Research Project: Digital Marketing in SMEs - Ocado Retail Sector

This report analyzes the impact of digital marketing on Small and Medium Enterprises (SMEs) within the retail sector, using Ocado as a case study. The research investigates the utilization of digital tools across various departments, assessing their importance and implementation strategies. Findings reveal the influence of digital technology on business operations, efficiency, and productivity. The study also examines how digital marketing has benefited Ocado in attracting customers, identifying their needs, and improving customer satisfaction. The report presents recommendations for optimizing digital marketing strategies, including employee training, system updates, and goal setting. Furthermore, it includes a reflection on the research process, acknowledging areas for improvement such as incorporating secondary research and conducting interviews for a more comprehensive analysis.

Research Project
LO 3

Aim and objectives
 Aim- To analyse the impact of digital marketing in SME’s in retail sector. A case study on
Ocado.
Objectives
 To evaluate use of various digital tools in different departments
 To access importance of digital technology in business
 To acknowledge the way through which digital technology can be implemented
 To access how digital technology affects Ocado business

Theme 1 Enterprise using digital technology in business
operations
0
2
4
6
8
10
Frequency
Yes
No
Not sure
Q-1 Is your enterprise using digital tools in
business operations? Frequency
Yes 10
No 5
Not sure 5
Total 20
0
2
4
6
8
10
Frequency
Yes
No
Not sure

Theme 2 department there are several digital tools and
equipment’s implemented
Q-2 In which department there are several digital
tools and equipment’s implemented? Frequency
Finance 3
Marketing 6
HR 4
Operation 5
SCM 2
Total 20
0 2 4 6
Frequency
SCM
Operation
HR
Marketing
Finance
0 2 4 6
Frequency
SCM
Operation
HR
Marketing
Finance

Theme 3 there is increase in efficiency of business
operation due to implementation of tools
Q- 3) Whether there is increase in efficiency
of business operation due to implementation
of tools? Frequency
Yes 15
No 3
Not sure 2
Total 20 0
2
4
6
8
10
12
14
16
Frequency
Yes
No
Not sure
0
2
4
6
8
10
12
14
16
Frequency
Yes
No
Not sure

Theme 4 what is the impact of digital technology on
productivity of enterprise
Q- 4) what is the impact of digital technology
on productivity of enterprise? Frequency
Positive 13
Negative 4
Neither positive nor negative 3
Total 20 0 5 10 15
Frequency
Neither positive
nor negative
Negative
Positive
0 5 10 15
Frequency
Neither positive
nor negative
Negative
Positive

Theme 5 use of digital marketing benefited Ocado in
attracting more people
Q-5 is use of digital marketing benefited
Ocado in attracting more people? Frequency
Yes 13
No 6
Not sure 1
Total 20
0 5 10 15
Frequency Not sure
No
Yes
0 5 10 15
Frequency Not sure
No
Yes

Theme 6 Company able to identify needs of people
through digital marketing
Q-6 Has company able to identify needs of
people through digital marketing? Frequency
Yes 12
No 6
Not sure 2
Total 20 0
2
4
6
8
10
12
Frequency
Yes
No
Not sure
0
2
4
6
8
10
12
Frequency
Yes
No
Not sure

Theme 7 problems and issues of customers solved in
effective way
7) Is problems and issues of customers
solved in effective way? Frequency
Yes 9
No 7
Not sure 4
Total 20 0
1
2
3
4
5
6
7
8
9
Frequency
Yes
No
Not sure
0
1
2
3
4
5
6
7
8
9
Frequency
Yes
No
Not sure

Theme 8 digital marketing helped in retaining customer
by satisfying them
8) Does digital marketing has helped in
retaining customer by satisfying them? Frequency
Yes 13
No 2
Not sure 5
Total 20
0
2
4
6
8
10
12
14
Frequency
Yes
No
Not sure
0
2
4
6
8
10
12
14
Frequency
Yes
No
Not sure

Theme 9 Ocado use any data analytics tool to collect and
analyse data
Q-9 Is Ocado using any data analytics
tool to collect and analyse data? Frequency
Yes 10
No 6
Not sure 4
Total 20
0
1
2
3
4
5
6
7
8
9
10
Frequency
Yes
No
Not sure
0
1
2
3
4
5
6
7
8
9
10
Frequency
Yes
No
Not sure

Theme 10 use of digital marketing platform company
promote their products and services in more effective
way
10) By using digital marketing platform
company is able to promote their products
and services in more effective way? Frequency
Yes 8
No 5
Not sure 7
Total 20 0 2 4 6 8
Frequency Not sure
No
Yes
0 2 4 6 8
Frequency Not sure
No
Yes

RECOMMENDATION
 It is concluded from presentation that digital marketing has helped Ocado in promoting
products in more effective ways. Through this, they are able to attract them and fulfil their
needs.
 Also, by tracking data of people on various social sites, they are able to determine touch
points. Due to this, it they are able to provide continuous shopping experience to them.
 The use of various other tools in business operations has enabled in increasing their
efficiency.
 There has been ease in decision taking as well. Managers are able to develop strategies and
implement them.

RECOMMENDATION
There are several recommendations that can be followed by Ocado. it will help them
to use and implement digital tools in efficient way. they are as follows:-
 Providing training to employees- this can be done by Ocado to increase their business
efficiency. By providing proper training to employees on how to use systems and
applications, they will gain skills and knowledge on how to use it.
 Updating systems- this is the most crucial thing that can be followed by Ocado. they can
update systems with advance technology. It will help them to install it for various purpose.

Cont..
 Setting goals – It can be done in order to develop strategies. Once goals are set then
strategies can be evaluated on basis of it. This will be useful in finding out weak points and
taking measures to improve it.
 Also, with help of it they can target particular market segment. Thus, different strategies
can be developed according to it.

REFLECTION
I analyzed that I should have applied secondary research method in order to gather
data. This would be easy in getting an overview about how digital technology is been used.
Also, I should have collected data by conducting interview. It would be easy in determining
view point of employees openly.

THANK YOU