Role of Information Technology in the Success and Failure of TUI Group

This report discusses the role of information technology in the success and failure of TUI Group, different types of network technologies, stages of software development cycle, latest developments in AI, and the benefits and drawbacks of investing in IT.

Individual report
1

Abstract
Information technology is playing most important role in growth and development of
business organisations. This technology is offering wide scale opportunities through which
companies can maximise its profitability and sales. There is wide range of benefits of investing
in IT. Present report has been conduct on TUI group which is a travel based organisation. Report
covers role of IT in company success and failure, different types of network technologies, stages
of software development cycle, latest development in AI and benefits and drawbacks of investing
in IT.
2

3

INTRODUCTION
Information technology is defined as utilisation of system, storage, computer, networking
and any other form of paramedical and physical devices in order to secure, process, store, create
and execute different kind of electronic data in an effective manner (Tiwari and Suresha, 2021).
Information Technology also includes data management and facilitate organisation to conduct
their business at large scale with the help of digital media and internet facilities. Present report
has been conducted on TUI group which is operating their services in tourism industry and was
founded in the year 1923. In this report discussion has been conducted on information
technology role in company's success and failure in addition with ethical and social issues. Along
with this, different form of networking technologies is also included in this report along with
different stages of system development cycle.
Literature Review
Analysis and discussion
Identify and discuss the role of IT in the success or failure of a business
Information technology is playing important role in organisational success. Individuals all
around the world are depending upon digital media and information technology. This technology
is assisting organisations to maximize their profitability and attract attention of large number of
consumers. In terms with TUI which is operating their services in travel industry role of IT in
this business success is being defined below:
Provide global reach to brand:
Information technology is leading organisations to operate a business in a successful manner in
global context (Datta, 2021). It helps companies to maximize their consumer base and reach
wide range of consumer segment without any complexities. Information technology offer crucial
number of social media platforms such as Instagram, LinkedIn, Facebook and website through
which TUI can enhance their global reach and success at great extent.
Promotion and advertising:
Information technology is an advantages tool through which business organisation can
effectively advertise and can promote their offerings in front of global audience. Information
technology is also providing opportunity to TOI through which they can conduct cost effective
4

advertisements and can target potential consumers. This will benefit company to expect higher
rate of return and revenue. With the help of Information Technology TUI can also maximize
their competitiveness. Information Technologies like Facebook, Twitter and Instagram are being
used on wide scale individuals around the world. With the help of these technologies TUI
manager can offer this facilities and services and can earn higher revenue and sales.
Collaboration opportunities
Information Technology also provide easy and hassle-free collaboration opportunities through
which TUI can partner with other organisations and can enhance their resources technology and
investment and can have a platform to serve large number of audience. It has been identified that
search engine which is an essential element of Information Technology can offer significant
benefits to TUI manager to determine key business persons and individual that can significantly
interested in partnership in business (Millán, 2021). With the help of database and software these
forms of organisations can be determine and will help company to grow.
Find ethical and social issues associated with running businesses
Ethical issues that pertains to business operations of TUI
Hacking:
Hacking is a form of ethical crime in which professional computer programmer get
access to the information available on another system without any form of authorisation. Purpose
behind hacking is to steal essential information and data of rival companies in order to increase
competitiveness. This form of practices will negatively impact upon tube and can further affect
their brand image and affect them for longer period of time. Along with this company may also
find itself in legal complexities.
Lack of Privacy:
Consumers and employees are required to share their essential information such as bank
account number, card number with organisation for working purpose or purchasing purpose or
any other reason. In this TUI manager is responsible to manage their privacy in order to protect
their sensitive information, as if any other party can have excess of these information that will
significantly towards affecting trust level of TUI between its employees and consumers that can
affect company in terms of loss of sales.
5

Social issues which pertains to business of TUI
Product liability:
It is essential for a manager to provide equal opportunity to employees in order to allow them to
deliver their best performance and offer their contribution in organisational growth and success.
If manager does not provide equal opportunity that it will lead towards creating difference
between employees that can affect their performance (Braunschweig and Ghallab, 2021). This
can further lead towards big social issues with any company that can affect their brand value in
market.
Equality of opportunity:
This is the main responsibility of a manager to determine actual demands and needs of
consumers with the help of Information Technology, as if consumer equipments did not get
fulfilled they may shift their tend towards other brand or organisation which will not only affect
completed beautician but can also affect their profitability and sales.
Identify and differentiate between different types of networking technologies
Network technology is termed to the utilization of web and other associated frameworks with the
assistance of satellites, wires, optical cables and some particular remote associations (Bauer and
Lizotte, 2021). It needs a legitimate framework so data can be send in an appropriate way
through voice call, web organizing and so forth Overall there are three sort of systems
administration advances for example LAN, MAN and WAN which are talked about beneath:
BASIS LAN MAN WAN
Full name LAN is defined as local
area network.
This is defined as
metropolitan area
network.
It is termed as Wide
area network.
Distance coverage 2500 metres is distance
overage of LAN
technology.
MAN is having 200 km
limited coverage.
WAN is having 10,000
km and more than
unlimited coverage.
Data transmission
speed
It has been identified
that LAN is having very
MAN is having near
about 100 Mbps of data
In relation with
transferring speed of
6

high data transferring
speed that is 10, 100 or
1000 Mbps which
depends on connectivity
package.
transmission speed data, it has been
determined that WAN is
comparatively slow and
offer approximately 1.5
Mbps transmission rate.
Types of
computer systems
LAN is mainly used for
desktops and PCs such
as home computers and
laptop.
This is basically for
mini computers as well
as desktop systems.
WAN is mainly suitable
for device however this
networking technology
is utilized by desktop
users.
Widely used LAN is mainly widely
utilized in home,
hospitals, school and
colleges.
MAN is mainly utilized
for connecting cities
and small towns.
This technology is
utilized to connect
entire continent or
country.
Discuss the latest development in Artificial Intelligence
Artificial intelligence is mainly defined as simulation of human Intelligence and machines that
are duly program to think like humans. In simple terms this technology is intelligence
demonstrated by machines that involves emotionality and consciousness (Iphofen and Kritikos,
2021). The main purpose of artificial intelligence is to enable computers to conduct intellectual
task for example perception, decision-making, understanding human, communication, problem
solving and more. It has been identified that artificial intelligence have number of advantages in
terms of significant reduction in human error, 24/7 availability, digital assistance, faster
decisions, new inventions and many more. Artificial intelligence is playing significant role in
modern times especially in travel industry, as with the implementation of AI software
organisation can conduct process in more efficient manner. It has been identified that there is
latest development in artificial intelligence in terms of applied natural running processing (These
five AI developments will shape 2021 and beyond. 2021). This helps in aligning with humans
speaking and writing patterns and even visual understanding this increases capacity to effectively
7

express understanding via language and image. This has been evaluated that these natural
language models are significantly powering more efficient as well as accurate search results. It
also help organisation to have more sophisticated virtual assistants as well as chat box that helps
in offering better user experience and helps organisation to create value. This development is
essential in order to improve quality of human machine interaction that helps organisation to
have better understanding of visual content as well as expressing it via language.
List and explain the different stages of software development life cycle
System development life cycle is characterized as a progression of various stages which helps in
making a product framework, equipment framework and blend of both so needs and requests of
clients can be fulfilled in an ideal way (Van Looy, 2021). System is termed as an arrangement of
reliant or collaborating components which shapes an incorporated programming. The following
are referenced six phases related with System development life cycle:
System planning:
It is the first and most significant advance in fostering a hearty and solid framework. In
this stage, companies manager is expected to choose what they need to accomplish and which
issues of organization are should have been addressed. Subsequent to examining it, organization
can either make another framework; adjust the current framework or leaving framework for what
it is worth
System analysis:
It is significant for companies to decide and record the necessities or assumptions for
organization structure the framework (Ivashina and Lerner, 2021). This is conceivable by
checking social, efficient, innovative and hierarchical plausibility of framework. On the off
chance that requirements of organization will be fulfilled just, further phases of framework cycle
will be continuing.
System design:
This stage came subsequent to understanding the requirements and assumptions for
clients. In these level parts, components, security level module, distinctive design and interfaces
related with framework will be characterized.
Implementation and deployment:
8

It came subsequent to recognizing the necessities of framework and its further details. It
is a genuine development measure in the wake of finishing the plan for framework
System testing and integration:
In this period of framework improvement life cycle, different subsystems and segments
are incorporated and framework is acquainted with different contributions to check whenever
wanted yields can be accomplished or not.
System maintenance:
Assuming framework passes testing stage, intermittent upkeep will be done with the goal
that framework will not need to confront any form of hurdles while working responsibilities.
Benefits and drawbacks for TUI by investing in informational technology
Benefits of investing in IT
 By investing in information technology can gain number of benefits in terms of
streamline communication as well as interaction process in external and internal level.
With the help of this company can conduct the activities that is communicating,
leveraging, retaining and recruiting in an effective manner.
 Information Technology also benefit TUI in terms of transferring information in faster
manner and help in enhancing the strategic thinking process through which they can gain
more competitiveness in industry.
Drawbacks of Investing in IT
 Information technology is a dynamic process that keeps on changing in order to
implement. In this company may face drawbacks in terms of high cost and budget that
will affect their overall budget and lead towards unnecessary expenses.
 It is essential for company to manage it system with strong security as this can affect
company at great extent any form of negligence in maintaining proper security of the
information of consumers and employees will affect risk level and can affect organisation
in terms of loss of revenue and sales.
9

CONCLUSION
As per the above mentioned report this has been concluded that information technology is
playing key important role in organisation success and failure. There are a number of benefits
that will facilitate organisation to enhance their overall revenue and sales at a great extent.
However there are different types of social and ethical issues identified in this report which is
essential for company to emphasize upon. This has been identified in this report that LAN, WAN
and MAN are some of the network technologies through which company can interact with
consumers and business partners. Investment information technology will allow organisation to
maximize their growth sustainability and profitability.
10

REFERENCES
Books and Journals
11