Digital Technology and Business Profitability

The provided assignment focuses on the relationship between digital technology and business profitability. It consists of 10 questions that assess the respondent's understanding of how digital technology can enhance business operations, particularly in terms of marketing department efficiency and online transaction speed. The questions also touch upon the challenges associated with implementing digital technology within a marketing department and recommend strategies for improving business profitability through digital tech adoption.

RESEARCH PROJECT:
The impact of digital
technology in improving
profits of business: ALDI and
LIDL.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
P1 Produce a research proposal that
clearly defines a research question or
hypothesis, supported by a literature
review............................................................................................................................................4
Overview of organisation:..............................................................................................................4
Research aim:.................................................................................................................................5
Research objective:........................................................................................................................5
Research question:..........................................................................................................................5
Rational:.........................................................................................................................................5
LITERATURE REVIEW................................................................................................................6
METHODOLOGY..........................................................................................................................9
Research Philosophy......................................................................................................................9
Research Approach........................................................................................................................9
Research Design...........................................................................................................................10
Research Strategy.........................................................................................................................10
Data Collection Methods..............................................................................................................10
Data Collection Tools...................................................................................................................11
Sample..........................................................................................................................................11
Analysis........................................................................................................................................11
Limitation.....................................................................................................................................11
TIMELINE OF RESEARCH ACTIVITIES..................................................................................12
REFERENCES..............................................................................................................................13
Executive summary..........................................................................................................................1
P2 Examine appropriate research
methods and conduct primary and
secondary research.........................................................................................................................2
Research aim:.................................................................................................................................2

Research objective:........................................................................................................................2
Research question:..........................................................................................................................2
Rationale of the study.....................................................................................................................3
Significance of the study................................................................................................................3
LO 2.................................................................................................................................................4
P3 Research Methodology.............................................................................................................4
P4 Result and findings....................................................................................................................6
Conclusion....................................................................................................................................19
LO 3...............................................................................................................................................19
P5 Communicate research outcomes in
an appropriate manner for the
intended audience.........................................................................................................................19
LO 4...............................................................................................................................................20
P6 Reflect on the effectiveness of
research methods applied for meeting
objectives of the business research
project...........................................................................................................................................20
P7 Alternative research methods..................................................................................................21
Appendix........................................................................................................................................22
REFERENCES..............................................................................................................................24

INTRODUCTION
Making and helping all the operations of business in the sense of digital platform that is
allowing firms to grow and develop into the market place with increase in their sales and profits
of company as well. This is aiding business whether they are small or big whatever is their
operation into market if they are not using or applying any form of technological advancement
into their business traditional methods would not be helping them in long run. So, it is necessary
in part of all companies that they are using and implementing the use of technology within their
production, marketing and human resources or selling of the products and service as well. In this
current research report that is based on technology we would be studying about the impact of use
of digital technology in improving profits of company like that of ALDI and LIDL. In would be
including what is the effect on company and their profits if they are using, implementing and
applying digital technology into their day to day working that too in all departments of company.
P1 Produce a research proposal that
clearly defines a research question or
hypothesis, supported by a literature
review.
As traditional techniques would not be allowing company to use logistic practice or either
reducing their cost of capital? Company should also be using cross docking techniques that
means loading and unloading of goods from one transport vehicle to the other on direct bases so
that this is avoiding storage cost. This technique if is used by company then they would be
ensuring that there is no shortage or wastage of products.
Digitalisation of business operations will be mostly effective for company as it will be
leading to more increased in number of profits and revenues of firm. With the help of this digital
technology it is essential for company to gain more and more customers if they are been using it
within their business activities. Like with the use of digital technology company is able to remain
in touch with their customers by social media application and receiving feedbacks.
Overview of organisation:
ALDI and LIDL are the two major competitors which are based on Germany and having
their operations in rest of EU, Asia and Australia as well. ALDI which is having two major
brands under it is a discount supermarket chain in retail industry this is providing and using
technologies into their working. On the other hand, LIDL is another discount supermarket chain
4

which is German based but is operating only on EU and USA with about 10000+ stores all over.
Both of them are selling products both at retail and wholesaling bases that too on discount bases
as this is causing them higher profits in market. Digital technology is now the base of both these
supermarket retail chain which they are using in most effectively.
Research aim:
To analysis the impact of digital technology in improving profits of business: ALDI and
LIDL.
Research objective:
 To analysis the impact of digital technology in improving profits of business.
 To ascertain the contribution into success of retail discounters like that of ALDI and
LIDL.
 To recommend the ways in which they could enjoy this success in permanent bases.
Research question:
11 How digital technology affects Aldi and Lidl profitability and productivity?11 What do you mean by digital technology and its various techniques?11 What are different advantages and disadvantages of digital technology within
organisation?11 Is digital technology boots business performance of Aldi and Lidl?
Rational:
As it is included that digital technology is main aspect of business and other lifestyle of
people of world they are using and inventing new form of technology very frequently. It is also
necessary that application of digital technology into company should be emphasised so that their
profits are been improved. So, this study on impact of digital technology is very much important
at current time so that company is able to analysis what is the effect on their profits and revenue
generation as well. Technology is that aspect of business in today’s time which is making and
helping firms into their success and especially that of discount retailers like that of ALDI and
LIDL.
The research is very much important as it is including impact of digital technology on
business activities of two organisation ALDI and LIDL. The impact can be both positive and
negative one so they need to be included within this research.
5

LITERATURE REVIEW
As per Bughin, Chui and Manyika, (2010) it is included that digital technology is
enabling companies whether large or small scale in getting success and profits out of their efforts
which they are putting into company to make them grow. It was seen that ALDI it regarded to as
market leader in this high discount industry as they are acting as role ideal for all other firms
present into market. Till the year 2009 both ALDI and LIDL were into top 10 global retailers in
the race of discount chains as they having annual income of more than $60 billion.
Bharadwaj, El Sawy and Venkatraman, (2013) said that customer in market majorly
focus on mainly two to of the factors which are cost and quality of products that are been sold
and manufactured by company. So, the aim of company must also be on providing the best
quality of products which is giving their customer the best price as well. This could be attained
by firms in market by certain policies which is required to be implemented within like that of:
better operations, improving the share of private labels that too in affordable prices, maintain of
quality in products and that in services is also important and then limiting the variety of all
products and service of company.
As it was included by Michelini, Principato and Iasevoli, (2018) that of high discount
retailers are providing only limited variety or choice of products but at best quality is the most
vital aspect of them and their market. If the companies are providing limited range of products
but on higher quality of products here it would also be having stock keeping units (SKU) into
each group of products. Both the market leaders are mainly focusing on everyday products as
these are those products which customers are purchasing and consuming on daily bases. So
company must be focusing on technological advancement in these types of daily use products
and also providing discount to its customers.
It is required for all companies and especially like that of ALDI and LIDL that they are
giving discount to their customers which would be enabling them to improve profits and revenue
for company. Li, (2018) also included that company which are focusing on quality not on
quantity are the one who would be regarded to like as market leaders with giving limited range
of products as well. This could be done if companies like that of ALDI and LIDL are using better
and efficient methods of quality and food control which is enabling customers with better quality
of products. It was also seen that efficient and that operation that is cost effective for company is
support or main pillar for all discounted retailers (Stankovska Josimovski and Edwards 2016).
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There are included two major things or elements which are reduced in working capital and
frequent or fast delivery of products.
Tata, and McNamara, (2018) said that if company wants to earn higher and more profits
then they should be applying the use of efficient and effective form of technology which is the
modern one. Bughin, Chui and Manyika, (2010) by giving example of checkout counters in
ALDI which is good example of use of technology like that of short and precise having no kind
of buffer zone at its counters. In this process it is easy for customers for their easy purchase and
making payment of goods which is purchased by them in transferring products on easy and fast
bases and then making payment at the end of door.
In this way out these discounted retailers are not believing into any sort of marketing
department team which would be engaged in promotional activities of company. Rather Tata,
and McNamara, (2018) explained that more focus of company would be on satisfaction of
customers by giving them low priced and high quality of products. Investing in marketing
department or in collaboration with consultants would not be good idea for company as their
operations are the most important element for them. All these said changes would be
implemented if there is very good technology and use of it in proper way out. As they are related
to settlement of techniques and then their application into all type of organisations which is
taking up revolutionised form.
In the last decade it has been made in more dramatically change is taking place which is
over the traditional business models and transforming all kind of activities of organisation
(Taiminen and Karjaluoto 2015). Digitalisation is the most effective and important tool which is
used by all companies and business all around the world which is increasing their wealth of
choice and that of opportunity as well. Michelini, Principato and Iasevoli, (2018) indicated that
all sort of existing products could become more and more profitable if companies are including
innovative and new products in market which are attracting majority of people. Digital
technology is enabling diversity in products and their portfolio with on the same hand having
good and better quality of products. Impact of technology could be analysed in all sort of
functions and areas of company including like that of communication, distribution,
administration and especially into production.
In the communication it could be said that use of technology could be seen in highest and
most common way as it is helping firms to use and employ social media or more effective than
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this could be mobile technology. Both of them are allowing company to connect and
communicate with customers and other clients of business. Thus bring the effect of good
relationship that too in global level of business and also collaboration of products and services
with their customers. Bughin, Chui and Manyika, (2010) elaborated that other than this digital
technology is also used and implemented within the production function of business as by doing
this they would be able to ensure better use of inputs into manufacturing of products. If company
is using artificial intelligence into their production of goods and services and then the big data
As per the part of customer it is included that giving their customers convenience into
shopping is the best part of innovation into retailing business. Client accommodation has driven
most advancements in retailing, including grocery stores, retail establishments, strip focuses,
territorial shopping centres, and class superstores. The accentuation that clients put on
accommodation has incited retailers to broaden one-quit shopping, update store working
frameworks, stress the offer of administrations, and put resources into nonstory retailing
according to Li, (2018).
The interest for more advantageous shopping mirrors a few patterns, including expanding
quantities of ladies in the workforce and buyer view of constrained time. In 1998, 63.6% of
wedded ladies with youngsters under 6 years old worked all day or low maintenance contrasted
and 18.6% out of 1960—a 242% expansion. Ladies now involve 41% of America's all day
workforce and 68% of its low maintenance work-compel (33% of whom spend no less than 35
hours for every week at work, the likeness a full-time schedule). Since, working ladies
commonly hold family unit administration obligations, helpful other options to conventional
tasks like shopping have turned out to be to a lesser extent an extravagance and to a greater
extent a need.
As indicated by Bughin, Chui and Manyika, (2010) overview by Kurt Salmon Associates,
the dominant part of shoppers (56%) concurred that they have far less relaxation time than
before. Most trust they have lacking time to do all they should do in addition to all they need to
do. Since so much shopping falls into the "must-do" class, occupied customers trying to improve
their lives support retailers that spare them time and energy.
Numerous customers pick up time for different exercises by diminishing their shopping
time. Customers in Kurt Salmon Associates' review spent under 1% of their aggregate time
shopping; 52% expected to shop even less to build time for different employments. The
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counselling firm reasons that unless retailers adapt to present circumstances, buyers "will keep
on staying home and utilize their constrained time for something more pleasant and fulfilling
than shopping." A Management Horizons write about retailing in the new thousand year’s states,
"Occupied customers will search for approaches to streamline, solidify, and improve their
shopping encounters (Foroudi Nazarian and Duda 2017). They will react positively to retail
offers that make it simpler, quicker, less expensive, and more enjoyable to shop. According to
Bharadwaj, El Sawy and Venkatraman, (2013) the need to rethink offer and include an incentive
from the client point of view will be a main thrust for all players."
Numerous retailers are endeavouring to wind up more helpful. Consider the eatery and
sustenance benefit divisions. Eateries now catch very nearly half of America's nourishment
dollar. A run of the mill American purchases eatery suppers 2.6 times each week, or 133 times
amid the year. In the vicinity of 1985 and 1998, the quantity of bring home dinners per capita
climbed 59%. Fast-food eateries utilize an assortment of techniques, including preselected
supper blends and self-serve drink remains, to get dinners to clients all the more rapidly. Indeed,
even Le Bernardin, a four-star eatery in Manhattan, offers the "convenient lunch"— 30 minutes
from request to table. Purchasers' want for fast and simple dinners has urged stores to stock a
bigger supply of arranged nourishments and compact sustenance, (for example, vitality bars) that
movement well in a folder case, satchel, rucksack, or pocket as per Li, (2018).
METHODOLOGY
Research Philosophy
These are the include belief and thinking of scholar or researcher into thero research
project which they are implementing into on overall project. this research philisophy would be
affecting way in which researcher is collecting and analysing data which would be used into
project. in common terms this is of 4 types namely realism, interpretivism, positivism and
pragmatism. Which one is top be used is all depended upon data that are available so in this
present research scholar would be using interpretivism which is inclduing all kind of human
interpretation and their influence on data.
Research Approach
There are different ways through which informaiton that are gathered can be presented.
With this respect, there are two approaches which are inducutive and deductive. More
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specifically, inductive approach is a type in which specific details are carried out and then
general aspects are focused on. On the other hand, deductive approach is the one which provides
details in general and then specific aspects are focused on. Among these, the researcher has made
use of inductive apprioach which enables to provide the details to be presented from specific to
general. This way, it becomes helpful enough to make the research to attain their set of goals and
objectives in appropriate manner. Thus the researcher can analysis the aspect and make the
researcher to interpret the research.
Research Design
This is considered to be the blue print with the help of which step by step consideration
are made for presenting the research in effective manner. these are of three types which are
exploratory, descriptive, explanatory. Among these the researcher has considered descriptive
research design. In this type of method there are three of the methods involved which are
observation, case study and observation. This is a study that mainly focuses on the objectives
that are set by the researcher. This way, the impact of technology will be considered and thus it
can make the researcher to focus on the digital technology. In addition to this, the rate of support
that individuals will get for focusing on the aim and objectives enable to complete the research
work effectively and efficiently.
Research Strategy
In order to conduct the research in effective manner, there are two way with the help of
which the findings of the research can be conducted. These are of two types which are qualitaive
and qunatitiative. Qualititve is focused on gqathering theoritical aspects and enables to provide
information regarding the findings that are made by other researchers. On the other hand,
quantitative research is the one that enables to focus and make comparison by making use of
neumarical aspects. Both these strategies have their own set of benefits and disadvantages.
Among these the researcher has made use of quantiaitive strategy in which main focus is made in
considering the theoritical aspects in approapite manner. further, this also enables to make
comparison of the all the responses that are made.
Data Collection Methods
These are regarded to as the most crucial and vital part of whole research which is
helping and enabling researcher to collect and summerise data or information that is based on
what is called topic of project. all the data which they have collected must be valid and relevant
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in all sense as irrelevant data could not be part of research as they would not be making any
importance into our research project. there are two methods of data collection including that of
primary and secondary one. Both of these methods are very important and vital as in primary
data researcher need to collect information with the use of interview, questionnaire and other
forms as well. On the other hand in secondary one they would be taking or extracting out
information from various ways like that of books, articles already done research or questionnaire
and various jourals written by authors.
Data Collection Tools
As as included above in current research topic which is based on impact of digital
technology on success of business and that of discounted retail like that of ALDI and LIDL. So
reseacher would be including questionnaire in which are store customers and also from
employees.
Sample
There are two of the methods that are included in sampling which are probabilistic and
non probabilisitc sampling. Among these probailistic is the one in which all the individuals in a
group has equal chances of being selected. On the other hand, non probabilistic sampling is the
one which consist of selecting individuals as per the preference of researcher. Among these the
researcher has made use of non probabilisitc which would be not requiring any kind of tool and
this would be done on the basis of choosing odd numbers from then total population and then
including them into the sampling.
Analysis
This also an important part which is divided into two parts qualitative and quantitative
methods and they both would be taking out what is the interpretation of data which is collected.
Under this research project there would be use of qualitative methods which is that of making
themes and then analysing them all into simpler part to take out interpretation.
Limitation
This research which is based on impact of digital; technology on business activities like
that of operations, finance, marketing and HR on organisation like that of ALDI and LIDI there
are some limitations which are been included. First one is there are no proper sources of any
literature or article on this particular topic so this is a gap in literature. Then there was also not
11

proper use of tools and techniques within this research that are making hindrance into working
and concluding part of research.
TIMELINE OF RESEARCH ACTIVITIES
Activities/(Duration in
weeks) 1-2 3 4 5 6
7-
10 11 12 13 14 15
Further research to select the
research topic
Brief research, rationale and
aims and objectives
Conducting literature review
on chosen topic
Deciding research
methodology
(Research approach, design,
method and others)
Data collection
Data analysis and finding
Submission to the tutor
Modifications as per the
requirement
Final submission to the tutor
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REFERENCES
Books and Journals:
Bharadwaj, A., El Sawy, O., and Venkatraman, N., 2013. Digital business strategy: toward a next
generation of insights.
Bughin, J., Chui, M. and Manyika, J., 2010. Clouds, big data, and smart assets: Ten tech-enabled
business trends to watch. McKinsey quarterly, 56(1), pp.75-86.
Foroudi, P., Nazarian, A. and Duda, M., 2017. Digital technology and marketing management
capability: achieving growth in SMEs. Qualitative Market Research: An International
Journal, 20(2), pp.230-246.
Li, F., 2018. The digital transformation of business models in the creative industries: A holistic
framework and emerging trends. Technovation.
Michelini, L., Principato, L. and Iasevoli, G., 2018. Understanding Food Sharing Models to
Tackle Sustainability Challenges. Ecological Economics, 145, pp.205-217.
Stankovska, I., Josimovski, S. and Edwards, C., 2016. Digital channels diminish SME barriers:
the case of the UK. Economic research-Ekonomska istraživanja, 29(1), pp.217-232.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
Tata, J.S. and McNamara, P.E., 2018. Impact of ICT on agricultural extension services delivery:
evidence from the Catholic Relief Services SMART skills and Farmbook project in Kenya.
The Journal of Agricultural Education and Extension, 24(1), pp.89-110.
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RESEARCH
PROJECT
14

Executive summary
In the business organisation, digital technology assists in improving business transaction
and procedure. When company use several platforms of digital technology then it is beneficial
for improving profitability and productivity. The current report provides knowledge about
significance of digital technology and its several uses in various department of organisation. In
addition to this, various strategies to use digital technology for maintain excellent success in the
organisation has been also discussed in this research report. Furthermore, techniques and
methods of digital technology has been also outlined in this report through which scholar
determine the impact of digitalisation on improving business success.

P2 Examine appropriate research

methods and conduct primary and

secondary research.
In the business enterprise, every functional department is largely depending upon
technology. As several business activities and function operate and coordinate with help of
several sources of technology. In the various activities of organisation such as marketing,
communication, administration, operation and production, digital technology helps in large
manner (Mackey and Gass, 2015). Organisation uses several resources and technology such as
computer, Laptop, social media, WiFi, internet etc. With help of all these resources and
techniques, organisation can improve speed of business and operate several activities and
functions in fastest and effective manner. The current research study has major objective is to
analyse the impact of digital technology on profitability of business. The major advantage of
technology in the organisation is related to the communication and marketing activities. Thus,
present report outlined that how digital technology and its several platforms helps to organisation
in improving its operation and procedure through which profitability can improve with respect of
ALDI and LIDL. As these two organisations are facing issue regarding poor profitability and
productivity. In order to improve business performance, corporation will consider digital
technology. These organisations can enhance customer services, profitability and speed of
business operation by implement several techniques of digital technology.
Research aim:
To analysis the impact of digital technology in improving profits of business: ALDI and
LIDL.
Research objective:
 To analysis the impact of digital technology in improving profits of business.
 To ascertain the contribution into success of retail discounters like that of ALDI and
LIDL.
 To recommend the ways in which they could enjoy this success in permanent bases.
Research question:
1. How digital technology affects Aldi and Lidl profitability and productivity?
2. What do you mean by digital technology and its various techniques?
3. What are different advantages and disadvantages of digital technology within
organisation?

4. Does digital technology boosts business performance of Aldi and Lidl?
Rationale of the study
In the current study, scholar have main aim is to analyse the impact of digital technology
in improving profitability of business. With help of this study, researcher can get the detail
knowledge and understanding about digital technology and its various resources that is beneficial
for organisation. At the time of selecting the proposed research topic several aspects have
contributed by researcher such as interest, curiosity etc (Fiegen, 2010). The major reason for
selection of this research topic is researcher interest in the digital technology and its several uses
in the business organisation. Scholar have curiosity to identify several reasons to use digital
technology in the business enterprise and its advantages in the business organisation for
improving profitability and productivity. Another reason for selection of this research topic is
that Both organisation ALDI and LIDL is facing issue related to low profitability of business.
Thus, organisation requires improving its profitability by improve business operation with use of
digital technology. This research topic has been selected because Aldi and Lidl organisation is
facing issue regarding poor profitability and productivity. In order to improve speed of business
and promotional activities, researcher have selected this topic of digital technology. With help of
this investigation, scholar can easily acknowledge information to implement digital technology
within corporation and its several positive and negative impacts.
Significance of the study
The current research study outlined the significance and benefits of digital technology in
the business organisation through which business entity can able to improve their performance
and profitability (Hall, 2014). By use of this investigation, scholar can easily identify several
benefits and uses of digital technology in the business enterprise (Flick, 2011). This study helps
to organisation in improving their profitability and productivity by apply several platforms and
techniques of digital technology. In the today era, within business unit the major issue found
regarding the operation and profitability because every firm desires to gain effective success and
fastest business operation (Shih, Chen and Chen, 2013). Hence, with help of digital technology,
organisation can easily improve the speed of business operation and maximise profitability and
productivity.

LO 2
P3 Research Methodology
In the entire research study methodology is that aspect that contribute in achieve the
actual outcome of investigation. It is a procedure for assessing and analysing information for find
out solution of research study (Gast and Ledford, 2014). Several methods are included in the
research methodology by which scholar can easily analyse gathered information and draw an
effective outcome of study. Research approach, research techniques, research design, research
philosophy, data collection and data analysis are major parts of research methodology through
which solution can obtain in investigation. In the current research study, several methods are
used for obtain outcome of study. These techniques of research methodology are discussed
below- Research approach- Inductive and deductive are major two reasoning approaches that is
illustrated in the proposed research study (Smith, 2015). Deductive research approach
applies for studying the large size of sample and inductive approach is applying for small
sample size. If in the study, there is a small size of sample then researcher will apply
deductive research approach. On the other hand if there is large size of sample available
in the study then researcher will apply inductive research approach. For analyse the
implication of digital technology on the profitability of organisation, researcher have
applied inductive research approach through which accurate outcome can obtain about
study by conduct detail investigation. Research philosophy- Interpretivism and positivism are two method that is used for
obtain the perfect solution of research problem. Positivism research philosophy is about
logic which additionally aid in execute target formulation identified with directing
examination and getting the best response for the point. On the other hand, interpretivism
method focuses upon the subjective piece of the examination and consider diverse
hypotheses and models. The philosophy allows researcher in conduct the investigation in
more accurate and ethical manner through which effective result can obtain (Taylor,
Bogdan and DeVault, 2015). In the present study, scholar have used interpritivism
research philosophy for analyse the impact of digital technology on the profitability with
respect of Aldi and Lidl organisation.

 Research design- Research design is the blue print of research that helps to researcher in
presenting outcome in more excellent manner. For analyse the impact of digital
technology on the success and profitability of Aldi and Lidl researcher have applied
descriptive research design (Garner and Scott, 2013). This method helps in defining the
characteristics of the population which is being a part of the investigation and thus useful
for those subjects in which description could be given and attain end outcomes. Research Techniques- Qualitative and quantitative are two major strategy of researcher
so it is very important for scholar to select one appropriate method for conduct
investigation (Daniel and Sam, 2011). In the qualitative research strategy, researcher
focuses on the theories, models and concepts in order to deliver understanding of the
research subject. It is one of the appropriate strategies to identify subjective idea of
research topic. On the other hand, in the quantitative research strategy, various statistical
and mathematical approach can apply by scholar for conduct investigation. In the current
investigation, scholar have applied qualitative research technique for assess the
implication of digital technology on business profitability. Data collection- In the absence of data collection it is impossible to conduct investigation
and find out solution of research problem (Flick, 2011). Researcher have used primary
data collection under which investigation have conducted for both organisation with help
of questionnaire. With help of primary data collection, researcher can easily collect fresh
information about subject and collect various views and opinions of respondents.
Researcher has used structured survey method for data collection by which information
can collect in more effective and efficient manner.
 Sampling- Sampling method helps to scholar in select some group of people for
investigation. In the present investigation, scholar have conducted survey for both
organisation that is Aldi and Lidl. Thus, for both Aldi and Lidl organisation, researcher
has selected 10 managers by which primary data can collect (Fiegen, 2010).
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal

Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected information
to generate expected results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
P4 Result and findings
Findings of Aldi
Theme 1: Organisation have its own web page on the internet and social media
Does Your organization have its own web page on the
internet and social media? Frequency Percentage
Yes 9 90.00%
No 1 10.00%
Theme 2: Business unit promote and advertise its product and services on the internet
Does your business unit promote and advertise its product
and services on the internet? Frequency Percentage
Yes 9 90.00%
No 1 90.00%

Theme 3: Online webpage and social media help to company in improving brand image and
position of business
Does online webpage and social media help to company
in improving brand image and position of business? Frequency Percentage
Satisfy 8 80.00%
Can't say 1 10.00%
Dissatisfy 1 10.00%
Theme 4: Does digital software and application help to organisation in increasing its speed of
online transaction and communication within business?
Theme 5: Does marketing department use software and applications in order to operate
business?
Does marketing department use software and applications
in order to operate business? Frequency Percentage
Yes 8 80.00%
No 2 10.00%
Theme 6: Does digital technology help to corporation in improve its profitability and
productivity?
Does digital technology help to corporation in improve its
profitability and productivity? Frequency Percentage
Agree 8 80.00%
Disagree 2 20.00%
Theme 7: Do you think that digital technology improve sales and profitability in the marketing
department?

Theme 8: What is the biggest challenge while implementing digital technology within
marketing department?
Theme 9: Recommend strategy through which business profitability can improve by
implement digital technology.
Discussion on Aldi finding
Theme 1: Organisation have its own web page on the internet and social media
Yes No
0
1
2
3
4
5
6
7
8
9
Frequency
Percentage
Interpretation: From collected data in the survey it has been found that Aldi have its own web
page on the internet through which it can easily promote and sale its product and services in the
market. From the collected information in the survey from 10 managers it has been found that 7
managers said yes upon the statement that it has its own web page on the internet. Thus, on the
gathered information in the survey it has been found that Aldi operates its business with help of
social media and internet.
Theme 2: Business unit promote and advertise its product and services on the internet

Interpretation: While this question asked from 10 managers of Aldi then it has been found that 8
respondents said yes upon statement that organisation promote and advertise its product and
services on the internet. Thus, on the basis of gathered information it has been analysed that Aldi
uses social media and other platforms of internet in promoting and advertising product and
services. Thus, it can be said that internet and social media helps to corporation in promotion and
advertising activities and thin thing makes business operation faster and easy.
Theme 3: Online webpage and social media help to company in improving brand image and
position of business
Interpretation: When this question asked in the survey from 10 managers of Aldi then 7
respondents are satisfied with statement that Aldi uses software and applications in its business
operation through which all activities and functions are carried out in smooth manner. On the
other hand, 1 respondent are dissatisfied with the same statement. Thus, on the basis of collected
data in the survey it has been found that with help of software and application, Aldi organisation
Yes No
0
1
2
3
4
5
6
7
8
9
Frequency
Percentage
Satisfy Can't say Dissatisfy
0
1
2
3
4
5
6
7
8
Frequency
Percentage

has improved its speed of operation and make business faster. When, organisation operation is
improved then it directly affects profitability and productivity of business unit.
Theme 4: Does digital software and application help to organisation in increasing its speed of
online transaction and communication within business?
Interpretation: While this question asked in the survey it has been analysed that digital software
and applications aids to corporation in increasing its speed of business transaction and procedure.
There are various kinds of software and application available in the market regarding several
functions and activities of business like marketing, finance, accounts, administration etc. With
help of these software and applications, operation speed can become improve within Aldi.
Online transaction speed and communication can easily improve by use of application and
software of marketing. Aldi and Lidl company can easily improve the procedure of business with
help of software and applications.
Theme 5: Marketing department use software and applications in order to operate business?
Does marketing department use software and applications in
order to operate business? Frequency
Percentag
e
Yes 8 80.00%
No 2 10.00%

Interpretation: While this question asked in the survey from 10 managers then 6 respondents
said that digital technology used in the Marketing department. In addition to this, 2 respondent
said that digital technology mostly used in the human resource department. Thus, on the basis of
collected data it has been analysed that in the marketing department, digital technology assist in
promoting and adverting product and services. In this department, manager of company uses
social media for inform customers about product and services.
Theme 6: Digital technology help to corporation in improve its profitability and productivity
Does digital technology help to corporation in improve its
profitability and productivity? Frequency Percentage
Yes 8 80.00%
No 2 20.00%
Yes No
0
1
2
3
4
5
6
7
8
Frequency
Percentage

Interpretation: From this question in the survey it has been found that majority of respondents
said that business profitability and productivity can improve with help of implementation of
digital technology. It has been analysed from gathered data while company uses digital
technology then it helps in increasing speed and transaction of business through which sales and
profitability is significantly improved.
Theme 7: Do you think that digital technology improves sales and profitability in the
marketing department?
Interpretation: It has been analysed from this table that communication and connectivity with
customer has improved in the Aldi with help of digital technology implementation. Aldi have its
own web page on internet and availability on social media through which it can inform customer
about product and services. Customer can also able to discuss with company representative and
share their views and feedbacks. This assists in developing healthy relationship between
organisation and customers. Thus, on the basis of collected information it has been analysed that
Agree Disagree
0
1
2
3
4
5
6
7
8
Frequency
Percentage

social media and online webpage helps to organisation in improving sales and profitability in the
marketing department.
Theme 8: What is the biggest challenge while implementing digital technology within
marketing department?
Interpretation: From this table it has been analysed that sales of product and services improved
in the Aldi company after implemented digital technology. In order to implement digital
technology in marketing department, several kinds of issues and problems faced by the
employees and management such as lack of proper knowledge and information, insufficient
sources and information, unskilled employees, financial investment etc.

Findings and discussion of Lidl
Theme 1: Organisation have its own web page on the internet and social media
Yes No
0
1
2
3
4
5
6
7
8
9
Frequency
Percentage
Interpretation: While the above question asked from the respondents of Lidl then majority of
respondents agreed that it have also web page on the internet. It provides information regarding
product and services with help of internet and its company profile. Majority of respondents are
agreed that Lidl have its own web page and it provides various facilities to its customers like
online payment, customer feedback etc.
Theme 2: Business unit promote and advertise its product and services on the internet

Interpretation: By this collected data it has been analysed that Lidl company uses several
platforms of internet like own web page, social media etc for promote and advertise its product
and services. With help of internet, company can easily communicate with large numbers of
audiences and promote its services at global level. In this aspect it do not need to personally
interact with people. Thus, it has been analysed from gathered information that company
effectively advertise and promote its business with help of digitalisation.
Theme 3: Online webpage and social media help to company in improving brand image and
position of business
Interpretation: From this table it has been analysed that Lidl uses several applications and
software for improving its productivity and quality of business. Majority of respondents are
satisfied with statement that company uses software for function and activities. With help of
Yes No
0
1
2
3
4
5
6
7
8
9
Frequency
Percentage
Satisfy Can't say Dissatisfy
0
1
2
3
4
5
6
7
8
Frequency
Percentage

these digital techniques, organisation improve quality and accuracy of services through which
customer satisfaction improve. When customers are satisfied and happy then business
profitability is significantly improved.
Theme 4: Does digital software and application help to organisation in increasing its speed of
online transaction and communication within business
Interpretation: From this table it has been shown that majority of respondents are strongly
agreed that by use of digital software and application, business operation and speed has been
improved. Lidl has enhanced its operation and quality of services with help of digital software.
There are various software and application sued by cited venture in various departments like
marketing, finance, accounts etc.
Theme 5: Marketing department use software and applications in order to operate business?
Does marketing department use software and applications in
order to operate business? Frequency
Percentag
e
Yes 8 80.00%
No 2 10.00%

Interpretation: From this table it has been shown that Lidl mostly used digital software and
technology in the marketing department. The major role of marketing department is to promote
and sale product and services so as profitability of business can improve. It has been analysed
that organisation uses social media like Facebook, Twitter, You tube etc for promote its product
and services in the market.
Theme 6: Digital technology help to corporation in improve its profitability and productivity
Does digital technology help to corporation in improve its
profitability and productivity? Frequency Percentage
Agree 8 80.00%
Disagree 2 20.00%
Yes No
0
1
2
3
4
5
6
7
8
Frequency
Percentage

Interpretation: It has assessed that Lidl can enhance its business growth and profitability with
help of digitalisation. In the survey from 10 managers, 8 are strongly satisfied with statement that
digital technology support in improving business profitability and productivity. On the other and
1 are dissatisfied with same statement. Thus, it has been determined from collected data that for
enhancing productivity and profitability of business, digital technology plays a great role by
which firm can significantly increase speed and process of business.
Theme 7: Do you think that digital technology improves sales and profitability in the
marketing department?
Interpretation: Lidl have its own web page on internet and availability on social media through
which it can inform customer about product and services. Profitability and productivity of the
Lidl have successfully improved after implementation of digital technology. It has been analysed
from this table that communication and connectivity with customer has improved in the Lidl with
help of digital technology implementation.
Agree Disagree
0
1
2
3
4
5
6
7
8
Frequency
Percentage

Theme 8: What is the biggest challenge while implementing digital technology within
marketing department?
Interpretation: Lidl company faced issue regarding the lack of employee’s knowledge about
digital technology, improper structure of the organisation, insufficient amount of information and
capital. Majority of respondents said that unskilled labour is one of the issue in implementation
of digital technology.
Conclusion
From this entire study, it has been concluded that there is a great significance of the
digital technology in the business enterprise through which several functional department can
improve their process and operation. Organisation can improve their speed and operation of
business with help of use several tools and platforms of digital technology. On the basis of
collected data in the survey it has been found that Aldi and Lidl can improve their profitability
and productivity with help of use software, application, social media and other sources of digital
technology. Majority of respondents said that after implementation of digital technology within
organisation, communication and connectivity with functional department as well as customer
has been significantly improved. In the entire investigation, scholar have conducted both primary
and secondary data collection method for achieve research objective. In the primary data
collection context, scholar have used survey method and on the other hand secondary sources are
being used in the literature review portion. In order to conduct investigation in appropriate
manner, scholar have considered some ethics and morals such data protection, use of relevant
information, proper communication with stakeholders, maintain transparency etc.
LO 3
P5 Communicate research outcomes in
an appropriate manner for the
intended audience
For further improve operation and profitability within Aldi and Lidl, various kinds of
recommendation have been discussed below-

 For improve performance of business with help of digital technology, organisation should
regular maintain business webpage and information regarding product and services
(Zarrabi, Nazari and Akbari, 2014). It should communicate to customer regarding any
changes in current product and services.
 Aldi and Lidl should use highly advanced software and application regarding several
activities of business like marketing, accounts, finance, HR etc through which it can more
improve business speed and transaction (Roberts and Zahay, 2012).
 Aldi and Lidl should provides training and learning opportunity to its human resources so
as they can learn effective criteria, skills, ability and knowledge regarding working. With
help of training and development program, employees can improve their performance and
learn criteria to deal with customers. With help of this strategy, organisation can
effectively improve their performance and productivity (Fritz, 2013).
 For enhance performance of business, organisation should design innovative and creative
web page on internet and uses attractive images, pictures and animation regarding
product and services through which they can influence toward brand (Carrigan, 2005).
 In order to improve performance of business, management should communicate the
activities, functions and result of business to stakeholders. In the business decision
making procedure, company should consider all stakeholders because they are directly
and indirectly affected by business decision.
LO 4
P6 Reflect on the effectiveness of
research methods applied for meeting
objectives of the business research
project.
From the above study I have focused on the qualitative method for analyse and asses the
investigation. With help of this investigation I have improved my knowledge and understanding
about the digital technology and its significance within the business enterprise. I have conducted
the survey for collect primary information about digital technology on the profitability within
Aldi and Lidl. Thus, with help of this data collection my communication and interaction skill has
been improved. By conducting this investigation, my research and analytical skill has been also

improved. I have analysed from this investigation that digital technology mostly used in the
marketing department in the Aldi and Lidl that helps in promotion and advertisement activities.
Overall from this above study, my knowledge regarding several techniques and method of digital
technology improved and I have effectively addressed appropriate outcome of study. I have also
learnt from this study research methodology helps to scholar in address appropriate solution
regarding investigation. From this entire investigation, my knowledge has improved regarding
research methodology, digital technology and its importance. In this study, I have also learnt
about several methods and approaches of research methodology. With help of several strategies
of research methodology, scholar can easily collect, analyse and interpret information about the
subject and find out solution of research problem.
P7 Alternative research methods
There are major two kinds of research method that is primary and secondary. While
information gather from primary sources such as survey, interview, observation etc, this process
is knowledge as primary research. On the other and while information gather from secondary
sources like blog, books, journals, etc then it is knowledge as secondary research. Investigation
has another option for data collection in the present investigation is secondary data collection
through which information might collect with use of books, internet, journal, online blog, articles
etc. In addition to this, in the present study researcher have applied qualitative research technique
for analyse and assess information. Researcher have used primary data collection method for
collect fresh information about subject. Another alternative method is secondary data collection
method under which scholar can use published articles, books, journals, magazines etc. This is
very authentic source of collecting information about the subject. Another alternative research
technique option is quantitative research technique through which information can analyse and
assess with help of SPSS tools. Quantitative research technique aids in gathering data through
measuring and analysing the given data through using statistical tools and technique.

Appendix
1 Does Your organisation have its own web page on the internet and social media ?
 Yes
 No
2 Does your business unit promote and advertise its product and services on the internet ?
 Yes
 No
3 Does online webpage and social media help to company in improving brand image and
position of business ?
 Satisfy
 Can't say
 Dissatisfy
4 Does digital software and application help to organisation in increasing its speed of online
transaction and communication within business ?
5 Does marketing department use software and applications in order to operate business ?
 Yes
 No
6 Does digital technology help to corporation in improve its profitability and productivity ?
 Agree
 Disagree
7 Do you think that digital technology improve sales and profitability in the marketing
department ?
8 what is the biggest challenge while implementing digital technology within marketing
department ?
10 Recommend strategy through which business profitability can improve by implement digital
technology.

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