Evaluating Digital Marketing in Zara: Business Research Project Report

This business research project investigates the impact of digital marketing on Zara, a leading fashion brand. The report begins with an introduction and a comprehensive literature review that explores the importance of digital marketing, its benefits for Zara, and its potential drawbacks. The literature review examines key themes, including the role of digital marketing in business functioning, its specific advantages for Zara, the challenges associated with digital marketing implementation, and recommendations for Zara to optimize its digital marketing strategies. The methodology section details the research approach, which is deductive, and the use of the research onion to explain the chosen methodologies. The report employs a combination of primary and secondary data collection methods. The data analysis involves thematic analysis of qualitative data collected through questionnaires. The report concludes with a summary of findings, recommendations for Zara, and a personal reflective statement. The appendices include the research proposal and ethics forms, and a comprehensive list of references.

Business Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction...........................................................................................................................3
2.2 Literature review...................................................................................................................3
Theme 1: To evaluate the importance of digital marketing in business functioning..................3
Theme 2: To analyse the benefit of digital marketing in context of Zara...................................3
Theme 3: To identify the drawbacks of of digital marketing......................................................4
Theme 4: To recommend the ways through which the Zara can gain benefit by implementing
digital marketing and related practices.......................................................................................5
CHAPTER 3: METHODOLOGY...................................................................................................5
3.1 Research Approach...............................................................................................................5
3.2 Methodologies.......................................................................................................................5
CHAPTER 4: DATA COLLECTION AND ANALYSIS..............................................................7
4.1 Data Collection.....................................................................................................................7
4.2 Data Analysis........................................................................................................................8
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................16
Conclusion................................................................................................................................16
Recommendations.....................................................................................................................17
CHAPTER 6: Personal Reflective Statement................................................................................17
APPENDIX....................................................................................................................................18
1. Research Proposal Form.......................................................................................................18
Research Background ...............................................................................................................18
Aim............................................................................................................................................18
Objectives..................................................................................................................................18
Research Questions...................................................................................................................18
Literature Review...........................................................................................................................19
Research Methodology..................................................................................................................20
2. Research Ethics Form...........................................................................................................24
REFERENCES..............................................................................................................................29

CHAPTER 1: INTRODUCTION
Enclosed in appendix
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
In this competitive world, each business wants to stay ahead and that is why they try to
adopt every new technologies to promote their business. In the same way, Zara which is the
leading brand in fashion industry also wants to uses digital marketing in order to enhance the
company's overall financial performance. Th research is also helps to determine the impact of
digital marketing on Zara and its pros and cons for the business.
2.2 Literature review
Theme 1: To evaluate the importance of digital marketing in business functioning
According to Kingsnorth, (2019) Digital marketing is one of the important marketing
source for the business and more than 90% of the small and large business uses digital marketing
to reach wide range of public. Digital marketing provide equal opportunity for all kind of
business and it is consider more cost effective than traditional marketing, that is why company
such as Zara uses this. Further, it is the only marketing tool that helps to generate more revenue
and it also convey the heaps of gainful advantages for the business that appreciates better and
higher income.
On the other side, it is also evaluated by Rohm, Stefl and Saint Clair (2019) that digital
marketing has the ability to interact with large group of mass and also reach a global
marketplace. Through this, Zara can also determine or identify its audience and allow to create
brand loyalty as well. In addition to this, it has been realised that more than half of the population
uses social media and through digital marketing, the company also targeted more people that
helps to generate revenue. For Example, using social media as a marketing tool will help Zara to
sustain its online presence in market and also attract large group mass. Thus it helps to improve
the strength of marketing of Zara.
Theme 2: To analyse the benefit of digital marketing in context of Zara
As per the view of Chien and et.al., (2019) digital marketing such as social media helps
to improved the conversion rates, such that as Zara have its own website, then its customers can
easily reach with their products. Unlike other media, which requires people to go to shop and

spent time and money. But by using digital marketing, the company saves time and money.
Further another advantages of using digital marketing is such that it is cost effective as compared
to traditional marketing tactics. It has been further evaluated by the Crittenden and Peterson,
(2019) that digital marketing is consider the most measurable form of marketing because it can
be difficult to track the success of a traditional marketing campaign using radio advertisement
but it is possible through digital marketing.
That is why it is beneficial for the Zara to reach a large mass of group with less time.
Apart from this, another benefit of using digital marketing is such that it allows a business to
target the ideal buyers and this helps to increases the sales and profit margin and people also start
purchasing online which helps to solve a lot of problem of their customers (Advantages and
disadvantaged of digital technology, 2018). Through social media which is a digital marketing
tool, Zara can easily make better customer relationship management such that most of the people
uses social media and by posting regularly upon social sites and company's website will help a
business to enhance its sales and profit. This shows that the digital marketing is one of the most
cost effective tool that improve company's overall performance.
Theme 3: To identify the drawbacks of of digital marketing
As per the view of Langan, Cowley and Nguyen, (2019) one of the biggest drawback of
using digital technology is such that it is highly depend upon the technology and there are many
privacy and security issues that directly affect the brand image of the company. Apart from this,
if company uses digital marketing then it includes too much competition such that there are
many companies who uses internet promotion, which can be copied and this also leads to raise
competition. Further, lack of trust is another significant issue of using digital marketing for Zara
because of some exclusive special offers which appears to be scammers. And this is a part that
declines the picture and trustworthiness of quality. On the other side, Kannan, (2017) evaluated
that digital marketing requires more initial investing and it also contain various restriction such
as developing delicate and professional looking website and planning an effective technique
which requires high amount of investment. In addition to this, sometimes, the pictures which are
used by Zara during digital marketing can mislead the customers and this in turn can harm the
online reputation and also reduces the useful focused customers as well.

Theme 4: To recommend the ways through which the Zara can gain benefit by implementing
digital marketing and related practices
As per the view of Todor, (2016) by using social media as a promotional tool and
regularly posting on these sites will help a business to implement digital marketing. It has been
realised by the author that more than half of the population uses social media and by posting on it
on daily basis will helps a business to reach a wide range of public and this will directly creates
positive impact upon business. Apart from this, being a high brand image in market, it is also
recommended to Zara to start using online business because it will help for the convenience of
the customers and it saves time as well as money. By introducing online business and aware
people by posting some innovative products on the business website will help a customers to
reach directly an online store. This in turn will help a business to enhance its current sales and
financial performance as well. Apart from this, it is also evaluated by Baltes (2015) a company
should also take feedback from their customers and take action accordingly. This will also helps
to build a huge awareness among people about the brand and leads towards success.
CHAPTER 3: METHODOLOGY
3.1 Research Approach
It is the plan and procedure which comprises different steps of broad assumptions in such
a detailed manner and it is of three types. First is, deductive approach which is basically
concerned with hypothesis that is based upon the existing theory, next is Inductive approach that
involves search from observation and development of explanations (Bell, Bryman and
Harley,2018). Third is Abductive Research approach, in which a testable results are generated
and it is generalising from the interaction between specific and general.
From all, the researcher chooses Deductive approach because it helps to get exact
conclusion and it also generalising from general to specific. Further it helps to attain the aim of
the report i.e. to identify the impact of digital marketing on the business and functioning of the
organisation.
3.2 Methodologies

Research onion is used to explain the research methodology for the present study which
is as mentioned below:
Research Philosophy: It is the outermost layer of research onion in which it is belief
about the way in which the data is gathered and analysed. For the present report, interpretivism
research philosophy is used, that allow the research to be in more depth and ensure better
achievement.
Sampling: it is the process which is used to predetermined the number of observation
which are taken from the population. Further, this methodology is basically used to sample from
the large population and it is so because many population of interest are too large to work
directly and through sampling a small portion of group is taken to identify the result (Etikan,
Musa and Alkassim, 2016). There are two types of sampling i.e. Probability Sampling in which
each population member is known and there is no chance to participate in the study such that
Illustration 1: Research Onion
(Source: Research Onion, 2017)

randomly people are chooses because this helps to increase the accuracy of sampling error
estimation. Another is non- probability sampling, in which not all members of the population has
a chance of participating in the study and the unknown proportion of an entire population is not
included.
From the above, researcher chooses simple random sampling under probability sampling
method in which 20 managers of Zara are randomly taken in order to attain the aim of the
research.
Data Analysis: It is the statistical technique that is used to select and analyse the data in
order to determine the trends in the largest data set which is being examined (Silverman, 2018).
It is of two types such as qualitative data analysis which is used in interviews, focus groups and
experiments, this is mainly used to identify the common pattern within responses and also
critically analyse them in order to achieve the aim and objectives. Next is quantitative data
analysis, that describe an exact conclusion using numeric values.
From the above, researcher chooses thematic analysis under qualitative approach in
which it uses questionnaire in order to attain the aims and objectives of the study i.e. to identify
the impact of digital marketing on the business and functioning of the organisation.
Cost Access: For this report, the actual cost required is around £586 so that the project
will be completed easily.
Ethical Consideration: It is the important part of research methodology in which
researcher have to consider the following points such as:
 Confidentiality should be maintain regarding research data and the protection of privacy
of research participants should be ensured.
 The participants should be subject to harm and any type of misleading information should
be avoided (Bryman, 2016).
 The communication with research should be done with honesty and transparency.
 Data Protection Act should be adhere.
CHAPTER 4: DATA COLLECTION AND ANALYSIS
4.1 Data Collection
It is the systematic process of gathering and measuring the information on variables that
helps to generate best results and even helps researcher to answer the research question, test
hypothesis. There are two types of data collection methods which are used by Researcher i.e. in

Primary data collection methods, in this, the data are collected for the first time through
interview and questionnaire method (Guerra-Santin and Tweed, 2015). These are original by
nature and the benefit of using primary data collection methods is such that the researcher is
gathering details for the particular purpose of their study. Another is secondary data collection
methods, in which data are already available in books, Journals and newspaper. Such that it
refers to those data which have been already collected and analysed by someone. For this
research report, researcher uses secondary data in literature review in order to identify the impact
of digital marketing on the business and functioning of Zara.
4.2 Data Analysis
Questionnaire
Name:
Age:
1. How long you are working in Zara?
 Less than a year
 3-5 years
 more than 5 years
2. Which social media platform did Zara uses for promotion?
 Facebook
 LinkedIn
 Twiiter
3. Do you think that digital marketing help in the growth of a business?
 Strong agreed
 Agreed
 Disagreed
 Strongly disagreed
4. How frequently you use social media account such as Facebook, Twitter In Zara?
 Do not use art all
 use personally
 Use frequently to manage personal and professional network
5. Do you think that digital marketing mislead information to their customers?

 Sometimes
 Regularly
 Rarely
6. What are the advantages of using digital marketing in Zara?
 Cost of the products decreases
 Increases sales
 Saves time and money
 All of the above
7. What Zara will achieve if it use digital marketing?
 Creates awareness
 Engage prospective consumers
 Lead conversion
 Others
Findings:
Theme 1: Majority of managers are working from last 3-5 years
1. How long you are working in Zara? Frequency
Less than a year 5
3-5 years 10
more than 5 years 5

Interpretation: From the above, out of 20 respondents, 10 managers states that they are
working in Zara from last 3 to 5 years, while 5 managers states that they are working from more
than 5 years and 5 states that they are working less than 1 year. This shows that the company has
good employee retention rates such that majority of the managers are with company since long.
Theme 2: Zara uses Facebook as a social media platform
2. Which social media platform did Zara uses for promotion? Frequency
Facebook 15
LinkedIn 3
Twiiter 2
Less than a year 3-5 years more than 5 years
0
2
4
6
8
10
12
5
10
5
Column B

Interpretation: from the above graph, it has been interpreted that Zara uses Facebook as
a social media platform because out of 20 managers. 15 states that company uses Facebook,
while 3 respondents states that it uses LinkedIn and only 2 managers states that company uses
Twitter for promoting the social media. Thus, majority shows that company uses digital
marketing techniques to promote their products.
Theme 3: Majority of the people are strongly agreed that digital marketing helps in growth
of a business
3. Do you think that digital marketing help in the growth of a
business? Frequency
Strong agreed 14
Agreed 4
Disagreed 2
Strongly disagreed 0
15
3
2
Facebook
LinkedIn
Twiiter

Interpretation: from the above, it has been interpreted that out of 20 managers, 14
respondents strongly agreed that digital technology helps in the growth of a business while 4 of
them are agreed and only 2 managers are disagreed. This clearly shows using digital technology
in the working area of Zara will help a business to grew and reach further level of success.
Theme 4: Most of the managers uses social media account for both personal and
professional network
4. How frequently you use social media account such as Facebook,
Twitter In Zara? Frequency
Do not use at all 2
use personally 3
Use frequently to manage personal and professional network 15
Strong agreed
Agreed
Disagreed
Strongly disagreed
0
2
4
6
8
10
12
14
14
4
2
0
Column B