Research Project on Costa UK

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
Chapter One: Introduction ..............................................................................................................1
Chapter Two: Literature Review ....................................................................................................3
Chapter Three: Research Methodology ..........................................................................................5
Chapter Four: Data Analysis and Presentation ...............................................................................7
Chapter Five: Discussion ..............................................................................................................19
Chapter Six: Conclusion, Recommendations and Implications for Further Research...................22
REFERENCES..............................................................................................................................24
Appendix .......................................................................................................................................26

TITLE:
The impact of Digital Technology on Costa.
Chapter One: Introduction
Overview of the Research
Digital Technologies are considered as the most essential aspect for the growth and
success of an organisation, thus technologies are effective in implementing changes in
organisational operations and functions. The digitalization is also refers as one of the key drivers
in the modern century and has a conspicuous impact over an organisation. In the modern trend,
digitalisation has cover a wide area, thus the living of people are also based on digital tools and
technologies. In the organisational context digital tools and technologies are plays vital role in
improvising the operations and production of firm (Berends and et. al., 2014). In this present
investigation work Costa UK is the chosen organisation. It is a British multinational coffee house
company, which operates at global level. The headquarter of the firm is in Dunstable,
Bedfordshire. The company was founded in the year of 1971, with the significant efforts of
Bruno Costa and Sergio Costa in London. The company is widely concern on attaining higher
growth and profitability through suitable use of digital tools and technologies in their
organisational operations. This project contains the study about the impact of digital technologies
over the operations and performance of Costa. In this aim and objectives will be entitled to
providing support to the research in proper manner. In this proper literature review will be
conducted for the intention of overcoming with the cognitive content in effective way in the
manner of justifying the data by determining the views and opinion of assorted communicator
and composers. Along with this suitable methodology will be selected to support the literature
review and data analysis will also be conducted to analysing appropriate findings of the project.
Rational of the Research
The selected field of survey is based on the analysis of the influence of digital
technologies on Costa Coffee. This section of the research is effective in providing suitable
direction to the researcher to implement investigation in right manner (Broekx and et. al., 2011).
In this the issue is based on the execution of digital technologies within the operations of firm,
this recognised as a issue because there is rapid change arises in the technologies and it is not
easy for an organisation to adopt rapid advancement in their operations. However this study is
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effective for researcher as well as learner in developing their idea and knowledge base which
could result in enacting scope for their personal as well as professional development. This study
provides a brief discussion on the area of the impact of digital technologies in improvising the
operations of Costs, this study also provides a brief analysing on the importance of using digital
technologies for the purpose of attaining higher growth and success within the commercial
centre.
Significance of the Research
The inquiry into thought process is based on analysing the effect of digital technologies
on Costa Coffee. The topic of the investigation report is essential because digital technology has
a huge influence over each organisational sector. However its is effective and will bring a
precious attempt to the instant investigation work (Denzin and Lincoln, 2011). Also, Costa is an
essential part in the selling or merchandising of coffee sector and implicitly, in the economy of
United Kingdom. Further more, this is a management research which is effective for people who
are interested in the similar area or the people who re belongs from the area of business
management studies.
Aim Statement:
A qualitative and quantitative analysis of the impact of the digital technology on Costa in
United Kingdom.
Hypotheses:
The testable hypotheses planned are:
H0: Costa’s profit is positively related to the online shopping.
H1: Costa’s profit is positively related to digital technology.
H2: Costa’s profit is positively related to e-commerce.
Research project objectives
The research project is focused on digital technology and its effects, both positive and
negative, on one of the largest multinational coffeehouse in United Kingdom, Costa.
Research Questions:
 What is the relationship between digital technology and Costa’s profit?
 How e-commerce affects Costa in general?
 To what extent the profit is dependent on online shopping in the case of Costa?
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Chapter Two: Literature Review
The relationship between digital technology and Costa’s profit.
According to TCRN Staff, 2019, everyone knows the challenges of running and grading a
businesses. As growth and success are the most important element of every business. Digital
technology refers to the use of all types of electronic equipments and applications that generates,
stores and processes data in terms of positive and non negative data. It has helped in entirely
modifying the business environment. Costa is the nations favourite and fastest growing coffee
shop. So, adoption of digital technology was must for them in order to enhance the productivity
and efficiency to stand out in the competitive market (Fleming and Koppelman, 2016). Use of
digital technology helped costa in building the goodwill through which they can capture high
market share. Digital technology at Costa not only automated different business process but also
helped in exposing new ways of doing business and it saved time as each task would be done
efficiently which reduces human efforts. By adopting digital technology Costa was able to
enhance its customer base and increase its reach in every area so that more and more customers
are aware about the products and services provided by them and which will help in generating
huge amount of profits. For customers sake various Mobile responsive websites, chatbox, social
media platforms and other online services helped them in resolving issues on time, which build a
level of customer satisfaction and reflected in generation of profit.
E-commerce affects costa in general.
According to Carlos J. Costa, 2016, E-commerce is the act of buying and selling and
delivery of goods and services by an electronic means. It promises benefit for the business by
way of reaching new markets. In today's world, it is relatively cheap to run a business, to
successfully run an online campaign, enough budget is needed to sustain for a period of time.
Electronic commerce is progressively and irreversibly changing the face of many business, it will
impact costa in expanding its business, as most of the times customers prefer to visit the store
and have coffee, which will not be effective if e-commerce is there (Geraldi and Lechter, 2012).
E-commerce is affecting Costa as it is not providing services like to order on phone and pay with
the application, which makes it difficult for customers to visit the store and have coffee so
customer think it as time-consuming process. Use of e-commerce at Costa may lead to
distraction of employees which will effect the productivity of workers and will kill the creativity
of employees. It is difficult for Costa to retain the market share, as more flexible competitors are
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