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The Impact of Digital Marketing on Organisational Performance

   

Added on  2020-10-22

41 Pages11028 Words295 Views
RESEARCH PROJECT(The impact of digitalmarketing on OrganisationalPerformance)

Table of ContentsAbstract............................................................................................................................................1TITLE: ............................................................................................................................................2CHAPTER 1: INTRODUCTION....................................................................................................2Overview of the Research......................................................................................................2Background of the Research...................................................................................................2Significance of the Research..................................................................................................3Research Aim.........................................................................................................................3Research Objective.................................................................................................................3Research Questions................................................................................................................4CHAPTER 2: LITERATURE REVIEW ........................................................................................4Identifying the need of digital marketing in small and medium business enterprises............4Impact of digital marketing and its impact on organisational performance...........................6Scope and application of digital marketing in business operations of 4Com PLC................6Ways to develop business operations at market place............................................................7CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7Introduction............................................................................................................................7Research choice .....................................................................................................................8Research Design.....................................................................................................................8Research philosophy...............................................................................................................9Research approaches..............................................................................................................9Sampling.................................................................................................................................9Data collection techniques......................................................................................................9Ethical Issue..........................................................................................................................10Research strategy..................................................................................................................10Research limitation...............................................................................................................10Costs.....................................................................................................................................11Gantt chart............................................................................................................................11CHAPTER 4: DATA COLLECTION AND ANALYSIS............................................................12CHAPTER 5: CONCLUSION, DISCUSSION AND RECOMMENDATION............................23

Introduction..........................................................................................................................23Discussion.............................................................................................................................23Conclusion............................................................................................................................24Recommendation..................................................................................................................24REFERENCES..............................................................................................................................26APPENDIX....................................................................................................................................28Appendix 1: Research Proposal.....................................................................................................28Appendix 2: The Questionnaire.....................................................................................................35

AbstractThis research is based on evaluating the impact of digital marketing on overallperformance of the company. As digital marketing is one of the effective and appropriateplatform that may help business organisation to promote their activities at market place with theaim of generating profitability level. Along with this, it also main aid in communicating withlarge number of customers in order to provide them information about quality products andservices that may directly contribute in inviting large number of customers. For carry out this research, investigator use different research methods like primary,secondary, qualitative and quantitative and many more methods are used with the aim ofgathering relevant data and information. Apart from this, data analysis and interpretation is alsoincludes in this project that may aid in effectively analysing collected data and information thatmay aid in drawing a valid conclusion. Recommendation and conclusion is also play a vital rolein improving necessary areas within the research. This will contribute in making overall researchmore successful and authentic as well. 1

TITLE: “The impact of digital marketing on Organisational Performance”. A case study on 4ComPlc Communication.”CHAPTER 1: INTRODUCTIONOverview of the ResearchDigital marketing refer as marketing of goods and services by using digital channels inorder to reach with desired customers. Tools and techniques that are representing digitaltechnologies plays crucial role in development of status of not only company but also economyof nations also gets affected positively (Laudon and Laudon, 2015)s. Modern era is a time periodof hi-tech people whom are busy with their digital tools and technologies because this type oftools are useful in making like more easy and comfortable. In the era of digital marketing,business rivalry is very high in industry and each little and moderate size firms are usingdigitalisation in their firm. Main objective behind using digital technologies is to produce higherfeatured products and services in order to satisfy needs and wants of customers in market place.Business environment got modernise and it requires use of latest tools and technologies forensuring higher profitability and larger market share in industry. Major utilisation ofdigitalisation is that this function provides a proper and suitable direction to business operations.4Com Plc Communication is selected organisation for this specific research dissertation, thisfirm deals in providing communication facilities to clients. Fundamental aim of association is toexpand their business by serving extraordinary quality services in market in order to satisfyneeds and wants of customers. Background of the ResearchPresent time is mostly effected by digital technologies as these tools plays very importantrole in improvising business operations at wider arena of network. Organisation which is namedas 4Com Plc communication that provides focus upon catering necessities and wants ofconsumers by adequately analysed market situations and demands. This was established in 1999with the aim of enhancing quality of communication services in country. Firm is having aprominent amount of employees whom are contributing their valuable contribution inaccomplishment of organisational performance so that venture can attain all targets in limitedperiod of time (McAfee and et. al., 2012). Digitalisation provides adequate workflow tooperational actions in order to allow automatic capabilities to business actions and procedures.2

4Com Plc is running their business functions in telecommunication industry main area of servingis SMS, calling from mobile phone, mobile data etc. an organisation which is dealing on largescale are having great contribution in economic growth of country and quite well in dealingbusiness operations in another country. Significance of the ResearchThis presented research module is based upon influence of digital technologies onorganisational performance. Main objective of conducting this research program is to analyseimpact of digital marketing at workplace as these tools and techniques provide aids in enhancingfunctionality of organisation and this function of accepting digital marketing improvisesproductivity of firm. When any association plans to apply digital techniques in their corporation,they have to face many problems and issues which is called as obstacle and hurdle in the way ofinstalling technologies in working atmosphere (Mosco, 2014). In order to employing alltechnologies in efficient manner then management of company provide important and relevanttraining sessions to their manpower so that workforce could accept novel technologies in mostefficient manner. This research is developed for enhancing skills and knowledge of learner atmarketplace. More utilisation of digital tools and technologies in business is to enhance level ofproduction function for serving good quality product and services by developing innovative ideaand tools at workplace. Greater sales volume represents higher profitability of corporation andthis increased sale amount has direct influence of growth and success of association. Research AimThis is a most important part of a research project as it provides adequate direction toinvestigation function then the entire research program revolves around this aim. This sectionmakes enhancement in skills and talents of researcher and then learner could get required anddesired outcome (Haight, Quan-Haase and Corbett, 2014). Essential aim of this current researchis to analyse impact of digital technologies upon organisation operations of 4Com Plc. Main aimof this research program is to analysing implication of digitalisation on business functions. Acase study of 4Com Plc. Research ObjectiveThis is described as results that are sought by investigator at the end of investigationprogram in order to finalise that what learner has to achieve at the end of this research. Theseresearch objectives are available in the form of small and understandable format which are3

closely relate with problem of case (Brynjolfsson and McAfee, 2012). The research objectivesare described as follows:To recognise necessities of influence of digitalisation on organisational performance. To evaluate the issues that are found after implementing digitalisation in organisationalperformance.To examine how digital techniques impacts business operations of 4Com Plc.To analyse ways through which organisation can improve organisational performance inmarket.To identify the challenges faced by organisation after implementing digitalisation.Research QuestionsThis is explained as the format of statement which are depend upon a specific querywhich researcher wants in context of addressing research issue and problem. This portion ofdissertation is interconnected with research objectives as these are prepared on the bases ofissues that are related with problem. Some fundamental questions are listed as follows: What are the necessities of implementing digitalisation in an organisation ? What are the issues that are found after implementing digitalisation in organisationalperformance ? How to examine digital techniques impacts business operations of 4Com Plc ?What are the ways through which organisation can improve organisational performancein market ?What are the challenges faced by organisation after implementing digitalisation ?CHAPTER 2: LITERATURE REVIEW Identifying the need of digital marketing in small and medium business enterprisesNowadays business associations are making increments in business operations in order togain and obtain higher amount of profit by handling larger pool of consumers. In perspectiv4e ofmarketing's era, techniques are most important part of any business firm. Without havingassistance of technologies, a firm could not survive in highly competitive environmenttechnological infrastructure that a company has effects almost every component of organisationalperformance and this type of action impacts efficiency and productivity of corporation.According to the view of (Buckingham, 2013) there are many tools and technologies that boostup efficiency and growth of firm whether it is large, small and moderate. These techniques4

allows venture to grow and always avail entire tools and technologies better than competitors.The identification of need of digital marketing in small and medium business enterprise are asfollows: Communication: If a corporation carries tools and technologies that are efficient inestablishing communication with consumers because this kind of technologies are helpfulin maintaining healthier and strong bond with corporations then all targets could beattained in longer duration of time. Communication with consumers is efficientlyhandling by corporation by taking help0 of digital tools and technologies. For example, ifa company want to address many consumers at the same time then corporation can usesocial media and various online platform that are using by loads of number of people.There are various tools that can be utilised by association for establishing efficient andregular interaction with consumers. It brings efficiency in operations: If digital tools and technologies are applied inbusiness association in most effective manner then company can make decrements in costand along with efficient could be increased and this type of action is helpful in attainingall targets in limited period of time that is a primary goal of each and every kind ofassociation because digitalisation provides guidance to organisational performance that inwhat manner it will be conducted and by taking this chart in consideration employees canmeet deadlines and firm is to be able in catering all desires, wants and needs of clients inhighest satisfactory level (Cook, 2017). There are various tools that can be implied inorganisation to enhance performance level of 4Com PLC and these tools are inventorymanagement, employees portal etc. inventory management tools is helpful in managingentire records and calculation of all transactions of stock along with that which is havingby venture in warehouses. Secure environment: Digitisation provides security in atmosphere of organisation so thata carefree attitude develops in association so that corporation can promote stress freeworking in corporation. For example, if venture installs cloud storage then managementcan keep their data in cloud and can provide sufficient security to financial data and ifany person from higher authority wants to access this data then by getting passwordhe/she can access from anywhere. There are various tools and technologies that can be5

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