Analyzing Digital Technology's Impact on Retail Marketing at M&S

This professional research report examines the impact of digital technology transformation on the marketing activities of the retail sector, using Marks and Spencer as a case study. The report begins with an introduction to the significance of digital technology in business success and outlines the aims and objectives, which include interpreting the concept of digital technology transformation, analyzing its execution on marketing actions, linking transformation with marketing activities, and recommending ways to generate revenue and profits. A detailed project management plan is presented, including timelines, costs, risks, and resource allocation. The research methodology section covers research philosophies (positivism), approach (deductive), design (descriptive), and techniques (qualitative), along with data collection methods. The findings are presented with data analysis, including themes and interpretations. The report concludes with a reflection and provides references, alongside a project logbook and performance review.

Managing Successful Business
Project

Table of Contents
PROFESSIONAL RESEARCH REPORT......................................................................................1
Aims and objectives....................................................................................................................1
Project management plan............................................................................................................2
Research Methodology................................................................................................................1
Data analysis and Findings..............................................................................................................2
Conclusion.................................................................................................................................11
Reflection..................................................................................................................................11
PROJECT LOGBOOK..................................................................................................................13
PERFORMANCES REVIEW.......................................................................................................14
REFERENCES..............................................................................................................................16

PROFESSIONAL RESEARCH REPORT
Aims and objectives
Background and introduction
Digital technology consist more important part in the business success. In this regard,
effectiveness continuously develop that assist to meet with innovations and creativity. With
respect to consider digital transformation at highest level, it can be interpreted that business
innovations create whole and quick decisions that specify in systematic manner. On the basis of
physical media, relevant work performance developed (Deegan and Sutherland, 2016). In retail
sector operations it helps to connect people with ascertained recent activities and functions.
Rationale
With regards to consider digital technology at workplace, it can be stated that retail sector
able to generate their successful results. With using advance activities and tasks, communication
continuously develop with network, access, manage, integrate, etc. All relevant information has
been collected that increase knowledge of society. In Marks and Spencer, it will develop
understanding and connection between different people. Therefore, it manages operations to
perform all over functions in desired manner (Shankar, Kleijnen and Morrissey, 2016).
Execution of successful digital technology make advance work performance in business for their
management and evaluation.
Aims and objectives
Aim: “To identify impact of digital technology transformation on marketing activities of retail
sector – A Case Study on Marks and Spencer”
Objectives
 To interpret conception of digital technology transformation in retail sector.
 To analysis execution of digital technology on marketing action of Marks and Spencer.
 To link digital technology transformation and marketing activities of Marks and Spencer.
 To recommend ways through digital technology activities implemented to generate
revenue and profits.
Research questions
 How to interpret conception of digital technology transformation in retail sector?
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 What are the importance of implementation of digital technology on marketing activities
of Marks and Spencer?
 How to interrelate digital technology transformation and marketing activities of Marks
and Spencer?
 What are the recommendation ways through digital technology activities implemented to
generate revenue and profits?
Project management plan
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Task Name 4 days Fri 5/18/18 Wed 5/23/18
Auto
Schedule
d
Research project 1 day? Fri 5/18/18 Fri 5/18/18
Auto
Schedule
d
Formulation of activities 1 day Fri 5/18/18 Fri 5/18/18
Auto
Schedule
d
Evaluating topic of
project 1 day Mon 5/21/18 Mon 5/21/18 3
Auto
Schedule
d
Determining problem
statement 2 days Tue 5/22/18 Wed 5/23/18 4
Auto
Schedule
d
Evaluating allocation of
resources and time 29 days Fri 5/18/18 Wed 6/27/18
Auto
Schedule
d
Implementation 10 days Thu 5/24/18 Wed 6/6/18 5
Auto
Schedule
d
Drafting Literature review 5 days Thu 6/7/18 Wed 6/13/18 7
Auto
Schedule
d
Analyzing research
methods 4 days Thu 6/14/18 Tue 6/19/18 8
Auto
Schedule
d
Calculation of Cost 10 days Wed 6/20/18 Tue 7/3/18 9
2

Auto
Schedule
d
Interpretation and
analysis of data 5 days Wed 6/20/18 Tue 6/26/18 9
Auto
Schedule
d
Sorting outcomes and
conclusion 5 days Fri 5/18/18 Thu 5/24/18
Auto
Schedule
d
Project closer 2 days Wed 6/27/18 Thu 6/28/18 11
Auto
Schedule
d
Drafting summary and
recommendation 2 days Fri 6/29/18 Mon 7/2/18 13
Auto
Schedule
d
Proper documentation of
outcomes 1 day Tue 7/3/18 Tue 7/3/18 14
Auto
Schedule
d
Submission of report 1 day Wed 7/4/18 Wed 7/4/18 15
With this regard, systematic work performances developed with several perspectives.
There are certain activities and tasks develop results. In project management plan, time frame
consist to accomplish aims and objectives (Huang, Henfridsson and Newell, 2017). Following
tools included in project management plan that assists to meet with systematic work
performance:
Cost: In order to attain more systematic work performance, cost is most important
element that take desired results at workplace. On the basis of set aims and objectives, around
£750 implemented. It will help to focus on maintain creativity (Brocato, White and Brocato,
2015).
Risk: In the present research time and cost are main risks that need to be solved to
undertake effective work performance. As per the new tools and techniques, risk must be solved
so that it would be beneficial to maintain more desire outcomes.
Scope: Implementation of digital technology help to focus on creativity. As it also
develop innovations and creativity (Hunsberger, 2017). On the basis of social media activities,
business manager able to communicate their successful program in business.
Resources: In the present research, primary and secondary two types of resources has
been carried that assists to perform functions and operations of retail sector. On the basis of these
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resources, researcher able to communicate their outcomes in systematic manner. These resources
help to find relevant performance at workplace.
Quality: In the present research, it is important to carry qualitative information that is
useful to measure successful results in creative perspective. As per the quality and standard, it
would be undertaken in research project (Shankar, Kleijnen and Morrissey, 2016).
Communication: Researcher must communicate their aims and objectives with
respondents. As per their views, activities must be design to develop creative work performance
in whole research. Furthermore, proper communication also helps to maintain desired results
activities at workplace.
Time frame: In the whole research, around 4 weeks has been taken to communicate
several benefits with all people of research. As per the creativity, whole time ascertained to focus
and maintain proper aspects of research (Shankar, Kleijnen and Morrissey, 2016).
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Research Methodology
It is one of the important aspect in the work that helps to scholarly person in analysing,
assessing and interpreting information for find out statement of explore problem. It is united of
the most crucial aspect in investigation that provide appropriate solution to scholar regarding
issue. It is a tabular, conjectural investigation of the techniques practical to a field of
investigation (Caillaud and Goepp, 2016). Research approach, data collection, research design,
sampling, philosophies, research techniques are major method and tools of research
methodology. In a simple word it can be said that research methodology allows to investigator in
conducting the investigation in more appropriate manner by implement various techniques and
methods. In the current study, researcher have main aim is to analyse the impact of digital
technology transformation on marketing activities of retail sector. For accomplish this objective,
scholar have applied various methods which are discussed below- Research Philosophies- Research philosophy is main part of research methodology that
allows scholar to conduct detail analysis and investigation about subject. This technique
helps to scholar in analyse and utilise the finding for examine the actual issue (Page and
Wilkinson, 2017). Possitivim and interpritivism are major two method of research
philosophy that implement in investigation according to the objective and required
outcome. In the positivism research philosophy, scholar depends upon the various facts
and finding for the particular problem. In addition to this, in the interpritivism research
philosophy various concepts and theories can use for obtain outcome. For investigate
about implication of digital technology on marketing activities, individual have applied
positivism philosophy. Research approach- Research approach provides ideas to researcher that how the
information should analyse and asses for find out solution of research problem. For
analyse the information, various ways can use in this technique. There are two ways that
is inductive and deductive research approach. Inductive approach is based on various
trends and patterns (Neuman, 2016). On the other hand in the deductive approach,
Investigation starts with hypothesis. Deductive research approach has applied by
researcher for investigator the importance and implication of digital technology in the
marketing department.
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 Research design- Research design is a blue print that guide to scholar about how to
conduct study and how to interpret information. Exploratory, descriptive etc are major
method of research design. It is significant to choose one appropriate method for
investigate the study (Wildemuth, 2016). For present study, scholar have used
descriptive research design for analyse the impact of digital technology on the marketing
activities within Marks and Spencer. Research techniques- Qualitative and quantitative are major two research technique that
help to researcher ion collect, analyse and asses information for find out solution. It is
important to select one appropriate method of research technique (Snyder, 2012). In the
current investigation, qualitative research technique has been applied under which
collected information can represent with help of graphs, charts, tables etc. Data collection-This is most crucial aspect by which information can gather by two
aspects that is primary and secondary data collection. Fresh information can gather from
survey, interview, questionnaire, observation etc that all are comes in the primary data
collection (Porter and Mashiri, 2017). On the other hand published information can
gather from online blogs, books, magazines, articles etc that comes in the secondary data
collection. For collect information about digital technology implication, scholar have
conducted survey under primary data collection. By use of this method, scholar can
gather fresh information including respondents reviews, opinion, feedback about the
utilisation of digital technology in Marks and Spencer.
 Sampling- Sampling helps to researcher in selecting some group of people from large
numbers of population (Zumitzavan and Michie, 2015). Investigator have selected 30
personnels of Marks and Spencer for collect data regarding the impact and importance of
digital technology within cited venture.
Data analysis and Findings
Theme 1: Most of the respondent said that effective marketing operation brings prosperity to
enterprise.
1. Is Marketing function are
helpful for business
enterprise. Frequency %
2

Yes 22 73.33%
No 6 20.00%
May be 2 6.67%
Total 30 100.00%
3
Yes No May be
0
5
10
15
20
25
22
6
2
Frequency

Interpretation- Based on the above report it can be concluded that marketing is the activities
which helps to aware customer about marketing activities. With the help of this business
activities can be handled effectively. In this, there are total number of 30 respondents. With help
of it, it can be analysed that 22 said that marketing activities are effective, 6 said no and 2 are not
sure of it. In this way, it can be said that effective marketing operation are helpful in terms to
bring competitive advantage to firm.
Theme 2: Yes, Mark & Spender is planning to implement the technological advancement.
2. In which area Mark and
Spenser is planning to
implement digital
technological advancement. Frequency %
Yes 24 80.00%
No 4 13.33%
May be 2 6.67%
Total 30 100.00%
4

Interpretation- From the above chart it can affirm that technological advancement is one of
crucial aspect to bring competitive advantage to an enterprise. In order to make business
activities effectively Mark & Spenser need to implement technological advancement to the firm.
Thus, there are total number of 20 respondents. In addition to this, 24 said that Mark & Spenser
is planning to adopt technical facilities to an enterprise, 4 said no and 2 are not sure about it. In
this way, it can be said that technological advantage will bring effective process to an enterprise.
Theme 3: Yes, technological advancement will be essential to foster growth of an enterprise.
3. Do you believe that
technological advancement
will foster the growth of
retail sector. Frequency %
Yes 26 86.67%
No 3 10.00%
May be 1 3.33%
Total 30 100.00%
5
Yes
No
May be
0 5 10 15 20 25 30
24
4
2
Frequency