The Impact of Digital Technology on Business Activities at Harrods Ltd

This business research project investigates the impact of digital technology on the marketing strategies and overall business operations of Harrods Ltd. The project begins with a research proposal that outlines the research question, supported by a comprehensive literature review. The study employs both primary and secondary research methods, including surveys and data analysis, to assess the influence of digital technologies on Harrods' marketing department. The research aims to identify the relationship between digital marketing and business operations, evaluate the impact of digital technology, and recommend strategies for improvement. The project includes an analysis of research findings, justification of the techniques used, and a reflection on the effectiveness of the research methods. The findings suggest that digital technology has a positive impact on Harrods, increasing productivity and marketing effectiveness. The assignment concludes with recommendations for future research and improvements in digital marketing strategies. The project includes several tables and charts to interpret and display the collected data.

Business research project

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
P1 Research proposal that clearly defines a research question supported by a literature review
................................................................................................................................................1
Literature review....................................................................................................................2
P2 Suitable research methods and approaches to primary and secondary research...............6
M1 Justification based on research methods..........................................................................8
P3 Primary and secondary method research by using appropriate methods..........................8
P4 Utilising suitable analytical tools, analyse research findings and data...........................10
M2. Drafting the designs and methods of data collection...................................................20
D1. Justification of techniques of data analysis...................................................................20
P5 Communicate the outcome of research...........................................................................20
M3. Demonstrating the research outcomes achieving objectives and questions.................20
D2. Justification and valid recommendations based on research outcomes.........................21
P6 Reflection of effectiveness of research methods applied for meeting business objectives21
Reflection.......................................................................................................................................21
P7 Considering alternative research methodologies.............................................................21
M4. Personal critical reflection presenting the recommendations and actions for future
research study.......................................................................................................................22
D3. Recommendation actions for future improvements.......................................................22
REFERENCES..............................................................................................................................23
Books and Journals...............................................................................................................23

TITLE
The impact of digital technology on business activities of Harrods limited
P1 Research proposal that clearly defines a research question supported by a literature review
Technology has provided a much required boost to organisations at time of competing in
large markets against large competitors. Behind every business operations aim and motive of
every business enterprise is to maximize profitability in order to achieve high growth and
development in market (Shaw and et.al., 2012). Rapid advancement of technologies has
revolutionized ways organisations conduct business by enabling small business to level playing
field with large scale enterprises. Owners of business enterprises always use technology to
reduce business costs (Armstrong and et.al., 2015). They have increased their investments in
digital technology in order to effectively promulgate effectiveness in quality (Oldham and Da
Silva, 2015). In present context, Research proposal has made by researcher with an aim to
examine impact of digital technologies on marketing strategies and operations in Harrods Ltd,
London city. Analysis of literatures have been accomplished in order to understand how
influence of digital technologies and their implications have affected day to day functions of
marketing department and increases efficiency in implementation of promotional practices along
with efficiency in customers services. Below given are aims and objectives of this research
project.
Aim- To analyse the impact of digital technology on marketing- A study on Harrods Ltd.
Objectives:
 To understand concept of digital marketing on business operations.
 To identify relationship between digital marketing and marketing department.
 To evaluate impact of digital technology on marketing at Harrods Ltd, London, UK To recommend strategies to improve marketing operation through digital technology at
Harrods Ltd., London, UK
Research Questions
 What is concept of digital marketing on business operations.
 What are relationship between digital marketing and marketing department. What is impact of digital technology on marketing at Harrods Ltd.
Reason for choosing this research project:
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For undertaking research, I have built my own interest in this particular area and sector. I have
chosen this project in to carry out an analysis of importance of digital technologies on business.
In this study, I have implemented various strategies which provide support in making
improvements in level of performance in appropriate direction. In this manner, this study will
provide assistance towards development of my own comprehending as well as understanding
skills. I also have an interest in collecting data and conducting surveys which is beneficial for me
to conduct an appropriate and getting appropriate results. Further, it will tend to raise my overall
growth and development and I will be able to built a successful career in retail sector. Thus, I
will achieve knowledge related to implications of digital technologies in improving efficiency of
organisation's business operations.
Literature review
Review of literatures of various scholars and authors has been analysed by researcher in
order to gain proper understanding about outcomes of their research on impact of digital
technology on business operations of companies whether small or international business
enterprise (Royle and Laing, 2014). This literature have provided major support in identification
of ways for accomplishment of proper research by collecting relevant information.
According to Nambisan, (2013), Digital technologies are major source of providing
information about new products and services to customers. In UK, small business enterprises
have continuously adopted new and effective digital technologies which has provided them
chance to excel in business and increased their sale of products in market. As per Ryan, (2016),
digital technology have been emerged as important technique, which has provided support to
Harrods limited in increasing promotions of products and services easily across countries. It has
been identified as significant for company to reduce its costs of marketing and promotional
practices. Earlier, large of funds was required for organisation to promote their business but
introduction of digital technologies in marketing has reduced expenditure of company of
advertisement and promotions of products and service in market.
As per review of Buckingham, (2013), “at present there are more than 1 billion users of
smartphone in UK, which is considered as major step towards digitalization. Nowadays people
are more focused towards using internet and other online applications for buying and selling of
products and services”. Statistics provided by government authorities have also stated that
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continuous increase in digitization has provided various opportunities for companies to expand
their business and establish new units. This introduction of smart communication channels and
social media applications have improved trend of marketing and provided a platform to increase
promotion of products and service across world in just few seconds. On contrary to this Järvinen
and et.al., (2012), Along with rise in profitability, digital technologies have also raised some
issues for organisation like Harrods such as lack of qualified workforce, rise in competition,
continuous change in customers preferences, unethical activities etc. All departmental stores in
UK have moved towards use of digital technology in market which has raised increased
competition and rivalry. Apart, companies are also facing problems in hiring of qualified
candidate who are able to use those latest technologies and they have to pay them high salary
which has increased their labour costs. Moreover, as compared to expenditure, companies are
earning are high amount of profitability. Thus, implementation of digital technology is
considered as beneficial for them and provide positive impact on their marketing.
Kannan, (2017), has stated that there are some technical barriers also arises in
operations of company like internet problems, lack of understanding about digital marketing and
lack of securities. Further, they will also face some financial problems because they do not have
proper financial infrastructure.
According to Obal and Lancioni, (2013), there are various categories of digital marketing
products which are available in market, organisations can also select various types of
technologies for their business. On contrary to this, Dennis and et.al., (2012) stated that there are
some important solutions are available for company to reduce problems related to digitization.
Major step is reduce costs of purchasing products of digital marketing. Then it is also important
for company to increase about digital technologies and marketing among customers along with
use of internet appropriately and increasing efficiency of staff through training (Livingstone,
(2012). As per marketing analysis, companies has developed an perception that utilisation of
digital communication and techniques have provided major benefits as compared to issues and
considered as importance for business expansion but they have accepted fact that it is very
complex to use and manage digital technology in business. There is requirement of highly
specialized individuals who have proper understanding about resources and techniques for
resolving issues. As per Neuman, W.L., (2013), around 40% of small business enterprise in UK
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cannot achieve their objectives due to lack of proper digital marketing resources. Moreover,
government have taken a step forward and organising some programs which will help owners of
SMEs towards achievement of objectives. Companies are required to be informed about costs
and other barriers towards use of digital techniques so that they can take support of government
to adopt digitization and tends to develop competencies of employees to use digital technologies.
As per review of Nambisan, (2013), marketing department of companies should make
continuous efforts towards introduction of these technologies within enterprise to improve sale,
profitability and business performance. (Buckingham, 2013) has said that “ when companies
make amendments in their marketing functions there are some changes arise in there business
objectives as well”. Presently companies have focused towards adopting e commerce and raising
profitability which is considered as useful for development of their business as well as increasing
profitability which tends to raise growth and development of business operations. Further, there
are some difficult situations also occurs which have been made possible due to explosion of
digital technologies.
Activities and timescales
Activit
y
1th
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Identifi
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researc
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Review
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Literat
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Draftin
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g
Method
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Comple
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Propos
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Design
questio
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pilot
researc
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Docum
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records
Analysi
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and
interpr
etation
Discuss
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Conclu
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Final
Report
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Editing
&
Comple
tion
P2 Suitable research methods and approaches to primary and secondary research
For undertaking research, it is considered as significant for scholar to use all methods,
techniques and approaches in order to complete research in appropriate manner (Taylor, Bogdan
and DeVault, 2015). It is essential for researcher to analyse and use all research methodologies
so that outcomes of research can be effectively analysed by readers. Below give are methods
and approaches which are used by scholar to complete research project like: Research philosophy: A research philosophy have been considered as a way through
which data related to personnel can be gathered, decoded and utilized. It is based on
belief of scholars towards accomplishment of research (Lewis, 2015). Further, research
philosophy has been classified under two important parts such as positivism and
interpretivism. In present research project, combination of both philosophies have been
used by scholar in this research to make proposal in appropriate manner. It helps provide
to carry out study in proper direction to analyse impact of digital technology on
marketing of Harrods limited. Research design: It is also considered as blue print of study which contains all task and
activities which scholar will perform to accomplish research. Also, identified as overall
business strategy which is selected by scholar to complete research in logical direction
(Silverman, 2016). It helps in getting appropriate results and solution for problems.
However, it is important for researcher to be conscious while selection type of research
design. In present report, scholar tends to use descriptive method of research design
which aids in determination of theories associated with topic of research. Therefore,
descriptive method of research design enables scholar to analyse theories along with
methodologies so that understanding of problems will be made appropriately. Research approach: It implies to methods aims to use by researcher for carrying out
researcher in a particular direction. Moreover, this method has been classified in two
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approaches such as qualitative and quantitative (Flick, 2015). For analysing aims and
objectives of research in theoretical aspects, qualitative approach will be used scholar
whereas data and information will be computed by using quantitative method in
numerical form. For accomplishment of research, scholar wants to apply qualitative
approach so that data and information will be computed effectively and efficiently. Data collection: It is also an important process implies to collect and measure
information related to impact of digital technology on marketing and business operations
of Harrods limited. It is an important tool used to accomplish research properly and
analysing review of other individuals towards research topic. Moreover, data has been
collected either by formulation, survey or by taking interviews. Mainly there are two
method of data collection such as primary and secondary (BNS and HV, 2013). Primary
method is important as it provides fresh data and information, collected by scholar
through observation, questionnaire, conducting survey and interviews. Secondary method
of collecting data involves use of internet, books, journals and articles which are already
published earlier. In present study, both primary an secondary method of data collection
have been used scholar to carry out research effectively and efficiently. Sampling: It is an important method that is used to conduct statistical analysis. In this, a
particular number of data needs to be selected for large population. Sampling has been
classified within two types which are probabilistic and non probabilistic technique of
sampling (Creswell and Poth, 2017). In above research project, probabilistic technique of
sampling has been used because it involves review of each and every member from
selected data will be gathered. Further, 30 employees of Harrods are selected by
researcher as sample size to accomplish research on analysing impact of digital
technology on marketing.
 Data analysis: Data analysis is considered as process of analysing data which has been
collected so that useful information can be formulated. Particular data needs to be
collected either through methods of questionnaire or by conducting survey. This can be
accomplished by inspecting, transforming, modelling and cleansing of data with an aim
of getting relevant information, recommending conclusion (Sekaran and Bougie, 2016). It
is also considered as most effective and important process in research methodologies
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because overall gathered data will be interpreted effectively. This particular data will
assist researcher to analyse meaning of collected data in appropriate manner. In this
research, scholar has applied thematic presentation of information that enable to
demonstrate and communicate information in form of table and graphs.
M1 Justification based on research methods
Based on the research study there have been selection of various mixer of research
methods which are to be considered and analysed for having more accurate and reliable
information from the environment. Thus, implication of positivism and interpretivism
philosophies which have presented the adequate analysis over the data base. Therefore, all the
information will be gathered and analysed by considering such methods. Additionally, it will
help researchers for having accurate determination of causes behind the research issues.
P3 Primary and secondary method research by using appropriate methods.
For undertaking research on impact of digital technology on business activities of Harrods
limited. Following methodologies of research have been used by scholar:
Research philosophy
Main motive of research philosophy used by research is to recognise belief of researched
apart from collection as well as analysis of data. It has been classified within four important parts
such as pragmatism, positivism, interpretivism and realism philosophies (Iglesias and Sierra,
2017). For undertaking research on Harrods limited, London, a combination of both positivism
and interpretivism philosophies have been applied by researcher.
Research approach
It implies to methods which have been used by researcher for carrying out research project. In
this, Qualitative research method is used by scholar for calculation along with interpretation of
required data from workers of Harrods Ltd (Sutrisna and Setiawan, 2016). Quantitative approach
is used to analyse functions of company and its framework of enterprise.
Research design:
It is termed as overall research strategy which is selected by scholar in order to combine
multiple components of research study in an coherent and logical manner. It usually supports in
getting expected results and solutions of problems (Silverman, 2016). Thus, to undertake
research project, personnel needs to analyse carefully while selecting type of research design.
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Descriptive method of research design has been aids in determination of theories that relates with
topic of research. It enables scholar to understand theories of effective research along with
methodologies so as make comprehension of problems.
Data collection:
Process used to collect and measure relevant data from particular group of people or sample size
in order to research output. Mainly there are two important methods of data collection which are
used by researcher to collect information such as primary and secondary method (Humphries,
2017). In primary method, researcher will collect information through questionnaire or surveys.
Secondary method involves collection of data from books, journals and articles related to impact
of digital technology on business activities. Both methods are used by researcher in this project.
Sampling
Method which is used to collect data in statistical analysis by selection of particular sample size
from target population. There are two sampling method such as probabilistic and non
probabilistic. Scholar is using probabilistic sampling techniques because it is used to collect data
effectively and help in interpretation of those data in form of tables and charts. Moreover,
scholar have selected sample size of 30 employees from Harrods for sampling by using simple
random sampling technique.
Data analysis
It involves stages used to analyse and interpret data which are collected by researcher from
primary method of data collection. It is being accomplished through inspecting, cleansing
transforming and modelling of data for collection of information which is useful and
recommending important conclusions (Buckingham, 2013). In Research methodologies, it is
most effective process to communicate data which aids users and readers in order to comprehend
meaning of collected data will have been interpreted. This will aid users to understand concept of
data collected properly. In this research project, scholar has implemented thematic method of
data analysis that enable to specify and interpret in form of tables and graphs.
Ethical consideration
In this research, scholar have considered following ethical issues which are determined below:
Informed consent: Scholar have faced problems in gathering data from sample size. They have
not cooperated first but after getting permission from immediate supervisor, they have provided
information. Non compliance of this will lead to an ethical issue (Buckingham, 2013).
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Confidentiality: It is stated by scholar that all data and information collected from employee will
not be disclosed to externals and secured effectively. Because of secured data base and encrypted
files, scholar was not able to access some journals and articles.
P4 Utilising suitable analytical tools, analyse research findings and data
Theme 1 Harrods Ltd utilise new and modified digital technologies in marketing.
1) Does Harrods Ltd utilise new and modified digital
technologies in marketing? No. of respondents
(a) Yes 20
(b) No 7
(c) Not Sure 3
Total 30
Interpretation: From above table, it is clearly analysed that there are 20 respondents who have
stated that company is using new and modified digital technologies whereas 7 employees denied
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(a) Yes (b) No (c) Not Sure
0
5
10
15
20
25
20
7
3
Column B