Impact of Digital Technologies on Organisational Development: A Case Study of Burberry

Digital technologies

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
A brief description of the client organisation. Identify and evaluate major innovations and
digital technologies that organisation is using........................................................................3
TASK 2............................................................................................................................................5
Assess how these innovations and digital technologies affect organisational development.
Examine the pros and cons of these technologies..................................................................5
TASK 3............................................................................................................................................7
Discuss how the said innovations and digital technologies impact on data and knowledge
management in process of decision making. Justify your statements....................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...............................................................................................................10

INTRODUCTION
Digital technologies are the systems, devices storages, electronic tools, resources that
generate data and data processing. Nowadays every organisation uses digital technology so that
they can upgrade their products and services. With the help of digital technologies organisations
grab various opportunities and achieve competitive advantages which help them to become more
successful (Vargo and et.al., 2021). Tools and techniques help businesses in evaluating the
internal and external environment so that they can minimize risk and threats. This report is based
on Burberry which is a luxury fashion industry. It was established in 1856 by Thomas Burberry
to acquire the largest fashion market. The headquarter of Burberry is located in London, UK
which serves products all over the world. This report will include brief description of the
organisation with evaluation and identification of digital technologies and innovations which the
organisation is using. This report will also include how innovation and digital technologies affect
the operations and organisational development. Advantages and disadvantages of technologies
are also discussed in this report. How can digital technologies and innovation can affect the
knowledge management and data in process of decision making in organisation is also
mentioned in this report.
MAIN BODY
TASK 1
A brief description of the client organisation. Identify and evaluate major innovations and digital
technologies that organisation is using.
Burberry is a fashion industry which manufacture luxury and branded products for their
customers. They offer products including footwear, eyewear, cosmetics, leather goods, fashion
accessories and fragrances. They hire designers who themselves design garments which are very
unique and attractive. Trench coat is their most famous clothing item as in earlier times, military
personnel use their trench coat because of its quality and material. The first shop of Burberry
which is located in London was established in 1891. Initially Burberry was fully independent
company till 1955 but later on it was merged with GUS plc in 2005 (Zelizer, 2019). Thomas
Burberry focus on manufacturing of outdoor attires which was water resistant material,
hardwearing but easily breathable fabric. Company spends a lot of capital on digital tools to

shape their business according to the current market trends and registered their trademark in
1909. Burberry become first choice for all the British officers because of the fabric and material
of their trench coat. After attaining higher growth and success, Burberry started manufacturing
complementary products such as trousers, sportswear, suits, accessories and shirts for all men,
women and kids of the society. Burberry uses some of the market strategies and given licences to
various stores so that they can generate higher revenues by capturing large market area. Burberry
become leading brand in fashion industry with the help of innovation and technological
advancements. They use digital technology for their each and every department including
designing, producing, manufacturing and retailing. There are various digital tools which are used
by Burberry which are mentioned below:
 Social media as a tool: Burberry uses various social media platform for their
marketing in all over world. Networking sites like Facebook and Instagram allow
their users to share, like and comment on their post which help in understanding the
taste and preference of customers. Art of trench was launched by Burberry on the
social media website which was followed by large number of people through all over
the world. It helps them in increasing their reach in effective manner with the help of
digital technological platforms. Almost every person has their presence on social
media which is positive aspect for Burberry. They hire particular team for handing
all the digital marketing activities which provide them specific and effective results.
 In store digital experience: Physical stores of Burberry involved various digital
tools which gives feeling like customer is going through online website of company.
Physical stores located in London includes signage screens around the walls and
floors, mirrors and live streaming hubs (Marusin, Marusin and Ablyazov, 2019).
These digital innovations attract large number of people which increases their sales.
Burberry invented the online feature in their website which provides customer
different catalogues which are available in their physical store. This innovation saves
lot of time and efforts of customers and employees. Whenever customer pick up any
product in physical store, a video is played on the screen with the help of RFID chips
which involves the features of item, their prices and process of their designing.
 Digital interaction: Burberry is very popular for interacting their customers with the
help of digital platforms on regular basis. Billboard campaigns, live mapping