(PDF) A case study on Morrisons
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Added on 2021-01-02
(PDF) A case study on Morrisons
Added on 2021-01-02
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The impact of digitalmarketing tactics inenhancing customerattraction and retentiontowards organisation; Astudy on Morrisons.
Table of ContentsTopic................................................................................................................................................1Introduction............................................................................................................................1LITERATURE REVIEW................................................................................................................2RESEARCH METHODOLOGY.....................................................................................................4Activities and Timescale..................................................................................................................7REFERENCES................................................................................................................................8
TopicThe impact of digital marketing tactics in enhancing customer attraction and retention towardsorganisation; A study on Morrisons.IntroductionDigital marketing refers to the practice where management of organisations uses digitaltechnologies to deliver information regarding organisational products and services to thecustomers (Villeneuve and Pasquier, 2017). Digital marketing indeed assist in deliveringeffective quality of advertisement to target customers in efficient manner. The focus of thisresearch project will be on analysing the impact of digital marketing strategies in influencingcustomers attraction and retention of Morrisons. Morrisons is retail supermarket chainincorporated in United Kingdom and is also fourth largest organisation working in retail sector(Abela, 2016). Since the evolution of internet technologies, social media websites, search engineoptimisation sites and vendors providing digital platform for marketing, marketers are greatlybenefited by it. In the research study, researcher will conduct literature review in order toenhance the effectiveness of research study which also helps in providing theoretical frameworkto the study. Furthermore, researcher will describe methods of research that he or she will goingto select to accomplish the aim and objectives of research study. Eventually, with the help ofGantt Chart, researcher will demonstrate timeline and activities associated with research studywill be describe by the researcher. Aim and Objectives of research studyThe aim of present research is to analyse the impact of marketing strategies used by Morrisons inorder to enhance the attraction and retention of consumers. This aim will direct researcher tounderstand the type of digital marketing utilised by Morrisons in order to gain customerattraction and retention. ObjectivesIn order to underpin research aim, researcher has formulated few objectives which are listedbelow:To examine the effectiveness of various digital marketing techniques.To understand why consumers find particular digital marketing technique attractive.To understand how consumers view various digital marketing technique.1
To recommends management of Morrisons so that they can improve their digitalmarketing strategies. Research QuestionsResearch questions are formulated below:1.How digital marketing techniques are effective?2.Why consumers find particular digital marketing technique attractive?3.How consumers view various digital marketing technique?Rationale of ResearchIn order to enhance the level of knowledge and understanding about the digital marketingmethodologies used by organisations, researcher opts to conduct research study. This researchwill provide an opportunity to get familiar with Morrisons which is fourth largest supermarketand retail organisation in United Kingdom. This research will also provides an opportunitythrough which he or she could able to know more about the perception of consumers regardingdigital technologies and digital marketing methods. Researcher will also able to know aboutconsumer perception regarding digital marketing. The effectiveness of digital marketing inenhancing the growth and development of organisation will also be examined in the researchproviding opportunity to researcher as he or she can more explore the subject.Significance of researchThis research will helps the end users and readers of research by enhancing their level ofknowledge level about aspects of digital marketing and methodologies used by the organisations.The research study will also be significant for academicians who are or have completed thecourse of digital marketing by enriching their level of knowledge. Researchers and other authorswho are planning to conduct research analysis on aspects of digital marketing. In the end ofresearch, researcher will provide recommendations to the management of Morrisons which helpsthem in improving their existing methods of digital marketing and thus this research will beequally important for them. LITERATURE REVIEWAs per Leitch, (2017) with time there are many changes that has taken place in relationwith technology. All these changes has boosted up customers requirement and interaction with2
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