CARWOW Case Study: Digital Technology's Impact on Small Businesses

This report examines the impact of digital technology on the success of CARWOW, a small enterprise in the car sales industry. The report begins with an introduction outlining the aims and objectives of the study, focusing on how CARWOW leverages technology to enhance its business operations and compete in the market. Task 1 details the project's aim, objectives, and research questions, framed around the influence of digital technology on innovation and growth. A project management plan is presented, detailing cost management, quality control, time management, scope definition, resource allocation, risk assessment, and communication strategies. A work breakdown structure and Gantt chart are included to visualize task organization and timelines. Task 2 focuses on the research methodology, differentiating between qualitative and quantitative research approaches, and primary and secondary research methods. Task 3 presents data analysis based on the research findings and provides recommendations for CARWOW to improve its use of technology. The report concludes with a reflection on the study's findings and implications.

MANAGING SUCCESSFUL
BUSINESS (IMPACT OF
TECHNOLOGY ON SMALL
ENTERPRISES)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. Aim and objectives of study.................................................................................................1
P2. Project management plan......................................................................................................2
P3 Work breakdown structure and Gantt chart...........................................................................4
TASK 2 ...........................................................................................................................................6
P4 Small scale research method..................................................................................................6
TASK 3............................................................................................................................................9
P5 Data analysis of research.......................................................................................................9
P6 Recommendation.................................................................................................................14
TASK 4..........................................................................................................................................14
P7 Reflection.............................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
Earlier, competition was not up to that level where nowadays it is, even there is a huge
rivalry in between the small enterprises as well. Therefore, technology is a tool which is helping
every firm to fight with competition in market and produce such products and services which are
acceptable. Technology is helping firms to manufacture the quality goods that can satisfy
customer’s needs and demands in an effective way (Bell, 2014). Hence, technology with strategy
is making firm to accomplish their goals and objectives in a proper manner. The report is based
on CARWOW which is selling new cars at reasonable price. The founder of firm are Alexandra
Margolis and David Santoro. Therefore using CARWOW customer can save their
around £3,600. Although firm is having their direct contact with numerous car seller and with
such company provide best cars at good prices. As they are working at small scale and using
technology to expand their business. Assignment will discuss about the aim or objective firm has
and its management plan although with this a work breakdown structure also has to be made and
small scale research has to be made ready. Apart from all analyses has to be done of research and
appropriate recommendation has to be provided.
TASK 1
P1. Aim and objectives of study
Every company in market is established for their aim and objective. Organisation works
hard to attain those in an effective manner and uses all such criteria which help the firm to
accomplish their goals and objectives in an efficient manner. Although the small business firm
are using digital technology to improve their service and compete in market with others and earn
higher profits in a particular year (Bennett, 2014). Every firm is having their aim and objective
and it is different from others as well. Digitalisation is such which is bringing effective decision
and strategy in organisation so that they can earn higher profit by having a large customer base.
Topic: “Impact of digital technology in innovation and growth of small business” - A case study
on CARWOW.
Background of study
A study has to be made on CARWOW and use technology within their company to
enlarge their business and earn higher productivity and make themselves aware at a time of
implementation of technology in their business. Company has to utilise the technology criteria in

a proper manner so that goals and objectives can be attained in an effective way. Applying
technology will help the small business to bring innovation and creativity in their working and
quality services will be able to provide to customers (Brown, 2013).
CARWOW is using digital technology to reach at a large market in an effective way so
that millions of people can become aware of this company. Organisation can use various digital
platforms to promote themselves which provide effective results and such help in expanding
their business in the future as well.
Aim and objective: CARWOW is using technology and company wants to know that:
 To identify what impact digital technology will have on development and growth of
company?
 To identify use of technology in CARWOW for making innovation?
 To determine influence of digital technology on innovation and creativity in services?
Research questions: Company is going to make a research of market to know that whether
digital technology will help company or not and it will help somewhere in making questionnaire
to have effective study (Cleary, Horsfall and Hayter, 2014). Research question are follows:
 To know digital technology will have impact on development and growth of company?
 To Determine use of digital technology in innovation of services?
 To influence of technology on business?
P2. Project management plan
CARWOW and other organisations also go with making a management plan which help
company to perform their various tasks in a smooth way. Using technology in making a plan
makes firm to produce an effective plan with strategy which will help the entity to gain
advantage in market and compete with other businesses in a proper way. Plan enhances the
productivity of company and allows staff to work accordingly (Crane and Kazmi, 2010). The
management plan includes components which are associated with attaining goals and these are
cost, quality, time, scope, resources, risk and communication, etc. These are as follows:
Cost: CARWOW wants to reduce most of the costs occurring in their working and thus,
for such, they are using a digital technology to reach at large population in an effective manner.
Thus, with such, they are able to perform in a better manner. Using resources in an effective way
leads to produce the quality services for customers. CARWOW helps their clients to get the car
at reasonable prices within stipulated time period. Cost has to be maintained by the firm so that

good amount of profit can be earned. Although sometimes in technology company uses a higher
cost to implement and use (De Visscher, 2016).
Quality: Digital technology helps company to provide quality services to customers and
reduces the chances of meeting customers directly to seller of cars. CARWOW helps their
consumers to reduce the criteria of bargaining with manufacturer of car. Even though,
CARWOW also provides quality products and services to their customers that makes them
happy so that they can their services for further use.
Time: Earlier, company was receiving their customer in a vast gap and after using digital
technology they become close to millions of people and with such company is getting a large
pool of customer to use their service and purchase car through them only (den Hertog, van der
Aa and de Jong, 2010). CARWOW is utilising time and providing car to their clients and with
reasonable prices.
Scope: Scope of digital technology is there in every field and thus organisation itself uses
technology for their various departments so that smooth functioning of work can be done.
CARWOW is using digital technology to reach at a mass audience and provide effective services
to their customers in a proper way. As with technology company is looking further to expand
their business.
Resources: Through technology, the business is using available resources in an efficient
way so that they can make their customers satisfied with quality services and such thing bring in
firm to earn higher profit. Resources can be anything like material, manpower, money, etc.
Utilising all such with digital technology then it can provide a good income.
Risk: Therefore, there is a great risk in market and thus it is on company that how they
utilise the digital technology in effective way so that they can get stable in market. Hence,
company should teach their management to face risk in effective and overcome such in efficient
way so that they can earn higher income with digital technology (Gharajedaghi, 2011).
Communication: This is the base in organisation as communication should be there in
between every member of company so that firm as whole can work in coordination and
accomplishment of aim and objective can be there. Digital technology does help firm to bring
every department closer to each other so that each one of them can perform in better manner.
CARWOW is having various policy in their organisation and they all work together to attain
higher profit.

P3 Work breakdown structure and Gantt chart.
Work breakdown structure is that which help company to divide their task and work into
various department so that effective working can be seen in organisation. CARWOW does use
work breakdown structure to have a smoother work and goal and objective can be attained by
firm in efficient way (Law, Chen and Wu, 2010). The structure of this concept is like a tree and a
hierarchical way. The top executive bring strategies and decision for whole company and
according to such each and every member of entity work and such thing help to complete their
work on time. Not only small enterprises but large firms also use such scenario to get a effective
working. Digital technology with work breakdown structure help company to expand their
business in near future after achieving all the working criteria in efficient way.
Therefore with work breakdown structure the Gantt chart also help company to work in
correct format. As CARWOW undertake every task and work of company under the Gantt chart
to get information that whether such working is being done in right direction or not and such task
is taking most the time or not (Riedl,Davis and Hevner, 2014). If those task which are tasking
less time in completion and effort of company then its fine. Rather in firm if project is taking
most of the time in completion then the entity goes with formulating policy and procedure for
employees so that they can work in effective way and thus the task can be completed within time
scenario. The Gantt chart would be like:

This Gantt chart for work breakdown structure help company to have an effective
working and thus digital technology also make company to have a smooth functioning of work in
right format and thus altogether firm will achieve their goal and objective in proper manner.
TASK 2
P4 Small scale research method.
Every company goes with having research of market so that they can make an effective
strategy and decision which will help the whole organisation to work in right direction and attain
their goal and objective. Research is such which collect information and data which will help
firm in their working (Schwalbe, 2015). There are numerous ways of making research in market
but mainly qualitative and quantitative method is opted as because this provide an accurate
information that can help entity to make an effective working policy which will make business to

compete in market. Research and digital technology together can help firm in great manner in
attaining higher profit. The quantitative and qualitative method are as follows:
Qualitative method: This is a kind of social science research which collects non-
numerical data. Sometimes qualitative research is used in opposition to quantitative. There are
various method available to have research of market and thus it includes as observation, surveys,
focus group and oral history, open ended surveys etc. these kind of research help in to know the
behaviour, actions and interaction with all of sudden. It is such which collect information in form
of name and symbol etc.
Quantitative research: This type of research is made in form of number, statistics as the
basis of generalization. These numbers are such which is being originate from scale of
measurement of units and analysis as it will called as variables. Although this has to be gathered
through surveys, questionnaire, interviews and face to face meeting. This is being used by
company to address the opposition i.e. qualitative method. Mainly the company uses this kind of
research as they need information in statistical form and such thing help firm to make effective
decision and strategies to earn higher profit (Silverman, 2016).
Primary research: This research is done for the first time and information is collected
on the requirement of firm. This type of research is mainly done when company does not want to
rely on secondary data. This kind of research is done in form of survey and face to face meeting
and creating public thoughts.
Secondary research: The second apart form primary research is secondary research and
thus it relates to investigation for this study. Although such kind of research is opted by those
company who don't want to spend higher amount on research and have to make assumptions.
This kind of research and information is collected from the books, magazines and previous
records.
Surveys: This is something which can be used by firm to collect information and data in
accurate format. Surveys help company to receive feedback and recommendation which will
help firm to improve their services and working in right format as well. CARWOW made a
survey on 30 people to collect information regarding whether they are using digital technology in
firm for the growth and innovation. The survey was being happened with use of questionnaire
and somewhere entity was able to perform it in better manner.

Questionnaire
Name:
Email id:
Address:
Contact no:
1.) Is CARWOW using digital technology in correct manner ?
a.) Yes
b.) No
2.) Does digital technology helping firm to earn higher productivity ?
a.) Yes
b.) No
3.) Is CARWOW using technology in bringing innovation and creativity in their services ?
a.) Agree
b.) Disagree
C.) Don't No
4.) Will digitalisation help to earn long term advantage to CARWOW ?
a.) Agree
b.) Disagree
5.) Does Digitalisation encourage small organisation in market ?
a.) Yes
b.) No
c.) May be
6.) Is digitalisation helps company to attract most of customers towards entity ?
a.) Yes
b.) No
7.) Although digital technology is bringing more investment in organisation ?
a.) Agree

b.) Disagree
C.) May be
8.) Does small business using technology to expand their business ?
a.) Yes
b.) No
9.) Any recommendation for business to improve ?
…......................................................................................................................................................
.....................................................................................................................
TASK 3
P5 Data analysis of research.
Therefore, the company has to make a analysis of data gathered through research so that
they can use available information in correct format and goal and objective in proper manner.
For appropriate result CARWOW made a graphical presentation to make a perfect decision in
right prospect. Analysis of such are as follows:
Theme 1: Using technology?
Is CARWOW using digital technology in
correct manner ?
Observation
Yes 26
No 4

Interpretation: A survey was made in market to know that whether company is using the
technology in right prospect or not and result was like, 26 out of 30 people said that firm is using
a technology in great manner and thus 4 out of 30 people said that organisation is using the
technology in right mannerism and this has to undertaken by firm.
Theme 2: Helping to earn higher ?
Does digital technology helping firm to earn
higher productivity ?
Observation
Yes 28
No 2
Interpretation: Through survey firm wanted to know that whether technology is helping entity
to earn higher productivity in right manner and for such the result was like, 28 out of 30 people
said that organisation is using a technology in great prospect which is helping them to earn
Yes No
0
5
10
15
20
25
30 26
4
Column B
Yes No
0
5
10
15
20
25
30 28
2
Column B

higher productivity. 2 out of 30 people said that company is not using technology in right way
which is resulting into decline in productivity.
Theme 3: Using for creativity and innovation?
Is CARWOW using technology in bringing
innovation and creativity in their services ?
Observation
Agree 24
Disagree 4
Don't No 2
Interpretation: The survey was done to know that is people think that through technology
company is bringing innovation and creativity in their services. For such 24 out of 30 people said
that they are agree technology is helping customer to bring innovation in their product and
services, with this 4 out of 30 people said that they does not support the result as CARWOW
does not use technology in right manner to bring innovation and creativity in their services and 2
out of 30 people said that they don't know about CARWOW.
Theme 4: Long term advantage ?
Will digitalisation help to earn long term
advantage to CARWOW ?
Observation
Agree 25
Disagree 5
Agree Disagree Don't No
0
5
10
15
20
25 24
4
2
Column B