Impact of Digital Technology on SMEs

The assignment requires a comprehensive review of existing research on the impact of digital technology on SMEs. It involves analyzing studies on e-commerce adoption, social media usage, and online marketing strategies in various industries, such as retail, tourism, and manufacturing. The analysis should identify key trends, challenges, and opportunities for SMEs to leverage digital technology for growth and success.

RESEARCH
PROJECT

TABLE OF CONTENT
TASK 1............................................................................................................................................1
1.1 Research Title........................................................................................................................1
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Question.......................................................................................................................................3
1.2 Factors behind the selection of the subject matter.................................................................3
Significance of project.................................................................................................................3
Rationale of study........................................................................................................................3
1.4 Research Methodology..........................................................................................................7
1.5 Time Table...........................................................................................................................10
TASK 2..........................................................................................................................................12
2.1 Matching resources to the research questions.....................................................................12
2.2 & 2.3 Undertaking the survey by collating and recording data...........................................13
TASK 3..........................................................................................................................................16
3.1 & 3.2 Interpretation and analysis of research outcomes with proper evaluation techniques
...................................................................................................................................................16
3.3 Conclusion and recommendation........................................................................................18
TASK 4..........................................................................................................................................21
COVERED IN PPT...................................................................................................................21
REFERENCES..............................................................................................................................22

TASK 1
1.1 Research Title
“To assess the impact of Electronic commerce on marketing and selling activities of business: a
case study on Marks and Spencer”.
Introduction
Research project is a tool which helps an individual in exploring one topic of any interest
with the help of systemic methodological tools. The aim of the present study is to analyse the
impact of e commerce on marketing and selling activities of Marks and Spencer. E Commerce
emerged as successful digital tool which has created boom for online buying and selling
activities of organisation across the globe. It is the advancement which helps the firm in
expanding market share across international boundaries with minimum investment. However, the
first section of project is proposal which will help in developing brief understanding over entire
investigation with the help of aim, objectives, time frames and tools of research methodology.
Further, section 2 of the project will be introduction to topic, collection of secondary and primary
information and analysis of gathered data to draw final finds. Thus, the report will outline
recommendation on study which can be suggestion to other students and to entrepreneurial
ventures.
Background of the study
Digital advancement has created boom in business world by enabling simpler techniques
of managing enterprise functions. The advancement has established easy management and
communication system across the globe. Like, use of smartphone has made worldwide
communication simple. Apart from this, social media advertising has made marketing and
promotional activity easy and systematic (Warschauer and Matuchniak, 2010). Thus, it can be
said that digital tool has enhanced organisational activities. Further, increasing use of advanced
tools is increasing competition as it has created transparency between changing plans and
policies of entity.
However, Electronic commerce has become prominent tools of companies as it assisted
the firm in boosting sales by offering products and services on online platform to worldwide
buyers. There are several types of E commerce such as Business to Business, business to
consumer, Consumer to Consumer, consumer to business, Buyer to administration and
1

organisation to administration. The biggest E commerce organisations are, Google, Facebook,
Amazon and Tencent. It is considered effective for society worldwide because helps in saving
time of visiting marketing for every necessity. Further, it has established growth opportunities
for several start-up entrepreneurial ventures. Thus, the study is focused on analysing implication
of E commerce on marketing and selling activities of Marks and Spencer, one of the leading
fashion retailer in UK (Westerman, Bonnet and McAfee, 2014). Apparently, with the help of
online selling activities, the firm has expanding market across international boundaries which
denote its successful management of business operations.
Digital technology is the most prominent tool of modern era which has enhanced the
business activity by creating value of organisational products and services. Advancement has led
to various changes in organisation functions such as cloud computing has establishing easy
management by maintaining digital record of necessary information. Further, use of social media
advertising has made marketing activities simpler. Internet marketing is conspicuous tool which
has created revolution in promotional and marketing activities of enterprises worldwide.
Apparently, advancement in digital tools led to transformation in innovation management,
transparency, participation, communication and collaboration (Seo and Park, 2018). The
foremost effective characteristics of digital techniques are intelligence, efficient and connective.
Thus, the potential contribution of technological updating is easy access of goods and services
like online booking facility, online buying, internet marketing etc. Further, it helped the business
in aligning activities of firm according to human needs and wants.
Electronic commerce is basically known for online buying and selling of goods and
services. It is the advancement which has assisted millions of organisation boosting sales without
implement use of promotional techniques (Bharadwaj, El Sawy and Venkatraman, 2013). It has
established wider choice of products and services for consumers according to their taste and
preferences. Further, it has established advantage to access international products which has
created the needs of change and innovation in every industry worldwide (Zhu and Zhang, 2010).
In addition, it led to competition among worldwide organisations with regard to market share,
products and services. The focus of this project is on evaluating impact of e commerce on selling
and marketing activities of Marks and Spencer. M&S is the leading fashion retailer of UK, which
has established its worldwide presence with the help of internet marketing and selling of
apparels.
2

Research aims and objectives
Aim
“To assess the impact of Electronic commerce on marketing and selling activities of business: a
case study on Marks and Spencer”.
Objectives
 To explore implication of digital technology on organisational functions.
 To evaluate the impact of E commerce on marketing and selling activities of Marks and
Spencer.
 To determine benefits and limitation of e commerce on retailer.
Question
 Explain the implication of digital technology on organisational functions?
 How E commerce impact marketing and selling activities of Marks and Spencer?
 What are the benefits and limitation of e commerce on retail business?
1.2 Factors behind the selection of the subject matter
Significance of project
The study is important because it will help the scholar in determining uses and impact of
Electronic commerce on business activities like marketing, buying and selling. Further,
conducting this project is important because it will help in identifying risk association with
digital tools such as capital investment, transparency etc.
Rationale of study
The rationale behind conducting this research is to analyse the effectiveness of electronic
commerce on business activities. It will help in mitigating risk which is related to marketing and
selling via online platforms. Apart from this, the study is for academic purpose which will helps
in ascertaining uses and impact of E commerce business(Chaffey, 2015).
1.3 Literature review
Theme 1 Explore the implication of digital technology on organisational functions
According to Van, and Tu,2016 this is the galactic determination of Digital Marketing on
Marks and Spencer that little finance is enough to get more profits. For small businesses, there
are contrary digital components which they can exercise to be advised in the same mention as
macro businesses. It also impacts the surroundings of market that consider product, price, place
3

and promotion which is also known as 4p's of marketing. Promotional material includes
publicity, direct marketing, social relation, merchandising and sales promotion. The Net is
impulsive the goods and services achievable in large way. Through digitization, organisation can
acquire rewards such as instantaneous connection, content burden, swarm of data, request
opacity, adoptive intimacy, determinant, performing catch up, promote innovations, and make
marque and so on. The Internet license a business deal of contents to be gets easily by customers.
Sometimes by trappings unified or attending services such as commercial enterprise and property
agent’s services. Employee categorisation is really essential to considered in the Marks and
Spencer business. With the assist of the ethical communities, presentation assessment activities
acceleration continuously that makes impressive cooperation of end creation and using social
tools as well. In addition to Morganti, and et.al., 2014 declared that advanced practical
applications also reasoned with telephone, internet and wireless services that make various
modifications from location to geographic point.
New form of world economic system related routine such as commercialism and
enterprises or so on. Examination can carry a big quantity of excess accumulation and substance
about your customers and clients. Technology can alter the market of the enterprise through
combination, interactivity, discrimination, triumph, ability and industriousness restructuring.
This case study indicates that micro businesses tend to portion very limited financial and human
resources. Nowadays, digital technology in businesses considered different changes in detail to
gather and dissemination the in the business will impressive substance about the appliers and
workers. There is no doubt that digital technology has a revolutionary change in the structure of
business and organisation(Kurnia, and et.al., 2015).
Mobility is one of the best Chang due to digitisation. Company can improve the
communication process by applications of personal digital products, texting and websites.
Companies may also acquire the feedback of customers through electronic methods of
communication. There are fundamental changes in operation of business through digitisation
such as mobile solutions, cloud computing, extreme consumer segmentation, connectivity, raise
the functionality, decreasing cost, alteration in consumer base, social impact and decreased
downtime. It also lowers the barriers to enter the third parties in the market. This also removes
the technological barriers that have been occurred between customers and employees of the
4

company. E-commerce helps the business in reducing the cost. It helps to automate back office
tasks.
Theme 2: Electronic Commerce and its impact on marketing and selling activities.
According to Eid and El-Gohary, 2013, E commerce has is the digital advancement
which is related to use of internet. It is a buying and selling of good and services on an online
platform. In this the firm can offer online services on its website or can make use of other online
selling business such as Amazon, Myntra etc. With the help of this advancement, the consumers
are able to get wide variety of products which is the best thing that helps the organisation in
attracting consumer and increasing sales. The factor of E commerce comprises expedition,
delivery, payment customer, online stores, products and several offers. Similarly, Turban and et.
al., 2017, has stated that advancement of E commerce has made faster buying and selling
procedure of final business products. In addition, the digital tools have overlapped the limitation
for consumers which occurs due to geographical limitations. Further, it has assisted the firm in
reducing operational cost which has helped in improving quality of product.
The author discussed about relation of marketing and selling activities of organisation
with e commerce, from which it has been identified that it has reduced the need of physical set
up of company. As per the views of Hennig-Thurau and et. al., 2010, online retail is the growth
spiral of organisation like Tesco, Marks and Spencer, Morrison’s Burberry, Gucci, etc. With the
help of this, the consumers are easily able to connect with firm in order to share their needs and
wants. The online selling and buying is consumer centric and is known as time saving practice
which is the major source of increasing sales if international firms. Apart from this, it can be said
that it is digital advancement which helps the firm in tracking consumer response according to
5
Illustration 1: implication of digital technology
Source : (Implication of digital technology, 2016)

their views on particular item. Thus, it can be said that it is the strategy which has reduced the
need of promotion and marketing as in this, the firm holds the opportunity of offering instant
discounts in order to gain buyer’s attention.
In accordance, Gangeshwer, 2013, has stated that E-commerce is related to buying and
selling over the Internet and conducting transaction and communication via computer-mediated
network. It is convenient for the buyers because it offers cash on delivery option where the
person just needs to wait at home for products. Further, the author stated that initially it was not
convenient because it did not offer exchange and return system but with growing need of buyers
and sales of firm the online networked enterprise has started offering maximum 30 days
exchange and return policy which again established convenient and trust bond of consumers with
domestic as well as international enterprises. However, Shahjee, 2016, has stated that E
commerce merged as effective tool of digital technology because it requires less investment or
expanding business functions. Further, it has reduced transaction cost. It is effective for even
marketing and promotional activities companies because when offering products online the
management aims at offering different types of offers such as mid night heavy discount, happy
hours sales, flat 50 for limited period etc.
Apparently, all these promotional techniques on online platform have been proved
beneficial for the entities because it aids in increasing sales and maximizing profits. In addition,
online selling n buying is the best source for clearing dead stock which can be a waste of much
organisation due to innovation and changing trends. E commerce allows the firm in tracking its
performance according to competitors and also helps in determining needs of innovation at initial
level which helps in mitigating risk of losing consumers. On the other hand, check over online
shoppers and their wish-list is another source which assists the organisation in analysing need of
improvement in existing products and services. Thus, as per the discussion, it can be said that E
commerce has revolutionized marketing and selling activities of business at global level.
Theme 3 Determining the benefits and limitations of e commerce on UK based retailer
According to the view of (Van, and Tu 2016) Ecommerce is known to transform the
entire concept of operating a business by now providing an equivalent scope of development to
all localised businesses who are now able to mark their presence in any preferred corner of the
globe. It has together enabled the clients to shop online with an ease of making easy transactions
6

through online means. It is in accordance to the presented views of (Morganti, and et. al.,
2014,)ecommerce has been found to enhance the level of communication in today’s businesses.
This has greatly assisted the businesses to come out of the traditional measures of working and
adopt certain innovative ways that will lead to satisfy the changing needs and demands of the
customers. (Bai,2018. 107) with a favourable consent towards it have also supported a significant
contribution of ecommerce in improving the undertaken business practices. This leads to create
the foremost benefit of expanding into the market to further empower the reach to international
level.
This will also lead to round the clock accessibility with 24 hours’ services to fulfil the
requirements of the customers. Cost effectiveness is yet another beneficial notion of e-commerce
where it is known to provide highly cost effective services to the customers. It is basically by
lessening down the infrastructure as well as other related costs of inventory management and
customer services, etc. Although, there together exists some vital drawbacks of ecommerce
where it often leads to several technical limitations as stated by (Morganti, and et. al., 2014.)
This is for instance to specify the limitation of accessing internet from every corner of the globe.
Deficient knowledge depicts yet another (Morganti, and et.al., 2014) concerning fact of many
where internet has yet not affected everyone’s life or reversely affected in negative manner. For
this, many people restrict themselves from using internet and shop online through the apps and
websites designed by the retailers.
1.4 Research Methodology
There are various tools and techniques which provide relevant information and data to
conduct a research project. These tools are as follows:
Research philosophy: Philosophy helps the researcher in developing understanding over aims
and objective of study (Geerts, 2011). Thus, for this research, the scholar will implement the use
of interpretivism research philosophy, with the help of which the scholar will be able to make
assumption on the basis of collected information. This is an important factor of research project
which involves various philosophies such as ontology, epistemology and axiology. It includes
specifying the philosophy of the research. It can be positivism, realism, pragmatism and
interpretative. The brief of these philosophies are as follows:
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ONTOLOGY: The base of its categorisation is object and subject. Objective is obsessed with
the position that social objects persevere in actuality outer to ethical performers. Secondly,
subjectivity is obsessed on the ethical phenomena which are emerged from the conceptualisation
and phenomenon of those ethical performers concerned with their state. It is specifically based
on existence of actuality.
EPISTEMOLOGY: Epistemology is specifically classified as Positivism, Realism and
Interpretative regarding to the research philosophy. This is apprehended about the satisfactory
knowledge of a specific area of examination. It can be separate into two factors such as source
researcher and opinion researcher. The source researcher agreement with the substance from the
position of natural scientist On the other hand, the opinion researcher is concerned about the
sensibility, cognition and feelings of the workers towards their administrator.
POSITIVISM: Investigation plan of action in positivism approach is settled on data collection
and conception betterment. These hypotheses will be established and authorised which can be
utilised for further inquiry.
REALISM: Pragmatism is other philosophical part of epistemology which is companion with
technological transmission.
INTERPRETATIVE: Interpretative is a division epistemology which is focused on the
appraisal the variables between humans as social performers.
Research Approach: Approach helps in setting systematic procedure of study on the basis of
spatial and temporary scales. In this study, the researcher will implement the use of inductive
approach which helps the scholar in logical and analytical reasoning over gathered information.
Sampling: In this, researcher aims at choosing the best and related sources which can assist in
gathering viable information with regard to research aims and objectives. However, in this study,
the scholar will implement the use of random sampling where the sample of scholar will be 20
employees of Marks and Spencer. This is the best technique or method to conduct primary
research. There are usually two types of sampling method such as profitability sampling and
non-profitability sampling. Profitability sampling method is the probability of each item in the
universe to get selected for research is the same. Samples are totally random in nature in this
method. In non-profitability sampling, the probability of each units in the world to get chosen for
investigation is not the same. In the respect to explain the profitability and non-profitability
sampling, there are various other categories in these methods such as simple random, stratified,
8

area and multi stage, systematic sampling in the profitability technique and convenience,
judgment, panel, quota and snowball are the types of non-profitability sampling. The size of
sampling depend on the homogeneity, number of proposed and nature of study. To conduct a
sampling process, there are different stages included such as first is the defining target
population, specifying the sampling frame and sampling unit, then evaluate the method of
sampling, determining the size of sampling, implementing the sampling plan and last is selecting
the sample(Ramanathan, Ramanathan, and Karpuzcu, 2016).
Data Collection: In this, the researcher aims gathering information from different sources. It is
based on current data and past facts and findings (Gale, Heath and Redwood, 2013). Apparently,
in this study the individual will implement the use of both secondary and primary data collection
where secondary information will be based on books, journals and articles where for primary
data collection the individual will conduct interview of 20 workers of M&S with the help of
questionnaire. It is the last process or research project. Research project has to be done for data
collection regarding to the research objective. Data can be collected through primary and
secondary resources.
Data Analysis: In this, scholar aims at outlining findings from gathered data for which the
individual will implement the use of qualitative analysis. Here, the individual will focus on
framing themes on collected data in order to make discussion systemic. It is the process of
transforming and inspecting the data with the objective of finding information, conclusion and
supporting the process of decision making. It involves various stages including situating a data
set, making the data process, applying techniques and creating reports. The main objective of the
data analysis is to collect the relevant data to accomplish the research project. It starts with
evaluating, examining and experimenting of the data with using analytical and logical reasoning.
Ethical consideration: It is the essential part of study for which the scholar will include list of
relevant references and will cite them in order to maintain reliability and viability of project and
collected information.
Research design: it is the set of methods which is used in analysis the measures of the variables
occurred in research problem. There are different types of research design such as descriptive,
correlation, semi experimental, experimental, review and meta analytic. It is a grouping of
collection and information. The chosen of research design is based on its flexibility and
appropriateness. Usually it is considered as quantitative and qualitative method. Development of
9

research design can be done through assort the supposed results, developing the questions
regarding research product, measured the result which is to be required for the research project,
select target population, content and data aggregation method, find out the distinctive features,
select the best method and choose the right one for findings the research. In addition to this,
quantitative and qualitative methods also have different features such as descriptive, correlation,
experimental and quasi experimental design. It includes the decisions regarding what, where,
when and how many resources involves in finding the research project. This includes numerous
tasks such as sampling, observational, operational and statistical design. Before preparing the
research design, it is important to be clear about the roles and the objectives of the research
project. It refers to the whole strategy that business has chosen to implement the different
strategies.
1.5 Time Table
Activity 1st Week 2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Determi
ning
topic of
research
Analysi
ng
literatur
e review
Drafting
method
ologies
Determi
ning
10

research
Proposa
l
Designi
ng
question
and
conducti
ng
research
Arrangi
ng
records
and
informa
tion
Interpre
tation
and
analysis
of
collecte
d data
Conclus
ion and
discussi
on
Final
report
and
11

submissi
on.
12

TASK 2
2.1 Matching resources to the research questions
QUESTIONNAIRE
Name:
Age:
Gender:
1. Is E-commerce impacting on Marks and Spencer business?
 Yes
 No
 Cannot say
2. Is E-commerce affecting the marketing and selling activities?
 Yes
 No
 Cannot say
3. Which is the benefit attaining by the E-commerce?
 Easy transaction
 Easy payment method
 Cannot say
 Both of the above
4. Is there any limitation of E-commerce?
 Yes
 No
 Cannot say
5. To whom E-commerce affects?
 Whole seller
 Retailer
 None of the above
 Both of the above
6. Is E-commerce assessing the selling activity of business?
 Yes
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 No
 Cannot say
7. What is the full form of E-commerce?
 Electronic commerce
 Eligible commerce
 Evaluating commerce
 Cannot say
8. Is E-commerce beneficial for the business?
 Yes
 No
 Chances of both of the above
 None of the above
9. What is the % contributed by E-commerce in the growth of business?
 45%
 55%
 10%
 15%
10. By which source, company is transacting?
 Direct sources
 Indirect sources
 Electronic sources
 None of the above
2.2 & 2.3 Undertaking the survey by collating and recording data
Is E-commerce impacting on Marks and
Spencer business?
Respondents
 Yes 15
 No 5
 Cannot say 5
Is E-commerce affecting the marketing and Respondents
14

selling activities?
 Yes 13
 No 4
 Cannot say 3
Which is the benefit attaining by the E-
commerce?
Respondents
 Easy transaction 5
 Easy payment method 4
 Cannot say 2
 Both of the above 9
Is there any limitation of E-commerce? Respondents
 Yes 9
 No 8
 Cannot say 3
To whom E-commerce affects? Respondents
 Whole seller 4
 Retailer 3
 None of the above 2
 Both of the above 11
Is E-commerce assessing the selling activity
of business?
Respondents
15

 Yes 12
 No 5
 Cannot say 3
What is the full form of E-commerce? Respondents
 Electronic commerce 9
 Eligible commerce 7
 Evaluating commerce 3
 Cannot say 1
Is E-commerce beneficial for the business? Respondents
 Yes 6
 No 3
 Chances of both of the above 9
 None of the above 2
What is the % contributed by E-commerce
in the growth of business?
Respondents
 45.00% 3
 55.00% 1
 10.00% 14
 15.00% 2
By which source company is transacting? Respondents
 Direct sources 2
16

 Indirect sources 4
 Electronic sources 9
 None of the above 5
TASK 3
3.1 & 3.2 Interpretation and analysis of research outcomes with proper evaluation techniques
Theme 1 E-commerce is impacting on Marks and Spencer business
Is E-commerce impacting on Marks and
Spencer business ?
Respondents
 Yes 15
 No 5
 Can not say 5
Interpretation: From the above graph, it can be interpreted that there are 15 respondents who
agree that E-commerce is impacting on the business of Marks and Spencer. It impacts in positive
17
15 5
5
Yes
No
Can not say

and negative, both manner. Generally, it impacts in positive way because it provides different
benefits to the organisation such as ease to transact and transmission.
Theme 2 E-commerce is affecting the marketing and selling activities
Is E-commerce affecting the marketing and
selling activities ?
Respondents
 Yes 13
 No 4
 Can not say 3
Interpretation: From the above graph, it can be interpreted that there are 13 respondents who
accept that E- commerce is affecting the marketing and selling activities of the chosen
organisation because digital marketing increase the level of competitive market. Companies are
using different digital technologies to maintain its position in cut throat rivals. Marks and
Spencer are using online methods and channels of providing products to the customers.
Theme 3 Easy transaction and Easy payment method are the advantages attained by the E-
commerce
18
13
4
3
Yes
No
Can not say

Which is the benefit attain by the E-
commerce ?
Respondents
 Easy transaction 5
 Easy payment method 4
 Can not say 2
 Both of the above 9
Interpretation: From the above graph, it can be interpreted that there are 9 respondents who
accept that E-commerce provides advantages of easy transaction and easy payment methods.
With using digital channels, the transaction process and payment method is so easy. Company
can use different types of tools such as online, texting, internet or so on to communicate with the
customers in just few seconds. Advantages of the same are: it decreases the financial cost, raise
the potential income, sell internationally, personalised online experience, affordable employees,
attract more customers, easy to handle the customers or retarget the consumers, company is able
to produce more number of orders and can expand its business quickly.
Theme 4 There are different limitation of E-commerce
19
5
4
2
9 Easy transaction
Easy payment method
Can not say
Both of the above

Is there any limitation of E-commerce ? Respondents
 Yes 9
 No 8
 Can not say 3
Interpretation: From the above graph, it can be interpreted that there are 9 respondents who
agree that there are different limitations of E-commerce. As it provides different advantages but
on the other hand, it also impacts in the negative manner to the structure. As it increases the work
efficiency but it also decreases the performance of the employees and quality of the product.
Limitations are: through online shopping, customers cannot try the outfits before purchasing,
highly competitive, customers are impatient and so on.
Theme 5 E-commerce affects to Whole seller and Retailer
To whom E-commerce affects ? Respondents
 Whole seller 4
 Retailer 3
 None of the above 2
20
9
8
3
Yes
No
Can not say

 Both of the above 11
Interpretation: From the above graph, it can be interpreted that there are 11 respondents who
accept that E-commerce affect the business of whole seller as well as retailer. These both are the
businesses are affected by the electronic commerce because all the transaction of these
organisations are done through digital channels.
Theme 6 E-commerce is assessed the selling activity of business
Is E-commerce assess the selling activity of
business ?
Respondents
 Yes 12
 No 5
 Can not say 3
21
4
3
2
11
Whole seller
Retailer
None of the above
Both of the above

Interpretation: From the above graph, it can be interpreted that there are 12 respondents who
agree that E-commerce assess the selling activity of chosen business. It also assesses the selling
activity. Company can monitor and control the activities of the business though online tracking.
Manager can view the performance level of the employees and can give them suggestion to
increase the performance level, thus selling activities increased as well.
Theme 7 Electronic commerce is the full form of E-commerce
What is the full form of E-commerce ? Respondents
 Electronic commerce 9
 Eligible commerce 7
 Evaluating commerce 3
 Can not say 1
22
12
5
3
Yes
No
Can not say

Interpretation: From the above graph, it can be interpreted that there are 9 respondents who said
that the full form of e-commerce is electronic commerce. Electronic refers to the task done
through online methods. Online methods include internet, websites, texting or audio video
methods.
Theme 8 E-commerce is beneficial for the business
Is E-commerce beneficial for the business ? Respondents
 Yes 6
 No 3
 Chances of both of the above 9
 None of the above 2
23
9
7
3
1
Electronic commerce
Eligible commerce
Evaluating commerce
Can not say

Interpretation: From the above graph, it can be interpreted that there are 9 respondents who
agreed that E-commerce is beneficial and non-beneficial for the business. As above discussed
that it affects the business in positive and negative both manner. Company can overcome the
negative impacts by developing the planning and strategies or improve the efficiency of the
productivity.
Theme 9 E-commerce contributes 10% in the growth of business
What is the % contribute by E-commerce
in the growth of business ?
Respondents
 45.00% 3
 55.00% 1
 10.00% 14
 15.00% 2
24
6
3
9
2
Yes
No
Chances of both of
the above
None of the above

Interpretation: From the above graph, it can be interpreted that there are 14 respondents who
agreed that E-commerce contributes 10 % in the business growth of Marks and Spencer. It
generally contributes 10% in the growth of the business but higher amount of contribution in the
economic growth of the business and its country where it operates its business. By increasing the
performance, work efficiency, decreasing the operating cost, overhead cost and other indirect
expenses, company can generate higher margin of profitability.
Theme 10 Company is transacting through Electronic sources
By which source company is transacting ? Respondents
 Direct sources 2
 Indirect sources 4
 Electronic sources 9
 None of the above 5
25
45.00%
55.00%
10.00%
15.00%
1
2
3
4

Interpretation: From the above graph, it can be interpreted that there are 9 respondents who said
that company is using electronic sources in transacting the products and services. Marks and
Spencer is using electronic sources to deliver the products and services. It also provides online
shopping and online telecommunication services to the customers. Direct and indirect sources
are difficult to handle and the cost operated by these sources are also higher. Electronic sources
decrease the extra cost such as media expenses or entertainment expenses.
3.3 Conclusion and recommendation
This is to conclude that current undertaken study is carried out to ascertain the impact of
e-commerce in the marketing and sales related activities of UK based retail organisations. For
this purpose, a renowned fashion retailer named Marks and Spencer has been taken into
consideration. It has explored the concept of e-commerce in the promotional as well as sales
related activities of M&S with a special consideration of defining its benefits as well as other
concerning aspects. Although, on concluding the acquired results, it has been found that e-
commerce is mostly known to have a positive impact on the businesses.
Basically, the technological aspects of today’s modern world is day by day becoming
very sophisticated with a disintegrating costs by assisting people to use the internet in the easiest
and affordable manner. There exists a large set of customers who largely prefers making online
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2
4
9
5
Direct sources
Indirect sources
Electronic sources
None of the above

shopping rather than going to a nearby shop and purchasing the products, offline. This is also due
to the fact where online shopping are much more conformable for a huge number of consumers
where they get their order delivered at their doorsteps and on immediate basis. Such integrated e-
commerce along with marketing is apparent to revival of the marketing function by duly
eliminating its conventional measures.
The marketing function is referred to be the most dramatic function in almost all sorts of
entities due to an emerging set of technology. Nowadays, the companies can easily access the
web to interact with their customers on constant basis. This is also being done with a prime
concern of serving the customers by providing 24/7 services, 365 days. It in turn assists the firms
to make a strong relationship with their clients and users and retain them for a longer time period
or for the entire lifespan of the business by encouraging repetitive buying. Even the cyber
shopping tends to permit the buyers to purchase goods directly from their homes in their own
comfort zone. It is with assistance of e- commerce, one can consider making purchase any time,
whether day or night and from any corner of the globe.
It is after acknowledging the conceptual procedure of e- commerce, it has been found to
be a process of buying or selling of goods via online networks. It also involves the exchanging of
products and services with a greater role of internet in it(Savrul, Incekara and Sener, 2014). E-
commerce exists in several forms where it duly depends upon the degree and extent of
digitalization. It together involves a procedural approach used to deliver the product or sell a
service along with the agent responsible to deliver or any related intermediate party. However,
the product can be either in physical or digital form with a process required to be followed that
can also be in either forms. Fundamentally, these produces total 8 distinct dices with each having
3 dimensions. This is also on differentiating the traditional form with that to the modern or
digitalized form where every dimension of a product, its agent and process that are physical
depicts the dimensions of a traditional form. In contrast to which, e-commerce dimensions are
also same with a distinct existence of their forms, that are digitalised in nature. Such a pure form
of e- commerce is meant to deliver the digitalised goods and services to the customers.
The above research has together summarised some significant benefits of e- commerce to
both the organisation as well as its customers(Soto-Acosta, Popa and Palacios-Marqués, 2016).
This involved enabling the customers to shop at their own ease with round the clock transactions,
anytime in a day and from any part of the world. It is together known to offer huge number of
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options to the consumers to choose and buy from, it is by together permitting them to get quick
delivery at their doorsteps. It together assists in participating in virtual sales by also indicating
with other consumers in the electronic community to exchange their own set of experiences as
well as ideas to further compare and then choose to buy from a specifically selected vendor. It is
also found to simplify the state of competition that is getting intensified by resulting into the
formation of considerable discounts(Strauss and Frost, 2016).
Apart from this, e- commerce is duly assists the businesses to operate from any corner of
the world and expand themselves at both domestic and international level. This also requires a
very negligible capital expenditure where the enterprise can easily locate a large set of customers
with best suppliers and suitable business partners quickly, at a worldwide level. It is together
known to lessen down the inventories along with the overhead by enabling a pull kind of supply
chain management. It also tends to reduce the time among the capital disbursement and the
delivery of goods and services. Also, it has been found to decline the expenses related to the
creation, processing, distribution, storage and retrieval of paper based data. Lastly, it tends to
enhance the brand image in front of the customers with improved services to them.
Lastly, it has concluded the impact of e- commerce on the business activities of M&S; it
has discoursed upon 2 main areas of marketing and sales. This included some major aspects of
promoting the products via electronic means with information rich data to conveniently interact
with the customers. Another is in regard to save directly by delivering information over the
internet that will in turn result into a substantial saving of costs. Customer service is yet another
major consideration that can be improved via electronic means. It can be done by enabling the
customers to get detailed data online. Customer value and intermediaries are 2 other vital
concerns to distinguish the effectiveness of e- commerce with that to the traditional means. This
is where the middlemen in the traditional procedures of marketing are supposed to offer speed
along with time efficacies to the final customers. However, advanced information technology
with its progressive measures is known to turn the intermediation into disintermediation. Another
is in regard to customer value in traditional form of marketing that attempts to maximize the
value per dealings with a foremost existence of the customers. But, in electronic procedure, the
marketers are attempting to create an ideal relationship with the consumers. It is done by
considering getting a long term extension of value(Turban and et.al., 2017.).
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It is therefore on the basis of above summarised points of this study, below exists some
detailed recommendations for M&S to follow as a way of propagating their business with more
effective strategies of marketing to accelerate the sales-
 Establishing a quick corporate image at reasonable costing.
 Using a 2 way procedure to interact with the customers and persuade them to purchase
the offered goods and services by asking them to browse, explore, compare and analyse
from all likely options.
 Customisation is referred to be yet another profitable mean through which, the customers
can be duly attracted to buy customised products, satisfying their exact needs and
demands, identified by M&S prior developing the goods and services. Lastly, using an electronic order making procedure to receive online orders from the
customers via electronic means to save both time and money due to a reduced
expenditure(Van and Tu, 2016).
Future area of research
This is to determine the future area of investigation where presently this study has
explored the impact of e- commerce onto the marketing and sales related activities of a retail
organisation in UK, called M&S. Further, it can be applied to such similar activities of
hospitality that also has an abundant use of e- commerce in their business. In addition to this,
another research could consider implying a specific use of e- commerce in enhancing the brand
image of the retail based establishments or creating a sense of loyalty in customers of hospitality
firms.
TASK 4
COVERED IN PPT
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