Impact of Electronic Commerce on Marketing and Selling Activities of Business
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Added on 2020-10-22
Impact of Electronic Commerce on Marketing and Selling Activities of Business
Added on 2020-10-22
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RESEARCHPROJECT
TABLE OF CONTENTTASK 1............................................................................................................................................11.1Research Title........................................................................................................................1Aim..............................................................................................................................................3Objectives....................................................................................................................................3Question.......................................................................................................................................31.2 Factors behind the selection of the subject matter.................................................................3Significance of project.................................................................................................................3Rationale of study........................................................................................................................31.4 Research Methodology..........................................................................................................71.5 Time Table...........................................................................................................................10TASK 2..........................................................................................................................................122.1 Matching resources to the research questions.....................................................................122.2 & 2.3 Undertaking the survey by collating and recording data...........................................13TASK 3..........................................................................................................................................163.1 & 3.2 Interpretation and analysis of research outcomes with proper evaluation techniques...................................................................................................................................................163.3 Conclusion and recommendation........................................................................................18TASK 4..........................................................................................................................................21COVERED IN PPT...................................................................................................................21REFERENCES..............................................................................................................................22
TASK 11.1Research Title“To assess the impact of Electronic commerce on marketing and selling activities of business: acase study on Marks and Spencer”.IntroductionResearch project is a tool which helps an individual in exploring one topic of any interestwith the help of systemic methodological tools. The aim of the present study is to analyse theimpact of e commerce on marketing and selling activities of Marks and Spencer. E Commerceemerged as successful digital tool which has created boom for online buying and sellingactivities of organisation across the globe. It is the advancement which helps the firm inexpanding market share across international boundaries with minimum investment. However, thefirst section of project is proposal which will help in developing brief understanding over entireinvestigation 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 primaryinformation and analysis of gathered data to draw final finds. Thus, the report will outlinerecommendation on study which can be suggestion to other students and to entrepreneurialventures.Background of the studyDigital advancement has created boom in business world by enabling simpler techniquesof managing enterprise functions. The advancement has established easy management andcommunication system across the globe. Like, use of smartphone has made worldwidecommunication simple. Apart from this, social media advertising has made marketing andpromotional activity easy and systematic (Warschauer and Matuchniak, 2010). Thus, it can besaid that digital tool has enhanced organisational activities. Further, increasing use of advancedtools is increasing competition as it has created transparency between changing plans andpolicies of entity.However, Electronic commerce has become prominent tools of companies as it assistedthe firm in boosting sales by offering products and services on online platform to worldwidebuyers. There are several types of E commerce such as Business to Business, business toconsumer, Consumer to Consumer, consumer to business, Buyer to administration and1
organisation to administration. The biggest E commerce organisations are, Google, Facebook,Amazon and Tencent. It is considered effective for society worldwide because helps in savingtime of visiting marketing for every necessity. Further, it has established growth opportunitiesfor several start-up entrepreneurial ventures. Thus, the study is focused on analysing implicationof E commerce on marketing and selling activities of Marks and Spencer, one of the leadingfashion retailer in UK (Westerman, Bonnet and McAfee, 2014). Apparently, with the help ofonline selling activities, the firm has expanding market across international boundaries whichdenote its successful management of business operations. Digital technology is the most prominent tool of modern era which has enhanced thebusiness activity by creating value of organisational products and services. Advancement has ledto various changes in organisation functions such as cloud computing has establishing easymanagement by maintaining digital record of necessary information. Further, use of social mediaadvertising has made marketing activities simpler. Internet marketing is conspicuous tool whichhas 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). Theforemost effective characteristics of digital techniques are intelligence, efficient and connective.Thus, the potential contribution of technological updating is easy access of goods and serviceslike online booking facility, online buying, internet marketing etc. Further, it helped the businessin aligning activities of firm according to human needs and wants.Electronic commerce is basically known for online buying and selling of goods andservices. It is the advancement which has assisted millions of organisation boosting sales withoutimplement use of promotional techniques (Bharadwaj, El Sawy and Venkatraman, 2013). It hasestablished wider choice of products and services for consumers according to their taste andpreferences. Further, it has established advantage to access international products which hascreated 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 sellingand marketing activities of Marks and Spencer. M&S is the leading fashion retailer of UK, whichhas established its worldwide presence with the help of internet marketing and selling ofapparels.2
Research aims and objectivesAim“To assess the impact of Electronic commerce on marketing and selling activities of business: acase study on Marks and Spencer”.ObjectivesTo explore implication of digital technology on organisational functions.To evaluate the impact of E commerce on marketing and selling activities of Marks andSpencer.To determine benefits and limitation of e commerce on retailer.QuestionExplain 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 matterSignificance of projectThe study is important because it will help the scholar in determining uses and impact ofElectronic commerce on business activities like marketing, buying and selling. Further,conducting this project is important because it will help in identifying risk association withdigital tools such as capital investment, transparency etc. Rationale of studyThe rationale behind conducting this research is to analyse the effectiveness of electroniccommerce on business activities. It will help in mitigating risk which is related to marketing andselling via online platforms. Apart from this, the study is for academic purpose which will helpsin ascertaining uses and impact of E commerce business(Chaffey, 2015).1.3 Literature reviewTheme 1 Explore the implication of digital technology on organisational functionsAccording to Van, and Tu,2016 this is the galactic determination of Digital Marketing onMarks and Spencer that little finance is enough to get more profits. For small businesses, thereare contrary digital components which they can exercise to be advised in the same mention asmacro businesses. It also impacts the surroundings of market that consider product, price, place3
and promotion which is also known as 4p's of marketing. Promotional material includespublicity, direct marketing, social relation, merchandising and sales promotion. The Net isimpulsive the goods and services achievable in large way. Through digitization, organisation canacquire rewards such as instantaneous connection, content burden, swarm of data, requestopacity, adoptive intimacy, determinant, performing catch up, promote innovations, and makemarque 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 propertyagent’s services. Employee categorisation is really essential to considered in the Marks andSpencer business. With the assist of the ethical communities, presentation assessment activitiesacceleration continuously that makes impressive cooperation of end creation and using socialtools as well. In addition to Morganti, and et.al., 2014 declared that advanced practicalapplications also reasoned with telephone, internet and wireless services that make variousmodifications from location to geographic point.New form of world economic system related routine such as commercialism andenterprises or so on. Examination can carry a big quantity of excess accumulation and substanceabout your customers and clients. Technology can alter the market of the enterprise throughcombination, interactivity, discrimination, triumph, ability and industriousness restructuring.This case study indicates that micro businesses tend to portion very limited financial and humanresources. Nowadays, digital technology in businesses considered different changes in detail togather and dissemination the in the business will impressive substance about the appliers andworkers. There is no doubt that digital technology has a revolutionary change in the structure ofbusiness and organisation(Kurnia, and et.al., 2015).Mobility is one of the best Chang due to digitisation. Company can improve thecommunication process by applications of personal digital products, texting and websites.Companies may also acquire the feedback of customers through electronic methods ofcommunication. There are fundamental changes in operation of business through digitisationsuch as mobile solutions, cloud computing, extreme consumer segmentation, connectivity, raisethe functionality, decreasing cost, alteration in consumer base, social impact and decreaseddowntime. It also lowers the barriers to enter the third parties in the market. This also removesthe technological barriers that have been occurred between customers and employees of the4
company. E-commerce helps the business in reducing the cost. It helps to automate back officetasks. 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 advancementwhich is related to use of internet. It is a buying and selling of good and services on an onlineplatform. In this the firm can offer online services on its website or can make use of other onlineselling business such as Amazon, Myntra etc. With the help of this advancement, the consumersare able to get wide variety of products which is the best thing that helps the organisation inattracting 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 sellingprocedure of final business products. In addition, the digital tools have overlapped the limitationfor consumers which occurs due to geographical limitations. Further, it has assisted the firm inreducing operational cost which has helped in improving quality of product.The author discussed about relation of marketing and selling activities of organisationwith e commerce, from which it has been identified that it has reduced the need of physical setup of company. As per the views of Hennig-Thurau and et. al., 2010, online retail is the growthspiral of organisation like Tesco, Marks and Spencer, Morrison’s Burberry, Gucci, etc. With thehelp of this, the consumers are easily able to connect with firm in order to share their needs andwants. The online selling and buying is consumer centric and is known as time saving practicewhich is the major source of increasing sales if international firms. Apart from this, it can be saidthat it is digital advancement which helps the firm in tracking consumer response according to5Illustration 1: implication of digital technologySource : (Implication of digital technology, 2016)
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