Knowledge Management and Information Systems

This assignment delves into the realm of knowledge management and information systems, covering a wide range of topics from systems and processes to strategic information management. It includes case studies like British Airways CRM and Mercedes-Benz technology, as well as discussions on crowdsourcing for innovation and the importance of knowledge management in organizations. The assignment provides a detailed overview of key concepts, theories, and practices related to knowledge management and information systems.

KNOWLEDGE
MANAGEMENT AND
INFORMATION
SYSTEMS

Table of Contents
INTRODUCTION...........................................................................................................................1
Part I.................................................................................................................................................1
2.1.1 Rich picture of stakeholders relevant to the launch of “Revolution”.................................1
2.1.2 Strategic implications of the two sided network................................................................2
2.1.3 Recommending IT/IS related system for improving coordination among stakeholders....5
Part II...............................................................................................................................................6
2.2.1 Introduction........................................................................................................................6
2.2.2 Comparing the two chosen case studies on the basis of formulated dimensions...............8
2.2.3 Brief conclusion synthesizing upon comparison................................................................9
Part III..............................................................................................................................................9
Slides and notes for presentation.................................................................................................9
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Management of the knowledge is often inter linked with diversified applications on a
business such as Information systems of Information Technology. Proper balance of these two
terms ensures formulation of appropriate strategies to effectively deal with customers
(Armstrong and Taylor, 2014).
The following report is basically divided into 3 parts wherein Part I Is entirely based
upon the Nintendo case study covering the key aspects involved in launching of its Revolution.
Part II is entirely based upon the comparison of 2 different case studies which are Mercedes
Benz and British Airways that usually get treated as leading proprietors in their respective
industries. Both these UK firms are effectively realising the need of Customer Relationship
Management(CRM) to manage their customers issues. In the end Part III will be presenting the
Nintendo case study elements assessed in Part I.
Part I
2.1.1 Rich picture of stakeholders relevant to the launch of “Revolution”
Mr Satoru Iwata always had a vision to establish something more enhanced than just
simple video games. He wanted to expand the era of video to enhance the experience of
customers. In context to this, diversified range of stakeholders played an effective role in order
for effective launching of Revolution (Kim and et.al., 2011). Henceforth, to assess this, following
analysis will prove to be quite beneficial :- Clients : This takes in consideration particularly associated consumers or the clients in
context to the Revolution. These people tend to be impacted more by the changes that
occur within the entire system. Contextualising upon the customers of Nintendo's
Revolution, these have always been the core-gamers who always wish to demand more &
more. The Revolution aided the Nintendo's customers basic need. This need stated that
instead of single-handed controller company should develop such a device that could be
controlled by both the hands thereby ensuring flexibility. This played an important role in
launching of the Revolution. Actors: These people are generally accountable for implementing necessary changes
within the system. Henceforth, in context to Nintendo's Revolutiom, Itawa assigned a
team was formulated for thinking about the core concepts as well as build up new
innovative techniques to enhance the gaming experience (Becerra-Fernandez and
1

Sabherwal, 2014). This team basically included general managers and other authorities
within the division of Integrated Research & Development. These actors played an
influential role in building up gaming consoles of new generation. Engineers and executives of Nintendo : These people played an important role in the
pathway of launching Revolution. They were the ones who put up questions upon the
importance of certain features such as sophisticated control systems. This questioning led
to the development of a brand new project of Revolution thereby departing from the
roadmap in technology terms. Technology : Consistent efforts were made in order for effective utilisation of the latest
technologies. The team of Nintendo was always planning upon making use of new
technology after one technique was utilised in an efficient manner. They do not believe in
scratching out products or technology. Their basic designing procedures entirely
emphasize upon the current trends in the field of technology. Traditionally, every
company follows a particular roadmap which is a type of overview regarding the
technology which has to be proposed. However, opposite situation is faced in case of
Nintendo where engineers took a turn from such type of roadmaps.
 Structure of the organisation : The structure of Nintendo also played a key role in
launching of the Revolution. As observed, the structure is usually a mix of both
functional and hierarchy matrix. Each of the task or procedure that is carried in Nintendo,
usually has a development-team which works upon it. In every team there is a leader that
is responsible for reporting to the manager about whatever activity currently goes on.
And after this, managers of different departments report to each other for discussing
about the diversified stages in the process which is to be implemented. Also, the heads in
case of the software & hardware department consistently report their findings or
outcomes to the general-manager of that development-area in particular (Donate and de-
Pablo, 2015). And from that point information tends to flow in uphill-manner.
2

2.1.2 Strategic implications of the two sided network
A. Two sided Network and evaluating the Revolutions Business Model
The companies that come ion the circle of media, banking tend to make more money by
getting linked with diversified markets regarding their networks of customers. These networks
could include advertisers as well as audience. These tend to be a type of economic platforms
which enable the two connected parties or networks to share the benefits obtained. The offerings
of the products within many industries & companies are shared. However, despite the positive
impacts of the two sided network, there are some challenges that tend to impose a negative
3

impact upon the such auspicious network. Contextualising the video gaming industry, it is highly
based upon the externalities of the network. For preservation of the consoled hardware gamers
had to be convinced for not switching as per the growth in gaming industry. Also, complexity
had been facing gradual increase in this industry. Also, it was not at all agreeable that Microsoft
and Sony dominate the gaming market because this was posing a threat by reducing their
bargain-power in the negotiations of sharing profits. However, this proved to be a great boon for
Nintendo since there were ample third party publishers who were ready to help Nintendo in
formulating console efforts (Dumais and et.al., 2016). This positively impacted their established
network to launch Revolution.
The services as well as products that usually tend to bring the diversified users from
groups altogether within the two sided networks are known as platforms. So, the first challenge
accounts to be the formulation of pricing in context to the platform within two sided networks.
Also, when the scale of network-industry is foreseeing enhanced returns then, this leads towards
the winner taking away all the battles coming across. So, the provider of the platform often has
to think upon whether sharing the platform with rivalries or to fight for their survival. This
accounts to be the third challenge. Platform sharers often provide a leverage in context to their
shared relationships to each other. Henceforth, one of the platform provider often swallows other
provider's network. This enveloping is usually treated as threat.
(i)Unique properties of the involved value chain :
→ Inbound : With reference to the Nintendo's Revolution, upon the certain components,
production process is usually outsourced, thereby differentiating from others. This tends to
enable them the facility of in-house for cost minimization. In context to Revolution as well, the
companies with which they had established contract were preferred for buying process (Galliers
and Leidner, 2014). This further lets them to reduce the costs involved and implement the
features in their products as per their choice.
→ Operations in context to in house : The raw materials of Nintendo are gradually converted
into their finished products at the factories situated in Japan. Although, the division situated in
Australia effectively assembles the goods that are produced. Finally, the team of Sales and
Marketing I responsible for pushing out the way in the best possible way.
→ Logistic of the outbound : It is found from the current scenario that Sony and Microsoft in
comparison to Nintendo's Revolution are not having a high level of control upon the outlets of
4

the retail sector. The niche strategy of Nintendo has effectively assisted them in emerging out
diversified outlets regarding gaming. They are also nit at licensed to other firms or institution
thereby enabling them to have a control upon their services as well as offered quality.
(ii)Concept of enhancing returns to scale : Because of the effective value chain of Nintendo, its
outputs have gradually faced enhancement. This constantly increasing output is directly as well
as highly proportional towards the changes that were made in all the procedures implied to come
up with the diversified idea of Revolution (Hislop, 2013). Also, this further led to reduction of
average costings involved.
(iii)Significance of complementary products : Complementary products are very much beneficial
since their interpretability of one proves to be highly beneficial for the organisation.
But, the brand value of both these products need to be maintained because reduction in demand
of one of the product is definitely going to affect the demand for another. Revolutions of
Nintendo efficiently implies in this category because of the highly efficient value chain.
B. Porters Five Forces for analysing the competitors of Nintendo's
→ Bargaining Power : Suppliers are usually said to possess lower bargaining-power in context
to Nintendo. The reason behind this is that they are readily responsible for producing&
reproducing their own set of products.
→ Existing Rivalry : The main rivalries of Nintendo account to be Sony & Microsoft (Holsapple,
2013). Overall losing of the demographic key is a major threat for Nintendo. They are gradually
losing their customers towards Microsoft & Sony.
→ Substitutes : In this particular context, Nintendo leads the competition since it consistently
offers attractive products that too at an affordable price. So, the threat of substitutes is usually
low in context to Nintendo.
→ New entrants : With the enlarging of the gaming industry, thereat of new emerging
competitors tend to be less. Size of the distribution-network, gaming-network as well as
associated costs always tend to keep the new entrants away.
This porter's 5 forces have been consistently assisting in analysing the involved rivalries,
entrants, substitutes and suppliers. Adding more to this, this analysis have been consistently
helping Nintendo to assess their competitive rivalries. With this, they are consistently updated
with the upcoming threats and accordingly formulate their gaming techniques with the aid of
new technology.
5

2.1.3 Recommending IT/IS related system for improving coordination among stakeholders
The level of coordination among the stakeholders has not been effective as a result of
which the competitors have been improvising the overall technology being implemented in the
Nintendo. So, there is a lack of certain coordination among them which needs to be assessed.
In order to ensure among all the stakeholders within the stakeholders of Nintendo, the
most suitable solution is the office Automation systems (OAS). This is in context to the most
suitable system as per enhancing of the communication as well as coordination among the
stakeholders (Holtshouse, 2013). It accounts to be a collection of technology in relation to
communication wherein official tasks are performed by aid of people & computers. The
operational activities at every level of Nintendo are effectively supported by OAS. These
activities are divided into 2 main categories of managerial and clerical.
Contextualising upon managerial activities, OAS has an inclusion of regular conferences,
report-creation, and having a control upon the overall organisational performance. Now,
emphasizing upon the clerical activities, focus is laid more upon written means of
communication such as mailing, printing, consistent scheduling of meetings keeping with
calendars, etc. This system has an inclusion of certain applications which are E-mail, word-
processing and voice-mail.
The OAS system will enhance the coordination among the diversified stakeholders of
Nintendo. If any message has to be circulated than local mail service could be created for the
officials so that one has not to travel to each others cabin for circulating information. This way
the level of coordination among each level at Nintendo would be supported effectively
(Majchrzak and Malhotra, 2013). Also, they would be easily able keep a track of Sony's and
Microsoft's activities and accordingly modify their innovative methods to lead the gaming
market.
Part II
2.2.1 Introduction
A. Summary :-
→ Mercedes Benz : The brand of Mercedez accounts to be one of the most successful brands
when emphasizing upon the premium quality. The reason behind this is its attained levels of
perfection & also designing innovative features regarding the new designs. The ample of
flexibility offered in its various designs have enabled it to become a legend in the car industry.
6

Also, it is now considered as on e of the highly recognizable trademark in present world.
Headquartered at Stuttgart in Germany, its current operations are carried under the guidance of
Mr Daimler Benz. The people who are responsible for bringing the dawn in context to the
modern combustible-engine, have truly led towards the inventing of new aura of auto-mobiles
(Peppard and Ward, 2016).
From the recent surveys, it has been found out that customers of Mercedez are not
satisfied with the services offered to them. Although no such complaining was done in context
with the technical quality but instead customers were highly dissatisfied from the standards given
by the offered service. The major complaining was regarding to the inconsistent communication
received regarding delivery of the service. So, currently to assess this issue in particular team has
been established for managing the project. This team's motto was to determine the key practices
involved in the Customer relationship Management(CRM). Besides identifying these practices,
the team's role was also finding out the method in which each of the process would be
contributing by getting implemented in the brand-new retail-structure.
→ British Airways : This is regarded as one of the largest and very well established airline-
industry since the year 1919. It is treated like leader in the Airline Industry. It is the 5th largest
airline industry at global level. The main characteristics which provides a recognition to BA is
slim-margin, regulations of the government and also high levels of competition. For surviving on
a long term basis, British Airways constantly leads the competition.
Consistent efforts are made by BA in order to assess the needs of their customers. The
British Airways have decided to take help from Teradata products for analysing and
implementing their marketing-campaigns. CRM at British Airways is treated like not just like
method of preservation but instead they have started to involve it in their fundamental ways of
doing businesses (British Airways CRM Case Study, 2017). This company is extensively
focussed upon maintaining close relationships with their customers thereby assessing all their
needs & demands. They always tend to make full utilisation of CRM practices for making their
customers experiences more enhanced. Their CRM practices are majorly focussed upon
enhancing as well as maintaining the content of their brands. Also, BA consistently make efforts
by collaborating with the third party agencies to assess the needs of their changing business
practices.
B. Rationale :-
7

Maintaining a highly engaged relationship with customers is the most basic and necessary
need of every organisation. So, in context to this, the need of implying Customer Relationship
Management that is CRM practices is of utter importance. CRM approach assists the
organisation to effectively get engaged with their customers thereby assessing most of their
issues (Liebowitz and Frank, 2016). Adding more to this, CRM assists in coming with more
effective solutions towards the problems causing the customers to get dissatisfied from the
services offered.
The chosen organisations that is Mercedes Benz and British Airways tend to be one of
the most premium brands in their respective sectors. Mercedes Benz is highly recognizable in
their respective industry of auto-mobiles that is luxury cars. Similarly, British Airways is also
one of the leading proprietor in the Airline industry. Both these case studies represent two
different industries that provides an effective platform for comparison. From the recent times,
both the companies have been facing issues to satisfy their customers regarding the services
offered to them. So, hereby it is to be considered as a key factor in order for dealing with both
their customers. Both the industries are in coordination with the implying of CRM practices for
effectively dealing with the queries and issues faced by customers (Meihami and Meihami,
2014). And hereby both the companies have been chosen for comparison of their ways in
implementation of CRM practices.
C. Dimensions :-
For effectively comparing both the industries certain dimensions have chosen which will
assist in coming up with some key findings.
1.) CRM practices : This particular dimension would be assisting effectively in comparing
the way of dealing with the diversified customers coming from all around the world. The
approach of customer relationship management effectively assists in determining the way
of attracting customers by analysing their needs and accordingly satisfying them.
Henceforth, it proves to be a comprehensive category of methods in managing the
diversified customers. This could further involve facilities such as improvising customer-
services, training of the employees and many more such efforts that would enhance the
relationship with customers (Milne and Witten, 2013). So, this dimension will be most
suitable one to compare the different methods which are followed by British Airways and
Mercedes Benz in order for effectively dealing with the customers.
8

2.) Technology : This chosen dimension will be providing a suitable method to put up an
effective analysation of the technologies used by British Airways as well as Mercedes
Benz. Technology will also help to come up with the fact that which of these is staying
updated with the latest trends in the technological field thereby indicating the usage of
advanced methodologies & procedures. So, this dimension would be assisting in an
effective manner for comparing the two diversified industries.
3.) Quality of service : This is the most influential parameter in comparing the chosen case
studies of Mercedes Benz and British Airways. Quality is the most suitable parameter
that depicts the type of services entertained by customers of particular industry. Since
issues are being faced ion the services delivered to customers, so quality of services and
its sustainability would be assisting effectively in coming up with most suitable solutions
towards problem of quality.
2.2.2 Comparing the two chosen case studies on the basis of formulated dimensions
→ CRM practices : Mercedes Benz immediately after the realisation of customers
problems regarding service delivery, organised three day workshops to make the authorities
realise need of implementing CRM practices (Pearlson, Saunders and Galletta, 2016). This
training proved to be an immediate effect the authorities and so the team formulated another
training session for KERRIDGE software that enabled to get along with the concept of CRM.
This way, efficient support systems were formulated to deal with customers and IT was used at
every level of organisation to coordinate with the employees as well as delivering services to
customers. Whereas, contextualising upon the BA's CRM practices, a specialised team was
formulated as Query Response to utilise and accordingly analyse customer's data thereby easing
the queries & also reducing the complexity level. Also, to improve the performance further,
Operations-customer-Database was utilised to handle the operational data for positively affecting
the analytics users.
→ Technology : Contextualising upon the technology, British Airways is highly efficient
because of its decision of collaborating with NIIT Technologies. This collaboration was highly a
boon for British Airways since NIIT majorly laid emphasis upon ways driven by the outcomes.
This led to consistent;y improving the processes in which customers were delivered services
thereby assuring savings in costings as well. Whereas, Mercedes Benz tend to be more efficient
9

in using the technology. Its usage of COMAND-Online-System enabled it to make use of high-
tech TFT-display system thereby ensuring cockpit-clarity (Technology, 2017).
→ Service quality : Customers have been facing issues in both the cases as observed in
delivering the service. So, to assess this issue, BA used the help of CRM practice to ensure some
software is able to deal with the queries of customers. However, Mercedes rather improvised
their services and accordingly delivered options to their customers thereby enabling them
facilities. So, in this manner, Mercedes Benz tended to be more enhanced than British Airways in
terms of offering quality services to their customers.
2.2.3 Brief conclusion synthesizing upon comparison
There is no doubt that both the companies tend to be leading proprietors in their
respective industries. This comparison led to the facts in which both the firms have been dealing
with their customers as well as the implied technology & service-quality offered. With this
comparison, both of them would be benefited since they would get to know in what particular
field the other firm is leading them. As a result this will be treated as a brief analysation which
will be modifying the services & products to satisfy thee needs of consumers (Schwalbe, 2015).
Also, specifically British Airways need to add more advanced technologies such as Mercedes
Benz in order to maintain the enhanced growth & brand image.
Part III
Slides and notes for presentation
10

11

Henceforth, to assess this, following analysis will prove to be quite beneficial :-
12

 Clients : Contextualising upon the customers of Nintendo's Revolution, these have
always been the core-gamers who always wish to demand more & more. The Revolution
aided the Nintendo's customers basic need. This need stated that instead of single-handed
controller company should develop such a device that could be controlled by both the
hands thereby ensuring flexibility. This played an important role in launching of the
Revolution.
 Actors: This team basically included general managers and other authorities within the
division of Integrated Research & Development. These actors played an influential role
in building up gaming consoles of new generation.
13

 Engineers and executives of Nintendo : They were the ones who put up questions upon
the importance of certain features such as sophisticated control systems. This questioning
led to the development of a brand new project of Revolution thereby departing from the
roadmap in technology terms. Technology : They do not believe in scratching out products or technology. Their basic
designing procedures entirely emphasize upon the current trends in the field of
technology. Traditionally, every company follows a particular roadmap which is a type of
overview regarding the technology which has to be proposed. However, opposite
situation is faced in case of Nintendo where engineers took a turn from such type of
roadmaps.
 Structure of the organisation : Each of the task or procedure that is carried in Nintendo,
usually has a development-team which works upon it. In every team there is a leader that
is responsible for reporting to the manager about whatever activity currently goes on.
And after this, managers of different departments report to each other for discussing
about the diversified stages in the process which is to be implemented. Also, the heads in
14

case of the software & hardware department consistently report their findings or
outcomes to the general-manager of that development-area in particular (Donate and de-
Pablo, 2015). And from that point information tends to flow in uphill-manner.
A. Two sided Network and evaluating the Revolutions Business Model
These tend to be a type of economic platforms which enable the two connected parties or
networks to share the benefits obtained. The offerings of the products within many industries &
companies are shared. However, despite the positive impacts of the two sided network, there are
some challenges that tend to impose a negative impact upon the such auspicious network.
Contextualising the video gaming industry, it is highly based upon the externalities of the
network. For preservation of the consoled hardware gamers had to be convinced for not
switching as per the growth in gaming industry. Also, complexity had been facing gradual
increase in this industry. Also, it was not at all agreeable that Microsoft and Sony dominate the
gaming market because this was posing a threat by reducing their bargain-power in the
negotiations of sharing profits. However, this proved to be a great boon for Nintendo since there
were ample third party publishers who were ready to help Nintendo in formulating console
15

efforts (Dumais and et.al., 2016). This positively impacted their established network to launch
Revolution.
The services as well as products that usually tend to bring the diversified users from
groups altogether within the two sided networks are known as platforms. So, the first challenge
accounts to be the formulation of pricing in context to the platform within two sided networks.
Also, when the scale of network-industry is foreseeing enhanced returns then, this leads towards
the winner taking away all the battles coming across. So, the provider of the platform often has
to think upon whether sharing the platform with rivalries or to fight for their survival. This
accounts to be the third challenge. Platform sharers often provide a leverage in context to their
shared relationships to each other. Henceforth, one of the platform provider often swallows other
provider's network. This enveloping is usually treated as threat.
(i)Unique properties of the involved value chain :
→ Inbound : With reference to the Nintendo's Revolution, upon the certain components,
production process is usually outsourced, thereby differentiating from others. This tends to
enable them the facility of in-house for cost minimization. In context to Revolution as well, the
companies with which they had established contract were preferred for buying process (Galliers
and Leidner, 2014). This further lets them to reduce the costs involved and implement the
features in their products as per their choice.
→ Operations in context to in house : The raw materials of Nintendo are gradually converted
into their finished products at the factories situated in Japan. Although, the division situated in
Australia effectively assembles the goods that are produced. Finally, the team of Sales and
Marketing I responsible for pushing out the way in the best possible way.
→ Logistic of the outbound : It is found from the current scenario that Sony and Microsoft in
comparison to Nintendo's Revolution are not having a high level of control upon the outlets of
the retail sector. The niche strategy of Nintendo has effectively assisted them in emerging out
diversified outlets regarding gaming. They are also nit at licensed to other firms or institution
thereby enabling them to have a control upon their services as well as offered quality.
(ii)Concept of enhancing returns to scale : Because of the effective value chain of Nintendo, its
outputs have gradually faced enhancement. This constantly increasing output is directly as well
as highly proportional towards the changes that were made in all the procedures implied to come
16

up with the diversified idea of Revolution (Hislop, 2013). Also, this further led to reduction of
average costings involved.
(ii)Concept of enhancing returns to scale : This constantly increasing output is directly as well as
highly proportional towards the changes that were made in all the procedures implied to come up
with the diversified idea of Revolution (Hislop, 2013). Also, this further led to reduction of
average costings involved.
(iii)Significance of complementary products : But, the brand value of both these products need to
be maintained because reduction in demand of one of the product is definitely going to affect the
demand for another. Revolutions of Nintendo efficiently implies in this category because of the
highly efficient value chain.
17

B. Porters Five Forces for analysing the competitors of Nintendo's
→ Bargaining Power : The reason behind this is that they are readily responsible for
producing& reproducing their own set of products. Contextualising upon the buyers , they are
said to be the highest force in the gaming industry. The vicious-nature of the cycle is because of
the dictation of sales regarding console by them. A constant customization is ought ti be
established upon the entire gaming experience. As a result, the companies are often enforced to
come up with cheap, better, fast & ever-lasting consoles.
→ Existing Rivalry : However,. Nintendo has always been emphasizing upon coming up with
innovative as well as family-friendly video-games. Microsoft emphasizes upon building up with
games coming under gamer's budget (Holsapple, 2013). On the other hand, Sony tends to
emphasize upon coming up with new versions of PlayStation.
→ Substitutes : Within the industry of video gaming, substitution tends to pose a major impact.
However, in this particular context, Nintendo leads the competition since it consistently offers
attractive products that too at an affordable price.
→ New entrants : Size of the distribution-network, gaming-network as well as associated costs
always tend to keep the new entrants away. A cushioned-place has been occupied by Nintendo as
18

a result of which by slightly changing strategy ample margins could be earned. So, overall the
threat of new entrants is low in case of Nintendo.
This is in context to the most suitable system as per enhancing of the communication as
well as coordination among the stakeholders (Holtshouse, 2013). It accounts to be a collection of
technology in relation to communication wherein official tasks are performed by aid of people &
computers.
Contextualising upon managerial activities, OAS has an inclusion of regular conferences,
report-creation, and having a control upon the overall organisational performance. Now,
emphasizing upon the clerical activities, focus is laid more upon written means of
communication such as mailing, printing, consistent scheduling of meetings keeping with
calendars, etc. This system has an inclusion of certain applications which are E-mail, word-
processing and voice-mail.
19

The OAS system will enhance the coordination among the diversified stakeholders of
Nintendo. Also, they would be easily able keep a track of Sony's and Microsoft's activities and
accordingly modify their innovative methods to lead the gaming market.
20

CONCLUSION
The Nintendo case study states that effective coordination among stakeholders is a
necessary element of coming up with innovative technologies such as the launching of
Revolution. Furthermore, the case study comparison assists in gaining the knowledge about
diversified CRM importance to manage the relationships with customers. Also, it led to the
formation of facts that could be used by both BA and Mercedes Benz to sustain their acquired
development.
21

REFERENCES
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and re-use. In ACM SIGIR Forum (Vol. 49, No. 2, pp. 28-35). ACM.
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Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
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Online
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<www.mycustomer.com/marketing/strategy/british-airways-crm-case-study>. [Accessed
On : 15th July 2017].
Technology, 2017. [Online]. Available Through :
<http://www.mercedes-benz.co.uk/content/unitedkingdom/mpc/mpc_unitedkingdom_webs
ite/en/home_mpc/passengercars/home/new_cars/models/a-class/a-class/explore/
technology.html>. [Accessed On : 15th July 2017].
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