ICT Transformation of Marketing at Jaguar Cars Ltd: A Project

This project investigates the impact of Information Communication Technology (ICT) on the marketing function of Jaguar Cars Ltd. The research explores the current trends of ICT in business, specifically focusing on digital technologies such as cloud storage, social media, and AI. The project aims to identify the effects of ICT on marketing operations, including the benefits, complications, and drawbacks of implementation. The methodology involves qualitative research using non-probabilistic sampling with data collected from 25 marketing managers. The data analysis reveals that most managers are aware of the increasing trends of digital technologies, with communication being the most benefited area. The project concludes with recommendations for effective operations through the integration of ICT, emphasizing the promotion of innovation in the auto industry. The project includes a project management plan, Gantt chart, research methodology, data analysis, and recommendations.

MANAGING SUCCESSFUL
BUSINESS PROJECT

Table of Contents
TOPIC:.............................................................................................................................................3
INTRODUCTION ..........................................................................................................................3
Research Background..................................................................................................................3
Aims and Objectives...................................................................................................................3
Rationale.....................................................................................................................................4
PROJECT MANAGEMENT PLAN...............................................................................................4
TIME SCALE, GANTT CHART....................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
DATA ANALYSIS AND INTERPRETATION.............................................................................8
RECOMMENDATIONS...............................................................................................................17
REFLECTION...............................................................................................................................17
CONCLUSION..............................................................................................................................18
APPENDIX....................................................................................................................................20
QUESTIONNAIRE...................................................................................................................20
Log Book...................................................................................................................................23
Performance Review.................................................................................................................26

TOPIC:
“How digital technology has transformed business activities e.g. operations, marketing,
accounting, HR in your chosen organisation.”
INTRODUCTION
Research Background
The current scenario related to the rise in the use of internet has initiated the
technological advancement in business. This has given the rise in digital technology in the
business and enhance the growth of the operational activities of the organization. Digital
technology includes various components such as cloud storage for the data, social media and
mobile technology, “The Internet of Things”, Artificial intelligence and many more which have
influenced the activities of business in several ways. In this research project the main focus will
be on the impact of Information Communication and Technology on the marketing function of
business organization. The study is based on Jaguar Cars Ltd which is UK based car
manufacturing company. Consisting its headquarters in Whitley, England., Jaguar Cars Ltd is
currently being owned by Tata Motors.
Aims and Objectives
Aim:
“To determine the impact of Information Communication and Technology (ICT) on the
business function of marketing in an organization. A study on Jaguar”.
Objectives:
 To identify the current trend of Internet Communication and Technology in the business
world.
 To determine the impact of Information Communication and Technology on the
marketing functions of businesses.
 To identify the complications and drawbacks of using Information Communication and
Technology in organizations.
 To provide recommendations for effective operations by introducing Information
Communication and Technology (ICT).
Research Questions:
1. What are the current trend of Information Communication and Technology in the
business world?

2. What are the impact of Information Communication and Technology on the marketing
functions of businesses?
3. What are the complications and drawbacks of using Information Communication and
Technology in organizations?
4. What are the recommendations for effective operations by introducing Information
Communication and Technology (ICT)?
Rationale
The intent of this research is for the personal interest of the researcher in finding the
impact and outcomes of using the Information Communication and Technology in the business
function of marketing and study the concept of research methodology and data analysis . On the
flip side another reason for conducting this research is the academic purpose of the researcher.
PROJECT MANAGEMENT PLAN
Cost:
The cost is the important element in this research as in order to evaluate all the outcomes
and results from this research(Sharp and Howard, 2017). The researcher has incurred the cost of
each and every component of this research project. The over all project cost for this research is
£8000.
Time:
Time is the vital component in this research as a result the time management is necessary
for the researcher. The researcher has to schedule all the activities and allocate specific time limit
to conduct these activities. The ig
norance of time management can result in delay of the outcomes for this research and hence the
researcher has planned all the activities of this research as per the time schedule. Time is
allocated for all the activities of this research as such-
Resources
The availability of various resources is important to conduct a particular research. The
shortage and non availability of the resources can lead to the problem in completion of the
research as well as can delay its results. The researcher will use the several resources such as
Laptops, office stationary, Internet etc., to initiate this research successfully.
Communications

Communication is necessary in the activities of the research. It is important for the
researcher to pass on or deliver various information to the stakeholders which may be directly or
indirectly related with the research(Lock, 2018). The researcher will use the communication
components such as emails, telephones, circulars and text messages for the communicating with
the stakeholders of this research project.
Risk
There will be several number of risks involved in conducting a particular research. The
occurrence of risk can cause several complications such as delay in outcomes of the research or
loss of time and money over it. Thus it important for the researcher to calculate and evaluate the
risk probability before initiating the activities of the research(Polonsky and Waller, 2018.). There
are several risks such as physical injury, loss of the research data and data manipulation etc. All
these risk factors must be evaluated and considered by the researcher by creating pre-risk barriers
to avoid further complications.
TIME SCALE, GANTT CHART
Task
Mode Task Name Duration Start Finish Predecessors Cost
Auto
Scheduled Research proposal 45 days Fri 07-
06-19
Thu 08-
08-19 $500.00
Auto
Scheduled Aims and objectives 15 days Fri 09-
08-19
Thu 29-
08-19 1 $650.00
Auto
Scheduled
Research
methodologies 15 days Fri 09-
08-19
Thu 29-
08-19 1 $1,000.00
Auto
Scheduled Data collection 14 days Fri 30-
08-19
Wed 18-
09-19 1,2 $1,500.00
Auto
Scheduled Data analysis 30 days Fri 30-
08-19
Thu 10-
10-19 2 $1,700.00
Auto
Scheduled Data interpretation 10 days Thu 19-
09-19
Wed 02-
10-19 3,4 $650.00
Auto
Scheduled
Finding and
conclusion 28 days Fri 11-
10-19
Tue 19-
11-19 5 $700.00
Auto
Scheduled Recommendations 10 days Fri 11-
10-19
Thu 24-
10-19 5,6 $800.00
Auto
Scheduled
Conclusion and
Submission 2 days Wed 20-
11-19
Thu 21-
11-19 7,8 $500.00
Table 1: Time Scale

Illustration 1: Gantt Chart
Illustration 2: Critical Path
RESEARCH METHODOLOGY
Research methods- Research methods refers to a systematic technique or plan that is used to
conduct a particular research. There are two types of research method that comprises of
qualitative and quantitative methods of research. Qualitative method is a scientific method used
to measure the non-numerical data such as views, perception, feeling, nature of the people,

characteristics etc. Quantitative research refers to the collection of numerical data and statistics
related for a particular problem. This research is more structured than qualitative research.
The researcher has used qualitative research method as it will provide the exact content
and overview of various topics and the method is flexible in collecting the depth data from the
user.
Research approach- Research approach refers to the plan and process that includes the steps of
assumptions in relation with the data collection methods, analysis and representation. There are
two approaches of research that includes Deductive research approach and Inductive research
approach(Kocovic and et.al., 2017). Deductive approach is a process that develops a hypothesis
based on the existing concept and later designs the research strategy with that hypothesis. The
Inductive approach is concerned with designing a new theory or concept from the data collected.
The researcher has use the inductive theory in this research project which will enable him
to forecast the activities in advance by calculating its probability, so that the negative and threat
outcomes can be prevented.
Sampling- Sampling in research refers to a collection of data from a wide range of population in
the form of samples. Samples are the one that represents the entire population of data. There are
two types of sampling such as Probabilistic sampling and Non probabilistic sampling.
Probabilistic sampling is the method where the sample from the population is selected on
probability basis. Non probabilistic sampling is the method where the samples from the
population are selected on the basis of subjective judgement by the researcher.
This research project will be based on non probabilistic sampling technique as this
techniques will be cost and time effective for the researcher. The data will be collected from 25
marketing managers of Jaguar Ltd to fulfil the primary objective of the research.
Data Collection- Data collection refers to the process of gathering the data and information
from various sources and arranging them in a systematic manner to arrive at the different
outcomes required by the researcher. There are two types of data as such- Primary and
Secondary data. Primary data refers to the original information collected directly from the user
through interviews, emails etc. Secondary data is the readily available information from another
researcher such as literacy rate, population etc.

This research project will use the primary data sources for observation and evaluation of
the data and interpreting the outcomes as these data sources are reliable and raw data collected
directly from the user.
Data Analysis- Data analysis refers to the logical and analytical evaluation of data to arrive at a
particular solution. In this process the data is gathered from the various sources and then
summarised and analysed in order to arrive at a particular solution. Quantitative and qualitative
are the two types of data analysis(Roztocki and Weistroffer, 2015). Quantitative data refers to the
numerical forms of data in the form of number counts. Qualitative data refers to the collection of
views, suggestions approach and review form the people for a particular component of the
research.
The researcher has used the qualitative data analysis to understand the depth attitudes and
feeling of the people from the collected data.
DATA ANALYSIS AND INTERPRETATION
Theme 1: Maximum managers were aware of increasing trends of digital technologies in the
business world.
PARTICULARS MARKETING MANAGERS
Yes 14
No 8
May Be 3

Interpretation: From the above tabular and graphical presentation, it has been concluded
from the survey conducted from 25 marketing managers of jaguar it had been identified that 14
out of 25 managers were aware regarding the increase of digital technologies in business world.
They placed their view on this by stating that the current business practices are mostly associated
with the use of technology and digital marketing for the products due to the maximum use of
internet by the people in various fields. On the other side the 8 managers were not aware for this
application of digital technology in the business as they stated that they didn't applied it in their
activities. The other 3 managers were not completely sure about this aspect as they were not well
informed and aware for the use of digital; technology.
Theme 2: Communication is the area which organisation is mostly benefited with the digital
technologies.
PARTICULARS MARKETING MANAGERS
Administration 5
Communication 15
Storage and Distribution 5
Production 0
Yes No May Be
0
2
4
6
8
10
12
14
MARKETING MANAGERS

Interpretation: From the above tabular and graphical presentation, it has been concluded
from the survey conducted from 25 marketing managers of jaguar it had been identified that 15
out of 25 managers agreed on the thing that communication is the are that was benefited mostly
through digital technology. They explained it as the digital technology reduced the
communication gap and time to communicate, this has resulted into effective communication
within the internal organization as well as with the customers. 5 managers stated the use of
technology has benefited the storage and distribution areas due to the effective transfer of
information with the distributors in business due to technology. Remaining 5 managers stated
that the digital technology has benefited administration are as due to the effective management
system from the use of digital technology.
Theme 3: ICT have promoted auto industry growth.
PARTICULARS MARKETING MANAGERS
Administration
Communication
Storage and Distribution
Production

Emerging technologies 21
Sustainable Mobility 2
Conference Structure 2
Interpretation: From the above tabular and graphical presentation, it has been concluded
from the survey conducted from 25 marketing managers of jaguar it had been identified that the
21 managers stated that the Information Communication and Technology has promoted the
innovation in auto-mobile industry. They recommended that the use of technologies has led to
the creation of new and creative techniques that has resulted in the innovation process for the
industry. 2 managers stated that the Information and Communication has promoted the
sustainability mobility for the auto-mobile industry as the technology has given rise to the rising
concerns and awareness of the industries to focus on environmental issues and promotion
towards nature.
Theme 4: Marketing managers were satisfied with the use of Information Communication and
technology within your department.
PARTICULARS MARKETING MANAGERS
Emerging technologies
Sustainable Mobility
Conference Structure
0 5 10 15 20 25
MARKETING MANAGERS

Satisfied 18
Dissatisfied 5
Neutral 2
Interpretation: From the above tabular and graphical presentation, it has been
concluded from the survey conducted from 25 marketing managers of jaguar it had been
identified that 18 were satisfied with the use of Information Communication Technology in their
department due to its several benefits related to the marketing of the company and customer
influence due to it. Other 5 managers were not satisfied with the use of technology as they had
different perception of considering their suggestion towards the traditional marketing techniques
to be used by them.
Theme 5: ICT has improves Improved Marketing Performance of Jaguar.
Satisfied
Dissatisfied
Neutral