The Impact of Digital Technology on Marketing at Sainsbury's

This business research project investigates the impact of digital technology on the marketing functions of Sainsbury's. The project includes a research proposal outlining the aim to analyze the influence of digital technology on Sainsbury's marketing effectiveness, along with objectives to understand the application of digital technology, evaluate its relationship with marketing, identify its benefits, and recommend advancements. The methodology involves a literature review, research design, data collection through employee surveys, and analysis to understand the role of digital tools such as websites, social media, and online platforms. The data presentation and analysis section presents findings on employee perceptions of digital technology implementation, preferences for platforms like Facebook, and the impact on marketing activities, with themes like website implementation, customer choices, grocery product sales, and employee satisfaction. The project concludes with recommendations for further research and improvements in digital marketing strategies, providing a comprehensive understanding of the subject.

BUSINESS RESEARCH
PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................1
Title: The impact of digital technology on marketing at Sainsbury.......................................1
1.1 Research proposal.............................................................................................................1
1.1.1 Research project description..........................................................................................1
1.1.2 Research aim and objectives.........................................................................................1
1.1.3 Reasons for select research project................................................................................2
1.1.4 Activities and time scale................................................................................................2
CHAPTER 2 LITERATURE REVIEW..........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Literature review..............................................................................................................5
M1 ..........................................................................................................................................7
CHAPTER 3 METHODOLOGY....................................................................................................8
3.1 Type of research...............................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research philosophy.........................................................................................................9
3.4 Research approach............................................................................................................9
3.5 Data sampling...................................................................................................................9
3.6 Methods of data collection.............................................................................................10
3.7 Ethical consideration......................................................................................................10
M2.........................................................................................................................................10
D1 ........................................................................................................................................11
CHAPTER 4 DATA COLLECTION AND ANALYSIS..............................................................12
4.1 Data collection................................................................................................................12
4.2 Data presentation analysis and discussion......................................................................14
M3.........................................................................................................................................21
D2.........................................................................................................................................21
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................22
5.1 Recommendations..........................................................................................................22
5.2 Conclusion......................................................................................................................22
CHAPTER 6 PERSONAL REFLECTIVE STATEMENT...........................................................23
6.1 Areas for further research...............................................................................................23
M4.........................................................................................................................................23
D3.........................................................................................................................................23
REFERENCES..............................................................................................................................24
Research Ethics Approval Form...........................................................................................26

CHAPTER 1 INTRODUCTION
Title: The impact of digital technology on marketing at Sainsbury.
1.1 Research proposal
1.1.1 Research project description
Background
Digital technology consist marketing of products and services with using advance tools
such as mobile phone, advertisements, internet, etc. It means companies getting a platform where
marketing plans are incorporates in efficient manner (Willems, Smolders and Schöning, 2017).
There are several methods exist in digital marketing such as search engine optimisation, search
engine marketing, content automation, data driven marketing, e-commerce marketing, etc. In
addition to this, there are several tools implemented such as e-books, social media marketing
advance technology, etc. Beside this, in today's time digital marketing also extended in non
internet channels which provide digital media such as mobile phones that transfer through SMS,
MMS, etc.
Rationale
In the business, digital marketing play very important role because they continuously
change their plans and boost with new strategies. Digital advertising techniques helps to
implement functions with online paying (Roggeveen, Nordfält and Grewal, 2016). In addition to
this, in Sainsbury most of the promotional activities and conversion completed with digital
technology. It assists to deal with the sales and activities completed to make efforts with search
engine optimisation. Further, it is also helps to generate more revenue to gain advantages and
appreciates for better aspects.
1.1.2 Research aim and objectives
Aim:
“To analyse the impact of digital technology application on effectiveness of marketing functions
of Sainsbury Plc”
Research Objectives:
 To understand the application of digital technology and its influence on the business
operation of Sainsbury.
 To evaluate relationship between marketing and digital technology.
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 To identify benefits of digital technology on marketing and promotion of Sainsbury To recommend ways that can advance digital technology application within Sainsbury.
Research questions
 What do you understand the application of digital technology and its influence on the
business operation of Sainsbury?
 How you evaluate relationship between marketing and digital technology?
 What are the benefits of digital technology on marketing and promotion of Sainsbury?
 What recommend ways that can advance digital technology application within
Sainsbury?
1.1.3 Reasons for select research project
In respect to select the research project, following reasons are mainly existed in the
business:
 Scope: In order to increase revenue and profit of the business, there is wide scope of
digital technology in it. In this consideration, digital technology helps to increase
attraction of customers and perform several operations in market. Furthermore, easily
communication will be placed in the business environment that helps to make creative
results at workplace of Sainsbury.
 Interest: Researcher has wide interest to know about the digital technology in retain
sector businesses. In respect to consider development of the company, researcher wants
to interrelate digital technology and outcomes of Sainsbury. It also helps to increase
economic productivity at workplace.
 Knowledge: Further, researcher has wide knowledge about the digital technology. In
addition to this, he wants to know about the importance of it in succeeding in retain
business. Sainsbury is one of the oldest and big supermarket in UK so that it helps to
increase knowledge towards the selected topic.
1.1.4 Activities and time scale
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
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research
proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
Finding
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Recommen
dation and
further
areas to be
consider
Final
Submission
Rogge
veen,
Nordfä
lt and
Grewal
,
(2016)
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CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
Digital technology is wide concept in retail industry so that different people perceive
distinguish view towards it. It is the important term that describes integrated marketing services
that attract customers through online methods. Hence, literature review provide importance and
utilisation of digital technology through multiple channels. Social media and online advertising
helps to connect customers with marketing programs.
2.2 Literature review
The application of digital technology and its influence on the business operation of Sainsbury
As per the view of Piotrowicz and Cuthbertson, (2014), digital technology leverages with
electronic devices that provide experience which influence to customers to attract desire
audience. It is more complex in the real term which simply define as the channel of delivery.
Across the channels, it consists experience from first touch point to customer. In respect to
consider in term of business operation, Roggeveen, Nordfält and Grewal, (2016), stated that
digital marketing create shape to the variety of elements to understand and meet with social
expectations. It is the best way to meet with expectations of target audience in Sainsbury. In
addition to this, it can be stated that it helps to influence to users towards the products and
services of business. In this way, several tools can be used such as search engine, social media
marketing, etc. It could be considered in all available technologies and platforms which is
effective to use the right platform as tactic to reach towards target audience.
However, Poncin and Mimoun, (2014) argued that digital technology is activity that help
to engage customers through digital channels through using mobile, social activities, etc. All
these elements helps to increase seeking information in systematic manner. There are several
strategies included to offer informative content in the form of trusted source. In contradicting,
Willems, Smolders and Schöning, (2017) said that digital technology is the method that can be
used any time to connect devices to reach towards the people with important content. It helps to
engage in digital marketing in the business.
Relationship between marketing and digital technology
According to the view of Dodgson, Wladawsky-Berger and George, (2015), marketing is
a managerial function which includes set of procedures. In this way, generating, cooperating and
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value providing which improves relationship with customers to earn money in Sainsbury.
Nowadays, all these activities perform by digital tools such as social media, internet, search
engine marketing, etc. Therefore, marketing and digital technology interrelated with each other.
In addition to this, Hagberg, Sundstrom and Egels-Zandén, (2016) stated that marketing includes
scheduling and performing formation, assessment, spreading and promoting products or services.
Therefore, company objectives will be attain with using digital technology. In the traditional
method each transaction consist more time and cost to attract customers. Therefore, digital
technology create easy marketing activities to make long term relationship with customers.
Better network satisfy needs and requirement of each customers easily.
Furthermore, Ansah, Narh-Bana and Whitty, (2015) generated their views marketers able
to attain their creative objectives and goals through integrated marketing information with each
customer. Using computers and digital technology helps to defined E-marketing in the business
between the customers and firm as well. Internet and other information technologies simplify to
create link and generate importance as well. Beside this, Huang, Lee and Evans, (2015) explored
their views marketing managers need to concentrate on several types of resources through they
are able to make effective promotion with cultural activities. Global companies create their
relationship because of the high technology competition and great advancement. Mobile
marketing is the important way that create more value to customers and attain desired outcomes.
Benefits of digital technology on marketing and promotion of Sainsbury
As per the view of Kehoe and Mateer, (2015), digital technology implement online
marketing which assists to moving online and create large consideration in business. In this
aspect, marketing expenses considered to online marketing. In respect to create social network,
firm able to develop their products and services in different areas of the world. Beside this,
Kenney and Zysman, (2015, June) argued that Sainsbury gets benefits through focus on the
women requirement because they are purchasing more than compare to men. In respect to
implement the pay per click advertisement, there are more challenges has been implemented to
online advertisers.
In order to consider the view of Grishikashvili, Dibb and Meadows, (2014, April),
exponential growth of marketing determines through electronic media through using internet. It
enhances growth of the marketing through implement digital technology tools. In these days,
many marketers prefer to use the modern marketing so that they can easily attract more customer
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together. This is because, rapid growth of the technology create more opportunities to increase
sales and profits of the business. However, Verhoef, Kannan and Inman, (2015) stated that
digital-marketing practices suggested sponsor products and services which could be influence to
customers. Digital-marketing succeeding in accomplishment of goals and objectives through
applying electronic connection. It marketing is the knowledge and preparation to create
marketing of products and services through advanced tools.
Recommend ways that can advance digital technology application within Sainsbury
According to the point of Jayaram, Manrai and Manrai, (2015), Sainsbury need to adopt
virtual mannequins that helps to look towards the products and services. In this consideration,
several ranges of options could be implemented at workplace of Sainsbury. It is the good way to
increase store experience that appeal to mobile users. It includes viewing products reviews and
applying online as well. Furthermore, Straker, Wrigley and Rosemann, (2015) stated that virtual
rail also helps to make innovative results at workplace. In this consideration, innovative results
could be implemented in Sainsbury because it is retail business. In this way, singing and dancing
version of browser implemented as the virtual rail. At the floor height screen, touch enable to
create outfit inspiration. Video display on the rail also recommend that scanned and selected
items helps to target people which increases credibility.
Beside this, Roggeveen, Nordfält and Grewal, (2016) argued that digital ceiling helps to
attract from the passing date. Therefore, the latest use of technology increases virtual reality
which increases experience in the London towards retail. 360 degree method could also
implement that assists to increase experience to store regularly. In this way, effectiveness
develops in successful manner so that communication consider important fundamental in
shopping experience. In contradicting, Hagberg, Sundstrom and Egels-Zandén, (2016) said that
retail apps also helps to attract customers in business environment. In this way, Sainsbury able to
purchase items that are guaranteed to fit. With the help of successful app, several benefits helps
to implement at workplace. Social networking also develop effectiveness in retail sector.
M1
With respect to conduct present research, it can be stated that qualitative research strategy
has been used to gather appropriate data and information. In this context, questionnaire prepared
by researcher which develop to conduct survey. Furthermore, it also assists to develop significant
advantages to implement digital technology in retail sector operations.
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CHAPTER 3 METHODOLOGY
3.1 Type of research
In respect to consider appropriate implementation of digital technology, investigator
collect data with the help of the best method. It is useful to execute right directions with
quantitative and qualitative. Qualitative factor based on assess quality of information that can be
utilised to take effective decisions. On the other hand, quantitative data based on numerical
values that collected from tools to draw appropriate outcomes towards impact of digital
technology. Present study based on qualitative information to draw valid outcomes.
3.2 Research design
Furthermore, research design also important method that can be used to gather relevant
information towards the business outcomes and results. In addition to this, another research tool
is design that classify in several ways and consider effective research at workplace. In this
consideration, different aspects of designs such as descriptive, correlation, semi-experimental,
experimental, etc. implemented in the chosen business environment (Hübner, Kuhn and
Wollenburg, 2016). In order to have effective examination of the selected topic the experts will
focus on the qualitative measures. It allows to have authentic collection of information so that
key norms can be advanced.
In this way, researcher able to find logical true conclusion which is important to consider
proper logic outcomes with implementation of digital technology. Main aim to implement this
theory is that theory testing done to emerging data in appropriate way. Therefore, primary and
secondary both kinds of data collected to develop effective results. In addition to this, there are
different sources adopted such as books, journals, online resources, etc. (Kurnia, Choudrie and
Alzougool, 2015)It is one of the another important component that used to develop blueprint and
it is useful to handle overall problems. There are different kinds of research design placed such
as descriptive, exploratory, experimental, etc. In the present research, descriptive research
design used to carry effective results to accomplish main motive in succeeding manner. It helps
to collect right information to draw valid conclusion. With this regard, customer preferences can
be evaluated with implementing digital-marketing through descriptive research design. In order
to gain competitive advantages, different types of information can be gather.
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3.3 Research philosophy
Research philosophy considered belief in a way that help to find useful phenomena. In
this consideration, data gathered and analysis that encompasses different research consideration.
There are four kinds of research philosophies exit such as pragmatism, positivism, realism and
interpretivism. In present report, interpretivism philosophy will be employed by the researcher
to have advance results. It is also useful to conduct in depth study about the investigation of the
data in systematic manner (Ramirez, Mukherjee and Kramer, 2015). This is because,
interpretivism approach integrates human interest in whole study to access reality in appropriate
manner. Impact of digital technology on marketing functions emerge with tradition and it seeks
shared information into reality.
3.4 Research approach
In order to consider research approach, there are three types of research approaches exist
that used in whole program. Relevancy of hypothesis is based on these approaches. There are
mainly three methods implemented such as inductive, deductive and abductive (Piotrowicz and
Cuthbertson, 2014). In order to consider present research, the researcher used deductive research
used which is also known as subjective research. This is because, digital technology determine
decision making in thinking process to use them together that aid to take right decision.
Furthermore, it also helps to gain knowledge that is important component in whole program. In
the additional investigation, the researcher can consider the subjective research approach with a
specific end goal to process. It allows to have better viably of the information.
3.5 Data sampling
Sampling determines to collect data and information from whole population. There are
responsibility of researcher to select best procedures to inspect in better way. Probabilistic and
non-probabilistic sampling method. In present research, there are 20 sample size selected to find
valid conclusion. In respect to find useful information present report taking simple random
sampling method that used to find effective results at workplace (Ramirez, Mukherjee and
Kramer, 2015).
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3.6 Methods of data collection
Data collection information is most essential method which allows to have better
interpretation and analysis. In this, thematic approach of analysis will be accessed by the experts
to have better results to meet objectives. There are two types of data has been collected such as
primary and secondary, primary data collected from questionnaire which design to conduct
survey. On the other hand, secondary data also collected to take decisions to their prerequisite
and appropriateness (Roggeveen, Nordfält and Grewal, 2016). In respect to find the useful
information for present research, survey conducted through questionnaire design in systematic
manner. It will consider through qualitative research analysis. Present study on digital
technology which contain process used to inspect, clean and transform to reach towards
appropriate conclusion. Qualitative data analysis also provides detail outcomes to built about
certain ways to take appropriate actions. As a result, awareness also increases towards digital
technology in each person mind.
3.7 Ethical consideration
In order to accomplish desire results, the present research requires around £580 to
accomplish desired outcomes. In this way, positive results will be ascertain that make creative
functioning towards the enterprise. Furthermore, researcher has responsibility to follow all
essential rules and regulations that are established by the government. It will help to focus on the
creativity which needed in Sainsbury. Moreover, researcher need to concentrate on their findings
that never create negative impact and harm to any person as well. In this study, research
participants that are employees of the chosen business not be subjected to harm in any ways.
Furthermore, dignity of them must be prioritised so that ethical consideration must be taken in
appropriate manner. Source of funding and interests of respondents must be followed by
researcher to maintain honesty and transparency.
M2
In order to collect appropriate data and information, descriptive research design has been
selected which assists to gather in-depth information and data towards present research. As a
result, effectiveness will be develop continuously to attain more creative results. Furthermore,
survey conducted to find appropriate information to collect data. In this regard, researcher need
to implement questionnaire on the basis of they can conclude decision in systematic manner.
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