Effects of Social Media Marketing and Mobile Technology: A Case Study of Tesco

This research project examines the impact of social media marketing and mobile technology on Tesco, a leading international grocery retailer. The study utilizes a case study approach to analyze the effectiveness of Tesco's digital marketing strategies and the role of mobile technology in enhancing customer experience and operational efficiency. The research findings highlight the importance of social media platforms like Facebook and Instagram in influencing customer purchasing decisions and the need for continued investment in digital technologies to improve organizational performance. The study concludes with recommendations for Tesco to further leverage digital innovation and enhance its competitive advantage in the evolving retail landscape.

Research project
Effects of social media marketing and mobile technology: a
case study based on Tesco
(Task 3)

Table of Content
• Introduction
• P5. Communicate research outcomes in an appropriate
manner for the intended audience.
• M3. Coherently and logically communicate outcomes to
the intended audience demonstrating how outcomes
meet set research objectives.
• D2. Communicate critical analysis of the outcomes and
make valid, justified recommendations.
• Conclusion
• References

Introduction
• This presentation is based on the TESCO which is an
international grocery retailer.
• Research topic is to analyse
the effectiveness and use of
social media marketing and
digital technology.
• Digital change in the companies has developed them to
provide a better customer experience.
• This presentation will present the research outcomes with
graphs to targeted audience.
• It will also define the justification of research outcomes with
research objectives.

P5. Communicate research outcomes in an appropriate
manner for the intended audience.
Are you connected with social media marketing used by the
TESCO?
Data
a. Yes 13
b. No 7
a. Yes b. No
0
2
4
6
8
10
12
14 13
7
Series1

Continued
Do you have ever purchased any product by getting motivated
from product promotions on Facebook and Instagram by
TESCO?
Data
a. Yes 12
b. No 8
a. Yes b. No
0
2
4
6
8
10
12
12
8
Series1

Continued
Are you regularly using mobile application of Tesco to
purchase products for online home delivery?
Data
a. Yes 12
b. No 8
12
8
a. Yes
b. No

Continued
In which area use of digital technology is most effective in the
company?
Data
a. Sales 3
b. Marketing 2
c. Information sharing 3
d. All of the above 12
3
2
3
12
a. Sales
b. Marketing
c. Information sharing
d. All of the above

Continued
8. Which of the digital innovation will improve overall
performance of the company?
Data
a. Internet of things 2
b. Wearable devices 4
c. Cloud computing 4
d. All of them 10
2
4
4
10 a. Internet of things
b. Wearable devices
c. Cloud computing
d. All of them

Continued
9. Do you think investment on digital technology will help in
improving individual and organisational performance?
Data
a. Yes 16
b. No 4
a. Yes b. No
0
2
4
6
8
10
12
14
16
Series1

M3. Coherently and logically communicate outcomes to
the intended audience demonstrating how outcomes
meet set research objectives.
• In the starting of this research objectives are determined to
conduct the research in that directions.
• This research is based to analyse the effectiveness of social
media marketing and it has been analysed that 60% of their
customers are influenced by Facebook and Instagram
promotions.
• Another objective is to analyse digital technology related
needs in the company in which sales, marketing and
information management area identified which has a huge
need of digital technology.
• Approximately 80% people involved in this research said that
company have to invest more in digital technology to enhance
organisational performance.

D2. Communicate critical analysis of the outcomes
and make valid, justified recommendations.
• TESCO should investment on digitalisation in different area of
business activities.
• It is essential for organisations have to adopt regular changes
according to the market trends to survive in the market.
• Company should use geographical based Facebook marketing
to apply marketing activities in different market segments.
• TESCO should provide digital wearable gadgets to its
employees which can help them to communicate.
• The company should adopt Internet of Things concept which
can help them to develop proper networking.
• They should enhance the use of cloud computing to store
their data.

Conclusion
• On the basis of research, social media marketing is effective to
enhance effectiveness of the company to target market.
• Social media platforms provides fat network to communicate
with the target audience.
• It has been analysed that Facebook is most used social media
platform.
• Facebook provides a vital network to communicate with large
audience.
• Digital technologies develops automation and advancement in
the internal and external business activities.
• Digital innovation in different areas enhance the
organisational capabilities to maximise profits.

References
• Voola, R., Casimir, G., Carlson, J. and Agnihotri, M.A., 2012.
The effects of market orientation, technological opportunism,
and e-business adoption on performance: A moderated
mediation analysis. Australasian Marketing Journal
(AMJ), 20(2), pp.136-146.
• Lambert, V.A. and Lambert, C.E., 2012. Qualitative descriptive
research: An acceptable design. Pacific Rim International
Journal of Nursing Research, 16(4), pp.255-256.

Thank You