Transport for London: Mobile Marketing Research Project

This report presents a research project examining the effectiveness of mobile marketing, specifically within the context of Transport for London (TFL). The research employs both primary and secondary research methods, including the use of questionnaires to gather data from respondents regarding their familiarity with mobile marketing, its benefits for TFL, and its impact on sales and customer relationships. The report analyzes the collected data, presenting findings on various themes, such as the benefits of mobile technology, the role of social media, and the challenges faced by firms implementing mobile marketing. Furthermore, the report discusses the research outcomes, the effectiveness of the applied research methods, and alternative research methodologies. The analysis highlights the importance of mobile marketing in reaching target audiences, building customer relationships, and maximizing customer services. The report concludes by summarizing the key findings and their implications for TFL.

Research Project
(Part 2)

Table of Contents
TASK 2............................................................................................................................................3
P3 Primary and secondary research using appropriate methods for a business research project
.....................................................................................................................................................3
P4 Analytical tools to analyze research findings and data..........................................................4
TASK 3............................................................................................................................................9
P5 Research outcomes in an appropriate manner.......................................................................9
TASK 4............................................................................................................................................9
P6 Effectiveness of research methods applied for meeting objectives.......................................9
P7 Alternative research methodologies.......................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

TASK 2
P3 Primary and secondary research using appropriate methods for a business research project
Data analysis is defined as the process in which statistical and logical techniques are to be
applied in systematic manner. It is helpful to describe, illustrate, recap and evaluate various data
with an effective manner (Marketing, 2010). Researcher generally undertake this procedure for
inspecting, cleansing, transforming and modeling several data for the purpose of discovering
useful information and drawing better conclusion so that effective decisions can be made. For the
particular research, there are defined some statistical data which gathered by using
questionnaires or framing some questions. These are to be filled by 30 respondent who gave their
opinion regarding use of mobile marketing and its effectiveness in increasing sales volume of
TFL company. These are as followings:
Q1 Are you familiar with the concept of mobile marketing? Frequency
Yes 25
No 5
Q2 What are the major benefits of implementing mobile technology
in Transport for London?
Frequency
Increase work accountability 15
Effective communication 8
Increase Mobility 7
Q3 Does mobile technology helps in enhancing overall sales and
profitability of firms ?
Frequency
Yes 20
No 10
Q4 Does the use of mobile technology helps in building strong
relationship with customers?
Frequency
Agree 25
Disagree 5

Q5 Which is the best social media tool used by firms for promoting
products and services?
Frequency
Facebook 20
Twitter 10
Q6 What are the major challenges faced by firms while implementing
mobile technology?
Frequency
Safety and security 10
Developers for mobile applications 10
Optimising mobile application 10
Q7 Recommend ways by which firms can maximise their sales and
profitability ratios?
Frequency
P4 Analytical tools to analyze research findings and data
THEME 1: Concept of Mobile Marketing
Q1 Are you familiar with the concept of mobile marketing ? Frequency
Yes 25
No 5
25
5
Yes
No

Interpretation: From the above data it can be summarized that mobile marketing is new concept
and every person is familiar with this because mobile device has become part of life. It is best
mode of marketing where companies can find their potential custom eras and contact with them
by websites, MMS, SMS and emails through internet. Transport for London company has
opportunity to reach at targeted audiences with the help of mobile technology. Therefore, this
research helped to know about the effectiveness of mobile marketing and 25 out of 30 candidates
are familiar with this concept. Rest of candidates are not aware regarding mobile marketing due
to lack of knowledge.
THEME 2: Benefits of Implementing Mobile Technology for “Transport For London”
Q2 What are the major benefits of implementing mobile technology
for Transport for London ?
Frequency
Increase work accountability 15
Effective communication 8
Increase Mobility 7
Interpretation: From the above information, it can be analyzed that there are various benefits of
mobile technology in increasing work efficiencies and effectiveness with well manner. Company
can undertake mobile technology for the purpose of creating awareness among customers and
attracts them towards organization as well. Transport for London can take various advantages of
mobile technology as per the view points of respondents. 15 out of 30 are agreed regarding
increasing work accountability with the help of implementing mobile technology. On the other
15
8
7
Increase work
accountability
Effective communication
Increase mobility

side, 8 out of 30 agreed about making effective communication system so that company can
provide information about new products or services in better manner.
THEME 3: Mobile Technology Helps in Enhancing Overall Sales and Profitability
Q3 Does mobile technology helps in enhancing overall sales and
profitability of firms ?
Frequency
Yes 20
No 10
Interpretation- From the above graphical representation, it has been analysed that social media
is playing crucial role in maximising profitability of an association because it helps in attracting
consumers towards products. Basically, in this modern world almost half of the society get
addicted towards social sites and media because of its impressive features. Therefore, this is the
reason due to which company get succeeded in gaining more profit by maximizing sales volume.
Thus, around 20 individuals are fully agree with this statement due to the increase in consumer
choices or preferences. On the other hand, around 10 members are not agree with this phrase
because few people think that social media is a waste of time and affects the beliefs of various
culture. But, it has been concluded that company usage of social media is really effective and
beneficial for company success in various manner.
THEME 4: Mobile Technology Helps in Building Strong Relationship with Customers
Q4 Does the use of mobile technology helps in building strong
relationship with customers ?
Frequency
20
10
Yes
No

Agree 25
Disagree 5
Interpretation : As per the above information, it can be defined that mobile technology has
major impact on increasing customers base by building good relationship among them so that
company can achieve its predetermined goals or objectives with adequate manner. Transport for
London has opportunity in establishing effective brand image among targeted customers by
maintaining relationship with them. It is essential in keeping customers loyal towards firm that
facilitates in attaining long term benefits. There are 25 candidates out of 30 agreed regarding
customers relationship and remaining 5 respondent do not agreed due to some difficulty for
understanding the concept.
THEME 5: Social Media Tool used by Firms for Promoting Products and Services
Q5 Which is the best social media tool used by firms for promoting
products and services ?
Frequency
Facebook 20
Twitter 10
25
5
Agree
Disagree

Interpretation:- Throughout the assessment, it has been determined that number of social
applications are designed at marketplace such as; Facebook, Twitter, Instagram, LinkedIn and so
on. But among all of them some are used by maximum number of customers that are belongs
from distinct age groups such as; youngsters, adolescents, old age people, senior citizen.
Therefore, above diagram depicts that around 20 members are going with Facebook whereas rest
10 are preferring Twitter. Thus, company needs to use Facebook for promoting most of their
products or services due to its easiness, simple features, safe or secure.
THEME 6: Challenges Faced by Firms while Implementing Mobile Technology
Q6 What are the major challenges faced by firms while implementing
mobile technology ?
Frequency
Safety and security 10
Developers for mobile applications 10
Optimising mobile application 10
20
10
Facebook
Twitter

Interpretation : As per the above data, it can be summarized that there are number of challenges
and barriers of mobile technology which may have to face by different organisations while
implementing the strategies in an effective manner. It is not easy to undertake the mobile
technology by the organizations due to having various difficulties that direct affects on their
operations. Transport for London also required to consider such challenges and barriers that have
major impacts on the business and its operations. There are 10 candidates from 30 who believed
that the major challenges are safety and security which may faced by TFL while implementing
the mobile technology within firm. On the other side, there are 10 respondent out of 30 who
thought that the biggest challenges or barriers about mobile technology which may faced by
developers of mobile applications due to lack of appropriate knowledge and information.
TASK 3
P5 Research outcomes in an appropriate manner
The concept of mobile marketing :
Mobile marketing is very important in modern era as it play crucial role in reaching at
target audience. Many of companies has considered this strategy to develop business as they
adopted mobile marketing for promoting their goods and services. Mobile technology support in
engaging customers and meet their demands or needs with more effective manner. People use
mobile for completing entire work that are possible on a desktop computer, so it is beneficial in
staying connect with more customers and make them loyal towards firm. TFL can spread
10
10
10
Safety and security
Developers for
mobile applications
Optimising mobile
application

information to the potential customers regarding their goods and services so that better
relationship ca e maintained. SMS and MMS are best methods to provide adequate information
as company can design various contents with mobile platform.
Importance of mobile marketing in developing customer relations
In the present scenario, number of people are using internet through mobile as they prefer
mobile device as compare to other system like personal computer, laptop, iPad, tablets and many
others. Therefore, mobile has various features that encourage people to get touch through
internet at world wide. There are several importance of mobile marketing in building and
maintaining customers relationship as it is essential in providing quick services that are available
at anytime. TFL is focusing on more tools and techniques regarding mobile marketing to reach at
potential customers and meet their desired expectations in more efficient ways. SMS marketing
has significant role in spreading broad information so that huge audiences can be targeted with
an effective way. TFL can provide information regarding its transportation services that assist in
maintaining relationship with audiences as well.
Effectiveness of mobile marketing and maximizing customers services
Mobil marketing is one of the best method of promoting various goods and services that
facilitates in maximizing customers services and build better relationship among people. TFL has
opportunity to reach at potential customer and attracts them by offering various services and
discounts regarding transportation service so that better attentions can be get. Therefore, it is
very useful in increasing brand awareness and customers demands with adequate manner.
TASK 4
P6 Effectiveness of research methods applied for meeting objectives
Research methodology has tremendous role in conducting particular research study as it
support to investigator in provide relevant information in proper manner. In this research, best
data collection methods are to be selected that support in getting accurate information and
achieve best possible outcomes as well. Researcher has undertaken primary and secondary data
collection method to gather adequate data so that appropriate result can be founded. As pr the
research project, I have used primary data collection method in which all information are to be
gathered for the first time. I have undertaken questionnaire method that helped me getting more
reliable information which facilitated in ultimate solutions of defining problems. Apart from

these, I also used secondary method in the chapter literature review where I collected
information as per the view points of different authors, writers as well as publishers. In this
included books, journals and articles as well. Therefore, both methods supported me in drawing
conclusions in an efficient manner.
P7 Alternative research methodologies
In the particular research, investigator has considered various methods for gathering data
but questionnaire method is to be selected for this project. It is helpful in collecting more
relevant data so that possible result can be obtained. Researcher has undertaken some form of
questions that formulated for getting accurate data as these questionnaires are to be filled by
different respondents. It is best method in knowing regarding different point of views of
respondents regarding research topic so that better conclusions can be draw. On the other side,
investigator can use interview method which is also beneficial in collecting accurate information
in which proper questions must be framed that are to be asked by respondents as per the research
topic. This can be time consuming and expensive method but effective as compare to
questionnaires. This is best alternative in gathering more relevant and accurate data that essential
in finding best possible outcomes.
RECOMMENDATION
Throughout the assessment, it is analysed that company needs to focus on the usage of
social media because it helps in promoting the products or services of an organization across the
nations. Basically, social sites are having creative features such as; sharing of day to day routine
with loved ones, maintain the connectivity across the globe, share pictures with others,
appreciate employees and so on. It means selected firm needs to focus on the usage of social
media for polishing their marketing strategies. Hence, some of the major things which is
beneficial for company and aids an organization in attaining their set objectives are discussed as
follows-
 Need to hire skilled or qualified employees at workplace for handling complexity of
social media at workplace. For example; various customers having distinct opinions
towards specific services due to which they comment on the sites of an organization. In
order to handle all this things an association requisite to focus on their employees
capabilities.
 Provide proper training and improvement sessions for newly hired members.

 Come up with creative ideas and thoughts which impress the society.
CONCLUSION
From the above report, it has been concluded that mobile marketing has major impact on
building better customers relationship so that long term objectives and benefits can be attained.
This research project covered various information regarding mobile technology as its advantages
and challenges that can be faced by organisation during implementation stage. In this project,
different methods of data collection and research methodologies are to be undertaken that helped
in achieving best possible outcomes. TFL company considered the mobile technology ideas for
running their business in an effective manner. It analysed the effectiveness of mobile technology
with the help of gathering information or collecting data.