Digital Marketing of Morrisons : Assignment

Research Proposal

Abstract
Digital marketing refers to the process where marketers advertise organisational products and
services using digital technologies. Morrisons is one of the leading supermarket company
operating in United Kingdom. It is fourth largest supermarket organisation in UK with enormous
branches within and outside national borders. The aim of research is to analyse the impact of
digital marketing tactics in enhancing customer attraction and retention. The research was
conducted at Morrisons and participants were employees working in marketing department of
organisation. A sample of 50 has been taken randomly and analysis has been done thematically.
From the findings it is clear that management of Morrisons has been greatly benefited by digital
marketing and it helps in increasing attraction and retention of customers.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Title..............................................................................................................................................1
1.1 Project Introduction...............................................................................................................1
1.2 Research aim and objectives..................................................................................................1
1.3 Research Questions................................................................................................................2
1.4 Rational of research...............................................................................................................2
1.5 Significance of research.........................................................................................................2
1.6 Approach and methodology...................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Digital marketing tactics........................................................................................................4
2.3 Impact of digital technologies on consumers' perception......................................................4
2.4 Various digital marketing methods........................................................................................5
2.5 Conclusion.............................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................10
4.1 Introduction..........................................................................................................................10
4.2 Primary data analysis...........................................................................................................10
4.2 Conclusion...........................................................................................................................17
CHAPTER 5: A CRITICAL APPRAISAL & RECOMMENDATIONS....................................18
5.1 Critical Appraisal ................................................................................................................18
5.2 Recommendations ...............................................................................................................18
CHAPTER 6: CONCLUSION......................................................................................................20
REFERENCES..............................................................................................................................21
APPENDIX 1.................................................................................................................................23

CHAPTER 1: INTRODUCTION
Title
The impact of digital marketing tactics in enhancing customer attraction and retention towards
organisation; A study on Morrisons.
1.1 Project Introduction
Digital technologies greatly influences the business operations of today's organisation.
These technologies include hybrid information systems, cloud computing, social media
marketing, mobile communication technologies, artificial intelligence (AI), internet of things,
etc. Managers have implemented advance technologies in all departments i.e. from operations to
marketing in order enhance the profitability and productivity of the organisation. In this context,
the present research will focus on the digital marketing methodologies and approaches used by
Morrisons in order to enhance retention and attraction of their targeted customers (Chaffey and
Ellis-Chadwick, 2016). Morrisons is one of the leading supermarket company operating in
United Kingdom. It is fourth largest supermarket organisation in UK with enormous branches
within and outside national borders. Digital marketing refers to the method of promoting
organisational goods and services by using different digital technologies especially internet and
smart phone technologies (Ryan, 2016). Digital technologies indeed enhance the profitability of
organisation and also assist in increasing the operational activities of business. The researcher
will create a robust argument in the research project that helps in providing comprehensive
understanding of subject matter. The researcher will contrast and compare the articles derived
from authentic sources so that explicit understanding of the topic can be created. Furthermore,
researcher will describe the precise research methodologies which he or she will going to utilise
to carry out the research study. Data will be collected from employees working in marketing
department of Morrisons via questionnaire. Researcher will provide some of the best
recommendations which management can inculcate within their marketing practices. The
research project will be formulated in systematic and structured manner covering aspects of
every chapters effectively and effectively.
1.2 Research aim and objectives
Aim
The aim of research study is “ To analyse the impact of digital marketing tactics in enhancing
customer attraction and retention towards organisation; A study on Morrisons.”
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Objectives
In order to accomplish aim, researcher has set few objectives of the study which are summarised
below:
 To examine the effectiveness of various digital marketing techniques.
 To understand why consumers find particular digital marketing technique attractive.
 To understand how consumers view various digital marketing technique.
 To recommends management of Morrisons so that they can improve their digital
marketing strategies.
1.3 Research Questions
Research questions are fundamental core of research study. It helps determine the flow of
research and provide guidance to researcher in accomplishing aim and objectives of research
study. In this context, research questions are formulated below:
1. How digital marketing techniques are effective?
2. Why consumers find particular digital marketing technique attractive?
3. How consumers view various digital marketing technique?
1.4 Rational of research
Researcher through this research will be able increase his or her level of knowledge and
understanding about various strategies and technologies for digital marketing used by Morrisons
in order to attract their targeted customers. The research will also address various challenges and
issues in digital marketing process which helps researcher in enhancing his or her
comprehending skills. Through this research, researcher will able to get familiar with Morrisons
which is fourth largest supermarket organisation in United Kingdom.
1.5 Significance of research
Digital marketing refers to the process where marketers advertise organisational products and
services using digital technologies (Armstrong and et.al., 2015). These technologies have laid
great emphasis on individual daily life routine. In this context, marketers by taking advantage of
it promote organisational goods and services using digital technologies in order to provide
information to large range of customers. The research will help end users by providing them
comprehensive understanding about digital marketing strategies and tactics used by the
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organisation. Furthermore, the research is significantly important for marketers of Morrisons as
researcher in the end of study will provide recommendations which can be implemented by the
management to enhance their marketing strategies. Through this research, the academician and
other researchers as they can use this research for enhancing their understanding and for creating
argument in their research study.
1.6 Approach and methodology
In order to attain the aim and objectives of research in precise and appropriate manner, it is
essential for researcher to select appropriate research methodology. These are elaborated below: Research Philosophy: Research philosophy deals with source, nature and development
of knowledge. In this research study, researcher will use positivism research philosophy.
Through this researcher will be able observe tangible data or facts which are considered
to be credible. Research Approach: Research approach is refers to the plan consists of steps describing
broad assumptions to description of process data collection. In the present research study,
researcher will use inductive research approach. Research Design: Research design refers to the plan which helps researcher in attaining
research questions. In the present research study, researcher will use exploratory research
design. Research Strategy: Research strategy refers to the plan which helps in accomplishing
aim and objectives of the research study. In the present research, researcher will use
quantitative research method for attaining aim and objectives of research study. Data Collection: Data collection is crucial process. In the present research researcher will
gather data by using questionnaire instrument. Questionnaire will be provided to
employees of marketing department of Morrisons. It will consists of close ended
questions. Sampling: Sampling is statistical method of reducing the size of population. As
marketing department of Morrisons is large and population is extensively huge,
researcher will take sample of 50 employees randomly in order to gather their review.
 Data Analysis: The data will be analysed by using themes. Researcher will formulate
theme for each question and explain it with the help of chart and figures.
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