Assessing E-commerce Impact on Marketing and Sales: Marks and Spencer

This research project investigates the impact of e-commerce on the marketing and selling activities of businesses, using Marks and Spencer as a case study. The report begins with an introduction outlining the project's aim, objectives, and research methodology, including a literature review exploring the implications of digital technology on organizational functions and the specific effects of e-commerce on marketing and sales. The study aims to assess the benefits and limitations of e-commerce in the retail sector, examining how digital advancements have transformed business operations, enhanced customer engagement, and influenced market expansion. The project covers factors behind the subject matter selection, the significance and rationale of the study, a detailed literature review, and a proposed time table for the research. The report also includes sections on matching resources to research questions, survey data collation and recording, interpretation and analysis of research outcomes, and conclusions and recommendations. The project aims to provide insights into the effective use of e-commerce in marketing and sales, offering valuable information to scholars, entrepreneurs, and business ventures.

RESEARCH
PROJECT

TABLE OF CONTENT
TASK 1............................................................................................................................................1
1.1 Research Title........................................................................................................................1
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Question.......................................................................................................................................3
1.2 Factors behind the selection of the subject matter.................................................................3
Significance of project.................................................................................................................3
Rationale of study........................................................................................................................3
1.4 Research Methodology..........................................................................................................7
1.5 Time Table...........................................................................................................................10
TASK 2..........................................................................................................................................12
2.1 Matching resources to the research questions.....................................................................12
2.2 & 2.3 Undertaking the survey by collating and recording data...........................................13
TASK 3..........................................................................................................................................16
3.1 & 3.2 Interpretation and analysis of research outcomes with proper evaluation techniques
...................................................................................................................................................16
3.3 Conclusion and recommendation........................................................................................18
TASK 4..........................................................................................................................................21
COVERED IN PPT...................................................................................................................21
REFERENCES..............................................................................................................................22

TASK 1
1.1 Research Title
“To assess the impact of Electronic commerce on marketing and selling activities of business: a
case study on Marks and Spencer”.
Introduction
Research project is a tool which helps an individual in exploring one topic of any interest
with the help of systemic methodological tools. The aim of the present study is to analyse the
impact of e commerce on marketing and selling activities of Marks and Spencer. E Commerce
emerged as successful digital tool which has created boom for online buying and selling
activities of organisation across the globe. It is the advancement which helps the firm in
expanding market share across international boundaries with minimum investment. However, the
first section of project is proposal which will help in developing brief understanding over entire
investigation with the help of aim, objectives, time frames and tools of research methodology.
Further, section 2 of the project will be introduction to topic, collection of secondary and primary
information and analysis of gathered data to draw final finds. Thus, the report will outline
recommendation on study which can be suggestion to other students and to entrepreneurial
ventures.
Background of the study
Digital advancement has created boom in business world by enabling simpler techniques
of managing enterprise functions. The advancement has established easy management and
communication system across the globe. Like, use of smartphone has made worldwide
communication simple. Apart from this, social media advertising has made marketing and
promotional activity easy and systematic (Warschauer and Matuchniak, 2010). Thus, it can be
said that digital tool has enhanced organisational activities. Further, increasing use of advanced
tools is increasing competition as it has created transparency between changing plans and
policies of entity.
However, Electronic commerce has become prominent tools of companies as it assisted
the firm in boosting sales by offering products and services on online platform to worldwide
buyers. There are several types of E commerce such as Business to Business, business to
consumer, Consumer to Consumer, consumer to business, Buyer to administration and
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organisation to administration. The biggest E commerce organisations are, Google, Facebook,
Amazon and Tencent. It is considered effective for society worldwide because helps in saving
time of visiting marketing for every necessity. Further, it has established growth opportunities
for several start-up entrepreneurial ventures. Thus, the study is focused on analysing implication
of E commerce on marketing and selling activities of Marks and Spencer, one of the leading
fashion retailer in UK (Westerman, Bonnet and McAfee, 2014). Apparently, with the help of
online selling activities, the firm has expanding market across international boundaries which
denote its successful management of business operations.
Digital technology is the most prominent tool of modern era which has enhanced the
business activity by creating value of organisational products and services. Advancement has led
to various changes in organisation functions such as cloud computing has establishing easy
management by maintaining digital record of necessary information. Further, use of social media
advertising has made marketing activities simpler. Internet marketing is conspicuous tool which
has created revolution in promotional and marketing activities of enterprises worldwide.
Apparently, advancement in digital tools led to transformation in innovation management,
transparency, participation, communication and collaboration (Seo and Park, 2018). The
foremost effective characteristics of digital techniques are intelligence, efficient and connective.
Thus, the potential contribution of technological updating is easy access of goods and services
like online booking facility, online buying, internet marketing etc. Further, it helped the business
in aligning activities of firm according to human needs and wants.
Electronic commerce is basically known for online buying and selling of goods and
services. It is the advancement which has assisted millions of organisation boosting sales without
implement use of promotional techniques (Bharadwaj, El Sawy and Venkatraman, 2013). It has
established wider choice of products and services for consumers according to their taste and
preferences. Further, it has established advantage to access international products which has
created the needs of change and innovation in every industry worldwide (Zhu and Zhang, 2010).
In addition, it led to competition among worldwide organisations with regard to market share,
products and services. The focus of this project is on evaluating impact of e commerce on selling
and marketing activities of Marks and Spencer. M&S is the leading fashion retailer of UK, which
has established its worldwide presence with the help of internet marketing and selling of
apparels.
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Research aims and objectives
Aim
“To assess the impact of Electronic commerce on marketing and selling activities of business: a
case study on Marks and Spencer”.
Objectives
 To explore implication of digital technology on organisational functions.
 To evaluate the impact of E commerce on marketing and selling activities of Marks and
Spencer.
 To determine benefits and limitation of e commerce on retailer.
Question
 Explain the implication of digital technology on organisational functions?
 How E commerce impact marketing and selling activities of Marks and Spencer?
 What are the benefits and limitation of e commerce on retail business?
1.2 Factors behind the selection of the subject matter
Significance of project
The study is important because it will help the scholar in determining uses and impact of
Electronic commerce on business activities like marketing, buying and selling. Further,
conducting this project is important because it will help in identifying risk association with
digital tools such as capital investment, transparency etc.
Rationale of study
The rationale behind conducting this research is to analyse the effectiveness of electronic
commerce on business activities. It will help in mitigating risk which is related to marketing and
selling via online platforms. Apart from this, the study is for academic purpose which will helps
in ascertaining uses and impact of E commerce business(Chaffey, 2015).
1.3 Literature review
Theme 1 Explore the implication of digital technology on organisational functions
According to Van, and Tu,2016 this is the galactic determination of Digital Marketing on
Marks and Spencer that little finance is enough to get more profits. For small businesses, there
are contrary digital components which they can exercise to be advised in the same mention as
macro businesses. It also impacts the surroundings of market that consider product, price, place
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and promotion which is also known as 4p's of marketing. Promotional material includes
publicity, direct marketing, social relation, merchandising and sales promotion. The Net is
impulsive the goods and services achievable in large way. Through digitization, organisation can
acquire rewards such as instantaneous connection, content burden, swarm of data, request
opacity, adoptive intimacy, determinant, performing catch up, promote innovations, and make
marque and so on. The Internet license a business deal of contents to be gets easily by customers.
Sometimes by trappings unified or attending services such as commercial enterprise and property
agent’s services. Employee categorisation is really essential to considered in the Marks and
Spencer business. With the assist of the ethical communities, presentation assessment activities
acceleration continuously that makes impressive cooperation of end creation and using social
tools as well. In addition to Morganti, and et.al., 2014 declared that advanced practical
applications also reasoned with telephone, internet and wireless services that make various
modifications from location to geographic point.
New form of world economic system related routine such as commercialism and
enterprises or so on. Examination can carry a big quantity of excess accumulation and substance
about your customers and clients. Technology can alter the market of the enterprise through
combination, interactivity, discrimination, triumph, ability and industriousness restructuring.
This case study indicates that micro businesses tend to portion very limited financial and human
resources. Nowadays, digital technology in businesses considered different changes in detail to
gather and dissemination the in the business will impressive substance about the appliers and
workers. There is no doubt that digital technology has a revolutionary change in the structure of
business and organisation(Kurnia, and et.al., 2015).
Mobility is one of the best Chang due to digitisation. Company can improve the
communication process by applications of personal digital products, texting and websites.
Companies may also acquire the feedback of customers through electronic methods of
communication. There are fundamental changes in operation of business through digitisation
such as mobile solutions, cloud computing, extreme consumer segmentation, connectivity, raise
the functionality, decreasing cost, alteration in consumer base, social impact and decreased
downtime. It also lowers the barriers to enter the third parties in the market. This also removes
the technological barriers that have been occurred between customers and employees of the
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company. E-commerce helps the business in reducing the cost. It helps to automate back office
tasks.
Theme 2: Electronic Commerce and its impact on marketing and selling activities.
According to Eid and El-Gohary, 2013, E commerce has is the digital advancement
which is related to use of internet. It is a buying and selling of good and services on an online
platform. In this the firm can offer online services on its website or can make use of other online
selling business such as Amazon, Myntra etc. With the help of this advancement, the consumers
are able to get wide variety of products which is the best thing that helps the organisation in
attracting consumer and increasing sales. The factor of E commerce comprises expedition,
delivery, payment customer, online stores, products and several offers. Similarly, Turban and et.
al., 2017, has stated that advancement of E commerce has made faster buying and selling
procedure of final business products. In addition, the digital tools have overlapped the limitation
for consumers which occurs due to geographical limitations. Further, it has assisted the firm in
reducing operational cost which has helped in improving quality of product.
The author discussed about relation of marketing and selling activities of organisation
with e commerce, from which it has been identified that it has reduced the need of physical set
up of company. As per the views of Hennig-Thurau and et. al., 2010, online retail is the growth
spiral of organisation like Tesco, Marks and Spencer, Morrison’s Burberry, Gucci, etc. With the
help of this, the consumers are easily able to connect with firm in order to share their needs and
wants. The online selling and buying is consumer centric and is known as time saving practice
which is the major source of increasing sales if international firms. Apart from this, it can be said
that it is digital advancement which helps the firm in tracking consumer response according to
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Illustration 1: implication of digital technology
Source : (Implication of digital technology, 2016)

their views on particular item. Thus, it can be said that it is the strategy which has reduced the
need of promotion and marketing as in this, the firm holds the opportunity of offering instant
discounts in order to gain buyer’s attention.
In accordance, Gangeshwer, 2013, has stated that E-commerce is related to buying and
selling over the Internet and conducting transaction and communication via computer-mediated
network. It is convenient for the buyers because it offers cash on delivery option where the
person just needs to wait at home for products. Further, the author stated that initially it was not
convenient because it did not offer exchange and return system but with growing need of buyers
and sales of firm the online networked enterprise has started offering maximum 30 days
exchange and return policy which again established convenient and trust bond of consumers with
domestic as well as international enterprises. However, Shahjee, 2016, has stated that E
commerce merged as effective tool of digital technology because it requires less investment or
expanding business functions. Further, it has reduced transaction cost. It is effective for even
marketing and promotional activities companies because when offering products online the
management aims at offering different types of offers such as mid night heavy discount, happy
hours sales, flat 50 for limited period etc.
Apparently, all these promotional techniques on online platform have been proved
beneficial for the entities because it aids in increasing sales and maximizing profits. In addition,
online selling n buying is the best source for clearing dead stock which can be a waste of much
organisation due to innovation and changing trends. E commerce allows the firm in tracking its
performance according to competitors and also helps in determining needs of innovation at initial
level which helps in mitigating risk of losing consumers. On the other hand, check over online
shoppers and their wish-list is another source which assists the organisation in analysing need of
improvement in existing products and services. Thus, as per the discussion, it can be said that E
commerce has revolutionized marketing and selling activities of business at global level.
Theme 3 Determining the benefits and limitations of e commerce on UK based retailer
According to the view of (Van, and Tu 2016) Ecommerce is known to transform the
entire concept of operating a business by now providing an equivalent scope of development to
all localised businesses who are now able to mark their presence in any preferred corner of the
globe. It has together enabled the clients to shop online with an ease of making easy transactions
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through online means. It is in accordance to the presented views of (Morganti, and et. al.,
2014,)ecommerce has been found to enhance the level of communication in today’s businesses.
This has greatly assisted the businesses to come out of the traditional measures of working and
adopt certain innovative ways that will lead to satisfy the changing needs and demands of the
customers. (Bai,2018. 107) with a favourable consent towards it have also supported a significant
contribution of ecommerce in improving the undertaken business practices. This leads to create
the foremost benefit of expanding into the market to further empower the reach to international
level.
This will also lead to round the clock accessibility with 24 hours’ services to fulfil the
requirements of the customers. Cost effectiveness is yet another beneficial notion of e-commerce
where it is known to provide highly cost effective services to the customers. It is basically by
lessening down the infrastructure as well as other related costs of inventory management and
customer services, etc. Although, there together exists some vital drawbacks of ecommerce
where it often leads to several technical limitations as stated by (Morganti, and et. al., 2014.)
This is for instance to specify the limitation of accessing internet from every corner of the globe.
Deficient knowledge depicts yet another (Morganti, and et.al., 2014) concerning fact of many
where internet has yet not affected everyone’s life or reversely affected in negative manner. For
this, many people restrict themselves from using internet and shop online through the apps and
websites designed by the retailers.
1.4 Research Methodology
There are various tools and techniques which provide relevant information and data to
conduct a research project. These tools are as follows:
Research philosophy: Philosophy helps the researcher in developing understanding over aims
and objective of study (Geerts, 2011). Thus, for this research, the scholar will implement the use
of interpretivism research philosophy, with the help of which the scholar will be able to make
assumption on the basis of collected information. This is an important factor of research project
which involves various philosophies such as ontology, epistemology and axiology. It includes
specifying the philosophy of the research. It can be positivism, realism, pragmatism and
interpretative. The brief of these philosophies are as follows:
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ONTOLOGY: The base of its categorisation is object and subject. Objective is obsessed with
the position that social objects persevere in actuality outer to ethical performers. Secondly,
subjectivity is obsessed on the ethical phenomena which are emerged from the conceptualisation
and phenomenon of those ethical performers concerned with their state. It is specifically based
on existence of actuality.
EPISTEMOLOGY: Epistemology is specifically classified as Positivism, Realism and
Interpretative regarding to the research philosophy. This is apprehended about the satisfactory
knowledge of a specific area of examination. It can be separate into two factors such as source
researcher and opinion researcher. The source researcher agreement with the substance from the
position of natural scientist On the other hand, the opinion researcher is concerned about the
sensibility, cognition and feelings of the workers towards their administrator.
POSITIVISM: Investigation plan of action in positivism approach is settled on data collection
and conception betterment. These hypotheses will be established and authorised which can be
utilised for further inquiry.
REALISM: Pragmatism is other philosophical part of epistemology which is companion with
technological transmission.
INTERPRETATIVE: Interpretative is a division epistemology which is focused on the
appraisal the variables between humans as social performers.
Research Approach: Approach helps in setting systematic procedure of study on the basis of
spatial and temporary scales. In this study, the researcher will implement the use of inductive
approach which helps the scholar in logical and analytical reasoning over gathered information.
Sampling: In this, researcher aims at choosing the best and related sources which can assist in
gathering viable information with regard to research aims and objectives. However, in this study,
the scholar will implement the use of random sampling where the sample of scholar will be 20
employees of Marks and Spencer. This is the best technique or method to conduct primary
research. There are usually two types of sampling method such as profitability sampling and
non-profitability sampling. Profitability sampling method is the probability of each item in the
universe to get selected for research is the same. Samples are totally random in nature in this
method. In non-profitability sampling, the probability of each units in the world to get chosen for
investigation is not the same. In the respect to explain the profitability and non-profitability
sampling, there are various other categories in these methods such as simple random, stratified,
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area and multi stage, systematic sampling in the profitability technique and convenience,
judgment, panel, quota and snowball are the types of non-profitability sampling. The size of
sampling depend on the homogeneity, number of proposed and nature of study. To conduct a
sampling process, there are different stages included such as first is the defining target
population, specifying the sampling frame and sampling unit, then evaluate the method of
sampling, determining the size of sampling, implementing the sampling plan and last is selecting
the sample(Ramanathan, Ramanathan, and Karpuzcu, 2016).
Data Collection: In this, the researcher aims gathering information from different sources. It is
based on current data and past facts and findings (Gale, Heath and Redwood, 2013). Apparently,
in this study the individual will implement the use of both secondary and primary data collection
where secondary information will be based on books, journals and articles where for primary
data collection the individual will conduct interview of 20 workers of M&S with the help of
questionnaire. It is the last process or research project. Research project has to be done for data
collection regarding to the research objective. Data can be collected through primary and
secondary resources.
Data Analysis: In this, scholar aims at outlining findings from gathered data for which the
individual will implement the use of qualitative analysis. Here, the individual will focus on
framing themes on collected data in order to make discussion systemic. It is the process of
transforming and inspecting the data with the objective of finding information, conclusion and
supporting the process of decision making. It involves various stages including situating a data
set, making the data process, applying techniques and creating reports. The main objective of the
data analysis is to collect the relevant data to accomplish the research project. It starts with
evaluating, examining and experimenting of the data with using analytical and logical reasoning.
Ethical consideration: It is the essential part of study for which the scholar will include list of
relevant references and will cite them in order to maintain reliability and viability of project and
collected information.
Research design: it is the set of methods which is used in analysis the measures of the variables
occurred in research problem. There are different types of research design such as descriptive,
correlation, semi experimental, experimental, review and meta analytic. It is a grouping of
collection and information. The chosen of research design is based on its flexibility and
appropriateness. Usually it is considered as quantitative and qualitative method. Development of
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