To critically analyse the marketing strategies for ghost/cloud kitchen.

TO ASSESS THE IMPACT
OF SOCIAL MEDIA AND
DIGITAL MARKETING
IN THE GROWTH OF
BUSINESS OPERATIONS

Table of Contents
Table of Contents.............................................................................................................................................
CHAPTER 1: INTRODUCTION..................................................................................................................
Background.............................................................................................................................................3
Background of sector...............................................................................................................................4
Research aim and objectives....................................................................................................................5
Research Question...................................................................................................................................5
Rationale of studying...............................................................................................................................5
Significance of study...............................................................................................................................6
Dissertation structure...............................................................................................................................6
Chapter 2: Literature Review........................................................................................................................
Theme 1: Social media and digital marketing..........................................................................................8
Theme 2: Methods and techniques of social media and digital marketing.............................................10
Theme 3: Impact of social media marketing on growth.........................................................................12
CHAPTER 3: RESEARCH METHODOLOGY........................................................................................
Research type.........................................................................................................................................16
Research Approach................................................................................................................................17
Research Philosophy..............................................................................................................................18
Research Design....................................................................................................................................19
Research Onion.....................................................................................................................................20
Data Collection......................................................................................................................................20
Data Analysis........................................................................................................................................21
Reliability and Validity..........................................................................................................................22
Research Limitation...............................................................................................................................22
Ethical Consideration............................................................................................................................23
CHAPTER 4: DATA ANALYSIS...............................................................................................................
Social media and digital marketing........................................................................................................25
Social media and digital marketing strategies........................................................................................28
Impact of social media marketing and digital marketing on growth......................................................36
Chapter 5: CONCLUSION and Recommendations...................................................................................
Conclusion.............................................................................................................................................39
Recommendations.................................................................................................................................40
REFERENCES.............................................................................................................................................

CHAPTER 1: INTRODUCTION
Background
Marketing is denoted as promoting company’s products and services in front of the
potential customers in the respective market. In respect to the corporate sector and organizations
marketing is among the major activity which favour the entities to achieve the overall objectives
behind the business practices deliver by such organizations. Digital marketing and social
media promotion has become a crucial part of business activity as these practices belong to the
primary activities involve in doing business operations. This research project will cover all
different areas and practices associated with the marketing and promotion of the organizations
associated with the business environment (Gupta and Nimkar, 2020). Over the period of time
business environment has addressed multiple changes due to its volatile and capability of serving
new ideologies and believes which in longer context has served and catered multiple new ideas
and strategies which could expand the scale of business operations. Promotion has become one
of the major functional activity which organization cater and deliver in the regular business
operations. The background of the study is totally based on understanding the concept of
marketing and promotions in order to achieve business objectives. This study further will
reflect over the role marketing and promotion will play in against to do the business practices.
The concept of marketing and promotion is about to highlight the products and services offer by
organization in such a way that company get to convince the potential level of customers to
producer the product or services offer by company. It is necessary that organization and business
entity reflect the utility of the product and services in all its marketing and promotion activities
than only it will be capable to motivate customers to buy such products.
Competition is also a major element which influence the marketing and promotion
activity entertained by business ventures. On the basis of level of competition which organization
needed to address in respective market place entire promotion and marketing campaign is
designed and form by organizations. This study would identify and try to figure out what does
marketing operations means to an organization and also the elements involve in marketing
activity that undertake immense success of the company against the promotion activity
entertained by business ventures. Marketing and promotion has been a part of business

operations since very long time now and all these operations and activities are delivered with the
support of effective and potential strategies that can project the product of company in the best
way possible (Oluwasola, 2020). This entire study will also focus over identifying the best
suitable approaches or strategic choices which company can deliver in order to achieve the
overall promotion and marketing objectives play a role in the overall growth and success of the
business operations. Over the period of time due to the openness and healthy competition
associated with the business environment it could continuously cater to new techniques and
approaches which can favour the marketing and promotion strategies of the respective business
organizations. Earlier many traditional mode or ways that could involve in marketing and
promotion of companies like radio, television, holding and other such tactics and approaches
which could favour the marketing and promotion approaches of the business entity (Ayers,
2020). Over the period of time business environment cater to immense amount of changes which
also modified approximately every single operation and functional activity associated with the
business environment. The modern era of promotion and marketing due to technological
advancement has been keen towards modern approaches like social media marketing, digital
promotions and such related strategic choices that can allow companies to not only promote the
product or services offer by them along with these techniques favour the companies to control
respective marketing and promotion campaigns of company. Digital marketing and social media
marketing are such techniques and approaches that support businesses in not only promote the
services and products of company but also these strategies provide necessary support to control
the respective campaigns.
Background of sector
Cloud Kitchen is the services in which companies provide home delivery services
related to food products. Under this practice customer get the facility where they can order food
of their wants and interest from any restaurant, hotel or other places that offer delicious food
items. This is the modern way to deliver catering services where customers get the opportunity to
order their meal just on one click (TADELE, 2019). Companies like Just Eats are involved in
delivering the cloud Kitchen services to customers in United Kingdom. This is among the major
business entity that is engaged in delivering its services to customers across the United Kingdom.
The organization has gained immense level of popularity with the support of customer friendly
services and facilities that could convert in positive brand value across United Kingdom.

Research aim and objectives
Aim
 To assess the impact of social media and digital marketing in the growth of business
operations. A study on Just Eat.
Objectives
 To understand concept of social media and digital marketing in respect to business
operations.
 To identify different methods or techniques for social media and digital marketing in
respect to Just Eat.
 To evaluate key impacts social media and digital marketing on growth of Just Eat and its
contribution in cloud kitchen industry.
 To provide necessary recommendations for addressing the challenges of implementing
social media and digital marketing.
Research Question
Q.1) What is the concept of social media and digital marketing in respect to business operations?
Q.2) What are the key techniques of social media and digital marketing in respect to cloud
Kitchen sector?
Q.3) What are the key impacts of social media and digital marketing in the growth of businesses
in cloud kitchen sector?
Q.4) What are recommendations to address the challenges associated with social media and
digital marketing?
Rationale of studying
This research is delivered to identify the effectiveness of the marketing and promotion
activity of the business entity. This research would address all key areas associated with the
marketing and promotion in respect to business houses. The key reason behind doing this
research is to know the impact marketing campaign and operations can create in the overall
growth and success of the business entity. Over the period of time marketing has been evolved
immensely and this has also become one of the key reason behind doing this research.

Understanding social media and digital marketing concept has become one of the major reason
behind doing this entire research project. The rationale of research focuses over the importance
of the digital and social media marketing in the overall growth of the business entities. This
study will also try to evaluate the key approaches that can favor the overall success of the social
media and digital marketing tactic. The another key reason behind doing this study is to identify
the potential level of development entire marketing campaign will deliver in the success of
business entity. The focus of this study is also over addressing various key challenges that
overcome the potential success of marketing and promotional campaign.
Significance of study
Management of the Just Eat will get the potential advantage from this study as they
will get to know and understand the significance of marketing and digital promotion in the
overall growth and development of business entity. Marketing and social media professionals
who have been involved in delivering effective level of marketing and promotion campaign will
also get an eye in respect to suitable marketing and promotional strategies that can favour the
overall success of the marketing campaign. Government will also be among the key stakeholder
involve in this study as they get the clear vision in regard to grow the various social media and
digital promotion channel as the overall success of the businesses directly favour to government.
This entire study will benefit to many individuals that are directly or indirectly associated with
the marketing and promotion activities. All types of business entity not only Just Eat but other
also who are involved in delivering services under cloud kitchen sector will get a potential
advantage from this study as they get to understand the need and requirement of digital and
social media marketing activities in the overall growth of business activities.
Dissertation structure
This dissertation would be done based on the standard approach and structure used to
channelizes research report. This would start with the introduction section that would cover
research aim and objectives, research question, rationale of the study, significance of the entire
research. Furthermore, structure of the research comprises with literature review author in the
basis of the opinions and views given by different intellectual and writers over marketing will be
presented with the support of suitable theme to address all the objectives behind the research.
Furthermore, this dissertation covers the research methodology section. This section will
comprise with types of research, data collection, data analysis and other such aspects related to