Research Proposal: Impact of Digital Marketing on Success of Tesco plc

This research proposal investigates the impact of digital marketing on the success and expansion of Tesco plc, a multinational retail organization. The introduction highlights the crucial role of digital marketing, encompassing websites and social media, in promoting products and services globally. The rationale emphasizes understanding digital marketing methods to enhance brand awareness and improve market reach. A literature review synthesizes existing research, addressing digital marketing's role in the current business environment, its impact on international organizations, and the tools employed for success. The proposal outlines the aim to assess digital marketing's impact on Tesco, with objectives to review key concepts, investigate the impact on Tesco's expansion, and identify effective tools. The methodology section details the research approach, design (descriptive), and methods (primary and secondary data collection through questionnaires, interviews, articles, etc.), along with considerations for participants, validity, reliability, and data analysis techniques. The proposal provides a comprehensive framework for examining digital marketing's influence on Tesco's performance.

Research Proposal

Table of Contents
INTRODUCTION................................................................................................3
Rationale..........................................................................................................3
Literature review..............................................................................................3
Aim...................................................................................................................5
Objective..........................................................................................................5
Questions ........................................................................................................5
Methodologies ................................................................................................5
Approach..........................................................................................................5
Design..............................................................................................................6
Methods ..........................................................................................................6

TITLE
Impact of digital marketing on success and expansion of a firm. A
research project on Tesco plc.
INTRODUCTION
Digital marketing perform a crucial role for an organisation and with
understand of current technical methods such as, website and social-media
platforms etc. aids management for promoting organisation product and
service at international level. Digital marketing perform an essential role
which provide valuable types of marketing through which brand awareness
about organisation is enhanced in market (Anjum, Thomas and Prakash,
2020). This report is written from TESCO and it is a retail organisation that
perform work in multi-national market. Moreover, this report highlights on
rational, literature review, aim and objectives related with digital marketing.
In the last, research methodologies will also be included in this report.
Rationale
The main reason to select current topic is to understand the methods
and ways of digital marketing which is used by organisation for improving
market area through promoting brand awareness of company products into
market. For this, digital marketing plays an important role and it is used by
management to enhance brand awareness in market. Developing digital
marketing perform an essential role and it aids management to improve
their profits by offering organisational products at a broader area. Further,
current trends relates with digital marketing and it aids management to
improve their market in international market through improving brand-
awareness in market (Brown and Harmon, 2014).
Literature review
The term literature review is explicated as a process that perform work
with accurate systems and it is related with secondary information. It is
considered with articles, books, journals etc. by which information related
with specific topic is collected and analysed by report. Further, in different

investigation there are different perspective which is related with digital
marketing and the loopholes which generate problem for organisation to use
digital marketing aspects is interpreted (Chaffey and Smith, 2017). In order
to reduce challenges, research questions are identified to understand role of
digital marketing for improving market areas in order to obtain more success
in market.
Digital marketing and it's role in current business environment
From the perspective of SHERMAN, 2019, Digital marketing perform an
important role and it is used to survive and thrive aspects which is related
with business. Like, promoting organisational products with understand of
current market improve possibilities to attract number of buyer by promoting
products and services in a specific market. Digital marketing perform an
important role for all size and type of organisation and it is because digital
marketing provide similar opportunities to all business for managing and
performing their business at a same platform. Moreover, presence of
physical store does not matter as digital store aids persons to gain success
by managing it's online store in different platforms. So with understand of
digital marketing it is easy to perform work in different areas.
Investigation about impact of digital marketing on success of international
organisation
According to the viewpoint of Tewelde Mezgobo, 2018, it is identified
by management that there are different task performed by global
organisation (Dodson, 2016). It is related with UK retail market and
challenges that reduce number market share for business. Digital marketing
perform an important role to promote organisation product and services and
it also aids management to promote company products into a specific
market. Moreover, digital marketing enhance brand awareness,
improvement in digital aspects and involvement in areas that aids persons to
utilise as biggest advantages for improving number of customers at different
place and it is beneficial for a business because this helps to improve sales
and profits of business with motive of obtaining success in market.

Digital Marketing tools that are used by organisation for accomplishing
success in competitive market
The term digital marketing perform an important role and digital
marketers perform an important role to improve number of trade activities.
With understand of modern market individual perform an important role to
improve shape and size of marketers. This is also used by market to increase
probability for achieving success that relates with digital marketing
(Goldman and et. al., 2020). Organic social media perform an important role
and it is used by business for improving brand channels through which more
number of user are attracted towards business. Paid social media tools work
as an another platform and this aids business to improve number of active
user through which more individuals are attracted towards improving market
share. It results organisation focus on application and website at which more
number of individuals are active for accomplishing success in minimum time-
period.
Aim
Impact of digital marketing on success and expansion of a firm. A
research project on Tesco plc.
Objective
 To review about the vital concept of digital marketing in current
business environment.
 To investigate about the impact of digital marketing on the success
and enhanced expansion level of Tesco plc.
 To determine about some new and more effective tools of digital
marking which can be used by Tesco plc to have better expansion and
success level in current business environment.
Questions
 Which concepts are more effective and useful for digital marketing?
 What type of digital tools utilised by organisation for accomplishing
more success in digital marketing?

Methodologies
The term methodology is defined as a main part related with research
and this an investigator for collecting and gathering actual and relevant
information related with topic. Both researcher and organisation undertake
different methods which is used to gather information information related
with specific topic. Some methodologies and approaches related with
research is mention as follow:
Approach
The term approach is defined as a process which is used to collect and
analyse information that is related with specific topic or section of study. The
methodologies section is explained into two different types that are data-
collection and data-analysis. Along with this with gather of all information
research implement two approaches which include inductive and deductive
(McGruer, 2019). Moreover, with understand of data-analysis and data-
collection it work as two effective approach that facilitates investigator to
collect all information related with quantitative approach and it aids
researcher to gather all numerical data in minimum time-period. Along with
this to understand quantitative information, deductive approach which is
related with research is implemented and it is used to get quantitative
results within minimum time-period.
Design
It refer to process of identifying research problem and basically there
are three different types of research design exists and it include exploratory,
experimental and descriptive. These all work as an effective research design
related with specific topic and with implement of descriptive design
researcher collect, analyse and use quantitative information in minimum
time-period to compare exploratory and experimental design. This also helps
to complete all research with more efficiency as it is more better as well as
effective for researcher from other design of research.

Methods
Primary and secondary are two main methods of data collection and it
aids investigator to perform research with gathering information related with
a specific topic. Both methods of data-collection perform an important role to
accomplish organisation objective by investigating information related with
specific area. Along with this with collect of primary information it is easy for
investigator to complete research with use of current information.
Questionnaire, interview, survey etc. are effective methods of primary
research and on the other side, secondary research is completed through
use of articles, magazine, journals, books and many more (Moctezuma and
Rajagopal, 2016). Along with this secondary information is used for
formulating an effective literature review.
Participants
The simple part of sampling is divided into two different types that are
known as probability sampling and other is non-probability sampling. With
use of both sampling techniques it is easy to complete research on existing
topic. Probability sampling is effective and more valuable because it aids
researcher to select a large base of sample in minimum time. Along with this
probability sampling is used by investor to select right number of workforce
on random basis. The main reason to select random sampling is used for
identifying number of persons that are selected within minimum time-period.
Non-probability sampling is less effective because digital marketing trends
involve more number of respondents to perform their work so other sampling
methods consume more time.
Validity and reliability
The another important aspects that is related with methodology helps
an investigator to test reliable and valid aspects related with data. By use of
investigating factors organisation engage all those perspective which is used
for gathering data and completing research with use of quantitative data. It
is also reliable and valid for researcher to complete task in minimum time by
selecting only valid and useful data.

Data-analysis
The term data-analysis collect and gather all information as well as
data that is used to collect all task with use of specific instruments. By
establishing appropriate investigation, data is gathered from questionnaire
and with evaluate of all information this is used for managing work with
establishment of frequency distribution. Their are different technique exists
to collect information by which researcher is acquired towards implement of
objectives through which aim and objectives of research aids towards
accomplish of objectives in successful manner.

REFERENCES
Books and Journals
Anjum, A., Thomas, M.R. and Prakash, P.K., 2020. Digital Marketing
Strategies: Effectiveness on Generation Z. SCMS Journal of Indian
Management, 17(2), pp.54-69.
Brown, R.L. and Harmon, R.R., 2014, July. Viral geofencing: an exploration of
emerging big-data driven direct digital marketing services.
In Proceedings of PICMET'14 Conference: Portland International
Center for Management of Engineering and Technology;
Infrastructure and Service Integration (pp. 3300-3308). IEEE.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning,
optimizing and integrating online marketing. Taylor & Francis.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating
strategic, targeted, and measurable online campaigns. John Wiley &
Sons.
Goldman, S.P and et. al., 2020. Strategic orientations and digital marketing
tactics in cross-border e-commerce: Comparing developed and
emerging markets. International Small Business Journal,
p.0266242620962658.
McGruer, D., 2019. Dynamic digital marketing: master the world of online
and social media marketing to grow your business. John Wiley & Sons.
Moctezuma, N.P.B. and Rajagopal, 2016. Role of digital marketing in driving
business performance in emerging markets: an analytical
framework. International Journal of Business Forecasting and
Marketing Intelligence, 2(4), pp.291-314.