Business Research Project: CRM Impact on Sales at Mark & Spencer

This business research project investigates the impact of Customer Relationship Management (CRM) on sales within the retail sector, using Mark & Spencer (M&S) as a case study. The report begins with an introduction outlining the aims and objectives, which include examining the advantages of digital technology, identifying CRM's influence on sales, and recommending improvements. The methodology involves a literature review and a research approach utilizing questionnaires to gather data on the effectiveness of marketing strategies, the influence of social media, and the adoption of digital tools. The findings, based on survey responses, reveal that effective marketing strategies, particularly through social media, significantly impact customer behavior and sales. The analysis indicates a strong preference for online marketing over traditional methods and highlights the benefits of digitization for business growth. The report concludes with recommendations for M&S, emphasizing the importance of CRM and digital technology in enhancing customer satisfaction and driving sales. The study also identifies potential barriers to technology implementation, such as a lack of experience and cost considerations.

BUSINESS
RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
CHAPTER 1....................................................................................................................................1
Background aims and objectives.................................................................................................1
Objective & Aim of this research project is................................................................................1
Reason for choosing research project.........................................................................................2
Activities & Timescales..............................................................................................................2
CHAPTER 2....................................................................................................................................3
2.1 Introduction...........................................................................................................................3
2.2 Literature review...................................................................................................................3
CHAPTER 3....................................................................................................................................4
3.1 Research approach................................................................................................................4
3.2 Methodologies.......................................................................................................................5
CHAPTER 4....................................................................................................................................6
4.1 Data collection......................................................................................................................6
4.2 Data analysis.........................................................................................................................6
CHAPTER 5....................................................................................................................................6
CONCLUSION & RECOMMENDATION...............................................................................6
CHAPTER 6 ...................................................................................................................................6
Areas for further study(Self reflective statement).......................................................................6
REFERENCES ...............................................................................................................................7

Title- “To explore the impact of customer relationship management on sales of the retail
company- A study on M&S.
INTRODUCTION
Technological advancement has revolutionized the activities of firm. In this way, it can
be said that sales of the entity can be enhanced if organisation are making the use of process as
digitalisation into operational activities. The term digital marketing is very essential to earn the
large amount of profitability and productivity. The present report will outline the business
activities of Mark & Spenser. It is the global leading brand engaged in the retail sector. The main
aim of enterprise is to understand the requirement of the customers. By knowing the needs and
demand of the customer in the market the firm can able to manage the resources. The object is to
understanding the requirement of customers and deliver them effective services. The main aim of
business enterprise is to maximise the profitability so that organisation can able to sustain in
market for longer period.
CHAPTER 1
Background aims and objectives
In this way, main goal of any enterprise is to earn the large amount of profitability.
Business is able to have improvement in the services when there is support of employees. By
understanding the need and requirement of customers they can deliver them good services. The
high quality services to customer will maintain the long term sustainability of firm in market.
Thus, the main aim is to understand the requirement of customer so that firm can able to deliver
the effective services. In addition to this, with the help of technological advancement the firm
can able to meet with the objective of enterprise.
Objective & Aim of this research project is
Aim
“To explore the impact of customer relationship management on sales of the retail company- A
study on M&S.
Objectives
1. To examine the advantage of digital technology over functioning of business enterprise.
2. To identify the impact of customer relationship management on sales of enterprise.
3. To understand the significant measures of technological advancement to have systematic
operation.
1

4. To recommend the suitable ways, helps to improvised operation of firm with
technological advancement.
Reason for choosing research project
I have chosen this research study so that I can able to enhance my knowledge. The main
aim of conducting this is to explore the impact of customer relationship management on sales of
the retail company. Thus, it can be said it is very helpful in order to have depth understanding
about the performance of business activities. I am interested in order to carry out the
investigation as to be aware that how technological advancement will be helpful to process
business activities effectively.
Research questionnaire-
1. What are the impacts of digitalisation to enhance the customer satisfaction?
2. How to keep effective relationship with customers by suing technological advancement?
3. How business are carried out at the Mark & Spenser of UK?
Activities & Timescales
It is helpful in order to framing of the activities so that proper deadline can be set and
enterprise can able to process its activities in the efficient and effective mode. This will be
helpful to desire profitability of enterprise.
Activities 1st
Wee
k
2nd
Wee
k
3rd
Week
4th
Wee
k
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Wee
k
Research topic
Literature
Review
Research
methodology
Effective
Proposal
Draw question
of research
2

Carry out
Research
activities
Data Analysis
and its graphic
Conclusion
and
recommendati
on
Final Report
Editing and
Completion
CHAPTER 2
2.1 Introduction
The Digital technology is helpful in order to stimulate the growth of enterprise in large
manner. The technological advancement is essential to cope up with the needs of customers. The
Mark&Spenser is global leading brand, engaged in retail sector of clothing. This firm believe in
order to provide quality services to customer so that entity can have long-term sustainability in
market. In order to maintain the effective relation with customers the firm need to have
understanding about the wants and needs of customer in market. Customer relation is the key to
get the success to business enterprise. This function will be helpful to process activities of the
firm in efficient mode. The business enterprise need to cope up with the long term sustainability
in market. By having improvement in the customer relation the revenue scale of entity can also
be increased.
2.2 Literature review
This is one of the effective step as it is helpful in order to conduct the effective data. This
will be helpful process to determine the long term growth to business enterprise.
To examine the advantage of digital technology over functioning of business enterprise-
The Digital technology is helpful in order to op with the larger functioning of marketing
smoothly. In this there are number of tools which are assistive in order to make large
3

contribution in the profitability and profitability graph. In this way, states that it can be true to
said that digitalisation has revolutionized the overall functioning of Mark&Spenser. This is
helpful to have enhancement in the usage of modernization equipments to firm. This is useful in
order to have reduction in cost and time. According to the view of Technological tools as
online marketing, social media and other will timely update the customers about the product and
services so that business enterprise will sustain in market for longer period. This kind of function
are helpful to sustain the market in longer period. Pointed out that technological operation of
entity also attract the customer as they are able to give feed back with the medium as social
media, mobile technology etc. As per the view of states that digital technology works as to
transfers the information from one place to another with the help of satellite and this kind of
process helps the communication to survive and grow fast. This kind of function are helpful to
sustain the growth of enterprise in larger manner. This kind of function will facilitate the growth
to the enterprise. Digitalisation process is helpful in order to provide effective services and to
find potential customers. According to the view of states that The strategy function derive as
plan of action which will be helpful to achieve desire profitability of enterprise. In addition to
this, it can be said that good marketing strategy will be helpful and it will lead to have success in
business enterprise. Hence, it can be said that brining development in information system and
technology will evolve the number of changes in the current trends and pattern of technology.
To identify the impact of customer relationship management on sales of enterprise
According to the view of in order to get the success in market, digitalised technology
will be helpful to have improvement in the relationship with the customers. The long term better
connection with customer will lead to have large amount of profitability. As per the view of
states that technological advancement will be assistive in order to earn long term sustainability in
market. It is also useful in terms to gain competitive advantage in market. According to the view
of states that customer relationship can be maintain if firm is working as to have timely
feedback from the customers. Mark & Spenser deals with fashionable trends of clothing. Thus, it
is important to have innovation in the product and services so that customer will attract towards
the working of enterprise. In contrary to states that this firm uses digital marketing to launch
their new product, this kind of activities work as to attract the customer in market. Digital media
activities will work as to have improved customer involvement and satisfaction. In order to
maintain this it is essential to know about the needs, preferences of the customers. Pointed
4

out that Digital channels works as to contains wide range of opportunities and tools. What's
more, it can be utilized to secure the secret data, money related information and different things
which are vital resources for the firm. Along these lines it can be consistent with said that the
innovation is the inner piece of business task. Accordingly, it can be consistent with said that
changing in innovation empowers changes in process. The innovation is useful keeping in mind
the end goal to dealing with the general exercises of the firm in the viable way. This will keep up
the activity of business endeavour mastery. As per its perspective can be said that the innovation
assumes the critical part keeping in mind the end goal to have increase in the speed of business
where activity are being directed.
To understand the significant measures of technological advancement to have systematic
operation-
CHAPTER 3
3.1 Research approach
Research approach- It helps in defining the process of data analysis. In this the researcher has
used the inductive research approach. It will help in developing of the better insight that will
suipport a good rise in the operations of the researcher or data investigator and will supporta
good rise in the compatability of the operations performed in the research process (Khodakarami
and Chan, 2014).
3.2 Methodologies
Research methodology
This concept is considered as framework of research in which the entire process and
structure if defined. It also helps researcher to find out the appropiate methods so that the goals
and objectives can be accomplished (Kumar and Reinartz, 2018). A good resaearch methodology
will help in suitable rise in the operations and objective that will help the firm to gain a good
insight about the research output and gaining of the operations in a better way. The effective and
eloborative research process will help in suitable rise in a good development of the operations
and effectiveness of the research process that will supporta good rise in the compatability and
meeting of the targeted goals and operations. For this research proposal the methodology is
described below :-
5

Research philosophy- It is a method through which researcher collects , interprete and analyse
data. In this research project, researcher will use positivism approach. In this researcher will
analyse case studies that will help in analysing research data. This will facilitate the proper
handling of the operations that will support a good managment of the research process.
Research design – The Reseaserch design is the arrangement in which the data investigator will
look after the proper managment of the research process. For the present research project, the
researcher has used the descriptive research design that will support a good rise in the operations
of the retail company. The proper and detailed description of data will helpthe firm to have a
good insight about the data operations ad meeting of the targeted aims ad objectives of research
process.
Research strategy- Research strategy refers to plan through which goals and objectives can be
achieved. There are two types of research strategy. These are qualitiative and quantitative. So for
this researcher has to precise quantitative research strategy is been used by the researcher to gain
the vital data and information and assess it to gain a positive output and data collection
methodologies.
Data collection- this shows that by which method data will be collected by researcher. It is
important to select data collection technique for getting the effective and quality data and
information. The data will be collected by manager of Marks and Spencer's. For this, the
technique used will be questionnaire method. It will help in gaining the good insight about the
proper needs and requirements and the outlook of the employee's and their customers (O'donnell
And et.al., 2016).
Data sampling It is a technique that describes how data is collected. This makes it easy for
researcher to collect data in systamtic manner. For this the researcher has selected random data
sampling. The sampling size will be 30 and will involve the employee's of Marks and Spencer's.
A good sampling will help in easy assessment of the operations and various datas that are been
evaluated to get a proper output and result from research process.
Data analysis - It is very important to do analysis of data as it helps in getting the desired
outcomes. With this research project, researcher can accomplish his or her goals and objectives.
In this data investigation, data will be analysed by using thematic analysis. Whiuch will help in
developing of the clear insight about the handling of the targeted goals and objectives and
operations.
6

The following of this methodology will support the execution of research process in an
effective way, which will help the organisation to grow and develop. The research methodology
will help data investigator to adopt a good measures, that will support a good rise in the
operational capability of the organisation and thus will support a better increase in the
effectiveness of the research process (Nisar and Prabhakar, 2018).
CHAPTER 4
4.1 Data collection
4.2 Data analysis
Q.1 How marketing activities of Mark & Spenser is effective in order to enhance sales.
 High effectively
 less effective
 Moderate
 None of them.
Q.2 Is effective marketing strategies will influence the customers.
 Yes
 No
 May be
Q.3 What source will be preferred by Mark & Spenser in order to aware customer about the
products.
 Advertisement
 Promotional activities
 social media
 Television communication
Q.4 Is social media is effective technological tool.
 Yes
 No
 May be
Q. 5 is Mark & Spenser works as to provide quality services to their customers
 Yes
 No
 May be
7

Q. 6 Do you think online marketing is more beneficial as compare to traditional marketing.
 Yes
 No
 May be
Q.7 How marketing activities are influencing behaviour of customers.
 Yes
 No
 May be
Q. 8 Do you believe Impact of digital technology helpful to foster growth of business enterprise.
 Yes
 No
 May be
Q.9 In which area technology is need to be implementation din Marl & Spenser?
 Customer service departmental
 Operation departmental
 Production department
 All the above
Q.10 What kind of barriers will be faced by enterprise at the time of implementation of
technologies.
 Cost
 lack of experience
 Operational issues Service
Theme 1: Marketing activities of Mark & Spenser is highly effective in order to have
enhancement in sales.
Q.1 How marketing activities of Mark &
Spenser is effective in order to enhance sales. Frequency %
High effectively 15 50.00%
less effective 3 10.00%
Moderate 10 33.33%
None of them. 2 6.67%
8

Total 30 100.00%
Interpretation
Based on the above report it can be concluded that marketing activities are very helpful in
order to enhance the sales of the firm. In this, 15 out of 30 respondent thinks that marketing
activities are effective in order to increment in the sales, 3 out of 30 said it as less effective, 10
out of 30 were moderate about this opinion and 2 out of 30 were not sure about the same. The
majority of respondent said that marketing is one of the crucial process to manage operational
function of enterprise.
Theme 2: Most of the respondents thinks that effective marketing strategies will influence the
customer.
Q.2 Is effective marketing strategies will
influence the customers. Frequency %
Yes 18 60.00%
No 8 26.67%
May be 4 13.33%
Total 30 100.00%
Interpretation-
Based on the above chart it can be concluded that effective strategies will be helpful to
achieve the desire success in the market. In this, 18 out of 30 respondent thinks that effective
marketing strategies will be helpful to accomplish goals of enterprise, 8 out of 30 said that it is
not effective and 4 out of 30 were not sure about the same. Thus, it can be said that good plan of
action about marketing activities will be helpful to achieve the desire target of enterprise.
Theme 3: Social media will be used by the firm to aware customer about the products.
Q.3 What source will be preferred by Mark &
Spenser in order to aware customer about the
products. Frequency %
Advertisement 7 23.33%
Promotional activities 5 16.67%
9

social media 10 33.33%
Television communication 8 26.67%
Total 30 100.00%
Interpretation
Based on the above diagram it can be concluded that social media will be preferred to
aware the customer about the product and services in market. In this, 7 out of 30 respondent
thinks advertisement activities will be helpful to have increment in the sales, 5 out of 30 said it as
promotional advertisement are good as it aware the customer about the product and services, 10
out of 30 were in favour of social media marketing and said that most of the individual in market
are dependent over the social media activities and 8 out of 30 were in the favour of television
communication.
Theme 4: Yes, social media is effective technological tool.
Q.4 Is social media is effective technological
tool. Frequency %
Yes 22 73.33%
No 6 20.00%
May be 2 6.67%
Total 30 100.00%
Interpretation
Based on the above report it can be concluded that social media is one of the effective
technological tool as it cover the wide range of customer in the market. In this, 22 out of 30
respondents are in favour of social media marketing, as per the present scenario the large number
of customer are dependent on the activities of enterprise, 6 out of 30 are not in favour of social
media activities and 2 out of 30 are not sure about the same. Thus, it can be said that social
media is one of the effective technological tool in order to process the activities of the firm in the
effective manner.
Theme 5: Most of respondent are in favour that Mark & Spenser works as to provide quality
services to their customers
Q. 5 is Mark & Spenser works as to provide
quality services to their customers Frequency %
10