Impact of Digital Technologies on Organizational Development and Knowledge Management: A Case Study of Crosstown Doughnuts

DIGITAL TECHNOLOGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Presenting company overview and digital technology used by company...................................3
Presenting impact of digital technology on organizational development....................................5
Explaining the impact of digital technology on data and knowledge management process.......7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Business environment is changing rapidly which involves changes in the technology or
the updated technology. Manager of the company should be up to date with the latest technology
and use for the effective functioning of the company. Many companies are moving towards
digital technology according to the trends in the market(Richter, et.al, 2018). Digital technology
is the scientific use of knowledge that deals with the application and practical use of digital or
the computerized devices and systems. In the process of management, the various managerial
functions such as planning, organization, staffing, controlling, directing and coordination
requires the use of digital technologies and plays a very significant role in the implementation in
the managerial functions of the business. The significance of the digital technology has evolved
and helped in the communication of individuals face to face on the computers and mobile device.
Cross town Doughnut has been taken which is a UK based company(Munteanu,et.al, 2020). The
report illustrates about the various innovations and digital technologies and its impact on the
organizational development. Alone with this, the impact of innovation on data and knowledge
management of the company.
MAIN BODY
Presenting company overview and digital technology used by company
Crosstown Doughnuts is a scratchy bakery that provide their customer with handmade bakery
products such as cakes and doughnuts. Along with this, the company use fresh raw materials in
order to provide with honest flavour. However, organization aim is not to compromise in their
quality and quantity that has helped them in attracting large customer. Along with this, the
company has various physical store in London as it is the big city of UK and attract large tourist.
Moreover, it provides their services through online marketing so that it can cover large are of
market (Straker and et.al., 2018). The organization has decided to adopt innovation in order to
increaser the brand image in the competitive market. In 2014 it has launched market stall on
leather lane a very famous market area of London and it was the first bakery that has accepted
Card payment without additional charges. As well as the company has cashless payment in
most of their store. It also provides services like order online for pickup or demand delivery.
Furthermore, the company has not only made innovation in technology but also in their food
products such as in 2017 it has decided to launch vegan doughnuts that has contributed in

satisfied the taste bud. Along with this, company follow business ethics and values such as
integrity that has helped in increasing the progression. Additionally, company has decided to
use sustainability packaging at various store and it believes in recycling (Shaw and et.al., 2018.).
Thus, all this parties have contributed in creating positive contribution towards environment.
Due to pandemic the economic growth of UK has been effected negatively and the major
negative affect was on hospitality and food industry.
Because of lockdown company was not able to earn huge profit and that has affected the
growth of the firm. However, the past year was a downfall for the organization and it has to take
ad advantage innovative idea and digital technology in order to increase its sales. Moreover, the
company has made use of SMM marketing such as it has started their online cookery classes
that has contributed in increasing the overall growth of the firm. Along with this, it has adopted
for next day delivery in overall nation that has boosted the sales of the firm. It has made use of
online marketing such as customer can order through their online websites, mobile application
and social media sites. This has promoted direct to customer deliveries and has resulted in
increasing the overall sales of the firm more effectively as compared to traditional method of
selling. Moreover, organization has also decided to make use of data analytical tool that has
helped the organization in identifying the taste and preferences that has contributed din making
the products according to the needs of the customer. However, this technique has helped the
organization in increasing the sales (Pramanik, Kirtania and Pani, 2019). During pandemic
bakery has also made use of customer ordering system that has helped in making the purchase
more easily. Social media promotion has played very important role in increasing the sales of
the firm. It has helped the organization to known about the marketing strategies that has been
used by the competitors. Along with this, feature such as paid promotion has helped the
organization attracting targeted customer.
Moreover, it helps providing the information regarding the company to the customer so
that it can have idea about the company background and the products it deals (Bond and et.al.,
2018). However, with the help of business feature it has easily covered the large area of
market. The insight feature of the market helps the bakery in knowing the overall performance of
the firm in the market. It can also identify the reach of the brand image by local or international
customer. Furthermore, using this technology has contributed in increasing the brand awareness
of the firm in the external environment. With the help of digital marketing the Crosstown