Research Project: Digital Technology Impact on SME Marketing (NISA)

This research project investigates the impact of digital technology on the marketing department of Small and Medium Enterprises (SMEs), with a specific focus on NISA General Store in the UK. The study explores the importance of digital technology in SME business activities, the effects of technology on NISA's marketing department, and recommends ways the company can better utilize technology. The research includes a literature review on the meaning and importance of marketing departments for SMEs, the importance of digital technology, and its impact on marketing. The methodology section outlines the research approach, and the timeline provides a schedule for the project's activities. The project highlights the significance of digital marketing in the current business landscape, where organizations leverage cloud technology and digital platforms to store and share information, and engage with customers. This project provides valuable insights for students and businesses seeking to understand the role of digital technology in modern marketing strategies.

RESEARCH
PROJECT

Contents
PART 1- Research Proposal............................................................................................................4
INTRODUCTION...........................................................................................................................4
Background of research: .............................................................................................................4
Overview of organization ...........................................................................................................4
Research aim:...............................................................................................................................4
Research objectives:....................................................................................................................4
Research questions:......................................................................................................................5
Rational:.......................................................................................................................................5
Significance of the study .............................................................................................................5
LITERATURE REVIEW................................................................................................................5
Meaning and importance of marketing department for SME......................................................5
Importance of digital form of technology for SME business activities.......................................7
Impact of digital technology on marketing department...............................................................9
METHODOLOGY........................................................................................................................10
Limitation...................................................................................................................................12
TIMELINE OF RESEARCH ACTIVITIES..................................................................................12

PART 1- Research Proposal
INTRODUCTION
Background of research:
Digital technology has transformed the technique we comportment commercial. Over the
latter era it has intensely reformed outmoded corporate representations and altered business
events. The practise of digital moveable technology has providing businesses thru a capital of
excellent and chance. This takes allowed standing products to develop more gainful and
advanced new products to be industrialised, leading to progressively varied creation portfolios.
Its influence is obvious at the core of all key professional systems. There are many ways in
which the organisations of world are performing and using this digital technology now they are
been able to administrate their function with the use of cloud technology and this is enabling
them to store and share the information.
Overview of organization
In this present research which is aiming at providing impact and influence of digital
technology into SME business activities like that of marketing researcher is taking NISA general
store. This is very well known retail store in UK which is operating now in whole of UK having
about more than 200+ employees in overall stores of company. They are been giving their
services to customers of UK for more than 41 years. The use of digital technology is very much
importance in SME of UK which is helping them all to operate and grow into markets. They are
doing marketing of their products and services through the use of digital marketing is making
them lots of profits from it. With the use of digital technology NISA store opened their general
retail store in Scotland in year 2011 which is for increasing their profits.
Research aim:
The implications of digital technology on marketing department of SME: A case study on
NISA general store
Research objectives:
 To determine the importance of use of digital technology in SME of UK.
 To ascertain effect of use of technology on the marketing department of NISA general
store.
 To recommend the ways in which company would be able to use technology in better
way.
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Research questions:
1. What is the importance of use of digital technology in SME business of UK?
2. How could the effective use of technology be helping marketing department of NISA?
Rational:
This topic which is focusing on the use and effective implementation of technology is
very much important at the present time as this is the age of digitalisation. To ascertain what is
the use and importance of digital technology into the small retail business of UK this research
project would be taken into account. In the current era which is regarded to as most
revolutionized age where every firm of world are using technology to ease up their complex life
structure. The research on what is the implication of digital technology on the use of this on the
marketing department of any Small scale business of UK. The use if digitalisation is very
important on the bases of practical implication as this would be helping them to involve into
more clear marketing of their products and services so that they are gaining profits. So in this
project the topic which is used in is very good and suitable based on current scenario.
Significance of the study
This research project is very good on the point of view of learning from it as this would
be including meaning, importance and impact of digital technology on marketing department of
SME business of UK. Thus, it is significant for those who are researching on the same topic
which are some other researchers as this becomes easy for them to do their study upon this that is
including the impact of digital technology on marketing department of SME business of UK. The
importance of this study is also for those students who are studying in university and taking their
degree of Ph.D. on this digital technology only. Furthermore this topic is also important for
company on which research is been done as they could be easily including that why they should
be using digital technology in their business.
LITERATURE REVIEW
Meaning and importance of marketing department for SME.
Marketing department of any organisation is that which is giving them access to greater
parts of market which would not be possible of anyone to do. This section of company is
enabling them to engage with outside world in much simpler manner which is helping them to
save their time and cost. In this marketing department use of technology is very much important
as this is improving their style and type of marketing selling of products and services.
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Advertising as per Charlesworth, (2018) is telling customers that which product to be use and
which not to be used thus enabling them to choose from the given range of commodities that are
there into market. Small and medium size companies of UK that operate and form majority of
profits, employment and income for the country must also be implementing digital technology.
As per De Pelsmacker, van Tilburg and Holthof, (2018) advertising is that piece of
association which is empowering organization to connect with the clients of organization and
this will be anything but difficult to demonstrate case all highlights and advantages of items
which they are offering. In the present situation this showcasing isn't just restricted to
disconnected channels yet now organizations are advancing their merchandise and ventures on
the online mode. This online method of promoting is called as computerized showcasing which
empower organization to interface with every one of their clients and that too in all parts of
world. Palos-Sanchez, Saura and Debasa, (2018) said that computerized promoting will be
particularly helpful for organization in satisfying the objective of benefits and deals. This will in
turn increment the benefits and offers of organization and after that they can perform in better
way. Computerized promoting is that stage which is helping organization and client so they both
could be associated with each other and satisfy their need and need.
Reasonable showing hones pick a not all that terrible spreading out of the business oblige
endeavors for the affiliation's present and future. The refinement among game plans and
publicizing introduction is simple and all finished hard to watch. SMEs administrators must
consider the capability between at times triumphs made by stretched out courses of action
endeavors and to abuse made openings, with the assistance of key showing impacting game-
plans for an entire arrangement to stable change.
Clearly without beneficiall offers an affiliation won't be able to proceed with its action.
So likewise clear is that without undertaking a basic advancing movement engineering, both for
right away (deals masterminded), medium and entire arrangement (sorted out towards watching
out for customer needs and needs), SMEs manager won't be able to adjust to interior and outside
condition changes in their particular field of movemechang. McKie and et.Al, (2015) made
references about the natural idea of SMEs in light of particular conditions and the execution of
propelling exercises, without a pre-sorting out improvement. Besides Parigi and et.al, (2014)
recommends that these activities are assessed subjectively in light of the central's discernments,
conjuncture or mental propelling plans. Besides, four examination cases driven by O'Hara, S. and
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et.al, (2014) show the way that showing strategy in SMEs is all SME boss driven and that it's
unquestionably not a inevitable result of a correct compass for conditions or a made examination
out of the basic market, and it is powerfully an aftereffect of a response process towards business
condition changes. As appeared by Rodriguez and et.al, (2015) affiliations need to hold brisk to a
specific technique and find better approaches to manage redesign it reliably. The propelling logic
besides requires an unmistakable valuation for how publicizing.
Bloom and et.al, (2016), battle that business execution and publicizing execution particularly are
both affected by condition and competition. Clark (2001), battles that the piece of promoting in
understanding the market's needs furthermore, the change of new thing thoughts, is basic to an
organization's advancement method. As showed by Khosravi and et.all, (2016), an affiliation's
ability to achieve or keep up a high ground in a continually hinting at change condition is the
route to the association's fiscal regard improvement.
Schermerhorn and et.al, (2014) claims that in an unyieldingly complex economic situation,
portrayed by dynamism, mechanical progress and savage contention, SMEs are in the central
exhibition of exchange and learning headway. In this way they can go up against weight from the
restriction through an incessant learning process regarding the affirmation of advance and the
constant quest for high ground.
Importance of digital form of technology for SME business activities.
Liu and Levin., (2018) said that for organization computerized promoting will be
essential with the goal that they might pick up the upper hand in market and along these lines
enhancing deals execution. While, then again this is additionally critical on the perspective of
client as they could without much of a stretch shop and see the items however online sources.
Computerized showcasing is the methods by which it will be simple for organization to
accomplish their objectives which are for the most part identified with deals and benefits of firm.
Di Fatta, Patton and Viglia, (2018) included that showcasing as computerized media like that of
different online networking channels which are Facebook, their own particular sites are some
case of them.
Müller, Pommeranz and Voigt, (2018) additionally said that organization can just build
the deals and benefits income on the off chance that they are utilizing the different computerized
advertising channels and advancing their products and administration online bases. This will be
conceivable just if industry is been empowered by a wide range of advanced advertising devices
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and strategies and they should likewise have a particular group. Neirotti, Raguseo and Paolucci,
(2018) said this is the obligation of organization to help its client with better and more extensive
scope of decision while they are making their buy of products and benefiting administrations.
Furnishing them with the best type of items is critical as this will thus be deciding the benefits
and offer of organizations and supporting in the development and improvement of organization
too.
Tobiassen and Pettersen, (2018) additionally elucidates the circumstances and end results
of not utilizing the computerized showcasing capacity which can prompt loss of client’s
fulfilment and their dedication also. As though the organization isn't utilizing computerized
showcasing then they will be not possessed the capacity to pick up and hold client base.
Organization will likewise not possessed the capacity to pick up the upper hands on the off
chance that they are staying in market and they will likewise be not enhancing their benefits or
deals. For accommodation industry this advanced promoting is particularly imperative as they
could be utilize it from multiple points of view and therefore helping them in expanding deals
and income age. SME industry is particularly developing area of economy of UK which is
likewise making the GDP of UK enhanced and expanded. So showcasing is especially vital for
this part as it turns out to be simple for clients to surf and locate their optimal lodging.
Computerized showcasing will likewise be useful to client to hunt and locate the best manages
the given one and afterward look at among them and accordingly enhancing the way clients are
reserving the tickets of whether transport or that of inns. author additionally said that this
advanced showcasing will in this manner be manage the organization as who are their potential
clients to whom they could deal the items and administration and after that they will acquire
benefits for them.
Besides, Quinton, Canhoto and Budhathoki, (2017) recognized that if advanced
showcasing isn't be utilized as a part of the association then this will be a major issue for the
organization. As this will constrain the scope of client and market as organization will then not
locate the appropriate base to grow their market. Author said that industry cannot develop and
create on the off chance that they are not doing promoting of their items and administrations. The
offers of organization could along these lines be enhanced and bolster them to accomplish
focuses of firm by getting an ever increasing number of conceivable assets said by Hutchinson,
Donnell and Reid, (2015).
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It was included that there are many challenges which could face by companies which are
using this digital technology into their main working like that of setting up the digital marketing.
They need to do many things or there are several functions which are attached with this including
like that if they are operating on the storage and sharing of the information through the use of
cloud technology. Other than this marketing of company would be improved if they are
implementing the use of technology in their daily operations. Panopoulos, Theodoridis and
Poulis, (2018) said that improvised use of digital form of technology would be enabling the firm
to earn higher amount of profits and sales which in turn would be helping company in increasing
their market share and customers.
Impact of digital technology on marketing department.
This type of technology is helpful for both the firm and for their clients as for one this
would be generating profits and for other it is form of gathering information. Customers would
be getting lost of information and knowledge about the products and service of company so that
it becomes easy for them to identify whether to buy or not. Müller, Pommeranz and Voigt,
(2018) included that it is duty of marketing department to show their customer their products and
services so that it becomes easy for them to look for good products for them. There are many
marketing strategies which must be adopted by all companies so that their products and services
are reaching out towards the various segments of customers and so that they could increase their
base of customers (Impact of digital marketing strategies on businesses, 2018). There are very
less cost to set up digital technology on the business which calls for more employment. The
impact of digital marketing on the functions of company and its profits are very higher as this
would be enabling them to gain more amounts of profits and thus increasing their effects in
market.
De Pelsmacker, van Tilburg and Holthof, (2018) said that if company is investing their
amount or capital in digital technology then this would be easing their marketing and this is very
good option for company. The best way to market and promote the goods and service of
company is through way of using internet as this is reaching more number of customers of
business than that of traditional medium. The number of customer who are using internet at
present times are rising in tremendous manner and then they are giving their views on company
and their products.
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METHODOLOGY
This is exceptionally significant piece of any exploration venture which will educate
analyst concerning what kind of strategies are to be utilized. Research approaches are the way
and techniques to be utilized while we are leading undertaking works they will tell the set
framework of the subjects and they incorporate the accompanying:
Research approach:
This is the set example and manners by which specialist could embrace the undertaking
works (Ledford and Gast, 2018). This is speculation of the examination which will help in
approving the suppositions. Research approach are of two essential composes which could be
utilized they are inductive and deductive. In the deductive research approach information which
is gathered is assessed recommendations and speculation which are identified with existing
hypothesis. While in the subside and flow look into inductive approach is been utilized which
will investigate the marvel of computerized showcasing and its effect on deals execution.
Research philosophy:
They are the set conviction and this is managing the sources and nature of learning which
is to be utilized as a part of undertaking work. This is for the most part of two kind which will be
interpretivism and positivism (Simonsohn, Nelson and Simmons, 2017). Last one will
incorporate objectivity and its objective will clarify the entire research on the general terms.
While the one which is utilized as a part of the present research is interpretivism which will be
translating what is determined and one of a kind to the undertaking. Both of them are important
for researcher to use them as these are including the set of belief and formulating assumptions
which is depicted into the research onion.
Research strategy:
This is the set sort and strategies for information gathering and its examinations which is
been utilized by scientist. There are different sorts of outline of items like that of unmistakable,
trial and writing survey. The present report will utilize enlightening write which will portray the
entire venture and subject into different parts and structures as well. While others are not been
utilized as they won't depict the theme and inquiries which are asked at the beginning. There are
two main types of approach which are to be used by researcher but this is up to researcher that
which type of approach they would be using. One is inductive and other one is deductive the
former is done on the bases of themes which are to be build up and latter one would be that in
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which hypotheses are to be set up. So in this current project under which impact of digital
technology on SME business activities which is that of marketing inductive approach would be
used. Conceptual framework would be set up and then themes on bases of topic would be framed
which is including generalisation of the research so that it is easy for others to understand.
Data collection:
This is the manner by which information is been gathered with the goal that it turns out to
be simple for scientist to decipher comes about from there on. Information which is gathered
must be applicable and valid for the utilization of undertaking and this is of two sorts. They are
essential and optional previous is the technique done on the bases of making inquiries and
talking the forthcoming competitors or respondents will's identity included (Fletcher, 2017).
While last one is taken out from officially gathered and scribbled down information. In the
optional sort information is distributed in articles, diaries, books and sites and now analyst could
gather them and compose it in their own words. In the present task scientist will utilize the two
sorts of information accumulation strategies which will make simple to translate the outcomes
and accordingly making suggestions and 10 employees of NISA general store will be met and
inquiries will be inquired.
Sampling:
In this current project which is based on impact of digital technology on marketing
department of SME business of UK researcher is using about 10 employees of NISA general
store. The sampling method which is to be used by research would be that of simple random
technique from the population of about 200+ employees only 10 would be chosen. This is very
important part of any type of research method which is enabling researcher to look upon from
total population of respondents how many would be chosen and on what bases they are to be
chosen.
Data analysis:
This is essentially the last advance of research approach process which will make
decisions about the point which is been explored. Information investigation will be done simply
after analyst can gather all applicable and exact information from the given sources. This is the
most important part of whole research project which is included as the analysing of all collected
data. There are various steps which are to be included like collecting, inspecting, transforming
and then analysing of that data (Ledford and Gast, 2018). There are tools as well which could be
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used by researcher to examine collected data like that of SPSS or excel. But in this current
research there will only be use of simple qualitative techniques which is of thematic analysis.
Under this technique various themes would be prepared and then their analysis or interpreted
would be done within this by drawing various graphs and table to depict the data in simple
format.
Ethical consideration:
This is the arrangement of morals which must be considered while scientist is directing
the venture and making out conclusion or suggestions. Like the information which is gathered
must be right and frame a solid sources and that work must be referred to appropriately any place
required. Ethics would be important to follow in every part of business and this is the reason as
to why researcher should also be following this consideration into their research. Taking constant
from the respondent who are to be included in their questionnaire is must and without this ethical
form could not be filled up.
Limitation
These are the barriers that are putting hindrance on the researchers and their study on the
topic which is impact of digital technology on the marketing department of SME business of UK.
First limitation could be included like that of limited use of respondents into this study or
research that is only 10 employees of NISA retail store would be taken which is not enough to
take out the impact of digital technology on their marketing department. Secondly the use of
qualitative methods is also putting barriers in knowing or extracting correct information on the
impact of digital technology of SME business. If research was using quantitative one they could
more relate technology with the marketing department of SME business and coming on to more
relevant conclusion as well.
TIMELINE OF RESEARCH ACTIVITIES
Timeline is telling what all activities should be included within this research project and
how much time they would be taking to complete all those activities. This is important to be
included within research project so that researcher could manage their work in given timeframe.
Like in completing this research project researcher is having about only 10 weeks within which
they should manage to complete their work.
Activities/(Duration in weeks) 1- 3 4 5 6 7- 1 1 1 1 15
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2 10 1 2 3 4
Further research to select the research topic
Brief research, rationale and aims and
objectives
Conducting literature review on chosen topic
Deciding research methodology
(Research approach, design, method and
others)
Data collection
Data analysis and finding
Submission to the tutor
Modifications as per the requirement
Final submission to the tutor
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