Yuri General Management Completed

Specialization
Project
On
A study on “Impact of digitization on modern business”.

Submitted in partial fulfillment for the award of the degree of
Master of Management Studies (MMS)

(under University of Mumbai)
Submitted by Omkar R. Joshi

(Roll No . M - 219)
Under the Guidance of

Prof. Vivek. Sharma
2016- 18
Sheila Raheja School of Business Management & Research, Bandra East
i
CERTIFICATE
This is to certify that project titled “ Recent trends in Digital Marketing in India ” is
successfully completed by Mr . Omkar R, Joshi during the IV semester, in partial
fulfillment of the Master’s Degree in Management
Studies recognized by the University of Mumbai for the academic year 2016 – 2018
through Sheila Raheja School of Business Management & Research, Bandra East .
This project work is original & not submitted earlier for the award of any degree,
diploma or associateship of any other university/ Institution.
Name: Pro f. Vivek. Sharma ( )
Date: _____________________ Signature of the Guide
ii
DECLARATION
I hereby declare that this project Report submitted by me to the Sheila Raheja School of
Business Management & Research, Bandra East is a bonafied work undertaken by me & it is
not submitted to anyother university or institution for the award of any degree diploma/
certificate or published anytime before.
Name: Omkar R. Joshi ( )
Roll no . M – 219 Signature of the Student
iii
ACKNOWLEDGEMENT
I take this opportunity to specially gratify Dr. Vijay Wagh, director, Sheila Raheja School of Business
Management & Research, for permitting me to undertake this study, for his exemplary guidance,
monitoring and constant encouragement throughout the course of this project.
I am deeply indebted to my guide Prof. Vivek Sharma for not only his valuable and enlightened, guidance
but also for the freedom he rendered me during this project work.
Faculty Members, who have extended their kind help, guidance and suggestion without which it could not
have been possible for me to complete this project report.
I also express my sincere thanks to all the people who, directly or indirectly, contributed in time, energy and
knowledge to this effort.
Omkar R. Joshi
Roll No: M-219

iv
TABLE OF INDEX
Sr no Chapter Section Topic Page no.

no no.
1 1 Introduction 1
2 1 Problem statement 2
3 2 Research objective 3
4 3 Hypothesis 4
5 4 Research design 5
6 2 Literature review 6
7 1 Digital Transformation And Innovation. 7-8
8 2 How Traditional Giants had transform into a Digital One. 9
9 3 Digitization is advancing and it will change the business 10-14

10 4 primary forces driving Digitization 15
11 5 Digitization in Indian business world 16-19

12 6 Digitalization on fmcg sector 20-22
13 3 Methodology 23
14 1 Sampling strategy 24
15 2 Data collection 25-26
16 3 Hypothesis statement 27
17 4 Results 28
18 1 Data tabulation and Graphs 29-37
19 5 Discussion 38
20 1 Findings and Data Interpretations 39
21 2 Key Findings and Interpretations for Hypothesis Testing 40-42
22 6 Conclusion 43
23 7 Bibliography 44-47
24 8 1 Appendices 48
25 Questionnaire 49-50
Chapter Index
Table Index
Sr.no Topic Page.no
1 Digitalized platform for your business 29
2 Digitalization has changed the way of business 30
3 Stick to traditional business 31
4 Digitalization a new way of doing business 32
5 Digitalization only way ahead to do business 33
6 Distinguish traditional business from digital business 34
7 Digitization has disrupted modern business practice 35
8 Digitalised businesss helps tap the opportunity. 36
9 Digital business surpass traditional business in future 37
Graph index
Sr.no Topic Page.no
1 Digitalized platform for your business 29
2 Digitalization has changed the way of business 30
3 Stick to traditional business 31
4 Digitalization a new way of doing business 32
5 Digitalization only way ahead to do business 33
6 Distinguish traditional business from digital business 34
7 Digitization has disrupted modern business practice 35
8 Digitalised businesss helps tap the opportunity. 36
9 Digital business surpass traditional business in future 37

EXECUTIVE SUMMARY
A research conducted under a topic “Impact of digitization on modern business”The research is done To
understand the role of Digitization and its way of execution in day to day business. As Digitization can
play key role in increasing the promotion and revenue. I got to study the perception of business people
regarding digitization of business.
Section 1:-Problem statement
To understand impact of digitalization on modern business.
Section 2:- Research objective
To study the role of digitalization in today’s business.

To understand concept of digitization that is transitioning the way of business.
To compare traditional business with modern digital business
.
Section 3:- Importance of Study
The study will provide guideline for further research in the areas Digitization.Research will outline business
people perception about traditional way of business and digital business.The research is also important to
identify areas of opportunity with respect to digitization .The research shows future Scenario of digitization
of business. The study shows Opportunities and challenges of digitizatrion with respect to India.
Hypothesis statement:-
H0 digitization does not plays important role in modern business.
H1 digitization plays important role in modern business.
H0 digitization is not changing the way of business.

H1 digitization is changing the way of business.
H0 traditional business is not different than digital business

H1traditional business is different than digital busines
RESEARCH DESIGN:
I used a combination of both Exploratory Research and Descriptive Research Design.
Literature Review:
This research conducted by various element including primary data collection by circulating
questionnaire , secondary data through various articles , websites etc. this project gives idea
of traditional marketing,digital marketing, how digital marketing can be beneficial and recent
trends of it.Also consumers perception towards digital marketing.
1-Digital Transformation And Innovation

2-How Traditional Giants had transform into a Digital One.
3-Digitization is advancing and it will change the business
4-primary forces driving Digitization
5-Digitization in Indian business world
6-Digitalization on fmcg sector
Sampling strategies:-
Sampling Method: simple random sampling
Sampling Procedure: Convenience Sampling
Sample Size: 40
QUESTIONNAIRE:
The questionnaire of the research was comprised of 10 questions. All the questions were
relevant to the research objectives and the hypothesis statements.
DATA ANALYSIS:
Data analysis of the research was comprised of questions, Reponses to

the questions in the tabulated form, appropriate graphs such as bar charts and interpretation of
the responses to the questions in the questionnaire.
Findings
Findings 1:-From the above data it can be seen that majority of them using digital platform but yet traditional
platform is have some kind of hold and the ratio shows 24:16(yes:no)
Findings 2:-above data states that digitization has penetrated into business and is impacting too,as majority of
respondents are are saying i.e 25 . while rest say that still its long way to go for traditional,15.
Findings 3:-Lot of business says that upgradation is must to expand the business where 21 says that always
upgradtion is important and rest i.e sometimes and always have the ratio of 12:7.
Findings 4:-above data show slight balance as 21 business don’t agree while 19 agrees with the above
question.
Findings 5:- Digitization can be the way of businesss but when asked only way majority of repondents
rejected it showing the ratio 12:28(yes:no).
Findings 6:-from above data it can be concluded that its possible to calculate return on investment also
productive and cost effective
Findings 7:- from the above data 30 respondents say that digitization has not disrupted the business and rest
say that yes it has.
Findings 8:- 10 respondents say that yes it helps tapping an opportunity but rest has negative feedback on it.
Findings 9:- from the above data majority of respondents say that tradional marketing will have strong hold
in future but yes digital marketing will be strong as well showing the ratio 25:15
Introduction
Problem statement:-
To understand impact of digitalization on modern business.

2
Research objective:-
To study the role of digitalization in today’s business.

To understand concept of digitization that is transitioning the way of business.
To compare traditional business with modern digital business
3
H1traditional business is different than digital business

4
Research design:-
I used a combination of both Exploratory Research and Descriptive Research Design.

5
Literature Review
Digital Transformation And Innovation.
When businesses and the way they operate shift from their traditional mode of operation and management to
the modern and technology oriented ways of operation, the transitions referred to as Digital Transformation
or disruption1.It basically has more impact on first world than the the other world as the first world people are
developed nations and than their are third world people who are developing.
Many traditional organizations can’t meet these expectations. As a result, attackers born in the digital age can
swoop in and disrupt the market through rapid delivery of digital products and services combined with advanced
algorithms and full access to information2.
Digital transformation is the profound transformation of business and organizational activities, processes,
competencies and models to fully leverage the changes and opportunities of a mix of digital technologies and
their accelerating impact across society in a strategic and prioritized way, with present and future shifts in
mind3.Todays management has evolved and is not only depending on traditional way but today’s business is
reshaping and it has took the face of digitization.To prove this we can see here that” “Digitization requires
rethinking among all participants. As the digitization partner for the customer, the classic system integrator
faces the challenge to be the “growth engine” already in the bidding phase in order to support the customers
on their way to digital business processes.”4Digitization has become an integral part of today’s society.
People love all things digital, and as customers hope for the same approach from businesses. They want to
interact with banks, insurance companies, mobile providers and town administrations through PCs and
mobile devices, expecting a seamless user experience5.
1-https://www.forbes.com/sites/brianrashid/2017/06/13/digital-transformation-and-innovation-in-todays-
business-world/#4167aa5b4905
2- https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/accelerating-the-digitization-
of-business-processes
3- https://www.i-scoop.eu/digital-transformation/
4- https://www.elastic.io/impact-of-digitization-on-system-integrators-business-model/
5- http://www.elma-bpm.com/2017/08/31/digital-transformation-digitization-of-business-processes/
It is fair to say that digital has been disruptive influence for enterprises due to wholesale changes required to
take advantage of emerging tech and connected infrastructures. A survey by Capgemini Consulting found that
just seven percent of companies have become “truly” digital and that many still lack “digital dexterity6”
The new digital lifestyle means you can work from anywhere, at any time. You can work from just about
anywhere with a wifi-signal and a laptop. This makes it easier for employers to hire those in other parts of the
country or even the world, increasing the talent pool available7.
Today’s business needs productivity,and business must always go for upgradation whenever there is a need
but the problem is the mode of adaptation. Business today has been moving toward digitization but there are
ways and ways of digitization which can be seen and implemented in different manner in todays business.
The real imperative is that organization needs to pursue innovation to disrupt their own business model
before the competition does. Without innovation strategies, companies will lose their competitive advantage
in increasingly competitive world. There is no time to lose, as technology change accelerates exponentially,
new digital platforms devices are emerging8.
Business today can’t avoid the changing scenario and by seeing the volatility of market it needs to be updated
but truly it has changed the view towards business.
The rapid pace of digitization is transforming the component hardware-driven automotive sector to a software- and
solutions-focused industry, accelerated by consumers' evolving digital lifestyle expectations and demands for new and
innovative services9. Digitization, means converting data at machine level analog into a user friendly readable
digital format. It may involve integration of old skills and new technologies and trends. There are a lot of benefits
such as overhead costs reducing by a whopping 80% and improved response turnaround times 10.
6- https://www.intelligenthq.com/business-education/how-traditional-business-practices-are-becoming-
digitised/
7- http://modernbusinesstv.com/shift-digital-lifestyle-changing-business-today/
8- https://www.linkedin.com/pulse/how-digitization-transforms-industries-jaison-jacob-pmp-itil-
9-https://www.prnewswire.com/news-releases/five-pillars-of-digitization-set-to-transform-the-automotive-
industry-300368276.html
10-http://insightssuccess.in/role-of-digitization-in-todays-business-world/
How Traditional Giants had transform into a Digital One.
The new game is to think about the business model and strategy for not just the company but the entire
ecosystem. You have to conceive and build a new platform and reshape partners in the ecosystem in ways
that would not be possible without digitization and algorithms11.
Although digital transformation will vary widely based on organizations' specific challenges and demands,
there are a few constants and common themes among existing case studies and published frameworks that all
business and technology leaders should consider as they embark on digital transformation12.
One example of company that has undergone successful digital transformation is Nespresso. The maker of
specialty coffee machines, an operating unit of Switzerland-based Nestle Group, deployed cloud-based crm
system, offering customers omnichannel access to shopping,customer service. They can reach company
whether they use the website,mobile device, visit store13.If your company has not been applying digital
technologies over the last 40 years, you don't exist. The time-share, mainframe, departmental computing, client-server,
PC, ERP, Internet, cloud, and mobile eras are all old news today. But the adoption of these technologies doesn't mean
you're digitally transformed14.
Even if you’re running company in historically non-technical industry, doesn’t mean you can’t adopt digital mindset.
You don’t need to be software company to think like one.
Consider which processes can be digitalised and whether this would save your business time/money. There’s also value
in considering what your customers prefer15.
The strategy must integrate business and IT needs and establish a collective leadership vision16.
11-https://hbr.org/2016/02/how-to-transform-a-traditional-giant-into-a-digital-one
12- https://enterprisersproject.com/what-is-digital-transformation
13- http://searchcio.techtarget.com/definition/digital-transformation
14- https://www.infoworld.com/article/3080644/it-management/what-digital-transformation-really-
means.html
15- https://workingmouse.com.au/innovation/what-the-era-of-digital-transformation-means-for-your-business
16- https://www.gartner.com/smarterwithgartner/every-organization-needs-a-digital-platform-strategy/
• A focus on outcome-based models:- Open door to business value to customers
• Expansion into new industries and markets:- Extend the business’ reach virtually
• Pervasive digitization of products,services:- Accelerate the way products and services are conceived
• Realize value from digital platforms :-Realize more value from underutilized sources17.
Digitization, means converting data at machine level analog into a user friendly readable digital format. It
may involve integration of old skills and new technologies and trends. There are a lot of benefits such as
overhead costs reducing by a whopping 80% and improved response turnaround times18.
Digitization is advancing and it will change the business.

Digitalization challenges old operating procedures and business models. While traditional businesses may
find this worrisome, you should view the inevitable change as an opportunity that must be grasped
immediately. The longer you wait, the more you stand to lose19.
Changing operating environment
Superior customer experiences
New business opportunities
Digitization has an impact on companies in various sectors. In each case the impact is different one which
makes it essential for companies to have good understanding and view of what they face and how digitization
will affect their company: which opportunities can be seized and which threats to faced?20 Digitization has
affected almost every industry during the past decade. The unprecedented pace at which digital
technologies spread and penetrate society, individual life, and businesses specifically puts mature
companies at risk21.
17- http://www.digitalistmag.com/digital-economy/2017/04/19/digital-transformation-rewriting-business-
models-05042457
18- http://www.insightssuccess.com/role-of-digitization-in-todays-business-world/
19- https://perspectives.tieto.com/blog/2015/07/how-digitalization-is-changing-the-face-of-business/
20- http://digital.freshfields.com/post/102dcz3/the-impact-of-digitization-on-business-strategy
21- https://link.springer.com/chapter/10.1007/978-3-319-44468-0_7
10
Which business models are most affected by digital?
 Resource sharing platforms

 Networking services
 Problem solving companies
 Manufacturing firms
Booz Co. quantified the impact of digitization by creating an index that scores digitization by country. The
analysis measures the level of digitization and its actual impact on economic and social factors. The research
also further highlights fact that countries have increased their digitization level have realized gains in
economies22.“Digital transformation closes the gap between what digital customers already expect and what
analog businesses actually deliver.”23They are no longer happy with getting information the traditional way.
Everything must be done with immediacy, and information needs to be ubiquitous and instantly available.
This is true for both business-to-consumer (B2C) and business-to-business (B2B) models24.
when science and technology meet social and economic systems, you tend to see something akin to what the late Stephen Jay
Gould called “punctuated equilibrium” in his description of evolutionary biology. Something that has been stable for a long
period is suddenly disrupted radically—and then settles into a new equilibrium25.
Technological innovations leads to what we call technology disruptions. But transformation is not just about
technology innovations and their disruption on the business. It is also about how these technological
innovations are adopted and used26.
22https://www.strategyand.pwc.com/me/home/press_media/management_consulting_press_releases/details/5
23647
24- http://www.digitalistmag.com/customer-experience/2017/03/16/what-digital-transformation-means-to-
your-business-04970834
25- https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/why-digital-transformation-
is-now-on-the-ceos-shoulders
26- https://www.cio.com/article/3063620/it-strategy/digital-transformation-why-its-important-to-your-
organization.html
11
Source:www.google.co.in/search?
biw=1366&bih=672&tbm=isch&sa=1&ei=0JWPWvHHDYab0gSHwaawAg&q=digital+tran
sformation+of+business&oq=digital+transformation+of+business&gs_l=psy-:
12
Some examples of companies who have transformed itself and leading towards digital future27.
Porsche places the customer at the heart of their strategy.
Deloitte began transforming within.
AmerisourceBergen made transformation a team effort.
Launch, learn, pivot: Alcon ,BMW debuted pilots in smaller markets first.
Rockwell Automation: Connecting experience and enterprise.

Business in modern world are leading towards competition which cannot be quantified and predicted.But we
can assess the coming danger and act accordingly,for example lets take digitization, every business know that
digital platform is very important in coming future and avoiding this may lead to may be loss in terms of
revenue, market share,information and many more.A smart businessman will not leave this opportunity as
digitization will help him increase his productrivity and also using the traditional techniques in modern
business will balance the modern with digital world.Digitization may not be highly profitable in initial stage
but certainly in future it will lead many sectors and currently it is driving some sectors.World is divided in
different parts and also the technology is divided.Where the first world has higly developed technologies and
whatever happens their certainly is carryforwarded by the second and third world.But the important things to
note here that the digitization era has already evolved and this is pushing to second and third world
countries.The U.S and Europe is already into it and Asia is still enhancing itself and coming out of traditional
methods of business.Digitization is something which cannot be avoided you need to adapt your company to
cope with some unforeseen future problems. Digital transformation is the profound transformation of
business and organizational activities, processes, competencies and models to fully leverage the changes and
opportunities of a mix of digital technologies and their accelerating impact across society in a strategic and
prioritized way28.
27- http://www.the-future-of-commerce.com/2017/11/21/best-real-world-examples-of-digital-transformation/
28https://www.google.co.in/search?
q=digital+transformation+of+business&source=lnms&sa=X&ved=0ahUKEwjP1IWJl7vZAhUBVZQKHbF1
AiMQ_AUICSgA&biw=1366&bih=672&dpr=1
13
Different sectors benefitted / will benefit if they use the digital platform.
The technology sector comes out on top — no surprise. Right behind it are media, finance, professional
services,which have far more digital capabilities than the rest of economy. On top of these macro-level
differences, we see even lagging sectors have standout firms that are pushing the frontier forward for
everyone29."Companies are looking at moving target," the institute tells. "But there is no opting out of
imperative to go digital. The opportunities and operational benefits are big—and the more risk of all is being
disrupted while sitting on the shores30.
53% of the industrial companies in India are with data analytics, 90% expect it will help for decision-
making .17% of the respondents in India are matured in data analytics while majority rated it as medium.39%
of the companies plan to invest their annual revenues in digital programmes coming years31.
Reference:- https://hbr.org/2016/03/the-industries-that-are-being-disrupted-the-most-by-digital
29- https://hbr.org/2016/04/a-chart-that-shows-which-industries-are-the-most-digital-and-why
30- https://www.networkworld.com/article/3017204/leadership-management/mckinsey-names-industries-
most-lacking-in-digitization.html
31- https://www.pwc.in/press-reaeases/2016/digitisation-in-industrial-sector-in-india-to-grow-to-65-percent-
in-next-five-years.html
14
Digital transformation links everyone in global network. The companies can verify suitable partner
companies and collaborate with them quickly through digital transformation. It helps data to flow over
broadband technology, can be accessed anywhere. It helps the company grow and provide various
opportunities, direct communication with customers, through multiple channels32.With reference to India it is
been said that There was unanimity among all the participants that USD 1-trillion digital economy is an
understatement. India has the immense potential to go to USD 2 to 3 to 4 trillion digital economy potential,"
Law and IT Minister Ravi Shankar Prasad told reporters after meeting with top industry
leaders33. Digitization is the way ahead everyone wants to save time, every business want to excel and the
only solution prevailing in future and many more to come is digital. Its no rocket science the technology has
evolved so much that business have to adapt it otherwise may loose.Yes there are some challenges while
adapting this platform such as huge job cuts, initially it will incur huge investment, intense competition but
never the less it will have greater advantage too such as later on low cost ,increase in productivity, result
oriented and many more.Digitalisation makes sticking to a business strategy much harder. In the blink of an
eye, all success can vanish because of a new digital innovation that seems to have miraculously popped up
overnight. Digitalisation innovates entire systems, not only a product or service34.
There are three primary forces driving Digitization:

Buyer pull: They normally hope to dependably be associated, will share individual information, and trust
referrals from their dearest companions more than from surely understood brands.
Innovation push: Cloud registering and the tremendous data preparing hardware it requires, is growing
quickly.
Financial advantages: The monetary advantages to be caught through digitization are quantifiable. A surge of
capital has filled the new digitization innovations and organizations, and the general population markets
remunerate early movers with remarkable valuations
32- https://www.hcltech.com/technology-qa/what-is-digital-transformation
33- https://economictimes.indiatimes.com/news/economy/indicators/digital-economy-can-reach-4-trillion-in-
4-years-tech-sector-to-government/articleshow/59188885.cms
34- http://www.aq-services.com/digitalization-impact-future/
35- https://blogs.cisco.com/partner/the-drive-to-digitization-and-the-impact-on-your-business-and-customers
15
Digitization in Indian business world
After the achievement of clean India mission, the govt. of India is currently all set to pursue dream of
'digitalised India'. Recently, he introduced the 'digitalised India' week in New Delhi.With an expect to change
administration through innovation, vision of this 'Advanced India' battle incorporates development of a few
territories36It hasn't been since long time ago Union Budget 2017-18 was declared , intend to advance
computerized economy by decreasing money exchanges, carrying more monetary action in formal
area,checking debasement. What's more, with every one of plans as now in real life, the fantasy of
'Computerized India' isn't far away yet will be yet to transform into reality37.
There are two sides to the innovation story, particularly in Indian setting. Data Technology or IT has turned
into noteworthy supporter of the GDP development in India, generally determined by IT administrations
industry. Today, India is power to figure with IT/ITeS space, fueling portion of greatest organizations on
planet38.What India has possessed the capacity to accomplish monetary change in course of recent decades is
praiseworthy. Through clearing monetary changes, activities to open up Indian markets to worldwide
business and interests in regions like Smart Cities.Over the most recent two years we have seen India
drastically quicken digitisation, profiting all natives in India. Today, India is perceived quickest developing
economy39.
The computerized economy is new profitability stage that few specialists see as third mechanical
transformation. Advanced unrest, otherwise called 'The Internet Economy' or Internet of Everything (IoE), is
required to produce new market development openings, employments and turn in greatest business chance of
humankind in following years40.
36- https://www.kvrwebtech.com/blog/digital-india-the-ray-of-hope-for-digitization-in-india/
37- https://mediaindia.eu/digital/increasing-digitisation-in-india/
38- http://www.moneycontrol.com/digitizingindia/news/the-making-of-digital-india-1399699.html
39-https://www.businesstoday.in/magazine/features/digitisation-is-creating-tremendous-opportunities-for-
economies-across-the-globe-and-india-is-an-example-of-a-country-that-not-only-understands-this-
opportunity-but-has-embraced-it/story/242979.html
40-https://www.cisco.com/c/en_in/about/thought-leadership/opp-digital-economy.html.
16
The government’s Make in India campaign facilitate investments, encouraging innovation,building

manufacturing infrastructure is expected to boost manufacturing activities. India’s manufacturers have golden
opportunity to emerge from shadow of service sector and join global league.
The manufacturing sector has potential to grow six fold by 2025 to $ 1 trillion, creating 90 million jobs41.
Gearing up for Industry 4.0, surpassing another industrial revolution,lunging unwaveringly in Internet of
Things humans, machines -interaction of these variables has been possible through connectivity.
India,now hotspot of most industrial activities made possible by our IT stronghold. India today is prepared
for connectivity, since its very well known as IT-hub42.
Propelled fabricating conveys computerized advances on plant floor, and to interface industrial facility to
supply chains and circulation channels — with new assembling innovations, example, 3-D printing.
These outcome in considerably speedier item advancement, commercialization, and more prominent
capacity to adjust to changing economic situations and alter items for particular markets43.
Banks used I.t at first with presentation of self-sufficient PC, moved to Local Area Network (LAN)
accessibility. With help movement, banks grasped Core Banking stage. Branch keeping cash changed to bank
overseeing account. Focus Banking Solution (FBS) engaged banks to fabricate comfort feature to customers
as promising development towards enhancing customer comfort through Anywhere, Anytime Banking44.
Digitalization has bought the world closer and the work has become very easier and with latest technology
the productivity has gone higher and the results are visible with reference to revenue and sales and market
share.Digitalisation may not be the only thing in future but it will play a key role in building modern
business.
41-http://www.business-standard.com/content/manufacturing-industry/digitalisation-and-smart-
manufacturing-the-way-ahead-to-a-sustainable-india-116091200156_1.html
42-http://blog.boschindia.com/iot/industry-4-0-digitisation-of-manufacturing/
43-https://medium.com/@marcoannunziata/why-digitizing-industry-will-create-more-and-better-jobs-in-
india-70ca3d6a4a9
44- http://www.forbesindia.com/article/weschool/digital-revolution-in-the-indian-banking-sector/47811/1
17
Budgetary firms are strategising something other than responding to administrative change, and putting
resources into advanced capacities as manageable answer to meet both consistence,key activities. As
customary income streams battle to stay gainful, firms are moving in direction of digitization, not just as way
to expand cost-adequacy,effectiveness in activities but to build up extra high-edge administration45.
Publicizing, stimulation important point of media and computerized stage has opened conduits for such
business exercises in this area. Numerous huge brands have wandered into advanced media and stimulation
division to profit by developing business.
Theyare concentrating on computerized media and excitement area as it's monstrous efficiency potential can't
be disregarded by rising businessess46.
Publicizing, stimulation important point of media and computerized stage has opened conduits for such
business exercises in area. Numerous brands have wandered into advanced media and stimulation division to
profit by developing business
. Theyare concentrating on computerized media and excitement area as it's monstrous efficiency potential
can'tbe disregarded by rising businessess47.
Media has developed and is exploring more options and digitalization is giving it a platform to expand
more.The media world has a golden opportunity to explore and tap the opportunity but at same time it will
require new investment with new dimension coming ahead but the fruits in future will always be sweet and
riped.
While web makes open doors for news and general data suppliers, it yields just restricted adaptation. It
disaggregates news content, hence stripping it of packaged esteem it makes in print.
Universal and national news have turned out omnipresent,accessible on numerous stages at nearly nothing if
any cost to end-customer48.
45- https://www.strategy-business.com/blog/The-Digitization-of-Financial-Services?gko=e7216
46- http://in.kompass.com/e/en/article/rise-digital-media-entertainment-industry-india/
47- https://www.accenture.com/us-en/insight-digital-transformation-media-industry
48- https://www.opensocietyfoundations.org/reports/digitization-media-business-models
18
From continuous yield wellbeing estimations like nuisance pervasion levels to dampness readings of harvest
to satellite symbolism of distribution centers,once resource driven model now resembles a scene from a
recent sci-fi motion picture.This is new reality wherein handheld gadgets utilizing portable communication
are conversing with satellites and conveying information49.There is growing opportunity in agriculture
sector that stands to improve lives, make India true leader in Agricultural IoT and revolutionize way farmers
plant, fertilize and harvest in next decade. And time is right, thanks to advances from chipmakers, that are
making computer and connectivity hardware,software technologies more affordable50.Advanced checking of
the homestead empowers moment warning of the bugs and illnesses influencing the agriculturists field to the
correct partners. The plot in these conditions can carefully be overseen by giving the correct course remedy
prompt and taking normal reports on the strength of the homestead through pictures51.
Source:- https://www.boomlive.in/modi-reproduce-bill-gates-statement-india-becoming-worlds-digitised-
economy/
49- https://economictimes.indiatimes.com/markets/commodities/views/digitisation-changing-the-face-of-
agri-sector/articleshow/58122239.cms
50- https://www.indiatimes.com/news/india/how-the-internet-of-things-is-digitizing-agriculture-speeding-up-
rural-development-in-india-326546.html
51- https://www.ruralmarketing.in/interview/technology/digitisation-will-turnaround-agriculture-sector-
cropin-tech. 27- http://www.the-future-of-commerce.com/2017/11/21/best-real-world-examples-of-digital-
transformation/
19
This is standout amongst most energizing activities nation has grasped. Advanced India activity has
conveyed another measurement to neighborhood economy , from new occupations to more development and
blasting startups . The open door in India has never been better.It holds huge potential to make huge incentive
for India and its subjects52.Advanced impact Of development, keybuyer experiences that will drive following
period of FMCG fragment in India, GoogleIndia, BCG discharged report, "Deciphering Digital Impact:
Report finds that while time spent on computerized is same as TV in urban India, offer of advanced
promoting spends by FMCG organizations was just 10% of every 201653.
Features from Social Beat Digital Marketing Industry Report 201654:
 Brand Awareness,Lead Generation are essential objectives for generally marks
 Estimating ROI from computerized promoting is greatest tested confronted
 87% brands use advanced,38% of them assign 1/third spending plan to computerized showcasing
 Facebook, Google are yet most mainstream computerized showcasing channels
Digitalization on fmcg sector

Digitization , robotization reconsidered conventional deals and conveyance in FMCG in India. Late
business slant recommends development has been driver in restoring FMCG development. Report
recommends, FMCG business is fourth biggest area in Indian economy at present. As per ASSOCHAM,
retail showcase is hopeful and slated to develop from $49 billion - $104 billion - 202055.Spoken to best
through nearby accommodation shops, shopping centers, agents, about 10 years back, purchaser products
industry in India today is universal, portable innovation. Digitalization drive FMCG isn't bound to front end
alone. The $49 billion industry, assessed by India Brand Equity Foundation, is attentively bridling capability
of innovation to streamline back end56.
52- https://blogs.economictimes.indiatimes.com/et-commentary/digitisation-is-the-key-to-indias-
competitiveness/
53- http://businessworld.in/article/Digital-India-To-Drive-FMCG-consumption-Worth-45-Billion-By-2020-
Google-Report/27-09-2017-127103/
54- https://www.socialbeat.in/2016/07/19/digital-marketing-industry-report-india-2016/
55- https://www.fieldassist.in/blog/fmcg-industry-stepping-digital-game/56-
http://www.digitalistmag.com/digital-economy/2018/01/04/fmcg-firms-transforming-digitally-05670871
20
FMCG brands require immense measures of information to cut it to increase significant experiences that
assistance them settle on better business choices. They likewise should have capacity to work at an
individual client level to make customized encounters. Sadly, informational collections accessible basically
don't give the granularity and size to do either56
FMCG organizations can make three moves to win in Digitized world:
 Molding advanced impact: This involves associating with buyers along buyIng pathway
 Winning with E-trade: Creating productive internet business involves key decisions around channel.
 Digitizing tasks: Companies can make incentive by utilizing advanced over esteem bind to upgrad
proficiency,adequacy
SOURCE:- https://www.google.co.in/search?
q=FMCG+SECTOR+AND+DIGITALIZATION+IN+INDIA&dcr=0&biw=1366&bih=672&tbm=isch&source=lnms&
sa=X&ved=0ahUKEwiu45v7k8PZAhXMuI8KHWZiAMkQ_AUICygC#imgrc=JU0f1auNiNIYxM:The industry has
viewed information technology as a necessary business enabler and has been trying to embrace digitization to
create engaging experiences for customers58.
56- https://www.exchangewire.com/blog/2017/03/20/digital-advertising-really-impact-fmcg-brand-sales/.
57- http://www.business-standard.com/article/management/fmcg-firms-can-use-digital-in-three-ways-
115122400903_1.html
58- www.cio.in/cio.../indian-fmcg-industry-turning-tables-digital-marketing-strategies.
21
The Retail in India is estimated to reach $ 1.1 trillion by 2020 from $ 672 billion in 2016, with modern trade
expected to grow at 20 %- 25 %per annum, which is likely to boost revenues of FMCG companies. In 2016-
17, revenue for FMCG sector have reached US$ 49 billion and expected to grow at 9-9.5 per cent59.
Incorporating strong digital marketing strategy in overall marketing mix offers many clear advantages to
brands60.
1. It helps distinguish your brand
2. It provides innovative way to display your brand
3. It Allows You to Gain Consumer Insights and Increase ROI
4. Mobile usage is only going to grow from here
Numerous IT Outsourcing organizations have developed as pioneer in giving Information innovation

administrations to FMCGs as they are likewise all around familiar with way that buyer is going versatile and
FMCGs do require their administrations to keep pace with customers. Lets perceive how a FMCG can profit
by data innovation60.Fmcg companies are looking for an opportunity to tap the customers online too but it is
very cost sensitive because at initial stage companies need to invest more on initial stage .
Various examinations ,pilots being directed in Indian,South East Asian Market by FMCG and comparable
FMCG to interface with retailers all more ideally and increment elevate.Basic supposition in greater part of
these pilots are Indian Kirana Shop are time starved and don't have couple of minutes to converse with
business illustrative of a FMCG Major61.
Huge Number of People Making Buying Decisions Online .Since FMCG Products are Total Different ball
Game. Best Place to Display Your Products. Interface Directly to Distributors
Spares Money on Initial Marketing.Incredible Place to Study shopper conduct and Innovate in product.More
People are Using Mobile to purchase their Products62.
59- https://www.ibef.org/industry/fmcg.aspx
60- https://www.socialbeat.in/2018/02/07/digital-marketing-for-fmcg-brands/
61-https://capillarytech.com/blog/digital-transformation/why-indian-fmcg-brands-are-going-digital-and-direct-
with-their-distribution/
62-http://www.singhbiotechllp.com/why-more-of-digital-marketing-is-required-for-fmcg-companies/
22
Methodology
Section 1:-Sampling Strategy

Definition of Population: The study is all about Impact of digitization on modern
business Hence, the universe of study is all business who uses digitlalised platform in India
to do business.
Definition of sampling The size of the sample is represented by ‘n’. Here the sample is
“Business using digitalized platform ”.
Parameters use to select The Samples
 Business who use digitalized platform
 Target area from where digitalized platform is used.
Selection of Sampling Method
In this case, we will use Probability Sampling Method because,
 Sampling frame is available
 Homogeneity is very high
 Density of the population is high
Sampling Procedure
In this method we will be applying “Simple Random Sampling”.

Sample size Determination In order to determine the sample size we are using the following
formula,
n = (ZE/E)*(ZS/E)
Where,
E = Tolerance Limit
S = Standard Deviation
N = Number of Elements (Sample Size)
Z = Accuracy
24
E = 5%
S = 0.335%
Z = 95% n = (ZE/E)*(ZS/E)
n = (0.95*0.335/0.05)* (0.95*0.335/0.05)
n = 40
Calculation of The Sample Size
Section 2:-Data Collection
The data has been collected from both primary as well as secondary source.
Secondary Data
It is defined as the data collected earlier for a purpose other than one currently being
pursued.As a research I have scanned lot of source to get an access to secondary data which
have formed a reference base to compare the research findings. Secondary data in this study
has provided an insight and forms an outline for the objective established.
 Text book
 Reports of the company
 Internet.
People included in sampling belong to all classes of age groups.
Primary Data:
The primary data has been collected after the secondary data for meeting the
established objectives to provide the solution for the problem identified in this study.
The methods that have been used to collect the primary data are:
 Method : Survey
 Instrument: Questionnaire.
 Contact Method: Personal interview.
25
CLASSIFICATION OF SAMPLING
Area of sample collection No. of people
Andheri 12
Bandra 9
Kandivali 11
Ghatkopar 8
TOTAL 40
Section 3:- limitations
Every research work involves some or the other challenges. We also faced some problems.
Hence, some of the limitations were:
 People did not share their views freely and openly. In fact, some of them refused
to fill the questionnaire.
 Data available for conducting the study was very less as compared to the standard
data one required to do normal research study. We had time limitations for
preparing this project i.e 3 months.
 Area of research were limited .
 Research is done on sample so their might be an assumption

26

27
Results
28
Q-1Do you use digitalized platform for your business?
Table no.1 digitalized platform for your business
FREQUENCY Andheri Bandra kandivali Ghatkopar TOTAL

YES 4 6 8 6 24
NO 8 3 3 2 16
TOTAL 12 9 11 8 40
Source:-from questionare 1
Graph no.1 digitalized platform for your business
100
90
80
70
60
YES
50
NO
40 TOTAL
30
20
10
0
Andheri Bandra kandivali Ghatkopar TOTAL
Findings:-From the above data it can be seen that majority of them using digital platform but
yet traditional platform is have some kind of hold and the ratio shows 24:16(yes:no)
29
Q-2 Do you believe digitalization has changed the way of business?

Table no:-2 digitalization has changed the way of business

YES 7 6 7 5 25
NO 5 3 4 3 15
TOTAL 12 9 11 8 40
Graph:- digitalization has changed the way of business
45
40
35
30
25 YES
20 NO
15 TOTAL
10
5
0
Source:-from questionare2
Findings:-above data states that digitization has penetrated into business and is impacting
too,as majority of respondents are are saying i.e 25 . while rest say that still its long way to go
for traditional,15.
30
Q-3 Do you think it is important to be upgraded then to stick to traditional business?

Table no:-3 stick to traditional business

Always 6 5 6 4 21
sometimes 4 3 3 2 12
never 2 1 2 2 7
Total 12 9 11 8 40
Graph:- stick to traditional business
45
40
35
30
25 Always
sometimes
20 never
15 Total
10
0
Findings:-Lot of business says that upgradation is must to expand the business where 21 says
that always upgradtion is important and rest i.e sometimes and always have the ratio of 12:7.
31
Q-4 With respect to India, is digitalization a new way of doing business?
Table no:-4- digitalization a new way of doing business

I don’t think so 5 4 7 5 21
Yes I think so 6 5 4 3 19
TOTAL 12 9 11 8 40
Graph:- - digitalization a new way of doing business
45
40
35
30
25 I don’t think so
20 Yes I think so
TOTAL
15
10
0
Findings:-above data show slight balance as 21 business don’t agree while 19 agrees with the
above question.
32
Q-5 Is digitalization only way ahead to do business?
Table no:-5 digitalization only way ahead to do business

YES 4 3 2 3 12
NO 8 6 9 5 28
TOTAL 12 9 11 8 40
Graph:- digitalization only way ahead to do business
45
40
35
30
25 YES
20 NO
TOTAL
15
10
0
Findings:- Digitization can be the way of businesss but when asked only way majority of
repondents rejected it showing the ratio 12:28(yes:no).
33
Q-6 How will you distinguish traditional business from digital business?
Table no 6:- distinguish traditional business from digital business

R.O.I can be calculated 6 6 6 5 23
Productive 4 2 3 2 11
Cost effective 2 1 2 1 6
Total 12 9 11 8 40
Graph 6:- distinguish traditional business from digital business
45
40
35
30
25 R.O.I can be calculated

Productive
20 Cost effective
15 Total
10
0
Findings:-from above data it can be concluded that its possible to calculate return on
investment also productive and cost effective
34
Q-7 Do you think digitization has disrupted modern business practice?
Table no:-7 digitization has disrupted modern business practice
Frequency Andheri Bandra Kandivali Ghatkopar Total

YES 2 3 2 3 10
NO 10 6 9 5 30
TOTAL 12 9 11 8 40
Graph:- digitization has disrupted modern business practice
45
40
35
30
25 YES
20 NO
TOTAL
15
10
0
Findings:- from the above data 30 respondents say that digitization has not disrupted the
business and rest say that yes it has.
35
Q-8 Does digitalised businesss helps tap the opportunity.
Table no 8: digitalised businesss helps tap the opportunity.

YES 2 3 2 3 10
NO 10 6 9 5 30
TOTAL 12 9 11 8 40
Graph 8:- digitalised businesss helps tap the opportunity.
45
40
35
30
25 YES
20 NO
TOTAL
15
10
0
Findings:- 10 respondents say that yes it helps tapping an opportunity but rest has negative
feedback on it.
36
Q-9 Will digital business surpass traditional business in future?
Table no:-9 digital business surpass traditional business in future
Frequency Andheri Bandra Kandivali Ghatkopar Total

Yes it will 4 2 7 2 15
TOTAL 12 9 11 8 40
Graph 9 :- digital business surpass traditional business in future
40
35
30
25
I don’t think so
20
Yes it will
15 TOTAL
10
0
Findings:- from the above data majority of respondents say that tradional marketing will have
strong hold in future but yes digital marketing will be strong as well showing the ratio 25:15
37
Discussion
Findings
Findings 1:-From the above data it can be seen that majority of them using digital platform
but yet traditional platform is have some kind of hold and the ratio shows 24:16(yes:no)
Findings 2:-above data states that digitization has penetrated into business and is impacting
too,as majority of respondents are are saying i.e 25 . while rest say that still its long way to go
for traditional,15.
Findings 3:-Lot of business says that upgradation is must to expand the business where 21
says that always upgradtion is important and rest i.e sometimes and always have the ratio of
12:7.
Findings 4:-above data show slight balance as 21 business don’t agree while 19 agrees with
the above question.
Findings 5:- Digitization can be the way of businesss but when asked only way majority of
repondents rejected it showing the ratio 12:28(yes:no).
Findings 6:-from above data it can be concluded that its possible to calculate return on
Findings 7:- from the above data 30 respondents say that digitization has not disrupted the
business and rest say that yes it has.
Findings 8:- 10 respondents say that yes it helps tapping an opportunity but rest has negative
feedback on it.
Findings 9:- from the above data majority of respondents say that tradional marketing will
have strong hold in future but yes digital marketing will be strong as well showing the ratio
25:15
39
Hypothesis testing:-
Hypothesis test 1
Do you think it is important to be upgraded then to stick to traditional business?

Table no:-3 stick to traditional business
Always 6 5 6 4 21
sometimes 4 3 3 2 12
never 2 1 2 2 7
Total 12 9 11 8 40
Graph:- stick to traditional business

45
40
35
30
25 Always
sometimes
20 never
15 Total
10
0
Findings:-Lot of business says that upgradation is must to expand the business where 21 says
that always upgradtion is important and rest i.e sometimes and always have the ratio of 12:7.
Conclusion:- from the above findings it can be concluded that H1 is rejected and H0 is
accepted.
40
Hypothesis testing
Hypothesis test 2
With respect to India, is digitalization a new way of doing business?

Table no:-4- digitalization a new way of doing business
Yes I think so 6 5 4 3 19
TOTAL 12 9 11 8 40
Graph:- - digitalization a new way of doing business

45
40
35
30
25 I don’t think so
20 Yes I think so
TOTAL
15
10
0
Findings:-above data show slight balance as 21 business don’t agree while 19 agrees with the
above question.
Conclusion:-It can be concluded from the above findings that majority of people don’t agree
with above question so, h1 is rejected and h0 is rejected.
41
Hypothesis testing 3
Hypothesis test 3
How will you distinguish traditional business from digital business?

Table no 6:- distinguish traditional business from digital business
R.O.I can be calculated 6 6 6 5 23
Productive 4 2 3 2 11
Cost effective 2 1 2 1 6
Total 12 9 11 8 40
Graph 6:- distinguish traditional business from digital business

45
40
35
30
25 R.O.I can be calculated

Productive
20 Cost effective
15 Total
10
0
Findings:-from above data it can be concluded that its possible to calculate return on
Conclusion:-from the above findings it can be concluded that traditional business is different
from digital business so,H1 is accepted and H0 is rejected
42
CONCLUSION
Digitization is really changing the way of business, while the research is showing that
traditional way still have strong hold in modern business also but what important here is that
the share of tradional way of business is declining while lot of business are heading towards
digitization such as startups .
Large business enterprises will take time to digitized itself,but they will and they have to
because digitization has proven its credibility and capability where it stands apart from
traditional business as it is productive,cost effective and many more.
Each and every sector is digitizing itself then may it be manufacturing or finance or banking
marketing and others they have understood the need of hour of digitization but while
researching it has come to picture that traditional way of doing is still prevalent and many
business run on traditional way if we look towards fmcg sector it is till exploring market in
traditional way but it is reforming.
Traditional way of business will be washed out one day but not immediately,various business
think that business must be upgraded and in digitized way will help them to be more
productive and effective.
Conclusion derived after hypothesis testing:-
 digitization does not plays important role in modern business.

 digitization is not changing the way of business.
 traditional business is different than digital business
43
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digitally-05670871
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companies/
47
Appendices
Q 1 Do you use digitalized platform for your business?

 Yes
 No
Q 2 Do you believe digitalization has changed the way of business?

 Yes
 No
Q 3 Do you think it is important to be upgraded then to stick to traditional business?

 Always
 Sometimes
 Never
Q 4 With respect to India, is digitalization a new way of doing business?
 I don’t think so
 Yes I think so
Q 5 Is digitalization only way ahead to do business?

 Yes
 No
Q 6 How will you distinguish traditional business from digital business?

 R.o.i
 productive
 cost effective
Q 7 Do you think digitization has disrupted modern business practice?

 Yes
 No
Q 8 Does digitalised businesss helps tap the opportunity.

 Yes
 No
49
Q 9 Will digital business surpass traditional business in future?

 I don’t think so
 Yes I think so
50

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Specialization

A study on “Impact of digitization on modern business”.

Master of Management Studies (MMS)

Submitted by Omkar R. Joshi

Under the Guidance of

Sheila Raheja School of Business Management & Research, Bandra East

Name: Pro f. Vivek. Sharma ( )

Date: _____________________ Signature of the Guide

Name: Omkar R. Joshi ( )

Roll no . M – 219 Signature of the Student

Roll No: M-219

Sr no Chapter Section Topic Page no.

8 2 How Traditional Giants had transform into a Digital One. 9

9 3 Digitization is advancing and it will change the business 10-14

11 5 Digitization in Indian business world 16-19

1 Digitalized platform for your business 29

2 Digitalization has changed the way of business 30

3 Stick to traditional business 31

4 Digitalization a new way of doing business 32

5 Digitalization only way ahead to do business 33

6 Distinguish traditional business from digital business 34

7 Digitization has disrupted modern business practice 35

8 Digitalised businesss helps tap the opportunity. 36

9 Digital business surpass traditional business in future 37

1 Digitalized platform for your business 29

2 Digitalization has changed the way of business 30

3 Stick to traditional business 31

4 Digitalization a new way of doing business 32

5 Digitalization only way ahead to do business 33

6 Distinguish traditional business from digital business 34

7 Digitization has disrupted modern business practice 35

8 Digitalised businesss helps tap the opportunity. 36

9 Digital business surpass traditional business in future 37

Section 1:-Problem statement

To understand impact of digitalization on modern business.

Section 2:- Research objective

To study the role of digitalization in today’s business.

Section 3:- Importance of Study

H0 digitization is not changing the way of business.

H0 traditional business is not different than digital business

I used a combination of both Exploratory Research and Descriptive Research Design.

1-Digital Transformation And Innovation

Sampling Method: simple random sampling

Sampling Procedure: Convenience Sampling

Data analysis of the research was comprised of questions, Reponses to

To understand impact of digitalization on modern business.

To study the role of digitalization in today’s business.

H0 digitization does not plays important role in modern business.

H1 digitization plays important role in modern business.

H0 digitization is not changing the way of business.

H1 digitization is changing the way of business.

H0 traditional business is not different than digital business

H1traditional business is different than digital business

I used a combination of both Exploratory Research and Descriptive Research Design.

Digital Transformation And Innovation.

How Traditional Giants had transform into a Digital One.

• A focus on outcome-based models:- Open door to business value to customers