Investigating Social Media Marketing Impact on Tesco

This report investigates the impact of social media marketing on strategic management within the retail industry, using Tesco as a case study. It begins with an introduction to social media marketing and its relevance to businesses, particularly large enterprises like Tesco. The rationale highlights the importance of social media for connecting with consumers and raising brand awareness. The report aims to analyze the impact of social media marketing on Tesco's strategic management, with objectives including defining social media marketing, analyzing its impact on Tesco, and recommending strategy development. The research questions explore the nature of social media marketing, its impact on Tesco's strategic management, and influencing factors. The literature review examines the impact of social media marketing on strategic management, consumer behavior, and business operations. The research methodology employs an interpretivism research philosophy and a deductive approach, using qualitative techniques like questionnaires and interviews with Tesco managers. The report concludes with a discussion of the findings and recommendations for Tesco to optimize its social media marketing strategies and enhance its strategic management.

Proposal

Table of Contents
Background..................................................................................................................................1
Rationale......................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research question........................................................................................................................1
RESEARCH METHODOLOGY....................................................................................................4
Time table and resources.................................................................................................................6
REFERENCES................................................................................................................................9

Title:-To investigate how social media marketing impact on strategic management in retail
industry. A case study on Tesco.
Background
Social Media marketing refers to an approach that is used for advertising product or
services in the marketplace. It is an important for all types of business that are small, medium or
large enterprise that will be beneficial for the future. This platform is providing a place to
advertise connect with many consumers and expand market in the future. This study will be
based upon Tesco company as it is British multinational firm that deals in groceries and general
merchandise.
Rationale
The social media marketing help in connecting with consumers and bringing awareness
among them related to brand that is available in the marketplace. There are so many consumers
that are using social media marketing to introduce their product into market. For studying the
impact of social media marketing this study will be conducted in Tesco. As through this there is
greater impact on strategic management that affect business operations in the company.
Therefore, it is important to conduct this study for the future and identifying its impact on
business.
Aim
“To analyse the impact of social media marketing on strategic management: A case study on
Tesco”
Objectives
 To determine concept of social media marketing
 To analyse the impact of social media marketing on strategic management in Tesco.
 To recommend how strategies can be developed in Tesco.
Research question
 What is social media marketing?
 How social media marketing impact on strategic management in Tesco?
 What are factors that affect social media marketing in the company?
LITERATURE REVIEW
According to the author Felix, Rauschnabel and Hinsch (2017). social media marketing
is having a greater impact on strategic management as marketers are interested in grabbing
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opportunity as implementing new technology in the marketplace. As Tesco is dealing in grocery
product so it have an impact on management as if wrong strategy will be adopted by company
then business operations get disturbed. Through social media marketing consumers can bring
anything at their home as it facilitate home delivery to consumers. On the other hand, it will
impact management decision as physical stores get disrupted after getting involved into social
media marketing. There are various strategies that will be used in gaining different aspect of
social media marketing.
As per the view Agnihotri and et. al. (2016). It is based upon different platforms that
provide different aspect and sharing information and ideas that help in solving problem in
bringing into various segments in he company. After coming of social media marketing business
will enhance as all activity taken place easily without any problem occurred. Effective marketing
strategy will help in developing different segments for the future. As it is affecting business
operations that enhance growth and earning more profit for Tesco. It is important while
considering social media marketing affect business operations in future course of action. It is
important as adopting social media marketing in Tesco that facilitate fast growth as product is
advertised into various segments that help in creating different perspective in future.
Author stated that Ngai, Tao and Moon (2015). Social media marketing emphasize on
dealing with various aspect of marketing technology that is used in business. There are different
strategic practices that lead to influence business operations in Tesco. It is important in getting
involved different ways that will be helpful for the future. As there are different strategies that
will have an impact on social media technique that is adopted by Tesco. Earlier Tesco is using
traditional way of introducing product into market is adopted that will create difference among
strategy that is followed by the company. If traditional strategy is followed by company then it
will not be able to attract more consumers towards company. It is important in providing
different aspect for the future course of action.
According to the author Hassan, Nadzim and Shiratuddin (2015).nowadays it is
becoming very popular as using this strategy to introduce new product in the company. There are
various perspective that will be taking into consideration for completing project for the future. It
is important in providing various aspect that bring efficiency in doing work in Tesco. It facilitate
marketing department to use this strategy and help in enhancing in company. There are various
aspect that will be helpful in adopting this strategy for further use in the company. In Tesco
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different aspect will be fulfilled to analyse impact of social media marketing on business. It is
offering different strategies that help in introducing product in the market. As there are various
perspective for bringing changes in Tesco.
Parveen, Jaafar and Ainin, (2015) stated that as social media marketing is providing
various aspect that will help in earning more profit and it facilitate consumer to introduce new
product and services into market. There are some drawbacks that influence strategic management
as different strategy is adopted by marketer to provide different perspective in the future. There
are different strategy that is being followed by company in gaining various aspect for company.
Social media is also having impact on public relation that facilitate various strategic operations in
Tesco. There are various strategies that is followed by Tesco in selling product and services. As
it emphasized on various aspect that create different perspective in the future. It is important in
gaining adopting various strategies that will provide increasing profit and growth.
As per the view Filo, Lock and Karg, (2015). social media is the popular way of doing
marketing as different techniques will be applied to provide different aspect as these will be
gaining tactics to provide in business for the future. It is important in providing strategy for
covering various techniques in Tesco. As social media bring brand awareness among people
regarding availability of product into the market. It is important in selecting social media
medium for the future. The main purpose of social media marketing is to provide different aspect
that will be beneficial in future. This technique is establishing various segments for the future
course of action.
According to Harrigan and et. al., (2015). it is important in adopting different marketing
strategies that will be providing different aspect for the future course of action. This strategy is
adopting different segments that helps in providing different aspect for the future course of
action. There are various segments that provide different aspects in earning more profit and
technology that is implemented into Tesco. There are various perspective that will be helpful in
gaining various segments as it facilitate in providing various aspect for the company. It will be
helpful for attending various strategies that will be gaining various perspective in the future.
People are more addicted to social media strategy that provide strategic concept in helpful for the
future. It is important in gaining various aspect in Tesco. There are different strategy that help in
improving advertising strategy for implementing new changes in the company. Therefore,
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various concept help in adopting different strategies that will be providing various segments as it
is important in gaining different valuable aspect in Tesco.
Ashle and Tuten (2015). stated that different tactics that are helpful in providing various
aspect that will be gaining various segments for the future. There are different segments that will
be providing different aspect for the following changes in the company that will be taking into
different perspective for the future. As they help in gaining different segments that are useful in
providing social media marketing strategy is being followed in taking into consideration for
organizing campaign into different perspective for the future. This platform bring various
strategic issues that will lead down into different marketing strategy to be followed in the
company. There are different segments that help in gaining various aspect for the future. As
social media marketing is important aspect that provide different segments into the company.
As per the view Alalwan and et. al., (2017) there are different segments that lead to
increase efficiency of doing work in the company. Therefore, it is providing various segments
that provide various aspect for leading into various strategic tactics in gaining different aspect for
the future. As social media is going to be popularised in the marketplace and providing different
perspective in the future. Therefore, social media marketing is having an impact on strategic
management that is to be carried out by different business operation in the company.
RESEARCH METHODOLOGY
Research paradigm – It is an approach, model and system which is related to conducting of a
research project that needs to be cross examined as well as verified from the side of research
community. It is the conceptual framework which has to be followed by researcher while
undertaking a research study. It is of two types Interpretivism which deals with humanistic
analysis on the basis of qualitative methods thereby providing deep insight related to thoughts
and understanding of respondents. Positivism is related with scientific part of research focusing
on surveys, questionnaire and statistical data collected (Bresler and Stake, 2017). The researcher
has been using Interpretivism Research philosophy for completing this research study.
Research approach- In this, hypothesis of the study is based on the plan and actions taken by
research to collect the data. This termed as of the steps of broad assumptions to gather detailed
method of data collection, interpretation and analysis. Thus, research approach has classified into
categories as deductive, inductive and adductive Hence, deductive approach is mainly concerned
with developing the hypothesis and based on existing theory to design the research strategy. On
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the other hand, abductive approach aids to address weakness associated with inductive and
deductive approaches. Inductive approach is method that guided by the specific evaluation
objectives. To determine the relevance of present study the researcher has used deductive
approach so that true conclusion must be drawn. It aids to collect the information from general to
the specific.
Research type- This is term that termed out as careful focus of study in relation to particular
concern or problem with use of scientific methods. Therefore, there are two form of this as
qualitative and quantitative. Henceforth, qualitative approach will aids to get detailed knowledge
and information about the topic. This is very effective to collect data by analysing views,
opinions of other individuals. On the other hand, quantitative analysis will be used to collect
facts and figures and aids to gather specific information about the topic. Henceforth, in this
present study the researcher has taken qualitative techniques so that depth information about the
topic of research can be gathered in form of questionnaire, interview etc.
Data collection – Collecting relevant and adequate data and information related to the subject
matter of the research topic is a very important research process. Data can be collected from
primary as well as secondary sources. Primary sources of data collection can be done by
researcher when for the first time data is gathered with the help of survey, observation, interview
etc. On the other hand, secondary data is one which has already been gathered from the
published sources or form primary sources as well. For completion of this research project,
researcher has prepared questionnaire for collecting data from 20 managers of Tesco company of
which proper analysis has to be done.
Sampling – It is a process emphasizing on data collection process from particular sample which
is selected out of large population. This is done as it is impossible for researcher to gather data
from each individual. Probabilistic and non-probabilistic are two sampling techniques which can
be used for sample selection (Ledford and Gast, 2018). In probabilistic technique, each
individual from population gets equal change to be selected as sample and in non-probabilistic
technique, researcher selects sample for collecting data properly. For this research project,
purposive sampling has been used by selecting 20 managers of Tesco.
Data Analysis – Thematic analysis has been done for analysing data gathered. It is very much
important for the researcher to undertake the data analysis process in a careful and proper
manner as with the help of such data and information conclusion is drawn (Kumar, 2019). By
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using thematic tool of data analysis for Qualitative research project better interpretation and
understanding can be provided. Themes have been prepared for proper understanding of other
researcher and scholars as well related to the same subject matter.
Ethical issues – While conducting this research study, researcher has to undertake various types
of challenges as well as issues. In successful completing, researcher has made use of key
important terms such as Social media marketing, Strategic management etc. Also, all the data
and information collected related to the subject matter of the research project is done from
different websites and internet sources. Data as gathered and collected are not used as in it is
form. Furthermore, no copy and paste has been done in completing the whole research project.
Researcher has comply with all the ethical norms during undertaking of this research study. All
the data as well as information used are totally rephrased and used thereafter in making if this
Qualitative research project.
Time table and resources
Task Name Duration Start Finish
Identify research topic 3 days Tue 7/30/19 Thu 8/1/19
Review of Literature 7 days Fri 8/2/19 Mon 8/12/19
Drafting Methodologies 5 days Tue 8/13/19 Mon 8/19/19
Complete Proposal 6 days Tue 8/20/19 Tue 8/27/19
Approval of proposal 4 days Wed 8/28/19 Mon 9/2/19
Designing questionnaire 7 days Tue 9/3/19 Wed 9/11/19
Collection of data 10 days Thu 9/12/19 Wed 9/25/19
Analysing data and
interpretation 10 days Thu 9/26/19 Wed 10/9/19
Findings 9 days Thu 10/10/19 Tue 10/22/19
Discussion and
Conclusion 8 days Wed 10/23/19 Fri 11/1/19
Completion of research 7 days Mon 11/4/19 Tue 11/12/19
Submission 3 days Wed 11/13/19 Fri 11/15/19
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From above it can be analysed that time required for research is 3 months. The schedule
is prepared on basis that time period as well. Thus, the viability of research will be maintained as
process is followed properly.
Resources required
In order to conduct a research there are several resources which are required. The
resources vary according to type and nature of research. Usually, the resources required are
categorised as below :-
Cost – It is the most crucial resource that is required in research. This is because it helps in
allocating of capital. Moreover, it gives an insight to scholar that how much funds are required.
In present research, total cost required will be approx. € 2000.
Time – A research is conducted in specified time frame. With help of it, researcher is able to
develop schedule and organise activities. The present study will be conducted in within 3
months.
Human resource- This is another vital resource that is required in research. Manpower is
needed to perform all research activities. Furthermore, roles are assigned to them for this. The
estimated manpower required for conducting this research is 30 people.
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Materials – There are some other materials required as well in conducting research. For
instance- stationary items, paper, etc. that is used in study.
Technology – there are systems and server which is required for storing of data and information.
This helps researcher to manage and store data in proper way. In this research also computer
system, server, printer, etc. will be required.
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REFERENCES
Books and Journals
Agnihotri, R. and et. al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53.pp.172-180.
Alalwan, A.A. and et. al., 2017. Social media in marketing: A review and analysis of the
existing literature. Telematics and Informatics. 34(7). pp.1177-1190.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing. 32(1). pp.15-27.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research.70.pp.118-126.
Filo, K., Lock, D. and Karg, A., 2015. Sport and social media research: A review. Sport
management review. 18(2).pp.166-181.
Harrigan, P. and et. al., 2015. Modelling CRM in a social media age. Australasian Marketing
Journal (AMJ). 23(1). pp.27-37.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences. 172.
pp.262-269.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J. R. and Gast, D. L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International journal of information management. 35(1). pp.33-
44.
Parveen, F., Jaafar, N.I. and Ainin, S., 2015. Social media usage and organizational performance:
Reflections of Malaysian social media managers. Telematics and Informatics.32(1).
pp.67-78.
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