Impact of digital marketing and promotions on The Works retail company

Impact of digital
marketing and
promotions on The
Works retail company

Table of Contents
1. INTRODUCTION.......................................................................................................................1
1.1. Aim and Objectives of the Research...............................................................................1
1.2 Research Questions..........................................................................................................1
1.3 Background of the Organisation.......................................................................................1
1.4 Research Gap and Contribution........................................................................................2
1.5 Rationale for the study......................................................................................................2
1.6 Outline of Research..........................................................................................................3
2. CRITICAL LITERATURE REVIEW.........................................................................................3
2.1 Digital marketing and promotion techniques used in The works to enhance their customers
................................................................................................................................................3
2.2 Impact of digital marketing and promotions on the performance of The works organisation
................................................................................................................................................4
2.3 Challenges faced by managers in implementing of digital marketing and promotion
strategy in the business environment......................................................................................5
3. RESEARCH METHODOLOGY.................................................................................................6
3.1 Research Philosophy........................................................................................................6
3.2 Research Approach...........................................................................................................7
3.3 Research Strategy.............................................................................................................7
3.4 Research Choice / Method................................................................................................8
3.5 Time Horizon....................................................................................................................8
3.6 Techniques and Procedures / Data collection method......................................................8
3.7 Sampling...........................................................................................................................9
3.8 Research ethics.................................................................................................................9
4. DATA ANALYSIS AND FINDINGS......................................................................................10
Questionnaire........................................................................................................................10

Data interpretation.........................................................................................................................11
5. DISCUSSIONS OF FINDINGS................................................................................................17
6. CONCLUSION AND RECOMMENDATIONS......................................................................18
References:.....................................................................................................................................20
Appendix........................................................................................................................................22
Questionnaire........................................................................................................................22

1. INTRODUCTION
1.1. Aim and Objectives of the Research
Research aim: “To analyse the impact of digital marketing and promotion on the
performance of the retail organisation.” A case study on The Works plc.
Research project objectives
 To determine the various digital marketing and promotion techniques used in The
works to enhance their customers.
 To analyse the impact of digital marketing and promotions on the performance of The
works organisation.
 To analyse the challenges faced by managers in implementing of digital marketing
and promotion strategy in the business environment.
1.2 Research Questions
 What are the various digital marketing and promotion techniques used in The Works to
enhance their customers?
 What is the impact of digital marketing and promotions on the performance of The
Works organisation?
 What are the challenges faced by managers in implementing of digital marketing and
promotion strategy in the business environment.
1.3 Background of the Organisation
Digital marketing is referring to the advertising and making promotion of the company
products and services through digital channels. There are various types of digital marketing
channels that are being coming in the market now a days such as search engine, email marketing,
social media marketing and mobile application etc. as these helps the organisation in enhancing
their customers base and providing updating information to the customers. There are various
latest technologies are coming in the market in order to attract customers towards the brand.
Some of these are digital marketing channels used by business. As now a day digital marketing
platforms are increasing in the market which helps customers in purchasing their products and
services through online basis rather than going on any physical shop and doing bargaining. Some
of the importance of digital marketing is that it helps the organisation in increasing their
customer base, developing and targeting new customers, solving customers complaints,
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increasing productivity of employees and organisation both. The organisation selected in this
report is The Works, as it is the discount retailing organisation which is selling the books, art and
gifts, games and stationery items. It was founded in the year 1981 which is having 530 stores in
the locations. This report includes research aims and questions, then literature review review is
regrading the objectives is mentioned and research methodology and time scale is used.
1.4 Research Gap and Contribution
Research gap refers to the difference between expected research conducted and the actual
research conducted. In the current investigation, research gap analysed is in the part of primary
research in the form of questionnaire. There are different opinions gathered from several people
on the research topic. It is difficult to find out the accuracy because some people were not
comfortable in sharing their opinions. So that is why accuracy can be the gap in the entire
research analysis. Contribution of the current research has a positive impact on the organizations
and even for the further research conducted on the same research topic. This research has
contributed in increasing the productivity of the company by making the entire digital marketing
procedure as the time, cost and energy efficient. This research has also helped in boosting up the
sales and revenue generations by targeting the audiences via wider reach benefit of the
organization.
1.5 Rationale for the study
The rationale for the study is such that this topic helps in enhancing the growth
opportunities to the business and this now a days can be me in getting more knowledge and skills
about this digital marketing and promotions methods used in the organisation. There can be
positive and negative impact of these digital marketing campaign in the organisational. By
conducting this research I will be able to enhance some of the skills like communication skills
and decision making skills. As these skills will helps me in my near future as well. Further this
will helps me in personal and professional development. As by conducting research through
primary and secondary methods both, I will be able to make connection with other people and
this result sin enhancing my skills as well and making effective relationships with each other. As
this topic is more important now a days. Digital marketing and its promotion is done by every
organisation in order to attract their customers and enhance their sales. So by conducting this
research I will be getting knowledge about this digital marketing and promotions and which
could helps me in near future when I search for any job role in marketing field.
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1.6 Outline of Research
The following research report will cover the main aspects on the research topic and how
the entire research is being conducted. It is started with the introduction part in which the aim
and objectives of the research, research questions, background of the organisation, research gap
and contribution and rationale for the study is covered for better reviewing of the basics of
research. Critical literature review is covered which contains the objectives of the research such
as digital marketing and promotion techniques used in the works to enhance their customers,
impact of digital marketing and promotions on the performance of the works organisation and
challenges faced by managers in implementing of digital marketing and promotion strategy in
the business environment. Moreover, research methodology is also covered which consist the
entire onion framework that includes research philosophy, research approach, research strategy,
research choice / method, time horizon, techniques and procedures / data collection method,
sampling and research ethics. Furthermore, current research also covers the data analysis and
findings by using the primary research which includes questionnaire. Additionally, discussions
of findings and conclusion and recommendations are also covered in the current investigation.
2. CRITICAL LITERATURE REVIEW
2.1 Digital marketing and promotion techniques used in The works to enhance their customers
According to Das, (2021), Digital marketing refers to the online or internet marketing which
advertises the brands in order to connect with the target customers with help of internet and forms of
networks and communication modes in a technical manner. It not only includes the email and social media
along with the web based advertising but also includes the text and other multi media messages as a
marketing channel so that promotions can be more effective and efficient for the company. In other words,
Digital marketing is the process of promotion and advertising of the products and services
through digital media. There are various digital marketing strategies that can be used in The
Works Plc. for enhancing their employees. This helps in improving the sales and brand image.
Some of the digital marketing strategies are used in The Works Plc. are social media marketing-
as this now a day most of the organisations are using this marketing strategies. Because there are
large number of people existing on social media platform. The Works Plc. upload many photos
and videos on this page which could be seen by their followers and this results in enhancing
towards their products and services. Then another digital marketing and promotion strategy
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