Roli Case Study: Analysing Digitalisation's Business Impact

This report provides a comprehensive analysis of the effectiveness of digitalisation and its impact on business operations and sales, using Roli, a London-based music technology company, as a case study. The research explores the background, significance, and aims of the study, including the research questions and objectives, such as evaluating the importance of digital technologies in the growth of small business organizations and assessing the role of digitalisation in sales increment. The report details the research methodology, including the type of investigation, design, philosophy, approach, data sampling, analysis, and ethical considerations. Key findings are presented, including an interpretation of survey results from 40 respondents, revealing insights into the impact of digitalisation on innovation, growth, and various business operations like marketing and sales. The analysis covers how digitalisation influences brand awareness, productivity, competitive edge, and the adoption of modern marketing methods. The report concludes with recommendations and findings, emphasizing the role of digital technologies in driving innovation, enhancing sales, and improving overall business performance for SMEs like Roli. The report demonstrates how Roli uses digital strategies to manage brand awareness, improve productivity, and gain a competitive edge.

Research Project

Table of Contents
TITLE..............................................................................................................................................3
1.1 Over view of the Research...............................................................................................3
1.2 Background of the Research.............................................................................................3
1.3 Significance of the Research............................................................................................4
1.4 Aim of Research...............................................................................................................5
1.6 Research Question............................................................................................................5
1.7 Timescale and Graph........................................................................................................6
CHAPTER 2 : LITERATURE REVIEW .......................................................................................6
2.1 Introduction......................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................10
3.1 Type of Investigation......................................................................................................10
3.2 Research Design.............................................................................................................11
3.3 Research Philosophy......................................................................................................11
3.4 Research approach..........................................................................................................11
3.5 Data sampling.................................................................................................................11
3.6 Data Analysis..................................................................................................................12
3.7 Ethical Consideration.....................................................................................................12
CHAPTER 4: DATA ANALYSIS ...............................................................................................12
CHAPTER 5: RECOMMENDATIONS & CONCLUSION.........................................................22
5.1 Recommendations .........................................................................................................22
5.2 Conclusion......................................................................................................................23
5.3 Findings..........................................................................................................................24
REFERENCES..............................................................................................................................25

TITLE
''To analyse the effectiveness of digitalisation and its impact upon business operations or
sales. A case study on Roli.”
CHAPTER 1: INTRODUCTION
1.1 Over view of the Research
SMEs drives the economy of United Kingdom which reframe their standard of living and
their business activities in more significant manner. Implication of digital technologies in
business segments has not only assisted the large companies but also helped the small business
organisation to grow and evolve in the competitive business environment of company as well.
Hence, the practices of business through assistance of digitalisation carry out distinct operations
such as management of information technologies, personnel, financial practices and management
in more significant manner. This can avail company in the marketing and promotion as well
assisting in engagement of potential service user in the services as well. Roli is small London-
based company that produce music technology and Blocks, Seaboard and other high-tech
musical equipments or instruments which was founded by American-born musician,
entrepreneur and designer Roland Lamb in 2009 (We are changing the way people make music,
2018). The company has become popular through their innovation of their products with the
combination of digital technologies which transformed the whole ideas of musical instruments is
build empowering musician to crave for more better and smarter products. Their ideas of digital
keys in the musical instruments which have made it easier for musician to play and produce
music. Hence, this can be claimed that numerous technologies use and their activities can assist
in managing their growth and aid in getting more and more potential buyer through using digital,
new or social media marketing and promotion as well (Smith, Gonin and Besharov, 2013).
Hence, the report has build their objectives and numerous activities over the use of digital
technologies understanding its influence over company operations and distinct activities.
1.2 Background of the Research
As small business organisations often consist of limited resources and numerous
expenses, digital technology is the significant invention that provide large scope to SMEs in
commercial sector. Entire process cater several distinct positive impact over the operations of
business such as management, operations, financial, human resources etc. directing them to
proper functioning of business and making the process more quicker and better. Digital

technologies are not only assisting for one single work but are able to function numerous
practices at the same time executing the operations of business and fulfilling the demands of
consumer. Roli, where, is a music technology enterprise which design BLOCKS, Seaboard and
high-tech musical instruments (Sharon and Dori, 2015). Company provide and prepare numerous
online learning programs and better business practices that has improvised and enlarged their
sales number helping in improving the number of potential as well as basic clients. This is
fundamental to refrain, update, alter and change the tools and techniques of business in relation
of measuring and attaining the implicated creation in more significant manner. Thus, it is
effective for the companies such as Roli to improve their competitive industry of business and
their functioning by the digital technologies impact in ideal manner.
1.3 Significance of the Research
Key focus of the research report is employing basic concept and aspects of digital
technologies in their framework focusing over purpose of sales enlargement and gaining basic
revenues of Roli in more significantly. Whether this is a small business or large company,
carrying out digital technologies can affect the operations of business and emphasise their
business outcome in more significant manner. Henceforth, it has vast utilisation in the
commercial segment for attaining potential and broad range of service consumer along with
accomplishing the competitive edge of business organisation (Marston and et. al., 2011). The
investigation is significant in regard of small business organisation as this can assist in operating
practices of business and refraining in the competitive marketplace by opting distinct tools and
technologies. Here are mentioned basic significant of developing this report:
 It is effective and more fundamental in commercial segment as this can assist in
managing numerous activities and business operations of a small companies in cost
effective manner (Ryan and Campbell, 2012).
 The report has wide scope in the future business purpose and provide significant
opportunities of business as well as researcher to achieve their objectives and goals.
Henceforth, this can affirm that report is indispensable in context of both the
organisations and researcher's future learning and knowledge purpose. In order to accomplish
these mentioned parameters, the report focus over distinct objectives and research questions
which is set by the investigation.

1.4 Aim of Research
Research Aims: Aims shapes the distinct objectives and research questions which can
help in meeting business objectives in more significant manner. The main aim of the research
project is ''To analyse the effectiveness of digitalisation and its impact upon business operations
or sales. A case study on Roli.”
1.5 Research Objective
Research Objectives: Research objectives are required to frame by a researcher to set
basic goals and targets of research which can help them in achieving the standard outcome in
more significant manner (Orton-Johnson and Prior eds., 2013). A researcher, through setting
objectives can shapes their outcome of their report in more significant manner. Here are outlines
some basic objectives in more significant manner:
 To evaluate the importance of digital technologies in growth of small business
organisations.
 To investigate the expected outcome of digital technology implication on Roli.
 To assess the role of digitalisation in context of sales increment and performance
management of Roli.
 To explore the probable area innovations that can be managed or disrupted in Roli in
relation to digital technology implications.
1.6 Research Question
Research Questions: Research questions are need to demonstrated which shapes the
outcomes and create curiosity within investigator to reach the set outcome in systematic manner.
Here are discussed the structured questions that can contour the research report significantly:
 What is the importance of digital technologies in growth of small business organisations?
 What are the expected outcome of digital technology implication on Roli?
 What is the key role of digitalisation in context of performance management and sales
increment of Roli?
 What are the probable area of innovation which can be disrupted or managed in Roli in
relation to digital technology implication?
1.7 Timescale and Graph
Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12

Research proposal
Determining research aims
and objectives
Prepare research questions
Literature review
Research methodology
Questionnaire
Data analysis
Conclusion
Recommendations
Final submission
CHAPTER 2 : LITERATURE REVIEW
2.1 Introduction
A literature review is an account which signifies that what has been published on a
specific topic by accredited researchers or scholars. In other words, its a summary and
explanation of complete as well as current state of knowledge on the area of the concern that is
founded in academic books and articles. It helps researchers to easy access to research upon a
specific topic and better outcomes which are relevant, important and valid for future studies. A
literature review ensure that investigator do not copy the work which have already done (Bakker
and et. al., 2011). For completion of this research project, there has been used a theoretical
framework by considering viewpoints of several authors which are stated as under: -
Significance of digital technologies in growth of small business organisations
In present scenario, recent evolutions in technology has been created different
opportunities for small and large business organisations in respects of improving their
performance and production level; it results accomplishment of goals and objectives in the best
possible manner. With an aim of gaining high cutting edge small businesses are tend to recognise
that how technologies will add value to business operations and how they can be implemented
for their benefits. Abid Afzal B., (2014) stated that to manage future challenges companies align

technology with their business strategy which will lead business growth and success. Roli also
implement several digital tools and techniques in its working activities so as to improve
efficiency and productivity. In this aura, where information flows very fast pace, it is essential to
manage technology or innovations as it enables to transform goods, operations and procedures of
firms, digitalisation also prevent companies from competition. Technology is important for
popularity of every business as without this they cannot deal with market competition. On the
other hand, digital transformation also driven up innovation which will lead long run efficiency
and growth of the firm. It seems that small businesses who invest in technology can easily
accomplish high market shares and large economic growth as well. Basu, (2014) stated that
digital technology is a modern phenomenon which let management to promote firm's products
and services across the world; basically its a wide concept which comprises with many aspects,
such as – search engine optimisation, blogging, pay per click advertising, email shot, social
media marketing, SMS, MMS smartphone app advertisement and so on. At present web market
is booming at fast pace cause small entrepreneurs have understood that long term success cannot
be attained by lack of digital presence on internet. Millions of billions new sites are being added
so as to draw many customers' towards a business association.
By determining the importance of digital technology, small business should take
appropriate actions thus to cope it and add value for their associations. As same as large
companies, small organisations are invest huge amount to apply digital processes in its
operations, i.e. CRM and ERP system. Digital technology in most areas of businesses can
facilitates control upon working activities, booming up operations and aids on sustaining
maximum competitive edge in a certain time period (Doong and Ho, 2012).
Apart from this, digital technology, like – social media marketing and pay per click
advertising is a great way to meet market trends and customers' demands; it led accomplishment
of business goals and objectives. Business owners take initiatives to apply digital technology
thus to improve operations, i.e. marketing and sales as traditional applications are seem as
ineffective. For instance – raising the power of internet, i.e. social media networking force firms
to alter their policies and strategies with an aim of turning power into competitive advantages.
Expected outcome of digital technology implication on Roli
Since past years, paradigm has shifted upon scientific revolutions in developing concepts.
It would be easy to think that present technological advents will helpful for incremental

progressions of business associations. According to Ryan and Campbell, (2012) digital
technology has several outcomes for business associations which will support them to make
money and fulfil customers' demands in the best possible manner. In addition to this,
technological also influence cultural, relationship as well as efficiency of a small business and it
also secure necessary business information and obtain trade advantages. It would make easier a
firm's ability to interact with its target audiences and improve market goodwill as well. In this
21st century, it is necessary staff member to communicate with their clients regularly, websites
allows them to keep in touch with customers and determine their queries. Apart from this, fast
shipment option also supports businesses to deliver products in a large geographical region.
Drucker, (2012) there are two main aspects which get hindered by technological changes,
such as – market competition will increases risk or uncertainty and external politics. Here,
management needs to require more diversity and value added products so as to gain high
competitive advantage from target market. Technology assists businesses to optimize production
processes as today small companies are enable to compete with large organisations because of
accessing towards high tech equipments and tools.
In context of employees, Instead of taking calls or mobile messages while working,
digital technology alerting employees to the next scheduled appointment. Business reps
travelling for work can stay connected to the office and colleagues. E-mail enables mass
distribution of messages to people across geographical boundaries. Therefore it can be said that
digital technology will enhance market opportunities for a business association, likewise
adoption of social media channels, mobile phone applications permits small firms to get swifter
and provide an interactive platform (Forzani and Leu, 2012). By considering a music company,
like Roli digitalisation has shifted the power balance by providing more decisions making
abilities to customers as well as musicians as well. At the the time of increasing digitization of
the music industry has rendered recording artists greater opportunities to involve themselves in
more revenue-producing opportunities within the industry through decreasing the amount of their
royalties while listeners tune into their music.
Key role of digitalisation in context of performance management and sales increment of Roli
Digital technology has become one of the most critical aspect of small businesses in
respects of delivering high market growth and success. However, it also enables strategic plans
of organisations. In order to attain this, there is required to manage balance between business

strategy and technology by addressing organisational needs and accomplish business goals and
objectives. According to stated that the role of digital technology in small businesses causes
tremendous growth in commerce and trade. Business models and concepts have been been
developed due to technological evolution in past decades; it is essential for all firms to apply new
techniques thus to provide a new and better approach upon how to go with flow and remain
successful at marketplace. Digital technology renders convenient, faster and more efficient way
of doing business activities and processes. It has reformed different functional areas, such as –
accounting systems, pint of sales systems and management information system by making them
more easier and effective. For example – using an automated technical process helps productivity
to arrive at high level; it can be done through minimal resources will be required in order to
processed working activities or task. With the assistance of digital technology, small businesses
like Roli can generate better products and more faster services which improve customers' faith or
trust towards the brand. Geiger, Goos and Dole, (2015) necessary information can also be stored
with ease and integrative of digital technology; it led confidential or sensitive data cannot be
vulnerable. Therefore, information and data instantly retrieved and assess for assessing future
market trends and make predictions which is critical in decision making process.
With the viewpoint of Neil Kokemuller, (2017) as same as many other fields, music
industry undergoes with several dramatic and swift changes cause of emerging technical advents.
Digitalisation is applying in each and every aspect of music, i.e. from the way of recording to the
way through which albums are launched in markets. In music industry, there is a threat of
security and vandalism, thus technology will protect tunes, sound effects, lyrics and other
confidential information which leads to competitive advantage. Simply putting technology
deliver numerous ideas to make something innovative which keeps ahead Roli from market
competition. Henceforth, it can be said that technology has a vital role in growth and viability of
small business organisations in respect of accomplishing their goals and objectives in the best
possible manner.
Probable area innovations that can be managed or disrupted in Roli in relation to digital
technology implications
Before digitalisation, music industry had only a single path to fame a profitable music
career, i.e. recordings which was quite expensive for musicians. But as per digital transformation
customers are demanding specific musical instruments which they can use anywhere and

anytime. In this manner, emergence of app based musical tools may impede the profits and sales
of musical instruments in future. Along with this, firms can also acquire electronic organs and
pianos are expected to take over traditional tools of music as it holds substantial market share
and gives strong competition within industry. Geraldi and Lechter, (2012) innovation can be also
done in further areas of music like creating an effective tool which automatically creates
effective lyrics and tunes. Beatslicing software, tape scho, hard disk recordings and so on
inventions will deliver high market growth and sustainability to music industry. Due to rapidly
increasing e-commerce the global musical instrument markets has witnessed the growth of online
retailing of products and services. Many music experts has acquired the approach of online in
order to provide a large customer base demanding variety and ease purchases.
CHAPTER 3: RESEARCH METHODOLOGY
Among various essential aspects, this is one of the significant concept of research report
which summarise the scientific evaluation, phases and attempts that researcher outlines or
employ to attempt the proper systematic research report. The part of research methodology deals
with the broad range of methods to undertake the most solution out of major issues and questions
emerged in the report. This sets the short and long terms goals and targets that an investigator
have to undertake in regard of achieving standard outcome. Here are mentioned some basic
aspects or techniques that are essential for developing proper research investigation mentioned as
below:
3.1 Type of Investigation
Numerous research methods are innovated in the segments of research division
developed by experts that are selected on grounds of research types and distinct methods of
research significantly. It is the basic duty of research to optimise suitable techniques of
evaluation in regard of attaining objectives in significant manner. Basically, there are two key
types of research i.e. quantitative and qualitative techniques. Quantitative methods of
investigation include statics, figures and data that proves the facts in more authentic and
figurative manner. On the other hand, qualitative techniques of research consist of human
behaviour and nature of research focusing over quality of the investigated information. This
project is opting the qualitative techniques of research for achieving more future including the
quality and behaviour of research.

3.2 Research Design
Research design can be termed as the entire strategy which investigator select to integrate
the distinct evaluation components in logical and coherent manner, thereby, ascertain to address
the issues of research; framing the blueprint the measurement, accumulation and data analysis
effectively. It mainly include the data gathering methods techniques, time, cost, practices,
possible results etc. Numerous methods and various design of research include the descriptive,
exploratory and experimental research design. This assignment will outlines the descriptive
techniques in regard of evaluating information and proper investigation of studying report.
3.3 Research Philosophy
A research philosophy can be termed as the belief in relation to the manner in which
information of certain phenomenon should be collected, assessed and optimised. The basic term,
epistemology in contrast to doxology encompasses numerous research approaches of
philosophies. Key purpose of science, then, is considered as the procedure of transforming
elements believed into components called: Doxa to episteme. Major two types of approaches are
selected i.e. positivism and interpretativisim. This report will attempt interpretativism techniques
to evaluate and assess numerous data in more significant manner.
3.4 Research approach
Research technique can be referred as the efficient methods by which company can
manage to carry standard outcome. Numerous classification of approaches of research is utilised
which can enlarge and light over scientific outcome of whole report using inductive or deductive
method. The mentioned research will use inductive methods to interpret qualitative data with
facts and statics. Key focus before gathering and executing this techniques is to outline the
bonding between the pattern and relationship of building outcome and theory.
3.5 Data sampling
Sampling can be termed as the method employed for representing the outlined population
in a certain research project in more scientific and coordinated way. As per the sampling method,
public which comes in this report contain specific purpose in regard of attaining this in
significant manner. In this assignment, demonstrated population for method are 40 which is
managed according to the optimised organisational services. There are basically two types of
sampling techniques i.e. probabilistic and non-probabilistic techniques etc.This sampling

methods which is simple non-probabilistic techniques that can assist in presenting entire
population in more disciplined manner.
3.6 Data Analysis
Data interpretation or analysis can be termed as the transforming, modelling, evaluating
and inspecting techniques of gathered data or documents. It has numerous facts and approaches
which can be optimised by investigator as it is more suitable and communicating method to
reach finding. Evaluation of accumulated information categorise the sources of data two part i.e.
primary and secondary sources. Primary refer to first hand data use for qualitative research to
analyse response of sample and secondary data refer to the already used information evaluated to
support the documents with previous analysed or observed facts.
3.7 Ethical Consideration
Value and principles of conducting a research report and accumulating data needed to be
addressed in order to reduce the further negative influence from the report. While coordinating
an authentic report, it is essential to evaluate accurate issues and problems i.e. fundamental to
attain for avoiding this. These menace can hinder the development of report and affect the whole
document negatively which consist of funds availability, time administration, funding of research
etc. It is fundamental for the investigator to aim over the achievement of their key issues to
ignore the distinct variables and reach to outcome in standard form.
CHAPTER 4: DATA ANALYSIS
The above discussed research methodology drives the whole assignment to the next stage
of data collection and evaluation in which proper interpretation or evaluation of accumulated
information is done. It is one of the significant part which depcits the entire soul of the research
report which mainly shapes the outcome and provide the probable suggestion in summarise
version. It consist of the part of research report which is more efficient and significant in regard
of organisation. The report is using questionnaire tool for acculturating the data which format is
presented beneath:
QUESTIONNAIRE
Name:
Contact No.: