Analyzing Digital Technology's Transformation in Business Operations

This report examines the transformative impact of digital technology on business activities, specifically focusing on Marks & Spencer. The research explores the influence of digital tools on various departments such as marketing, operations, accounting, and HR. It outlines the company's background, research aims, and objectives, including identifying current digital trends and the impact of social media. The project management plan details scope, resources, and risk assessment. The research employs interpretivism philosophy and a descriptive research design, utilizing qualitative research strategies and a deductive approach. Data collection methods include primary and secondary sources, with probability sampling. The data analysis uses thematic analysis, presenting findings on marketing managers' demographics, satisfaction levels, and opinions on digital technology's impact. The report provides insights into the challenges and benefits of digital transformation within the context of a major retailer.

MANAGING A
SUCCESSFUL
BUSINESS
PROJECT

TOPIC:
How digital technology has transformed business activities e.g. operations, marketing,
accounting, HR in your chosen organization.
INTRODUCTION
Digital technology is area of process and also it digitised the information has been recorded
in the binary code of the combinations. it has been involves the forms of telecommunications,
particularly cellular and also the system of the cables. Digital technology has an important effect
on the operations of the business. Technology has the tangible and intangible advantages which
help to make the money and produce the results for the customers’ demands and needs. Digital
technology impacts the culture, relationships and efficiency of the business. From using the
business technology in the business helps in creating the new models for the business, experience
for the customers and also support the internal capabilities for the core operations of the
marketing department. It also involves the traditional players for adopting the advancement of
the technology. The new age of the digital technology is a biggest challenge for the business (Ku,
2017).
Overview of the company
Marks & Spencer is a multinational major retailer which is a specialist in selling the high
quality of clothes, food products and home products and it is also listed in the London exchange
market. There are 80,787 employees working in the company and It is selling branded clothes
and foods in the market and make a good image worldwide.
Research Background:
The aim of doing this research is to outline the most important things of the research. It has
been defined the major things of the research and also the major discussion on the impact of the
digital technology on the marketing department of the business activities. It also defines the
challenges which has been faced at the time of the digital technology in the business and also the
impact of the social media on the business activities.
Aims & Objectives
Aims
“To study the impact of the digital technology on the marketing department of the business
activities. A study on Marks & Spencer”.
Objectives
1

 To identify the current trends of the digital technology.
 To determine the impact of the social media on the business.
 To extract the challenges of the digital technology in the business.
 To provide the recommendations for the Marks & Spencer.
Rationale
The study is being carried out for academic interest as this research project will help in
understanding the role of digital technology in achieving growth and success of the organisation.
It will help in understanding challenges faced by companies and will increase the knowledge and
will enhance the understanding of the topic. It will increase learning and will develop conceptual
understanding of how digital technology and marketing functions are related.
It will help in for conducting research for assessing the challenges of the digital
technology and its impact on success of the organisation which will help in increasing
knowledge about market trends. Research has been conducted as digital technology in marketing
department are burning issue which caught an eye of the researcher.
The reason for conducting research is personal interest that includes writing, analysing, and
sharing important information as it nourishes mind and develop logical thinking and ability
which leads to creativity and innovation.
PROJECT MANAGEMENT PLAN
Project management plan creates the planning of the project and also the identify the
inputs for the stakeholders and project team. There are some elements of the project management
plan such as;
Scope:- The scope of the research is to define utility of the task which is basically known
as the researcher of the scope. The study of the scope has been undertaken the guidelines for
defining the explicitly of the research and also researcher will truly understand the scope of the
research. The scope of the research is on both the levels such as the academic and corporate
sector. This research is very much helpful and useful for seeking the better in the business
functions from the marketing department for gaining competitive advantages as well as meeting
the requirement of the Marks & Spencer and also, this research is much helpful and useful in the
2

academic sector for the studying the related subjects like digital technology and functions of the
marketing. (Nambisan, 2017).
Resources:- there are so many resources which has been required at the time of making
the project management research from which the project completed. The resources which has
been used in the research is laptop, equipment’s, internet etc.
Cost:- it requires the proper plan of the cost which has been required at the time of the
planning and leader has to make the proper budget for conducting the research and also support
the roots and grow with the plan.
Communication:- the biggest source of the making the project management research is
communicate properly with others for gathering the data and information. Communication
should address the research properly so that it’s easy for everyone to understand the process and
communicate effectively. It also contains formal communication with others.
Risk:- there are so many risk has been arises at the time of planning the project. So its
important to take the fast decisive actions and also manger and leader has to create the risk
register where it found out the risk for the completion of the successful research(Schmidt and
Cohen, 2015).
RESEARCH METHODOLOGIES
Research philosophy
It has been defined as the information about the data which has been gathered, analyses and use
to conduct the research for effective results at workplace. It also encompasses the variety of
philosophy for transform the things which has been believed into so many different things, in this
research the researcher has been used the interpretivism research philosophies from which it
collected the data from the from all the samples in depth and also investigate in qualitative about
the research.
Research design
It is a type of arrangement of collections and conditions where there are so many aspects of
research design like correlative descriptive, and case study. From above elements researcher will
use descriptive research design which has been assist for describing the considerations for
gaining more desired level of the results. Researcher will used the Descriptive method of the
research design which helps to attain the aims and objectives through effective research designs
(Laudon and Laudon, 2015).
3

Research strategy
There are 2 types of strategy of the research such as qualitative and quantitative because in
this steps the plan of the actions which has been consider the directions of thoughts and efforts. It
also enables to conduct the systematic and appropriate research schedule for producing the
quality results and also the detailing reports. This research will use qualitative strategy which has
been used for accomplishing and assisting the aims and objectives. It is more useful for focusing
on the view and opinions etc. of various participants for understanding the overall goals and
objectives of the research
Research approach
For conducting the research in appropriate findings in the research approach which has
been consider the important of the roles at workplace. There are three types of research approach
such as inductive, abductive and deductive research approach. Deductive research approach will
be used by the researcher which helps in conducting the study in general and to specific.
Data collection
There are 2 types of techniques of the data collection which has been very useful for
conducting the research such as primary and secondary data collection. Both the data collection
techniques are helpful for measuring the significant outcomes and also focuses on the
accomplishing the aims and objectives with the help of both the data. both the data collection is
assist for focusing on the gaining of the aims and objectives in desired manner. There are 2 types
of data collection which are as follow, All the primary data is collected by the researcher and
investigator for collecting the accurate information and it is basis on the research for collecting
the data is obtained. The data which is collected by the researcher itself and also the collection of
data is original. It is real time data because all the data s gathered by the researcher and also
researcher involve in all the procedure and on the other hand Secondary data term refers to the
data which is collected by someone else and all the collected information is given to the
researcher is not right because it is based on the observation and analyses of others and research
will select both the data for collecting right information (Kane and et.al., 2015)
Sampling
It is a small group of selected representative where all the works is done on the basis and obtain
for the accurate objectives and reliable and right information with minimum cost. It also includes
the cost and set the limits for the accuracy of all the estimates. It has also done intensive and
4

exhaustive study with such possible outcomes like materials, money and cost. There are two
types of method which has been existing for considering the sampling such as the non-
probability and probability. Present study will choose the Probability sampling in which selects
the random sampling strategy which has been used in which data is collected from different
collection and information. It selects individuals and data randomly which has been selected
from everywhere in the company On the other hand the non-probabilistic sample methods does
not know the probability which has been selected in convince or voluntary response. There are
30 individuals has been selected for the random sampling method and asking th questions
randomly (Sultan, N., 2015).
DATA ANALYSIS AND INTERPRETATION
In current study the researcher will focus on the thematic data analysis for assisting and
developing the more significant results at workplace. This data analysis it is all based on the aims
and objectives questionnaire which has been prepared. Furthermore, it also consists the relevant
information which is basically based on the themes of conducting the data ad research in
appropriate manner.
Theme 1: Maximum numbers of marketing mangers age group are belongs to.
5

Interpretation: this interpretation has taking 30 sample for conducting this research and
there are maximum number of marketing managers has age group are belongs to. there are 20 to
25 years marting mangers are belongs to the age and there are 25 to 30 years mangers more for
working in the marketing department in the company and there are 6 mangers who belongs to the
30 to 40 years age group and rest of the 3 mangers are 40 years above who are working in the
company in the performing the marketing activities(Kumar, 2019).
Theme 2: Maximum numbers of marketing mangers satisfied with the Marks & Spencer
company.
6

Interpretation: this interpretation has taking the 30 sample for conducting this research
and there are maximum number of marketing mangers satisfied with the Marks & Spencer
company. There are 9 marketing managers who are satisfied with the company and there are 6
employees who are highly satisfied with the company and also there are 3 mangers who are
dissatisfied with their personnel problems and rest of the 2 mangers are highly dissatisfied
because of work according to the company and adopting the digital technology in the marketing
activities.
Theme 3: Maximum numbers of marketing mangers opinion about the impact of the digital
technology in the business.
7

interpretation: this interpretation has take the 30 sample conducting this research and there are
maximum number of marketing managers has opinion about the impact of the digital technology
in the business. there are only 5 mangers who thinks positive about the impact of the digital
technology and there are 6 mangers who are negatively reacted on this impact because it comes
with the new changes in the marketing function which is related to the new technology and rest
of the 3 mangers are neutral about the impact of the digital technology in the marketing function
and department(Mackey and Gass, 2015).
Theme 4: Maximum numbers of marketing mangers thinking about using the social media in
the marketing functions.
8

interpretation: this interpretation has take the 30 sample conducting this research and
there are maximum number of marketing mangers thinking about using the social media in the
marketing functions. there are 6 mangers thinking about that social positively impact on the
marketing functions because it helps in increases the sales and productivity from adopting the
digital technology which helps the marketing department and also introduce new product in the
market. there are 5 mangers who think negative about this statement and rest of the 4 mangers
are neutral on this statement.
Theme 5: Maximum numbers of marketing mangers about the challenges facing the digital
technology in the business.
9

interpretation: this interpretation has take the 30 sample conducting this research and
there are maximum number of marketing managers has about the challenges facing the digital
technology in the business. there are 5 mangers who think positive that because there are so
many challenges has been faced by the company from adopting the new technology in the
business. there are 5 mangers have opinion are negative because in increases risk and cost to the
company and rest of the 4 mangers are neutral on this situation and statement.
Theme 6: Maximum numbers of marketing mangers adopting current trends of digital
technology in the business.
10