Managing a Successful Business Project: Digital Technology Impact

This project investigates the significant impact of digital technology on Asda, a British supermarket retailer. The project is divided into three parts: a project plan, a project log book, and a performance review. The project plan outlines the project's definition, objectives, implementation plan, and risk assessment. The project aims to assess the benefits of digital media in business, its effects on Asda's marketing and operations, and its role in customer satisfaction, sales, and profitability. The implementation plan includes a work breakdown structure and a Gantt chart for scheduling. A mixed-methods approach is used, combining quantitative data from customer surveys and qualitative data from interviews with marketing managers. The project log book details the weekly progress, identified risks, and mitigation strategies. The performance review analyzes the collected research data through suitable techniques and tools, offering conclusions and recommendations based on the research findings and reflecting on the worth of carrying out the research to achieve the stated objectives and own performance and learning. The research explores the use of digital marketing activities, the method of digital technology in operation, and their impact on sales, profitability, and customer satisfaction. The project is designed to evaluate the impact that the digital technology has created on the customers and the business.

MANAGING A SUCCESSFUL BUSINESS PROJECT
THE IMPACT OF DIGITAL TECHNOLOGY ON BUSINESS
ACTIVITY
1

Table of Contents
Introduction................................................................................................................................3
Part 1: Project Plan (P1, P2. P3 & M1)......................................................................................4
1. Project Definition...................................................................................................................4
Problem statement......................................................................................................................4
Project Objectives......................................................................................................................4
Time and Cost of the a project...................................................................................................5
Scope of the Project...................................................................................................................5
Project Assumptions...................................................................................................................6
2. Implementation Plan..............................................................................................................7
Work breakdown structure.........................................................................................................7
Schedule (Gantt chart)...............................................................................................................7
3. Project process.......................................................................................................................8
Communication Plan..................................................................................................................8
Risk Plan....................................................................................................................................9
Part 2 Project Log Book (P4 & M2)........................................................................................11
P4. Carrying out small-scale research through the application of quantitative and qualitative
research methods......................................................................................................................11
M2: Project Log Book..............................................................................................................11
Part 3 Performance Review......................................................................................................15
P5. Analysing the research and data through suitable techniques and tools............................15
P6. Offering Conclusion and Recommendation.......................................................................22
P7 Reflection on the worth of carrying out the research to achieve the stated objectives and
own performance and learning.................................................................................................23
Conclusion................................................................................................................................24
References................................................................................................................................25
Appendix 1...............................................................................................................................26
2

Introduction
The rise of the digital technology has created a far-reaching impact on the organisation.
Internet and social media are engaged, and the cloud-based solutions are changing the
scenario even for the small businesses. Technology has impacted on the operation of the
company by offering better solutions. The present project would evaluate the role of the
digital media in the marketing activities of the organisation. Asda, the British supermarket is
investing in digital field to increase their access to customers and satisfy them better.
3

Part 1: Project Plan (P1, P2. P3 & M1)
1. Project Definition
Problem statement
Schwalbe (2015) commented that project is the planned set of tasks that need to be carried
out for a specific period within the defined cost and the limitations. The present project deals
with the evaluation of the impact of digital technology on the business operation and the
marketing activities Asda. Asda is the British supermarket retailer which was founded in
1949. The organisation employs 165,000 people who are responsible for selling the grocery
and the general merchandise product (Asda.com, 2018).
Digital technology has dramatically impacted the retail sector, and Asda has responded with
specific changes. The digital advertisement in the stores, development of mobile apps and
investment in the online and has helped the brand to increase their presence and attract the
customers. The recent “To You’ Service helps in offering value-added retail service for
improving the customer experience (Tcs.com, 2018). The implementation of order
management, parcel tracking and usage of Kiskos helped to develop the business operation.
The present project would evaluate the impact of the application of these new digital
technologies on the sales and the profitability of the business (The Drum, 2018).
Project Strategy
The current research requires the opinion of the customers as well as that of the employees of
Asda. The project would include the collection of both the quantitative and the qualitative
data. In this way, the reliability and the validity of the data can also be ensured. The survey
would be used to acquire quantitative data from the customers and interview would be used
to obtain qualitative data from the managers of Asda.
Project Objectives
The present research aims to evaluate the impact of the digital technology on the marketing,
operation and the overall satisfaction of the customers of Asda.
Objectives
The objectives of the research are:
 To evaluate the benefits of digital media in business
4

 To assess the effect of digital media on the marketing and the operation of Asda
 To critically analyse the role of digital media in the customer satisfaction in Asda
 To determine the impact of the digital technology on the sales and the profitability of
the business
Time and Cost of the project
Activities The time required
(an hour)
Amount (£)
Purchasing
objectives like pen,
notebooks and
microphones
1 200
Assessing some
journals for in-depth
information
3 300
Primary data
collection
20 8
Data analysis 5 6
Total 29 514
Table 1: Cost and time
(Source: Learner)
Scope of the Project
The scope of the research would include evaluation of the impact of digital technology on the
marketing and the operation of the business in Asda. It would also include the assessment of
the effects of the sales, profitability and the satisfaction of employees.
Included scope:
1. Understanding the use of digital marketing activities in Asda
2. The method of digital technology in operation of the business in Asda
3. Completing the entire project in £600
Excluded Scope
5

1. Issues related to the implementation of the digital technology in Asda
Success criteria
The success of the project can be understood by reviewing the knowledge that has been
gained from the research (Todorović et al. 2015). The project would be deemed to be
successful if the study can evaluate the impact that the digital technology has created on the
customers. This can include increased awareness and increased sales that impact the
profitability of the business.
Project Assumptions
 The customers have detailed knowledge about the digital technology in the
organisation
 The respondents would provide honest opinion against the question asked to them
6

2. Implementation Plan
Work breakdown structure
Figure 1: Work Break down structure
(Source: Learner)
Schedule (Gantt chart)
Project activities 1st to
2nd
wee
k
3rd to
4th
week
5th to
6th
week
7th to
8th
week
9th to
10th
week
11th to
12th
week
13th
and
14th
week
Assessment of the research
7

Issue
Framing the research aims and
objectives
Developing knowledge about
the research topic by exploring
literature
Selection of the Resear4ch
Methods
Selection of sample population
Obtaining permission from the
managers of Asda
Framing up the questionnaire
for the survey and the
interview
Carrying out survey
Organizing interview
Analysis of the data
Developing conclusion and
recommendation
Development of the report
Report submission
Table 2: Gantt chart
(Source: Learner)
3. Project process
Communication Plan
Stakeholder
involved
Communication
Procedure
Communication
Frequency
Communication
objectives
Individuals
involved
The customers
of Asda
Face to face
survey to obtain
their perception
The
communication
would be carried
The objective would
understand the impact
digital marketing strategy
Researcher
8

of the marketing
of the brand
out only for one
time.
has created on the Asda
by attracting and
satisfying the customers.
Team
members
involved in the
project
Verbal
communication
through
meetings and
phone calls and
non-verbal
communication
through emails
and messages
Regular contact
would be made.
The communication
would be made to carry
out the research
successfully.
The research
and
management
members of
Asda
The marketing
managers of
Asda
Communication
would be made
through face-to-
face interview
The
communication is
one time, and it
would be done
through interview
The use of digital
marketing in marketing
and business operation in
Asda would be
understood and its
impact on the sales and
profitability.
Researcher
Table 3: Communication Plan
(Source: Learner)
Risk Plan
The project would include certain risks which listed in the table below:
Risks Probability Impact
Failure to obtain consent
from the managers of Asda
Medium High
Improper response of the
customers
High High
Dispute among the team Medium High
Improper selection of
question in the question
Low High
Ineffective research method Medium High
9

selection
Table 4: Risk Identification
(Source; Learner)
10

Part 2 Project Log Book (P4 & M2)
P4. Carrying out small-scale research through the application of quantitative and
qualitative research methods
Saunders (2011) commented that research method refers to the procedure of obtaining data
for fulfilling the objectives of the research. There are different research methods available to
the researcher which can be adopted. In this case, the prime aim is to evaluate the impact of
digital technology on the marketing and the business operation of Asda and the ways it
impacted the customers and the sales and the profitability of the business. Hence, for this
researcher has opted for mixed methods in which the researcher would collect the
quantitative and the qualitative data. The quantitative data would be acquired through the
survey, and the qualitative would be obtained through interview. 41 customers of Asda has
been selected for the survey, and two assistant marketing managers are chosen for the
interview.
The research would follow a descriptive research method in which all the data collected in
the research process would be described to address the objectives that have been designed for
the research. The descriptive research methods would help to develop a practical
understanding of the study and the data ( Wahyuni, 2012).
M2: Project Log Book
Week Date Updated on
weekly research
Identified
risk
Impac
t
(Low.
mediu
m,
high)
Effect Risk
reduction
Plan for the
next week
1st to 2nd
week
1.4.2018
-
13.4.201
8
In the first week,
the research
problem is
identified related
to the given
organisation. The
identification of
The risk
that arises,
in this case,
is a
selection of
a practical
issue
High The
improper
selection of
the problem
can create a
far-reaching
impact on
I took the
guidance of
my tutor
who helped
to select the
appropriate
problem
The next
preparation
included a
selection of
the journals,
books and
web articles
11

the research issue
helped to develop
the research topic.
After this, the
research aims and
objectives are
established.
related to
the
organisatio
n. Then the
framing up
appropriate
aims and
objectives
also affect
the same.
the entire
project.
that would
aid in
making the
project a
successful
one.
that would
guide the
researcher in
developing
an idea about
the topic.
3rd to 4th
week
14.4.201
8-
28.4.201
8
This week has
two critical tasks.
The first is to
create knowledge
about the research
topic, and the
second task is to
select the research
methods.
The
selection of
the
effective
research
methods
was quite
challenging
, and there
were
chances of
the wrong
choice.
High The effect
of improper
research
methods
can result in
the
incorrect
collection
of data that
can lead the
project to
failure.
The
exploration
of different
books
helped me.
The
guidance of
my tutor
also helped
me for the
same.
The next
week task
includes a
selection of
the sample
population.
5th to 6th
Week
29.4.201
8-
13.5.201
8
In this stage, the
researcher
developed some
knowledge about
the sampling
methods, and the
sampling process
is selected in this
case. In this
week, the
The
improper
selection of
the sample
can create
issues, and
this is a
significant
risk in this
case.
High The
improper
selection of
the sample
population
can lead to
ineffective
data
collection
that can
I took the
guidance of
my tutors to
select the
sampling
method and
the sample
population
for the
research.
The
preparation
was made for
carrying out
the survey.
12

questionnaire was
also designed, and
then the
permission from
the managers of
the Asda was
obtained.
lead to the
project to
filature
7th-8th
Week
14th
May-27
May
The survey is
organisation. The
researcher visited
the Asda store in
Central London
with the survey
papers to carry
out the survey.
The
unwillingne
ss of the
participants
to take part
in the
survey is a
severe risk.
High If the
participants
would not
provide the
opinion,
then the
survey can
be an
ultimate
failure.
I made the
participants
realise
about the
survey and
its
importance.
The
arrangements
are made for
the interview.
9th-10th
week
28May-
11th June
The method is
prepared for the
interview. Since
the managers do
not have time,
and the interview
was carried out on
the telephone.
No risks
involved
Not
applic
able
Not
applicable
Not
applicable
The data are
segregated
for data
analysis and
developing
recommendat
ions and
conclusion.
11th -12th
week
12th
June-
25th
June
The data is
analysed at this
stage. The
quantitative data
is explained with
the help of charts
and graphs, and
qualitative data
Improper
evaluation
of the data
and unable
to address
the research
objectives
were
High The
ineffective
analysis of
the data
would make
the project
an ultimate
failure.
The
guidance of
the tutor
helped to
present the
data
effectively.
In the next
week, the
reports would
be prepared.
13

were analysed
through
description.
Based on this
aspect, the
recommendation
and the
conclusion are
developed.
important
risks.
13th-14th
Week
26th
June-9th
July
All the
information are
written down to
prepare the report
and submit the
same.
No risks
involved
Not
applic
able
Not
applicable
Not
applicable
Not
applicable
Table 5: Project Log Book
(Source: Learner)
14

Part 3 Performance Review
P5. Analysing the research and data through suitable techniques and tools
Quantitative Analysis-41 customers of Ada
1. What is your gender?
Particulars Frequenc
y
% of Respondents Total Respondents
Male 12 29.8 41
Female 29 70.2 41
Table 6: Gender
Gender
Male Female
Chart 1: Gender
The survey had 29.8% female and 70.2% males.
2. Select your age group
Particulars Frequenc
y
% of
Respondents
Total
Respondents
18-27 17 41.3 41
28-37 19 46.1 41
38-47 4 9.1 41
47 and above 1 2.5 41
Table 7: Age
15

18-27 28-37 38-47 47 and above
0
5
10
15
20
25
30
35
40
45
50
Age
Chart 2: Age
The participants were from the different age group, but a majority (43.3%) were in the age
group of 28-37 followed by 41.1% who were in the age group of 18-27 years.
3. Do you agree that increased presence of Asda on social media has attracted your
attraction?
Particulars Frequenc
y
% of
Respondents
Total
Respondents
Highly agree 15 36.5 41
Agree 11 26.9 41
Neutral 6 14.4 41
Disagree 4 9.1 41
Highly disagree 5 12.1 41
Table 8: Increase presence on social media
16

Highly agree Agree Neutral Disagree Highly
disagree
0
5
10
15
20
25
30
35
40
Increase presence on social media
Chart 3: Increase presence on social media
When the respondents were asked if the increased social media presence of Asda helped to
attract their attention, 36.5% and 26.9% of the respondents positively replied. The traditional
advertisement method has failed to attract the customers or create awareness. The customers
who disagreed with fact may have been the regular and loyal customers of Asda since time
immemorial. However, it is evident that increased advertisement of Asda on social media has
helped to attract the customers thereby increasing the sales and the profitability of the
company.
4. From where do you get to know about the new launches and services of Asda?
Particulars Frequenc
y
% of
Respondents
Total
Respondents
Television 5 12.5 41
Social media 15 36.5 41
Ads in stores 12 29.8 41
Word of mouth 9 21.2 41
Table 9: Awareness about new service and brands
17

Awareness about new service and brands
Television Social media
Ads in stores Word of mouth
Chart 4: Awareness of new service and brands
When the respondents were asked about the services that were created about the awareness
about the new products and the services, 36.5% and 29.8% of the respondents mentioned
about the particular media and the digital advertisement of Asda. From this evaluation, it is
evident that digital presence of Asda has created a far-reaching impact on the customers. The
creation of awareness is essential to attract them and increase the sales of the company.
5. Do you think that customer service of Asda has improved?
Particulars Frequenc
y
% of
Respondents
Total
Respondents
Yes 22 53.9 41
No 8 19.2 41
Don’t Know 11 26.9 41
Table 10: Customer service of Asda
18

Yes No Don’t Know
0
10
20
30
40
50
60
Customer service of Asda
Chart 10: Customer service of Asda
In the survey, the respondents were asked, if customer service has improved, 53.9% agreed to
the fact. The implementation of the digital technology in business operation has helped to
manage the order better, help the customers to find product's as per their need and offer
feedback and get their problems resolved quickly. Hence, the digital technology has created a
positive impact on the Asda. 26.9% of the customers replied that they don't know about the
improvement of the customer service and this may be because they had not reviewed the
factor needed the customer service.
6. Do you agree ‘For you’ service by Asda offers value for money?
Particulars Frequenc
y
% of
Respondents
Total
Respondents
Highly agree 14 34.6 41
Agree 17 41.3 41
Neutral 3 7.3 41
Disagree 4 9.1 41
Highly disagree 3 7.4 41
Table 11: Value of Money
19

Highly agree
Agree
Neutral
Disagree
Highly
disagree
0 5 10 15 20 25 30 35 40 45
Value of Money
Chart 6: Value of Money
The respondents were asked about the significance that ‘For You' service of Asda has
created. 41.3% and 34.6% agreed and highly agreed to the fact. The new service has been the
result of the implementation of the digital technology in which the process of selection billing
and returning the product has become much more comfortable. It has helped Asda to
reposition the brand and attract the customers and create awareness about the brand.
7. How far do you agree that Asda is successfully competing with its competitors?
Particulars Frequenc
y
% of
Respondents
Total
Respondents
Highly agree 15 36.5 41
Agree 17 41.3 41
Neutral 5 12.5 41
Disagree 1 2.6 41
Highly disagree 3 7.1 41
Table 12: Competitors
20

Competitors
Chart 7: Competitors
The respondents were asked about the performance of the competitors regarding the
competitors. The majority of the respondents replied that ads are presently working efficiency
against the competitors. All the thanks to the digital technology that has helped Asda to
improve their performances and develop an effective marketing strategy. This help to attract
the customers and grow their operational efficiency to provide value to the customers.
Qualitative Analysis- 2 Assistant marketing managers of Asda
1. How has digital marketing helped you in marketing and business operation?
The first manager mentioned that they had implemented the digital technology in marketing
activities in the beginning. The usage of digital ads in the stores, increasing online presence
and social media activity has increased the attention of the customers.
The second manager mentioned that digital marketing has helped to attract the attention of
the customers. However, implementing digital technology in a business operation like CRM,
operation management and others has helped to improve their service and increase the level
of the customer satisfaction.
2. Do you think that digital technology has helped to increase the sales and profitability
of Asda?
The first manager replied with a big ‘Yes'. He mentioned that digital technology in marketing
has helped to increase the awareness about the company. This has attracted the customers
which in turn increased the sales.
21

The second manager mentioned that digital technology has helped to reposition the brand
Asda. The new ‘To You' strategy has helped the customers to realise that Asda is offering
value to the customers which increased the goodwill and increased the sales and the
profitability.
P6. Offering Conclusion and Recommendation
Conclusion
The complete research showed that implementing digital technology in marketing and
business operation activity in Asda has helped to reposition the brand. This has increased the
awareness about the brand and attracted the customers. The customer's willingness to
purchase from this brand increased which increased the sales. It is evident that increased
advertisement of Asda on social media has helped to attract the customers thereby increasing
the sales and the profitability of the company. The new service has been the result of the
implementation of the digital technology in which the process of selection billing and
returning the product has become much more comfortable.
Recommendation
1. Carrying our market research: For further development of digital technology, the brand
needs to carry out market research. This would help to develop an idea about the latest digital
technologies, the strategy of the competitors and the needs and the wants of the customers in
the market.
2. Proper segregation of target market: Asda needs to segregate the market to develop an
idea about the needs of different of customers. Social media and other digital media platforms
would help to identify and isolate the target and thereby help Asda to introduce better
products and strategies to address the need of different customers.
3. Rendering training to the employees: The implementation of the digital technology in
the stores' and business operation would bring change in the work culture. Hence, the
employees should be trained appropriately so that they can lead the organisation towards the
meeting the objectives.
22

P7 Reflection on the worth of researching to achieve the stated objectives and own
performance and learning
The study had aided to increase the knowledge about the digital technology and its impact on
the business. The collection of the primary data has helped to evaluate the objectives that
were designed for the project. The opinion of the customers and the perspective of the
managers has helped to address the goals and assess the fact that digital technology has
helped Asda to increase their sales and profitability by creating awareness among the
customers.
Furthermore, this project has helped me to learn about the research strategies. It has helped
me to understand the different ways to collect data, sampling and the process of data analysis.
This would be effective for to understand the significance of the research and how various
problems can be solved through it. The preparation of the log book and Gantt chart also
helped me to und4etasnd the importance of planning activities so that the works can be
competed according to and within time.
23

Conclusion
The present report provided an overview of the impact of the digital technology on Asda. The
research has been concerning the marketing and business operation. The collection of made it
is evident that increased advertisement of Asda on social media has helped to attract the
customers thereby increasing the sales and the profitability of the company. The new service
‘For You’ by Asda has been the result of the implementation of the digital technology in
which the process of selection billing and returning the product has become much more
comfortable.
24

References
Asda.com. (2018). Asda.com - Online Food Shopping, George, & more. [online] Available
at: https://www.asda.com/ [Accessed 31 May 2018].
Saunders, M.N., (2011). Research methods for business students, 5/e. Pearson Education
India.
Schwalbe, K., (2015). Information technology project management. Cengage Learning.
Tcs.com. (2018). Asda Launches “ToYou” Services - Redefines Value Retailing | TCS.
[online] Available at: https://www.tcs.com/asda-launches-toyou-services-redefines-value-
retailing [Accessed 31 May 2018].
The Drum. (2018). Asda will soon know the impact its digital ads have on in-store sales.
[online] Available at: http://www.thedrum.com/news/2016/02/17/asda-will-soon-know-
impact-its-digital-ads-have-store-sales [Accessed 31 May 2018].
Todorović, M.L., Petrović, D.Č., Mihić, M.M., Obradović, V.L. and Bushuyev, S.D., (2015).
Project success analysis framework: A knowledge-based approach to project
management. International Journal of Project Management, 33(4), pp.772-783.
Wahyuni, D., (2012). The research design maze: Understanding paradigms, cases, methods
and methodologies.
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