Impact of Digitalization on Business Operations: M&S Project Report

This report provides a comprehensive analysis of the digital transformation of Marks & Spencer (M&S). It begins by outlining the project's aims and objectives, focusing on the impact of digitalization on M&S's business operations. The report then details the development of a project management plan, including cost, scope, time, quality management, communication, and risk management considerations. A work breakdown structure and Gantt chart are produced to illustrate the project's organization and timeline. Furthermore, the report discusses the application of quantitative and qualitative research methods, including questionnaires, to gather data on customer preferences and the impact of digital technology. Finally, the report analyzes the collected data and research findings to offer recommendations regarding the digital transformation of M&S and assesses the value of the research in achieving the stated objectives.

MANAGING A
SUCCESSFUL BUSINESS PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe project aims and objectives ....................................................................................1
P2 Product a project management plan.......................................................................................2
P3 Produce a work breakdown structure and a Gantt Chart ......................................................4
TASK 2............................................................................................................................................6
P4 Carry out small research by applying quantitative and qualitative methods ........................6
TASK 3............................................................................................................................................8
P5 Analyse data and research using appropriate tools ...............................................................8
P6 Communicate appropriate recommendation........................................................................17
TASK 4..........................................................................................................................................18
P7 Value of research undertaking to meet stated objectives ....................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Technology has revolutionized the way in which organisations conduct businesses by
enabling small firms to level the playing field with larger companies. With the explosion of
advance internet and mobile technology it become easier for business entities to gain high
competitive edge in the market. Digital technology allow owners to create operation using the
most effective technology available (Crane and Matten, 2016). It provides faster, more efficient
and more convenient way of performing business transaction. Advancement in technology makes
it possible makes it possible for firms to have a wider reach in the overseas market. The given
report is based on Marks & Spencer which is a leading British multinational retailer, specialises
in selling clothes, luxury food products and home products. The main emphasize of this report is
how a brick and motor store with 130 years of history adapts digitally focused technology that
help in promoting their product and services among target audience in more cost-effective and
efficient manner. The given report covers project management plan, carried out small-scale
research and discuss value of undertaking the research in order to fulfil stated objectives.
TASK 1
P1 Describe project aims and objectives
In the modern era, business environment changes rapidly and so does needs and wants of
customers. So it become primarily important for each organisation to meet buyer's requirement
that ultimately maximise their sales and profit figures. There is no doubt that advance business
technology has revolutionized the way in which company's conduct businesses. Impact of digital
technology has a great influence on how the business world operates and gains competitive
advantage in the market. The traditional way of doing business has changed, as now people
prefer to engage through digital technology when conducting business activity. Internet and
mobile technology have makes firm's to change on regular or daily basis (Den Hertog, Van der
Aa and De Jong, 2010). This assist in modifying business processes and makes company's to
work more efficiently. Things like cloud computing, mobile solution, higher connectivity,
downtime have allowed entities to be operated in different ways and conduct business activities
in a digital manner. With the assistance of these tools, it become easier for firms to determine
likes and dislikes of target audience and take proper steps in order to fulfil it. Moreover, with
innovative technology company's can effectively promote their product and services in overseas
market. From the past 134 years, M&S deals in providing clothes, home products and luxury
1

food products. In the year 2005, the company ws having only 167m domestic internet connection
and by 2015 they wanted it to take reach up-to 2.7bn. Thus, major need for digital transformation
required (DRURY, 2013). They were aware about the fact around 28% of population prefer to
buy product through online website, which creates an urge among M&S to undergo through
digital revolution.
AIMS: “The impact of digitalization on business activity at M&S”
OBJECTIVES:
 To identify the influence of digitalization on M&S business operation.
 To examine the significance of digital technology on company's performance.
 To hire an entirely new digital-focused team.
 To change its complete distribution network
RESEARCH QUESTIONS
 What is the impact of digital technology on business operation of Marks&Spencer?
 What is the importance of digitalisation in terms of company's performance?
 How to hire new digital focused team and its impact on business operation?
 How digital technology changes distribution network of M&S?
P2 Product a project management plan
It can be defined as a formal document that represents how the project is executed,
controlled and monitored. It is essential for M&S to develop effective project management plan
so as to achieve its pre-determined objectives and goals in a structure and through manner.
Activities or things can be carried out in systematic manner with the help of this plan. It also
administer right path at the time of execution which makes easier for firm to execute business
activities (Eckerson, 2010). Company's make project management plan that provide assistance to
employees in context of accomplishing defined task and organisational objectives in an effective
manner. Moreover with the help of this plan, firms can have direct over various elements such as
cost, quality, communication, risk, scope etc. Following are the detailed description of elements
covers in project plan:
Cost: It is the main element that needs to be taken into account while conducting business
operation. If the project is big, then definitely their cost will also be high. So managers are
required to arrange funds accordingly through different sources. M&S aims to do digital
transformation in their business operation i.e. they completely wants to change its distribution
2

network which involves huge cost. Therefore, they needs to ensure the availability of various
sources through which they can easily get ample amount of funds.
Scope: With the introduction of advance technology, demands and wants of customer are
frequently changing (Garrison and et. al., 2010). According to the given scenario, there are
various growth opportunities related with digitalization available in the market that gives high
competitive edge to M&S in overseas market.
Time: It takes enough time to implement new technology and change existing business process
with the updated one. But it has a long term impact that results in increasing organisational profit
and revenues and also build great relationship with its potential buyers. In addition to that, this
aid management to complete their function within defined time period which has been given by
corporates. This gives the chance to establish their confidence and promote loyalty towards their
services.
Quality Management: It deals with all activities and processes that requires to identify and
achieve project quality. Quality refers to meeting customer needs in most effective and efficient
manner. The primary responsibility of any company is to provide such goods and services to
potential buyers that creates values for them. If product quality is good then customer
automatically gets attracted towards company's product. M&S gained popularity for serving
quality goods (Gebauer, Edvardsson and Bjurko, 2010). Till now M&S has not get any
complaint about regarding their product quality. With the application of digital technology, M&S
can further improve their products quality up-to the higher standards.
Communication: It plays key role in making both business and project successful. Company's
are required to select appropriate communication channel so that they effectively communicate
their message among team members. As M&S focuses on adapting digitalization strategies it
become important for them to communicate information related with this among their staff
members. They can also ask feedback and suggestion from them so that they can implement new
digital strategies in a cost-effective manner.
Risk and Resources: Risk management is an essential part of project management. It can be
defined as an uncertain condition or event that if occurs posses either positive or negative
influence on overall project's objectives (Giovannoni, Maraghini and Riccaboni, 2011). By
adapting digitalization there are various risks that M&S will undergo such as feasibility of
3

company's website etc. Therefore, it is important to consider each factor critically and then
implement strategies.
P3 Produce a work breakdown structure and a Gantt Chart
Work breakdown structure refers to divide team's works into manageable sections. Their
main purpose is to reduce complicated activities to a collection of task. It basically means
hierarchical subdivision of project into work areas. With the help of this structure, employees can
carry out their work in more simpler manner and chances of attaining business goals increases.
As M&S is adapting digitalization strategies so they are require to use this method so that they
can implement those strategies in a cost-effective and timely manner (Herzig and et. al., 2012).
Moreover, in order to gain benefit from strategies company's are require to conduct proper
research regarding important matters on the basis of which they are splitting work into
manageable sections. M&S can gather information related with customer wants and needs in
context of digitalization (Incelli, 2013). For example: They can figure out how many among
population prefer to buy product through mobile application or company's websites. Also they
can identify the scope of digital technology in terms of expanding business activities. Cloud
Computing is a tool through which an organisation can easily determine what are likes and
dislikes and potential buyers. Through all such activities companies gets the chance to gain
higher competitive edge in overseas market. However, in order to carry out research in proper
manner, company needs to prepare proper action plan that guides them systematically.
Illustration 1: Work-Breakdown Structure
(Source: Work-Breakdown Structure, 2017)
4

Gantt Chart: It is a graphical depiction of a project schedule. It is a kind of bar char that
represents the start and finish dates of several project elements that mainly includes tasks,
resources, independences and milestones (Jones and Lubinski, 2012). The chart is useful in
planning a project and adequately defines the sequence of task that needs to be completed within
specified time frame. The main advantage of Gantt Chart is that it systematically defines the
time period within which task needs to be completed.
5

TASK 2
P4 Carry out small research by applying quantitative and qualitative methods
Research can be defined as a systematic method that gathers information and data and
analysis it for getting advancement in knowledge in any particular subject. It attempts to find
answer related with practical and intellectual questions through application of systematic
methods (Kankaanranta and Planken, 2010). Whenever business wishes to expand its business,
or start a new venture it is important for them to conduct research that provides them information
related to that. Marketing research is essential for company's success and growth (Introducing
Research Methods. 2011). Generally there are two core forms of research, one is Primary and
other is Secondary research.
Primary Research: This research method is designed to meet specific and unique needs. It is
normally carried by research department of particular organisation. It is the direct way in which
researchers collect information related with target audience. It mainly include surveys,
interviews, observations and groups. This research aims to answer question solely related with
company. For example: M&S wishes to launch its company website and online application and
wants customer feedback on its website and application. Here the research firm or department
are required to share the information with focus groups in order to gauge their opinion or
responses (Lai and Ong, 2010). Under this method, researcher for the very first time collect or
gathers information. The accuracy and reliability of information is very effective.
Questionnaire
Name:
Gender:
Age:
Contact no.:
Email id:
Q1) Does digital technology assist company in improving its operations and activities in
new market areas?
 Yes
6

 No
Q2) Does digitalisation plays key role in sustaining business of Marks & Spencer for
longer time period?
 Yes
 No
Q3) Does digital technology impact on business operation in a positive manner?
 Yes
 No
Q4) What method will you select if M&S enters into online market?
 Visit store
 Online
Q5) Does digitalization is essential for M&S to transform its business operations or
activities?
 Yes
 No
Q6) Among the following which payment mode will you select if you purchase product
online?
 Debit/ Credit cards
 Cash On Delivery
 Bank Transfer
Q7) In which manner does digital technology affects business operation and activities?
 Positive
 Negative
 Can't say
Q8) Are you satisfied with the products or services offered by M&S?
 Yes
 No
Q9) Which marketing mode used by M&S for promoting their products or services in the
market ?
 Cost effective approach and modern approach of marketing
 Traditional mode of marketing
7

Q10) Any recommendation for M&S in terms of improving its business operations with
help of digitalization.
Ans:
Secondary Research: Under this type of research, information is already gathered, organized,
compiled and published by others. It includes studies and reports by trade association,
government agencies or other businesses in particular industry (Li and et. al., 2012). These are
mostly undertaken by small-business as they do not have availability of adequate funds. A lot of
secondary research is available on web, articles, industry publications and trade journals.
Information or data under this research method is easily available on Internet and is usually free
or of low cost.
Case Study: The given case study talks about three essential steps taken by Marks and Spencer
towards digital transformation. M&S have started their company as a brick and motor store and
with the passage of time they adapt digitally focused technology that makes their business
operation to work more effectively and efficiently. The company mainly emphasize on hire an
entirely new digital focused team and completely changes its distribution network. The case talks
about the impact of digitalization on the growth and innovation at M&S.
TASK 3
P5 Analyse data and research using appropriate tools
Q1) Does digital technology assist company
in improving its operations and activities in
new market areas?
Frequency
Yes 22
No 8
8

Yes No
0
5
10
15
20
25
Frequency
Interpretation- From the graph, it is clear that the out of 30 people there are 22 people
who agrees on the that digital technology provides help to the company in dealing with various
factors while 08 does not agree on same.
Q2) Does digitalisation plays key role in
sustaining business of Marks & Spencer for
longer time period?
Frequency
Yes 18
No 12
9

Interpretation- As per graph, 18 of the people mainly agree on the fact that digital
technology plays crucial role within business of M&S. Remaining 12 have other point of view.
Q3. Does digital technology impact on
business operation in a positive manner?
Frequency
Yes 20
No 10
10
Yes No
0
2
4
6
8
10
12
14
16
18
Frequency