Determining Digital Techniques Role: Titan Airways Case Study

This report presents a comprehensive analysis of the role of digital techniques in Titan Airways, a British charter airline. The study explores the impact of digitalization on knowledge transaction, information sharing, and the enhancement of working activities. It investigates the importance of digital tools, such as e-mail, social media, and online marketing, in improving market accessibility and customer service. The research also examines the significance of sharing knowledge and information within the organization, emphasizing its role in employee engagement and decision-making. Furthermore, the report outlines the research methodology, including qualitative and quantitative approaches, data sources, research design, and sampling techniques. The findings aim to determine how Titan Airways can gain a high competitive advantage through the strategic implementation of digital techniques, offering valuable insights for business development and operational efficiency.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
Role of digitalisation for a multinational business association .............................................2
Significance of sharing knowledge and information within organisations............................3
Digital techniques can affect quality of working activities and performance level...............3
Justify the ways through which Titan Airways can gain high competitive advantage..........4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
CHAPTER 4: TIME SCALE ..........................................................................................................6
Gantt chart ............................................................................................................................6
REFERENCES................................................................................................................................7
INTRODUCTION...........................................................................................................................1

TITLE : - To determine the role of digital techniques in transaction of knowledge and
improving quality of working activities. A Case study on Titan Airways.
CHAPTER 1: INTRODUCTION
Research projects are conducted in order to get better information of a specific topic in
which researcher have an interest. It can be also related with expansion of past work; it possess
with three steps, such as – pose a question, gather information to answer a question and present
answer to the question. Along with this, the present research is based upon assessing the role of
digitalisation in transaction of knowledge and information as well as raising quality of work life
in a business organisation (Argote, 2012). In this modern era, digitalisation has become one of
the vital concept for every firm, use of digital techniques, i.e. TV, mobiles, internet, computers
etc. has subsequently increased since past decades. Technology helps humanity to do things
faster and in more better manner as well.
Significance of the research – The research project will help to know that how digital
techniques supports in booming up quality of working activities and sharing information as well.
In this modern era, businesses are inextricably intertwined with technology. It is quite impossible
for all companies to survive for long term without using technology. Basically, technology
relates with developing areas of telecommunication so as to share all necessary data and
information in a certain time period. In multinational business entities, there is required to share
instant information so that business decisions can be take in the best possible manner.
Information stored in paper formats is degradable information, and degrades further every time it
is handled manually (Doong and Ho, 2012). Thus, by using various software and tools managers
can save and preserve data for future and use them whenever it is required.
Background of the research -
The research project is based upon Titan Airways, its a British Charter Airline which was
founded in 1988. The firm has grown with a two-man operation with a single light jet aircraft
into one of the UK’s leading charter and airline sub-charter airlines, with a global operation and
a broad customer base. The firm operations starts from domestic mail routes, to transatlantic
flights, to multi-stop around the world tours. In addition, Titan Airways employed almost 300
people in diversity of roles. The prime motive of Titan Airways is to deliver a unique
combination of unrivalled flying along with a personalised services, in order to attain and retain
customers for long term period. As the firm serves at global level, thus there is required

knowledge transaction at workplace so as to function effectively. In tourism industry, digital
technology is evolving with customer adoption at an increasingly rapid rate (Eriksson and
Westerberg, 2011). It helps companies to reach target audiences and recognise their needs and
wants; this results accomplishment of organisational goals and objectives in the best possible
manner.
Research Aim - To determine the role of digital techniques in transaction of knowledge
and improving quality of working activities. A Case study on Titan Airways.
Research objectives – Some of the following research objectives are described as under: -
 To determine the importance of digitalisation for a business association.
 To ascertain the importance of sharing knowledge and information at workplace.
 To recognise the impact of digital tools and techniques on improving quality of work in
Titan Airways.
 Justify the ways through which managers can obtain high cutting edge and market share.
Research questions
 Q1. What is the role of digitalisation for Titan Airways?
 Q2. What is significance of sharing knowledge and information within organisations?
 Q2. How digital techniques can affect quality of working activities and performance level
as well?
 Q4. justify the ways through which Titan Airways can gain high competitive advantage.
CHAPTER 2: LITERATURE REVIEW
A literature review is a critical assessment of a segment of a topic that is going to be
published; it can be done by summary, comparison and classification of prior research studies,
taking review from different literature and theoretical articles. Along with this, a literature
review enables a researcher so as to become an expert in specific area of concern, here researcher
takes viewpoints from various authors in order to reach at better conclusion (Forzani and Leu,
2012).
Role of digitalisation for a multinational business association
In this modern era, digitalisation has becoming a vital concept which help companies to
do all tasks and activities in the best possible manner. Without acquiring new technologies, it is
impossible for managers to accomplish their goals and objectives from target market. Digital
tools or equipments has modified the entire process of doing things by reducing time and costs.

Travelling companies like – Titan Airways are tend towards acquiring the concept of
digitalisation so as to provide qualitative and value added services to customers. Digital tools
like – e-mail, social media sites, online marketing, search engine optimisations etc. firms can
improve their market accessibility and increase traffic on their sites. It also helps customers to
know about the brand and recognise its offering services.
Hughes, (2012) stated that digitalisation helps a business association to gain high
competitive edge in terms of improving efficiency of working activities and processes. It
facilitate the process of communication because by using digital tools management can easily
interact with its employees and recognise their issues and grievances. Beside this,
communication through digital techniques, i.e. e-mail and social media channels helps firm to
know needs and wants of customers. Therefore, adoption of digitalisation is supportive in
managing healthy public relations.
Significance of sharing knowledge and information within organisations
In this faster world, everyone can get any kind of information by a single click on
internet. By considering corporate associations, they works at vast level so that it is not possible
to interact fact to face with every individual. In this sense, firms are tend towards acquiring
effective channels of communication so as to share information at wide level. Sharing necessary
information with employees is crucial for managers as it helps them to take imperative business
decision and determining new ideas of production. With the viewpoint of Jordan and Troth,
(2011) it also supports in increasing employee engagement in competition of working activities.
Titan Airways is using new and innovative techniques for improving its functional and
operational areas with an aim to serve effectively at marketplace.
Furthermore, if a business association shared necessary information with its target
audiences then it will support in improving decision making process of the company because
now staff members will be able to share their information with top management that are
associated with growth and development of business at global level.
Digital techniques can affect quality of working activities and performance level
Digitalisation has changed the overview of doing things; it modified the entire business
processes and working activities. Firm used such tools and techniques in order to grab better
future opportunities from target market. Along with this, new tools of production provides
flexibility in manufacturing process because it requires less workforce and cost as well. It will

highly put a huge impact on sales and profit margins of the company. Titan Airways has
introduced its own websites where people can book tickets online which cut down the time of
spending in standing out at airports (Kallunki, Laitinen and Silvola, 2011). Thus, by using digital
techniques management will able to improve the quality of services and make them able to
provide higher satisfaction level to target audiences.
Justify the ways through which Titan Airways can gain high competitive advantage
Due to competitive nature of business environment, every firm is willing to gain high
competitive edge and increase it market share. For this purpose, they are willing to acquire new
and innovative techniques which supports in improving quality of working activities and make
them able to satisfy customers' needs and wants. In addition to this, it is essential for Titan
Airways to providing training and development assistance to people as they improve their skills
and knowledge level in a specific field.
Firm can also conduct an environmental analysis so as to assess all internal and external
factors which have direct and indirect impact on growth and success of the company. By
analysing these factors management will be able to formulate effective strategies and policies
which helps in obtaining high competitive edge to company.
CHAPTER 3: RESEARCH METHODOLOGY
A research methodology is a process which is acquired by a research for gathering better
information and data by having an aim to make imperative business decisions. It encompasses
with using different tools and techniques for creating an effective research future. Research
methodology encompasses with publication research, questionnaire, interviews, surveys and
other measurements which assists to render present and past information about the area of
concern (Markham, 2011). Therefore, research methodology is a systematized process of doing
things and resolving problems which are occurred while preparing a research.
Types of investigation – there are two types of research investigation, such as –
qualitative and quantitative. In which, qualitative method is tend towards getting value added
information which is worth for researcher to arrive at better conclusion and outcomes.
Qualitative data also supports in improving efficiency of the entire study that is beneficial for
readers. Apart from this, quantitative research is based upon getting mathematical and statistical
information.

Sources of data – There are two types of sources of data, such as – primary and
secondary. In which primary research entails to obtain new and fresh information which is never
being used for any study. This kind of research means a lot and conduct for specific purpose
only. The main sources of primary research are – questionnaire, survey, interviews, focus groups
etc. Apart from this, secondary research means to get a pre-analysed or gathered information that
is already used for another purpose and have some value for existing research (Mellis and et. al.,
2013). This kind of research is done in past and also used for another study. The main sources of
secondary research are – journals, books, magazines, articles, websites etc.
Research Design – It is focused on ways by which research will be done. There are two
main types of research design, such as – descriptive and exploratory research design. In which
descriptive research design tend towards presenting a detailed description of existing facts and
data. Apart from this, exploratory research design focused on identifying and exploring new
concept so as to obtain better accuracy of data. Therefore, the present research is based upon
descriptive research design since there is detailed assessment upon the role of digitalisation in a
business organisation.
Research approaches - There are several research approaches, such as – inductive and
deductive research approach. In case of inductive research approach focuses on observing
current facts and data. On the basis of observation, it provides certain existing theory through
generation of tentative hypothesis. Apart from this, deductive research approach theory is
developed to create hypothesis. In this outcomes are based upon observing the data and
information in an effective manner.
Data sampling – This technique involves selection of the sample which replicates
original population. In sampling process, researcher acquire probabilistic and non-probabilistic
sampling technique. In which, probabilistic sampling technique involves a random sampling
technique; in which equal probability is given to every variable. Apart from this, non-
probabilistic sampling technique is based upon convenience and purposive sampling technique
(Morrow, 2011). In this case, the investigator has acquired random sampling technique by
considering 50 respondents so as to recognise their viewpoints and opinions. In turn, it supports
in obtaining information that is reliable and valid in nature.
Data analysis – It is treated as key element that is highly important for successful
completion of research project. Data analysis is done so as to arrive at better outcomes of the

research (Sweetser, English and Fernandes, 2015.). Therefore, here data is analysed through
conducting thematic analysis of entire information.
CHAPTER 4: TIME SCALE
Gantt chart
It is an effective tools which is used in research project for coping all tasks and activities.
Gantt chart involves list of different working activities and their time schedule.
Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Determining research aims
and objectives
Prepare research questions
Literature review
Research methodology
Questionnaire
Data analysis
Conclusion
Recommendations
Final submission

REFERENCES
Books and journal
Argote, L., 2012.Organizational learning: Creating, retaining and transferring knowledge.
Springer Science & Business Media.
Doong, S. H. and Ho, S. C., 2012. The impact of ICT development on the global digital divide.
Electronic Commerce Research and Applications. 11(5). pp.518-533.
Eriksson, P. E. and Westerberg, M., 2011. Effects of cooperative procurement procedures on
construction project performance: A conceptual framework. International Journal of
Project Management.29(2) . pp.197-208.
Forzani, E. and Leu, D.J., 2012, October. New literacies for new learners: The need for digital
technologies in primary classrooms. In The Educational Forum (Vol. 76, No. 4, pp.
421-424). Taylor & Francis Group.
Hughes, L.M. ed., 2012. Evaluating and measuring the value, use and impact of digital
collections. Facet Publishing.
Jordan, P. J. and Troth, A., 2011. Emotional intelligence and leader member exchange: The
relationship with employee turnover intentions and job satisfaction. Leadership &
Organization Development Journal.32(3) . pp.260-280.
Kallunki, J. P., Laitinen, E.K. and Silvola, H., 2011. Impact of enterprise resource planning
systems on management control systems and firm performance.International Journal of
Accounting Information Systems.12(1) . pp.20-39.
Markham, T., 2011. Project based learning a bridge just far enough. Teacher Librarian. 39(2).
p.38.
Mellis, D. and et.al., 2013, April. FAB at CHI: digital fabrication tools, design, and community.
In CHI'13 Extended Abstracts on Human Factors in Computing Systems (pp. 3307-
3310). ACM.
Morrow, P. C., 2011. Managing organizational commitment: Insights from longitudinal research.
Journal of Vocational Behavior.79(1). pp.18-35.
Sweetser, K.D., English, K. and Fernandes, J., 2015. Super PACs and strong relationships: The
impact of digital interaction on the political organization–public relationship. Journal of
Public Relations Research. 27(2). pp.101-117.

INTRODUCTION
1