Analyzing Digital Technology's Impact on Tesco's Marketing Strategies

This research project investigates the impact of digital technology on the marketing strategies of Tesco, a major player in the retail sector. The project begins with an introduction outlining the aim to analyze this impact, along with specific objectives and research questions. A comprehensive literature review examines the significance of digital technology in retail operations, the importance of advanced technology in Tesco's marketing activities, and the relationship between digital technology and marketing functions within the retail sector. The research then delves into the project management plan, including cost analysis and risk assessment. Furthermore, the project explores the practical aspects, including carrying out small-scale research using qualitative and quantitative methods and analyzing research data with appropriate tools. Finally, it provides recommendations for Tesco to enhance its marketing activities, increase productivity, and improve profitability, based on the findings of the research, including suggestions for leveraging social media, customer feedback, and mobile marketing. The project concludes with a reflective analysis of the research process and its outcomes.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................4
P1. Aim and objectives for the project........................................................................................4
P2. Project management plan with incorporate ..........................................................................8
P3. WBS and Gantt chart with time-frame...............................................................................10
M1. Producing comprehensive project management plan........................................................12
TASK 2..........................................................................................................................................12
P4. Carrying out small scale research with apply qualitative and quantitative research .........12
M2 Accuracy and reliability with using different research methods........................................29
D1 Project log book..................................................................................................................29
TASK 3..........................................................................................................................................29
P5 Analysis research and data with using appropriate tools and techniques............................29
P6 Communicate appropriate recommendations with meaningful conclusion.........................31
P7 Reflective and undertaking research with stated objectives................................................32
M3 Use appropriate tools and techniques for accuracy and authenticity .................................32
M4 Project management process and use of quality research to meet with stated objectives. .32
D2 Decision making process and changes for development.....................................................33
REFERENCES..............................................................................................................................34

Illustration Index
Illustration 1: Work breakdown structure......................................................................................11
Illustration 2: Gantt chart...............................................................................................................11
Illustration 3: Network planning....................................................................................................12

TASK 1
P1. Aim and objectives for the project
Background
Digital technology is also known as modern marketing activity which assists to increase
the profitability and productivity. It helps to attract maximum number of customers with
considering internet, email, etc. These tools are commonly used to make proper means of
communication. Marketing plans consider the combination of different methods such as print
advertisement in magazines, radio, advertisement, etc. (Taiminen and Karjaluoto, 2015). All
these are traditional tools whereas modern tools determine digital marketing through email,
social media, Google advertisement, etc. Impact of digital technology on marketing strategies
can be viewed through different assets. Creating more comprehensive digital marketing beyond
with social media, digital advertisement, etc. In order to reach towards brand, customer
experience and outreach are two main considerations which lead to increase communication
among different members. Moreover, digital technology also assists to make proper connection
in between digital advertisement and offers instant connection with customers. Therefore, it
assists to resolve customer services to increase the awareness and make more sales and gain
profit.
Rationale
In order to conduct present research, digital technology considers an important role to
attain desired results. This is because; implementation of digital technology assists to develop
successful operations and outcomes in the business. With implementation of new technology
create and develop online customer relationship with different programs. These programs assist
to solve issues and problems with finding proper solution on customer’s demand (Singh, 2017).
Hence, implementation of digital technology assists to personalised new technology and
maximise customer connection. Personalised develop systematic results that benefited to learn
relevant and useful to connect client with business. Implementation of digital technology make
simpler and management perspective. It makes more practical outcomes to operations
management tools that assist to deal with innovation and creativity. Implications from previous
marketing activities are considered to focus on proper auditing. Hence, research helps to increase
the marketing experience, marketing operations, infrastructure services and internet services.
Aim and Objectives
4

Aim: To analyse the impact of digital technology on marketing of retail sector operations – A
Case Study on Tesco
Research Objectives
 To understand the significance of digital technology in retail sector operations
 To identify the importance of advanced technology on marketing activities of Tesco
 To find out the relationship between digital technology and marketing functions of retail
sector business
 To recommend the ways through marketing activities promoted to gain high profitability
and productivity in Tesco
Research questions
 What is the significance of digital technology in operations of retail sector?
 What is the importance of advanced technology on marketing activities of Tesco?
 How to consider relationship between digital technology and marketing functions of
retail sector business?
 What are the recommendations provided to Tesco for their marketing activities to gain
higher productivity and profitability?
Literature review
Significance of digital technology in retail sector operations
In order to develop significant results with digital technology implementation very
important role on retail operations. As per the view of Lyytinen, Yoo and Boland Jr, (2016),
digital technology work as distribution channel in marketing in modern era so that retail business
able to concerned about their modern activities to deal with systematic work performance. It is
known as a wide spread tool which works from the last several years in different sectors.
However, it works positively on which enable to create better arrangements and performance. It
is more important for customer driven and keep consumer behaviour in systematic manner. It is
related with information which is key ingredient of changes in customer needs, requirement,
desires, etc. Furthermore, Hassan, (2015) stated that development of information technology also
enables to facilitate different perspectives of Tesco. For instance, it helps to collect right
information towards business. In order to collect right information, it is important to know about
consumer behaviour, education level, economic level, etc. At the initial stage, it assists to make
concentration on proper information regarding inventory management, procurement, billing
5

customer loyalty, etc. It helps to focus on different schemes that help to attain significant
advantages.
According to the point of Lorgnier and Brownlee, (2017), large and successful retailer
business consider different operations that assist to meet with retail outcomes in a proper way.
Domestic presence of organised retailing assists to make several changes which develop in sector
to accomplish desired results. Small scale retailing make several changes which encourage
response to manage systematic work performance. Different tools and techniques of digital
technology have been considered to focus on managing the retail activities. Besides this, Colbert,
Yee and George, (2016) stated that in UK retailer businesses getting most powerful consideration
and fast growing activities which helps to influence customers. Features are also helps to
maintain relationship which stated that establishment of retail trade included several kinds of
operations in systematic manner. Information technology also assists to pass relevant things that
ascertained to focus on the society’s requirement.
Importance of advanced technology on marketing activities of Tesco
According to the viewpoints of Alam and Imran, (2015), advanced technology in
marketing activities of Tesco ascertain several organisational changes. In this regard, consumers
mainly drawn to ease and convenience from user reviews, comparison pricing, etc. On the basis
of rely online and mobile shopping, tap to consumer preferences. It assists to increase high
profile location and develop tangible experience which cannot be delivered through any device.
In order to create highly personalised, consistent and integrated shopping experience. On the
other hand, Karimi and Walter, (2015) argued that in pace of innovation, digital technology
assists to influence buying decision at growing percentage. In order to lead in technologies point
of sale systems consider digital solution which increases effectiveness through provide useful
data. Interact with customers manage inventory which carrying tactical management at
workplace. It also integrates online and offline activities. There are different channels which help
to drive seamless shopping experience in retail industry.
Schroeter and Higgins, (2015) stated that research and development program assists to
consider different strategies that require implementing digital innovations. Devoting fund in
ventures create initiatives which are too risky. With the help of digital innovation strategies, IT
investment activities will be successfully developed with proper budget. Furthermore, it is also
useful to increase the customer satisfaction and perform responsibilities to understand digital
6

technology landscape. Besides this, Davcik and Sharma, (2015) explored their ideas and views
that digital technology assists to set up new organisational models to manage innovation and
creativity that assists to underlying digital technology innovations. Successful models collaborate
with effective management teams so that it assists to gather more creative information at
workplace.
Relationship between digital technology and marketing functions of retail sector business
According to the views of Fierro, Cardona Arbelaez and Gavilanez, (2017), digital
technology increases more profits and revenue to cope up with systematic work performances.
On the basis of digital technology activities, retail sector operations increase transformation
activities that assist to develop more opportunities in the market. It assists to dictate demand of
consumers which is based on interviews across range of retailer. Retailer also recognised with
full support with key trends and recommendation that emerging from study. Furthermore,
Deichmann, Goyal and Mishra, (2016) stated that advances in digital technology also create
reshape to marketing activities. As results, it assists to develop more sales and profits through
create social network. Digital marketing plan designed with overall marketing and sales strategy.
Therefore, it helps to create proper planning with multi-channel nature. With the help of
spending more targets, Tesco able to attain their creative work performance. On the basis of
digital campaign digital activities consider as broader strategy. As results, it assists to make
challenging environment.
Gong, Smith and Telang, (2015) stated that new roles and skills also develop which
become more important for marketing and sales teams. Management of information assists to
monitor and respond towards the social media. E-commerce in retail business helps to implement
corporate social responsibilities which campaign to boost sales of the business. Integration
digital technology is broader strategy that helps to set and build right skills at workplace. On the
basis of Poncin and Mimoun, (2014) it can be explored that digital activities become more
important to create new roles in sales team. Development of data application, it can be
interpreted that it requires new hires and handle employees with providing additional training.
On the basis of digital technological activities, faster growth also create experience that assists to
move into different areas. Digital experts also tend to build successful program to attain more
creative work performance.
7

Recommendations to Tesco for their marketing activities to gain higher productivity and
profitability
As per the viewpoints of Roggeveen, Nordfält and Grewal, (2016), technological
innovations develop through implementing social media tools and techniques. It evolves
Facebook, Twitter, Instagram, etc. Hence, manager of Tesco needs to focus on different channels
that are considered as promotional message and target people with real time message. Offering
customers as promotional message assists to develop successful program to satisfy customer
needs. Innovative solution and services help to improve the experience across different channels.
Besides this, Krause and North, (2016) argued that different elements of customers assist to
make changes in the business that helps to attain goals and objectives in a creative manner.
Hence, Tesco needs to focus on assessment of consumer lifestyle, taste, preferences, etc. All
these elements help to maintain proper cooperation so that rewards also redeemed to attain
systematic results. Customers also multitasking so that manager of the chosen business also need
to concentrate on this perspective to satisfy their demand and requirement. Retailing strategies
help to make alteration in marketing approach, operations and human resource management.
Furthermore, Hutchinson, Donnell and Reid, (2015) argued that mobile marketing is one
of the important perspectives that help to create two way communication. Promotional offers
also develop successful results in the business through which manager can easily implement
device and technology. New technology put direct impact on the retail sector business to
consider mobile payments. Multi-channel customer management assists to focus on the
telecommunication network. On the other hand, Kelly, Vandevijvere and Jenkin, (2015) argued
that manager of the chosen business needs to take advice and feedback from customers so that
they can easily consider innovative results. With the help of their suggestions, chosen business
will be able to develop their significant advantages. Hence, it will help to focus on creating
systematic work performance to deal with innovative functions and operations.
P2. Project management plan with incorporate
In order to create project management plan, there are different activities considered to
focus on outcomes. On the basis of planned activities, it can be stated that plan included different
activities on which researcher needs to concentrate to attain their effective results. They are as
follows:
8

 Cost: In present research, there are several activities included that assist to gain desired
results and meet with the aim and objectives. On the basis of tasks and activities, cost will
be determined. Total cost must be taken around £850. All activities have been taken on
the basis of selected amount (Mackey and Gass, 2015).
 Risk: In the present research, risk element is considered by researcher due to limited time
and cost. In order to accomplish the aim and objectives, risk has been reduced to attain
more systematic advantages at workplace. Collection from all respondents view is also
risk getting proper functioning. Due to lack of time and money, there is a wide risk exists.
Therefore, it is important for the manager to concentrate on effective findings.
Furthermore, taking respondent’s views is also risk find relevant information.
 Scope: In order to gather relevant information, there is a wide scope with implementation
of digital technology at workplace. On the basis of this aspect, business gets
recommendations to increase their profits and revenue. With the help of innovation
strategies, several people are targeted at workplace (Gibson, 2018).
 Time: It is one more important element of research which assists to accomplish the
desired results. On the basis of time, activities will be designed to attain more effective
results.
 Quality: Quality is an important parameter that helps to concentrate on relevant results.
In this way, primary data helps to gather fresh and revenant information with
authentication. As results, enterprise able to meet with their aims and objectives. Suitable
techniques need to accomplish systematic work performance.
 Communication: Researcher needs to communicate their aim and objectives as well as
strategy with team so that proper and desired results will be attained. Furthermore, they
need to focus on findings that help to promote systematic work performance. On the basis
of proper communication, they will easily gather relevant information (Panneerselvam,
2014).
 Resources: In the present research, there are different resources that have been carried to
focus on aim and objectives. On the basis of extensive research program, it can be stated
that primary and secondary; two types of information will be collected to develop an
effective work performance (Taylor, Bogdan and DeVault, 2015).
9

P3. WBS and Gantt chart with time-frame
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Research Project 1 day Mon 6/25/18 Mon 6/25/18
Auto
Schedule
d
Planning 1 day Mon 6/25/18 Mon 6/25/18
Auto
Schedule
d
Finding of the topic 3 days Mon 6/25/18 Wed 6/27/18
Auto
Schedule
d
Statement of problem 1 day Tue 6/26/18 Tue 6/26/18 1
Auto
Schedule
d
Time frame and
allocation of resources 2 days Tue 6/26/18 Wed 6/27/18 2
Auto
Schedule
d
Implementation 1 day Mon 6/25/18 Mon 6/25/18
Auto
Schedule
d
Literature review 5 days Thu 6/28/18 Wed 7/4/18 3
Auto
Schedule
d
Selection of correct
research methodologies 1 day Wed 6/27/18 Wed 6/27/18 4
Auto
Schedule
d
Data analysis and
interpretation 2 days Thu 6/28/18 Fri 6/29/18 5
Auto
Schedule
d
Evaluation of results and
outcomes 2 days Thu 6/28/18 Fri 6/29/18 5
Auto
Schedule
d
Project closer 1 day Mon 6/25/18 Mon 6/25/18
Auto
Schedule
d
Giving conclusion and
recommendations 1 day Tue 6/26/18 Tue 6/26/18 6
10

Illustration 1: Work breakdown structure
Illustration 2: Gantt chart
11

Illustration 3: Network planning
M1. Producing comprehensive project management plan
In order to make effective project management plan, it can be stated that different tools
and techniques have been considered to attain profitability and productivity. On the basis of
systematic project management plan, researcher is able to communicate their success with
different members. It includes time, scope, resources, time, communication, quality, etc. All
these elements assist to focus on creative project management plan.
TASK 2
P4. Carrying out small scale research with apply qualitative and quantitative research
In order to create effective management, small scale research is carried out with
qualitative and quantitative information. In this respect, qualitative information helps to gather
more relevant work performance in business. Qualitative information will be gathered from
articles, online books, journals, etc. Along with this, primary data is also gathered from different
resources such as survey, thematic analysis, etc. Following questionnaire has been prepared to
gather more systematic information and to attain goals and objectives easily:
Questionnaire
12