Impact of Digital Marketing on Promotion and Success Level of a Company in Retail Sector

This research study aims to analyze the impact of digital marketing on the promotion and success level of a company in the retail sector. The case study focuses on Asda stores Ltd, a well-known British supermarket. The research will examine the concept of digital marketing, its significance for firms in the retail sector, and identify suitable platforms for Asda to enhance its promotion and success. The research methodology includes a positivism philosophy, deductive approach, descriptive research design, quantitative data collection, and analysis techniques such as frequency tables and pie charts.

Proposal and Ethics
Form

Table of Contents
Research Title: Impact of digital marketing on promotion and success level of a company in
retail sector. A case study on Asda stores Ltd.................................................................................1
Background to Research Topic........................................................................................................1
Background to Research Organisation.............................................................................................1
Research Rationale...........................................................................................................................2
Research Aims and Objectives........................................................................................................2
Research Question(s).......................................................................................................................2
Research Methodology....................................................................................................................3
Research philosophy...............................................................................................................3
Research approach..................................................................................................................3
Research design......................................................................................................................3
Choice of Method...................................................................................................................3
Research Strategy and time frame..........................................................................................3
Access and Ethical Issues.......................................................................................................4
Sample Selection....................................................................................................................4
Collection of data...................................................................................................................4
Data Analysis Techniques......................................................................................................4
Timescale.........................................................................................................................................5
Resources.........................................................................................................................................5
References........................................................................................................................................6

Research Title: Impact of digital marketing on promotion and success level of
a company in retail sector. A case study on Asda stores Ltd
Background to Research Topic
Digital marketing comprises of use of internet and other communication technique to reach
and attract consumer (Alford and Jones, 2020). Digital marketing is a very broad concept that
consists of transferring and sharing relevant information with the target customers along with
taking regular feedback and also facilitates better market survey by the way of use of various
digital and online modes of communication like email, search platforms, content marketing,
social media and many more (Dahiya and Gayatri, 2018). Thus, digital marketing leads a
significant impact and influence of purchasing and consumer decision making through making
utilisation of digital and online modes of communication that ensures universal connectivity to
maximise and improve the level of brand awareness and product promotion. Further, digital
marketing also a lead a cost effective and planned way of reaching and targeting customers at a
global level through improved communication and conservation rate with more personalised way
of advertising and promotion to enhance the overall growth and success level of a firm (Gunter,
2018). Beside this, a global reach and more convenient form of communication along with use
of attractive graphs and videos is also facilitated by use of digital marketing to attract larger
number of customers and have more effective promotion (Mateer and Haillay, 2019). Therefore
current investigation is lead out to analyse about the impact of digital marketing on promotion
and success level of a company in retail sector
Background to Research Organisation
The organisation chosen for current research project is Asda stores ltd that is a well known
British Supermarket and readier that is having its headquarter located at Leeds, West Yorkshire,
England. It is providing a range of product and services which consist of fresh food, grocery,
clothing, home, leisure and entertainment goods (Dahiya and Gayatri, 2018). Further, health and
beauty products, laundry and household products, clothing, outdoor and entertainment products,
pet products, etc are also provided by Asda stores Ltd. In present scenario, a high level of
competition is faced by Asda stores limited especially within the boundaries of UK which
comprises of presence of many big competitors like Tesco, Morrisons, Waitrose, Ocado, ALDI,
Iceland Foods, etc. Thus, it has become more vital and essentially needed for Asda stores ltd t
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have more focus and emphasis on its promotion and adverting strategies (Hanlon, 2019).
Therefore, current project is conducted on Asda stores Ltd to evaluate about the impact of digital
marketing on promotion level and success of a company with in a retail sector.
Research Rationale
The selection of current research topic is rationale as it is vital and important for all
orgnisation to focus and emphasis on better promotion and advertising of its product which is
effectively lead by digital marketing to have enhanced competitive strength. Further current
research concept is also viable for a firm as it lead to better understating about the impact of
digital marketing on promotion level and success of a company with in a retail sector along with
identification of the most suitable platforms of digital marketing to improve their success and
performance. Apart from this, the personal interest and academic purpose of the research are also
fulfilled and meet by current research topic based on digital marketing along with facilitating an
enhanced level of knowledge and experience.
Research Aims and Objectives
Research Aim
The main aim associated with current research project is, “To get better understanding
about the concept of digital marketing along with analysing its impact on promotion level and
success of a company with in a retail sector”. A research project on Asda Stores Ltd.
Research Objectives
 To examine about the concept of digital marketing along with its significance and
importance for a firm within retail sector.
 To analysis the impact of digital marketing on promotion and success level of Asda stores
Ltd which is operating in retail sector.
 To identify the most suitable platforms of digital marketing that can be adopted by Asda
to enhance its promotion and success level in retail sector of UK.
Research Question(s)
 What is meant by the concept of digital marketing along with its significance and
importance for a firm within retail sector?
 What overall impact is seen of digital marketing on promotion and success level of
Asda stores Ltd which is operating in retail sector?
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 What could be the most suitable platforms of digital marketing that can be adopted by
Asda to enhance its promotion and success level in retail sector of UK?
Research Methodology
Research philosophy
Four common set of research philosophy which consists of positivism, pragmatism,
realism and interpretivism use of positivism is made for current investigation. The reason behind
making use of positivism philosophy of research is based on the fact that it facilitates and leads
to a most practical along with a systematic form of investigation to accomplish desired objective
in a viable manner (Mateer and Haillay, 2019). Thus, use of positivism philosophy is appropriate
for current investigation to have an objective type of researcher that is easy to conduct in an
efficient manner.
Research approach
The approaches of research are mainly bifurcated into two main types on the basis of
nature of study i.e. deductive and inductive from which utilisation of deductive is more suitable
for current research in Asda stores ltd as it facilitates support for positivism and numeric nature
of study along with better scanning and testing of set objectives. Therefore, selection of
deductive approach is justifiable as it suits objective nature of study and facilitates a specific and
measurable set of results.
Research design
It mainly present the overall blueprint and framework of a research that is used to integrate
different component in a logical and coherent way. The research design used for current research
is based on descriptive form of data collection and measurement and its analysis through use of
case-study, naturalistic observation or survey (Reske, 2017).
Choice of Method
There are two main forms of research method i.e. qualitative and quantitative type of
research methods out of which use of quantitative research method is made for current
investigation as it facilitates an easy and more suitable way of leading out current investigation.
Use of quantitative form of research method is appropriate and justifiable as it leads to efficient
form of collection of data in numeric terms that is much ore easier to gather and present in
tabular and statistical form to ensure a measurable and specific set of result.
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Research Strategy and time frame
There are many forms of research strategy that are used by researcher to provided a base
and set coordination among various aspects of research which consist of action research,
experimental research, interviews, surveys, case study research or a systematic literature review
(Taiminen, 2016). From these types of strategies use of survey strategy has been made for
current study as it facilitates easy collection of data with the help of questionnaire in an easy and
appropriate manner. The time frames of research work are of two forms i.e. longitudinal and
cross section horizons but out of theses longitudinal are associate with long term duration
therefore, cross sectional time frames are selected for current research to represent and provide
all research activity at specific point of time.
Access and Ethical Issues
Many ethical issues are faced during conducting a research related with privacy and
authenticity of work. Thus, access to collected information is only provided to the researcher and
tutor to maintain its authenticity. Further consent from all respondents is also taken along with
following BERA code of ethics to maintain and meet the ethical consideration. Apart from this,
in order to overcome the other ethical issues related with maintain privacy and safety of collected
data, implication and follow up of provisions of data protection act is also made.
Sample Selection
Selection of sample forms a vital part of every project to maintain the efficiency and also
ensures optimum utilisation of resources by the way of selecting and choosing a significant and
appropriate number of units from a larger population size based on some homogeneous
characteristics (Liu, Perry and Gadzinski, 2019). For current investigation, a sample size of 35
respondents had been selected from the employees of Asda stores ltd through making use of
random sampling technique.
Collection of data
Collection of data for current investigation would be made from two main sources and
origin of data i.e. primary and secondary sources. The reason for collection of primary data is
that it facilitates latest and authentic information from respondents where as the secondary data is
essential and important to provide support and base for investigation. Primary data would be
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collected with the help of questionnaire as research instrument where as secondary data would be
gathered from online articles and journals (Key, 2017).
Data Analysis Techniques
Analysis of data collected with help of questionnaire would be made on the basis of
quantitative technique which comprises use of frequency table and pie charts. Further, analysis
of secondary data will be made with the help of systematic literature review.
Timescale
Use of below drawn Gantt chart is made for effective and sequence wise presentation of
time scale associated with current investigation. Gantt chart is a statistical tool that brings clarity
and transparency in research work through better and systematic presentation of all activities
along with their expected time duration. Thus, use of Gantt chart is facilitating better
presentation of set timescale for current investigation which is provided below:
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Resources
Human resources forms a main asset and part of current investigation which will provided
required information in form of research participates and team members. Further, use of financial
resources are made to meet the various expenses and cost of conducting current report which
consists of cost of transportation, internet cost and other expanses. Beside this some statistical
and technical assets like computer, mobile, interact are also made for current investigation to
collect and analysis data.
References
Books and journal
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Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
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Gunter, B., 2018. Does Marketing and Promotion Create Box Office Success?. In Predicting
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Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
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Harel, R., Schwartz, D. and Kaufmann, D., 2020. The relationship between innovation
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