Digital Technology Impact on ASDA

This dissertation analyzes the impact of rapid advancements in digital technology on the operations of ASDA, a leading British supermarket retailer. It explores the concept of digital technology in ASDA's context, analyzes the importance of digital technology in reducing marketing costs, and investigates the challenges faced by ASDA in implementing social media technology. The research utilizes both primary and secondary data to provide insights into the impact of digital technology on ASDA's business operations and revenue growth.

Dissertation

Table of Contents
TITLE:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Research Topic.................................................................................................................2
1.2 Importance of the problem ..............................................................................................2
1.3 Aim of the research project..............................................................................................2
2.0 Research Objectives and Research Question.............................................................................2
LITERATURE REVIEW ...............................................................................................................3
Concept of digital technology in regards of ASDA...............................................................3
Importance of digital technology on business operations and activities to reduce marketing
cost by 20%............................................................................................................................5
Main issue faced by ASDA while implementing social technology at their workplace within 1
year.........................................................................................................................................8
Different ways through which ASDA can easily overcome issue related to the rapid
advancement in social media technology to gain 10% increment in revenues....................10
METHODOLOGY........................................................................................................................10
4.1Research Design, Research approach and Research Type .............................................11
4.2 Rationale.........................................................................................................................12
Time scale.............................................................................................................................13
Access to Data and Research Ethics.....................................................................................15
Limitations............................................................................................................................15
RESULTS AND FINDINGS.........................................................................................................15
RESULTS/FINDINGS..................................................................................................................16
Data Sheet.............................................................................................................................19
Data interpretation................................................................................................................22
ANALYSIS....................................................................................................................................38
As per secondary data...........................................................................................................38

As per primary data..............................................................................................................38
CONCLUSION..............................................................................................................................39
RECOMMENDATIONS...............................................................................................................39
REFERENCES..............................................................................................................................40

TITLE:
“To analyse the implication that are cause by the rapid advancement in digital technology
and its influence on the operations of firm.”A study on ASDA.
INTRODUCTION
Management is identify a coordination and management of the business activities in order
to accomplish defined goals and objectives. Management in entire business areas and
organisational activities are the acts of acquiring people together in order to attain wanted targets
effectively and efficiently (Alam and Imran, 2015). One of the main issue in business
management is latest technology which highly impact on business operations and activities in a
direct manner. For this dissertation chosen organisation is ASDA which is a British supermarket
retailer in England, United Kingdom. This business was established by Roger Burnley, Rob
McWillian in 1949. company decide to implement latest technology in their organisation to
maximise customer base and improve their productivity within predetermined time period.
Digital technology is one of the important and essential tool which is used by an organisation. It
is the use of websites to promote a service or product to the customers. It is refers to the
effective techniques or tools that target social networks and application to increase brand
awareness or advertise particular product or services. In addition advancement in technology
will support an organisation to achieve better outcomes in given time period (Bogers, Hadar and
Bilberg, 2016).
Business are impacted by changes and modification in the digital technology. Such type
of change offers risks, threats and opportunities to an organisation. Some enterprise can leverage
changing and modifying technology to enhance process and product or even develop innovative
process and product that will enlarge markets and profit. Rapid changes in digital technology is
highly impact on the business operations and activities because in this company required more
amount of capital, knowledgeable people and many other. Latest digital technology is applied by
ASDA in order to enhance their sales and maximise customer base. These digital technique
support an enterprise to maintain long term sustainability at marketplace (Chaudron and et. al.,
2015). In this research, there is discussion about social media technology because this is the way
through which managers of ASDA can communicate with internal as well as external parties of
association. This technology includes different activities like image updates and posting text,
1

videos and many other data that drives customer commitment. In order to implement
digitalisation in the organisation, ASDA faced some issues such as time management, data
management, continuing decline of organic research, creating an effective cross channel strategy
etc. All this are identify as main problem which highly impact on business operations and their
different departments such as marketing, sales, finance, human resources and so on. Major
impact of digital technology is on sales activities because it help an organisation to maximise
brand awareness among customers.
1.1 Research Topic
“To analyse the implication that are cause by the rapid advancement in digital technology
and its influence on the operations of firm.”A study on ASDA.
1.2 Importance of the problem
One of the main problem in this dissertation is rapid changes in digital technology which
highly impact on business activities and operations in direct manner (Collins and Halverson,
2018). Digital technology is important tool for the ASDA to advertise their goods and services to
the customer's easily. But sometime, rapid changes in technology is adversely influence on
organisation for example: in this business need to use different sources, hire talented workforce,
require maximum amount of capital and many other. All these problem are important and
essential for the ASDA to implement latest technology and gather appropriate outputs and
results. Therefore, digital technology is significant for the organisation to maximise clients base
and increase their brand awareness among different customers. With this research, importance of
social media tools are clear and its impact on marketing operations of company. This also
provides knowledge about issues which arise in implementing social media technology and
measures to overcome it. Hypothesis for this research is to understand path way to conduct
research and collect information through questionnaire (Garrison, Wakefield and Kim, 2015).
1.3 Aim of the research project
“To analyse the implications that are cause by the rapid advancement in social media
technology and its influence on the marketing operations of firm.” A study on ASDA.
2.0 Research Objectives and Research Question
Research objectives: It is identify as a main section of research in which an investigator
prepare some questions in order to complete all activities of research in an appropriate and
2

systematic manner (Davies, Coleman and Livingstone, 2015). This part of research is based on
two variables one is dependent and other one is independent. In which success and growth of an
organisation is depend on the technology. There are some important and useful objectives which
are determined as under:
 To understand the concept of social media technology in regards of ASDA.
 To examine the importance of digital technology on business operations and activities to
reduce marketing cost by 20%.
 To evaluate the main issue faced by ASDA while implementing social technology at their
workplace within 1 year. To analysis the different ways through which ASDA can easily overcome issue related to
the rapid advancement in social media technology to gain 10% increment in revenues.
Research questions: It is another important part of research which is based on research
questions and effects on investigator towards accomplishment of goals and objectives of research
(Deegan and Sutherland, 2016). There are some important questions according to the objectives
are determined as under:
 Do you understand the concept of social media technology?
 What is the importance of digital technology on business operations and activities to
reduce marketing cost by 20%?
 What is the major issue faced by ASDA while implementing social media marketing at
their workplace?
 What are the ways through which ASDA can easily overcome issue related to the rapid
advancement in technology?
3

LITERATURE REVIEW
Literature review is a kind of review article and scholarly paper which includes actual
knowledge about substantive findings as well as methodological and theoretical contribution to a
specific research topic. In this part of research, different number of scholars and authors are give
their point of view about the research topic.
Concept of digital technology in regards of ASDA
Digital technology is identify as one of the main and essential tool which is used by
ASDA in order to improve their operations and enhance productivity within predetermined time
period (Haffke, Kalgovas and Benlian, 2016). Digital technology is large concept which is used
by each and every company for introducing their products or services to the customers and in
marketplace. There are different forms of technology such as modern and traditional. Under
modern method, Facebook, Twitter, Instagram and many other forms are used to attract large
number of customers and achieve better results within predetermined time period. According to
the Harmon, 2018, digital technology includes entire kind of applications and electronic
equipments that follow data in the way of numeric code. Thus it is essential and significant
concept for the growth and success of an enterprise within predetermined time duration.
As per the view point of Nikki Baird (2018), digital technologies are used by several
businesses to create game changing business innovation that work toward improving existing
industry or create a new one. Digital transformation help in improving the current business
practices performed by an organisation by simplifying the way in which it perform operations or
deliver services to its customers (Huang and et. al., 2017). The impact of digital transformation is
also visible at retail industry where technological advancement has totally improve the way in
which retailers like ASDA delivery physical goods or services to its customer. The digital
technology is a main part in ASDA company and it provides benefits to consumers to shop from
the multiple channels. ASDA has changes the way in which a consumer acquire product and how
each part of shopper's journey has been digitalise to save their time and improve shopping
experience of customers. Digitalisation has bring up several changes within the serving pattern of
retailers as at the time of end-to-end shopping, retailers have to held product information by
themselves within store. But now after moving toward digitalisation ASDA present information
about its product or services over its own website in a detailed manner (Collins. and Halverson,
4

2018). This help a lot in influencing customers to purchase their product or services after
learning about the basic information about the product along with the experience shared by
customers.
Digital technology is identify as one of the main and essential tool which is used by
ASDA in order to improve their operations and enhance productivity within predetermined time
period. Digital technology is large concept which is used by each and every company for
introducing their products or services to the customers and in marketplace. There are different
forms of technology such as modern and traditional. Under modern method, Facebook, Twitter,
Instagram and many other forms are used to attract large number of customers and achieve
better results within predetermined time period. According to the Harmon, 2018, digital
technology includes entire kind of applications and electronic equipments that follow data in the
way of numeric code. Thus it is essential and significant concept for the growth and success of
an enterprise within predetermined time duration (Johnson and et. al., 2016).
ASDA operates in many countries, so it is important to understand to analyse external
market of geographical region. With use of social media, managers of ASDA can communicate
and market their products to consumers. There is more specific and relevant information with
them. Apart from this there is ease in communication with workforce who works at new country.
This takes them aware about their roles and responsibilities. There is use of e- mail for sharing
data and approval for some related projects can be taken frequently under authentic platform.
Social media is cheap method of communicating with internal and external parties of ASDA. In
case of developing country with use of Facebook, Instagram, Twitter, etc. it is easy to advertise
product because people are more technology savy. There is positive impact on brand image of
ASDA as well because people recognise them at new land (Davies, Coleman and Livingstone,
2015).
Role of ASDA company in London provide the better services as well as Modern
information technology (IT) to understand as result of meeting among communication
technology and modern digital computing. ASDA organisation use digital technology to
communicate with the people and also aware them about availability of services or products in a
detailed manner. This business firm has penned three- year contract with the IT services
company and that is HCL technology in order to support the digital transformation by application
development services. The main objective of using digital technology is to enhance business
5

activities and sustain the company for long period of time in an effective manner (Makridakis,
2017).
Importance of digital technology on business operations and activities to reduce marketing cost
by 20%
According to the Don Q. Dao, (2018), digital technology is more beneficial and essential
for the growth and success of ASDA. Traditional method of operating the business has been
changed and the people are engage by digital technology at the time of conductivity business
activity. The internet and mobile technology have make the business to be change on daily basis.
On the other hand, advancement in communication and computer science have change face as
well as pace of the business activities where company can modified its business process. It will
help ASDA organisation to perform activities as well as work in an effective or efficient manner.
This provide different benefits such as improving productivity, enhancing customer experience
and many other. With use of digital technology it is easy for managers of ASDA to communicate
with consumers (Pan, Pan and Lim, 2015). They can communicate and solve issues of consumers
by merely sitting at one place. This helps to reduce cost of marketing because it is to understand
demand of consumers. They are able to understand changes in demand of consumers, their
feedbacks regarding quality , price of products. When managers of ASDA uses digital
technology, so instant feedback can also taken, so this helps to reduce possibilities of
miscommunication and improvements can be taken frequently. Apart from this there are some
other benefits of using digital technology which are determined as under:
Easy communication with customers- Digital technology impact on ability of firm to
interact with consumers. In this present environment, it is essential for staff members to
communicate with its consumers in a clear or quick manner. ASDA has a website through which
it can provide its information to consumers and resolve their query on it. On the other hand,
websites permit the consumers to search answer to issues of customers quickly (Alam and Imran,
2015). The fast shipment option permit the ASDA to communicate with business and take the
benefits from communicating with consumers. It is helpful for ASDA to develop strong brand
image in mind of customers. With use of social media platform, mobile technology, etc. it is easy
to communicate with consumers which are the base for growth and development of ASDA.
Easy marketing- These days marketing plays crucial role in making business enterprise
growing. Managers of ASDA has to face major competition in retail sector. So in this case, with
6

use of digital technology, there is ease in communication through advertisement, social media
platform, etc. This reduces cost because with digital technology advertisement is more
impressive and can be accessed anytime any where.
Improved productivity: Each and every business looking in order to enhance their
productivity level. One of the important way to accomplish this goal and target is by developing
innovations that can support their workers collaborate, work better and communicate. Digital
technology also support an enterprise to increase their sales by providing product or services in
quick manner (Park and Hong, 2016).
Improve customer experience: Digital technology is also more essential and effective for
the organisation to maximise customer experience by providing quality products or services in
speed manner. It help an organisation to maximise customer base and accomplish long term
goals and objectives within predetermined time period. Customer service gets improved with use
of digital technology because, this creates proper communication between managers of ASDA
and consumers, hence they feel free to communicate. This helps to make improvement and
modifications as per consumers desire.
Increase efficiency of operations- Digital technology is helpful for business to
understand need of its cash flow and also preserve the precious resources for an instance physical
space and time. With the effective technology, executives of ASDA company can save money as
well as time through holding meetings over an internet as comparison to corporate headquarters.
Security- In this present time period, most of the business firms are subject to the security
of threats. The digital technology can be used in order to protect the confidential executive
decisions and financial data which leads to the competitive benefits. In addition to this, digital
technology is helpful for business in keep their ideas away from its competitors (Pereira and
Romero, 2017). Through using the better digital technology, ASDA can secure the information
and data of its competitors. When marketing activities are farmed by managers of ASDA, then it
is easy to share data among executives of ASDA within specified time and able to get quick
reverts. Hence this helps to reduce overall marketing plan cost which helps to conduct marketing
activities within specified budget.
Developing business- The motive of every organisation is to make improvement in its
productivity. The main reason behind using executing innovation is to help the staff members to
communicate and collaborate. Through using digital technology, ASDA can communicate with
7

its consumers and also know about their needs as well as preferences in a better and effective
manner (Chaudron and et. al., 2015). It will helpful in make improvement in development as
well as productivity of ASDA. As there is competition in market, so with use of digital
technology, it is easy for managers of ASDA are competent to other firms which provides
opportunities of organisational growth and development by maintaining sustainability in
industry.
Enhanced capacity of business- On the basis of opinion of Jace Holyoak (2019), it has
been stated that technology allows the business to reach at large number of people in minimum
period of time. For an example- ASDA business firm use different kinds of technology medium
in order to communicate with consumers as well as experts in an industry. This company can use
the technology in order to host the webinars monthly and publish the new blogs. In addition to
this, digital technology enhanced capacity of the business for work together by using the
effective technologies for an instance CRM.
Save time and money- In this modern era, technology performs several routine tasks or
activities which staff members used to perform in an expected manner (Sandström, 2016). It
permit the employees of ASDA to focus on their time on necessary duties and responsibilities. It
can help in save the cost though cutting expenses of employees and also make improvement in
productivity. On the other hand, digital technology helps in conducting the activities of business
quickly and save time also. It helps in increasing efficiency as well as effectiveness of business
operations and activities.
Main issue faced by ASDA while implementing social technology at their workplace within 1
year
As per the view point of Jabil, 2017, companies that undergoes with digital
transformation are likely get benefited with more customer engagement and market share
enhancement and increase in revenue. There are different issues and problems which are faced
by an organisation while they implement digital technology in their organisation. But apart from
all these there are number of issues that ASDA has faced while moving toward digital
transformation which are explained below:
Cost and time: It is identify as one of the main issue faced by ASDA and its employees.
In order to implement digital technology in organisation, sufficient amount of capital and time is
required (Van Cott, 2018). So it is highly impact on business operations and its different
8

activities such as marketing, human resource, operational and production and many other. All
this are directly impact on business performance and productivity in direct manner. There is
frequent changes in social media platform because of frequent up-gradations. These up-
gradations are required to be implemented by managers of ASDA in order to achieve competitive
environment. When new digital technique is implemented, then there is requirement of training
and development of workforce. So this is cost and time consuming approach.
Resource availability: In order to analysis appropriate resources, those who are
technologically and inventive sound is a big challenge and issue to digital transformation. It is
highly effects on business operations and activities directly (Gratton and et. al., 2016). Finance is
the main resource which is required to be considered to implement digital technology changes.
There is requirement of managers for digital technology which updates social accounts pages for
ASDA in case of modification in feature of product and services. This is cost consuming and
requires time as well for planing related to techniques to make social page innovative. In absence
of such resources business manager of an enterprise is not able to complete all activities in
appropriate and proper manner.
Employee Pushback: Human generally have their routine in which they feel comfortable
and work as per it. Therefore employees get use to of things as well as environment in which
they work and as a result of which it become difficult for workforce to adopt changes that are
bring by an organisation. The same case was with some employees of ASDA also, as at the time
of digital transformation they find it difficult to add digital technology as a part of their routine
job. This is because lack of knowledge in this area is the reason which is pushing back employee
to accept this change and implement it effectively within the organisational culture. For instance:
if workers are not ready to accept changes at social media platform which are taking place, then
it is tough for managers of ASDA to implement latest technology at workplace (Weller, Kleer
and Piller, 2015).
Changing organisational culture: In order to perform digital transformation it is very
essential for an organisation to change its culture so that it will be able to perform its operations
effectively. This is the biggest challenge faced by ASDA while implementing digital technology
is cultural transformation which is not an easier task for an organisation. This is because the
culture is very much ingrained with each employee working within the organisation which
support company in being united and implement the changes effectively.
9

Not monitoring data: One of the main thing about advance technology is that company
can control the numerous data in order to get the clear picture regarding its use as well as
effectiveness. In order to this, monitoring the progress and data can be seem unnecessary and
tiresome when manager is watching firm and staff members. The manager is unable to monitor
data and it develop the negative impact on business or implementation of new technology.
Limited Budget- Sometimes, firm do not have the more budget to execute digital
technology in business. Company do not have the efficient or accurate resources in to implement
the technology. So, it is a disadvantage for ASDA organisation to implementation of advance
technology at workplace.
Finding right team- The implementation of digital technology needs people with the
particular expertise in digital sphere in order to manage as well as lead the organisational change.
If the employees do not have proper information regarding implementation of digital technology
then in this case they are unable to perform the activities and minimize productivity of business
(Deegan and Sutherland, 2016).
Different ways through which ASDA can easily overcome issue related to the rapid advancement
in social media technology to gain 10% increment in revenues
There are many issues which affects performance of ASDA because of issues which arise
due to rapid changes in social media technology. According to Wu and et. al., 2016 Employees
are the asset for ASDA so it is important to consider changes which are taking place in external
environment. It is important to communicate with workforce in order to communicate to them
regarding change in social media platform. In order to maintain and address rapid advancement
in technology, different number of ways are used by the ASDA. The different ways to overcome
from the arisen challenges mention below:
Choosing right social media platform- There are some social media platform such as
Facebook, Instagram, Twitter, Pinterest, Etc. which are used to communicate with consumers in
order to market their product and services. Managers of ASDA can use Facebook and Instagram
can be used because these are the aspects which are majorly used by majority of people. When
correct platform is used, then this helps to conduct business activities n best and relevant manner.
Focus on long term success- Advertisement are displayed with the help of social media
technology in order to communicate with consumers regrading communicating them about
10

products and services. So marketing techniques are used which is specific and planned for long
term advantage (Zhu and et. al., 2015).
Employee's engagement- Employee's engagement is one of the best way to overcome
with problems arise due to use of social media technology. When new digital technology is
implemented at ASDA, then it can be fruitful with awareness of workers. So it is important to
communicate with employees regrading change or up-gradations in social media platform.
With considering above mentioned measures, it is easy for managers of ASDA to
implement social media technology in best and relevant manner. This gives positive impact on
revenues and sales of ASDA (Gratton, Kwon, Blanchette, and Aquilino, 2016).
11

METHODOLOGY
Methodology is refer as an effective, theoretical and systematic analysis of the approach
followed to a field of study. It is a systematic process which is used by a researcher to collect
accurate and appropriate amount of information from the respondents. There are different
methods applied for collecting accurate and real data from the participants.
4.1Research Design, Research approach and Research Type
All these are identify as one of the main and essential part of the research methodology
used by the researcher to accumulate appropriate and relevant data and information from the
respondents. Some essential method of research methodology are determined as under:
Type of Investigation: There are mainly two types of research which is applied by an
investigator to collect accurate and relevant information from the participants. Qualitative and
quantitative both are main types of research which is followed by an investigator to accumulate
information in accurate and proper manner.
Qualitative research- It is an effective process or activity of naturalistic information that
seeks in detail understanding and knowingness of social phenomena within their actual setting.
The three main important areas are cultures, societies, communication, language and individuals.
Qualitative investigators follow a different types of methods in order to develop accurate
understanding of how an individual see their social actuality (Newmna and Scurry, 2015). For
example: open-ended questionnaires, diary accounts, ethnography, participant observation and
many other.
Quantitative research- In this data is collected in numerical form which can develop into
categories and measured in measurement unit. This type of information can be applied to
construct tables and graphs of raw data. Main aim of this type of research is to develop general
laws of phenomenon and behaviour across different contexts.
Under this qualitative research method has been selected through investigator because it
is helpful in provide the information regarding specific research area.
Advantages
 This research method is based on the human experiences and also observation. Data difficulties can be incorporated in to the general conclusions.
Disadvantages
12

 Quality of data collected in the qualitative investigation is more subjective. Mining data collected through qualitative investigation can be more time consuming.
Research design: Each and every activity of research is depend on research design. This
part of the research methodology is executed by an investigator to identify main issue and impact
of research. There are mainly three kind if research design such as descriptive, experimental and
exploratory. All these types of design are useful for the researcher to collect accurate data from
the participants (Kane and et. al., 2015). As per the topic or research, descriptive design is taken
because it will be more suitable and appropriate for deriving valid conclusion. As per this type of
design, survey can be applied by an organisation in order to study in attitudes, behaviours, habits
and beliefs of members of a company, target audience or other enterprise. Descriptive studies
output in big information that is gathered in large amount. The data collection lets for collecting
in-depth and detail data that may be either qualitative and quantitative (Hill, Betts and Gardner,
2015).
Research approach: There are basically two types of research approach, one is deductive
and other one is inductive. According to this topic, investigator can follow deductive approach of
research in which they can create a hypotheses and theory and design an effective research
strategy in order to test the hypothesis (Ku, 2017). On the other hand, under inductive approach,
in which researcher will accumulate information and create an effective theory as the output of
their data analysis. In this topic and research, investigator applied deductive research approach
because it will support them to easily collect and gather proper information from the
respondents. In addition, deductive approach needs the investigator in order to work general to
particular. The research of the particular phenomenon is completed in link to the actual
established theories and laws. In this approach of research, an investigator start to study with
deciding model or theory for addressing the research objectives in appropriate and accurate
manner. Main aim of deductive approach is to testing the existing theories appropriately and
accurately. It is a continuous and effective process from which the models based on cultural,
social changes require to be re-examined.
Data collection: For collecting accurate data, there are basically two types of data
collection method such as primary and secondary. Both methods are useful and valuable for the
researcher to accumulate real information about the topic. Primary method of data collection
support an investigator to prepare a questionnaires which will further supporting in collecting
13

proper and accurate information. On the other side, under secondary method of data collection,
different number of articles, books, journals, public research, magazines etc. are used by the
researcher to collect information and identify response of respondents towards research topic.
According to the topic, secondary research method is used because it is more useful and valuable
for the gathering accurate data in proper and quick manner (Ng, 2016). Main reason behind
selecting secondary source of data collection is it helps in getting customer information, supports
to analyse external market, provide internal analytical data, support in decision making and many
other.
4.2 Rationale
Main aim of preparing this research is to identifying the impact of rapid changes in
technology on business operations and activities. This objective is achieved with providing
training and development classes to the employees who have lack of knowledge in this field.
There are different proposed research methodology which are determined as under:
Sample: It is representative section of a large number of population. In quantitative type
of research, sample size of population and how it is chosen can be applied to establish reliability
of the output of investigation. Sample size show the various number of participants chosen from
the entire population that are applied in the research (Oldham and Da Silva, 2015). Sample size
is more essential in quantitative research because it help in analysing the reliability of outputs of
study. In this research sample size is chosen for 30 employees through convenience sampling
method. It is more essential and valuable method for the investigator to select sample size in
appropriate and systematic manner.
Data analysis: The data analysis will be completed with the support of thematic
evaluation or analysis (Topol, 2015). In this case, different number of themes will be developed
with will support in executing each and every activity of research in effective and accurate
manner. These pattern will be created every question as this will highly essential for the scholar
in minutely evaluating the response of respondents.
Research equipments: There are different types of research equipments which are
applied by the researcher in order to collect accurate data from the target audience and
respondents. In this, questionnaires, interview, survey, observation etc., are more useful and
valuable equipments which will help in investigator to collect information in an accurate and
proper manner.
14

Time scale
Time is one of the major factor which has to be considered by researcher while
conducting research because this is time consuming process. There are many activities such as
introduction, setting aims and objectives, literature review, etc. which has to be conducted in
order to get in- depth knowledge about research topic. In order to analyse time for conducting
research a technique is used i.e. Gantt Chart. This is the pictorial description about different
activities with their respective time. Hence it is easy for researcher to analyse time required to
complete this research. This research will complete within approx 12 weeks.
15

Access to Data and Research Ethics
It gives guidelines and direction for the responsible conduct of investigation (Selke,
2016). There are some ethical principles which should follow by the researcher such as honesty,
objectivity, integrity, carefulness, openness, respect for intellectual property, confidentiality,
responsible publication, responsible mentoring, respect for colleagues, social responsibility and
so on. All this are help an investigator to ask appropriate questions to the respondents and
understand such questions not harm on individual behaviour.
16

Limitations
There are different number of limitation and issue which are witnessed at the period of
executing research activities in appropriate and accurate manner. One of the main issue which is
found by researcher is time because topic is more vast for getting accurate response from the
participants. For example: particular time period is needed for completing whole research in
systematic and proper way (Succo and et. al., 2015). Cost is another issue for such dissertation
because in order to completing all activities of research appropriately, they need accurate amount
of capital. Thus cost and time are major issue for this dissertation.
17

RESULTS AND FINDINGS
QUESTIONNAIRE
Name:
Age:
Gender:
Contact no.-
Address-
Q1) Are you aware about the concept of digital technology?
a) Yes
b) No
Q2) Does rapid advancement in digital technology influence on business operations of
ASDA?
a) Yes
b) No
Q3) Which advancements are taken placed by ASDA in digital technology?
a)Dealing with disruption
b) Future rapid growth
Q4) What are importance of social media technology on business operations and activities
of ASDA?
a) Improved productivity
b) Improve customer experience
c) Save time and cost
d) Security
Q5) What are the different technologies ASDA can use to increase effectiveness of its
business operations?
a) Cloud Technology
b) Social media
c) Artificial Intelligence
Q6) Does implication of social media platform helpful for business in gaining the
competitive benefits?
18

a) Yes
b) No
Q7) What are the main factors which pushes ASDA to implement advance digital
technology?
a) Cost
b) High competition
c) High technology advancement
Q8) What necessary resources company should have to implement digital technology at
workplace?
a) Human resource
b) Finance
c) Availability of technology
Q9) What are the benefits for ASDA in implementing social media technology at
workplace?
a) Enhancement of sales
b) Easy marketing
c) Cost advantage
Q10) What complexities ASDA face while implementing social media technology at their
workplace?
a) Resource availability
b) Cost and time
c) Security
Q11) Which department of ASDA can be benefited most by implication of advance digital
technology in business?
a) Finance
b) Human resource
c) Marketing
c) Operations
Q12) What are the different ways by which ASDA can implement advanced social media
technology in business successfully?
a) Proper planning
19

b) Allocation of fund
c) Expert advise
Q13) What are different ways through which ASDA can easily overcome issue related to
the rapid advancement in digital technology?
a) Provide training and development classes
b) Use appropriate resources
c) Keep data of customers secure
Q14) What is main impact on digital technology on business of ASDA?
a) Communicating with more customers
b) Enhance productivity
Q15) Recommend some ways through which ASDA can get competitive advantage at large
scale.
20

Data Sheet
Q1) Are you aware about the concept of digital technology? Frequency
Yes 25
No 5
Q2) Does rapid advancement in digital technology influence on
business operations of ASDA?
Frequency
Yes 21
No 9
Q3) Which advancements are taken placed by ASDA in digital
technology?
Frequency
a)Dealing with disruption 26
b) Future rapid growth 4
Q4) What are importance of social media technology on
business operations and activities of ASDA?
Frequency
Improved productivity 12
Improve customer experience 5
Save time and cost 7
Security 6
Q5) What are the different technologies ASDA can use to
increase effectiveness of its business operations?
Frequency
Cloud Technology 10
Social media 12
Artificial Intelligence 8
Q6) Does implication of social media platform helpful for
business in gaining the competitive benefits?
Frequency
21

Yes 28
No 2
Q7) What are the main factors which pushes ASDA to
implement advance digital technology?
Frequency
Cost 8
High competition 18
High technology advancement 4
Q8) What necessary resources company should have to
implement digital technology at workplace?
Frequency
Human resource 22
Finance 6
Availability of technology 2
Q9) What are the benefits for ASDA in implementing social
media technology at workplace?
Frequency
a) Enhancement of sales 16
b) Easy marketing 8
c) Cost advantage 6
Q10) What complexities ASDA face while implementing social
media technology at their workplace?
Frequency
a) Resource availability 12
b) Cost and time 7
c) Security 11
Q11) Which department of ASDA can be benefited most by
implication of advance digital technology in business?
Frequency
Finance 9
Human resource 11
22

Marketing 6
Operations 4
Q12) What are the different ways by which ASDA can
implement advanced social media technology in business
successfully?
Frequency
Proper planning 13
Allocation of fund 10
Expert advise 7
Q13) What are different ways through which ASDA can easily
overcome issue related to the rapid advancement in digital
technology?
Frequency
Provide training and development classes 16
Use appropriate resources 4
Keep data of customers secure 10
Q14) What is main impact on digital technology on business of
ASDA?
Frequency
a) Communicating with more customers 18
b) Enhance productivity 12
23

THEMATIC ANALYSIS
Q1) Are you aware about the concept of digital technology? Frequency
Yes 25
No 5
Q2) Does rapid advancement in digital technology influence on
business operations of ASDA?
Frequency
Yes 21
No 9
24
Yes No
0
5
10
15
20
25
25
5
Frequency

Q3) Which advancements are taken placed by ASDA in digital
technology?
Frequency
a)Dealing with disruption 26
b) Future rapid growth 4
25
Yes No
0
5
10
15
20
25
21
9
Frequency
a)Dealing with disruption b) Future rapid growth
0
5
10
15
20
25
30 26
4
Frequency

Q4) What are importance of social media technology on
business operations and activities of ASDA?
Frequency
Improved productivity 12
Improve customer experience 5
Save time and cost 7
Security 6
26
Improved productivity
Improve customer experience
Save time and cost
Security
0
2
4
6
8
10
12
12
5
7
6
Frequency

Q5) What are the different technologies ASDA can use to
increase effectiveness of its business operations?
Frequency
Cloud Technology 10
Social media 12
Artificial Intelligence 8
Q6) Does implication of social media platform helpful for
business in gaining the competitive benefits?
Frequency
Yes 28
27
Cloud Technology Social media Artificial Intelligence
0
2
4
6
8
10
12
10
12
8
Frequency

No 2
Q7) What are the main factors which pushes ASDA to
implement advance digital technology?
Frequency
Cost 8
High competition 18
High technology advancement 4
28
Yes No
0
5
10
15
20
25
30 28
2
Frequency

Q8) What necessary resources company should have to
implement digital technology at workplace?
Frequency
Human resource 22
Finance 6
Others 2
29
Cost
High competition
High technology advancement
0
2
4
6
8
10
12
14
16
18
8
18
4
Frequency

Q9) What are the benefits for ASDA in implementing social
media technology at workplace?
Frequency
a) Enhancement of sales 16
b) Easy marketing 8
c) Cost advantage 6
30
Human resource Finance Others
0
5
10
15
20
25 22
6
2
Frequency

Q10) What complexities ASDA face while implementing social
media technology at their workplace?
Frequency
a) Resource availability 12
b) Cost and time 7
c) Security 11
31
a) Enhancement of sales b) Easy marketing c) Cost advantage
0
2
4
6
8
10
12
14
16
16
8
6 Frequency

Q11) Which department of ASDA can be benefited most by
implication of advance digital technology in business?
Frequency
Finance 9
Human resource 11
Marketing 6
Operations 4
32
a) Resource availability b) Cost and time c) Security
0
2
4
6
8
10
12
12
7
11
Column B

Q12) What are the different ways by which ASDA can
implement advanced social media technology in business
successfully?
Frequency
Proper planning 13
Allocation of fund 10
Expert advise 7
33
Finance Human resource Marketing Operations
0
2
4
6
8
10
12
9
11
6
4
Frequency

Q13) What are different ways through which ASDA can easily
overcome issue related to the rapid advancement in digital
technology?
Frequency
Provide training and development classes 16
Use appropriate resources 4
Keep data of customers secure 10
34
Proper planning Allocation of fund Expert advise
0
2
4
6
8
10
12
14 13
10
7
Frequency

Q14) What is main impact on digital technology on business of
ASDA?
Frequency
a) Communicating with more customers 18
b) Enhance productivity 12
35
Provide training and development classes
Use appropriate resources
Keep data of customers secure
0
2
4
6
8
10
12
14
16
16
4
10
Frequency

36
a) Communicating with more customers
b) Enhance productivity
0
2
4
6
8
10
12
14
16
18
18
12
Frequency

DATA INTERPRETATION
THEME 1: Aware about the concept of digital technology
Interpretation- As per above graph, it is clear that out of out of 30 respondents, 25 employees
are aware about concept of digital technology. While remaining 5 does not have. So it is clear
that employees are aware about role of digital technology in growth and development of ASDA
so they are ready to work under it.
THEME 2: Rapid advancement in technology influence on business operations of ASDA
Interpretation- According to above picture, as per view of 21 individuals, there is impact of
digital advancement of operations of association. While 9 says there is no impact on operations.
Hence it is interpreted that there is impact when advance technology is implement at ASDA, then
there is change in working style of overall association.
THEME 3: Advancement taken place at ASDA through digital technology
Interpretation- From the above discussion, it is clear that there are different advancement in
digital technology which assist in growth and development of ASDA. As per view of 26
candidates managers of ASDA is able to deal with disruption which arise in operating in
industry, while 4 have views that growth prospects will improve. So it is interpreted that there
are positive impact on growth and development of ASDA with use of digital technology.
THEME 4: Importance of social media technology on business operations
Interpretation- According to above diagram, it is clear that there are different importance of
social media technology such as helps in improving productivity, saves time and cost. As per
view of 12 individuals productivity gets enhanced, while customer experience gets improved as
per 5 individuals, 7 candidates says it is time and cost saving approach. Remaining 6 individuals
says that security of data is possible. This is important and consistent because of change in plans
and policies. Hence it is interpreted that use of social media technology gives positive impact on
performance of workforce through proper productivity.
THEME 5: Different technologies ASDA can use to increase effectiveness of its business
operations
Interpretation- As per above diagram, there is discussion about different technologies which can
be used at work place to improve working style of overall organisation. As per 10 individuals,
cloud computing can be used, 12 individuals says that social media platform can be used, while
remaining 8 candidates says that artificial intelligence can be used. Hence it is interpreted that
37

social media platform is one of the effective platform which can be used by ASDA. There are
different benefits of using social media platform such as marketing, increasing following, etc.
This helps to get success in industry through making good brand image.
THEME 6: Implication of digital technology helpful for business in gaining the competitive
benefits
Interpretation- According to above shown figure, it is identified that out of 30 individuals, 28
have view that with implementation of social media platform is beneficial for achieving
competitive advantage in industry. While remaining 2 individuals says that it does not helps in
achieving competitive advantage. So it is interpreted that with implementing social media sites,
ASDA is able to maintain competitive environment among rivalries such as ALDI, LIDL.
THEME 7: Factors which pushes ASDA to implement advance technology
Interpretation- According to above mentioned picture, it is easy to learn knowledge about some
factors which pushes ASDA to implement advance technology. According to 8 individuals, cost
has to be considered by managers of ASDA while implementing advance technology at
workplace. 18 individuals have view that competition has to be analysed. While remaining 4
individuals says technological changes has to be analysed regularly. Hence it is interpreted that
competitive factor is most effective which affects implementation of digital technology.
THEME 8: Resources company should have to implement digital technology
Interpretation- As per above graph, it is identified that there is requirement of some resources
which helps to implement digital technology in more effective and better manner. According to
view of 22 individual human resources is important, 6 candidates says finance is required, while
remaining 2 individuals favours for other resources such as technical knowledge, etc. Hence it is
interpreted that human resources i.e. employees is one of the major resource which is required to
implement digital technology at ASDA.
THEME 9: Complexities ASDA face while implementing digital technology
Interpretation- As per above shown figure, it is acknowledged that according to 16 individuals
increment in sales is possible with suing social media technology, 8 favours of marketing of
products an services, while remaining 6 favours for achieving cost benefits for the company in
the form of easy communication, etc. So it is clear that main benefit of implementing social
media technology. When sales of ASDA increases, then there is positive impact on performance
which is fruitful for expansion of business in new market.
38

THEME 10: Execution of technology advancement enhance cost of business activities
Interpretation- According to above mentioned diagram, it is clear that there are some
complexities which affects implementation of social media technology. 12 respondents out of 30
have view that availability of resources creates hurdle in implementing social media technology,
7 says cost and time to implement is high and remaining 11 says that security measures are not
proper. Hence it is interpreted that according to resources such as finance, expertise knowledge,
technical assistance, etc. are not properly available which affects implementation of social media
technology.
THEME 11: Department of ASDA can be benefited most by implication of advance
technology
Interpretation- According to above diagram, as per view of 9 individual, financial departments
gets affected, 11 says human resource department gets affected, 6 says marketing department
gets affected, while remaining 4 says operations department gets affected. So it is interpreted that
there is mainly workforce at ASDA gets affected. They are the individuals who have to work
under dynamic atmosphere, so there performance gets affected.
THEME 12: Different ways by which ASDA can implement advanced technology
Interpretation- As per above mentioned picture, there is discussion about different ways through
which successful implementation of social media technology is possible. As per view of 13
individuals proper planning is required, 10 says that proper allocation of funds is required, while
remaining 7 individuals says that expertise knowledge is required. Hence it is interpreted that
planning plays crucial role in implementing social media application to ASDA.
THEME 13: Ways through which ASDA can easily overcome issue related to the rapid
advancement
Interpretation- According to above mentioned diagram, it is identified that as per view of 16
individuals training and development sessions are required to be planned, 4 favours for using
appropriate resources, while remaining 10 candidates says that security of consumer's data is
important. Hence it is interpreted that in order to implement social media technology
successfully at ASDA, training and development of workforce is important.
Theme 14: Impact on digital technology on business of ASDA
Interpretation- From the above picture, as per view of 18 individuals, there is important role of
digital technology in communicating with consumers through social media platform, marketing
39

activities, etc. While reaming 12 candidates have view that it enhance in productivity. As
marketing is easy with social media platform, so consumers are aware about it, hence it assist in
raising productivity. So with the help of digital technology, there is positive impact on growth
and development of ASDA.
40

ANALYSIS
As per secondary data
From the above discussion, it is clear that for ASDA digital technology is important.
With using digital technology, there is ease in performance of company through proper
communication, synchronisation in activities, etc. this help to reduce cost for ADS because this
provides information to employees regarding their working style. So possibilities of era is low,
hence cost advantage can be achieved. Social media plays important role when managers of
ASDA wants to expand in market. It is easy to communicate changes which are taking place in
external environment. With use of latest digital technology workforce feels satisfied that they are
working with latest technology, hence they want to work with ADSDA for longer time. This
reduces labour turnover rate.
With using new and latest technology, there are some issues which are faced by managers
of ASDA such as lack of employees engagement, costly approach, etc. Hence in this case it is
important to make proper planning of conducting activities. There must be learning session for
employees where they can learn new and latest technique. This helps to improve overall
efficiency of ASDA.
As per primary data
With collecting primary information about research topic of digital technology then it is
identified that out of 30 individuals, 25 ave knowledge about digital technology, so it is easy for
managers to implement it. Importance of using social media technology is improvement in
productivity, it saves time and cost, security measures, etc. According to view of 11 candidates
human resources department plays important role because they have to implement latest
technology while working at ASDA. There are different technologies such as social media, cloud
technology, etc. but majority of respondents favours of social media technology because this is
the best way to communicate with internal and external parties of association. For implementing
digital technology at ASDA in best and appropriate manner, 13 individuals favours for proper
planning which helps to understand and analyse each and every factor which may affect
performance of implementation of social media sites. With using social media sites at work
place, there is positive impact on sales because marketing gets easy, so brand image can be
improved by achieving competitive advantage.
41

CONCLUSION
As per above discussed information, it is concluded that ASDA can implement social
media technology for growth and development because employees are aware. Cost of marketing
can be reduced and communicating with internal and external parties of ASDA is possible
through Facebook, Instagram, etc. With using social media technique more innovative and
creative advertisement can be implemented which aims at attract in consumers. Competitive
advantage is also achieved because this is the way through which ASDA is using best and latest
technology through which efficiency and effectiveness of workforce gets improved. In
implementing new and latest technology, there are some issues which arise such as lack of
financial resources, lack of workforce engagement, etc. In order to overcome with it, managers
has to take some measures such as proper planning, etc. At last it is concluded that there is issue
of time as well as cost while conducting this research. Researcher face lack of time while
collecting primary data through questionnaire. There is lack of planning regarding funds, so there
is lack of capital which affects completion of research ineffective and relevant manner.
RECOMMENDATIONS
There are some recommendations for managers of ASDA in order to get positive result
with implementing social media technology, they are discussed as under-
Managers of ASDA has to communicate with Workforce regarding implementing social
media tools, enhancing is advantages, etc. This helps to understand their perception regarding
new techniques. If they are not satisfied then there performance must be linked with appraisals.
This helps to implement social media sites at ASDA.
Security of confidential information at ASDA must not be posted at social media
accounts. There are many information such as accounting information sources of funds, etc.
other private information must not be published at social media account.
Planning must be done by managers of ASDA regarding implementation of social media
sites. In order to plan operations properly, it is important to hire expertise personnel who have
knowledge about new and innovative technique, videos, pictures, etc. which can be posted at
Social media platform.
42

REFERENCES
Books and Journals
Bogers, M., Hadar, R. and Bilberg, A., 2016. Additive manufacturing for consumer-centric
business models: Implications for supply chains in consumer goods
manufacturing. Technological Forecasting and Social Change. 102. pp.225-239.
Digital technologies in the lives of young people. Routledge.
Garrison, G., Wakefield, R. L. and Kim, S., 2015. The effects of IT capabilities and delivery
model on cloud computing success and firm performance for cloud supported processes
and operations. International Journal of Information Management. 35(4). pp.377-393.
Haffke, I., Kalgovas, B. J. and Benlian, A., 2016. The Role of the CIO and the CDO in an
Organization’s Digital Transformation.
Higher education and the digital Rapids. International Higher Education, (26).
Huang, J. and et. al., 2017. GROWING ON STEROIDS: RAPIDLY SCALING THE USER
BASE OF DIGITAL VENTURES THROUGH DIGITAL INNOVATON. MIS
Quarterly. 41(1).
Impact of digital tooth preparation evaluation technology on preclinical dental students’ technical
and self-evaluation skills. Journal of dental education. 80(1). pp.91-99.
Johnson, L. and et. al., 2016. NMC horizon report: 2016 higher education edition (pp. 1-50). The
New Media Consortium.
Makridakis, S., 2017. The forthcoming Artificial Intelligence (AI) revolution: Its impact on
society and firms. Futures. 90. pp.46-60.
NEW DIGITAL TECHNOLOGY IN EDUCATION. SPRINGER INTERNATIONAL PU.
Older adults’ experiences and perceptions of digital technology:(Dis) empowerment, wellbeing,
and inclusion. Computers in Human Behavior. 48. pp.415-423.
Pan, G., Pan, S. L. and Lim, C. Y., 2015. Examining how firms leverage IT to achieve firm
productivity: RBV and dynamic capabilities perspectives. Information &
Management. 52(4). pp.401-412.
Park, Y. W. and Hong, P., 2016. Building network capabilities in turbulent competitive
environments: Practices of global firms from Korea and Japan. CRC Press.
Pereira, A. C. and Romero, F., 2017. A review of the meanings and the implications of the
Industry 4.0 concept. Procedia Manufacturing, 13, pp.1206-1214.
Rethinking education in the age of technology: The digital revolution and schooling in America.
Teachers College Press.
Sandström, C. G., 2016. The non-disruptive emergence of an ecosystem for 3D Printing—
Insights from the hearing aid industry's transition 1989–2008. Technological
Forecasting and Social Change. 102. pp.160-168.
Step-by-step surgical technique for mandibular reconstruction with fibular free flap: application
of digital technology in virtual surgical planning. European Archives of Oto-Rhino-
Laryngology. 272(6). pp.1491-1501.
Strategy, not technology, drives digital transformation. MIT Sloan Management Review and
Deloitte University Press. 14. pp.1-25.
The creative destruction of copyright: Napster and the new economics of digital technology.
In Copyright Law (pp. 207-268). Routledge.
The digital divide and social inclusion among refugee migrants: A case in regional
Australia.Information Technology & People. 28(2). pp.344-365.
43