BMG871 Business Research Assignment Sample
BMG871 Business Research Assignment Sample
1. Rationale, aims and objectives of a pure research topic
1.1 Introduction
This era is the era of digital marketing. Computer technology has engulfed the life of commoners in such a way that the millennials of this time cannot survive with the help of digitalisation. That is why digital marketing is considered as the quantum leap of the generation. Hence, to complete this project of pure research study, the researcher will choose the topic “impact of marketing of Apple in the digital world for extreme business growth.”
The researcher will complete the research work by giving the justification for taking this topic. Moreover, the researcher is going to discuss the research gap. Along with this, the researcher is going to ink down about objectives of this research project and the aim of the research. In addition to this, the scholar will give a review of the literature and the need for discussion of this research topic. However, the researcher will also pen about the limitations, which he or she is going to face to complete this research.
1.2 Rationale
In this digital world, digital marketing is considered as one of the best weapons to flourish in the global market. Modern digital techniques and tactics helped the business house to earn a huge amount of revenue. This reason nudged the researcher to choose the topic, which shows the impact of digital marketing on the business growth of Apple (Olson et al., 2021). In very recent years, Apple has flourished by using digital tactics to create awareness in the context of branding.
On the other hand, Apple has used the digital marketing platform to engage with customers. Not only this, but the company has also been using a digital marketing strategy for several years to lubricate its sales drive. The researcher has chosen the topic because with the help of social media marketing, email marketing, content marketing and search engine optimization the company has been holding its growth in the business.
1.3 Research Gap
In spite of taking the main objectives in this research, the researcher has not taken the option of giving proper examples due to the limited word count. On the other hand, the researcher can choose other objectives like the role of the marketing department in the chosen company (Kerin and Hartley, 2019). Along with this, the objectives of traditional marketing strategy are not described in this project, whereas, many companies use this traditional method of marketing products in the present days.
1.4 Research objectives
- To identify the strategy of digital marketing in the business growth of Apple.
- To highlight the challenges faced by Apple through digital marketing to flourish its business.
- To torch the impact of digital marketing in the growth of Apple.
1.5 Research aim
The research aims to identify the strategy, which is adopted by Apple to grow in business with the help of the digital marketing strategy (Tien et al., 2020). This research will show how the advanced digital marketing strategy helps the company to become the leading giant of the global technology market.
On the other hand, the researcher will show which kinds of challenges are faced by the company when it relies on a digital marketing strategy to generate revenue. The researcher will discuss this topic because every business house faces challenges when it adopts some strategy (Böttcher and Weking, 2020). In addition to this, the researcher also has the intention to show the impact of digital marketing on the growth of Apple and why the company adopts this kind of marketing strategy.
2. Acknowledgement of core pieces of literature, to understand and conceptualise the topic
2.1 Literature review
The Mendelow’s Matrix
This theory is considered to analyse the stakeholders of the company. In the business growth of Apple through digital marketing, the stakeholders are playing a pivotal role. The stakeholders are those parts of the company who are playing the key role in the decision making in the context of the well-being of the company. They give the susurration to the governing body to develop the internal and external activities to develop the fleet of the business.
With the help of this theory, the company can draw the stakeholder map.
High power and high interest
These stakeholders are considered as the trump card of Apple. They play a vital role in the decision making of the business. Moreover, they are in the upper management of the governing body. Apple is monitoring their key stakeholders very closely and ensuring that these stakeholders are fully engaged in the growth of Apple (Adshead et al., 2019). For example, Vanguard is one of the key stakeholders of Apple. It owns an 8.1% share of the company. Numerically, in Apple, the market value of the stake of Vanguard is $166.1 billion, according to the latest report of December 2022.
High interest but low power
In the digital marketing strategy, Apple has such a group of stakeholders, who have to be informed properly about the decision, which has been changed by the governing body of the company. The staff of the company is regarded as such stakeholders (Hofacker et al., 2020). Apple has informed its staff about the learning opportunities, training events and many more things.
High power and Low interest
The local government or the government of the country is considered in this layer as the stakeholders because, if there are any changes regarding the laws in the context of trading, then the company may face some challenges. In this case, Apple has to keep satisfying the government of the USA by abiding by the laws and regulations regarding digital trading.
Low interest and Low power
In this layer, those kinds of stakeholders exist, who are prioritised very low in the list of stakeholders. Apple is considered the local NGOs of the United States of America as the low-priority stakeholders. However, prioritising very low in the context of business can not affect Apple at any cost.
Theory of Communication mix
Its digital marketing strategy of Apple is the main cause of its crowning business growth. The growth of the company can be measured with the help of the communication mix. The communication mix consists of all tools, which are used to communicate with the customers of the company.
The communication of the company can be through social media, advertising, direct marketing and many more things (Apple, 2023). In this research topic, the researcher is going to jot down the communication mix of Apple. However, the communication mix is not the same as the marketing mix. In the marketing mix, the company shapes the brand strategy. On the other hand, in the communication mix, the company shapes its promotional strategy.
Advertisement
With the help of advertising any company becomes able to reach that avenue, from which it can canvass the cursory view of its products. Smart TV is considered as the most suitable path to promote one’s own products. In this world of mobile and tablets, 1.26 billion people are watching smart TV on a daily basis. That is why Apple should use Smart TV to promote their products. However, the company has used the online advertising policy to reach its customers.
Direct marketing
Apple can move to direct marketing to promote its product more widely. It is very evident that, if the research teams of Apple do their best in marketing research, then the company should have a clear and concise view of the target customers. Then the company can use social media marketing, email marketing, mobile marketing and content marketing. On the other hand, the company may use the SEO tactics to rank at the utmost level of searching in various search engines.
PR
Public relations have helped Apple to reach its target customers by promoting the brand message to the customers of the company. Along with this, the best public relations strategy helps Apple to promote its product with the help of the daily newspaper and other relevant organisations. Public relation helps the company to inform about the current event and trends of the market palace minutely. This is the dark horse of Apple which helps the company to be the leader in the digital technology market.
Selling Promotion
Apple has announced its product by giving a discount offer in the market when it is going to launch its products. With the help of the selling promotion, the company launched its product in its online window. Moreover, the loyal customers are showing their interest in buying the launched products. Apple knows that the selling promotion hits the bonanza if the promotion goes with the image of the brand.
2.2 Need of this empirical research
Considering the aforesaid marketing strategies in the context of digital marketing, the researcher can say that Apple can use the above strategies to flourish in the business of smart technical equipment. However, in this context, the company may face some problems implementing the aforesaid marketing strategy (Capatina et al., 2020). That is why in this research work the conceptual framework is going to be jotted down. This research project consists of the topic of the impact of digital marketing on the business growth of Apple. So, first, we should be determined the factors, which make a serious impact on the business growth of Apple. The factors are as follows.
Target audience
Without the target audience, Apple cannot build its regime in the field of technology.
Online trading platforms
Online marketing platforms have an extreme impact on the marketing strategy of Apple (Kotane, Znotinaand Hushko, 2019). The company launched its product on its own website. This company runs its business with their only online trading window.
Content quality
The content quality brings an impact on the selling of Apple’s products. The first class security protection makes its product unique.
Along with this the budget regarding manufacturing and promoting cost, the research analysis of the product and market follow up helps the company to flourish in the business. However, in spite of having so many impactful factors, the company has faced some challenges nowadays. The loss of stakeholders is considered one of the challenges of Apple. According to the above theory, the company may retain its important stakeholders.
Along with this, too conservative nature during the economic slowdown has emerged as the present challenge for the company. On the other hand, under-investment in the lower end becomes another issue in the company. However, facing those issues the company boosts its revenue every year with its tremendous marketing strategy.
3. Methodology
3.1 Research philosophy
The researcher has chosen the interpretivism research philosophy to complete this research work. The interpretivism research philosophy helped the researcher to collect the data from different secondary research sources (Fourberg et al., 2021). Not only this, there are some more reasons, for which the researcher has taken this research philosophy. The interpretivism research philosophy helped the researcher to understand the phenomenon of the growth in the business of Apple in the context of digital marketing.
On the other hand, this research philosophy helped him to get a clear and concise motto for choosing the research topic. Along with this, interpretivism research philosophy helped the researcher to understand the inter-subjective reality in the context of the research topic. The researcher can analyse the research topic in an understanding manner with the help of this philosophy.
However, the research cannot make any strong predictions according to this research philosophy. This research philosophy helped the researcher to understand the specific need of this research along with the uniqueness of the research. On the other hand, by this research philosophy, the researcher experienced a very interactive, participative relationship in the accumulation of data relevant to this topic.
Not only the aforesaid things, but the researcher also experienced the thinking of people regarding the topic with the help of this philosophy (Towers, 2019). Moreover, the researcher has identified the problems and issues on the topic during the study and also experienced the solution to the problems.
3.2 Research Methods
The researcher has chosen the qualitative data collection methods to complete the research work. The research project showed the completion with the help of secondary data collection. The secondary data is collected with the help of books, journals, portable electronic documents, books and many more things (Cabral et al., 2021). The researcher has collected data regarding the research topic for various books which have been published in the context of this topic.
Along with this, the researcher has gone through various journals which are available offline and online. With the help of this kind of data collection method, the researcher can gather a large amount of data, which has proper authentication. This kind of research method has given ample scope to the researcher to make proper analytical research to complete this project.
The researcher got help to take running notes from the books and journals. Not only this, the researcher has gone through enormous newspaper articles and editorials which are relevant to the research topic. This kind of rough guide helped the researcher to complete this research work. The researcher has chosen this kind of data collection method because this will give him or her relief from time management issues. This research helped the scholar to get data from a single resource.
3.3 Analysis of the research
In the conduction of this research project, the researcher has used thematic data analysis. The thematic data analysis helped the researcher to make a flexible approach to complete the research. On the other hand, it is very evident that this kind of data analysis helped the researcher to generate an angle of thinking in the context of this research topic. Along with this, with the help of this kind of data analysis method, the researcher was able to derive data from the entire research work (Fenton and Procter, 2019).
However, after choosing thematic data analysis, the researcher understood that sometimes the researcher was incorrectly accentuating some parts of the research process, which was not so important. In this data analysis process, the researcher used the coding system to generate the themes. However, SPSS is not used by the researcher for the questionnaire style.
In this data analysis, the researcher identified the themes from the collected data, not from the research questions. Along with this, the research has made the research analysis very much convincing. Not only this, but with the help of this data analysis method, the researcher has made themes which were supportive of the narratives of these relevant research topics.
3.4 Limitations
The researcher has found some limitations during the research work, which is based on the topic of digital marketing strategy which helps Apple to flourish in the global business market. The researcher has faced thematic analysis because the thematic data analysis is so flexible, that it led the researcher to the inconsistency. Furthermore, the thematic data analysis led the researcher to a lack of coherence during the development of the themes.
On the other hand, the research approach led the researcher to the biased impact of personal views. Along with this, the researcher sometimes faced problems generalising the data, which were collected by a secondary data collection method. Though the researcher has completed the research work successfully, but sometimes he or she found some data which had lack of relevance.
Reference List
Adshead, S., Forsyth, G., Wood, S. and Wilkinson, L., (2019). Online Advertising in the UK. PLUM Consulting report for the UK Department for Digital, Culture, Media and Sport. Available at: https://cdn.yello.link/liverylist/files/20220217112951/Plum_DCMS_Online_Advertising_in_the_UK.pdf
Apple, (2023). Business. [online] Apple. Available at: https://www.apple.com/in/business/.
Böttcher, T.P. and Weking, J., 2020. Identifying Antecedents and Outcomes of Digital Business Model Innovation. In ECIS. Available at: https://www.researchgate.net/profile/Timo-Boettcher/publication/341180088_Identifying_Antecedents_and_Outcomes_of_Digital_Business_Model_Innovation/links/5eb90e8492851cd50da8b09b/Identifying-Antecedents-and-Outcomes-of-Digital-Business-Model-Innovation.pdf
Cabral, L., Haucap, J., Parker, G., Petropoulos, G., Valletti, T.M. and Van Alstyne, M.W., (2021). The EU digital markets act: a report from a panel of economic experts. Cabral, L., Haucap, J., Parker, G., Petropoulos, G., Valletti, T., and Van Alstyne, M., The EU Digital Markets Act, Publications Office of the European Union, Luxembourg. Available at: https://ide.mit.edu/wp-content/uploads/2021/02/jrc122910_external_study_report_-_the_eu_digital_markets_act.pdf
Capatina, A., Kachour, M., Lichy, J., Micu, A., Micu, A.E. and Codignola, F., (2020). Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change, 151, p.119794. Available at: https://translateyar.ir/wp-content/uploads/2020/08/Matching-the-future-capabilities.pdf
Fenton, A. and Procter, C.T., (2019). Studying social media communities: blending methods with netnography. SAGE Research Methods Cases. Available at: https://usir.salford.ac.uk/id/eprint/47958/3/FENTON_Netnography_FINAL_USIR_2%5B1%5D.pdf
Fourberg, N., Serpil, T., Wiewiorra, L., Goldovitch, I., De Streel, A., Jacquemin, H., Hill, J., Nunu, M., Bourguignon, C., Jacques, F. and Ledger, M., (2021). Online advertising: the impact of targeted advertising on advertisers, market access and consumer choice. Available at: https://pure.unamur.be/ws/portalfiles/portal/55305529/8781.pdf
Hofacker, C., Golgeci, I., Pillai, K.G. and Gligor, D.M., (2020). Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), pp.1161-1179. Available at: https://www.researchgate.net/profile/Ismail-Golgeci/publication/341550761_Digital_marketing_and_business-to-business_relationships_a_close_look_at_the_interface_and_a_roadmap_for_the_future/links/5eca5943458515626cc6e094/Digital-marketing-and-business-to-business-relationships-a-close-look-at-the-interface-and-a-roadmap-for-the-future.pdf
Kerin, R. and Hartley, S., (2019). Marketing, 14e. Available at: http://ecommerce-prod.mheducation.com.s3.amazonaws.com/unitas/highered/changes/kerin-marketing-14e.pdf
Kotane, I., Znotina, D. and Hushko, S., (2019). Assessment of trends in the application of digital marketing. Scientific Journal of Polonia University, 33(2), pp.28-35. Available at: https://www.researchgate.net/profile/Inta-Kotane/publication/332228157_ASSESSMENT_OF_TRENDS_IN_THE_APPLICATION_OF_DIGITAL_MARKETING/links/5cd2ead992851c4eab8c3120/ASSESSMENT-OF-TRENDS-IN-THE-APPLICATION-OF-DIGITAL-MARKETING.pdf
Olson, E.M., Olson, K.M., Czaplewski, A.J. and Key, T.M., (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), pp.285-293. Available at: https://fardapaper.ir/mohavaha/uploads/2021/05/Fardapaper-Business-strategy-and-the-management-of-digital-marketing.pdf
Tien, N.H., Jose, R.J.S., Mai, N.P., Dung, H.T., Oanh, N.T.H. and Phuoc, N.H., (2020). Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market. International journal of multidisciplinary education and research, 5(4), pp.1-5. Available at: https://www.researchgate.net/profile/Nguyen-Tien-32/publication/342752380_Digital_marketing_strategy_of_GUMAC_and_HNOSS_in_Vietnam_fashion_market/links/5f04fa6a299bf188160a292d/Digital-marketing-strategy-of-GUMAC-and-HNOSS-in-Vietnam-fashion-market.pdf
Towers, A.E., (2019). Reconceptualising the decision making process of postgraduate student course selection (Doctoral dissertation, Manchester Metropolitan University). Available at: https://e-space.mmu.ac.uk/623910/1/FINAL%20FULL%20thesis%20post%20viva%20amendments%20Angela%20Towers%20July%202019.pdf
Appendix
| Main activities | 1st week | 2nd week | 3rd week | 4th+5th week | 6th week | 7th week |
| Selection of the topic | ||||||
| Composition of the literature review | ||||||
| Research methodology | ||||||
| Collection of primary data | ||||||
| Analysis and interpretation of data | ||||||
| Findings | ||||||
| Conclusion and Recommendation | ||||||
| Final submission |
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