Research Project Assignment - significance of Internet tools as marketing medium

RESEARCH PROJECT

Title: “To determine significance of Internet tools as marketing medium for company and its
impact on increasing organisational value. A case study on Walmart organisation.”
CHAPTER 1: INTRODUCTION
1.1 Research Overview
Marketing is considered as necessary component of business activity that helps an
organisation to attract large number of consumers in order enhance profit level as well as
productivity. It is an effective process through which firm can generate some interest in propel
about services and goods. The main motive of any organisation is to create positive relationship
with consumers in competitive market to fulfil specific needs and demands of consumers in an
effective manner. It develop some value for consumers along with advantages to firm. Internet is
explained as the interconnected computer networks system globally which use the Internet
protocol suite to link with devices in world (Adams and Simnett, 2011). It gives variety of
communication facilities as well as information including interconnected networks by using the
standard interaction protocols. In modern era, large number of people are connected with
different internet tools and those connect them with each other in all over the world. Internet is
considered as the most important marketing sources that plays an important role in offering
benefits to consumers for giving them better options to satisfying particular demands of
consumers. This present research is based on Walmart organisation that is multinational retail
cooperation that operates hypermarket chain, grocery stores and discounted department stores. It
is a retail organisation and its main motive is to connect with more people at market through
provide them better quality services.
1.2 Background of an Investigation
Every business is started with the motive of earning profiting & rising their market share
which can be easily implemented with the help of internet. Internet is very important & trendy
way of doing marketing. It is effectively used in online marketing to provide information &
services to satisfying the needs of customers. Walmart is one among the top retail company
originated in Bentinville. It has more than 11718 stores in 28 country and working hard
constantly increase its footprints across world. It is operated by 59 names in the world. This
company deals in grocery products (Büyüközkan and Arsenyan, 2012). It have developed its
strong brand image for its 24/7 availability of support, on time delivery, highly secure for online
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transactions and product quality. This company in investing huge amount in wages, training and
education of their employees. Highly trained staff & employees utilises their developed skill in
online marketing & other promotional activities. It is an important tool adapted by most of the
companies for promotions as most of us are internet savvy, its easier for the customers because
of its high transaction facilities. It avails many application & processes which are used for online
payments & other activities.
1.3 Research Significance
It is most important investigation part that is helpful for researcher to explain actual aim
of an investigation in proper or systematic manner (Driouchi and Bennett, 2012). It is crucial in
nature at one place and under this researcher should be focus on convenience consumers
regarding worthiness of particular study area. Main motive behind conduct an investigation is to
get over with problems of past research and also be helpful for leaders in order to develop their
knowledge and skills concerned with particular investigation area. In addition to this,
importance of this investigation is to importance of internet tools as marketing medium to
increase profitability and growth of company. Under this, internet tools like for an instance
mobile application, web pages, social media etc. These aids in making the business successful
and better medium of the interact with the people and aware them about services of firm in a
better manner. Internet is connecting people globally and in all over the world, there are around
190 countries which are connected in to opinions, data exchanges and news.
1.4 Research Aim
The main aim of investigation is “To determine significance of Internet tools as
marketing medium for company and its impact on increasing organisational value. A case study
on Walmart organisation.”
1.5 Research Objectives
It consist most necessary research part and based on investigation problems. An
examination targets are to me moulded in context to worked for an examination. In addition to
this, these are more vulnerable ion interacting an increase for an investigation in any social event
to get correct data for an investigation to providing conclusion in right structure. Some research
questions are below as above:
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 To determine affect of internet tools to develop efficiency and internal environment of
firm.
 To measure benefits of internet tools as marketing medium in Walmart organisation.
 To identify different internet tools by which Walmart business firm can enhance its
growth and profit.
 Recommend various ways through which Walmart can expand its business activities and
operations.
1.6 Research Questions
There are some research questions are mention below as above:
 What is affect of internet tools to develop efficiency and internal environment of firm?
 What are benefits of internet tools as marketing medium in Walmart organisation?
 What are different internet tools by which Walmart business firm can enhance its growth
and profit?
 What are various ways through which Walmart can expand its business activities and
operations.
1.7 Time scale
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CHAPTER 2: LITERATURE REVIEW
It is determined as necessary research project part that aids an investigator is to conduct
an investigation to develop better research outcomes for particular field of study. In addition to
this, it is necessary examination venture piece. It is a duty of an investigator is to collect relevant
or accurate data and information with the help of using various assets and apply them at work.
This part of research investigation is based on secondary data. It considered that different point
of views and opinions of various authors or writers. In addition to this, an investigation is direct
for effect information and also thought related to particular subject of an investigation. Data or
information is collected from different sources like for an instance magazines, previous tasks,
books and many other different sources.
2.1 Affect of internet tools to develop efficiency and internal environment of firm
On the basis of view point of Durmuşoğlu and Barczak, 2011, internet marketing is
considered as important aspects that plays an essential role in development and profit of an
organisation. Business are affected by changes in technological environment. It is simple
knowledge application in order to change and control business environment. Some of the
business can be leverage modification technology for make improvement in processes as well as
products or also develop new or innovative products which will expand profits along with
markets. According to El-Gohary, 2012, it has been stated that Internet is useful tool for any
organisation whether it is large, small, national, international etc. Internet is helpful in proving
external and also internal advantages to firm and its activities or operations. In this time, many
organisations are concern towards using the different internet sources to increase activities and
operations of business in better way. As Walmart is large size organisation so it is necessary for
this company to use the different internet tools to aware people about services of firm and also
give its advertisement. Effect of internet tools on develop effectiveness and internal environment
of firm given below as above:
Consumer attraction- They are regarded as most important elements that plays an
important role in enhancing organisational performance in competitive market. Under this
competitive era, different substitute product available if in case if the consumer is not properly
satisfied then in this case it can switch one company to another. So, it is necessary to Walmart
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organisation to give attention to consumers by providing them different variety of products on
the basis of their needs and preferences.
Data retrieval and storage- On the basis of view point of Ip, Leung and Law, 2011,
Cloud based software and internet systems made data storage game changer for most of the
organisations. In addition to this, cloud storage minimized cost of operations, shredding services.
If operation cost will be reduced then in this case Walmart company can provide its products on
reasonable cost.
Increase organisational productivity- In this, internet tools are more effective in
increasing productivity of company by gain attention of large number of people towards an
organisation. Through using better internet tools, firm is able to make improvement in its
performance and achieve attention of large number of consumers.
2.2 Benefits of internet tools as marketing medium
According to opinion of Jehangir and et. al., 2011, it has been stated that Internet is
helpful for firm to connect with people and conduct its marketing activities. In this present time
period, more attention of people in an effective or better manner. Now a days, internet marketing
is more popular between business in all over world. People from various age groups are more
concern on spend more money on the internet and also make busy themselves in various types of
activities. Internet marketing is regarded as indispensable tool that us used through marketers,
entrepreneur and business for the purpose of develop better consumer base. Internet marketing is
helpful in connect with large number of people and through this consumers can make the buying
decisions. It is helpful in develop better relationship with consumers and also prospects by
continuous, minimum cost personalized communication. In addition to this, customers are
enhancing to turn towards internet for their purchasing decisions, it is helpful in making internet
more necessary. On the basis of Kasemsap, 2016, it has been stated that internet marketing is
regarded as an indispensable tool. Some benefits of internet tools are given below:
Gain customers trust- Consumers are key component of company and development or
success of company is based on gain their trust in better manner. Main aim of each business firm
is to provided goods to consumers on the basis of their trust as well as demand in better manner.
It is helpful in develop healthy relationship with consumers at market place.
Relationships- Internet gives a necessary platform for developing better relationship with
consumers and enhancing retention level of buyers. When purchasers has buy goods from online
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