Research Project: Impact of Mobile Technology on Zara's Sales

This research project investigates the impact of mobile technology on the sales and profitability of Zara, a multinational clothing retailer. The project includes a research design proposal outlining the research objectives, questions, and methodologies, including qualitative research and a descriptive research design. The study explores the importance of digital tools, various digital tools used, the changes post-implementation of mobile technologies, and the relationship between mobile technology and customer management. The literature review evaluates existing knowledge on the topic, emphasizing the role of mobile applications in driving sales. The research considers ethical considerations, data analysis, and sampling techniques, including a non-probabilistic sampling method with a sample size of 40 respondents. The project aims to determine the impact of mobile technology on Zara's performance, providing insights into the company's use of digital tools and customer relationship management.

RESEARCH PROJECT

Table of Contents
Submission 1: Research Design Proposal .......................................................................................3
CHAPTER 1: INTRODUCTION ...................................................................................................3
CHAPTER 2: RESEARCH METHODOLOGIES..........................................................................4
2.1 Types of investigation......................................................................................................4
2.2 Research design ...............................................................................................................5
2.3 Research philosophy.........................................................................................................6
2.4 Research approach............................................................................................................6
2.5 Data sampling...................................................................................................................6
CHAPTER 3: DATA ANALYSIS .................................................................................................6
CHAPTER 4: ETHICAL CONSIDERATION................................................................................7
Submission 2: Literature Review.....................................................................................................7
Introduction............................................................................................................................7
Main Body..............................................................................................................................8
Importance of using digital tools and measures in an organisation..............................8
Various digital tool which are employed by an organisation........................................9
Changes which have been availed post implementation of mobile technologies.......10
Relationship between mobile technologies and customer management.....................11
Conclusion............................................................................................................................11
REFERENCES..............................................................................................................................13

TITLE – To determine the impact of mobile technology on raising sales and profitability of
fashion industry. A case study on Zara.
Submission 1: Research Design Proposal
CHAPTER 1: INTRODUCTION
The present research is conducted to analyse the impact of mobile technology on growth
and profitability of a company. Since the early years of the 20th century, the world has been
experiencing a revolution known as information technology. It makes easier the process of
producing new and innovative goods by minimising the time and costs as well. In order to gain
high competitive edge, it is fundamental for all business associations to acquire digital tools and
techniques in its operations; its enables employees to deliver real time insight. It also has been
overviewed that adoption of mobile technologies, i.e. smartphones and mobile software. In
multinational business organisations it is not possible to exchange information effectively, thus
mobile technologies help to do the same (Beetham and Sharpe, 2013) There are certain effective
indications of knowledge transferring among employees for gaining potential collaboration,
hence it can be said that information technology is essentially regarded as a natural medium for
managing knowledge. The article will be elaborate the positive impact of using mobile
applications by managers according to their competencies so as to increase high market share
and obtain market growth as well. In this aura, new yet robust technologies, i.e. cloud,
analytics, collaboration, mobile - will turn out the development of process operations, and
multiply activities which has an impact in order to address future challenges of multinational
business associations.
The present research is going to be described how mobile technology helps in improving
annual sales and profit margins of Zara (Benckendorff, Sheldon and Fesenmaier, 2014) . A
Literature review will be made by considering viewpoints of different authors who have made
study upon the same topic. It helps researcher to get relevant information about the area of
concern and complete research accordingly. Readers will also come to know different methods
which are being used by investigator for completion of the research. Apart from this, the entire
research is based upon Zara, its a multinational clothing retailer which was founded in 1975
which offers clothing for men, women and kids. It is a flagship chain store of Inditex group
which owns some major brands, i.e. Massimo Dutti, Pull, Bershka etc. Zara is a vertically
integrated retailer, controlling the supply chain, design, manufacturing and distribution of all its
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products worldwide. The brand currently having 1,751 stores worldwide. They incur an annual
revenue of over $9 Billion dollars.
Research objectives -
 To determine the importance of using digital tools and measures in Zara
 To ascertain various digital tool which are employed by an organisation
 To identify the changes which have been availed post implementation of mobile
technologies
 To determine the relationship between mobile technologies and customer relationship
Research questions -
 Q1. What is the significance of acquiring digital technologies and measures in Zara?
 Q2. What are the main digital tools which are used by a firm to gain high cutting edge?
 Q3. What are the main changes which can availed post implementation of mobile
technologies?
 Q4. What is relationship between mobile technology and customer relationship?
CHAPTER 2: RESEARCH METHODOLOGIES
A research methodology is a linked with several methods or ways which are being used
by the research in order to complete any study. It involves diverse plans and frameworks for
doing research in the best possible manner. Although, research methodology is one of the
imperative part of research that lays down variety of ways to arrive at better conclusions or
outcomes. It comprises with theoretical analysis of the body of principles which are associated
with a branch of knowledge. By using this, investigators are able to explain individuals'
behaviour how people think and act.
2.1 Types of investigation
It is essential for researcher to determine that systematic observation and testing can be
attained by using a range of several methods. Several approaches of research, such as –
qualitative and quantitative. In quantitative research, its an enquiry to find out the problem which
is based upon testing a theory and assessed by using statistical techniques (Bizirgianni and
Dionysopoulou, 2013) The main goal of quantitative research is to find out whether the
predictive generalisations of informations. Quantitative data is based upon valuable
measurements by using structured & validated data collection tools and techniques. In this
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researcher and their biases are not known to respondents in the study and they are deliberately
hidden from the investigator. Apart from this, qualitative research is based upon gathering value
added and relevant information which creates worth for the topic of study. The research is
acquired in order to reveal behaviour of target audiences as well as their opinions which drives it
with references to certain specific topic. In addition to this, qualitative research is based upon in
depth study of small group which will support and guide while making hypothesis. For
completion of this research, there has been use qualitative research so as to gain proper
understanding of several issues and opinions. The research also provides insights of problems
and supports in developing various ideas for potential qualitative research.
2.2 Research design
An effective research design is a systematic approach which is used by a research in
order to conduct a scientific study. It involves overall synchronisation of determined elements
and data resulting in a plausible outcome. Along with this, to come up with authentic results,
research design follows a well designed methodology. There are three main types of research
design, such as – exploratory, casual and descriptive research design. In which exploratory
research design entails with initial research that is based upon hypothetical data. In this method
researcher observe something and put more efforts to understanding it properly. Although,
exploratory research is a lays down the frameworks which leads to future studies of the
company. Apart from this, descriptive research design is implemented to explore the field so as
to gain more and more information. In this process, the researcher tends towards providing brief
study about each and every thing that is being involved in study, the person tries to filling
missing parts and expand the information in the best possible manner (Brynjolfsson and McAfee,
2012) On the other side, casual research is a kind of research that is based upon quantitative data
and information that is well planned and well designed. It is also known as conclusive research
cause it affects relationship between different variables. The main objective of casual research is
to determine the relationship between casual variables and their impact is predicted. For
completion of this research project, the researcher has used descriptive research design so as to
gain more qualitative information and data in order to reach better outcomes. Along with this, the
main reason behind choosing descriptive research is to better defining an option behaviour,
attitude of a group on the study of concern. It consider multiple questions in which respondents
have to choose one among all of them.
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2.3 Research philosophy
One of the essential part of a research where analysation is being done of all the needs
and wants of consumers in an appropriate sense. Apart from this, it has been located that
researcher does analysis of all the requirements of individuals who are looking forward to fulfil
them. On the other hand, interpritivism and positivism are two elements that may aid researcher
in attaining goals and objectives right on time. Along with this, under this researcher has used
interpritivism that is going to aid in understanding impact of mobile technology on Zara.
2.4 Research approach
Approaches under research helps investigator in going through different aspects which
are related to desired goals and objectives. Along with this, it has been located that there are two
fundamentals inductive and deductive that are present under research methodologies. In context
to topic approach which has been taken under that is inductive approach as this may aid
researcher in pulling out all the subjective information which is related to desired goals and it
may aid in pulling out all the outcomes right on time.
Inductive approach can be stated as one of the main element that can be used by
researcher in order to attain all the goals and objectives in much appropriate manner.
2.5 Data sampling
It isn't workable for the specialist to lead explore on a major level and assemble
information from each person. Subsequently, the populace is partitioned into specific examples
which can be utilized to conduct explore. The example speaks to the perspectives of entire
populace. The size that has been taken with the end goal of research is 40 Respondents. There
are two kinds of information testing approach, these are Probabilistic and in addition Non-
probabilistic. For directing this examination Non-probabilistic strategy has been taken.
CHAPTER 3: DATA ANALYSIS
Data analysis is the process of using analytical reasoning in order to determine each and
every component of the information that has been gained through various variables. It is one of
the fundamental form of conducting research among all steps. In data analysis process, data is
gathered thorough various sources, like – questionnaire, surveys, internet, websites etc. then
reviewed and assessed so as to gain some sort of findings and make an effective conclusion for
the topic of research. There is a wide range of data analysis, such as – data mining, business
intelligence, text analytics and data visualisation. Along with this, it is essential for researcher to
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gather more and more information from customers so as to reach at better outcomes and build
effective model and attain more actionable insights.
CHAPTER 4: ETHICAL CONSIDERATION
The prime motive of this method is to introduce various issues and problems which have
been occurred while doing research. Nature of ethical consideration are critical in nature because
it is essential for researcher to follow certain ethics or standards while making any kind of study.
It means there should not be misused of information that is gained from respondents and it does
not use for any illegal or unethical activity. It is essential for researcher to confirm with people
while using their personal information (Buhalis and Foerste, 2015) Furthermore, ethical
behaviour of research also consider for getting collaborative work as it increases trust and faith.
On the other hand, while doing this research, time and cost are the main factor which can affect
study and the process of getting information because if investigator get more time and then he
would surely get more relevant and effective data and facts.
Submission 2: Literature Review
Introduction
The literature review focuses on evaluation of the ideas and knowledge which has already
been established on the topic. It is referred to be an attempts to describe and analyse available
literature related to the subject matter. The literature section of the research is being helpful in
making sure that there is development of fundamentals for the study and specifically related to
the topic (Jaeger, 2012) The available literature and information should be guided by the subject
topic which in this case is identifying role which has been catered by mobile application in
driving sales for the organisation. It is an undeniable fact that mobile technologies have become
very crucial for organisation as they have multi-benefits. The presence of smartphones with
every individual persuades a business to take up digital tool so that competitive advantage could
be availed.
The information which has been published by numerous authors will be considered so
that a scholar can progress intellectually. It can further be considered as a ground on which
further information can be generated. The use of information which has been identified by other
scholar and are relevant to the study is focused upon so that further in-depth information could
be availed. This literature review section of the research project will be considered in context of
Zara. It is an multi-national organisation known to fulfil clothing needs of quality conscious
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people. The relevant information in this section will be collected upon importance of digital tools
in an organisation along with their impact on the brand image and reputation of an organisation.
Finally, implication of using digital tools on sales will be identified as well.
Main Body
Importance of using digital tools and measures in an organisation
The implementation of digital technologies in business helps in transforming the manner
in which products and services being offered to consumers. It has been identified to be an
approach through which new business models are created along with formation of right
productive culture within an organisation. The incorporation of digital tools and measure assure
that there is positive change in the experience which has been derived by the consumers,
employees and stakeholders of a business. However business houses are reluctant in opting for
various digital tools as there is an involvement of high costs and impact which will be identified
through change in the organisational premises (Cohen and et. al., 2014) The primary benefits
which could be availed through implementation of technology in the organisation is that it gives
rise to innovation through identification of different measures through which existing tasks could
be carried out. In contemporary environment, innovation have emerged to sole approach which
leads to sustainability of an organisation.
An organisation when attempting to transform its operations digitally will be helpful to
employees as they can now work in smarter and more efficient manner. The development of the
workforce will be helpful to this organisation in attaining improved position in the market. The
incorporation of technology facilitates collaboration, communication and exchange of ideas
without any restrictions leading to formulation of improved results than before (Hudson and
Thal, 2013) There are numerous features which can be accessed by mobile phones such as
Microsoft office 365 which are essential in creating a sorted and streamline environment
assuring that all activities and efforts are channelised in the right direction. Another importance
which has been catered by the mobile digital technology is that there is an improvement in the
manner customers are engaged and persuaded to buy products and services for the company.
This feature carries a direct impression on satisfaction which has been availed by the consumer.
It is essential to emphasize on right channel so that it leads to resolution of their queries and
services related to buy and availing products and services. It is an approach which assists a
business in remaining competitive in the market. Irrespective of the size and operations a
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business with this technological approach assures that business objectives are fulfilled. The
automation of the work makes sure that there are lesser chances of error leading to minimum
disruption in the work which has been carried out by the organisation.
Various digital tool which are employed by an organisation
There are various digital tools which are employed by an organisation such as Zara so
that it is able to uplifts its performance and ultimately leads to better results. The types of mobile
digital tools which could be utilised by a business are as follows:
Mobile Payment: It can be referred to one of the latest trend in the business environment
which has been well emphasized by the consumers. This tool has been known to eliminate need
to carry with an individual at all times (Del Chiappa and Baggio, 2015) Encouraging various
approaches to mobile payment will directly impact customer base of an organisation along with
improvement in sales as well. The major transformation which has been carried by opting for this
mobile technology is that there is a significant reduction in the checkout time which directly
impact upon the customer experience which has been achieved. The level of convenience which
is offered by this fashion corporation assures that more and more consumers are served in the
similar time period.
Addition of cloud based software: The cloud computing is referred to an approach
through which information and data can be stored and accessed form internet platforms. It has
been identified to be a must have tool for business organisation as they are able to share and
communicate with each other in an much convenient manner. The online application of Zara can
be very well handled with this technological feature as it helps a business in focusing on online
and offline businesses (Hojeghan and Esfangareh, 2011)This organisation has been making use
of private cloud network so that information which is present on cloud is being accessible by
everyone. It can be said that cloud computing platform is essential in enhancing productivity of
an organisation as it provides facilitates ideal maintenance and infrastructure which will be
helpful in saving money. The executives of an organisation are provided with an opportunity to
work together and make sure that better products are created. It is a tool which has been helpful
in making sure that real-time data is collected leading to form better decisions on behalf of an
organisation.
Mobile application (E-commerce): The business houses can take assistance of the best
marketing tactics which is building up of platform to render products and services over the
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internet. Zara have launched a mobile application in numerous countries rendering their products
and services over the internet. It is an approach which assists an organisation in expanding
operations without being present in the country. The mobile application will list all the articles
which has been offered by the company in the international market. The prospective buyer can
surf through range of products and choose the one which is desired by them and can chose
whether they wish it to be delivered at home or wish to pick up from the retail outlet. This
feature adds to convenience and fast buying of goods and services.
Mobile communication tools: The application of mobile technology in business impact
that stature of communication within an organisation. It not only facilitates interaction amongst
members of business but also help in sharing and obtaining of information from the prospective
buyers. The application of mobile tools helps in formation of digital workplace which undertakes
use of technology while carrying out of operations of an organisation(Egger, 2013) The extent
and level of communication which has been practised in an organisation determines the level of
productivity and efficiency of an organisational working. The use of intranet, chat rooms and
discussion forms helps in discussion of information and generation of new ideas which taken
organisation to new heights.
Changes which have been availed post implementation of mobile technologies
It can be ascertained that introduction of technology have revolutionised the manner in
which business is being carried out. The primary objective for which digital technology has been
implemented is make sure that this business achieves competitive advantage over rival
organisation in the operating market (Di Pietro, Di Virgilio and Pantano, 2012) The revolution
have been incorporated through mobile technology have redefined the manner through which
information been obtained by an organisation. The growth which has been availed by the
organisation is accelerated which means that this fashion retailer have been able to cover more of
market with its product. The employees with the organisation are constantly connected to the
decisions and problems which are encountered by this institution can provide their valuable
suggestion in overcoming the same. An individual working in the IT sector can fulfil his duties
and activities without actually being there , this feature helps a business in saving time and
resources for a business. The recurring problems which may cause disruption in the business are
eliminated leading to provision stability in an organisation. The use of mobile and project
management application made sure that there is a conformation with scheduled tasks and
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employees are assigned their duties with the help of technology. Such changes directly
influenced operations of this business in a positive manner and assured that better results are
availed in terms of performance of employees working for the organisation. The marketing
which has been carried out by this business post implementation of technology is fairly new. The
contemporary approaches to marketing are faster, convenient and cost friendly. Marketing with
the help of mobile technology assure that business is able to meet up requirement of ever
changing fashion environment and have been successful in keeping up with the competition.
Relationship between mobile technologies and customer management
Mobile technology have an effective impact on customer relationship as it make an
interaction more easier between company and clients. People become capable to provide their
feedbacks and suggestions properly to an organisation this feature assures that customers are
provided with products and services leading an organisation to a newer heights. Mobile
marketing is an essential part of technology in current scenario as it renders opportunity to
achieve targets in more appropriate manner, customer are persuaded to buy offerings of this
organisation (Dickinson and et. al., 2014) This discounting and convenience which is being
offered by e-commerce platforms directly influences the satisfaction which has been derived by
the consumer. It also includes the mode of SMS and MMS techniques which helps in interacting
with clients more effectively and making them aware about promotional events and new product
launch which is known to be deliver distinct form of satisfaction as well.
Conclusion
It can be concluded from the literature review that digital technology plays a crucial role
in transformation of operations and practices of an organisation. It is crucial for a business in
matching pace with the environment and dynamic fashion industry. The technology for a
business organisation provides with comfort and convenience to both employees and as well as
to consumers. The tasks which are carried out post implementation of mobile digital measure
were more convenient and fast and inculcated a decent level of efficiency as well. There were
lower errors in work which has been carried out within organisation as most of task and activities
are carried out in an automated manner. The level of communication has been uplifted through
implementation of digital tools in an organisation. The improved interaction within distinct
members of an organisation assures that tasks and activities are carried out in predetermined
manner. The decision which are formed have a greater success ratio than before as it involves
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inputs from employees and prospective buyers for the company. Lastly it can be said that there is
an positive relationship between mobile technology and customer management in an
organisation. The reason being technology does influence the manner in which customers and
engaged.
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