Marketing Strategy and Systems Research

This assignment delves into the realm of marketing strategy, particularly focusing on its application within international business settings. The case study examines the impact of perceived cultural and business distance on international marketing strategy decisions. Specific emphasis is placed on understanding how these factors influence strategic choices made by companies operating in global markets.

RESEARCH
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Literature review-.............................................................................................................................2
Description on the methodologies...............................................................................................6
Draw a plan of implementation for research specification.........................................................8
CONCLUSION................................................................................................................................9
RECOMMENDATION...................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The digital technology plays the crucial role in relation to have significant growth in
business activities. In the present market, it is very important to have the proliferation of the new
digital technologies in the firm so that firm can able to run function expertise manner (Angell
and Kraemer, 2017). It is very important to deal with the challenges of digital technologies so
that firm is able to score in market in the effective and efficient mode. With the help of effective
tools of digital technology, the firm is able to undertakes the activities of business as are access,
manage, integrate, evaluate and create information in effective manner.
The research aims to undertake the various activities which will be helpful in relation to
process the activities of firm in effective manner. The present assignment will outline the
activities in relation to determine the impact of digital technologies so that business function can
perform its activities in expertise manner (David, David and David, 2017). The main aim in
order to adopt the process of digital technology is to have smooth flow of working in business
enterprise. The idea of implementing the digital technologies in firm is one of the effective
method to earn desire amount of profitability. The current research work is based on the use of
digital technologies by the retail industry of UK with a specific consideration of Tesco, being a
popular retail enterprise.
Aim-
To analyse the importance and impact of digital technology on retail business activities. “A case
study on the use of digital technology by Tesco”.
Objectives-
 To determine the concept of digital technologies in Tesco.
 To access the impact of technological advance on the business activities of Tesco.
 To identify the advantages of digital technologies to Tesco.
 To recommend the ways in which Tesco can follow a proper digitalisation process in
order to perform business activities.
Research question
1. What is the concept of digital technologies in retail industry of UK?
2. How technological advancement impacts upon the business activities of retail entities?
3. What are the benefits of using digital technologies to the retail organisations of UK?
What is the rational
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The main objective of digital technology is to provide effective services to the firm so
that entity can get the high amount of profitability. With the help of digital technology, the
business enterprise is able to have smooth operation so that firm can able to sustain in the market
for the longer period. In this manner, it can be true to said that the idea of implementing the
digital technologies in firm is one of the effective method to earn desire amount of profitability.
The technological advancement will be helpful to ensure fast services so that growth of the firm
can be achieved (Hapsari, Stoffers and Gunawan, 2017). The digitalisation is having the strong
impact on the performances of the firm. It is helpful in determining the potential growth in the
market. These kinds of activities are helpful in relation to enhancing the activities of the firm so
that with the help of digital technology there can be ambiguous effect on existing product and
services in the market. With the help of digitalisation, the firm is able to get the desire success in
the market. It is helpful in relation to maintain the security of the data so that things can be
protected from being violate. In order to have the fastest development in the organization the
firm can able to perform its activities sin the efficient manner. The technology is one of the
effective tool in relation to create innovation in product and services so that firm can manage the
operation of entity in effective mode.
Literature review-
The digital technologies play a vital role in determining the success of the firm. It is need
to be conducted in the following manner as are-
1. To determine the concept of digital technology in UK retail sector
According to the view of Itani, Agnihotri and Dingus (2017), digital technology works as
to transferring of the information with the help of satellite which is very helpful to have the
communication to survive the operations of retail based firms in the market. This is helpful in
order to have the fastest development in the market. With the help of digital technology, the firm
is able to operate its business function in the expertise mode. In contrary to Kieckhäfer, Wachter
and Spengler (2017), technological advancement will be helpful in order to process the function
of business in expertise and it works as to eliminate the errors. It is very helpful in providing
high amount of portability and flexibility to firms like Tesco so that the firm can operate its
business activities in will expertise manner. With the help of digital technological function, the
firm can perform its business activities in the effective and efficient manner. As per the view of
Olson and et.al. (2018), digital technology assists as to perform the function of business in the
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timely manner so that expansion of firm can be possible. According to Ross and Lozano-Rojas
(2017), digital technology also plays the vital role in order to bring innovative facilities to enable
the firm in achieving its desired success. By having transformation of digital services in the
enterprise, the firm can operate its business function in the expertise manner. Tomczak Reinecke
and Kuss (2018) pointed out that the digital technology is helpful to process the information of
firm from one place to another so that activities of the firm can be done in the proper manner. In
contrary to Priem, Wenzel and Koch (2017), digital transformation is the well-known concept in
the present environment of business. The various business enterprise is taking effective steps to
adopt technologies as are Big data, mobility, analytics and cloud computing etc. The technology
is one of the effective tool in relation to create innovation in product and services so that firm can
manage the operation of entity in effective mode. It is helpful in order to bring the innovation in
the market so that firm is able to produce goods and services as per the choice of customers.
These kinds of the activities are helpful in order to maintain as well as to create the brand image
in the market. This will be helpful to ensure desire growth in the enterprise. There are various
kinds of the digital technological tools as are social media, cloud computing etc. These all are
helpful in order to determine the future growth of firm. This kind of factor will bring the desire
profitability in the business enterprise. The quality is one of the important factor which is need to
be maintain in order to ensure desire profitability in the enterprise. Without this the firm is not
able to attract customer in the marker. These kinds of activities are helpful in relation to achieve
the desire growth in the market.
To access the impact of technological advancement on the business activities of UK’s retail
industry
According to the view of Möller and Halinen (2018), digital technology has the ultimate
impact over the growth of the firm. It works as to transmission of digital services so that high
amount of profitability in the firm can be achieved. As per the view of Kang and Kim (2017),
digital technology is helpful to deal with the current trends of the firm. In this it can be true to
said that the digital technology is evolved with number of changes in current trends as well as
patterns of technology. This is helpful in having the quality advantage in the business activities.
Hunt (2017) pointed out that digital technology is one of the effective tool in order to process the
activities so that firm can able to operate its function in the impelling manner. With the help of
this the organisation can able to earn the large amount of the profitability. The digital technology
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is taking various kinds of initiatives in order to develop the process of business rapidly. There are
various kinds of the digital technological tools as are social media, cloud computing etc. These
all are helpful in order to determine the future growth of firm.
As per the view of Gregory, Ngo and Karavdic (2017), with the help of technological
innovation there can be possibility to have effective growth in the market. As per the view of
Angell and Kraemer (2017), digital technology, it is the integral part of the firm, with the help of
this the organisation is able to perform its activities in the effective manner. As per the view of
Gregory Ngo and Karavdic (2017), digital technology is one of the effective tool in order to have
increment in the sales profile of business enterprise. In this there is bio-metric system which is
helpful in relation to track the performance of employees as well attendance of individual. This is
one of the effective tool in relation to make better and effective services. As per the view of
Camilleri (2018), digital technology is helpful to facilitate the effective digital technology so that
firm will able to achieve the higher amount of innovation. This kind of the things are helpful in
relation to increase the market share of the business enterprise. This kind of things are helpful to
facilitate higher amount of profitability in the market. David, David and David (2017), pointed
out that digital technology is one of the effective tool in order to process the activities so that
firm in the effective manner. With the help of this the organisation can able to earn the large
amount of the profitability. The digital technology is taking various kinds of initiatives in order
to develop the process of business rapidly. According to the view of Hapsari, Stoffers and
Gunawan (2017), this is one of the effective tool which is helpful in relation to process the
activities of the firm in effective manner. The quality is that part of the organisation which is
need to be maintained in order to achieve the desire success in market. The customer are assets to
the firm, in this manner with the help of implementation of technological advancement the entity
can operate its business function effectively. Moreover, the digital technology is very helpful to
set out the meeting with global partners on the facility like internet it works as to save the cost of
the firm and operate the function of firm in effective manner.
In contrary to Kieckhäfer, Wachter and Spengler (2017), digital technology works as to
bring flexibility in the operation of the firm so that activities need to be done in the expertise
manner. These are the things which works as to achieve the desire success in the market.
According to the view of Itani, Agnihotri and Dingus (2017), digital technologies will be helpful
to deal with the future and current trends of the market with the help of this the firm is able to
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operate its business function in the expertise manner. As per the view of Olson and et.al. (2018),
digital technology assists as to perform the function of business in the timely manner so that
expansion of firm can be possible. According to Ross and Lozano-Rojas (2017), digital
technology also plays the vital role in order to bring innovative facilities so that the things can be
performed in the expertise mode.
According to the view of Tomczak, Reinecke and Kuss (2018), digital technology is crucial
technique which is helpful to managing overall things n efficient mode so that firm can able to
run its activity in appropriate mode. The technology works as to improve the overall productivity
of business.
The main aim of any firm is to have expansion in the profitability so that firm is able to
sustain in market for longer period. In contrary to Priem, Wenzel and Koch (2017), the one of the
major disadvantage in relation to digital technology is that the number in human capital is
declining increasing which is causing the issue of unemployment. Möller and Halinen (2018)
pointed out that the term technology referred as practical application of scientific knowledge so
that usefulness of goods and services can be enhanced. According to the view of Kang and Kim
(2017), digital technology is one of the crucial element which works as to increment in process
of business activities which is inclusive of things like manufacturing, selling, marketing,
distribution and recording etc. These kinds of things are very helpful in order to have business
growth. As per the view of Hunt (2017), modern tools and equipment’s are very helpful because
its works as to utilise the natural resources at the optimum level. The digital technology is
essential to in relation to stimulate the business growth of retail enterprises in UK. In contrary to
which, Gregory, Ngo and Karavdic (2017) have stated that there are various kinds of emerging
technologies as are bio-technology, artificial intelligence etc. are the best among all the kind of
modern technological equipment’s. The digital technology is helpful in relation to have growth
in business, the entity is not able to process without any advanced communication technology in
business enterprise. The digitalisation is having the strong impact on the performances of the
firm. It is helpful in determining the potential growth in the market. With the help of
development in the technologies the firm can able to boost its activities. These kinds of activities
are helpful in relation to enhancing the activities of the retail based firm so that with the help of
digital technology there can be ambiguous effect on existing product and services in the market.
Camilleri (2018) Pointed out that digital technology is helpful to save money and cost on labour
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due to which financial strength of organisations like Tesco can be enhanced. The technological
advancement will be helpful to have elimination in the wastage of resources so that entity can
able to operate its business function in expertise mode. In contrary to which, Kang and Kim
(2017) states that the digital technology is very helpful to enrich the business growth so that
desire objective can be achieved.
Description on the methodologies.
The research methodology section is one of the effective tool which defines the direction
to perform activities of firm. Under this many ways are given which will be helpful to operate
the function of business expertise. There are various kinds of methods as are techniques,
approaches and research methods so that function of the firm can be operated in the effective and
efficient manner. In this manner there are various kinds of research methodologies are given as
are-
Research Philosophy- This is one of the effective method which is helpful in order to make
better evaluation in the things like what kind of data is need to be gathered and analysed so that
things can be dine in the proper and effective manner. Under these there are two kinds of
philosophies are given as are positivism and interpretivism (Edson, Henning and Sankaran,
2016). The both of the philosophies are based in the epistemology and in which firm can operate
its business function in effective manner. These kinds of the philosophies are based on the
scientific truth so that things can be done in appropriate manner. In the present study the
interpretative technique is need to be taken because it is based on human belief and theory.
Under the positivism philosophies the research is based on the scientific theory where there is no
expectation from researcher.
Research approach- under this there are various kinds of tools and techniques which will be
helpful to collect specific data. There are two kinds of approaches as are inductive and deductive.
These kinds of research are helpful in relation to gathering of the data in the specific manner. It
is very helpful in order to deal with the plan and procedures of the study. Under the deductive
approach the main aim is focus over the testing of theory so that work can be done in effective
and efficient manner. The inductive approach is in relation to the generation of the new theory so
that things can be collected effective. In order to process with present study, the inductive
approach will be used so that things can be done in the effectively. These are the effective
methods to do the things in the appropriate manner.
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Research design- In this the effective design is need to be conducted in relation to achieve the
aim and objectives by conducting the study. This is helpful in relation to maintain the validity,
reliability and ethical things so that things can be conducted effectively (Creswell and Poth,
2017). The research design is the effective term which is useful to define the overall strategy in
the effective manner. It is helpful in relation to address the problem of research in effective
manner. With the help of these data can be collected effectively and efficiently. With the help of
these descriptive research data technique is need to be used because it is helpful in relation to
exploring the new data in the expertise mode. This is very helpful in order to conducting the
study in depth manner.
Research techniques- There are two kinds of techniques as are quantitative as well qualitative.
With the help of thins things can be done in the effective and efficient manner. The quantitative
technique is need to be used in order to conduct the depth information on the numeric basis. In
order to conduct the present study, the qualitative technique will be used so that depth
information can be gathered.
Data collection- this is one of the significant process with the help of which data can be measure
and gathered in the appropriate mode. This is one of the standardised tool with the help of which
things can be evaluating in the better mode. There are two kinds of method in relation to
collecting the data as are primary and secondary (Mebius, Kennedy and Howick, 2016). Under
the primary method, it can be processed with the help of questionnaire and interview basis. This
is process with the help of first-hand information. In the secondary method the data can be
gathered with the help of books, journal etc. It is need to be done in the appropriate manner so
that firm is able to achieve the desire outcome. Here, in the present research work, both primary
and secondary data will be collected to reach to pertinent outcomes at the end. For which, 10
managers of Tesco have been interviewed with assistance of a survey and a questionnaire that
will be used to record their responses.
Data sampling- Under this method the firm will work as to select the number of people with the
help of which the sampling will be done. There are two ways of sampling as are probabilistic and
non-probabilistic. The probabilistic method is based on size of population and the non-
probabilistic method is not covered under the same. Herein, a purposive sampling will be used to
specifically select the managers of Tesco with a sample size of 10 participants.
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Data analysis- The data analysis is the method which is also useful to gather the important
information. It is need to be done with the help of thematic analysis. In this all things can be
done in appropriate manner. Out of 2 well known measures namely qualitative and quantitative,
qualitative analysis will be done over here to thematically interpret the acquired findings. This is
due to the nature of quantitative analysis which is more suitable for carrying out numerical or
statistical studies with no such requirement in the present research work.
Ethical consideration- This is also one of the effective steps of research methodologies. Under
this privacy is need to be maintain on the things which have been collected (Bailly and Comino,
2017). With the help of confidentiality, the data can be secured. No harm is to be made on the
animals and other things. Therefore, it is important to secure all reliable data. Beside this, the
participants will be requested to willingly contribute in the study with no forceful agreement.
Draw a plan of implementation for research specification.
Activities 1th
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Research topic
Literature
Review
Designing of
research
methodology
Effective
Proposal
Design
question of
research
Carry out
Research
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activities
Conclusion
and
recommendati
on
Final Report
Editing &
Completion
CONCLUSION
Based on above report it can be concluded that digital technology in retail sector plays a
crucial role in relation to have significant growth in business activities. In the present market, it
is very important to have the proliferation of the new digital technologies in the firm so that firm
can able to run function expertise manner. It is very important for Tesco to deal with the
challenges of digital technologies to enable themselves in scoring market in an effective and
efficient mode. The present file has covered various things such as literature review,
methodologies so that things can be done in effective and efficient manner. The main aim in
order to adopt the process of digital technology is to have smooth flow of working in business
enterprise. The idea of implementing the digital technologies in the retail based firms is one of
the effective method to earn desired amount of profitability. The digitalisation in retail industry
is having the strong impact on the performances of the firm. It is helpful in determining the
potential growth in the market. With the help of development in the technologies the firm can
able to boost its activities.
RECOMMENDATION
1. The digital technology will be helpful to maintain the reliability so that success of Tesco
can be measured.
2. The digital technology will be helpful in order to fostering the growth of Tesco.
3. By implementing the digital technology, the entity is able to enrich the profitability and
productivity of Tesco.
4. Tesco should adopt digital technology so that it will helpful to cut through unnecessary
cost.
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5. By adopting the process of digital technology the firm can able to deal with innovation
procedure. This is one of the effective tool which will be helpful to fostering the growth
of Tesco.
6. With the help of digital techniques, Tesco is able to have potential growth.
7. The digital technology will be helpful to enhance the growth of Tesco in an effective
manner so that there can be balance between the activities of the enterprise.
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generating an optimal marketing strategy for improving cross sales and upsales of items.
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Bailly, A. and Comino, L., 2017. Using Pragmatist Philosophy in Consumer Research:
Influences and Prospects. In Marketing at the Confluence between Entertainment and
Analytics (pp. 729-734). Springer, Cham.
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product. Springer, Cham.
Creswell, J. W. and Poth, C. N., 2017. Qualitative inquiry and research design: Choosing among
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David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a
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