Impact of Digital Technology on Business : Case Study on Starbucks

Research Report

Table of Contents
TASK 1............................................................................................................................................1
1.1 Introduction...........................................................................................................................1
1.2 Factors that contribute in the research project selection.......................................................1
1.3 Literature review...................................................................................................................2
1.4 Research project specification...............................................................................................3
Research methodology ...............................................................................................................4
1.5 Gantt chart.............................................................................................................................5
..........................................................................................................................................................7
..........................................................................................................................................................7
TASK 2 ...........................................................................................................................................7
2.1 Resources..............................................................................................................................7
2.2 Research investigation..........................................................................................................8
2.3 Data and relation variables ...................................................................................................9
TASK 3..........................................................................................................................................11
3.1 Research evaluation techniques..........................................................................................11
3.2 Data analysis.......................................................................................................................11
...................................................................................................................................................17
3.3 Recommendations...............................................................................................................17
TASK 4..........................................................................................................................................18
4.1 Appropriate media...............................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

Topic: The Impact of digital technology on business activity: A case study on Starbucks
TASK 1
1.1 Introduction
In the modern era, every organisation seeks be use smart and advance technology at their
work place so that they can provide better services and facilities to their customers so that they
can get proper satisfaction towards needs and requirements in a effective manner. (Digital
technology, 2017 )Along with this, digital technology is one of the largest using aspect at
worldwide level because with the help of this can effectively increase awareness of company and
its products at world wide level. It helps to increase profitability and productivity of the business
firm in a impelling manner.(Bell, 2014) Along with this, Starbucks is a American coffee house
chain it was founded in 1971. Thus, this business firm using smart and digital technologies at
their working environment thus employees of this firm can effectively provides better quality of
services to consumers as well as attract high number of customers towards company. With the
help of advance digital tools and techniques company can easy to promote their products and
services across all over the world. Hence, digital technologies helps to increase sales and revenue
of the business firm in a effective way. In which included digital system, devices, tools, media,
online multimedia promotional tools, cloud computing and so more. (McNiff, 2016)
1.2 Factors that contribute in the research project selection
Basically, research can be carried out as a continues process because it is used for
gathering actual and reliable information from the outside environment. Therefore, research is
one of the best method of identifying and examining the actual market condition, customer's
demand and market trends. With the help of this, employees of the Starbucks can significantly
provide better quality of services and facilities to consumers so that they can get proper
satisfaction towards their needs and requirements. (Verschuren, Doorewaard and Mellion,
2010)Along with this, it is necessary to be select appropriate topic for conducting research in the
market place because as per the topic will decided the objectives and goals. Hence, in which
included several factors which impacts on business firm either positive or negative in nature.
Thus, it is required to be proper analyse and evaluate all major causes in a impelling manner so
that researcher can get success in competitive market place as well as achieve their decided
targets and objectives. However, there are concluded major factors which influence research
project such as market trends, economic condition, customer's demand, outside environment and
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so more. Moreover, selection of research is a process because in which significantly select
appropriate research topic then appropriately conduct research at market place and attain decided
targets and objectives in a effective and efficient manner. (Lok, 2010)
1.3 Literature review
In the current era, regularly increased using of digital techniques and tools at work place
of business firm. Due to this, respectively increased sales and revenue of the company as well as
enhanced skills of all research team. Thus, they performed their operations with better results and
outcomes. Hence, it is required to be adopt smart digital tools at workplace of business firm so
that staff members of the company can effectively perform their tasks with better quality and
results. According to the Ma, (2012) smart technologies are aids to provide better and effective
quality of services and facilities to customers so that they can get proper satisfaction towards
their needs and requirements in an impelling way. Digital technology is one of the best source of
increasing profitability and productivity of the company because with the help of this company
can promote their products and services at national and international level. Additionally, it can be
attract high number of customer towards organisation. Along with this, every business firm
focuses on to adopt smart and advance technology at work place of the business firm so that they
can easy to compete with their major competitors and set a brand image in the market place.
Organisation performance
According to Tomlinson, (2010) organisation performance plays important role because
as per this aspect can easy to identify and clarify the actual status and position of the company.
Thus, every business firm focuses on to increase their profitability level thus they focuses on to
enhance their working performance. Due to this, they adopt and use smart techniques at work
place of Starbucks company so that they can effectively provide better quality of services and
facilities to customer's as per their requirements and needs. Hence, with the help of this they can
get proper satisfaction as well as set a brand image in their mind. As per the view of Dumay,
(2010) digital technologies are the best method of promoting and increasing awareness of
company and its products and services at world wide level. It helps to set a brand image of
business firm at world wide level additionally it can be compete with their major competitors due
to this it can be enhance their working performance in a impelling way. Additionally, it is
required to be conduct some motivational programmes and activities at work palce of business
firm so that emplotyees of the company can learn and increased their working quality. It is
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necessary for every organisation, all staff members must be motivated and confident towards
their works and tasks because without motivation they cannot achieve their targets and
objectives in a effective manner. Along with this, organisation performance must be effective in
a nature because with the help of this employers of the firm can get success and attain their
targets in a effective style. Therefore, it is necessary to be use advance techniques and tools for
promoting and increasing awareness of company and its products at world wide level. Thus,
digital tools and techniques aids to provides all over information to persons about business firm
and its services. Hence, customers can choose appropriate services and facilities as per their
needs and demand.
1.4 Research project specification
Aim: The Impact of digital technology on business activity: A case study on Starbucks
Research objectives: There are explaining objectives and goals behind conducting this
research such as under below:
 To identify the actual importance of digital technologies
 To determine the actual position and status of company
 To examine the actual impacts of digital tools and techniques on business firm
 To provide some appropriate recommendations to Starbucks for getting success and
achieving decided targets.
Research questions: There are preparing some effective questions on this research
report such as follows:
Question 1: What type of digital tools and techniques can be used by Starbucks?
Question 2: How can significantly examine and identify the actual position of business firm?
Question 3: How digital tools and techniques affects on Starbucks?
Question 4: What is the relationship between digital technologies and working performance of
Starbucks?
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Research methodology
Research methodology defined as it is research process in which include gather
information, analysis, measurement and interpretation of those information to find the solution. It
is very important for every businesses to identify and analysis the actual market conditions. In
this researcher try to find customers expectation from the company or organisations. Research
methodology is a concept in which include several methods and techniques while conduct
research in the market place to achieve organisation's goals and objectives. In this researcher
ensure about achieving goals and objectives while doing task and performance effectively and
efficiently. Research methodologies represent questions that will effectively identify of actual
impact of digital techniques. So research methodologies helps in many business sectors to
identify problems and find alternative solutions.(Langlois and Lapointe, 2010)
In this include several types of research methods and approaches. These are as follows:
 Research design: when conducting research survey there must be sure about data or
informations as it should be effective and efficient for research process. Researcher
choose appropriate research design tom gather and collect relevant information or data. In
this consider different types of research methods and techniques such as descriptive,
explanatory, correlation and so more. In this research project descriptive research design
will be used by the researcher in the project in an effective and efficient manner so that
respectively attain the targets and objectives of the research report.(Wampler, 2010)
 Research approach: in this include two types methods such as inductive and deductive.
To attain the targets and objectives these selected methods will be used and adopted by
the researcher according to the type and style of research projects Apart from this, in this
report researcher will be used inductive research approach so that they can identify the
impacts of digital technologies on Starbucks.
 Research philosophy: in research methodology philosophies include two types
philosophies that is interpretivism and positivism which will be selected and choose by
the researcher according to the type and style of research project. To identifying and
examining the actual impacts of digital technologies on Starbucks research interpretivism
will be used.(Bevan and et. al., 2015)
 Data collection techniques: research methodologies there are several data collections
methods use to collect and gather the actual and reliable information about the searches
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