Role of Online Marketing in Increasing Sales and Profitability of Next Plc

This research project aims to assess the role of online marketing in increasing the sales and profitability of Next Plc. It includes objectives, research questions, methodology, data analysis, recommendations, and future areas of research.

RESEARCH PROJECT

Introduction
Aim:
“To assess the role of online marketing in increasing the sales and profitability
of organization”- A study on Next Plc
Objectives:
To determine the concept of online marketing
To asses the impact of online marketing on sales and profitability of Next Plc
To recommend the effective ways through which Next Plc can better develop
effective online marketing strategies

RESEARCH QUESTIONS
 What is the concept of online marketing?
 How online marketing impacts the sales and profitability of
Next Plc?
 What are the the effective ways through which Next Plc
can better develop effective online marketing strategies?

RESEARCH METHODOLOGY
Data collection:
Primary data collection:
Questionnaire
Secondary data collection:
Researches,
Journals,
Books
Online websites

Contd...
 Research design- Descriptive design
 Research approach- Inductive approach
 Data analysis- Qualitative
 Research philosophies- Interpretivism philosophy
 Sampling- Purposive sampling

DATA ANALYSIS
Thematic Analysis

Theme 1: Next Plc has adopted online
marketing techniques
Yes No
0
1
2
3
4
5
6
7
8
9
10
Does Next Plc has adopted online marketing techniques

Theme 2: The company has adopted
various techniques of online marketing

Theme 3: Online marketing has enhanced
the sales of Next Plc.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 0.5 1 1.5 2 2.5 3 3.5
Online marketing has enhanced the sales of Next Plc.

Theme 4: Online marketing is cost
effective
Do you think the techniques of online marketing is a cost effective
Yes
No

Theme 5: Techniques of online marketing assist in
influencing consumer behaviour
Strongly agree Agree Neutral Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
The techniques of online marketing is helpful in influencing consumer behavior
Series1

Theme 6: Online marketing has increased
the profits of Next Plc.
Online marketing has increased the profitability of the company
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Recommendations and justification of areas
of future research
From the findings of the study, it can be recommended that one of the most
important thing which Next plc. Is required to take care of is the issues related to
safety and security. The company is using various techniques of online
marketing and thus, it has to ensure the fact that its information is remained
secured. Other than this, it is also recommended that, the company is required
to update the information provided at regular intervals. At the time of marketing
through email, it is required by the company to take care of its existing
customers also. It has been observed that most of the marketing activities are
carried out to attract new customers, thus, it is suggested that, the company
should also use online marketing activities to retain its old customers. It can be
stated that, sales and profitability can be increased only when the existing
customers are loyal. On the other hand, it can be also recommended that Next
Plc should arranged meetings at regular intervals of its marketing managers and
employees regarding how it can enhanced its online marketing activities.

Contd...
Future areas of research
The study was based on the role of online marketing in sales
and profitability of business. Future retail sectors was taken
into consideration and in future the same study can be carried
out with other sectors such as automobiles, banking etc.
Other than this, future researches can be also carried out on
topics such as role of online marketing in influencing
consumer behaviour or impact of social media marketing on
buying behaviour.

THANK YOU