Impact of Digital technology on the sales of retail industry- A case study on Marks and Spencer

This assignment explores the impact of digital technology on the sales of the retail industry, with a case study on Marks and Spencer. It includes project aim and objectives, project management plan, work breakdown structure, Gantt chart, small scale research, evaluation of research data, and recommendations.

Managing Successful
Business project

Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1: Project aim and objectives...........................................................................................................3
P2 Project management plan with cost aspects, scope, time, quality and communication risk........4
P3: Work breakdown structure and a Gantt chart.............................................................................6
TASK 2.................................................................................................................................................8
P4: Small scale research by implementation qualitative and quantitative research..........................8
TASK 3...............................................................................................................................................10
P5 Evaluation research and data using appropriate tools and techniques......................................10
P6 Appropriate recommendation as a result of data and research analysis....................................18
TASK 4...............................................................................................................................................19
P7 Reflection upon undertakings to attain objectives.....................................................................19
CONCLUSION...................................................................................................................................20
REFERENCES....................................................................................................................................21
APPENDIX.........................................................................................................................................22

Title: “Impact of Digital technology on the sales of retail industry- A case study on
Marks and Spencer”.
INTRODUCTION
Globalisation includes the process by which an organisation operates its business
activities at global level through exchanging goods and services with other countries. Thus,
to manage any business project more successfully it is important for the management to
analyse the external factors and accordingly formulate an aim and objectives so that their
employees get right direction to perform. The present assignment is based on Marks and
Spencer (M&S) which is engaged in providing multiple of products such as clothing, home
products and luxury food products. The project includes the aims and objectives, project
management plan, breakdown structure, Gantt chart, small scale research, methods and
techniques to analyse data etc. The project also explains the recommendation and reflection
upon undertakings.
TASK 1
P1: Project aim and objectives
Marks and Spencer (M&S) is a UK-based retail company which is engaged in selling
wide range of products such as clothing, home products and luxury food products. The
company was established in the year 1884 by Michael Marks and Thomas Spencer in Leeds.
It has operated over 900 stores in which 615 stores are only for selling food products across
UK. Therefore, the company is operated at global level due to which it has been affected by
several factors such as economic, cultural and ethical. For this, the management has decided
to adopt digital technology in their business operations so as to capture large market share
and attained skilled workforce. The present report is based on the digital technology adopted
by Retail Company named as M&S so as to enhance their business activities at global level
(Adzic, 2011).
Topic: “Impact of Digital technology on the sales of retail industry- A case study on Marks
and Spencer”.
According to the present case study, globalisation containing influencing factors
which can affect the business operations of organisations operated at global level therefore to

increase sales figure in such circumstances, the retail global companies such as M&S decide
to bring innovation in their business process as to compete with rivals more effectively.
Aim: Impact of mobile technology as digital technology to increase sales of retail industry-
A case study on Marks and Spencer.
The main purpose of the examination report is to identify the effectiveness of mobile
technology implemented in business process so as to achieve huge sales and revenue at global
market.
Research objectives:
 To identify the concept of mobile technology in regards of Marks and Spencer.
 To identify the impact of mobile technology in increasing sales figure of M&S.
 To analysis the relationship between mobile technology and sales of Marks and
Spencer.
Research Questions:
 Define the concept of mobile technology in regards of Marks and Spencer?
 What is the major impact of mobile technology in increasing sales figure of M&S?
 How mobile technology is interconnected with the sales of Marks and Spencer?
P2 Project management plan with cost aspects, scope, time, quality and communication risk
Project management plan is a preparation of execution of project activities in which all
plans and actions are written in advance with the purpose of giving right direction and
guidance to the employees without facing any future contingencies. It increases the chances
of making business project more successful through determining project activities, resources
utilised, manpower needed etc. in advance. Apart from this, scope, time, quality, risk etc. are
included in such project management plan which is further understood as under:
Scope: Investing money in adoption of digital technology always brings maximum
return to company in near future. It supports company in enhancing sales revenues,
employee’s satisfaction, efficiency in business activities etc. M&S is a retail company
decided to adopt mobile technology which gives a platform for their customers of UK and
outside of UK to buy their wide range of products without visiting at their physical stores.
This will bring internet and buying behaviour of customers which directly makes huge impact

on the sales figure of company. Therefore, the scope of adoption of mobile technology is
much wider (Basu, 2014).
Cost: It refers to the amount which is incurred or sacrificed to gain something. M&S
adopts mobile technology which requires huge amount of funds without which the business
activities will not be executed according to the desired plans. Therefore, it is important for
management of M&S to analyse financial reports and on the basis of which manage funds
from different sources such as raising funds from investors, or reserve funds. For this, the
management required to prepare an effective budget in advance so as to identify the cost
allocated to different project activities. For example cost required to incur in making skilled
workforce through providing training and development programs. The sample of such budget
statement showing total cost incurred is given as under:
Total forecasted budget
Particular 2017-18($)
Implementing technology cost 17000
Promotional expense 7000
Advertisement expense 5500
Catalogues 1800
Training charges 7500
Total cost 38800
Time: It is another important factor which assist organisation to achieve competitive
opportunities among their rivals if project activities are executed within limited period of
time. M&S decided to adopt mobile technology in their business process so as to facilitate
customers to buy their products without visiting at their stores thus implementing such digital
technology within limited period of time increases the chances of sales figure of company as
it may adopted by their rivals as well in future which can decreases their competitiveness in

market. Therefore, time play an important role in sustaining in global market (Davies and
Hughes, 2014).
Risk: It always present in any project activities which can affect the aims and
objectives of an organisation as well. For this the management is held responsible to forecast
the risk in advance which can be related with shortage of funds, lack of support of employees,
inadequate resources etc. Adoption of mobile technology involves huge risk which should be
tackled by the management of M&S through conducting research about such aspects that
causes risk in advance. It assists management to make effective strategies and plans in order
to deal with future complexities in more effective way.
Communication: Mutual help gotten by employees can be conceivable only when the
management of M&S can build up a decent communication channel at work environment.
The employee’s feels motivated when they unmistakably comprehend the organization main
objective behind the adoption of mobile technology alongside their jobs and obligations thus
it is more essential for management to bring transparency in communication and give a stage
to workers to speak with best specialist specifically. This will make positive impact on the
execution of project activities of M&S.
Resources: It is essential necessity which motivates management of M&S to choose to
actualize some innovation changes in their business procedure. Having adequate measure of
resources, for example, capitals, reserves, talented employees and so forth urges organization
to work on execution of their innovation decisions. Hence, the management of M&S Should
initially arranged resources through taking help from various divisions and oversee them as
needs be (Harish and Kumar, 2014).
P3: Work breakdown structure and a Gantt chart
Work breakdown structure: It is somewhat graph which demonstrates the connections
among the project activities executed in finishing of undertakings. The graphical idea of work
breakdown structure can encourage management of M&S to foresee results dependent on
different situations which guides management to reconsider about their current arrangements
and choose whether to roll out a few improvements or not in order to accomplish beneficial
results.

Gantt chart: It is a viable horizontal bar chart created as production control technique
in the year 1917 by Henry L. Gantt who is an American architect and social researcher. It
help project management of M&S to utilize Gantt chart as a huge representation of a calendar
that assistance in making suitable planning, coordinating and following particular tasks in an
undertaking. It is otherwise called visual project presentation where all project activities that
ought to be executed are shown and separated on a chart. It motivates workers to perform
allotted tasks inside given time frame to help organization in accomplishing its desired
objectives and goals (Heger and Rohrbeck, 2012).

Previously mentioned tools are more valuable to adopt by M&S in order to accomplish
its aims and objectives inside given time span and achieve intensity among their opponents in
more powerful way.
TASK 2
P4: Small scale research by implementation qualitative and quantitative research
Research is essential need of every organisation in order to determine the effectiveness
of decisions made by the management for the betterment of an organisation. As M&S adopts
mobile technology in their business operations so as to increase sales figure of company but
before implementing such technology, it is important for management to conduct research in
order to analyse the interest and behaviour of their buyers as well as employees as the success
of such technology is very much based on them. For this purpose, the management has hired
a researcher who conducts research for the company. The appointed researcher has two
options to conduct research such as qualitative and quantitative. It is explained as under:
Qualitative research: It is effective research method which assist researcher to collect
data in the form of symbol, name, number code or literature and so on. It is most preferred
research method by an organisation as it helps them in receiving accurate and reliable
information about the views and perceptions of their respondents. There are different
frameworks which can be utilized under this strategy in order to collect relevant information.
For example, interviews, questionnaire, poll etc. This will make easy for researcher to

analyse the behaviour of customers as well as employees regarding adoption of mobile
technology in business process of M&S (Primary source and secondary source, 2018)
Quantitative research: It is traditionally another important technique which also can be
adopted by the researcher with the purpose of collecting information into statistical data and
figures. It is mostly adopted by the researcher when they are having less time and money.
M&S may adopt such tool if they required to adopt mobile technology within minimum time
period. Under this method, the information can be collected through online sources, web,
journals etc.
Both such types of research methods assist M&S to make an effective decisions
regarding adoption of digital technology in their business operations. Through analysing the
outcomes received by the research, the management is successfully able to forecast the
impact of mobile technology on the sales figure of company. In the present research, 40
respondents are selected whose views and opinions are considered.
Questionnaire
Name:
Gender:
Age:
Q1. Does people took interest on purchasing products through using online platform?
 Yes
 No
Q2. What types of digital technologies that may adopt by M&S to increase sales figure and
revenue?
 E-commerce
 Mobile technology
 Cloud techniques
Q3) Does people aware about the benefits received by them while buying company’s products
through mobile technology?
 Yes
 No
Q4) Does M&S has skilled manpower or invests money in conducting training and learning
programs at workplace?

 Have skilled manpower
 Requires training and learning programs
Q5) What are the impact of mobile technology in sales and revenue of M&S?
 Positive
 Negative
Q6) What are the challenges that restrict Marks and Spencer to adopt mobile technology?
 Lack of skilled staff
 Lack of time
 Lack of knowledgeable customers
Q7). Does M&S have marketing plans to promote mobile technology in competitive market?
 Yes
 No
Q8). Does mobile technology is interconnected with the sales of M&S?
 Agree
 Disagree
Q9. Does M&S receive maximum support from its employees in adoption of mobile technology
in business operations?
 Yes
 No
Q10. Provide some recommendation to deal with difficulties that comes while adoption of
mobile technology?
TASK 3
P5 Evaluation research and data using appropriate tools and techniques
In the present research, the researcher of M&S has conducted qualitative research in
which primary source of data has been collected with an objective of collecting accurate and
reliable information about the topic of research. It consumes more time and money but
instead it provides genuine data which increases the effectiveness of decisions taken by the
management which in results achieving huge benefits in near future. Apart from this, there
are different tools of research as well which also can be adopted by the researcher such as

research design, data analysis, data collection, philosophy etc. Under the research,
Questionnaire has been formed which contains the list if relevant questions related with the
topic of research which is further asked from the 40 respondents that is taken as sample of
population (Kowalkowski, Kindström and Brehmer, 2011)
Theme 1: Behaviour of targeted customers towards purchasing online products
Q1. Does people took interest on purchasing
products through using online platform?
Frequency
 Yes 25
 No 15
· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: From the 40 respondents, there are 25 respondents who thinks that people are
more preferred to buy products online whereas remaining 15 respondents doesn’t agree with
the same.
Theme 2: Different kinds of Digital Technologies
Q2. What types of digital technologies that
may adopt by M&S to increase sales figure and
revenue?
Frequency

 E-commerce 10
 Mobile technology 25
 Cloud techniques 5
· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation:: From the 40 respondents, there are 10 respondents who thinks that
people are more preferred to visit online through using websites instead of using mobile. The
remaining 25 respondents preferred mobile to buy products whereas other 5 respondents
preferred cloud technology as an effective digital technology for M&S.
Theme 3: Benefits of customers while buying product using online platform
Q3) Does people aware about the benefits
received by them while buying company’s
products through mobile technology?
Frequency
 Yes 15
 No 25

· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: Out of the 40 respondents, there are 15 respondents who thinks that
people are aware about the benefits received while buying products online whereas remaining
25 respondents doesn’t agree with the same.
Theme 4: Requirement of training and learning programs
Q4) Does M&S has skilled manpower or
invests money in conducting training and
learning programs at workplace?
Frequency
 Have skilled manpower 15
 Required training and learning
programs
25

· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: From the 40 respondents, there are 15 respondents who thinks that
M&S has skilled manpower to work on mobile technology whereas remaining 25 respondents
conducting training and learning programs at workplace.
Theme 5: Impact of mobile technology in sales and revenue of M&S
Q5) What are the impact of mobile technology
in sales and revenue of M&S?
Frequency
 Positive 30
 Negative 10
· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency

Interpretation: Out of the 40 respondents, there are 30 respondents who thinks that
the impact of mobile technology in sales and revenue of M&S will be positive whereas
remaining 10 respondents assume negative impact.
Theme 6: Challenges arises while implementation of digital technology
Q6) What are the challenges that restrict Marks
and Spencer to adopt mobile technology?
Frequency
 Lack of skilled staff 10
 Lack of time 10
 Lack of knowledgeable customers 20
· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: Out of the 40 respondents, there are 10 respondents who thinks that
Lack of skilled staff is the biggest challenge for M&S to adopt mobile technology whereas
remaining 10 and 20 respondents assume lack of time and knowledgeable customers
respectively are the biggest challenge.
Theme 7: Marketing plans to promote mobile technology
Q7). Does M&S have marketing plans to
promote mobile technology in competitive
market?
Frequency

 Yes 25
 No 15
· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: Among 40 respondents, there are 25 respondents who thinks that
M&S have marketing plans to promote mobile technology in competitive market whereas
remaining 15 doesn’t agree with the same.
Theme 8: Interconnection of mobile technology with sales of organisation
Q8). Does mobile technology is interconnected
with the sales of M&S?
Frequency
 Agree 28
 Disagree 12

· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: Among 40 respondents, there are 28 respondents who thinks that
mobile technology is interconnected with the sales of M&S whereas remaining 12 doesn’t
agree with the same.
Theme 9: Support from employees in adoption of digital technology
Q9. Does M&S receive maximum support
from its employees in adoption of mobile
technology in business operations?
Frequency
 Yes 26
 No 14

· Yes · No
0
5
10
15
20
25
30
Frequency
Frequency
Interpretation: Among 40 respondents, there are 26 respondents who thinks that M&S
receive maximum support from its employees in adoption of mobile technology in business
operations whereas remaining 14 doesn’t agree with the same.
P6 Appropriate recommendation as a result of data and research analysis
From the data interpreted above, it has been identified clearly that most of the
respondents are in favour of company’s decisions related with adoption of mobile technology
in their business process to increase sales and revenue. Therefore, it has been suggested to the
Marks and Spencer to continue with their decisions and make strategies accordingly. As it
has been observed that the employees of company requires training and learning programs in
order to work on mobile technology therefore it must required for the management to conduct
such programs at workplace so as to increase their capabilities. It is also identified from the
above analysis that the employees are less aware about the benefits they received while
buying company’s products online as they have concern about the quality f products.
Therefore, it has been recommended to the management of M&S to form a marketing team
which should be responsible to communicate with the customers and inform them about their
benefits through using various promotional tools such as social media, email etc. Apart from
this, the company also have an alternative options to adopt such as cloud technology Cloud
technology as it assist them to store valuable and confidential information about its
employees, customers, suppliers, financial position etc. which makes easy to identify the
customers taste an preferences which in results increasing sales figure and revenue of
company.

TASK 4
P7 Reflection upon undertakings to attain objectives
While carrying out research, as a researcher I have been observed so many things
which should be developed by me through engaging in various development programs. Here
are the skills which I need to be developed:
Competency How I have developed in this
area
Why I need to do to develop
further in the area
Analytical skills This is one of the skill which I
need to develop through
engaging in research activities
more and analyse the
relevancy of data with the help
of others researcher having
lots of experience in research
fields.
I used to improve analytical
skills as to build my career in
research field.
Report writing In this field, I joined some
workshops, meet up and also
took writing class for further
development of myself.
While writing important
content and information, my
skills should be good. So my
development is required in
order to write well.
Communication Skill If I need to enhance my
communication skills and
work, I will use ways like
Scroll down, body language
and hand gestures.
I need good communication
skills in order to interact others
having different cultures and
backgrounds so that collection
of data would be easy for me
while carrying out research for
company.

CONCLUSION
It has been concluded from the above project report that digital technology plays an
important for retail companies in terms of increasing their sales figures and revenue at global
market. It requires an effective management who are more capable to make decisions
regarding selection of digital technology which assist organisation to achieve further growth
and success globally. In the present research, M&S has opted mobile technology to increase
sales which is well supported by the results achieved by the research. Therefore, it brings
maximum profitable outcome to the sales of company after adoption of mobile technology in
their business process.

REFERENCES
Books and Journals
Adzic, G., 2011. Specification by example: how successful teams deliver the right software.
Manning Publications Co.
Basu, R., 2014. Managing quality in projects: An empirical study. International journal of
project management. 32(1). pp.178-187.
Davies, M.B. and Hughes, N., 2014. Doing a successful research project: Using qualitative
or quantitative methods. Macmillan International Higher Education.
Harish, V. S. K. V. and Kumar, A., 2014. Demand side management in India: action plan,
policies and regulations. Renewable and Sustainable Energy Reviews. 33. pp.613-
624.
Heger, T. and Rohrbeck, R., 2012. Strategic foresight for collaborative exploration of new
business fields. Technological Forecasting and Social Change. 79(5). pp.819-831.
Kowalkowski, C., Kindström, D. and Brehmer, P. O., 2011. Managing industrial service
offerings in global business markets. Journal of Business & Industrial
Marketing. 26(3). pp.181-192.
Nicholas, J. M. and Steyn, H., 2017. Project management for engineering, business and
technology. Routledge.
Porwal, A. and Hewage, K. N., 2013. Building Information Modeling (BIM) partnering
framework for public construction projects. Automation in Construction. 31. pp.204-
214.
Pryke, S. and Smyth, H., 2012. The management of complex projects: A relationship
approach. John Wiley & Sons.S
Spender, J.C., 2014. Business strategy: Managing uncertainty, opportunity, and enterprise.
Oxford University Press.
Verzuh, E., 2015. The fast forward MBA in project management. John Wiley & Sons.
Online
Primary source and secondary source, 2018. [online] Available through;
<https://businesscasestudies.co.uk/food-standards-agency/market-research-and-
consumer-protection/primary-and-secondary-research.html>.

APPENDIX
Project Logbook
Name:
Project title:
Update on weekly research/tasks achieved.
I have completed research on the Impact of new product development to support organisation in
expanding business at global level.
Yes, I on track and able to complete project on time.
I don't need any changes in project management plan.
Any risks and/or issues identified?
Yes I have issue in performing research. Uninterested respondents is one of the biggest issue.
Problems encountered
Personal problems among team mates is also issues which arise at work place. I conduct various
entertainment activities so harmony can be achieved among them.
New ideas and change of project direction
What have I learnt about myself this week?
I complete my all task within specified limit/. This help me to perform research project in
appropriate manner. I plan research activities for next week.
Tasks planned for next week
I am able to complete my operations in effective and signifiant manner.
Project plan status to date (on, ahead, behind)
my project was on time.
Supervisor comments to address
Performance Review

What was the project supposed to accomplish?
Research project is done for Impact of new product development to support organisation in
expanding business at global level.
Did the project succeed in its aims? How do you know? Specifically, please outline any
evaluation and assessment undertaken.
Yes I am able to achieve aims and objectives of research.
What things do you think worked well and why? Evaluate all aspects of the project (e.g. initial
inception, project activities and project outcomes) from a range of perspectives.
Team sprite and group working are the best things which gives positive results.
What problems emerged during the project and how were they tackled? Was there timely
identification of issues and resolution during the project process?
Time mismanagement and conflict among team works are issues which arise while performing
research.
What did you learn from undertaking the project?
I am able to enhance my knowledge related to launching a new product into new market and
able to know importance for an organisation.
How would you rate your performance as project manager?
I rate my performance 9 out of 10.
What strengths and weaknesses of your performance did you identify?
My strength was futuristic approach for solving problem and weakness is lack of confidence.
How will this inform and support your continuous professional development?
Continuous professional development is helpful in achieving targets and this is helpful in future
activities also.