The Impact of Digital Technology on ASDA's Marketing Strategies

This business research project investigates the impact of digital technology on the marketing functions at ASDA, UK. The report begins with an introduction outlining the research aims, objectives, and rationale, followed by a comprehensive literature review exploring the existing body of knowledge on digital technology's role in business operations, particularly within the retail sector. The research employs both primary and secondary research methods, including surveys to collect data on employee perceptions of digital technology's influence on ASDA's marketing. The report presents and analyzes the collected data, providing insights into the benefits and challenges of implementing digital technologies within the company. Finally, the report concludes with a summary of key findings, recommendations for ASDA to improve its business performance through digital marketing, and suggestions for further research in this evolving field. The project also includes reflections on the research process and ethical considerations.

Business Research Project

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
CHAPTER 1....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research proposal that defines research questionnaire with a specific literature review.......1
CHAPTER 2....................................................................................................................................2
Literature Review.............................................................................................................................2
Activities and time-scales................................................................................................................3
M1, M2 & D1 Peeling Saunders’s Research Onion...............................................................4
CHAPTER 3....................................................................................................................................4
3.1 Suitable research techniques and ways to deal with essential and optional research......4
3.2 Primary and secondary research using suitable research methods...................................6
CHAPTER 4 : Data Collection and Analysis..................................................................................8
4.1 Collection of data.............................................................................................................8
4.2 Data presentation, analysis and discussion.......................................................................9
Presentation..........................................................................................................................10
Analysis and discussion........................................................................................................12
CHAPTER 5 : Conclusions and Recommendation.......................................................................19
5.1 Conclusion......................................................................................................................19
D2 &5.2 Recommendations.................................................................................................20
M3 and D2............................................................................................................................21
CHAPTER 6 : Reflection...............................................................................................................21
6.1 Areas for further research...............................................................................................21
M4 and D3............................................................................................................................22
APPENDIX...................................................................................................................................25
Research Proposal Form.....................................................................................................25
Research Ethics Approval Form........................................................................................29

TITLE
The impact of digital technology on marketing at ASDA
CHAPTER 1
INTRODUCTION
Research proposal that defines research questionnaire with a specific literature review
Every organisation's main objective or goal is to generate and earn maximum profit from
the business operations which can help them to achieve growth and development. The
organisations focus on increasing the effectiveness and efficiency in every activity or area in
order to achieve high productivity and profitability (Higgins, Xiao and Katsipataki, 2012). The
high increasing demand and utilisation of technologies has increased the investment of ASDA
and similar organisation in adoption of digital technology. In context to this, research proposal
intent to analyse the impact of digital technology and its role in increasing the efficiency within
ASDA, UK. The objectives and aim of this research work are as described below -
Aim:
“To understand the impact of digital technology on the marketing function at ASDA, UK”
Objectives:
 To determine concept of digital technology in business operation at ASDA, United
Kingdom.
 To identify the relationship between digital technology and marketing functions at
ASDA, United Kingdom.
 To measure the impact of digital technology on marketing functions at ASDA, United
Kingdom.
 To recommend the ways to improve business performance of ASDA with the implication
of digital technology within marketing department.
Reason for choosing this research project
The main reason that motivated me to choose this subject of research is that I have a high
curiosity to examine this area. I need to develop my skills and knowledge about digital
technology as well as its effects on the marketing functions of an organisation such as ASDA. In
order to increase my knowledge regarding the digital technology and relationship with the
business operations at ASDA, I selected this research project. Furthermore, this research project
will help me to grow and develop my self-skills to perform various functions through the

implication of digital technology in the future career. I need to develop my career in a
supermarket such as ASDA to achieve growth and development.
CHAPTER 2
Literature Review
The author defines that ASDA and similar organisation are using or adopting new
technologies in their business operations in order to increase the efficiency and effectiveness as
well as improve their performance. Digital technology is emerging as one of the most beneficial
technique that assists the organisations to perform their day to day operations effectively. The
concept of digital technology is to provide speed and efficiency to the organisations in
performing various business functions. According to the author, over one billion people within
the UK are using smart phones which are clearly determining the evolution of digitisation in the
present world. The number of customer using digital technologies such as online application,
internet of things for buying and selling products or services is increasing day by day.
Statistical analysis also concluded that adoption and implementation of digital technology
by various organisations is also increasing at high rate. The digitisation has almost covered each
and every area of the market as well as personal lives of the population. According to the author,
digital marketing is the most valuable and important tool which helps ASDA to achieve its
organisational goals objectives. It is a major element which can give a boost to the marketing
functions or activities of the organisation. In-fact there are many issues and difficulties arises
while the implementation of the digital technology in the business functions as it changes the
entire structure of the organisation or business. The author states that the issues arise in the
implementation of digital technology in the marketing function are due to the lack of knowledge
and skills in the field of digital marketing. Many small organisations are not able to adopt digital
technology due to the technical barriers, lack of securities and lack of knowledge in the digital
marketing. ASDA is also facing difficulties in adopting digital marketing within there marketing
functions due to lack of secure database and skilled employees.
Author states that there are many types of digital marketing products or services available
in the marketplace, companies such as ASDA can choose various types of technologies for their
marketing functions. In order to avoid the issues in adopting digitisation, ASDA can use various
methods such as growing awareness of digital marketing among the people, using internet of

things effectively and training the employees to develop skills which can help them to adopt
digitisation.
Activities and time-scales
Activity 1st
Week
2nd Week 3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Wee
k
10th
We
ek
Identify
research topic
Review of
Literature
Drafting
Methodologie
s
Complete
Proposal
Design
question and
pilot research
Documentatio
n of records
Analysing
data and
interpretation
Discussion
and
Conclusion
Final Report
Editing and
Completion
M1, M2 & D1 Peeling Saunders’s Research Onion
In order evaluate the research methods it is significant to peel outer layer and than inner
layer of the onion. The first layer includes research philosophy and there application along with

the strategy, choices, time horizon, approaches and processes. In this research researcher will use
Concept and Epistemology as philosophy for research, in order to collect and analyze data
examiner will use qualitative method. Survey will be conducted as a method of collecting
information. Qualitative data collection will be used because it helps in gathering subjective
information which is very effective in a research. Primary data collection through survey will be
used for collecting more reliable and valid information.
CHAPTER 3
3.1 Suitable research techniques and ways to deal with essential and optional research
Keeping in mind the end goal to do the research, it is fundamental that every strategy,
procedures and methodologies ought to be used and considered with the goal that examination
can be led in precise way. It is vital to use all the exploration approaches successfully and
proficiently so research can be directed and per-users can understand the examination. The
methodologies and strategies utilised as a part of this exploration venture are described below:
 Research philosophy: A research philosophy is a concept related to the method which
can be used to gather data or information in a research study, break it down into
meaningful facts and use it to find most effective results. There are two main terms which
incorporate various methods of determining research approach such as Concept and
Epistemology. Research rationality is grouped into two sections which are positivism and
interpretivism. In the accompanying exploration venture, the specialist will mean to
utilise the blend of positivism and interpretivism with the goal that examination
proposition can be detailed viably and proficiently. In this way, analyst will focus on both
point and target exploration and will close to the effective conclusion.
 Research Design: The exploration configuration implies the general procedure that
specialist chooses to incorporate the different parts of research contemplate in intelligible
and legitimate way. In addition, the exploration configuration helps in inferring powerful
answers and finish of the issues. Subsequently, with a specific end goal to lead the
exploration venture, agent needs to precisely choose the sort of research outline. In the
accompanying exploration venture, illustrative research configuration has been utilized
by the analyst. The illustrative research configuration helps in deciding hypotheses which
are connected with the exploration theme. Therefore, graphic research configuration

empowers the scientist to break down the exploration hypotheses and strategies with the
goal that appreciation of issues can be made adequately and effectively.
 Research Approach: Research approach is the technique which is utilised by the
analysts to look into powerful and effective way. Essentially, generally a researcher can
utilise two main methodologies of research which are Qualitative and quantitative.
Qualitative approach of research is utilized by the analyst keeping in mind the end goal to
investigate the goal and point of the exploration in hypothetical viewpoints. Subjective
research approach is utilised by the analyst with a specific end goal to process the
information and data. In the accompanying examination venture, the scientist want to
settle on subjective research approach with a specific end goal to process and dissect the
information viably and productively.
 Data Collection: Data accumulation is the way toward social occasion and estimating
data based on information gathered by the scientist. The information has been gathered
either by poll or by interviews or by overviews. By and large, there are two strategies for
information accumulation which are essential and optional techniques. Essential
strategies incorporate collection of information from the essential or from first source. It
incorporates, poll, perception, meets and overviews. Optional wellspring of information
accumulation incorporates gathering of information from the auxiliary sources which
incorporates web, books, diaries and different articles. Keeping in mind the end goal to
lead the exploration information has been gathered from both essential and optional
sources. Essential will be directed with the assistance of survey from the workers of the
ASDA through books, diaries, online sites and so forth.
 Data Analysis: Data analysis is the way towards breaking down the accumulated and
gathered information with the goal that valuable data can be detailed. This should be
possible by examining, purging, changing and demonstrating of information with the
point of acquiring helpful data and prescribing conclusions. It is a standout among the
most imperative and fundamental process This will help the clients and per-users to
understand the importance of the gathered information in successful and productive way.
In the accompanying exploration venture the analyst connected topical portrayal of
information which empowers to introduce and translates data as tables and diagrams.

3.2 Primary and secondary research using suitable research methods
The various methodologies used in order to identify the impacts of digital technology on
the marketing function at ASDA, United Kingdom within this study. The research methodologies
are as described below -
 Research Philosophy – The goal of research philosophy is recognizing the concept or
impression of the research rather than the collection and analysis of the information or
data. According to the Saunder's onion concept, research philosophy is the first element
which is very significant n providing a detailed idea related to the research project. The
research philosophy is segmented into four types for example Positivism and
Interpretivism philosophy, Pragmatism theory and Realism philosophy. Therefore, for
conducting effective research on ASDA organisation the researcher has used a
combination of interpretivism and positivism philosophy.
 Research approach – The research approach defines the various methods or approaches
applied and utilized by the researcher for carrying out the research project. The researcher
has effectively used qualitative approach for calculating and interpreting data collected
through employees working in ASDA, United Kingdom. Furthermore, to understand the
marketing functions and structure of the overall organisation qualitative research
technique was used with an objective of obtaining the best outcomes or results.
 Research design – Design of a research can be described as the gross plan of action
chosen by the researcher for integrating multiple factors of research project in a logical
and ordered manner. The research design focuses on obtaining impressive answers and
conclusion to the issues or problems. Hence, the researcher or investigator needs to
cautiously choose the type of research design in order to conduct the research effectively.
Descriptive research design has been used in this examination. The Descriptive research
design focus on identifying the various theories related to the topic of the study.
Therefore, descriptive research design assists the research in analysing the research
methods and concepts in order to find out the solution of the issues or problems.
 Data collection – It is an essential part of a research, this is a process of collecting and
evaluating information through the data collected by the researcher. The data has been
gathered by interviews, surveys or questionnaire. Mainly, two kinds of methods can be
utilised for collecting data in a research which are: Primary method and secondary

method. Primary method is the first or primary source for collecting the data which
included survey, interviews and questionnaires. The secondary method refers to the
collection of data from the secondary sources such as articles, books, journals and
internet. Data is collected from both primary and secondary methods in order to conduct
this research project. Primary data collection has been conducted through questionnaire
from 20 employees.
 Sampling – Sampling is the process which is performed within statistical analysis, in this
method specific group of individuals or respondents is chosen form a huge number of
people to collect data.. There are two significant types of sampling known as the
Probabilistic sampling method and Non-Probabilistic sampling method. In context to this
research project, the researcher has used Probabilistic sampling method which involves
review of many individuals through which data has been gathered or data. The sample
questionnaires of 20 employees have been selected by Probabilistic sampling method.
 Data analysis – This is the method of investigating the assembled and gathered
information so that valuable data can be define. This should be possible by investigating,
purging, changing and demonstrating of information with the point of acquiring helpful
data and prescribing conclusions. It is a standout among the most vital and fundamental
process in investigate techniques as all the gathered information will be deciphered
successfully and effectively. This will help the clients and researcher to understand the
significance of the gathered information in powerful and productive way. In the
accompanying exploration venture the researcher connected topical picture of
information which empowers to display and arrange data as tables and charts.
 Ethical Considerations - In the accompanying examination venture, specialist consider
the accompanying moral issues which are given beneath:
1. Informed Consent: It is essential to give data to the members about the examination.
Further, authorisation of members and regarding expert must be taken with the goal that
no further issues can be emerged. Avoiding this element gives rise to ethical or moral
issue.
2. Privacy or Secrecy: The entire data and information gathered and accumulated must be
put away in secured database with the goal that privacy of the association can be kept up
viably and proficiently. Rebelliousness of this can make a major moral issue.

 Research Limitation – For conducting this research project, the investigator faced
various issues and problems as described below -
1. Problem or issue in data collection – The major issue faced by the researcher was to
collect data from the employees or participants. However, the participants were not
actively cooperating in the questionnaires or collection of data before they got the
permission to share any information but after receiving the permission from the
higher authorities, they contributed effectively in the data collection.
2. Assessment of data – Another issue faced by the researcher in this research project
was the assessment of data from primary and secondary source of data collection.
This issue was caused due to the encrypted files, secured data base and difficulty in
assessing the articles and books.
CHAPTER 4 : Data Collection and Analysis
4.1 Collection of data
The collection of data and information can be done by various means in order to perform
an effective and appropriate research (Manches, Bligh and Luckin, 2012). The data can be
collected using two methods - the primary collection or by the secondary one. Primary collection
of data means gathering of the data for the first time (Baron, 2013). Secondary collection of data
means the fact that the data and information has been collected by some external body and then
is being used by the researcher. Different means of sources for primary data consists
questionnaire, surveys, interviews and focused groups whereas sources for secondary data
includes the information from books, online and journals. In this research, the researcher will
utilize primary data as the information and data collected from surveys and interviews can
actually help in analyzing the impact of digital technology in ASDA. The secondary data has
been ignored due to the probability that the secondary source may include ole data or
information related to the topic. Thus the researcher has utilized primary method of collecting
data using questionnaire.

4.2 Data presentation, analysis and discussion
QUESTIONNAIRE
Name :
Age :
Gender :
Q1 Do you believe that digital technology should be involved in ASDA? Strongly agree Agree Neutral Disagree Strongly disagree.
Q2 Does involvement of digital technology will make any difference in ASDA? Strongly agree Agree Neutral Disagree Strongly disagree
Q3. Which process can get the most help by involving digital technology? Manual processing Attendance of employees Transaction systems None
Q4. Will digital technology will help ASDA in increased rate of productivity? Strongly agree Agree Neutral Disagree Strongly disagree
Q5 Do customers will get any benefit with the use of digital technology? Yes No

Q6 Will digital technology help ASDA to compete with the rivals in the market place? Strongly agree Agree Neutral Disagree Strongly disagree
Q7. Do you think digital technology can actually improve the condition of ASDA? Strongly agree Agree Neutral Disagree
 Strongly disagree
Presentation
Theme 1 : Engagement of digital technology in ASDA may prove beneficial.
Do you think digital technology should be
involved in ASDA?
Frequency
Strongly agree 15
Agree 2
Neutral 1
Disagree 1
Strongly disagree 1
Theme 2 : Involvement of digital technology will make various differences in ASDA.
Does involvement of digital technology will
make any difference in ASDA?
Frequency
Strongly agree 13
Agree 2
Neutral 1