Analyzing the Role of Technology in Modern Marketing at Morrisons

This report investigates the role of technology in modern marketing, focusing on a case study of Morrisons, a major UK supermarket chain. It begins by outlining the background, problem statement, aims, and objectives of the research, which include understanding the role of technology, analyzing the challenges of implementing technology in the workplace, and determining effective implementation strategies for Morrisons. The literature review highlights the significance of technology in modern marketing, the challenges organizations face when implementing new technologies such as employee resistance, high costs, and data security issues, and strategies for effective implementation, including employee training, cybersecurity measures, and long-term digital transformation strategies. The research methodology employs an interpretivism research philosophy, an inductive approach, and a systematic literature review strategy, utilizing secondary data and thematic analysis. The report concludes by emphasizing the importance of ethical considerations, such as data protection, throughout the research process, ensuring respondent privacy and consent.

Role of technology in modern
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
Background of the research and organisation ............................................................................1
Problem statement ......................................................................................................................1
research aims and objectives ......................................................................................................1
Research questions .....................................................................................................................2
Rational of the research ..............................................................................................................2
Chapter 2: Literature Review ..........................................................................................................2
Role of the technology in modern marketing..............................................................................2
Challenges faced by the organisations when implementing technology within workplace .......2
Strategies for an effective implementation of the technology in Morrison................................3
Chapter 3: Research methodology...................................................................................................4
Research philosophy...................................................................................................................4
Research approach......................................................................................................................4
Research strategy........................................................................................................................4
Choice of methods.......................................................................................................................5
Time horizons..............................................................................................................................5
Data collection method...............................................................................................................5
Data analysis...............................................................................................................................5
Sampling.....................................................................................................................................5
Ethical considerations ................................................................................................................6
CONCLUSION...............................................................................................................................7
References:.......................................................................................................................................7

INTRODUCTION
Background of the research and organisation
In 21st century, technology has transformed the modern marketing by making the
campaigns more personalized & immersive for individual & creating ecosystem which are more
integrated & targeted for the marketers or organisations (Nakhid, 2021). Nodaway's , technology
has facilitate various platform where organisation can extend their services.
Background of the organisation
Morrison is UK's 4th largest supermarket chain. It has around 497 supermarket through
the England, Gibraltar and Wales & Scotland. Organisation is headquartered within Bradford,
West Yorkshire, England. Its business is predominantly grocery & food focusses & uniquely, it
sources and process half of the fresh food that company sell in its own manufacturing facilitate
that give them a close control over the quality & provenance.
Problem statement
It has been analysed that in the absence of latest technology within workplace
organisations have to face various consequences such as less revenue, low working speed, lower
productivity and many more (Nurimbetov, and Khodjaeva, 2021). Due to this, companies have to
suffer from high cost that may imbalance their organisational budget. Therefore this research
project will be base don role of technology in business so that all above mentioned risk cam be
reduced..
Research aims and objectives
Aim
“To identify role of the technology in modern marketing- a study on Morrisons”
Objectives
 To understand role of the technology in modern marketing
 To analyse challenges faced by the organisations when implementing technology within
workplace
 To determine strategies for an effective implementation of the technology in Morrison?
Research questions
 What are significant role of the technology in modern marketing?
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 What are the challenges faced by the companies during implementation of technology in
workplace?
 How can organization implement latest technology by using effective strategies?
Rational of the research
Main rational of this research is to make understand the organisation that how can they
use latest technology in their workplace in order to enhance their productivity and reduce
manufacturing cost. Apart form this, current research will allow the investigator to improve his
or her knowledge about significant role of technology in modern marketing and also improve the
skills within marketing field.
Chapter 2: Literature Review
Role of the technology in modern marketing
According to the Daniel Newman, (2015), as modern marketers, organisation have
entered in a world in where number of the choices they have in term of how they do their job is
almost endless. In modern marketing technology have play significant role as it help the
businesses proser and grow, strengthens effectiveness of the organisations, create relationship
and also allow the individuals to learn about about one another. Technology such as social
media, mobile phones, internet and customer relationship management system impact the way
organisation communicate with the prospective customers. In organisation, customer relationship
management system help the, in the communication process between customers and
organisation, but more significant, they enable the companies to keep track of users journey by
channel and marketing tactic (Walker,and et. al., 2018).
Challenges faced by the organisations when implementing technology within workplace
According to the Roger Michelson, (2021), many companies are under impression that
they could keep the operation moving without IT infrastructure, but this would make doing their
business impossible. This is because when implementing new technology in business, then
organisation s have to faces many challenges, which are mentioned below:
 if staff are not comfortable to work with the new technology then organisations have to
face challenges of employee resistance that become hurdle for them.
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 When implement the technology within Workplace, then it require a big investment.
Therefore organisation that are not capable to arrange such big amount, cost become a
major barrier for them.
 Data and application security is another major issues when moving to a digital workplace,
because it include moving of data to cloud (Staron, 2020).
Strategies for an effective implementation of the technology in Morrison
According to the Carl Scalzo, (2019), to remain competitive and relevant, organisation
have to adopt technology. But there are few challenges that create hurdle for them. Therefore, in
relation to the Morrison there are few strategies that help the organisation to will over the
challenge so technology implementation.
 Company should provide training to their employees so that they become confident to
work with the new technology.
 Organisation should involve bringing in an outside team of the cyber security expert in
order to guarantee a secure and successful migration.
 Organisation should develop the long term digital transformation strategy with their
budget front of the mind. It will help them in overcome issue of budgeting when
executing technology within workplace (VanKooten, 2019).
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Chapter 3: Research methodology
This chapter explain about those techniques and tools that are exploited by the research
worker when conducting research based on a specific topic or subject. Research methodologies
of current study will be based on Saunder's onion framework that give insight for an effective
progression. It will help the research in covering all the aims & objectives of the current
research, therefore in context of respective research, layer of the research onion are discussed
below:
Research philosophy
This layer signifies such ways through which, research collet the information of data to
analyse them. It deals with mainly development of the information in order to complete the
research successfully. There are two form of the research philosophies- interpretivism &
positivism. In respective research study, investigator mainly focused with the interpretivism
research philosophy because it is most suitable philosophy to collect the qualitative data. Another
reason of choosing interpretivism is that it is concern with the human interest into research study.
Research approach
It enable the research to draw a conclusion from the specific observation or instances.
Deductvie or inductive are two forms of the research approach (Islam, ed., 2018). Therefore in
this research, investigator has decided to use the inductive research because it is associated with
emergence of the generalizations together with the theories that are new and fresh base don
qualitative research. Along with this, it also help in initiating with particular set of the
observation & forward t common set of the proportions about experience.
Research strategy
This section of the research onion deals with sequential plan which facilitate a way to the
investigator's thoughts & allow them to conduct a particular research in a very systematic
manner. It include various strategy such as action oriented research, observation, case study,
survey, systematic literature review and many more. Therefore, current research will be based on
the systematic literature review. Investigator has chosen this strategy because it support in a
better implementation of the investigation through attaining insight along with the data
accomplishment in abundance by measuring literature source.
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Choice of methods
There are mainly three choice for the investigator- mono, mixed and multi mixed. In
current research mono methods has ben utilised by the research workers in which eh or she opt
single research type so that aims and objectives of the research can be meet. Respective study is
focused on the qualitative research that support in effective analysation by increase knowledge
regarding experience & opinion of people.
Time horizons
It is very essential for the research to attain complete the research within specific time
period (Leatherdale, 2019). When conducting any research then there are two kind of the time
horizon- cross sectional and longitudinal. In current research, research workers has decided to
use the cross sectional time horizon so that he or she will attain the research's objectives within
short time period.
Data collection method
Research ave mainly two option to collect the data. First is primary method and second is
secondary method to collect data. In current research, investigator has decided two use the
secondary methods. This is because it will save researcher's time and effort in information or
data. Furthermore, it will also allow the research workers to collect a large sized information that
give a complete and detailed study.
Data analysis
When collecting the information or data from secondary sources, it is crucial for the
research to check & verify reliability and validity of collected data. Research can done this
activity by using two alternatives either through frequency distribution table or thematic analysis.
In context of this research, investigator has decided to use the thematic analyses because it has
been considered most suitable way for the qualitative research in course of the secondary
research. Along with this, it also enable to understand clear pattern of the data or information to
explain concept of the qualitative information.
Sampling
There are two kind of the sampling- probability and non-probability. In current study,
research workers has prefer the probability method of sampling in which he or she will choose
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the respondent randomly. Main reason behind this choice is to avoid the biasses that can impact
outcome of the research. Investigator has chosen the sample size of 20 managers of Morrisons.
Ethical considerations
It is very significant for the research workers to conduct the all the research activities in
ethical manner. Researcher should not take the action that may prove unethical or wrong in
nature and impact the respondent's mental or physical health. In current research, research has
consider the Data Protection Act so that respondent's personal information can be protected by
outsider. Along with this, researcher has also ensure the participant's consent in order to signifies
that all the respondent are aware aim & objectives of current research.
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CONCLUSION
References:
Books and Journals
Islam, M.R. ed., 2018. Social research methodology and new techniques in analysis,
interpretation, and writing. IGI Global.
Leatherdale, S.T., 2019. Natural experiment methodology for research: a review of how different
methods can support real-world research. International Journal of Social Research
Methodology, 22(1), pp.19-35.
Nakhid, C., 2021. A culturally affirming approach to research methodology through the
Caribbean practice of liming and ole talk. In Oxford Research Encyclopedia of
Education.
Nurimbetov, R.I. and Khodjaeva, S.A., 2021. Features and role of agro-marketing in
agribusiness. TRANS Asian Journal of Marketing & Management Research, 10(4),
pp.121-125. role of technology in modern marketing- 5
Staron, M., 2020. Action research as research methodology in software engineering. In Action
Research in Software Engineering (pp. 15-36). Springer, Cham.
VanKooten, C., 2019. A research methodology of interdependence through video as
method. Computers and Composition, 54, p.102514.
Walker,and et. al., 2018. Q methodology and Q-perspectives® online: Innovative research
methodology and instructional technology. TechTrends, 62(5), pp.450-461.
Online
Newman, D. 2015, Marketing: What's Technology Got To Do With It? (Online) available
through <https://www.forbes.com/sites/danielnewman/2015/02/12/marketing-whats-
technology-got-to-do-with-it/>
Michelson, R. 2021, Challenges When Implementing New Technology
(Online) available through <bnmc.net/blog/consider-these-4-challenges-when-implementing-
new-technology>
Scalzo, C. 2019, Challenges of implementing new technology and how to address them
(Online) available through <https://www.onlinecomputers.com/2019/01/challenges-of-
implementing-new-technology-and-how-to-address-them/ >
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