Impact of Innovation and Technology on Sales, Growth, and Profit: A Case Study of Kingfisher plc

The report discusses the impact of innovation and technology on the sales, growth, and profit of Kingfisher plc, a multinational retail company. It also explores the importance of Corporate Social Responsibility and Archie Carroll's CSR model.

BUSINESS ENVIRONMENT

Contents
Executive summary.........................................................................................................................3
Introduction......................................................................................................................................4
Assessment 1...................................................................................................................................4
Impact of innovation and technology on the sales, growth and profit.........................................4
Assessment 2...................................................................................................................................7
The importance of Corporate Social Responsibility....................................................................7
Archie Carroll’s CSR model........................................................................................................8
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11

Executive summary
This report has taken a case study of British multinational company called Kingfisher plc.
It is because they are using technology and innovation effectively within their organisation and it
is helping them to take competitive advantages.

Introduction
Business environment consist of all the external and internal factors that affect the
companies function including their management, employees, customers, supply and demand and
business regulations as well. it is necessary for the Company superiors to be aware of all of the
factors so they can identify the opportunities that helps to meet needs of the customers and help
company to take competitive advantages within the market.
This report will cover a case study of British multinational company called Kingfisher plc
who are operating their business within the various countries such as France Poland and
Romania etc. it is retail company And selling product like home appliances, home furnishing
coma tools, hardware and garden supplies and plants.
This report will assess the impact of innovation and technology upon the Kingfisher plc
and its effect on companies profit, sales and growth. this report will also evaluate the importance
of CSR activities for the Kingfisher. In the end of this report will apply Archie Carroll’s To
understand this CSR activities and its role.
Assessment 1
Impact of innovation and technology on the sales, growth and profit
innovation is the concept that refers to the process an individual person or the
organisation can undertake to conceptualise brand new products, processes an knew ideas within
the business (Kim, D. G. and Choi, S. O., 2018). innovation is the key of successful businesses
and provide probability growth and sales.
Technology is helpful to save the time and effort of the company and it also enhances the
security of an organisation affectively. there are numerous factors remind the importance of
technology within the business because the role play by the technology is crucial for the
operation to run smoothly and effectively that helps to provide competitive advantages to the
business. Technology is the way companies can take competitive advantages but if they do not
know how to use technology effectively then it can also create negative impact for an
organisation so it makes necessary for the companies to be aware about the use of technology

properly so they can take advantages effectively and grow their business, sales and probability
through the use of technology.
Technology come up for one, represent a great opportunity for the businesses. there are
many ways technology can help Kingfisher plc’s 2 satisfy the needs and demand of the
customers and take higher growth increase their sales and improve their profitability within the
business. Similarly innovation is also work Leica technology, technology are the tools that can
be implemented and on the other side innovation means developing products in a new way to
attract customers.
Innovation and technology has huge impact on the companies performance within the
market (Lohmüller, B. and Petrikhin, A., 2018). Kingfisher is expanding their business just
because of they are continuous innovation an technology that they have been implemented
within their workplace.Innovation and technology directly impacting on the companies sales
growth and profit. here are some ways that is useful to show that how technology and innovation
is helping this company to grow their business increasing their profitability and increasing their
sales to take competitive advantages within the market where they are operating their business.
Technology and innovation impact on sales
There are various technology that can be used by the Kingfisher plc’s to increase their
sales within the business. There are many technology like artificial intelligence can help to
attract the customers for the company and they can increase their sales. Kingfisher airlines is
Using the social media technology to attract customers and target them to buy their product.
social media platforms such as Facebook, Instagram, Twitter and YouTube at the platform where
marketing team of three Kingfisher plc ran their campaign to attract customers to buy their
product and services. it makes easy for the company totarget the people who can buy their
product and services.
On the other side innovationAlso helps to increase the sales of products for the
Kingfisher plc. Marketing team of the company identify the needs and demand of the customers
by taking the feedbacks from the customers that helps too collect the information. this
information they provide directly to the production team of the company where they develop and
innovate the product to satisfy the needs and demand of the customers (Ratten, V., 2019). If the

customers will get what they were demanding then it will automatically impact on the sales of
the company.
Impact on growth
Technology has directly impact on the growth of the company it is necessary for the
leaders and managers of the Kingfisher plc. To be aware of new technology trend within the
retail industry so they can stay within the competition and take higher growth within the market.
technology also influence on the efficiency and working efforts of the employees. employees can
do better work with the new technology and it's make easy for them too work more effectively
that increase their performance and they give their best. Efforts from the employee side increase
the growth of the company and companies can take competitive advantages within the market
where they are operating their business and show their presents as a rapidly growing brand.
Innovation is the part of an organisation, employees come up with the new innovation
and ideas that helps too create growth opportunities for the Kingfisher plc (Loon, M. and Chik,
R., 2019). It is necessary for the companies superiors to create a innovative workplace condition
where employees can share their ideas and suggestion to the companies that can help company to
grow rapidly within the market and it will also bring employees with the confidence and they
will be able to take our position within the organisation because of their ideas and
suggestion.here are some ways that is useful to show that how technology and innovation is
helping this company to grow their business increasing their profitability and increasing their
sales to take competitive advantages within the market where they are operating their business.
Impact on Profitability
The new technology paves the way for the future Business Innovation. It is not necessary
for the Kingfisher to invest everything on the technology and gadgets within the market
(Radman, G. and Belin, A., 2017). It is more important for them to be keep up with the latest
trend that could improve directly to the profitability of the company and help them too take
competitive advantages. one of the most important advantages that technology can offer To the
Kingfisher airlines is that large number of customers for the business. The rise within the
ecommerce sites is helping the business to grow rapidly and there are most of the retail
companies who are shifting toward the ecommerce site. it is because they know very well that it

will be a future of this industry so it is necessary for them to, take necessary steps before it's too
late. Kingfisher can also sell their products and services on the online website becausr it’s a good
time for them too show their presence within both online and offline markets.
According to the E- marketers The sales from ecommerce are expected to reach around 4
trillion dollars till the end of 2020. this number is way bigger than the expectations. and with the
help of the right partners Kingfisher can able to sell their products to the customers worldwide
and significantly increase their revenue. it can be only a possible if they are taking the necessary
steps on the time. Similarly innovation is also work Leica technology, technology are the tools
that can be implemented and on the other side innovation means developing products in a new
way to attract customers.
Innovation within the business also can provide a probability to the Kingfisher (Da
Fonseca, R.S. and Veloso, A.P., 2018). it is necessary for the company to continuously develop
their product according to the needs and demands of the customers. there are many ways to
represent product more attractive for the customers. one of them is packaging of the products, it
is necessary for the Kingfisher leaders and managers too improve their packaging of the product.
this can be improved by hiring the designers who can provide a better design for their product
and services that will help them to be more profitable within the business and they will able to
take competitive advantages and gain loyalty of the customer’s.
Assessment 2
The importance of Corporate Social Responsibility
Value of the Brand-
It is necessary for the company to look after the aspect of CSR as it helps them to position
themselves with a better image which leads to helping them improving the value of the brand in
the eyes of the customers. Many of the leading competitors of Kingfisher PLC invest higher
amounts of their time when it comes to fulfilling the duties of CSR because they believe it is a
part of core competency which will help them to achieve growth in the market. This is because
of the activities such as these they can increase the level of equity, awareness and make changes
in their values (Virglerova, Dobeš and Vojtovič, 2016).

Increased Sales-
Companies such as Kingfisher PLC who contributes their efforts in activities such as
CSR are highly appreciated by the audience in the market. Also in return in order to support
them they buy their products to show the company that they appreciate their gesture and they
support them. With the help of activities of CSR the managers of the company can make their
place in the minds of millennials which will help them to increase their base of customers.
Overall this will help them to generate more sales as compared to their competitors in the market
(Hamilton and Webster, 2018).
Employee Retention and Engagement-
Other than the possibility of generating more sales or gaining more customers in the
market. Companies such as Kingfisher PLC has to think of their staff and employees because
now even they want to be a part of those companies who contribute and works for the benefit of
the society. This is because they want to be a part of that organization that has a good image in
the market so that people respect them. Also if the employees are satisfied it is beneficial for the
company as it leads to attrition that is low. Currently the company is contributing on preserving
the environment and compensating for the damages they make for extracting the home
renovation products.
Savings of Cost-
If Kingfisher PLC takes the use of sources and energy that are renewable then they will
be able to save cost in electricity that is needed to maintain and operating the stores. This way
they will be able to increase the margin of profit.
Archie Carroll’s CSR model
This model of CSR is classified into four aspects and they are economic, ethical, legal and
philanthropic. This model works on this pyramid as the activities of CSR has a huge impact in
these areas.
Economic Responsibility-

Many companies see the aspect of CSR to gain economic stability in the market and it is
necessary because then only they will be able to survive in the market for a long period of time.
Also it is important for Kingfisher PLC to earn substantial amount of profits as many of the
shareholders in the market are relying on them. Also they have to look after their members of the
team and employees so that they can offer customers products at decent prices which is fair if
this aspect of pyramid is met by the management of the company successfully then they can
proceed further and this is the only way through which they can take actions and decisions for
the benefit of the society.
Legal Responsibility-
This aspect is concerned with the business operating under the guidelines and laws set
and mandated by the government. This helps Kingfisher PLC to set their image positive in the
market. This helps to assess that company is working under the set code of conduct and fulfilling
their responsibilities to the market in fair manner. It is necessary that they work under guidelines
of national, regional and local level. That is why the management of the company serves their
goods and services by complying with the requirements that are legal (Gaganis, Pasiouras and
Voulgari, 2019).
Ethical Responsibility-
This aspect works in a deeper construct as compared to the other ones. It is because with
providing the goods with ethical practices they have to look after the responsibilities towards the
betterment of society which does not concern with the aspect of profit. This aspect of pyramid is
concerned with the engagement of business in more activities such as generating employment,
providing education to underprivileged etc. so that they can meet their expectations and complete
the role of CSR. In order to keep the society impressed Kingfisher PLC continuously analyze the
needs of the market and assess their moral standards so that they can offer their assistance on the
basis of that. They maintain their role and responsibility of CSR by meeting the behavior that is
ethical so that they can meet the expectations of people.
Philanthropic Responsibility-

This aspect is concerned with companies such as Kingfisher PLC taking part in the
activities of CSR on their own without the pressure of society. They just fulfill this role to bring
changes in the market and meet up with the expectations of general audience. This helps them to
create their image in the market in a different manner as the audience will start to think that
company is doing for the betterment of society which is in return for the support they have given
to the business. There are different styles of different business although Kingfisher PLC focuses
on donating money to charities, give gifts and engage voluntarily for the development of society.
Other than this there are many areas where the management of the company is looking for to
contributing more of their efforts so that they can help them develop the pace faster (Akhtar and
Sushil, 2018).
Conclusion
As per the report has been covered case study of Kingfisher plc Which is an British
multinational company. This report has been assess the impact of innovation and technology
upon the Kingfisher plc on their profits, sale and growth within the market. this report also has
been evaluate the importance of Corporate social responsibility and activities related to it run by
the Kingfisher company . In the end of this report has beenapplied Archie Carroll’s To
understand this CSR activities and its role for the society And its impact on the business.

REFERENCES
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