Digital Marketing Strategies for SMEs

This assignment delves into the crucial role of digital marketing in the success of Small and Medium-Sized Enterprises (SMEs). It examines various digital marketing strategies employed by SMEs, analyzes the factors influencing their adoption of these strategies, and discusses the challenges they face in implementing them effectively. The assignment draws upon academic research and real-world examples to provide a comprehensive understanding of the complexities and opportunities presented by digital marketing for SMEs.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P.1 Devise clear aims and objectives.....................................................................................1
P2: Produce a project management plan incorporating: costs, scope, time, quality,
communication, risk and resources........................................................................................3
P.3 Produce a work breakdown structure and a Gantt chart...................................................4
PART 2............................................................................................................................................5
P.4 Carry out small-scale research by applying qualitative and quantitative research methods
................................................................................................................................................5
appropriate for meeting project aims and objectives..............................................................5
P.5 Research and data using appropriate tools and techniques..............................................9
P.6. Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions...............................................................................11
P.7. Reflect on the value of undertaking the research to meet stated objectives and own
learning and performance.....................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
It is very much important that company are implementing all kind of technological
advancement so that they are having increased in their market share and profits as well. So it is
required that firms are getting all technologies impacted into company. In this research project
ALDI is taken so that impact of technology could be analysed into.
P.1 Devise clear aims and objectives
Topic of the research:- Impact of digital technology in business operation
Background of the study:- Technologies are now well-advised as necessary region of life. In
day to day human action, a single uses ample of engineering which helps in reduction efforts and
aid in saving time. Digital practical application enables huge magnitude of message to be tight on
small retention devices that can be easy preserved and transported. An analogy edge exists where
parallel communication and bodily resources' farm machine in new ship-way to make value and
revenue (Charlesworth, 2018). Project seeking a whole number edge transmute processes,
business models and the client experience by deed the performing analogue connexion betwixt
systems, abstract, places, and place. In this context, the following project will aid in analysing
the impinging of digital engineering on the day to day operations and activities of trading
operations. Whether it is HR related act, marketing or other concern trading operations,
engineering affects all the process inadequately by reducing the hand-operated efforts and
redemptive both cost and time of the arrangement. In this linguistic context, the pursuing project
will show the influence of digital technology on the organizational web browser.
Aim- To analyse the impact of digital technology on transforming business operations. A study
on ALDI.
Objectives
 To understand the meaning of digital technologies in context of business
 To analyses the utilization of digital technology business operation.
 To study the determinant of digital technology on the enterprise trading operations
 To identify the importance of digital technology in business operation.
 To recommend the ways in which digitalisation would be serving selling department.
Research question
 What is the meaning of digital technology
 what type of marketing channel used by organisation
1

 What is the determinant of digital technology on the enterprise operations
 Do you think that company must be using Digital technology within marketing
department?
 What are the recommendations to the administration for rising the use of digital
application.
2

P2: Produce a project management plan incorporating: costs, scope, time, quality,
communication, risk and resources.
Project management is one of the best approach that could be used by business manager
in case of gaining efficient knowledge about several types of industrial sector. With the
assistance of project management planning the business manager will be able to clear their vision
which will help them to accomplishment of all the predetermined goals and objectives in relevant
manner (De Pelsmacker van Tilburg and Holthof, 2018). The major aim of this project to
recognising the influences of digital technologies upon various business operational
3

functionalities that can be used in such a manner. The prime aim and objectives of the project to
examination of influences of technological utilisation within Aldi firm to betterment in
performance management of the enterprise. In this project, Gantt chart and network diagram has
been utilised to gaining efficient knowledge about the work. Project direction process might be
used in very essential manner in order the preparation and then doing well the performances of
the planning of the industries (Parise, Guinan and Kafka, 2016). In order to perfectly completion
of projection, numbers of project management process steps can be taken into account which is
as following:
Planning: Panning of projection is essential part of the projection in order to
predetermining the allocation of the project. Variety of jobs has done in the projection as per
planning of project. Researcher need to analyse all aspects of the firm, where all practices of
project must be preplanning in respective form. The scope ans tasks must be added in necessary
form to produce the deliverable figure out if ant tasks are dependent on other tasks. Costing must
be added up within the estimation of costs involved across the project and formulate budget.
Execution: After proper planning have done, it is time to start projection (Di Fatta,
Patton and Viglia, 2018). As per the planning of projection, researcher require to execution of its
various tasks in systematic ways. According to the progression of the project management tools,
like project dashboard.
Monitoring and controlling: As per the predetermined planning, the projection will be
implemented in respective manner. The project has metric to examination of project progress and
an instrument to deliver the projection information. Researcher has to controlling expenses and
monitor cost of changes in projection.
Closing: In this stage, researcher require ensuring that, projection is deliverable in order
to completion of it as per predetermined planning. So it assists researcher to closing of all
administrative works as per its projection requirement (Fletcher, 2017).
P.3 Produce a work breakdown structure and a Gantt chart
Gantt chart
4

Network Diagram
PART 2
P.4 Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives
Research methodologies is one of the most important part theorise organized research
composition which assistance both the research worker and end America to compass the research
5

study in effect and with efficiency (Hutchinson, Donnell and Reid, 2015). In accordance of rights
with this circumstance, the research methodological analysis is delineated downstairs:
 Research philosophies:- Research doctrine is the content of research worker that helps
him in study and reading of the gathered information. It is the first portion reported to
Saunders Investigation Onion purpose is to be riled by research worker in order to
achieve the aim and objective of investigation. In this context, research is to be used
primitivism philosophies. This is help to collect the research data is help to improve the
overall development and collect data.
 Research design:- In Research design is to be focus on general program which activity
the research worker to response the investigation questions. In the immediate
investigation examination, the research worker has used instructive design of
investigation. It assistance in knowing the cause and personal effects and research worker
was able to excuse what is leaving on with the learning (Ledford and Gast, 2018). This is
help to improve the current research work or find out the different effect of the study.
 Research approach:- In the research approach is to be focus on testing the assumptions of
the overall research work and improve the level of performance in market. On the other
hand, the research worker has used deducible research conceptualisation. In this way, the
research worker was able to carry through the intention and impersonal of the research
survey.
 Research strategies:- In the research problem solving is focus on plan developed by the
research worker which assistance him or her in achieve the set aim and subjective of the
study (Liu and Levin, 2018). In the immediate examination, the investigator used both the
qualitative and quantitative problem solving method to complete the object and
objectives of the investigating. In this research is used quantitative method at the time of
research.
 Data collection :- It is one of the most important part of researcher is improved
assemblage applicable data is best-known as procedure of data aggregation. First-string
and secondary are two beginning from where information can be gathered. In the actual
examination, research worker conduct form survey at ALDI with employees. In addition,
form secondary sources the data is top be collected and improve the overall part of
research work.
6

 Sampling :- In this context, indispensable process in the investigation study as analyse
large gathered data is not accomplish-able for seeker (Müller, Pommeranz and Voigt,
2018). In this context, the research worker has taken a sampling of 15 worker outcomes
and make data logical thinking on the basis of it by exploitation simple haphazard
selection method acting. Sample is to be collected with the help of different method.
 Data analyse :- In data analyse transforming natural data into meaty message is known as
data investigation. Here with aid of antithetic tools and subject, research worker analyse
and construe the gathered data. In the existing investigation program, investigator uses
subject matter abstract thought for examine the information expeditiously. This is to be
help in for long period in problem solving work.
 Research limitations :- In research limitation is to be focus on Prime purpose and
verifiable of the investigation was confusing for research worker than he or she was not
sure which purpose and objectives will be appropriate for the examination. In addition,
many methods forthcoming for compendium of data (Neirotti, Raguseo, and Paolucci,
2018). Research worker needs to cautiously think which playlisting will be more than
precise and proper for the problem solving survey.
 Ethical consideration :- In this context, programme which essential be followed by the
research worker in order to indefinite quantity the affectivity of investigation project.
Investigator has sent the motive of investigation study to the governance and worker of
ALDI and privacy of the arrangement is kept up by someone (Palos-Sanchez, Saura and
Debasa, 2018).
Project Logbook
Project Logbook for the chosen organisation: ALDI
Project Title: Managing successful business
project
Date: 19-May-2018
Update of weekly research/ tasks achieved
(Account for a minimum of 81 days)
What have you completed?
Did you fulfil Task requirements?
Are you on track and within deadlines set?
Comments
Project on Managing Small Business
Yes
Yes
7

Did you need to make any changes to your
project management plan?
No.
Any risks and / or issues identified?
Did you identify risks/issues with a lack of skills
required for undertaking research tasks?
Did you identify any additional risks/issues that
have an impact on the project management
plan?
Issue in research tools, techniques and
sources.
Lack of technology and expertise
Problems encountered
What barriers did you face?
How did you overcome them?
Inadequate digital technology tools.
I used the existing technology for conducting
my research in effective manner.
New Ideas and change of project direction In project management plan is used most
important to focus on tools and techniques in
work place. Tools and techniques will
increase the level of performance and
maintain the growth rate in market. I focus on
the project evaluation and review techniques
in work place.
What Have I learnt about myself this week?
 How did I feel when I had to deal with
tasks/problems?
 Did I find it useful to complete the
tasks?
 How well have I performed? What did I
contribute?
I felt that I’m that much capable that I will be
resolving issues effectively
Yes
I performed in an effective and necessary
manner my contribution was in overall
completion of project.
8

 What can I improve on next week?
 How might this learning apply in the
future?
In coming next week I need to improve my
communication skills
This will help me to deal and communicate
with my clients.
Tasks planned for next week
 Which tasks are priority?
 Have you set aside sufficient time for
completion?
Collecting information and useful data
Yes.
Project plan status to date (on, ahead, behind) Completed till date
Supervisor comments to address NA
Signature of the Supervisor and date: NA
P.5 Research and data using appropriate tools and techniques
Research questionnaire
Demographic information
Name
Age
occupation
Theme 1: Is digital technology is used by your organisation in marketing department ?
YES 8
NO 4
NOT SURE 3
Total 15
9

Interpretation :- From the above data is to be focus on digital technology is to be used in
organisation. Out of 15 response, 8 is say yes, 4 is say no and 3 are not sure about it. It is
find that many organisations is to be used digital technology is help to improve the current
market performance and increase productivity in organisation. In addition, management of
ALDI organisation is to be used digital technology and improve number of customer in
market place.
Theme 2: what type of marketing channel used by organisation
Online 7
Offline 3
Not using 5
Total 15
Respondents
0
0.5
1
1.5
2
2.5
3
10
Yes
No
Not Sure
0 1 2 3 4 5 6 7 8
8
4
3
Frequency

Interpretation :- Form the above graph out of 15, 7 will be used online and 3 is used offline or 5
is not using any application. Thus, it can be said that the online merchandising depression is
impressive mode of abstraction channel which is widely used by administration. It is help to
improve the channel of communication and increase profit or productivity.
Theme 3: What is the determinant of digital technology on the enterprise operations
Yes 8
No 4
Not sure 3
Total 15
Respondents
0
0.5
1
1.5
2
2.5
3
Interpretation ; From the above graph is to be focus on out of 15, 8 will be used the online digital
technology is agreed and 4 will be not used or 3 is not sure about how to used it. With the
help of such kind of graph is show that few people is not aware about the digital technology
and this implies that using digital technology is beneficial for the management and business
operation.
Theme 4: Do you think that organization must be exploitation Digital application within
merchandising department?
Yes 10
No 2
Not sure 3
Total 15
11

Respondents
0
0.5
1
1.5
2
2.5
3
Interpretation :- From this graph, it is clearly analysed that there are 15 answerers who have
stated that ALDI must be exploitation digital application within the marketplace section.
Answering are those who have denied the statement whereas 2 respondent was not certain
about the authorities. Hence, it is can be said that institution is victimization the digital
engineering within selling administrative district.
Theme 5: What are the recommendations to the administration for rising the use of digital
application.
Using mobile 10
Self chat 4
No recommendation 1
Total 15
Interpretation :- In the form survey, the enquiry has been asked by the researcher in order to
gather the information about the recommendations, the employees prefer to provide in order
to improve the digital technologies and systems in the organisation. After analysing the
sample of 15 employees it was identified that 10 employees prefer to have mobile app. In
12
4
3 5
3
Using mobile
technology
Self Check
In
Using Live
chat feature
No
Recommend
ations

the organisation where they can interaction and chat with clients in order to get real time
natural process. 4 is agreed with self-chat and improve the condition of organisation.
P.6. Communicate appropriate recommendations as a result of research and data analysis to draw
valid and meaningful conclusions
From the above entire analysis of research projection, it has examined that, Aldi
organisation require to frequently update their digital technology at the workplace by completion
of various operational tasks in perfect manner. In order to completion of various tasks of the
business at workplace, Tesco organisational professional require to regularly update digital
technological instrument within its operational areas where they can gain better outcomes and
make the way easy to completion of their tasks. It has been seen that, numbers of issues are being
faced by the organisation in case of completion of their various operational functionalities as per
planning of the business (Panopoulos, Theodoridis and Poulis, 2018). Aldi need to utilisation of
advanced digital technological instruments within their various business functionalities such as,
production and operational, marketing, administration and human resource department of their
firm. So with the assistance of business manager in terms of completion of various tasks of the
business environment.
 Aldi business manager can update their digital technological instrument as per the
Modern demand of technological uses in retails sector, so they will be able to better
display their services in front of the customers (Silverman, ed., 2016).
 With the assistance of IT software and internet application uses, numbers of
communicational barriers can be addressed by its manager within the firm effectively.
Supply chain management application can be utilised in the business in respect to
attending the supply chain inspection, asset and fleet management at workplace in
effective manner.
 In case of production process of the company, it is needed to utilisation of self checkout
application at production plants which oversee the process of manufacturing which is
being done within the business in proper ways.
 Numbers of issues are being facing by the company in context of completion of various
tasks of the business environment in order to generating such areas where digital
technology can improve the performance of the business and also could resolve critical
13

issues related to operational functionalities of the business (Taylor, Bogdan and DeVault,
2015).
 Aldi require to established their new stores which the implementation of digital
technological instrument, so these new technological instrument can be, new
development of mobile payment system, interactive kiosks, RFID tagged products, BLE
technology and smart shopping carts which can increase the efficiency level of business
in industry in respective manner.
 From the analysis it was identified that, retail store is facing payment issues at outlet, so it
need to provide smart cart payment system and develop mobile application to making
payment by using smart techniques, so they will be able to address the crucial issues of
the firm in regarding to payment system of the firm.
 Variety of retail products and services are offering by the company at its retail stores, so
its professionals need to utilisation of digital technological tools and techniques in order
to helping its customers to find out appropriate products as per customer's demand
(Vaioleti, 2016).
 Various team are working in Aldi company's workplace in order to completion of their
various tasks of the business. So ITC software package can assist them to making
communication with each other from different-different location to co-ordinating several
business activities of the firm.
P.7. Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance
On the basis of above analysis, I have learnt several new things about to research
projection of the firm or different types of theories of business concepts that can assist me to
completion of projection in respective manner (Quinton, Canhoto and Budhathoki, 2017). The
study has helped me to expand my personal career growth and opportunities effectively. From
the above entire analysis, I have identified that, numbers of technological uses of digital
technology at workplace in order to sustain within the business environment in sufficient form.
Along with it, digital techniques has a wide scope in the development of Aldi's business
functionalities within the business environment in relevant manner. According to the case study,
adoption of digital technology within Aldi's operational activities will assist them to completion
of various tasks of the business within the business environment in sufficient ways. As per the
14

study of this projection, during the completion of various tasks of project, I have learnt several
new things about organisation functionalities and its process of working. It has examined that,
Aldi is one of the large retail chain in UK which is operating multiple numbers of stores in the
industry. So its professionals need to examined that, numbers of issues are being faced by the
company in order to generating wide range of areas where something new activities can be
applied in efficient form. Moreover, during the completion of the projection, I have learnt about
various types of digital technological instrument and applications which is being utilised by
company's manager to communicating and coordinating various types of its services in industry.
I have got to lean that, some analytical and interpersonal skills in respect to meeting the desired
goals and objectives of the projection. During the completion of various critical tasks of the
projection, I have asked several questions to selected respondent employees of Aldi organisation,
which has provided me relevant information about utilisation of digital technologies and its
effectiveness upon business environment of the firm. Beside from it, I have also learnt that,
during the research, I have faced several types of crucial challenges which enables me to proper
development of interpersonal skills and also helping me to gaining interpersonal skills of the
form. So it can be said that, during the completion of report, numbers of issues has been faced by
me in completion of varied tasks of the firm, so I was able to modification within my skills and
experiences about research about particular topic upon a business environment. I could have
completed the worked in relevant form.
`Apart from it, I have also learnt that, Aldi organisation is facing numbers of issues
within the business environment concerning about used of digital technologies. It has examined
that, Aldi company require to frequently update within their advanced digital technological
instruments and application in context of making improvement in performance of the business in
respective manner. Moreover, during the research, I was able to identify my research and
communicational skills and its effectiveness upon business environment in respective form. I got
to leant many techniques or method to present data through I enhance my presenting skills which
helps me to present productive data in my further study.
15

REFERENCES
Books and Journals
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De Pelsmacker, P., van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72. pp.47-
55.
Di Fatta, D., Patton, D. and Viglia, G., 2018. The determinants of conversion rates in SME e-
commerce websites. Journal of Retailing and Consumer Services. 41. pp.161-168.
Fletcher, A. J., 2017. Applying critical realism in qualitative research: methodology
Hutchinson, K., Donnell, L. V., and Reid, A., 2015. Loyalty card adoption in SME retailers: the
impact upon marketing management. European Journal of Marketing. 49(3/4). pp.467-490.
Ledford, J. R. and Gast, D. L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Liu, Y. and Levin, M. A., 2018. A PROGRESSIVE APPROACH TO TEACHING
ANALYTICS IN THE MARKETING CURRICULUM. Marketing Education Review,
pp.1-14.
Müller, J. M., Pommeranz, B., and Voigt, K. I., 2018. Digital, Social Media, and Mobile
Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence
from Poland and Germany. Industrial Marketing Management.
Neirotti, P., Raguseo, E. and Paolucci, E., 2018. How SMEs develop ICT-based capabilities in
response to their environment: past evidence and implications for the uptake of the new ICT
paradigm. Journal of Enterprise Information Management. 31(1). pp.10-37.
Palos-Sanchez, P. R., Saura, J. R. and Debasa, F., 2018. The Influence of Social Networks on
the Development of Recruitment Actions that Favor User Interface Design and Conversions
in Mobile Applications Powered by Linked Data. Mobile Information Systems. 2018.
Panopoulos, A., Theodoridis, P. and Poulis, A., 2018. Revisiting innovation adoption theory
through electronic public relations. Information Technology & People. 31(1). pp.21-40.
Parise, S., Guinan, P.J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons, 59(4), pp.411-420.
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Quinton, S., Canhoto, A., and Budhathoki, T., 2017. Conceptualising a digital orientation:
antecedents of supporting SME performance in the digital economy. Journal of Strategic
Marketing, pp.1-13.
Silverman, D. ed., 2016. Qualitative research. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
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Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
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