Impact of Online Presence on Sales and Profitability: A Case Study of Mark and Spencer

RESEARCH
PROPOSAL

TABLE OF CONTENTS
TABLE OF CONTENTS...........................................................................................................2
Title:...........................................................................................................................................3
1. Introduction............................................................................................................................3
1.1 Introduction......................................................................................................................3
1.2 Academic rationale and objectives...................................................................................3
1.3 Problem statement............................................................................................................4
1.4 Research questions...........................................................................................................4
1.5 Rationale of the research..................................................................................................4
1.6 Hypothesis........................................................................................................................4
2. Literature review....................................................................................................................5
2.1 Online presence of organization.......................................................................................5
2.2 Importance of online sales in business performance........................................................5
2.3 Benefits of online sales on the overall performance of organization...............................6
2.4 Impact of an online presence of organization on its sales and profitability.....................7
2.6 Research gap....................................................................................................................7
3. Research methodology...........................................................................................................8
3.1 Research philosophy........................................................................................................8
3.2 Research approach...........................................................................................................8
3.3 Research type...................................................................................................................8
3.4 Research design................................................................................................................8
3.5 Data collection.................................................................................................................9
3.6 Data analysis....................................................................................................................9
3.7 Ethical consideration........................................................................................................9
4. Timeframe..............................................................................................................................9
References................................................................................................................................11

Title:
Impact of the online presence of the organization on sales and profitability, the case
study of Mark and Spencer
1. Introduction
1.1 Introduction
Online sales and customer relationship approach are having a significant part in
today’s business operations. The organizations are valuing online functions and sales tools
and techniques for increasing the business and profitability by exploring the global market.
The customers are also giving preference to online services for buying and analyzing the
products and services that best suits their needs. The innovation and everyday modification in
the technology are helping to improve the security and facilities in online business planning
and management (Srinivasan, Rutz, and Pauwels, 2016, p. 440-453). The major benefits of
online sales and payment for products and services are involving time and cost saving as well
as the effective analysis of competitor products and prices. Apart from that, online functions
are also valuable in marketing and creating awareness about the goods by using social media
and Smartphone application tools. These kinds of approaches are helping organizations to
increase sales and profitability.
1.2 Academic rationale and objectives
Aim
The aim of the current research is to identify the influence of e-commerce functions of
Mark and Spencer on sales and profitability.
Objectives
 To examine ecommerce functions undertaken by Marks and Spencer
 To critically analyze the importance and benefits of e-commerce activities on the
business of Mark and Spencer.
 To identify the influence of the online sale of organization on the revenue and
profitability

1.3 Problem statement
Online business is becoming very popular all around the globe and having a
significant impact on the sales and profitability of leading and small size organizations. The
Mark and Spencer is one of the leading retail organizations of UK and using the online mode
of business to sustain the place in the market. The e-commerce organization like Amazon is
offering tough competition to the organization for maintaining the business. To sustain the
market position, the Mark and Spencer have decided to invest in the online customer
relationship and product selling system (Cao, and Li, 2015, p. 198-216). The amount was
very high and top management was concern about the return on investment. The research will
explore the benefits that Mark and Spencer have gained through online business planning and
why it becomes essential for the organization. Moreover, the customers are facing some
issues related to payment and gaining information about the products and services that
influencing the buying decisions. Moreover, the research will focus on improvement in the
sales and profitability of the Mark and Spencer through online business.
1.4 Research questions
The research questions to achieve the research aim will be:
1. What are the e-commerce activities has been adopted by Marks and Spencer’s
2. What is the impact of e- commerce activities of the business on organizational
performance?
3. What online activities and promotional measures have been undertaken by M&S?
4. How are the online activities of Mark and Spencer influencing the sales and
profitability?
5. Why online presence has become important for Mark and Spencer to sustain the
business position?
1.5 Rationale of the research
The online presence and business functions of retail organizations are having a
positive impact on sales and profitability. The research will be conducted to evaluate the
importance and influence of online tools and services on the profitability and customer
retention policies of Mark and Spencer (Floyd et al., 2014, p. 217-232). The analysis of the
impact on sales and profitability of Mark and Spencer due to online presence will help to
identify the need for online tools and techniques.