Impact of Digital Technology on Business Activities - Morrisons Plc.

PROBLEM STATEMENT

Rivalry among companies has increased in the recent era and is required to implement strategy for effectively overcoming difficulties. Competition has evolved around and firm has to apply well-structured strategies. Morrisons Plc. has to devise strategies as digital technology has impacted business and requirement of better management has increased. Technological advancement has paved the way for making operational tasks in a streamlined manner. It is required that firm analyse its needs and implements digitised technology for better results.

BACKGROUND

Digitised technology has been fruitful for company in accomplishing set targets and eventually, improving brand image in the market. The technological aspect changes consumer behaviour and it helps to have positive impact on sales (Fenwick and Edwards, 2016). It is then helpful for Morrisons Plc to attain the desired objectives quite effectually. Present study is based on the retail sector. The communication channels are helping business to accomplish marketing activities. The digitised channels or tools such as social media marketing, cloud computing, segmenting customers and mobile applications have been evolved through which Morrisons Plc is able to attain objectives in an effective manner.

Social media marketing helps firm to effectively attain its marketing activities across various platforms and so, increases sales volume of company. Digital technology has provided positive impact on the business in accomplishing sales and profits as enhanced in a better way. For enriching marketing in the organisation, social media has helped Morrisons Plc to attain profits effectually and to develop a strong relationship with potential customers through the usage of same (Thomson and McLeod, 2015). This helps to enhance profits quite effectually as marketing is done. Moreover, CRM (Customer Relationship Management) is also useful in maintaining interactions with customers so that their needs can be analysed and products may be provided in a better way. Furthermore, business is able to attain more profits as marketing is achieved through various tactics.

Morrisons Plc is a retail giant headquartered in the UK providing a variety of range of products. It is utilising social media marketing so as to make strong interaction with customers and has devised strategies by which it may be able to achieve marketing objectives through digitised technology. This has helped business to attain desired promotional activities in a fast and efficient manner (Oldham and Da Silva, 2015). In the present research, impact of digitisation on Morrisons Plc is discussed.

PROJECT STRATEGY

Morrisons Plc is the largest supermarket company listed on London Stock Exchange and operates numerous stores. Customers are imparted with products and services in that way which enhances satisfaction level in the best possible manner. Digital technology has helped business to initiate marketing in a timely manner and increases sales of company. The strategy of Morrisons Plc is to attract customers, thereby, maximising market share.

Aim

To assess the impact of digital technology on marketing activities in retail sector - A study on Morrisons Plc.

Objectives

• To assess the impact of digital technology and usage in marketing activities
• To investigate the significance of digitisation on CRM (customer relationshipmnagment) in Morrisons Plc.
• To analyse the influence of digital technology particularly on marketing and business efficiency
• To recommend for initiating improvements in digitised technology for successful marketing

P2. Producing project management plan covering various aspects

            Project management plan is useful for managing activities to be accomplished in step-by-step manner. In simple words, it provides structure of undertaken project so as to complete it in stipulated time frame. Furthermore, resources are listed in it which provide clarity regarding the activities of project and is required to be attained within allocated budget. There are several aspects of such plan like scope, time, quality, cost, communication, risk and resources, etc. These elements are discussed as below:

Cost- The cost for accomplishing project is £15000 which needs to be incurred by scholar. Functional activities are to be performed for developing goals in the business. Budget is listed as below-

Project Scope-

Research had been achieved with scope of analysing impact of digital technology on organisation.

Included Scope

• Workers of Morrisons Plc are included in present research
• Qualitative methods are implemented
• Questionnaire will be asked to 20 employees of organisation
• To enhance sales of the company by implementing digital technologies by 15% till the end of 2019.

Excluded Scope

• Training is not provided to supervisor
• Group interview is not included
• Questionnaire will not be provided to Manager of Morrisons Plc
• To expand business and gain competitive advantage.
• To raise skills of managers and make them more capable.

PROJECT TIME

It is required to complete entire project within stipulated time and completing activities attached to project. For accomplishing the same, Gantt chart is being prepared stating tasks to be completed in sequential manner. Entire project will be completed within 44 days.

PROJECT QUALITY

The quality of cased project needs to be enhanced so that aim of the research can be accomplished in a better way. Data and statistics are required to be gathered quite effectually. Primary and secondary research both have been conducted. Qualitative data is being collected by issuing questionnaire for primary research. Apart from this, books, journals and articles are being taken for directing secondary research (Kannan, 2017).

PROJECT RISK

It prevails in the company as there are various factors influencing operational activities of business. High risk can evolve mainly because of time and cost constraint. Risk may occur at any time and is uncertain which may be due to changes in environment, change initiated in pricing method by rivals.

PROJECT RESOURCES

Digitisation involves lot of resources to be employed to carry out activities in a better way. For successful accomplishment of project, it is required that resources may be applied. Researcher have utilised resources like technical aspect, human resources, financial aspect etc.

Project Communication Plan

PROJECT SCOPE STATEMENT

It helps to attain goals in effective manner. Moreover, it helps to allocate tasks and duties to workers so as to meet demand of customers. Hence, project will be conducted in timely manner.

Project management Plan

P3 Producing Work Breakdown Structure and Gantt Chart to give time frames

CRITICAL PATH ANALYSIS

These are activities  which plays an important role in completion of research  and interlinked with other tasks that are performed by scholar for completion of research.  In this research, Network diagram determine critical path  which stated that needs to be accomplished in specified time duration. Delay in completion of these activities will create delay in project completion as other activities interlinked with these activities.

Table 1 network diagram

PART 2

P4 Carrying out small-scale research by implementing qualitative and quantitative methods

Research Design-  It is known to be the set of several methods as ell a procedures which is used for collecting and analysing  all measure of the related variable for specified  problem of research. The design of a research can be descriptive, exploratory and experimental design. In this particular research scholar will adopt exploratory design where  investigator will explore the characteristic of particular population by conducting a particular research for the process. In which, he will observe the finding and will lead to make conclusion which will be the outcome of his research

Research Philosophy- It is considered to be the belief which will be adopted by the scholar  for the way through which the data should be accumulated, analysed as well as used for the particular purpose.   In the following research, researcher followed the interpretivism philosophy which will include the analysis of the pattern of a particular information for the problem and he will interpret it through several data which is collected from various sources and is  analysed to form a particular theory which will be the outcome of the research problem. It will lead to provide a direction for the collection of particular information and moulding it into certain interpretation for particular outcome.

Research Approach-   It provides a direction for the conduction of the whole research which lead to provide effective outcome . There are two type of approaches which are deductive and other one is inductive.  In this, research problem  scholar will  use the inductive approach in which he will  observe certain information which he has gathered and will lead to interpret for the result. The final conclusion will be the theory that will be derived from the finding of the data which ha been collected from various sources. The deductive approach ha not been opted because it is a qualitative research which does not requires any statistical data finding therefore, the researcher has no opted this approach.

Data collection-   It is considered as important part of research that involves collection of data from different sources  in order to make research more reliable and accurate. It is process that involves use of various primary and secondary sources of data collection to carry out study  on implication of digital technology on marketing of products and services. In this research, researcher has utilized  primary research method for completion of research on implication of digital technology on business operations. This aids the scholar in getting fresh information and conducting survey by using questionnaire. Data has been collected by using questionnaire from selected 20 employees of Morrisons.

Data Analysis: It is also an important process which implies to transformation of collected data in to information for getting valid outcomes. There are two kinds of data analysis techniques such as qualitative and Quantitative. As research is qualitative in nature, scholar has utilized thematic analysis methods which helps in determining valid outcomes. Themes have been made to determine the response of employees. This aids the scholar to make research more reliable by using graphs, charts and table that interpret results.

PART 3

P5 Analysing research data using tools and techniques

Theme 1- Company is utilising digital technology for initiating business operations

Table 2utilising digital technology

Theme 2- Changes found post-implementation of digitisation on marketing activitiesInterpretation: It can be interpreted from the above table 1, it is indicated that that 10 respondents agrees with the fact that Morrisons Plc is utilising digitised technology for enhancing business operations. While 3 respondents feel that no application is done by company.

Table 3Changes found post-implementation of digitisation

 Interpretation: It can be analysed by above table 2 it is found that 11 employees' feels that changes are found while, 5 of them are not agreed with it. Rest four are neutral.

Theme 3- Cost-effective benefit is maximised by implementing digital technology

Table 4Cost-effective benefit

Interpretation: It can be interpreted that cost-effective is achieved by company after implementation of advanced technology. Moreover, sales increment is provided by 4 respondents. Consumer base increased is said by 5 respondents and 4 of them thinks customer loyalty is increased.

Theme 4- Marketing department is benefited post-implementation of digital technology

Table 5department is benefited post-implementation of digital technology

Interpretation :It can be analysed from graph that marketing department is benefited much by such advancement. Whereas, 5 believes operations department is improved. Finance is said by 4 respondents and 3 of them thinks HR department is benefited.

Theme 5: Service of Morrisons have been increased after implementation of digital technologies.

Table 6 Service of Morrisons have been increased after implementation of digital technologies

Interpretation: For completion of research, scholar had decided to utilise the questionnaire survey method  which helps in collection of data related to impact of digital technologies on business activities. From the above sample of 20 employees,  8 are “Strongly Agree” with the statement that services of organisation have been increased after implementation of digitalization. 5 are “Quite Agree”, 3 respondents are Disagreed and 4 respondents are “Strongly Disagree”. Therefore, it can be interpreted that implementation of digital technology has provided support in increasing services at Morrisons PLC.

Theme 6:  Business efficiency is maximised after implementation of digital technology

Table 7Business efficiency is maximised

Interpretation: In this research, scholar has utilized questionnaire survey method for gathering and analysis of data related to implementation of digital technology in marketing.  In this research, scholar has analysed that 8 employees are “strongly Agree” with the statement that business efficiency is maximized after implementation of digital technology. 5 Respondents are Agreed with this statement. 2 respondents are “ Disagree”  whereas 5 respondents are strongly Disagreed with this statement. However, it can be stated that digital technology has provided major supports in accomplishment of research.

Theme 7:Social media marketing is  more utilised in Morrisons Plc.

Table 8Social media marketing is  more utilised

 Interpretation:  In this research, scholar had carried out analysis on implementation of digital technology in marketing activities in retail sector. Questionnaire is created to collect data from selected 20 employees of Morrisons PLC. From the sample of 20 employees, 5 have viewed that Cloud computing is the most important technology which is utilized by Morrisons. 8 Respondents have stated Social media marketing is highly used.  4 have stated that Direct  Mails are used by organisation and 3 respondents stated that company use E commerce as most important tool for marketing. However, it can be interpreted that Social media marketing is the most important tool which is used by Morrisons for marketing of products and services.

Theme 8:  Positive impact can be seen on company after application of digital technology

Table 9Positive impact can be seen on company after application of digital technology

Interpretation: From the above analysis, it is clear that 12 respondents have stated “Yes” as they feel that positive impact can be considered on organisation after application of digital technology. Above analysis, it can be said that digital technology has provided positive impact on business operations and growth of Morrisons.

Analysis

From the above data it is analyses that digital technologies plays significant role in the business unit. It helps in raising operational efficiency and profitability of the company to great extent. Any changes in post-implementation of digitization impact on marketing activities. This is the best way to minimize cost of operation and improving overall performance of the company to great extent. Morrison have applied digital technologies at the workplace that has supported entity in generating more revenues and making string connection with the consumers. It is analyzed that digital plays are more effective in order to build bonding with consumers. By his way organization can identify needs of consumers and can provide them goods and services as per their requirements. Social media marketing is the most important digital technology. That can help the business in making connection with mass audience and making people positive towards the brand.

P6 Appropriate recommendations on the basis of results of data analysis

From the above analysis, it is concluded that digital technology provide positive implications on  growth  and development of Morrisons in retail industry. Company has achieved major growth and recognition across the world. Survey conducted on Morrisions Plc, has provided understanding that employees in organisation are satisfied with the implementation of digital technologies in business. Through aid, competencies  of organisation to sustain in competitive business environment has been increase. Social media marketing is a tool which is used for promotion of products and service across countries. Different types of digital technologies have been used by organisation for promotion of their products and services.  Employees have  also provided important ideas in completion of research and improvement of business position in market.

In addition to this. Increase in potential employees  have also provided support to organisation to analyse the requirements of customers and developing positive relationship. Use of effective market communication channels  will also tend to raise the sales revenues and profitability  of company in comparison with its competitors. However, it is recommended that Morrison should also provide focus on utilization other technologies which are more appropriate such as cloud computing and E-commerce, Although, company can also involve its employees ideas to improve its marketing and other important functions.  Thus, it can be said that implementation of digital technologies have provided support to organisation in achieving growth and sustaining its competitive advantage.

P7 Reflecting on own performance and learning carried out by research

I have been able to analyse performance of company is enhanced with the help of digital technologies. Above project has imparted that scholar must possess variety of skills and capabilities to attain research in a better way. The main objective of mine while undertaking this project was to analyse how digitisation is helping firm to meet its target objectives. Interpretivism philosophy has been used by me for assessing useful insight about research. Moreover, primary and secondary data is being utilised by me for effectively carrying out research. Descriptive research design is used for properly attaining research questions. Qualitative and quantitative both methods are used for conducting research. Moreover, I have specified time frame within which project needs to be completed. Thus, this research has given me good knowledge for accomplishing future projects quite comfortably.

Performance review template

Give rank to overall performance

• Exceptional performance
• Exceeds expectation
• Fully meets expectations
• Partially meet expectation

Give rank to work quality

• 1= highly impressive
• 2=impressive
• 3=good
• 4=poor
• 5=average

Improvement in communication skill

Yes                       

• No

Does study was completed within specified period of time

• Yes
• No

Have to learned something about subject and research methodologies?

• Yes
• No

REFERENCES

Books and Journals

Fenwick, T. and Edwards, R., 2016. Exploring the impact of digital technologies on professional responsibilities and education. European Educational Research Journal, 15(1), pp.117-131.

Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation and implementation of creative ideas in the workplace. Computers in Human Behavior, 42, pp.5-11.

Thomson, R. and McLeod, J., 2015. New frontiers in qualitative longitudinal research: An agenda for research. International Journal of Social Research Methodology, 18(3), pp.243-250.

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