Impact of Digital Technology on Marketing Doc

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RESEARCH PROJECT
Table of ContentsTASK 1............................................................................................................................................4P1. Aim and objectives for the project........................................................................................4P2. Project management plan with incorporate..........................................................................8P3. WBS and Gantt chart with time-frame...............................................................................10M1. Producing comprehensive project management plan........................................................12TASK 2..........................................................................................................................................12P4. Carrying out small scale research with apply qualitative and quantitative research.........12M2 Accuracy and reliability with using different research methods........................................29D1 Project log book..................................................................................................................29TASK 3..........................................................................................................................................29P5 Analysis research and data with using appropriate tools and techniques............................29P6 Communicate appropriate recommendations with meaningful conclusion.........................31P7 Reflective and undertaking research with stated objectives................................................32M3 Use appropriate tools and techniques for accuracy and authenticity.................................32M4 Project management process and use of quality research to meet with stated objectives..32D2 Decision making process and changes for development.....................................................33REFERENCES..............................................................................................................................34
Illustration IndexIllustration 1: Work breakdown structure......................................................................................11Illustration 2: Gantt chart...............................................................................................................11Illustration 3: Network planning....................................................................................................12
TASK 1P1. Aim and objectives for the projectBackgroundDigital technology is also known as modern marketing activity which assists to increasethe profitability and productivity. It helps to attract maximum number of customers withconsidering internet, email, etc. These tools are commonly used to make proper means ofcommunication. Marketing plans consider the combination of different methods such as printadvertisement in magazines, radio, advertisement, etc. (Taiminen and Karjaluoto, 2015). Allthese are traditional tools whereas modern tools determine digital marketing through email,social media, Google advertisement, etc. Impact of digital technology on marketing strategiescan be viewed through different assets. Creating more comprehensive digital marketing beyondwith social media, digital advertisement, etc. In order to reach towards brand, customerexperience and outreach are two main considerations which lead to increase communicationamong different members. Moreover, digital technology also assists to make proper connectionin between digital advertisement and offers instant connection with customers. Therefore, itassists to resolve customer services to increase the awareness and make more sales and gainprofit.RationaleIn order to conduct present research, digital technology considers an important role toattain desired results. This is because; implementation of digital technology assists to developsuccessful operations and outcomes in the business. With implementation of new technologycreate and develop online customer relationship with different programs. These programs assistto solve issues and problems with finding proper solution on customer’s demand (Singh, 2017).Hence, implementation of digital technology assists to personalised new technology andmaximise customer connection. Personalised develop systematic results that benefited to learnrelevant and useful to connect client with business. Implementation of digital technology makesimpler and management perspective. It makes more practical outcomes to operationsmanagement tools that assist to deal with innovation and creativity. Implications from previousmarketing activities are considered to focus on proper auditing. Hence, research helps to increasethe marketing experience, marketing operations, infrastructure services and internet services.Aim and Objectives4
Aim: To analyse the impact of digital technology on marketing of retail sector operations – ACase Study on TescoResearch ObjectivesTo understand the significance of digital technology in retail sector operationsTo identify the importance of advanced technology on marketing activities of TescoTo find out the relationship between digital technology and marketing functions of retailsector businessTo recommend the ways through marketing activities promoted to gain high profitabilityand productivity in TescoResearch questionsWhat is the significance of digital technology in operations of retail sector?What is the importance of advanced technology on marketing activities of Tesco?How to consider relationship between digital technology and marketing functions ofretail sector business?What are the recommendations provided to Tesco for their marketing activities to gainhigher productivity and profitability?Literature reviewSignificance of digital technology in retail sector operationsIn order to develop significant results with digital technology implementation veryimportant role on retail operations. As per the view of Lyytinen, Yoo and Boland Jr, (2016),digital technology work as distribution channel in marketing in modern era so that retail businessable to concerned about their modern activities to deal with systematic work performance. It isknown as a wide spread tool which works from the last several years in different sectors.However, it works positively on which enable to create better arrangements and performance. Itis more important for customer driven and keep consumer behaviour in systematic manner. It isrelated with information which is key ingredient of changes in customer needs, requirement,desires, etc. Furthermore, Hassan, (2015) stated that development of information technology alsoenables to facilitate different perspectives of Tesco. For instance, it helps to collect rightinformation towards business. In order to collect right information, it is important to know aboutconsumer behaviour, education level, economic level, etc. At the initial stage, it assists to makeconcentration on proper information regarding inventory management, procurement, billing5
customer loyalty, etc. It helps to focus on different schemes that help to attain significantadvantages.According to the point of Lorgnier and Brownlee, (2017), large and successful retailerbusiness consider different operations that assist to meet with retail outcomes in a proper way.Domestic presence of organised retailing assists to make several changes which develop in sectorto accomplish desired results. Small scale retailing make several changes which encourageresponse to manage systematic work performance. Different tools and techniques of digitaltechnology have been considered to focus on managing the retail activities. Besides this, Colbert,Yee and George, (2016) stated that in UK retailer businesses getting most powerful considerationand fast growing activities which helps to influence customers. Features are also helps tomaintain relationship which stated that establishment of retail trade included several kinds ofoperations in systematic manner. Information technology also assists to pass relevant things thatascertained to focus on the society’s requirement.Importance of advanced technology on marketing activities of TescoAccording to the viewpoints of Alam and Imran, (2015), advanced technology inmarketing activities of Tesco ascertain several organisational changes. In this regard, consumersmainly drawn to ease and convenience from user reviews, comparison pricing, etc. On the basisof rely online and mobile shopping, tap to consumer preferences. It assists to increase highprofile location and develop tangible experience which cannot be delivered through any device.In order to create highly personalised, consistent and integrated shopping experience. On theother hand, Karimi and Walter, (2015) argued that in pace of innovation, digital technologyassists to influence buying decision at growing percentage. In order to lead in technologies pointof sale systems consider digital solution which increases effectiveness through provide usefuldata. Interact with customers manage inventory which carrying tactical management atworkplace. It also integrates online and offline activities. There are different channels which helpto drive seamless shopping experience in retail industry.Schroeter and Higgins, (2015) stated that research and development program assists toconsider different strategies that require implementing digital innovations. Devoting fund inventures create initiatives which are too risky. With the help of digital innovation strategies, ITinvestment activities will be successfully developed with proper budget. Furthermore, it is alsouseful to increase the customer satisfaction and perform responsibilities to understand digital6
technology landscape. Besides this, Davcik and Sharma, (2015) explored their ideas and viewsthat digital technology assists to set up new organisational models to manage innovation andcreativity that assists to underlying digital technology innovations. Successful models collaboratewith effective management teams so that it assists to gather more creative information atworkplace.Relationship between digital technology and marketing functions of retail sector businessAccording to the views of Fierro, Cardona Arbelaez and Gavilanez, (2017), digitaltechnology increases more profits and revenue to cope up with systematic work performances.On the basis of digital technology activities, retail sector operations increase transformationactivities that assist to develop more opportunities in the market. It assists to dictate demand ofconsumers which is based on interviews across range of retailer. Retailer also recognised withfull support with key trends and recommendation that emerging from study. Furthermore,Deichmann, Goyal and Mishra, (2016) stated that advances in digital technology also createreshape to marketing activities. As results, it assists to develop more sales and profits throughcreate social network. Digital marketing plan designed with overall marketing and sales strategy.Therefore, it helps to create proper planning with multi-channel nature. With the help ofspending more targets, Tesco able to attain their creative work performance. On the basis ofdigital campaign digital activities consider as broader strategy. As results, it assists to makechallenging environment.Gong, Smith and Telang, (2015) stated that new roles and skills also develop whichbecome more important for marketing and sales teams. Management of information assists tomonitor and respond towards the social media. E-commerce in retail business helps to implementcorporate social responsibilities which campaign to boost sales of the business. Integrationdigital technology is broader strategy that helps to set and build right skills at workplace. On thebasis of Poncin and Mimoun, (2014) it can be explored that digital activities become moreimportant to create new roles in sales team. Development of data application, it can beinterpreted that it requires new hires and handle employees with providing additional training.On the basis of digital technological activities, faster growth also create experience that assists tomove into different areas. Digital experts also tend to build successful program to attain morecreative work performance.7
Recommendations to Tesco for their marketing activities to gain higher productivity andprofitabilityAs per the viewpoints of Roggeveen, Nordfält and Grewal, (2016), technologicalinnovations develop through implementing social media tools and techniques. It evolvesFacebook, Twitter, Instagram, etc. Hence, manager of Tesco needs to focus on different channelsthat are considered as promotional message and target people with real time message. Offeringcustomers as promotional message assists to develop successful program to satisfy customerneeds. Innovative solution and services help to improve the experience across different channels.Besides this, Krause and North, (2016) argued that different elements of customers assist tomake changes in the business that helps to attain goals and objectives in a creative manner.Hence, Tesco needs to focus on assessment of consumer lifestyle, taste, preferences, etc. Allthese elements help to maintain proper cooperation so that rewards also redeemed to attainsystematic results. Customers also multitasking so that manager of the chosen business also needto concentrate on this perspective to satisfy their demand and requirement. Retailing strategieshelp to make alteration in marketing approach, operations and human resource management.Furthermore, Hutchinson, Donnell and Reid, (2015) argued that mobile marketing is oneof the important perspectives that help to create two way communication. Promotional offersalso develop successful results in the business through which manager can easily implementdevice and technology. New technology put direct impact on the retail sector business toconsider mobile payments. Multi-channel customer management assists to focus on thetelecommunication network. On the other hand, Kelly, Vandevijvere and Jenkin, (2015) arguedthat manager of the chosen business needs to take advice and feedback from customers so thatthey can easily consider innovative results. With the help of their suggestions, chosen businesswill be able to develop their significant advantages. Hence, it will help to focus on creatingsystematic work performance to deal with innovative functions and operations.P2. Project management plan with incorporateIn order to create project management plan, there are different activities considered tofocus on outcomes. On the basis of planned activities, it can be stated that plan included differentactivities on which researcher needs to concentrate to attain their effective results. They are asfollows:8
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