtual marketing tools because it helps in creating excellent
image in market and enterprise can run easily. Nowadays, home transport service is provided
through eating places to fulfil need of client, and this helps in growing sales of an company
(Ferrer-Conill and et.al., 2021). To benefit aggressive advantage digital advertising gear is
used by company because it's miles the first-rate way to satisfy need of humans. Digital
advertising is any advertising initiative that leverages online media and the internet through
connected gadgets which includes cell phones, home computers, or the Internet of Things
(IoT). Common virtual marketing projects center around distributing a logo message via
search engines like google and yahoo, social media, packages, e mail, and websites. Today,
virtual advertising and marketing frequently specializes in reaching a customer with more and
more conversion-oriented messages throughout more than one channels as they pass down
the income funnel. Ideally, advertising and marketing teams can be capable of track the
function every of those messages and/or channels plays in attaining their remaining goal.
Digital gear are on-line systems or software packages leveraged by way of
corporations or individuals to carry out brief and optimised functions that broadly speaking
takes all the time to perform with out them (Harker, 2020). Using efficient and modern digital
gear has many benefits which consist of patron pleasure and retention, advanced internal and
external verbal exchange, time optimisation, low purchaser churn out charge, information

centralisation, etc. Digital gear have crucial advantages for making procedures more steady,
relaxed, efficient, and effective. As institutions assist team of workers and students across a
broader range of geographies with a broader set of desires, the case for digital solutions
simplest grows. By improving product improvement, business approaches and growing the
competencies of workers, generation increases productivity in various commercial enterprise
operations. The size of improvements is debatable however some technologies like electronic
mail and social media have made communication less complicated and quicker.
Tools used by a local takeaway in Oldham
Digital tools is utilized by a neighborhood takeaway like, touchscreen point of sale
terminals, order and pay at the table, on line ordering software program etc. It is crucial to
apply virtual tools so that customers can be attracted, and greater revenue can be generated. It
is vital to provide relevant data to customers on the way to realize about new product. Digital
equipment are used by a local takeaway, and it has wonderful impact as it helps in generating
more sales. Local takeaway wants to growth their income and they use digital channels to
draw clients and allows in constructing fantastic picture in marketplace (Huang and et.al.,
2020). Digital equipment used by a neighbourhood takeaway has bad effect as it calls for
huge investment and time is wasted. For a neighbourhood takeaway it is tough to make
investments cash in virtual advertising due to the fact there is no assure that it allows in
increasing income of organisation or not. So, virtual advertising equipment has a few
disadvantages that may have an effect on overall performance of employer and corporation
have to go through loss.
Social media structures permit entrepreneurs to attain their potentialities in a myriad
of ways. First, marketing teams can use these channels to distribute paid ads and backed
content material. Each platform has a way for marketing teams to create paid advert
campaigns and section customers so those ads appear at the feeds of target audience
contributors. While each platform is one-of-a-kind, maximum have talents that permit
advertising teams to place ads based on area, job title, interests, age, and so on. Social media
is also a fantastic way to sell merchandise or sources organically on the followers, and engage
with clients. Chances are, human beings that observe the logo on social media have probably
purchased from the inside the beyond. Interacting with them on social media or answering
customer support-oriented questions is a excellent way to ensure persisted engagement with
the emblem and domesticate advantageous studies and consumer loyalty (Karpinska-
Krakowiak and Eisend, 2020). Another effective way to harness digital channels to attain