The Impact of Digital Technology on Business Activity (Research Project)

RESEARCH PROJECT
(PART 1 AND 2)

TABLE OF CONTENTS
PART 1 RESEARCH PROPOSAL.................................................................................................1
INTRODUCTION...........................................................................................................................1
Background.............................................................................................................................1
Rationale.................................................................................................................................1
Aim and objectives.................................................................................................................1
Research questions.................................................................................................................1
LITERATURE REVIEW................................................................................................................2
METHODOLOGY..........................................................................................................................4
TIMELINE FOR RESEARCH ACTIVITIES.................................................................................6
PART 2 IMPLEMENTATION OF PROPOSAL............................................................................8
Executive summary................................................................................................................8
Introduction............................................................................................................................8
Methodology...........................................................................................................................8
Results and findings...............................................................................................................9
Discussion.............................................................................................................................12
Conclusion............................................................................................................................17
Recommendation..................................................................................................................18
REFERENCES..............................................................................................................................19

PART 1 RESEARCH PROPOSAL
Title: The impact of digital technology on business activity
INTRODUCTION
Background
E-commerce consists important role in business aims and objectives. In this regard,
effectiveness is increasing continuously with implementation of online trading in business.
Furthermore, it also helps to promote products and services of the business to attract maximum
number of people in it. With the help of this tool, retail sector businesses easily communicate
their goals with large number of audience (Lin, Luo and Rong, 2016).
Rationale
Present study considers several benefits with implementation of e-commerce activity. In
this regard, researcher develops significant advantages with e-commerce activities to attract more
number of customers. Furthermore, present study is also beneficial to identify recent market
trends and deal accordingly (Mena and Bourlakis, 2016).
Aim and objectives
Aim: To identify implementation of e-commerce to develop successful results in retail sector
businesses – A Study On Morrison.
Objectives:
 To understand concept and importance of e-commerce in success of retail sector
 To explore factors that included in e-commerce to make successful results in Morrison
 To interrelate e-commerce and success drive in Morrison
 To recommend ways through e-commerce can be implement in retail sector and gain
more profitability.
Research questions
 What do you understand concept and importance of e-commerce in success of retail
sector?
 What are the factors of e-commerce that drive success in Morrison?
 How to interrelate e-commerce and success drive in Morrison?
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 What are the recommendation provided in retail sector business to grow operations and
functions for more profitability?
LITERATURE REVIEW
Concept and importance of e-commerce in success of retail sector
As per the views of Rahayu and Day, (2015), e-commerce consists purchasing and selling
of products and services with electronic medium. For instance, using smartphones, computer,
internet, etc. In modern world, technology expanded continuously which creates significant
option for many enterprises. There are maximum number of businesses want to increase their
online store which is beneficial to enhance customer base. However, Ogonowski, Montandon
and Reyneke, (2014) stated that increasing demand of online purchasing makes it comfortable
for consumers. As a result, they can easily buy products and services where they want. E-
commerce activities assists to make sure that desired work performances will be developed
continuously at retail enterprises. It helps to increase ultimate shopping experience which
expanded tremendously and consider several benefits towards the industry.
Moreover, Mena and Bourlakis, (2016) argued that there are several benefits to
implement e-commerce in businesses. In this consideration, Morrison considers it to develop
their online store. Presence of online tool develops significant advantages because more than
80% population uses internet to purchase something. Attraction of maximum number of
customers assists to compete with online purchase. This strategy is also important to attract new
people in the business. This is because, running e-commerce actually helps to save more cost
with online retail. It also creates benefits towards driving traffic from search engines.
Factors of e-commerce that drive success in Morrison
According to the views of Hartono, Holsapple and Simpson, (2014), e-commerce
considers important role in the success of retail sector business. This is because, it creates impact
with using different factors that helps to create and develop significant advantages. For instance,
low customer acquisition cost makes effective work performances in e-commerce businesses.
The biggest part of this cost is reducing marketing expenses that helps to get new customers in
businesses. With active participation of e-commerce tools, business will get several benefits in
development program of the company. Furthermore, Visser, Nemoto and Browne, (2014) stated
that high purchase rate is also a factor in e-commerce which creates impact on the Morrison.
This is because, in e-commerce more revenue will be generated with contributing customers
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afterwards. This factor generally develop priority that helps to maintain more positive results in
all over the world. It is the most common approach that assists to increase more significant
results in retail sector businesses.
Along with this, Hançerlioğulları, Şen and Aktunç, (2016) explored their views that e-
commerce also considers factor of healthy margins. This is because, it offers possibilities to
acquire several customers in the business. It is an important factor which is made up with
revenue and cost. Marketing expenses could be reduced successfully through concentrating on
revenue increasing.
Interrelationship between e-commerce and success drive in Morrison
According to the views of Lin, Luo and Rong, (2016), e-commerce consists positive
relationship with success of Morrison. In this regard, products create positive impact with using
internet marketing. This is because, it helps to build e-commerce business using advance tools
and techniques. Consequently, it aids to attract maximum number of people in the business. E-
commerce is a perfect method to create marketing and attain more revenue as income stream.
Furthermore, it also assists to build multiple stores for better experiment aspects in enterprise.
However, Park, Kim and Kwon, (2017) argued that e-commerce activity is useful for putting
online store instead of physical so that it offers with wide range of activities. Hence, Morrison
get successful results with cooperating several customers. Moreover, it also helps to deal with
low to high quality of products that assists to meet with innovative functions and operations. It
helps to reduce time consumption so that success of Morrison also develops with positive impact
on the results.
As per the point of Jie, Subramanian and Edwards, (2015), profitability is also considered
as a main concern which increases continuously. As result, it is important to look for powerful
consideration in the business. On the basis of email marketing and long term results, it can be
stated that audience will be attracted successfully with aligning several elements. Facebook is
one of the important element that considers successful operations to attract different people.
Recommendation ways through e-commerce can be implement in retail sector and gain more
profitability
With the help of Brynjolfsson, Rock and Syverson, (2017) views, it can be stated that e-
commerce is one of the successful tool that increases more significant advantages at workplace.
Morrison should include their own web page and website through which they will able to grow
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