Impact of Digital Technology on SMEs: Continental Consulting Report

This report analyzes Continental Consulting Limited, a small consultancy firm, focusing on the impact of digital technology on SMEs. It outlines project aims and objectives, including the effect of social media and mobile technology on business growth and innovation. The report presents a project management plan covering cost, scope, time, quality, communication, risk, and resources, along with a work breakdown structure and Gantt chart. It employs both qualitative and quantitative research methods to gather data, analyze findings, and provide recommendations. The research aims to determine the value of digital technology in enhancing performance and competitiveness for SMEs. The report provides insights into the significance of digital tools and their effectiveness in marketing, productivity, and profitability, offering a comprehensive view of the benefits of technology adoption for small businesses.

MANAGING
SUCCESSFUL BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1...........................................................................................................................................1
P1 Project aims and objectives...............................................................................................1
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources...................................................................................................................3
P3 Work breakdown structure and a Gantt chart to provide time frames and stages.............4
TASK 2............................................................................................................................................6
P4 Small-scale research by applying qualitative and quantitative research methods............6
TASK 3............................................................................................................................................9
P5 Research and data using appropriate tools and techniques...............................................9
P6 Appropriate recommendations as a result of research and data analysis........................16
TASK 4..........................................................................................................................................17
P7 Value of undertaking the research to meet stated objectives..........................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Digital technology refers to the technology which aid in storing or processing the data in
terms of binary units (Ahmed Dine Rabeh, Jimenez-Jimenez and Martínez-Costa, 2013). This
revolutionary took place in middle of 1990 which changed the whole scenario of doing business
at both domestic and international level. In other words, technology means use of different tools
and techniques that are related to skills which has been working or taken in use. This may help in
completing the processes of production of a business organisation. On the other hand, digital
technology has helped in changing the face of how business can be done and impacted positively
in various aspects. Modifications and implementation of new and updated technology has helped
small and medium sized business firms in gaining many competitive advantages. This
assignment, is depending on business of Continental Consulting Limited i.e. a small sized
consultancy firm located in London employing Mario Bindas as CEO. Report will show different
aims and objectives of research and then it will put light on work break down structure. Along
with this, it will also show a small scale investigation taking in use of both quantitative and
qualitative research elements in order to gain appropriate data.
TASK 1
P1 Project aims and objectives
Human beings in today’s world carrying ample number of demands depending on their
tastes. People's requirements in present time changes because of modifications in technology,
environment, atmosphere, needs and many more other things. According to this, it is being
analysed that there are many benefits that can easily be gained if organisations are updating
previous tools and techniques that has been adopted by them with new ones then it can be said
that firm may gain many competitive advantages in much effective manner. Continental
Consulting Limited is working at small and medium level where they deliver appropriate
services to SMEs with taking help of different tools (Bruhn, Schoenmueller and Schäfer, 2012).
Recently, it was being found that it is much required for Continental Consulting Limited to use
new and updated technology because they did not adopt it and now it is affecting their goodwill
along with reputation. Therefore, if company wants to sustain for a long period of time at market,
then it is vital for them to use upgraded technology which will help out in boosting up all the
operations.
1

Topic: To found out the effect of social media and mobile technology on growth and
innovation of small and medium level business organisations. A case study on Continental
Consulting Limited.
Background of Project
Today’s business world where competition is rising with full speed, organisations are
trying to give good rivalry with distinctive tools. Here, it has become vital for companies, that
are small in nature to take in use of updated technology while operating business. Through this, it
can easily be said that small enterprise which adopt updated technology can smoothly give heavy
competition to their small business firms (Eckerson, 2010). With the help of digital technology,
SME’s can gather ample number of opportunities which can help them in giving appropriate
products and services as per updated requirements of customers. Continental Consulting Limited
can take in use of social media and mobile technology tools like Instagram, Twitter, Facebook
and many more through which many benefits can easily be gained right on time. Organisation
can easily deliver information to its clients while taking in use of these social media and mobile
technology tools. Promotional activities like developing a video and posting it on Facebook
which is one of famous social media site among others. This practice may not cost much to them
and can gather attention of customers high in numbers (Goodrich and De Mooij, 2014).
Aim: To find out the effect of social media and mobile technology on growth and
innovation of small and medium level business organisations. A case study on Continental
Consulting Limited.
Objectives
 To analyse whether social media and mobile technology tools are cost effective
marketing approaches or not.
 To determine the significance of social media and mobile technology in enhancing
productivity and profitability of SMEs.
 To see the values of digital technology that will help Continental Consulting Limited’s
performance.
Questions
 How relevant is social media tools and mobile technology as an approach to cost
effective marketing?
2

 What are the significance of social media and mobile technology in enhancing
productivity and profitability of SMEs.
 What are the values which can assist in organizational performance?
P2 Project management plan that covers aspects of cost, scope, time, quality, communication,
risk and resources
Project management plan can help firm in attaining their own goals and objectives. A
formal plan that consists of blueprint that what exactly needs to be done in order to hit desired
targets right on time (Hutter and et. al., 2013). It has been analysed that mainly project manager
develop plan and tries to achieve specific aims that an organisation has set. Apart from this, it is
also mandatory for project managers to look into different aspects that are related to
implementing the plan, make changes and then try to monitor it so that plan can go parallel with
desired goals. With the help of a proper project management plan, it can be said that company
can easily digitalise the Continental Consulting Limited. In present context, it has become
essential for manager of Continental Consulting Limited to manage all the different things that
are related to the plan. Some of these are: time, scope, quality, risk, communication, cost and
also and many more. These are being described in beneath in a detailed manner:
Scope- This is one kind significant factor that majorly stays filled with different activities
which may help project manager to developing an appropriate plan according to the requirements
so that implementation of advance technology can be done at Continental Consulting Limited.
Cost- Expenses while developing a project management plan it is being found that
majorly, needs to look into this aspect so that many benefits can easily be gained in much
effective and efficient manner (Pookulangara and Koesler, 2011). On the other hand, if
organisation is having appropriate funds for the plan than it can be said that desired targets may
not get attained right on time. Because of this, it can be said that organisation may enhance its
expenses. Therefore, it is required for project manager to first analyse that how much plan is
going to cost them and then after that select strategy through which reduction of expenses can
easily be done. Budget of this plan was around 550 pounds.
Time- Every single activity related to project should be done in specific time of period.
Failure into this may lead organisation to consume much time. But, in modern world, this cannot
be afforded by any business organisation. It is required for project manager to deal with it and try
to allocate tasks to individuals who are helping in completing the project. Giving them time with
3

motivation where they have to complete the task can be helpful for Continental Consulting
Limited. 6/14/2018 to 11/22/2018 will be the time duration of completion of this project.
Quality- This element plays a crucial role while developing in project management plan.
If researcher do not keep this thing in mind then it is may be possible that company may not
gather proper results. Failure into this may lead Continental Consulting Limited to deliver
services with less quality to SMEs.
Risk- Risks stays involved in every single field while developing a proper management
plan. It is required for project manager to look into different methods and then try to imply
modern technology so that many benefits can easily be gained in much effective and efficient
manner. On the other hand, it has also been found that Continental Consulting Limited needs to
look into different aspects and then try to reduce risks related to completion of project because
these may enhance expenses and can consume time which Continental Consulting Limited
cannot afford (Smith, 2011).
Communication- Another element which helps researcher in allocating tasks to fellow
team mates who are helping project conductor to accomplish the tasks. If communication among
them will be clear then it is may be possible that research will pull out desired outcomes in
effective time of period.
P3 Work breakdown structure and a Gantt chart to provide time frames and stages
Both Gantt chart along with Work-break-down structure can be considered as the two
major elements that stays connected with project management plan. It can be said that both
approaches can be helpful at the time of completion of project in specific occurrence.
Work Breakdown structure- In present context, WBS under a project management plan
can be said that a system which was developed by engineers. This type of structure is something
which helps in developing deliverables, consists with oriented breakdown. This break is being
majorly done so that proper plan can easily be developed and changed into appropriate small
components (Wang, Yu and Wei, 2012). With the help of this, Continental Consulting Limited
can easily look into different aspects and detailed manner through which execution of products
can be done in much effective and in appropriate mode.
4

Gantt chart- A Gantt chart can be considered an something which consists different
exercises which sectioned in to little parts additionally designate time as indicated by that. It
gives graphical introduction of exercises which should be finished on legitimate time. This kind
of diagram appears about time, advance and assets which are required keeping in mind the end
goal to finish extend with in given era. It is valuable for timetable and arranging ventures. For
finishing these assignments, there are fit and well-qualifies workers chose through Continental
Consulting Limited. It shows start and finish dates of rundown and terminal segments of venture.
Through Gantt diagram, firm can decide basic way. With the help of this, business can evacuate
all exercises and also endeavours of task that aides in picking right exercises to complete
process.
5
Illustration 1: Work Break down structure

6

TASK 2
P4 Small-scale research by applying qualitative and quantitative research methods
It is the specific technique and procedure used by researcher to analyse information of
particular topic. In this, information is collected with the motive of taking important decision for
business growth. Required data can be collected by two methods of research that is qualitative
and quantitative research methods. Both the methods are described as below:
Qualitative Research: In this, information is collected on the basis of quality. It emphasis
on using uncovered opinions and thoughts of the people in order to receive desired outcome.
Qualitative research methodology focuses on gathering information through open and direct
communication with the selected respondents in the form of interviews and group discussions.
Quantitative Research: This type of research methodology is based on the numerical,
statistical and mathematical value on which further analysis is done in order to achieve objective.
In this information is gathered through questionnaire, surveys, polls, online surveys etc. to get
the accurate outcome.
Different methods of collecting data are evaluated as below:
Primary: This method collects the information and data with collecting fresh and new
innovative ideas from the respondents. Researcher usually gathers information through
observation, surveys, questionnaire etc. to the collect correct and relevant information.
Investigators opts this method to know about the point of view of people and their opinions.
Under this, researcher have used questionnaire to collect information from the 40 respondents
about topic.
7

QUESTIONNAIRE
Name:
Age:
Gender:
Contact details:
Address:
Q1) Are social media tools and mobile applications beneficial for enhancing growth and
productivity of Continental Consulting Limited?
a) Yes
b) No
Q2) What are the advantages of using social media tools for Continental Consulting
Limited ?
a) More revenue generation
b) Brand Development
c) Attracting large number of customers
Q3) What are the best social media communication tools used by firms for attracting
people towards their products and services?
a) Instagram
b) Twitter
c) Facebook
Q4) Does mobile application help in communicating information’s with their potential
customers?
a) Yes
b) No
Q5) What are the major implications of using digital technologies for firm?
8

a) Improved Customer Experience
b) Enhanced Collaboration
c) Effective marketing strategy
Q6) What are the major issues faced by firm by implementing digital tools?
a) Formulating social media marketing strategy
b) Confection with people
Q7) Are digital tools and social media platforms useful for firms in order to achieve
competitive advantage at market place?
a) Yes
b) No
Q8) Does social media and mobile technology help in enhancing profit and market share?
a) Agree
b) Disagree
Q9) Recommend the ways by which Continental Consulting Limited can enhance its
market shares?
Secondary: In this method of data collection, researchers gather information from
different sources like articles, internet, magazines, books etc. Under this, data is gathered from
already used research of various researchers and information published by many scholars and
authors.
TASK 3
P5 Research and data using appropriate tools and techniques
Data which is being gathered with the help of using questionnaire. In this part, thematic
examination takes place. Questions were asked from 40 respondents which was being selected
taking help of random sampling technique.
THEME 1: Social media tools and mobile applications are beneficial for enhancing growth
and productivity of Continental Consulting Limited
9

Q1) Are social media tools and mobile
applications beneficial for enhancing growth
and productivity of Continental Consulting
Limited?
Frequency
Yes 30
No 10
Interpretation: From above mentioned graph, it can be said that from 40 respondents
which was selected by researcher, around 30 were in favour and stated that mobile technology
and social media can be helpful when Continental Consulting Limited is looking forward to grow
and to improve productivity. Apart from this, 10 respondents have clearly said that this may not
affect on growth of this organisation.
THEME 2: Advantages of using social media tools for Continental Consulting Limited
Q2) What are the advantages of using social
media tools for Continental Consulting
Limited ?
Frequency
Brand development 18
10
Yes No
0
5
10
15
20
25
30
35
30
10
Column B