Investigating Technology's Impact on UK Retail Operational Efficiency

This report investigates the impact of modern-day technology on improving operational efficiency within the UK retail sector, with a specific focus on Toys "R" Us. The report begins with an abstract and table of contents, followed by a comprehensive literature review that explores the conceptual framework of modern technology. The study then details the research methodology, including the aim, objectives, and research questions. The report includes an examination of the advantages and challenges associated with technology adoption, along with recommendations to eliminate the negative effects. The report analyzes the impact of technology in the retail sector and offers insights into how retailers can leverage technology for improved operational efficiency. The report also outlines a discussion of the findings, conclusion, and recommendations for the UK retail sector. The report includes a questionnaire in the appendix.

Investigating the impact of
modern-day technology
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Abstract
Main motication of this dissertation is to identify the impact of modern-day technology in
improvement of operational efficiency within the UK retail sector. This is a main purpose and for
attaining this, there are different activities that were completed in systematic and successful
manner. Development of aim and objectives is a first activity that was done effectively.
Literature review is a second activity that was completed through collecting secondary data from
articles, books, and many other sources. This activity helped researcher in attaining of all
objectives and also fulfilment of research gap effectively. Research methodology section was
completed by explaining different types of methodology including deductive approach,
positivism philosophy, cross-sectional approach etc. These are main methodologies that helped
researcher in achievement of all objectives successfully. Data analysis is important chapter that
was done by using frequency distribution analysis. This technique supported researcher in
analysation of quantitative information easily and systematically. Conclusion and
recommendation is last activity that was done by explaining entire information in clear and short
manner. Recommendations were done by providing suggestions regarding improvement of topic.
At last, research aim and all objectives were achieved in successful manner.
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Contents
Abstract............................................................................................................................................2
Contents...........................................................................................................................................3
Literature review..............................................................................................................................7
Methodology and data collection, including research objectives/hypotheses...............................13
Results/Findings, Analysis/Evaluation of Results/Findings..........................................................15
CONCLUSION..............................................................................................................................29
Recommendations............................................................................................................................1
REFERENCES................................................................................................................................2
Appendix..........................................................................................................................................4
Questionnaire...............................................................................................................................4
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Introduction
Background of the research topic
Technology changed a lot from past few decades, new machines and gadgets are invented
in order to make easiness for individual. The term modern technology refers to a efficiency and
speed. In which it ensures about one on one communication, connecting an individual to
healthcare provider as well as empowering by giving more access (Klement, 2018). It is one way
to determine whether a provider is to be trusted and how beneficial services that they are looking
into day to day life. All little tailor machine to fastest car in the world, all these get automated
and reduces the manual actions which are required the least. For instance, modern technology
schools made easier for students to extract the possible latest technical invention for their growth
and development.
Modern day technology provides several benefits to companies in order to improve their
operational efficiency as it support them in saving time along with money. There are various
technologies that is adhere by the marketers like digital marketing techniques, machines learning
for demand forecasting, data sciences based on personal interactions, cashier less along with staff
free stores where robots are used, voiced commerce, eco-friendly POS system and so many other
developed technologies. All these are considered as a useful technology that helps retailing
industry to increase operational efficiency. In addition to this there are multiple number of other
technologies that helps and beneficial for companies in order to improve operational efficiency
of company (Hooshmand and Vote, 2017). Along with advantages there are various drawback
also such as for adopting new technology there is requirement of highly knowledgeable and
skilled candidates in order to operate that technology. As well as retailer firm undergoes into new
normal protocol in order to rescue Covid-19 transmission and concentrating on needs and
demands of consumers in order to increase their satisfaction level and for improving their
experiences. By doing that entities of company will able to increase sales and profitability ratio.
So with tall these considerations it become vital for all companies to adopt all developed
technologies in order to survive in competitive world as well as for gaining success and
development in marketplace.
Background of the organisation
Toys “R” Us is an American organisation and deals with wide rages of toy, clothings and
baby products. It is owned by Tru kids along with several other business units. This was founded
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by Charles Lazarus in year 1948, headquartered situated in Wayne, New York. This is a
multinational organisation and operates their business function in many areas across the world in
order to increase sales and profitability ration of company. This offers excellent quality products
to their consumers. Due to increment in mass merchants and online retailers this company began
to loss their market shares in toys market (Toy “R” Us, 2020). It is a star brand in Tru kids
family. This company is known for families and keeping baby happy along with healthy by
providing good quality products to consumers. They did division inn two section on is kids “R”
Us and another one is Babies “R” Us. This company continuously operates its business as a
licensor of chain international operations but its lender announced that it is a planned to
relaunched the U.S Toys” R” us as a retail business in future. This is a large firm as it operates at
international level for increasing sales and profitability ratio and the aim of choosing this
company is that this company also faces some issues related with the modern technology as well
gain some advantages of new technology. In order to carry out all function effectively they uses
functional organisational structure as it help provides clarity to all employees about their roles,
function and responsibility so this help them company to attain goal of company within
stipulated time frame.
Aim and objectives of the research
Research aim
Main aim of this research is: “To identify the impact of modern-day technology in
improvement of operational efficiency within the UK retail sector”. A study on Toys “R” Us
Research objectives
● To critically evaluate the conceptual framework of modern day technology.
● To identify the advantages of modern day technology in improvement of operational
efficiency.
● To determine the challenges linked with modern day technology.
● To evaluate the appropriate recommendation to eliminate the negative effect of modern
day technology.
Research Questions
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● Explain about the conceptual framework of modern day technology?
● What are the advantages that may be achieved by Toys “R” Us while using modern day
technology?
● What are the challenges may be faced by Toys “R” Us while using modern day
technology?
Rationale of the research
Main rationale behind selection of current topic or research is to determine the issues of
operational inefficiency within the workplace of an organisation. For this, modern day
technology plays an important role in enhancing the operational efficiency. This dissertation is
important for an individual, organisation, industry and many other stakeholders. This research
helps them by increasing their knowledge regarding the benefits of modern-day technology in
improvement of business efficiency. At personal level, current dissertation helps researcher by
enhancing their research skills such as time management, communication, data collection,
literature review and many more. This investigation is also important at professional level by
improving students’ knowledge and understanding about the modern-day technology.
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Literature review
Literature review introduces to the main as well as systematic process of gathering
secondary data regarding the topic. There are number of secondary sources such as articles,
books, publication research and many others relevant to the topic. Main purpose of literature
review is to determine the research gap in previous studies. In current investigation, main gap is
the impact of modern-day technology in improvement of operational efficiency within the UK
retail sector. In previous studies, there were lots of data regarding modern day technology but
there were lack of information about the effectiveness of modern day technology in enhancement
of operational efficiency. This is a main gap and for preventing this, there are some aspects that
will be explained as below:
Evaluate the conceptual framework of modern day technology.
According to views of Jacobs and Wright, (2018) Modern day technology has resulted
into a complete digital transformation of the way business organisations are adopting the latest
technologies. There has been a significant period of change because of the changing business
conditions. This framework is used across different organisations that is guiding them in
evolving a new range of products and service throughout different levels of the organisation. It is
providing of a common reference points in order to analyse the way business are transforming
themselves to achieve high success. It also enables the road map and strategy formulation
process to achieve the laid down objectives. In case of Toys “R” Us the use of latest technology
will be in form of enabling a process of driving customers to get attract towards the new product
development that is taking place in the organisation. Customers are expecting something
different from brands because of changing technology & fast changing external environment.
There is need to make a detailed evaluation of the expectation from customers by working
towards adapting such changes. The core function for an organisation is to work towards
continually advancing of operations and working towards improvement of the different products
and services according to specific customer needs. Such strategies also help in working towards
improvement to complete in the rapidly evolving market conditions according to the expectation
of customers, new commercial models and new technologies. Disruption is also a related concept
that is related with the changes that are part of external environment it includes customer
expectation from companies, technical possible situations, successful commercial models and the
need of suitable strategies.
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Many organisations are already adapted to the external environment at a particular point
of time because they are optimised for the environment in which they are already operating.
There is need to make an analysis of all the external factors that are driving the disruption
process it includes the expectation from target segment of customers, expectations of employees,
new technology developments and the rapidly growing start-ups. With the impetus of changes
there is need to establish ways of working to deliver effective results. Because there is need of
change as a result of falling revenues, negative pressures and the leadership prevailing in the
organisation that requires better strategic responses. In relation to Toys “R” Us there will be use
of digital transformation process that is going to help the leaders in entering the organisation to
get back to the path that will help the business in moving forward and not backwards, the success
story of most business is based on the speed of adapting top the changing external environment.
Regardless of the industry in which a particular organisation is functioning there are many
pressures that are arsing because of the competitor strategies that are affecting the future and
present possible actions of a business organisation. The digital transformation is one of the most
effective application of new technology development that will be taking place in Toys “R” Us. It
is going to assist the organisation in dealing with the intense changes so that no area of business
is misunderstood or is left behind the process of achievement of technological disruption. It is
used as means to create tangible benchmarks, clear indications of progress, meaningful metrics
and the segments that requires more attention. Another most important aspects are that leadership
team of Toys “R” Us has to ensure that change is successful implemented across all the levels of
organisation. It is a tool that is going to assist in application of digital transformation provides
ops that employees are able to adapt to the required changes. The technological implementation
requires a template that employees are bale to understand what is required, understanding of
changes that are involved, opportunity to work across cross functional teams to achieve the
desired goals (The Only Digital Transformation Framework You Will Need, 2020).
Morden technology is an advancement in old technology with some modification and new
additions. It is not dedicated to a single sector but it spread in multiples areas such as education,
business, medicines and so on. The perfect example of modern technology is that is advancement
in telephone as it become possible for peoples in this decades to live without wired phone as now
they can be taken with themselves at anywhere. Any machines that are surrounded to us are the
product of modern technology. It basically made things easier than an individual could imagine
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ever. The latest example of advancement of technology is 5G network which offer blazing fast
internet to the users, self-driving cars as well as reusable satellite launchers. The advancement in
technology that inventors launched is beyond the imagination. Smart watches are the
replacement of regular watches (Suzuki, 2018). In this an individual can make calls, text, browse
internet and even can take picture too sometimes. Smartwatches are the best example of
increasing productivity of users along with companies.
There are more numerous new inventions arrived in market in various form. With
reference to this robotics improved a lot from last few years. They also widened possibility of
modern technology in education. They are being used to helps teachers, students as well as for
cleaning purpose. Also some of the restaurant is using robots instead of waiter in order to serve
food to consumers by this they are saving huge amount of paying to employees by investing at a
single time. For example, UK is developed nation as the firm of that place launches so many
advanced things. It became vital for all companies to adopt all new technologies in order to gain
success and development at marketplace. Additionally, this helps them to combat with other
rivalries of market too in efficient and effective manner (Jelass and Benredjem, 2019). There are
various firm which invented so many things in order to gain growth as well as to enhance the
economy of nation and make nation developing or developed.
What are the advantages that may be achieved by Toys “R” Us while using modern day
technology?
According to the viewpoint of Singh and Energy (2018) technology become the most
important and vital factor in order to gain success and for combatting with other competitive
rivalries as it enhances the operational efficiency along with profitability. The most vital benefits
that is gain by Toys “R” Us company is that their entities save lot of time along with cost in
order to manufacture clothing products for consumers as machines saves lot of times compare to
manual along with cost of employees. In manual number of workers required are more compare
to machinery work. Additionally, advancement in technologies offers various opportunities to
Toys “R” Us company for increasing their operational efficiency such as managing the big data
sets as it not easy to manage it by using traditional data processing applications. It creates
intelligence beyond unlocking the hidden savings and fine-tuning productions process. In
relevance to company gain so many benefits of advancement in technology such as for
promoting about services entities of this company use digital marketing tool by this they will
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easily able to promote about their services and able to influence consumers towards their
offerings. Also this help them in identifying the needs and trends of consumers and with the
assistance of this mangers of company will satisfy their consumers.
According to Bruno and Ely (2017), it becomes vital for all companies to adopt all
technology development in order to combat with other players of rivalries and that is gain by the
Toys “R” Us company by adhering all advancement in technologies. As it helps them to gather
all information that are required to determine the trends and preference of consumer so that they
will able to improve their satisfaction level by monitoring or tracking their needs and demands.
As per the author, it also helps in planning about strategies, budget, forecasting the demands,
controlling business activities along with function of company in efficient manner.
As per the view of Murphie and Potts (2017), utilisation of developed technology helps
companies in enhancing the brand loyalty and image of company in front of consumers with the
assistance of detailed tracking of consumers as well as providing them various options in order to
making purchases and increasing variety & quality of goods offerings. Morden day technologies
such as digital technologies, modern manufacturing machines, 5G technologies systems etc. are
advanced technologies that helps business in improving the sharing data and that ultimately
enhances the efficiency with which data is assess in order to devise decision. Inventory of Toys
“R” Us company is assessed by using technologies in order to maintain and manage stock of
goods according to the needs of market. By this entities of company will able to manage cost of
inventory and that raise the benefits for organisation. Loyalty of consumer will also be increased
by offering consumer with personalised services and products so that consumers will get
influenced and make purchasing by this the sales and profitability of company will automatically
increase. Toys “R” Us, omni channels is also adopted by them in order to reach out more
consumers for improving their experiences and satisfactions. This tends to improvement in brand
image of company.
What challenges may be faced by Toys “R” Us while using modern day technology?
As per author Norris and Vaizey (2018), variation and modification in technology
impacted in both positive and negative manner with the execution of new advanced technologies,
the process are simple but the keeping regular changes on the basis of changes of external
environment become difficult. Changing trends and update of technologies impose pressures on
entities of companies to introduces modification in such a manner that they are offering their
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goods and products according to current requirements or preferences of users. For staying
competitive in modern world Toys “R” Us company need to constantly focus on assessing and
improving the process and technologies. But the customization of existing package or ageing
systems took time along with money. Additionally, in order to adopt new technology for
companies it is vital to provide training and development sessions to employees for adopting and
using new technologies as well as sometimes there will be need of expertise arose. This required
a huge amount of investment and time.
According to the viewpoint of Schatzberg (2018), in present time retailer are more relies
on technologies which is linked with the making of payments as consumers are moving to use
digital technologies of payment methods and for this it become vital for all companies to use
install all mode of digital payment so that consumer will able to make easily payment but by
linking their billing payments with their accounts. This is considered as beneficial for company
but it required a highly skilled workforce and large investment in order to install that then only
they will able to smoothly run their functions. In order to offer various option to consumers on
the basis of current trends, entities of company need to adopt all technologies as well as to
ensures strategic partnership with several manufacturers. It raises the needs of management in
order to maintain the stock and for this there is requirement of installation of software that
instantly record all the information or data about flow of inventory so this is considered as the
benefits for company in term of better managing inventory as well as to improves the
experiences of consumers but installation of software requires security, flexibility scalability
along with functionality. So before installing of any software it is vital to have proper knowledge
about software and then instillation will become beneficial for company otherwise it is a loss.
Moreover, retailer of company has to make sure that they have better display system so
that their consumers will able to determine various different segments within the stores easily.
For this there is requirement of display boards in the stores this increases the cost but offers
benefits to them for improving the experiences of consumers as well as to enhance the
knowledge of employees.
The appropriate recommendation to eliminate the negative effect of modern day technology.
According to view points of Marianne chrisos, 2019 there can be certain negative impact
of technology for organisation such as there can be high amount of biotechnology dependence
that may result into reduced interpersonal communication. In context with it can lead to lack of
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collaborative environment that can possess a negative impact on teams. It occurs mainly because
employees are communicating through chat programs such as Skype or other technology updates
means and internally it becomes difficult to operate the organisation according to traditional
requirements. technology has many benefits but sometimes new technology may also replace the
old technology and there is continuous rotation in the software and the process. It can lead to
outweighing of the benefit to use new technology. Business may also get lock in contracts with
the technology vendors that may not turn out to be best solutions (What Is the Negative Impact of
Mobile Tech on Business Communications? 2019). In order to install new advanced technologies
& software it is vital to have proper knowledge and skills for running that specific software so
for this it is important for companies to have proper knowledge about specific software before
instillation as well as companies needs to provides training and development session to their
employees in order to use proper all new machines in right manner. Also, it is important to run
and operates all function of modern technology while considering all aspect of sustainability of
environments. Company need to considered all moving most of their data and application to
cloud. Few advantages of this includes continuous backup in numerous locations, increased
flexibility by accessing data at any times in any place as it only requires internet connections and
using clouds become less expensive for securing all data. It only requires updates for increasing
protections and functionality. ERP systems are also there in order to reduces the level of
redundancy in entering data and the level of potential errors that can occur and this has ability to
save times along with money.
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Methodology and data collection, including research objectives/hypotheses
Methodology is an important and main part of the dissertation because it facilitates
researcher in gathering and evaluating of appropriate data regarding the topic. There are different
types of research methodologies that are essential and effective in attaining of each objective
successfully (Beerbaum, 2019). Main purpose of research methodology is to help investigator in
collecting and evaluating of appropriate information regarding the topic.
Research philosophy: This refers to the main process of gathering as well as analysing the
data about the specific field of study. There are two main types of research philosophy including
positivism and interpretivisim. These are main types but for executing present investigation,
positivism type of philosophy is more valuable because it facilitates researcher in collecting
and gathering of quantitative data within minimum time and in accurate manner. On the
other side, interpretivisim type of research is not essential for carrying out present study as it
takes maximum time and not helps in getting of numerical outcomes.
Research approach: This refers to the process of evaluating the gathered data
systematically. There are two main approaches of the research including inductive and deductive.
These are main approaches of the research but for doing present dissertation, deductive approach
is essential and useful for investigator because it facilitates in analysing of quantitative
information without taking maximum time (Oliveira Duarte and et. al., 2020). Inductive
approach is not useful for doing current study because it only requires qualitative information
that result in maximum time and cost.
Research strategy: There are various number of research strategy i.e. action research,
experimental, case study, survey etc. These are considered main strategy of the research but for
doing dissertation on current topic, survey is a useful research strategy because it helps in
gathering of numerical information from larger sample size. Therefore, according to the current
dissertation, survey is a chosen research strategy.
Research choice: There are mainly two types of research choice are known as qualitative and
quantitative. These are two types of research but for carrying out research over existing topic,
quantitative choice of the research is main. This research will help researcher in collecting of
numerical information in less period of time and in systematic manner. On the other hand,
qualitative research is not valuable within this dissertation because it takes maximum time and
not assist in getting of quantitative results (Lu, Zhuang and Deng, 2018).
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Time horizon: Time is necessary and important for doing any type of dissertation in successful
manner. there are two main types of time horizon are called cross-sectional and longitudinal.
These are main approaches of time horizon but in accordance to the current dissertation, cross-
sectional approach is valuable because it helps researcher in completion of full dissertation
within allotted time and in systematic manner. On the other side, longitudinal approach of time
horizon is not essential because it complete dissertation in longer time period.
Data Collection: This introduces to the main process of gathering data from primary and
secondary source. Primary and secondary are two types of data collection methods that help
investigator in getting of reliable and in-depth information about the topic. There are different
instruments of collecting primary information i.e. interview, questionnaire, observation, focus
group etc. These are main instruments of primary data collection but for gathering information
about the impact of modern-day technology in improvement of operational efficiency within the
UK retail sector, questionnaire will be applied because it facilitates researcher in collecting of
numerical type of data within less time (Pabst, Szolnoki and Loose, 2019). In order to gather
secondary information about the existing topic, there are different sources such as books, articles,
magazines etc. All these sources were used for literature review that result in achievement of
each objective of the dissertation successfully. Primary data will be gathered from 30
employees of Toys “R” Us within United Kingdom.
Research instruments: There are various instruments of the research that are essential in
collecting of appropriate data regarding the topic. Instruments of the research are interview,
modelling, focus group, questionnaire etc. All these are main instruments but for collecting
information about the impact of modern-day technology in improvement of operational
efficiency within the UK retail sector, questionnaire is an effective instrument that will be used
by investigator for achieving all objectives successfully. Multi mixed questions will be asked
to the research respondents.
Sampling: This is the process that will help investigator in selecting of sample size out of total
population. There are two main techniques of sample selection are called probability and non-
probability. These are two main types of sampling techniques but for selection of sample for
current dissertation, probability sampling will be applied because it not takes maximum time and
helps in selection of larger sample base. With the help of probability sampling, 30 employees of
Toys “R” Us will be selected on random basis. Apart from this, non-probability sampling is not
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useful for doing this dissertation because it not helps researcher in selecting of maximum number
of sample in less time (Gilbert and Calhoun, 2019).
Data analysis: This refers to the process of evaluating or analysing information regarding the
topic. According to the current dissertation, quantitative data was gathered from questionnaire
and for evaluating this type of data, research analytical technique will be used that is frequency
distribution analysis. This is an effective technique because it facilitates researcher in evaluating
of accurate data within minimum time period.
Research ethics: Ethics are essential within a dissertation because it facilitate in completion of
full dissertation in ethical and systematic manner. there are some ethics that will be applied in
dissertation, including objectivity, honesty, confidentiality, responsible publication and many
more (Abotaleb and El-Adaway, 2019). These are main principles that are essential for
researcher in completion of full dissertation systematically and ethically.
From the above mentioned information of research methodology, it has been concluded
that all these are main methodologies that helped researcher in gathering and analysing of
accurate data about the topic. Therefore, positivism, deductive, questionnaire etc. are main
methodologies used within a dissertation for achieving each objective in successful manner.
Results/Findings, Analysis/Evaluation of Results/Findings
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This is an important and essential part of dissertation because it supports investigator in getting
of valid and reliable outcomes within minimum time. This part includes questionnaire that is
important for researcher in accomplishment of aim and objectives of the dissertation in
successful and systematic manner.
Q1: According to you, use of modern-day technology help Toys “R” in improvement of its
business performance?
Not
Important at
All
Not
Important
Neither Important Very
Important
Increased productivity and
performance
yes
Higher customer base yes
Improved brand awareness yes
Increased Sales yes
Q2: Are you satisfied or dissatisfied about the use of modern-day technology at workplace?
Very Dissatisfied Neither Satisfied Very
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Dissatisfied Satisfied
Increased productivity yes
Less time consuming yes
Increased performance yes
Q3. What is the conceptual framework of modern-day technology? Frequency
a) Higher operational efficiency 10
b) Block chain technology 10
c) Production efficiency 10
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Q4 What are the challenges may be faced by Toys “R” Us while using
modern day technology?
Frequency
a) Increase costs 15
b) Higher customer satisfaction 7
c) Improved productivity 8
Q5 What are the benefits of modern-day technology for Toys “R”? Frequency
a) Improved marketing performance 12
b) Increased sales ratio 10
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c) Higher customer base 8
Q6 Please indicate what age group you fall into? Frequency
a) 17-26 7
b)25-35 13
c) 35-40 5
d) More than 45 5
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Q7 Are you? Frequency
a) Male 16
b) Female 14
c) Other 0
Q8 What is your region of origin? Frequency
a) United Kingdom 9
b) Africa 8
c) Asia 8
d) Other 5
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Q9 According to you, what are the major types of modern day technology
is useful for Toys “R”?
Frequency
a) Digital marketing 13
b) Artificial intelligence 10
c) Virtual reality 7
Q10 Does use of modern-day technology helps them in your work at workplace of Toys “R”?
Q11 Is modern-day technology helps Toys “R” in attracting of larger customer base within
minimum period of time?
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Q12 Does modern-day technology facilitate Toys “R” in attainment of competitive advantages
successfully?
Q13 According to you, what are the major challenges that would be face
by Toys “R” while using modern day technology?
Frequency
a) Higher training cost 10
b) Conflict among employees 10
c) Less employee value 10
Q14 Does use of modern day technology require maximum amount of capital and experienced
staff members?
Q15 Are you satisfied at workplace of Toys “R” because of the use of modern day technology?
Totally satisfy Dissatisfy Do not know Agree Totally agree
Yes
This is another part of dissertation that helps in analysing of accurate information about
the topic. Within a dissertation, quantitative data were gathered from questionnaire and for
evaluating this, frequency distribution analysis will be applied. This is an analytical technique
that will help investigator in evaluating of quantitative data within less time and in successful
manner. In this technique, researcher will require in making of frequency distribution table along
with distributing entire table in single table. Therefore, it is an essential part of dissertation that
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will help researcher in accomplishing of all objectives in successful manner. In this, secondary
information gathered for literature review will also discussing that turn to impact in achieving of
dissertation aim successfully.
Q1: According to you, use of modern-day technology help Toys “R” in improvement of its
business performance?
Not
Important at
All
Not
Important
Neither Important Very
Important
Increased productivity and
performance
yes
Higher customer base yes
Improved brand awareness yes
Increased Sales yes
Interpretation: It is interpreted from the above given information that it is important that
modern-day technology help in raising productivity and performance. In addition to this, it is
stated that modern-day technology helps in enhancing the sales as well as brand image of
respective organization.
Q2: Are you satisfied or dissatisfied about the use of modern-day technology at workplace?
Very
Dissatisfied
Dissatisfied Neither Satisfied Very
Satisfied
Increased productivity yes
Less time consuming yes
Increased performance yes
Interpretation: It is determining that majority of the people are satisfied with the use of
modern day technology within the organization. In addition to this, some of the respondents are
very satisfied by making use of modern day technology in an appropriate manner.
Q3. What is the conceptual framework of modern-day technology? Frequency
a) Higher operational efficiency 10
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b) Block chain technology 10
c) Production efficiency 10
Interpretation: From the above mentioned information, it has been analysed that out of
total 30 respondents, 10 stated that the conceptual framework of modern technology is higher
operational efficiency. In addition to this, 10 participants stated that block chain technology is
the conceptual framework whereas the remaining 10 said that production efficiency is one of the
major conceptual framework of modern-day technology.
Q4 What are the challenges may be faced by Toys “R” Us while using
modern day technology?
Frequency
a) Increase costs 15
b) Higher customer satisfaction 7
c) Improved productivity 8
Interpretation: It is determined from the given data that there are many challenges
faced by Toys “R” while using modern technology. 15 respondents from the total 30 participants
said that there is increase in cost and is consider as a challenge for company. Along with this, the
other challenge that is perceived by higher customer satisfaction and improved productivity that
is perceived by 7 and 8 participants respectively. Therefore, it is important for an organisation to
analyse the challenges and deal with them in an appropriate manner.
Q5 What are the benefits of modern-day technology for Toys “R”? Frequency
a) Improved marketing performance 12
b) Increased sales ratio 10
c) Higher customer base 8
Interpretation: The above information state that there are many benefits of modern-day
technology for the respective organisation. As per 12 participants from total 30 respondents,
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modern-day technology help company to improve its market performance. Along with this, the
10 respondents said that there is increased in sales ratio and the remaining 8 respondents
perceived that higher customer base is one of the advantage that is gained by Toys “R”. It is
analysed that there are also other benefits achieve that is attainment of competitive advantage,
raise in profitability and so on.
Q6 Please indicate what age group you fall into? Frequency
a) 17-26 7
b)25-35 13
c) 35-40 5
d) More than 45 5
Interpretation: It is analysed that there are 7 people from the age group of 17-26 who
has filled the questionnaire. In addition to this, 13 participants belong from the age group of 25-
35 and is the major demographics selected for conducting the study. The 5 respondents have the
age group between 35-40 and the remaining 5 participants is having the age above 45 years. It is
significant to select the appropriate demographics for the study as it helps in attaining effective
and proper results.
Q7 Are you? Frequency
a) Male 16
b) Female 14
c) Other 0
Interpretation: It is analysed from the graph that from the total 30 participants, 16 are
male respondents and the remaining that is 14 participants are female. The criteria is almost
equal which shows there is no inequality from the point of researcher in collecting the proper
information.
Q8 What is your region of origin? Frequency
25

a) United Kingdom 9
b) Africa 8
c) Asia 8
d) Other 5
Interpretation: The above given information describes that selected respondents are
belong from the different region of origin which shows that researcher is considered the view
point of different people and culture in order to get information. There are 9 respondents who is
belong from the region of United Kingdom from the total 30 participants. Along with this, 8 are
from Africa and 8 are from Asia. Moreover, there are 5 respondents who belong from the other
region from the total 30 respondents.
Q9 According to you, what are the major types of modern day technology
is useful for Toys “R”?
Frequency
a) Digital marketing 13
b) Artificial intelligence 10
c) Virtual reality 7
Interpretation: It is determining that there are many forms of modern day technology
which is useful for the respective organisation and selecting them effectively is important in
order to enhance productivity and profitability. There are 13 respondents from the total 30
participants who stated that digital marketing is one of the effective types of modern day
technology that can be useful for the Toys “R”. In addition to this, there are 10 participants that
said artificial intelligence is one of the type of modern technology. Moreover, 7 respondents
perceive that virtual reality is one of the way of modern technology which is useful as well as
effective for the respective organisation.
Q10 Does use of modern-day technology helps them in your work at workplace of Toys “R”?
Interpretation: It is interpreted from the above data modern-day technology play vital
role in organisation. It helps to enhance productivity and profitability. This technology helps to
keep the organisation fully systematic and well organized. In which it also helpful for employer
and manager can easily supervise workplace activities that can help to keep everything on track.
This also help to make record with digital preface, collection of data has high memory which is
26

being stored for long time. This also provide security and safety for data, as per using latest
technology the privacy of data is maintained. The barrier arises during communication is clear
due to less traffic or channel in path of communication by direct mailing and calling.
Q11 Is modern-day technology helps Toys “R” in attracting of larger customer base within
minimum period of time?
Interpretation: It is determined that the modern-day technology have high ability to
influence and attract customer. In this context, technological platform is used now days, where
product and service are distributed in various platform which is accessible by consumer. As per
the huge base of user in digital platform. The user is easily access to various site and they gain
every information about product. So, as per this selected organisation have also use this to create
huge base of customer by introducing product on this type of digital platform to attract and
influences number of customer for that particular product.
Q12 Does modern-day technology facilitate Toys “R” in attainment of competitive advantages
successfully?
Interpretation: It is analysed from above data competitive advantages is an attribute
which enables an organisation to perform well in front of their competitor. In addition to this,
modern-day technology is open world now day, it is easy to predict new step which is being
taken by opponent by their digital activities. This modern-day technology allows one another to
analyse their outcome and internal policy by taking an past activity as consideration and predict
the new approach taken by competitors and this create opportunities for organisation.
Q13 According to you, what are the major challenges that would be face
by Toys “R” while using modern day technology?
Frequency
a) Higher training cost 12
b) Conflict among employees 10
c) Less employee value 8
Interpretation: It is analysed from the above information that from the total 30
participants, 12 respondents said that there is higher training cost occur to the organisation. In
addition to this, the conflict among the staff members is raised due to using of modern
27

technology and is stated by 10 respondents. The remaining 8 respondents said that there is less
value which is considered as a challenge for the company.
Q14 Does use of modern day technology require maximum amount of capital and experienced
staff members?
Interpretation: it is interpreted that using of modern day technology occur high cost to
an organisation and effect on its revenue level in a negative manner. In addition to this, in order
to make use of modern day technology, the organisation require to have experienced employees
that help in proper execution of activities related to using of modern technology.
Q15 Are you satisfied at workplace of Toys “R” because of the use of modern day technology?
Totally satisfy Dissatisfy Do not know Satisfy Totally agree
Interpretation: It is analysed that most of the respondents are agree to work with the
Toys “R” due to use of modern day technology. Along with this, it is important for the company
to motivate its employees to motivate and instruct its employees as it help in making proper use
of technology which in turn leads to raise in productivity and profitability of an organisation.
From the report, it can be analysed that technology in the modern day has completely
transformed the way in which companies conduct their business operations. This is also because
the conditions for undertaking the different operations have also changed drastically.
Organisations want to achieve a high level of performance along with an increase in the level of
sales. As far as customers are concerned, they expect something new from the companies (Cohen
and Gutoff, 2015). This is also because their preferences and needs are changing constantly. The
main objective of any organization is to constantly advance their operations as well as working
conditions for the employees. There are many organizations that have already adapted
themselves to the external environment. In context to Toys “R” Us, the company will implement
the latest technology that will help it in attaining the objectives as well as moving forward in the
market.
It has also been analysed that there are various advantages of using modern day
technology. This includes saving a lot of time as well as time in manufacturing the products.
Apart from this, there will also be a reduction in the unnecessary amounts of time that is invested
in completing the process of production. Technology is also useful because it helps in adequate
28

and appropriate amount of information to identify the trends in the market as well as the changes
in the preferences of the customers (Laudon and Traver, 2016). But there are also certain
challenges that are faced by organizations, such as changing trends in the market. The employees
can show resistance towards adapting themselves to the new technology.
The literature reviews as well as the primary data collected from the respondents has been
analysed in order to obtain accurate and appropriate findings (Marcuse, 2016). As per the
analysis of the primary data, it has been found that some of the challenges that may be faced by
the respective company, Toys “R” Us include increased costs, high satisfaction levels among
customers and improved productivity. Modern day technology can also have various advantages
as identified by the respondents such as improved overall performance in the market. Apart from
this, there will also be an increase in the overall ratio of sales and the company will be able to
attract a greater number of customers. A considerable number of respondents were of the age
group 26 to 35 years. Others belong to either 35-40 years of age or more than 45 years of age.
Most of the respondents for the study were male while the rest of them were females.
Their region of origin was also different, for example, United Kingdom, Asia and Africa. Digital
marketing was considered to be a very useful form of modern day technology as per the
respondents this was also because it is being used by many organizations. With the help of
digital technology, the companies are able to enhance their overall performance as well as
profitability in the market. Therefore, it can be said that the objective of the study has been met
with the effective use of both secondary as well as primary data.
CONCLUSION
From the above report it is concluded that advanced technology of the present day
business environment has helped organisations enhance working of various operational areas
which is a progressive step in improving the overall performance of the company to continuously
grow in current competitive and ever-changing business environment. The addition of advanced
technology in an organisations daily activities help the company achieve growth by creation of
channels and enhancement of traditional practices to modify the organisational output to meet
the demands of various consumers swiftly and effectively. This report has been completed
through the usage of secondary as well as primary methods of data collection such as usage of
questionnaire which gives positive results and increases the accuracy of the outcome. It is
determined that the organisation is positively impacted by the incorporation of modern
29

technology in various functional areas. It is determined that usage of modern technology also
comes with several challenges which if handled carefully help the organisation achieve success
but halt the growth of the company if such barriers are ignored. Utilisation of advanced
technology requires the organisation to first build a workforce which is capable of using such
technology effectively to increase their productivity and enhance their skill set. This task is
completed by investing in training and development sessions which help the workers develop the
ability to effectively use the technology and increasing the efficiency of the organisation, such
training and development sessions are financially draining as well as require investment of
labour. In order to remove the negative effects of the modern technology, it is important for
organisation to develop effective strategies and execute them in a proper manner. Moreover, it is
determine that there are various benefits gained by organisation by making use of modern
technology that is improved productivity and profitability, attainment of competitive advantage
and so on. In the last, it is determined that there are various challenges faced by organisations at
the time of using innovative and modern technology and these are occurrence of high cost,
providing training to staff members for using technology and many more. It is important for
business entity to deal with the such challenges in a proper manner as it help in enhancing
productivity as well as efficiency of company in an effective manner.
30

Recommendations
Some of the recommendations is given below that is based on the findings of
investigation and are as follows:
 The first recommendation in order to minimizing the impact of modern technology which
refers to organisation implementing various method such as increasing employment
engagement programmes in order to reducing impact of technology as well as HR plays
vital role in order to conducting various activities because it helps to employees avoid the
use of technology in order to enhancing social meeting with the employees.
 In addition to this, it is suggested that Modern technology impact on mental health in
order to extensively using computers and mobiles phones so eliminating the impact of
modern technology so employees participated in yoga classes as well as increasing face
to face interaction which result as positive outcomes.
 The third recommendation is providing health and safety working environment in order
to effectively and efficiently performing business functions as used various programmes
such as pilot strategy in order to reducing impact of modern technology. It includes
various activities and informal meeting between the employees which are helps to
enhancing performance as well as impact on mental health so accordingly they are
effectively and efficiently performing well.
 Moreover, it is recommended to the higher authorities of respective organisation to
provide proper training session to its employees so that they can properly use technology
and implement activities as well. It will also help in raising the efficiency of employees
and bring out new and innovative idea at workplace which leads to enhancement of
market performance and share as well.
1

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Appendix
Questionnaire
Section 1: Aadvantages that may be achieved by Toys “R” Us while using modern day
technology
Q1: According to you, use of modern-day technology help Toys “R” in improvement of its
business performance?
Not
Important at
All
Not
Important
Neither Important Very
Important
Increased productivity and
performance
Higher customer base
Improved brand awareness
Increased Sales
Section B: Your experience regarding the use of modern-day technology at workplace
Q2: Are you satisfied or dissatisfied about the use of modern-day technology at workplace?
Very
Dissatisfied
Dissatisfied Neither Satisfied Very
Satisfied
Increased productivity
Less time consuming
Increased performance
Section C: Other information
Q3. What is the conceptual framework of modern-day technology?
a) Higher operational efficiency
b) Block chain technology
c) Production efficiency
Q4 What are the challenges may be faced by Toys “R” Us while using modern day technology?
a) Increase costs
4

b) Higher customer satisfaction
c) Improved productivity
Q5 What are the benefits of modern-day technology for Toys “R”?
a) Improved marketing performance
b) Increased sales ratio
c) Higher customer base
Section D: Demographic data
Q6 Please indicate what age group you fall into?
a) 17-26
b)25-35
c) 35-40
d) More than 45
Q7 Are you?
a) Male
b) Female
c) Other
Q8 What is your region of origin?
a) United Kingdom
b) Africa
c) Asia
d) Other
Q9 According to you, what are the major types of modern day technology is useful for Toys
“R”?
a) Digital marketing
b) Artificial intelligence
c) Virtual reality
Q10 Does use of modern-day technology helps them in your work at workplace of Toys “R”?
Q11 Is modern-day technology helps Toys “R” in attracting of larger customer base within
minimum period of time?
Q12 Does modern-day technology facilitate Toys “R” in attainment of competitive advantages
successfully?
5

Q13 According to you, what are the major challenges that would be face by Toys “R” while
using modern day technology?
a) Higher training cost
b) Conflict among employees
c) Less employee value
Q14 Does use of modern day technology require maximum amount of capital and experienced
staff members?
Q15 Are you satisfied at workplace of Toys “R” because of the use of modern day technology?
Totally satisfy Dissatisfy Do not know Agree Totally agree
6