Digital Technologies Impact on Business

This research project examines the implications of digital technologies on business activities, focusing on Marriott Hotel in the UK. It analyzes the use of digital tools and techniques, their impact on operations, and the challenges faced by the hotel. The project provides recommendations for improving the hotel's digital strategy and enhancing its business performance.

Research Project
(“To understand the implication of digital
technologies on business activity: A study
on The Marriott hotel, UK.”)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal which clearly define question and hypothesis with literature review 1
P2 Research methods and approaches to primary and secondary research............................5
TASK 2............................................................................................................................................8
P3 Conduct primary and secondary research by using appropriate methods and techniques 8
P4 Apply appropriate analytical tools, analyses research finding and data.........................13
TASK 3..........................................................................................................................................26
P5 Communicate research outcomes in an appropriate manner for the intended audience. 26
TASK 4..........................................................................................................................................27
P6 Reflection on the effectiveness of research methods and techniques.............................27
P7 Determine alternative research methodologies for the project........................................27
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................29
.......................................................................................................................................................29

INTRODUCTION
With time, there are many changes that has place in relation with technology. It is
important for the companies to make sure that they use technology so that they are able to deliver
high quality services. There are many companies that deliver their customers with similar type of
products and services. Thus, it can be stated that rate of competition is high and so customer
have wider option of choosing the products or services (Adams and Simnett, 2011). There are
certain set of expectations that individuals have and when they are not able to perform their set
of roles in appropriate manner, then it causes serious issue for the business. The process of
considerations is required to be made on identifying the areas in which development can be
made. Main focus of any organization is to gain maximum profit and this is only possible when
they are able to understand preferences of service users. Main focus of present research is made
on determining the implication on digital technology on business activities. In a company there
are different types of issues identified and these problems are required to be taken proper care
and support. When the rate of support from the side of management is highly effective, then it
becomes favourable enough for the employees to support the firm to grow.
TASK 1
P1 Research proposal which clearly define question and hypothesis with literature review
Implementation of technology has both positive and negative issues. In order to conduct
the research in appropriate manner, Café Portrait is taken into consideration. This is a type of
firm that falls under hospitality sectors and aim at providing their customers with high quality
services. Cited firm understand the requirements of their customers and aim at fulfilling them.
However, there are some of the issues that are being faced due to which growth of the firm gets
negatively affected (Büyüközkan and Arsenyan, 2012). Employees are the face of company as
they present the services or products that are delivered to them. When workers fail to perform
their full efficiency, then it has negative impact over the business.
Aim: “To understand the implication of digital technologies on business activity: A study on The
Marriott hotel, UK.”
Objectives:
1. To comprehend the business activities at Café Portrait, UK.
2. To identify the digital technologies used at Café Portrait, UK.
1

3. To evaluate the impact of digital technology on business operations of Café Portrait, UK.
4. To recommend and suggest methods through which Marriott hotel, UK, can improve their
digital technologies effectively and efficiently.
Research questions:
5. What are the business activities at Café Portrait, UK?
6. What are the digital technologies used at Café Portrait, UK?
7. What is the impact of digital technology on business operations of Café Portrait, UK?
There are different researches that are carried out on similar topic and these are helpful
enough to develop in depth understanding regarding the current research topic. There are
different areas that are covered and this will enable to determine appropriate outcome:
As per Durmuşoğlu and Barczak, (2011), there are many companies that have come up
and these are focused on attain their set of goal that are developed by the firm. In small medium
business, total numbers of people involved are low and so that it becomes easy to control the
business. There is various type of business activities that are included and these are carried out so
that rate of customer’s satisfaction can be raised. With this respect, main use of technology is
done for marketing and production aspects. In accordance with the business operations that are
carried out, there are many departments that work together with common goal. More specifically,
it includes human resource management. In each of the departments, there is support of workers
required so that they are able to put on their full efforts in each of the job that they are given. It is
important that proper focus is made on monitoring employees so that the areas in which
development made are identified and appropriate steps are taken with the help of which the rate
of performance is improved. Customers have certain set of expectations and these are
considered, then they are able to make interpretation of suitable support from workers. In context
with the technology used, it can be stated that firm has both positive and negative impact
(Kumar, Kumar and Tyagi, 2013). With this respect, below given are the positive impacts of
technology to the firm:
High quality services: Advancement in technology is done so that they are able to make
analysis of customers’ requirements and in delivering customers with high quality services. New
or updated technology is used so that management is able to make sure that high support and
appropriate care is provided to service users.
2

Understanding requirement of customers: There are frequent changes identified in
preferences of people. Business can grow only when they are able to meet the needs are
requirements in appropriate manner. When set of needs are fulfilled, then it becomes favourable
enough to understand them and to attain the set of objectives.
Effective support employees: As per the laws and policies, it is required to make sure that
all the workers within the business needs to be provided with all type of tools and equipment’s.
This is done so that they can perform effectively and efficiently.
Among all the above mentioned positive impact of technology, there are also negative
impact caused to the firm or are also considered as issues faced when use of technology is used.
With this respect, below given are some of them:
Budget of the company: In order to make use of new or updated technology, there is high
cost involved. It is important to make sure that appropriate steps are taken so that they are able to
make appropriate analysis of the total budget (The Importance of Information Technology In
Business Today, 2015). In conditions when plan made by the business is not effective enough,
then it becomes difficult for the firm to attain their set of goals and objectives. Apart from this,
there are also frequent changers that take place and this becomes difficult for the business to
make appropriate changes on regular basis.
Training to workers: When new or updated technology is used, then it is required to make
sure that proper training is provided so that they are able to make of the technology in
appropriate manner. In all these process, there are issues faced in relation with cost as all the
workers are needed to be provided with training.
Perception of workers: The type of perception that is carried out by individuals differs
and there will be some among the workers who may not accept the technology. This way, it
becomes difficult for the business to adopt the changes that they are willing to make. It is
required to have proper support from the side of all the workers so that they are able to perform
their set of roles in appropriate manner.
Customer’s preferences: The taste and preferences of individual’s changes on frequent
basis and even after implementation of technology customers may not be satisfied. In such
condition all the investment made is not suitable enough and thus it becomes a loss for the
business.
3

There are different types of technology that are used by the business. In this context, it
includes use of social media. This is one of the most effective sources that enable to make the
business attain the set of goals in appropriate manner. Employees of the business are able to have
direction interaction with customers. Further, there are many offers that are displayed on social
sites and this enables to provide the business
In every business digital technology is play a major role to interact and communicate to
each other at the work place. Its is use to exchange information at different department in
business by internet. It is helps to worker to share the projects. Also digital technology can be
used in the customer service department to serve customer on time while it may be causes
distraction among people at work place. Digital technology can distract employees by uses of
social networking at work place and it affects to decrease the productivity of personnel.
Digital technology can encourages innovation and creativity in employees. Employees
can use many types of business technologies to create innovative and unique idea which can be
used in growth of business and company expansion. it is use to promoting online business also.
Digital technology can change the way of working of human resources managers to do their job
at work place, it improves on the process of screening, recruiting, selecting. Submission of online
resume is easier for both candidate and mangers. It saves time and make easier for human
resource managers. Technology can used in find the performance level of employees and
productivity of every employee. But some time it makes employees lazy because by the uses of
technology many tasks are automated which makes employee lazy at work place. It kills
employee’s creativity and skills.
Technology is useful to business operation because it makes work easy by automation,
this automation gives guarantee to efficiency and helps to increase on production at work. Use of
computer makes work easy and provide correct information. It reduces the errors of
employee’s .But it is expensive to maintain. Technology is expensive to purchase. If technology
is not well maintain then its performance will decline and its disadvantage to operation of
business. Small scale business cannot afford the rate of hiring the technical person so they use to
hire monthly tech contractor.
The digital technology can be used at anywhere, it eliminate the space and boundaries. It
creates mobility which make easy to work at anywhere at any time. By the technological use in
business operation, we don’t need to meet physically because information and data will be
4

shared in real time. But technological uses is affects the workplace relationships. Interpersonal
communication are important at work place to achieve an organizational goal. Employees
become more reserve by technical communication and self-centred, which makes buried into
their work .it is harmful for employees and organization .
Technology can improves the performance of employees and employees use many types
of tool like computer, video conferencing tools .digital technology improves organizational
communication. It helps to exchange ideas, messages and interaction with colleague’s .It is used
to communicate formal and informal communication in an organization .for the success and fast
growth of business it is necessary to use in operation .but some time it is risky especially when it
comes to data security. Many employees comes with flash drive at work and this is risk for
business because they may lick the critical data and important information and use it their own
personal profit.
P2 Research methods and approaches to primary and secondary research
Research methodologies consists of distinctive and important research factors that assists
the investigator in determining an adequate method of conducting effective research. It provides
various important tools according to the process of research which is selected by scholar. It
provides appropriate techniques which is used by scholar for collection and transformation to get
relevant information (El-Gohary, 2012). Further, method also ensures and assist researcher in
conducting an ethical research process which aims at protecting the values, beliefs and
perception of individuals. Moreover, scholar tends to select research methods and approaches on
the basis of pattern of collecting information because combining the efforts of data and
information with appropriate research techniques will play an important role in making the
research more reliable and efficient. In this context, for understanding the impact of digital
technologies on business activities of Marriott Hotel, there are some important research methods
have been used by scholar such as:
Research Philosophy: It is considered as belief about the ways in which data about a
phenomenon can be gathered, analysed and used. It helps investigator towards development of
proper understanding about research aims and objectives which is entire research project. Every
stage of research process is depended on assumption about the sources and the nature of
knowledge. Research philosophy reflects the scholar's important assumptions and these
assumptions serve as a base for effective research strategy (Ip, Leung and Law, 2011). There are
5

mainly two type of research philosophies which are commonly used by scholars for conducting
research such as positivism and interpretivism. It is has been acknowledged that the positivism
philosophy is very difficult for scholar to be explained in precise and effective manner because it
depends upon the quantitative analysis and observation that leads to statistical analysis. Further,
Interpretivism philosophy includes qualitative approach of research and it also contains an
unstructured format of conducting research that consists of interviews, focused groups and
observation etc. Thus, in order to make research more reliable and effective, the researcher have
utilized the interpretivism philosophy of research.
Research approach: It is an important of methodology that helps the researcher in
demonstrating the effectiveness of selected research process. It also possess the essential tools
that clearly determines the knowledge of collected essential information (Jehangir and et. al.,
2011). In this project, scholar has collected and analysed information through application of
some important theories and principles which helps in determining the reliability of collected
information. Moreover, this method can be divided in two parts such as deductive and inductive
approach. This inductive research approach continue with observation and proposed theories
which are applied towards completion of research process as a result of observation Whereas
deductive approach is mainly focused towards development of hypothesis on the basis of
existing theory and them design the strategy of research for testing of hypothesis. In this,
solution of research are hypothetical and helps researcher in generation of effective and relevant
outcomes. However, in this study researcher has utilized deductive research approach as it is
suitable in getting accurate results on the implications of digital technologies on business
operations of Marriott Hotel.
Research Design: It is also analysed as important set of procedures and methods which
are utilized for collection and analysis of measures of the variables which are specified in
research problems. It is also analysed general plan which is made by researcher to answer the
questions of research. This method is considered as blue print of research process that needs to
be followed by scholar for accomplishment of research effectively and efficiently. The essential
elements of research design involves some strategies and important methods related to collection
and analysis of data (Kasemsap, 2016). Research design is mainly classified within two groups
such as exploratory and descriptive. In this project, deductive research design methods is
selected and used for scholar for carrying out research as it easier and less time consuming
6

process. This aids researcher in accomplishment of research effective and resolving problems
related to study.
Sampling: It is important method which is used for conducting research by scholar for
determining and targeting respondent from the selected large population. It is also analysed as
determination of sample size for collection of data. These methods of sampling are mainly
divided in to two parts such as probabilistic and non probabilistic sampling (Omotayo, 2015).
Probabilistic is sampling is based in quantitative methods for selection of sample size which
involves simple random, systematic, stratifies sampling etc. Further, non probabilistic sampling
is based on theoretical perspective for selection of sample size and involves methods like
convenience and purposive sampling etc. In this research project, scholar has selected simple
random sampling methods for selection of sample size from the large population of employees of
Marriott hotel. As the sample size of this research is 60 through which researcher can easily
gather relevant information.
Data collection: It is important aspects which implies to collection of data from selected
respondents in order carry out effective research on understanding implication of digital
technologies on business activities of Marriott hotel. There are two methods through which
scholar can collect data such as primary and secondary methods. In primary method, data is
collected by using either Questionnaire or survey from selected respondents whereas secondary
method involves collection of data from books, journals, article and online source etc. In this
research project, researcher has utilized both primary and secondary methods of data collection.
Questionnaire is formulated on the basis of objectives of conducting research to collect accurate
data from respondents. Along with this, various important books, journals and literature have
been considered by scholar to collect relevant information related to research topic.
Data analysis: It is analysed as process used by scholar for inspection, cleansing,
transformation and interpretation of data with an objective discovering a relevant and useful
information, suggestion of conclusion and providing support to decision making. In present
context, for analysis of collect information, scholar will make use of thematic methods which
helps in interpretation of findings of research and information by using various charts, diagrams
and figures (Pantano, 2014). It is most effective method as it helps in providing clear
understanding about the outcomes of research and providing recommendation. These graphs and
7

charts reflects clear understand about feedback and information provided by respondent related
to organization,
Ethical consideration: It is analyzed as determination of right and wrong situation which
is faced by scholar while collecting the information. In this research, there are some problems
have been faced by researcher in collection of data at initial stage because employees was not
providing their support but after taking consent of their supervisor they have provided support in
completion of research and provided information (Pot, 2011). Information collected from books,
literature and articles is properly cited by scholar. It is also ensured that no unethical practices
have been applied by scholar for carrying out research.
TASK 2
P3 Conduct primary and secondary research by using appropriate methods and techniques
In research project, data analysis is a procedure which is acquired to convert, remodel and
revise a specific information with a view to arrive on certain conclusion of given problem or
situation. It can be done through by various methods as per demands of domain. In context of
research, data analysis supports investigator to appear better outcomes of study. It also
contributes in structuring the findings from several sources of data collection like survey
research.
Cost: This key element is one of the important for researcher to conduct research
activities in systematic manner. Thus, it is vital for investigator to keep adequate fund for
implementing research activities. As the cost of research is not so much high because the
researcher select 60 respondents for gathering relevant information.
Time: It is also an important element in which research have to set all the activities with
appropriate time of complete the research activities. With the help of this, researcher can easily
execute activities in appropriate manner.
Ethical issue: At the time of implementing research activities, researcher face various
issues and obstacles that directly affect entire activities of the research. Along with this, the main
issues faced by the researcher is time and cost (Wallace, Wilson and Miloch, 2011). So that it is
important for researcher to make a effective plan in which they easily perform research activities.
In addition of this, researcher also keep all the information confidential about customers and
worked as well. It help in conducting research activities in ethical manner.
8

For completion of this research, questionnaire method is utilised in order to identify
customers' opinions or viewpoints.
Questionnaire
Name:
Age:
Contact no:
Address:
Q1. Since how long you are visiting Café Portrait?
A. Last six months
B. Less than six months
C. Since one year
Q2. Do you think that the organisation is using digitalisation in its food processing and
delivery services?
A. Yes
B. No.
Q3. Does adoption of innovative tools and techniques really affect working activities or
operations of any business?
A. Yes
B. No
Q4. What initiatives have UK government taken in response to development of digitalisation?
A. Fast and ubiquitous connectivity to all people
B. Reduce tariffs on internet or data networks
C. Conduct programmes to improve technical knowledge of individuals
Q5. Which one is best digital technique for business to facilitate its activities?
A. Creating own website
B. Starting a blog
C. Establishing a social media presence
D. Mobile marketing
Q6. What is the main benefit of digitalisation for Café Portrait?
A. Reduce time and production costs
B. Enhance Information Preservation
9

C. Stay Competitive and successful
Q7. What is major challenges face by firm during implementation digital tools and
techniques?
A. Marketing software is too hard to use
B. Ineffective leadership
C. Resistance to change
D. Weak or inappropriate strategy
Q8. Which kind of resources are required by Café Portrait to execute digitalisation?
A. Time and Cost-efficient
B. Expertise knowledge
C. Technical resources
Q9. After applying digital processes, what is major change seen in Café Portrait?
A. Better interaction with customers
B. Reduce service delivery time
C. Decrease production cost.
Q10. What types of digital techniques are acquired by Café Portrait in order to reach large
group of target audiences?
A. Become a prolific guest blogger
B. Use Facebook and Twitter ads
C. Conduct online surveys
Q11. Are you satisfied with products and services of Café Portrait?
A. Highly satisfied
B. Average satisfied
C. Not Satisfied
Q12. In how much time, the business organises training and development assistance to
improve employees' technical knowledge?
A. Once in a quarter
B. Once in half year
C. At the time of induction only
Q13. Which digital skills needs to be improved in staff of Café Portrait?
A. Posting ads on social media
10

B. Taking online transactions
C. Effective use of employee communication applications
Q14. Give Recommendations, if any as Café Portrait can improvise its working activities and
operational through digitalisation.
Data analysis
Q1. Since how many time you are going in Café Portrait? Frequency
A. Last six months 20
B. Less than six months 15
C. Since one year 25
Q2. Do you think that the organisation is using
digitalisation in its food processing and delivery services?
Frequency
A. Yes 45
B. No. 15
Q3. Does adoption of innovative tools and techniques
really affect working activities or operations of any
business?
Frequency
A. Yes 50
B. No 10
Q4. What initiatives have UK governments taken in
response to development of digitalisation?
Frequency
A. Fast and ubiquitous connectivity to all people 20
B. Reduce tariffs on internet or data networks 25
C. Conduct programmes to improve technical knowledge of
individuals
15
11

Q5. Which one is best digital techniques for business to
facilitate its business activities?
Frequency
A. Creating own website 12
B. Staring a blog 8
C. Establishing a social media presence 25
D. Mobile marketing 15
Q6. What is the main benefit of digitalisation for Café
Portrait?
Frequency
A. Reducing time and production costs 30
B. Enhanced Information Preservation 18
C. Stay Competitive and successful 12
Q7. What is major challenges face by firm during
implementation digital tools and techniques?
Frequency
A. Marketing software is too hard to use 10
B. Ineffective leadership 15
C. Resistance to change 18
D. Weak or inappropriate strategy 17
Q8. Which kind of resources are required by Café Portrait
to execute digitalisation?
Frequency
A. Time and Cost 12
B. Expertise knowledge 30
C. Technical resources 18
Q9. After applying digital processes, what is major change
seen in Café Portrait?
Frequency
A. Better interaction with customers 15
B. Reduce service delivery time 25
12

C. Decrease production cost. 20
Q10. Which types of digital techniques are acquired by
Café Portrait in order to reach large group of target
audiences?
Frequency
A. Become a prolific guest blogger 10
B. Use Facebook and Twitter ads 35
C. Conduct online surveys 15
Q11. Are you satisfied with products and services of Café
Portrait?
Frequency
A. Highly satisfied 30
B. Average satisfied 22
C. Not Satisfied 8
Q12. In how much time, the business organises training
and development assistance to improve employees'
technical knowledge?
Frequency
A. Once in a quarter 20
B. Once in half year 30
C. At the time of induction only 10
Q13. Which digital skills needs to be improved in staff of
Café Portrait?
Frequency
A. Posting ads on social media 12
B. Taking online transactions 20
C. Effective use of employee communication applications 28
Q14. Give Recommendations, if any as Café Portrait can
improvise its working activities and operational through
13

digitalisation.
P4 Apply appropriate analytical tools, analyses research finding and data
Theme 1: Customers are using services of Cafe Portrait more than a year ago.
Q1. Since how many time you are going in Café Portrait? Frequency
A. Last six months 20
B. Less than six months 15
C. Since one year 25
Interpretation – As per the above graphical presentation, it is analysed that Café Portrait
has great customer appearance. In an online survey, 25 customers says that they are using
services of this cafe since one year due to its good quality of products. Whereas 20 are going
there from last six months. Remaining 15 stated that they are using services of Cafe Portrait
since less than six months.
Theme 2: Cafe Portrait is using Digitalisation in food processing system.
Q2. Do you think that the organisation is using
digitalisation in its food processing and delivery services?
Frequency
A. Yes 45
14
A. Last six months
B. Less than six months
C. Since one year
0
5
10
15
20
25 20
15
25
Column B

B. No. 15
Interpretation – Digital transformation plays a crucial role in growth and success of
small entities. In order to obtain high competitive edge, firms are tend towards applying digital
tools in their production system thus increase its efficiency and save time as well. After
conducting a market research it is overviewed that 45 respondents said Café Portrait is using
digitalisation while processing food as well as service delivery system; it helps in giving great
experience to customers. On the other hand, 15 stated that still organisation is not using digital
tools and requires to modify its business processes and working styles with new equipment’s.
Theme 3: Digitalisation improves business activities and enhance their credibility.
Q3. Does adoption of innovative tools and techniques
really affect working activities or operations of any
business?
Frequency
A. Yes 50
B. No 10
15
1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2
0
5
10
15
20
25
30
35
40
45
Column C

Interpretation – To stay competitive and successful business models adjust as per
market demands through digitalising their systems and working activities. According to this
graphical presentation, it is evaluated that 50 participants are in favour of digitalisation as it is
putting a huge impact on business processes and operations. It contributes to attain real time
supply chain visibility and increases planning, automate sales and enables traceability. Beside
this, 10 refers that companies also have to make modifications in other areas as well thus to
ensure success of working activities.
Theme 4: Initiatives taken by UK government for developing digitalisation
Q4. What initiatives have UK governments taken in
response to development of digitalisation?
Frequency
A. Fast and ubiquitous connectivity to all people 20
B. Reduce tariffs on internet or data networks 25
C. Conduct programmes to improve technical knowledge
of individuals
15
16
A. Yes B. No
0
5
10
15
20
25
30
35
40
45
50
50
10
Column B

Interpretation – As a developed country, UK government has taken certain necessary
initiatives to promote digitalisation and encourage people to adopt these technologies. This chart
represents that government has reduced tariff rates on internet and data networks; with the
viewpoint of 25 respondents. Whereas 15 stated that government has organised programmes for
improvising technical knowledge of people as they learn more and more. And remaining 20 says
that government can provide faster connectivity of data to Britishers.
Theme 5: Increasing social media presence is an effective digital technique for business
development
Q5. Which one is best digital techniques for business to
facilitate its business activities?
Frequency
A. Creating own website 12
B. Staring a blog 8
C. Establishing a social media presence 25
D. Mobile marketing 15
17
0
5
10
15
20
25 20
25
15
Column C

Interpretation – Many companies are used effective digital tools and techniques for
accomplishing their goals and objectives over market. According to this above diagram, it get
evaluated that 25 respondents said that best digital strategy is to establish a social medial
presence whereas 15 people thinks that company can also use mobile marketing by introducing
its own mobile applications. On the other hand, 12 refers that creating own websites supports to
attract many people towards cafe and further 8 states that firm can starts to write a blog about its
services.
Theme 6: Digitalisation minimise production cost and time.
Q6. What is the main benefit of digitalisation for Café
Portrait?
Frequency
A. Reducing time and production costs 30
B. Enhanced Information Preservation 18
C. Stay Competitive and successful 12
18
A. Creating own website
B. Staring a blog
C. Establishing a social media presence
D. Mobile marketing
0
5
10
15
20
25
Column B

Interpretation – According to the above diagram, it get analysed that major benefits of
digitalisation is to reduce production time and costs with the viewpoint of 30 participants
whereas 18 signifies that it contributes to protect any kind of information or data. And remaining
12 stated that digitalisation will supports Café Portrait to stay competitive and leader in market
thus many customers attract towards it.
Theme 7: Resistance to change is biggest challenge while implementing digitalisation
Q7. What is major challenges face by firm during
implementation digital tools and techniques?
Frequency
A. Marketing software is too hard to use 8
B. Ineffective leadership 15
C. Resistance to change 20
D. Weak or inappropriate strategy 17
19
A. Reducing time and production costs
B. Enhanced Information Preservation
C. Stay Competitive and successful
0
5
10
15
20
25
30
30
18
12
Column B

Interpretation – According to this graphical presentation, it is overviewed that numerous
challenges are being faced by companies while applying digital tools an techniques in their
working styles. As 20 respondents refers that first one major challenge is resistance to change as
still managers are not ready to modify their traditional working styles,. Beside this, 17 states that
firms have vulnerable or inefficient strategy as their project cannot successful whereas 15 says
that ineffective leadership is also a great challenge for digitalisation. And remaining 8 thinks that
some employees cannot understand uses of marketing software.
Theme 8: Various resource are required to apply digital strategy
Q8. Which kind of resources are required by Café Portrait
to execute digitalisation?
Frequency
A. Time and Cost-efficient 12
B. Expertise knowledge 30
C. Technical resources 18
20
8
15
20
17
A. Marketing software is
too hard to use
B. Ineffective leadership
C. Resistance to change
D. Weak or inappropriate
strategy

Interpretation – Acquisition of digital technology requires various resources so as to
successfully implement it within workplace. The market survey represents that while apply
digital technology there is needed expertise knowledge as the viewpoint of 30 respondents
whereas 18 thinks that Café Portrait has to acquire certain technical resources thus perform in
well being manner. On the other hand, 12 refers that time and cost also an important resource.
Theme 9: Changes seen after digitalisation
Q9. After applying digital processes, what is major change
seen in Café Portrait?
Frequency
A. Better interaction with customers 15
B. Reduce service delivery time 25
C. Decrease production cost. 20
21
A. Time and Cost-efficientB. Expertise knowledge C. Technical resources
0
5
10
15
20
25
30
35
12
30
18
Column B

Interpretation – This graphical presentation signifies that so many changes have been
seen in service and food quality of Café Portrait. As per the remarks of 25 customers, there is
decreasing service delivery time within cafe whereas 20 refers that production cost of firm is
reduced. And remaining 15 respondents think that now organisation enables to make better
interaction with target audiences.
Theme 11: Attractive Facebook and Twitter ads is effective digital technique
Q11. Which types of digital techniques are acquired by
Café Portrait in order to reach large group of target
audiences?
Frequency
A. Become a prolific guest blogger 10
B. Use Facebook and Twitter ads 35
C. Conduct online surveys 15
22
A. Better interaction with customers
B. Reduce service delivery time
C. Decrease production cost.
0
5
10
15
20
25
15
25
20
Column B

Interpretation- According to this above diagram, it is overviewed that 35 participants
saying Café Portrait needs to upload attractive or innovative Facebook and Twitter Ads thus to
reach an ample range of customers. Apart from this, 15 refers that management also conduct
online surveys through mobile applications whereas 10 are in favour to use blogs and put
effective content at there.
Theme 12: Customers are high satisfied with products and services of Café Portrait
Q12. Are you satisfied with products and services of Café
Portrait?
Frequency
A. Highly satisfied 30
B. Average satisfied 22
C. Not Satisfied 8
23
A. Become a prolific guest blogger
B. Use Facebook and Twitter ads
C. Conduct online surveys
0
5
10
15
20
25
30
35
Column B

Interpretation – Café Portrait has applied digital processes in its working system as the
firm has wide range of satisfied customers. The above given survey refers that there is 30 highly
satisfied customers whereas 22 says offerings of cafe are quite average. Beside this, 8 are totally
dissatisfied with food quality and service of this firm.
Theme 13: Training programmes organised half yearly basis in organisation
Q13. In how much time, the business organises training
and development assistance to improve employees'
technical knowledge?
Frequency
A. Once in a quarter 20
B. Once in half year 30
C. At the time of induction only 10
24
A. Highly satisfied
B. Average satisfied
C. Not Satisfied

Interpretation – In over dynamic business environment, organisations have to arrange
training and development events thus to boost up certain skills of staff members. Having great
knowledge of technology makes easier the process of accomplishing any task or activity in
efficient manner. According to this above diagram, it is assessed that companies must organise
training or development programmes for improving skills or core competencies of staff
members. With the viewpoint of 30 respondents, the cafe conduct training events once in half
year, 20 says that it organise once in a quarter. Beside this, 10 refers that Cafe Portrait provide
training at the time of induction only.
Theme 14: Skills needs to be improved in staff members
Q14. Which digital skills needs to be improved in staff of
Café Portrait?
Frequency
A. Posting ads on social media 12
25
A. Once in a quarter
B. Once in half year
C. At the time of induction only
0
5
10
15
20
25
30
Column B

B. Taking online transactions 20
C. Effective use of employee communication applications 28
Interpretation - Every business wants to be successful and become a market leader, in
this perspective it is focusing on boost up employees' skills. As the staff of firm is not properly
aware about using digital technology. The above graphical presentation shows that employees of
Cafe Portrait are not able to make effective utilization of communication applications; it leads
improper interaction at workplace. Whereas, 20 refers that workers are unable to make online
transactions and remaining 12 thinks that they cannot posts effective ads on social media sites.
All these can reflect customers' interest towards the brand.
26
0.5 1 1.5 2 2.5 3 3.5
0
0.5
1
1.5
2
2.5
3
3.5
12
20
28
Column B

TASK 3
P5 Communicate research outcomes in an appropriate manner for the intended audience
As per current scenario, concept of digital technology play vital role in making all the
activities appropriate and easy as well. With the use of this company can easily improve their
growth level at market place. Implementation of digital technologies are more beneficial for
business organization as is provide opportunities to the company to enhance their productivity
level by connecting with large number of customers. This will contribute in increasing strong
customer base and at the same time also influence them,to buy company products and services.
Apart from this, digital technology play vital role in connecting as well as communicating
with large n umber of customers at market place. As it help in managing all the activities of the
company in systematic way and also improve the chances of attaining desirable goals and
objectives.
TASK 4
P6 Reflection on the effectiveness of research methods and techniques
Research is important activity for every business organization to determine specific
issues. It also includes various techniques and methodologies through which researcher can
easily carry out the research activities with the purpose of attaining desirable results. Along with
this, collection of data is also consider as an important way to gather relevant information
towards research objectives. As, a researcher, I have used primary and secondary methods
because both are appropriate for conducting research activities in systematic manner. In this
context, primary method relate with survey in which I have prepare questionnaire and fill from
respondents to collect valid information. On the other side, secondary method relate with various
sources such as books journals, articles and many more. All these provide support me at the time
of carry out research activities. With the help of this I can easily draw a valid conclusion by
gathering relevant data and information.
P7 Determine alternative research methodologies for the project
For carry out the research, number of alternative methods are there through which
researcher easily execute research activities in effective way. As a investigator, I have taken
questionnaire method for conducting research. With the help of this, I can easily collect and
gather relevant information by filling questionnaire from respondents. It also help in drawing a
27

valid conclusion. On the other side some alternative options are also there like interview. This
method is also appropriate for the project to attain positive outcomes. In this various questions
ask from respondents to understand their views and opinion towards the research project. Along
with this, research is based on the digitalisation which help in connecting and communicating
large number of customers. With this research, the lesson learnt for me that concept of
digitalisation help every business organization to enhance their productivity level at market place
by increasing their customers base.
CONCLUSION
From the above study, it is comprehend that driven economics getting benefits of
digitalisations as it changed their business conditions. Most of companies are utilising technical
knowledge in completion of its operations and activities. In present market, business associations
cannot even survive without having any digital strategy. The overall assignment is based upon an
aim to justify the influence of digitalisation on business activities and operations. In this manner,
there has formulated certain objectives so as to find out better solution of given situation of
problem. For getting brief understanding about the topic, there has done a literature review by
considering viewpoints of various authors who had studied on subject area of concern. It
supports readers to clearly understand the impact of new technology on different areas of a
business.
Cafe Portrait is a small unit which is tend towards applying new and innovative
technologies in its working styles or process thus to serve in well being manner and obtain
competitive edge. Although, firm is providing training as its staff members can acquire more and
more digital knowledge. The overall information has gathered through various research
methodologies, i.e. qualitative and quantitative. After that, the entire data is evaluated through
questionnaire methods thus to recognise customers' opinions and make modifications
accordingly. However, if a small business unit acquire effective digitalisation strategy then it will
surely accomplish its goals and objectives in a certain time period.
28

REFERENCES
Books and Journal
Adams, S. and Simnett, R., 2011. Integrated Reporting: An opportunity for Australia's not‐for‐
profit sector. Australian Accounting Review. 21(3). pp.292-301.
Büyüközkan, G. and Arsenyan, J., 2012. Collaborative product development: a literature
overview. Production Planning & Control. 23(1). pp.47-66.
Durmuşoğlu, S. S. and Barczak, G., 2011. The use of information technology tools in new
product development phases: Analysis of effects on new product innovativeness,
quality, and market performance. Industrial Marketing Management. 40(2). pp.321-330.
El-Gohary, H., 2012. Factors affecting E-Marketing adoption and implementation in tourism
firms: An empirical investigation of Egyptian small tourism organisations. Tourism
management. 33(5). pp.1256-1269.
Ip, C., Leung, R. and Law, R., 2011. Progress and development of information and
communication technologies in hospitality. International journal of contemporary
hospitality management. 23(4). pp.533-551.
Jehangir, M. and et. al., 2011. Towards digital economy: the development of ICT and e-
commerce in Malaysia. Modern Applied Science. 5(2). p.171.
Kasemsap, K., 2016. The role of social networking in global business environments. In Social
media and networking: Concepts, methodologies, tools, and applications (pp. 1635-
1653). IGI Global.
Omotayo, F. O., 2015. Knowledge Management as an important tool in Organisational
Management: A Review of Literature. Library Philosophy and Practice, p.1.
Pantano, E., 2014. Innovation drivers in retail industry. International Journal of Information
Management. 34(3). pp.344-350.
Pot, F., 2011. Workplace innovation for better jobs and performance. International Journal of
Productivity and Performance Management. 60(4). pp.404-415.
Sinkovics, N., Sinkovics, R.R. and “Bryan” Jean, R.J., 2013. The internet as an alternative path
to internationalization?. International Marketing Review. 30(2). pp.130-155.
Trainor, K. J. and et. al., 2014. Social media technology usage and customer relationship
performance: A capabilities-based examination of social CRM. Journal of Business
Research. 67(6). pp.1201-1208.
Wallace, L., Wilson, J. and Miloch, K., 2011. Sporting Facebook: A content analysis of NCAA
organizational sport pages and Big 12 conference athletic department pages.
International Journal of Sport Communication. 4(4). pp.422-444.
Online
The Importance of Information Technology In Business Today, 2015. [Online]. Available
through: <https://www.business2community.com/tech-gadgets/importance-information-
technology-business-today-01393380>./
29