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Strategic Management for the Competitive Advantage

The impact of digital technology on business activity

9 Pages2351 Words253 Views
   

Added on  2020-06-05

Strategic Management for the Competitive Advantage

The impact of digital technology on business activity

   Added on 2020-06-05

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Research Proposal
Strategic Management for the Competitive Advantage_1
Strategic Management for the Competitive Advantage_2
INTRODUCTIONOverview and RationalIn modern era the competitive ratio has been advanced to great context so it is necessary tohave evolution of key standards in terms of organisational capabilities. In order to have advanceorganisational values the businesses in retail sector are having implication of digital tools. Inrespect to have appropriate consideration of such values the use of mobile application has alsobeen advanced in recent years. Number of businesses are using mobile phone and applicationsystem for promotion of business (Yang, 2012). It allows to improve the customer satisfaction byoffering an easiness to customers. Organisations are having promotion of products and servicesaccording to use of mobile technology. Use of applications allow customers to have access to products in easy manner fromanywhere. It provide quality services and time saving strategy for the business. It has forcedexperts to analyse the factors which are motivating companies to expand business in terms ofmobile technology (Yang and Kim, 2012). It is also essential to explore the results which can beattained by business firm through using mobile application. It has also enhanced the researchermorale to conduct a study on impact of mobile application on the shopping experience ofcustomers: A study on Sainsbury PLC. Along with this, the selection of organisation as aSainsbury was appropriate because company is continuously having improvement in mobiletechnology. Also, number of promotional campaigns are being arranged on mobile application ofSainsbury. Research Aim“To assess the impact of mobile application on the shopping experience of customers: A studyon Sainsbury PLC”.Research ObjectivesTo identify the key trends which are associated with use of mobile applicationTo evaluate the link between customer shopping and usage of mobile applicationTo determine factors associated with consumer shopping behaviourTo recommend ways that allows to improve mobile application development for bettershopping experience of customers within Sainsbury PLC.Research QuestionsHow mobile application is offering easiness to customers?
Strategic Management for the Competitive Advantage_3

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