The Impact of Digitalisation on Marketing Tactics: Unicorn Case Study

This research project investigates the influence of digitalization and mobile technology on marketing tactics, with a specific focus on a case study of Unicorn, a global brand in the grocery services sector. The assignment begins with an introduction outlining the background, aims, and objectives, which include examining the impact of digitalization on marketing tactics to increase sales and profitability. It then delves into the research methodology, encompassing primary and secondary research methods, data analysis, and the evaluation of communication strategies related to the research outcomes. The project includes a literature review that explores the existing research on marketing and technology. The assignment presents findings through various themes, supported by data visualizations and interpretations. The research concludes with a reflection on the effectiveness of the research methods and explores alternative methodologies. The findings suggest that mobile technology has a positive impact on business performance and aids in improving marketing activities, enhancing customer satisfaction, and ultimately boosting sales. The assignment provides valuable insights into the role of digital marketing in modern business strategies.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Description on background, aims and objectives. ................................................................1
Activities and timescales..................................................................................................................3
P2 Define research methods and approaches to primary and secondary. ..................................4
P3 Describing primary and secondary research through use of appropriate research methods. 5
P4 Research findings and data in relation to analytical tools. ....................................................6
P5 Examine the communication in relation to outcome of research. .......................................17
P6 Reflection on effectiveness of research methods.................................................................18
P7 Define alternatively methodologies of research. ................................................................18
REFERENCES..............................................................................................................................19

Topic- To Examine the impact of digitalisation as mobile technology on tactics of marketing. “A
case study on Unicorn”.
INTRODUCTION
Digitalisation has revolutionized the business activities in effective mode. In every
enterprise marketing plays major role to get success. With the help of better tactics of marketing
the firm is able to accomplish its desire objectives. The term digital marketing can be derived as
merchandising of product and services through digital mode as are mobile technology and social
media. This kind of technology is helpful in relation to cover people on global scale. The present
assignment will outline the activities of Unicorn, it is the global leading brand and distributing its
services as small medium enterprise. It is engaged in grocery services and using marketing
tactics as mobile and social media technology, as it is helpful in order to aware customer about
product and services. The main aim of this report is to improve the brand image in market so that
firm is able to enhance its revenue with the use of technologies. Hence, it can be said that mobile
and social media technology plays grater role in relation to aware customer about the services of
entity. Furthermore, Marketing is very essential part of business activities.
P1 Description on background, aims and objectives.
The present assignment will outline the activities of Unicorn, in relation to improvise its
performance of business. Mobile technology plays vital role in order to having enhancement in
profitability and productivity of business enterprise. Thus, to have increment in sales firm is
taking various kind of initiatives so that there can be enhancement in profitably and productivity
of the firm. With the help of using effective tactics of marketing the organisation is able to
enlarge its business activities. In order to make the function of Unicorn effective the firm is using
digitalisation of mobile technology so that performance of business can be improved. In this it
can be said it is very important to have the use of technology so that performance of firm can be
improvised. Hence, the lack of technology will affect the overall function of marking so it is
need to be taken.
Aim-
To Examine the impact of digitization of mobile technology on tactics of marketing to increase
sales and profitability. “A study of Unicorn”.
Objective of research-
1. To understand the concept and importance of marketing.
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2. To evaluate the impact of digitization of mobile technology on tactics of marketing
3. To analyses the effect of Numerous tactics of marketing on sales and profitability of
Unicorn.
4. To recommend the most suitable marketing strategy to “Hilton hotel” for maximising
business performance.
Reason for choosing research project
I have chosen this assignment to conduct research data because I am interested in it. In
this I will use various kind of marketing tactics in order to improve the performance of firm.
Thus, it can be said that it will help me to have depth understanding about the performance of
business activities.
Literature review
It is essential as it enables to define various types of research which is carried out by
other researchers. With the help of this the conducted will able to have depth knowledge.
According to there are various business activities which is need to be carried out
effectively in relation to enhance profitability of firm. Thus, it is very important to provide
services as per the needs and requirements of customers. As per stated that differed people
have diverse willingness, so that firm need to deliver the effective service to customers.
Stated that to make the oppression of firm successful it is very essential to
understand the changes which has taken place with regarding to technology. Further, mobile
technology plays essential role in relation to aware the customer about the product and services
used by entity. It is helpful in relation to communicate to individuals and make better interaction
on the global scale. In contrary to stated that technology is crucial element in order to make
business activities successful, changes and improvements are essential to carried out so that
things can be dine effectively. By providing high quality services to the customers, the revenue
graph of firm can be enhanced.
According to there are various business activities which are need to be performed by
firm in relation bring changes and improvement so that effective services can be delivered to
customers. As per stated that mobile technologies helps small business to improvise its
process of communication. In addition to this, there are various sources as are email, texting,
website and will be facilitate improvised communication with consumers. Pointed out that
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technology is very important, with the help of this firm can able to receive the feedback from the
customers and keep their eyes on the need and requirements of customers. It is also assistive in
relation to improves inter office communication with the customer with regard to their
complaint.
Activities and timescales
Activit
y
1th
Week
2nd
Wee
k
3rd
Week
4th
Wee
k
5th
Week
6th
Week
7th
Week
8th
Wee
k
9th
Wee
k
10th
Week
Find
resear
ch
Topic
Litera
ture
Revie
w
Drafti
ng of
metho
dology
Finish
Propos
al
Design
questi
on and
pilot
resear
ch
3

Carry
out &
Recor
d
Resear
ch
Data
Analys
is and
Makin
g
Graph
s
Discus
sion
and
Concl
usion
Final
Report
Editin
g &
Compl
etion
P2 Define research methods and approaches to primary and secondary.
In order to conduct effective research, all techniques, methods, approaches are need to be
considered. In this manner there are differed kinds of research methodologies as are-
Research philosophy- It is helpful to determine the sources with the help of which information
can be gather so that business operation can be conducted effectively. Under this there are two
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kinds of research methodologies as are positivism and interpretivism. In the present research,
research will make the use of combination of both positivism and interpretivism.
Research design- in this there are three kinds of research design as are experimental,
exploratory and descriptive. In this all, researcher will carry out the descriptive research to
determine theories in relation to research topic.
Research approach- under this there are two kinds of research approach as deductive and
inductive. Inductive refers as to have development in the theory or aim in the way what kind of
data is gathered. In this deductive works in relation to testing of theory with regard to research
topic. To carry out present research, the researcher will make the use of Inductive approach.
Data collection- This is consists of two kinds of techniques as are primary and secondary. In
order to carry out this research both of the method of data collection will be used. Primary
method will be taken on the basis of questionnaire and secondary method with the help of books,
journals, online website etc.
Data analysis- At this level proper analysis is need to be made so that objective of the research
study can be obtained. In these contexts, thematic analysis will be used which works as to enable
present information in the form of table graphs etc.
P3 Describing primary and secondary research through use of appropriate research methods.
In order to conduct the present research there is need to understand the role of digital
technologies and its implication on business performance. There are following methods which a
re need to be used as are-
Research philosophy- This is consists of belief in relation to collection of information
and data. This is mainly concerned with the source of nature and knowledge. These are of four
kinds as are pragmatism, realism, positivism and interpretivism. In order to take out the present
there will be use of the both positivism as well interpretivism research philosophies. In this it can
be sated that positivism is based on the observation and interpretivism is based on the
determining the various elements of study. In addition to this, it will be helpful in relation to
defined the implication of digital technology on the activities of Unicorn.
Research approach- In this there are two kinds of research approach as are inductive
and deductive. Under this deductive approach is in relation to carried out the ways from specific
to general. It can be called as top down approach. Inductive approach is need to be used in
relation to make specific observation about the use digital technology and its implication on
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business activities of Unicorn. Thus, specific observation are very helpful in detecting patter and
regularities.
Research design- It is helpful in relation to collect information about the strategics
adopted by the researcher. These are of many kinds as are exploratory, descriptive, explanatory
etc. in order to carry out the present research there will be use of descriptive, as it is helpful in
relation to put consideration over depicting participants in corrective manner. It is need to be
taken with three methods as case study, observation and survey. Thus, it can be said that is the
suitable method for determining the implication of digital technology as mobile on the function
of Unicorn.
Data collection- it is assistive in order to collect relevant information. Under this there
are two methods of this as are primary as well secondary. In order to carry out the present
research the both method will be used. Primary data provided first hand information. In this there
is need to put consideration over groups, observations, interviews, surveys etc. In the secondary
data information will be carried out with the help of books, journal and publications etc. It is
helpful in relation to gather the full information about implication of digital technology on
business activities of Unicorn.
Sampling- under this there are two methods as are probabilistic and non-probabilistic. To
carry out the preset research study there will be use of probabilistic method. It will provide equal
chance to each respondent to justify reasons. In this sample of 20 managers will be carried with
the use of sample random technique.
Data analysis- This is relates to activities as cleaning, coding and transforming of data
effective so that one particular conclusion can be drawn. These as are qualitative and
quantitative. In order to carry out present research there will be use of qualitative data analysis as
it is helpful in order to provide information about each detailed insights. It is need to be done
with the help of thematic technique. It is consists of examining and recording patterns in order to
collect information.
Ethical consideration- In this confidentiality of information is need to be maintained in
order to addresses the issue in the effective mode. In this the researcher adopted proper storage
of data. Thus, unauthorized assess to data need to be prevented.
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P4 Research findings and data in relation to analytical tools.
At the time when all information is collected than it is need to be analysed in the effective
manner. The all things will be collected with the help of questionnaire method. In this there will
be use of thematic analysis in order to conduct proper information. In this chart, table etc. are
used in following as are-
1. Do you think Unicorn use make use of new or updated technology.
 Yes
 No
 Not sure
2. What kind of technology will be helpful in order to improve marketing activities to
improvise performance.
 Swipe system
 Mobile technology
 Earning resource planning
 Bio metric machines.
3. Is mobile technology have positive effect on the performance of firm.
 Yes
 No
 Not sure
4. Do you think digitalisation services as mobile technology will be helpful to improve
activities of firm and productivity.
 Yes
 No
 Not sure
5. Does it effective to deliver better quality services to customers.
 Yes
 No
 Not sure
6. Is mobile technology is helpful in relation to improvise marketing activities.
 Yes
 No
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 Not sure
7. What kind of benefits you think enterprise gets with the implementation of digital
technology in the medium of mobile.
 Improvement in performance level
 Better qualified services
 Improvised satisfaction of customers Reduction in wastage
Theme 1: The Unicorn is using the updated technology.
Do you think Unicorn use make use of new or updated
technology. Frequency %
Yes 15 75.00%
No 3 15.00%
Not sure 2 10.00%
Total 20 100.00%
8
Yes No Not sure
0
2
4
6
8
10
12
14
16 15
3
2
frequency

Interpretation:
Based on the above graph it can be concluded that Unicorn is using the updated
technologies to satisfy the need of the customer in the market. In this it can be seen that 15 of the
employee of the firm are in relation to using of technology, so it can provide quality products to
customers. In this 3 of the respondents are against the use of digital technology. The other three
are not sure about the use of technology in firms oppression.
Theme 2: Mobile technology is helpful in order to improvise performance of business.
What kind of technology will be helpful in order to improve
marketing activities to improvise performance. Frequency %
Swipe system 4 20.00%
Mobile technology 12 60.00%
Earning resource planning 2 10.00%
Bio metric machines. 2 10.00%
Total 20 100.00%
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Interpretation:
Based on the above report it can be concluded that Mobile technology is helpful in relation
to have increment in the marketing activities so firm. In this it can be seen that 12 of the
respondent are in favour of using technology as mobile to ware customer about the
services. The 4 of the them are in relation swipe system in any electronic devise, 2 of them
are in favour of Earning resource planning, other remaining are in relation to Bio metric
machines. Hence, it can be said that Mobile technology will be effective in relation make
effective marketing activities.
Theme 3: Mobile technology having positive effect on the performance of enterprise.
Is mobile technology have positive effect on the performance of
firm. Frequency %
Yes 16 80.00%
No 3 15.00%
Not sure 1 5.00%
Total 20 100.00%
10
Swipe system
Mobile technology
Earning resource planning
Bio metric machines.
0 2 4 6 8 10 12 14
4
12
2
2
frequency