Analysis of Marketing and Social Media Studies

This assignment includes a list of references to various studies on marketing and social media, covering topics such as customer experience, perceived value, big data consumer analytics, social media's influence on consumer-brand relationships, and the importance of social media in holiday visitors' choices. The studies are from journals like Technological Forecasting and Social Change, International Journal of Research in Marketing, and Public Relations Review, among others.

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
RESEARCH METHODOLOGY....................................................................................................2
RESULTS AND FINDINGS...........................................................................................................3
DISCUSSION................................................................................................................................10
CONCLUSION..............................................................................................................................14
REFLECTION...............................................................................................................................14
RECOMMENDATION.................................................................................................................15
APPENDIX....................................................................................................................................17
REFERENCES..............................................................................................................................19
.......................................................................................................................................................20

TITLE:
“The impact of Digital technology, especially website, on business performance. A
Case study on Waitrose Ltd.
EXECUTIVE SUMMARY
Main purpose of this research project is to analysed the implication of website for
capturing large amount of market share of company. Another reason behind applying website as
a part of digital technology is to determined those factor which are essential for an organisation
for gaining customer attention while applying digitalisation (What is the Website, 2018).
Therefore, innovative tools and technique's are more significant for the each and every business
to develop strong image at large marketplace. For accomplishment of this, company need to
conduct research program which help them to easily find out opinion and view of people about
impact of digital tool, products, process and system of organisation. Beside this, organisation
applied different methods of data collection such as primary and secondary, qualitative and
quantitative, research design and philosophy, etc. All these are support the researcher to gather
accurate amount of data about the research topic.
INTRODUCTION
Digital technology are electronic devices, resources, systems and tools that process,
gather or generate data. These covers online games, social media, multimedia, cloud computing,
productivity application, mobile devices, websites and interoperable system. All these are useful
part of digitalisation for the success and growth of organisation. In this assignment chosen
organisation is Waitrose, it is a chain of British Supermarkets which is founded by Wallace
Waite, Arthur Rose, David Taylor in 1904. Company produce different types of food and
services in which they need to provide information about such items to the customers so that they
can implement Website, it help an organisation to maximise customer response and gain
competitive advantages easily (Agnihotri and et. al., 2016). Main purpose of the business about
selecting this topic is to evaluate the implication of website for capturing maximum number of
market share for company. Another purpose was to identify those factors which are valuable and
useful for firm for increasing customer response in the enterprise. Company has another motive
behind selecting this research topic is determine significance of digital technology for attaining
development and growth of organisation.
1

RESEARCH METHODOLOGY
Research methodology is the theoretical and systematic evaluation of the approach
followed to a field study. It comprises the theoretical analysis of the principles and methods
associated with a lot of knowledge. In simple word, it is an effective process used to gather data
and information for the motive of making business decisions in an appropriate manner. This may
include interviews, publication research, survey, questionnaire and many other research tool, and
could cover both historical and present data (Ahmad, Musa and Harun, 2016). Therefore primary
and secondary research was essential and appropriate because with the applied of this,
investigator easily collected appropriate information about the research topic. In this study, data
has been gathered by secondary and primary source of data assemblage. Beside this, it is
essential for investigator needed proper knowledge regarding particular method through they can
gathers facts easily.
Primary research: It is an effective method in which company collects information and
data for the first time and it is not collected previously. It includes interview, samples,
observation etc. Questionnaire is created and hence Wait rose is collecting data and information
from the people for the first time (Saeidi, and et. al., 2015). This helps the company to collect
accurate and relevant data and information. It also saves the time and cost of company as it is
given to customers and they give quick responses. Hence organization can easily interpret the
data and information. It also helps the company to invest their useful time in all activities. Hence
firm can easily interpret the data and information and can also determine various conclusion.
Recommendation is also given to organization on basis of different conclusion (Aichner and
Jacob, 2015). Hence firm can earn more revenues by using digital tools and techniques and can
enhance the market share. So organization can expand their operations and tasks.
Secondary data: It is the method in which collects the data and information which is
already collected by another company (Siamagka, Michaelidou and Valvi, 2015). It includes the
online sources, books and journals. Research is playing an important part as it is explaining the
area of study. It can be quantitative and qualitative. It is cheaper source as compared to primary
source. It uses newspapers and magazines to collect the data and information. It is done so that
company can collect relevant and crucial matter.
2

From the above two methods company is using the primary research in which
organization creates questionnaire and it evaluates the impact of digital technologies on the
company. Through this enterprise can collect data and customers can give feedback to the firm.
Hence they can easily make changes in the plans and policies by taking feedback from the
company (Turban, and et. al., 2017).
There are various issues which influences the functions of research work of Wait rose and
it is described below:
Cost: It is the main issue for the Wait rose. It is crucial that company has to make
effective flow of assets and capital that are leading with investigation facilities in proper manner.
Cost is a factor which assists the organization collect the information and data with 30
respondents who are using the digital tools and techniques such as mobile phones so that there is
growth of the auto mobile sector (Baker, 2016). It has to reduce the cost ion all activities and
operations so that organization can enhance their revenues.
Ethical issues: It is also a effective method to solve the issues and problems of company.
It is an important principle and hence company has to properly follows all rules and regulations.
It has save the time and costa and properly utilize the resources in proper manner. This helps the
company to solve this issue and enterprise can earn huge revenues and can enhance the market
share. Ii helps the organization to expand their operation's and can also maintain positive image
in minds of all people and in industry (Chen and Lin, 2015).
RESULTS AND FINDINGS
Q1) Can execution of website is useful for growth and development of
organisation's?
Frequency
Agree 35
Disagree 5
3

Agree Disagree
0
5
10
15
20
25
30
35
35
5
Column B
Q2) Which department of Waitrose are using website for advertising their
services?
Frequency
Sales and marketing Section 20
Finance Division 5
Operation Division 15
4

Sales and marketing Section
Finance Division
Operation Division
0
2
4
6
8
10
12
14
16
18
20
20
5
15
Column B
Q3) Does website give effective advantages to Waitrose company? Frequency
Agree 35
Disagree 5
Agree Disagree
0
5
10
15
20
25
30
35
35
5
Column B
5

Q4) What are the benefits of using websites for customers? Frequency
Easy connection 20
Time saving 10
Cost saving 10
Easy connection Time saving Cost saving
0
2
4
6
8
10
12
14
16
18
20
20
10 10
Column B
Q5) What are the major benefits of websites in the working environment of
Waitrose company?
Frequency
Maximising productivity 10
Whole cost Reduction 10
Raising market share 10
Gaining Customers attraction 10
6

Maximising productivity
Whole cost Reduction
Raising market share
Gaining Customers attraction
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Column B
Q6) Does websites support in developing growth and success for an enterprise? Frequency
Yes 36
No 4
7
Yes No
0
5
10
15
20
25
30
35
40 36
4
Column B

Q7) What are the major factors which straightly effect on development of
website?
Frequency
Technology 15
Target Market 15
Channel 10
Technology Target Market Channel
0
2
4
6
8
10
12
14
16
15 15
10
Column B
Q8) Website will directly impact on communication activities of Waitrose ? Frequency
Ease Of Communication 10
Higher Availability 10
Proper flow of information 20
8

Q9) Does implication of website are essential for the company to capture market
share?
Frequency
Yes 30
No 10
9
Ease Of Communication Higher Availability Proper flow of information
0
2
4
6
8
10
12
14
16
18
20
10 10
20
Column B
Yes No
0
5
10
15
20
25
30
30
10 Column B

DISCUSSION
Appropriate analytical tools, analyse research finding and data
Data analysis is effective process for transforming, modelling, collecting data along with
motive of discovering relevant information and assist taking proper decision. It has different
facts and methods which related with various techniques and approaches. In this research study,
data is being gathered with applying questionnaire tool and also investigation that has been
organised in an enterprise.
Theme 1: Execution of Website is essential for the business growth.
Interpretation: From the above mentioned graph it has been concluded that Execution of
websites in the business operations and activities are more significant. In this 35 out of 40
respondents are agree about this statement and remaining people are disagree because opinion of
these person regarding this is a time consuming process.
Theme 2: Utilisation of websites in different department.
Interpretation: According to the above determined graph it has been concluded that
website is essential and necessary element for the each and every department. Beside this, 20
respondents are agree as digitalisation is more important for the sales and marketing section.
Along with this 5 respondents are agree as website is essential for the finance division and
remaining are favour as such type of technology is highly beneficial for operational department.
Theme 3: Advantages of websites to the organisation.
Interpretation: According to the above determined graph and information it has been
determined that website provide different advantages to the organisation. Beside this 35 out of 40
respondents are agree as such tool is more essential and essential for the organisational growth
and development. Along with this 5 out of 40 respondents are disagree about this statement
because they say it is a cost and time consuming procedures.
Theme 4: Benefits of applying websites for customers.
Interpretation: From the above given data it has been identified that website as a part of
digitalisation is more significant and effective for the customers. In this 20 out of 40 respondents
are accept as website is easily improve relationship between the customers and company. Along
with that remaining respondents are give equal chances as websites is time and cost saving
technique. Therefore, website is more essential and important for the customer to easily analysis
quality, price of products. It help them to make long lasting and effective relation with company.
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Theme 5: Major advantages of Websites as a part of digital technology.
Interpretation: From the above discussed graph it has been determined that
implementation of website in the operations and activities of company is more essential. In this
all respondents are provide equal possibility as it is useful for the organisation to maximise its
productivity, reduce their additional cost, maximising market share and gaining attraction of
different customers within predetermined period of time.
Theme 6: Website is helpful for the success and growth for enterprise.
Interpretation: As per the given information it has been concluded that website is helpful
for the growth and success of organisation within predetermined time period. This statement is
agreed by 36 out of 40 respondents and remaining are not favour with this statement. Thus, it is
essential and important for the Waitrose to maximise their strong and effective position at
international marketplace.
Theme 7: Factors impact on development of website.
Interpretation: According to the above given data it has been identified that there are
different factors which directly impact on the development of website in the organisation. In this
respondents are provide equal possibility about technology and target market. Those are main
factor that highly effects on website development in business and remaining are agree that
various kind of communication channel influence for same.
Theme 8: Impact of website on communication activity.
Interpretation: As per the above give graph it has been concluded that impact of website
on communication activities of Waitrose. In this 10 respondents are say as website is impact on
easy of communication other 10 are say as it provide higher availability and rest of the
population are agree as it effect of the prop flow of information about business process, services,
products and many other activities of organisation.
Theme 9: Implication of Website effective to capture market share for the firm.
Interpretation: According to the above determined report it has been concluded that
Website is effective for the organisation to capture maximum amount of market share. For this,
30 out of 40 respondents are agree thus, it is essential for the organisation to maximise their
market share while applying website technique. Along with this 10 out of 40 respondents are not
agree regarding this concept because they state as it require maximum amount of money and
talented workforce.
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Communicate research outcomes in an accurate manner for intended audience
It is identify as an effective element of research project focuses on framing reliable and
valid outputs via which they can analysis entire information easily (Erevelles, Fukawa and
Swayne, 2016). Beside this, researcher are able for summarise better outcomes that can be drawn
with the mode for evaluate in this chapter. This section of the research project assist in analysing
effective results about different activities of research that are needed for completing entire work.
Thus, it can be identified as important aspect because it assist in giving summary of entire
research activities to learners. Thence, this part focuses in giving valid recommendation
regarding business entity in better way (West, Ford and Ibrahim, 2015).
The implication of innovative tools such as website for capturing market shares of business.
Website is essential and effective tool for the Waitrose to capture large number of market
share easily. It will be an effective technique for the development and success of organisation
within predetermined time duration. This tool also beneficial for the retail store to provide entire
information and data about the business services and goods to the customers. Thus, it help
company to capture large number of market share easily (Fuchs, 2017). As per the above
prepared questionnaire, it is identified the opinion of customers about the impact of website on
business. In this half of the generation out of total population are agreed as such tool highly
support the entity to maximise their performance and profitability. Beside this, company try to
solve complex situation which was arise in the workplace. Thus, it will assist in future
development and success of enterprise without any kind of difficulties. Innovative tool will also
support fir to maximise their development and growth easily. As well-established leading
supermarket retailer chain Waitrose Ltd is emphasised on serving their goods and services via
online website which create transaction more reliable and easy (Hudson, Huang, Roth, and
Madden, 2016). With the use of website clients will be capable to acquire more and more data
regarding the given goods and services in elaborate way and this develop value in effecting
process of its decision making. Innovation is an essential tool which alter audience to effect the
enterprise break-thoughts and also give a thoughtful process, an friendly culture and effective
system.
The major factors which are useful for firm for gaining customer attention while using website
There are certain factors such as Be Accessible, Have a reliable product and Bring value
to the client. All these are important and essential for the organisation to attract large number of
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customers towards applying website. With the use of this tool company easily provide entire data
regarding its services, goods, process, technology and many other (Kavoura and Stavrianeas,
2015). According to the above given questionnaire it has been determined website help the
business to attract various number of customers as well as achieve better outcomes in limited
time period. For achievement of this, company Waitrose provide better quality in its products
and services at reasonable price which support an enterprise to make strong position
internationally (Zhang, Hu, and Liu, 2017). From the above mentioned questionnaire that
determined the reaction and opinion of the customers about the impact of website on business
performance and profitability. In this maximum number of people are favour as such tool highly
benefited to the firm to increase customer response in the enterprise and accomplish better results
in limited time period. Further, website is moved as the foremost useful part of marketing as in
this recent era large number of the person are more aware regarding the products and services
recognise close to the quality. Largely people are highly attracted towards brand image and
goodwill of enterprise as they are awake regarding the high-quality product, so they mainly
purchase items and services which are mainly supported on extremely qualitative product. As a
multinational organisation Waitrose Ltd give online facilities to their potential and target
customers via their website in regards to gaining more attention of buyers.
The importance of digitalization for attaining growth and development of firms
Digitalisation in the operations and activities of organisation is beneficial and essential.
There are different types of digital tool such as Linear talent acquisition, Mobile banking,
Emails, Effective communication channel, Network the business, Deliver innovate result etc
(Lamberton and Stephen, 2016). All these are valuable for the development and growth of
company within predetermined period of time. Effective implementation of digital technology
are more effective in improving the performance and productivity of organisation which develop
advantages in achieving higher benefits of business entity at marketplace. With the apply of
website the cost of company can be decreased and organisations achieving maximum number of
sales and profit. Digital technology plays an essential role in performing various kind of
operation in accurately. Due to application of digitalisation each and every operation or work of
enterprise are evaluated in proper and effective way (Kiráľová and Pavlíčeka, 2015). There are
various kind of strategies and scheme which are followed by Waitrose in order to do their all
functions and activities in an effective and efficient manner. Digitalisation has various
13

advantages and benefits which are essential for the development and success of business entity.
It will also assist in maximisation of customer number as well as achievement of competitive
edge in given time period (Moreno, Tench and Zerfass, 2015).
CONCLUSION
From the above mentioned report it has been concluded that Website is more effective
and best technique for the company to easily promote their services and products to different
number of customers. Such tool also support an enterprise to maximise number of customers in
their organisation. Digital technology is was beneficial for the company to gain competitive edge
within predetermined time duration. In this project marketing survey plays vital duty in analysing
the significance of website in regards to increase profitability and performance of enterprise.
Further it has been determined that pool of clients are feel satisfied with the offered items and
services of firm is more emphasised on growing business functions and operations at
geographical era. In this website are more significant in utilising accurate resource for
maximising productivity and revenue. Proper implementation digital technology are effective for
the company to attain higher competitive benefits over their competitors. Therefore Website is
effective technique for the improvement and success of the firm in marketplace. Beside this,
investigator prepared a questionnaire which benefited them to find out exert view of the chosen
respondents.
REFLECTION
Research is identified as one of the main and effective factor which is conduct by each
and every organisation to analysis opinion of the respondents about research topic. According to
this research study, I was play vital and effective role in evaluating entire functions and activities
of research effectively and efficiently. From the above mentioned information, I was evaluating
that all the functions and operations of company had been organised for wanted targets and
goals. Collection of information can be completed for analysing needed elements. Entire
activities and work of research is based on actual figures and facts. In this research, there are
mainly type of data collection method such as primary and secondary which can be applied for
finishing whole research in better and effective way. In case of primary source, I was prepared a
questionnaire which is beneficial and useful for me because with the use of this concept I am
14

easily collect accurate amount of information. Thus it is one of the best approach for collecting
accurate information and data about the research topic and issue.
Alternative research methodologies for project
Research is essential and useful for the company because with the help of this they can
analysis opinion and view of respondents about the project (Ngai, Tao and Moon, 2015).
Research methodology play an essential role in giving accurate guidance to the researcher for
completing entire functions and activities of research in better way. In particular research, data
and information has been collecting and assemblage with the assist of organising questionnaire
method and it is accurate and relevant in assembling proper data by taking opinions and view of
answering in simple way. The other secondary and alternative approach for doing entire
activities of investigation is interview which is also very much effective and suitable for this
project. Thus it can be effective way of collecting data and doing direct interaction that has been
completed for evaluating views of each and every respondents about business products and
services in effective and efficient manner. It will support in save cost and time which take rather
than questionnaire. Therefore, various methods and tools are available here which can be applied
for organising all activities of investigation effectively (Ryan, 2016). Thus, it will assist the
business to maximise their sales and attract different number of customers within predetermined
time period.
RECOMMENDATION
From the above mentioned report it has been recommended that digital tool is valuable
and effective part for the progress and success of organisation in limited time period. There are
different types of digital technology such as social media, e-commerce, mobile application,
social media marketing, Website and many other technique's. All these are important and
beneficial for the company to attract various number of customers and accomplish their goals
and targets easily. It is highly recommended to the Waitrose to adopt unique and advanced tool
in their business process and operation. Thus, it support the organisation to keep strong and long
lasting position at international marketplace. Another recommendation to the company is to
provide different variety in their services and products which help them to capture maximum
number of market share and attain better outcomes within predetermined time period. Along with
this, another component suggested to the business is to invite all employees in the decision
making process about implementing digitalisation, policies and strategies. This is necessary and
15

valuable for Waitrose to make better scheme and policies for accomplishment of long term goals
and objectives. So, they need to evaluate entire services and products of business effectively. The
enterprise necessity to develop variety of alternative which are linked with website so their
clients can highly attracted towards innovative services. Beside this, the website can valuable for
collecting accurate data connected with their clients so they can give them proper data and
information which is mainly based on inquisition form. Waitrose need to apply GPS and mobile
phone application which assist them in giving accurate and right guidance for reaching with
providers and getting appropriate opportunities for selling their goods and services.
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APPENDIX
Questionnaire
Q1) Can execution of website is useful for growth and development of
organisation's?
Frequency
Agree 35
Disagree 5
Q2) Which department of Waitrose are using website for advertising their
services?
Frequency
Sales and marketing Section 20
Finance Division 5
Operation Division 15
Q3) Does website give effective advantages to Waitrose company? Frequency
Agree 35
Disagree 5
Q4) What are the benefits of using websites for customers? Frequency
Easy connection 20
Time saving 10
Cost saving 10
Q5) What are the major benefits of websites in the working environment of
Waitrose company?
Frequency
Maximising productivity 10
Whole cost Reduction 10
Raising market share 10
Gaining Customers attraction 10
17

Q6) Does websites support in developing growth and success for an enterprise? Frequency
Yes 36
No 4
Q7) What are the major factors which straightly effect on development of
websites?
Frequency
Technology 15
Target Market 15
Channel 10
Q8) Websites will directly impact on communication activities of Waitrose ? Frequency
Ease Of Communication 10
Higher Availability 10
Proper flow of information 20
Q9) Does implication of website are essential for the company to capture market
share?
Frequency
Yes 30
No 10
Q10) Do you have any suggestion about how website is essential for developing
progress and growth within Waitrose?
18

REFERENCES
Books &Journals
Agnihotri, R. and et. al., 2016. Social media: Influencing customer satisfaction in B2B sales.
Industrial Marketing Management. 53. pp.172-180.
Ahmad, N. S., Musa, R. and Harun, M. H. M., 2016. The impact of social media content
marketing (SMCM) towards brand health. Procedia Economics and Finance. 37.
pp.331-336.
Aichner, T. and Jacob, F., 2015. Measuring the degree of corporate social media use.
International Journal of Market Research. 57(2). pp.257-276.
Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Chen, S. C. and Lin, C. P., 2015. The impact of customer experience and perceived value on
sustainable social relationship in blogs: An empirical study. Technological forecasting
and social change. 96. pp.40-50.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
Fuchs, C., 2017. Social media: A critical introduction. Sage.
Hudson, S., Huang, L., Roth, M. S. and Madden, T. J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand
perceptions and marketing behaviors. International Journal of Research in Marketing.
33(1). pp.27-41.
Kavoura, A. and Stavrianeas, A., 2015. The importance of social media on holiday visitors’
choices–the case of Athens, Greece. EuroMed Journal of Business.10(3). pp.360-374.
Kiráľová, A. and Pavlíčeka, A., 2015. Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences. 175. pp.358-366.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Moreno, A., Navarro, C., Tench, R. and Zerfass, A., 2015. Does social media usage matter? An
analysis of online practices and digital media perceptions of communication
practitioners in Europe. Public Relations Review. 41(2). pp.242-253.
Ngai, E. W., Tao, S. S. and Moon, K. K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management. 35(1).
pp.33-44.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Saeidi, S. P. and et. al., 2015. How does corporate social responsibility contribute to firm
financial performance? The mediating role of competitive advantage, reputation, and
customer satisfaction. Journal of business research. 68(2). pp.341-350.
Siamagka, N. T., Christodoulides, G., Michaelidou, N. and Valvi, A., 2015. Determinants of
social media adoption by B2B organizations. Industrial Marketing Management. 51.
pp.89-99.
Turban, E. and et. al., 2017. Electronic commerce 2018: a managerial and social networks
perspective. Springer.
West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
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Zhang, M., Guo, L., Hu, M. and Liu, W., 2017. Influence of customer engagement with company
social networks on stickiness: Mediating effect of customer value creation.
International Journal of Information Management. 37(3). pp.229-240.
Online
What is the Website. 2018. [Online]. Available through:
<https://www.techopedia.com/definition/5411/website>.
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