Impact of Digital Technology on Business Activities and Performance in UK Retail Industry

This research project explores the impact of digital technology on business activities and performance in the UK retail industry, focusing on a case study of Harrods Plc. It examines the trends, challenges, and benefits of digital technology adoption in the retail sector.

Business Research Project
An Exploration of the Impact of Digital Technology on
Business Activities and Performance in the UK Retail
Industry: A Case Study of Harrods Plc.
Modul Code:MS6LB570
Rashel Alam
UWL ID: 21394121
Word Count:6850
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TABLE OF CONTENT
TABLE OF CONTENT 2
CHAPTER 1: INTRODUCTION 3
Introduction 3
Background of research and company 4
Aims and Objectives 4
Research question 5
Significance of research 5
Structure of the report 6
CHAPTER 2 LITERATURE REVIEW 7
Trend of digital technology in UK retail sector 7
Influence of digital technology especially social media marketing on operational activities
as well as performance of retail companies in UK 8
The challenges of digital technology adoption within the Harrold’s business operation 10
Digital technology can best enhance the business performance of Harold’s. 10
CHAPTER 3 RESEARCH METHODOLOGY 12
Research Philosophy 12
Research Approach 12
Research Strategy 13
Type of investigation 13
Data collection methods 13
Data analysis and findings 14
Sample Size 14
CHAPTER 4- DATA ANALYSIS AND DISUCSSION 16
Introduction 16
Data presentation and Interpretation 16
Reflection and Recommendation for alternative research methodology 27
CONCLUSION AND RECOMMENDATION 27
Conclusion 27
Recommendations 28
Research Limitation 29
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REFERENCES 31
APPENDIX 32
Research Questionnaire 32
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CHAPTER 1: INTRODUCTION
Introduction
Digital technology has provided effective platform to business associations through which
they can effectively improvise their business activities and performance within the retail
industry. Adoption right technology helps business association in gaining competitive edge
within the respective industry that is also beneficial in the enhancement of profitability
(Ramanathan, Subramanian and Parrott, 2017). With reference to retail sector, it can be said
that business enterprises belonging to this sector often make use of social media marketing
strategy so that they can effectively influence interest of customers towards them and enhance
their sales performance in rightful manner. Usage of social media also helps retail industry in
effective marketing of their current offering along with the qualities of services. This directly
supports them in spreading awareness about their products and services among customers
which ultimately influences interest of customers towards making the purchase from the same
company. Digital technology is developing emerging opportunities for the business enterprises
as they are able to execute their work in more effective way which works as the positive factor
for them. The present investigation is based on Harrods, a UK based departmental store that is
located in Knightsbridge, London, England. The company was incorporated in the year 1849
and mainly offers high quality and luxury products to customers. The respective company is
identified as the largest departmental store in Europe which has huge clientele that also offers
them higher returns. The company is now focusing on enhancing their business performance
as well profitability with the incorporation of digital technology especially social media
marketing. In this regard, investigator have developed best suitable aims, objectives and
research questions towards the same which are described in the below section.
Background of research and company
Harrods Plc is UK based Retail Company that is owned by Qatar Investment Authority. The
company mainly operates department store situated in London which basically offers high
quality products and luxury goods. It comes under one of the largest department stores of
Europe that has more than 12000 workforce which manages work and other activities of
department in appropriate manner. For managing business activities of the respective
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company its manager has decided to adopt digital technology in terms of social media
marketing attract maximum number of customers towards them in effective manner (Tajvidi
and Karami, 2017). Along with this, it can be said that usage of digital technology makes it
easier for them to execute their operational activities in best feasible manner that ultimately
helps them out in gaining competitive edge at marketplace. In this regard top most authority
of this company has emphasised on conducting investigation on the topic “To assess the
impact of digital technologies on business activities and performance in the context of firms
operating in retail sector” so that they can easily explore its benefits and possible drawbacks
for Harrods Plc. This investigation will aware management team of the respective company to
develop their understanding on the range of opportunities that could be attained by the
respective company in quicker manner. Along with this, it will also support business manager
of the Harrods Plc. about all associated consequences of social media marketing that could
influence image of company among its customers. Development of negative image at
marketplace could influence its business performance in unsupportive manner that directly
affects sales performance as well as sustainability at marketplace. Overall, this investigation
will provide an overview to the Harrods Plc. As well as whole retail industry about digital
technology and how its uses helps business enterprises in its growth as well as success.
Aims and Objectives
Research aim
The research aim for the current study is “To assess the impact of digital technologies
on business activities and performance in the context of firms operating in retail sector: A
study on Harrods plc.”
Research objectives
 To identify the trend of digital technology with regards to retail sector.
 To evaluate the influence of digital technology on Harrods business activities and
performance.
 To investigate challenges associated with the adoption of digital technologies in
relation to Harrods.
 To recommend effective digital technologies to Harrods that contribute in performance
enhancement.
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Research question
 What are the trends of digital technology in the retail sector?
 What influence does digital technology have on Harrods business activities and its
performance?
 What challenges are associated with the adoption of digital technologies within
Harrods?
 How best can Harrods effectively utilize digital technology in enhancing its
performance?
Significance of research
The proposed research project provides an overview to the Harrods as well as other retail
companies about the digital technology and its relative benefits for them within the same
industry. The study will also aware company about both the positive as well as negative aspect
of digital technology especially social media marketing and its impact over the operational
activities and performance of company (Ainin and et. al., 2015). Along with this, the study
will provide opportunity to researcher to explore scope of the topic in retail industry and its
expected influences on the them in the near future. In addition to this, this investigation will
also develop knowledge of investigator benefits of digital technology that can be attained by
business associations belonging to retail sector along with the certain specification limitations
that can be faced by them while using social media marketing. It can be said that limitation of
social media is seen in the form of creation of negative image of company at marketplace.
Structure of the report
This section is seen as the important part of research as it helps investigator in providing
overview to readers about actual structure of the study that will going to be carried out by
them while conducting the research in systematic manner. By developing effective and
sequential structure it is easier for researcher to carry out each and every task of investigation
according to their preset priorities. Structure of current study is described below in effective
manner:
Chapter 1: Introduction
The first chapter of current research project is introductory section in which researcher
emphasises on providing overall overview of research. This section consist of aims, objective,
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questions of the research, background of company as well as research. After this, it provides
basic significance and rationale of research that simply depicts that why this research have
been conducted along with this main purpose (Lacka and Chong, 2016). The specific section
gives an idea to reader actual reason behind conducting this research that helps them out in
linking every section with one another at the time of their reading.
Chapter 2: Literature Review
Literature review is second chapter of the investigation in which researcher focuses on
gathering information on the chosen topic from various secondary sources. These sources will
be selected by researcher on the basis of their developed research questions and objectives.
The main of this section is to develop knowledge of reader as well as investigator on chosen
topic by gathering information from authenticate sources like books, journals and online
articles. The specific section critically evaluates information presented by different authors so
that effective understanding can be developed over the same.
Chapter 3: Research Methodology
It is the third most section of research in which investigator provides detailed
information on several research methods, methodology like research philosophy, research
approach, time horizon, data collection methods etc. which will be adopted by investigator for
gathering information on the developed research objectives and analyse it in the same manner
for attaining true and valid outcome on research problem in effective manner.
Chapter 4: Findings and Data interpretation
The fourth section of the current study is based on finding section. In this, investigator
emphasises on analysing gathered data or information so that they can draw valid result over it
(Braojos-Gomez, Benitez-Amado and Llorens-Montes, 2015). The particular section contains
graphs, tables and figures which are used for describing overall findings smoother manner so
that everyone can easily understand outcome of research problem. In this section, findings are
drawn from the discussion developed on both the primary as well as secondary information.
Chapter 5: Conclusion and recommendation
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It is the last section, in which investigator draws conclusion and provide
recommendation to the company through which they can improvise their performance
effectively and taken measurable actions towards the same. In the conclusion zone, overall
summary of the investigation is provided in the concluded manner so that reader can easily
determine actual finding of research (Wang and Kim, 2017). It also provides them knowledge
that whether they have attained outcome on the basis of their research outcome or not.
CHAPTER 2 LITERATURE REVIEW
Literature review is considered as the scholar paper that is mainly adopted by investigators for
developing in depth knowledge on the particular topic in deeper manner. It mainly includes
perception of different authors and writers over the single topic in order develop higher
knowledge on the same topic in effective manner (Parveen, Jaafar and Ainin, 2015). With
reference to the present study conducted on the topic “impact of digital technology on
business performance and activities of Retail Company, investigator has made use of range of
books, journals and articles in order to develop higher knowledge on the same topic in
effective manner. Detailed literature review of this section is presented below:
Trend of digital technology in UK retail sector
On the basis of perception presented Rahman, J., (2019), digitization has completely
modified face of overall retail industry and provided it an effective shape that is beneficial for
them. Increasing digital savvy among customers have also influenced retail industry to acquire
digitization in their business activities for leading the industry in rightful manner. Some of the
main trends identified in the retail industry of UK are mobile applications, payment
applications based on mobile phones, location based marketing and personalization that are
helpful for businesses in attracting maximum number of customers towards themselves, social
media marketing, content based marketing, introduction of IoT in the retail industry and
virtual reality (Odoom, Anning-Dorson and Acheampong, 2017). All of these trends are
identified as main one in retail industry which have provided new platform to the whole
industry as well as business associations working within it. It can be said that among all the
stated trends, social media marketing is identified as the main one which have supported
maximum number of retailers in executing all of their promotional activities with higher level
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of return. For instance: Harrods Plc uses social media marketing for promoting its products
and services among customers. The digital trend has allowed this company in interacting with
maximum number of customers within UK and across the nation as well. With the passing
time, the company become highly popular within UK and sales performance of this company
has been increased in the rapid manner (Kumar and et. al., 2016). This have ultimately
impacted positive even on the profitability of the respective company within less period of
time.
Influence of digital technology especially social media marketing on
operational activities as well as performance of retail companies in UK
According to the perception presented by Kim and et. al., (2015), digital technology is seen as
the effective concept that holds huge power to place impact over the whole business activities.
This influence can be seen in both the positive as well as negative form. Business associations
often takes several steps to use the available digital technology in rightful manner that
ultimately provides them support in attracting maximum number of customers towards them
(Chen and et. al., 2016). The main relationship between digital technology and increase in
number of loyal customers is that business organizations are able to execute their work-related
activities in efficient manner that ultimately influences interest of customers towards them in
positive way. On the contrary, views expressed by Jones, Borgman and Ulusoy, (2015) states
that digital technology especially social media marketing also has its own limitations which
ultimately places negative impact over the performance of the company belonging o retail
industry. The main problem identified for retail sector companies developed from social
media marketing is chances of leakage of confidential information of the company. It can be
said that there are probable chances that business associations like Harrods Plc which make
use of social media marketing in terms of promotional activities could become victim of
cyberattack. This could lead to drastic issue for the company as the hackers could use the
information in negative manner (Adegbuyi, Akinyele and Akinyele, 2015). Also, there are
probable chances that these hackers might also approach confidential information of
customers which directly might bring them in trouble in the near future.
In opinion of Keinänen and Kuivalainen, (2015) it can be said that social media
marketing is also helpful for business associations in development of effective global presence
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at marketplace. This ultimately supports business associations in increasing their sales
performance in rightful manner. Along with this, it also provides opportunities to business
association in taking feedback from their customers at regular basis which ultimately develops
their knowledge on the issues which are faced by customers at regular basis (Felix,
Rauschnabel and Hinsch, 2017). These feedback also aware company about their lack areas
which are required to be modified by them. This improvement will directly provide
opportunity to the company by which they can easily attain success in the near future.
Apart from this another author named as Mamic, (2017), has expressed that many of
the people still believes in buying products and services of any company trying them at least
one time. It can be said that if these explores social media before making the purchase then
there are probable chances that they might even not try the same product in the near future.
The main reason behind not trying these products is negative expression and comments of
customers over particular products (Nudurupati, Tebboune and Hardman, 2016). It can be said
that rumors spread on social media could develop negative image of company as well as its
offering among customers which ultimately places negative impact over its sales performance
as they are not making purchase from the same company. This directly becomes disadvantage
for the company as they are not able to increase its number of loyal customers due to social
media marketing.
While on the other hand, Agnihotri and et. al., (2016), has argued that social media
marketing is highly time-consuming activity which waste time of its operator. It can also be
said that if these operators place the same time in other areas then it would have been more
beneficiary for the same company as they are able to work according to the actual
requirements of customers. This will directly provide higher level of profits to the same
company as they are able to generate more revenue through direct marketing.
The challenges of digital technology adoption within the Harrold’s business
operation
According to the perspective of Howard Tiersky, 2017, there are different types of
challenges faced by an organization when they implement digital technology at their
workplace. Due to these challenges their business operations as well as functions get impacted
which also lead to decrease in profitability and market shares (5 top challenges to digital transformation in
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the enterprise, 2020). Challenges which can be faced by Harrold’s business is their resistance to
change, according to this issue in an organization there are only 10 percent people who love
chance and left are resist to change and they not prefer to change. So, this situation will take
place in respective company when they adopt digital technology at their workplace. Next
challenge which can be faced by Harrold’s business is lack of clear vision of management
related to digital implementation journey, due to this challenge company not able to
understand vision or objective which impact on their decision-making process. Due to this
challenge respective company not able to apply digital technology at their workplace this
impacted on their performance and productivity (Galera‐Zarcoand et. al., 2020). Another
challenge of related to implementation of digital technology is inflexible technology stack and
development processes, according to this challenge Harrold’s business not able to adopt
technology because their process is not flexible. This will also impact on their working
procedure as well as it also decreases the effectiveness of company operations. So, it is
essential for Harrold’s business management to understand these challenges and develop
strategies to overcome it in effective as well as appropriate manner.
Digital technology can best enhance the business performance of Harold’s.
According to the article given on business Wales, 2020, it can be determined that there
are several ways a company can use digital technology for enhancing their employees as well
as business performance. In respect of Harold’s business, they can also adopt digital
technology platform in order to enhance their business and employee’s performance in
effective manner. First strategy which they can adopt is connecting on the cloud because it
will be easy for respective company employees to store their all data, information and
documents in easy as well as safe form. It will also provide a common platform at which data
are store and can be access by any authorized person this will make work of staffs easy as well
as it also saves time (How to use Technology to Improve Employee Productivity, 2020). Moreover, this
digital technology will help in developing better connection, work collaboration and so on.
Along with this respective company can also conduct video conferencing meeting with all
employees who are located at different location by using digital technology. By adopting this
technology or strategy respective company able to develop an effective connection with staffs
which motivate them as well as it also cut the time wastage. So, by adopting both strategies
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for implementing different digital technology respective company can enhance their as well as
employee’s performance which help them in attaining their desire goal.
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CHAPTER 3 RESEARCH METHODOLOGY
It is the third chapter of research which helps the researcher in analyzing overall
gathered data so that they can draw valid conclusion towards the same. The respective section
is consisting of numerous of methods and techniques through which investigator can easily
analyses whole data in such a manner which contributes in determining valuable outcome of
the research problem. In context of present investigation, researcher has taken account of
research onion which will simply specify how data will be gathered, what will be the proposed
strategies adopted by researcher and specified areas. Research onion consists numerous of
layers, the most important one among them are described as below:
Research Philosophy
Research Philosophy is referring to the way or belief through which knowledge over
the research topic is developed. It basically starts with the assumption based on the past
studies. Research philosophy are mainly of two types that is interpretivism and positivism.
Interpretivism research philosophy simply means that information is gathered is mainly based
on reality and real-life situation in order to draw valid outcome on research topic. Whereas,
positivism research philosophy is mainly based on assumptions that are developed from
previous studies. With reference to current study, investigator has chosen interpretivism
research philosophy in order to develop their knowledge on qualitative data so that appropriate
research outcome can be attained over research problem in rightful manner.
Research Approach
It is considered as plan as well as procedure which are consists of steps related to broad
assumptions that provide detailed methods of the data collection, analysis as well as
interpretation (Moro Visconti, 2020). The research approach is generally based on the nature
of research problems which being addressed in project. There are mainly three types of
research approaches i.e. qualitative, quantities and mixed as well as its selection is based
requirement of project manager. In respect of respective research project manager used mixed
approach because researcher uses both qualitative as well as quantitative research approach.
This is so because that will help them in gaining desire outcome of research.
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Research Strategy
It defines as an overall plan which is associated to conducting investigation on a
particular topic. With the help of a research strategy it has been identified that a project
manager will effectively make a plan, execute and monitor the whole investigation work in an
effective manner and as a result this will assist them in order to achieve their targets and
objectives in an effective manner (Maziriri, 2020). Some of the most effective research
strategies which can be adopted by a researcher includes interview, statistical methods,
questionnaire and soon. In reference to the present investigation, scholar adopted two research
strategies which are gathering data from existing published articles and with the help of
questionnaire. This is so because by collective information from this help in gathering
authentic and accurate information related to the specific topic.
Type of investigation
Investigation in research is determined as tool which enables project manager to acquire
or gather prior knowledge of the populations which are to be sampled (Khanand et. al., 2020).
This is generally used to provide training to interviewers so that they can address each and
every question in appropriate manner as through that project manager able to attain their
desire research outcome. There are different types of research investigation which is
depending upon the types of project. In respect of this project investigation is based on the
research topic which leads to attainment of desire goal as well as objectives successfully.
Data collection methods
It is considered as the method by which investigator gathers information on the
research problem and its associated topic so that they can further develop their understanding
over. This gathered information is later analyzed by investigator for attaining valuable
outcome towards the research problem. Data collection methods are mainly of two types that
primary and secondary. Primary data collection method states that researcher gathers
information from chosen people by directly interacting with them. This can be effectively
done with the usage of various sources like questionnaire, survey, interview, observation,
focus group etc. On the contrary, secondary method of data collection mainly gathers
information from the previous studies or past research. In this, the gathered information is not
new as it is developed from the past studies. Main sources of secondary data collection
14

methods are books, journals, online articles, websites, magazine, newspapers and other
published sources which are easily available for anyone who is planning to research in right
manner.
In the present study, investigator makes use of both the primary as well as secondary
method of data collection in order to gathered desired information within the provided time
frame. In primary method, questionnaire will be preferred by investigator which will include
questions related to digital technology especially social media marketing. On the other hand,
in secondary method of data collection, books, journals, online articles will be adopted by
investigator to gathered desired information.
Data analysis and findings
Investigator choose different methods as well as techniques in order to analyze the
collected information in an effective and detailed way. Generally, there are different types of
methods which consist of thematic & SPSS. Thematic refers to the method which is used to
examine qualitative data on the other hands PSS tool is adopted to analyze the quantitative
data. In the present research, thematic analysis is adopted by the researcher as the
investigation is on the basis of qualitative research.
Sample Size
It is considered tool which help in measuring the numbers of individual which are gather
through sample measure or observation as well as it will used for the survey or experiment. In
respect of research, researcher selects sample size of respondents from which they will gather
information about the topic. In respect of respective research, sample size is of 30 respondents
from which researcher will gather information related to topic of research.
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CHAPTER 4- DATA ANALYSIS AND DISUCSSION
Introduction
This is the fourth chapter of investigation which shows overall data gathered from the
primary sources. Here, interpretation of the gathered information has been stated in the
simpler manner which ultimately contributes in drawing valid outcome towards the research
problem.
Data presentation and Interpretation
Theme 1: Concept of digital technology
Q 1) Are you aware with the concept of digital technology? Frequency
a) Yes 25
b) No 5
Interpretation: On the basis of above described graph, it is interpreted that 25
respondents from the total of 30 have expressed that they are aware with the concept of digital
technology as they have worked with the same concept in the past. On the contrary, other 5
respondents from the same sample size has expressed that they are not aware with the similar
17
25
5
a) Yes
b) No

concept as it is the very first time in which they are using this technology in order to improve
and simplifying their current performance.
18

Theme 2: Implementation of social media marketing in Harrods Plc will influence its
business performance
Q 2) Do you think, implementation of social media marketing in
Harrods Plc will influence its business performance?
Frequency
a) Yes 18
b) No 12
Interpretation: As per the above described pie chart, it can be said that 18
respondents believes that implementation of social media marketing will place influence over
the business performance of Harrods Plc. These people have also expressed that directly or
indirectly social media marketing promotes products and services among customers which
ultimately places influence over the performance of company. Whereas, leftover 12 people
said that it is not true because according to the traditional promotional methods like direct
marketing were more effective in comparison of social media marketing.
19
18
12
a) Yes
b) No

Theme 3: Main benefits associated with social media marketing that will be obtained by
Harrods Plc
Q 3) As per your perception, What are the main benefits associated
with social media marketing that will be obtained by Harrods Plc?
Frequency
a) Increase in sales performance 10
b) Increase in profitability 10
c) More number of loyal customers 10
Interpretation: There are various sort of benefits associated to the social media
marketing which will be attained by businesses like Harrods Plc. As per the mentioned graph,
it can be said that 10 respondents believes that main benefit is increase in sales performance,
other 10 have expressed that major benefit is increasing profitability of company whereas the
leftover proportion that is 10 respondents have expressed that it simply increases more number
of loyal customer for the company. From this, it can be said that benefits associated to social
media marketing are equally weighted thus it is concluded that all of them are equally
important.
20
10
10
10
a) Increase in sales
performance
b) Increase in profitability
c) More number of loyal
customers

Theme 4: Main challenges that will be faced by Harrods Plc at the time of using social
media marketing
Q 4) What are main challenges that will be faced by Harrods Plc at
the time of using social media marketing?
Frequency
a) Higher chances rumours 18
b) Creation of negative image among customers 6
c) Leakage of confidential information of company as well as client 6
Interpretation: According to above mentioned graph, it can be said that
implementation of social media marketing activities is consist of different challenges. It has
been analysed that 18 people thinks that rumours are major challenges, other 6 believes that it
could develop negative image of company in front of customers which directly hampers their
sales performance. On the other hand, the other 6 people have expressed that leakage of
confidential information of customer as well as company is considered as the main challenge
for Harrod plc that is associated with the implementation of social media marketing.
21
18 6
6
a) Higher chances rumours
b) Creation of negative image
among customers
c) Leakage of confidential
information of company as well
as client

Theme 5: Social media marketing places influence over the performance of Harrods Plc
Q 5) In what manner, social media marketing places influence over
the performance of Harrods Plc?
Frequency
a) Positive manner 28
b) Negative manner 2
Interpretation: Influence of social media marketing can be seen in both the positive
and negative manner on the performance of Harrods plc. From the above expressed graph, it
can be said that from the total of 30 respondents 28 people have expressed that its influence
could be seen in positive manner on the respective company whereas other 2 respondents have
thinks that its influence is negative because there are probable chances that customers might
perceive marketing and promotional activities in negative manner.
22
28
2
a) Positive manner
b) Negative manner

Theme 6: Main resources that will be required by manager of Harrods Plc while
implementing social media marketing
Q 6) What are the main resources that will be required by manager of
Harrods Plc while implementing social media marketing?
Frequency
a) Human resource 10
b) Technological resources 12
c) Financial resources 8
Interpretation: Implementation of any new technology within the company requires
variety of resources that directly contributes in the effective execution of the work in rightful
manner. According to the above expressed graph, it can be said that 10 respondents have
expressed that human resources are the main one who will be required for implementing
social media marketing. On the other hand, 12 among 30 have expressed that technological
resources are the main among all. At last, the leftover 8 people believes that financial
resources are the major one that will be required by manager of Harrods Plc while
implementing social media marketing.
23
10
12
8
a) Human resource
b) Technological resources
c) Financial resources

Theme 7: Adoption of social media marketing is considered as an expensive process
Q 7) Does adoption of social media marketing is considered as an
expensive process?
Frequency
a) Agree 16
b) Disagree 14
Interpretation: Implementation of social media will require adequate of amount of
money at the time of its implementation within the company. From the above described graph,
it can be said that total number of 16 people believes that social media marketing is an
expensive process that requires huge amount of money for its implementation within the
Harrods Plc. On the other hand, the leftover 14 people have disagreed to the same statement as
according to them it is not an expensive process as amount used in this is less as compared to
other methods of marketing.
24
16
14 a) Agree
b) Disagree

Theme 8: Social media marketing requires training program for the employees who
operate it in near future
Q 8) According to your viewpoint, does social media marketing
requires training program for the employees who operate it in near
future?
Frequency
a) Agree 26
b) Disagree 4
Interpretation: On the basis of above expressed pie chart, it can be said that 26
people believes that social media marketing requires training program for the employees who
will use this in the future. Other 4 people have declined as they believes it is the simplest
method of marketing that does not requires any sort of training as employees can easily adopt
it with simple one or two time instructions.
25
26
4
a) Agree
b) Disagree

Theme 9: Social media marketing helps Harrods Plc in gaining competitive edge in
effective manner
Q 9) Does social media marketing helps Harrods Plc in gaining
competitive edge in effective manner?
Frequency
a) Yes 18
b) No 12
Interpretation: Adoption of social media marketing allows business associations like
Harrods Plc in attaining competitive edge. As per the pie graph, 18 people have expressed that
yes it supports in gaining competitive edge. Whereas other 12 have denied to the same
because according to them the same type of digital technology is used by rival companies too
which provides equivalent opportunities to all. This states that there are less chances that
Harrods Plc will gain competitive edge.
26
18
12
a) Yes
b) No

Theme 10: Forms of digital technology that could be adopted by Harrods Plc for
improving its operational activities
Q 10) As per your thoughts, what are the other forms of digital
technology that could be adopted by Harrods Plc for improving its
operational activities?
Frequency
a) Internet of Things 10
b) Artificial Intelligence 10
c) Cloud Computing 10
Interpretation: As per the above-mentioned graph, it can be said that digital
technology has numerous of forms that supports them in improving its operational activities in
effective manner. The stated graph, expresses that 10 people believes Internet of Things is
other effective form of digital technology that is supportive in improving its operational
activities. Other, 10 have expressed that Artificial intelligence is another effective form of
digital technology that could improve operational activity of the company. And the leftover
another 10 respondents have expressed that cloud computing is the other forms of digital
technology that could be adopted by Harrods Plc for improving its operational activities.
27
10
10
10
a) Internet of Things
b) Artificial Intelligence
c) Cloud Computing

Reflection and Recommendation for alternative research methodology
Reflection
While I was doing this research, it has been identified by me that there are various
factors which affect the overall result of the business organisation. The present research is on
the topic “To assess the impact of digital technologies on business activities and performance
in the context of firms operating in retail sector: A study on Harrods plc.”With the help of this
research, In order to increase my knowledge about digital technology as well as its influence
among retailing business entity. At first when I was conducting this research, it is identified by
me that various sort of problems and issues are there which has been faced by me when i was
conducting this research. Due to lack of confidence and communication skills, I unable to
conclude the result in an appropriate and effective manner. In addition to this, while doing this
investigation i need to interact with respondents so that effective and appropriate information
will be gathered by me so that positive outcome will be produced. But because of my low
confidence level and introvert nature I become nervous while interacting which influences the
overall result of the investigation. Therefore, according to me it is quite difficult as well as
complex element of the whole research which might affect the whole outcome in both positive
and negative way. On the other hand, behaviour as well as attitude of participants highly
influence the outcome of whole research as their information are the key to produce positive
outcomes.
CONCLUSION AND RECOMMENDATION
Conclusion
From the above report it has been concluded that for an organisation it is very much potential
to plan for the talent management within the organisation by considering the various aspects
in the mind so that potential kind of outcomes should be achieved. To secure one of best
candidates it is obligatory to select one of best tool and technique by which organisation can
achieve one of best place in the market place. It is evaluated that for securing best outcomes it
is essential to conduct through research and development by using various kinds of tools that
provide validate knowledge to people. Respective activities directly contribute in decision
making process of organisation in potential manner. with the help of primary tools and
28

techniques organisation ca be able to collect necessary knowledge and information that is very
much rare in nature. With the help of recommendations organisation can be able to build
strategies and tactics in order to improve the results in potential manner. it has been observed
that validate information is very important for organisation to gain desirable outcomes.
Recommendations
It has been recommended that for an organisation it is very much potential to procure
one of best candidates for gaining the desirable outcomes from them. For achieving the best
candidates, it is crucial for an organisation to evaluate their selection process that should be
very much competitive. As process directly contributes in enhancing the motivation and level
of productivity of employees so that they can contribute one of their best efforts. It has been
recommended that organisation need to use one of best tools and techniques that are advance
in nature and helps to procure one of best sources of information. In that regards it is essential
to conduct proper research and development that provides adequate knowledge and
information for selecting one of best candidates within the organisation for gaining desirable
results in potential manner. Before occurring one of best candidates it is essential to
organisation to analyze various aspects such as competitors of the organisation and their
strategies to select candidates within the organisation. The selection process of candidates
should be built by considering the future requirements and deliverables that directly
contributes in organisational development and enhancement. As it has been observed that by
conducting proper research organisation can be able to validate knowledge and information on
various subject matters in order to accumulate necessary potentials in positive manner. it is
recommended that organisation need to collect the potential information with help of job
description and specification that provides detailed information regarding right kind of choice
of candidates and helps to select one of best out of it. In that regards it has been evaluated that
it is one of most important process of organisation by which they can competitively advantage
and sustainability in the market place by securing the distinctive place in the market
potentially. Hence, it is obligatory for organisation to take recommendation from the people
and other businesses to remain competitive in marketplace.
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Research Limitation
The main limitation of this investigation was the limited period of time for this
investigation. This have influenced investigator to make use of questionnaire method as it was
supportive in gathering maximum primary information from the respondents. Even though the
method was good but still it has not provided appropriate opportunity to each respondents to
convey their information as it includes only close ended. Apart from this, if investigator has
more time then they could have included interview method which’s more appropriate, suitable
as well as useful methods it includes open ended questions and allows respondents to express
their information an effective manner.
30

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APPENDIX
Research Questionnaire
QUESTIONNAIRE
Q 1) Are you aware with the concept of digital technology?
a) Yes
b) No
Q 2) Do you think, implementation of social media marketing in Harrods Plc will influence its
business performance?
a) Yes
b) No
32

Q 3) As per your perception, what are the main benefits associated with social media marketing
that will be obtained by Harrods Plc?
a) Increase in sales performance
b) Increase in profitability
c) More number of loyal customers
Q 4) What are main challenges that will be faced by Harrods Plc at the time of using social
media marketing?
a) Higher chances rumours
b) Creation of negative image among customers
c) Leakage of confidential information of company as well as client
Q 5) In what manner, social media marketing places influence over the performance of Harrods
Plc?
a) Positive manner
b) Negative manner
Q 6) What are the main resources that will be required by manager of Harrods Plc while
implementing social media marketing?
a) Human resource
b) Technological resources
c) Financial resources
Q 7) Does adoption of social media marketing is considered as an expensive process?
a) Agree
b) Disagree
Q 8) According to your viewpoint, does social media marketing requires training program for
the employees who operate it in near future?
a) Agree
b) Disagree
33

Q 9) Does social media marketing helps Harrods Plc in gaining competitive edge in effective
manner?
a) Yes
b) No
Q 10) As per your thoughts, what are the other forms of digital technology that could be
adopted by Harrods Plc for improving its operational activities?
a) Internet of Things
b) Artificial Intelligence
c) Cloud Computing
Q 11) Provide recommendation to the manager of Harrods Plc through which they can easily
improve their business performance as well as operational activities with the usage of social
media marketing.
QUESTIONNAIRE
Q 1) Are you aware with the concept of digital technology? Frequency
a) Yes 25
b) No 5
Q 2) Do you think, implementation of social media marketing in
Harrods Plc will influence its business performance?
Frequency
a) Yes 18
b) No 12
Q 3) As per your perception, what are the main benefits associated
with social media marketing that will be obtained by Harrods Plc?
Frequency
a) Increase in sales performance 10
b) Increase in profitability 10
34

c) More number of loyal customers 10
Q 4) What are main challenges that will be faced by Harrods Plc at
the time of using social media marketing?
Frequency
a) Higher chances rumours 18
b) Creation of negative image among customers 6
c) Leakage of confidential information of company as well as client 6
Q 5) In what manner, social media marketing places influence over
the performance of Harrods Plc?
Frequency
a) Positive manner 28
b) Negative manner 2
Q 6) What are the main resources that will be required by manager of
Harrods Plc while implementing social media marketing?
Frequency
a) Human resource 10
b) Technological resources 12
c) Financial resources 8
Q 7) Does adoption of social media marketing is considered as an
expensive process?
Frequency
a) Agree 16
b) Disagree 14
Q 8) According to your viewpoint, does social media marketing
requires training program for the employees who operate it in near
future?
Frequency
a) Agree 26
b) Disagree 4
Q 9) Does social media marketing helps Harrods Plc in gaining
competitive edge in effective manner?
Frequency
35

a) Yes 18
b) No 12
Q 10) As per your thoughts, what are the other forms of digital
technology that could be adopted by Harrods Plc for improving its
operational activities?
Frequency
a) Internet of Things 10
b) Artificial Intelligence 10
c) Cloud Computing 10
36