Digital Disruption and its Impact on Morrison's Business

MG413 Data insights
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
L02 Plan, implement and critique a programme of research.......................................................3
The impact of digital disruption on Morrisons business:............................................................4
How digital disruption is impacting Morrison’s jobs sector:......................................................5
Required skills to build a successful career at Morrison’s after digital disruptions:...................6
L03 Apply various analytical tools and techniques to gain insight into a specific research
issue:............................................................................................................................................7
Questionnaire...............................................................................................................................7
Face-to-Face Structured Interview........................................................................................10
REFERENCES..............................................................................................................................13
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INTRODUCTION
Through this report is represented the implications of technology, leading to digital disruptions
across Morrison company. In the age of digital marketing offerings, inter-functional networking
has become an important aspect. With the lines blurring between offline channel and online
channel, the best way to put a foot forward in the right direction is collaboration between
physical space and digital space.
Main body
To explore these two research tasks, is selected one distinct sector the retail industry on
Morrison’s, were chosen as samples with disruptive implications for the market.
L02 Plan, implement and critique a programme of research
Digital disruption
Digital disruption is generally perceived from the perspective of firms that are heavily
invested in old conditions and whose typical or planned course of development is interrupted.
(Skog, Wimelius and Sandberg, 2018)
Digital disruption can pose a threat or provide an opportunity, invalidating existing business
models while facilitating the creation of innovative new ones. It can occur on various levels,
disrupting life, work and business practices, industry structures and societal systems.
Due Co-vid 19, Morrison’s has stepped up its measures to combat disruption. Morrison’s
improved new steps for delivery service. (Armstrong, 2020)
UK supermarket Morrison’s is using artificial intelligence from predictive applications company
Blue Yonder to replenish stock in its stores. In a bid to drive efficiency and improve its customer
service, the supermarket has deployed a system that uses artificial intelligence (AI) and machine
learning to predict what stock is needed, when and where at Morrison’s 491 stores.(Roberts,
2020)
Disruptive innovation model: It is model or theory that specific that company improve its
products and services as per changes in customers demand and services in order to retain its
market share and profitability. Firm through enhancing its products or services are able to meet
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expectancy of higher segment individuals. Like Morrison by understanding demand of online
shopping of customers has planned to expand its business through use of digital technologies.
Company through its official have provide ease and comfort to customers to easily buy products
or services while staying safe and secure at home. Or compare products with other competitors
in terms of price, quality and previous experienced of customers in order to take correct decision
to make purchase for satisfaction of their respective requirements. Therefore, increase in online
presences has contributed in increasing overall sales volume, customer’s satisfaction and profit
margin of enterprise in retail industry of United Kingdom.
An example of digital disruption : Morrison’s failed on overloading stores
In 2015 something went wrong because Morrison’s goes too far with accessories and other
items, which overloaded M local stores, whereas Tesco Express streamlines the products found
in the Express locations to simplify things for customers, knowing the supermarkets will supply
other goods. Analysis of Morrison’s social media shows growing trend of negative emotions
towards their core business. Because lack of changeability. Morrison’s will retain just five M
local stores, holding onto locations on garage forecourts or converting them into small
supermarkets.
The impact of digital disruption on Morrisons business:
• Keeping ahead of competition – Morrison by adopting Business Intelligence and
reporting can easily identified recent taste and preference of individuals thus find
alternative way to satisfy the same.
• Employment challenges- investing job skills training as company needs to trained
employees about the way they can make use of digital platform to attract maximum
number of customer within organisation.
• Data and information protection -using secure programs for data collections.
• Changes in customer needs-fulfil these emerging needs, keeping existing customers
happy and opening up opportunities for new customers to find what they need from
the brand. Morrison through artificial intelligence, social media and many more
digital technologies is able to delivered qualitative services in minimum time frame
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