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