M&S Case Study: Impact of Digital Tech on Business Growth & Expansion

This case study investigates the impact of digital technology on the growth and expansion of Marks & Spencer (M&S). It explores the background and significance of the research, outlining aims, objectives, and research questions related to digital technology's influence on business activities. The literature review highlights the importance of technology for business efficiency, data storage, and competitive advantage, emphasizing the role of social media in revenue generation, brand development, customer attraction, and research. The research methodology details the qualitative investigation approach, research design, and data collection methods, utilizing both primary (questionnaires) and secondary data. Data analysis from the questionnaire is presented, covering topics such as competitive benefits, product quality, beneficial technologies, implementation tools, social media importance, technology usage, business expansion, communication effectiveness, challenges, and recommendations. The study concludes with recommendations, reflections, and a summary of findings, emphasizing the importance of digital technology for M&S's business growth and expansion.

Research Project

CONTENTS
Contents...........................................................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background.......................................................................................................................1
1.3 Significance of research...................................................................................................1
1.4 Research aims...................................................................................................................2
1.5 Research objectives..........................................................................................................2
1.6 Research questions...........................................................................................................2
1.7 Time scale.........................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................3
CHAPTER 4: DATA ANALYSIS..................................................................................................4
CHAPTER 5: RECOMMENDATION AND CONCLUSION.....................................................14
5.1 Recommendation............................................................................................................14
5.2 Reflection.......................................................................................................................15
5.3 Conclusion......................................................................................................................15
REFERENCES..............................................................................................................................16

TITLE: To ascertain the impact of digital technology on growth and expansion of business
operations. A case study on Marks& Spencer (M&S).
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In an organisation, the company will survive in competitive market place because this
will help in conducting effective research that assist in making and formulating decision making
process. Along with this, investigation is that procedures which help in gathering and collecting
all required data of MNS. The conventional method has been operating and regulating the
business functions and on the other hand, most of the people are mainly involved with effective
digital technology at the time of organising and conducting potential business operations and its
functions in appropriate way (Alshamaila, Papagiannidis and Li, 2013). These kind of
technologies and methods are directly influences by both positive and negative factors which is
essential for implementing some major business operations and activities in an organisation. For
determining and evaluating accurate results, firm are able to increasing their profitability and
income level in accurate manner.
1.2 Background
In this section, research has been collecting and gathering large market area which help in
assembling required data and information for particular sector which can make transform for
using accurate facts and figures in better manner. This will directly affect on firm which help in
acquiring high level of revenue and income. In addition to this, the company will analysing and
examining the impact of digital technology on business activity and growth that can directly
affect on business operation and its major functions. An organisation are also adopting or using
effective techniques and methods that will help in gaining attention of large number of customers
towards creative services or facilities in proper manner (Apulu, Latham and Moreton, 2011).
Therefore, staff members are adopting such major techniques and methods which assist in
increasing their company abilities and capabilities that can easily control and manage their
appropriate business operations and its functions in accurate mode.
1.3 Significance of research
The main objective of this specific investigation is that this will assist in analysing and
examining such places and locations where they required to develop latest techniques and
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methods in better manner. Along with this, they need to manage and maintain all effective
business operations and activities which help in enhancing company profitability and income in
effective manner (Awa, Ojiabo and Emecheta, 2015). So it is required for firm is to examine and
identify certain techniques and methods which is helpful in recognising the major impact of
business operations and its functions on digital technology.
1.4 Research aims
Aim of this research is “To ascertain the impact of digital technology on growth and
expansion of business operations. A case study on Marks& Spencer (M&S)”
1.5 Research objectives
 To analyse the impact of digital technology on expansion and growth of business
activities.
 To determine the major ways through which firm can use technology in an effective
manner.
 To identify the contribution of technology in growth and development of M&S.
 To identify the importance of social media for growth and expansion of M&S.
1.6 Research questions
 What is the impact of digital technology on expansion and growth of business activities?
 What are the major ways through which firm can use technology in an effective manner?
 What is the contribution of technology in growth and development of M&S?
 What are the importance of social media in growth and expansion of M&S?
1.7 Time scale
In this part, the company will divide their tasks in various sections so with the help of
this, organisation can complete their whole work in given time frame. In addition to this, Gantt
chart help enterprise for analysing and examining various data and information towards accurate
work. It can also identifying the deadline of their business activity and operations in the context
of an organisation. Along with this, time scale help in developing and formulating different
policies or strategies by this they can easily finish their working scenario within the firm. There
are different business activities and operations that will take lot of time which directly affect on
various working situations and conditions (Baines, Lightfoot and Smart, 2011). Time scale assist
entity for maintaining and managing whole work regarding digital technology that will help in
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smooth running of business functions and its activities. MNS will assist in gaining appropriate
revenue and income for enhancing effective profitability in effectual manner.
CHAPTER 2: LITERATURE REVIEW
This part of research is known as one of the most significant element of research. One of
the main reason behind this is that under this views and opinions of various authors related with
the main topic of research is collected and analysed by researcher. This make the investigator
inform about various aspects of research and help in take better decision. All this support
researcher in draw meaningful and valid conclusion. Effective use of technology enhance
efficiency of business activities and help in offer quality products to its customers at affordable
prices (Hajli, 2014).
As per the point of view of Carayannis, Sindakis and Walter, 2015 for get maximum benefit of
implementation of technology, it is very important for firm to use right technical tool. This help
in store large amount of data and at the same time support in expand business activities in new
areas. Further, it is very necessary for M&S to have adequate amount of funds as lack of
resources increase cost of business (Friedman and Friedman, 2013).
Eesley and Miller, 2018 summarised that technology provide various long and short term
benefits to company. It provide various tools to store data and all this increase effectiveness of
management. All this help in execute commercial activities in better way and encourage large
number of customers towards company's product. Effective use of technology provide
competitive benefit to firm. Further, it help in collect information about the needs and
requirements of customers. Safe storage of all data help manager in take right decision related
with business activities. In addition to this, technology boost up the process of business growth
and success.
According to Indian CEO team, (2018), Social media brings various advantages for the
business organisations in terms of achieving growth and expansion. Here are the some
importance of social media in the growth and expansion of M&S:
Increase revenue: The main benefit that can be received by M&S using social media
media is to generate huge revenues which can be possible through building a community or
promoting products and services through posting advertisement which took customers directly to
the company's home page. This will bring awareness among targeted people about the range of
products M&S offered.
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Brand development: Social media platform provides an opportunity to M&S to develop
its brand image by enabling to communicate with targeted people which requires less time and
efforts. It facilitate company to try maximum to inform customers about their offerings.
Attracting customers: By organising social media campaigns, M&S can easily attract
followers with promotions or giveaways. Once the company get followers then they will easily
retain and encourage them to stay with company for longer period of time.
Research: Social media is a online platform where large number of people are active on
daily basis which makes easy for company to interact with them and ask them for feedbacks and
suggestions that can help them in enhancing their products and services. It will help company to
achieve huge customer strengths (Hinton and Hjorth, 2013).
CHAPTER 3: RESEARCH METHODOLOGY
It is identify as an essential and foremost element of research projects which is beneficial
for the company to develop their business operations and activities effectively. Thus, with the
use of this, an enterprises easily get better outcomes in short duration. Research methodology
includes various components which are shown as below:
Type of investigation: It is a role of the specialist in order to use philosophy which assist
to identify basic needs and wants of clients. In this specialist apply various strategies with aim to
do research in successful manner. In this almost business entity use two types of research one is
subjective and second is quantitative (Ward, 2016). Both are useful for the organisation to easily
identify response of the customers about digitalisation. Quantitative research provide accurate
data and information to the researcher. This type of information support to identify basic
requirements of clients. Present research project in mainly relay on qualitative investigation to
gather valuable information.
Research design: It is defined as handling of many advancements or instruments that
render supports in investigation as well as accumulation of data which is to be applied as a study
aspects to determine unmistakable data estimation to analysis different exploration problems.
Research design is classified into different parts such as descriptive, experimental and
exploratory (Keeble and Wilkinson, 2017). All these are useful for the organisation to
understood about the expectation of clients regarding digitalisation. In many ways, research need
to use subjective research because it give accurate information to the company.
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Data Collection: Main role and responsibility of researcher is to collect necessary
information. It is depict as an effective process of gathering and calculating data on targeted
variables systematically. It is useful for the enterprises to gather data regarding customers needs
and demands about business services and products. It will assist the enterprises to maximise
customer base in the firm as well as increase their sales and revenues effectively. This part of
research includes two noteworthy plan of actions of strategies for data accumulation Nguyen,
Newby and Macaulay, 2015. These are known as important and vital tool for gathering necessary
data. Methods of data collection are classified into two parts such as primary and secondary.
Primary data includes first hand information which is collected through various methods such as
questionnaires, interviews etc. whereas secondary data is considered as second information
which is collected through online sources such as articles posted by some authors related to the
topic of research. In the present research, both primary and secondary data has been collected.
Primary data collected has collected by using questionnaire whereas secondary data has collected
by using online sources which describes the views of various authors related to the topic of
research.
CHAPTER 4: DATA ANALYSIS
Questionnaire
Name:
Gender:
Age:
Occupation:
Email-id:
Contact no.:
Q1) Does digital technology help firm in get competitive benefit?
 Agree
 Disagree
Q2) Does effective use of technology provide an opportunity to firm to increase features and
quality of its product?
 Yes
 No
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Q3) What kind of digital technologies brings beneficial outcome of M&S?
 Social media
 Mobile technology
 Artificial intelligence
Q4) What is the major tool require by M&S to implement technology in an effective manner?
 Funds
 Employees
Q5) What are the importance of social media for achieving growth and expansion of M&S?
 Increase revenue
 Brand development
 Attracting customers
 Research
Q6) Does M&S is able to use new and updated technology in adequate manner?
 Yes
 No
Q7) Does use of technology support firm in expand its business operations in new areas?
 Yes
 No
Q8) Does use of social media platform increase effectiveness of communication or marketing
activities of firm?
 Yes
 No
Q9) What are the major challenges face by firm during implementation of technology?
 Hacking of reliable data
 Complicated process
 Possibilities of accidents
 Unskilled employees
Q10) Any recommendation for M&S related with to implement the concept of technology?
Theme 1: Technology help firm in get competitive benefit
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Q1) Does digital technology help firm in get
competitive benefit?
Frequency
Agree 42
Disagree 8
Agree Disagree
0
5
10
15
20
25
30
35
40
45
42
8
Frequency
Interpretation: Given image is indicating that 42 out of 50 respondents give their views
in the favour that technology help firm in get competitive benefit. This help enterprise in
manufacture quality products which results in customer satisfaction. It provide an opportunity to
firm to serve large number of customers and help in generate more profits. Rest 8 individuals
said that technology does not provide competitive advantage to firm.
Theme 2: Effective use of technology help in increase features and quality of its product
Q2) Does effective use of technology provide an
opportunity to firm to increase features and quality of
its product?
Frequency
Yes 35
No 15
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Yes No
0
5
10
15
20
25
30
35
Frequency
Interpretation: Given image is indicating that 35 out of 50 respondents give their
opinions in the favour that technology support firm in increase features and quality of its
products. These individuals said that technology help manager in carry out research in an
effective manner and provide safe place to store huge amount of data. All this help manager in
add new features in existing product which help in attract large number of customers. Rest
respondents conclude that technology does not help firm in increase the features of its product as
this increase complexity of business process.
Theme 3: Technology affect business operation in positive manner
Q3) What kind of digital technologies brings
beneficial outcome of M&S?
Frequency
 Social media 25
 Mobile technology 15
 Artificial intelligence 10
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Social media Mobile technology Artificial intelligence
0
5
10
15
20
25
25
15
10 Frequency
Interpretation: From the above graph, it is clearly seen that social media will be more
profitable for M&S according to the views of respondents. From the 50 respondents, there are 25
respondents who are in favour of the same whereas remaining 15 and 10 suggest company to
adopt mobile application and artificial intelligence respectively as a digital tool.
Theme 4: Major tool require by M&S to implement technology
Q4) What is the major tool require by M&S to
implement technology in an effective manner?
Frequency
Funds 25
Employees 25
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Funds Employees
0
5
10
15
20
25
25 25
Frequency
Interpretation: Given graph is indicating that 50% respondents give their views in the
favour that for ensure effective implementation of technology, funds are the major resources that
should be there to firm. For replace old technology with new one, every business entity require
funds and it is very essential for M&S to have adequate amount of resources. Rest 50%
respondents give their opinions in the favour that employees are known as the major tool require
by entity to ensure effective execution of technology because employees are the one that work
with technology and manufacture products to satisfy the needs of customers.
Theme 5: Benefit of use technology to implement business activities
Q5) What are the importance of social media
for achieving growth and expansion of M&S?
Frequency
 Increase revenue 15
 Brand development 10
 Attracting customers 15
 Research 10
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