Managing a Successful Business Project: Tesco's Digital Transformation

This report analyzes the impact of digital technology on Tesco's marketing activities. The study includes a project management plan, work breakdown structure, and Gantt chart. It employs qualitative research methodologies, including questionnaires, to gather primary data. The analysis focuses on how digital technology affects marketing objectives, customer reach, and online services. Key findings reveal that Tesco utilizes digital technology, primarily websites, to promote goods and services, with a focus on improving customer access to information. The report highlights that digital technology significantly supports marketing objectives and that a wide customer reach is a major benefit. Recommendations are provided to enhance Tesco's digital marketing strategies and capture market opportunities. The research covers various aspects, from research philosophies to data analysis and interpretation, offering a comprehensive overview of Tesco's digital transformation and its effect on business operations.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Aim and Objective of study............................................................................................3
P2. Project Management Plan.................................................................................................4
P3. Work breakdown structure and Gantt chart.....................................................................4
LO 2.................................................................................................................................................6
P4. Research methodologies..................................................................................................6
LO 3.................................................................................................................................................8
P5. analysing the information by utilising tools and techniques............................................8
P6. Communicating appropriate recommendations............................................................14
LO 4...............................................................................................................................................14
P7. Reflection.......................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The emergence of digital technology has bought major changes in the way of doing
business. It has assisted business entity in bringing the improvement in activities, procedures and
system. Emergence as well as growth of digital technology has provided an organisation with the
different opportunities. It has provided firm a chance to make existing goods more profitable.
Digital technology has also enabled business entity to increase market share and sakes by
diversifying the product portfolio. Impact of can be analysed by observing the drastic
improvement in business operation, system and procedures. The biggest change can be noticed in
marketing function. As digital technology will help an enterprise in bringing positive
improvement in promotional activities. It has aid firm in reducing the expenses which are
associated with marketing function. Digital technology has also provided organisation an
opportunity to reach at a wide number of target audience.
Purpose of present study is to analyse the effect or impact of digital technology on
business activities in context of Tesco.
LO 1
P1. Aim and Objective of study
Aims – To analyse the impact of digital technology on marketing activities
Objectives -
 To develop the understanding about digitalisation.
 To analyse the way digital technology effect marketing activities in an organisation.
 To improve communication with clients with the use of digital technology.
 To analyse the implication and use of digital technology in marketing department.
 To increase crease customer base
 To reduce the time for providing the response to customer queries
 To train employees for utilising the digital technology, so that maximum benefit can be
achieved.
 To improve customer services and expand business operations within six months.
 To recommend digital marketing strategies which can be utilised by firm for achieving
objectives.

P2. Project Management Plan
It is very much important for scholar to prepare the Project Management Plan. It will
assist researcher in considering important elements such as time, quality, scope, communication,
risk. It will also help investigator in facilitating research in smooth manner.
Cost: It includes expenditure which is associated or directly linked with conducting an
investigation process. In addition to this, cost may also include opportunities which are forgiven
for executing investigation. It also involves direct, fixed as well as variable expenditures
(Kerzner and Kerzner, 2017). Controlling the cost is very much crucial as it might lead to decline
in profitability. In present research, Budgeting is the technique used by researcher for controlling
the expenses.
Communication: There are various devices as well as methods that can be utilised for
communicating during the investigation process. In present research, Investigator will use social
media, Electronic mail and Telephone for facilitating interaction.
Quality: It is considered to be as important element in research. Quality is to be
considered when accumulating information relevant to topic. (Miller and et. al., 2012). In present
research, the scholar has set quality standards.
Risk: There are some different types of risk associated with execution of investigation on
specific topic. The most common is human risk which might occur in collection of data or
information. Communication failure is another risk which might create barriers in investigation
process. Some effective techniques have been used such as face-to-face interview for avoiding
such type of error.
Time: It is another important factor in investigation process. Delay in one process or task
can lead to time lag in completion of research project.
Scope: It includes features, task, function, deadlines cost which are required to be
considered during the execution of investigation process (Brown, 2013). The present research
has limited scope. As due to insufficient time, there will be limited activities will be conducted
by scholar (Achtenhagen, Melin and Naldi, 2013). Some of the tasks will be executed including
collection, interpretation, analysis, presentation and printing of data or information.
P3. Work breakdown structure and Gantt chart
Task Name Duration Start Finish Predecessors

Investigation Project 70 days 6/27/18 6/15/18
Development Of Plan 19 Days 2/27/18 3/24/18
Selection Of Topic For Research
Or Study 8 Days 2/27/18 03/09/18 6
Identifying The Issue 6 Days 03/10/18 3/20/18 3
Preparing The Time Schedule For
All Activities 5days 3/21/18 3/24/18 4
Implementation 50 Days 3/27/18 06/06/18
Analysing The Perception Of
Different Scholar Or Authors And
Writing Literature Review
10 Days 3/27/18 04/11/18 9
Choosing Methods For
Investigation 15 Days 04/12/18 05/03/18 11
Prediction Of The Expenditures 5 Days 05/04/18 05/11/18 5
Analysis And Interpretation Of
Facts 17 Days 05/12/18 06/06/18 15
Evaluation Of Results 9 Days 05/12/18 5/25/18 8
Closing Of Research Project 14 Days 5/26/18 6/15/18
Providing Conclusion And
Recommendations 7 Days 5/26/18 06/06/18 6
Proper Documentation Of Results 5 Days 06/07/18 6/14/18 5
Submission Of Report 1 Day 6/15/18 6/15/18 1

LO 2
P4. Research methodologies
Some methods, techniques and philosophies utilised by researcher in present study are:
Research Philosophies- The investigation philosophies include positivism and
Interpretive. In present study, researcher has used interpretive philosophy which assisted
researcher in executing the study in systematic manner (Goksoy, Ozsoy and Vayvay, 2012). It
supported scholar in addressing the root cause of problem.
Investigation approach- It is generally utilised by investigator for accumulating,
analysis, interpretation, analysing and presenting information. There are mainly two types of
investigation approaches such as quantitative as well as qualitative (Smith, 2015). Selection of
approach is done by the researcher by analysing the nature of problem. In present study, an
investigator will use qualitative research approach.
Research Design – There are several types of strategies or designs which can be used by
investigator such as descriptive, explanatory, exploratory, and experimental. (Özerdem and

Bowd, 2016) In the present investigation process, a scholar will use an explanatory design for
facilitating the investigation. As this research design will assist researcher in gaining in depth
knowledge about the investigation topic.
Method as well as sources of data collection- In present study, the data or facts will be
accumulated from both primary as well as secondary sources (Hermsen and et.al., 2016). In
addition to this, questionnaire and interview technique has been utilised for gathering facts
relevant to topic.
Data analysis- Qualitative technique has been utilised by investigator facilitating the
investigation on specific topic (Taylor, Bogdan and DeVault, 2015). Data analysis is considered
to be an important activity in investigation process.
Sampling- It is defined as process in which predetermined numbers of respondents are
selected through sampling technique (Nambisan, 2017.). In present investigation, the researcher
utilises the random sampling technique by selecting 20 participants.
Qualitative Research Methodologies
QUESTIONNAIRE
Demographic Information
Name: __________________
Age: ________________
Gender: _________________
Q 1. Does your organisation is presently utilising any type of digital technology?
 Yes
 No
 Don't know
Ques 2 What Type of digital technology an organisation is utilising presentably for promoting
goods or services.
 Websites
 Facebook
 Social media
 Twitter
Q 3. Which types of online services are offered by company?

 Online payment
 online product booking facility
 Access to information
 None of the above
Q 4. How much agree you are with the statement that digital technology has supported business
entity in accomplishing marketing objectives.
 Partly agree
 Completely agree
 Completely disagree
Q 5. How could you measure the impact of digital technology on marketing activities or
function?
 By analysis the growth of firm
 By computing the increase in market share
 By analysing the increase in number of customers
Q 6. What are the benefits of implementing digital technology within an enterprise?
 Wide customer reach
 Increase in sales and profitability
 Increase in market share
 None of the above
LO 3
P5. analysing the information by utilising tools and techniques
Theme 1: Yes, organisation is presently utilising any type of digital technology.
Does your organisation is presently utilising any type of digital technology? Frequency
 Yes 15
 No 3
 Don't know 2
Total

Finding and analysis: It has been analysed from above information that Tesco is presently
utilising digital technology. This information is considered to be true as, it has been provided by
majority of respondent that is 15 people out of 20.
Theme 2: Websites is the Type of digital technology an organisation is utilising presentably for
promoting goods or services.
What Type of digital technology an organisation is utilising presentably for
promoting goods or services? Frequency
 Websites 14
 Facebook 3
 Social media 2
 Twitter 1
Total
Interpretation: Out of 20 respondents 15 have stated that an organisation is utilising the
websites as digital technology for sharing of information.
Yes No Don't know
0
2
4
6
8
10
12
14
16
Frequency

Theme 3: Access to information, is the type of online services are offered by company.
.Which type of online services are offered by company? Frequency
 Online payment 2
 online product booking facility 3
 Access to company information 15
 None of the above 0
Total
Interpretation: From the above information, it has been represented that by developing the
websites , company is provide customer an ease in access to information .
Websites Facebook Social media Twitter
0
2
4
6
8
10
12
14
16
Frequency

Theme 4: Completely agreement has been shown by the respondent with the statement that
digital technology has supported business entity in accomplishing marketing objectives.
How much agree you are with the statement that digital technology has
supported business entity in accomplishing marketing objectives. Frequency
 Partly agree 2
 Completely agree 15
 Completely disagree 3
Total
Findings and analysis: It has been analysed from the above that majority of respondent have
shown there complete agreement with the fact that digital technology has supported business
entity in accomplishing marketing objectives.
Online payment
online product booking facility
Acess to company information
None of the above
0
2
4
6
8
10
12
14
16
Frequency

Theme 5: By analysing the increase in number of customers is the measure the impact of digital
technology on marketing activities or function.
How could You measure the impact of digital technology on marketing
activities or function? Frequency
 By analysis the growth of firm 2
 By computing increase in market share 5
 By analysing the increase in number of customers 1 3
Total
Interpretation: Above informatiomn has represented that manager in Tesco organisation by
analysing the increase in number of customers. Measure the impact of digital technology on
marketing activities or function.
Partly agree Completely agree Completely disagree
0
2
4
6
8
10
12
14
16
Frequency