Report on Global Business Sustainability: Digitalization Impact

This report delves into the realm of global business sustainability, focusing on the transformative impact of digitalization on business operations. It commences with an abstract outlining the objectives of a digital marketing plan, emphasizing market share enhancement, brand presence, and growth potential, supported by SWOT and PEST analyses to evaluate internal and external environments. The report then explores the digitalization process, detailing how businesses are integrating technology to streamline operations, reduce costs, and expand market reach. It addresses the importance of digital tools, such as social media and e-commerce platforms (B2B and B2C), for internalizing products and services globally, particularly for SMEs. The report highlights the benefits of digitalization, including improved efficiency, cost reduction, and enhanced customer engagement. It also discusses the various strategies businesses can employ to maintain a competitive edge in an increasingly digital landscape. The report explores various aspects of digital marketing, including social media marketing and search engine optimization, and examines the importance of adapting to technological advancements to sustain business success.

Global business sustainability

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................3
Digitalization of a Business's Operations........................................................................................5
Digitalization Process..................................................................................................................7
Barriers to Digitalization..............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

ABSTRACT
Digital marketing plan will be addressed to achieve company's objectives behind doing
business. Objectives like improving company's market share, brand presence and also to expand
company's growth potential will be addressed with the support of the marketing plan. Company
will utilise smart objectives while framing objectives for the digital marketing plan. All
objectives will be achieved in the spam of expected time of 6 weeks. SWOT analysis will be
conducted to assess about different strengths, weaknesses, opportunities and threats of the
company. SWOT analysis will be a reflection of company's internal environment. In order to
analysis about the external business environment PEST Analysis will be summarised. Aspects of
PEST analysis such as political factors like political situation of country, political stability and
environment will be assessed by analysing the political factor in PEST analysis. Political factors
will guide the company management about the political atmosphere and situation in the country.
To assess the economic situation of the country economic factor will also evaluated in this report
with the support of PEST analysis.
Economic factor will play a major role in the growth and development process of
business organisation and PEST analysis will drives the management to assess about the
potentials of the company in order to achieve growth and development in the target market. IN
order to evaluate about the economic factor impacts of inflation with specifically evaluated.
Inflation has a direct link up with the purchasing capacity of target customers in the potential
market. AS inflation has a direct connection with the liquidity aspects of the target customers
economic factor will be analysed in detail. This plan will also consider social aspect or social
factor. Social factors are among the crucial factor that influence the company's growth and
sustainability process. Social factors like culture, tradition, mentality, attitude, academics and
tradition will be deeply evaluated in this report. All such factors influence the buying decision-
making of target customers of the company. As social factor impact the procurement decision-
making of target customers it has a direct connection with company's growth potentials in target
market. This report will also involve detail analysis of the technological advancement and
development in the country. Digital marketing plan is totally based over the digital advancement
of the country as management will channelise all its digital marketing plan over all digital
channels. Due to increasing trends and fashion digital medium's specifically social media
channels sustain huge access of target customers on a regular basis and this plan will analyse

about all the potential customers who use social mediums on a regular basis. Various strategies
like social media marketing, search engine optimisation will also be discussed in or der to have a
successful implementation of marketing plan.
Digitalisation of a Business's Operations
The digital revolution of the 90s and early 2000's has left a major impact on the
operations and functioning of any business or organisation in the modern world. Advanced
technological leaps are restructuring the competitive market while changing the inherent way in
which most business have been operating traditionally. Digitalisation of any business is the
process of switching multiple individual operations of a business to be completed by the use of
technology either fully or partially with some human assistance (Degryse, 2016). Digitalisation
process is not only confined to using social media platforms, websites, smartphone applications
to further one's business, it includes all potential business processes, activities that can be made
easier, more efficient and productive if the current technological advancements are applied to
those business processes and activities.
After the digital revolution and the global availability of the internet, in 2019 there are
approximately 4.3 billion users of the internet globally, more than 50% of the entire world's
population. With such a large customer base available to businesses in order for them to capture,
digitalisation becomes a necessary tool for a business to decrease its manufacturing costs while
increasing their productivity, efficiency and profitability. Incorporation of digital technology into
the business operations also provides businesses with great opportunities to service global
markets in an attempt to increase their total market share, customer base while diversifying their
operations globally in international markets. This also results in reducing the risks posed by
various external factors such as taxation laws, inflation, customer's purchasing power etc. on the
regional operations of a business as it can recover losses by operating in international markets.
Digitalisation of a business's operations also makes it easier for its administration of business to
keep track of the individual operations progress dynamically. Digitalisation also better equips
them to address particular issues after they have been identified to hindering the progress of
individual operations in a quick and efficient manner (Valenduc and Vendramin, 2017). As
digitalisation of business's operations proves to be hugely influential for business in gaining an
essential competitive advantage over their perceived competitors in the market and increase their

productivity, profitability and efficiency, increasing number of business are now incorporating
digital trends and technological advancements into their operations.
Digitalisation on its own provides multiple advantages to businesses and organisation.
Incorporating digital solutions results in simplification of a business's or organisation's
intelligence and security systems, while increasing their efficiency. Implementing digital
solutions also effectively simplifies the operational and organisational structure of the business
or organisation. Digitalisation of services provided also massively increases the ease for
consumers to gain access to the goods, services businesses and organisations provide whether by
using the services online or scheduling a time frame digitally to gain access to goods and
services offered. Switching a business's or organisation's operations to digital base can massively
decrease its operational costs in the long run increasing profitability. Digital solutions also ease
the process of international trading for businesses and organisations worldwide while protecting
businesses and customers against harmful practices often committed such as money laundering
and embezzlement. Digital solutions also increase the profits of business and organisation my
effectively eliminating the middle man in their operations, allowing businesses to directly
interact with customers and vice versa. Digital solutions also attract the attention of the youth
towards ones business operations and increases the business's or organisation's brand value in the
market amongst its competitors.
After businesses have incorporated digital solutions into their operations and functions,
their success can also push their competitors to switch towards similar digital solutions in order
to increase their market share, profitability and efficiency. The only way for a business to truly
keep the advantages provided by the digitalisation of its operations and not lose it to its
competitors eventually is to regularly invest into newer better technological solutions in order to
improve the efficiency and productivity of its operations (Carlsson, 2018). Another way a
business can sustain the benefits digital solutions provide to its operations is to invest into
research and development of its own proprietary digital solutions to increase their efficiency and
profitability. Although innovating a new digital solution to increase productivity is quite an
arduous task, innovating such a technology will massively help a business or organisation in
increasing its business potential and profitability. Lastly business can also license proprietary
digital solutions developed by other businesses or organisations in exchange of financial capital

for a specified amount of time period in order to implement those proprietary digital solutions
into their operations to increase their productivity, efficiency and profitability.
Digitalisation Process
Internalize can be defined as the procedure of designing products in this manner that can
meet the objectives of customers in various countries or can easily modify to gain desirable
goals. While digitalization refers as the procedures of making digital everything which can be
digitalized or in simple word, the procedure of modifying information into digital format.
Currently most of the manufacturing industries uses digital tools like electronic reference
material, high level equipment, cellphones etc. Digital tools enhance working efficiency of
manufacturing company and reduces human risk (Ojala and et.al., 2020). For example
manufacturing companies which contains high turnover of labours for picking up raw material
and other. By the help of digital tools gets various machine which can uplift large number of raw
material. There is an example to understand digital tools effectiveness on manufacturing
companies. Such as fabric company which requires high turnover of labour to performs various
operations. Currently organization uses various digital machines for various processing i.e.
wavering, doubling, blending, sealing and washing etc. Overall procedures are completed
through digital machines. Additionally, organization enable to utilize digital for internalization.
For example manufacturing industries uses social media and internet to understand taste of
customers about products and services. It helps industries to design such kind products which
meets each customer objectives across the world. Digital platform plays essential role within
manufacturing industries because it supports them to internalize their products or services around
the world. Digitalization enhances organization internalization speed because they can give
information about new products or services across the world.
Digital platform is not only supported company to internalize their products and services
as well helps to promote business (Karlsson and Rundcrantz, 2017). For example business to
business (B2B) framework which is part of e-commerce which manages organization to deal
with different organization. B2B is online business framework which maintains communication
among producer, distributor and retailer either they perform their different organization. B2B
framework leads communication between three different organization such as manufacturer,
distributors and retailers. There is an example to understand communication among three parties
such as initially makers visits sites and aware public about their new products and services.

While distributors purchase manufacturers products or goods online by placing a request on their
sites. Maker receives overall data of request through this B2B framework. In last producer sends
request to distributor continuously to gather request of wholesalers who continue to provide their
product and service to retailer. While business to consumer (B2C) framework arranges
companies to the client. By the help of B2C framework manufacturer can sell their products,
merchandise to their potential client directly without involving third party (Pack and et.al.,
2017). There is an example to understand procedures of B2C model such as initially client can
direct send request in manufacturer sites to concern about product, services by utilizing B2C
model. On the other hand, the data of that request collects by manufacturer where they select
correct choice the client submits a request on manufacture site. In last organization acts on the
request and sends directly to their client. Thus, manufacturing industries uses digital framework
to deal with client and distributors. These frameworks create digital platform for industries
because they can direct communicate with other business. Apart from this, customers also gets
golden opportunity to buy product in bulk at low cost. Digitalization enhances business trading
speedy as well communication.
Currently digitalization performs important role to develop small medium sized
enterprises. The main goal of SMEs to introduce such kind products or services which improves
consumers life across the world. By the help of digital media easy to outsource for raw material
and employees from different countries that automatically reduces operation cost of products.
The main reason to move on digitalization is that it helps manufacturing industries to trade with
other business and gets inputs in low cost as well labour on low wages. Additionally, industries
can direct communicate with customers and can understand their preferences and requirement for
products and services (Dialami and et.al., 2017). Thus, they can design such kind products
which meets overall customers objectives in global market. Digitalization supports SMEs to
focus on customer objectives so that they can easy to offer that products which meets their
requirements. Even digitalization plays role as leader in internalization process. For example
digital media through analyse global consumers needs their expectation about products or
services, then manufacturing industries manufactures products or services by analysing
consumer's reviews for products or services. In last, aware consumers about products or services
by the help of digital tools. Internalization also crucial for manufacturing industries because
when they interpret about customers aspects globally then can offer product or services.

Internalization process can be done by internet because it leads communication between
manufactures, distributors, retailers and consumers by utilizing digital frameworks such B2B and
B2C. Digitalization leads sustainability in manufacturing company and supports to sustain small
medium-sized business in business market.
Currently, most of the manufacturing industries uses digital platform to modify their man
work force into machine. The main reason of the digitization is that it improves working
efficiency of workers and leads quickness in manufacturing operations. Various business uses
digital media to trade with other business in global world. Additionally, they use digital platform
for marketing purpose as well (Thorstensen, Mascarenhas and Paola, 2019). RACE model is
specially designed for digital marketing which helps company to digitalized brand image or
products in global world. Most of the companies applies this model in organization. Even it helps
companies to gain competitive advantage in competition market by updating customers about
innovative products. It is not only improves communication among the public but also puts
pressure on competitors. Manufacturing industries uses information technology (IT) to update
overall information. As well supports industries to automate machine for the benefits of
humankind. IT improves operational efficiency and enhance quality of products or services.
Manufacturing industries uses artificial intelligence (AI) to gain competitive advantage. Thus,
digitization introduces new definition of business concepts.
Global strategy refers as the international marketing which guides to globalization.
Various organization applies global strategy to expand their business and supports to compete in
the global market. Digitalization helps manufacturing industries to create global strategy by the
help of digital tools. Global strategy focuses on global market while digitization access on
utilizing technology for improving business performance. Global strategy supports industries to
understand competitors actions which can create risk for them. Even digitization involves
various digital tools such as electronic reference material, digital formate for data gathering,
social media, Internet etc (Sánchez, Torres, 2018). helps manufacturing companies to globalized
their products ot services. Additionally, manufacturing procedures which is performed at
workplace while manufacturing products adds transparency in each operation. So, organization
uses digitalization for enhancing their working performance.

Barriers to Digitalisation
There are multiple factors which decide the effectiveness or profitability of implementing
digital solutions into the operations and functions of a business. If an administration takes into
account all of the following attributes while designing their digitalisation strategy, they can better
implement digital solutions in their business operations. Some of the most prevalent barriers to
digitalisation of businesses and organisations are as follows:
Digital Strategy: Digital technologies can only be effectively and efficiently incorporated into
the operations of a business or organisation, if its management creates and implements a strategic
plan that identifies the exact operations of a business which need to be digitalised in order to
increase the business's overall productivity, efficiency and profitability (Sklyar and et.al., 2019).
The administration also needs to identify the exact digital solution that it needs to implement for
various operations and calculate whether if the proposed changes are economically feasible and
profitable for the business, organisation or not, the break even point of the investment costs, and
their maintenance and repair costs further during operations.
Culture: Prevalent culture present in the business or organisation also plays a major impact on
the success or failure of its efforts to incorporate digital solutions into its operations. It is
possible for a business to have an operational culture which resists the changing of policies and
implementation of modern digital innovations. Digitalisation of a business's operations requires
thorough collaboration and transparency on the part of business's employees, management and
leadership. This can be hard to achieve as some businesses operating on hierarchical
organisational structure may find it hard to erase boundaries and formalities that hierarchical
organisational structures often implement in the work place.
Budget: Another major barrier for businesses switching towards incorporating digital solutions
into their operations is the restraints their operational budget puts on them. This particular issue
is more common for small and medium sized businesses and organisations as large organisations
usually have bigger budgets to play around with and also can recover the invested amount put in
due to digitalising its operations in the long run, a luxury which small and medium sized
businesses don't have (Freddi, 2018). Sometimes the input costs of incorporating digital solutions
are great for small and medium sized businesses and can actually result in great losses incurred
by them if they choose to switch towards these solutions without performing the due required
research and calculations.

Knowledge:Another barrier for businesses to incorporate digital solutions into their operations is
the required knowledge it would need to impart onto its tradition workforce for them to be able
to use the digital technologies effectively and efficiently. Not only does the business's or
organisation's workforce need to be capable of learning and absorbing the required digital
knowledge, but the business's administration also has to additionally invest heavily into the
individual training of the entire workforce in use of the digital solutions increasing the overall
costs associated with switching the business operations to digital solutions.
Infrastructure: The current infrastructure present in the business or organisation also has to be
able to facilitate a major overhaul of its interiors and accommodate the additional space required
for switching the operations to incorporate digital solutions. The infrastructure needs to
guarantee availability of additional necessary attributes such as consistent connectivity,
electricity, security, storage and servers demands that digital solutions require for their
operations.
Cybersecurity: Switching major parts of a business's or organisation's operations to incorporate
digital solutions also creates the huge problem of cybersecurity for businesses which certainly
acts as a barrier for businesses switching to digitalisation (Autio, 2017). As these digital systems
need to be constantly checked and updated to safeguard against the possibility of potential
security breaches and hacks, the business needs to employ skilled IT technicians and engineers
who can safeguard the digital system against external intrusions and hacks. Cybercrimes in
businesses also decrease their brand image and customer base in the market, decreasing their
productivity and profitability.
CONCLUSION
In this report we analyse the concept of digitalisation and how businesses and
organisations can switch to incorporating such digital solutions into their operations in order to
increase their productivity, profitability and efficiency. The report evaluates the major
advantages digitalisation of a business's operations provides and how these advantages can be
used by businesses to gain a competitive edge over their perceived competitors in the market.
Finally, the report asses the various barriers that are present for businesses choosing to
incorporate digital solutions into their operations and why businesses need to be aware of these
barriers before switching towards digitalisation of their operations.

REFERENCES
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