Digital Marketing Impact on Asda UK Sales

This document presents a case study proposal focused on evaluating the impact of digital marketing on the online sales performance of Asda UK. The proposal includes an introduction outlining the study's background, rationale, and aims, followed by a literature review, research design, and methodology. The study will use an interpretivist philosophy and an inductive approach, collecting secondary data through desk research and analyzing it using qualitative techniques. The proposal also includes a Gantt chart outlining the project timeline and a list of references.

TO EVALUATE THE IMPACT OF DIGITAL MARKETING ON
ONLINE SALES PERFORMANCE OF A COMPANY. A CASE
STUDY OF ASDA UK.
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
1. Title..........................................................................................................................................3
2. Background..............................................................................................................................3
3. Rationale for the study.............................................................................................................3
4. Research Aim...........................................................................................................................3
Literature Review............................................................................................................................4
Research Design and Methodology.................................................................................................4
References........................................................................................................................................8
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INTRODUCTION
1. Title
“To evaluate the impact of digital marketing on online sales performance of a Company:
A case study on Asda UK”.
2. Background
The study will be carried out with the aim of analysing the impact of digital marketing on
online sales performance. The topic has been selected so as to identify the methods that are
adopted by business entities under digital marketing to improve the sales performance aspects.
The study will be useful to ascertain the situation that drives the business entities to adopt the
techniques of digital marketing.
3. Rationale for the study
The present topic is a research issue because it has a great impact on company’s sales and
performance aspects. It is an issue because it could allow the researcher to identify the
importance of digital marketing on company’s sales performance. It is an issue now since
researcher aims to identity how sales ratio of Asda UK is improving through the adoption of
digital marketing tools. The research will shed light on role of digital marketing in contemporary
scenario along with the factors that drives business to adopt digital marketing tools.
4. Research Aim
The main aim of the proposal will be “To evaluate the impact of digital marketing on
online sales performance of a Company: A case study on Asda UK”.
Objectives
 To identify the concept of digital marketing in modern scenario
 To evaluate the impact of digital marketing on company’s sales and performance
 To ascertain the factors that drives the business entities to adopt digital marketing tools
 To recommend the ways through which sales performance could be improved by using
digital marketing techniques
Research questions
 What is the impact of digital marketing on company’s sales performance?
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 What are the factors that drives business entities to adopt digital marketing tools?
Hypothesis
H1: Digital marketing has a positive impact on company’s sales performance
Ho: Digital marketing has no positive impact on company’s sales performance
LITERATURE REVIEW
According to Johnson (2015), digital marketing tools are being used by the business
entities because it is an irrevocable and unstoppable trend. All the business entities have been
emphasizing on online digital marketing tools since that helps in enhancing business reach. This
is a potential source through which large number of customers can be persuaded towards
company’s products and services. Further it can be said that online advertising is a cheap method
of promoting products and services; hence it is widely used in modern scenario (The Impact of
Internet Marketing. 2017).
RESEARCH DESIGN AND METHODOLOGY
1. In the subsequent research proposal, researcher will be utilizing Interpretivism
philosophy will be used because it is associated with the philosophical position of
idealism. Thus, in the study researcher will employ multiple methods to reflect different
aspects of the research issue. Along with the philosophy, inductive approach will be used
by the researcher because it starts with the observation and theories are proposed at the
end of the research process (Bernard, 2000).
2. In the present research study, data will be collected through the method of desk research
(that is secondary research) which involves summary collation and synthesis of existing
research. It will be used because it determines what is already known and what new data
is required to inform research design.
3. Sampling is the most important procedure through which sample size for the research
study will be defined. Thus, random sampling techniques will be used in the subsequent
proposal (Bhattacharyya, 2009). On the basis of secondary research, data will be
collected and various articles and journals will be utilized at the same time.
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4. Further, data will be analysed on the basis of Qualitative technique in which Thematic
analysis will be carried out.
5. While selecting the approaches and methodologies, researcher could experience a lot of
issues regarding suitability and acceptability of the tools.
6. Researcher will have to emphasize on maintaining secrecy and confidentiality of the
information provides by the focused studies (Bryman, 2008).
7. To complete the research proposal financial, physical and human resources will be
required.
8. Gantt chart
Activity Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Writing
Research
Proposal
Reading
various
literature
Finalizing
the aims
and
objectives
Draft
literature
review
Collect
secondary
data
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Analyze
secondary
data
Develop
research
approach
Draft
research
methodolo
gy
Develop
questionna
ire
Arrange
the
interview
Conduct
the
interview
Accumulat
e the data
Draft
Findings
Analyze
data
Complete
remaining
6

chapters
Submit it
to tutor
and await
for
feedback
Revise the
draft
Print and
bind
Submit
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REFERENCES
Bernard, R. H., 2000. Social Research Methods: Qualitative and Quantitative Approaches.
SAGE.
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Bryman, A., 2008. Of methods and methodology. Qualitative Research in Organizations and
Management: An International Journal. 3(2). pp.159 – 168.
Johnson, L., 2015. Personalized eCommerce: The Impact on Online Sales Conversion. [Online].
Available through:
<http://www.business2community.com/online-marketing/personalized-ecommerce-
impact-online-sales-conversion-01162073#gByjDaYxhH1W1h8j.97 >. [Accessed on 6th
March 2017].
The Impact of Internet Marketing. 2017. [Online]. Available through:
<https://www.allbusiness.com/the-impact-of-internet-marketing-2367-1.html>.
[Accessed on 6th March 2017].
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