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Impact of Digital Technology on Business Activity: A Case Study of Marks and Spencer

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Added on 2024/06/28

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This report examines the impact of digital technology, specifically interactive websites, on the business activity of Marks and Spencer. It explores the reasons behind declining sales and customer dissatisfaction, analyzes the effectiveness of the company's new interactive website, and evaluates its impact on customer engagement, brand awareness, and sales. The report utilizes both primary and secondary research methods, including a questionnaire survey of 300 customers, to provide insights into the effectiveness of digital transformation strategies in the retail sector.

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Table of Contents
INTRODUCTION.............................................................................................................................. 2
PROBLEM STATEMENT.................................................................................................................. 3
AIMS AND OBJECTIVES.................................................................................................................. 3
PROJECT MANAGEMENT PLAN...................................................................................................... 3
PROJECT IMPLEMENTATION.......................................................................................................... 6
SECONDARY RESEARCH............................................................................................................. 9
PRIMARY RESEARCH................................................................................................................ 10
QUESTIONNAIRE...................................................................................................................... 11
PRIMARY RESEARCH ANALYSIS................................................................................................ 23
SECONDARY RESEARCH ANALYSIS...........................................................................................23
COMMUNICATING THE RECOMMENDATIONS............................................................................ 24
PERFORMANCE REVIEW.............................................................................................................. 25
PROJECT LOG BOOK................................................................................................................. 27
CONCLUSION............................................................................................................................... 30
REFERENCES................................................................................................................................. 31
1

Figure 1: Customer of Marks and Spencer?.................................................................................16
Figure 2: Reason for decreased sales...........................................................................................17
Figure 3: Customers dissatisfaction............................................................................................. 18
Figure 4: Sales Enhancement....................................................................................................... 19
Figure 5: Major Impact................................................................................................................ 20
Figure 6: Website Effectiveness...................................................................................................21
Figure 7: Attractive Feature.........................................................................................................22
Figure 8: Satisfaction Level.......................................................................................................... 23
Figure 9: Overall Impact...............................................................................................................24
2

Table 1- PROJECT BUDGET............................................................................................................. 6
Table 2- WORK BREAKDOWN STRUCTURE....................................................................................8
Table 3- GANTT CHART................................................................................................................10
Table 4- Project Logbook............................................................................................................. 29
3

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INTRODUCTION
Technology is getting enhanced and is continuously changing the business processes of the
organizations present around the world. The organizations present in the UK are largely
impacted by the digital technology and its advancements. Interactive websites a form of a
digital technology is making the business processes simpler as they play an important role in
the marketing of the organizations. A strategic project management plan needs to be made by
the organizations for the attainment of high profits and sustainability in the business.
Websites play an important role in attracting a large number of customers as it the face of the
company products and services and what all the company deals with. The impact of the
communication technology that includes the website has been evaluated in this report and the
organization that has been taken in this assignment to deeply analyze the influence is Marks
and Spencer. A project management plan will be made in this report that will involve the
various factors like the cost, quality, resources, time etc. so as to make this project a successful
one.
4

PROBLEM STATEMENT
It has been noticed that the sales of the Marks and Spencer has been falling from some time
and the customers of the company are using the social media platforms to express their
dissatisfaction regarding lack of choices and their feelings that the company is out of their
touch. So, the CEO of the organization has decided to bring back the company into the 21st
century by the designing of an interactive website for the engagement of customers (Otero, wt
al. 2014).
AIMS AND OBJECTIVES
The aim of the Marks and Spencer is to reach to its customers, to improve their satisfaction
level and their trust in the brand by engaging them through an interactive website and to
respond to the customers in better ways to improve the sales of the organization. There are
various objectives of the project which are stated as below-
 To evaluate the reasons for dissatisfaction of the customers
 To analyze the requirements and needs of customers
 To evaluate the increased sales of the Marks and Spencer by the utilization of
interactive website in the business (Rodriguez, et al. 2016)
 To evaluate the impact of the website on the marketing of the Marks and Spencer
 To evaluate the benefits of the interactive website
 To analyze the satisfaction level of customers by the utilization of interactive website of
Marks and Spencer
PROJECT MANAGEMENT PLAN
The planning, monitoring, controlling and the termination of the project is known as the project
management with the help of which the aims and objectives of the project can be attained. The
project management plan of the project includes the following factors-
PROJECT SCOPE
5

The included scope of the project includes conducting a primary and secondary research that
will further help in the evaluation of the impacts of the communication technology and the
interactive website in the marketing of Marks and Spencer. While many other factors apart
from this will not be a part of this project.
KEY DELIVERABLES
The outcome of the project is the enhanced sales and customer satisfaction of the Marks and
Spencer by the utilization of communication technology in the marketing of the company.
PROJECT LIMITATIONS
One of the biggest limitations of this project is the time duration that only 6 weeks to carry out
this research which has limited the research areas and the number of customers who will be
involved in the questionnaire so the analyzed outcomes will also be limited. The analysis of the
data is limited to the pie charts, MS-Word and MS –Excel (Turner, 2014).
PROJECT BUDGET
Table 1- PROJECT BUDGET
ITEMS BUDGETED COST ACTUAL COST
PEN AND OTHER
REQUIRED ACCESSORIES
£15 £13
XEROX OF
QUESTIONNAIRE
£ 55 £ 50
REFRESHMENT COSTS £45 £40
COST OF THE
ADMINISTRATION
£30 £28
WAGES £350 £322
RESPONDENTS VOUCHERS £220 £ 240
TOTAL EXPENSES £715 £693
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SUCCESS CRITERIA
The project will be considered successful if the following criteria’s of the project are satisfied-
Time
The project must be completed successfully within the stipulated time i.e., 6 weeks
Cost
The estimated cost of the project is £715 so that the project cost should not be exceeded than
this (Fleming and Koppelman, 2016).
Quality
The quality of the project must be maintained throughout and it should not drop down below
the set standards.
PROJECT ASSUMPTIONS
It has been assumed that the customers of the M&S are using the interactive website and it so
it will be useful to attract them through the social media platforms. It is also assumed that the
responses of the questionnaire will be trustable.
PROJECT STRATEGY
In carrying out this research following strategy is followed-
 I will continuously coordinate with my project supervisor to avoid any kind of mistakes
 I have decided the project aims and objectives under the guidance of a supervisor
 The primary and secondary research will be carried out and analyzed (Harrison and
Lock, 2017)
 The research outcomes will be communicated to the desired audience
 My learning of the project will be reflected
7

PROJECT IMPLEMENTATION
For the implementation of the project has 6 weeks are given so it is essential to plan and
prepare the time frame and decide the project stages accordingly for which the usage of work
breakdown structure and Gantt chart has been done to divide the tasks in particular time
duration (Nakamura, et al. 2015).
WORK BREAKDOWN STRUCTURE
Table 2- WORK BREAKDOWN STRUCTURE
WBS Id Task
Level
Name of Elements Work
Description
Budget
£
Resources Deliverable
1 1 PROJECT
PLANNING
Finalizing
the
research
topic and
planning to
carry out
the project
Project
Supervisor
Project Plan
2 2 PROJECT
DESIGNING
Aims and
objectives
are decided
Project
Supervisor
Project goals
and objectives
3 3 DATA COLLECTION
METHODOLOGY
Qualitative
and
quantitative
research
423 Employees,
customers
and online
resources
Information
8

4 4 DOCUMENTATION
OF THE PROJECT
Use of MS-
Word,
PowerPoint
45 MS-Word,
MS-
PowerPoint
Proper
structure
5 5 IMPLEMENTATION
THE PROJECT
Making use
of the
online
websites
and social
media for
marketing
60 Mobile
technology,
social
media and
online
resources
Digital
transformation
6 6 ANALYSING THE
IMPACT ON
MARKETING
Analyzing
the impact
on the sales
and the
customer
satisfaction
40 Employees
and
customers
Success or
failure
8 8 INVESTIGATION Deriving
the
conclusion
from the
data
collected
80 Employees Defaults in the
project are
identified
9 9 COMMUNICATING
THE OUTCOMES
Presenting
the
outcomes
of the
project to a
targeted
audience
60 Supervisor
and
students
Project results
9

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GANTT CHART
Table 3- GANTT CHART
TASKS TO BE
PERFORMED
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Project and
resource
planning
Project
designing
Data collection
methodology
Data analysis
Concluding the
research
outcomes
(Kerzner and
Kerzner, 2017)
Communicating
the outcomes
10

SECONDARY RESEARCH
According to Poushneh, et al. (2017), the Marks and Spencer has been facing some drop down
in its sales and the customers are also making expressing their dissatisfaction towards the
company so the company is making use of the communicating technology to enhance the sales
of the organization in which the website plays an important role. The recent technology in the
field of the communication technology is mobile technology which is increasingly used by the
companies to promote their company products and services through the online websites.
According to the customers are mainly dissatisfied because of the lack of the interactive
website of the company which obstructs them to purchase the products of the company.
According to Çizmeci and Ercan, (2015), Marks and Spencer has designed a new interactive
website for his customers as it allows them to interact with and automate their experience. In
order to design an interactive website, the company has integrated a software into a webpage
that can engage the customers. There are different features available in the interactive website
like sharing, clicking, making a selection, adding to cart, adding to wishlist, online payments and
cash on delivery options etc. According to Moscaand Civera, (2017), almost 90 per cent of the
customers, today expects a website to have interactive self-service components and had made
the customer's interaction 70 per cent digital. 76 per cent of the customers who interact with
the local website are likely to visit the physical stores in 24 hours. The interactive website
design lets the Marks and Spencer to make good relationship with the customers and increased
brand awareness (Otero, et al. 2014).
According to Babić Rosario et al. (2016) the conversation rate with the customers have been
enhanced, personalization has been improved, potential customers have been gained and a
competitive advantage has been gained by the Marks and Spencer due to the interactive
website. Li, et al. (2017) stated that the companies with retail business has attained a 133 per
cent hike in the business revenues and almost 76% of the companies are making use of the
interactive websites for the attainment of marketing objectives. Marks and Spencer have been
advertising its products on its website to generate the traffic and it using the web address in the
advertisements to capture the details of the customers and their orders. Marks and Spencer are
11

currently using the several advertisement sources to promote its website and to attract the
customers that optimized the operations of the organization (Saboo, et al. 2016).
Ariyani and Mandiri, (2015) stated that the sales of the Marks and Spencer have been increased
by the utilization of the interactive website in its marketing. The satisfaction level in the
customers has increased due to enhanced and interactive features that are made available on
the website that has also improved their decision making and the buying behaviour. The
connectivity of the companies has been enhanced as the new ways of marketing are introduced
by the digital technology (Rodriguez, et al. 2016).
PRIMARY RESEARCH
In the primary research of this project, the 300 customers were chosen randomly to be involved
in the questionnaire. The approach by which these customers were selected is the random
sampling technique. A consent form was distributed to the customers and those who willingly
agreed to be part of the questionnaire was distributed the multiple choice questionnaire. With
the help of the employee’s perception, it becomes easy to analyze how the communication
technology has impacted the marketing of the company and has contributed to the enhanced
sales (Norris, et al. 2015). The questionnaire consists of 10 multiple choice questions that are of
easy to a moderate level related to the impact of the social media and communication
technology in the enhancement of their satisfaction level and the sales of the company. The
questionnaire is presented as below-
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QUESTIONNAIRE
1. Are you a customer of Marks and Spencer?
a) Yes
b) No
2. What is the reason for the decreased sales of the company?
a) Lack of marketing
b) Lack of brand awareness
c) Lack of an attractive company's website
d) Others, please specify
3. What is the major reason for the customer’s dissatisfaction with the Marks and
Spencer?
a) Lack of products choices
b) Lack of essential features of the website
c) Lack of attractive advertisements
d) Others, please specify
4. Have the sales of the Marks and Spencer being enhanced by the utilization of interactive
website?
a) Highly enhanced
b) Enhanced
c) No enhancement
d) Not sure
5. What is the major impact of the integrative website in the marketing of the Marks and
Spencer?
a) Increased sales
13

b) Increased brand awareness
c) Improved customer’s buying behaviour
d) Improved profitability
6. What is the most attractive feature of the interactive website of the Marks and Spencer?
a) Sharing feature
b) Online payments
c) Add to wishlist
d) Others, please specify
7. How effective is the interactive website in attaining the mission of the company?
a) Slightly effective
b) Highly effective
c) Not effective
8. Have your satisfaction level of the customers being enhanced by the new interactive
website of the marks and Spencer?
a) Increased
b) Highly increased
c) No Increment
9. What is the overall impact of this digital transformation on the customer engagement?
a) Positive
b) Highly positive
c) Negative
d) Neutral
Question 1
14

Are you a customer of Marks and Spencer?
RESPONSE TABLE
Total Yes No
100 66 44
Customer of Marks and Spencer?
Yes
No
Figure 1: Customer of Marks and Spencer?
[Source: Author’s work, 2018]
15

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Question 2
What is the reason for the decreased sales of the company?
RESPONSE TABLE
Total Lack of marketing Lack of brand
awareness
Lack of an
attractive
company's
website
Others,
please
specify
100 22 26 39 13
Decreased sales
Lack of marketing
Lack of brand awareness
Lack of attractive company’s
website
Others, please specify
Figure 2: Reason for decreased sales
[Source: Author’s work, 2018]
16

Question 3
What can be the major reason for the customer's dissatisfaction with the Marks and Spencer?
RESPONSE TABLE
Total Lack of products
variety
Lack of
essential
features of the
website
Lack of
attractive
advertisements
Others,
please
specify
100 37 30 22 11
Customer’s dissatisfaction
Lack of products variety
Lack of essential features in
website
Lack of attractive advert-
isements
Others, please specify
Figure 3: Customers dissatisfaction
[Source: Author’s work, 2018]
17

Question 4
Have the sales of the Marks and Spencer being enhanced by the utilization of interactive
website?
RESPONSE TABLE
Total Highly enhanced Enhanced No enhancement Not sure
100 35 30 20 15
Sales enhancement
Highly enhanced
Enhanced
No enhancement
Not sure
Figure 4: Sales Enhancement
[Source: Author’s work, 2018]
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Question 5
What is the major impact of the interactive website in the marketing of the Marks and Spencer?
RESPONSE TABLE
Total Increased sales Increased brand
awareness
Improved
customer’s
buying behaviour
Improved
profitability
100 41 34 21 4
Major impact
Increased sales
Increased brand awareness
Improved customer’s buying
behaviour
Improved profitability
Figure 5: Major Impact
[Source: Author’s work, 2018]
19

Question 6
How effective is the interactive website in attaining the mission of the company?
RESPONSE TABLE
Total Slightly effective Highly effective Not effective
100 34 52 14
Website Effectiveness
Slightly Aware
Highly effective
Not effective
Figure 6: Website Effectiveness
[Source: Author’s work, 2018]
20

Question 7
What is the most attractive feature of the interactive website of the Marks and Spencer?
RESPONSE TABLE
Total Sharing feature Online
payments
Add to wishlist Others,
please
specify
100 42 33 21 4
Most attractive feature
Sharing feature
Online payments
Add to wishlist
Others, please specify
Figure 7: Attractive Feature
[Source: Author’s work, 2018]
21

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Question 8
Have your satisfaction level of the customers being enhanced by the new interactive website of
the marks and Spencer?
RESPONSE TABLE
Total Increased Highly increased No Increment
100 32 58 10
Improved satisfaction level
Increased
Highly increased
No increment
Figure 8: Satisfaction Level
[Source: Author’s work, 2018]
22

Question 9
What is the overall impact of this digital transformation on the customer engagement?
RESPONSE TABLE
Total Positive Highly positive Negative Neutral
100 44 38 15 3
Overall impact
Positive
Highly positive
Negative
Neutral
Figure 9: Overall Impact
[Source: Author’s work, 2018]
23

PRIMARY RESEARCH ANALYSIS
Out of the 100 people who agreed to answer the questionnaire, 66 were the customers of M&S
and 39 people said that the sales of the company have been decreed due to the lack of
interactive website of the company and the major reason of their dissatisfaction is lack of
products choices. But it has been analyzed the design of the interactive website of the company
has enhanced the sales of the company along with its brand awareness. The interactive website
is effective as 52 people agreed on it and the feature that is attracting them more is sharing
option in the website. The overall impact of the interactive website that has been analyzed on
M&S is positive (Smith, 2015).
SECONDARY RESEARCH ANALYSIS
The literature review that has been carried out this project has been deeply analyzed to
evaluate the outcomes and the influence of the interactive website in the customer
engagement of the Marks and Spencer. It has been analyzed that the interactive website of the
Marks and Spencer has improved the marketing process of the company. The enhanced
marketing procedures have led to the increased sales of the organization and have also helped
in the creation of the brand awareness amongst the customers (Silverman, 2016.).
The increasing usage of the interactive website has social media has enhanced the customer
engagement of the Marks and Spencer. The company has been successfully able to attract a
large number of customers through its websites, that has helped the customers to easily
purchase the products of the company and the brand awareness in the customers has also
been improved. The customers of the company have been highly satisfied by the use of the
interactive website of the Marks and Spencer and their decision making has also improved up
to a high extent. Overall, the influence of the interactive website on the engagement of the
customers that have been analyzed by the secondary research is overall positive (Walliman,
2017).
24

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COMMUNICATING THE RECOMMENDATIONS
With the help of the primary and secondary research analysis, it has been found out that the
online interactive website of the Marks and Spencer has been quite effective and is able to
engage a large number of customers to purchase the products of the company. The overall
sales of the company have increased along with its brand awareness (Barlow, et al. 2016).
There are certain recommendations that can be useful for the project as well as for Marks and
Spencer which are shown as below-
Recommendations for Marks and Spencer-
 The company needs to higher the efficient employees who can add some additional
attractive features to the company’s website
 Marks and Spencer can conduct training programs for the employees for the
engagement of the customers
 The company needs to provide better and more product choices to its customers (Liu, et
al. 2016)
The recommendations for the further enhancement of project-
 The number of the customer involved in the questionnaire can be increased to better
analyse the outcomes
 Use of more effective tools can be done to analyse the research findings
25

PERFORMANCE REVIEW
The project has been overall successful as the success criteria of the project has been matched
in which the project has been completed within the 6 weeks that was specified and has been
completed within the estimated budget. The design of the interactive website of the Marks
and Spencer has ultimately led to the increased sales of the organization as more number of
customers is now getting engaged with it (Connelly, et al. 2018).
My individual performance and skills that have got improved and which requires further
improvement are depicted below-
LEARNED SKILLS DEVELOPMENT OF THE SKILL AREA OF FURTHER
DEVELOPMENT
ANALYTICAL AND
RESEARCH SKILLS
I have effectively made the
primary and secondary research
that has enhanced my analytical
and research skills.
I need to refer more scholars
and articles in future
STRATEGIC AND PLANNING
SKILLS
Work breakdown structure and
Gantt chart has helped in
effective project planning
(McGregor, 2016)
I need to learn more about
WBS and Gantt Chart for
future research projects
COMMUNICATION SKILLS
AND REPORT WRITING
SKILLS
I have clearly communicated
with the customers and has
documented their answers
Need to learn more effective
report writing
TEAM BUILDING SKILLS A team spirit got developed in
me while working in a team
Need to learn how to work a
large group of people
BUDGET PLANNING SKILLS I have gained knowledge of
budget estimation
Need to learn about the pros
and cons of budget estimation
26

RISK ASSESSMENT I have learned to identify the
risks (Salehan and Kim, 2016.)
Need to evaluate the risks to
avoid them
PROGRESS MONITORING I have monitored my work with
the help of the log book.
Need to learn more about
project log bookmaking
27

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PROJECT LOG BOOK
In the project logbook, the daily activities from the very first thing that are done in the project
are being recorded until the completion of the efforts. The different activities that will be
conducted in this project are recorded based on the dates in which they are performed so that
the objectives and aims of the project can be attained smoothly.
Table 4- Project Logbook
DATE TASK
PERFORMED
THINKING Actions that
need to be
met
THINGS
THAT
WENT
WRONG
METHODS
TO
OVERCOME
UNEXPECTE
D
OUTCOMES
Remarks
Week
1 (3rd
July to
9th
July)
Finalizing the
topic of the
project and
the planning
of the project
was made
Thinking
about the
different
resources
that would
be required
to complete
this project
work
Delivery of
strategic
project plan
Before
finalizing
the
research
topic I
have not
discussed
it with my
team
members
I have
revised my
project
topic and
chose
another
topic after
discussing it
with my
team
members
N.A
Week
2 (9th
July to
16th
July)
Finalizing the
resources
required
I have
thought to
use the
software like
Gathering
the
completed
range of
resources
that can be
I have
forgotten
to buy
some of
I have
reviewed
the project
resources
N.A
28

MS-Word,
MS-
PowerPoint
and pie
charts and
social media
to complete
the project
work
required in
the project
the
accessorie
s that can
be
required
in the
project
work
once again
and bought
the
amenities
that I have
forgotten
Week
3 (16th
July to
22nd
July)
Primary and
secondary
research
conduction
Preparing
the
questionnair
e and
distribute it
to employees
of Marks and
Spencer and
refereeing
the online
websites,
journals
Data
collection
by the
questionnai
re and
literature
review
Due to the
limited
time
duration I
was able
to refer
only a few
journals,
scholars
work and
online
websites
and I have
been able
to collect
data only
from few
employee
s
Extra time
duration
would be
required to
further
research
about the
project
Based on
the
requiremen
t of the
project
29

Week
5 (22nd
July to
29th
July)
Analyzing the
data
collected
The data has
to be
analyzed and
presented in
the
documented
form
Data
analysis
I have
previously
analyzed
the data
in the
tabular
form
With the
help of the
review of
the
supervisor, I
had revised
the analysis
and done it
with the
help of pie
charts.
According
to
requiremen
ts
Week
6 (29th
July to
5th
August
)
Deriving
conclusions
and
communicati
ng the
outcomes
and self-
reflection
Conclusion
need to be
made based
on the
research
analysis and
finally,, the
outcomes
need to be
communicat
ed to the
targeted
audience
Delivering
the
outcomes
The
outcomes
have been
successfull
y
delivered
to the
targeted
audience
- N.A
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CONCLUSION
The project management plan that has been made in this project is successful as the success
criteria of the project have been satisfied that is the quality of the project has been maintained
throughout, the project has been completed in the estimated time duration and the project has
been completed within the estimated budget. It has been observed that the business process of
the Marks and Spencer has been enhanced and the objectives and aim of the project have been
successfully attained. The interactive website has improved the overall sales and the brand
awareness in the customers.
31

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