Impact of Social Media Marketing on Strategic Management in Retail Industry: A Case Study on Tesco

This dissertation explores the impact of social media marketing on strategic management in the retail industry, with a focus on Tesco. It examines the concept of social media marketing, its impact on strategic management in Tesco, and the factors that affect social media marketing in the company. The research aims to provide recommendations on how strategies can be developed in Tesco.

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Chapter Structure........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Social media marketing...............................................................................................................5
Social media marketing impact on strategic management in Tesco...........................................7
Factors that affect social media marketing in the company........................................................9
RESEARCH METHODOLOGY & DESIGN...............................................................................12
Type of Investigation................................................................................................................12
Research philosophy.................................................................................................................13
Research approach....................................................................................................................14
Research Design........................................................................................................................15
Data Collection..........................................................................................................................16
Data analysis.............................................................................................................................16
Ethical considerations...............................................................................................................17
Reliability and validity..............................................................................................................18
RESULTS......................................................................................................................................19
CONCLUSION AND RECOMMENDATIONS..........................................................................25
Conclusion.................................................................................................................................25
Recommendations.....................................................................................................................26

Reflection..................................................................................................................................27
Alternative methodologies........................................................................................................28
Research limitations..................................................................................................................28
Further Research.......................................................................................................................29
REFERENCES..............................................................................................................................30

Title:-To investigate how social media marketing impact on strategic management in retail
industry. A case study on Tesco.
INTRODUCTION
Overview of Research
Social media is an interactive computer- mediated technology that facilitate creation of
information, interests and some other expression forms through virtual networks and
communication. It is applications and websites which mainly designed to allow the people to
share content quickly. This is collective of the online communication channels which dedicated
to the community based interaction, collaboration and input. Applications and websites dedicated
to social networking, social curation, forums are among various kinds of social media. Social
media is an integral part of the line as applications and social websites proliferate. In this, social
media is kind of the online media that expedites conversation as comparison to the traditional
media that provided content but do not allow to participate in creation of content to viewers and
readers. In addition to this, social media marketing is use of social media websites and platforms
to promote services and products (Ananda, Hernández-García and Lamberti, 2016). It is one of
the powerful way for business all the sizes to reach at consumers. The social media marketing is
main form of the internet marketing that consist developing as well as sharing the content on
social media networks to attain branding and the marketing objectives. The social media
marketing is use of the different platforms which help in connect to more audience to develop
brand, enhance sales and also drive the website traffic.
Background of Research
Social media is catch all term for variety of the internet application that permit users to
develop content and also communicate with the each other. Social media marketing takes benefit
of the social networking to assess an organisation to enhance brand exposure and wider
consumer reach. Its goal is to develop enough content compelling that the users will be share
with social networks. This is perceived as targeted kind of advertising and believed to be
effective in developing the brand awareness (Brettel and et. al., 2015). It has purpose built data
analytic tools which permit the marketers to track how company make its successful. Tesco is
multinational groceries and merchandise retailer in UK that established in year 1919. This
company is specialized in selling the clothings, food items, electronics, petrol, toys etc. This

company attract range of the social groups through providing goods from low cost value. Tesco
company uses the social media to engage with consumers and searching that thus has developed
main social media networks. The main social media tool used by Tesco company is Twitter. It
operates Twitter accounts for customer care, real food, wines and special offer. Tesco company
plays an important role in replying queries of consumers on Facebook pages. This promotes
healthy living, gardening the ideas and promote recipes on Pinterest account. Tesco company
requires to search systematic way and also create the strategy for managing the social media to
attain set goals. The social media management is explained as high level of the strategies of
company to organise, fund and also evolve social media capabilities. In addition to this, well-
convinced social media marketing strategy will have impact in exposure level of an organisation,
loyalty of consumers and also interaction procedure to enhance traffic (Cao and Li, 2015).
Rationale of Research
This dissertation is based on impact of social media marketing on strategic management
in the retail sector. Social media is helpful in connecting with large number if customers and also
bringing the awareness about brand at marketplace. There are several customers which using
social media marketing in order to introduce products at market place. It helps in provide deep
understanding about the social media marketing that helps in connect with large number of
people effectively. This research is mainly conducted to identifying the impact of social media
marketing on strategic management into retail industry. It helps in enhancing the knowledge and
capabilities for an investigator to work effectively and through this, researcher can able to
conduct the activities in future. On the other hand, learner can deal with the issues which arising
when conduct an investigation (Duan and et. al., 2016).
Research Aim
Aim of this research is “To analyse the impact of social media marketing on strategic
management: A case study on Tesco”
Research Objectives
 To determine concept of social media marketing.
 To analyse the impact of social media marketing on strategic management in Tesco.
 To recommend how strategies can be developed in Tesco.

Research Questions
 What is social media marketing?
 How social media marketing impact on strategic management in Tesco?
 What are factors that affect social media marketing in the company?
Chapter Structure
This is considered as the main part of an investigation that aids an investigator to
determining what activities or tasks need to be use to finish research related activities. In this,
different chapters are included for conducting the research activities in an effective manner. It is
necessary for an investigator to complete all tasks and activities of research in systematic way.
From following all the chapters in sequential form, researcher can get the positive outcomes.
Different chapters included in dissertation mention below:
Introduction- This is the first part of research that will help to an investigator to develop
aim and objectives on the basis of set topic in significant way. Under this, researcher can easily
determine major issues of an investigation easily. This part states about the concept of specific
research area that helps in give the proper detail so that research can be effectively conducted
and provide positive outcomes.
Literature review- It is an important part of dissertation and take more time to complete,
this determined an investigation that has been completed already in particular topic and also give
analysis of current information and data regarding topic (Dutot and Bergeron, 2016). This should
be demonstrate that researcher read the area and understand necessary things related to literature
topic. In order to conducting this part, different sources of secondary methods will be used for an
instance books, articles, internet sources and journals. The past data will be critically analysed
through an investigator for getting the positive outcomes.
Methodology- This chapter explains how to conduct an investigation and permit
researcher to assess validity. It consists approach, kind of investigation, methods to analysing
data, justification of methods etc. This explains wider philosophical underpinning to selected
research methods consisting whether using quantitative or qualitative methods. It provides
effective ways to collect and analyse the data in significant manner.
Results and Discussion- It presents outcomes to analyse through research questions and
any outcomes of analysis. This part is based on the literature review that provides proper

discussion by using secondary sources. In this, researcher interpret outcomes in detail and also
make the recommendation for future investigation.
Conclusion and Recommendations- The conclusion of dissertation answers main
questions of research and leaving clear understanding regarding central argument. It is short
section that comes before discussion (Felix, Rauschnabel and Hinsch, 2017). On the other hand,
recommendation will make on the basis of whole investigation so that things can be clear or
improved in future context.
Reflection- In this part, researcher share its experience at the time of conducting an
investigation. It states about the achievements and complexities which facing during conducting
an investigation. From this, it will prepare in future and able to conduct any investigation
effectively.

LITERATURE REVIEW
Literature review is an in depth examination of the previous investigation. This is
summary and synopsis of specific research area that permitting any person to reading paper to
continuing the research in a effective manner. This expand on reasons behind choosing specific
research related questions. A better literature review should be neglect temptation of stressing
significance of specific research program. This is search as well as examination of available
literature in specific subject. This document state of art with the respect to social media
marketing impact on strategic management in retail industry. In this part, information has been
collected by using the secondary sources such as books, articles, journals, online sources and
many others (Godey and et. al., 2016).
Social media marketing
According to viewpoint of MARCO GIUNTA (2019) Social media is a kind of online
media that expedites the conversation as opposed to the traditional media and also provides
effective content. The social media consists publishing more content on social media profiles,
listening and engaging the followers, examining outcomes and also running the advertisement on
social media. Social media marketing is use of the social media platforms which connect with
audience to develop brand, enhance sales and also drive the website traffic. It is one of the
powerful way for the business of all sized to reach at consumers. It is form of the internet
marketing that includes developing and sharing the content on social media network for attaining
marketing objectives. Social media marketing has greater impact on the strategic management as
advertisers are involved in leveraging opportunities as new technology is being introduced in
market. In addition to this, social media marketing is procedure of gaining the traffic by using
social media sites.
The main aim of social media marketing is to produce content that the users will share
with social network in order to help an organisation to enhance brand exposure and wider reach
to consumers. Social media marketing is helpful for an organisation to get the direct feedback
from consumers while making an organisation more personable. The social media is helpful in
connecting with the people by using the different sources. In context to this, online communities
are formed through internet users through using technology. It is method of change on how the
people can access information for writing, reading and also sharing the purposes. The social

media marketing is new marketing trends where the various businesses have been taken to the
different sites of social media as well as promote the old and existing brand or develop more
awareness about goods. Twitter and Facebook are the two different known sites where
companies market and also promote themselves (Ramanathan, Subramanian and Parrott, 2017).
The social media marketing is helpful in meet with the marketing objectives such as developing
conversions, enhancing website traffic, improving the interaction and communication with the
key audiences, rising brand awareness, make improvement in communication as well as
interaction with audiences. For an organisation, social media is cost effective and needs less start
up cost. With the help of this, company can able to reach single corner of globe so that large
number of people can be aware from goods and services. Facebook and Twitter both are the
effective way to interact with consumers. These both are ideal way for consumers to provide
feedback and also respond to the new goods with proper approval. In context to this, consumers
appreciate an organisation as they feel that they are taking the time to answer queries which not
develops sense of the better consumer services and positive brand image. Feedback provided
advantages an organisation as to take form of the market investigation and also helpful in prevent
any kind of mistakes in future context.
On the basis of opinion of ZACKARIYA LAN (2019) Social media is becoming most
necessary aspect of the digital marketing that gives incredible advantages to reach at large
number of consumers in all over the world. It provides the marketer voice and way to interact
with consumers, peers etc. This help in personalise brand that aids in spread message in
conversational as well as relaxed way. The social media marketing is helpful for an organisation
to formulate the marketing strategies that help in address requirements. This is significant part of
the successful Internet marketing that gaining the advantages related to social media. With the
help of using social media, it is easy to providing as well as receiving the feedback. It gives
consumers accessible and convenient way to express what they feel and provide the firms chance
to be respond. In addition to this, social media is one of the effective way to influencing the large
number of consumers. The firms mainly use the social media marketing to syndicate content and
also enhance visibility of business. Executing the social media strategy will enhance brand
recognition that helps in engaging more consumers. On the basis of survey that 92% of all the
marketers confirmed that social media efforts have generated the more exposure for online store,
almost 80% of them said that the efforts of social media enhanced traffic on sites of an

organisation. The social media marketing is helpful in effective brand recognition and the brand
awareness. To gaining the brand recognition is premier marketing objectives of the business as
customers want to purchase brand as they can recognise easily. In addition to this, executing the
target oriented social media strategy will enhance brand recognition as it will aids in engage with
wider audience of the potential customers. In addition to this, social media marketing is cost
effective part of marketing strategy. This is free to develop profile of an organisation for many
platforms of social media (Hutchinson and et. al., 2015). In this, main social media platforms
includes paid advertising and promotions abilities which affordable as comparison to the other
marketing related techniques. On the other hand, social media marketing is not only focus on
selling but this can help to enhance sales in developing as well as maintaining the healthy
connection with target audience. Developing the brand loyalty in business should be focus on
marketing efforts. The social media permits business to engage as well as communicate with
potential consumers in personal and direct way that aids to enhance trust on brand. In relation to
this, ability to be communicate directly to consumers and also showcase the authenticity by
social content aids to inform consumers on new goods or services, company based events,
promotions etc. So, social media is one of the effective way to attracting consumers and also
increasing sales of an organisation.
Social media marketing impact on strategic management in Tesco
As per opinion of KERAN SMITH (2019) Social media marketing is use of websites and
the social media platforms to promote service or goods. The social media marketers use different
sited for enhance visibility on internet and also promote services or goods at large scale. Sites are
more useful to develop social connections and also exchanging knowledge and ideas. In this,
social media marketing aids in validate brand and it is helpful in reach at large number of
consumers. Tesco is multinational retailer and it has large number of grocery stores in different
countries. The main focus of this organisation is to provide all kinds of services to them so that
their needs can be satisfied. Tesco company uses the different social media sites such as
Pinterest, Twitter, Facebook etc. This company have the different Twitter accounts for things
such as wines, Clubcard, jobs and customer care. Through this, company engage as well as
connect with followers on level other than the business. The aim of Tesco company is to enhance
retailing services range and tesco.com consisting Tesco telecom to the one billion point in profit.

In order to attaining this kind of strategy, Tesco firm is planning to make the mortgage goods,
looking present economic crisis. This will be opportunity to break in global market.
On the other hand, Tesco firm takes same approach to Facebook page with visual content
which an organisation is known for. It only post once in a day but the content is like Charity
information, recipes, Club cards and the questions which engage audience. Company take the
time to reply to audience and respondents to their questions. Other than this, Tesco company
changed its marketing method through looking at solve issues that consumers face each day. This
determined that consumers no long responded to the mass marketing campaign to give offers and
discounts. Tesco uses the online advertising under which the advertisement are placed in website
of an organisation (Ioanăs and Stoica, 2014). This company also uses the social networking like
Twitter and Facebook. These helps in make the relationship with consumers and also for
promotional campaign. Tesco families were thinking regarding supporting their social media in
order to promote consciousness of the target items. It added the social strategy of Tesco that
support to make improvement in personal relationship with consumers and also make them loyal.
According to viewpoint of WILL KENTON (2019) Strategic management is
management of resources of company to attain its objectives and goals. This consists setting the
objectives examining internal company and, measuring strategies and also assuring that the
management rolls out strategies across business. The strategic management is current strategy or
position to search efficiencies which help in developing more values for company. It gives
proper direction to company and consists specifying objectives of business, developing plans and
policies to attain objectives and after then allocating the resources to execute plans. The strategic
management is ongoing planning, analysis, monitoring and also assessment which required for
company to meet its aim. Changes in business environment need company to assess strategies for
the business success constantly. It is helpful for company to take the stock of present condition
and examine effectiveness of executed management strategies. In addition to this, strategic
management is related to determination and explanation of strategies which manager carried out
to attain high performance and gain competitive benefits.
This provides wider perspective to staff members of company and also understand to fit
in to job. Under this, there is a need to Tesco company to find systematic way an also develop
effective strategy for managing the social media in order to attain specific aims. The social media
management is related to high level strategies of company to organise, fund, evolve and govern

social media capabilities. It is mainly about ways company impact with different constituencies
in the social media. This includes way that company realise various purposes of using the social
media and also determine salient stakeholders. To manage the social media strategically,TEsco
need the difficult-to-replicate and unique capabilities to develop, extend, protect and also keep
unique experience. Under this, firm develop the strategies after examining analytics for
understand demand of targeted consumers and also their preferences in an effective manner. In
context to this, social media marketing is having impact on the strategic management. In this,
marketers are interested in grabbing the better opportunities as executing the advanced
technology at marketplace (Jayaram, Manrai and Manrai, 2015). Tesco company is dealing in to
grocery goods so this have more effect on management as the wrong strategy will adopted
through an organisation, company get disturbed. Mainly the Tesco company use social media to
attain communication and also supporting the platform to attain objectives. As the social media
aids in giving the benefits to company and its strategic management. It helps in provide the many
opportunities to connect with large number of consumers and also target them so that they will
be loyal towards company and sustain for long period of time. The social media marketing
strategy will aids in tackle objectives with purpose sense.
Factors that affect social media marketing in the company
According to opinion of BRADY DUKART (2019) Social media marketing covers
decisions of company regarding social media marketing scope, structure, governance and culture.
This is related to gaining the website traffic by different sites of social media. It mainly venter
the efforts to develop content that gain attention of people and also encourage them towards the
social networks. This uses of the chosen social media channels in order to understand consumers
and also engage them in collaboration and interaction in such as manner that lead to attain
business objectives. The social media marketing is an action of developing content that promote
business and goods on different platforms of social media. The unique content should be
properly tailored to particular platform that is being shared to aids in increase conversion along
with enhance brand awareness. It impacts way Tesco interact with consumers. Social media
marketing needs knowledge and full dedication to process. It has become used online marketing
strategy due to wider reach this gives to business owners. As there are many different factors
which impact on social media marketing in an organisation given below:

Investment- Under this, setting up social media profile for business will not cost
company to anything. The investment ranged from developing as well as running the paid ads,
hiring top talent in market. In order to provide the advertisement on social media, less cost
involved in this. Through using this, firm can reach at large number of consumers and also aware
them about the services and products of company in an effective manner (Jayaram, Manrai and
Manrai, 2015).
Relevance- The publications and stations proud themselves on being publish the report
first time and give pertinent information (Schultz, 2016). This is similar with the social media
and brands. It is necessary that, information that post on social media through company should
be relevant. In addition to this, irrelevant information can negatively impact on the mindset of
consumers. The Quuu, a curtor and Buffer, a post scheduler work hand- in- hand to keep feed of
social media. Under this, Tesco company selects the topic or products and then post the videos,
photos and profiles. Buffer handles rest through scheduling all the posts and permit to tweak the
content if required.
Timing- This is concerned with relevancy and volume, timing is related to when
company publish its posts publicly. While company has urge to post all content at once and want
that audience need to check in many time in a day. So, it is necessary that firm need to strategic
when posts. In context to this, ideal time to post social media is differ from the platform to
platform. It is essential to identifying best time to be post hinges on make-up audience on every
platform (Kim and et. al., 2015).
Optimized publishing schedule- Timing of the social posit is tied to the engagement.
Publishing at the time when audience is not around to check outcomes in minimum engagement.
Number of the times, company publish content that impact on engagement (Kim, Koh, Cha and
Lee, 2015). Under this, using the social media scheduling tool helps in track the performance that
can aids in identify best time to be publish in every network. In addition to this, social media
network track the performance metrics and provide suggestions on best time to publish the
content by using data from the past posts.
Quality- Having the healthy amount of content or information is necessary. It is
necessary that marketers should be prioritise or focus on the quality than quantity. The people
sustain 10% of information they hear after the three days and from them 65% details they check
in to the images (Kim, Lim and Brymer, 2015). This is essential that the marketers should be

creative in how they package the data. Sometimes, information is creative and images attract to
people. It is a main benefit that company gain from providing the right and quality content to
users. The quality of pictures should be better so that people can take interest to check them.

RESEARCH METHODOLOGY & DESIGN
Research is explained as systematic gathering of information or data and its analysis for
the knowledge advancement in any specific area. This attempts to search the answers of practical
questions by applying the systematic methods. It consists particular techniques which adopted in
an investigation to gather, set up and examine the data in an effective manner. This explains tools
which are mainly used to collect the relevant information in particular research area. The
research methodology includes values and assumptions which serve rationale for an investigation
as well as standard criteria that an investigator uses to gathering as well as interpreting data to
reach at valid conclusion (Ko, Phau and Aiello, 2016). This is plan with main goal of solving
research issues in an effective manner. In this part of research, researcher defines the necessary
data and information in order to address research related objectives and questions which
collected and examined. It consists philosophy, approaches, sampling, data collection methods,
analysis of study.
Type of Investigation
Mainly, there are different kinds of research that can be done through an investigator to
gain the favourable outcomes. Researcher is responsible to take better decision in particular time
period so that correct information can be gained. Qualitative and quantitative are two different
kinds of research methods which aids in gaining the better knowledge in related to selected area.
Qualitative method- It is scientific method of the observation that collect non- numerical
data. This method is designed in a manner that help in reveal behaviour and perception of the
target audience with relation to specific topic. This is originated in behavioural and social
science. The qualitative method permit an investigator to study about chosen problems in
detailed or in- depth manner without constrained through the pre- determined analysis categories.
This can be said to exploratory investigation which helps to increase knowledge about the
opinions, motivations, reasons and others on the specific topic chosen. In fact, this can be
examined that issues arise in this kind of research method ultimately help to improve ideas or
theories for further quantitative investigation (Kumar and et. al., 2016).
Quantitative method- This explaining the phenomena through gathering numerical data
that analysed through using mathematically based methods. This needs use of the standardised
measures in context to fit various perspectives of people in limited number of the pre identified

effect categories to which the numbers are allotted. This research method is related to design of
research using the methodology of quantitative research. Design is varied that depending on
method that may be used, such as interviews, online surveys etc. This type of research mainly
gathers the results in numbers form. By this, positive results can be gained within particular
period of time (Lorenzo-Romero, Alarcón-del-Amo and Constantinides, 2014).
In this present investigation, qualitative research method has been used to examine the
impact of social media on strategic management of Tesco. Reason to using this method is that an
investigator can analyse the the information in detailed manner and gain the positive outcomes
effectively.
Research philosophy
This is explained as the system of assumptions and beliefs regarding knowledge
development. This is regarding the ways under which data regarding phenomenon should be
chosen, examined and then used. It is specific way of developing the knowledge that explains the
philosophical paradigm. Development as well as understanding of the knowledge is based on
certain assumptions on the basis of perspective world (Nguyen, Yu, Melewar and Chen, 2015).
Positivism philosophy- Under this, philosophical approach related to the natural scientist
is to be observed in this philosophy as work of the natural scientist on the basis of observable
entity of society. It is based on collection of the data as well as hypothesis development. These
will be tested so that they used for the further investigation (Ngai, Tao and Moon, 2015). The
positivism works on the quantifiable observations and also obtain the statistical analysis. On the
other hand, positivism philosophy is based on the quantifiable observations which lead to the
statistical analysis. This research philosophy prefer the quantitative method like structured
questionnaire, surveys and some statistics due to better representativeness along with reliability.
The positivism philosophy is related to viewpoint that investigator requires to concentrate on the
facts. It assumes that all kinds of the processes can be perceived as certain variation of
individuals actions or relationship among individuals.
Interpretivism philosophy- This is branch epistemology that focus to assessment
differences among human factors. Problem of difference is to be emphasised on difference
among conducting an investigation people people than objects like computer. This is related to
the social approach that would be qualitative and using the unstructured interviews. In addition
to this, an interpretive investigators assume that access to the reality is by social constructions.

This depends on critique of the positivism in social sciences. This philosophy focus on the
meaning and it employ many methods to reflect various aspect of problems (Ainin and et. al.,
2015).
Interpretivism philosophy has been used in this investigation because it enables an
investigators to alive to the change which can occur. This philosophy helps in provide the better
understanding regarding the social media and its impact on the strategic management of an
organisation in an effective manner.
Research approach
Research approach refers to process for an investigation that span steps from the wider
assumptions to the detailed data collection methods, analysis and then interpretation. Under this,
overall decision consists which approach should used to study topic. Informing decision should
be more philosophical assumptions that an investigator brings to study. Under this, overall
decision included which kind of approach should be used for conducting an investigation.
Informing decision should be on the basis of philosophical assumptions that an investigator
brings to study (Ashley and Tuten, 2015). Two different research approaches are mention
below:
Inductive approach- This works other way, moving from particular observations to wider
generalisations as well as theories (Pantano, 2014). It starts with theories and observations which
proposed towards end of an investigation process as observation outcomes. Under this,
regularities, patterns and resemblances in the experience are to be observed in context to reach at
the valid conclusion. In inductive approach, empirical observation plays necessary role and study
starts with scientific observation of particular phenomenon. An investigator gathers individual
scatters conditions, process and facts by field study. In addition to this, patterns and similarities
are examined between individual phenomenon to prove tentative hypothesis sequence. It leads to
an investigator to general conclusion and developed a theory.
Deductive approach- It needs an investigator to be work from general to the specific.
Under this, particular phenomenon is to be done in context to general established theories as well
as laws. In order to test the hypothesis, observation is to be made that done after gathering as
well as measuring the information and data effectively. Testiness hypothesis is helpful for an
investigator to draw the valid conclusion and also make conformation to accept or reject that

hypothesis. The deductive approach stats with general and wider idea and brings an investigator
to narrow and particular observations (Piotrowicz and Cuthbertson, 2014).
In present investigation, inductive research approach has been used because it is related
with generation of the new theory that emerging from data. This gives effective and convenient
way to measuring qualitative data. On the other hand, inductive research approach helps in
gathering the relevant data about impact of the social media marketing on the Tesco strategic
management.
Research Design
It is explained as research design as structure for a research for conducting as well as
controlling research project. This can be master plan that indicated strategies for conduct an
investigation effectively (Pousttchi and Hufenbach, 2014). It serves as master plan of methods
that should be used to gather and also analyse data required through decision maker. The
research design is planned arrangement of the situations for collection and analysis of data in
such a manner that aim to be combine the relevance to purpose of an investigation with economy
process. Different research design mention below:
Exploratory research design- It is explained as research that mainly used to investigate
issues that us not defined in a clear manner. This is mainly conducted to have better
understanding of existing issue that give conclusive outcomes. It is performed for research issue
when an investigator has not any past data. The research philosophy serves as tool for the initial
investigation that gives theoretical idea related to research issue. This is flexible and also give
initial groundwork for conducting future investigation (Kim, Lim and Brymer, 2015).
Exploratory research needs an investigator to research various sources that can give the positive
outcomes.
Experimental research design- It is an investigation that conducted with scientific
approach where variables set kept constant while other are analysed as experiment subject. It can
collect more data that aids in take effective decisions. It should be establish the effect and cause
of phenomenon. The experimental design is scientific and systematic approach to a research in
which an investigator manipulated one or more than one variables that analyse any kind of
change in the other variables (Tuten and Solomon, 2017).
Descriptive research design- This looks with an intense accuracy at phenomenon of
moment and explains what an investigator sees. The descriptive design is related with explaining

characteristics of issue. This is an appropriate choice when aim of an investigation is to
determine characteristics, categories and trends.
The main reason of selecting descriptive research design that this aids in portray profile
of people and situations. It permits an in- depth analysis of the variables which helps in
completing an investigation.
Data Collection
It is defined as the process of gathering information from all accurate sources in order to
search answers to research issues, test hypothesis and examine outcomes effectively. An
investigator can examine the hypothesis based of gathered data. Main objective of data collection
is to assuring that the reliable data as well as rich information is gathered for the statistical
analysis so that the decision related to driven data can be made for an investigation (Xu,
Frankwick and Ramirez, 2016).
Primary data collection method- The primary method depends on mostly on gathering
information for first time, as information gathered through using the primary sources is also
beneficial in giving information to specific subject area. This is gathered from investigation
instead of the books and some other written materials. The most common technique of collecting
the data from primary sources are questionnaire, observation, interviews and some of the other
forms. This method is effective because it collects data and information from the original sources
as opposed to gathering information from an investigators that the other have already done.
Secondary data collection method- When data is gathered through some other person for
specific purpose other than current project of an investigator. Secondary data are available from
other sources and an investigator can obtain the data from sources like external and internal to
company. In addition to this, secondary data consists research material that published in an
investigation reports and same documents. This method is cost effective as comparison to
primary investigation because data is already collected (Ashley and Tuten, 2015).
This research is based on the secondary data collection methods because this is cost
effective and data can collected easily through using internet and also can be download from
single click. The other reason behind using this approach is that it is available easily and able to
give the authenticity of an investigation.

Data analysis
Data analysis is defined as process of applying the logical techniques in a systematic
manner to explain, condense and examine the data in an effective manner. Generally, an
investigator examine the patterns in observations by whole phrase of data collection. The study
of data is primarily used by an investigator in order to minimize information and analyze the
observations. Providing the quality of obtained data or information is beneficial. Besides this,
there are many approaches and facts in data analysis that encompass diverse technique in many
names. This plays an essential role in making the beneficial decisions that help an organization to
operate the business by using social media marketing in significant way. Under this, data has
been analysed that collected by using the secondary method of data collection (Pousttchi and
Hufenbach, 2014). This is helpful in provide the positive outcomes and better solutions about the
particular concept. The main benefit of this analysis is that it saves money and time both and also
neglect any kind of the unnecessary duplication of an investigation. This analysis can consists
information regarding large population that would be complex and expensive in order to obtain
otherwise.
Ethical considerations
This is one of the necessary part of an investigation. The research ethics gives guidelines
for responsible conduct n investigation. This monitors the researcher to conduct an investigation
to be assure the high ethical standard. When performing the research related activities, there is a
need to an investigator to undertake the different kind of the challenges and issues which faced.
In conducting this investigation, researcher use the key terms for an instance social media
marketing, strategic management and many others. Researcher should be assure that participants
should not be subjected to harm in any situation or ways (Xu, Frankwick and Ramirez, 2016). It
is necessary that respect for dignity of research respondents should be on the priority basis. In
addition to this, participants should be participate according to the informed consent. Principle
related to the informed consent consists an investigator to giving the assurance and sufficient
information regarding taking part to permit people for understand participation implications for
reaching at the valid conclusion. The ethical considerations has different principles which need
to follow an investigator while conducting the research such as validity, confidentiality, risk of
harm, informed consent, Avoiding deceptive practices etc. In context to validity of research,
there should be the particular research questions so that the conclusion should be correlated

questions which posed and outcomes. This is legitimate concern in won right that holds the
implications for some other aspects related to evaluation validity. Informed consent is mainly
considered in the ethical consideration. It is essential that that research has ethical and legal both
inflections. Researcher should be assure that research subject should not be sensitive and not hurt
the sentiments or feelings of people.
Reliability and validity
Validity and reliability both are the concepts which mainly used to examine research
quality. They signifies how well techniques or methods to measure something. Reliability is
concerned with consistency of measure. It is how consistently method help in measure
something. If similar outcomes can be attain on constant basis through using similar methods in
same circumstances. It extent to which similar answers can be properly obtained by using similar
instructions. This is consistency of the measurement over the period of time. On the other hand,
validity of an investigation is an extent at which the needs of research methods have been
followed at the time of generating the research related findings. The high validity research means
that it provides the outcomes which correspond to characteristics, variations in physical world.

RESULTS
It is one of the necessary section of research because it provides the outcomes or analysis
which determined from the literature review part. It is gathering of the information by using
various sources. This will be easier to analyse the information that collected in literature review
part. The data or information has been analysed by using secondary method that depends on the
social media marketing on strategic management of Tesco organisation (Ashley and Tuten,
2015).
On the basis of secondary method
THEME 1: Social media marketing
As per the discussion in literature review part it has been stated that Social media
marketing helps in providing information to consumers about the services or products through an
organisation in an effective manner. It is one of the easiest method to connect with the people
and also convert them in to consumers. In relation to this, social media is one of the effective
way to communicate with people by using the different applications such as Twitter, Facebook,
Instagram and many others. Through using these applications or websites, company can share
the images and videos about new services and products. This helps in attract the people and also
convenience them to purchase the goods. It is the powerful method for business of all the sizes to
reach at consumers. It began with the publishing (Felix, Rauschnabel and Hinsch, 2017). Social
media has change not only way the businesses operate but also how the customer select their
goods and services. This takes less time to reach at large number of consumers. It has the impact
on customer choice in context of selection of product and brand and it is one of the effective key
to engage with consumers. This has bee stated that 97% of organisations use different social
media sites to attract the new consumers but among them 85% are not assure about to use the
social media tools. Around 63% of customers are search for the business online which customers
want with the online presence. In marketing, social media is quick and easiest way to share
information of business for an instance goods and services available to customers. This has been
examined that that targeted advertising plays an important role in the social media marketing.
There are large amount of the people which use social media and it is beneficial for company to
advertise its services and products in an effective manner. Networking is main factor in the
marketing by using social media. This goes from developing the relationship with consumers for
reaching out new consumers and find them on social media sites. Social media marketing in

simple and the quick manner to give advertisement, display discounts and show the information
about goods. On the other hand, social media can open up the connections with potential
consumers or businesses. Many of the organisations will get the opportunity for using the social
media because this is one of the simplest as well as quick way for business to reach at potential
consumers at market place. It is a main tool that enable the social learning that happen on large
scale and also enhanced awareness at workplace. In addition to focusing on selling, social media
marketing can help boost sales in developing and maintaining a healthy connection with the
target audiences. Marketing efforts should be focused on developing the brand loyalty in
business. Social media allows companies to connect and interact with potential customers in a
private and direct manner that helps to build trust in the brand.
Under this, businesses were sharing content on the social media so that consumers can
aware from them. The social media has far beyond being just a place for broadcasting the
content. This has been stated that social media feeds into discovery of the new content like
discovery and new stories. It can help in develop links in order to support the efforts. Several
people perform searches at the different sites of social media in order to search the social media
content. The social connections many impact relevancy of search outcomes. The social media
marketing is summary of everything which plan and hope to be attain on the social media. Social
media is helpful in target the audience in an easy manner by using the active channels. The users
are active on the platforms of social media because they prefer to provide the easy network to
connect with the friends, colleagues and family (Cao and Li, 2015). On the basis of survey, 95%
of the online adults which ages 18 to 34 are follow brand on the social media. In addition to this,
when the users follow brands and also engage with social media profiles. On the other hand, it
has been discussed that social media marketing is helpful in enhance brand recognition and
reputation in an organisation. It aids in make improvement in visibility that increase brand
recognition. The social media profiles of business present the new opportunities to share content
and present personality and voice of brand. Through posting the content that ass target audience,
helps in making the brand familiar and accessible for the new leads as well as existing
consumers. The social media marketing enhances an inbound traffic. It gives another way to be
more inbound traffic to website. It makes marketing by social media as better strategy to
complement the optimization efforts of search engine. The content that posted through company
on social media profiles provides a better opportunities to bring the new people on site. After

this, company can gain the opportunity to convert them in to consumers. In relation to inbound
traffic possible, this is necessary that company publish the content constantly that add some
value and engaging target audience. Quality content is helpful in targeting the new people and
direct them towards the website. Online communities are generally formed by the use of
technology by internet users. It's the way people can be access information for reading and
sharing purposes as well. It is new marketing phenomenon in which the different companies
have been to various social media platforms and supporting old and current brands or gaining
more visibility.
THEME 2: Social media marketing impact on strategic management in Tesco
This has been examined from analysis from literature review that Strategic management
is related to developing objectives, examining competitive environment and evaluating strategies
at workplace. It is management of resources to attain the objectives within given time period. It
gives the overall direction to Tesco company and consists specifying objectives of firm and then
attain in specific period of time. It has been studied that strategic management is to be predicted
on clear understanding of company and also purpose the existing. Strategic management requires
defining and describing techniques that managers have adopted to achieve high quality and
obtain competitive advantages. It gives the company's staff members a wider perspective and
understands how to fit into the job (Cao and Li, 2015). In this context, the company requires to
search a systematic way to develop an effective strategy to manage social media for achieve
specific objectives. In context to this, company develop strategies effectively after analysing
analytics to understand the demand as well as preferences of targeted consumers. Social media
marketing has an impact on strategic management. In this, advertisers are interested in taking
advantage of better opportunities to implement the latest marketplace technologies. It has the
tremendous impact on the business along with enhancing business productivity. It is one of the
effective way to developing the tactics of business. This helps in make improvement in consumer
insights. The business get better understanding of consumers through permitting them for share
insights. Social media helps in permit to see about opinions of potential consumers and also the
network. On the other hand, marketing through social media consists conducting the online
marketing. This helps in getting close to the consumers and understand them in a better manner.
In order to attract the people on social media, Tesco makes attractive advertisement and also
gives the full information about the products or services to consumers so that they can convert in

to the loyal customers. The objective of Tesco organisation is to maximise its retailing services
and consists the Telecom to increase profit level. In context to attain strategy, Tesco firm is
planning to develop mortgage goods, looking present economic crisis that will provide an
opportunity to break in global market. This firm is going to plan to expand business in other
countries of global world. This uses strategy of touch that contains communication targeting,
interval of communications, link among offline and online communication etc.
As discussed above that Tesco company used Twitter and Facebook as the main social
media tool for marketing purpose. Facebook is top site for reaching demographic with using the
70% platform as compare to 39% of the mature audiences. Through these websites. Tesco make
the promotion of its services and products. As discussed before, Tesco company publish its
social media guidelines online. It suggest its employees to live values and respect the copyright
of other people. This company uses the Facebook application that provide update to consumers
about services and goods. It incentivised the comments of consumers through providing the
Clubcards points in return to sharing the stories of different subject area (Ainin and et. al., 2015).
This also provides the “Here to help” tab that consists contact related detailed for all the channels
related to consumer care and also “real food” that provides information on the seasonal recipes.
It operates separate page for F&F clothing line that has clocked around 238000 fans. This
permits consumers to develop the 3D digital version and also try on the clothes through
uploading photo of face and other of body type. In addition to this, Tesco company operate more
accounts of Twitter that can shake riding crop with the separate one for every business units. It
has 16 accounts for special offers, wines, customer care, Clubcard and real food. The offers and
customer care accounts are popular with around 48000 and 49000 followers while other feeds
mainly around the 10000. by having this number of the Twitter feeds confusing and means that
it dilutes potential for one account to develop large following but also helpful to separation of
brand messages and then provide from customer service. The customer care of Tesco is active
and focus on resolving the queries of large number of consumers every day. On the other hand,
Tesco provides the churns out detailed of the new goods offers and discounts. It has been
discussed that company shift towards the digital marketing. True and tried mega business in any
kind of market would be expected to invest more in the marketing. Several businesses which
enjoy market share that Tesco invest more on press, cinema, TV and radio. This company make
changes in the specific marketing strategy. It spent around £110 million on its marketing efforts

in its traditional outlets. Throughout year 2014, this number declined by around 10%. in year
2015, Tesco advertisement spend reduced to less than the £80 million that making the more shift
as comparison to pasty years.
THEME 3: Factors that affect social media marketing in the company
From the above information, this has been examined that social media marketing is use of
the social media platforms and websites for promoting service or goods. It helps in connect with
large number of people and enhance sales to attain the competitive benefit at market place. This
mainly centre on the efforts to develop content that attract an attention, encourage readers and
also generate the online conversations to share this with social media networks. It is business use
of chosen channels of social media in order to understand consumers and also engage them in the
collaboration and communication in the ways that can lead to attaining ultimate marketing as
well as business goals. This mainly centre on the efforts to develop content that help in attract
attention as well as encourage people to share at across different social media networks. The
social media marketing is one of the effective way to promoting services and goods so that
people can be aware about it effectively (Kim, Lim and Brymer, 2015). In addition to this,
people prefer the social media to search the information about the company and its products or
services. They also use different sites of social media to search the social media content. In
addition to this, social connections may impact on relevancy of search outcomes with the social
media networks or mainstream search engine. On the other hand, social media marketing is one
of the effective method of the online marketing that need to understand main factors to use
facility. Th social media marketing needs knowledge as well as full dedication to process. This
has become most usable online marketing strategy due to higher reach at consumers. Mainly,
company use social media marketing because it is cost effective medium of marketing that
requires minimum money to advertisement as comparison to some other mediums such as
telemarketing, television and some other sources.
It has been discussed that social media marketing impacted from the different factors
such as relevance, quality, timing and others. It is necessary that the research topic should be
relevant so that people can get the right information and make positive perception about the
company. Wrong or the irrelevant information develop negative impact on the reputation or
goodwill of the business (Nguyen, Yu, Melewar and Chen, 2015). It also minimized the
organisational profitability as well as productivity. Posting the videos and photos attract the

people most and through this firm can target the people easily by gaining their trust. On the other
hand, unique and the powerful voice connect the brand with influencers and also engage them.
The Twitter feed makes headlined for humour, causal tome and levity. Under this, company
requires to adopt the effective voice system and proves that there is one right way to do this.
Quality is one of the main concern and having the healthy amount of content is necessary. Under
this, marketers should be prioritise the quality over the quantity. Better quality of photos and
relevant content helps in attract people and convert them in to services and goods in a better
manner. There are many different applications which aids in add pizazz to posts such as Adobe
Photoshop, Piktochart and Canva. Piktochart is helpful in develop infographics and Canva help
in develop as well as edit the photos through using normal size of image that tailored for the
social media. On the other hand, targeting right people with different sites of social media help
the business most. It helps in connected with the people and attract them towards the services
and goods. This aids in develop positive relationship with consumers and develop positive
impact on it. Establishing the better relationship needs to assure what to do something and not to
be charge anything. Sites of the social media are the better places to share necessary as well as
useful posts which the follower can be use (Schultz, 2016). It will help company to maintain the
positive relation with consumers in an effective manner. Other than these, communication is
main factor that impact on the social media marketing of an organisation. In this, social media
sites are becoming customer service of business. Instead of calling on store or emailing, people
can direct feedbacks as well as concerned on social media. It is a quick way to interact with
people and resolve their queries in an effective manner. Some of the consumers select to inform
business by the brand specific hashtags. Communication among the users and management helps
in make improvement in reputation of an organisation and it bring loyalty of consumers towards
brand. In addition to this, timing is concerned with relevancy and the volume. Under this, the
post should be publish on proper time period. While post at once, audience or people checking in
many times in a day. Ideal time to post on social media is different from one platform to other.
Identifying better time to post the hinge on make-up of audience on every platform.

CONCLUSION AND RECOMMENDATIONS
Conclusion
It has been concluded from the above mention research that social media marketing helps
in make promotion about the services and products of company at large scale. Organisations use
the different social media applications so that they can connect with the large number of people
and focus on attaining the specific objectives within given time period. The social media
provides the impact to business for organisations. The organisation gain benefit of using the
different social media websites as it can connect with them and gain the competitive benefit in an
effective manner. Social media gives the more opportunities so that company can prepare itself
to facing them significantly. In this, better social media marketing can bring the effective
opportunities for business but will need some planning and thought. To move with the fast-
paced developments in online technology can aids to increase the brand, enhance profile and also
gain better opportunities. It has been studied that marketing through using social media is an
effective or cheap way of beginning marketing campaign. This contains smart mix to engaging
the content and focused on community or people that take interest in brand, service or product.
The social media impact on the strategic management of an organisation. Strategic
management is set of the managerial decisions as well as actions that identified performance of
an organisation for long time period. This emphasized monitoring as well as examining the
external opportunities or threats in relation to strengths and weaknesses of company. As
organisation uses the different social media sites to connect with people and also develop
positive impact on strategic management of company such as Twitter and Facebook. Through
using these kinds of the services, company can able to connect with consumers and also develop
positive impact on organisational productivity. In addition to this, people shared their reviews
and feedbacks on social networking sites. It gives a better opportunity to business to make
improvement in offering of services so that positive impact can be developed on mindset of
people.
In this research, studied about the different factors which impact on social media
marketing on business. Social media helps in provide the effective opportunities to connect with
people and also convert them in to consumers. With the help of using different social media sites,
company can give advertisement at large scale and gain proper understanding regarding the

preferences and needs of people in an effective manner. Under this, factors impact on the social
media marketing of business are relevancy, time, quality and many others. These are helpful in
doing the social media marketing in significant manner and able to develop positive impact on
mindset of people. In this, company focused on providing the relevant or quality information to
people in limited period of time so that the consumers can new information in a better manner.
Recommendations
On the basis of above discussion, there are some recommendations mention below:
 Under this, it is necessary for the Tesco company to know about audience so that it will
easy to provide them necessary information and data in significant manner. The people
on Facebook engage with simple text posts as comparison to videos and photos. In
context to this, managers should base their strategy of posting about what the audience
shown that they care regarding voice and type of the post.
 Firm should develop the new strategies or make improvement in its existing strategies so
that firm can able to get effective opportunities and focus on attaining the specific
objectives within given time period.
 Online and offline marketing strategies can be brought in alignment to prevent the mixed
messages as well as promote availability of online forums for make positive interaction.
In addition to this, online marketing or advertisement is more effective as comparison to
offline because in this present time, large number of people are connected with the each
other on social media sites such as Twitter, Facebook etc. So from this company can give
information to consumers and also connect with them effectively.
 The social media marketing should be flexible to permit this to adopt the new
developments as well as identify the work.
 Management of Tesco organisation can develop the clear data strategy. There is a need to
consider customer interaction data that currently have and also obtain in future. Manager
should develop the long- term method to compiling the data for better examine to engage
the consumers. Identify the social media channels help in better serve to business and
also response of consumers.
 It is necessary that company should be assure to keep the information and data of
consumers personal or not to be share with any other person without the permission.

Reflection
This report is taken into consideration on impact of social media marketing on strategic
management. From my overall experience, I learned many things which can help me in future.
This research has developed my analytical investigation skills as I read many articles to acquire
accurate information in context to choose most appropriate one for present research area. In
addition to this, investigation has increased my time management. Money management and some
other skills that are supportive in conducting an investigation in an effective manner. I developed
aim and objectives related to the particular subject area so that positive outcomes can be
concluded. To conduct the literature review part, I used secondary source of data collection such
as articles, journals, internet sources and others. In relation to the research methodology part, it
may be said that I have chosen secondary data collection method for conducting this
investigation. The fundamental purpose for selecting this information is that I needed to finish
this research in specified time frame so that the learner can able to gain possible outcomes. In
context to this, adoption of the secondary data sources enabled to make comparison of findings
on similar concept developed through various authors or writers. This has enabled me in explore
research topic information in detail way. I used qualitative research approach in this study to
examine overall human perception-based research findings. The qualitative research method is
helpful in providing the effective knowledge as well as detailed explanation related to the
particular research area in significant manner. I used inductive research approach because it
From the overall experience related with this research that main issue facing me in
conducting this investigation is inability to obtain relevant or accurate information. This can be
stated that while doing the study, this was one of the main issue that I faced. I also found that
there are several researchers which shared false information on the particular research topics
because they do not have knowledge of it, but have expressed their point of view on it. This often
misleads a researcher regarding subject of study and leaves them uncertain about subject area.
On the other hand, I faced the issue related to the time. This investigation taken more time to
complete and complex to finish all the activities so that proper outcomes can be ascertained. For
resolve this issue, I developed the time management plan in a proper manner and segment the
activities on basis of time period for the purpose of getting the positive outcomes in effective
manner. From conduct this investigation, I learned many things and also determine ways to

overcome from them in an effective manner. In future, I can developed the skills and capabilities
so that they can help in conduct some other research in a better manner.
Alternative methodologies
I used the secondary data collection source in in this present research to perform this
research in an efficient and appropriate way, which is helpful of achieving the better outcomes
with in given time period. Although this method was suited to the time frame provided and
supported in the collection of maximum authentic information, it also has some limitations that
mainly impact on the research outcomes. The drawback related to this chosen methodology was
that it provides relevant information and data from the past research that may not be executable
for current investigation. In context to this, investigators may be kept away from the current
results. This could keep data unauthenticated as they can not comply with the current
requirement. If I get better opportunity in future to carried out similar investigations in the future,
but would have an opportunity to go for the alternative methodology then I will choose primary
data collection approach at this point for better and reliable results. This can be stated that
interview method will definitely be used to collect the maximum information and data so that
research can be completed effectively. The interview method can consists different open-ended
questions that permit researchers to collect more information from chosen interviewees. This
method helps to a researcher in modifying question on the basis of arisen requirement so that
they can adequately obtain reliable or accurate information on same subject area. It gives better
opportunity to a researcher not only to develop the different questions to researcher, as this data
collection approach gives them the right authority to modify the question according to their
needs. In addition to this, primary data collection sources are helpful in collecting the latest
research related information. It will help in obtaining the better research outcomes with proper
relevancy as well as authenticity.
Research limitations
These are characteristics of methodology or design which impacted interpretation of
findings from an investigation. The research limitations develops negative impact on the
outcomes and researcher can unable to find the better solutions. These are constraints and utility
of the findings which are result of ways under which researcher select to design study in order to
establish external and internal validity. The main limitations of research faced through an
investigator are related to the data collection, lack of the previous study in specific area, cost and

others. These all the limitation more impact of an investigator whole performing research
activities in significant way. In order to overcome from these limitations, researcher found the
different ways such as developing money management plan, examine the issues, guidance from
the supervisor etc. These all are the effective ways to overcome from issues and get the positive
outcomes effectively.
Further Research
I feel glad as I got this better opportunity to perform the research activities in specific
area that help me in support to gain better understanding about particular concept. It helps in
gaining proper understanding about particular subject area. In context to future that I get an
opportunity to perform this research by considering all activities in given time period. This will
help in support me in collecting the reliable data and information that support in attaining aim
and objectives in significant manner.

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Online
Dukart, B., 2019. 20 Important Benefits of Social Media Marketing Every Business Should
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