The Impact of Digital Technology on Business Activity at M&S

This project, titled "The Impact of Digital Technology on Business Activity," analyzes the influence of digital technologies on the marketing activities of Marks & Spencer (M&S) in the UK. The project begins with an introduction to the background of the study, highlighting the increasing use of digital technologies in business and their impact on marketing, customer relationship management, and overall business operations. The project aims to analyze the impact of digital technology on marketing activities at M&S, understand its role in customer relationship management, and recommend strategies for improvement. The project management plan outlines the cost, scope, time, quality, communication, risk, and resources involved. A work breakdown structure and Gantt chart are provided to illustrate the project's timeline and stages. The research methodology involves qualitative and quantitative research methods, with an interpretivism philosophy guiding the data collection and analysis. The research design is comprehensive, covering research philosophy, research design, data collection methods, and data analysis techniques. The findings are then analyzed using appropriate tools and techniques to provide recommendations for improving the implementation of digital technologies in marketing. The project concludes with a reflection on the values of undertaking research. The project also includes a detailed cost breakdown, communication matrix, and risk analysis to ensure effective project management.

Managing a Successful
Business Project

TABLE OF CONTENTS
PROJECT TITLE: The Impact of Digital Technology on Business Activity ...............................1
TASK 1............................................................................................................................................1
P1 Project aims and objectives for chosen scenario...............................................................1
P2 Project management plan that covers cost, scope, time, quality, communication, risk and
resources.................................................................................................................................2
P3 Work Break down structure and Gantt chart to provide time frames and stages for
completion.3...........................................................................................................................5
TASK 2............................................................................................................................................7
P4 Small scale research through application of qualitative and quantitative research methods
................................................................................................................................................7
TASK 3..........................................................................................................................................10
P5 Research and data analysis using appropriate tools and techniques ............................10
P6 Appropriate recommendations as result of research and data analysis. .........................20
TASK 4..........................................................................................................................................21
P7 Reflection on the values of undertaking research ..........................................................21
.......................................................................................................................................................21
REFERENCES..............................................................................................................................22

PROJECT TITLE: The Impact of Digital Technology on Business Activity
TASK 1
P1 Project aims and objectives for chosen scenario
Background of study
In present competitive business environment, organization in UK have provided more
focus on attracting customers by using different and unique communication channels (Oldham
and Da Silva, 2015). Implementation of these communication channels has provided various
opportunities to business enterprises for completion of research project appropriately.
Digital technologies in communication have changed the face and pace of business
activities whereby organizations have also modified the business processes and as a result made
business to work efficiently (Stephen, 2016). Many small and large-scale enterprises in UK have
continued to adopt and conduct their activities in digital manner. There are various business
activities which are carried out by companies such as Marketing, production, Administration,
storage and distribution as well as human resource management(Oates, Watkins and Thyne,
2016).
Things like cloud computing, social media, connectivity, customers’ segmentation, down
time and mobile application have allowed business to be conducted in different ways (Leeflang
and et.al, 2014). In retail sector, Social media marketing has its important role in attracting
customers and increasing sales of products. This technology has influence business activities
both positively and negatively by making it important for companies to accomplish their
operations in ways.
In marketing, social media applications have allowed businesses to connect,
communicate, and coordinate and develop relationship with consumers at global scale (Radu and
et.al, 2017). Customer relationship management is important activity in marketing function that
needs to be performed by organization for retaining previous and attracting new customers
(Fenwick and Edwards, 2016).
Social media marketing provides support to marketers of retail business enterprise to
create effective relationship with consumers through direct communication on regular basis.

Marks and Spencer is the largest retail sector enterprise in UK that provides grocery,
clothing and other retail products to its customers (Kannan, 2017). Company transformed its
business activities through implementation of new technologies. It uses social media marketing
which has supported towards appropriate customer relationship management in order to increase
its customers base at global scale.
As a result, M&S has been able to raise it promotion and brand loyalty among customers.
In this research, scholar is going to discuss the influence of digital technologies on business
activities in M&S.
Project Aim: “To analyse impact of digital technology on marketing activities - A study on
Marks & Spencer, UK.”
Project Objectives:
 To analyse the concept of digital technology and uses in marketing.
 To understand importance of digital technology in customer relationship management
at M&S, UK.
 To ascertain the impact of digital technology on marketing activities at M&S, UK
 To recommend and suggest strategies for improvement in implementation of digital
technologies in marketing.
P2 Project management plan that covers cost, scope, time, quality, communication, risk and
resources.
Project Management Plan has been considered as an essential part of study as it
assists scholar to identify the structure according to which various research activities or tasks
would be accomplished effectively. Development of Project Management Plan is important for
researcher to prevent the overlapping of research tasks and helps in ensuring appropriate
utilisation of available resources.
There are some important elements of project management plan such as cost, time, risk,
scope communication, quality and resources which are required for completion of study
appropriately. Further, this will also assist in elimination of barriers which might occurs in
execution of research process in appropriate manner. It also provides support to scholar in
analysis of risk associated with facilitating research.
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Cost: Important element that implies several expenses carried out by scholar for execution of
successful business research project. Some important expenditures such as travelling, stationary,
technology, communicate and fax etc are incurred by scholar for completion of this research
effectively.
Project Budget:
Particulars Amount (In GBP)
Material purchase 1600
Acquisition of software license 2400
Data base licensing 300
Equipment cost 1900
Labour cost 900
Server cost 900
Networking cost 2000
Stationary cost 1500
Travelling cost 2500
Sourcing secondary article 1000
Total 15000
Project Scope: This important factors will demonstrate the extent to which further
research will be executed on same topic. This project is carried by scholar with the scope of
analysing new planning tools and method in order to achieve the objectives and task . It will also
provide support to determonstrate effective process of creating task. Through this, scholar will be
able to measure its task and duties in order to meet the objectives.
Time: It is also considered as crucial element in the plan which implies to duration in
which tasks and activities will be completed by scholar. In this project, all activities and
procedures are usually associated with each other. Delay in completion of any task will lead to
the time lag in completion of project. Further, shortage of time can also leads to
Project Quality: It provide clear understanding that scholar needs to focus on
maintaining quality of research by collecting relevant data and statitics. In this project, primary
3

research has been conducted by scholar in which appropriate technique is used to collect
qualitative data which has made research more relaible and increased its validity. All secondary
information is collected from literatures, artcile and online website are relevant to the topic.
Project Communication Matrix
Sr. No Communica
tion
Format Frequency Distribution Presentatio
n
1 Weekly
status
update
Email Once in a week All project team
members and
stakeholders
Progress of
research
will
determined
effectively.
2 Action plan
follow up
Meeting,
call, Email
Once in every 2
working days
Every one involved
in action plan
Steps take
for
completion
of activities
3 Research
problem
Presentation Weekly Team members and
stakeholders
Key issue
faced will
be discussed
4 Budget
usage
Group
discussion
In 3rd week Team members and
stakeholders
Discussion
on
Expenditure
on activities
5 Risk
analysis and
update
Email,
meeting
Fornightly Project manager Appro
Resources: For implementation of all digital technologies within enterprise, there is
requirement major resource which helps in accomplishment of project successfully. In this
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project, there various resources have been used by scholar such as technical, human resource,
financial resources and other etc.
Risk: There are various kinds of risk have been occurred while pursuing the research
project such as lack of appropriate response from respondents, irrelevant data, in appropriate
data analysis and problems in interpretation of outcomes etc. With effective strategies all these
problems have been resolved effectively.
P3 Work Break down structure and Gantt chart to provide time frames and stages for
completion.
Task
Mode Task Name Duration Start Finish Predecessors WBS
Auto
Scheduled Project 21 days Mon 18-
06-18
Mon 16-
07-18 1
Manually
Scheduled Planning Phase 6 days Sat 16-
06-18
Fri 22-06-
18 2
Auto
Scheduled Selection of topic 4 days Mon 18-
06-18
Thu 21-
06-18 3
Auto
Scheduled
Research issue
statement 2 days Tue 17-
07-18
Wed 18-
07-18 1 4
Auto
Scheduled Resource allocation 1 day Mon 25-
06-18
Mon 25-
06-18 2 5
Manually
Scheduled Implementation 12 days Sat 16-
06-18
Mon 02-
07-18 6
Auto
Scheduled
Critical review of
references 4 days Fri 22-
06-18
Wed 27-
06-18 3 7
Auto
Scheduled
Research
methodologies
selection
2 days Thu 19-
07-18
Fri 20-07-
18 4 8
Auto Analysis of data and 3 days Tue 26- Thu 28- 5 9
5

Scheduled interpretation 06-18 06-18
Auto
Scheduled Outcomes evaluation 3 days Tue 26-
06-18
Thu 28-
06-18 5 10
Manually
Scheduled Project closer 3 days 11
Auto
Scheduled
Conclusion and
recommendation 2 days Tue 03-
07-18
Wed 04-
07-18 6 12
Auto
Scheduled
Final editing and
submission 1 day Thu 28-
06-18
Thu 28-
06-18 7 13
Gantt chart
Network disagram
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TASK 2
P4 Small scale research through application of qualitative and quantitative research methods
Research methodology is the important part of carrying out research which involves
qualitative and quantitative techniques through which scholar will be able to collect information
and achieve relevant outcomes (Lourie and Rata, 2017). Present research has been carried out
scholar for analysis the impact of digital technologies on marketing activities at M&S. With
appropriate research method, appropriate and relevant can be collected by scholar which helps
in accomplishment of project effectively. These method have also provide support in analyis
actual information about company and ways through which it applies digital technologies in
business operations. These important research methods are discussed below:
Research philosophy
Research philosophy is termed as beliefs on ways through which data related to
phenomenon can be collected , analysed and interpreted appropriately. It is also analysed as
development of knowledge and nature of understand in particular field. This research
philosophies has been divided in two four parts such as Interpretivism, positivism, realism and
pragmatism (Abhishek and Kumar, 2017). The most common used philosophies for completion
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of research by scholar are interpretivism and positivism as they are easily be used and analysed.
In present report, Researcher needs to undertake research on impact on digital technology on
marketing activities. Positivism philosophical is based on assumption that certain knowledge is
based on natural phenomena along with their properties and relations. Interpretivism
approproach of philosophy depends upon the naturalitic approach of data collection like
interview and observations. Secondary data collection is also considered as popular with the
interpretivism philosophy. In this project, scholar has utilized the interpretivism philosophy
because it helps in collection of data through interviews and obeservations along with
accomplishment of objectives.
Research Design
This implies to the overall strategy which is used by scholar for integration of different
components of the study which is used in coherent as well as logical manner. Further, enusring
that scholar will effectively resolve the research problems (Thomson and McLeod, 2015). It
usuaully consists a blue print of study used for data collection , measurement and analysis in
appropriate manner. There are various kinds of research designs such as Exploratory,
descriptive, analytical and conclusive. In this context , descriptive research is ustilised by
scholar which is aimed at casting light on various current issues or problems through the
process of collecting data which enables them to demonstrate situation more appropriately. It
helps in describing, explaining and validating the findings of the research on impact on digital
technology on marketing activities.
Research Approach
This clearly implies to the plan and appropriate procedure that involves various
important steps of appropriate as well as broad assumptions to the elaborated method of data
collection, analysis and communication. Mainly research approaches can be divided in to three
types such as inductive, deductive and abductive approach (Larsen and et.al, 2017). In present
scenraio, Scholar aims to understake research on analysing the impact of digital technology on
marketing activities. For this, inductive research approach is used by scholar which starts with
the observation and theories towards the ending of research process as results of observations.
In this, No hypothesis will be applied at the begning of research and the scholar is independent
8

for making changes in directions for the study. This approach will provide support to the
scholar in testing assumption and making research more reliable.
Research Strategy
It is step by step action plan which provides direction to their thoughts and efforts,
enabling them to conduct research appropriately and on scheduling to produce the quality of
results and detailed reporting (Wang and Wu, 2016). Mainly there are two kind of research
strategy such as Quantitative and Qualitative. In this context, Scholar has utilized both the
qualitative and quantitive research strategies which helps in collection of primary and
secondary in appropriate manner.
Sampling
It is also considered as important process that involves appropriate techniques which
are used for selection of sample size from target population for completion of research project
(Silverman, 2016). Sampling method is important for selection appropriate individual or sources
from which scholar will be able to collect relevant data. This method has been classified in to
two categories such as probabilistic and non probabilistic sampling (Gatz, Łuksza and Studański,
2016). Method of probabilistic sampling involves techniques such as simple random, systematic
and stratified random sampling etc. Non- probabilistic sampling involves methods such as
convenience , purposive and quota sampling. In this context, Simple random sampling method is
used by scholar as each member of population is equally likely to be selected as a part of
sample. 30 Employees of Marks and spencer are seleced from different department for
collection of data. Through this , scholar has collected relevant data from employees as they have
appropriate information about organisation.
Data collection
It implies to methods through scholar collects data and information from all relevan
sources for identification of research problems and completion of research. There are mainly
two methods of data collection such as primary and secondary. In this project scholar has utilized
both the techniques for gathering correct and appropriate information on impact of digital
technology on marketing activities (Hannula, Suoranta and Vadén, 2014). In primary method,
Questionnaire is created to conduct survey and gathering fresh data from respondents. This
9

method is important as it make research valid and reduces problems. In Secondary method,
different literature, books, journals and articles are used for analysing information already
published because it helps in creating appropriate understanding about topic and identification
of ways to resolve research problems.
Data analysis
It implies to the proces of transformation of collected data in to useful information
through measurement and analysis for determination of outcomes. There are mainly two
important methods of data analysis which involves different techniques such as qualitative and
quantitative (Lourie and Rata, 2017). In this research, Quantitaive data analysis is used by
scholar in which thematic analysis technique is used to analyse data and interpretation of
outcomes. Data has been presented by scholar by using charts and diagram which has made
research more reliable and appropriate. This aids the users to understand results achieved by
scholar through research in systematic manner.
Ethical consideration
Usually implies to principles that needs to be considered by scholar while carrying out
investigation process (Panneerselvam, 2014). In this research, Scholar ahs applied all ethical
principle to undertake information appropriately such as confidentiality of data, appropriate
sourcing, security system, appropriate consent and ethical ways. All data collected from
secondary sources are properly cited and no unethical practice have used to achieve objectives.
Research Limitations:This research also contains some limitation which are mentioned below:
Lack of appropriate resource: While understaking research, Scholar faced problem in
getting resources due to which some activities are properly accomplished (Mackey and Gass,
2015).
Time limits: Less time for completion of activities has also created issues in making
questionnaire and collection of data.
TASK 3
P5 Research and data analysis using appropriate tools and techniques
QUESTIONNAIRE
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Name:
Designation:
Company:
Age:
1. Is your organisation is using digital technologies for carrying out business activities?
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Neutral
2. Do you think that marketing activities have been improved by implementing digital
technology?
(a) Yes
(b) No
(c) Not sure
3. What is benefits is highly provided by these digital technologies to M&S ?
(a) Increase in sales
(b) Reduction in cost
(c) Brand loyalty
(d) Increase in customer base
4. From the above, which technology is widely used by M&S in marketing activities?
(a) Social media
(b) E commerce
(c) Cloud computing
(d) Emails
5. Do you think that effeciency of M&S is increased after implementation of digital
technologies?
(a) Yes
(b) No
(c) Not sure
6. From the above, which problem is highly faced by M&S in implementation of digital
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technology?
(a) Lack qualified employee
(b) Training cost
(c) High maintainance cost
7. Does company' supply chain in market has been improved after implementation of digital
technology.
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Neutral
8. Are you satisfied with implementation of digital technology in marketing/
(a) Yes
(b) No
(c) Not sure
9. What is the positive impact of digital technology on marketing?
(a) Improve customer relationship
(b) Customer retention
(c) Brand image
(d) Increase in employee effeciency
10. Provide your your suggestions for improvement in implementation of digital technologies at
workplace.
--------------------------------------------------------
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Theme1: Organisation is using digital technologies for carrying out business activities
1. Is your organisation is using digital technologies for carrying out
business activities? Frequency
(a) Strongly agree 18
(b) Agree 5
(c) Disagree 5
(d) Neutral 2
Total 30
13
(a) Strongly agree (b) Agree (c) Disagree (d) Neutral
0
2
4
6
8
10
12
14
16
18
18
5 5
2
Frequency

Interpretation and analysis: In order to undertake research, Questionnaire method is
used by scholar for collection on analysis of impact of digital technology on marketing activities.
From the sample size of 30, it is clear that 18 respondents are strongly agreed that company is
using digital technologies for carrying out business activities. 5 respondents are quite agree, 5
respondents are disagree whereas 2 respondents are not sure about this. Hence, it can be stated
that M&S is using digital technology for regulation of business operations.
Theme2: Marketing activities have been improved by implementing digital technology.
2. Do you think that marketing activities have been improved by
implementing digital technology? Frequency
(a) Yes 15
(b) No 10
(c) Not sure 5
Total 30
Interpretation and analysis: From the sample of 30 respondents, it is clear that 15
respondents have stated “Yes” as they feel marketing activities of M&S have been improved by
14
(a) Yes
(b) No
(c) Not sure
Total
0 5 10 15 20 25 30
15
10
5
30
Frequency

application of digital technologies. 10 respondents have stated “No” as they feel that no
improvement have been occurred whereas 5 respondents are not sure about the statement.
Therefore, it is analysed that marketing activities of M&S have been improved by
implementation of digital technology.
Theme3: Reduction in cost is benefits is highly provided by these digital technologies to
M&S
3. What is benefits is highly provided by these digital technologies to M&S
? Frequency
(a) Increase in sales 10
(b) Reduction in cost 12
(c) Brand loyalty 3
(d) Increase in customer base 5
Total 30
Interpretation and analysis: From the sample size of 30 respondent, 10 respondents
have stated that increase in sales is the major benefits of implementing digital technology, 12
15
10
12
3
5
(a) Increase in sales
(b) Reduction in cost
(c) Brand loyalty
(d) Increase in customer base

respondents reviewed that decrease in cost is important benefit , 3 people have voted for brand
loyalty whereas 5 people are saying that increase in customer base is major benefits. Through
this, it is can be said that reduction in cost in major benefit which is achieved after application of
digital technology.
Theme4:Social media technology is widely used by M&S in marketing activities
4. From the above, which technology is widely used by M&S in
marketing activities? Frequency
(a) Social media 15
(b) E commerce 8
(c) Cloud computing 2
(d) Emails 5
Total 30
Interpretation and analysis: According to this table, it is clear that 15 respondents have
stated social media is a highly used digital technology at M&S. 8 respondents stated that E
commerce technology is widely used by M&S, 2 people are with Cloud computing method
whereas 5 respondents are agreed with Emails marketing. As per analysis, it is clear that social
media technology is widely used by M&S for marketing.
16
(a) Social media
(b) E commerce
(c) Cloud computing
(d) Emails
0 2 4 6 8 10 12 14 16
15
8
2
5
Frequency

Theme5: Efficiency of M&S is increased after implementation of digital technologies
5. Do you think that efficiency of M&S is increased after implementation
of digital technologies? Frequency
(a) Yes 20
(b) No 5
(c) Not sure 5
Total 30
Interpretation and analysis: Questionnaire method is used by scholar for collection of
data from selected 30 respondents. In this context, it is clear that 20 respondents have stated
“Yes” as they feel that efficiency of M&S is increased after implementation of digital
technologies. 5 respondents have stated “No” because they feel that effeciency of company is
not increased whereas 5 respondents are not sure about the statement. However, it can be stated
that effeciency of M&S has been increased by application of digital technologies.
17
20
5
5
(a) Yes
(b) No
(c) Not sure

Theme6:Training cost is problem is highly faced by M&S in implementation of digital
technology
6. From the above, which problem is highly faced by M&S in
implementation of digital technology? Frequency
(a) Lack qualified employee 5
(b) Training cost 15
(c) High maintenance cost 10
Total 30
Interpretation and analysis: In order to complete research, Scholar has made
questionniare and conducted survey top collect data from 30 selected employees of M&S. From
the sample size of 30 people, 5 respondents have stated that lack of qualified is the major
problem which is highy faced by organisation after implementation of digital technology. 15
respondents have stated that increase in training cost of employees is major problem whereas 10
people feel that high maintainance cost is the major issue. Therefore, it is clear that increase in
training cost of employees is the problem which is high faced by M&S after application of
digital technology.
18
(a) Lack qualified employee
(b) Training cost
(c) High maintenance cost
0 2 4 6 8 10 12 14 16
5
15
10
Frequency

Theme7:M&S supply chain in market has been improved after implementation of digital
technology
7. Does company' supply chain in market has been improved after
implementation of digital technology. Frequency
(a) Strongly agree 15
(b) Agree 5
(c) Disagree 5
(d) Neutral 5
Total 30
19
15
5
5
5
(a) Strongly agree
(b) Agree
(c) Disagree
(d) Neutral

Interpretation and analysis: As per the above mentioned diagram, it is stated that 15
respondents are strongly agreed that Supply chain of M&S in market has been improved after
digitalization. 5 respondents are quite agree, 5 people are disagree and 5 respondents are neutral.
This analysis provide clear understanding that supply chain of M&S in market is highly
influenced and improved after digitalization.
Theme8: Employee are satisfied with implementation of digital technology in marketing.
8. Are you satisfied with implementation of digital technology in
marketing? Frequency
(a) Yes 15
(b) No 10
(c) Not sure 5
Total 30
Interpretation and analysis: Questionnaire has been made by scholar for collection of
data from respondents to analyse the impact of digital technologies on marketing activities.
Sample size of 30 employees are also selected for data collection. From the above, it is clear that
15 respondents have stated “Yes” because they are satisfied with the implementation of digital
technology in marketing. 10 respondents have stated” No” as they dissatisfied whereas 5
20
15
10
5
(a) Yes
(b) No
(c) Not sure

respondents are not agree with the statement whereas 5 people are not sure about the statement.
Hence, it can be stated that employees are satisfied with implementation of digital technology in
marketing.
Theme9:Improve customer relationship is the positive impact of digital technology on
marketing.
9. What is the positive impact of digital technology on marketing? Frequency
(a) Improve customer relationship 12
(b) Customer retention 8
(c) Brand image 5
(d) Increase in employee efficiency 5
Total 30
Interpretation and analysis: From above stated diagram, it is clear that scholar has
collected data to analyse the impact of digital technology on marketing activities. From this, it is
clear that 12 respondents have stated that improvement in customer relationship is positive
impact of digital technology, 8 respondent have stated this for custmer retention, 5 people
stated it for brand image whereas 5 respondents said that increase in effeciency of employee is
21
(a) Improve customer relationship
(b) Customer retention
(c) Brand image
(d) Increase in employee efficiency
0
2
4
6
8
10
12
12
8
5 5 Frequency

the major benefits. However, it can be said that improvement customer relationship is the
positive impact of digital technology on marketing.
P6 Appropriate recommendations as result of research and data analysis.
From the above report, it is clear that digital technologies has empowered organisation to
improve its business activities and communicating with large number of customers across the
countries. There are various types of digital technologies such as cloud computing, social media,
Email marketing and E commerce which can be used by organisation but they have provided
more focus on using Social media application because it does not involves any cost and
requires less maintainance. Wide increase in social media marketing preference has also
provided them benefits of increase in brand loyalty and sales. Further, it is recommended to
organisation that they can also implement E commerce technology to increase its marketing at
globle scale and achieve more benefits.
Apart from this, there are some challenges have been occurred such as increase in
training cost which is faced M&S and management of employees at workplace. Increase in
training cost is challenge but it will effeciency of their workplace which provides them
competitive advantage. Therefore, it is suggested to organisation that they should provide more
focus improving their employee effeciecy and adopt these technologies appropriately to improve
their marketing activities.
TASK 4
P7 Reflection on the values of undertaking research
In this research, I have carried out analysis on impact of digital technologies on
marketing activities of M&S. This research has provided understanding about various skills and
abilities required in researcher to undertake research and achieve relevant research. My
objective behind understaking research was to improve my knowledge and understanding about
different digital technologies which are used these retail business enterprise in marketing. In
this, I have used various important research method which has provide support in achievement of
aims and objectives. Interpretivism philosophy which I have used has provided support in
attaining appropriate methods like interview and observation. Descriptive research design has
provided overall strategy for intergration of components used in research. This research design
has also provide support in adressing research problems appropriately. I have selected both
Quantitative and Qualitative research strategy which was correct because it has provided the
22

support in interpretation of both primary and secondary data appropriate. All activities are
carried out in specific time duration which I have specified in the plan, However, this research
has improved by understanding and skills which I can apply in the future prospects.
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