Digital Technology Supporting Business Growth & Innovation Project

This project examines the impact of digital technologies on small business growth and innovation, focusing on Ontraport, a UK-based small business specializing in customer relationship management. It outlines the project's aims and objectives, including implementing digital technologies to improve the company's operations and marketing. The project management plan details actions, costs, timelines, quality control, communication strategies, and risk management. Research methods, both qualitative (manager interviews) and quantitative (employee surveys), are employed to gather data on the effectiveness and challenges of digital technology implementation. The project analyzes research findings, presents recommendations for successful implementation, and reflects on organizational performance, concluding that digital technologies are essential for business development but require careful planning and investment. Desklib provides access to this and other solved assignments for students.

THE IMPACT OF DIGITAL TECHNOLOGY IN SUPPORTING
SMALL BUSINESS GROWTH AND INNOVATION
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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
LO1 The aim and objective of the project.......................................................................................3
P1 Linking objectives with the case study...................................................................................3
P2 Producing a project management plan....................................................................................4
P3 Gantt chart projection and work breakdown structure............................................................5
TASK 2............................................................................................................................................8
LO 2 Collecting information for project specifically......................................................................8
P4 Applying qualitative and quantitative research methods in the given project........................8
TASK 3..........................................................................................................................................12
LO 3 Presentation of the project based on proper communication strategies and data analysis...12
P5 Analysing of the research by using appropriate data and techniques...................................12
P6 Communication of accurate recommendation for successful evidence................................13
TASK 4..........................................................................................................................................14
LO 4 Reflection on the organisational performance......................................................................14
P7 Reflection of the project.......................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
Appendix 1.....................................................................................................................................18
Appendix 2.....................................................................................................................................20
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Introduction
Digital technology is a type of process that brings out multi-channels for innovation of the
current situation of the organisations. In order to make the customers feel comfortable and easy it
is necessary to use digital marketing processes for better improvement of the business
organisations. Digital marketing is very easy, fast and comfortable process that gives full
satisfaction to the business companies in operating their management services. This assignment
focuses on the impact of digital marketing technologies in a small business organisation in UK.
This current study has drawn the attention of the readers towards the business innovation process
of Ontraport Company. The number of employees in this chosen organisation has been found to
be 72 and its annual revenue income is below $5 million (Ontraport.com, 2017).
TASK 1
LO1The aim and objective of the project
P1 Linking objectives with the case study
The aim of this project is to focus on the impact and importance of digital technologies in
improving the current market growth of the company. This current study has focused on the
small business of UK such as Ontraport Company for the purpose of innovating their operation
systems and management. Since, it is an email operating service industry, therefore, the use of
digital marketing technologies is highly essential for their development. It is a small business
organisation that has 72 employees and their annual revenue is $3 million. As a management
consultant for this company, it is the duty to implement digital technologies such as mobile
digital services, use of tablets and IPads for developing fast and rapid speed programs in the
company. The main purpose of Ontraport Company is to provide and develop customer
relationship management and for that, they need to develop their digital technological processes
for developing their marketing and service management process (Ontraport.com, 2017).
The objective of this project plan is to develop and implement different suitable digital
technologies in the business operations of Ontraport Company. The objective of this current
project is also to collect information regarding the best and suitable digital technologies for the
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innovation process of the company. As stated by Barnes and Hunt (2013), the rapid speed
developmental process helps in developing rapid growth in the productivity of the organisation.
In case, it is a relationship management process and for that, they need to play a decisive role in
implementing the accurate digital technologies. The proper and successful digital technologies
that can help in developing the operating system of Ontraport Company include mobile, tablets,
digital calculators, internet facilities, laptops and online data entry functions. Therefore, the aim
and objective of this project highlight the project management plan for developing the service
functions of Ontraport Company. On the other hand, it also focuses on the performance review
functions of the company in order to measure the performance ratio.
P2 Producing a project management plan
Actions Cost Time Quality Communicati
on
Risk Resources Supervis
or
Internet
accessibili
ty
$15,00
0
1
mont
h
Multi-
channel
approac
h
Email,
messages
Loss of data Social media CEO
Mobile
service
operations
$20,00
0
2
mont
hs
Omni-
channel
facilities
Tracking
mobile
service, phone
calls
Loss of
mobile
phones and
data
hacking
Advertiseme
nts
Digital
manager
Online
data entry
systems
$30,00
0
3
mont
hs
Rapid
growth
in the
service
operatio
ns
Verbal
communicatio
n and face to
face
interaction
Loss of
confidential
ity and
security
Online
reviews
Marketin
g
manager
Table 1: Project management plan
(Source: Self-developed)
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The above-presented table has focused on the project development plan that is highly essential
for Ontraport Company to develop their functions as a small business organisation. The table has
described the time, cost and resources of the digital technologies in order to focus on their rapid
growth developmental process (Aitamurto and Lewis 2013). The supervisor here is required to
monitor the process and measure the improvement ratio after implementing the resources and
technologies. The communication systems help in getting in touch with each other in order to
develop and make proper decision for the digital technology innovation. According to
Alshamaila et al. (2013), the risk factors have also been mentioned in the above table in order to
prioritise the risk factors and develop strategies for overcoming it. Thus, the project management
plan is highly essential for evaluating the correct technologies for the innovation of the company.
As in this case study, the company is based on customer relationship management and thus, they
have an opportunity to develop their actions according to the digital technological implications.
P3 Gantt chart projection and work breakdown structure
Actions 1
Month
3
Months
6
Months
8
Months
12
Months
14
Months
18
Months
Internet accessibility
Mobile functions
Using of Tablets
Communication
strategies
Digital strategies
Online service
delivery
Using of social
networking for
developing
5

Market analysis
Table 2: Gantt chart
(Source: Self-developed)
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EMAIL
DIGITAL
TECHNOLO
GIES
TABLETS
MOBILE
PHONES
MANAGERS
EFFICIENCY
IMPACT OF DIGITAL
TECHNOLOGIES IN
ORGANISATIONAL
DEVELOPMENT
SOCIAL
MEDIA
ORGANISAT
ION
PROPER
KNOWLEDG
E
DIGITAL
SKILLS
COMMUNICATI
ON
GENERAL MANAGERMARKETING MANAGER
QUANTITATUVE RESEARCH METHODS
FINANCE MANAGER QUALITATIVE RESEARCH METHO
25 EMPLOYEES
SURVEY INTERVIEW
SUCCESSFUL IMPLEMENTATION OF DIGITAL TECHNOLOGIES
Work Breakdown Structure
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This particular table has highlighted the actions and timeframes for the development of the
service functions of Ontraport Company. Moreover, it has also reflected on the digital
technological improvement process that helps in better communication and service management
functions. The above table has been projected to signify the better procedure for developing the
actions of the company in order to develop their profit income as a small organisation. The work
breakdown structure has also been provided to develop suitable steps for innovation process of
the digital technologies. As stated by McCann and Barlow (2015), in current times, it has been
found that digital technologies are making the lifestyle of people more developed and highly
modernise. As stated by Kalman (2014), digital life has become the pathway of success and thus,
it is necessary to improve the condition and implement the plan successfully.
TASK 2
LO 2Collecting information for project specifically
P4 Applying qualitative and quantitative research methods in the given project
In order to conduct the interview, the researcher has considered three managers to express their
views based on the questions asked to them. The three managers have been selected such as
general manager, marketing manager and finance manager.
1. Is the implementation of the digital technologies essential for the development of the
company?
In order to answer this particular question, the general manager opined that digital technologies
are furthermore developing and modernise technologies for the innovation of the organisation.
The implementation of accurate digital technologies has helped in better modification and rapid
growth in the sales production.
The marketing manager is of the opinion that digital technologies have played an important role
in developing the marketing policies and processes of the organisation. It has increased the
number of customers and developed the online delivery processes for a better attraction of the
customers. Moreover, marketing manager also stated that in order to maintain the customer
relationship process, digital technologies are highly essential such as mobile, emails and social
media communication.
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Finance manager is of the opinion that though the digital technologies are essential for
developing good communication strategies, however, it needs large investment during the
implementation process.
2. What improvement process has been evaluated after implementing digital technologies?
Marketing manager stated that digital technologies have developed the process of marketing
facilities of the organisation. The use of tablets and mobile phones has made the process very
comfortable and easy for the customers to develop their relationship approach.
The general manager also agrees with the marketing manager's views and opined that the
implementation of digital technologies has improved the innovation process of the company. In
order to maintain good communication systems with the customers, the need for internet and
digital resources are highly essential. Email, calls and chats via online systems have developed
the way to communicating with the customers and established a good relationship.
In order to answer this question, finance manager stated that development of digital technologies
has evolved the overall functioning of the organisation. However, it has deteriorated the financial
development. In current times, in order to implement digital technologies, the organisation is
facing financial crisis. The training and development of the employees for better accessibility of
the digital technologies also develops high amount of investment.
3. What are the possible risk factors for implementing digital technologies?
Finance manager is of the opinion that financial risk is the major factor that has affected the
organisation in implementing digital technologies. Finance manager also added that due to the
financial crisis the organisation is facing difficulties in implementing digital technologies.
The marketing manager here opines that the risk factors that are highly affecting the growth of
the company are a security risk, a risk of data loss and confidentiality risk. In addition to this,
marketing manager also added that there are several strategies to overcome the risk and digital
technologies are highly essential.
In order to answer this question, general manager mentioned that the risk factors are not a burden
for developing the digital technologies. The general manager also continues and stated that with
the help of modern technologies like security lock systems and fingerprint scanner the risk
factors can be managed. Therefore, digital technologies are the best way of developing the
business operations towards success.
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In order to conduct the survey, the researcher has considered 25 employees to express their
views.
1. How much of you agree with the continuous developmental process of digital
technologies?
Satisfactory rates Number of employees
Strongly agreed 15
Agreed 5
Neutral 2
Disagree 2
Strongly disagree 1
2. Do you think that digital technologies are essential for developing the growth and
productivity of the organisations?
Satisfactory rates Number of employees
Strongly agreed 18
Agreed 3
Neutral 1
Disagree 2
Strongly disagree 1
3. Do you think that the risk factors are overcome successfully?
Satisfactory rates Number of employees
Strongly agreed 5
Agreed 10
Neutral 2
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Disagree 7
Strongly disagree 1
4. How well are you satisfied with the digital technological operations?
Satisfactory rates Number of employees
Strongly agreed 18
Agreed 1
Neutral 1
Disagree 3
Strongly disagree 2
In order to state the accuracy and reliability of the above-presented research methods, it can be
said that both quantitative and qualitative research methods are highly necessary for the purpose
of completing this project. However, a survey has given a concrete idea about the perfect process
of development and their measurement idea about the concept. On the other hand, qualitative
research method has also presented a brief view of the managers regarding the digital
technological systems. Therefore, both the research methods have developed ideas from different
perspectives. Managers and employees both are equally important for the improving
organisational fiction.
TASK 3
LO 3 Presentation of the project based on proper communication strategies
and data analysis
P5 Analysing of the research by using appropriate data and techniques
In this case, the researcher has considered both qualitative and quantitative research methods for
analysing the current project. In order to evaluate on the basis of accuracy and reliability, it can
be stated that both research methods are equally important for conducting the project
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successfully. According to Eid and El-Gohary (2013), qualitative research method helps in
accumulating valid and proper data from the managers by the process of conducting an
interview. However, Fitzgerald et al. (2014) opined that quantitative research method help in
collecting data from the employees in the medium of a survey. According to Mazzarol (2015),
this process helps in better evaluation of the data and helps in getting a profound idea about the
impression of the employees as well. Interview with the managers of the company has been
considered as the qualitative research method and survey has been considered as the quantitative
research method. As mentioned by Knight and Liesch (2016), reliability is checked based on the
performance of the members and employees simultaneously because it helps in the better
improvement process.
In addition to this, the above-presented research methods are highly necessary for the purpose of
completing this project. However, a survey has given a concrete idea about the perfect process of
development and their measurement idea about the concept. On the other hand, qualitative
research method has also presented a brief view of the managers regarding the digital
technological systems. As stated by Helfat and Martin (2015), the effective tools that have been
used in this current project are the conduction of interview process with the managers and
conduction of survey with the employees. Both of these process and tools have helped to analyse
the best possible ways for developing the service functions of the company. In order to analyse
and evaluate the current developmental process of Ontraport Company based on digital
technological innovations, it is necessary to conduct both the research methods and tools
efficiently. According to Gutierrez et al. (2015), data collection tools and techniques are highly
essential for developing the research objectives and goals.
In order to evaluate the functions of the research methods, it can be said that interview process is
more relevant and accurate for the purpose of developing the service quality actions. As per the
analysis of the research methods and tools it has been found that the managers should implement
several risk management strategies for overcoming their risk factors such as security risk and
confidentiality. The managers of the company should also focus on their financial developmental
process in order to mitigate their financial crisis and implement further digital technologies.
Employees should be given proper training based on the knowledge of digital technological
innovations so that they can perform their actions successfully. In order to make the employees
efficient, the company need to provide better knowledge and training process. The most
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