Role of Social Media in Enhancing Customer Base: Sumosan Twiga

This report, focusing on Sumosan Twiga, a Japanese restaurant, investigates the impact of social media on customer base enhancement. It begins with an introduction to social media's role in business promotion and customer relationship development. The research aims to determine how social media contributes to increasing the customer base, examining the concept of social networking, identifying effective social media platforms, and analyzing their impact on customer acquisition and retention. The report includes a literature review exploring the concepts of social networking, various social media platforms, and their impacts on customer base. The research methodology involves qualitative and primary data collection methods. Furthermore, the report provides a detailed discussion on the research problem, objectives, questions, and methodology. It also features a timescale using a Gantt chart and work breakdown structure. The findings are anticipated to provide insights into the effective use of social media for business growth, customer engagement, and profitability, with recommendations and conclusions drawn from the analysis.

Research
Project

Table of Contents
Chapter 1: Introduction....................................................................................................................3
Introduction.................................................................................................................................3
Background.................................................................................................................................3
Research Problem........................................................................................................................3
Research Aim..............................................................................................................................4
Research Objectives....................................................................................................................4
Research Question.......................................................................................................................4
Research Purpose........................................................................................................................4
Scope of Research.......................................................................................................................4
Research Hypothesis...................................................................................................................5
Attributes of research work.........................................................................................................5
Rationale of topic........................................................................................................................5
Chapter Preview..........................................................................................................................5
Timescale....................................................................................................................................6
Chapter 2: Literature Review...........................................................................................................8
Chapter 3: Research Methodology.................................................................................................10
Research Design........................................................................................................................10
Research Approach...................................................................................................................10
Data Collection..........................................................................................................................10
Chapter 4: Data Finding, Analysis and Discussion.......................................................................13
Chapter 5: Conclusion, Recommendations and Anticipated ........................................................19
Reflection..................................................................................................................................19
Limitations................................................................................................................................20
Recommendation.......................................................................................................................20
Conclusion.................................................................................................................................20
REFRENCES.................................................................................................................................22

Topic: “To determine the role of social media in enhancing customer base.” A study on
Sumosan Twiga
Chapter 1: Introduction
Introduction
Social media refer to computer mediated technology which help peoples and organization
to develop as well as share information, message, data, idea and any more. Through this
company and individual able to conduct interaction which help in developing relation. For an
organization social media plays a vital role that leads to enhancement in customers base by
which they able to generate huge profitability ratio (McKeown and McGowanDurkin, 2012).
Organization taken for this assignment is Sumosan Twiga, which is founded in year 1997 but it
is launched in London at 2016. It is a Japanese restaurant which is operating its business at
various places such as London, Moscow and so on. It offer classic Italian dishes which is
prepared with Japanese style. This report is based on determining role of social media for
enhancing number of customers which help respective restaurant in increasing their profitability
ratio. In order to identify this respective company conduct research for which they collect data by
using different methods such as questionnaire.
Background
Social media is a tool which is used by a firm so that they promote their business in
effective manner that leads to enhancement in customers base. Along with this company also use
respective media for developing relationship with customers that help them in retaining
customers for a long duration of time. Sumosan Twiga is a Japanese restaurant which offer
Italian dishes along with contemporary cuisine of Japan. They also prepare their mostly dishes
by using Japanese style. The respective company is operating at various location such as London,
Japan, Dubai and many more. They conduct this research so that they know effectiveness of
social media for enhancing customers base that will help them in decision making accordingly.
Research Problem
Research problem is define as issues which are faced by project manager when they are
conducting research on a particular topic (Li and Zhou, 2012). It can any thing such as funds,
time duration, process adopted by researcher and many more. These issues or problems directly
as well as indirectly impact on outcome of a project. Along with this there are various issues

which are face by researcher of a particular project when they are conducting research which are
related to time duration, improper behaviour of respondents, funds and many more. Due to these
problems project manager of this research not able to conduct research according to its standard.
Research Aim
“To determine the role of social media in enhancing customer base.” A study on
Sumosan Twiga
Research Objectives
 To analyse the concept of social networking.
 To identify the different social media platform that aid in promoting business products
and services effectively.
 To analyse impact of social media in improving customer base.
Research Question
 What is the concept of social networking ?
 What are the different social media platform that aid in promoting business products and
services effectively ?
 What are the impact of social media in improving customer base ?
Research Purpose
Research purpose refers to main objective for conduct any research or project. The
purpose behind conducting this research is to understand effective and role of social media for
enhancing customers base so that respective restaurant able to earn more profitability and
goodwill at their potential market place (Chang and Chen, 2012). Moreover through this
Sumosan Twiga able to promote and advertise their business in effective manner at worldwide
level. It will also help respective company in knowing about how they can improve their
customers relationship through social media.
Scope of Research
This is define as a method or technique through which researcher able to know about
effectiveness of its project on a particular topic. This can be determine by three level which are
marketing, environmental and organisational. In respect of respective research the scope of this
is that through it Sumosan Twiga able to know about role of social media for enhancing

customer base. Through which respective company able to gain high profitability, market shares
and goodwill.
Research Hypothesis
Research Hypothesis is a systematic statement which is develop by a researcher based on
their experience which they gain during conducting research on a particular topic (Sigala, 2014).
In respect of Sumosan Twiga through this project manager able to collect data accordingly
which help them in understand role as well as effectiveness of social media in order to enhance
customers base by developing and maintaining relationship with service users.
Attributes of research work
Attributes of a research or project work is refers to method which is adopted by a
researcher of an organisation so that they can complete research in appropriate way which rise to
attainment of objective.
Rationale of topic
It is describe by a tool that a project manager adopt mostly for accomplishing or attaining
objective of research in effective manner. In respect of Sumosan Twiga by conducting this
research they able know how effective social media is for them for enhancing their customers
base. Along with this, by social media they also able to develop effective relationship with
customers which help in understanding their need and requirement.
Chapter Preview
Project title
“To determine the role of social media in enhancing customer base.” A study on
Sumosan Twiga
Background
Social media is effective for a company because through it company able to conduct
various things such as attract customers, attractively promote products, reach huge customers
base, develop relationship with customers and many more (Sels and Maes, 2014). Through this a
company also able to resolve enquires and issues of services users in effective manner that help
them in gaining huge profitability ratio and market shares. Sumosan Twiga is Japanese restaurant
which offer classical Italian dishes with complementary Japanese cuisines. Along with this they
offer their products and services at various locations like London, Dubai, Japan and many more.

Research Questions
 What is the concept of social networking ?
 What are the different social media platform that aid in promoting business products and
services effectively ?
 What are the impact of social media in improving customer base ?
Research Objectives
 To analyse the concept of social networking.
 To identify the different social media platform that aid in promoting business products
and services effectively.
 To analyse impact of social media in improving customer base.
Research Methodology
Research methodology is define as a technique which is generally adopted by a company
researcher or an individual when they have to collect data as well as information related to their
topic (N.J. and CarlsonDe, 2016). There are various type of method which can be used by project
manager such as primary, qualitative, secondary and many more. In respect of this research,
project manager adopt qualitative method along with primary method. This is so because through
it they able to collect data as well as information which are appropriate for a research.
Resources
It refers to resources or elements which are adopted by a project manager for conducting
research in effective manner so that they attain their goal (Saboo and et.al., 2012). There are
various which can be adopt by researcher of respective project for conducting research such as
fund, time, skilled laboured and many more.
Time Duration
Time duration refers to time which is given to accomplish a particular work or task in
effective manner. In respect of respective research, project manager required approx................
months so that they accomplish work their work properly and attain proper objective or outcome.
Timescale
Gantt Chart
This is developed by Henry Gantt in year around 1910 to 1915. It is define as a technique
in which whole project schedule is describe on through bar chart. In this on vertical axis task
which are going to perform are listed and at horizontal bar time duration of conducting activities

are listed (Agnihotri, 2012). Gantt chart which is developed by researcher of Sumosan Twiga is
given below:-
Work Breakdown Structure

It is define as technique in which researcher will divide whole activities of project into
small portions so that team members will accomplish it in effective manner. Through this project
manger able to conduct their work in effective and in mannered way. Work breakdown structure
developed by respective research project manager is given below:-
Chapter 2: Literature Review
What is the concept of social networking ?
According to Daniel Nations, 2019, social networking refers to the process of expanding
business with the help of social media sites such as Facebook, Instagram, Twitter and many more
(Social networking, 2019). With the aid of social networking, organisations build relations with
people through online communication whom they don't know but indirectly they are beneficial to
them for their firm's growth. Social networking has various advantages such as company is able
to create brand awareness through which customers able to know about their product. The more
customers access a company's site, the more valuable is their product as well as brand. In
addition to this, company is able to reach wide range of customers globally and build strong
relations with them. Along with this, with the help of social networking company invites
customers by providing them offers, discounts, make them participate in online contest which
will be benefit for them while making any purchase and so on. Moreover, social networking
helps business to grow their sales, earn high margin of profits as well as build a strong customer
base and satisfying them by providing quality products and services.

What are the different social media platform that aid in promoting business products and
services effectively ?
According to Saige Driver, 2018, there are different social media platforms that help in
promoting business products and services effectively. One of the social media platform is
Facebook. With the help of Facebook, a business can upload photos and videos of newly
launched product and can provide special discounts to early customers (Social Media for
Business: A Marketer's Guide, 2019). With the use of this techniques it will be easy for business
to influence their customers to buy their product. Another social media platform that can be used
by company is Instagram. Instagram in today's world is most accessed site by customers. Making
effective use of Instagram, company can promote their product by attractive captions, videos as
well as upload stories through which it can reach wide range of customers. Snapchat can also be
used as a platform for promoting an organisations product by uploading stories with addition to
the URL of company where customers can get details of other products as well.
What are the impact of social media in improving customer base ?
According to Keran Smith, 2017, there is great impact of social media in improving
customer base. Social media has provided leverage to business in terms of advertisement such as
promotion of product through social media incur low cost for company (The Importance of
Social Media in Business, 2018). Along with this, companies able to boost brand awareness
which help them to find their potential customers, have conversation with them and know their
expectations from the new product. This will also help in building strong customer base. In
addition to this, organisation can take help of effective marketing tool i.e. digital marketing
which will handle traffic on their site and provide them analyses regarding customers interest in
their brand. Therefore, social media plays important role for business to reach wide range of
customers, satisfy their needs, understand their demands which will help them to increase their
customer base as well as lead them to earn higher profits.
Chapter 3: Research Methodology
Research Design
It is define as a most effective method for those research when it will conduct on
continuous basis (Wittman and Kennedy, 2012). It is adopted by a researcher when they want to

collect data and information in effective manner that will directly as well indirectly help in
resolving problems related to the project.
Research Approach
Research approaches is a method that will include several steps which are related to
different different function related to the project such as collecting information, analysing it and
at last interpreting it so that researcher get proper outcome. This is mainly bifurcate into two
approaches i.e. method related to gathering information as well as method which is related to
analysis of data.
Data Collection
Qualitative Research
Qualitative Research is scientific method of gathering non-numerical data. It emphasises
on concepts, definitions, symbols and consumer behaviour. It helps in identifying why and how
certain phenomenon usually occurs (Beckie and et.al., 2013). This is primarily exploratory in
nature which is used to gain understanding of options and motivations. It include various forms
of surveys like online surveys, mobile or kiosk surveys, paper surveys, face to face interviews
etc. Moreover quantitative research aims at gaining detailed understanding of a specific event,
rather than a surface description of large sample of population.
Quantitative Research
Quantitative Research may be defined as a systematic enquiry through gathering of
quantitative data. It emphasize on objective of measurements done by statistical, mathematical,
or numerical analysis. The goal of conducting quantitative research study is to determine the
relationship between an independent variable and dependent variable within a population. Data
collected under this is usually gathered using structure research instruments moreover, results are
based on larger sample size. Researcher uses tools, like questionnaires or computer software to
collect all the numerical data. The prime aim of quantitative research is to study classify each
aspect of research, count it and create statistical model in order to find out results.
In respect of this project manager of respective research will collect data and information
by using qualitative method. This is so because through it they able to collect approaches and
effective data which help in attaining proper result.
Primary Research

Primary Research is usually defined as method which is used by researchers to collect
data directly, he/she usually do not depend on data which was previously collected by someone
else (Rapp, 2015). Moreover it is said that they use they own data for research work. Main
advantage of conducting this type of research is that data collected is fresh and it is carried only
for a specific problem or issue. Some of the primary research method used by an organisation
includes: interviews, online surveys, focus groups, observations and may more. Motive of this
research is to gather data directly from the source which is unused.
Secondary Research
Secondary research is type of research which gather information from used data such as
office data, internet, past years records and many more (Brymer and Kim, 2012). The individual
who conduct secondary research mainly use the data of primary source. This research takes less
times as well as involve low cost. Secondary research is mainly conducted by large companies,
industries in the form of surveys, discussion and so on. The disadvantage of this research is that
sometimes the data collected is not specific and accurate as well as carry incomplete data. Along
with this, quality of data is also not good.
For conducting research and collecting data for it respective research project manager
adopt primary method because through it they get appropriate information according to view
point of audiences. Along with this researcher of this project will develop questionnaire
according to their project topic.
Sampling and sample size
Researcher of respective research adopt random sampling method in which select
respondent on random basis. Along with this project manger select 30 audiences from total
population. The researcher of this research develop questionnaire which can be filled by
respective number of respondents.
Questionnaire
Name:
Age:
Contact Number:
E- mail ID:
Q1. Does social media help in succession of an organisation ?
 Yes

 No
Q2. For Sumosan Twiga which social media site is most appropriate ?
 Facebook
 Twitter
 Blogging
 Instagram
Q3. Do you search companies on social media ?
 Yes
 No
 Sometime
Q4. What are the effectiveness of social media on Sumosan Twiga ?
 Enhance customer base
 Improve search ranking
 Increase sales
 All of the above
Q5. What are the disadvantage of social media on business ?
 Required addition resource
 Security issues
 Hard to identify result
Q6. Which platform is most appropriate for you to collect information about the products
and services ?
 Social Media
 Website of company
 Store
 Advertisement on TV
Q7. Does social media practices has an impact upon consumer decision making ?
 Yes
 No
Q8. Is there any requirement of implementing training process for employees while
implementing social media technique in business?
 Yes

 No
Q9. What kind of benefits Sumosan Twiga can gain after implementing social media in
business practices?
 Long term benefits
 Short term benefits
Q10. Any suggestions for conduct further improvements
..........................................................................................................................................................
........................................................................................................................................................ .
Chapter 4: Data Finding, Analysis and Discussion
Theme 1- Social media help in succession
Q1. Does social media help in succession of
an organisation ?
Frequency
 Yes 25
 No 5
Interpretation: By above data it can be evaluate that social media is essential for a company
because through it they able to gain various benefits which help in expanding business and
attaining target. This is so because according to 25 respondents social media help a company but
according to left over 5 candidates it is not.
25
5
Yes
No

Theme 2- Social media which is effective
Q2. For Sumosan Twiga which social media
site is most appropriate ?
Frequency
 Facebook 10
 Twitter 5
 Blogging 8
 Instagram 7
Interpretation: There are various type of social media site which help a company in various
ways such as Facebook, Instagram, twitter, snap chat and so on. According to 10 respondents of
respective research Facebook is most effective for respective company. On the other hand twitter
is less effective for company which can be determine by response of 5 candidates.
Theme 3- Audiences search company on social media
Q3. Do you search companies on social
media ?
Frequency
 Yes 10
 No 8
10
5 8
7
Facebook
Twitter
Blogging
Instagram

 Sometime 12
Interpretation: Through above data it can be evaluate that several times service users search
company on social media so that they get accurate review of company, products and services.
This can be interpret by respondents of respondents according to 10 respondents they search
company on social media and according to 8 respondents they didn't search it on social media.
As well as in respect of 12 peoples they sometime search product on social media.
Theme 4- Effectiveness of social media
Q4. What are the effectiveness of social
media on Sumosan Twiga ?
Frequency
 Enhance customer base 5
 Improve search ranking 6
 Increase sales 9
 All of the above 10
10
8
12
Yes
No
Sometime

Interpretation: Social media is effective for respective company and it can be analysis through
data collected by researcher, according to 5 peoples through this company able to enhance their
customers base and 6 respondents think that it will improve search ranking. On the other hand
according to 9 respondents through social media company increase sales but in respect of 10
audiences it help in all of the above.
Theme 5- Disadvantage of social media
Q5. What are the disadvantage of social
media on business ?
Frequency
 Required addition resource 16
 Security issues 6
 Hard to identify result 8
5
6
9
10
Enhance customer base
Improve search ranking
Increase sales
All of the above

Interpretation: Through above data it can be determine social media also have some
disadvantage such as according to 16 respondents it required additional resources which is
negative for a company. Along with this according to 6 peoples by adopt asocial media company
may face security issues as well as in respect of 8 respondents through it result can be find out
hardly.
Theme 6- Platform is most appropriate for collecting information
Q6. Which platform is most appropriate for
you to collect information about the
products and services ?
Frequency
 Social Media 6
 Website of company 8
 Store 9
 Advertisement on TV 7
16
6
8
Required addition resource
Security issues
Hard to identify result

Interpretation: There are several media through which service users can know about product
and services from which most effective one is going store which is voted by 9 respondents out of
30. According to responds there are only 6 people who prefer social media in order to know
about products and offerings. Other 8 and 7 respondents prefer website of company as well as
advertisement of TV respectively.
Theme 7- Social media practices has an impact on customer's decision
Q7.Does social media practices has an
impact upon consumer decision making ?
Frequency
 Yes 25
 No 5
6
8
9
7
Social Media
Website of company
Store
Advertisement on TV

Interpretation: According to data collected by respective company researcher 25 respondents
think that social media practices has an impact upon consumer decision making where as
according to left over 5 candidates it will not impact on decision making procedure.
Theme 8- Requirement of implementing training for implement social media
Q8.Is there any requirement of
implementing training process for
employees while implementing social media
technique in business?
Frequency
 Yes 17
 No 13
Interpretation: Through collected data of 30 respondents 17 of them think that company need to
provide training to their employees when they can adopt social media because through it they
25
5
Yes
No
17
13
Yes
No

able to operate it properly and effectively. Whereas 13 think that it is not essential for company
to conduct training.
Theme 9- Benefit of implementing social media
Q9. What kind of benefits Sumosan Twiga
can gain after implementing social media in
business practices?
Frequency
 Long term benefits 16
 Short term benefits 14
Interpretation: From above data it can be interpret that when an organisation adopt social media
they get benefit in both term i.e. long as well as short. According to 16 respondents company will
gain long term benefits and according to left over 14 peoples company gain short term benefits.
Chapter 5: Conclusion, Recommendations and Anticipated
Reflection
While conducting research on role of social media for enhancing customer base, I have
increased my knowledge and skills of marketing, understood how to influence customers to
purchase our product and improved my problem solving skills. In addition to this, I have also
learned about new social media software's such as google ad-words, google analytics and many
more. With the help of these software I came to know how many customers access a site in a day
as well as interested in an organisation products. I have also faced many challenges while
conducting this research such as lack of knowledge of social media software's, resources, time
period and so on.
16
14
Long term benefits
Short term benefits

Limitations
While researcher of respective project is conducting research they face various limitation
which will impact on their outcome. Some major of them are mentioned below:-
 Due to less knowledge of software's that are used to access social media, researcher was
not able to properly understand its working as well as its use which has created a
difficulty for them.
 For conducting research, researcher was not having sufficient time because of their team
stress due to which research was not conducting effectively as well as outcome was not
productive
 Lack of funding was also the major issue faced by researcher because due to this
researcher was not able to get resources for conducting research for which incomplete
information was gathered.
Recommendation
To improve the customer base with the help of social media, researcher of respective
research recommend some major points which must be applied by Sumosan Twiga, from which
some major are given:
 A company must have updated software and a expert to access and control so that they
can examine how many customers access their site as well as interested in their products.
 A firm must provide special offers and discounts to their customers such as free shipping
which will influence consumers to buy their commodity.
 They should also update their site on regular basis and focus on customer feedback which
will help in determining their needs and demands
Conclusion
As per the evaluation of research, it can be said that social media plays an important role
to build strong customer base. With the help of social media, organisation can spend their
business worldwide, tie ups with international brands who will support them financially as well
as will assist in growth of firm. Along with this, they can aware their potential customers about
their brand and their quality. In addition to this, with the help of software like digital marketing
they can determine about customers interest in their product, get their feedbacks which will aid
in producing products as per their demand. Social media in today's world helps organisation to
build strong relations with their customers.

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