Impact of Digital Technology on Business Activities in Burberry

Managing a Successful Business Project (Unit 6)
Project code NSAB552B6
Table of Contents
Introduction
LO1 Establish project aims, objectives and timeframes based on the chosen theme
LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project
LO3 Present the project and communicate appropriate recommendations based on

meaningful conclusions drawn from the evidence findings and/or analysis
Findings and Discussions
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organizational performance
References
Introduction
About 4 decades ago, in order to meet the ever growing market demands
and expectations and also overcome competitive challenges, organizations
became aware that they needed to increase their efforts across all
departments. With the help of the internet and the online features,
organizations started to gain understanding of the customer demand and
build strong customer relationships. The online features were able to aid
organizations gain great advantages by analysing information, identifying
cost efficiency or managing effective delivery services.
The current business market is almost completely driven by the technological
and digital features.
With the help of the new informational technology and the digital features,
the whole global business environment turned into a barrier-free single
market. This fact does not bring advantages only to businesses, it also
provides benefits to consumers, which are being more understood and meet
their preferences.
In order to achieve success in the nowadays highly competitive market, every
organisation needs to establish their own projects which are based on
effective planning, control and appropriate execution of all business
activities. By grabbing competitive opportunities, organizations manage to
obtain competitive advantage. The main opportunity in the current business
environment is represented by the digital technology, which impacts the
organizations in all its core features: production, administration,
communication, storage and distribution.

This report is based on Burberry PLC, a company founded in 1856, which
represents a global fashion luxury brand with a distinctive British identity
(Burberry, 2018). The scope of this report is to identify how digital
technology has transformed businesses activities such as marketing, human
resources, operations or accounting.
(Source: Forbes, 2017)
The first part of report establishes the aim and objectives of the research,
along with the research questions.
Furthermore, the report produces a project management plan that covers
various aspects, such as scope, cost, time, communication, etc.
Thirdly, a work breakdown structure is identifying alongside with a Gantt
chart that aids in providing timeframes for research completion.
Moreover, the process of project management is evaluated and also the

appropriate methods are applied. In order to obtain this, the report uses
both qualitative and quantitative methodology.
And ultimately, based on the project findings, the report communicates
appropriate recommendations, valid conclusions and also reflects on the
project outcomes.
LO1 Establish project aims, objectives and timeframes based on the chosen
theme
Research topic: influence of digital technology on business activities in
Burberry
The business model innovation sees an increased attention in both the
business environment and in research. The business model is able to develop
and capture value for consumers and businesses alongside. Advanced
technologies are considered to play a major role in corporate BMI as well as
medium or small sized organizations. Digital features such as social media,
online platforms or huge data have a crucial impact on organization
processes: market research, identifying buying behaviour, targeting
customers, obtaining large customer base and ultimately creating strong
brand image and generating high profits and revenues.
Research aim: the aim of this report is to highlight the impact of the digital
technology on an organization’s processes
Research objectives: in order to achieve its aims, the research will focus on
the following:
 Conduct an analysis which concludes the advantages or disadvantages
of digitalization
 Assess the impact of digitalisation
 Evaluate the decisions of adopting digitalisation
 Expanding activities based on digitalization

 Increase the business scale
Research questions:
 Does the digital technology affect the growth of a business?
 How does digital technology aids in service diversification?
Literature Review
This is a part of literature review that includes secondary data, which will be
gathered from journals, books and many other sources relevant to the topic.
Secondary data will be gathered as below:
Theme 1: The digital technology affects the growth of a business?
According to the Shirinkina and Kelchevskaya, (2019), digital technologies refers to
the systems, tools, resources and devices the process, generate and store
data. There are different types of digital technologies that are essential for
business organisation. These are internet of things, artificial intelligence and
many other. All these are essential for company in improving of its business
performance successfully. Technological change can bring regarding
opportunities and advantages for an organisation. Clearly new technology
can develop innovative services and products, therefore developing entire
innovative marketplace for company. This turn to impact on business growth
by increasing customer base, increasing sales, improving goodwill and so on.
These are effective advantages of digital technologies that will facilitate
company by enhancing its growth at national as well as international
marketplace. With the help of various digital tool business organisation
would able to perform its operations in effective and efficient manner. With
the use of tools such as google analytics, google search console, etc company
would able to measure its performance and can take corrective measures
accordingly. With the help of various popular social media platform the
company would able to attract and engage large number of customers with
the help of visual content. It helps in carrying the marketing activities of
business in most appropriate manner and is beneficial for global
organisations as with the use of quality content they can increase its sales
and profit margins.
Theme 2: How does digital technology aids in service diversification?

As per the view presented by Sordi Schiavi and et. al., (2020) following digital
technologies helps business organisation in improvement of its performance
and productivity. Digital technologies help company in diversification of its
services at marketplace. There are different platforms of digital technology
including social media i.e. Facebook, Twitter, Instagram etc. These platforms
help company in promoting of its services effectively. For example: Amazon
provide their services on its website that attract large number of customers
towards the brand. Burberry is also used to diversified their services on their
website that has positive impact on their business performance and
goodwill. Burberry is dealing in clothing industry as in this dynamic world
people are shifting from offline channels to online channels. With the help of
its website it will be able to attract large number of potential customers
across the globe. Moreover with the help of various popular social media
platforms it can give information regarding new arrivals, discounts, sales, etc
to its customers. This strategy will help in attracting more customers and it
will be able to increase its sales and profit margins. Moreover also help in
maintaining the goodwill and position in the market place.
Project management plan
It is crucial for an organization to develop an effective management plan
considering various aspects, such as cost, scope, time, quality,
communication, resources and risk. By adopting an effective management
plan, organizations manage to direct and execute their processes in an
efficient manner, therefore achieve higher results.
About 10 years ago, Burberry was struggling in the high end fashion industry
and was not able to maintain competitive advantage in the market.
In 2006, in order to be at par with its peers, Burberry decided to reinvent the
brand and switch the main focus of the business, by targeting younger
consumers and going digital. The company understood that digital
technology provides help in increasing awareness of the brand globally.
When evaluating the decision of adopting digital technology, Burberry
needed to consider various aspects, such as:
 Scope: by implementing digital technologies within a business’s
processes, organizations are able to perform efficient and effective and
also to develop successful strategies. In the case of Burberry,