The Impact of Digital Technology on Business Activity: A Case Study

This research project investigates the influence of digital technology on business activities, focusing on a case study of Marks & Spencer (M&S). The introduction highlights the significance of digital transformation and its impact on business operations, particularly emphasizing e-commerce. The report outlines the aims and objectives, which include identifying e-commerce functions, challenges, and its effect on M&S. It explores research methods, including primary and secondary data collection through questionnaires and literature reviews, along with the research philosophy, approach, and strategies employed. The findings cover e-commerce functions, challenges faced by businesses, and the importance of e-commerce technologies. The research analyzes the advantages of e-commerce for M&S, evaluates research methodologies, and reflects on alternative approaches. The report concludes with critical reflections, insights, and recommendations for improvement and future research, providing a comprehensive analysis of the digital technology's impact on business performance.

Research Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................2
P1. Discussing the aim and objectives...................................................................................2
P2. Examining appropriate research methods and approaches to primary and secondary
research...................................................................................................................................3
M1...........................................................................................................................................5
LO 2.................................................................................................................................................6
P3 Conduct Primary and secondary research methods that consider costs access and ethical
issues.......................................................................................................................................6
P4 Data findings and data.....................................................................................................10
M2.........................................................................................................................................16
D1.........................................................................................................................................17
LO 3...............................................................................................................................................17
P5 Communicate research outcomes in appropriate manner for the intended audience......17
M3.........................................................................................................................................17
D2.........................................................................................................................................17
LO 4...............................................................................................................................................18
P6. Reflection on the effectiveness of methods used in research.........................................18
P7. Considering alternative methods that can be used.........................................................19
M4 Critical reflection and insight that results in recommended actions for improvements and
future research considerations..............................................................................................21
D3 Reflection and engagement in the resource process leading to recommended actions for
future improvement..............................................................................................................21
REFERENCES..............................................................................................................................22

TITLE - “The impact of digital technology on business activity” – a case study of Mark &
Spencer
INTRODUCTION
Introduction
Digital transformation is the integration of digital technology in all areas of a business,
fundamentally changing how operate and deliver value to customers. This happened due to the
cultural changes which are essentially required in the organizational development. It is the
process of using technology to radically change business infrastructure and long term growth
channel of distribution according to major growth areas. This changes the way of working of
employees at workplace where they work for earning good employees of working in
organizations. It is the worldwide wants and requirement for enhancing the business activities
and growth channel (Menasce, 2015). New advanced technology will help to drive the new
factor of production and achievement long term and short term goals for the business activities.
Background
Present research will be based on the topic “Impact of digital technology on business
activity for that, Mark & Spencer will be taken into action. It is the well-known retail
supermarket that is dealing with many consumer products. Report will emphasize on the
importance of cloud computing that helps to store the huge data in one device. Although digital
technology can help to make fast communication process between customers and company.
Transformation has changed the scenario of communication in current era. In spite of that,
structure will also look upon the distribution level and their usefulness in business through
advanced technologies (Chaffey, 2017). Overall, it brings new opportunities and storage system
of making the new advantageous results and growth. Researcher also collects information for the
data analysis by using different approaches and strategies in order to meet objectives of research.
Besides, it also presents the major growth oriented process in order to meet needs of the
organization.
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LO 1
P1. Discussing the aim and objectives
Rationale
E-commerce represents a substantial opportunity for all the companies. Retail sector is
the highest and growth forming sector that takes higher advantageous growth from the use of e-
commerce business (Grandon and Pearson, 2014). They also encourage system and overall
performance level that helps to encourage the business ideas and growth. E-commerce is rapidly
growing day by day. Retail industry needs to deal with different customers and with different
types of business activities. For that, it also requires taking the big advantageous growth and
challenges. E-commerce is encouraging online shopping trend in between the business activities
that helps to take overall it brings the new advantageous growth and challenging factor.
E-commerce creates the long lasting growth for business challengers and their lasting
relationship with company growing structures.
Aim: “To determine the importance of E-Commerce and their impact on the business
functions.”
Objectives:
 To identify the different functions of e-commerce systems in business activities
 To identify the challenges faced by company to measure e-commerce system
 To break down the effect of advanced innovation and influence E-commerce to M&S
business function.
 To determine the importance of E-commerce innovation in different offices
 To recommend the new strategies and methods to implement the fast forward
technologies in growth of business.
Research Questions
Q1. What are the different functions of E-commerce in the business activities?
Q2. How company get overcome from the challenges of E-commerce?
Q3. What are the importance of E-commerce technologies in organisation?
Significance of the study
Present study will be covered the logical framework and long lasting effects of the E-
commerce. This provides the better changes and most effective learning process for the
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employees to enhance the learning performance (Molla and Licker, 2015). In present scenario in
which presents the functions of E-commerce such as Online shopping, it is the most prominent
example of E-commerce system that impact on the nature of business growth. E-Commerce is
widely used in big retail stores where large number of customers are dealing with day to day
routine activities. This process makes purchasing and selling flexible at low investing time on a
particular activity. E-commerce system do not need to rely on the physical location. They only
need to access of internet and smart devices for that. This study has been given new concept or
theory of new learning growth (Poon and Swatman, 2015).
P2. Examining appropriate research methods and approaches to primary and secondary research
Research study is sales promotion strategy that elaborate the sales amen companies.
There are mainly two types of data collection methods i.e. primary and secondary. Primary data
collection method is conduct by the researcher specifically for a research assignment (Primary
Market Research Methods, 2018). Primary method of data collection has been used for collecting
data through respondents to analyze their observation and perception related to particular topic or
subject. This data is generally has created for new data analysis and generating new thoughts and
perception. There are different methods of primary data such as observation, field trails,
interviews, surveys, focus group etc (Joong-Kun Cho, Ozment and Sink, 2018). Through scholar
can easily take the best output results. It is the proprietary research which means data is collected
directly from the research subject. Present study will be taken primary research and secondary
results both with the help of questionnaire and literature reviews respectively. Overall, process of
research has been conduct with the help of different strategies and approaches of data collection.
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Research Philosophy
Research philosophy is the main discussing topic oriented work to make the perfect
channel of distribution. There are types of research philosophy such as positivism and
interpretivism (Archer and Yuan, 2014). Positivism is the highly structured and well-mannered
research style. Besides, interpretivism is the method which measured the in-depth knowledge of
selected topic. Interpretivism method of research philosophy is useful to conduct research
method it also helps to collect data on the basis of facts and figures.
Research approach
It is another most important element of research methodology which represents types of
approaches like inductive and deductive research approach. Overall, it makes the proper process
and implementing long lasting performance making task. Present study will be taken inductive
approach to collect general information and data and create conceptual framework.
Research strategies
Research strategies will very much helpful for researcher to collect data on some specific
topic. This makes the proper implementing process that makes the proper implementation
process and dealing long term resources and tools. This also helps to achieve the research
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Illustration 1: Data collection model
Source: Primary Market Research Methods, 2018

objectives and goals. There are mainly two types of research strategies quantitative and
qualitative. Quantitative research strategy is generally based on objective. Although this also can
be the subjective as well according to the needs and wants (Archer and Yuan, 2014).
Quantitative might be beneficial for the researcher to collect better knowledge and implementing
process. Qualitative and major goals and objectives. Quantitative research method is based on
statistics method which is presented by data, diagrams, graphs or in tabular format. Overall, this
has been based on the better activity and growth. Besides, qualitative method is based on
subjective. Which is mainly based on some opinion and perceptions. This method has been based
on literature review and questionnaire or on the basis of personal observations.
Data Sampling
Data sampling is the tool in the research process which is very much necessary for the
research completion. Data sampling allows collecting data from the selected sample source that
play a very important role (Sarkis, Meade and Talluri, 2014). On the basis of data sampling
research has taken the data analysis and get the actual outcome and results of the research. This
brings the new effective changes and long lasting performance making task in order to meet the
needs of the organization and goals. Present research will be collect data from 30 employees as a
respondent. This makes the proper implementing and best effective process that makes the
proper implementation process making work. Without data sampling research process will also
take into serious manner. There are many methods of the data sampling method that affect the
business activities and growth in terms of better affecting method such as drawing samples from
data, this makes the proper analysis and never ending process and long lasting performance
making task oriented process. Sampling method can be sued on probability an approach that uses
random numbers according to the specific research. This must be according to the researcher
choice as well (Banner, 2018). Apart from that, this ensures the great impact on the business
activities that impact on the nature of growth. Overall, it also helps to bring the best
approachable task making performance. Overall, it brings the new level of dealing the new
approachable decision making approach. On the other hand, it makes the proper implementing
process and long lasting performance making task.
M1
Research methodology define different methods and approaches that helps to control the
research process. From the basis of above methodologies, all methods are taken as per the
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required situation. There are two type of research approaches these are Interpretivism and
positivism. Such as researcher adopt Interpretivism philosophy to identify the fact and figures.
Besides, choose questionnaire as for conduct survey.
LO 2
P3 Conduct Primary and secondary research methods that consider costs access and ethical
issues.
Primary method research
This primary research will have been based on literature review ins some based on
themes which is represented by the researcher.
Secondary Research
Theme 1: To identify the different functions of e-commerce systems in the business activities.
E-commerce is a wide range of online business activities for products and services. These
are the According to Menasce, (2015) Main functions available Registration by providing all
details needed for shipping and billing user must be register with the site. The data is stored on a
database and available from the back office According to Burton and Scheepers, (2017). Basket:
This allow users to select the products they want to purchase and then go to the checkout for
payment. To managing the basket means checking the basket and possibly cancel/modify the
items placed in it. Payment: It involves the financial transactions between the banks, the store
and the credit card(user). For purchasing any products from online site user has to enter his/her
credit card number. The bank checks the customer's account details and decide whether to make
payment or not to authorize user. If bank approved the transaction user is notified that transaction
is completed. According to Chaffey, (2017) If rejected then user is notified that the transaction
cannot be completed and his/her order is cancelled. Product management It provides all the
features required for product placement and order fulfilment etc. suggested by Banner, (2018). It
includes product code, category, product name, description, image, sizes available and pieces in
stock. Order management includes list of products purchased, user information, details of place.
Delivery time information and payment information. Listing orders and customer details from
the back office of the site search and sort orders are Customer, order status, payment and date
suggested by Poon and Swatman, (2015).
Theme 2: To identify the challenges faced by the company to measuring the e-commerce system.
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The e-commerce industry has become so fierce that surviving become matter of concern.
With the birth of many newcomers threatening reputed players. On the basis of customer service
experience, the need for differentiating has become as critical in the modern times. There are five
challenges of e-commerce Lack of Verification Measures: When a customer signs in an e-
commerce website, the web is unaware about the customer except the information he/she
entered. The customer will pay or not is a questionable. Also in the Cash on Delivery (COD) is
questionable because the company does not know the customer is genuine or not, so this is high
revenue losses for much e-commerce company. Product Refunds and Returns When customers
are unsatisfied with product he/she return the product, it is heavy loss of company reputation and
also shipment. The solution of these challenges is proper returns management. Lack of
Integration Order management system, customer support system, dispatch system and order
tracking system etc. are applications that can streamline the experience of the customer across
the buying journey Poon and Swatman, (2015). Customer Issues Going Unnoticed E-commerce
business receives a lot of interaction with more than 85% being complaints. When these
complaints are ignored, it compromises the standard quality of the business and harmful for the
image of company. Customer Loyalty A lot of business player have lost customers because of
their competitors have better quality of customer service/better discount. Some clients stop doing
business with company because of poor customer service. The solution of this challenge is for
any company to ensure customer service is always priority for their online business.
Theme 3: To breaking down the effect of advanced innovation and influencing E-commerce to:
M&S to retail more product retail organisation
This overall, needs to make the proper implementing and fast forward task making
performance. Overall, breaking down the effect of advanced technology has been introducing
new services and effectiveness. According to Archer and Yuan, (2014), there are different
technological innovation that influence the business functions and activities. Digitizing the
storefront is the common roadblocks that online retailers haven't completely overcome yet is the
fact that people still enjoy the experience of shopping at a physical store. Innovation bring
convenience and give ease of use, personalization, process simplifications, and the high level of
comfort that could be a game changer.
Theme 4: To determine the importance of E-commerce innovation in different offices as well.
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According to Sarkis, Meade and Talluri, (2014) E-commerce has been given the great
impact on the businesses. Especially in retail sector where they provide different new ease of
faculties and growth. This provides the best approaches and growth in terms of making long
lasting effects. M&S would take innovation to attract customers. It is the importance matter of
fact that helps to take the better decision making approach.
Theme 5: To recommend the new strategies and methods to implement the fast forward
technologies in the business growth.
In order to recommend the different strategies and approaches that helps to take the new
business growth. Many of the strategies would be presented many of the strategies according to
the best possible manner suggested by Poon and Swatman, (2015).
Primary Research
Questionnaire
Name:
Gender:
1. Is M&S using digital technology for enlightening the business functioning?
 Yes
 No
2. What type of digital technology has been used by the organizations?
 Interactive hangers
 Virtual augmented reality
 3-D Printing
3. Is using E-commerce helpful for M&S retail store?
 Yes
 No
4. Is profit has increased after using E-commerce styles of technologies and strategies?
 Yes
 No
5. Which department would majorly affect the e-commerce system?
 HR Department
 Finance Department
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 Operation Department
 Marketing Department
6. Do you think that company should adopt new E-commerce strategies?
 Yes
 No
7. Recommend the strategies should have been adopted by the company to attract new customer
attraction?
8. What are the usefulness of E-commerce in the business activities?
Ethical issues: Ethical consideration is the essential part in the research project that helps
to take the flow of ethical under which researcher can easily take the better decision making
approach (Banner, 2018). Overall, it brings new better growth for the organization level of
ethical working performance. Such as researcher requires taking care of effective results and
growth. Scholar requires collecting ethical data from the internet and collects better resources
without any harness.
Costs: Costs is the another research element which shows the budget of the research
process. Overall, research has been occurred many high costs to collect data with the help of
different terminologies (Burton and Scheepers, 2017).
Time scale
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Selection of an appropriate
topic
 Topic is selected after
discussing with tutor,
 Identification of the
research rationale
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 Formulating the Literature
review
 Identification of the
research aims and
objectives
 Determining the primary
and secondary data
 Selection of research
approach
 Use the research
methodology
 Develop the appropriate
questionnaire
 Conduct the survey of the
respond ants
 Collect the information and
data about the topic from
many respondents.
 Thematic analysis
technique applied in the
research study
 Analysis and interpretation
 Conclusion
 Recommendation
10