BTEC HND Marketing: Analyzing Digital Tech's Impact on Hutchison 3G UK

This report assesses the impact of digital technology on the marketing strategies of Hutchison 3G UK Limited, a leading telecommunications provider. The project aims to analyze how digital technology has enabled Hutchison 3G to gain a competitive advantage in the UK market. The report includes a comprehensive project management plan covering cost, scope, time, quality, communication, risk, and resources. A work breakdown structure and Gantt chart are developed to provide timeframes and stages for project completion. The research incorporates both qualitative and quantitative methods to gather data, followed by an analysis of the findings using appropriate tools and techniques. Recommendations are provided based on the research and data analysis, and the report reflects on the value of undertaking the research to meet stated objectives. The project was conducted within a timeframe of 11 weeks, and the budget for the research was estimated to be £500. The research considered the application and benefits gained by Hutchison 3G through utilizing digital marketing, the efficiency of customer satisfaction, and the integration between operational activities and digital marketing strategies. The report also addresses potential risks and provides a communication plan for stakeholders.

Submission Front Sheet
Assignment Code: NSAB537B6
Programme: BTEC Higher National Diploma in Business (Marketing)RQF
Unit Title and Number: Managing a Successful Business Project (Unit 6)
Level: 5 Unit Code: D/508/0491; Credit value: 15 credits; Level 4
Module Tutor: Yannick Fansi/ Esther Aivinhenyi
Email: [e-mail] ; [e-mail]
Date Set: 12th January 2018
Name: ………………………………………….
Registration Number: ……………………………………………
Date: ……………………………………………
Is this a First Submission or S Second Submission ?
Word Count (max.5000)
Turnitin Score
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Learner’s statement of authenticity
I certify that the work submitted for this assignment is my own. Where the work of
others has been used to support my work then credit has been acknowledged.I have
identified and acknowledged all sources used in this assignment and have referenced
according to the Harvard referencing system. I have read and understood the
Plagiarism and Collusion section provided with the assignment brief and understood the
consequences of plagiarising.
Signature: ______________________________ Date: ___/___/_____
words
%

Table of Contents
Report Part.......................................................................................................................................3
Introduction..................................................................................................................................3
P1: Devise project aims and objectives for a chosen project within your chosen Business........3
P2: Produce a project management plan that covers aspects of cost, scope, time, quality,
communication, risk and resources..............................................................................................4
M1 Produce a comprehensive project management plan, milestone schedule and project
schedule for monitoring and completing the aims and objectives of the project........................4
P3: Produce a work breakdown structure and a Gantt chart to provide timeframes and stages
for completion..............................................................................................................................8
Conclusion.....................................................................................................................................13
Project Log Book...........................................................................................................................15
P4: Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives.................................................................15
Performance Review......................................................................................................................23
P5: Analyse research and data using appropriate tools and techniques.....................................23
P6: Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusion......................................................................................27
P7: Reflect on the values of undertaking the research to meet stated objectives and own
learning and performance..........................................................................................................28
Conclusion.....................................................................................................................................28
Bibliography..................................................................................................................................29
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Topic: Assessment of the impact of digital technology on the
marketing of the “Hutchison 3G UK Limited”.
Report Part
Introduction
The subject of the paper is the Hutchison 3G UK Limited which is branded by the name
of three mobile is “UK’s fastest growing network” (Three 2018). The network of the subject
covers over 97% of the UK population and carries over 36% of the “UK’s network internet
tariff” (Three 2017). The subject has also been awarded multiple awards for its network and
customer services. One of the notable fact about the awards won by the organisation is based on
the consumer’s opinions rather than the critic related votes which cites the goodwill that is
entertained by the subject by its consumers. Additionally, according to Tadajewski (2016),
goodwill is the reflection of marketing and hence, it can be assumed that the marketing of the
subject is very impactful. Hence, it is of great vitality that the marketing of the subject is
assessed and what are the factors that influence it. Additionally, the subject is a technology
driven organisation which can be used to cite that the technology has a strong impact on the
operations of the former. Hence, the objective of the paper is to analyse the marketing strategy.
The paper will most prominently focus on the impact of the digital technology on the marketing
strategies and status of the subject.
P1: Devise project aims and objectives for a chosen project within your chosen
Business.
Aim
The aim of the paper in discussion is to analyse the impact that digital technology has on
the subject of the paper and how the former has enabled the subject to enjoy competitive
advantage in UK.
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Objectives
The research questions that will be pursued throughout the paper and based upon which the
management plan will be developed have been listed as follows:
 Specific: To evaluate the impact of the digital technology on the marketing of the subject.
 Measureable: To measure the benefits that the digital technology has offered to the
marketing of the subject and in the process offer competitive advantage.
 Attainable: To evaluate the marketing factors that have formulated the perception of the
customers towards the subject and what role did digital technology played in it.
 Relevant: To propose recommendations with the capability to further leverage the digital
technology to develop a stronger and intruding marketing strategy.
 Time Bounded: To complete the research work within a time frame of 11 weeks.
P2: Produce a project management plan that covers aspects of cost, scope,
time, quality, communication, risk and resources.
Following sections cover the project management plan for the business research
including all the project constraints such as objectives, cost, time and quality.
M1 Produce a comprehensive project management plan, milestone schedule
and project schedule for monitoring and completing the aims and objectives of
the project.
Cost Objective
The budget for the delivery of this research is estimated to be £500.
Time Objective
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The research will be proceeded for ten weeks.
Quality Objective
In manner to assure that the project delivery is capable of fulfilling the needs and
requirements of the research paper and produce an efficient result that can drive to better clarity
and expression of the results. The ethical consideration will be managed throughout the research
and the data being collected and proposed will be in an efficient and effective manner. The
reliability of the research and the identified results will be authenticate and confidential. The
better and precise result should be presented through contacting the marketing managers of the
Hutchison and the precision will be managed through surveying the marketing representatives of
Hutchison.
The survey will be driven without affecting the ongoing activities of the Hutchison
marketing employees through sharing the list of questions to them through mail.
Scope of the Research
The wide application of the digital technologies have been leading to the rise of many
telecommunication in the UK and the services being provided by them have become challenging
as the competition is growing rapidly. Digital marketing has become the integral part for most of
the companies in manner to cope up with the competitive environment and create own place in
the race of the best among the respective industries.
Digital marketing is helpful in widening the scope for the industries to be ahead of all the
respective competitors and for researching about the impact of the digital marketing in the
business of the Hutchison following scopes have been considered:
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In Scopes
 Application and benefits gained by the Hutchison through utilizing the digital marketing
for promoting the business operational activities.
 Analysis of the efficiency of customer satisfaction through introducing the better
approaches related to the products and services of the Hutchison. Integrating the relation between the operational activities and the digital marketing
strategies.
Out Scopes
 Expenses enhancement Increment
 Maintenance of the digital technology
 Diversity and globalization
 Policy compilation
Resources
The data and information will be collected from the annual reports and contacting the
individuals associated with the digital marketing of the Hutchison. The entire research will be
completed within £500 for the research activities and necessary resources. Microsoft office suit
and Google forms accessibility will be required for the collection of data and information and
interacting with the respective representatives of the survey.
Risks
 Denial from the Hutchison representatives could drag back from analysing their point of
view on the respective topics
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 The responses should be provided under anyone’s influence and every representative
should not be biased while responding
 Less efficient and reliable data analysis could possibly influence the entire result of the
project.
Communication
The following table provides the communication plan that will be adhered while
communicating with the different stakeholders for the purpose of this research:
Stakeholders Communication technique Communication
Purpose
Frequency of
communication
The
administrative
department of
Hutchison
A formal letter will be
forwarded to the Hutchison
for the approval of the
management for the meetings
and communication and
expose of the information
necessary for the research.
If the physical appearance is
necessary, then the physical
meetings will be attended
meetings with the
management in manner to
propose them about the
Approval for the
meeting and stating
them the purpose of
the research and the
beneficial aspects of
the research for the
Hutchison.
Two times
throughout the
research
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research and inform the
necessary information
required for it.
Marketing
Managers of
Hutchison
Personal interview will be
taken for the collection of
their perspective on the
digital marketing and
acquiring necessary
information for the business
research.
The necessary
information will be
noted down and
recorder for the further
involvement in the
business research and
reaching at the
conclusion
Two times
Customers of the
Hutchison
The individuals who have
liked the social web pages of
the Hutchison will be selected
and specially, the ones who
have communicated there for
certain topics
Their views will be
collected and recorded
for further analysis and
proposing specific
findings those are
necessary for this
business research.
One Time
P3: Produce a work breakdown structure and a Gantt chart to provide
timeframes and stages for completion.
Work Breakdown Structure
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Activity Purpose of the
Activity
Resource
Requirements
Followed
Procedure
Achievements
Approval
about the
meeting
and expose
of the
information
related to
the
Hutchison
considering
the policies
of
Hutchison
To assure that
further information
sharing and exposing
will not hamper any
of the policy of
Hutchison and all the
necessary details
could be gathered
and utilized for the
research. Another
purpose of this
activity will to get
proper authentication
and approval from
the Hutchison
executive to meet the
managers and
discuss about the
concepts of the
research.
Network
connectivity,
computer
systems,
contact
information of
the managers.
The first attempt
will be to look for
the personal or
professional mails
of the executives
for the approval of
meeting with the
managers.
Thereafter, the
managers will be
send a request for
joining at certain
meeting with
venue, date, and
Proper and
effective support
from the staffs
of the Hutchison
and approval on
meeting the
respective
managers for the
collection of
data and
information.
Operation Collection of their Network Meeting with the Collection of the
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managers
interviews
perceptions on the
customer services
and the collection of
the responses related
to the developed
questionnaire that
will be helpful in
reaching a precise
and accurate result.
connectivity,
computer
systems,
contact
information of
the managers.
respective
managers
operational without
altering their jobs
that will be helpful
for the research
authenticated
and adequate
collection of
data that will
lead to a precise
and accurate
qualitative
findings
Surveying
with the
consumers
of
Hutchison
Collection of the
responses of the
consumers on the
relative services
being provided by
the Hutchison
through the
application of the
digital technology
Network
connectivity,
computer
systems,
contact
information of
the managers.
Targeting the
consumers from the
social media,
visiting the
Hutchison stores,
thereafter
requesting for their
personal mail ids
and finally, sharing
the questionnaire
for the survey.
Accurate and
authenticated
data and
information will
be collected
related to the
responses of the
consumers.
Analysing
the data
collected
The purpose is to
analyse the data and
information
Network
connectivity,
computer
Quantitative
analysis will be
driven for reaching
This will be
helpful in
finalising the
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through the
survey
collected from the
survey to reach at a
particular conclusion
and finding
systems,
contact
information of
the managers.
at a conclusion that
can lead to certain
findings.
entire collected
data and
information and
reaching at a
particular point
that can be
helpful in
enhancing the
efficiency of the
research.
Submitting
the final
developed
research
report
To gather the
feedbacks from the
University
professors and the
Hutchison managers
for relating the
research findings
and the results
Network
connectivity,
computer
systems,
contact
information of
the managers.
Development of the
two copies those
could be shared
among the
University and the
Hutchison for
demonstrating the
effectiveness of the
results gathered
Gather a
practical
experience of
research that can
be helpful in
developing a
future
personality to
drive effective
and efficient
research in
future.
Gantt chart
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Tasks Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
Aim and
Objectives
determinatio
n related to
the research
Project
management
plan
development
for the
execution of
the research
Collection of
the
qualitative
data through
interviewing
the
marketing
managers
Questioning
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with the
customers
and
gathering
their
feedback
about the
Hutchison
Analysing
the collected
data from the
consumers
and moving
to certain
exact
findings
Submitting
the final
report
Conclusion
The above report presents an analysis on the transformation being implemented within
the Hutchison through the application of the digital technology considering the point of views of
the consumers and the Hutchison marketing managers. The proposed project management plan
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will be helpful in developing the research within the expected schedule and reaching at an exact
finding that can be beneficial for the Hutchison and my career at the University. The proposed
research will be conducted through the implementation of the quantitative and qualitive data
analysis in manner to reach to a specific and accurate findings and results. The research will be
helpful for the Hutchison in manner to utilize the digital technologies in much efficient way and
leading the organization towards the success.
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Project Log Book
P4: Carry out small-scale research by applying qualitative and quantitative
research methods appropriate for meeting project aims and objectives.
Name and Id:
Please fill
Project title:
Management of a Successful Business Project
WEEK 5 (Please fill dates)
Your progress
A proper research topic has been selected in manner to drive the research. Aims and
objectives of the research have also been identified in manner to keep the research well
focused and targeted towards the topic.
Secondary data analysis has been conducted through digging on the internet and
collecting the various research papers proposed by different writers.
The project management plan ideas are ready however; it needs to be finalized on a file
and will be developed in next week.
Risks and issues
Gathering of unreliable sources and data
Selection of a topic that cannot be analysed without higher authorities or not availability
of data and information on the internet
Ineffective research topic
New ideas and change of project direction
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Previously, I decided to drive the research on the Alibaba.com and so I looked over the
internet and contacted Alibaba executives for the survey and their responses. However, I
did not get any response and I was unable to reach them and hence, the next thought was
to execute the research on the Hutchison as it was not very hard to get them as
everything was available in UK and I get many annual reports and relative information
those could be utilized for the research.
Tasks planned for next week
The initiation has been already completed as I was able to make the contacts with the
Hutchison managers and the consumers in addition to the research topic and research
area. The next move will be to develop a sophisticated project management plan that can
be helpful in delivering the research in an efficient and effective manner.
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
Name: <Please Fill> Date: <Please Fill>
WEEK 6 (<Please Fill>)
Your progress
I have done the secondary data analysis through surfing the internet and collected
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related data and information those could be utilized for the purpose of the research.
Moving forward towards the accomplishment of the project management plan.
Risks and issues
Digital technology and their application are very wide and hence, little knowledge can
be dangerous for the proceedings if secondary data analysis has not been driven
efficiently.
I was not aware with the secondary data analysis however; I know about the internet
surfing and so a little push from my professor was helpful in executing the secondary
data analysis and reaching at a point of justification where the research topic can be
associated with the selected organization.
New ideas and change of project direction
No.
Tasks planned for next week
Project management plan development
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
Name: <Please Fill> Date: <Please Fill>
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WEEK 7 (<Please Fill>)
Your progress
The project management plan has been developed successfully including the work
breakdown structure, communication plan and other management aspects in manner to
deliver the research in systematic manner. The officials and executives have been send
the official applications for the approval on meeting and data collection.
Risks and issues
Budget
Time
Approval failure
Not physical appearance of the executives or managers
New ideas and change of project direction
I decided to look for the customers online however; not all the subscribers were reliable
and hence, I went to local stores for contacting with their respectable customers.
Tasks planned for next week
Sharing of the survey questionnaire and executing the qualitative and quantitative
analysis
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
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Name: <Please Fill> Date: <Please Fill>
WEEK 8 (19 th Feb to 25 th Feb)
Your progress
Qualitative research has been driven and the responses of the representatives have been
collected through Google forms.
Risks and issues
Bias replies from the representatives
Represent5atives does not respond at all
Some ethical questions might hurt their feelings
New ideas and change of project direction
Google forms has been used for the collection of the responses and analysing the point of
views of the representatives in the summary form.
Tasks planned for next week
Analysing the qualitative data collected will be the plan for the next week
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
Name: <Please Fill> Date: <Please Fill>
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WEEK 9 (26 th Feb to 4 th March)
Your progress
In total sixty customers were sorted out for the survey and collecting data however; forty
responses were received and thus, further analysis was driven accordingly.
Risks and issues
Biased responses
Not responses
Timeline issues
Non-disclosure policies and regulations
New ideas and change of project direction
No.
Tasks planned for next week
Data analysis will be the next step
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
Name: <Please Fill> Date: <Please Fill>
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WEEK 10 (5 th March to 11 th March)
Your progress
The quantitative and qualitative data has been collected through the survey and
questionnaire distribution and collection of the responses.
Risks and issues
Unsuitable data analysis technique
Unauthenticated data analysis
Improper management
Policies and regulations compliance
New ideas and change of project direction
Not applicable.
Tasks planned for next week
Not applicable.
Not applicable.
Project plan status to date
Behind On time Ahead
Comments from tutor (To be addressed by student)
Comments: <Please Fill>
Name: <Please Fill> Date: <Please Fill>
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Research Questionnaire
Interview Questionnaire for Marketing Managers
1. How much effective is the implementation of the digital technology in the enhancement
of the Hutchison’s success in UK?
2. How the digital technologies are being utilized by the Hutchison for informing the
customers about the packages and necessary information related to the services?
Survey Questionnaire to Customers
1. Please select your age group:
2. Please select your gender:
3. Do the recharge facilities provided by Hutchison 3G UK Limited through online payment
is convenient according to you?
4. How do you get information about the broadband packages provided by Hutchison?
5. Is digital marketing content of the organization helpful in informing you about the
unlimited packages?
6. Are the efforts made by the digital marketing content helpful in introducing all the new
and unlimited offers of Hutchison?
7. The customer service of Hutchison is helpful in assisting all the service related issues:
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Performance Review
P5: Analyse research and data using appropriate tools and techniques.
Quantitative Analysis
Analysis 1: Please select your age group:
Analysis 2: Please select your gender:
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Analysis 3: Do the recharge facilities provided by Hutchison 3G UK Limited through
online payment is convenient according to you?
Analysis 4: How do you get information about the broadband packages provided by
Hutchison?
Analysis 5: Is digital marketing content of the organization helpful in informing you about
the unlimited packages?
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Analysis 6: Are the efforts made by the digital marketing content helpful in introducing all
the new and unlimited offers of Hutchison?
Analysis 7: The customer service of Hutchison is helpful in assisting all the service related
issues:
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Summary of Findings
From the above qualitative and quantitative analysis, it was identified that above report
successfully analysed the behaviour and response of the individuals in the context of the
application of the digital technology in the Hutchison organization. Proper responses were
collected from the representatives and those were helpful in analysing the collected data. The
above findings explained that digital technology are playing effective role in the enhancement of
the performance of the Hutchison. The questions were set in manner to analyse the behaviour of
the individuals on how digital technology is contributing in supporting the operational behaviour
of the organization. The survey informs that most of the individuals are informed about the
services through the digital marketing and most of the users are satisfied with the facilities and
services being introduced by the Hutchison.
The survey also reveals that the digital technologies are contributing in the enhancement
of the performance of Hutchison and hence contributing in attracting more consumers to avail
the services being offered by them. Most consumers believe that the online payment services
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being introduced is helpful in availing the non-stop services and it has been claimed to be
secured as respond by most of the representatives.
P6: Communicate appropriate recommendations as a result of research and
data analysis to draw valid and meaningful conclusion.
Recommendations
Following are the recommendations those could be introduced to the Hutchison considering
the quantitative and qualitative analysis driven in the above report:
 Hutchison should enhance the smartphone application interface that should be capable of
introducing a feature of feedback system from the consumers. This will allow the
organization to consider the reviews of the consumers and how these could be improved
for the betterment of the organization.
 Customers are looking for much enhanced services as those are being introduced by other
telecom industries in this competitive environment.
 The Hutchison can introduce customer services in addition to the customer support in
manner to assure that every consumer is being handled by the organization in an efficient
and effective manner.
 Hutchison can improve the broadband packages services for the enhancement in the
target market and making better profits in the industries.
 Hutchison does not seems to be much connected with the consumers on the Social
Medias and thus, they need to be involved with the Customer Relationship Management
on the social media platform.
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P7: Reflect on the values of undertaking the research to meet stated objectives
and own learning and performance.
Conclusion
Digital technology can be the better option for the Hutchison in manner to be the top
most attractive organization for the consumers and thus, enhance the productivity and output of
the organization. The business always looks for the innovation as the continuous growth in the
market leading to more competition and the organizations need to manage all the operational
activities and the consumers to satisfy them. The above report successfully analyse the responses
of various candidates on the topic related to the application of digital technology in the
enhancement of the performance of Hutchison.
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