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Managing Information Technology Assignment

   

Added on  2020-10-22

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Managing InformationTechnology
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Table of ContentsINTRODUCTION ..........................................................................................................................11. a) Introduction to House of Fraser..........................................................................................1b) Identify current business strategies.........................................................................................2c) Products and services offered by House of Fraser..................................................................22. Competitive environment of House of Fraser........................................................................33. Analysis of two primary activities and two support activities in Porter's Value Chain.Evaluation of the strengths and weaknesses of House of Fraser...............................................54. Summary of above activities and reflection on how business could deploy IT and useinnovative ideas to improve their business processes and to enhance their competitivepositioning...................................................................................................................................8CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTION Information technology refers to usage of computers for storing, retrieving, transmittingand manipulating information or data. It includes processing and distribution of data with help ofnetworks, systems and software (Cartwright and Cooper, 2012). House of Fraser is departmentstore with around 55 outlets, out of this 2 outlets are present within United Kingdom and Ireland.It's headquarter is in London, England, UK. They provides products like fashion clothing, shoesand boots, accessories, cosmetics and many more. This report includes introduction toorganisation, their business strategies and products and services offered by them. Porter's 5 Forceanalysis is done to analyse their competitors. Porter's value chain to analyse primary activities,their strengths and weaknesses are evaluated. At last innovative ideas are recommended toenhance their business process and competitive positioning.1. a) Introduction to House of Fraser.House of Fraser was founded by Arthur and Fraser in 1849 in Glasgow, Scotland. AfterSecond World War they transformed their organisations acquisitions into national chain. Theyhave around 55 departmental stores. Apart from this they have 2 outlets in Ireland and United
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Kingdom. They have also launched their online store in 2007 (House of Fraser, 2019). They areknown by name HoF. Their mission is to stay strong within market for more than 150 years.Their products includes toys, gifts, furniture, electricals, homeware, cosmetics, accessories,shoes and boots and fashion clothing. From 1936 they have acquired many brands, they areScottish Drapery Corporation in 1952, Binns in 1953, Barkers of Kensington in 1957, Dickins &Jones in 1959, Howells in 1972, Army & Navy Stores in 1973. Ownership was taken by AlFayed in 1985 at around £615million After this they acquired Jenners for £46million andBeatties for £69million in 2005. From August 2018, they have been Sports Direct Internationalplc.They have provided their customers with different shopping options. They can dopersonal shopping by contacting store of choice directly. Buying guides are provided to theircustomers by this they can get help while choosing products for themselves. Recognition rewardcards are given to their customers. They are loyalty cards which can be used by customers forcollecting points online and in store. Exclusive events and offers are provided to them and theycan spend their rewards directly using their card. b) Identify current business strategies.In current era, customers are getting addicted to e-commerce for their needs of shopping.House of Fraser is opting to become experimental retail store. Organisation cannot stay withinmarket until they look for new ways for encouraging their customers. HoF is separating theirstores in single building for introducing new concept within landscape. They are looking forwardfor introduction to their non-shopping departments, they will include: champagne bars, wellbeingcentres, yoga studios and restaurants for all ages. Idea is to build a location where people can getalmost everything under same roof like food, shopping, pampering and many more. Apart fromthis they are opting to get rid of discounts (Cresswell, Bates and Sheikh, 2013). They are lookingforward for increasing prices of their products for the first time rather than sales. This will helpthem to provide excellent experiences and services. Reducing overall stock levels will lead to de-cluttering shop floor and enhance view of shop. Aim is to make stores look premium. HoF isfocussing and aiming to provide best selection of contemporary brands to their customers. Thiswill help them to become agile to present exclusivity by partnerships by investing in productinnovation and trend spotting so that globally responsive supply chain can be launched.
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