Digital Skills and Research: Tesco's Tech and Marketing Strategies

This report provides an in-depth analysis of Tesco's adoption of modern technologies and its strategic approach to social media marketing. It begins by examining the effectiveness of automation and Radio Frequency Identification (RFID) in optimizing inventory management, enhancing employee management, and improving overall operational efficiency. The report then delves into Tesco's social media marketing strategies, exploring how platforms like Facebook, Twitter, and LinkedIn are utilized for marketing, information gathering, and fostering communication within the workplace. Furthermore, the report presents evidence of Tesco's online presence, showcasing its active engagement on various social media platforms to build customer relationships and promote its brand. The conclusion emphasizes the significance of these technologies and strategies in Tesco's success.

Digital Skills and Research Method

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Effectiveness of Modern Technologies in Organizations............................................................1
Social Media Tools for marketing...............................................................................................3
Online Presence Evidence............................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Modern technology is simply known as the upgraded version of old technology. This
upgrades make the technology better and efficient. The purpose of implementation of the modern
technology is to make the daily routine task and specific task easier. The modern technology
helps organizations to improve their productivity and functionality. Tesco is one of the largest
retail company in United Kingdom. This report is explaining the use of different modern
technology in the organizations and their impact on the performance of organization. Further this
report is explaining the use of social media in the marketing of company and company products.
This study explains how organizations use the social media for information gathering and
communication with customers.
TASK 1
Effectiveness of Modern Technologies in Organizations
Now days modern organizations prefers the latest technologies in different operations and
function of organization. Tesco is retail market in UK and the technologies used by Tesco to
make the working efficient and productive to increase profit of the organization. These
technologies are Automation and Radio Frequency Identification (RFID). These technologies are
used in inventory and tracking of the products (Balaji and Roy, 2017).
Automation
It is the technology which can help to minimize the human assistance in the different
operation and functions. The labor required for different operation can be reduced by using
automation in the industries. There are two type of automation 1. Industrial Automation, 2.
Home Automation. In the industries automation this technology helps to minimize the risk of
human life and make the process accurate. In the industries the automation used in the various
forms which are Numerically controlled machines, Computer-Aided Manufacturing, Industrial
Robots, and flexible manufacturing system (Noble, 2017).
The use of the automation has huge scope in the retail sector for inventory management
and other operation. Tesco is using the industrial Robots in the inventory for different operation.
The most important use of automation in the retail market is inventory management. This can be
so helpful in managing and handling of the inventory.
Inventory Handling
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In Tesco the automation is used in the inventory handling. Handling of the inventory
means the arranging process of the products in the storage space and in the retail area. By using
the automation in the inventory make the process easier and more organized. Through the
automation the imported products can be stored in the storage as planed in the computer program
of automated machine. This makes the storing process easier and faster for the organization. The
automation devices are more capable of carrying load as compare to the humans and the chances
of error in the operation are negligible. Automation makes the handling of goods more efficient
and faster (Endsley, 2018).
Inventory Management
Automation makes the handling of the inventory more organized. The products and
goods are arranged in the inventory as planed by the engineers. The automation system works on
the plan which is decided by the authorities. In the inventory management the automated system
keep the information of inventory set up in the system plan to manage the transportation and
storing more convenient for the user. Through this the information of the storage and stoke
details can be checked without spending much time in inventory. The system holds the data of
goods stored in the inventory which is visible at the machine human interface.
Radio Frequency Identification (RFID)-
Radio Frequency Identification is technique which can help the Tesco to manage the
goods and track the products with in the large area. This allows the company to track the
inventory and the customer in the retail store. This can help the management to improve the
layout of the retail store and organize the layout according to the customer interest which can
help the company to improve the revenue and provide more option for the products they want.
In the RFID technology the smart tags are used to scan the products via reader. By the
RFID information of the inventory can be stored in the computer system. This smart tags can be
read from large distance which can help the management to get the details of the inventory and
tracking of the product in the store (Bhattacharya, 2015).
Inventory Tracking
This technology provides advantages by improve the security in the Tesco retail store.
The smart tag on the each product allows the products can be tracked with in the store which can
help the management to prevent the breaches in security and allows the tracking of individual
customer from large distance. This facility helps the organization to perform research of
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customer to improve the stock management in the inventory and change the layout of the store to
improve the marketing of the products.
Employee Management
Through the RFID the HRM can manage attendance data of the employees which can
help them to manage the incentives and deduction in their salary. Also, the HRM can track the
employees by RFID which can give details of their activity which can help to manage their
behavioral record to conduct the training and development sessions. The smart cards can be used
to collect the information of their actions in the organization and their work hours can be
recorded for make deduction or provide incentives to them. This can help HRM to perform their
function with in the organization.
Social Media Tools for marketing
The digital way of marketing promotes the use of social media in the promotions of the
company promotion and marketing. Now days companies uses the social media platform to
promote their products and services. This platforms are used by the Tesco to promote their brand
(Dahl, 2018). The different social media platform are is used by companies to perform operation
like marketing, information gathering and communication within the work place. This improves
the reach of the company in the market. The company can perform the marketing on the large
scale because the user on social media are in billions. The different social media platforms are
Facebook, Twitter, Instagram and Linked in. The performance of the Tesco on the social media
is for three operation which are as follows.
Marketing
The traditional methods used for the marketing have limited reach and these methods are
not much effective now. For the marketing operation Tesco uses the social marketing platform to
promote their services and products and large audience makes this method more effective. This
method of marketing is faster, easier and cost efficient for the companies. Social media
marketing need only little amount and this is more effective than traditional methods. The 90%
of people says that the social media marketing provide more exposure to the company and 75%
of traffic improved on the company website after using social media platform. 50% of
organization reported the improvement in the sales after using the social media platform for
marketing.
Information Gathering
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The social media platforms are used by different companies to collect the information
from the market. Social media helps a lot to gather the information through the different surveys
and researches conducted through different platforms. The information collected form the social
media is genuine and collected through one on one connection, this makes the information
collection more effective for Tesco to implement changes in products as per the requirement of
the customers. The reaction of the customers are recorded form their online actions and the
market trends can be evaluated by information gathered form the customers. To know what
improves the interest of the customer in the company can help the Tesco to take important
action for the company. To evaluate the customer trends from the details gathered through the
social media always can't be perfect, but it can help the marketing department of Tesco to collect
data which can be useful further. The personal views of a person can't be taken as the feedback.
The information collected from the social media is not complete and fragile. This information
received from the social media are not that much reliable for the company. The different
companies perform online survey and provide this data to the companies who want this data to
utilize to make changes in their policies (Sajid, 2016).
Communication within the Workplace
The use of the smartphone and continuous connection to the internet provide more
efficiency to the work group of an organization. The most of the popular applications are
installed in the smartphones of everyone. This application provides the mobility to the
communication by allows them to stay in touch with the work force of the Tesco. The team of
Tesco can maintain the communication alongside working on the different locations. These
employees can stay in connection by these apps and transfer the information by sending the
messages. The applications like Facebook, twitter and What's app allows the user to form
individual group on the app and the information transfer is possible within the team without any
security breach.
The information transfer is faster and smoother through this social media applications. By
using these applications the team performance can be improved because this provides the
flexibility to the team members. This groups form on the social media platform allows the team
members to share their ideas with in the team. In the organizations these groups in the social
media application help the employees of an organization to share their ideas and resources with
the team members. This improves the team performance by improve the relationship within the
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team. This how the social media allows the employees of Tesco to communication within the
work place with function of mobility ((Tuten and Solomon, 2017)).
Online Presence Evidence
The presence of the Tesco on the social media can be evaluated by checking the activity
of Tesco on the different social media sits. This social media sites are Facebook, twitter and
Linked in. Tesco uses these social media networks for the marketing of their products and
services. Here are some proofs are given to show the social media presence of the Tesco.
Facebook
Tesco has launched its official Facebook page to improvise the relation with the
customers. The purpose of this Facebook page is to make the customer aware of the exclusive
offers provided by the Tesco. To improve the social media presence Tesco launched this page all
across the world. Tesco have planning to expand this page in four other pages to promote the
different range of products like cloths, beauty products and other daily life products.
Twitter
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Tesco operates twitter account on high range. Tesco have many accounts on the twitter
and all accounts are functioning well. Tesco communicate with the customers through the twitter
account. This communication gets even better when Tesco gives positive answers to the
customer who asks query on the twitter. The funny way of answering makes this communication
better and effective which attract the customers towards the Tesco. There are 49000 followers on
one account and 48000 on the other twitter account. The other feeds are around 10000 on the
twitter account of Tesco. The Tesco is also using the Twitter as the consumer service which is
available for the consumer from Monday to Saturday from morning 8:00 to 11:00 pm and on
Sundays the timing is 10:00 am to 11:00 pm. This is how the Tesco is active on the twitter. The
operators who are answers the customers on the twitter account make the procedure funnier
which makes the process easy going. Which helps the Tesco to improve the brand image. This
way of communication attract the customers to follw the actions of the Tesco twitter.
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CONCLUSION
This report is concluding the importance of the different technologies used by the Tesco
to make the inventory handling and management process faster and easier. The importance of
RFID in the employee management has been learned through this report. This report id
concluding the use of social media for the marketing purpose and their profits. In the end of
report presence of the Tesco on social media has been evaluated.
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REFERENCES
Books and Journals
Balaji, M.S. and Roy, S.K., 2017. Value co-creation with Internet of things technology in the
retail industry. Journal of Marketing Management. 33(1-2). pp.7-31.
Bhattacharya, M., 2015. A conceptual framework of RFID adoption in retail using Rogers stage
model. Business Process Management Journal. 21(3). pp.517-540.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Endsley, M.R., 2018. Automation and situation awareness. In Automation and human
performance (pp. 183-202). Routledge.
Noble, D., 2017. Forces of production: A social history of industrial automation. Routledge.
Sajid, S.I., 2016. Social media and its role in marketing.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
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