This report depicts the role of innovation in the business organization and also the way how it positively and negatively impacts the competitive market and the commercial revenue accurately. The company that has been nominated for the implementation of the innovation is Woolworths Limited. The action plan for the innovation of the system, design thinking regarding innovation, involvement of the users, prototyping and testing capabilities, cross functional management are also elaborated in this report. Besides this, the positive impacts of innovation in the organization are also illustrated in this report.