Analyzing Digital Technology's Impact on Business: Virgin Group Study

This research project examines the impact of digital technology on business activities, using the Virgin Group as a case study. The study investigates the necessity of digitalization and its advantages in developing innovative goods and services. The research methodology includes primary and secondary data collection, with a focus on questionnaires administered to 30 respondents. The findings reveal that digital technology is considered essential for organizational success, with social media marketing identified as a key tool for low-cost advertising, accessibility, and enhancing sales. The research explores the benefits of digital technology for customers, the reasons for Virgin Group's digital technology adoption, and the challenges faced in implementing social media marketing. The discussion section analyzes themes such as the application of digital technology, the advantages of social media marketing, customer relations, user demographics, customer benefits, and the factors influencing the development of social media marketing.

Research Project 2

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
TITLE: ............................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................3
RESULTS AND FINDINGS ..........................................................................................................5
DISCUSSION................................................................................................................................12
CONCLUSION..............................................................................................................................16
RECOMMENDATION.................................................................................................................17
APPENDIX ...................................................................................................................................19
REFERENCES..............................................................................................................................21

EXECUTIVE SUMMARY
Digital technology is more significant and essential tool which is implemented by all
organisations in its business operation and activity. Main purpose of this research project is to
identify the necessities of implementing digitalisation on business activities. Another motive
behind preparing this project was to determine the advantages of digital tools on developing
innovative goods and services at marketplace. Beside this, there are different methods of
research was used such as primary and secondary, research design and philosophy, sampling
method etc. All this approaches are valuable and essential for the identified opinion of people
towards the impact of digitalisation.

TITLE:
“The impact of digital technology on business activity”. A Case study on Virgin Group.
INTRODUCTION
Digitalisation in business operation and activity was more benefited to the organisation to
maximise their sales and revenues. There are different types of digital tools such as search engine
optimization, search engine marketing, pay-per-click advertising, content marketing, social
media marketing, affiliate marketing, Email marketing etc. All these are valuable and beneficial
technique for the growth and success of organisation (Turban and et. al., 2017). In this project,
chosen business was Virgin Group. It is British multinational corporation venture capital
conglomerate established by entrepreneurs Nik Powell and Sir Richard Branson. They produced
different kind of electronic equipments including Radio, Mobile phones and many other
electronic items. Company applied social media marketing in order to promote their products and
services at marketplace and to the customers easily (Agnihotri and et. al., 2016). Main purpose of
this research is to ascertain different ways which are adopted by respective firm in regards to
grow their business operations and functions at large scale. Another motive for preparing this
project was to evaluate impact of digitalisation on sales and profitability of enterprise.
The actual research is mainly relay on the efficiency and performance of digitalisation on
maximising performance and profitability of organisation within predetermined time duration.
As a multinational company Virgin Group is concern on enlarging their business operations and
functions at large level via providing different variety of products and services to its potential
and target audience in a systematic manner (West, Ford and Ibrahim, 2015). Research is more
essential for the all businesses to easily find out needs and wants of customers towards the
research topic, services and products which are provided by the company to its customers.
Terms and limits of research: There are various limitations which were observed at the
period of executing the research. One of the main limitations is time. The research topic was
large and for identifying the response of people, specific period of time is necessitate. So in the
entire it can be determined that time is not more for the all research (Zhang and et. al., 2017).
Therefore, Funds and capital can be considered as more effective component as it supports in
applying research activities in accurate way. Some activities of research such as cost and time
that are consuming in nature. It is more important for reaching at end outcomes, so investigator

have to keep actual flow of capital in respect to accomplishing appropriate outcomes (Ahmad,
Musa and Harun, 2016).
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3

RESEARCH METHODOLOGY
It is identified as one of the main and essential aspect of research as it supports in
implementing entire activities of investigation systematically. This part of research is based on
certain applications which plays vital role in determining opinion of the respondents. There are
different kind of methods that are used by the researcher including qualitative and quantitative
research. Other important aspects that are considered by researcher are descriptive research
design, primary and secondary approach (Aichner and Jacob, 2015). All these are valuable and
significant tools as it assist the researcher to collected accurate amount of information. In this
research topic, primary and secondary method of investigation is more useful and appropriate
which are determined as under:
Research is identified as one of the main and effective part for analysing accurate opinion
of people about the business products, services process, digitalisation and so on. For this
purpose, business need to conduct a research program through applying primary and secondary
information. In case of primary data, main motive is to designed this approach to meet specific
and unique requirement of people. In simple word, it is the information that business gather
specifically for the motive of research project. There are different methods of conducting
primary research such as interviews, survey, focus groups, questionnaires etc. All these are
highly essential and significant for investigator to gather information systematically (Baker,
2016). In this project, questionnaire must be used as it assist the researcher to collect appropriate
amount of data. Beside this, sample size that also designed which is 30 respondents out of total
population. On the other hand secondary method is also useful and an appropriate source of data
collection which are normally being applied by the researcher. Published information or data
available from other sources that has already been collected. This data is relevant and accurate to
the issue at hand either external or internal to an enterprise. In order to gather information
through applying secondary source, researcher need some books, journals, magazines, industry
publications and trade journals by visiting a mention library. In other words, secondary research
involves the use of information that is gathered by other people in past (Chen and Lin, 2015). In
this involvement of the researcher is less so business entity mainly focused on the primary
research method. There are many limitation which has a direct effect on the research activities,
some are explained as below:
4

Cost: It is essential and necessary for the researcher to maintain proper flow of fund with
regards to continuing whole activities of investigation successfully. Cost of this research project
isn't maximum as in this information has been accumulated via the point of view of 30
respondents who are applying social media marketing as to collect accurate content by their own
contribution.
Ethical issue: It is another aspect which effects on organising research activities. In this
investigator face various problem about time and cost. These are main issue which was also
impacts on the business performance and activities (Erevelles, Fukawa and Swayne, 2016). In
order to overcome this issue, company was applied social media marketing which is more
significant and important for them to maximise their sales and profit. Therefore, Research also
require to maintain proper flow of money in regard to implement entire activities of research in
appropriate manner.
5

RESULTS AND FINDINGS
Q1) Does the application of digital technoloWhat is the social media marketing.
2018.Advantages of social media marketing. 2018.gy are essential for
organisational success of Virgin Group?
Frequency
Yes 25
No 5
6
Yes No
0
5
10
15
20
25
25
5
Column B

Q2) What are the advantages of applying social media marketing as a part of
digital technology for an Virgin Group?
Frequency
Low cost advertising 10
Accessibility 10
Enhancing sales 10
Q3) Does the application of social media marketing is essential for maintaining
better relation with customers?
Frequency
Agree 25
Disagree 5
7
Low cost advertising Accessibility Enhancing sales
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Column B

Q4) Whose user of the company are frequently apply social media marketing
within the its environment?
Frequency
Suppliers 8
Clients 15
Investors 7
8
Agree Disagree
0
5
10
15
20
25
25
5
Column B

Q5) What are the importance and benefits of using digital technology for
customers?
Frequency
Proper information sharing 15
Easy Connectivity 10
24 Hours Services 5
9
Suppliers Clients Investors
0
2
4
6
8
10
12
14
16
8
15
7 Column B
Proper information sharing Easy Connectivity 24 Hours Services
0
2
4
6
8
10
12
14
16 15
10
5
Column B