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

This report discusses the impact of digital technologies on organisational development using Morrison as a case study. It covers the organisational overview, innovation and digital technology of the client organisation, impact of innovation and technology on organisational development, pros and cons of digital technology, and the impact of innovation and digital technologies on data and knowledge management in decision making.

Digital Portfolio

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Organisational overview..............................................................................................................3
Innovation and digital technology of the client organisation......................................................4
Impact of innovation and technology on organisational development........................................5
Pros and cons of chosen organisational technologies..................................................................6
Impact of innovations and digital technologies on data and knowledge management in
decision making...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:...................................................................................................................10
Online-...........................................................................................................................................10

INTRODUCTION
Today of the business are operating with the help of advance and modern technology.
Using digital technology will help organisation in many ways like it help to communicate the
customer's faster, enhanced data collection, increased productivity and profitability of business
and many others (Barysevich and Viartseika, 2021). Using advance tools and machines in
manufacturing area will help to produce effective and good quality of goods which can further
help companies to gain high customer satisfaction by offering high quality of goods. There are
various kinds of advantages as well as disadvantages of using digital technology. The following
report covers chosen organisational overview, innovation and digital technology of the client
organisation, impact of innovation and digital technology on organisational development, pros
and corns of digital technology and the impact of innovation and digital technologies on data and
knowledge management in decision making.
MAIN BODY
Organisational overview
Morrison is one of the most popular company in retailing industry of UK. It is founded in the
year 1899 by William Morrison and it is headquartered in Bradford, UK. They are focusing to
gain competitive advantage within the industry by offering quality products on reasonable prices
to their targeted customers. They sell eatable products like fruits, vegetables, non-veg products
and many others and they also sell groceries and books. They are having 497 supermarkets and
hypermarkets across the world and they also sell their products through online channel.
According to a report it is mentioned that around 9 million customers arrive at the stores of
Morrison every week and their 118,000 employees work harder to provide them effective
services to gain high customer satisfaction (Company History, 2021). They use their own trucks
and vans to deliver their online offered products to protect the products from damages. They are
also mainly focused on their packaging activities where they make sure that they will use
sustainable packaging materials and methods and label the packets appropriately to help the
customers to know about the product and its quality. The annual turnover of Morrison in UK is
£17,598 million (Morrisons annual turnover in the United Kingdom from financial year 2009/10
to 2020/21, 2022).

Innovation and digital technology of the client organisation
Morrison retailing stores is a popular name with huge customer base and the main reason to
manage and retain their customers are their technological development which help them to aware
their customers about their products and services and in various other activities. In context of
Morrison, the following technologies are used by the company-
Online payment mode- Today most of the customers are preferred to pay through online mode.
Hence, Morrison retailing stores have various options for their customers to pay their bills like
credit cards, through mobile phone payment applications and many others (Ebil, Salleh and
Shahrill, 2020). This will help the company to complete payment their payment option quicker
just by few taps on computer screen.
Social media marketing- Using various kinds of promotional channel is effective for the
company to gain more customers. Morrison promote their brand through various channels like
TV advertisements, newspaper, hoardings and many others. They also use digital ways like e-
mail and social media marketing. They have their official accounts on Instagram, Facebook and
many other social media channel on which they share the pictures of their products and services
on regular basis to gain attraction of customers at global level. Therefore, most of the customers
get aware about the Morrison's product through social media channels.
Barcode scanner- It is a device which scan the products barcode and analyse the information
about the product. Each product is assigned with a barcode which is scanned through the scanner
for various purpose in the stores like to analyse the prices and quantity of product. It is also used
for inventory management in Morrison be analysing which box of products are placed at which
place at inventory room of the stores as well as at their warehouses.
GPS/ Location based service- It is the technology which is used by almost every retailing
company to identify the place of their product. With the help of GPS chip, the location of
required product can be identifies easily from large variety of products (Hartnell-Young, 2021).
It is also used in vehicles while delivering the products to customers and both company as well
as customer can track the order which is supposed to be delivered.
Google Analytics- It is a web analytics service which help the companies to track the
performance of their websites and manage website traffic. In context of Morrison, they are
having a well structured and designed website where most of the customers visit on daily basis.
In context of Morrison, their google analytics software will help them to identify how many

customers have reached their website and what keywords they used to search for any product
through their website. This software will also help to analyse that which product is having larger
demand and which one is having least demand by tracking the search list of their website.
Impact of innovation and technology on organisational development
Innovation and technology play an very important role in the organisational development by
impacting following factors-
Enhance productivity and profitability- There is a huge difference in productivity when a
company uses traditional and modern way of managing a business (LE THI and HUONG, 2021).
Using high quality of tools and machines will help the company to develop the quality of their
products and gain high customer satisfaction by offering high quality of goods to them. This can
further help the company to attract more customers and gain high profitability.
Aware and attract more customers- Using digital technology will also help companies to gain
more customers by increasing their promotional activities. For example, when Morrison promote
their business through social media marketing then they aware a large group of customers
together which influence to order the products from company. Hence, this is how digital
technology help to develop total; number of customers for the company.
Helps to connect with customers- Digital technology note only used for internal purpose of
company but it is also used for connecting company through their customers. Morrison, ask for
feedbacks and reviews from their customers through social media channels, e-mails, messages
and many other digital medium (Matamala, Díaz and Lagos, 2021). This will help the company
to analyse whether the customers are satisfied by the company and product or not so that they
will modify their products and services to gain high customer satisfaction. Therefore, the factors
of customer satisfaction and customer retention is identified by digital technology which further
help the company to get success in market.
Helps to gain high employee satisfaction- High quality of technology also helps to develop
employee satisfaction because through various tools and machines such as bar code scanner and
many others, employees are able to conduct their activities in a easy manner. For example, using
barcode scanner by Morrison employees will help them to find out the product place easily in
their warehouses and inventory rooms. Hence, they are not supposed to waste their time in
searching every box of cartoon in a group of different variety of products. Therefore, employee

gain high satisfaction and get high motivation to work effectively in the company which further
help in the development of organisational performance.
Helps the company to gain competitive advantage- Innovation and technology will also help
the company to gain competitive advantage be offering high quality of products which are
different from their competitors (Moschovi, 2020). With the high quality of tools and machines,
a company can offer additional characteristics of products to their customers to attract them
toward the company. Customers are having strong mind-set to purchase those products which are
having additional characteristics than their substitutes. Hence, this will help the company to gain
competitive advantage within the industry.
Pros and cons of chosen organisational technologies
Every aspect have advantages as well as disadvantages of using any product or technology. In
context of Morrison, there are few of the advantages as well as disadvantages of using advance
technology and these are mentioned below-
1st technology- Online payment mode
Advantages of online payment mode-
 It can help the company to faster the payment procedure and allow reliability of
customers to even pay by their house for online orders.
 It also helps to mitigate payment mistakes while paying bills. While using online
payment mode, total payment amount get automatically calculated and the customers are
required to pay the bills directly (Noël, 2018). Hence, there is no mistake in calculating
the total price of all purchased products by the company.
Disadvantages of online payment mode-
 Using banking facilities and online mode will increase the cost for business because a
company is required to pay fee for using various online mode of payment. The procedure of online payment may get failed due to technical problem in the devices
or software. Hence, in case of technical issue a customer has to wait for longer peruod of
time to pay the bills until the issue get resolved.
2nd technology- Social media marketing
Advantages of social media marketing-
 By using social media marketing tool, Morrisons will be able to reach large target
audience as number of people are using social media platforms.

 It is a tool which allow companies to make direct connections with target audience and is
part of marketing strategy of company. With help of this tool, business can know who is
interested in their proposed products and can also develop valuable insights among
customers.
Disadvantages of social media marketing-
 Social media marketing is also crating problem for business as any person are free to give
their feedback on social media platforms (Nunez, 2018). There are some customers who
has bad experience with business and these people share negative feedback about
company in business.
 It requires more time as companies needs to involve in creating creative content in order
to attract more customers towards their account. For this, company needs to spend more
time in social media activities.
3rd technology- Barcode scanner
Advantages of barcode scanner-
 Barcode is a universally accepted technology which is highly accurate. Accuracy of this
tool is high as it reduces human errors. It is a too which is used by companies to reduce
mistake conducted by humans.
 It will allow business to speed up its process and allow them to make quick decision. It
allows business to get information related to products by scanning it.
Disadvantages of barcode scanner
 In order to implement barcode technology in Morrisons, these technology needs to
purchase by people which will increase cost of company (Sargen, 2020).
 It is a technology which can cause physical damage to technology and can be wears and
tears products that cause additional cost over company.
4th technology- GPS/ Location based service
Advantages of GPS/ Location based service-
 It is a technology which can be used at any place in world as it is power through
satellites. It allows customers to find out your location.
 It is also important for Morrisons as it is used by numbers of customers that provide them
opportunity to bring more customers towards them.
Disadvantages of GPS/ Location based service-

 GPS technology is not accurate as it sometimes cannot show right location. It fails for
certain reasons which create problem for business.
 If GPS is operated through battery operated device, that it leads to battery failure and also
require external power supply (Tang, 2021).
5th technology- Google Analytics
Advantages of Google Analytics
 It is free of charge as t can be used by anyone and can also be used n digital environment
like mobile application, internet connections and others.
 It allows business to collect data from different platform like commerce connections,
benchmark of industry and others.
Disadvantages of Google Analytics
In order to use google analytics, it is important for company to hire a professional person who
can learn language and will increase cost of company (Voronov, Kazansky and Davydov, 2020).
Impact of innovations and digital technologies on data and knowledge management in decision
making
Innovation is a process of introduction of new technology in business that allow them to
introduce something new. Business in order to adopt innovation, introduce digital technologies in
business that allow them to get competitive advantage in business. It allows business to manage
knowledge and data in management of company in effective manner that allow the to make
important decision in business. With helps of it, it is easier for business to understand
requirement of customers. Business is collecting customers data and use it in order to understand
requirement, needs and problem for business (Voronov and Ivanov, 2019). It provides
opportunity to business to provide solution to problem of customers and also helps them to
overcome of it. It is also important for business to introduce new that provide competitive
advantage to business as it helps them to overcome of competition. It is also important for
business to understand competitors and strategies that allow them to differentiate its products and
service. It also allows them to manage data of employees and other stakeholders of business. On
basis of these digital technologies, Morrisons can improve efficiency of business, enhance
productivity (Yousaf and Yarovaya, 2022). It also aloe them to reduce time taken for different
process to be taken in company and allow them to improve efficiency of business. On basis of
this, business can reduce time to be taken in order to make important business decisions.

CONCLUSION
From above mentioned project report, it can be concluded that digital technologies ar important
for a business as it allows them to improve productivity of business and also allow them to
complete a work in less time. There are different types of technology which is used in isness and
provide them various benefits. It allows them for improving efficiency in business and also
provide them competitive advantage. Different types of technology used in business includes
google analytics, barcode scanner, GPS, social media marketing and online payment mode. All
these technologies make business more convenient for customers and also allow them for
purpose of attracting more customers towards their organisation. All these technologies ha their
own advantage and disadvantage for business ad business should select this technology on basis
of its requirement. These digital technologies an innovation aslo helps business to make various
management decision to company in less time and allow them to take advantage of opportunity
arise in market.

REFERNCES:
Books and Journals:
Barysevich, A.R. and Viartseika, O.V., 2021. DESIGN OF DIGITAL PORTFOLIO AS
POSSIBILITY OF INCREASE OF PROFESSIONAL COMPETENCE OF
TEACHER. Редакційна колегія, p.327.
Ebil, S., Salleh, S.M. and Shahrill, M., 2020. The use of E-portfolio for self-reflection to promote
learning: A case of TVET students. Education and Information Technologies, 25(6),
pp.5797-5814.
Hartnell-Young, E., 2021. Using a Portfolio Approach to Navigate Academia. In Women
Thriving in Academia. Emerald Publishing Limited.
LE THI, T.H. and HUONG, T.T.B., 2021. Applying Flipgrid-Based Portfolio to Improve
Vietnamese EFL High School Students' Speaking Scores. 3L: Southeast Asian Journal
of English Language Studies, 27(4).
Matamala, C.Z., Díaz, D.R. and Lagos, P.S., 2021, December. Scale design to encourage the
self-regulated development of a digital portfolio in engineering education. In 2021 IEEE
CHILEAN Conference on Electrical, Electronics Engineering, Information and
Communication Technologies (CHILECON) (pp. 1-4). IEEE.
Moschovi, A., 2020. Digitality and Creative Repurposing: Changing Values of Digital Archives
[Research portfolio].
Noël, B., 2018. Extension of the value proposition made to SRIW's portfolio companies in
biotech and digital sectors.
Nunez, V.T., 2018. Digital Portfolio: An Assessment Tool to Foster Motivation Towards
Speaking Spanish as a Foreign Language.
Sargen, K., 2020. Digital Research Portfolio.
Tang, J.T., 2021. A Practical Action Research of Portfolio Assessment on Building the Learning
Community for Graduate Students in Taiwan. Systemic Practice and Action Research,
pp.1-24.
Voronov, V., Kazansky, A. and Davydov, V., 2020. The Nature of Momentum Effect in Digital
Copyright Assets Portfolio. Proceedings of 35th IBIMA Conference, Seville, Spain.
In 35th International Business Information Management Association Conference
(IBIMA) (pp. 3777-3783).
Voronov, V.S. and Ivanov, V.V., 2019, January. Reasoning the risk chain structure for BNM of
digital images portfolio. In 33rd International Business Information Management
Association Conference: Education Excellence and Innovation Management through
Vision 2020, IBIMA 2019 (pp. 3950-3956). IBIMA.
Yousaf, I. and Yarovaya, L., 2022. Static and dynamic connectedness between NFTs, Defi and
other assets: Portfolio implication. Global Finance Journal, p.100719.
Online-
Company History, 2021 [Online] Available through:
<https://www.morrisons-corporate.com/about-us/company-history/>

Morrisons annual turnover in the United Kingdom from financial year 2009/10 to 2020/21, 2022
[Online] Available through: <https://www.statista.com/statistics/382306/morrisons-
turnover-united-kingdom-uk/>