The impact of digital technologies on Marketing

Business research project

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
P1 objectives and aims of research project.................................................................................2
Aims and objectives....................................................................................................................3
Factors that contribute to procedure of research project selection.............................................3
Critical Literature Review..........................................................................................................4
Research Project Specifications..................................................................................................4
Procedures and plans...................................................................................................................6
P2 Research methods for primary as well as secondary data collection....................................7
TASK 2............................................................................................................................................8
P3 Project management Plan.......................................................................................................8
P 4 Analytical tools for analysing the research findings and data.............................................8
TASK 3..........................................................................................................................................10
P 5 Communicating the results of research project..................................................................10
TASK 4..........................................................................................................................................18
P 6 Effectiveness of research method applied for meeting objective of business research
project........................................................................................................................................18
P 7 Alternative research m ethologies.......................................................................................18
REFERENCES..............................................................................................................................19
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INTRODUCTION
The purpose of every organisation is to increase the suitability and achieve success in
highly competitive as well as dynamic business environment. There are various factors that can
assist company in achieving business goals and objectives. Among various components'
technology is the factor which support business entity in developing new products as well as aid
firm in bringing improvement in existing products or services. Innovation as well as digital
technology are the two main elements which allow company to increase its sales and
profitability. In present highly competitive business environment , it has become essential for
companies to implement digital technology at workplace. As this will help business venture in
differentiating itself from competitors and allows firm to gain competitive advantage in the
market.
The purpose of the research project is to identify the impact of digital technology on
marketing activity in a Tesco company. Assignment also have concentrate on identifying the
ways the digital technology can support firm in increasing sales as well as profitability. It also
has focus on recognising the way digital technology supports business entity in growth as well
as innovation procedure.
TASK 1
P1 objectives and aims of research project
The Tesco company can gain several benefits by employing digital technology within an
organisation. Business entity can increase its sales and profitability by using digital technology
for promotional or marketing activities. It will help firm in reaching wide number of
customers .Digital technology supports organisation in identifying the demands of customers. It
also helps firm in directly communicating with clients and sharing business objectives with them.
This activity also support an enterprise in developing strong relationship with customer and
gaining their loyalty. Digital technologies have high potential to transform business operations
such as marketing or promotional activities (Stankovska, Josimovski and Edwards, 2016) It is
considered to be as the very useful resource which also support the business entity in minimising
the cost which are associated with promoting as well as marketing of goods or services. Digital
technology also allows an enterprise to increase working efficiency (Quinton and Simkin, 2017)
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Aims and objectives
Aim: The purpose of the project to analyse the impact of digital technology on business
activities such as marketing. It also aids firm in reducing the negative effect of the changes in
external factors on business activities or operations.
Objectives:
 To increase the knowledge about digital technology.
 To identify factors which encourage firm to employ digital technology at workplace.
 To develop the understanding about the way digital technology help organisation in
achieving marketing objectives.
 To identify the strategy that can be used for improving promotional as well as marketing
strategy with the support of digital technology.
 To recognise the areas where Tesco company need to work to improve its marketing
strategy.
Research questions:
What do you know about digital technology?
What are importance of digital technology in improving marketing or promotional activities and
innovation in the Tesco company ?
What is relationship between digital technology and success of the organisation ?
How digital technology can help firm in ensuring its success and fostering growth?
Factors that contribute to procedure of research project selection
There are numerous factors which has encouraged the scholar to conduct the research on
the topic impact of digital technology on business activity. One of the significant factor which
has encouraged investigator to conduct research is the utilisation of digital technology by firm
for increasing sales and profitability. It has been identified from the investigation that there are
much advancement in technology which has been used by organisation for obtaining the
information about the consumer buying behaviour. The evidence which shows the impact of
digital technology on business is that , many of the companies by utilising digital technology has
able to increase customer base. This has been possible only with the support of digital
technology which has provided companies an opportunity to interact with customer , identify
their problems and provide client with effective solution. All these facts have motivated
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