Impact of Online Media Marketing on UK Retail Sales: Tesco Study

This report examines the impact of online media marketing on the sales performance of companies in the UK retail segment, with a specific focus on Tesco. The research explores the rationale behind studying this topic, emphasizing the increasing importance of social media marketing in boosting revenue and market share. It delves into the relevant area of marketing management, particularly customer relationship management (CRM), and discusses the social staircase model as a useful framework for improving sales performance. The report outlines the key components of a project proposal, including the aims and objectives, and suggests provisional primary research questions. It also identifies a qualitative research approach and an inductive approach. Furthermore, it specifies the sampling method, sample size, and the population of interest for the study, along with the data collection methods, including primary and secondary sources. Finally, the report includes references to relevant books, journals, and online resources.

RESEARCH METHOD

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Assessment ......................................................................................................................................1
Intended research topic and rationale for choosing this topic......................................................1
Relevant area of the marketing management and the reason for choosing that area...................1
Discussion regarding the model or the principle that is useful in relation to the research topic. 2
Thoughts about formulating the project proposal that will act as the base for further
dissertation project 886................................................................................................................2
Suggesting provisional primary research question .....................................................................3
7. Does online media marketing helps in improving the sales performance of an organization?
......................................................................................................................................................4
Suggesting the research approach that best suits to the research topic .......................................4
What will be sample size and the population of interest in this research study ..........................4
REFERENCES................................................................................................................................6

INTRODUCTION
Assessment
Intended research topic and rationale for choosing this topic.
Topic- To assess the impact of online media marketing on the sales performance of
companies operating in UK retail segment: A study on Tesco
Rationale
In today's changing world, social media marketing plays an important role in enhancing
the sales performance of an organization and highly influences the market share of the
companies. The main reason behind studying this topic is that as social platforms are counted as
current and future medium through which an entity can increase its revenue and the profit
margins so it becomes important for the researcher to understand and analyse the role of digital
marketing in boosting the sales and customer base of the firm (Palinkas and et.al., 2015). In order
to attain competitive edge and leading position in the overall market it is important for the firm
to promote its products and services on the online websites where it could connect with large
number of customers and can increase the awareness in relation to its brand which in helps the
organization in increasing its sales with higher profitability.
Relevant area of the marketing management and the reason for choosing that area.
The area of marketing management within this research study focuses on customer
relationship management where Tesco will be developing various strategies and the tools for the
purpose of the maintaining healthy relationship with its potential customers. For improving its
sales performance, it is very important for an enterprise to ensure that its customers remain
satisfied with the products and he services offered by it and this in turn results in more and more
customer retention. If an existing customer is satisfied, then it will bring more new customers
along with him so customer relationship management is crucial for Tesco in order to meet the
need and the expectations of the customers.
The reason besides emphasizing on CRM is mainly for satisfying the customers and
retaining them for the longer period so that higher sales could be attained. It is considered as the
strongest approach that enables the firm in maintaining stronger relationship and creating
personal bonding with large number of people (Johnston, 2017). It also assists in strengthening
the performance of the company as it is the cost effective technique which leads an entity to gain
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larger customer base with very less resources and manual work. Dealing efficiently with the
customers increases their satisfaction which ultimately results in getting more and more business
to Tesco so that its profit and the turnover increases which leads the organization towards
growing success in the overall market.
Discussion regarding the model or the principle that is useful in relation to the research topic.
Tesco will opt for the social staircase model which is considered as the most useful
model relating to the online media marketing as it defines 4 major principles that should be
adopted by the firm for improving its sales performance that includes strategy, presence, tools
and conversation (ten Ham-Baloyi and Jordan, 2016). The first and foremost step of this model is
to establish an effective strategy that will support the organization in striving for achieving their
goals and vision. The next step of this model is presence which states the company about the
value to be provided and in defining the target audience. Thereafter, detailed analysis regarding
the tool that will be used by the company for communicating its brand values. It acts as the major
aspect and is very critical for the firm which relates to the choosing of the medium or the online
websites that will be used by the firms for promoting its products globally so that it could capture
higher market share with existing and new customers (Social Media Models, 2018). The last step
of this model is conversation where the company will be defining the set of the viral social
spirals and in initiating the conversation with larger customers so that in turn more people could
be attracted with appropriate interaction.
Thoughts about formulating the project proposal that will act as the base for further dissertation
project 886
Project proposal is referred as the document which is been used for convincing the
sponsor about the project that requires to kicked-off for the purpose of solving a specific
business problem or the opportunity (McCusker and Gunaydin, 2015). It will be describing the
depth that in what way the project is to be commenced so that sponsor could create a better
understanding about the topic and the methodology that will be used by the scholar for making
its study more useful. Furthermore, the dissertation of this research proposal will be based on the
aims and the objectives that are as follows-
Aim
To investigate influence of the digital marketing on revenue of UK retail segment: A
study on Tesco
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Objectives
 To analyse the trend of the social media marketing in respect of UK retail sector
 To identify the benefits of online media marketing on retail business of the UK
 To recommend the strategies in relation to digital marketing which could be used by
Tesco for increasing its sales
 To determine the relationship in between the online marketing and the performance of
Tesco
Thus, these aims and objectives are the key points that are to be assessed by an investigator as it
plays a major role in developing the meaningful research report regarding the social media
marketing.
Suggesting provisional primary research question
Demographic information
Name:
Age:
Gender:
Income:
1. Do you think that social media marketing helps in developing the awareness regarding your
products and services?
a) Yes ()
b) No ()
2. According to you which is the most effective social media website from the following?
a) Facebook ()
b) Instagram ()
c) Twitter ()
3. Do you think social media influences the buying behaviour of the consumers?
a) Yes ()
b) No ()
4. Do you think social media marketing is the best medium for promoting your products and
services?
a) Yes ()
b) No ()
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5. Whether digital marketing has resulted a growth and development in the business of Tesco ?
a) Agree ()
b) Strongly agree ()
c) Neither agree nor disagree ()
d) Disagree ()
e) Strongly disagree ()
6. Do you think that online marketing is the effective strategy for attaining success?
a) Yes ()
b) No ()
7. Does online media marketing helps in improving the sales performance of an organization?
a) Yes ()
b) No ()
8. Any recommendations relating to social media marketing?
Suggesting the research approach that best suits to the research topic
The nature of this research report is qualitative as it involves assessment of the qualitative
characteristics and not the numerical data (Bryman, 2017). It is the most suitable method for
analysing the perception and the behaviour of the target audience in respect of the social media
marketing. Qualitative research provides for the depth and the detailed analysis with appropriate
ranking by recording the feelings, attitudes and the behaviour. It helps in creating openness by
encouraging the people for expanding their responses so that useful conclusions could be
generated.
In accordance with this research study, an investigator will be using inductive approach
which begins with observations and ends at the research process resulting as the observation. It is
the approach that aims at generating meanings from data for the purpose of determining the
relationship and the patterns for building up the theory. Inductive reasoning is been made on the
basis of developing the learning from the experiences for reaching to adequate conclusions.
What will be sample size and the population of interest in this research study
Sampling is the practice that is been used for making statistical analysis within which the
predetermined no. of the observations are been taken from the larger population. Sampling can
be done by using two methods that includes simple random sampling and purposive sampling.
Random sampling refers to the probabilistic sampling tool that where each and every line item in
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the entire population is been given an equal chance of getting selected. However, purposive
sampling refers to the non-probabilistic tool where sample is been selected on the basis of
characteristics of the population and the objectives of study (Drake, Rancilio and Stafford,
2017). It does not give equal chance to the population of getting selected so chances of errors and
bias are more in purposive sampling.
In relation to this study, random sampling will be adopted by the scholar as it eliminates the
chances of errors and avoids biased nature in the report. Sample of 10 managers of Tesco eill eb
taken by the researcher for making the study more reliable and useful. Data will be gathered
through primary and secondary sources by structuring the questionnaire and making it filled by
the managers and through the use of books, journals, articles and internet.
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REFERENCES
Books and Journals
Bryman, A., 2017. Quantitative and qualitative research: further reflections on their integration.
In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
Drake, B. F., Rancilio, D. M. and Stafford, J. D., 2017. Research methods. In Public Health
Research Methods for Partnerships and Practice (pp. 174-187). Routledge.
Johnston, M. P., 2017. Secondary data analysis: A method of which the time has
come. Qualitative and quantitative methods in libraries. 3(3). pp.619-626.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Palinkas, L. A. and et.al., 2015. Purposeful sampling for qualitative data collection and analysis
in mixed method implementation research. Administration and policy in mental health and
mental health services research. 42(5). pp.533-544
Tang, A. K., Lai, K. H. and Cheng, T. C. E., 2016. A multi-research-method approach to
studying environmental sustainability in retail operations. International Journal of
Production Economics. 171. pp.394-404.
ten Ham-Baloyi, W. and Jordan, P., 2016. Systematic review as a research method in
postgraduate nursing education. health sa gesondheid. 21(1). pp.120-128.
Online
Social Media Models. 2018. [Online]. Available through : <https://www.ronnestam.com/3-
models-guide-your-brand-succesful-social-media-strategy/>.
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