The Growth E-commerce Brings for a Business: Morrison UK Case Study

This research project investigates the impact of e-commerce on business growth, using Morrison UK as a case study. The study explores the role of digital technology and stakeholder engagement in driving e-commerce success. The project examines the growth of e-commerce in the retail sector, analyzes factors influencing stakeholder engagement within Morrison, and assesses the relationship between e-commerce and stakeholder involvement. The methodology includes a literature review, research methodologies, and data analysis. Findings indicate that e-commerce activities positively influence stakeholder engagement and overall business development. The project concludes with recommendations for improving digital technology performances within Morrison and suggestions for future research, providing insights into how businesses can leverage e-commerce to achieve their goals.

RESEARCH PROJECT
Title: The growth E-commerce brings for a business to succeed:
A case study on Morrison UK?

Table of Contents
Title: The growth E-commerce brings for a business to succeed: A case study on Morrison UK? 1
Title: The growth E-commerce brings for a business to succeed: A case study on.........................4
Morrison UK?......................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
(LO1: P1) Research Proposal and Ethics Forms .............................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
(LO1: P2).........................................................................................................................................8
CHAPTER 3: RESEARCH METHODOLOGIES .......................................................................13
(LO2: P3 & P4) .............................................................................................................................13
M1 Research approach and methodology .................................................................................14
CHAPTER 4 DATA ANALYSIS.................................................................................................16
M2 Merits, limitation and pitfalls of approaches to data collection and analysis......................24
D1 Critically evaluate methodologies and processes in applications to business research
project........................................................................................................................................24
M3 Coherently and logically communicate outcomes to intended audience and demonstrate to
meet with research objectives....................................................................................................28
D2 Critical analysis of outcomes with valid and justify recommendations...............................29
CHAPTER 5: CONCLUSION .....................................................................................................29
M4 Critical reflection and insight results to recommend actions for improvements.................32
D3 Reflection and engagement in resource processing that leading to recommended actions for
future improvements..................................................................................................................32
REFERENCES..............................................................................................................................34
APPENDIX....................................................................................................................................38
Ethical form...............................................................................................................................38
Research Proposal Form............................................................................................................44

Title: The growth E-commerce brings for a business to succeed: A case study on
Morrison UK?
CHAPTER 1: INTRODUCTION
(LO1: P1) Research Proposal and Ethics Forms
Background of research study
Digital technology is one of the important aspects that assist to engage several people
within the business enterprise. In this regard, e-commerce is very useful perspective for
nowadays that engage several stakeholders in retail sector so that organisation gain more benefits
and effective results. For example, B2B, B2C, B2G, etc. Furthermore, it is also helpful to focus
on more profitability and productivity in different areas of the world. There are several social
sites exists that can help to encourage different people in the enterprise to increase more effective
results at workplace of the chosen business (Hill, Betts and Gardner, 2015).
In addition to this, it can be stated that government is important stakeholder who included
in the business to take positive support in new areas of the world. They are providing more
profits and revenue with using different techniques. For example, Facebook, Instagram, Twitter,
etc. are more usable websites that can be used by the organisation and increase more
effectiveness of the organisation with e-commerce activities (García-Peñalvo and Kearney,
2016). As a result, business objectives can be accomplished to focus on more significant
advantages.
Rationale of research study
With the help of present report shows ways that assists to include e-commerce activities
as digital technological advantages at workplace which increase positive results at workplace.

Design team can be more effective that assists to engage industry and public stakeholders. As a
result, it also provides rich context of feedback and proposal that can be implement in the
business to accomplish their goals and targets. In consultation process, it also assists to maintain
more creativity and effectiveness that ascertained several advantages at workplace (Birbeck,
Lawson and Olivier, 2017). E-commerce activities also helps to evaluate different stakeholders
through consultation process. Therefore, it can be stated that it can manage effective functioning
with using scheme and consultation process that assists to focus on goals and objectives (Ojo,
2016).

Aim and objectives
Aim: To analysis growth of e-commerce in retail business with engaging stakeholders – A
Case Study on Morrison
Objectives
 To identify growth of e-commerce in retail sector business.
 To analysis factors that influence to engage stakeholders in Morrison.
 To ascertained relationship between e-commerce and engaging stakeholders in business. To recommend ways through digital technology performances can be increases within the
chosen business.
Research questions
 How to identify growth of e-commerce in retail sector business?
 What are the factors that influence to engage stakeholders in Morrison?
 How to ascertained relationship between e-commerce and engaging stakeholders in
business?
Significance of research
In order to conduct present study, it can be seen that different elements of e-commerce
assists to focus on appropriate functioning. In this regard, stakeholder can be easily engage in
chosen enterprise to get more success and appropriate working. With the help of social media,
online promotion, etc. Morrison can engage their stakeholders in business. Therefore, they are
able to communicate more effective functions and operations at workplace. It also increases
activities that promoted with more tools and techniques (Lo and Lam, 2015). Nowadays there are
several tools helps to engage stakeholders with e-commerce activities such as Facebook, Twitter,
Instagram.
Timescale and activities
In the present research, following different activities and timescale assists to focus on
different aspects of engage stakeholders. They are as follows:
Activities Week
1
Week 2 Week
3
Week 4 Week
5
Week
6
Week
7
Week
8
Week
9
Wee
k 10
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Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan
Submissio
n
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CHAPTER 2: LITERATURE REVIEW
(LO1: P2)
Engaging with stakeholders in retail sector business through e-commerce activities as digital
technology
According to the Chaffey, (2015) stakeholders are very important part of the business as
they are key to achieve success. In today's era, e-commerce is one of the popular technology
which are been used by customer in order to engage the stakeholder in the business. E-commerce
is the commercial transaction conducted electronically on the internet. It is very important for the
business to use the e-commerce tools and techniques in order to make the stakeholder satisfied.
In order to engage employees within the business, the best way company can use it's that they
can provide e-training to there staff to make them trained and skilled. E-training is the is
delivering the knowledge by the use of digital technology. Providing e-training to employees
make them engage with the e-commerce activities.
As per the Nica and Potcovaru, (2015) E-commerce is also very essential for the
engaging customers with the company. It is fact that, entire retail industry is now running on the
social media. Thus, company can provide products and services to customer though online
media. It becomes more convenient for customers and the goal of company to make them engage
with the e-commerce activities will also be fulfilled. In addition to this, in rural and remote areas
where people suffer and they have to compromise due to small shops. In this case, Morrisons
online services and use of e-commerce activities will be very fruitful for the entire organisation
as well as for customers living in rural or remote areas.
Men and Tsai, (2015) stated that, With the use of E-commerce activities, company
operating in retail sector can also use payment through online. It is also one of the best ways to
engage customers and suppliers both. Customers can easily visit to the supermarket without
having cash as they can transfer the amount through various online application. On the other
hand, in case of suppliers, company can also make payment through online as well as order to
products from the latest digital technologies, thus, organisation can also make the suppliers
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engage suppliers with the company. As per the point of El Ouirdi, El Ouirdi and Henderickx,
(2015), there are several ways to engage stakeholders in retail sector business. In this
consideration, it can be stated that staff members of Morrison need to actively manage their
stakeholders expectations so that they can easily fulfil desired level of results at workplace.
Furthermore, their concerns also need to manage before escalate so that effectiveness can be
manage to perform several operations at workplace. Furthermore, Hu, Huang and Zhang, (2016)
stated that employees of the chosen business need to clarify and resolve issues on time so that
they can manage stakeholders engagement easily. It assists to focus on targets and goals that can
be accomplish to focus on goals and objectives.
Factors of e-commerce that influence to engage stakeholders in Morrison
According to the Popescu, (2015), E-commerce is the best activities for the modern
businesses. In retail industry e-commerce activities are very important part of the business. But
implementing E-commerce is developing countries like in UK face sustainability greater
challenges than business in developed country because of high cost, unreliability of the internet
connection, poor infrastructure which result in poor availability of accessing and low level of
penetration of ICT across the nations. It is very important that company should first evaluate the
pros and cons of E-commerce activities before implementing in the business.
As per the Carroll and Buchholtz, (2014) There are various factors that influence to
engage stakeholder in the company are customer service, multi-channel marketing, conversion
Rate, Customer Retention, Acquisition etc. These factors impact to engage stakeholders with the
company. With the use of E-commerce and advance digital technology company can engage
their customers and make them highly satisfied with the products and services of the company.
E-commerce activities make more personalized buying experience and company sell its product
globally with the advance technologies. In addition to this, multi-channel marketing is another
factor that influence customer engagement with the company. Multi-channel marketing is the
practices by which organisation can interact with customers through multiple channel both direct
and indirect to sell the products and services.
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Kotabe and Helsen, (2014) said that, customer retention is also one of the factors that
influence customer engagement with the company. Customer retention means the activities as
well as actions company take in order to reduce the number of customer defection. With the use
of E-commerce company can retain their customer's. But According to the Fosso Wamba and
Ngai, (2015) the negative impact that influenced stakeholder's engagement in negative way is
security, hacking and fraud. This is the factors which is the biggest obstacle in the growth of E-
commerce in the business. In using E-commerce technologies, high risk is associated with the
experienced and inexperienced users of internet technologies. Many internet uses have found the
unethical behaviour from those companies using e-commerce activities like online selling, online
payment etc. According to the point of Giurgiu, (2017), changes in market create major impact
on engagement stakeholders in the business. With this regard, it can be stated that different kinds
of resources can be successfully implemented that ascertained desired level of results at
workplace. On the basis of clarify and resolve issues on time, different resources will be carried
to enter power and interest from stakeholders analysis. Necessary actions and communication
also influence to engage stakeholders in Morrison. On the other hand, Kohnke, (2017) argued
that actions, objectives and policies are major concerns that can be ascertained within the
community to draws valid results. In this way, it is essential to maintain positive and active
relationship with involvement of stakeholders in goals and objectives. Therefore, open mind
operations assist to address issues that can be create negative impact on outcomes and results.
With the help of innovative ideas and opinion, it can be stated that relationship with stakeholders
can be build.
Relationship between e-commerce activities and engaging stakeholders in business
According to the Kim and Peterson, (2017) there is direct relationship between e-
commerce activities as well as engaging stakeholder in the business. E-commerce activities
have direct impact on the mind of stakeholders. E-commerce activities plays direct role in
stakeholders engagement because the level of satisfaction rises with the use of advance
technologies or e-commerce activities. For instance, E-commerce is also very essential for
the engaging customers with the company. It is fact that, entire retail industry is now
running on the social media. Thus, company can provide products and services to customer
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though online media. The stake holder's engagement is very important as it directly affects
the sales as well as profitability of the organisation.
As per the Schaupp and Bélanger, (2016) E-commerce make it more convenient for
both stakeholders and company in availing the services like for suppliers it becomes easy for
the order and payment, for customers it becomes easy for buying and making payment to the
company. Thus, easy convenience also makes the relationship healthy and effective. In the
promotion of business products and services, E-commerce is directly linked with the
business promotion. In the age of digital media, business promotion also plays a very
effective role. As per the point of Hu, Huang and Zhang, (2016), time and space for
collaboration increase relationship between digital technology and engage stakeholders in
the business. With this regard, each person align goals with stakeholders performances so
that it would be beneficial to demonstrate utility with small project. Employees are offered
benefits packages which includes stock options which considered additional stake in the
business and its finance. As shareholders, employees are more important stakeholders that
can be effect business decisions from bottom line or profitability. On the other hand, El
Ouirdi, El Ouirdi and Henderickx, (2015) stated that with the help of job security it can be
stated that business decisions can be successfully accomplish goals and targets. When the
business continuously makes risky, business decisions can be developed in successful
manner. As a result, it contains sense of long development in desired manner performances.
Recommend ways through digital technology performances can be increases
According to the Hanson and et.al., (2016) digital technology plays a vital role in raising
the performance of the business or company. Company should use digital technology within its
operations and functions in order to raise the performance of the company. The performance of
the organisation is directly linked with the level of customer satisfaction and the customer are
highly satisfied with the use of advance technology. Tajvidi and et.al., (2017) said that, Company
should use to promote their products and services through social media because in United
Kingdom more than 85% of the population use social media. Organisation should make their
company website and keep it updated so that customers remain engage with the customers. With
the use of digital technology or social media, company can truly understand their customers and
make healthy and happy relationship with them.
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As per the MacKinnon, (2015) Company should provide E-training to their employees so
that they can make a good engagement with the organisation. For successful engagement of
employees within the business, the best way company should use is that they must provide e-
training to their staff to make them trained and skilled. E-training is the is delivering the
knowledge by the use of digital technology. Providing e-training to employees make them
engage with the e-commerce activities. In addition to this, Company should use effective tools
and techniques of communication so that company can effectively communicate the objectives in
desire manner. With the use of digital technology, the gap of commination will also minimise as
advance technologies have the feature of securing the data or information.
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