Next Plc: Online Marketing Strategies Impact on Sales & Profitability

This research project investigates the role of online marketing in enhancing the sales and profitability of Next Plc. It aims to determine the concept of online marketing, assess its impact on Next Plc's sales and profitability, and recommend effective online marketing strategies. The research employs both primary data collection through questionnaires and secondary data collection from researches, journals, books, and online websites. A descriptive research design with an inductive approach and qualitative data analysis is used, guided by interpretivism philosophy and purposive sampling. Thematic analysis reveals that Next Plc has adopted online marketing techniques, which have enhanced sales and influenced consumer behavior. Recommendations include focusing on data security, regularly updating information, retaining existing customers, and arranging regular meetings for marketing managers. Future research areas include exploring online marketing's role in different sectors and its impact on consumer behavior through social media.

RESEARCH PROJECT

Introduction
Aim:
“To assess the role of online marketing in increasing the sales and profitability
of organization”- A study on Next Plc
Objectives:
To determine the concept of online marketing
To asses the impact of online marketing on sales and profitability of Next Plc
To recommend the effective ways through which Next Plc can better develop
effective online marketing strategies

RESEARCH QUESTIONS
 What is the concept of online marketing?
 How online marketing impacts the sales and profitability of
Next Plc?
 What are the the effective ways through which Next Plc
can better develop effective online marketing strategies?

RESEARCH METHODOLOGY
Data collection:
Primary data collection:
Questionnaire
Secondary data collection:
Researches,
Journals,
Books
Online websites

Contd...
 Research design- Descriptive design
 Research approach- Inductive approach
 Data analysis- Qualitative
 Research philosophies- Interpretivism philosophy
 Sampling- Purposive sampling

DATA ANALYSIS
Thematic Analysis

Theme 1: Next Plc has adopted online
marketing techniques
Yes No
0
1
2
3
4
5
6
7
8
9
10
Does Next Plc has adopted online marketing techniques

Theme 2: The company has adopted
various techniques of online marketing

Theme 3: Online marketing has enhanced
the sales of Next Plc.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 0.5 1 1.5 2 2.5 3 3.5
Online marketing has enhanced the sales of Next Plc.

Theme 4: Online marketing is cost
effective
Do you think the techniques of online marketing is a cost effective
Yes
No

Theme 5: Techniques of online marketing assist in
influencing consumer behaviour
Strongly agree Agree Neutral Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
The techniques of online marketing is helpful in influencing consumer behavior
Series1

Theme 6: Online marketing has increased
the profits of Next Plc.
Online marketing has increased the profitability of the company
Strongly agree
Agree
Neutral
Disagree
Strongly disagree