Assessing Social Media's Impact: A Project for Unicorn Grocery

This project report assesses the impact of social media on customer connections for Unicorn Grocery, a co-operative grocery store. The project begins with an introduction outlining the importance of managing a business and the role of digital technology, specifically social media, in enhancing customer engagement. Task 1 defines the project's aims, objectives, and research questions, focusing on the impact of social media on customer connection. It includes a project management plan detailing costs, scope, timeframes, quality, communication, risk, and resources, along with a work breakdown structure and a Gantt chart for project management. Task 2 discusses the research methodology, utilizing both qualitative and quantitative research methods, including the use of questionnaires to gather primary data. Task 3 evaluates the research data, presenting the findings from the questionnaire responses using frequency analysis. Finally, Task 4 reflects on the value of undertaking research to meet objectives, drawing conclusions and providing recommendations based on the research findings. The report emphasizes the importance of social media for Unicorn Grocery to promote their brand image and connect with customers, addressing potential challenges and suggesting ways to overcome them.

MANAGING A SUCCESSFUL
BUSINESS PROJECT

Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................4
P1 Project aims and objectives..........................................................................................................4
P2 Project management plan that includes cost, scope, time, quality, communication, risk and
resources............................................................................................................................................5
P3 Breakdown structure and Gantt chart so as to know the provided time frame and stages of
completion.........................................................................................................................................6
TASK 2.................................................................................................................................................7
P4 Carrying out the task with the use of Qualitative and quantitative research methods for attaining
project aims and objectives................................................................................................................7
TASK 3.................................................................................................................................................9
P5 Evaluation of research and data with appropriate tools and techniques........................................9
P6 Appropriate recommendations in context with research in order to draw valid conclusion........18
TASK 4...............................................................................................................................................19
P7 Reflection on the value of undertaking research to meet objectives...........................................19
CONCLUSION..................................................................................................................................19
REFERENCES..................................................................................................................................20

INTRODUCTION
Each company tend to establish its business in order to have benefits and good
customer base, but it is not the only thing which firm had to so because managing and
running a small business is more important so as to sustain in the market for longer period of
time (Ali and Shukran, 2016). Thus, to manage the entire activity of business there are some
of the resources that are to be looked after such as proper planning, formulating proper aims
and objectives that are achievable etc., Unicorn Grocery is a co-operative grocery store in
England, United Kingdom. They majorly sell fresh, dried and processed food and drink
which are mostly organic in nature. This project is based on the impact of social media in
connecting with customers so that business can be foster. Thus, on the basis of this a small
research will be conducted and for this aims and objectives will be formulated. Therefore,
qualitative or quantitative methods will be applied so that better outcomes can be evaluated
and on the basis of this conclusion will be drawn.
TASK 1
P1 Project aims and objectives
Digital technology nowadays is playing a crucial role in the life of human being and
for companies as well. Most of the firms are adopting digital technology for increasing their
profitability. Digital technology within itself is a broad concept and it is dealing in wider
areas thus, social media is one of them. Earlier social media was used for connecting with
people such as friends, family and relatives but now with the increase in its users companies
are also adopting the same in order to gain competitive advancement (Alotaibi and Liu,
2014). Therefore, it is crucial that company on a regular basis adopts new and latest
technologies which can give benefits. For example: Facebook, Instagram, Twitter etc., all
these provide company with latest information such as what kind of activities are trending,
strategies that can be developed in order to attract large number of customer and many more.
Apart from this, firm can use social media with the purpose of connecting with its valuable
customers.
Aim: To determine the impact of social media in connecting with customers. A case study on
Unicorn Grocery.
Research objectives:
 To determine the concept of social media.

 To evaluate the importance of social media for Unicorn grocery in connecting with
customers.
 To determine the challenges that can be faced by Unicorn grocery in implementing
social media.
Research questions:
 What is the main concept of social media?
 What are the main importance of social media for Unicorn grocery in connecting with
customers?
 What are the challenges that can be faced by Unicorn grocery in implementing social
media?
Background of the research:
In this rapid changing world where business are going onto next level digital
technology is playing its important role as it is assisting company in increasing its
profitability. Unicorn grocery is also thinking of adopting such kind of technologies so that
better services and facilities can be provided by them (Crane and Matten, 2016). Henceforth,
main purpose of conducting this research is to know the impact of social media on Unicorn
grocery in connecting with its valuable customers whether it is providing any kind of benefits
or not.
P2 Project management plan that includes cost, scope, time, quality, communication, risk and
resources
Project Management plan (PMP) is considered as a formal kind of document that shows or
provides an idea about the project will be executed, monitored and controlled in a given
period of time. Project Management Plan may include baseline so that with the progression of
work performance of project can be measured besides performance measurement. Thus, it
can be said that PMP is used for doing activities in a proper manner without any kind of issue
or problem. Further in a Project Management Plan there are set of aims and objectives that
are to be achieved for getting benefits in return. Along with this, project management plan
must be flexible in nature so that if any kind of strategy is not giving benefits than it can be
changed (Drucker, 2017). In a PMP there are certain factors that are included all these are
explained below for better understanding.

Cost: This is an essential element and it is required for executing plan in a proper
manner. Although implementing social media in business activities doesn’t cost much but
posting advertisement may require a large amount of funds. Therefore, Unicorn Grocery must
have sufficient amount of money in performing all its activities in a better manner.
Time: Success can be achieved by a company if all the activities are performed right
on time (Kim and Min, 2015). So, it is crucial for project manager to make strategies in such
a way that all the tasks are achieved under set time. In terms of implementing Social media,
Unicorn Grocery will take around 3 to four months.
Scope of Project: With the help of social media, Unicorn Grocery will now be able to
connect with large number of customers who are residing in different parts of the world. This
will not only improve consumer base but also enhance sales and profitability.
Risk: Every business has some or the kinds of risks for instance: Unicorn Grocery in
their initial years of implementing social media can face problems like not knowing the right
social media platform for promoting their activities.
Therefore, all these activities are some of the important component that is to be
looked after by Unicorn Grocery so that better outcomes can gained by the firm.
P3 Breakdown structure and Gantt chart so as to know the provided time frame and stages of
completion
Work Breakdown Structure:
Work Breakdown structure is mainly used for dividing complex projects into simpler
form so that work can be managed and execution of the task can be done in a better manner.
So, it can be said that with the help of Work breakdown Structure larger task are segmented
into small chunks in order to supervise and estimate required components easily. There are
few reasons for creating a WBS project as it assists company in organise their task
accordingly so that project milestones can be achieved (Larson and Chang, 2016). Other than
this, it also helps firm in having a estimation of cost, time and risk which can further aid in
performing the task in an effective manner. In terms of its structure it is based on deliveries
like what task is to be performed on a prior basis. Therefore, in order to know the efficiency
of WBS it can be analyse by the success of the project.
Gantt Chart:

Gantt Chart was first developed by Henry L. Gantt in the year around 1917, it is a
kind of tool which includes horizontal bars and is generally used in project management. In
basically denotes total time span which will be required for completing a particular task. In
addition to this, Gantt Chart helps in breaking down work into increments such as days,
weeks or months (Maylor, Blackmon and Huemann, 2016). Thus, Gantt Chart provides with
a clear vision or illustration of project status but company cannot totally rely on this as
contingencies are always there.

TASK 2
P4 Carrying out the task with the use of Qualitative and quantitative research methods for
attaining project aims and objectives
It is important for researcher to undertake research activities in effective manner in
order to attain positive outcomes. In this context, researcher needs to use right method to
gather relevant data and information in appropriate time frame. Along with this, there are
some methods such quantitative and qualitative methods. Both are effective ways to gather
effective data. By this investigator can easily take right and adequate decision towards the
research in order to attain reliable results.
Quantitative method: This type of method is effective as it includes objectives measurement
data in mathematical and numerical way. With the help of this, researcher can easily gather
right and effective data towards the aim. Mainly it includes survey, questionnaires and many
more.
Qualitative method: It is also an effective way to collecting data by using semi-structured and
unstructured techniques. By this investigator easily gather relevant data. As it includes group
discussion, observation and so on. All these help researchers in gathering data.
Primary data: It is an effective method to gather authentic data and information. This type of
information is not used before. With the help of this, investigator can easily take right and
appropriate decision. Mainly it includes questionnaire, survey and many more.

Secondary data: It is also an effective method in which investigator collect data and
information through books, journals, articles and many more. All these are help in carry
outing the research in effective manner.
For this research, investigator use primary method to collect data and information by
preparing questionnaire (Pearlson, Saunders and Galletta, 2016). Along with this, sampling
method also used by investigator to select respondents. In this by using non-probabilistic
method, researcher select 30 respondents to gather relevant data and information towards the
specific area.
Questionnaire
Name:
Contact No.:
Address:
Age:
Email id:
Q1 Are you aware about concept of social media?
a. Yes
b. No
Q2 Is social media help Unicorn Grocery in connecting with customers?
a. Yes
b. No
Q3. What are the main importance of social media for Unicorn Grocery?
a. Improving brand image
b. Invite customers
c. Share relation with customers
Q4. Is social media help in enhancing brand image of Unicorn Grocery?
a. Yes
b. No
Q5. Is social media consider as a marketing tool for Unicorn Grocery?
a. Yes
b. No
Q6. What are the challenges that can be faced by Unicorn Grocery while implementing
social media?

a. Insufficient fund
b. Less skilled IT employees
c. Privacy issue
Q7. What are the ways by using company can overcome from challenges while
implementing social media?
a. Providing training to workers
b. Allocation of proper fund
c. Increase privacy in applications
Q8. What are the major tools used by Unicorn Grocery to improve their customers base?
a. Facebook
b. Instagram
c. Twitter
Q9. Is social media being important for Unicorn Grocery to promote their brand image in
market?
a. Yes
b. No
Q10. Recommended ways to effectively implement social media in Unicorn Grocery?
TASK 3
P5 Evaluation of research and data with appropriate tools and techniques
Q1 Are you aware about concept of social media? Frequency
a. Yes 20
b. No 10
Q2 Is social media help Unicorn Grocery in connecting with
customers?
Frequency
a. Yes 25
b. No 5
Q3. What are the main importance of social media for Unicorn
Grocery?
Frequency
a. Improving brand image 10

b. Invite customers 10
c. Share relation with customers 10
Q4. Is social media help in enhancing brand image of Unicorn
Grocery?
Frequency
a. Yes 20
b. No 10
Q5. Is social media consider as a marketing tool for Unicorn
Grocery?
Frequency
a. Yes 25
b. No 5
Q6. What are the challenges that can be faced by Unicorn
Grocery while implementing social media?
Frequency
a. Insufficient fund 15
b. Less skilled IT employees 10
c. Privacy issue 5
Q7. What are the ways by using company can overcome from
challenges while implementing social media?
Frequency
a. Providing training to workers 20
b. Allocation of proper fund 5
c. Increase privacy in applications 5
Q8. What are the major tools used by Unicorn Grocery to
improve their customers base?
Frequency
a. Facebook 10
b. Instagram 15
c. Twitter 5
Q9. Is social media being important for Unicorn Grocery to
promote their brand image in market?
Frequency
a. Yes 20

c. No 10
Data analysis:
Theme 1: Concept of social media.
Q1 Are you aware about concept of social media? Frequency
Yes 20
No 10
No
0
5
10
15
20
25
20
10
Chart Title
Interpretation: From the above-mentioned graph, it has been analysed that social media is an
effective way to connecting with customers. With the help of this Unicorn Grocery can easily
improve their customers base. In this context, 20 respondents are aware about concept of
social media as they give their views that they can easily attract towards social media which
make them aware towards company products and services. On the other side, 10 people said
that they are not much aware about social media because they are not use internet and media.
Theme 2: Social media help Unicorn Grocery in connecting with customers.
Q2 Is social media help Unicorn Grocery in connecting with
customers?
Frequency
Yes 25
No 5

Yes No
0
5
10
15
20
25
30
25
5
Chart Title
Interpretation: As per above mentioned graph, it can be evaluated that social media play
important role in sharing as well as connecting with large number of customers. This will
help Unicorn grocery to improve their performance level and at the same time also attain
higher market share. In this context, 25 respondents are give their views and opinion that by
using social media, Unicorn grocery can easily connect with their target customers and
provide them quality services. On the other side, 5 people are not agree with this statement as
they said that some time company fail in connecting with their customers by using social
media as it negatively impact on performance of the company.
Theme 3: The main importance of social media for Unicorn Grocery.
Q3. What are the main importance of social media for Unicorn
Grocery?
Frequency
Improving brand image 10
Invite customers 10
Share relation with customers 10