Analyzing the Impact of Digital Technology on Tesco's Business

This report investigates the impact of digital technology on Tesco's business activities. It begins with an introduction highlighting the transformative effects of digital technology on business operations, including improved customer service and marketing. The report outlines project aims and objectives, including analyzing the impact of digital technology on Tesco's marketing and recommending strategies for competitive advantage. It details the project management plan, including cost, time, quality, communication, scope, resources, and risk management. The work breakdown structure and Gantt chart are presented to visualize the project timeline. The research methodology section covers both quantitative and qualitative research methods used to gather data. Data analysis is presented thematically, with findings on the positive impact of digital technology on marketing, key indicators like sales and profitability, and challenges such as employee resistance. Recommendations are provided to help Tesco leverage digital technology for maximum benefit. The report concludes with a reference list of cited sources.

The impact of digital technology on business activity

sTable of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1 Project aims and objectives....................................................................................................3
P 2 Project management plan .....................................................................................................4
P3 Work breakdown structure and Gantt chart...........................................................................6
TASK 2 ...........................................................................................................................................8
P 4 Quantitative and qualitative research methods.....................................................................8
TASK 3..........................................................................................................................................12
P5 Data analysis........................................................................................................................12
P 6 Recommendations...............................................................................................................21
REFERENCES..............................................................................................................................23

INTRODUCTION
In present scenario, digital technology has supported business entity in improving the
business activities as well as operations. Emergence of digital technology has both positive as
well negative effect on the business activities. It has supported business entities in bringing the
drastic improvement at workplace. Digital technology has also enabled firm to provide additional
facilities as well as services to customers. It has also provided company an assistance to get ease
in reaching to the target audience. Evolution of digital technology has change the market
situations. It has helped an organisation in generating the more business opportunities. It has
provided firm an opportunity to increase customer base. But at the same time digital technology
has various challenges for an enterprise. It has given the rise to the intense level of competition
in an industry. Digital technology can be used by business entities for different business
activities such for improving customer services , bringing change in marketing activities etc.
This technology can be proved to be useful as well as beneficial when used for marketing
purpose. Digital technology has also helped an enterprise in bringing the improvement in
products and supported organisation in analysing the needs of customers in the market.
The purpose of the research is to develop the understanding the way digital technology
has transformed business activities in context of Tesco.
TASK 1
P1 Project aims and objectives
Background of the study
Earlier, Companies Like Tesco used to conduct the market campaign and utilises other
traditional techniques for promoting brand, goods or services. In addition to this print media as
well as other advertising techniques were used by an organisation for communicating with
customers and inform them with the products or services. In addition to this the business entity
has to face many challenges as well as issues in reaching to the target populations. All this factor
has direct as well as major impact on the sales as well as profitability of firm. The evolution of
digital technology has assisted business entity in improving marketing or promotional activities,.
It has provided firm an ease in reaching to the wide number of customers and provided Tesco an
opportunity to influence people to buy goods or services offered by company. It has enabled
business entity to facilitate two way communications (Saunders and Bezzina, 2015). Digital
technology has also supported an enterprise in improving customer service. During the

traditional times technology has been utilised by an organisation only for the operational
activities. But in present scenario, digital as well as other technologies are utilised by business
entities for varieties of purpose (Panneerselvam, 2014). Digital technology has encouraged
businesses entities to facilitate innovation and adopt new methods or techniques for promoting
the product or services. Digital technology has helped an enterprise in increasing competitive
strength and improving skills which is very important in terms of fostering growth as well as
achieving success.
Aims and objectives
Aim of the study- This is the initial stage in project management plan. The complete
investigation plan is based on the aims of the research. It is very important for the scholar to set
the aim for an investigation. Aim of the research helps researcher in making the plan for the
activities which are to be conducted by scholar during investigation procedure. Aims of the
project act as the road map which assist researcher in identifying the task as well as analysing the
information required to be gathered. The aim of the study is designed by the scholar on the basis
of problem being analysed by them. Aim of the present study is to analyse the way digital
technology has transformed marketing activity in Tesco organisation.
Objective of research -
 To gain knowledge about the digital technology and its use in marketing activities.
 To increase sale by 10 percent within in six months.
 To increase market share by five percent within the three months.
 To analyse the impact of digital technology on the marketing activities of Tesco
company.
 To analyse the implication of digital technology within an enterprise.
 To suggest the strategies or techniques which can be used by the Tesco organisation for
implementing digital technology in marketing field.
 To formulate the digital strategy in order to support TESCo in gaining competitive
advantage in the market.
 To recommend the strategies or techniques which can be used by the Tesco organisation
for yielding maximum benefits by employing digital technology in marketing field.

P 2 Project management plan
Project management plan is considered to be as the most important part of the
investigation. It helps scholar in identifying the sequence according to which different activities
or Task would be executed during the research process. Creating a project management plan is
essential , as it assists scholar in preventing the overlapping of activities as well as ensuring the
effective utilisation of resources. The important elements of project management plan are cost ,
time , quality , risk, scope , communication resources etc. All these are top be considered when
creating the project management plan (Borghoff and Pareschi, R. eds., 2013). As this will assist
researched in eliminating the barriers which might occur in executing the investigation process
in systematic way. It also supports researcher in identifying the risk associated with facilitating
investigation.
Cost – It is the very important elements to be included in the project management plan.
There are several expenses which are required to be incurred when executing the research. Some
expenditure are travelling , stationery , communication , printing , fax etc. in addition to this cost
also include the money invested on buying the essential resources for executing investigation and
also cost incurred in collecting , analysing as well as interpretation the data or information.
Specific budget will be prepared by the investigator foe each activity. As this strategy or
technique will help researcher in controlling the cost and completing the project in efficient
manner.
Time – It is the crucial element in the plan. In investigation process all the activities as
well as procedures are interlinked with each other. Delay in single task can lead to the time lag in
completing the project. In addition to this, shortage of time can also lead to the compromise in
the quality of work which might have negative influence on the decision made by the scholar.
In present investigation , the scholar will use the time management strategy for dealing
with the issue related to time.
Quality- This is considered to be as the another most crucial factor in research. It is very
much important for the scholar to concentrate on maintaining the quality of work as well as
ensure the collection of the complete, reliable and accurate information. As quality information
will assist researcher in making the suitable as well as accurate decision.

Communication – It is the most important elements in investigation process.
Coordination as well as effective communication is very much important in order to complete the
project in successful and effective manner. Communication elements in the research plans
highlights the techniques or methods which will be used by investigator for communicating with
people. It also includes detail about the communication strategy which will be utilised by
researcher for collecting information. In present study investigator will use e-mail, mobile ,
internet, social media, digital technology for gathering information as well as communication
with different people during the investigation process.
Scope- This factors provides the detail about extent up to which the further investigation
can be executed on the same topic. It also highlights the strategies or methods which will be used
by the researcher for accomplishing the desired aims and objectives. Defining the scope of
project allows scholar to measure actual performance with standard.
Resources – these are considered to be as important elements without which the
investigation can not be executed. Some of the resources which are required for facilitating the
investigation include technology, human resource, capital and other equipment. There ar4
different types of technology, tools or equipments are required for collecting , analysing ,
recording and interpretation information (Papke-Shields and Boyer-Wright, 2017). This element
in research plan supports scholar in ensuring the proper utilisation of resources during the
investigation process.
Risk- there are several types of risk associated with the execution of research activity.
Oner of the major risk is biasses in information provided by the participant. As this factor can
have negative influence on the decision made by the scholar. The another types of risk is
communication failure or technical errors which might create big obstacles in completing the
research process.
P3 Work breakdown structure and Gantt chart
Work breakdown structure has been utilised by the scholar in present investigation for
dividing project into smaller components. It is considered to be as an effective tool which assist
investigator in making tasks easier as well simpler for other team members. Work break down
structure also provides researcher an ease in managing the complete process in systematic
manner.

Gantt is recognised as the graphical illustration of a schedule which assist researcher in
identifying the most important task (Kerzner and Kerzner, 2017). It consists of starting as well
as finishing time of each activity.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Formulation Of Content for
investigation
Establishment of Aim And Objectives
Studying as well as developing
understanding about Background
Choice Of Appropriate methods for
Investigation
Using primary and secondary sources
for gathering information or data
Investigation Of The Accumulated
Information
Presentation of information or Data
for generating Desired Outcome
Conclusion And Recommendations
Submission Of sample Report
Modification according to the
suggestion or Comments

Final Submission
TASK 2
P 4 Quantitative and qualitative research methods
There are different methods, strategies as well techniques are used by the investigator for
facilitating the research activity. In present study scholar has utilised the several philosophies and
concepts for reaching to the conclusion and making suitable decision. Researcher have use
separate techniques' for each and every activity. The different investigation methods used by the
investigator in present study on topic analysing the way digital technology has transformed
marketing activity in Tesco organisation.
Investigation philosophy- It is defined as the values , belief about the way or techniques
which is required to be utilised by investigator fir gathering information or data related to the
topic of research. There are mainly to main investigation philosophies these are interpretive and
positivism (Monsen and Horn,2007). Research philosophy indicates the scholar beliefs about the

way digital technology have effect on marketing activity of Tesco company. In present
investigation , researcher have utilised the positivism investigation philosophy for executing the
investigation. Positivism theory states that positive knowledge is based on natural phenomena.
This research philosophy has been selected by the scholar on the basis of the fact that it will help
them in deriving information from sensory experience (Bulgurcu, Cavusoglu and Benbasat,
2010). Positivism investigation philosophy, will assist researcher in providing the justifiable
reason for making specific decision .It will also support investigator in developing the
understanding about the logic behind the answers provided by participants. Positivism research
philosophy will also assist scholar in increasing their knowledge about particular fact.
Design for investigation- It defines the type as well as nature of the research. As present
investigation is on topic analysing the impact of digital technology on marketing activity,
scholar have explanatory research design for conducting the investigation process (Achtenhagen,
Melin and Naldi, 2013). This research design will help investigator in discovering the
relationship between different constituents. Explanatory research design has been selected for
investigation , on the basis of assumption that it will assist researcher in providing the
explanation about the procedure. Research design is generally utilised by the investigator in
collecting the information or data related to the topic of investigation.
Techniques or methods used for collecting information- There are different
techniques or strategies which can be used by the researcher for gathering information. Among
several methods, in present study researcher will use personal interview as well as questionnaire
for collecting the facts. There are primary and secondary sources from where the content related
to the investigation topic can be accumulated (Eckerson, 2010). In present study, scholar have
used both sources for collecting the facts. Some secondary sources from where data has been
collected are books , journal , magazine etc.
Investigation approach- It is a plan which is designed by the scholar in order to reach
conclusion and for making suitable decisions. Investigation approach also highlights the
methods which will be utilised by researcher for executing the investigation in systematic
manner. The selection of research approach is based on the nature of the problem which has been
analysed during the investigation (Kumar,2014). The two main types of investigation approach
are quantitative and qualitative. In present study , researcher based on the nature of issue ,
researcher has utilised Qualitative research approach.

Sampling-This is the technique which is generally used by the scholar in case where
there is large population. Sampling strategy is utilised by researcher foe selecting the few
participants from large number of people. In present study , researcher have applied the random
sampling technique for choosing the participants. This sampling technique has been utilised as in
random sampling each and every individual in population has equal chance of getting selected. It
also supports researcher in eliminating biasses. In present research , scholar has planned to
choose employees as participants in investigation process. As Researcher believes that workers
are the people who can provide the complete as well as detailed information about the marketing
activities of firm (Flick, 2015). These are those people who will provide the suitable suggestion
related to the implementation of digital technology as well as its impact on marketing activity of
an organisation. In present study, scholar has selected twenty employees from the Tesco
organisation as participants.
Questionnaire
Qualitative Research Methods
Name:_________________
Age:__________________
Occupation:____________
Ques 1. What type of effect digital technology have on marketing activities?
 Negative
 Positive
 Both
Ques 2 what are the key indicator which shows that the digital technology have positive
impact on marketing operations?
 Rise in sales as well as profitability
 Increase in market share
 None of the above
ques 3 What are the challenges of integrating emerging technologies within an enterprise?
 Employee resistance to change
 Limited resources
 Insufficient funds

Ques 4 What type of technology can be implemented within asn organisation ?
 Information system
 Communication technologies
 Digital Technology
ques 5.How business entity is presently utilising the digital technology?
 An enterprise is using unitary digital platform to provide information to Customers.
 Single digital platform to display products and services, as well as to advertise
 tools to communicate with customers and suppliers
Ques 6. . How much agree you are with the statement that digital technology will help
business entity in improving marketing activities?
 Completely agree
 Partly agree
 Completely disagree
Ques 7. Do you agree that digital technology has brought major transformation in marketing?
 Yes
 No
 Don't know
Ques 8. What are the negative impact of digital technology on business?
 Lack of privacy
 Increase in competition
 decrease in employees morale.
Ques 9. What are the positive effect of digital technology on business?
 Increasing in working efficiency
 Improved customer services
 none of the above
 Both
Ques 10 . How much you have that the multi channel retail approach as a strategic tool has
the potential to improve store sales?
 Depth knowledge
 No knowledge

 Limited understanding.
Ques 11. What are the different marketing channel company uses for interacting with
customers?
 Websites
 Telephones , emails
 Facebook
Ques 12.Suggest the strategies or techniques which can be used by the Tesco organisation for
yielding maximum benefit.
TASK 3
P5 Data analysis
Data analysis is considered to be as the important part of investigation. As it helps
researcher in making the information understandable as well as beneficial for user. Data analysis
also supports investigator in identifying the crucial information which further help researcher in
making suitable decisions. It also provides scholar in reaching to the conclusion. There are the
several techniques or methods which can be used for presenting the data or information in
systematic manner. In present study scholar has used the thematic analysis as technique or
representing the information (Taylor,Bogdan and DeVault, 2015). The several themes have been
designed by the researcher on the basis of aims and objectives of investigations. Responses
provided by the participants during the investigation has been recorded in systematic format
using thematic analysis.
Theme 1:Positive, effect digital technology have on marketing activities.
What type of effect digital technology have on
marketing activities?
Frequency
Negative 5
Positive 10
both 5