Digital Technology Impact on Business

This project examines the impact of digital technology, particularly websites, on business performance, using Waitrose Ltd. as a case study. It analyzes the implications of innovative tools for capturing market share, factors influencing customer attention, and the importance of digitalization for business growth and development. The project utilizes a descriptive research design and both primary and secondary data collection methods.

RESERACH PROJECT

Table of Contents
TITLE: ............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
Overview of the Research ..........................................................................................................4
Background of the Research ......................................................................................................4
Significance of the Study ...........................................................................................................5
Research Aim .............................................................................................................................5
Research Objectives ...................................................................................................................6
Research Questions ...................................................................................................................6
LITERATURE REVIEW ...............................................................................................................7
The implication of innovative tools such as website for capturing market shares of business..7
The major factors which are useful for firm for gaining customer attention while using
website .......................................................................................................................................9
The importance of digitalization for attaining growth and development of firms. ..................10
RESEARCH METHODOLOGY ..................................................................................................12
Type of Investigation................................................................................................................12
Research Design........................................................................................................................12
Research Approach...................................................................................................................13
Data Collection Tool.................................................................................................................13
Ethical Consideration................................................................................................................13
TIME SCALE................................................................................................................................14
REFERENCES .............................................................................................................................16

TITLE:
The impact of Digital technology, especially website, on business performance. A
Case study on Waitrose Ltd.
INTRODUCTION
Overview of the Research
Digital tools and technologies plays vast role in attaining higher growth and success at
market place. In this modern era the people are very much concern on using digital tools and
technologies in order to simplifying their living standard. Digital technologies are effective in
making humans life more easy and comfortable, this also create value in enhancing the
knowledge and skills of people about the importance of applying digital tools and technologies.
Business industry is considered as an essential element which create value in developing the
economic condition of firms as well as country (Argote, 2012). In this modern era large number
of organisations are concern on implementing digital technologies in order to modernising their
operations and functions which create benefit for firm as to gaining attention of more and more
buyers towards the firm or its offered products and services. Waitrose Ltd. Is a selected
company for this particular project, it is a largest chain of British Super market? The major
purpose of firm is to enhance their performance and productivity at market place as to capturing
more and more customers. In the modern era people are very much based on online services
because online marketing is more easy and relevant which saves the extra cost and efforts of
people at market area. Waitrose Ltd widely focused on implementing websites through which it
is easy for firm to provides the details of their products and services as to offering them at large
area of market. With the help of website organisations are able to promote their brands and
products at wide area of market and it is a best way to attract more buyers towards the firm. As a
largest supermarket chain it is necessary for Waitrose Ltd to grabbing attention of more and
more buyers in respect to attaining higher growth and success at market place.
Background of the Research
In today's modern scenario it is necessary for firm to implement digital technologies in
respect to increasing the profitability and productivity of firm at market area (Doong and Ho,
2012). Waitrose Ltd. Is a famous subsidiaries, supermarket chain which deals in variety of
products and services. The headquarter is located in Bracknell, Berkshire, England, the company
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was founded by Wallace Waite, Arthur Rose and David Taylor. The major motive of firm is to
satisfy the desires of people at market place in order to attaining competitive edge at market
place. Website is consisting to be the most essential element of in today's modern business era as
websites are used by people to gain appropriate data and information about the goods and
services of firm. In the modern market era competition is so high at market place and
organisations are widely concern on attaining higher competitive edge through offering variety
of products and services at market place. In the recent era people live a busy life and they are not
having enough time they satisfying their needs in regards to purchasing so they are mainly
concern on applying online websites as to making their transaction more effective (Eriksson,
and Westerberg, 2011). Organisations are providing they’re each and every detail on the site
which plays vast role in making people purchase more comfortable and reliable. As a leading
supermarket chain Waitrose Ltd is providing online services through their website waitrose.com
on which each products detail and various offers of firm are mentioned in detailed manner.
Significance of the Study
The major purpose of conducting the research is to address the issue of research in
effective manner. The present research work is based on The influence of Digital technology,
especially website, on business performance. A new research is conducted as to resolving the
issue of previous research and generate a valid and appropriate outcome. An effective research
project helps the researcher in developing their skills and ability in some specified areas which
provide benefits in attaining their future goals and objectives in effective manner. In this modern
era, it is essential for each individual to have an appropriate information about digital
technologies and website in respect to making effective transaction. A research project helps the
research in conducting their future task in more effective manner which leads them towards
attaining high growth in their career. The major reason for selecting the topic is to analyse the
issue of research in effective manner through comparing the opinion of various authors and
writers.
Research Aim
It can be consisting to be the most essential part of research work as it helps the
investigator in attaining higher growth and success at market place (Forzani and Leu, 2012). This
section is effective in defining the research issue in the form of a small statement. This section
provides a brief about the dependent or independent variable on which the whole activities of
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research is based on. By and large, examine is such which think about most basic things and part
of association. Subsequently, the principle point of this exploration is to decide the effect of
computerized innovation on the business movement and tool business will deal with and deal
with that in appropriate too. The major aim of this particular research is “The impact of Digital
technology, especially website, on business performance”. A Case study on Waitrose Ltd.
Research Objectives
Research goals for the most part conveyed to analyst with the goal that they can gather
the required data in legitimate way. In addition, researcher are those which likewise recognize
reply of their destinations which does taken before inquiring about. Research objectives are
created on the basis of constructed aim of the research, these are available in the form of
statement which describes the major scope of study and at last plays vast role in gathering
appropriate data and information as to drawing effective outcome. The objectives are defined
either wide or narrow which is based on the research issue. The major objectives of this
particular research project are described as under:
 To analyse the implication of innovative tools such as website for capturing market
shares of business.
 To determine those factors which are useful for firm for gaining customer attention
while using website. To identify the importance of digitalization for attaining growth and development of
firms.
Research Questions
This can be considered as the fundamental core of research work, this is different from
the title of the research (Hughes, 2012). This helps in determining the major purpose of research
through interlinking with the aim and objectives of the project. This part helps the investigator in
conducting an effective theoretical framework through comparing the opinion of various authors
and writers with justified values. The importance questions of research project are associated as
under:
 What are the implication of innovative tools such as website for capturing market shares
of business?
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 What are the major factors which are useful for firm for gaining customer attention while
using website? What are the importance of digitalization for attaining growth and development of firms?
LITERATURE REVIEW
It is the most imperative piece of the examination venture. The specialist gathering data
and information through different assets and execute them in the work. The agent recognize the
thoughts and musings of creators which are identified with the venture and after that think about
the feeling and contemplations of different creators and attempt to enhance them (Jordan and
Troth, 2011). The new research is lead for better learning and thought regarding the specific
point. The data is gathered from various source, for example, past ventures, books, magazines,
daily papers and so forth. The specialist set the ideal opportunity for specific assignment so it is
simple for them to finish the work in chosen time frame. The examiner look at the advancements,
strategies, and thoughts which are trailed by the past analyst, and afterwards the specialist
embrace the best and successful techniques and procedures for their own venture. They can give
colossal number of data about the inn, its element, its administrations, best arrangements and
numerous others. The analyst making a blue print for dealing with the work in little time-frame.
They set a settled time for specific assignment. In this the specialist apply a few strategies,
techniques and apparatuses for making venture significant. They embrace best devices in the
wake of contrasting the methods which are utilized by the specialist in the past report. Analyst
roll out a few improvements on those viewpoints which are difficult to comprehend by any one,
so they advance them according to the level of comprehension. This part of research plays vast
role in conducting theoretical framework through analysing the opinion of various authors and
writers who are having significant knowledge and skills about the specified area of study.
The implication of innovative tools such as website for capturing market shares of business.
As per views expressed by Harish Thyagarajan, 2017, innovation plays vast role in
growth and development of firm at market place. In this modern business era it is essential for
firm or its higher authority to implement innovation in respect to maintaining effective position
at market place through providing competitive to their rivals (Kallunki, Laitinen and Silvola,
2011). The major focused are of firm is to increase their market share through offering variety of
products and services at market place. In the world full of digitalisation people are very much
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depended on the products and services of digital tools as these are helpful in making humans life
more easy and comfortable, so large number of people are focused on applying digital
equipments in their life as to making their living more easy and comfortable. Implementation of
digital tools and technologies are crucial for each business organisation but in this competitive
world it is also essential for small as well as large business enterprises is to implement suitable
technologies at work place in order to attaining high growth and success at market place.
Waitrose Ltd conduct its business operations through online sites so it is important for firm to
adopt innovative tools and technologies as to providing fast response on customers request in
order to attaining high growth and capturing a new market share. Website is considered as the
most essential tool of innovation as this is widely applied method which is used by organisations
as to providing online benefits to their buyers. As a most leading supermarket retailer chain
Waitrose Ltd is focused on offering their products and services through online website which
make transaction more easy and reliable. With the help of website customers are able to get more
and more information about the offered goods and services in detailed manner and this create
value in influencing their decision making process. Innovation is a powerful tool which enables
customers to impact the business break-thoughts and also deliver a profound process, an
effective system and friendly culture. It also create value in increasing business engagement,
competitiveness and rapid business growth to enable organisational to flourish in this present era.
There are various implication of innovative tools in which some are described as under:
Effectively Responding to Unforeseen events: Innovation is effective in enhancing the
productivity and performance of firm at market place. Innovative tools such as website are
effective in developing the performance of firm through grabbing the attention of more and more
customers towards the firm. High customers attraction helps the organisation in reaching at
competitive edge. Websites are significantly used by organisation as these are effective in
providing quick response on customers request and people can buy products as per their choice
without any kind of issue or disturbance (Markham, 2011). Waitrose Ltd is focused on resolving
the challenges and respond to unprecedented events and outsider crises in various ways and
transform them into creative and innovative resolution.
Solving complex challenges: This is consisting to one of the major need to understand about
innovation is that it is based on how organisations perceive and solve challenges in creative
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manner. Websites are effective in resolving the issues of customers in effective manner by taking
appropriate action on their requests.
Capturing a wide area of market: Online facilities are effective in capturing a large area of
market through offering variety of products and services to their potential buyers. In this
competitive era people are very much concern on using organisational products and services
through their online applications and sites which are helpful in providing products in affordable
prices. The major reason for using website is to that is is appropriate in providing all relevant
information about the product and through website people are able to compare goods of one firm
with another one.
The major factors which are useful for firm for gaining customer attention while using
website
As per the opinion of Thomas Smale, 2017, customers attraction is considered as the
most essential element which plays vast role in growth and development of firm at market place.
Customers are the key element of firm as the production function of firm is based on the choice
and preferences of customers at market place. The basic objective of firm is to grabbing attention
of more and more customers towards the firm or its offered products goods and services at
market place. The fundamental motive of each business organisation is to attract more and more
customers in order to gaining high position at market place. Customers satisfaction is considered
as the most essential element which plays effective role in maximizing the organisational
operations through developing the sales and revenue of firm at market place (Mellis and et.al.,
2013, April). There are various factors which are essential for firm to gaining customers
satisfaction such as innovative goods, high quality products, advancement in technologies, cheap
cost, quick response etc. these are the essential in attracting customers towards the firm. Digital
technologies plays effective role in gaining attention of more customers towards the firm or its
offered goods and services. Website is turned as the most applied source of marketing as in this
modern era people are very much aware about the goods and services knows about the quality.
Mostly people are very much attracted towards the brand image of firm as people are conscious
about the high-quality brand, so they mainly buys products and services which are based on
highly qualitative brand. As a large business enterprise Waitrose Ltd provide online services to
their potential clients through their website in respect to gaining attention of more and more
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buyers. There are various factors which are useful for firm for gaining customer attention while
using website are described as below:
Be Accessible: Website are needs to be accessible in nature, Wetrose Ltd is concern on
implementing effective online procedure to making organisational transaction more easy and
comfortable. Website plays vast role in providing easy and quick services to their customers
without making any kind of efforts. Accessibility is required for grabbing attention of more and
more buyers towards the firm or its services.
Have a reliable product: Buyers are mainly buying products and services on the basis of
emotions not on logic. Products are the representative of firm organisations are widely concern
on offering variety of goods and services to their potential customers as to gaining attention of
people towards the firm or its offered goods and services. As a large supermarket chain, it is
essential for Waitrose Ltd to design variety of products and services as per the choice and
preference of customers at market area (Morrow, 2011).
Bring value to the client: It is essential for an organisation to take their customers as priority.
It is the prior responsibility of organisation or its management to provide various benefits to their
buyers in respect to sustain them for long time at work place.
The importance of digitalization for attaining growth and development of firms.
As per the views expressed by Matthisa Haendly, 2016, In the world full of digitalization
organisations are concern on adopting various tools and technologies in order to attaining higher
growth and success at market place. In this competitive era organisations are concern on
adopting various innovative tools and technologies at work place in respect to developing the
performance and productivity of firm at marker area. Effective implementation of technologies
are effective in improvising the productivity and performance of firm which create benefits in
attaining higher edge of firm at market place. With the help of digital tools and technologies the
cost of firm can be reduced and organisations attaining higher revenue and profit. Digitalisation
plays an important role in performing different types of operation in proper manner. Due to
implementation of digitalisation every work operation of organisation in proper manner. There
are different types of strategies which are used by organisation in order to accomplish different
types of function of organisation in proper manner. In recent era there were no tools and
techniques are ascertain by organisation so the various functions are not accomplish in stipulated
time period. Due to implementation of digitalisation it give remarkable change to accomplish
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different types of working activities of organisation in proper manner. Development of different
types of strategies which are performed in proper manner. It aids to accomplish demand and
desire of organisation in proper manner (Sweetser, English and Fernandes, 2015). There are
various types of techniques which are accomplished by the different organisation which aids to
maintain effectiveness in performing different types of activities of organisation. Digitalization
plays an important role in order to attain goals and objectives of organisation in proper manner.
Linear talent acquisition: There are various types of application which are discover due to
implementation of digital technology it aids to transfer funds in short period of time.
Social media: there are new disruptive technology which are come into existence in order to
accomplish different types of functions of organisation in proper manner.
Mobile banking : Due to implementation of digital technology it discover mobile banking in
which aid to transfer funds from one place to another place in short period of time. This aids to
accomplish goals and objectives of organisation in proper manner.
Emails: Digitalisation plays an important role in order to transfer the different information from
one place to another in the digital form in short period of time (Kannabiran and Dharmalingam,
2012).
Effective communication channel: There are many company who put their effort in order to
implement different types of digital techniques which aids to deliver various information within
organisation in proper way. This aids to accomplish demand and desire made by organisation in
proper manner. This leads to accomplish goals and objectives of organisation in proper manner.
Network the business: Digitalisation plays a significant role in order to build effective
coordination between the different department within the organisation. It aid to coordinate
various employee working in organisation in proper manner. It leads to achieve the target in
proper manner. There are various types of activities which are perform due to implementation of
different tools and techniques which are implemented by organisation in proper manner.
Deliver innovate result : Due to digitalisation there are various initiative taken by organisation
which aids to accomplish effective outcomes which are in the form of accomplishment of
different functions perform in effective manner. Due to digitalisation techniques it aids to
perform different types of function of organisation in effective manner. It helps to explore the
business in proper manner. It also aids to update the existing technology which are ascertain by
organisation in proper manner.
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RESEARCH METHODOLOGY
This can be evaluated as the most essential part of research project which helps in carry
out the whole research activities into well planned and systematic manner. This section helps in
selecting the most suitable tools and methodology for completion of research work. This section
plays effective role in accumulating appropriate outcome through applying most appropriate
methodology. The Exploration procedure characterizes the way in which data is gathered and
investigated to accomplish targets figured for this examination (Laforet, 2013). The examination
procedures embraces various apparatuses and methodologies so important data is gathered on
subject point. This approach is viewed as imperative as researcher in this portion develop plans
and methodologies which are to be attempted for satisfaction of targets. It is useful in gathering
data from various sources and discovering conclusions for this investigation through a thorough
research. This part of research is based on various applications which helps the researcher in
providing systematic direction to the researcher to moving forward towards right direction.
Type of Investigation
A research can be qualitative or quantitative in nature and it is the responsibility of
investigator to select the nature of research in respect to implementing its operations in effective
manner. Researcher has considered subjective examination with a specific end goal to complete
this examination and primary purpose for this choice is that running subjective research system is
very simple and any individual can lead this by taking a short instructional meeting in
association. This assistance analyst in reach important and legitimate determination. Research
devices, for example, review and perception and overview are for gather this sort of information.
If there should arise an occurrence of subjective research technique, analyst dissect the variables
that give detail data about research theme. Show investigate depends on subjective research
technique as this help specialist in reach legitimate determinations.
Research Design
Research methods and procedures applied in gathering and analysing measures of the
variables which are specified in the research problem. This section provide a blueprint for the
research in which whole activity of research are implemented in effective manner (Mazzarol,
2015). Diverse kind of research outlines are there such as descriptive, exploratory and
experimental. In this research, investigator take after engaging descriptive outline as this help in
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reach legitimate and significant inference and in the meantime help in discover better
arrangement of research issue.
Research Approach
This section can be categorised among two major components such as inductive and
deductive research approach. In the present research project inductive approach has to be taken
into proper action as it is effective in accumulating appropriate result and outcome. With the end
goal of finish of this investigation, inductive research approaches is considered because of its
appropriateness with subjective research outline (Mbogo, 2010). The rationale behind endeavour
inductive surmising is that it is useful in framing right conclusion for the examination. The
information accumulation in this endeavour accentuating on making a topic and plan of
theoretical structure which is useful in leading investigation.
Data Collection Tool
This consist to be the most essential part of research project as it helps in accumulating
appropriate and valid outcome for the research work. It is essential for researcher to gather data
and information through various sources (Omar and et. al 2010, January). Researcher can collect
data with the help of various methods. There are two types of methods which are as under:
Primary Source: Essential research requires test measure of time to gather the information about
the research, large measure of cash is spent for finishing the venture. To discover the
fundamental data about the examination, the analyst needed to general begin from prick.
Secondary source: The information which is as of now accessible from various sources which
incorporates information which are put away in books, magazines, diaries, reports, reference
books and so forth. As the information is as of now accessible it must be breaking down,
translated and outlined with the goal that the data which is valuable is acknowledged and
different miss driving information is dismissed by the specialist (Minghetti and Buhalis, 2010).
The information which is gathered through optional sources are precise and the depiction of
information is right. There is less possibility of miss driving or false data.
In this current research, investigator play important role for gathering accurate amount of
information. For gathering the information, there are fundamentally two approach which will be
used in the investigation, one is the primary and another is secondary source. In
case of the primary source, questionnaire will be made which will support in gaining the
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accurate as well as real information from the respondents. In this research selected sample size
is 40. these are selected with the help of sample random method. This approach support the
researcher to select respondents out of total population,
Ethical Consideration
The moral thought in examine is a significant section which is to be accentuated in
contemporary business condition. Along these lines it is critical to consider morals as they may
change the way in which investigate is led. The requirement for moral thought upgrades when an
exploration includes cooperation with individuals or business houses. The principal thought is
that specialist ought to have a decent aim identifying with this exploration. It is critical to secure
data which has been provided food by members alongside inquire about researchers. The part of
classification is to be kept up, so morals identified with research could be adjusted.
TIME SCALE
Courses of events are alluded to be critical component of an exploration as they help in
deciding attainability of the investigation. It is fundamental to recognize proper time which could
be dispensed to every movement, so they could be completed in right way. The absence of
experience block capacity of a researcher to frame appropriate time because of lesser nature with
the exercises. Thusly it is fundamental to cross check the framed time scale with an
accomplished researcher for redress.
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