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MOD003313 The Impact Of Digital Technology On Business Activity

3910Downloads1 I Published: 22 May ,2020

PART 1

P.1. Diverse clear aims and objectives for your project

Topic: how digital technology has transformed business activities, e.g. Chez Bruce

Background of the project:

In today's world, digital technology now has been made great impact on each sector around the world. In case of UK, its corporate sector also being affected at great level by utilising various tools and technologies of modern digital technology. It can be said that, with the using of social media and mobile technology, it allows organisation to connect with various business functions in industry, communicate, collaborate and build relationships on a global scale in its specific sector (Barnes and Hunt, eds., 2013).

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In case of hospitality industry in UK, variety of digital tools and mechanism are being utilised by various hotels and restaurant business in the UK. In this investigation, the company has been chosen which is Chez Bruce is a restaurant located in London, England. In modern time, it has been complied with digital technology in its various business functions in market which enables it to getting engaged with its existing customers in market in effective way. In this investigation, the project report will be discussed about how digital technologies has transformed business activities in recent times on business exercises, which enables firm to gaining competitive advantage and also raising its productivity and profitability. Beside from it, project management plan would be incorporated involving costs time, quality. Communication, risk and resources in the business which allows it to proper implementation of projection in it. Several types of costs, risks and communication systems are engaged with the projection of the restaurant which makes it more efficient to implementation of projection on its business activities. Apart from it, the report will be reviewed about work breakdown structure and a Gantt chart to provide time frames and stages for completion of projection and summery elements of the project as well (Berman, 2012). Furthermore, in this report, the small scale research by applying qualitative and quantitative research methods appropriate for meeting project aims and objectives in regard to digital technology effectiveness on Chez Bruce business. In addition to this, report will define about to analysis of research and data using questionnaire tools and appropriate recommendation will be provided towards the restaurant in respect to improving quality of business functioning by utilising digital technologies at workplace. After overall research stage in the final stage of the study, appropriate reflection will be undertaken by researcher to meet stated objectives and own learning and performance while researching about effectiveness of digital technologies upon Chez Bruce restaurant firm. Thus, it can be said, the all crucial part of digital technologies has transformed on business objectives by using various tools of social media and mobile technologies enable restaurant to connect, communicate, collaborate and built relationships on global scale of hospitality industry in UK.

The major aims of the project: To Analyse the way digital technology has transformed business activities – A study on Chez Bruce organisation.

The major objective of the project:

  • To access the digital tool which can be used for the purpose of marketing.
  • To analyse the way digital technology has affected marketing activities within an organisation.
  • To develop the understanding about influences of social media and mobile technologies on marketing activity of Chez Bruce
  • To suggest the strategies which can be adopted by Chez Bruce company for yielding maximum benefit by implementing digital technology in marketing department.

Research questions:

  • What is the prime benefits of using technologies for Chez Bruce restaurant?
  • Which types of social media tools are being used by business managers?
  • What is position has been gained by the restaurant by using social media tools?

PART 2

P.2. Produce a project management plan incorporating cost, scope, time, quality, communication, risk and recurses

Scope of the project : As the present research is on topic analysing the way digital technology has transformed business activity in Chez Bruce  company , investigation has to be 

executed within a firm. Due to limited time span and few resources , scholar has planned conduct few  research activities. These are  data collection , interpretation ,  nnaalysis nadd presentation. Therefore, this study has limited scope.

P.3. Produce a work breakdown structure and a Gantt chart to provide time frames and stages for completion

P 4. Carry out small scale research by applying qualitative and quantitative research methods appropriate for meeting project aims and objectives

APPENDIX

People:

Age:

Gender:

 

QUESTIONNAIRE

Q.1. Does your organization uses social media sites and mobile technologies for promoting products or services?

( ) Yes

( ) No

( ) Not sure

Q.2. How much agree You are with the statement that digital technology has assisted business entity in increasing sales and profitability ?

( ) Completely agree

( ) partly agree

( ) Completely disagree

Q.3. What impact digital technology have on marketing activities?

() Positive

()Negative

()Both

Q.4. How much Knowledge you have about digital technology and its impact on marketing activities ?

  • In depth knowledge
  • Little knowledge
  • Specific knowledge

Q.5. Which social media website mostly used by Chez Bruce restaurant's managers?

( ) Social media

( ) website

( ) search engine optimisation

Q.6. Is this technology assists its manager in improving marketing activities.?

( ) Yes

( ) No

( ) Not sure

Q.7. Does social media has been affected on business sales and profitability?

( ) Yes

( ) No

( ) Not sure

Q.8. Is this current technology is sufficient for transforming business activities in proper way?( ) Yes

( ) No

( ) Not sure

Theme: 1. How many types of social media sites and mobile technologies using by Chez Bruce restaurant.

Q.1. Does your organization uses social media sites and mobile technologies for promoting products or services?

Frequency

Yes

8

No

4

Not sure

3

Interpretation: From the above analysis, by asking question by researcher to Chez Bruce restaurant's manager about how many types of social media sites' ad mobile technologies using by the firm at workplace. Out of 5 Respondent, researcher has received yes from 8 managers to know about social media sites which is being used by its professionals. In addition to this, 4 managers has given answer No, which they do not know about which types of social media and mobile technologies are being used by company's executives. Beside from it, out of 15, 3 respondent are not sure about which types of social media sites and mobile technologies are being used in company in respect to functioning its various business activities.

Theme: 2.Is the social media marketing has been raised customer base of company.

Q.2. How much agree You are with the statement that digital technology has assisted business entity in increasing customer base.

Frequency

Completely agree

7

Completely disagree

3

partly agree

5

Interpretation: As per above table, in this part of question, researcher has asked question to Chez Bruce restaurant's manager about s is the social media marketing has been raising customer base of the company. Out of 15 respondent, the researcher has gained positive response from 7 managers. In addition to this, out of 15, 3 respondent has given answer negatively about to social medial marketing effectiveness in increasing customer base. Apart from it,5 respondent were not sure about to effectiveness on increment in customer base with the assistance of social media market. So from this question researcher has find out that, most of manager agree with positive influences of social media marketing by using social sites and mobile applications.

Theme:3. What types of advertising has been giving by the company on social media site.

Q.3.. What impact digital technology have on marketing activities?

Frequency

Positive

6

negative

4

Both

5

Interpretation: According to above table, the researcher has asked question which is what types of advertising has been giving by the company in social media sited and out of 15 respondent, 6 managers has bee given positive response towards various kinds of advertising which is being used by organisational manager. In addition to this, out of 15 respondent,4 respondent has been given negative response to researcher about advertise influences on the promotion of firm's food products and services at social media platform. Apart from it, 5 managers were not sure about what types of advertising has been giving by the company on them.

Theme: 4. Is there all managers and workers are families with digital technological tools and technique.

Q.4. How much Knowledge you have about digital technology and its impact on marketing activities ?

Frequency

Little knowledge

6

Specific knowledge

5

In depth knowledge

4

 

Interpretation: from the above questionnaire, the researcher has asked question to the manager of Chez Bruce restaurant about, there are all managers and workers are familiar with digital technological tools and techniques at workplace. Out of 15 respondent, 6 managers has given positive answer to researcher about effectively use of social media sires and mobile applications to making communication with each other in firm. In addition to this, out of 15 respondent, 5 managers has given negative respondent about working with familiarness with digital technologies such as social media marketing tools and mechanism. Beside from it. In all of them, 4 managers were not sure about all managers, who are properly using digital tools and mobile technologies to getting engaged with each other at workplace.

 

Theme: 5. Which social media website mostly used by Chez Bruce restaurant's managers.

Q.5. Which social media website mostly used by Chez Bruce restaurant's managers for the purpose of marketing?

Frequency

Social media

5

website

3

search engine optimisation

7

Interpretation: From the research, the investigator has asked question to their respondents at workplace about which social media website mostly used by Chez Bruce's marketing professionals in respect to getting connected with each other. So out of 15 respondents, 5 respondent has given positive answer towards utilising of various types of social media sites such as Facebook, Twitter, Instagram and you tube for promotion of its products. In addition to this, 3 respondents has given negative response towards knowing about which types of social media website is being used by the corporation. Apart from it, out of 15, there were 7 respondent have stated that search engine optimisation is digital tool which is used by an organisation for the purpose of marketing.

Theme: 6. Is this technology assists its manager to functioning of various business function.

Q.6. Is this technology assists its manager in improving marketing activities.?

Frequency

Yes

5

No

6

Not sure

4

Interpretation: From the above table and graph, a question has asked by researcher to their 15 selected managers in Chez Bruce restaurant about, is digital technologies is being used by enterprise which is assisting of its manager to functioning of various business's operational and management functions in firm. Out of 15, 5 respondent has given positive review about assistance of modern digital technologies to functioning of their various business activities at workplace. In addition to this, 6 respondent has given negative response about helping of digital technologies to business's manager in case of completion of their various operational and management task. Beside from it, 4 respondent were not sure about the digital technologies which is being used by company's manager which is assisting them for working with collaboratively at workplace.

Theme: 7. Is the social media has been affected on business productivity and profitability.

Q.7. Does social media has been affected on business sales and profitability?

Frequency

Yes

5

No

4

Not sure

6

Interpretation: From the above analysis of data and graph, the researcher has asked question to their 15 selected respondents in Chez Bruce restaurant which is, is the social media has been affected on business productivity and profitability in market. Out of 15 managers of restaurant. 5 respondent has given positive answer towards great impact of the latest digital technologies regarding to increasing their sales in marketplace by getting communicated with their existing customers at online platform. In addition to this, 4 respondent has given negative answer about effectiveness of digital technologies in raising profitability of restaurant in UK. Apart from it, out of 15 managers, 6 respondent were not sure about is social media tools and digital technologies is giving any kinds of advantages to company in hospitality industry in the nation.

Theme: 8. Is this current technology is sufficient for transforming business activities in proper way. 

Q.8. Is this current technology is sufficient for transforming business activities in proper way?

Frequency

Yes

6

No

5

Not sure

4

Interpretation: From the assessment of above table and graph, the researcher has asked question about, is this current technologies is sufficient for transforming business activities in proper way. Out of 15 selected organisation's managers, 6 has given positive response towards sufficiency of current digital technologies for completion of various task of manager at workplace in smart way. In addition to this, out of 15, 5 managers has given negative response towards sufficient enough of current technology of Chez Bruce restaurant, which is using by its managers at workplace. They want to implementation and modification on technological tools and select another options to completion of their various important tasks. Beside form it, 4 managers of the firm were not sure about what kinds of digital technologies they must use for transforming business exercises in proper way. 

Theme: 9. How would you recommend companies to improve digital technology of the business. 

Q.9. How much satisfied your are with the suggestion that an organisation should use digital technology for marketing activities ?

Frequency

Highly satisfied

5

Satisfied

4

Neutral

3

Unsatisfied

3

Interpretation: From the above table and analysis of graph, the researcher has asked questions to selected 15 managers of Chez Bruce restaurant's managers about how would you recommend companies to improve their digital technologies of the business. Out of 15 respondents, 5 respondent has given positive response to researcher and they have recommended company's top management to use of the latest technology in hospitality and food services in order to working collaboratively and with effectiveness at workplace as well. Beside from it, 4 respondent were satisfied with acceptance of modern updated technologies at workplace in respect to increase working potential of them. In addition to this, out of 15, 3 managers were neutral and not in favour of adopting new technologies in restaurant. Apart from it, 3 were unsatisfied for giving any kinds of recommendation on using of the latest innovative technologies in terms of improving quality of business performance.

PART 3

P.5. Analyse the research and data using appropriate tools and techniques

Research philosophy: It can be said that, research philosophy is a vast topic which provides the researcher the important values regarding to making research in respective manner. At master's level of the research, the researcher require to more discussion on philosophy of the study (Edosomwan, Prakasan, Kouame, Watson and Seymour, 2011). In this research, the positivism research philosophy has chosen by researcher in order to completion of their research regarding to knowing about effectiveness of digital technology projection. In its essence, positivism is based on the ideas that science is the only way to learn about the truth of research. The research have aim to clear explain the prediction about future of digital technology effectiveness on the business.

Research approach: In order to completion of research, researcher has been utilised the inductive approach, also known in inductive reasoning, starts with the observations and theories are proposed towards the end of the research process (El Sawy, O. A. and Pereira, F., 2013). In this research, the researcher has selected the inductive approach which define that, no theories and hypotheses would apply in the inductive studies at the beginning of the research a researcher is free in respect to altering the direction for the study after the researcher process had commenced.

Research design: In this research, the exploratory approach of research has applied by researcher on find out the effectiveness of digital technologies upon Chez Bruce business functions. As its implies, intends merely to explore the research questions and does not intend to offer final and conclusive solutions to existing problems. This type of research is usually conducted to study a problem that has not been clearly defined yet (Gantz and Reinsel, 2011). The research design defines about determination of the nature of the problem, exploratory research and with the assistance of this approach the researcher can easily understand of the issues of Chez Bruce restaurant. This approach does not provide final conclusion to the researcher in the analysis process. But with the help of them researcher can reach to varying levels of depth of topic.

Research strategy: In this investigation, the researcher have selected the quantitative approach of data collection regarding to assessment on their gathered data by using quantitative method (Howard, 2010). It assists the researcher to measuring about level of occurrence on the basis of numbers and calculations. It is all related about to the quantitative data regarding to the report.

Research sampling: This is also one of the best approach which is being used by each researcher in order to choosing a sample among populations for a wide rage of purposes. In this method, each person are as a part of the sample which play critical contribution in respect to provision of effective information about research. In this report, the researcher has selected 15 managers of Chez Bruce restaurant, who has chosen by researcher with the helping of using random research method. They have provided the researcher crucial information regarding to effectiveness of digital technologies upon transformation of business activities.

Data analysis: Data analysis is a quantitative study for the researcher which includes the analysis and interpretation of figures and numbers and attempts to find rationale behind the emergence of the main findings. In this report, the investigator has used data analysis of information which has been gathered by using questionnaire, by asking question to selected respondents (Hoyles and Lagrange, 2010).

Ethical consideration: Some ethical consideration has implementation by researcher while research is being done. It can be said that, ethics are the norms or standards for conduct that distinguish between right and wrong. It has been assistance to researcher to determine the differences between acceptable and unacceptable behaviours. While asking question to respondents, researcher has considered all ethical prospect at workplace while getting engaged with manager of the company (Laudon and Laudon, 2011). In addition to this, researcher must also adhere to ethical standards in respect to the public to support and believe in the research. The researcher has showed the codes of ethics issues such as honesty, objectives, respect of intellectual property and social responsibilities of researcher at workplace.

Research limitation: The researcher must take limitation into account while having research in Chez Bruce firm. The researcher need to formation of research aims and objectuves in proper way so that the level of focus of the study could be raised. While implementation of data collection method, the researcher must need to take into account some critical consideration to present with dignity with their respondents in the company.

P.6. Communication appropriate recommendations as a result of research and data analysis to draw a valid and meaningful conclusions

Recommendations for Chez Bruce organisation in order to raising more effectiveness on the business functionality in order to getting communicated with each other in the company to completion of each work. It could be said that, varied types of technological tools and techniques are existing in the market which is making great contribution in respect to making influences on functionalities of Chez Bruce restaurant at various level. From the above analysis of data and research on “ how digital technology has transformed Chez Bruce business activities in its various level such as, operational, marketing Etc (Laudon and Laudon, 2015). IN case of using of digital technologies by the restaurant manager, collected data shows that, the company is using several types of social media networks and some essential mobile technologies which allows business managers to connect, communicate, collaborate and build relationships on a global level. Apart from it, its professionals can use of the latest digital technological tools and techniques such as Facebook messenger, Instagram, YouTube by which they can promote their products and services in the marketplace. There are numbers of social media technologies and tools are working in the UK which is making great contribution to corporate sector to connect with each employees with using digital services provided by various organisations.

In addition to this, WhatsApp is one of the most appropriate social media tools which is using by most of the peoples of the country to making conversation with each other. It can be stated that, Chez Bruce restaurant workforce can utilise of WhatsApp social media tools to getting engaged with each other at workplace (Laudon and Laudon, 2016). This is one of the better option which could be use of organisational managers in respect to improving quality of performances of firm in industry. From the above data analysis of all 15 respondents, who is management employees of Chez Bruce restaurant in UK. Most of them does not satisfy with changing in its current digital technology of the business. Hence, It could be said that, Chez Bruce professionals require utilising of effective modern social media tools as per updated technologies and mobile applications which enables to the enterprise to transform their business activities in better way.

It has been concluded from the report that digital technology have positive impact on marketing activities of an enterprise. The another thing which has been concluded from the study that digital technology has assisted business entities in bringing positive as well as drastic improvement in marketing activities. Digital technology has allowed firm to reach wide number of customer and enabled business entity to facilitate two way communication.

Marketing manager in Chez Bruce restaurant, has been provided with suggestion to manager in an organisation to use social media sites for promoting brand, goods or services. Use of social media sires will enable an enterprise to influence people for buying products or services. Management in a firm has been given advice to educate and train employees about the use of digital technology, as this will help an organisation in bringing improvement in marketing activity. Another suggestion given to manager is to consider the various factors such as cost , risk when selecting the technology for using it for marketing purpose.

P.7. Reflect on the value of understanding the research to meet stated objectives and own learning and performance

Reflection of my learning: From the entire research on the topic of influences of digital technologies I have learned the way digital technology has contributed to the transformation in marketing activity of of Chez Bruce restaurant. From the above analysis. I have also gained knowledge about various types of technological tools and techniques are existing in the recent market which might be used by restaurant mangers. However, from asking question to 15 respondents employees of the firm, some of them given positive answer and some of them given negative answer (Minelli, Chambers and Dhiraj, 2012). In addition to this, some manager were not sure in some points regarding digital technologies of the firm. It could be said that, there are numbers of issues are facing by company concerning to using of digital technologies in their restaurant business, so some of its top management team require to conduct training and development session in respect to making familiar employees with the latest technologies. From the above analysis, the researcher has learnt that, digital technology such as social media tools and techniques might be used by its marketers to getting engaged with organisational customers at online platform.

In addition to this, the researcher has learned that, the firm professionals require to utilisation of the latest technology and develop mobile application of the restaurant, which assist them to receiving food and other accommodation services from their loyal customer in market in easy way. It been seen that, digital technology has made easy to restaurant employees to getting connected with each other at workplace in respect to furnishing foods and beverages services. Apart from it, the researcher has learnt that, from the above entire analysis, the researcher has meet to their stated objectives and aims of learning and performance. It has been seen that, the order taking system and management systems of the firm has been improved with the help of digital technological tools such as data base management software, online website. Marketing on social media sites etc. all these digital technological tools enables company professionals to making better connect with their existing customers in industry and also working with collaboration to building relationships with global scale (Mithas, Tafti and Mitchell, 2013). In case of UK, there are numbers of hospitality companies are working in the nation and they are using social media marketing tools to better connect, communicate, collaborate and building relationships with top brands and their customers as well. Beside from it, the researcher has learnt form the investigation about, variety of technological and social media websites are using by Chez Bruce's professionals in respect to making collaboration with Top medium size of restaurant business in London and assist them to provision of foods and hospitality services with effectiveness (Osterwalder and Pigneur, 2010). Hence, it can be said, the researcher has learnt that, Chez Bruce organisation must comply with social media networks and update it time to time in order to meeting their desired aims and objectives of the business.

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By participation in research, I have develop understanding about the digital technology and its use in marketing. I have improved my communication as well as analytical skills by engaging myself in investigation process. I have learned about different research approaches as well as techniques which I will use for conducting investigation in the future. I have identified the digital tools which can be used for marketing purpose. By participation in research, I have able to improve my problem solving skills and has successfully increased my decision making power. I have gained practical experience which will help me in improving my research skills.

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REFERENCES

  • Barnes, S. and Hunt, B. eds., 2013. E-commerce and v-business. Routledge.
  • Berman, S. J., 2012. Digital transformation: opportunities to create new business models. Strategy & Leadership. 40. 2. pp. 16-24.
  • Bollier, D. and Firestone, C. M., 2010. The promise and peril of big data (p. 1). Washington, DC: Aspen Institute, Communications and Society Program.
  • Brynjolfsson, E. and McAfee, A., 2012. Race against the machine: How the digital revolution is accelerating innovation, driving productivity, and irreversibly transforming employment and the economy. Brynjolfsson and McAfee.
  • Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J. and Seymour, T., 2011. The history of social media and its impact on business. Journal of Applied Management and entrepreneurship. 16. 3. p. 79.
  • El Sawy, O. A. and Pereira, F., 2013. Business modelling in the dynamic digital space: An ecosystem approach. Heidelberg: Springer.
  • Gantz, J. and Reinsel, D., 2011. Extracting value from chaos. IDC iview. 1142. 2011. pp.1-12.
  • Howard, P. N., 2010. The digital origins of dictatorship and democracy: Information technology and political Islam. Oxford University Press.
  • Hoyles, C. and Lagrange, J. B., 2010. Mathematics education and technology: Rethinking the terrain. Berlin, Germany: Springer.
  • Laudon, K. C. and Laudon, J. P., 2011. Essentials of management information systems. Upper Saddle River: Pearson.
  • Laudon, K. C. and Laudon, J. P., 2015. Management Information Systems: Managing the Digital Firm Plus MyMISLab with Pearson eText--Access Card Package. Prentice Hall Press.
  • Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education India.
  • Minelli, M., Chambers, M. and Dhiraj, A., 2012. Big data, big analytics: emerging business intelligence and analytic trends for today's businesses. John Wiley & Sons.
  • Mithas, S., Tafti, A. and Mitchell, W., 2013. How a Firm's Competitive Environment and Digital Strategic Posture Influence Digital Business Strategy. Mis Quarterly. 37. 2.
  • Osterwalder, A. and Pigneur, Y., 2010. Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
  • Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into business transformation. Harvard Business Press.
  • Williams, S. and Williams, N., 2010. The profit impact of business intelligence. Morgan Kaufmann.
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