Impact of Digital Technology on Tesco

This assignment examines the influence of digital technology on Tesco's business operations, focusing particularly on its marketing activities. It recommends investing in digital technologies, especially social media platforms, to enhance customer engagement and drive sales growth. The report also highlights the importance of data visualization in decision-making and emphasizes the researcher's gained technical knowledge for future research endeavors.

Managing a Successful
Business Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
P1. Aim and objectives of the project ...................................................................................3
P2. Project management plan ................................................................................................4
P3. Producing work breakdown structure and Gantt chart to provide time frame and stages for
completion..............................................................................................................................5
TASK 2............................................................................................................................................7
P 4 Qualitative and Quantitative research methods appropriate for meeting project aims as
well as objectives....................................................................................................................7
TASK 3..........................................................................................................................................10
P5 Analysing the investigation and data by utilising suitable tools as well as techniques.. 10
P 6 Communicating appropriate recommendations as a result of research and data analysis to
draw valid
and meaningful conclusions................................................................................................15
P 7 personal reflection..........................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the present scenario, every organisation intends to achieve success and foster growth.
But changes in the external as well as external factors can create major in accomplishment of
goals by firm. Advancement in technology has provided business entities various ways which
can be used by the firm for increasing growth rate. One of the tools which can be implemented is
digital technology which when employed within an enterprise will help in bringing positive as
well as drastic changes at workplace. It will also support the organisation in providing suitable
responses to changing situations. Digital is technology has high potential to transforms several
risks into opportunities. Technology allows an enterprise to facilitate innovation and aids the
firm in improving business practices. The purpose of the report is to analyse the impact of digital
technology on business activities. It has focus on analysing the way digital technology has
transformed business activities has transformed marketing activities in context of Tesco.
PART 1
P1. Aim and objectives of the project
Company like Tesco by implementing the digital technology at workplace can achieve
several benefits. Business entity can utilise technology for improving marketing as well as
promotional activities. By using the digital technology, an organisation can promote its goods
and services. Tesco by using the digital technology can communicate directly with customers
and provide them additional facilities such as online payment and booking facility. Digital
technology plays an important role in supporting the firm in achieving marketing objectives.
There are several benefits which can be gained by an organisation by implementing digital
technology at workplace. At the same time, digital technology has created some challenges for
organisation as well.

Aim – To analyse the effect of digital technology on marketing activities in an enterprise.
Objectives:
 To develop the understanding about the concept as well as use of digital technology in
business.
 To determine or recognise the way digital technology has transformed business activities.
 To analyse the importance and role of digital technology in bringing improvement in
marketing activity.
 To assess the advantage of digital technology in achieving the objectives of marketing.
P2. Project management plan
The purpose of preparing project management plan is to assist Tesco in analysing the
importance of implementing the digital technology and recognising the effect of same on
business operations. There are several aspects included in the project management plan such as
time, scope, communication and quality. Project management plan also intends to support
manager in making suitable decision related to the implementation of technology at workplace
for improving marketing activities (Brown, 2013)
Cost: It is especially considered when developing the project plan. Cost includes the expenses
which are to be incurred by scholar when conducting the investigation. It includes several types
of costs such as travelling expenses, stationery, printing, communication, etc.
Scope: This factor includes the scope of facilitating research on same topic in the future. Scope
helps manager in evaluating its performance and identifying the area as well need of
improvement. In context of Tesco, marketing activities can be improved by implementing the
digital technology (Goksoy, Ozsoy and Vayvay, 2012)Time: It is considered to be an important
factor on which the whole research is based. In the present study, duty to limited time period,
scholar has failed to conduct in-depth research on topic.
Quality: It is essential to ensure the quality of information during the research. As this activity
will assist scholar in reaching to appropriate solution. Scholar is more concerned about the
relevancy of the information gathered from the participants,in order to ensure collection of
relevant information, research has planned to include close ended question in questionnaire.
investigator has also planned to utilise statistical tools for measuring the effectiveness of
information.

Communication: This is the significant factor to be considered in making and implementing
any plan specially project management plan. It is necessary for the researcher to communicate
objectives to participants before starting interview.
Risk: There are several barriers which might occur in the implementation and installation of
digital technology at workplace. High cost in establishing platform for implementing digital
technology. Lack of power supply can hinder the production process. In context of
implementation of project there is major risk related to the plagiarism. It is required by scholar
to lay more emphasizes on utilising the primary source for collecting information. As this
strategy will help investigator in eliminating or avoiding the risk of plagiarism.
Resources: It is considered to be an important tool without which research activities cannot be
executed. Human resources m, technology and other equipment are required for facilitating
investigation activity in systematic manner (Eckerson, 2010)
Communication : In present investigation , researcher will use primary as well as secondary
source for data collection. Scholar will adopt questionnaire as well as personal interview method
for collecting the qualitative information for analysing the impact of digital technology on the
marketing activity of Tesco. Investigator has planned to utilise email as well as telephonic
interview techniques for getting the information from participants. This method of collecting
data or information is considered to be an effective in which respondents can freely fulfil the
questionnaire without any biasses.
P3. Producing work breakdown structure and Gantt chart to provide time frame and stages for
completion
Work Breakdown structure is the framework which is used by manager in an enterprise
for categorising and dividing complex as well as big projects into smaller parts. It allows
employees to reduce work load and ensuring completion of work on time as well as desired
results.
Gantt chart is recognised as a graphical representation which includes the starting as well
as ending time of each task in research. It enables workers to develop understanding their task in
depth and value of their role in special project. All tasks and activities are interconnected and so,
minor change in single activity or procedure might have a great effect or influence on other tasks
in break down structure (Achtenhagen, Melin and Naldi, 2013).

TASK 2
P 4 Qualitative and Quantitative research methods appropriate for meeting project aims as well
as objectives
Research is defined as the organised process in which the several activities are conducted
by the investigator such as collection of data related to the topic, analysis of information,
interpretation of data etc. All these task are executed by the scholar with the purpose of reaching
appropriate solution to the problem. There are several research methods which can be be utilised
by scholar during the investigation, as it will assist researcher in reaching to the appropriate
decision. Some sources which can be used by investigator for collecting qualitative data or
information such as primary as well as secondary source. Article in magazine or newspaper,
publications , etc. can be used for collecting the secondary information. Survey, personal
interview , questionnaire can be utilised for collecting the primary information. In present
investigation, scholar have used questionnaire method for collecting the questionnaire method.
There are different types of such as philosophy, investigation approaches, methods or
techniques which can be applied by Researcher during the research for analysing the impact of
digital technology on the marketing activities of Tesco. In present investigation , objective of
conducting the research is to analyse the effect of digital technology on marketing activities of
Tesco. Scholar has planned to implement several methodologies , philosophies as well as
Techniques:
Investigation Philosophies -There are mainly there two types of investigation philosophies
which can be utilized by scholar such as interpretive and positivism. These philosophies will
help scholar in accomplishing the aim as well as objectives of investigations. It will also assist
researcher in making fair judgement and making suitable decisions. Investigation Philosophies is
considered to be as appropriate standard or criterion which provides scholar an ease in analysing
as well as reviewing the complete investigation. It also help scholar in measuring the
performance. In present investigation, researcher has decided to implement doctrine of positivity
research along with quantitative investigation technique. This strategy will help researcher in
depth analysis of effect of digital technology on the marketing activity of Tesco.

Research approach- Inductive as well as deductive are recognised as two investigation
approaches which might be utilised by scholar during the time of research activities.
Investigation approaches help investigator in maintaining their concentration on the objective of
investigations. These concepts provides investigator a direction through which objectives can
easily be accomplished. In present investigation or study, scholar has decided to apply deductive
approach for analysing the effect of digital technology on the marketing activities of Tesco.
Design of Research-Investigation design helps scholar in analysing or determining the suitable
solutions to problems. It also assists researcher in other activities conducted during investigation
such as collection of information, analysis as well as interpretation of data in systematic manner.
Exploratory, Descriptive, experimental and explanatory are considered to be as some of the
research design which can be used for executing investigation in systematic manner. In present
investigation, investigator has decided to utilise explanatory research design. This investigation
design has been selected as it will help scholar in inspiring manager in Tesco company for
implementing digital technology in marketing department. This design will also enables
investigator to provide the evidence or detail explanation about the basis on which decision have
been made. By utilising explanatory research design investigator can easily conduct investigation
in great detail and can increase their knowledge about particular field.
Techniques used in investigation – There are several techniques which can be applied to
several aspects of research such as for collecting the information, analysing as well as
interpretation data etc. Qualitative and quantitative are considered to be as the two most popular
techniques which are generally used by the scholar for executing investigation. As present
research topic is related to analysing the effect of digital technology on marketing activities ,
researcher has planned to use qualitative research techniques for gathering information. Selection
of this research technique has been made by scholar on the basis of nature of investigation topic.
Present investigation topic is qualitative in nature, therefore this specific research techniques
have been applied by investigator during research.
Method of gathering data or information-Gathering of information or data is considerer to be
as an important task during the investigation. As this activity helps scholar in developing the
depth knowledge about the field. It also help researcher making suitable decision. Primary as
well as secondary are two sources from where the data or information can collected. In present
investigation , investigator has used primary as well as secondary methods for accumulating the

information or relevant facts. Researcher in this study has prepared questionnaire for providing
responded a convenience in sharing information on the relevant topic .In addition to this,
personal interview is schedule for gathering the data directly from the participants. As due to
limited time , scholar has decided to to hire or recruit skilled person for taking the interview from
participants. Researcher has decided to use E-Mail and personal distribution for circulating the
questionnaire to selected participants.
Sampling- There are several types of sampling techniques such as random , cluster and
systematic etc. In present investigation, As there is large number of workforce working in Tesco
scholar has planned to utilise random sampling technique for selecting the few employees from
the large population. In present investigation, researcher has selected 20 employees those who
are working in an enterprise. These participants have been chosen randomly. Workers has been
chosen as participants in research considering the fact that workers have much as well as depth
knowledge about the company as well as business operations. These decision has been made by
the scholar on the basis of assumptions that employees are those people who can provide
information about the impact of digital technology in marketing activities of an organisation.
Workers can also provide suggestions related to the way digital technology can be used for
marketing activities in order to yield maximum benefit (Bilbao-Osorio, Dutta. and Lanvin,
2013)
TASK 3
P5 Analysing the investigation and data by utilising suitable tools as well as techniques.
A research on small scale has been facilitated by the scholar for Tesco company on small
scale for analysing the impact of digital technology on the marketing activity of an organisation.
In present investigation scholar has used questionnaire method for collecting the qualitative
information from the participants. Questionnaire consists of close ended question which has
helped researcher in gaining the relevant information or data.
1. Digital technology when implemented at workplace will help in improving marketing
activities?
 Yes
 no
 might be

2. Does Implementation of digital technology in marketing activities will help in increasing
sales .
 Agree
 Disagree
 partly disagree
 Neutral
3. Organisation have sufficient Budget for employing digital technology within an
enterprise?
 Yes
 no
 don't know
4. Which type of digital technology can be implemented by Tesco?
 Social media
 cloud computing
 Multimedia
 Mobile devices
5. What are the challenges or issues faced by the company related to marketing?
 Cost
 Lack of training by workers
 Insufficient resources
 challenges to reach wide number of audience
6. How much potential does company have to bring positive change in marketing activities
by implementing digital technology?
 High
 Low
 Medium
7. Does digital technology have ---- on the business operations ?
 Positive effect
 Negative effect

 No effect
8. Do You knowledge about use of digital technology for marketing?
 Specific knowledge
 depth understanding
 Not aware
9. Recommending the strategies as well as some techniques which can be adopted by
manager for improving the marketing practices and gaining the several advantages by
implementing the digital technology within an enterprise.
Theme 1 : Yes, Digital technology when implemented at workplace will help in improving
marketing activities
Digital technology when implemented at workplace will help in
improving marketing activities?
Frequency
 Yes 15
 no 1
 might be 4
Interpretation : It has been analysed from the above information that digital technology plays
crucial role in in improving promotional activities and also support firm in accomplishment of
marketing objectives. Majority of workers in Tesco has stated that digital technology when
implemented in systematic manner it can help business entity in gaining several benefits. There
is only one employee who stated that Digital technology when implemented at workplace will
not help in enhancing the marketing activities. It has been identified after analysing that such
individual does not have knowledge about digital technology.
Theme 2 :Agree, Implementation of digital technology in marketing activities will help in
increasing sales .
Does Implementation of digital technology in marketing activities
will help in increasing sales
Frequency
 Agree 13

 Disagree 2
 partly disagree 3
 Neutral 2
Interpretation : According to the above research report among Twenty employees 13
workers have shown their consent and are agree with the statement that Implementation of digital
technology in marketing activities will help in increasing sales. 13 employees in Tesco has stated
that digital technology will help business entity in improving marketing or promotional activities
which further results into increase in sales as well as profitability by organisation.
Theme 3 :Yes, Organisation have sufficient Budget for employing digital technology within an
enterprise
Does Organisation have sufficient Budget for employing digital
technology within an enterprise?
Frequency
 Yes 14
 No 3
 Don't know 3
Interpretation : It has been identified from the above data or information that when employees
were asked about the question related to the financial resource by TESco many of the workers
has stated that business entity has sufficient capital or funds. It has been analysed when
interviewing the participants that many of workers have said that an organisation have sufficient
amount of funds by considering the financial performance of an enterprise. Some of the workers
have given answer no, as these people does not have information about the financial condition of
company.
Theme 4 : Social media, can be implemented by Tesco for improving marketing activities
Which type of digital technology can be implemented by Tesco? Frequency
 Social media 16

 Cloud computing 1
 Multi media 1
 Mobile devices 2
Interpretation : When employees in an enterprise are asked question related to which type of
digital technology can be implemented many of people have stated digital technology. Many of
employees in Tesco has stated that digital technology when implemented in marketing
department will assists business entity in yielding maximum benefit. They also have stated that
digital technology will help firm in reaching to the wide number of customer. By utilising digital
technology business entity can easily communicate directly with customers.
Theme 5 :challenges to reach wide number of audience is recognised as challenges or issues
faced by the company related to marketing.
What are the challenges or issues faced by the company related to
marketing?
Frequency
 cost 3
 Lack of training by workers 2
 Insufficient resources 3
 Challenges to reach wide number of audience 12
Interpretation : When the employees were asked challenges or issues faced by the company
related to marketing , majority workers have stated that business entity is facing the major
challenge related to the reaching to wide number of customer. This is considered to be the
significant reason which has direct impact on the sales as well as profitability of an organisation.
While there are few workers who have stated that a firm is facing issues related to cost incurred
in marketing activity, Insufficient resources which are creating major challenges in conducting
the promotional activities.
Theme 6 : Medium potential does company have to bring positive change in marketing activities
by implementing digital technology.
How much potential does company have to bring positive change Frequency

in marketing activities by implementing digital technology?
 High 6
 Low 5
 medium 9
Interpretation : It has been analysed from the above information that many of the employees in
an organisation has stated that company has medium potential to implement digital technology at
workplace. Among 20 employees, 9 workers have said that firm can increase its potential by
providing the appropriate training or education to employees.
Theme 7 :Positive impact digital technology have on the business operations
Does digital technology have ---- on the business operations ? Frequency
 Positive effect 15
 Negative effect 3
 No effect 2
Interpretation : It has been analysed from the report that among 20 employees, 15 workers has
stated that digital technology have Positive effect on the business operations as well as activities.
Digital technology when implemented helps business entity in increasing working efficiency as
well as improving activities.
Theme 8 : specific knowledge employees in Tesco have about use of digital technology for
marketing.
Do You knowledge about use of digital technology for marketing? Frequency
 Specific knowledge 9
 depth understanding 8
 Not aware 3
Interpretation : According to the above research out of 20 employees, 9 employees have stated
that they have Specific knowledge while 8 workers have said that they have depth understanding

which is very important in terms of successful implementation of digital technology at
workplace.
P 6 Communicating appropriate recommendations as a result of research and data analysis to
draw valid
and meaningful conclusions.
It has been recommended to Tesco that to make investment on implementing digital
technology within an enterprise especially in marketing department. As this strategy will help an
organisation in improving marketing activities as well as increasing sales and profitability.
Among various digital technology , marketing department in Tesco is suggested to use social
media sites. As this technology will help business entity in communicating with client and enable
firm to reach wide number of customers (Bulgurcu,Cavusoglu and Benbasat,2010)
P 7 personal reflection
Reflection of this report is very clear as this demonstrate that they have very clear aim
and objective to retain the customers by satisfying to the core. As their choices and preference is
the main priority of the restoring. This report is all about analysing the effect of digital
technology on the business operations specially marketing activities. Data visualization is the
procedure that records the data which has assisted Scholar in making quick decisions. Researcher
has gained technical knowledge which could be used for conducting the research in future
(Khalid, 2009)

REFERENCES
Books and Journals
Goksoy, A., Ozsoy, B. and Vayvay, O., 2012. Business process reengineering: strategic tool for
managing organizational change an application in a multinational company. International
Journal of Business and Management. 7(2). p.89.
Brown, A., 2013. Managing challenges in sustaining business excellence. International Journal
of Quality & Reliability Management. 30(4). pp.461-475.
Eckerson, W. W., 2010. Performance dashboards: measuring, monitoring, and managing your
business. John Wiley & Sons.
Achtenhagen, L., Melin, L. and Naldi, L., 2013. Dynamics of business models–strategizing,
critical capabilities and activities for sustained value creation. Long range
planning. 46(6). pp.427-442.
Bilbao-Osorio, B., Dutta, S. and Lanvin, B., 2013, April. The global information technology
report 2013. In World Economic Forum (pp. 1-383).
Bulgurcu, B., Cavusoglu, H. and Benbasat, I., 2010.. Process innovation: reengineering work
through information technology. Harvard Business Press.
Khalid, A. N. S., 2009. Reflexivity in Qualitative Accounting Research. Journal of Financial
Reporting and Accounting. 7(2). pp.81–95.