Digital Transformation of Business Activities: A Case Study of M&S

This report investigates the transformation of business activities due to digital technology, focusing on Marks and Spencer as a case study. It employs both qualitative and quantitative research methods, including surveys of 100 internal and external stakeholders, to assess the impact of digital technologies on the organization. The research covers aspects such as stakeholder demographics, the influence of digital technologies on Marks and Spencer, the effectiveness of purchasing habits, brand image, and profitability. Findings are presented through tables and charts, followed by analysis and recommendations to enhance the effectiveness of digital technologies in Marks and Spencer's marketing plans. The study concludes that understanding individual customer experiences and perceptions is crucial for successful digital implementation.

HOW DIGITAL TECHNOLOGY HAS TRANSFORMED
BUSINESS ACTIVITIES
1

Table of contents
LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project.....................................................................................................3
LO3 Present the project and communicate appropriate recommendations based on meaningful
conclusions drawn from the evidence findings and/or analysis......................................................8
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organizational performance........................................................................................16
Reference list.................................................................................................................................19
Appendices:...................................................................................................................................20
2

LO2 Conduct small-scale research, information gathering and data collection, generating
knowledge to support the project
 Qualitative research:
With the help of qualitative data collection mode of analysis for conducting the research, the
researcher and the team who were involved to conduct the research focussed mainly in grouping
the information as per the personal experiences of every individual (Drucker, 2018). The
perceptions and the ideologies every individual customer of Marks and Spenser possessed.
Thereby the qualitative data analysis has helped the researcher to accumulate information from
different respondents by making a study of the experiences of every individual drawn
(Figueiredo et al., 2015).
 Quantitative research:
Implementing the quantitative method data analysis has allowed the researcher to collect
the data grouping under the numeric data format that helps in representing the
accumulated information under graphs, tabular format and charts respectively (Fu et al.,
2015). While conducting the research the researcher has taken a survey of 100 internal
and external stakeholders of the organization which provided information about the
impact of digital technologies in the organization.
The set of quantitative data analysis method:
1. Age of the stakeholders
AGE OF THE
STAKEHOLDER
S
NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER
OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
16-25 35 100 35%
25-35 30 100 30%
3

35-45 15 100 15%
Above 45 years 20 100 20%
Table 1: Age group of the stakeholders
(Source: created by the author)
2. The gender overview of the stakeholders
GENDER OF THE
RESPONDENTS
NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS
)
TOTAL NUMBER OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Male 64 100 64%
Female 36 100 36%
Table 2: The gender analysis table of the stakeholders
(Source: created by the author)
3. The views of the stakeholders with respect to the influence of digital technologies on
Marks and Spenser
CHOICES MADE NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER
OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Agree 40 100 40%
Stoutly Agree 20 100 20%
Disagree 15 100 15%
Stoutly disagree 15 100 15%
4

Neutral 10 100 10%
Table 3: The views of the stakeholders with respect to the influence of digital
technologies
(Source: created by the author)
4. The impact of the effectiveness of the purchasing habit of the customers with
respect to the influence of digital technologies
CHOICES MADE NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER
OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Agree 30 100 30%
Stoutly Agree 25 100 25%
Disagree 25 100 25%
Stoutly disagree 10 100 10%
Neutral 10 100 10%
Table 4: The impact of the effectiveness of the purchasing habit of the
(Source: created by the author)
5. The impact of the digital technologies with respect to the brand image of Marks and
Spenser
CHOICES MADE NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Stoutly 30 100 30%
Very stoutly 20 100 20%
Not stoutly 20 100 20%
5

Neutral 15 100 15%
No improvements 15 100 15%
Table 5: The impact of the digital technologies with respect to the brand image
(Source: created by the author)
6. The affect of digital technologies with respect to the profit of the respective
organization
CHOICES MADE NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER
OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Agreed 25 100 25%
Stoutly agreed 25 100 25%
Disagree 20 100 20%
Stoutly Disagree 15 100 15%
Neutral 15 100 15%
Table 6: The affect of digital technologies
(Source: created by the author)
7. The level of satisfaction of the stakeholders of organization with respect to the
implementation of digital technology on the organization
CHOICES
MADE
NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Satisfied 30 100 30%
Stoutly satisfied 20 100 20%
Not satisfied 20 100 20%
6

Dissatisfied 15 100 15%
Neutral 15 100 15%
Table 7: The level of satisfaction of the stakeholders of organization with respect to
the implementation of digital technology on the organization
(Source: created by the author)
8. The implementations of the digital technologies which may tentatively affect the
base of the consumer
CHOICES MADE NO. OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER
OF
RESPONDENTS
(INTERNAL AND
EXTERNAL
STAKEHOLDERS)
PERCENTAGE
OBSERVED
Agreed 40 100 40%
Stoutly agreed 20 100 20%
Disagree 15 100 15%
Stoutly Disagree 15 100 15%
Neutral 10 100 10%
Table 8: The implementations of the digital technologies
(Source: created by the author)
The set of quantitative data analysis method:
With the help qualitative data collection mode of analysis for conducting the research, the
researcher and the team who were involved to conduct the research focussed mainly in grouping
the information as per the personal experiences of every individual (Geroe and Perham, 2017).
Thereby the group of members used to conduct the survey are mainly the branch manager of the
organization and the most frequent visitor of the organization.
1. What are your views with respect to the benefit of digital technologies for Marks
and Spenser?
7

 The branch manager:
The branch manager is of view that the implementation of digital technology has
benefitted them in case of branding and promoting of the derogative products.
 The most frequent visitor:
The most frequent visitor of Marks and Spenser is of opinion that, sue to the
implementation of digital technologies, the customers get to know more about the
products and the newly launched products.
2. What benefits are you being received with due to the implementations of digital
technologies used in Marks and Spenser?
 The branch manager:
The branch manager has put up his views with respect to the benefits that is received due
to the implementations of digital technologies in Marks and Spenser, it has brought up
with the cashless payment which made a easy transaction and easy payment mode.
 The most frequent visitor:
The most frequent visitor reported that due to the implementation of digital technology
the payment mode has become swift and easy going and the customers fail to meet the
huge queue.
LO3 Present the project and communicate appropriate recommendations based on
meaningful conclusions drawn from the evidence findings and/or analysis
1. Age of the stakeholders
8

0
30
60
90
NO. OF RESPONDENTS (INTERNAL AND EXTERNAL STAKEHOLDERS)
PERCENTAGE OBSERVED
Chart Title
Axis Title
Axis Title
Figure 1: Age of the stakeholders
(Source: Created by the author)
Findings and analysis
The survey of 100 respective stakeholders as observed the age group includes the
following:
35 respondents belong to the age group of 16 to 25 years
30 respondents belong to the age group of 25 to 35 years
15 respondents belong to the age group of 35 to 45 years
20 respondents belong to the age group which is above 45 years
2. The implementations of the digital technologies which may tentatively affect the
base of the consumer
9

Male Female
0
20
40
60
80
100
120
Chart Title
NO. OF RESPONDENTS
(INTERNAL AND EXTERNAL
STAKEHOLDERS)
TOTAL NUMBER OF
RESPONDENTS (INTERNAL
AND EXTERNAL
STAKEHOLDERS)
PERCENTAGE OBSERVED
Figure 2: The implementations of the digital technologies which may tentatively
affect the base of the consumer
(Source: Created by the author)
Findings and analysis:
The survey when was conducted, was observed that the number of male respondents were more
than the female respondents:
Male: 64 respondents
Female: 36 respondents.
3. The views of the stakeholders with respect to the influence of digital technologies on
Marks and Spenser
10

NO. OF RESPONDENTS (INTERNAL
AND EXTERNAL STAKEHOLDERS)
Agree
Stoutly Agree
Disagree
Stoutly disagree
Neutral
Figure 3: The views of the stakeholders with respect to the influence of digital
technologies on Marks and Spenser
(Source: Created by the author)
Findings and analysis:
The views of the stakeholders respect to the influence of digital technologies on Marks and
Spenser can be analyzed as below:
Agreed respondents: 40
Stoutly Agreed respondents: 20
Disagreed respondents: 15
Stoutly disagreed respondents: 15
Neutral respondents: 10
4. The impact of the effectiveness of the purchasing habit of the customers with respect
to the influence of digital technologies
11

Agree Stoutly Agree Disagree
Stoutly disagree Neutral
Figure 4: The impact of the effectiveness of the purchasing habit of the customers
with respect to the influence of digital technologies
(Source: Created by the author)
Findings and analysis
The views of the stakeholders with respect to the implementations of the digital technologies,
which may tentatively affect the base of the consumer, are as follows:
Agreed respondents: 30
Stoutly Agreed respondents: 25
Disagreed respondents: 25
Stoutly disagreed respondents: 10
Neutral respondents: 10
5. The impact of the digital technologies with respect to the brand image of Marks and
Spenser
12