Opportunities of Digital Marketing in UK Clothing Sector

This dissertation aims to identify the opportunities of digital marketing in flourishing business operations and activities of the UK clothing sector at the international level. It includes a discussion about the types of digital marketing, challenges faced, and ways to overcome them. The researcher has used quantitative research method and both primary and secondary methods for collecting and analyzing information.

TO IDENTIFY THE OPPORTUNITIES OF DIGITAL MARKETING IN
FLOURISHING BUSINESS OPERATIONS AND ACTIVITIES OF THE UK
CLOTHING SECTOR AT THE INTERNATIONAL LEVEL

ABSTRACT
Purpose: The main purpose of undertaking current investigation is to analysis about the role of
digital marketing in flourishing business operations and activities of UK clothing sector at
international level. Further, this project also includes and comprise of a discussion about the
types of digital marketing and challenges that could be faced while flourishing business
operations and activities along with recommend ways that helps in overcoming the challenges to
have better business operation and activity.
Findings: The importance of Digital Marketing in our world of ever-changing business
environment, cannot be overemphasized. It plays a critical role in the success of an organization.
it helps an organization in achieving its local and international goals through more efficient ways
to reach an organization customer base. Making an organization more efficiency which is a
success factor in today’s business world.
Analysis: This paper explores critical ways in which to identify the opportunities of digital
marketing in flourishing business operations and activities of the UK clothing sector at the
international level and ways in which it can be used or corrected as appropriate according to
Rowlinson Knitwear organizational needs.
Methods: In the present research the researcher has used quantitative research method on the
given topic in an effective manner. The researcher has also used both primary and secondary
method for collecting and analysing information in a more precise and appropriate manner.

Table of Contents
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................5
1.1 Overview of the topic.......................................................................................................5
1.2. Background of the company............................................................................................5
1.3. Research aim, objectives and questions..........................................................................6
1.4. Rationale of the study......................................................................................................6
1.5. Proposed methodology....................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
2.1. Conceptual framework of digital marketing....................................................................9
2.2. Effective types of digital marketing that Rowlinson Knitwear would be used for
flourishing its business operations and activities at the international level..........................11
2.3. Benefits of using Social media marketing for Rowlinson Knitwear.............................16
2.4. Challenges faced by Rowlinson Knitwear while upgrading its business operations and
activities at the international level........................................................................................20
2.5. Conclusion of literature.................................................................................................23
2.6. Literature table...............................................................................................................24
2.7. Reference table..............................................................................................................25
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................29
CHAPTER 4: DATA ANALYSIS AND FINDING.....................................................................34
4.1. Data presentation and interpretation..............................................................................34
CHAPTER 5- DISCUSSION........................................................................................................46
Theme 1: To examine the effective types of digital marketing along with their importance in
flourishing its business operations and activities.................................................................46
Theme 2: To critically evaluate the challenges that could be faced by Rowlinson Knitwear
while flourishing its business operations and activities.......................................................47
Theme 3: To critically evaluate and recommend ways that would be used by Rowlinson
Knitwear for overcoming challenges linked with flourishing their business operations and
activities................................................................................................................................49

CHAPTER 6 CONCLUSION AND RECOMMENDATION......................................................50
6.1. Conclusion.....................................................................................................................50
6.2. Recommendations.........................................................................................................52
6.3. Father implication of research.......................................................................................55
REFERENCE.................................................................................................................................56
APPENDIX....................................................................................................................................61
Questionnaire........................................................................................................................61
Frequency distribution table.................................................................................................63

CHAPTER 1: INTRODUCTION
1.1 Overview of the topic
Digital marketing is the effective ways of promoting brand, product or services to the
customers. In addition, it is the advertising and marketing of a person, business, service or
product using online platforms, digital technologies and electronic devices (Kingsnorth, 2019).
There are certain examples of digital marketing such as social media, search engine optimisation,
pay-per-click, email and many other (Akter and Sultana, 2020). In a simple word, digital
marketing is the effective use of the mobile device, internet and many others. It is also called
online marketing that is the effective promotion of brand or product to connect with potential
clients using the internet and many other types of digital platforms (Bala and Verma, 2018). One
of the effective way that company can use to know the benefit that are being get by using digital
marketing in their operation is using BCG matrix (Chiu and Lin, 2019). Using this they can
analysis the product which is gained more popularity and the product which the people do not
like. There are different benefits of digital marketing for an organisation such as low cost,
increased customer base, easy to measure, brand development, precise targeting, increase
customer loyalty with frequent communications, engage the customer at every buying stage,
target at right audience, generate a consistent lead pipeline, optimise and obtain better conversion
rate and many others The Future of Retail Report: Trends for 2022 (shopify.com). Further, various
recent trend has been seen within retail sector that is making it more effcinet such as e-commerce
is becoming more prominent within the retail industry. Along with this, it has been also seen that
the use of the virtual reality and other automated technology has been also been within retail
industry that is helping the retail managers to effectively enhance the shopping experience as
well as lead improved convenience for customers to have higher sales level.
1.2. Background of the company
Rowlinson Knitwear is a chosen leading supplier of personalised school wear. Company
is specialising in manufacturing and selling of knitwear and school wear. It is a medium size
organisation that have manufacture plan, special and personalised knitwear garments for the
school wear market. It was established in 1935 for manufacturing and supplying high quality
garments to independent retailers of corporate-wear and school wear (Rowlinson Knitwear,
2021). Rowlinson Knitwear was incorporated in 1972 with purpose of improving their market

performance and profitability. It is important for the Rowlinson Knitwear to use digital
marketing because it helps them in attracting larger base of customers within minimum time
period. In the current age marketing campaigns requires focus on both traditional and digital
channels with coordination to create seamless and engaging experience for consumers so that
consumer advocacy for the product can be increased. Businesses in the current time have to
refine the usage of variety of channels in order to ensure that they are able to deliver on their
engaging experience to the consumer and offer them exceptional experience through the usage of
multichannel marketing. Here digital marketing plays an important role because it offers the
company variety of engaging and personalized channels to increase consumer satisfaction.
1.3. Research aim, objectives and questions
Aim: To determine the role of digital marketing in flourishing business operations and activities
of UK clothing sector at international level: A study on Rowlinson Knitwear
Objectives:
 To examine the effective types of digital marketing along with their importance in
flourishing its business operations and activities.
 To critically evaluate the challenges that could be faced by Rowlinson Knitwear while
flourishing its business operations and activities.
 To critically evaluate and recommend ways that would be used by Rowlinson Knitwear
for overcoming challenges linked with flourishing their business operations and activities
Research questions
 What types of digital marketing strategies use by company for flourishing its business
operations and activities at the international level?
 What are the benefits of using Social media marketing as a form of digital marketing for
Rowlinson Knitwear?
 What are the issues and solutions associated with succesfull implementation of social
media marketing at Rowlinson Knitwear?
1.4. Rationale of the study
The rationale behind doing this research is to determine the role of digital marketing in
flourishing business operations and activities of UK clothing sector at international level. This is
a main rationale regarding conducting current research (Alam, Wang and Waheed, 2019). This
research is highly important for Rowlinson Knitwear, researcher and students. For researcher,

this research is helps them in improvement of their data collection, time management etc. skills.
These are main skills that helps them in meeting of its personal and professional growth. For
students, this research assists them by improving their understanding regarding the effective
types of digital marketing that Rowlinson Knitwear would be used for flourishing its business
operations and activities at the international level (Wang, 2020). This research is also essential
for Rowlinson Knitwear by providing information about the ways for flourishing business
operations and activities at the international level.
1.5. Proposed methodology
Methodology is the process of gathering as well as analysing data regarding the topic.
There are different methodologies that will be used for collecting and analysing data regarding
the role of digital marketing in flourishing business operations and activities of UK clothing
sector at international level. Within this research primary and secondary method of data
collection will be used. For primary data collection methods questionnaire will be used so that to
gather reliable and transparent information. For secondary research, there are various sources
such as books, journals, articles etc. will be used for collecting in-depth information regarding
the role of digital marketing in flourishing business operations and activities of UK clothing
sector at international level (Alshaketheep and et. al., 2020).
Structure of the report
There are various chapters that helps an investigator in completing each activity of the
research in systematic manner. The structure of the current research is defined below;
 Introduction: This is a first chapter that helps an investigator in developing research
title, aim and objectives. This chapter will help a researcher in including accurate
information regarding the overview of topic, rationale of the research and many others.
 Literature review: This is another chapter that assist an investigator in collecting
secondary information about the topic (Gani and Faroque, 2021). There are several
sources that helps an instigator in gathering data regarding the role of digital marketing in
flourishing business operations and activities of UK clothing sector at international level.
These sources are books, articles, publication research and many others.
 Methodology: There are various methodologies that will be applied within a current
study. These are quantitative and secondary method of data collection, positivism
philosophy, deductive approach etc.

 Results and analysis: This is another chapter that assist in evaluating gathered
information via a research analytical tool (Hollen, 2018). Within this research,
quantitative will be gathered from questionnaire and for evaluating this, thematic analysis
will be applied.
 Conclusion and recommendations: This is a last chapter that helps in concluding
accurate information about the entire activities in systematic manner. This chapter helps
in attaining research aim and objectives successfully (Rangaswamy and et. al., 2020).

CHAPTER 2: LITERATURE REVIEW
Literature review is the systematic process used by an investigator for gathering secondary
information regarding any topic or study. There are various sources such as publication research,
books, articles, journals, magazines etc. These are effective and useful sources used by a
researcher for collecting in-depth and secondary data about the role of digital marketing in
flourishing business operations and activities of UK clothing sector at international level.
2.1. Conceptual framework of digital marketing
According to Bhandari and Bansal, (2018) digital marketing is associated with providing
right tools to the organisation by which they can engage new customers and increase brand
awareness into the market. In the context of fashion retail industry of UK as the competition is
high which means that customers are having numbers of options to make their buying decision
which requires the usage of digital marketing. On the other hand another definition of digital
marketing in context of the fashion retail industry is that do you still marketing helps fashion
retailers attract larger amount of consumers by reaching to them directly and engaging
personalised interactions with the company. This point of view regarding the marketing
conceptual framework looks at there will of digital marketing in increasing direct sales of
companies and helping them improve consumer engagement and interactions. Comparing this to
the previous definition of digital marketing increasing sales of the brand is more important than
increasing brand awareness as it has direct impact on profitability of the company.
According to the Aye Aye Khin, (2020), Digital marketing is also called online
marketing that used by an organisation for promoting their brand, product or service through the
use of internet. In clothing sector of United Kingdom, it is a form of direct marketing that helps
an organisation in connecting their buyers via interactive technologies, which are websites,
emails, online forum, social networks as well as newsgroups, mobile communication, interactive
television and many others. On the other hand the opposite view regarding the abundance of
various channels industrial marketing is that it can also lead to confusion in terms of cohesive
marketing plan of the company and reduce the seamlessness of company interaction with
consumers. According to this point of view variety of channels introduced by digital marketing
can also lead to confusion in terms of the overall marketing strategy as they can do more and

company interact with each other through multiple channels at different points of time an even at
the same point of time.
Digital marketing is a core part for UK clothing sector because with the use of this, they
can easily promote their products or services to the customers and in market place. This will
further assist them in increasing number of customers as well as accomplishing competitive
advantages in successful manner (Verhoef and Bijmolt, 2019). On the other hand another
opposite point of view about the role of digital marketing in the clothing sector is that it is useful
for both small and large businesses in the industry because of its ability to increase targeted
marketing towards specific individual consumer so that their experience can be enhanced.
Conceptual framework of the digital marketing is shown below;
Figure 1: conceptual framework of digital marketing in context with the UK clothing sector
(Source: Aye Aye Khin, 2020)

From the above mentioned conceptual framework, it has been interpreted that digital
marketing is an effective part of the marketing because it helps an organisation in attracting
larger base of customers within minimum time period. There are certain types of digital
marketing such as social media marketing, email marketing and many others (Aye Aye Khin,
2020). All these types have positive impact on an organisation by flourishing their business
operations and activities. The conceptual framework regarding digital marketing presents its
benefits to the clothing retail organisations. However there are various disadvantages associated
with digital marketing which can also have an impact on retailing organisation. The primary
disadvantage associated with digital marketing is that it is a highly dependant marketing method
on technology and latest technological advancements. This has its limitations because the
marketers of retail organisations have to depend on technological advancements and
effectiveness of the technology available to them in order to improve their marketing campaigns
and ensure that consumers received the best experience from their marketing efforts.
2.2. Effective types of digital marketing that Rowlinson Knitwear would be used for flourishing
its business operations and activities at the international level
According to Husain and et. al., (2020), the fashion industry is lucrative in nature which
means that the scope of the industry is wide if appropriate methods are being followed. There are
various British brands those are having strong presence into the market so that in terms of small
and medium enterprises will have to struggle in terms of developing digital marketing strategies
for their organisation. The opposite statement about the competitive conditions in the fashion
retail industry is that high competition supports innovation and is beneficial to the consumers as
they get the best quality products and standards.
As per the viewpoint of Vieira and et. al., (2022), there are various types of digital
marketing tools which can be used by company for flourishing its business operation and
activities at international level. Through digital marketing tools, company can connect with
maximum number of audience by using different forms of digital communication. It has been
also analysed that the implementation and heavy lines on digital marketing can be disadvantages
for businesses because it relies on technological advancement and technological instruct
structures. This requires heavy investment and financial resources so that technological
infrastructure of the company can be improved to meet requirements of implementing this cell
marketing campaigns.

Digital marketing allows company to find new market and expand their business at
international level. It also enhances the brand awareness and profitability of business. Digital
marketing helps in facilitating social interaction and empowers customer to buy the product
effectively (Febrianti and et. al., 2022). Rowlinson Knitwear can use different types of digital
marketing for flourishing its business operations and activities at international level such as
search engine optimisation, pay per click, social media marketing, content marketing, email
marketing, mobile marketing and affiliate marketing.
According to Nash (2018), retail industry is one of the industries which is greatly
dependent over their customers. It is quite significant for retail business to depend upon adopting
several social media marketing strategies because this increases their reach and makes them to
engage large number of customers. Social media marketing is one of the types of marketing
which is great for retail business in this digital world. Social media also helps in maintaining
transparency from the side of retail brands because they generate accurate content for their
customers. Social media marketing can also be damaging for businesses specifically in the
fashion retail industry which is heavily consumer focused because they invite social media
backlashes if the company engages in politically incorrect or social media misbehaviour. This
can affect the bread image of the company and can also lead to failure of the company in terms
of increasing profitability and attracting consumers. In this way the usage of social media
marketing has both positive and negative impact on businesses specifically in the fashion retail
industry.
The explanation about best digital marketing practices is provided below;
Search Engine Optimisation:
Search engine optimisation is one of the type of digital marketing that can be used by
Rowlinson Knitwear for flourishing its business operation and activities at international market.
Through search engine optimisation customers can avail traffic from free, editorial, organic and
natural search results. On the other hand competitor companies are using search engine
optimization for delivering guarantee effective results in terms of consumer retention and gaining
new consumers so that they gain high profits and growth in the market. That is why it is
important for company to use search engine optimisation for improving the performance of
website in order to increase the visibility for customers at the time they search for business
products and services.

Further, based on the view point of the Mehralian, M.M. and Khazaee, P., 2022, it has been
seen that the use of the search engine optimisation is also being seen within the clothing retail
sector as it offers and lead to the practice of orienting the website to rank higher on search
engine. Thus, application and making use of SEO within retail industry supports and leads to
higher traffic on the website of form by the way of leading top rank on search engine that grab
interest and attract larger number of target audience.
Pay per click:
Pay per click is another type of digital marketing tools that Rowlinson Knitwear can use
in order to flourish their business operations and activities at international level. In simple terms,
pay per click is a form of internet marketing in which advertiser pay for advertising if their ad is
clicked on (Zahay and et. al., 2022).The concept of pay per click marketing requires huge time
investment from the organisation as it involves investing time into optimization and
improvement of pay per click marketing campaigns so that effective results can be gained. The
use of this particular technique is to attract more number of customers towards the business. Pay
per click is one of the cost effective marketing tools that Competitor Company can use for
reaching to large number of audience.
Beside this, as per the opinion of the Mehralian, M.M., 2022, it has been seen that the use
of the pay per click technique has been recently seen within the clothing retail sector as it
supports an effective way for the internet advertising. Thus, it tends to supports and brings out
higher traffic on the website based o paid search. Further, it has been seen that application of the
pay per click advertising within the clothing retail industry comprises of the model of digital
advertising where the advertiser pays a fee each time one of their ads is clicked.
Social media marketing:
It is also a type of digital marketing tools that helps company to flourish business
activities and operations at international level. Social media marketing helps in increasing the
marketing of product and services (Khan and et. al., 2022). Social media marketing helps in
increasing the brand activity and also generate online traffic. There are various social marketing
sites which helps Rowlinson Knitwear to enhance their business operations and activities at
international market such as Facebook, Instagram, Twitter and LinkedIn. The use of social media
marketing helps in building network with clients and in sharing information about business
products and services. Delta stamps is one of the competitor company of Rowlinson Knitwear

which uses social media for promoting their prime and quality products with the help of
influencers so that they attain more number of customers. Setting up an effective large scale
social media marketing campaign on an international level requires huge investment in terms of
time and labour while the return from social media marketing in terms of consumer retention and
higher sales is extremely low.
However, as per the opinion of the Lestari, R., Pradani, T. and Digdowiseiso, K., 2022, it
has been seen that making use of the social media marketing is seemed most effective and
suitable way of digital marketing with the retail industry as it supports internet marketing that
uses social media apps as a marketing tool. Therefore, the use of social media marketing
provides highest connectivity with customers and also enables brands to connect with their
audience to effectively build a brand; increase sales as well as drive traffic to a website.
Content marketing
Content marketing is other type of digital marketing that helps in attracting, engaging and
retaining the customers by creating and sharing relevant videos, articles and other media.
Rowlinson Knitwear must focus on adopting content marketing in order to enhance their
business activities in international market. It helps in building trust, improve conversions,
develop relationship and also generate leads (Denga, Vajjhala and Rakshit, 2022). Content
marketing us used by the company for attracting and retaining customers by sharing relevant
videos or articles on the products and services. Schoolwear association is also considered as one
of the competitor Rowlinson Knitwear which supports content marketing for attracting school
students as they spend most of their time on social media. This is because content marketing on
an international level has challenge of meeting different language barriers which requires
creating different content for different language demographics and huge time investment.
Further, with respect to the view point of the Wang, C., 2022, it has been also analysed that the
Content marketing is being effectively used within the retail clothing industry as it supports an
effective marketing strategy used to attract, engage, and retain an audience by creating and
sharing relevant articles, videos, podcasts, and other media. Along with this, the content
marketing approach also helps the retail industry to effectively establish expertise, promotes
brand awareness, and keeps the business on the top of mind of target audience to have higher
sales and productivity level.
Email marketing

Email marketing is another type of digital marketing that helps company to target
particular group of customers. Through email marketing, Rowlinson Knitwear can collect
feedback and surveys, communicate with audience, increase leads and also provide more value
to audience. Email marketing helps in transmitting the message to customer due to which the
brand awareness of company increases (Boddu and et. al., 2021). Email marketing is used by the
company for delivering information related to the product that they deliver the market and is also
considered as the most cost effective method. Delta stamps is the competitor of Rowlinson
Knitwear that use E-mail marketing for making the list of the new products that they launch,
discounts and offers. E-mail marketing is also not highly beneficial method for interacting with
consumers on a digital environment because it is highly formal an most of the time emails from
marketing department of different companies are not noticed by consumers. This can lead to
ineffective e-mail marketing and reduce the ability of a company to organically interact with new
consumers and retain existing consumers (Vieira and et. al., 2022). It has been seen that the use
of the e-mail marketing is being seen within the retail clothing industry as Email marketing tend
to supports an effective form of the marketing that make the customers aware of new products,
discounts, and other services in a more personalised manner. Apart from this, it has been also
seen that the application and use of the e-mail marketing also supports and lead to softer sell to
effectively educate the audience on the value of the brand or keep them engaged between
purchases through targeting a particular groups of customers and even specific individuals to
support personalised services.
From the above mentioned all these are effective types of digital marketing and would
help an organisation in improvement of its growth and success. For Rowlinson Knitwear, social
media marketing is more effective and useful type of digital marketing because it facilitates them
in promoting its brand in marketplace (Bala and Verma, 2018). On the other hand the opposite
point of view regarding the usage of digital marketing and retail sectors is that digital marketing
often leads to higher investment and lower returns because there is no guarantee of ensuring
engagement with consumers so that new consumers can be acquired. According to Drummond,
O'Toole and McGrath (2020), the current world is going through digital revolution. Social
media, internet and mobile technologies have changed the way customers interact with their
brands and the way brands promote their different offerings. Brands are using digital media
along with traditional media for promoting and advertising company's products and services.

Social media channels such as Facebook, Instagram are free for the brands and they use it for the
promotion and marketing of the organisation. In simpler words, with these efforts organisations
simply engages with large number of customers and engage them with the different offerings of
the brand (Sheth, 2020). It is important that businesses are not completely dependent on social
media marketing or digital marketing to achieve their marketing objectives because there are
various limitations to digital marketing which can negatively impact the overall organisation.
The main disadvantage associated with completely relying on digital marketing for attracting and
retaining consumers is that there is a threat of cyber security associated with relying on digital
marketing. The cases of cyber fraud and hacking are increasing in the modern digital world
which can also affecting organisation if it does not have advanced security protocols and
technological infrastructure to safeguarded cells from various cyber threats. On the other hand a
primary disadvantage associated with digital marketing is that it is also labour intensive and
requires huge financial resources without a guarantee of high return on investment.
On the basis of the analysis of the above literature and discussion, an evaluation can be
made that out of these techniques the making use and application of the social media marketing
is seemed most effective and useful for the clothing retail sector to effectively flourish its
business activity and have higher sales as it supports a direct and continuous interaction with the
customer. It has been seen that there are various benefits and advantages are related and
concerned with the use of the social media marketing such as it supports increased level of brand
awareness as well as inbound more traffic and improved search engine ranking. Along with this,
the implication and use of the social media marketing includes use of various platforms such as
the instagram, whatsapp, Facebook and many more that supports higher conversion rate as well
as lead to improved brand loyalty to effectively flourish and enhance the productivity and sales
level of retail industry.
2.3. Benefits of using Social media marketing for Rowlinson Knitwear
As per the viewpoint of Jeevanandham and et. al., (2021), the social media is associated
with instigating such methods and techniques by which overall customers base can be increased
and at the same time incredible success opportunities can be welcomed. There are different
channels such as Instagram, Face Book, YouTube, Twitter that can be used by the businesses so
that to meet their business objectives. The small and medium businesses can be use digital

marketing channels so that to manage customer range and to increase their brand image as these
channels are economic in nature and helps to minimise business issues as well.
According to Laksamana (2018), social media marketing is an important element for the
success of procedure in the Rowlinson knitwear. It aids companies to realise potential of
business growth and success through using different platform of social media. An organisation
uses several social media marketing channels for improving the business growth (Ištvanić and et.
al., 2017). Some of the greatest benefits experienced by company through adoption social media
marketing as a form of digital marketing are explained below.
Improved brand recognition: Social media helps in making brand building effective and
simple (Febrianti and et. al., 2022). Social media has a benefit over traditional media channels
because this aids in getting brand in front of customers much more easily and quickly. Therefore,
in Rowlinson knitwear it helps them by drawing the attention of audience towards the brand even
when they are not thinking about it. Using social media channels like Facebooks, Instagram and
many other they are able to build their market image and reputation which on the other side
attract the customer and create a brand image in their mind. The primary challenge of diverse
digital marketing landscape is that the company has to deal with the complexity of ensuring that
the consumers gain personalised and seamless experience across all channels which drives sales.
Increased sales: The other greatest advantage of social media marketing is increased
number of sales because it has a higher lead to close rate in comparison of any other kinds of
marketing (Muninger, Hammedi and Mahr, 2019). With the assistance of social media marketing
channels, Rowlinson has increases the visibility and increases number of opportunities for
converting prospective customers into actual consumers (Wibowo and et. al., 2021). With the
use of social media platform company is generate internet leads for them. This lead increases
their sale as well as helps them to gain more market share for their brand. Customer gets satisfied
with the products of the company then they share their experience on social media channels.
These experiences are used by company for attracting large number of potential customers. This
on the other side also assists in increasing the number of sales for Rowlinson knitwear in relation
to product and service they deal in.
Cost-effective: Another benefit of social media marketing strategy for an organisation is
cost-effective. Social media marketing is the most cost-effective component as an advertising
strategy. Every social networking platform allows an organisation to sign up and form a profile

for free and any paid promotions company decides for investing in are relatively less costly in
comparison of other marketing tactics (Thomkaew and et. al., 2018). It is quite advantageous for
Rowlinson knitwear’s also as it is one of the cost-effective approach to target large pool of
customer for the company. As it allows company to see great return on investment while keeping
a larger amount for other business and marketing expenses. With the use of social media site
large customer is targeted with one marketing strategy that helps the company to reduce their
marketing expenses but increase the sale.
Higher conversion rates: Company gets more number of number of conversion
opportunities as an outcome of higher and greater visibility (Zahay and et. al., 2022). Every
photograph, video, remark or blog post has the potential for driving traffic to the website of an
organisation. With the assistance of humanisation factor, social media marketing helps
Rowlinson knitwear in making a great impression for their brand (Bala and Verma, 2018). It
helps the company to make a good and attractive personifies interaction with consumers. This is
done by sharing information, content, liking, commenting and upgrading and posting statuses on
different platform, offering online offers and discount and many more. This help the company to
make an online communication, as customers follow the brand on social media site and they are
likely to believe in the authenticity post by the brand on the online sites.
Better customer satisfaction: Social media channels are the communication and
networking platforms that helps an organisation to reach its existing as well as new customers. It
creates a voice for an organisation as it easily shares information about their newly launched as
well as existing products (Khan and et. al., 2022). Consumers appreciate on the pages and social
media channels of company and generally they comment when they get satisfied with the
products of the company. These comments grab attention of the other customers and influence
them to buy same product from the same company. Thus, Rowlinson Knitwear with the help
social media ask for the feedback and review, which helps them to satisfy customer in better
way. Brand also focuses on acknowledging each comment gets by the customer and then design
those strategies which helps them to change the mind-set among customers that company is quite
attentive of their needs and aim for providing the best experience. Every consumer interaction on
social media accounts of business is an opportunity of publicly demonstrating compassion for
customers. When an individual has any compliant, social media allows an organisation to

address the grievances using interpersonal dialogue. Company devotes to customer satisfaction
by composing personal messages for their problems so that customers can be retained.
Improved brand loyalty: This is one of the main benefits of social media as a type of
digital marketing. Promotion and marketing of the brand through social media helps an
organisation in improving its brand loyalty (Denga, Vajjhala and Rakshit, 2022). Promoting
brand through various channels such as Facebook, Instagram, Twitter and many others are useful
for Rowlinson Knitwear in improvement of its brand loyalty. These channels are effective for
them by increasing number of customers that leads to impact on its brand loyalty in positive
manner. Using theses channel they are providing useful information about the brand which help
Rowlinson to increase the brand loyalty and trust among the individual.
Increased inbound traffic: Social media marketing also helps in improving inbound
traffic due to which Rowlinson Knitwear can reach to maximum number of potential customers.
Without marketing business on social media, the inbound traffic of company is limited as
compare to usual customer (Duffett, 2017). Social media is a platform which includes different
types of people with varying behaviour and background. Rowlinson by improving inbound
traffic, enhance its customer base by attracting maximum number of people towards the brand by
reducing the traffic. they also use the SEO strategy where they rank their site on number one
position in different social media platforms. They also focus on creating high quality content that
integrates targeted keywords which attract maximum customer for the brand.
Increased brand awareness: Increase brand awareness is also a benefit which can be
gained by Rowlinson Knitwear through social media marketing. Social media marketing is a cost
efficient method for reaching maximum number of customers and also it helps in increasing the
business visibility. By implementing social media strategy, Rowlinson can increase brand
recognition and also engage broad number of customer towards the brand. So, Rowlinson
Knitwear need to focus on creating strong presence on social media platform and start interacting
with others so that they can create more brand awareness.
The analysis and review of the key benefits of the social media marketing has been provided as
below with the help of the below stated table:
Benefit Positive impact and advantage for clothing retail industry
Improved brand
recognition
Based on current investigation it has been seen that the impaction and
sue of social media marketing within the retail industry tend to supports

and brings out the improved brad recognition by the way of drawing
attention of the customer. Along with this, use of social media
marketing also supports higher popularity of clothing retail brand
through making use of the channels like Facebooks, Instagram and
many other which help to build effective market image and reputation to
effectively attract and cater the customer.
Cost effective The another major advantage and benefit of making use of social media
marketing within retail sector comprises of the fact that it supports most
cost effective way of the promotion. The use of social media marketing
does not require any additional cost and supports a continuous
connection with the customer without any further marketing expense
that helps the retail sector to have higher sales in most cost effective
manner.
Higher conversion
rate
It has been analysed that the making use of the social media marketing
within retail industry supports a direct connection with the customer
thus helps in having higher conversion rate based on continuous
interaction with customers.
Better customer
satisfaction
The making use of the social media marketing within the retail clothing
industry supports a better way to create awareness about the product and
services by the way of making use of images and video. Thus, the
making use of the social media marketing supports higher customer
satisfaction through making them more aware about the quality and
features of the product and services based on real images and video.
2.4. Challenges faced by Rowlinson Knitwear while upgrading its business operations and
activities at the international level
As per the viewpoint of Chawla, (2021), there are various challenges which are faced by
Rowlinson knitwear while upgrading its business operation and activities at international level.
These issues are related with business operations as when business is expanded to global level.
Money management:

Money management is one of the challenge which can be faced by Rowlinson Knitwear
while upgrading its business operation and activities at international level. This create problem
for the company to decide their budgeting activity on different platform in effective way. This
create problem so brand need to focus on managing money while developing business at global
level so that they can attract various buyers towards their brand. They need to maintain their cash
flow activity in the business, which on the other side assist in managing money so that they can
sustain in international market for long run and attract large market base for their company
(Nielsen, Eden and Verbeke, 2020). By managing money, company can fulfil the need and
demand of customers as well as can use their marketing strategy in better manner.
Balancing quality and growth:
Another challenge which is faced by Rowlinson knitwear is balancing the quality and
growth in order to develop its business operation and activities at international level. In order to
gain competitive advantage at global level, it is necessary for the brand to provide high quality of
products and services to its customer so that they can create strong customer base in market. But
maintain the growth at international level is one of the problem because variation in buyer’s
perception exist which is one of the biggest problem. It is important for Rowlinson Knitwear to
focus on balancing quality and growth of business as it helps in improving the market presence
(Osaulenko and et. al., 2020). So the company need to develop a proper marketing strategy
which helps them to make a proper balance of quality, company avails fewer compliant and
returns of customer and also it produces higher return on investment. Therefore, Rowlinson
Knitwear should focus on offering high quality of goods and services to its customers that satisfy
their needs and wants.
Legal issues:
Legal issues is also a challenge which can create an impact on the organisation while
developing business activities at international level. It is important for Rowlinson Knitwear to
focus on understanding the legal system of the country in which they are operating so that they
can remain away from any legal conflicts and disputes (Ahsain, 2020). Legal issues can create an
impact on the profitability and growth of business. Thus, by understanding the legal laws and
rules, company can sustain in market for long run and also run the business at international
market in effective and efficient manner.
Managing global teams:

Managing global teams is also an issue which can be faced by Rowlinson Knitwear while
establishing business at international market. It becomes difficult for the company to manage the
global teams of different market. Rowlinson Knitwear must focus on managing the global teams
by increasing communication, building connections and working with cultural differences. By
managing global teams, company can improve the productivity and efficiency of business
(Verhoef and Bijmolt, 2019). Therefore, it is important for organisation to focuses on managing
the global teams in order to increase the performance and promoting the learning within
Rowlinson Knitwear.
Cultural differences:
Cultural differences is another problem which occurs while establishing business at
international market. Each country have different culture and languages due to which it is
necessary for organisation to focus on understanding the culture of the country in which they are
going to establish business so that they can attract maximum number of customer towards the
brand. By identifying the culture difference of country, company can understand the need and
preference of consumers and produce the products accordingly in order to enhance the
profitability and growth of business. This is one of the biggest issue as there is a cultural gap that
exist between the customer of different nation. This cultural difference in ethics, values, belief
creates a problem of selling goods in international market. So before selling product at global
level, Rowlinson knitwear’s need to learn the culture and then design their product accordingly.
Language barriers:
Language barriers is also a challenge which can create an impact on the growth of
company while running business activities at international market. Rowlinson Knitwear must
focus on understanding the language of the country in which they are going to offer products and
services. Through understanding the language of country in which Rowlinson Knitwear is
dealing they can convey the message in effective and efficient manner and also make them
understood about the products and services. In Rowlinson knitwear’s Language barrier cause
misunderstanding on customer which leads to frustration, conflicts, hurt feelings, offense and
violence among the buyers for the brand. This language barrier also hinders the relationship of
buyers and organisation. This barrier creates problem for company to attract and retain loyal
customer as well as gain trust of the buyers in significant manner. To mitigate the problem of

language barrier organisation need to hire local employee which helps them to learn language
and also assist interacting with customer in significant manner.
There are some of the ways that helps in mitigating the challenges faced by the company in an
effective manner:
Set company goals and objectives – For expanding in the international market, it is important
for the company to set goals and objectives properly so that they capture in the market
internationally also for the sale of goods and services.
Doing market research properly – For expanding business in the international market, it is
necessary for the business managers to do a through research about the market, their target
customers so that they acquire right market.
Hire best local talented employee – Hiring talent locally can save the money and time of the
company because this helps in involving the right type of employee for better productivity and
success n the market. Local talent clearly knows about the language and the market which results
in removing the language barrier.
These are some of the ways that help in reducing the level of risk in expanding the business in
the international market more effectively.
2.5. Conclusion of literature
The above literature review is associated with providing information related with the role
of digital marketing in order to develop business functions of an organisation. The organisation
taken within the current research was Rowlison Knitwear which is a small scale organisation
dealing with sports wear, corporate-wear and school-wear. All the research objectives are
achieved and has been analysed that there are different digital marketing strategies which are
used by Rowllison Knitwear so that they can deal with marketing needs of the organisation and
attaining business objectives as well. This helps in developing high growth and success in the
international market which results in capturing more share in the market and more number of
customers. The major benefit of social media marketing is associated with improving brand
image and identity so that Rowlinson can reach out to larger customer range. There are different
challenges which are being faced by Rowlison Knitwear in terms of managing business in which
money management was the major as being a small organisation working capital management is
the biggest issue.

2.6. Literature table
Example
of the
different
sector
UK Retail industry Automotive industry Textile industry
Sources Gabdulkhakova. O.,
2022. Ecommerce
brands that get SEO
right.
Justyna, 2020. 6 Key
Elements of a Good
SEO Strategy for the
Automotive Industry
Hoffman, 2018. The next
phase of business
sustainability. Stanford
Social Innovation
Review
Findings The current article is
related with
providing
information in
context of usage of
SEO by different
brands. This is
observed that SEO is
considered as the tool
which helps the
business to examine
needs of their
customers and
instigate such needs
into the business
offerings. Search
engine optimisation is
all about optimising
the content over the
organisational
website in such a
The current article is giving
information in terms of key
element that should be used
by automotive organisation
so that to manage their
search engine optimisation
strategy. There are different
elements which are
considered by the
automotive industry while
developing their marketing
strategies as the company is
having higher range of
customer and at the same
time competition is fierce.
This article have
emphasised on the aspects
such as quality content,
graphics and different others
which are needed to be
included by the organisation
The current article is
providing information
related to sustainability in
business refers to the
strategy that helps in
reducing the negative
impact of the
environmental resulting
from their particular
operations in the specific
market. It mainly
contributes to the health of
the systematic structure for
managing the operations in
order to construct an
effective environment in
which the business can
survive in the competitive
market. The main goal of
adopting sustainability in
an organisation so that

manner that
customers can be
attracted to longer
range.
in their search engine
optimisation. In automotive
industry it is important to
use the search engine
optimisation in large
manner as it helps the firm
to fight with the competitor
in significant way.
create financial,
environmental and societal
sustainability. This can also
help the company in adding
value to the brand and
meeting the demands of the
customers within the textile
industry.
2.7. Reference table
Author name Source Content used Relevance and suitability for
current project
Chawla, C.,
2021.
Chawla, C., 2021.
Search engine
optimization
(SEO) As a
dynamic online
promotion
technique. Asian
Journal of
Multidimensional
Research, 10(11),
pp.554-561.
Defination of SEO and
its impratnce and use
within the retail industry.
The making use of this source is
effective and vital for current
project as it provided a better
understanding and implication
about the use of search engine
optimisation within the retail
industry. Further, this, source has
also provided with the analysis
about the there are various
challenges which are faced by
Rowlinson knitwear while
upgrading its business operation
and activities at international level.
These issues including and
providing a discussion related with
business operations as when
business is expanded to global
level. Beside this, the current

article comprises of proper name
of the author as well as the date of
publication which makes it
authentic and justifiable.
Jeevanandham
and et. al.,
2021
Jeevanandham and
et. al., 2021.
Search Engine
Optimization of
the Website.
International
Scientific Journal
of Contemporary
Research in
Engineering
Science and
Management, 6(1),
pp.129-135.
Social media marketing
is an important element
for the success of
procedure in the
Rowlinson knitwear. It
aids companies to realise
potential of business
growth and success
through using different
platform of social media.
An organisation uses
several social media
marketing channels for
improving the business
growth
The making use of this reference is
seemed suitable and effective
within current project as it
provides better understanding
about the digital marketing tools
including description about the
social media marketing as well as
SEO. Beside this, the current
article comprises of proper name
of the author as well as the date of
publication which makes it
authentic and justifiable.
Laksamana
(2018
Laksamana, P.,
2018. Impact of
social media
marketing on
purchase intention
and brand loyalty:
Evidence from
Indonesia’s
banking industry.
International
Review of
Management and
The social media is
associated with
instigating such methods
and techniques by which
overall customers base
can be increased and at
the same time incredible
success opportunities can
be welcomed. There are
different channels such
as Instagram, Face Book,
YouTube, Twitter that
The selected article is relevant and
justifiable for current project as it
is providing and leading the
effective information about the
impact on social media marketing
along with providing review of
social media techniques. Further,
the current article comprises of
proper name of the author as well
as the date of publication which
makes it authentic and justifiable.
Along with this, the selection of

Marketing, 8(1),
pp.13-18.
can be used by the
businesses so that to meet
their business objectives.
this article is also vital and
effective in leading information
about the social media techniques
to meet other objective in effective
manner.
Drummond,
O'Toole and
McGrath
(2020
Web
Design and SEO
Company. 2020.
[Online].
Available
Through:
https://www.cham
eleonwebservices.c
o.uk/?
gclid=EAIaIQobC
hMIv-
2Ezqqi9gIVZJhm
Ah3xdQyQEAAY
AiAAEgL0WPD_
BwE>
The current world is
going through digital
revolution. Social media,
internet and mobile
technologies have
changed the way
customers interact with
their brands and the way
brands promote their
different offerings.
Brands are using digital
media along with
traditional media for
promoting and
advertising company's
products and services.
Social media channels
are free for the brands
and they use it for the
promotion and marketing
of the organisation
The selection and use of the this
source and article is seemed
relevant and appropriate within
current project as it supports a
better understanding about the web
design and also provides and
supports the analysis about the
current trends and digital
revolution going on within the
retail industry. Further, the current
article comprises of proper name
of the author as well as the date of
publication which makes it
authentic and justifiable. Apart
from this, the making use of this
article also provide better review
about the digital media in
promoting and leading better
advertising within retail industry.
Herttua and
et. al., (2016),
Herttua, T and et.
al., 2016. Growth
hacking: Exploring
the meaning of an
internet-born
There are various types
of digital marketing tools
which can be used by
company for flourishing
its business operation and
The current article comprises of
proper name of the author as well as
the date of publication which makes
it authentic and justifiable. Beside
this the current article is seemed to

digital marketing
buzzword. In
Designing
networks for
innovation and
improvisation (pp.
151-161).
Springer, Cham.
activities at international
level. Through digital
marketing tools,
company can connect
with maximum number
of audience by using
different forms of digital
communication.
provide an authentic and reliable set
of the data related with the risk of
hacking while making use of the
digital marketing tools. Along with
this, the selected article also
supported and provided with the
effective literature that supports
better analysis about the digital
marketing buzz work around the
world that is enhancing innovation
and improvisation within retail
industry.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as such methods which are considered as the
process which are used in order to identify such methods in order to determine, analyse and
process data as accordance with research topic (Kothari, 2019). In the dissertation with the help
of methodology chapter reliability and validity of the research can be analysed so that overall
judgement can be undertaken. This chapter defines the methods which will be used within the
research in order to analyse research information in overall manner. This chapter provides clear
justification related with chosen methods so that information can be analysed in overall manner.
There are different research methodologies which are elaborated as under:
Research Philosophy:
In the current research, researcher has opted for Epistemology research philosophy.
Epistemology is further divided into three types such as positivism, interpretivism and realism.
By examining needs of current research, positivism has been selected as the chosen research
philosophy is positivism research philosophy. The reasoning behind usage of positivism
philosophy for the present investigation is that helps them to gather and analyse the right
phenomenon to execute the research in systematic and scientific manner. Positivism research
philosophy is focused over gathering objective data which also helps in understanding the social
world in numerical manner (O’Gorman and MacIntosh, 2016). This is the justification for using
positivism research philosophy in context of the present investigation as it will support usage of
quantitative numerical data and make it possible to apply quantitive data analysis. Another
justification behind usage of positivism philosophy is that it leads to reliable data collection and
value freedom in context of a research investigation. In context of the present investigation the
positivism philosophy will be applied by collecting numerical and quantitative data along with
the usage of frequency data analysis. The adoption of positivism research philosophy is
beneficial for this investigation because it helps gain generalizable conclusion which can be used
to answer the research questions for the present investigation covering the topic of digital
marketing in context of the clothing sector in United Kingdom. On the other hand the usage of
positivism research philosophy also has some disadvantages such as that it involves searching for
idealistic and perfect standards for completing the study which is often unrealistic and can lead
to unnecessary limitations on the study. Despite its limitations the positivism research
philosophy is selected for completing the particular study on digital marketing in context of the

UK clothing sector because it provides a well defined structure for completing investigation with
emphasises on quantitive approach so that objective results can be gained in a timely manner.
Research Approach:
In the present investigation, investigator has selected deductive approach so that to
collect quantitative piece of information. Deductive approach is related with evaluating
information in statistical manner so that in numerical manner research can be executed (Van den
Berg and Struwig, 2017). The primary reason for crossing the deductive research approach for
the present investigation is that it helps provide explanation of the relationship which exists
between concepts and variables. In context of the present investigation which revolves around
the clothing sector of United Kingdom the relationship between digital marketing and the
clothing Industry of United Kingdom can be easily explained and analysed with the help of
deductive approach. The benefits and challenges of digital marketing within the clothing sector
of United Kingdom along with the solutions which can be implemented to achieve better results
on an international level can be analysed in an effective manner. Another advantage which
makes the usage of deductive research approach beneficial for the present investigation is that it
enables quantitive measurements of various concepts. In case of the present investigation the
usage of deductive approach will be supported through numerical data collection and frequency
data analysis so that quantitative measurements of concepts is encouraged.
Research Strategy:
For the existing investigation, researcher has chosen survey strategy so that to align the
research with deductive approach. This is because using this large volume of data can be
gathered from pool of applicant. It is also one of the cost effective strategy as less cost and time
is needed to gather information. It is also finest research strategy which helps the investigator to
gather reliable information so that research aim can be attained (Oliva, 2019). The reasoning for
selecting the survey research strategy is that this strategy is effective in gathering of numeric
information so that aim and objectives within the dissertation can be attained in sufficient
manner. Therefore, with the help of survey research strategy in current research capabilities of
representing audience can be exerted in which relevant data can also be gathered. Another
advantage of survey research strategy which can play a critical role in effective completion of
this investigation is that it assists in gathering the information in short span of time and with

more accuracy. This method is more reliable in gathering authentic and valid information so that
they achieve research aim and objectives in an effective manner.
Research Choice:
Quantitative and qualitative are considered as two research choices that are helpful
within research in order to attain objectives and understand needs of the research (Heathcote and
et. al., 2019). As per the need of current dissertation quantitative research choice is used by the
researcher so that objectives of the research can be attained. The primary reasoning for selecting
quantitive research choice is that it is more practical and scientific in nature so that casual
research questions can also be answered in logical manner. In addition to this another
justification for the usage of quantitative research choice for the present investigation is that it
improves the objective nature of the investigation because it depends on concrete numbers
instead of using subjective data which is different for different viewpoints. The primary
disadvantage for usage of quantitive research choice for the present investigation is that it does
not understand the meaning behind social phenomenon. On the other hand the usage of
quantitative research choice for the present investigation is justified and beneficial because it
delivers both objectivity and accuracy in terms of achieving research objectives.
Survey design: In the present research survey is designed using questionnaire. Where the list of
question is prepared to gather information from the supplicant using survey. The questionnaire
then is send to the participants using email. Questionnaire is an effective method that helps in
developing better questions on the research topic so that they conduct the data analysis part in an
effective and systematic manner for dealing with the research problem.
Sampling: Sampling is the method of taking out applicant from the whole population. There are
two sampling method which are probability and non-probability. As per the current investigation,
investigator has opted for probability sampling method. This is because this helps in selecting
respondent in transparent manner without any bias-ness. Further, in that simple random sampling
method is used for selecting participants. The reason is it provide equal opportunity to the
respondent to get selected. The sample size is 20 employees from Rowlinson knitwear.
Recruitment: The selection of the participant is taken from the employee of Rowlinson brand
and they are the employee who are working within the company.
Data Collection:

Data collection is divided into two types such as primary and secondary data collection
methods (Xu and et. al., 2020). As accordance with the need of current research, primary and
secondary data collection methods are used so that dissertation can be executed in desired
manner. The reason behind using both primary and secondary data collection is to ensure that
variety of sources is used for completing the investigation. Primary data collection will be
implementing by gathering data through survey questionnaire. On the other hand a detailed
secondary data will be collected from variety of sources including books, magazines, online
articles, journals and government publications. The usage of both primary and secondary data
collection in case of the present investigation is that it helps get varied types of sources through
which accurate, reliable credible, authentic and timeless information can be gained (Bluestein,
2018). This is advantageous for completing the respective investigation and will; support
drawing effective conclusion.
Time Horizon:
There are two types of time horizon such as longitudinal and cross-sectional which can be
used by the researcher in the research so that to attain overall research objectives (Kim and et.
al., 2017). Cross sectional time horizon will be used for completing the present investigation
because it does not require lot of time for completing the investigation and helps capture the
specific time period during which the research needs to be completed in order to ensure that it is
completed in a easily within the given time frame. On the other hand the usage of the cross
sectional time horizon can have certain disadvantage on the particular research which is that the
snapshot time period might not be fully representational. Despite the disadvantage on the specific
investigation the usage of cross sectional time horizon is beneficial for the present study because
it helps gather data from large pool of sources and is also less expensive that otter options for
selecting the time horizon.
Data Analysis:
Data analysis is considered as the process which is used in order to analyse the gathered
information in appropriate manner (Sapountzi and Psannis, 2018). In the present investigation
frequency distribution analysis will be implemented. The main reason behind this selection is
that it enables in relative examination of abundance of each particular target data,. In addition to
this frequency data analysis can be completed easily and is less time taking in comparisons to
thematic data analysis.

Research Ethics:
Research ethics are regarded as such practice and condition which are used within the
research in order to attain research objectives in clear manner (George, 2016). Under this
informed consent is considered as one of the major ethics in which investigation can be managed
in full proof manner. Data protection is regarded as another ethics which is used within the
research in order to manage appropriate path of the research. In addition to this the ethical
guidelines for educational research as provide by British education research association will be
followed throughput the investigation (Cascio, Weiss and Racine, 2021). Every participant will
be treated fairly with dignity in the present investigation within for the ethic of respect for
persons and freedom from prejudice regardless of age, gender, sexuality, race, ethnicity, class,
nationality, cultural identity, partnership status, faith, disability, political belief or any other
significant difference(Chan, 2018).

CHAPTER 4: DATA ANALYSIS AND FINDING
4.1. Data presentation and interpretation
Table 1: Knowledge regarding digital marketing
Q1) Do you have the basic knowledge regarding digital marketing? Frequency
a) Yes 15
b) No 3
c) Somehow 2
Figure 2: Knowledge regarding digital marketing
Interpretation: With the assemble piece of information it is being interpreted that 15 of the
respondent say yes, that they have knowledge regarding digital marketing. As per their view
digital marketing is the process of promoting and adverting goods and service of the company on
online platform. Various technology and network is being used to promote the product in the
market. 3 says no they do not know what is digital marketing. Rest of the 2 say somehow they
have knowledge about digital marketing in context of the organisation. It is the process in which
online site is used by the company to promote their good.
Table 2: Digital marketing is one of the vital advertising strategy for the business
Q2) Do you think that, digital marketing is one of the crucial marketing strategy Frequency

for the company?
a) Yes 12
b) No 5
c) Maybe 3
Figure 3: Digital marketing is one of the vital advertising strategy for the business
Interpretation: From the above tabular representation, it is discussed that out of 20 employees of
Rowlinson knitwear 12 has voted yes. As per them in the recent era it is important for the
company to adopt the strategy of digital marketing. This is because it is one of the vital
advertising strategy that assist them to promote goods and service in effective way in the market.
5 says it is not important for the company to use digital marketing as there are various traditional
way also that helps them to advertise the product in the market. Rest 3 answer maybe it is vital
element but they do not know it need.
Table 3: Digital marketing is an innovative way to advertise product and service in the bazaar
Q3) As per your perspective, does digital marketing is an innovative way to
promote and advertise product and service in the market?
Frequency
a) Yes 14
b) No 4
c) Maybe 2

Figure 4: Digital marketing is an innovative way to advertise product and service in the bazaar
Interpretation: According to the view of 14 participants of Rowlinson knitwear digital
marketing is an innovative method when it comes to advertisement of goods and services. They
are of the view that with the help of digital marketing company can effectively promote their
product using various different content, vfx, graphics and many more. Innovation and creativity
helps the buyers to get attracted towards the brand. 4 answered that no it is not an innovative way
as goods can also be promote in the bazar sing various traditional way of marketing. 2 say maybe
it is important in the recent time as consumer know prefer more innovation and creativity.
Table 4: Variety of digital marketing strategy accepted by Rowlinson knitwear to ornament their
commerce
Q4) What is the effective type of digital marketing strategy adopted by Rowlinson
knitwear to flourish their business?
Frequency
a) Content marketing 4
b) Email marketing 3
c) Search engine optimisation 5
d) Influencer marketing 4
e) Pay per click 3
f) Affiliate marketing 1

Figure 5: Variety of digital marketing strategy accepted by Rowlinson knitwear to ornament
their commerce
Interpretation: With the assemble piece of information it is concluded that out of 20 employees
5 is of the view that the effective type of digital marketing strategy used by the company is
search engine optimisation. It is the method through which they rank their website at top of the
google search bar so that each and every one get to know about the brands. 4 says effective type
is content marketing where creative content is being published to make effective communication
with the buyers. 3 is of the view for email marketing, in which company sent email to the buyers
about the offers. 4 says influencer marketing, 3 is of the view of pay per click and rest 1 answer
for affiliate marketing.
Table 5: Digital marketing strategy is important for the organisation
Q5) Do you think that, above mentioned digital marketing strategy is important for
the organisation?
Frequency
a) Yes 13
b) No 2

c) Maybe 5
Figure 6: Digital marketing strategy is important for the organisation
Interpretation: From the above graphical representation out of 20 employees 13 answer yes that
digital marketing is important for the company. This is because in the recent time the use of
digital technology is expanded and thus digital marketing aid the brand to attract wider target in
one go. 2 answer no it is not important in the current time as they are various other are like
financial tool and software, training and development which is important for the business to gain
benefit. Remaining 5 says maybe it is important but they don’t have idea about the importance of
digital marketing
Table 6: Significance of digital marketing for Rowlinson knitwear at international level
Q6) According to your opinion, what is the importance of digital marketing for
Rowlinson knitwear at international level?
Frequency
a) To flourish the business operation 6
b) To generate effective leads 5
c) Helps in reducing advertisement cost 4
d) To attract wider target market 3
e) To change buyer’s decision making 2

Figure 7: Significance of digital marketing for Rowlinson knitwear at international level
Interpretation: With the accumulated piece of data from various source it is being analysed that
the majority of the vote is for to flourish the business operation. Out of 20 employees, 6 voted for
this category. They think that digital marketing expand the business opportunity thus helps in
flourishing the operation. 5 answer that with the assistance of digital marketing brand can
generate online lead for their company. this lead helps them to increase their sale and revenue. 4
is of the view that it helps in reducing the advertisement cost as company can attract wide target
market using online site. They do not need to invest capital on traditional marketing. 3 has of the
opinion that it helps in attracting wider customer for the company as through digital market
company can reach to the global level. Rest 2 is of the perception that it influences the buyer’s
decision making process in large manner.
Table 7: Digital marketing strategy used by Rowlinson knitwear offer benefit to the firm for
flouring their operation
Q7) Do you agreed that, digital marketing strategy used by Rowlinson knitwear Frequency

provide benefit to the company for flouring their operation?
a) Strongly agree 5
b) Agree 6
c) Neutral 3
d) Disagree 4
e) Strongly disagree 2
Figure 8: Digital marketing strategy used by Rowlinson knitwear offer benefit to the firm for
flouring their operation
Interpretation: According to the perception of 5 participants they are strongly agree that
Rowlinson knitwear gained various benefit after implementing the strategy of digital marketing.
They think it change the way company advertise the product and service using traditional
marketing tool such as billboard, pamphlets etc. 6 are agree that it aid the company in significant
manner that one of the major benefit company received is strong customer base. 3 employees are
neutral in their view as per the company is also benefitted as well no benefit can also be seen. 4
answered disagree that they company do not gain any benefit and rest 2 is strongly disagree that
Rowlinson knitwear did not received any benefit or advantage after using digital marketing
strategy.

Table 8: Benefit received by Rowlinson knitwear after implementing the strategy of digital
marketing
Q8) As per your perspective, what is the benefit received by Rowlinson
knitwear after adopting the strategy of digital marketing?
Frequency
a) High rate of conversion 6
b) Global reach 2
c) Increased brand awareness 3
d) Effective targeting 1
e) High customer engagement 1
f) High productivity 5
g) High business operation 2
Figure 9: Benefit received by Rowlinson knitwear after implementing the strategy of digital
marketing
Interpretation: From the above table and graphical representation, it is being analysed that
majority of the 6 respondent is of the view that one of the greatest benefit received by the
company after digital marketing strategy is high rate of conversion. This helps them to gain more
leads from the social media sites. 5 is of the opinion that with digital marketing strategy
company gain the benefit of higher productivity. 3 answer that it increases the awareness of the
brand in the mind of the consumer. 2 says through digital marketing company is able to reach
with global market and attract wider customer base. Some other participants voted for effective
targeting, high customer engagement, high business operation.

Table 9: Face challenges while upgrading their business operation at international level
Q9) Do you think that, Rowlinson knitwear face challenges while upgrading their
business operation at international level?
Frequency
a) Yes 12
b) No 3
c) Maybe 5
Figure 10: Face challenges while upgrading their business operation at international level
Interpretation: With the extracted information through questionnaire it is being interpreted that
out of 20 employees 12 is of the opinion that Rowlinson knitwear faces challenges while
adopting the strategy of digital marketing at the international level. As using digital marketing
into the business company need to change their overall model of marketing in large way that
affect the company. 3 says no that they did not face any issue as they smoothly adopt the strategy
of digital marketing. Remaining 5 is of the perception maybe they face problem but they do not
have detailed ides about it.
Table 10: Main challenge faced by the company after upgrading their digital marketing strategy
Q10) What is the main challenge faced by the company after upgrading their
digital marketing strategy at international level?
Frequency

a) Improper money management 5
b) Unbalance between quality and growth 3
c) Legal issue 4
d) Cultural differences 6
e) Language barriers 2
Figure 11: Main challenge faced by the company after upgrading their digital marketing
strategy
Interpretation: From the above collected and analysed information it is discussed that majority
of respondent is of the view that cultural difference is the biggest issue that Rowlinson knitwear
face when they operate their business operation in international level. 5 says money management
is the main issue as they are not able to allocate proper budget on the different method used for
advertising the product in the market. 3 is of the view that unbalanced between quality and
growth was the major issue, 4 answer for legal issue as they think different country has different
norms which need to be followed. Rest 2 is of the view that language barrier is the biggest
challenge which is encounter by the brand at global level.

Table 11: Approaches used by the organisation to mitigate the challenges faced during
international level
Q11) According to you, what are the ways or approaches used by the organisation
to mitigate the challenges faced during international level?
Frequency
a) Using right digital marketing type 4
b) Making content as per the nation 6
c) Setting goal and objective in effective way 5
d) Doing market research 2
e) Recruiting local talents 3
Figure 12: Approaches used by the organisation to mitigate the challenges faced during
international level
Interpretation: According to the inspected information it is found that out of 20 employees 6
voted for Making content as per the nation was the effective approach to mitigate the challenge
of digital marketing at international level. 5 is of the opinion that company need to set their goal
and objective in effective way so that they can achieve then in smooth manner. 4 is of the view
using right type of digital marketing is the best way through which company can cope up with

the problem of marketing at international bazaar. Other participants say doing market research,
hiring local for marketing is the best way.
Table 12: Ways helps the business to successfully use digital marketing strategy at global level
Q12) Do you agree that, all these method helps the company to effectively use
digital marketing strategy at international level to flourish their business?
Frequency
a) Strongly agree 6
b) Agree 4
c) Neutral 5
d) Disagree 2
e) Strong disagree 3
Figure 13: Ways helps the business to successfully use digital marketing strategy at global level
Interpretation: From the above tabular presentation it is being analysed that the most of the vote
is for strongly agree. Out of 20 employees 6 are strongly agree that digital marketing is the key
elements to gain business growth and success at the global level. 4 are agree with the question, 5
is neutral in their view, 2 answer disagree. Rest of the e are strongly disagreeing for the question.

CHAPTER 5- DISCUSSION
In the present research the data is been discussed with the use of thematic analysis that
helps in offering in-depth understanding of the research topic. It helps in analysing the
Qualitative data related to the opportunities of digital marketing in flourishing the business
operations and activities of UK clothing sector at international level.
Theme 1: To examine the effective types of digital marketing along with their importance in
flourishing its business operations and activities.
From the above gathered data of LR it is being discussed that, digital marketing is
considered an effective way for promoting the brand. The digital marketing takes use of digital
technologies and online platforms. Digital marketing is also known as online marketing which is
the component of marketing that take use of internet and online based digital technologies such
as mobile phone, and other platforms for the promotion of products and services of Rowlinson
Knitwear. In the fashion industry, digital marketing helps in attracting large amount of customer
through reaching to them directly and engaged with personalised interactions. The use of
technologies in digital marketing involves websites, emails, social network and many others to
connect with buyers. In UK fashion industry, digital marketing is considered core concept which
help company in attaining competitive advantage by targeting market towards the particular
consumer in order to enhance their experiences (Bonilla, and et.al., 2019). In context to
Rowlinson knitwear, digital marketing is important as it benefits in connecting business with its
customers along with beneficial in all industries. The value of digital marketing is growing daily
as the world economy transitions to a digital one. It helps in increasing of more sales, driving
more traffic to website and increase of revenue. For the business digital marketing is boom that
creates brand awareness among large companies. The strategies of the digital marketing are
considered to be cost effective and faster as it has ability to reach a wider audience and requires
less budget by giving high ROI rather than traditional marketing. The effective and appropriate
use of digital marketing helps in flourishing the business operations & activities which directly
impact on the company profitability. It is discussed that there are several types of digital
marketing which is used by organisation in order to flourish their business operations and
activities at international level. The use of different types of digital marketing connects to large
potential consumer along with allow organisation to find new market for business expansion at
global level. It is found that Rowlinson Knitwear uses variety of digital marketing strategies,

including search engine optimization, pay-per-click, social media marketing, content marketing,
and affiliate marketing, to grow its business operations and activities globally (Brown, 2019).
The use of search engine optimization increases the customer retention as customer avail traffic
from free and performance of website is improved to increase the visibility. The pay-per-click is
promoted search engine results which increase the search traffic to business online. For the
company it is time efficient as advertiser pay for the advertising where their ad is clicked on.
Social media marketing is also form of digital marketing which Rowlinson Knitwear uses in
order to flourish the business activities and operations at international level. The use of it helps in
increasing marketing of product & services. The network is developed with the clients where
company can promote its promote & service on several platforms such as Facebook, Twitter,
Instagram etc. It has benefit of high conversion rate and allows to target specific customer
segment in order to convey message to right people. The use of content marketing helps in
attracting, engaging and retaining the customers through creating & sharing articles, videos. This
helps the fashion company in building trust, improving conversion (Cullinane, and et.al., 2019).
It is highly versatile option. It will Rowlinson Kintwear to connect with audience by answering
their queries and generating of more leads & sales. The affiliate marketing enhances audience
reach by creating content to promote business product & sharing link to website. It allows in
earning genuine followers & customers. Henceforth it can be said that all types of digital
marketing are effective for Rowlinson Knitwear for improving its growth & success. It is being
found social media marketing is considered to be more effective which increases brand image
by the use of social media channels such as Facebook, Instagram etc. It is considered to be cost
effective for the company leading to great return on investment.
Theme 2: To critically evaluate the challenges that could be faced by Rowlinson Knitwear while
flourishing its business operations and activities.
From the above gathered information of LR, it is found that while flourishing the business
operations and activities at international level there were some challenges which is faced by
Rowlinson Knitwear. The fashion industry involves some factors such as cultures, norms,
lifestyle etc which affects the business operations at global level. It is found that money
management is challenge for the Rowlinson Knitwear while deciding the budget on different
platform in effective way. In order to promote the product & service of the company on several
platforms it is need to have adequate cash flow for the activities. The other challenge which the

company face is balancing quality and growth as customer wants quality products that will help
the company in its growth by leading of more sales (Allam, 2019). The offering of quality
products is important for the organisation to be competitive in market but maintaining growth at
global level is major problem due to variation in buyer’s perception (Hacioglu, and Aksoy,
2021). It is seen that fashion industry causes pollution. When it comes to the human right and
exploiting workers fashion is worst. It creates the challenging impact on the environment &
social. The fashion industry's supply chain is especially complicated because it involves a
dispersed network of producers, suppliers, retailers, and customers. A company in context to
Rowlinson Knitwear must first choose the appropriate materials and fabrics for the particular
pieces it wants to produce, and then it must locate a manufacturer who can turn those materials
into clothing at a price that is competitive. Once produced, these garments must be shipped
around the world to be sold in various markets. It may involve a large number of subcontractors,
each with a specific area of expertise and typically dispersed throughout the world. This
procedure costs a lot of money which is a challenge faced by Rowlinson Knitwear creating
inefficiencies in product delivering. Another issue that arises when starting a business in an
international market is cultural differences faced by Rowlinson Knitwear (Hacioglu, and Aksoy,
2021). Because each country has a unique culture and language, it is essential for businesses to
concentrate on learning about that nation's culture before setting up business there in order to
draw the greatest possible number of consumers to their products. It is considered the biggest
problem for Rowlinson Knitwear due to cultural gap divide between the customers from various
countries (Iran, Geiger, and Schrader, 2019). The difficulty of selling products in the global
market is caused by this cultural difference in ethics, values, and beliefs. Another difficulty that
can hinder a company's expansion while conducting business in the global market is language
barriers. Rowlinson Knitwear should concentrate on learning the language of the nation where
they will be selling goods and providing services. According to Rowlinson Knitwear, language
barriers result in customer misunderstandings, which in turn cause frustration, disputes, hurt
feelings, offence, and even violence among customers of the brand (Mankad, 2019). The
relationship between customers and the organisation is also hampered by the language barrier.
This barrier makes it difficult for the business to draw in and keep repeat customers as well as
significantly increase customer trust. Employing locals who can assist with language learning
will help organisations overcome the problem of language barriers.

Theme 3: To critically evaluate and recommend ways that would be used by Rowlinson Knitwear
for overcoming challenges linked with flourishing their business operations and activities
It is found in order to overcome the challenges faced by the Rowlinson Knitwear for
flourishing the business operations and activities there are several ways recommended which can
help in it. The Rowlinson Knitwear face challenge of money management in order to overcome
this it is required by the organisation to maintain adequate cash in order to sustain in
international market for the long run and large market base can be attracted. This will help in
increase of the company profitability by optimum utilising budget on several online platforms for
brand promotion. Through managing of money, the demand of customer can be fulfilled by the
company. The offering of the quality products and service to the customer will help in customer
satisfaction in needs & wants by developing proper marketing strategy in order to maintain
balance of quality (McGruer, 2020). As the technology is paving the way towards the sustainable
future for fashion. To the company it is recommended to take use of alternative sustainable
materials which are less harmful to environment along with to make use of analytics &
production intelligence as to forecast demand & avoiding of overproduction. To over come with
the challenge of inefficient supply chain and distribution it is recommended to Rowlinson
Knitwear to take the use of advance technology for managing supply chain as there is availability
of several software such as ERP which allows in automating the process & reduces human
labour. In this wat the cost is reduced and productivity is enhanced. The use of knowledge
management platform centralizes all data on suppliers, material and factories (Ozuem, and
Ranfagni, 2021). The software will help in managing all important information such as delivery
dates, order quantities, shipping cost etc helps in managing inventory more efficiently leading to
higher profits. As it is found that company is facing the challenge of cultural difference which
needs to be overcome in order to flourish the business operations and activities for earning of
profitability. The expansion of business operations in different countries provides more diverse
opportunities. It is recommended to learn about the different culture backgrounds which helps in
fostering workplace relationship. By having the understanding of culture difference will help
organisation in acknowledging the need & preferences of the consumer so that products can be
produce accordingly to have business growth. The knowledge sharing contributes in creative
outcomes as innovation is sparked by knowledge from various cultural experiences and
backgrounds, which also promotes cultural inclusion. Making knowledge sharing a key

component of an organization's culture is therefore advantageous for both individuals and
organisation (Sironi, Rösler, Kalbaska, and Friedli, 2021). Setting company goals and objectives
is considered to be an effective way while expanding the business in international market as it
will help in capturing the market for the sale of goods & services. The hiring of best local
talented employees is effective way which helps company in context to Rowlinson Knitwear in
hiring right type of employees for better productivity and success in market. Language barriers
are eliminated as a result of the market and language knowledge of local talent.
CHAPTER 6 CONCLUSION AND RECOMMENDATION
6.1. Conclusion
From the above report, it has been figured out that digital marketing is a way to go for
any business that hopes to capture the global interest in its products or services. As such, the
digital marketing in business may not be easy to sustain but with emergence of the social media
tool including Twitter, Facebook or other, organisation can still attain the best. This
technological advancement fosters various opportunities. A strong visibility of the business
organizations through the digital marketing allows the customers to develop a perceived
knowledge about different brands. Hence digital marketing has become a crucial aspect of the
marketing in business environment that connect the customers and organization through online
platforms and after that they get familiar with each other.
This report has discussed about concept of the digital marketing in which it is
identified that it is an effective kind of the marketing as it enable the organization to gain the
attention of the large customer base at once. In this research project, it has been analyzed that in
UK clothing sector, digital marketing a crucial role as by using the online platform, it become
easy for the organizations to share information about their product or service. There are various
social media channel that flourish the business operation & other activities. For instance, through
content marketing, organizations share and the relevant videos, content and articles that helps
them in promoting their brands. This method increases the social media engagement & also
increases accessibility for the broader audience. Whereas in email marketing, companies target a
specific group and share their messages to the audience through email. By this method,
companies also collect the customers’ feedback that helps the organization in improving their
services and other improvements. It the above report, it has been identified that search engine

optimization is most effective way of the product’s promotion s by using this mode of
promotion, company can avail the traffic form free, organic & natural search outcomes. By this,
organization can enhance their website’s position and bring improvement in the brand
awareness. Hence, these different social media platform help the organization in promoting their
product and brand image.
Along with this, respective report has identified that there are different forms of the
digital marketing that impact the organizations like Rowlinson Knitwear. Therefore, in this, it
has been analyzed that by using digital marketing respective organization has connected with a
large audience on different source of the social media. It helps the organization in finding new
market & also allows them to expand their market at international level. Beside it, it also helps
the companies in improving their brand image on social media. There are various sort of the
marketing such as pay per click, search engine optimization, content marketing, email marketing,
social media marketing and many more. By using all these marketing company flourishes their
business operation effectively. In this research project, it has been identified that social media
marketing is very useful and beneficial for the retail industry in different ways. For instance, it
improves the brand recognition due to which, customers prefer to purchase form specific brand
and become familiar with. It also increase the sales, because nowadays, mostly individuals are
engaging on social media, therefore when they watch advertisement of specific brand then think
about to purchase things from there. Thus it increases the organizational sales. Apart from this, it
very cost effective method because mostly social media platform allow the users or organization
to sign up for free that include zero cost and save a big amount of the organizational money.
Thus, by this analysis, digital marketing has been proven very beneficial and cost effective
method of advertising of promotion of goods and services.
At last, this report has discussed about different challenges faced by the organizations
like ( Rowlinson Knitwear) during their business expansion on international level. For instance,
when entering into an international market, then it requires a big amount for money. But every
organization is not capable to arrange such big amount, hence for this they have to collect fund
or otherwise drop the idea. Along with this, when operating the business within foreign, then it is
their responsibility to provide a high quality goods and services to their customers as it will help
them in gaining competitive advantages. If in case organization could not provide the quality
goods, then they have to shut their business in international market or have t suffer from heavy

loss. The legal issues are considered as another manor issues in the international of business. It is
because different nations have their own rules and regulation. Therefore in order to run the
business successfully in international market organizations have to comply with all the rules and
regulation. If they get failed into this, then they have to face the legal consequences. Therefore, it
is very significant for the organization to understand legal system of the country in which they
are going to enter. At last, it has been identified that in foreign market, different culture and
language barriers create a hurdle for the organization when entering into other nations. It s
because different nation follow differ culture values and belief, therefore in this situation
companies become liable to work with these values and fulfill the customer’s demand. Beside it,
they have to also understand language of the customers so that organization can understand their
requirements and also make them understandable to get their points. Otherwise this language
barrier can impact the organizational profitability and growth as well. Therefore, by the above
conclusion, it is suggested to every business organization that they should adopt the digital
marketing as it will improve their productivity and performance effectively. Along with this,
when it comes about expansion of the business in international market, then organizations must
formulate effective strategy so that they can survive within competitive marketing and generate
high profit margin efficiently
6.2. Recommendations
Developing a business on international level can be seem like specifically daunting
prospect. It is because there are various issues that can create hurdles in expanding the business
globally (Nabieva, 2021). Therefore, in relation to the Rowlinson Knitwear, there are various
strategies through which organization can expand the business at global level. Few of these
recommendations are discussed below:
Learn the etiquette to overcome the issue of culture- as cultural diversity make the
communication very difficult, specially within workplace, where a little misunderstanding can
create costly problems (Alyahya, 2021).Therefore when expanding the business at global level,
then it is recommended to the organization that it should learn the etiquette and values of other
nations. They should adopt the culture of country in which it is going to establish it business.
Therefore organization should make its employees understand that the culturally diverse team
produce more creative innovative ideas. More a business develops more likely company deal
with the people from across the world-wide. For this, organization should take time to lead about

the culture of different nation & also take cues from their behavior aid in ensuring that meeting
& negotiations go smoothly. Companies should make ensure that they are marinating an attitude
of the respect and should not assume that everyone has same ideas or habits. Because customers
normally appreciate those organizations that take trouble to understand culture of other nation,
even if they do not get every work perfectly. Deals can be lost by organisations that are unaware
about foreign associate's culture, etiquette or customs. Etiquette matters, because learning the
customs and culture of another nation shows a respect, that is key to developing the business
relationship. Beside it, before entering in international market, company should learn the
language of that nation and hire some candidate which can handle or understand the local people
or their language.
Navigating new legislation- as it has been analyzed that there are a number of the different
legislation, rules and jurisdiction in the workplace, that all provide a complex backdrop when
conduction a business at global level. Organizations should understand these regulations and
laws & how they applied in work practices is significant to develop success of any organizations.
When reviewing the legal and regulatory commitments, then, it is highly advised that
organistaion seek experienced the legal counsel for and business practices in order to identify the
hazards which may cause siffenret barriers for the business. Organisation should not skimp on
cost of using the overseas expert legal counsel, this can save the organisation in long run. Along
with this, organization can use the local layer who had an intricate knowledge or understanding
of region’s legislation. If company will not obey the law of other nation then organization has to
faces adverse impact of the legislation that can impact business success & organization may
suffer form heavy loss (Elia and et. al., 2021). Therefore, it is suggested to all the business
organizations to look to the regional legal adviser when globalize their business. It is very easy to
fall back on their usual routes for the legal counsel, but it could be a big mistake. Company
should hire professionals or local attorneys who can provide the legal guidance.
Managing expectation- most significant aspect of the internationalizing is how an
organization manages the customer’s expectations that it will inevitably impact, not least
shareholders of organization quoted. As it has been identified that success mantra which most
companies focus on is customer-centric approach. In this, it is recommended to the organizations
that they should know their customer in better way. In order to meet the customer’s expectation,
company should provide quality goods as mostly customer get ready to pay more for a good

quality product. Beside it, nowadays, customers are not merely looks of the good quality product,
but also prefer that brand s which provides a real time support & seamless customer satisfaction.
This high quality customer services can be provided by the organization by offering a real time
customer support. Along with this, organization should collect the customer feedback so that
company can identify the lacking are and bring improvement to make their services more better.
Asking question about company’s product or services will help the business in developing the
new product and bring some innovation in their product hence it will help then in gaining more
customer loyalty & acquisitions
Money management- in global market financial environment represents conditions for the
activity within economy or in financial markets around the universe. This can be influenced by
something major, such as credit worthiness of one nation's debt. As it has been identified that
when an organization decides to enter within international market, then it require huge cost.
Therefore, it is recommended to the business organization that they should raise fund from
different sources. For instance, they can take loan from the bank. Beside it, crowed funding has
also become a most popular means of raising capital to business expansion. Thus business can
meet the money requirements when expanding their business at global level (Kim and Cho,
2022).
Harnessing the local market expertise- When moving into the international market,
then it requires local knowledge. Therefore, it is suggested to the organization that they should
work closely with the local specialist that can guide them on idiosyncrasies of new market. It
will provide them an insight that helps them up the foundations upon which to enter. Companies
should fortunate enough to have local expert or specialist on ground so that they can operate their
business without any difficulty or challenges.
Apart from all these, it has been also identified that it become very complex of the business
organization to expand their business at global level without considering the digital technology.
Technology helps the organization in overcoming major hurdles or challenges of the
globalization & international trade including lack of the common ethical standard (Sanahuja and
Rodríguez. 2022). Trade barrier, delay in the information exchange, transpiration cost and many
more. Technological advancement has contributed to faster globalization of the market by
making the transportation faster & information sharing easier. Production procedure of the big
companies is being outsourced to different nations. It is possible because technology has

increased the connectivity. The advanced technology has facilitated globalization; therefore,
organization should adopt the digitalization as it helps them in reducing the transportation cost
and facilitate effective communication across the worldwide. Therefore, it is recommended to
every organization that they should work with the latest and innovative technology as it will help
them in increasing their productivity and will also increase the profitability.
6.3. Father implication of research
The above research is conducted through quantitative method in which numerical data
has been collected by taking survey of selected respondents. It helps in collecting more accurate
and reliable information. The research method which can be used for further implication of
research in this topic is qualitative method. In-depth information has been collected by taking
interview of selected respondents.

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APPENDIX
Questionnaire
Q1) Do you have the basic knowledge regarding digital marketing?
a) Yes
b) No
c) Somehow
Q2) Do you think that, digital marketing is one of the crucial marketing strategy for the
company?
a) Yes
b) No
c) Maybe
Q3) As per your perspective, does digital marketing is an innovative way to promote and
advertise product and service in the market?
a) Yes
b) No
c) Maybe
Q4) What is the effective type of digital marketing strategy adopted by Rowlinson knitwear to
flourish their business?
a) Content marketing
b) Email marketing
c) Search engine optimisation
d) Influencer marketing
e) Pay per click
f) Affiliate marketing
Q5) Do you think that, above mentioned digital marketing strategy is important for the
organisation?
a) Yes
b) No
c) Maybe
Q6) According to your opinion, what is the importance of digital marketing for Rowlinson

knitwear at international level?
a) To flourish the business operation
b) To generate effective leads
c) Helps in reducing advertisement cost
d) To attract wider target market
e) To change buyer’s decision making
Q7) Do you agreed that, digital marketing strategy used by Rowlinson knitwear provide
benefit to the company for flouring their operation?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) As per your perspective, what is the benefit received by Rowlinson knitwear after
adopting the strategy of digital marketing?
a) High rate of conversion
b) Global reach
c) Increased brand awareness
d) Effective targeting
e) High customer engagement
f) High productivity
g) High business operation
Q9) Do you think that, Rowlinson knitwear face challenges while upgrading their business
operation at international level?
a) Yes
b) No
c) Maybe
Q10) What is the main challenge faced by the company after upgrading their digital marketing
strategy at international level?

a) Improper money management
b) Unbalance between quality and growth
c) Legal issue
d) Cultural differences
e) Language barriers
Q11) According to you, what are the ways or approaches used by the organisation to mitigate
the challenges faced during international level?
a) Using right digital marketing type
b) Making content as per the nation
c) Setting goal and objective in effective way
d) Doing market research
e) Recruiting local talents
Q12) Do you agree that, all these method helps the company to effectively use digital
marketing strategy at international level to flourish their business?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
Q13) Suggest some recommendations that you would like to give Rowlinson knitwear in order
to improve their digital marketing?
Frequency distribution table
Q1) Do you have the basic knowledge regarding digital marketing? Frequenc
y
a) Yes 15
b) No 3
c) Somehow 2
Q2) Do you think that, digital marketing is one of the crucial marketing strategy
for the company?
Frequenc
y
a) Yes 12
b) No 5

c) Maybe 3
Q3) As per your perspective, does digital marketing is an innovative way to
promote and advertise product and service in the market?
Frequenc
y
a) Yes 14
b) No 4
c) Maybe 2
Q4) What is the effective type of digital marketing strategy adopted by
Rowlinson knitwear to flourish their business?
Frequenc
y
a) Content marketing 4
b) Email marketing 3
c) Search engine optimisation 5
d) Influencer marketing 4
e) Pay per click 3
f) Affiliate marketing 1
Q5) Do you think that, above mentioned digital marketing strategy is important
for the organisation?
Frequenc
y
a) Yes 13
b) No 2
c) Maybe 5
Q6) According to your opinion, what is the importance of digital marketing for
Rowlinson knitwear at international level?
Frequenc
y
a) To flourish the business operation 6
b) To generate effective leads 5
c) Helps in reducing advertisement cost 4
d) To attract wider target market 3
e) To change buyer’s decision making 2
Q7) Do you agreed that, digital marketing strategy used by Rowlinson knitwear
provide benefit to the company for flouring their operation?
Frequenc
y
a) Strongly agree 5

b) Agree 6
c) Neutral 3
d) Disagree 4
e) Strongly disagree 2
Q8) As per your perspective, what is the benefit received by Rowlinson knitwear
after adopting the strategy of digital marketing?
Frequenc
y
a) High rate of conversion 6
b) Global reach 2
c) Increased brand awareness 3
d) Effective targeting 1
e) High customer engagement 1
f) High productivity 5
g) High business operation 2
Q9) Do you think that, Rowlinson knitwear face challenges while upgrading their
business operation at international level?
Frequenc
y
a) Yes 12
b) No 3
c) Maybe 5
Q10) What is the main challenge faced by the company after upgrading their
digital marketing strategy at international level?
Frequenc
y
a) Improper money management 5
b) Unbalance between quality and growth 3
c) Legal issue 4
d) Cultural differences 6
e) Language barriers 2
Q11) According to you, what are the ways or approaches used by the organisation
to mitigate the challenges faced during international level?
Frequenc
y
a) Using right digital marketing type 4
b) Making content as per the nation 6

c) Setting goal and objective in effective way 5
d) Doing market research 2
e) Recruiting local talents 3
Q12) Do you agree that, all these method helps the company to effectively use
digital marketing strategy at international level to flourish their business?
Frequenc
y
a) Strongly agree 6
b) Agree 4
c) Neutral 5
d) Disagree 2
e) Strong disagree 3
Q13) Suggest some recommendations that you would like to give Rowlinson
knitwear in order to improve their digital marketing?