Research Project: Impact of Digital Technologies on SME's (Ciella Ltd)

This research project investigates the implications of digital technologies on small and medium-sized enterprises (SMEs), specifically focusing on Ciella Ltd, a company in the women's clothing retail sector. The project begins with an introduction outlining the importance of digital tools like social media, computer technology, and artificial intelligence in modern business operations, particularly for SMEs operating with limited resources. The research aims to analyze the value of social media tools and their impact on promoting organizational efforts, with objectives including identifying the benefits of social media in attracting customers, evaluating its impact on productivity, assessing Ciella Ltd's social media strategies, and recommending ways to expand their business. The project includes a literature review exploring the benefits of social media in customer attraction and its impact on organizational productivity and performance. It also includes a research proposal defining the research question, objectives, and research methods to be employed. The project analyzes the impact of social media on SMEs, including its potential benefits in terms of customer attraction and its impact on organizational productivity and performance. The research employs primary and secondary research methods to gather data, analyze findings, and communicate the outcomes effectively. The project also includes a reflection on the effectiveness of the research methods and techniques, and determines alternative research methodologies for future projects.

RESEARCH
PROJECT

Table of Contents
TITLE .............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Research proposal which clearly define question and hypothesis with literature review....1
P2) Research methods and approaches to primary and secondary research...............................8
TASK 2..........................................................................................................................................10
P3 Conduct primary and secondary research by using appropriate methods and techniques...10
P4 Apply appropriate analytical tools, analyse research finding and data. ..............................13
TASK 3..........................................................................................................................................26
P5 Communicate research outcomes in an appropriate manner for the intended audience......26
TASK 4..........................................................................................................................................27
P6 Reflection on the effectiveness of research methods and techniques. ................................27
P7) Determine alternative research methodologies for the project. .........................................28
REFERENCES .............................................................................................................................29
APPENDIX ...................................................................................................................................31

TITLE
“The implications of digital technologies on SME’s”
INTRODUCTION
Digital Technology has opened a plethora of avenues for small and medium size business
owners and entrepreneurs to reach out to its significant buyers to develop an influence, innovate
and grow but among operating on a restricted budget, limited sources or growing revenue etc.
Digital tools and technologies has a huge influence on the operations of business by developing
business operations at wide level. In the modern scenario competition is on its peak and the
potential purpose of each small as well as large business enterprises is to attaining hgher growth
and success by developing their business operations at global level. Digital technologies involves
various tools like social media, computer technology, cloud computing, artificial intelligence etc.
Among all of them, Social media is consist to be the most effective term of modern era as large
number of people are widely concern on utilising social media as to enhancing their knowledge
and skills. In the modern business era the essential objectives of each small, medium and large
business enterprises is to expand its business operations at wide scale as to attaining higher
growth and success. Social media is effective in capturing a wide area through providing
appropriate data and information about the products and services at market place (Garrigos-
Simon and et. al., 2012). Ciella Ltd. Is a privately held company which deals in women clothing
and widely concern on expansing their business venture at large scale through offering variety of
products and services at market place. This report contents the study about the impact of social
media tools on the growth and success of firm. In this a predetermined aim and objectives are
created which are helpful in carry out the work in appropriate direction through utilising
effective methodologies. Literature review plays effective role in providing theoretical
framework by analysing the opinion of various authors and writers. Alongside this, for
increasing more qualified outcome, inquire about have a few strategies which need to support
appropriately. In this manner, by assemble different data fitting judgement conveyed around
breaking down and its translation.
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TASK 1
P1) Research proposal which clearly define question and hypothesis with literature review.
Advanced innovation are considered as different devices and supplies which are favoured
by an association for the reason of putting away and control of information. The primary
components which are incorporated into advanced innovation are web-based social networking
stages, sites, distributed computing and profitability applications. These are considered to be the
significant components as each association is ensuring that they stamp their quality on the such
stages as it has developed to be very favourable to an association. The Little and medium
endeavours are development drivers of the economy and constitute as a noteworthy segment of
the wage which has been benefited by economy of the organization. In the modern business era
large number of people are spending a huge amount of time on social media as it is the most
entertaining and relevant source of establishing an effective connection with people and society.
The prime motive of each business enterprises as to reaching at competitive position
through gaining attention of large number of buyers towards the firm or its offered products and
services. Ciella Ltd is a private company which is founded in the year of 2002, the company
mainly deals in retail sales of clothing in specialised stores (Wang, Yu and Wei, 2012). As a
small company the major focused are of Ciella Ltd is to satisfying the needs and wants of people
at market place through offering them variety of unique and specified quality products in
resolvable prices. Social media is the widely applied tool which plays effective role in promoting
organisational activities at wide area. In this modern era people live in very busy schedule and
they are not having appropriate time to do marketing so they are widely prefer online marketing
which helps them to making effective transaction and satisfying their needs at market place. As a
small retailer company Ciella Ltd is using social media tools as to creating awareness about the
products and services of firm at market place. The company is providing online services facilities
to their buyers with a single click, which helps the firm in grabbing attention of people towards
the firm. As a small business enterprises it is essential for Ciella Ltd to implement various
promotional tools in respect to crating awareness among people so they can influence with the
products which create value in attraction of buyers towards the firm or its products. Online
networking is broadly utilized source which helps in catching the wide zone of market through
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advancing brands and its items at worldwide territory. Social media is determined as the widely
applied source which helps in providing an appropriate data and information about the products
and services of firm at market area (Aral, Dellarocas and Godes, 2013). In the present business
situation associations are generally worry on making mindfulness among individuals about the
offered items and administrations of firm through applying advanced instruments and
innovations at commercial centre. Items and administrations are the agent of firm as association
are essentially centred around offering assortment of items as to satisfying the fundamental
wants of individuals at commercial centre.
Research Aim
The investigation Point characterizes the objective which are to be accomplished through
endeavour of this investigation. It is characterized to give a system to be considered amid
definition of targets for the study. The real purpose behind leading the research is to overcome
with the investigation issue which is clarified in the point of the exploration. This is the essential
component of research as it is basic for specialist to decide the point of research at the absolute
starting point of the examination (Lin and Lu, 2011). The major aim of this particular research is
To analyse the value of social media tools and its impact on promoting organisational efforts. A
case study on Ciella Ltd.
Research Objectives
The research objectives are shaped based on point built for the investigation. They are
useful in expressing extension for the investigation and at last accommodating in gathering right
data for the investigation prompting structure right conclusions. The research shaped should
neither too wide or restricted so sufficient data is gathered through setting up of right targets. The
destinations which are framed for this examination are as per the following:
 To identify the benefits of social media tools in developing customers attraction.
 To evaluate the impact of social media on enhancing organisational productivity and
performance.
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 To assess the measures of social media tools which are utilized by Ciella Ltd. As to
attaining a competitive edge at market place.
 To recommend ways by which Ciella Ltd. Can expand their business operations at large
scale.
Research Questions
Research questions are an endeavour through which destinations are to be replied. The
definition of inquiries makes it simpler to gather data which is useful in noting and at last
accomplishing objectives for the examination. It consist to be the important aspect of research
which play vast role in analysing accumulated data with the opinion of various authors and
writes. The exploration inquiries for this investigation are as per the following:
 What are the benefits of social media tools in developing customers attraction?
 What are the impact of social media on enhancing organisational productivity and
performance?
 What are the essential measures that are used by Ciella Ltd. As to attaining a
competitive edge at market place?
 What are the major ways by which Ciella Ltd. Can expand their business operations at
large scale?
The above mentioned questions are needs to be considered by researcher as to drawing
effective and appropriate results and outcome.
Literature review is considered as the basic tool which helps the investigator in
conducting an in-depth research as to drawing a valid outcome and result. It is a content of a
researcher paper which includes the momentum information including substantive outcomes and
discoveries and in addition hypothetical and methodological commitments to a predetermined
territory of study (O'Keeffe and Clarke-Pearson, 2011). This piece of research helps in giving a
top to bottom research as to finishing a suitable outcome and result. This piece of research is
fundamentally in view of optional wellspring of information gathering as in this information
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must be gathered through books, diaries, online destinations. In past research ventures assumes
powerful part in social event proper and reasonable information as to complete the examination
venture in successful and proficient way. A top to bottom investigation of speculations and
writing distributed in past is led by this particular segment. In this research assumes viable part
in decide the sentiment of different writers and journalists who are having suitable learning about
the predefined zone of study which gives a proper bearing to the scientist to execute all
exploration exercises in successful and effective way.
The benefits of social media tools in developing customers attraction
As per the views expressed by Cindy King, 2013, Social media plays a very crucial role
in gaining attention of maximum number of clients as their main motive is to increase their
organizational revenue. However, number of social tools are identified such as; Facebook,
internet sources, Instagram, twitter and so on. Basically, by giving advertisement on these tools
company can easily attract the minds of maximum range of customers. In today's modern world
almost entire society are surrounded with high tech technology due to which corporate park is
also using social media tools for creating positive relations with distinct customers. Thus, some
of the major benefits of using social media tools are described as follows:-
 Aids in creating future relations with long distance consumers in order to maximize their
profit level.
 Facilitate consumers with best products and services in a minimum time frame.
 Safeguard the extra cost of customers due to social media techniques.
 Consumer get update about emerging trends and creative products.
 Seek the attention of clients in a minimum time frame by offering advanced facilities in
proper manner.
 Present maximum range of alternatives in front of customers because of which their
buying behaviour get influenced.
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Hence, it has been understood that company is adopting various types of modern technology of
social media in order to gain attention of overall society in a minimum duration. In fact, helps in
maintaining the standard of clients at market by offering advanced methods of attracting. One
more thing is determined that brand image also plays a very prominent role because most of the
people are goodwill conscious.
The impact of social media on enhancing organisational productivity and performance
Social media makes negative impact on the productivity and performance of an
organisation. According to the international report, it has been identified that approx. 2.35 hours
is spent by employees on accessing social media while working at workplace due to which the
productivity of company falls by 13 percent. Thus, it makes negative impact on the productivity
of company.
Due to allowance of using social media at workplace, the employees who shows more
interest in accessing social media more than the work allotted to them. It brings disadvantages to
company as the policies and plans may leaked to the outsiders due to which the company may
fails to achieve competitive advantage. As per the report, the Facebook is most visited social
media platform where the employees shows interest in accessing at workplace. The report
identified that using of social media at workplace and resultant slackening has become very
uncontrolled. Therefore the management should required to adopt strict polices and regulation
regarding using social media platform while performing at workplace. This will help employees
in focusing on completing work rather than wasting time on accessing social media.
The essential measures that are used by Ciella Ltd. As to attaining a competitive edge at
market place.
According to the Peter Vogod, 2016 there are five steps by which organisation ascertain
competitive advantages in the marketplace. It is not easy to gain competitive advantage by
company so company needs to follow mentioned steps in order to increase the level of
profitability of company in effective manner.
 Positioning is better than prospecting this is related with the positioning of different
women clothes which are positioned by the company. This an easier approach which are
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implemented by organisation in order to increase the rate of sale of different types of
products in proper manner.
 Plan fail, movement don't: Company apply this approaches to reposition the latest model
of clothes in effective manner. This leads to attract large number of customer in
marketplace. It leads to increase the profitability of company (Hays, Page and Buhalis,
2013). The mission of the company is to provide new and innovative types of clothes
which are being purchase by the different customer.
 Stand on the shoulders of giants: company needs to figure out the different issues and
problems which are arises during the purchasing different types of clothes which helps to
look them smarter.
 Become a people developer: company implement different types of new and innovative
techniques which helps to stand before the customer in proper manner
 Create raving fans and advocates : Management needs to to focus on to new customer
which helps to increase the profitability in proper manner.
The major ways by which Ciella Ltd. Can expand their business operations at large scale.
The major ways by which Ciella Ltd. Can expand their business operations at large scale?
According to Ashley Sweren, 2017 company implement different types of strategies which helps
to expand the business at large extent which helps to attain goals and objectives of company.
There are various steps which has been taken by company to expand its business
Reinvest in the business
Organisation needs to reinvest the strategies which helps to expand the business in
proper manner. Company needs to conduct training session in order to improve skills and
knowledge of company in proper manner (Chu and Kim, 2011).
Priorities the team
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In order to expand the business company needs to divide the bigger task into smaller one
among the team members which helps to perform different types of task in proper manner.
Keep the cash flowing
Company needs to distribute the funds in order to promote different types of wear which
aids to increase the level of profit of company. This leads to maintain effectiveness in performing
different types of operation in proper manner.
Join large partner:
Organisation can collide with the other partner to expand business at large scale company
focus on to implement different types of new and innovative techniques in order to explore
business in proper manner.
Diversify: Company needs to properly diversify the product as per the taste and preferences of
different customer this aid the customer to choose the best clothes as per their choice (Rodriguez,
Peterson and Krishnan, 2012).
P2) Research methods and approaches to primary and secondary research.
Research methodology is considered as an essential part of research project which works as an
effective process which is applied by researcher to gather data and information for the intention
of making effective business decisions. The Research methodology defines the manner in which
information is collected and analysed to achieve targets formulated for this study. The research
methodologies undertakes numerous tools and approaches so that relevant information is
collected on subject topic (Hanna, Rohm and Crittenden, 2011). This approach is considered
vital as scholar in this segment construct plans and strategies which are to be undertaken for
fulfilment of targets. It is helpful in collecting information from numerous sources and finding
conclusions for this study through a comprehensive research. The research methodology is
constructed into numerous sub-segments which are as follows:
Type of Investigation
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This can be evaluated as the most essential part of research project which helps the
researcher in analysing the nature of research, it is the major responsibility of researcher is to
identify the type of research as it can be qualitative or quantitative in nature. Quantitative
research centres around amount parts of information which can be additionally passed on in type
of numerics and insights. Then again, Qualitative perspectives mulls over nature of information
which has been gotten through examination. The present research is based on qualitative type as
it is effective in conducting an efficient research through accumulating appropriate data and
information.
Research Design
It is suggested to another segment which includes basic leadership by a researcher as he
need to distinguish right outline with which examination will be done. The examination
configuration can be sorted based on descriptive, exploratory and experimental research design.
descriptive exploration configuration is an enterprise to recognize basic reason and gives answer
for issues experienced. On the other side Exploratory research configuration is an endeavour
which prompt research of the autonomous variable on subordinate variable and endeavour to
distinguish relationship which has been shared between the same (Pookulangara and Koesler,
2011). At long last, inquire about outline which has been considered in this examination is
exploratory as it aims to recognize more data regarding the matter subject and joined with
subjective research prompting structure right conclusions. In the present research project
descriptive research design has to be taken into proper action as it is the most suitable tool which
helps the researcher in drawing an appropriate result and outcome.
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(source: Onion Diagram, 2014)
Research Philosophy
It is a conviction which characterizes marvel with which information will be gathered and
examined. This segment of the examination centres around getting data shape points of view of
others generally essayists and specialists. The normal research methods of insight which are
favoured while undertaking an examination are interpretivism and Positivism. The rationality
which will be stressed in this approach is Interpretivism methods of insight which endeavours to
direct an appraisal amongst human and social variables (De Vries, Gensler and Leeflang, 2012).
This reasoning works best as per subjective examination and help with recognizing part which
has been provided food by the social factors so their perspectives and viewpoints could be
considered.
Research Approach
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Illustration 1: Onion Diagram