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BUS020N532A Enterprise Marketing Level 4 Mont Rose College

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Topic- To Examine the impact of digitalisation as mobile technology on tactics of marketing. “A case study on Unicorn”.

Introduction

Digitalisation has revolutionized the business activities in effective mode. In every enterprise marketing plays major role to get success. With the help of better tactics of marketing the firm is able to accomplish its desire objectives. The term digital marketing can be derived as merchandising of product and services through digital mode as are mobile technology and social media. This kind of technology is helpful in relation to cover people on global scale. The present assignment will outline the activities of Unicorn, it is the global leading brand and distributing its services as small medium enterprise. It is engaged in grocery services and using marketing tactics as mobile and social media technology, as it is helpful in order to aware customer about product and services. The main aim of this report is to improve the brand image in market so that firm is able to enhance its revenue with the use of technologies. Hence, it can be said that mobile and social media technology plays grater role in relation to aware customer about the services of entity. Furthermore, Marketing is very essential part of business activities.

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P1 Description on background, aims and objectives.

The present assignment will outline the activities of Unicorn, in relation to improvise its performance of business. Mobile technology plays vital role in order to having enhancement in profitability and productivity of business enterprise. Thus, to have increment in sales firm is taking various kind of initiatives so that there can be enhancement in profitably and productivity of the firm. With the help of using effective tactics of marketing the organisation is able to enlarge its business activities. In order to make the function of Unicorn effective the firm is using digitalisation of mobile technology so that performance of business can be improved. In this it can be said it is very important to have the use of technology so that performance of firm can be improvised. Hence, the lack of technology will affect the overall function of marking so it is need to be taken.

Aim-

To Examine the impact of digitization of mobile technology on tactics of marketing to increase sales and profitability. “A study of Unicorn”.

Objective of research-

  1. To understand the concept and importance of marketing.
  2. To evaluate the impact of digitization of mobile technology on tactics of marketing
  3. To analyses the effect of Numerous tactics of marketing on sales and profitability of Unicorn.
  4. To recommend the most suitable marketing strategy to “Hilton hotel” for maximising business performance.

Reason for choosing research project

I have chosen this assignment to conduct research data because I am interested in it. In this I will use various kind of marketing tactics in order to improve the performance of firm. Thus, it can be said that it will help me to have depth understanding about the performance of business activities.

Literature review

It is essential as it enables to define various types of research which is carried out by other researchers. With the help of this the conducted will able to have depth knowledge.

According to there are various business activities which is need to be carried out effectively in relation to enhance profitability of firm. Thus, it is very important to provide services as per the needs and requirements of customers. As per stated that differed people have diverse willingness, so that firm need to deliver the effective service to customers.

Stated that to make the oppression of firm successful it is very essential to understand the changes which has taken place with regarding to technology. Further, mobile technology plays essential role in relation to aware the customer about the product and services used by entity. It is helpful in relation to communicate to individuals and make better interaction on the global scale. In contrary to stated that technology is crucial element in order to make business activities successful, changes and improvements are essential to carried out so that things can be dine effectively. By providing high quality services to the customers, the revenue graph of firm can be enhanced.

According to there are various business activities which are need to be performed by firm in relation bring changes and improvement so that effective services can be delivered to customers. As per stated that mobile technologies helps small business to improvise its process of communication. In addition to this, there are various sources as are email, texting, website and will be facilitate improvised communication with consumers. Pointed out that technology is very important, with the help of this firm can able to receive the feedback from the customers and keep their eyes on the need and requirements of customers. It is also assistive in relation to improves inter office communication with the customer with regard to their complaint.

P2 Define research methods and approaches to primary and secondary.

In order to conduct effective research, all techniques, methods, approaches are need to be considered. In this manner there are differed kinds of research methodologies as are-

Research philosophy- It is helpful to determine the sources with the help of which information can be gather so that business operation can be conducted effectively. Under this there are two kinds of research methodologies as are positivism and interpretivism. In the present research, research will make the use of combination of both positivism and interpretivism.

Research design- in this there are three kinds of research design as are experimental, exploratory and descriptive. In this all, researcher will carry out the descriptive research to determine theories in relation to research topic.

Research approach- under this there are two kinds of research approach as deductive and inductive. Inductive refers as to have development in the theory or aim in the way what kind of data is gathered. In this deductive works in relation to testing of theory with regard to research topic. To carry out present research, the researcher will make the use of Inductive approach.

Data collection- This is consists of two kinds of techniques as are primary and secondary. In order to carry out this research both of the method of data collection will be used. Primary method will be taken on the basis of questionnaire and secondary method with the help of books, journals, online website etc.

Data analysis- At this level proper analysis is need to be made so that objective of the research study can be obtained. In these contexts, thematic analysis will be used which works as to enable present information in the form of table graphs etc.

P3 Describing primary and secondary research through use of appropriate research methods.

In order to conduct the present research there is need to understand the role of digital technologies and its implication on business performance. There are following methods which a re need to be used as are-

Research philosophy- This is consists of belief in relation to collection of information and data. This is mainly concerned with the source of nature and knowledge. These are of four kinds as are pragmatism, realism, positivism and interpretivism. In order to take out the present there will be use of the both positivism as well interpretivism research philosophies. In this it can be sated that positivism is based on the observation and interpretivism is based on the determining the various elements of study. In addition to this, it will be helpful in relation to defined the implication of digital technology on the activities of Unicorn.

Research approach- In this there are two kinds of research approach as are inductive and deductive. Under this deductive approach is in relation to carried out the ways from specific to general. It can be called as top down approach. Inductive approach is need to be used in relation to make specific observation about the use digital technology and its implication on business activities of Unicorn. Thus, specific observation are very helpful in detecting patter and regularities.

Research design- It is helpful in relation to collect information about the strategics adopted by the researcher. These are of many kinds as are exploratory, descriptive, explanatory etc. in order to carry out the present research there will be use of descriptive, as it is helpful in relation to put consideration over depicting participants in corrective manner. It is need to be taken with three methods as case study, observation and survey. Thus, it can be said that is the suitable method for determining the implication of digital technology as mobile on the function of Unicorn.

Data collection- it is assistive in order to collect relevant information. Under this there are two methods of this as are primary as well secondary. In order to carry out the present research the both method will be used. Primary data provided first hand information. In this there is need to put consideration over groups, observations, interviews, surveys etc. In the secondary data information will be carried out with the help of books, journal and publications etc. It is helpful in relation to gather the full information about implication of digital technology on business activities of Unicorn.

Sampling- under this there are two methods as are probabilistic and non-probabilistic. To carry out the preset research study there will be use of probabilistic method. It will provide equal chance to each respondent to justify reasons. In this sample of 20 managers will be carried with the use of sample random technique.

Data analysis- This is relates to activities as cleaning, coding and transforming of data effective so that one particular conclusion can be drawn. These as are qualitative and quantitative. In order to carry out present research there will be use of qualitative data analysis as it is helpful in order to provide information about each detailed insights. It is need to be done with the help of thematic technique. It is consists of examining and recording patterns in order to collect information.

Ethical consideration- In this confidentiality of information is need to be maintained in order to addresses the issue in the effective mode. In this the researcher adopted proper storage of data. Thus, unauthorized assess to data need to be prevented.

P4 Research findings and data in relation to analytical tools.

At the time when all information is collected than it is need to be analysed in the effective manner. The all things will be collected with the help of questionnaire method. In this there will be use of thematic analysis in order to conduct proper information. In this chart, table etc. are used in following as are-

  1. Do you think Unicorn use make use of new or updated technology.
  • Yes
  • No
  • Not sure
  1. What kind of technology will be helpful in order to improve marketing activities to improvise performance.
  • Swipe system
  • Mobile technology
  • Earning resource planning
  • Bio metric machines.
  1. Is mobile technology have positive effect on the performance of firm.
  • Yes
  • No
  • Not sure
  1. Do you think digitalisation services as mobile technology will be helpful to improve activities of firm and productivity.
  • Yes
  • No
  • Not sure
  1. Does it effective to deliver better quality services to customers.
  • Yes
  • No
  • Not sure
  1. Is mobile technology is helpful in relation to improvise marketing activities.
  • Yes
  • No
  • Not sure
  1. What kind of benefits you think enterprise gets with the implementation of digital technology in the medium of mobile.
  • Improvement in performance level
  • Better qualified services
  • Improvised satisfaction of customers
  • Reduction in wastage

Theme 1: The Unicorn is using the updated technology.

Do you think Unicorn use make use of new or updated technology.

Frequency

%

Yes

15

75.00%

No

3

15.00%

Not sure

2

10.00%

Total

20

100.00%

P5 Reflection on effectiveness of research methods

In this it can be concluded that digital technology is very helpful in relation to having enhancement in profitability of firm. With the help of digital technology there can be seen positive effect on the performance of firm. It is very helpful in relation to enhancing profitability of firm. The mobile technology in firm will be helpful to make the better interaction between firm individuals. It is helpful to remove the barriers in relation to communication. It is the essence of management. With the help of using of this kind of technology, unicorn is able to deliver better services to customers. It is also helpful in relation to improve performance level of employees. I use mobile technology in relation to make better interaction with my employees. I can pass each small information to them in quick manner. It is helpful in promoting organisation activities, thus, this technology has wide impact over tactics of marketing. In addition to this it can be said that the present study is very helpful in order to reach to the aim of study. The all the approach which has been used will be helpful in relation to make better implication of digital technology as mobile on the activities of marketing. The whole the survey is need to be conducted in the economical manner. The collection of the secondary data will be helpful in relation to collect the whole information significantly.

P6 Define alternatively methodologies of research.

There are numerous alternative strategies are to be used in order to gain depth information about the implication of digital technology as mobile. It is helpful in manner to make better interaction between the departmental activities of the firm.

Thus, in this there can be use of interview method instead of questionnaire method. Interview technique would have helped in order to conduct the view of each particular person in specific mode. Moreover, with the help of this Unicorn is able to carrying daily oppression in the systematic manner. The business activities of the unicorn can be improved with the use of digital technology. The digitalisation as mobile services will be helpful in order to run marketing activity of the firm effectively. The interview method will b helpful in relation to saving the time. The research will be conducted in the timely manner so that specific information in relation to this can be obtained. In these can be use of quantitative research method instead of qualitative technique. It is need to be utilized by employing statistical tool.

References

  • Andriole, S. J., 2012. Managing technology in a 2.0 world.IT Professional,14(1), pp.50-57.
  • Bucolo, S. and Matthews, J.H., 2011. Design led innovation: Exploring the synthesis of needs, technologies and business models. InProceedings of Participatory Interaction Conference 2011.
  • Davidson, E. and Vaast, E., 2010, January. Digital entrepreneurship and its sociomaterial enactment. InSystem Sciences (HICSS), 2010 43rd Hawaii International Conference on(pp. 1-10). IEEE.
  • Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research Project. SAGE.
  • Franklin, M., 2012. Understanding Research: Coping with the Quantitative - Qualitative Divide. Routledge.
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