Digital Tools and Technologies

This research project examines the importance of digital tools and technologies in improving business activities, using British Airways as a case study. It analyzes the impact of digitalization on various aspects of the airline's operations and recommends strategies for achieving competitive advantage.

RESEARCH
PROJECT

Table of Contents
TITLE: ............................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Overview of the Research.....................................................................................................3
1.2 Background of the Research.................................................................................................3
1.3 Significance of the Research.................................................................................................4
1.4 Research Aim........................................................................................................................4
1.5 Research Objective................................................................................................................4
1.6 Research Question.................................................................................................................5
CHAPTER 2 : LITERATURE REVIEW .......................................................................................5
2.1 To identify the significance of digital tools and technologies applied within an
organisation.................................................................................................................................5
2.2 To analyse various measures that are being implemented by British Airways so as to
improve their business activities.................................................................................................6
2.3 To ascertain the effectiveness of digital tools and technologies in improving the
performance of British Airways in the market. ..........................................................................6
2.4. Recommend various ways through which companies can company can achieve high
competitive gains after implementation of digital technologies.................................................7
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................7
Type of investigation:.................................................................................................................8
Research Design: ........................................................................................................................8
Research Philosophy ..................................................................................................................8
Research Approach ....................................................................................................................9
Data Sampling.............................................................................................................................9
Data Collection: .........................................................................................................................9
Ethical Consideration .................................................................................................................9
CHAPTER 4: DATA ANALYSIS................................................................................................11
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................22
5.1 Conclusion...........................................................................................................................22
5.2 Recommendation ................................................................................................................22
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REFERENCES..............................................................................................................................24
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TITLE:
“To access the importance of digital tools and technologies on the activities conducted in a
business organisation. A case study on British Airways.”
CHAPTER 1: INTRODUCTION
1.1 Overview of the Research
Digitalisation can be defined as a process in which various kinds of new techniques are
being innovated and then implemented so as to improve the performance of activities that are
being conducted in an organisation. Since each and every companion wants to do their business
activities so they make use of these digital technologies as through this they will be able to
conduct all their activities in an effective manner (Rummler and Brache, 2012). The digital tools
and technologies are being proved very effective in developing the capabilities of the company
and its employees as well.
With these kinds of development, company will be able to carry out their business actions
in an efficient way and will be able to attain their aims and objectives ion the desired time period
as well. The company which will be referred here is British airways which are the largest airline
in UK. It was founded by British government in 1974 so as to handle two nationalised airline
corporation.
1.2 Background of the Research
Since British airways is a very popular company so they must be having so many loyal
customers through which they will be able to implement all their business activities in an
effective manner and achieve the goals and objectives of the organisation as well. If company
will conduct all their operations in a proper manner then only company will be able to improve
their current position in the market as well. There are various kinds of activities which is being
implemented by the managers but it will be attempted in a proper manner only when they will be
using digital technologies in their workplace (Sirmon and et. al., 2011).
There are various types of technologies as well which can be used by the manager but
that technique should be effective for the company and develop its productivity at the
marketplace as well. Since in British Airways their customers are everything for them so they
could make use of various kinds of technologies for make sure that all the activities are being
considered in an effective manner as well,
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1.3 Significance of the Research
Since the research is based on importance of digital tools and technologies of digital
technologies and its impact on performance of business activities as well. So , it is required that
the companies should implement the techniques which best fit their organisation so that desired
aims and objectives can be achieved (Christopher, 2016). The management of British Airways
should also make sure that the employees of the organisation are happy and satisfied with their
job and are able to conduct their operations in a proper manner as well. Through this research,
they will be able to develop the skills and capabilities of employees by making them learn new
tools and techniques and them applying it ion the company in a proper manner as well.
1.4 Research Aim
It is considered as the most important part of the research project as the whole research is
based on this factor. If there will be no aim then how will the researcher conduct its activities so
it is very necessary for every researcher to make a proper aim for their research so that they will
have an aim to achieve. The research aim prepared for this research project is to access the
importance of digital tools and technologies on the activities conducted in a business
organisation.
1.5 Research Objective
This is also a very significant part of the research process since there must be some
objectives which need to be completed by the researcher so as to achieve their desired aims.
These aims and objectives are being prepared by the researcher by analysing their research topic
in an effective manner. In this, all the research objectives are connected and interlinked with the
research title as well. The research objectives prepared for this research are as follows:
 To identify the significance of digital tools and technologies applied within an
organisation.
 To analyse various measures that are being implemented by British Airways so as to
improve their business activities.
 To ascertain the effectiveness of digital tools and technologies in improving the
performance of British Airways in the market.
 Recommend various ways through which companies can company can achieve high
competitive gains after implementation of digital technologies.
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1.6 Research Question
This is also one of the main factor which is required to be considered by the researcher as it
includes the questions through which the whole research is being understood and all the
necessary information is being provided as well. The questions prepared for this research project
is as follows:
 How to identify the significance of digital tools and technologies applied within an
organisation?
 What are the ways to analyse various measures that are being implemented by British
Airways so as to improve their business activities?
 How to evaluate the effectiveness of digital tools and technologies in improving the
performance of British Airways in the market?
 Give recommendations in which companies can company can achieve high competitive
gains after implementation of digital technologies?
CHAPTER 2 : LITERATURE REVIEW
2.1 To identify the significance of digital tools and technologies applied within an organisation.
According to the perspectives communicated by Linda Emma, 2018, Technology is the most
vital piece of the 21st century working environment and without its utilization and application
any organization is bound to flop (Rasula, Vuksic and Stemberger, 2012). Digital
Transformation reshapes each part of a business. Effective computerized change must be
accomplished through coordinated effort, smart planning and the incorporation of each operating
department. The advantages of computerized devices and advances can be depicts as takes after:-
 It makes business more proficient - It will permit to be more compelling and productive
in the working. Different equipments like word preparing program, Electronic accounting
framework and so forth are making life less demanding for agents. Organizations can
design calls of offers and arrangements, track time of worker and work out important
assignments rapidly.
 Computational Accuracy-Accuracy is vital particularly with numbers. Current
spreadsheets like exceed expectations, with its many computational equations, guarantees
precision. Bookkeeping programs like Quick-books enable organizations to precisely
keep stock, make and record deals, oversee and pay bills, and handle finance. Presently
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books can be routinely kept up in a product program and money related proclamations
can be created in minutes.
 Competitive in the Marketplace - It has turned out to be more imperative in nowadays for
organizations to have a broad utilization of advances in their workings with a specific end
goal to stay focused in the business (Prajogo and Olhager, 2012). The web has enabled
organizations to accomplish something beyond stay neck and neck with different
organizations, it permits to drive the business ahead on each other . Utilization of
advanced promoting and so on to offer over the globe.
 Communicate all the more effectively Whether its about texting the associate over the
corridor or Skype with customers over the ocean, technology has set aside a few minutes
simple. utilization of online networking like Facebook, Instagram and twitter for limited
time exercises has helped organizations to develop exponentially in their separate area.
2.2 To analyse various measures that are being implemented by British Airways so as to improve
their business activities.
In the current era, it is considered that digital technology is like a boon for the economy
as they are providing various opportunities for the companies to grow themselves in the market.
he measures which is used by the British Airways to optimize its profit are given below:
Increment in advertising : This is the most important system which is utilized by
organization to build its deals with a specific end goal to support their execution at commercial
centre. Taking input from clients, conduction of statistical surveying and so forth are profitable
in expanding showcasing quality of the firm.
Asses your value Strategies: Telecom in addition to should take appropriate think about
the value affect-ability of item and administrations. Organization should take remedial measures
in changing the systems as per the rivals in showcase. Bringing down the cost of item and
administrations can pick up the incomes to compensate for bring down edges (Brewster and
Hegewisch, 2017).
2.3 To ascertain the effectiveness of digital tools and technologies in improving the performance
of British Airways in the market.
According to the views of Moser, (2012), It is said that there are so many changes that
are happening in company which have a deep impact on the changes that will be happening in
the company as well. They are extremely useful in building up the execution of the association in
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the market and expanding its efficiency too. These are the accompanying courses through which
computerized innovations can help in building up the execution of association:
In the event that workers will be propelled to finish their exercises by utilizing different
advances then the exercises of the association will be directed in more orderly way. Chiefs can
look at the execution of representatives by utilizing advances and without utilizing advances and
after that choose that whether it is viable or not (Pollock, Wick and Jefferson, 2015).
2.4. Recommend various ways through which companies can company can achieve high
competitive gains after implementation of digital technologies.
Since it is known that the main aim of very company is to earn more and more profits and
make a permanent place in the market as well therefore to achieve this aim it is very necessary
for them to make sure that the aims and objectives are achieved in an effective manner.
Therefore. the manager is required to ensure that all their management activities are being
performed in an effective manner so that their performance can get enhanced in the market and
they can achieve competitive advantage as well. Several ways through which performance of
company can be sustained in market is as follows:
Resource and capabilities – As per the words of Kolb,(2014); it is said that there are
several resources which a company requires so as to perform their activities in an effective
manner. These are like :
 Apparent and trademarks
 Brand know-how
 Installed customer basic
Value Creation – It is very important for every company to do activities in an effective manner
so that the value of company can be enhanced and more brand value can be created (Moser,
2012).
CHAPTER 3: RESEARCH METHODOLOGY
This can be described as a most essential part of research project which helps the
researcher in providing and appropriate direction to completion of research activities the section
of research is significantly based on various applications which place crucial role in selecting an
appropriate methodology as to moving forward towards right direction. The scientist principally
cantered around executing every one of the parts of research system in most proper way with the
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goal that work should be possible in most suitable way (Ford, 2014). This piece of research
bargains in various applications which are associated with different instruments and systems that
assume most fundamental part in fulfilment of research work. The section involves various
applications in which some are described as under:
Type of investigation:
This consist to be described as an effective part of research methodology it also known as
a fundamental application of research it is a major responsibility of researcher to analyses the
nature of research in order to accumulating appropriate result and outcome. A r esearch either
qualitative or quantitative in nature. The selection of research is based on the data and
information which are accumulated by the circle through various sources. Qualitative research
are based on qualitative means of data and on the other side quantitative research is based on
various facts and figures. In the present research project qualitative research has to be taken into
proper action as it is effective in reaching at final and appropriate outcome.
Research Design:
This is also an another effective part of research methodology as it can be considered as a
blueprint of research which provides an appropriate direction to the researcher to implement all
research activities in well planned and systematic manner this section of research is categorized
among three main parts such as descriptive exploratory and experimental Research Design. In
the present research project descriptive Research Design has to be taken into proper reaction by
investigator as it is more appropriate for qualitative means of data and also helps in providing
descriptive analysis on the facts and figures which are gathered by researcher through various
sources.
Research Philosophy
This piece of research assumes best part in social event information and data by the
assessment and perspectives of different scholars and creators who are having huge summon on
some particular theme or zone (Kolb, 2014). This area of research is partitioned among
Interpretivism or positivism theory. In this present research report Interpretivism theory must be
made into appropriate move since it is best in approaching ahead towards right heading as the
entire research work is rely upon subjective means.
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Research Approach
This can be considered as the successful element of research methodology which helps in
providing a significant way to complete the work in right way with the goal that compelling
outcome can be amassed. This area of research is sorted among two essential methodologies like
inductive and deductive research approach (Shultz and Adams, 2012). In this present research
project inductive approach must be made into legitimate move since this examination depends on
subjective nature and inductive approach stresses on accessible statistical data points which are
accumulated by scientist.
Data Sampling
This accentuates on picking the example that imitates from the original population. It can
be evaluated as the most important part of research project as it helps in selecting the target
population which are helpful in providing appropriate information about the specified area of
study. Specialist either receives probabilistic or non-probabilistic testing strategies according to
the prerequisite of undertaking. In the current research project purposive inspecting procedure
must be utilized as a part of appropriate way since it is more powerful in increasing legitimate
information and data to complete the entire work in noteworthy way.
Data Collection:
This part of methodology is based on two major parts such as primary and secondary
method of data collection. In the present research project both the methods are taken into proper
action by researcher as primary source is effective in conducting a marketing survey through
preparing a questionnaire and on the other hand secondary source is effective in conducting the
section of literature review through analyzing the opinion of various authors and writers.
Ethical Consideration
Investigator faces different issues and hindrance at the season of directing any sort of
research ventures. Time and cash can be considered as the significant issue which is endured by
analyst while executing entire research exercises in very much arranged way (Salas and et. al.,
2012). It is essential for specialist to plan an edge work in which all assignment are actualized as
the need of work so look into work can be finished in wanted time frame. Capital and supports
should be put resources into successful way so benefit can be gathered through fulfilment of
research work. It is the obligation of examiner to keep individual information and data about
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respondents more secret, and guarantee their clients about appropriate well-being and security of
information, with the goal that nobody can take wrong favourable position of data.
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CHAPTER 4: DATA ANALYSIS
This can be considered as one of the most effective part of the research process as here
all those data which has been selected by the researcher will be presented. The researcher will
take help in specifying the responses of people about the implementation of digital technologies
in the company. This area of research is concern with on themes that are created as per the
questions of questions.
QUESTIONNAIRE
Q1) Are digital technologies effective in increasing the growth of trhe company in the
business environment?
 Yes
 No
Q2) What are the major instruments through which people can make use of digital
technology in an effective manner?
 Mobile Phones
 PC
 Broadband
 Landlines
Q3) What are the various sectors in which digital technology can be implemented and
help in improving the activities?
 IT Sector
 Financial Sector
 Marketing Sector
 Human Resource Sector
Q4) Name a sector which is highly benefited after implementation of digital technologies?
 Online Marketing
 Sales
 Advertisement
 Building Connectivity
Q5) Does the company has sufficient resources for bringing in this digitalisation?
 Yes
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 No
Q6) What are the various kinds of impact which is being faced by the company after the
implementation of the digital technologies?
 Increase profitability
 High efficiency in production
 Greater productivity
 Enhancement on knowledge
Q7) Are you feel contented with the offered products and services of British Airways?
 Satisfied
 Dissatisfied
Q8) Has the customer started making use of airline system or they are stil preferring
railways?
 Airlines
 Railways
Q9) Does having a expertise in digital technology will fetch competitive advantage to the
company?
Q10) Give recommendation as to developing performance and profitability of firm at
market place?
THEME 1: Effectiveness of digital technologies in increasing the growth of the company in
the business environment
Q1. Are digital technologies effective in
increasing the growth of the company in the
business environment?
Frequency
 Yes 36
 No 4
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 36 thinks
that digital technology is very effective in bringing out the growth and profitability in the
company and improving its operations as well and only 8 think that they are not effective.
THEME 2: Major instruments through which people can make use of digital technology in
an effective manner
Q2) What are the major instruments through
which people can make use of digital
technology in an effective manner?
Frequency
 Mobile Phones 25
 PC 5
 Broadband 6
 Landlines 4
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 25 thinks
that mobile phones are the best instrument through which digital technologies can be
implemented, 5 think that PC or laptop is best. 6 believes that Broadband is good and the rest 4
think that landlines are the best.
THEME 3: Sectors in which digital technology can be implemented and help in improving the
activities
Q3) What are the various sectors in which
digital technology can be implemented and
help in improving the activities?
Frequency
 IT Sector 18
 Financial Sector 8
 Marketing Sector 9
 Human Resource Sector 5
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Interpretation- From the above data, it can be concluded that out of 40 respondents,18 think that
IT sector is the best one in which digital technologies can be implemented, 8 think that financial
sector can be implemented, 9 believes that marketing sector is also good and the rest 5 think that
human resource department should implement.
THEME 4: Sectors which are highly benefitted after the implementation of digital
technology?
Q4) Name a sector which is highly benefitted
after implementation of digital technologies??
Frequency
 Online Marketing 16
 Sales 8
 Advertisement 6
 Building Connectivity 10
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 16 think that
online marketing will be more benefited, 8 think that sales will increase, 6 think that
advertisement sector will increase and the rest 10 think that they will be able to gain productivity
as well.
THEME 5:Availability of resources in company for bringing in this digitalisation
Q5) Does the company has sufficient resources
for bringing in this digitalisation?
Frequency
 Yes 20
 No 20
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 20 says that
company is having sufficient resources but rest 20 says that company is not having these kind of
resources so they should not implement these technologies at this time.
THEME 6: Various kinds of impact which is being faced by the company after the
implementation of the digital technologies
Q6) What are the various kinds of impact
which is being faced by the company after the
implementation of the digital technologies?
Frequency
 Increase profitability 12
 High efficiency in production 10
 Greater productivity 8
 Enhancement on knowledge 10
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 12 think that
after implementation of technology profitability is increased, 10 says that efficiency will be
gained, 8 says that productivity will be enhanced and the rest 10 says that knowledge will be
increased.
THEME 7: Reaction after the project is being hired by the company.
Q7) Are you feel contented with the offered
products and services of British Airways?
Frequency
 Satisfied 34
 Dissatisfied 6
18
Increase profitability
High efficiency in production
Greater productivity
Enhancement on knowledge

Interpretation- From the above data, it can be concluded that out of 40 respondents, 34 says that
they are satisfied with the services received from British Airways but rest 6 says that they are not
satisfied at all.
THEME 8: Choice of customers in travelling
Q8. Frequency
Q8) Has the customer started making use of
airline system or they are still preferring
railways??
Frequency
 Railways 32
 Airlines 8
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 32 says that
people are still making use if trains for travelling from one place to another since it is more cheap
and rest 8 think that people are making use of air planes so as to travel from one place to another.
THEME 9: Expertise in digital technology will fetch competitive advantage to the company
Q9) Does having a expertise in digital
technology will fetch competitive advantage to
the company?
Frequency
 Yes 32
 No
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Interpretation- From the above data, it can be concluded that out of 40 respondents, 32 think that
expertise is required in conducting the business activities of the company in an effective manner
and 8 think that no specific expertise is required in this.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
As per the above given report it has been concluded that digital tools and technologies
plays effective role in growth and development of firm at market place. In this modern era the
major purpose of each business enterprises is to attaining high growth through offering variety of
products and services to their significant buyers who are very much willing to taking benefits of
offered products and services of firm. Every one of the exercises of business are grouped by
different areas which are working in this way upgrading development and benefit proportions.
Innovative work exercises are significant for firms with a specific end goal to receive advances
as indicated by requests of individuals in the economy. The principle result of research is
connected with assessing results of current advances by utilizing different devices and
procedures by which development can be accomplished. The principle point of business are
connected with utilizing best instruments and procedures which are valuable for their business
tasks thus their benefit proportions can be extraordinarily improved. In the event that best in
class apparatuses and systems are utilized for business tasks then it bring about finishing all
exercises of business in powerful ways which have been given to their potential workers.
5.2 Recommendation
The research report recommends that digital technologies are ought to be executed inside
the association to stay aggressive in the market and to bring proficiency and profitability as well.
Going ahead it will help association to perform well and give better outcomes in terms of income
and productivity development of the organization. The organization can receive different rewards
via mechanizing its procedures and making a computerized environment inside the association as
well. The outcomes could be Lower Employee turnover, high business development and so on.
In dealing with the research, Researcher should remember the time span accessible for the
examination of report and thus ought to fix time appropriately and also requirements to acquire
essential expertise in Time administration. The cost or the spending which is considered the
finish of the task ought to be remembered while confining the exploration report.
In this aggressive time, it is required that each small or big ones ought to extend their
business with the assistance of digital innovations innovation to achieve higher position in
market and to increase competitive advantage as well. Government is additionally reassuring
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Digitization inside business for better financial development and greater work in the field of data
innovation. Ventures should use this opportunity with the two hands and should act toward
utilizing more and more technology and tools to finish of their business project.
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Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
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organisational performance. Economic and Business Review for Central and South-
Eastern Europe. 14(2). p.147.
Prajogo, D. and Olhager, J., 2012. Supply chain integration and performance: The effects of
long-term relationships, information technology and sharing, and logistics integration.
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Brewster, C. and Hegewisch, A. eds., 2017. Policy and Practice in European Human Resource
Management: The Price Waterhouse Cranfield Survey. Taylor & Francis.
Pollock, R. V., Wick, C. W. and Jefferson, A., 2015. The six disciplines of breakthrough
learning: How to turn training and development into business results. John Wiley &
Sons.
Moser, C., 2012. Gender planning and development: Theory, practice and training. Routledge.
Ford, J.K., 2014. Improving training effectiveness in work organizations. Psychology Press.
Kolb, D.A., 2014. Experiential learning: Experience as the source of learning and development.
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Shultz, K. S. and Adams, G. A., 2012. Aging and work in the 21st century. Psychology Press.
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McGrath, S., 2012. Vocational education and training for development: A policy in need of a
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Lokesh, U., 2013. The various technologies and its roles. 2013. [Online]. Available Through:
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