Research Project : Impact of Digital Technology on Business

Added on - 06 Jun 2020

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Research project
TABLE OF CONTENTSTopic: The impact of digital technology on business activity........................................................1INTRODUCTION...........................................................................................................................11. Back ground of study..................................................................................................................1Research questions:................................................................................................................2Research Rationale.................................................................................................................22. Literature review.........................................................................................................................33. Research methodology.................................................................................................................74 Timeline of research activities......................................................................................................9REFERENCES..............................................................................................................................12
Topic: The impact of digital technology on business activity.INTRODUCTION1. Back ground of studyTechnology has revolutionized the direction of companies through which they conductbusiness by enabling small businesses to the level the playing field with the larger organizations.In present scenario, organization have provided their major focus on implementation of digitaltechnologies in their business to innovate their business functions and activities. Digitaltransformation is defined as the methodology in which organisations transform and develop newbusiness models and culture with digital technologies (Bharadwaj and et.al., 2013). It isconsidered as imperative for all business. It encourages organization to use the innovativebusiness models and makes improvement in the experience of their employees, customers,partners and stakeholder through utilization of digital technology. There are various importantbusiness activities have been performed by organisation such as marketing, production, sales,operations and human resource etc. digital technology has also increased profitability oforganisation by providing great support in promotion of products and services in market.Social media networking is identified as important tool of digital technology which hasevolved various opportunities for organisation to achieve growth and attracting high number ofcustomers. By using social media application such as Facebook and Whatsapp, organization willbe able to increase promotion of their products and services in market (Berman, 2012). This isalso major implication that use of social media networking has reduced the cost of businesspromotion. It has enabled organisation to promote their products to large population in less timeduration. Further, activities of marketing department of organisations are high affected afterimplementation of digital technology because company's have increased their promotion andidentified various innovation which they can make in their business practices. Customers arereaching out to business via so many channels. It is hard to keep up and offer them amazingcustomers experience (Pagani, 2013). It also takes good customer's data in order to deliver greatservice experience. Through this, organisation take good customers to deliver great service.Further, social media networking tool can help the marketing department to save time andrunning their business efficiently whilst organisation leverage business data in order to stayahead of competition. In order to accomplish research, scholar has selected international retailerstore TESCO which ha also implemented social media networking in their marketing to promote1
their products and services. It is enterprise that falls under retail sector and aims at providinghigh quality service to customers at lowest prices. TESCO mainly emphasis on analysingrequirement of their customers and fulfilment of those requirements (Mulhern, 2013). However,there are challenges have also been created by digital technologies for organisation which hasprovided negative implications. In order to accomplish the following research, there are someaims and objectives have been formulated by scholar which are mentioned below:Aim: To understand the impact of digital technology on marketing in retail industry – A studyTESCOObjectives:To evaluate the concept of digital marketing on business operations.To identify relationship between social media networking and marketing department atTESCO, UKTo identify challenges of integrating emerging technologies at TESCO.To analyse impact of digital technology on marketing at TESCO, UKTo recommend and suggest strategies for improving marketing activities throughimplementation of digital technology at TESCO, UKResearch questions:What is the concept of digital marketing in business operations.What is the relationship between social media networking and marketing department atTESCO, UK ?What is the impact of digital technology on marketing at TESCO, UK.Research RationaleFor carrying out this research, I have created my interest in these areas and retail sector.This is also linked with my area of interest and provide support in develop skills andcompetencies. I have selected this topic as I have personal interest in carrying out study onvarious digital technologies which are available and used by organisation to promote businessoperations. In this research project, I have also considered various literatures, books, journalsand articles to get information and data which is already published. Literature review helps indevelopment of various skills, knowledge and understanding about accomplishment of researcheffectively. This study has provided assistance towards development of my comprehending andunderstanding skills. Further, I also have interest in collection of data and conducting interviews2
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