The Impact of Digitalization on Morrisons: A Business Project Report

This report examines the impact of digitalization on Morrisons, a major UK retailer. It investigates the influence of digital technologies on the company's performance and operations, focusing on research objectives, research questions, and a detailed project management plan. The report covers the scope, risk management, quality control, cost considerations, and timelines. It includes a Gantt chart to illustrate project timelines and methodologies for data collection, including both secondary and primary research methods such as questionnaires. The study aims to provide recommendations for integrating digital technology to enhance Morrisons' market positioning and customer base. The report utilizes case studies and various research approaches to assess the impact of digitalization on different aspects of the business, ultimately contributing to a better understanding of how digital transformation can drive competitive advantage in the retail sector. The report is available on Desklib, a platform offering study resources.

Managing Successful Business Project
Managing Successful
Business Project

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Managing Successful Business Project
INTRODUCTION
It is important for business organisations to use their resources and capabilities
in a way that they are able to achieve all the required goals. Every company wants to
attain a competitive position in a market that will enable it in achieving all of its goals
and objectives in an efficient manner. There is a requirement of an effective strategy
that will be assisting the organisation in overcoming issues in a desired manner
(Saunders and Lewis, 2012). There are different types of issues that are there in front of
organisation. These can be sorted out by using new methods and techniques. This
research work is based on Morrison’s which is a retailer offering products in grocery.
The revolutions that came due to digitalisation has shaken up. This project will state
about aims and objectives, project development plans, Gantt chart, research via
different sources. Also finding and recommendations will be given. The cited company
need to adapt to new technologies for gaining better market positioning and enhance its
customer base. This report will assist it in understanding ways in which it can use
digitalisation and its concepts to gain competitive advantage in market.
LO 1
Retailing sector is known to be one of those sector that have registered higher
rate of growth rate. It is an industry where companies need to focus their resources and
capabilities on enhancing satisfaction of consumers. The organisations need to focus on
dual growth concept so that they can attain higher level of effectiveness in market
(Sparrow, 2012). For enhancing organisation feasibility and viability, the managers in
these companies tries to develop a good environment that is supportive to people.
Morrisons is one of the major brands in UK and it is operating numerous stores in
the country. It deals in grocery and other items from its various physical stores.
Currently, the company is trying to enhance its digital interaction with all other parties.
Basically, digitalisation has assisted organisation in boosting their capabilities and
productivity (Young, 2013). it has multiplied the individual performance levels as they
are more informed regarding changes and requirement prevailing in the market. It is an
important change that is required and in this report it will be stated as how it will be
impact company performance:

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Research Title:
How digitalisation has influenced performance and operation of
organisation: A case study on Morrisons.
Research objectives
These are stated in a way that will enable organisation in simplifying a major goal
into smaller steps. Also the managers will be able to measure any possible outcomes.
Following are research objectives:
 To measure the impact of digital technologies on future performance of
organization.
 To identify ways which can be used organisation for improving capabilities via
adaptation of digital technologies.
 To determine the requirement of digital technologies that will enhance abilities of
Morrisons.
 Recommendations regarding integration of digital technology in organisation.
Research Questions:
 How digital technology will impact various kind of business activities?
 Ways in which impact of digitalisation can be measured on some key issues
related to Morrisons?
 What factors used by company for adopting digital platform?
A management plan is an opportunity for a researcher to state about goals and
objectives and ways they will be achieved in a brief manner. This aids investigator in
completing their research work in a more prescribed manner. Also, it will boost the user
friendliness of this study that will focus on analysing the impact of digitalisation on
various factors concerning organisation (Baiden and Price, 2011). There are certain
elements that will be covered in this PMP that will assist company in understanding the
feasibility and requirements of changes included in report, the prime components are,
scope, cost, risk, quality, etc. they are briefly stated below:
 Scope: This research work is focused on developing abilities of organisation by
including tools that are required in increasing profits. The research work is based
on marketing, operations and sales department (Chang, Walters and Wills,
2013). This study will allow managers in understanding various aspects that are

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related to the company and ways they can enhance organisation capabilities.
Therefore, it can be said that this report has a huge scope associated with it that
will allow managers to accomplish their duties properly.
 Risk management: There is a risk of losing more whenever an investment is
made. It is a very decisive part of project management plan. The managers in
Morrisons need to prepare strategies as to make adequate plans and policies
that will be contributing to the success of this research work (Kowalkowski,
Kindström and Brehmer, 2011). This element consists various factors that can
impact organisation capabilities and can lead to failure. This is why PMP will be
prepared after brief analysis.
 Quality control: This is important for ensuring that organisation attain a higher
level of growth. If the content of this research work is irrelevant then it will be of
no use (Smith, Gonin and Besharov, 2013). This is why the managers as well as
researcher need to ensure that quality is maintained, so that the outcomes can
be managed.
 Cost: It is important for researcher and managers to keep a check on all the cost
that are involved in completing a project. As any over expenditure can impact
financial condition of organisation, any minor miscalculation will have a major
effect on the ability of company to explore opportunities. There is need of stating
all the techniques in clear terms so that efficiency can be achieved and
maintained.
 Time: There is limited time period that is allotted to each and every activity. This
is why the managers need to make sure that each task is completed in a set
duration (Doherty, Ashurst and Peppard, 2012). For this assignment, researcher
will need to divide time to different activities, he will also require a provision of
few days so that in case of contingency, things can be managed.
 Communication: It is important for researcher to state everything in clear terms
so that reader is able to understand why this research work was conducted. A
proper flow of communication will allow organisation in attaining a higher level of
effectiveness as managers will understand the needs of changes and accept
suggestions.

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It is a method that is used by managers for making complex task simpler. It is an
effective way of ensuring that people are able to understand, how things will be done
and what measures will be taken at what time (Too and Weaver, 2014). This is
conducted by top management which prepares various plans and policies. In Morrisons,
this method is used by managers for making sure that each task is completed in a set
period of time. Smaller objectives assist them in making things more understandable
and simpler. It motivates employees as they are able to attain their targets on time.

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Gantt chart shows information about various activities i.e. time of their starting
and ending. If also depict different tasks which are needed to be done for completing
another one. Gantt chart is basically a graph which is made for doing work in effective
way(Rosemann and vom Brocke, 2011). It assists him in setting standards for various
activities that will be conducted by companies. The stated charts will allow company in
ensuring that proper time period is allotted to every activity and there are specified
provisions prepared to sort issues
LO 2
There is a prime purpose of this study is to inform people regarding various
actions that are taken. It is basically prepared to contextualise whole study and present
findings in a appropriate manner, so that researcher is well informed regarding the
quality of goods. This study can be used by other who are doing same kind of work,
they can improve quality of their work by taking assistance from this work (Gustafson,
2012). Also, it is very important for companies to ensure that each task is completed
without any necessary hurdle. The managers also need to ensure that they use right
methods for conducting research work. By using technology, logical form can be
produced that would aid business owners in developing plans and policies. Two sources
are their which can be used for research work:
Secondary: This is a source where information is already in the final forms and it
is used by researcher for gaining extra data. It is mostly used for boosting sample size
of research. It assists in completing all the preliminary work in a proper manner.
Furthermore, secondary data collection method is totally different from primary
technique. In which researcher collect data from several books and journals,
magazines, published articles and much more. It can be done through third person
instead of collecting data by researcher himself. There are certain sources of secondary
data research which are stated below:
◦ Government reports
◦ Submissions by trade, professional and business associations.
◦ Research papers.
◦ Financial statement of organisations.

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Managing Successful Business Project
◦ Previous research work.
There are two case studies which are developed on the present scenario:
Case Study 1- Morrisons company has to do something which make their
customer understand about what kind of innovation they are introducing in market . They
basically, have to analyse the role of digital technologies in for various business
activities. Morrisons want to increase awareness about their brand. If they want to attain
this objective then to have sell better quality concentrate on customer satisfaction.
Case Study 2- Morrisons has a higher level of diversified product offerings that
enables it in ensuring that each task is completed and it is able to retain consumers for
longer terms. The retail goods are delivering higher level of satisfaction to consumers as
well as middle class people that can enhance their sales and profits.
The two methods which are employed by organisation are stated below:
 Qualitative research: This kind of research focus on numbers. Numerous
candidates are chosen by organisation for fulfilling all the criteria. The prime
targets of this research work is to enhancing understanding regarding certain
issues that are hindering company in boosting its profitability (Aronson, Shenhar
and Patanakul, 2013). Also this is used for knowing behaviour, attitude,
perception and other intangible aspects of market. But the findings of this
research cannot be used in a general manner for whole population.
 Quantitative research: It is a method that is used when there is huge number of
respondents involved in the research work (Quantitative and Qualitative
Research Methods, 2017). It uses various mathematical and statistical tools to
provide information about changes that will be taking place in the environment.
Various kind of methods are present for evaluating use of digital technology in an
organisation. Quantitative research needs a final course of action that will assist
researcher in achieving his goals and objectives.
Following are some other research methods:
Research design: Research design discuss about different methods and other
procedures which are mainly used for analysing and recording different variable which
are present in research problems. It will provide direction to researcher and in this
thematic design is used.

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Research approach: These are the theories and other methods which is used in
the process of research.
Sampling: Researcher cannot record views of total population because it is time
consuming and expensive. Sampling is choosing appropriate respondents from given
options. Provability method will be become part of this research. Also a sample size of
50 is used as a basis of research.
A questionnaire is prepared for collecting data:
QUESTIONNAIRE
Name:
E – mail:
Age:
Gender:
Question 1) In your view, digitalisation is good for Morrisons?
A. Yes
B. No
Question 2) Will using digital technologies enhance companies’ ability to achieve its goals and
objectives?
A. Yes
B. No
Question 3). Is digitalisation and its adaptation important or vital for organisation?
A. Yes
B. No
Question 4). What is affect of digital technologies on organisation?
A. Enhancement in customer base
B. Enhancement in sales
C. More market growth
Question 5). Is is essential for Morrisons to modify them polices and structure as to adopt digital
technologies?
A. Agree
B. Moderate
C. Disagree
Question 6). According to you, Morrisons is right in using cloud storage as a place to store its
information?
A. Yes
B. No
Question 7) What is affect of adaptation of digital technologies in long term on companies’

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operational capabilities?
A. Favourable
B. Unfavourable
C. Neutral
Question 8). Recommend ways that will assist in enhancing digitalisation in organisation ?
LO 3
Data Analysis and Interpretation
Theme 1: Is digitalisation is beneficial.
Question 1) In your view, digitalisation is good for
Morrisons?
Respondents
Yes 15
No 5
Interpretation: As it can be seen in the graph above. More than 15 respondents
agreed that digitalisation is very important for a company. Morrisons will be able to
enhance its capabilities to further heights once it is able to develop right structure for its
operations, it will be able to attain more profits. Only 5 respondents were against the
testament that digitalisation is not beneficial.
Theme 2: Advantages of using digitalisation

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Question 2) Will using digital technologies enhance
company’s ability to achieve its goals and objectives?
Respondents
Yes 12
No 8
Interpretation: According to this study, 12 respondents stated that digitalisation
will assist companies in achieving their goals and objectives in a more effective manner.
While only 8 disagreed.
Theme 3: Vitality of digitalisation.
Question 3). Is digitalisation and its adaptation important or
vital for organisation?
Respondents
Yes 18
No 2

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Interpretation: As per this above diagram, it is important for organisations to
adapt to various changes that are taking place in digital environment. 18 respondents
agreed with the fact that digitalisation is vital for company survival while only 2
disagreed.
Theme 4: Effect of digitalisation on company.
Question 4). What is the impact of digital technologies on
organisation?
Respondents
A. By increasing number of customers 10
B. By increasing sales 6
C. By maximising market growth 4

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Interpretation: As per this graph, there are different benefits that re due to
adaptation of digital techniques by organisation. Almost 10 respondents stated that it
assists in boosting the number of consumers for firm while 6 said that it enhances sales
of the entity and another 4 said that it will aid in boosting market growth of company.
Theme 5: Importance of modification for a business.
Question 5) Is essential for Morrisons to modify them
polices and structure as to adopt digital technologies?
Respondents
A. Agree 10
B. Moderate 7
C. Disagree 3