Role of Mobile Application in Driving Tesco Sales: A Business Report

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ROLE OF MOBILE APPLICATION IN DRIVING THE SALES
OF TESCO
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Table of Contents
Chapter 1: Introduction....................................................................................................................3
Chapter 2 Literature review.............................................................................................................6
Chapter 3: Methodology..................................................................................................................7
Conclusion.......................................................................................................................................9
Reference List................................................................................................................................10
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Chapter 1: Introduction
Overview of the study
In the present scenario, retail organisations prefer to use mobile application for the convenience
of the customers. The usage of mobile applications is increasing because usage of Smartphones
are boosting at a rapid rate. Presently Google play consists of 2.2 million applications
(Econsultancy.com, 2019). Moreover, in future, the rate is expected to rise by 5%. As per the
report presented by Go Globe, presently 52% of individuals use mobile applications while
conducting shopping because it is time saving (Econsultancy.com, 2019). In the present study,
importance of mobile application in retail sector will be discussed. In addition to that, the study
will also shed light on the advantages and loopholes of mobile application. Lastly, significance
of the study will also be presented so that in future the study can be used in an effective manner.
Background of the organisation
Tesco PLC is a British multinational retail sector headquartered in England. It is considered as
the third largest retail organisation in the global market. Further, it has been observed that the
venture functions in Ireland, Hungary and Thailand. The main motive of the business venture is
to boost the level of customers’ satisfaction so that their competitive advantage can be fathomed.
Moreover, the organisation has hired 460,000 employees in order to expand their business
activities. In the financial year 2018, the business venture has earned a profit of £57,491 million
(Tesco.com, 2019)
Figure 1: Tesco
(Source: tesco.com, 2019)
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Research aim
The aim of the study is to analyse importance of mobile application in driving the sales of Tesco
Research Objectives
The objectives of the study have been discussed below:
● To analyse the present trend of mobile application in Tesco
● To shed light on advantages and lack backs of mobile applications launched within retail
sector
● To recommend ways through which lack back of mobile applications can be mitigated
Research questions
The questions of the study have been discussed below:
● What is the present trend of mobile application usage in the retail sector of UK?
● What advantages and challenges are being faced by UK retail sector due to
implementation of mobile applications
● How can be the drawbacks of mobile application are mitigated by the retail sector of UK?
Rationale
As per the report presented by BBC.com, the sale of UK retail sector has witnessed an uplift of
45% in the first quarter of 2018 due to the application of mobile apps (forbes.com, 2019).
Moreover, in the first half of 2018, 2 million applications have been downloaded from iOS and
Google play (forbes.com, 2019). On the contrary Forbes.com (2019) has mentioned that, 70% of
the retail customers have stopped using mobile applications because they feel mobile
applications can affect their privacy. Moreover, 30% of the customers neglect mobile
applications because they cannot use it in an effective manner. Technological glitches also affect
the efficiency of the mobile applications. In the recent scenario, the usage of mobile application
has witnessed a downfall because customers think that using mobile applications include
excessive usage of personal information while performing multiple page sign-ups (Forbes.com,
2019). In the year 2016, 31% of customers have stopped using mobile applications because of
cyber crimes. The present study will shed light on the usage of mobile applications in driving the
sales of retail sectors (Forbes.com, 2019).
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Figure 2: Reasons of not using mobile applications
(Source: Forbes.com, 2019)
Significance of the study
The present study is important because it will help the retail sector to implement digitalisation
within the organisations. In addition to that, the study will also help the future researchers while
conducting study based on the same topic.
Structure of dissertation
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Figure 3: Structure of dissertation
(Source: Created by Learner)
Chapter 2 Literature review
Theoretical analysis
Swiss cheese model has stated that after implementing technology within the organisation, the
working condition gets affected because of lack of training among the employees. Therefore, it is
suggested that organisations need to train the employees so that technical skills can be improved.
At times due to communication gap, the employees fail to use modern technology within the
organisations (
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Figure 4: Swizz Chesse Model
(Source: Colomer, 2015)
Chapter 3: Methodology
Research process
Research philosophy is a belief regarding the process of collecting data and analysing them so
that the study can be completed in an effective manner (Wolgemuth, 2017). In the present study
positivism, philosophy will be used because quantitative data analysis will be conducted here.
The positivist believes that quantitative adapt analysis is more authentic as compared to
qualitative data analysis.
In addition to that, deductive approach will be used because in the literature review section Swiss
cheese model will be used. In this study, descriptive design will be used because the respondents
will be observed under natural circumstances. In this study Boolean search, strategy will also be
used because of secondary analysis.
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Figure 5: Methodology
(Source: Created by Learner)
Data collection methods
In this study, both primary and secondary data will be collected. At the time of conducting
survey, open-ended questions will be set so that responses of the respondents can be tracked in
an effective manner. On the contrary, at the time of conducting interview open-ended questions
will be set. Both the questionnaires will be emailed to the respondents so that they can reply as
per their convenience.
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Figure 6: Data collection
(Source: Created by learner)
Sampling
At the time of conducting survey 50 employees of Tesco will be chosen by using probability
sampling so that all the respondents can get equal chance of participation in the study. However,
at the time of conducting interview two managers of Tesco from HR and marketing department
will be selected by using purposive sampling.
Data analysis
In a study, both qualitative and quantitative data analysis will be used because interview and
survey will be conducted. In addition to that, thematic analysis will also be conducted because of
secondary data.
Conclusion
Thus, after completing this study, I have noted that in retail organisations, mobile application
needs to be launched so that customer’s satisfaction rate can be improved. However, since, 2016
customers do not prefer to use mobile application because it affects privacy of the customers. In
this study qualitative and quantitative analysis will be used because primary and secondary data
will be collected.
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PrimarySecondary

Reference List
Econsultancy.com (2019) usage of mobile application [Online] Available at:
https://econsultancy.com/mobile-app-usage-grows-by-28-where-are-users-spending-their-time/
[Accessed on 16 March 2019]
Forbes.com (2019) usage of mobile application [Online] available at:
https://www.forbes.com/sites/annatobin/2018/09/24/apps-are-the-driving-force-behind-retail-
sales-and-the-classified-market-boom/#7446b6a853ea [Accessed on 16 March 2019]
Kumar, R., (2019). Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Tesco.com (2019) about us [Online] Available at: https://www.tesco.com/ [Accessed on 16
March 2019]
Wolgemuth, J.R., Erdil-Moody, Z., Opsal, T., Cross, J.E., Kaanta, T., Dickmann, E.M. and
Colomer, S., (2015). Participants’ experiences of the qualitative interview: Considering the
importance of research paradigms. Qualitative research, 15(3), pp.351-372.
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