Digital Transformation and Dorothy Perkins: A Business Research Report

This report examines the impact of digital technology on the business operations of Dorothy Perkins, a multinational women's fashion retailer. The research investigates how digital technology, particularly social media advertising, has transformed marketing activities. The report includes an introduction outlining the aims and objectives, followed by a project management plan covering cost, time, scope, quality, communication, risk, and resources. A work breakdown structure (WBS) and Gantt chart are presented. The methodology section details the research approach, data analysis techniques (qualitative), data collection methods (secondary), and sampling strategies. The research utilizes questionnaires to gather data. Recommendations and conclusions are drawn from the data analysis, offering insights into the challenges and opportunities of digital transformation for Dorothy Perkins. The report aims to provide actionable recommendations for enhancing the company's business activities through digital technology.

Managing a successful
business project

Table of Contents
INTRODUCTION.......................................................................................................................................5
LO 1............................................................................................................................................................5
P1 Aims and objective for the chosen project.........................................................................................5
P2 Project management plan which cover cost, time, scope, time, quality, communication, risk and
resources.................................................................................................................................................6
P3. WBS and Gantt chart with time-frame and stages.............................................................................7
LO 2............................................................................................................................................................9
P4 Small scale research with apply qualitative and quantitative research methods to meet with aims
and objectives..........................................................................................................................................9
P5 research and data using with appropriate tools and techniques......................................................11
LO3...........................................................................................................................................................19
P6 & P7.Communicate appropriate recommendations and reflection from data analysis to draw
meaningful conclusions.........................................................................................................................19
CONCLUSION.........................................................................................................................................20
REFERENCES..........................................................................................................................................21

INTRODUCTION
This research present that digital technology has transform business activities and mainly
marketing. As, it has been made very easy to interact with potential customers. And also it attracts huge
number of customers as it has wide coverage. In this report it will cover that digital technology has
transform Dorothy Perkins business activities. Dorothy Perkins is an multinational women‘s fashion
retailer which is based in United Kingdom. The company offers every range of clothes. Further in this
report it will describe the research methodology that helps to understand the project in more effective and
efficient way. It will also include the project management plan which is the clear description of the
research and it helps to give the clear idea of the research. And it will further discuss the various chart and
it include the recommendation which help a company to advance its business activity by the help of
digital technology.
LO 1
P1 Aims and objective for the chosen project
Background of the research
Digital technology helps to transform the business operation of Dorothy Perkins as it helps to
cover the wide range of the customers and also attract many to the large extent. It increases the
profitability of the company. It provides many social media platform which helps the company to increase
its popularity. As there are many social media platform such as Facebook, Instagram which are very
famous among the customer. Digital technology helps the customer to save its time. And also helps in
marketing of the products and services as by giving advertisements. Furthermore it also provides an
opportunity to beat its competitor and gain advantage over it. Moreover it helps Dorothy Perkins to im
proves its business operation and run the company in the right direction.
AIMS:
To examine role of social media advertising in marketing activities of an organization – Case
study on Dorothy Perkins.
OBJECTIVES:
• To understand the idea of digital transformation
• To determine role of social media advertising in marketing activities in the organization.
• To recommend ways to implement social media advertising in marketing activities of Dorothy
Perkins.
• To evaluate challenges in social media advertising .
Research questions

• What do you understand by the idea of digital transformation?
• How to determine the role of social media advertising in marketing activities in the organization?
• What are the ways to implement social media advertising in marketing activities of Dorothy
Perkins.
• How to evaluate challenges in social media advertising?
P2 Project management plan which cover cost, time, scope, time, quality, communication, risk
and resources
Project management plan- Project management plan is a formal, approved document that defines how the
project is executed, controlled and monitored. It may be detailed documents and may include subsidiary
management plans and other planning documents. It gives a clear and easy view of the research project
which helps to understand the project in the easy manner. It includes following elements:
Cost- Cost is one of the most important and essential parts of a project management plan that assists to
accomplish desired level of outputs in the business. Cost is most important consideration which carries
out to gain more profitability. It include the cost of transportation, miscellaneous expenses etc. with this
regard pound 800 has been used to conduct the research in systematic manner (Clark, Laing and Woolner,
2017).
Scope- project management plan has a wide scope which enhances knowledge of researcher in positive
deliberation which helps in accomplish aims and objectives of the organization in positive manner.
Risk- it is one of the crucial parts in the organization that need to be reduced so that plan can be success
fully develop which results in effective outputs at work place. It involve the risk of ethical consideration
that the research is carry in an ethical manner and also it include the risk of plagiarism because the data
are been collected from secondary sources.
Time- Time is the one of the important perspective in the organization which lifts to focus on working
with proper schedule and work pattern. For this the researcher has includes time management strategy to
conduct the research and manage the work on time. It is important to complete the research on time so
that desired results are obtained. It will take 180 days approx to finish the research (Keutmann, Moore
and Gur, 2015).
Quality- Quality is most essential part of the project management plan which helps to create successful
project management plan to find inaccuracy, errors and mistakes that’s result in focus on appropriate
working system that can be evolved more desired level of results.
Communication- Communication is also most important perspective that assists to focus on team
efficiency that would be developed successfully to gain competitive advantages. Researcher will adopt
many strategies to communicate with the people as it will telephonic communication, personal
communication.
Resources- Resources is most essential part require in project management plan in order to conduct
research, there are several resources required that assists to achieve objectives and targets. It is important

to allocate resource at right time. And it is very important to have a proper knowledge about resource
allocation.
P3. WBS and Gantt chart with time-frame and stages
Figure 1 Work base structure
Task Name Duration Start Finish Predecessors
Design 2 days Mon 18/11/18 Mon 12/12/18
Development of Project
with initial document 7 days Mon 12/10/18 Fri 15/11/18
Identify resources of
project 5 days Mon 18/17/18 Fri 11/21/18 2
Formulation of aim and
objectives 3 days Mon 15/24/18 Wed 12/26/18 2,3
Setting deadlines for each
activity 1 day Thu 25/27/18 Thu 11/27/18 4
Gathering Team 8 days Fri 25/28/18 Tue 10/8/19 5

Develop 1 day Wed 10/9/19 Wed 2/9/19 6
Conducting meeting 5 days Thu 14/10/19 Wed 11/16/19 5,7
Scope of project 2 days Thu 11/17/19 Fri 21/18/19 8
Collection of data 5 days Mon 15/21/19 Fri 13/25/19 9
WBS structuring 5 days Mon 12/28/19 Fri 2/30/19 10
Planning of budget 4 days Mon 21/4/19 Thu 28/7/19 11
Implement 1 day Fri 2/8/19 Fri 22/8/19 12
Assuring quality 9 days Mon 22/11/19 Thu 22/21/19 13
Training of team 3 days Fri 25/22/19 Tue 2/26/19 14
Evaluate 1 day Wed 25/27/19 Wed 2727/19 15
Implementation of
globalisation 8 days Thu 22/28/19 Mon 30/11/19 16
Monitoring and control of
project 5 days Tue 13/12/19 Mon 4/18/19 17
Checking of respondents
views 6 days Tue 23/19/19 Tue 13/26/19 18
Closure 1 day Wed 3/27/19 Wed 4/27/19 19
Evaluation of project 5 days Thu 30/28/19 Wed 14/3/19 20,21
Areas of modification 5 days Thu 24/4/19 Wed 12/10/19 22

Figure 2network planning
LO 2
P4 Small scale research with apply qualitative and quantitative research methods to meet with
aims and objectives.
Methodology is the logical, systematic, proper examination and analysis of the various
methods to be applied to a field of study or knowledge. Research methodology implies the
different ways & methods through which data & information is to be collected so that informed
& wise business decisions can be taken.

Research methodology includes the below mentioned areas:-
• Research philosophy - Research philosophy talks about the core idea or belief on which
the research should be based. Basically it is concerned with the belief about the ways /methods in
which data & information should be collected & studied. It further includes positivism
philosophy and Intrepretivism philosophy. Positivism philosophy rests on the idea that only
factual knowledge acquired from observation which is objective in nature can be trusted and
relied upon. Intrepretivism philosophy on the other hand permits the researcher to study and
interpret all important elements of study thereby taking human interest into account as well .In
this report the researcher has used the intrepretivism approach that has been used to understand
reality collected to conduct in- depth study to investigate qualitative results.
• Research Approach - Research approach means a systematic plan and a logical
procedure which lists out the detailed steps to be taken in order to perform data collection ,
intrepretation , analysis etc.. This is considering important role at workplace of Dorothy Perkins.
There are two types of research approaches namely deductive approach and inductive
approach . Deductive research approach implies developing a hypothesis based on an already
existing theory and henceforth designing a new research strategy to examine and test the
hypothesis. And on the other hand Inductive research approach involves beginning with some
observations and then theories are put forward and proposed as the end result of observations In
this report the researcher has relied on the deductive approach to conduct study from general to
specific.
• Data analyses - Data analysis means careful examination and intrepretation of the
gathered information for further use. Incorrect analysis can lead to fallacious results and the
entire exercise of data collection etc. may turn out useless. There are two ways in which data can
be analyzed. Quantitative technique- In quantitative technique , focus is laid on numerical facts,
information and quantitative data only . Any data unable to be expressed numerically is not taken
into consideration here. Qualitative technique- Under this technique, qualitative information like
personal relations between the management and personnel, satisfaction levels etc are taken into
account. In this report the researcher has used the qualitative technique in his study.
• Data collection - Data collection includes all the methods by which data is to be collected
from various sources. If data collected is not reliable then the results of the research will be
wasteful. The two main ways of data collection are primary data and secondary data. Primary
data- In this method the researcher himself collects the data either through survey or preparing
questionnaires etc. Hence fresh and reliable data is collected for the study. Secondary data- Here
the researcher collects and gathers data from sources of previous research or from other authors
or researchers. In this report secondary data has been used by the researcher. As it focus on
gaining aim and objectives in desired manner (Nambisan, 2017).

• Sampling - Sampling involves selection of a sample from a big population , the sample
being representative of the entire population. Sampling reduces cost and time involved in
checking the entire population. There are two methods of sampling namely probabilistic and non
probabilistic. Probabilistic sampling in which it includes samples which are probably selected.
Non probabilistic sampling here samples dont have any known probability of being selected .In
this report probabilistic sampling has been used by the researcher in which simple random
sampling strategy has been used in which the data are collected from different population. There
are 20 manager from Dorothy Perkins has been selected as sample size to accomplish aim and
objectives (Gay and et.al, 2016).
• Research Design – it is basically a arrangement and collection. Researcher has used
descriptive research design which helps to give the desirable results as it helps to attain overall
aim and goals through effective research design.
P5 research and data using with appropriate tools and techniques
For conducting an research, we need to prepare research which plays an important role in
accomplishing an organisational goal effectively.
Questionnaire
Questionnaire
Name:
Age:
Gender:
1. Do you have any knowledge regarding digital technology
 Yes
 No
 Cannot say
2. What is the level of your knowledge in terms of how digital technology in transform the
business operations of the Dorothy Perkins?
 I have no knowledge
 I have some kind of knowledge
 I have basic understanding about this concept
 I am familiar with digital technology
 I have well versed about digital technology concept
3. How to gain competitive advantages with implementation of digital technology for

transforming business activities of the Dorothy Perkins.
 Following legal requirements
 promoting good quality of products and services
 Being marketing environment
 Get involved with social campaign
 Treating employees with respect
4. How much attention do you pay with digital technology in terms of transforming the business
activities of particular company?
 It is not important for anyone
 It is not really important but prefer for companies that is responsible
 Social campaigns and advertisement also implement in particular enterprise
 It is really important for gaining competitive advantages
5. What is the most important reason to implement digital technology for transforming business
activities in the selected business unit to increase competitive advantages?
 To improve brand image of Dorothy Perkins
 To attract more employees in the business
 To help society and environment
 To enhance income
 To develop customer attention in Dorothy Perkins
 All the above
6. How transforming business activities of Dorothy Perkins through digital technology help to
gain competitive advantages with digital campaign in positive consideration?
 Undoubtedly favourably
 Favourably
 Neither favourably nor negatively
 Negatively
 Undoubtedly negatively
7. Do you engaged in terms of implementing the digital technology for transferring the business
activities of the Dorothy Perkins
 Yes
 No

 Cannot say
8. What factors influences to Dorothy Perkins products and services?
 Low prices
 Environmental friendly products
 Wide range of products
 Modern design of products
 High quality of products
 All the above
Theme 1 Managers have knowledge regarding the digital technology for transformation
1. Do you have any knowledge regarding
transformation through digital technology?
Frequency
Yes 20
No 4
Cannot say 2
Interpretation: In order to carry above graph, it can be stated that there are 22 respondents
exists those stated that they have knowledge regarding digital technology in terms of transferring

the business activities. Furthermore, there are 4 respondents exists they have not any knowledge
regarding digital technology(Larson and Gray, 2017). Maximum respondents have full
knowledge regarding digital technology so that they are able to communicate more effective
results at workplace in terms of transferring business activities.
Theme 2 Managers have basic understand about the topic regarding the transformation of
business operation through digital technology.
2. What is the level of your knowledge
regarding transformation of business
activities of Dorothy Perkins
Frequency
I have no knowledge 1
I have some kind of knowledge 1
I have basic understanding about this concept 25
I am familiar with digital technology topic 2
I have well versed the digital technology
implementation for transforming the business
activities of the Dorothy Perkins.
1