Digital Marketing Impact on Small Businesses

This assignment delves into the impact of digital marketing on small business associations. It requires an evaluation of various digital marketing strategies, identification of challenges faced by small businesses in adopting these strategies, and an exploration of future trends in digital marketing relevant to this sector. The analysis should be grounded in research and incorporate both qualitative and quantitative data.

Managing Successful
business project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Project aim and objectives ...............................................................................................1
P2. Project management plan.................................................................................................2
M1 ..........................................................................................................................................4
P3 Work break down structure and Gantt chart ....................................................................5
TASK 2............................................................................................................................................7
P4 Application of qualitative and quantitative research methods..........................................7
M2. .........................................................................................................................................8
TASK 3............................................................................................................................................8
P5 Data analysis by using appropriate tools and techniques..................................................8
TASK 6..........................................................................................................................................16
P6. Recommendations..........................................................................................................16
P7. Reflection of research.....................................................................................................16
M3.........................................................................................................................................17
M4.........................................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
LOGBOOK......................................................................................................................................1

INTRODUCTION
Managing business activities and operations is one of the important task for every
corporate association. It helps managers to accomplish their goals and objectives in an effective
manner. In order to become competitive, companies now a days are adopting different tools and
techniques like cloud technology. It is a core concept of expanding working activities through
digitalisation over the globe. It has assumptive that digital tools are one time investment which
aids in getting better future outcomes to a company (Bell, 2014). Digitalisation is a process of
transferring information into innovative format and generating higher revenues. The coursework
is based upon 3Com plc which is a digital electronics manufacturer that is known for its
computer network. The major objective of company is to build digitalised world by providing
innovative products to customers. Apart from this, study will describe the aim and objective so
as to prepare an effective project management plan. Readers will also come to know about work
break down structure and Gantt chart.
TASK 1
P1. Project aim and objectives
In this modern era, corporate associations are required to adopt digital tools and
techniques in order to boost up their performance and production level. To remain competitive
and successful, firms are using cloud technology for effectively performing in traditional and
modern market. But sometimes, it is difficult to use new technology in working operations in
traditional markets (Bennett, 2014). Apart from this, small business entities are rapidly growing
in the UK due to globalization or modernisation. Business owners tend to acquire innovative
tools of production so as to satisfy needs and wants of customers in the best possible manner.
3Com plc is a networking firm which operates to provide high tech equipment with the best
quality. It was found in the year 1979 and defunct in 2010; the main products of 3Com are -
network interface controller and switches wireless access points routers, IP voice system and
controllers. Usually, business unit emphasises on improving market strategies as per the market
trends by considering appropriate facts and data. Furthermore, the firm also focuses on earning
higher revenues by reforming its existing goods as per the needs and demands of overall society.
Hence, digitalisation plays a vital role in raising sales and profitability by attaining their goals
and objectives in a pervasive manner.
1

Although, to grasp superior position in the commercial market, business entities have to
make some modifications in their manufacturing process so as to gain high competitive edge.
3Com is required to develop computerised innovation in all its working practices within
organisation. It also needs to produce some new and innovative products so as to attain and
retain customers for a long period of time (Brown, 2013). Besides this, organisations can also
improve its communication process so as to reach at the global level.
Aim – “Impact digitalisation profitability and production level of small business
organisations: A case study on 3Com”.
Objectives – 3Com wants to spread its functions across the world by using vast network of
bestest quality in order to reach large number of customers. Thus, major objectives of this project
are stated as under: -
 To identify the influence of cloud technology on an organisation.
 To ascertain the need of transformations of working activities in 3Com.
 To evaluate the importance digitalisation in growth and vitality of a corporate
association.
Research question: -
 Q1. How cloud technology can affect a business unit?
 Q2. What is the need of innovations in 3Com?
 Q3. What is importance of digitalisation for a growing industry?
P2. Project management plan
3Com plc is a small business entity which comes up with new innovative products or
services with the use of digital technology. There are various elements that should be considered
to make a successful project-
 Scope- It considers all those work processes which include all business operations which
are focused on attaining the organizational goals. Major scope of this task is to encourage
the use of digital technology in order to maintain pace of business with the modern or
advanced world. Hence, 3Com plc is coming up with a variety of creative ideas through
reformation and effectiveness. It is accessible for business units to communicate their
ideas to achieve the goal of modernization.
 Cost- All businesses require capital to carry out their day to day operations. Along with
this, money acts as an important asset for every organization in order to carry out the
2

transactions without any obstacles or barriers (Cleary, Horsfall, and Hayter, 2014). For
this, it is very much necessary to cut down the unused cost by using digital technology.
For instance: use of computer technology removes the use of paper work which leads to
reduction in stationery cost. Managers of 3Com should perform their functions focusing
on minimizing the extra cost and wastage. Attention should be made to reduce the
unusual manual work by motivating employees towards the use of modern software or
tools.
 Time- Managing time is one of the major decision so that every work should be attained
on time and target of the project is attained in a definite time frame without any wastage.
Hence, it is the responsibility of management to motivate their employees towards
achievement of organizational goals and aim through completion of assigned job role in
proper time frame while using suitable tools or techniques. Quality- In today's world, customers are the real king of market place. Due to the
advancement of technology, consumers are focused on quality while buying products and
services because they believe that qualitative materials have high quality. Therefore,
project management team of company needs to be careful about product’s quality by
using high tech raw materials which help in fulfilling the quality need of buyers. For this,
computer facilities, networks and electronic devices provided by 3Com should be of high
quality in order to provide quality products and gaining higher level of customer
satisfaction. Risk Management- Business environment is dynamic in nature as it keeps on changing
with the time, hence every industry should be ready to face the risks in near future
whenever it arises without any alarm. Thus, managers are expected to train their
employees in order to face the difficult situation by encouraging them to make their own
decisions without taking help from others (Crane and Kazmi, 2010). Similarly
management must be responsible to handle the risk by making use of digital technology
on the other efforts should be made to reduce it by making various policies or strategies. Communication- Effective communication is very much important in every type of
organization whether it is small, medium or large. Thus, 3com has introduced number of
tools or machineries in order to pass important information from high level to lower
level. It helps in performing the business process effectively and efficiently without any
3

disturbances in the environment. With the introduction of updated technology it is
necessary to opt advanced system to full fill the need of modern business scenario. Resources- Business cannot be carried out without the use of resources such as land,
building, labours, machinery, equipments, capital and other assets. Every resources has
its own prominent value and importance. Among all employees are the most precious
asset for every company, as they are the one who will utilize rest of the elements properly
and to its best. Buyers- It is the duty of the company to identify their prospective customers. As it will
help them to focus efforts in that particular market segment (De Visscher, 2016.). Hence,
the 3com have identified their customers and provide proper attention to them. This area
needs to be properly evaluated as it provides them direction towards achieving the goals.
It is the type of buyers that make the organization work towards them, this cannot be
ignored in any cost.
 Culture- Organizational Culture determines the attitudes, beliefs and behaviours of the
employees. Hence, it is the responsibility of the company to create their conducive
environment for the individuals. The senior management level will share the strategic
plan to their subordinates to ensure the success of the operations carried out. Reshaping
of culture if necessary allows to adapt the changes in a very effective manner. It allows
them to give directions to the behaviour of the system and structure. The success is also
dependent on the organizational culture. Therefore, this element should be considered in
making the project.
With the assistance of these elements managers of 3Com can easily develop the activities
which are require in a project. It helps managers to set all working activities and tasks. Thus, the
firm can can implement its project in market and achieve high growth in a small time frame.
3Com will also enable to assign funds in several areas.
M1
The project management plan of the company requires certain steps, such as- identify &
meet stakeholders, set goals, define deliverables, create project schedule, determine issues and
complete a risk assessment, present the project plan to stakeholders and then implement the
overall plan (den Hertog, van der Aa and de Jong, 2010). While regulating the plan, it is essential
for managers to set certain aims and objectives for which the overall project is developed.
4

P3 Work break down structure and Gantt chart
Work breakdown structure and Gantt chart
Work breakdown structure refers to the classification of the total work of the company
into various departments according to their specialisation and talent. This concept is considered
the key success to work into manageable segment by dividing the duties into entire organization.
Apart from this it also provide the hierarchical system which specify the unity of command and
direction, as it highlights the superior and subordinate level in the management. If proper
segmentation is not done in the business, it may lead to the generation of many risky situations.
For this proper managerial team have to adopt various steps to be successful in this area:
 Assess the root cause of investigation.
 Evaluate various serious issues.
 Assessment of written part.
 Gathering of Information.
 Brief the scope of study.
 Handling the plan properly.
5

3com have to use these above steps in carrying out the projects digitally. The target
should be focused on conducting the business in a very effective and efficient way so that they
get succeeded in promoting their products and services on a international ground as well.
Similarly, another benefit of work breakdown involves assigning the specific task as per the
specialisation or field for accomplishment of specific task in order to complete the assigned in
particular time frame. Here, the concept of effective Gantt Chart is introduced which is believed
as a blueprint of the overall business activities and provide direction towards the right path for
achievement of ultimate goals or objectives (Gharajedaghi, 2011). Thus, this chart provide the
appropriate structure of work breakdown in which task is properly divided between subordinates
and employers for accomplishing the aim as soon as possible. On the other hand it illustrates the
project schedule and show the dependency relationship between various levels. It basically helps
in scheduling the production and employee's responsibility as one needs to know the durations,
deadlines, dependencies and tasks to be performed. Work division tool helps in planning and
simply putting the work to be done on a specific day. Every managers use this method to get
things done faster and more efficiently and help in decomposition of programs. This technique is
designed to give the proper framework in the project achievement and to capture all planned
6

phases to create the necessary unique work structure and allocate the progress in performance
development. As the project executes potential risks are identified and solved.
TASK 2
P4 Application of qualitative and quantitative research methods
Market research is a systematic approach that is used by small business organisations in
order to accumulate required information and get aware about benefits or limitations of a specific
project. In this perspective, 3Com can acquire various methods in order to collect facts and data
which can improve the decision making process of the company. However, each information
plays a crucial role in decisional procedure (Law, Chen and Wu, 2010). 3Com is a growing
industry in telecom sector, it always come up with new and innovative ideas in market in order
defeat its rivals.
Therefore, conducting market research activities aid firms to gain high competitive
advantage and recognise current market trends. Researchers have to prepare research activities so
as to achieve best future outcomes and getting conscious about upcoming threats. Market
research also help 3Com to develop effective marketing strategies or policies in order to compete
with external rivals. In this relation, business entities can use numerous methods so as to take
appropriate actions. There are two types of information or data can be useful for small businesses
that is defined as under: -
Primary data
It is a information which is collected originally by the investigator for some purpose.
These are collected for the first time through a source of origin with high degree of accuracy and
reliability and complied for special project. It is originally done by direct efforts through
surveys, interviews and direct observation. The data are not previously published and is derived
from new or original sources through first hand survey.
Secondary data
It refers to the data that was already collected by someone, making it easier to carry out
the further research by the individuals. It basically provides the baseline for primary research that
provide larger and high quality databases that may be difficult for the researcher to collect on
their own (Riedl, Davis and Hevner, 2014). There are different sources of secondary data like
census, progress reports, libraries internet searches etc.
7

Above methods of data collection are appropriate and effective for the particular teams as
collected information is used for specific task. Therefore, for assessment of technology in 3com
company these two methods are seen most reliable. Apart from these there are few other
techniques which are used by the group to collect information that is described as follows:
 Qualitative: It usually involves direct interaction with individuals on a one to one basis
or in a group setting. It is collected from the smaller sample hence it is costly and time
consuming.
 Quantitative: It deals with quantities, values, numbers so that they can be measured
making it more reliable and objective. The data are recorded and collected electronically
through computer. Numerical data are collected through observation, interview,
questionnaire, scales, physiological measurement etc.
M2.
There are various research methods, like qualitative and quantitative research can be used
for market research and getting appropriate information. In which quantitative research also
also includes improving the methods to reach the desired results and achieve the target of
research (Schwalbe, 2015). Whereas qualitative is based on quality of the information and it can
not be measurable and done mostly through observation.
TASK 3
P5 Data analysis by using appropriate tools and techniques
Questionnaire: -
Q1. Is digital technology put a huge impact on customers' needs and wants? A. Yes
B. No
Q2. Is transformation in production tools and techniques are advantageous for 3Com?
A. Yes
B. No
Q3. What is impact of using digital tools on small business organisations?
A. Improve production level
B. Gaining high competitive edge
C. Raising customers' trusts and faith
Q4. Are you satisfy with products and services which are provided by 3Com Plc
8

A. Highly satisfy
B. Satisfy
C. Dissatisfy
Q5. Which method is appropriate for pormting new products for business units?
A. Modern
B. Traditional
C. Others
Q6. Which kind of tools are acquired by management of 3Com for protecting its records within
firm?
A. Hard disks
B. Cloud technology
C. Internet things
Q7 What are communication technologies are used by the company ?
A. Social media
B. Mobile technology
Q8. Give any suggestions to improve digital technology?
Data interpretation: -
Q1. Is digital technology put a huge impact on customers' needs
and wants?
Frequency
A. Yes 35
B. No 15
Q2. Is transformation in production tools and techniques are
advantageous for 3Com?
A. Yes 30
B. No 15
Q3. What is impact of using digital tools on small business
organisations?
A. Improve production level 30
9

B. Gaining high competitive edge 15
C. Raising customers' trusts and faith 5
Q4. Are you satisfy with products and services which are
provided by 3Com Plc
A. Highly satisfy 35
B. Satisfy 8
C. Dissatisfy 7
Q5. Which method is appropriate for promoting new products
for business units?
A. Modern 30
B. Traditional 15
C. Others 5
Q6. Which kind of tools are acquired by management of 3Com
for protecting its records within firm?
A. Hard disks 10
B. Cloud technology 25
C. Internet things 15
Q7 What are communication technologies are used by the
company ?
A. Social media 40
B. Mobile technology 10
Thematic analysis: -
Theme 1: Impact of digital technology on customers' needs and wants
Q1. Is digital technology put a huge impact on customers' needs
and wants?
Frequency
10

A. Yes 35
B. No 15
Interpretation :- As per the above diagram, it has been analysed that digitalisation put a
huge impact on customers' needs because if people get new products then could easily attract
towards this. There are overall 35 participants are agreed with this statement whereas 15
respondents are not agreed with it.
Theme 2: Transformation of production tools and techniques
Q2. Is transformation in production tools and techniques are
advantageous for 3Com?
A. Yes 30
11
A. Yes B. No
0
5
10
15
20
25
30
35
35
15 Column B

B. No 20
Interpretation: - According to the market research, it is evaluated that 30 participants are
saying that modifications in production process would be assistive for 3Com to accomplish its
goals and objectives. On the other hand, 15 are totally disagree with it.
Theme 3: Impact of using modern techniques on 3Com
Q3. What is impact of using digital tools on small business
organisations?
A. Improve production level 30
B. Gaining high competitive edge 15
C. Raising customers' trusts and faith 5
12
30
20
A. Yes
B. No

Interpretation – According to the market survey, it is analysed that digitalisation also
influence overall working activities of business organisation. In which, 30 participants states that
it helps in enhancing improving production level of the company whereas 15 people supports
that modernisation aids in getting high competitive advantage. On the other hand, 5 respondents
agreed with it enhances customers trusts towards firm.
Theme 4: Customer satisfaction with products and services of 3Com
Q4. Are you satisfy with products and services which are
provided by 3Com Plc
A. Highly satisfy 35
B. Satisfy 8
C. Dissatisfy 7
13
A. Improve production level
B. Gaining high competitive edge
C. Raising customers' trusts and faith
0
5
10
15
20
25
30
Column B

Interpretation – As per the above diagram it is evaluated that 35 participants are highly
satisfy with products and services of 3Com whereas 8 are satisfy with this statement. On the
other hand, 7 respondents are totally dissatisfy with products of the company.
Theme 5: Appropriate methods for promoting products and services
Q5. Which method is appropriate for promoting new products for
business units?
A. Modern 30
B. Traditional 15
C. Others 5
14
35
8
7
A. Highly satisfy
B. Satisfy
C. Dissatisfy
A. Modern B. Traditional C. Others
0
5
10
15
20
25
30
30
15
5
Column B

Interpretation: - According to the research, it is measured that small business can use
modern methods in order promoting its products and services over the globe. Apart from this, 15
states that traditional methods are most appropriate whereas 5 states that other methods of
promotions also can be used by the company like web portals.
Theme 6: Equipments are used by 3Com to protect its record
Q6. Which kind of tools are acquired by management of 3Com
for protecting its records within firm?
A. Hard disks 10
B. Cloud technology 25
C. Internet things 15
Interpretation: - According to the research, it is analysed that 10 participants are saying
that hard disks can be used by 3Com so as to persevered its data and other records whereas 25
are in supporting of cloud technology. Beside this. 15 participants says that internet tools can be
a useful tools.
Theme 7: Communication techniques use by business organisations
15
10
25
15
A. Hard disks
B. Cloud technology
C. Internet things

Q7 What are communication technologies are used by the
company ?
A. Social media 40
B. Mobile technology 10
Interpretation – As per the diagram, it is determined that 40 customers are saying that
social media is the best tools for 3Com for communicating customers whereas 10 people are in
support of mobile technology.
TASK 6
P6. Recommendations
According to the above data it has been observed that modern world technology plays a
important role in improving the performance of the enterprise and employees as it helps in
increasing the skills and knowledge. 3Com is also performing well in order to maintain their
prospective customers and leave the impact on entire world. Although there are certain
improvement which is required to be followed which is as follows:
 It is very much necessary to appoint skilled and eligible employees for the company to
face the advanced and modern technology.
 Need to train current working employees so that they can gain maximum skills.
 Proper attention should be consider in view of opinions of staff members.
16
40
10
A. Social media
B. Mobile technology

 The devices which are introduced by the company should be useful, appropriate and
advance.
 Focus to make digital world.
 Promote Small business organization in order to contribute in developing of nation.
P7. Reflection of research
In spite of the fact that with the report, I came to realize that in order to achieve the
targets of the firm in successful way the most important idea is innovation which form the
enterprise a substantial entity. Innovation not only improve the effectiveness but the viability to
increase the profitability of the organization. Along these lines through this report I come to
realize that business is exceptionally compelling in expertise.
Other than this I have learned things like preparation of Gantt graph of orderly approach
and developing data in right way. I have likewise experienced making the administration
arrangement which made me to comprehend the cost estimation, quality and structure. At some
places in this report also helped me to understand the concept of consistent research in any of the
organization which leads to enhancement of my learning of new things with my associates.
M3
It is recommended to managers that they have to use cloud technology so as to improve
its working activities and practices. As the small business entity, 3Com has to provide new and
innovative products and services to customers so as to attain and retain them for long term
period. Researchers have to conduct a market research and get relevant information before
introducing any product in market.
M4
The process of project management helps business entities to set all activities and tasks in
a systematic manner as they can be compete before their time schedule. While conducting this
research, I face several issues like lack of money and time, beside this due to my poor
communication skill I cannot interact with people effectively.
CONCLUSION
As per the above discussion, it has been analysed that digitalisation plays an imperative
role in growth and vitality of every business organisation. The assignment shows that how small
business entities can promote itself at global level by using of high tech equipments. 3Com is
17

one of the leading small business unit that is using cloud technology in order to keep records and
data; it also improve the effectiveness of firm's working activities and operations.
REFERENCES
Books and Journals
Bell, J., 2014. Doing Your Research Project: A guide for first-time researchers. McGraw-Hill
Education (UK).
Bennett, G. J., Western Digital Technologies, Inc., 2014. Analog-to-digital converter with input
voltage biasing DC level of resonant oscillator. U.S. Patent 8,711,027.
Brown, A., 2013. Managing challenges in sustaining business excellence.International Journal
of Quality & Reliability Management.30(4). pp.461-475.
Cleary, M., Horsfall, J. and Hayter, M., 2014. Data collection and sampling in qualitative
research: does size matter?. Journal of advanced nursing. 70(3). pp.473-475.
Crane, A. and Kazmi, B. A., 2010. Business and children: Mapping impacts, managing
responsibilities.Journal of Business Ethics.91(4).pp.567-586.
De Visscher, F.M., 2016. Financing transitions: Managing capital and liquidity in the family
business. Springer.
den Hertog, P., van der Aa, W. and de Jong, M. W., 2010. Capabilities for managing service
innovation: towards a conceptual framework.Journal of Service Management.21(4),
pp.490-514.
Gharajedaghi, J., 2011. Systems thinking: Managing chaos and complexity: A platform for
designing business architecture. Elsevier.
Law, C. C., Chen, C. C. and Wu, B. J., 2010. Managing the full ERP life-cycle: Considerations
of maintenance and support requirements and IT governance practice as integral
elements of the formula for successful ERP adoption. Computers in Industry. 61(3).
pp.297-308.
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Riedl, R., Davis, F. D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.I.
Schwalbe, K., 2015. Information technology project management. Cengage Learning.Lutchen,
M.D., 2011. Managing IT as a business: a survival guide for CEOs. John Wiley &
Sons.
Silverman, D. ed., 2016. Qualitative research. Sage.
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LOGBOOK
Project Logbook for the chosen
organisation: 3Com plc
Name of the learner: Name of the Supervisor:
Project Title: Managing Business
Successful
Date:
Update of weekly research/ tasks
achieved (Account for a minimum
of six weeks with dates)
 What have you completed?
 Did you fulfil Task
requirements?
 Are you on track and within
deadlines set?
 Did you need to make any
changes to your project
management plan?
Comments
This present assessment is
based on assessing the impact
of digitalisation on growth and
success of small business
associations and they can be
used for getting better
productivity.
Yes
Yes
Yes
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?
No
No
Problems encountered

 What barriers did you face?
How did you overcome them?
Lack of timing and relevant
information.
My team leaders and mentors
provide me better guidance to
complete this research.
2

New Ideas and change of project
direction
Acquisition of cloud
technology have been
discussed that will help
organisation to grow in
competitive market
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?
 What can I improve on next
week?
I was very satisfied after
achieving desired quantitative
analysis
Yes
I have gone through
researches and articles that
has increased my knowledge
and skill level
Next time I will be trying to
use more analytical and
statical tool for better result
Tasks planned for next week
 Which tasks are priority?
 Have you set aside sufficient
time for completion?
Collection of data
Yes, I had sufficient time for
this research
Project plan status to date (on,
ahead, behind)
Up to date
Supervisor comments to address
Signature of the Supervisor and
date:
3

Template for Performance Review
Template to be attached with the
report by the learner:
1. What was the Project supposed to accomplish?
Assessment has enlighten all the necessary aspects which have
mentioned in this project
2. Did the project succeed in its aims/ how do you know? Specifically,
please outline any evaluation and assessment undertaken.
Yes the assignment is able to deliver attain aims and objectives of the
research by considering qualitative and quantitative researcher.
3. 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.
The whole work has rolled out as per the plan. Different aspect has been
involved in this project like - project management, surveys and
questionnaire.
4. What problems emerged during the project and how were they
tackled? Was there timely identification of issues and resolution
during the project process?
Yes I have faced two major problems, i.e. time and cost related problems
which have been occurred while completing this study. Other problems,
like – lack of communication also affects finding of the researcher.
5. What did you learn from undertaking the project?
I have learnt to bring out how to conduct surveys and impact of digital
marketing on small business associations.
6. How would you rate your performance as a management consultant
leading the project?
4