How Digital Technology Transformed M&S Business Activities: A Study

This report examines the transformative impact of digital technology on Marks & Spencer (M&S), a British multinational retail company. It explores how digital tools influence various business functions, including finance, operations, and marketing. The research investigates the concept of digital technology, its impact on business activities, and the interrelationship between M&S's growth and digitalization. The methodology includes a literature review, qualitative research strategy, and data collection from primary (employee surveys) and secondary sources (books, articles, journals). Key findings highlight the importance of digital technology in improving productivity, customer experience, and overall business performance. The report also identifies potential barriers to implementation and suggests ways to optimize digital technology within M&S. The conclusion emphasizes the need for strategic digital transformation to ensure sustained growth and competitiveness in the retail sector.

Managing Sucessful Business Project

TABLE OF CONTENTS
ABSTRACT....................................................................................................................................1
INTRODUCTION...........................................................................................................................2
Title..............................................................................................................................................2
Introduction to organisation.........................................................................................................2
Introduction to digital technology...............................................................................................2
Research aim................................................................................................................................2
Research objectives.....................................................................................................................3
Research questions.......................................................................................................................3
LITERTURE REVIEW...................................................................................................................3
Concept of digital technology......................................................................................................3
Impact of technology leading to transformation of activities of business...................................3
Interrelationship between growth of M&S with digitalisation....................................................4
METHODOLOGY..........................................................................................................................5
Sampling methods.......................................................................................................................5
Research philosophy....................................................................................................................5
Research approach.......................................................................................................................5
Research strategy.........................................................................................................................5
Data collection.............................................................................................................................6
Data analysis................................................................................................................................6
Time horizon................................................................................................................................6
FINDING.........................................................................................................................................7
DISCUSSION................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFLECTION...............................................................................................................................14
REFERENCE................................................................................................................................16
APPENDIX....................................................................................................................................18

TABLE OF FIGURES
Figure 1: Helfulness of digital technology for M&S.......................................................................8
Figure 2: Digital technology is useful in improvemeent of productivity and business activates....9
Figure 3: Digital technology is used in all departments of M&S..................................................10
Figure 4: Digital technology used in all departments....................................................................11
Figure 5: Potential barriers for use of digital technology within M&S.........................................12
Figure 6: Benefit of digital technology for m&S as whole...........................................................13

ABSTRACT
Marks and Spencer was founded in year 1884 and is British multinational retail company
which is specialising into selling of all types of clothing, home and food products as well. At
current time company is having about 979 stores all across UK but area served is worldwide that
of M&S having about £10 billion total revenue. This current era which is more focused on
increasing importance of technology not only on personal but also professional life of individual.
So this is also including digital literacy which means in what proper manner person is been able
to use technology, networks and having access to communication tools. So both the type of data
collection techniques are to be used in current research which is data gathered from primary
source like that of 25 participants from various departments. Also data from different books,
articles and journals will be used and these are secondary method of data collection. All success
of company will be depending upon their way of using and implementing technology so that it
becomes easy for them to achieve their goals. Then also there are some disadvantages or barriers
of implementing digital technology like that of lack of vision, money, time and not having proper
leadership. These are some barriers in applying digital technology within M&S.
1

INTRODUCTION
Title
How digital technology has transformed business activities: A study on Marks and
Spencer.
Introduction to organisation
Marks and Spencer was founded in year 1884 and is British multinational retail company
which is specialising into selling of all types of clothing, home and food products as well. At
current time company is having about 979 stores all across UK but area served is worldwide that
of M&S having about £10 billion total revenue. It is very much important for firm is utilising all
type of digital technology within all their sections like that of finance, operation and marketing.
Marks and Spencer recently announced technological transformation which is part of their 5 year
plan helping firm to deliver improvement in experience of customer and creating faster functions
(Collins and Halverson 2017). This technological program will be enabling M&S in generating
about £30 million revenue each year by 2021 and cost of implement will be £25 million. So this
shows that how much focused management of M&S is towards its use and implementation of
digital technology.
Introduction to digital technology
Digital transformation is that process which is including changes and modifications with
use of technology like that of cloud computing, software development, big data analysis and
various forms of networks. This current era which is more focused on increasing importance of
technology not only on personal but also professional life of individual. So this is also including
digital literacy which means in what proper manner person is been able to use technology,
networks and having access to communication tools. In this respect information technology is
most frequently used phenomenon which is related to financial statements and communication of
them to management (Strauss and Frost 2016). Digital technology is very much importantly used
in every organisation so that they are could be gaining higher amount of profits, selling products
to more customers, increasing market share and improving quality of products as well.
Research aim
How digital technology has transformed business activities: A study on Marks and
Spencer.
2

Research objectives
 To examine the concept of digital technology.
 To evaluate the impact of digital technology which is leading to transformation of
business activities.
 To interrelate the growth of M&S with its effect from digitalisation
 To suggest various ways through which digital technology could be implemented within
M&S.
Research questions
1. What does digital technology means as concept?
2. How will importance of digital technology will be evaluated within business?
3. How to interrelate both growth of M&S with digital technology?
4. What suggestions are made in consideration with digital technology in M&S?
LITERTURE REVIEW
Concept of digital technology
Hanelt and Kolbe (2015) introduced technology as that means which is enabling
companies, individuals and whole community to fill up the gap of communication, learning new
things, improving quality of products and increase in profits for company. Digital technology is
enabling peoples to gather huge amount of information and data about all necessary requirements
which is leading to slow transformation of lives of people. Thus it could be said that technology
is helping in transforming platform of communication level of individuals which is also
processing knowledge. All the old or traditional ways of maintaining information or data which
is combined to form physical and digital manner. Businesses are finding out way to transform
process, experience of customers and models of organisation as well.
Impact of technology leading to transformation of activities of business
As per the view of Westerman and McAfee (2014) digitalisation is having strong impact
on activities of business like that of including finance, operations, marketing and human
resources management. Technology will be leading to transformation of companies with relaying
on increased amount of profits and improved quality of products and service. Digital technology
is helping firm to identify their aims and objectives with given opportunities in respect to their
competitors who are their within markets. Digital technology is playing very important function
in transforming companies in doing their business and earning profits as well. Enabling
3

organisations like that of M&S in faster delivery of their services and products to customers with
best quality as well
Hess and Wiesböck (2016) viewed that technology is been used by finance department of
companies to collect, store and then transmit data to their senior level management. This would
be very much useful for them in respect to traditional way of storing financial information of
company like it is reduced amount of paper work. They are now using Big Data analysis which is
platform for storing and communicating information that is related to finance and capital of firm.
On other hand it was also included by Matt and Benlian (2017) that company is using technology
in operations section in form of digitalisation form of taking attendance of staff members
moreover communicating with clients on direct and easy methods. Firm is also using many new
machinery and technology enabling them to produce and manufacture goods and service at more
convenient manner with all new features.
It could also be included that other section likes that of marketing department within
organisation this is using or implementing digital technology into daily working. Marketing
department is mainly analysing use and impact of digital technology in promotion of products
through use of social media platform. Nambisan and Song (2017) further included that there are
many types of functions of marketing section which is helping company to sell their products to
customers on larger bases. Other than this human resource department will be using technology
to recruit and select correct individual for the right post. All these things are only possible after
implementation of digital technology and transforming activities of business with gaining higher
amount of profits.
Interrelationship between growth of M&S with digitalisation
Digitalisation is process of making working and functions of company easy and fast
which will be solving issues and problems related to company that are complex for business.
Porter, and Kramer (2017) moreover defined that there is direct connection between both
digitalisation with growth of company like that of M&S. if company is laying more emphasis on
use and implementation of digital technology then it is easy for firms to grow in market and earn
higher amount of profits as well. Technology will also be promoting growth of business which
means that they are now not certainly using traditional methods of operating. It was included by
a research or survey that those companies which are emphasising more and more use of
technology will be having more wider scope of growth within market. While those companies
4

which are not using or implementing this digital technology will not be having higher level of
growth. So Katsh and Susskind (2017) clarify that impact and importance of digital technology
is growing in current scenario. This is leading complete transformations of company and their
related operations of functions enabling business to expand within greater market areas.
METHODOLOGY
Sampling methods
This is taking out small portion from larger amount of population of respondents and
participants who would then be taking part in research or survey which is been conducted. In this
current research about 25 respondents or employees of M&S will be selected bases on
probabilistic approach. Under this type there is equal and fair chance of each respondents to be
included within this research and then giving their views on digital technology and its use.
Research philosophy
This is also a part of research methodology which is relating to many theories and models
which are to be use or implemented while conducting research. This will be helping researchers
to clearly understand impact of digital technology on M&S and their growth as well. There are
mainly 2 different types of philosophy which could be used in any kind of research namely
positivism and interpretivism (Tchamyou, 2017). Positivism will be including definite goals and
objectives which are in alignment with results and conclusion part. While this current research
will be based on interpretivism which is collection of reliable and valid data which is leading or
guiding researcher towards objective and aim of research.
Research approach
This will be regarded to as most important element of research which is processing to
find helpful conclusions into research and also helping to improve performance. There are two
types of research approach namely deductive and inductive both of them are used to find out end
results of study. So in this current research deductive approach will be used which is helping to
cover all important aspects of topic which is impact of digital technology on growth of business.
Research strategy
Strategy will be including set criteria in order to undertake program or research on
technology with forming correct techniques and methods (Alvesson and Sköldberg 2017).
Qualitative and quantitative could be used within research which is undertaken in order to collect
and interpret data. The current research will be based on impact of digital technology will be
5

including qualitative research strategy so that scholar is easily finding out relevant results based
on data which is collected.
Data collection
This is the most important and vital part of research which is covering all relevant data,
information and figures that is related to topic of digital technology and its impact on growth of
M&S which is retail company. Primary and secondary are the two types of data collection
method or sources used in research or study to form valid results and come up with
recommendations (Zhu and Lin 2017). Primary source will be fresh and new information which
is not been used in any other research like that of questionnaire, survey and observations. While
secondary source will be that which is already used source in before research and studies like
books, journals and articles on topic of technology and its impact. So both the type of data
collection techniques are to be used in current research which is data gathered from primary
source like that of 25 participants from various departments. Also data from different books,
articles and journals will be used and these are secondary method of data collection.
Data analysis
Analysing and interpreting data is also very much important after collecting relevant data
so this will be done to come towards valid conclusion and results. Qualitative and quantitative
data analysing techniques are used within research but in this current one only qualitative would
be used. Under this method thematic analysis is done for each and every question asked into
questionnaire from.
Time horizon
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal writing
Understanding and reading of literature
Ascertain objectives and goals
Literature review drafting
Secondary data collection
Secondary data analysis
6

Research approach development
Research methodology drafting
Questionnaire formulating
Arranging interviews
Conducting interview programs
Information gathering
Draft findings
Data evaluating
Other chapters finalizing
Draft findings chapter
Submission to tutor and awaiting
feedback
Revising the final draft
Printing and binding
Submit
FINDING
Theme 1: Helfulness of digital technology for M&S
Particular Respondents
Yes 10
No 9
Not sure 6
Total 25
7

0
2
4
6
8
10
Respondents
Yes
No
Not sure
Figure 1: Helfulness of digital technology for M&S
Interpretation:
Digital technology is very much helpful as included in above literature review part which
tells that without including digitalisation of working it would not be possible for company like
that of M&S to evaluate profit and sales. So with interaction with about 25 respondents of M&S
it could be included with various views of all of them 10 out of 25 said that they agree that
digital technology is very much effective and helpful for M&S. they all included that company
must be using technological advancement so that it becomes easy for management to estimate
profits and sales of current and upcoming years. 9 of them were not agreeing on this point they
said that digital technology would not be useful for M&S so they should not be wasting their
time and money. While 6 of them were having no clear view regarding importance of digital
technology within M&S.
Theme 2: Digital technology is useful in improvement of productivity and business activates
Particular Respondents
Yes 11
No 7
Not sure 7
Total 25
8

0
2
4
6
8
10
12
Respondents
Yes
No
Not sure
Figure 2: Digital technology is useful in improvemeent of productivity and business activates
Interpretation:
Only using up of technologies is not essential it will also be requiring that business is
evaluating improvement of productivity and activities of company. So in this regard 11 out of 25
viewed that technology is very much helpful for M&S for improvements of productivity and then
activities of business. While 7 of them said that they do not agree with the point that digital
technology will be any way useful for M&S. while 7 of them also said that they were not sure
that whether technology is useful or not. So they were not having any definite idea about
importance of technology within M&S.
Theme 3: Digital technology is used in all departments of M&S.
Particular Respondents
Yes 8
No 8
Not sure 9
Total 25
9

7.4
7.6
7.8
8
8.2
8.4
8.6
8.8
9
Respondents
Yes
No
Not sure
Figure 3: Digital technology is used in all departments of M&S.
Interpretation:
It is required as per company like that of M&S that they are using and implementing
technology in all departments so that all could be gaining profits and attaining goals not only of
company but that of their departments and of individuals as well. So in this respect 8 of the
respondents included that they think that digital technology is used in their departments or other
as well. While 8 of them did not think in same way on other hand 9 of them were having no
definite idea about whether it is used or not.
Theme 4: Digital technology used in all departments
Particular Respondents
Storing of financial data 7
Improving quality of products 5
Promotion of products and company 7
Selecting right candidate for job 6
Total 25
10

0
1
2
3
4
5
6
7
Respondents
Storing of
financial data
Improving
quality of
products
Promotion of
products and
company
Selecting right
candidate for job
Figure 4: Digital technology used in all departments
Interpretation:
Digital technology is very essential to be used in all departments of M&S which will be
helping them to access their KPI and opportunities which are laying within markets. All
departments like that of finance, marketing, human resources management and operations of
M&S will be using digital technology. So 7 out of 25 employees said that this digital technology
will be helpful for storing of financial data as they were from finance department. 5 of them
belong to operations department so they included that digital technology will be improving
quality of products. 7 of them who are of marketing department included that technology will be
useful for promotion of products and also for company as whole. On other hand 6 of them were
of human resource department as per their view selection of right candidates is done with digital
technology.
Theme 5: Potential barriers for use of digital technology within M&S
Particular Respondents
Lack of vision 8
Lack of money 4
Lack of leadership 7
Increased utilization of time 6
Total 25
11

0
1
2
3
4
5
6
7
8
Respondents
Lack of vision
Lack of money
Lack of
leadership
Increased
utilization of
time
Figure 5: Potential barriers for use of digital technology within M&S
Interpretation:
Apart from many benefits or disadvantages of digital technology there are also many
barriers for implementing digital technology which all 25 respondents included with their view
point. Like 8 of them said that with implementation of digital technology it becomes difficult for
them for lack of vision as this included that companies will not be using any of their past data. 4
of them included that lack of money will be regarded to as another barrier as it would be taking
too much investment in terms of capital. While 7 of them said that there is lack of leadership at
company which will not be allowing them to implement any digital technology. Also 6 of them
concluded that increased utilization of time will be one of major barriers of implementation of
digital technology.
Theme 6: Benefit of digital technology for m&S as whole
Particular Respondents
Improving performance level of company 9
Improving quality of service 8
Reducing in wastage of money and time. 4
Improving customer satisfaction 4
Total 25
12

0
1
2
3
4
5
6
7
8
9
Respondents
Improving
performance level
of company
Improving quality
of service
Reducing in
wastage of money
and time.
Improving
customer
satisfaction
Figure 6: Benefit of digital technology for m&S as whole
Interpretation:
Other than barriers of implementation of digital technology there are many benefits
which are helping company of M&S to improve their profits and sales within markets. 9
respondents included that with help of digital technology there is been improved performance
level of company. While 8 of them said that quality of service will be improved if M&S is using
or implementing digital technology. 4 out of 25 included that money and time will not be wasted
if company is using digital technology as both time and capital could be saved by company.
Whereas 4 of them also said that satisfaction of customers will be improved if M&S is been
utilising technology within their daily operations.
DISCUSSION
Digital technology is very much helpful and useful for companies in regulating their
operations, working with clients, overcoming competition, satisfaction of customers and
enabling achievement of goal and objective of company. Within this study which included
impact of digital technology on activities of business like that of operations, human resource
management, marketing and finance (Ledford and Gast 2018). All these functions and
departments of M&S must be carrying on digital technology within their use so that they could
be gaining higher amount of profits. Customers would be satisfied with firm if they are making
efforts in giving them higher quality of products so this is possible only when company is using
digital technology. With help of this technology company will be collecting all type of feedback
13

and market research so that they are implementing those changes within their products and
services.
M&S is using technological program which is 5 year plan for implement digital
technology which will be helping firm to generate higher profits and sales. This is the current
strategy for firm for using updated version of technological advancement like that of using Big
Data analysis or mobile marketing. Sections and management of company must be utilising
transformation which is taking place within environment of firm that too external (Marczyk and
Festinger, 2017). All success of company will be depending upon their way of using and
implementing technology so that it becomes easy for them to achieve their goals. Then also there
are some disadvantages or barriers of implementing digital technology like that of lack of vision,
money, time and not having proper leadership. These are some barriers in applying digital
technology within M&S.
CONCLUSION
It is prominently concluded after conducting research and collecting data form various
sourcs like that of primary and secondary. Interpretations were made stating that lack of vision
which means that if company is using digital technology then they would be ignoring past data
and this is regarded to as biggest barriers to technology. If M&S is using technology in all of
their departments then this will be resultin in improving performance of company and also
quality of service will be good. Further there are some suggestion which were included like that
of:
 Finance department must be more and more using digital technology so that they are
gathering, storing, using and transmitting information in correct form
 Technology should be updated and latest should be used so that company is always up
date while using digital technology.
REFLECTION
After the directly above part of research which is reviewing on theme of how digital
technology is transforming activities of business like that of M&S I remained talented to learn
around role and prominence of digitalisation inside context of undertakings of firm. I moreover
erudite how to relate numerous implements, practises, approaches and plans of research
methodology so that effective assumptions might be available besides references are comprised.
It existed not easy for me to examine accurate influence that too together in negative or positive
14

mode of digital technology on business similar to that of M&S. Additional to this I also learnt in
what way to gather useable statistics and understand them altogether consequently assumption is
similarly valid plus consistent on my part. It is obligatory that I ought be examining role or effect
of digital technology on both negative in addition to optimistic way so as to mention whether
corporation would be by means of it or not.
I too increased information of by what means actually M&S is consuming or employing
digital technology inside all its subdivisions or business undertakings. These would be counting
like those of finance, promotion, human resources, sales and operation and essential to analyse
impact of technology on every one of them. Through this in what manner data is collected and
how clarification is finished is also prominently learnt by myself as this was not obviously
known to me before this research. How to manage my work and how could it be precise
connected to my manager which will be informal for me to effort upon in future sense.
15

REFERENCE
Books and Journals:
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Collins, A. and Halverson, R., 2018. Rethinking education in the age of technology: The digital
revolution and schooling in America. Teachers College Press.
Hanelt, A., Piccinini, E., Gregory, R.W., Hildebrandt, B. and Kolbe, L.M., 2015. Digital
Transformation of Primarily Physical Industries-Exploring the Impact of Digital Trends
on Business Models of Automobile Manufacturers. In Wirtschaftsinformatik(pp. 1313-
1327).
Hess, T., Matt, C., Benlian, A. and Wiesböck, F., 2016. Options for Formulating a Digital
Transformation Strategy. MIS Quarterly Executive, 15(2).
Katsh, E., Rabinovich-Einy, O. and Susskind, R., 2017. Digital Justice: Technology and the
Internet of Disputes. Oxford University Press.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Marczyk, G., DeMatteo, D. and Festinger, D., 2017. Essentials of research design and
methodology. John Wiley.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering, 57(5), pp.339-343.
Nambisan, S., Lyytinen, K., Majchrzak, A. and Song, M., 2017. Digital innovation management:
Reinventing innovation management research in a digital world. Mis Quarterly, 41(1).
Porter, M.E. and Kramer, M.R., 2019. Creating shared value. In Managing Sustainable
Business (pp. 327-350). Springer, Dordrecht.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Tchamyou, V.S., 2017. The role of knowledge economy in African business. Journal of the
Knowledge Economy, 8(4), pp.1189-1228.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
business transformation. Harvard Business Press.
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Zhu, H., Zhang, M.Y. and Lin, W., 2017. The fit between business model innovation and
demand-side dynamics: catch-up of China’s latecomer mobile handset
manufacturers. Innovation, 19(2), pp.146-166.
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APPENDIX
QUESTIONNAIRE
Name__________________
Age_______________
Number of years in company________
Qualification____________
Position in company____________
1. Is use of digital technology helpful for M&S?
 Yes
 No
 Not sure
2. Do you think that technology is useful in improvement in productivity and business
activities?
 Yes
 No
 Not sure
3. Do you think that is digital technology been used in all departments of M&S?
 Yes
 No
 Not sure
4. How is Digital technology useful for your department?
 Helpful in storing of financial data
 Improving quality of products
 Useful in promotion of products and company
 Helpful in selecting right candidate for job
5. In your opinion, what are potential barriers of use of digital technology within M&S?
 Lack of vision
18