Role of Digital Technology in Small Business Organisation

This article explores the role of digital technology in enhancing small business growth and performance. It discusses how digital technologies can help in marketing strategies and communication, and highlights the benefits and opportunities of implementing digital technology in small businesses.

ROLE OF DIGITAL TECHNOLOGY IN SMALL BUSINESS
ORGANISATION
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Executive Summary
This current scenario of business environment has shown a significant transformation in relation
to the technology and the strategies used in the previous stages. With the growing trend of
internet era and digitalized business transformation have evidenced to influence the business in a
positive and effective manner. Different digital technologies are being used by the business in
order to enhance the organizational growth and performance. On the other hand, growing trend
of transformation of business with implementation of digital technology has helped the small
businesses in a broader manner.
Small scaled organisations with digital technology within the organisation can help them to
strategies their marketing strategies and develop an innovative ideas based on the analysis and
research. On the other hand, using the digital technologies, such as mobiles, laptops, social
media and other such electronic mediums help the organisations to gain information and thus as
a tool of communication. In addition to that, approaching marketing strategies based on the
analysis used by the digital technology can help to gain the organisational growth and
effectiveness and thus ultimately to gain strong brand image through advertising on digital
media, such as social media sites. Thus, implementations of digital technology help to gain
overall development and enhancement of the organisation and provide opportunities for growth
in a broader manner.
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Table of Contents
Introduction......................................................................................................................................4
P1 Aim and objectives.................................................................................................................4
P2 Project management plan........................................................................................................4
P3 Time frame to complete the work...........................................................................................6
P4 Qualitative and Quantitative methods of project analysis......................................................7
P5 Using proper techniques to complete the project..................................................................10
P6 Recommendations and outcome of the project.....................................................................17
P7 Value of the project in meeting stated objectives and in own learning................................18
Conclusion.....................................................................................................................................19
Reference List................................................................................................................................20
Appendices....................................................................................................................................22
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Introduction
Technology plays a crucial role in an organisation. The usage of technology speeds up the
production proceeds in an organisation. It speeds up the marketing job, helps to keep a proper
track of the accounts of the company; it also helps to maintain the data base of the employees. In
order to enhance the communication process between the employees and the clients of small
organisation should use technology. Usage of efficient technology helps to increase the
productivity of the organisation in the market. In this assignment the usage of the technology in
enhancing the development of the small industry will be pointed. Talon outdoor is a small scale
UK based retail employing 33 employees. In this assignment the usage of technology to enhance
the communication process by Talon outdoor will be discussed in order to enhance their
marketing methods in the economy so that overall output of the company gets enhanced.
P1 Aim and objectives
In order to support and accomplish the project on use of digital technology in the small business,
different objectives and aim have been derived.
Aim
The concerned aim of this project is to measure the effectiveness of using digital technology in
the small business in relation to the growth of business.
Objectives
The concerned objectives of this project are:
● To demonstrate the core concept of digital technology in business
● To evaluate the effectiveness of implementation of digital technology in business
● To measure the workforce management of organisation using digital technology
● To analyse the impact of organisational processes through using digital technology
P2 Project management plan
Before starting any project an estimate should be made for future referral. The estimation should
include the overall cost of the project, method used, technology used and number of employees
to be included in the project. The planning of the project helps in successfully completing the
project. Planning of the given project is explained below.
Project Goals: According to Sikdar and Payyazh (2014 p.30), before starting a project, a
definite goal must be set in order to carry out the entire project successfully. Initially a project
stakeholder must be chosen very carefully so, that the project is carried out successfully till the
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end. The stakeholder of the project includes the project sponsors, the output of the project,
project team, customers and a project leader. Choosing a without a proper project goal the
project cannot be completed successfully. The goal of the given project is to promote the growth
of an organisation by using new technology (Tajeddini and Trueman, 2012, p.66).
Cost of the project: As stated by Matos and Silvestre (2013, p.700), the project estimation
plays a very important role in continuing a project. After setting the project goal budget of the
project must be estimated according to the availability of the capital in the organisation. A small
scale industry can take loans from the financial institutes to support their project. To complete
the project based on technology development an organisation needs to spend minimum of ten
pounds.
Accumulation of resources: Before starting the project the needed raw materials must be
accumulated so, that the project is not hampered mid way and it can be completed on time.
While purchasing the raw materials of the project no quality should be compromised because it
can affect the result of the project. The resources needed to complete this project successfully are
HR software, database software, etc. A trainer must be appointed to provide training to the
employees regarding the usage of the software (Sommer, 2012, p.300).
Project schedule: Project schedule also plays a very crucial role in completing the project on
time. A timetable should be prepared before starting g the actual project so that the steps of te
project can be done according to the priorities following the timetable will to complete the
project on time. Talon outlooks should fix a time period of six months to judge the effectiveness
of technology in their business.
Human resource plan: The human resource department of an organisation plays a crucial role
in completing the project on time. The human resource management of the company should
provide training related to the project. Such as handling of the project software.tt The human
resource department of the organisation should recruit a trainer to provide software related
training to the employees to successfully complete the project. The hr of the company should be
the budget of the project well in advance and must also divide the team members according to
the efficiency of the employees. In the present project the HR of Talon outdoor must plan the
outline of the project to complete it successfully in order to deliver it on time (Drucker, 2017
p.10)
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Risk management plan: the organisation can prepare a simple risk log to keep an account of the
risk associated with the project. So, the stakeholders can remain aware of it. Some common risk
associates with the given project are:
● Time management: While conducting the project there is always a risk of time
management i.e whether the project will be completed on time.
● Budget issues: While completing a project the risk of budget always remains. i.e. the
expenditure of the project will exceed the estimated budget
● Roles and responsibilities: Sometimes the stakeholders are not clear regarding their roles
and duties in completing the project.
● Customers’ feedback: After completing the project the feedback of the customers plays a
very crucial role in determining the success of the project.
P3 Time frame to complete the work
Completion Stages of project
Gantt chart
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P4 Qualitative and Quantitative methods of project analysis
Quantitative methods:
Quantitative methods of analysis use numerical data for analysing growth and development
while conducting projects. According to Sikdar and Payyazhi (2014, p.971), if there is no use of
digits or numbers in an analysis then it is not said to be a quantitative analysis. Some methods of
quantitative analysis are:
Surveys: Surveys are conducted on the organisation’s performance in respect to revenue,
financial status, upgradation in method of working and profit margins from time to time. The
changes in figures help to understand whether there has been a growth or decline. As per Smith
et.al (2013, p.407), this method is useful and preferred by developing companies due to its
accuracy. Surveys may be of two types:
Online Surveys: Surveys may be conducted online using online survey tools.
Offline Surveys: Surveys may also be conducted offline by collecting data through
questionnaire or interviews.
Observations: This involves greater time than surveys since data collected over a large period of
time is processed into numerical figures to obtain the desired information
Merits
Quantitative methods were very helpful in their application on this project. Some advantages of
these methods are:
 They have greater level of accuracy
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 Martini (2013, p.60), states they are useful in comparing data and thus understanding
growth or decline over a period of time
 These methods are significant for developing companies
Demerits
These methods also have some major drawbacks which are:
 These methods are costly and require more resources which makes it difficult to use them
 As per Achtenhagen, et.al. (2013,p.127), sometimes data accuracy is hampered due to
personal opinions in case offline procedures are followed
In this project a survey has been conducted in the company to find out the improvement in use of
technology and technical resources and how it has helped in improvising the work performance.
In this respect data has been collected on amount of new digital resources being used,
improvement in work performance, client acquisition and service improvisation. This has helped
to compare data with previous surveys to find out the rate of growth or decline.
Qualitative methods:
One of the two specific research methods in terms of collected data is qualitative method.
Gustafson (2012, p.276), states qualitative method in aimed at driving data revealing the quality
of the variables and thus revealing some or the particular quality of the topic variable. In this
particular report, the focus through conducting a qualitative project is to surface the qualitative
aspects of digital technology in respect of innovative growth and supporting small and medium
industries. In this particular project the case of Talon has been considered.
Interviews: Employees are interviewed on different aspects to obtain information which helps in
researching about the project. Different types of interviews used in project analysis are:
Personal interviews: Personal interviews are face to face interviews conducted on a single
person and are confidential in nature.
Group interviews: These interviews are not conducted on a single person. It is in the form of
discussions and hence confidentiality are not maintained
Structured interviews: Structured interviews follow a particular pattern. Questions to be asked
and the sequence to be maintained are decided beforehand. In these kinds of interviews the
interviewer does not have to be skilled in order to maintain accuracy of data. It requires less
time.
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Unstructured interviews: These interviews do not follow any particular pattern or sequence of
questions. The interviewer has to be skilled to maintain accuracy of data. It requires more time.
Questionnaire: Questions are asked to employees in order to collect data which are useful in
conducting the project. Methods of questionnaire used in project analysis are:
Schedule method: In this method particular structure is followed and can be conducted on large
number of people. However it is costly and requires more resources.
Non-scheduled method: In this method no particular structure is followed but it cannot be
conducted on large number of people. However it is cost effective and does not require many
resources.
Merits
There are some specific advantages of applying this particular method in this present project.
The specific merits of a qualitative approach have been detailed below
 It allows a chance to evaluate the topics in depth and elaborately.
 Crane and Matten, D (2016, p.89), states through this method the data collection
is not confined to some specific questions as in an interview the interviewer can
devise new question to further broaden the analysis.
 Being a outcome of human competence, this method is more likely to be
emotionally competent to the topic and the audience.
 This is the method to be discussing the complexities and the subtleties of a
particular topic.
Demerits
This qualitative method has some overwhelming drawbacks that are potential impact the
outcomes of a project utilising this particular method. The demerits are as below
 As per Trevino and Nelson (2016, p.62), the findings of this method is heavily depended
on the particular personality of the person conducting it, thus it has high chance of being
biased to one or the other side.
 The issue related to the anonymity and confidentiality of the respondents can pose threats
to the efficiency of the data presented. Matos and Silvestre (2013, p.61) states some time
some information’s are better to be concealed that are gathered through this research and
hence do not contribute the findings.
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 Qualitative research gathers a lot number of data which is difficult to analyse and reach to
a conclusion.
A face to face interview has been conducted with the marketing manager in order to conduct this
project. In this regard information was obtained as to how employing digital resources has
helped in developing or deteriorating the working of the company. Also information was
gathered on whether the staffs are having any problem with new digital resources being used and
if any employee has any idea regarding further improvisation. The manager also enlightened us
on areas such as client and customer satisfaction. Thus information was obtained on utilisation of
new digital resources by employees and further scope of improvement.
P5 Using proper techniques to complete the project
In order to accomplish the project, both the primary research method and secondary research
methods have been approached. In terms of primary research a questionnaire set 4 questions
have been framed to the 50 employees of Talon Outdoors. On the other hand, two managers of
Talon Outdoors have been interviewed, in order to gain more concrete concept of using digital
technology in business. In addition to that, secondary research on the basis of thematic analysis
has been approached, in order to gain accuracy and reliability on the project study.
Primary research
Question 1: How effectively digital technology is influencing business procedures?
Answers Number of
respondents
Percentage Sample Size
Much Effective 25 50 50
Moderate effect 15 30 50
Not effective 10 20 50
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Figure 1: Graph on digital technology influence in business procedures
Question 2: Do you think using digital technology in business can help organisation to
grow?
Answers Number of
respondents
Percentage Sample Size
Yes 20 40 50
No 10 20 50
Maybe 20 40 50
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Figure 2: Graph on digital technology use in organisational growth
Question 3: Do you think approach of digital technology will help the business to gain
competitive advantage?
Answers Number of
respondents
Percentage Sample Size
Yes 20 40 50
No 10 20 50
Maybe 25 50 50
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Figure 3: Graph on digital technology influencing competitive advantage
Question 4: Can using digital technology and digital marketing approach help business to
gain strong brand image?
Answers Number of
respondents
Percentage Sample Size
Yes 19 38 50
No 6 12 50
Maybe 25 50 50
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Figure 1: Graph on digital technology in enhancing brand image
From the above graphs based on the primary survey, it can be said that, most of the employees in
the Talon beliefs that the use of digital technology in the business can help to enhance the
organisational growth in overall perspective and thus can gain innovation and strong brand
image. However, on the other than, the negative feedbacks on the use of digital technology have
demonstrated that, Talon do not use the digital technology in the organisational procedures and
processes in a effective manner and thus it needs to enhance the digital use and thus gain overall
development.
Interview
Other than the primary research through survey, the following interview with two managers of
Talon has been approached.
Questions Manager 1 Manager 2
How the digital technology
influences the business?
Digital technology basically
is centralised on the internet
application use in the
business. Using the internet,
Talon approaches a large
numbers of customers. On the
With the gradual change in
the business and current era,
business trend have changed
significantly from previous
years.
In this current trend, we have
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other hand, the business
processes, such as training of
employees and in order to
communicate with the
stakeholders, digital
technology can be used
effectively.
to depend on the digital
technology for the
organisation works, such as
communication and working
processes of business, such as
maintenance of records,
analysis and even for
analysing marketing strategies
development.
What are the other
advantages which can be
gained by business while
implementing the digital
technology?
Other than the
communication, the business
can gain strong competitive
advantage through
approaching the digital
technology. On the other
hand, as Talon is an n outdoor
advertising company, thus
using digital technology will
surely help Talon to gain a
large numbers of customers
through advertising the brand
in a digital manner.
Other advantages, which can
definitely be gained by Talon
through approaching digital
technology is to gain
customer retention. The
services of Talon can be
advertised through different
social media in a digitalised
manner and thus can help to
gain customer retention. On
the other hand, having
customer retention can
ultimately lead to strong
brand image and thus can
help Talon to gain more
numbers of customers. On the
other hand, using the
technological advancements
and digital technology, our
services can be enhancing in a
qualitative manner and thus
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can help the customers to gain
high satisfaction.
Table 1: Interview approach to managers of Talon
(Source: Created by learner)
Thematic analysis
In order to understand the use of digital technology, in a concerted manner, two different
journals have been chosen in order to analyse the study and thus to gain validated information.
Theme1: Business strategy development
Business growth is considered as the overall development of the business areas, which can help
the business to gain enhancement in all the sectors of organisation. In the view of Fitzgerald et
al. (2014, p.7), using the digital technology, such as internet and other technologies, such as
mobile and laptops, can help the organisation to enhance the organisational growth in an efficient
manner. Based on the study, it has been found that, implementation of digital technology in the
small business help to monitor the overall market and customers. Thus, approaching the digital
technology will help the small business to identify the barriers and customer needs with
analysing the market. In addition to that, this monitorisation of market and customer will help to
place proper strategies based on the outcomes of market monitorisation.
Theme 2: Brand Image
As the digital technology can help the business to gain proper market orientation and customer
research, with accessing proper identification of business requirements and customer needs, the
small business can implement proper innovative and effective strategies, which can help the
organisation to enhance their growth. As Goyal (2017, p. 129) has commented that, using the
digital technology in business can help to reach to large population of customers through
different digital and new media applications, such as social media sites. Digital technology can
help to analyse the marketing strategies, records and ranking of the organisation, through using
Google Analytics. Moreover, the organisations, can enhance their business processes such as
excel systems and other analytic tools through digital technology, which ultimately helps to
enhance the overall organisational development.
In addition to that, as Goyal (2017, p. 130) has stated that, overall development of small business
through digital technology can help to deliver quality services to the customers and thus can gain
high customer retention and brand image.
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P6 Recommendations and outcome of the project
The recommendations and the outcome of the project carried out on “role of technology in the
development of small scale industry” at the Talons outcome are explained below:
Outcome of the project are
Communication process: As stated by Achtenhagen et al. (2013, p.90), the use of technology
can enhance the communication process in order to increase the efficiency of the organization in
the market. Effective communication removes the gap between the employees and management.
Effective communication promotes diversity in the workplace in order to enhance the
effectiveness of the employees.
Talon outdoors has used technology in enhancing the communication between the employees,
management and clients so, that they can attract more customers towards their company in order
to enhance the productivity in the economic market of UK.
Marketing process; Usage of the technology in an organisation enhances the marketing activity
of the organisation in order to enhance the position of the enterprise in the market. Talon
Outdoor has launched a website so, that it can reaches to the targeted audience within no time.
The company has created a page on the social media to promote the company among the masses.
After using technology the company has increased the productivity worldwide.
Training; Due to the advent of technology the company has started using modern software in
advertising purposes to gain competitive advantages in the market. The company has also started
using the HR software to train the employees efficiently. Efficient employees speed up their
production process of the company in order to enhance the productivity of the company in the
market.
Software: The advent of technology in their organisation has motivated the organisation to use
modern software in order to keep the documents of the company safely. Workplace safety
promotes diversity in the company. Talon has started using HR software to keep the data base of
the company safely.
Position of the company: The communication process has enhanced the customer and
management relation. Talon has opened a social media page so, that the customers can come to
know about the newly arrived advertisements and can give their feedback to the company. Thus,
it can be said that technology has enhanced the public relation of the company.
Recommendations of the project:
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The recommendations of the project are discussed below:
Training: The technology can be implemented in the company if proper training is
implemented among the employees. Proper training will enhance the efficiency of the employees
of the company (Turner and Zolin, 2012, p.700).
Software: The company should installed authentic software so, that the employees can
efficiently use the software and to prevent the software from getting corrupted.
Proper communication: Effective communication process should be implemented in the
company for proper use of the technology especially the usage of the software such as excel,
PowerPoint, etc to enhance the technical skills of the employees.
Performance Appraisal: To promote the usage of the technology in the organisation
performance appraisal must be set to motivate the employees regarding the usage of technology
in the workplace.
P7 Value of the project in meeting stated objectives and in own learning
After conducting this project I have see that there is scope of improvement in terms of
implementation and utilisation of digital resources. This particular project has enhanced my
personal knowledge and skills in terms of conducting a project. In the light of the aim and
objectives of the present report, it can be stated that the report has been successful in terms of
supplying knowledge and skills on the topics. More knowledge is required by the employees of
the company regarding the importance of digitisation in modern business. For this training
sessions have to be conducted with the employees. Also the ideas of efficient workers should be
thought over and discussed and if found lucrative should be implemented. This particular project
has assisted in improving my personal analytical skills in analysing collected data on the grounds
of application of digital technology in a SEM. In the data collection process, I have understood
the importance and validity of both qualitative and quantitative research projects. Customer and
client survey should also be done to find out the areas in which they are facing any problems and
what kind of resources can be employed to solve them. Apart from this I have received a positive
feedback in this project. Our work performance and profit margins have increased and customers
have also given positive feedback. But it is important to know if the customers are facing any
bugs or hindrances so that we can improve on that. I believe that there is scope for implementing
larger amount of digital resources and it is important for us to make our staff familiar with them.
If the company’s staffs are not familiar with upcoming digital resources the project will be of no
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use. So we should try to implement further resources that can be lucrative for the company and
also train the staff to properly utilise them.
Conclusion
The importance of digitisation in modern business is significant. Digital resources would help in
efficient communication, coordination and working in an organisation. It would also reduce cost
of working and save time. Also it is very important for the company to choose the correct
resources which would enhance their working and increase their overall revenue. Often it is seen
that members of an organisation are not familiar with its resources. It is essential for the
management to choose suitable members in the technical team who would help to train staff
efficiently to use digital resources. The company should always try and implement newer digital
resources that would bring improvement in working. Lack in proper digital resources makes it
difficult for a company to survive in the modern age of competition. After conducting the project
it can be seen that Talon has received positive customer feedback and its overall revenue has
increased since previous times. The company has also adapted new technologies in its
functioning. However it further needs to implement more digital resources and work on
utilisation of resources by staff.
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Appendices
Appendix 1: Questionnaires
Question 1: How effectively digital technology is influencing business procedures?
Answers Number of
respondents
Percentage Sample Size
Much Effective
Moderate effect
Not effective
Question 2: Do you think using digital technology in business can help organisation to
grow?
Answers Number of
respondents
Percentage Sample Size
Yes
No
Maybe
Question 3: Do you think approach of digital technology will help the business to gain
competitive advantage?
Answers Number of
respondents
Percentage Sample Size
Yes
No
Maybe
22

Question 4: Can using digital technology and digital marketing approach help business to
gain strong brand image?
Answers Number of
respondents
Percentage Sample Size
Yes
No
Maybe
.
23