Digital Disruption and its Impact on Morrison's Business

This report discusses the implications of digital disruption on Morrison's business and its impact on the jobs sector. It explores the required skills to build a successful career at Morrison's after digital disruptions. The report also includes a questionnaire and a face-to-face structured interview to gain insights into the specific research issue.

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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thus make them more happy and satisfied and contributing in enhancing overallbrand
image of firm.
How digital disruption is impacting Morrison’s jobs sector:
 Human Resources
The world is impacted by new cybernetic era of HR technology. A massive improvisation
forced Human Resource to require to be carried out to achieve maximum employee
experience and improved sustainable performance. With adaptation to new technologies
like artificial intelligence will yield in less requirements of individuals to perform task
related to market survey. As this digital technology will think and react like human thus
they can easily replace their role and provide quick, better services to maximum number
of customers in limited time (Magnotta, 2019).
 Sales sector will still be impacted by digital disruption in future. Brexit and the
negotiations currently being undertaken by the UK Government and the EU will certainly
affect how the grocery sector operates at Morrison’s. Company through adapting to new
digital technologies is able to easily provide excellent experienced to customers that
finally resulted in increases in sales and profitability of firm.
 Manufacturing sector
As digital disruption is creating fundamentals changes, analysts predict that in 10 years
the way of manufacturing sector it will be unknown.
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Required skills to build a successful career at Morrison’s after digital disruptions:
Digital disruptors will continue to challenge and also to impact businesses like market to
evolve in line with customer needs and for those who aren’t prepared they will not be able to face the
future technology.
The benefits of Artificial Intelligence, Machine learning is being shared by many industries as
Morrison’s, making on demand information easily available, streamline all processes right from
talent management to recruitment to employee engagement, fast processing with high level of
accuracy, reduce biasness and continuous improvement, make predictive decisions with high
level of accuracy.
The results of further digital disruption may be unpredictable and overwhelming but it’s also
powerful, motivating and unavoidable. There are several skills that needs to be present in
employees of Morrison after digital disruption in order to provide growth and sustainability of
enterprise for many years. Such as:
Web design and app development skills: Company also need to have individuals that have
knowledge related to language related to programming or the way application, web can be
developed so that more personalised services can be offered to customers. Javascript, MySQL
and code Igniter are some of positions as app developments that are required to fill in Morrison
with digital disruption.
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Learning capabilities: With digital disruption, employees of Morrison need to developed their
learning capabilities and skills in order to learn different method to provide better services to
customers. Individuals that can easily learn new skills and knowledge would be more fruitful for
Morrison in achievement of its end goals.
Digital marketing: Recently most of the companies are making use of digital technologies and
social media platform to market products and services to wide range of customers (Card and
Nelson, 2019). Therefore, Morrison after digital disruption needs employees that have skills
related to content, email marketing in order to influence customers to be part of organisation for
satisfaction of their requirements.
Like these many more skills are required by individuals of Morrison in order to adapt new
change and promote further growth and success of organisation.
.
L03 Apply various analytical tools and techniques to gain insight into a specific research
issue:
Data The role of data is to empower business leaders to make decisions based on facts, trends
and statistical numbers
Companies use customer data collected through primary and secondary marketing research to
develop various marketing strategies. Primary research can include personal interviews and
phone surveys. Secondary research is usually purchased through companies that study various
industries, such as NPD Group and Forrester Research.
Analytics tools are types of application software that retrieve data from one or more business
systems and combine it in a repository, such as a data warehouse, to be reviewed and analysed.
No standard method exists, to arrive at essential meanings and deeper implications of what is
said in an interview. The techniques of analysis are tools, useful for some purpose, relevant for
some types of interviews, and suited for some researchers. But it depends on each interview
itself.
Questionnaire
Many researchers in the past have carried out the use of questionnaires. It is a powerful tool
when in situation where the researcher needs access to opinions of a wider community (Patton,
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2002). Questionnaire are often used by many research projects to collect the primary data from
individuals, this is a very useful way of receive information and different points of views. A
good quality of questionnaire would ensure the output of result.
Part of this research questionnaire participated 10 respondents from Morrison warehouse worker:
RESEARCH QUESTIONAIRE
1. How digital disruption can
affect Morrison’s business?
a) By decreasing the marketing distribution,
operations and production.
b) By affecting the customers and markets.
2.
How Morrison’s responds to
digital disruptions? a) By unlocking the power of data
b) By analyse it and implementing an disruptor
system
3.
How is Morrison’s spot the
digital disruptions? a) By looking the newest technology can
impact the industry.
b) By monitoring the customer behaviours.
4.
What challenges can digital
disruptions bring to
Morrison’s?
a) Investing huge resources in training and
development on its employees.
b) Higher competition with others industries
5.
Is digital disruption expected
to happen today or next 5
years?
a) Today
b) Is expecting an increasing of digital
disruption for next years.
6.
What is the most important
skill that an employee should
have?
a) Creativity
a) Judgment and decision making
b) Emotional
7.
How much do you consider
digital disruption ?
a) 25%
b) 55%
c) 75%
d) 100%
e)
Do you think digital a) Only manually jobs
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8. disruption will impact only
manually jobs?
b) Cybernetics jobs
RESULT OF QUESTIONAIRE
Open-ended questions represent an integral part of qualitative market research.Open-ended
questions motivate the respondents to put their feedback into words and not restricting their
thoughts or describe the troubles they’re facing.
 Interview
The interview is a conversation that has a structure and a purpose determined by the one part, the
interviewer. The qualitative research interview is a construction site for knowledge. It is defined
as an interview with the purpose of obtaining descriptions of the life world of the interviewee
with respect to interpreting the meaning of the describes phenomena. To have an interview a
good preparation will be needed. The interview is a powerful method of producing knowledge of
the human situation.
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Face-to-Face Structured Interview
A face-to-face structured interview is when the researcher and the interviewee exchange
information physically and also to get factual information regarding experience. It is a method of
data collection that requires the interviewer to collect a lot of information through direct
communication with the respondent in line with the research context and already prepared
questions. It helps the researcher minimize survey and to improve the quality of data collected.
We are conducting this research to understand the impact of digital on business and this study is
part of our academic research and we prepared six open-ended questions to a warehouse worker
from Morrisons:
INTERVIEW GUIDELINE
Conclusions &recommendations
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This paper has introduced a digital disruption assessment framework to assist the identifi cation
of potential disrupting innovations. The technology that powers Morrisons’ demand optimisation
and replenishment automation is the brainchild of artificial intelligence and they also are taking
measures to combat digital disruptions. Morrisons is requiring from the employees it skills as the
company is investing on highest technology. Through the questionnaire and interview is
established that Morrisons know how to manage when is disrupted also that they are keeping a
good relation with customers.
Group record and meetings
For this Project group MG413 Data Insight, lecture,we create a five members group as is
showing below:
This group work made us study more efficient and fun. Working as a group, we accomplished all
required tasks, combining a variety of skills and expertise to tackle more complex and larger
scale problems. Group work allowed us to analysis to a greater depth and breadth than if we
worked individually. Furthermore, group work gave us the chance to learn from each other.
There are many benefits from analysing, discussing and exploring our own ideas and questions
and gaining feedback from your team.
During pandemic Covid-19 we established from the beginning only Whats App group meetings.
We defined our tasks and the role of the team group. Following up the meeting we decide to
choose Morrisons and to present about digital disruption in supermarket industry.
Adelina have started with introduction and tasks 1 and 2 setting what digital disruption is and the
impact of it on Morrisons.
Veddani completed task 3. She created a graphic design explaining the required skills to build a
successful career at Morrisons after digital disruptions.
Ruxandra designed seven target questions for the research questionnaire tasks 4 and 6. She bring
the idea to ask some warehouse workers, from Morrisons after that she established how will
impact on them. She tested the questionnaire finding important percentage about digital
disruption.
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Marius accomplished tasks 5 and he established definitions about interviews. He designed an
online interview guideline to identify how a future candidate will adapt to the new workplace,
which skills are important and how the candidate is sees his career in future.
Anca completed task for conclusions and recommendations.
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REFERENCES
Books and journals
Card, D. and Nelson, C., 2019. How automation and digital disruption are shaping the workforce
of the future. Strategic HR Review.
Magnotta, E., 2019. Digital Disruption in Marketing and Communications: A Strategic and
Organizational Approach. Routledge.
Skog, D., Wimelius, H. and Sandberg, J., 2018. Digital Disruption. Business & Information
Systems Engineering, 60(5), pp.431-437.
Online
Armstrong, A., 2020. Morrisons Stacks Up The Positives From Disruption. [online]
Thetimes.co.uk. Available at: <https://www.thetimes.co.uk/article/morrisons-stacks-up-
the-positives-from-disruption-h2wrx2qr3> [Accessed 9 December 2020].
Google Books. 2020. Qualitative Research & Evaluation Methods. [online] Available at:
<https://books.google.com/books/about/Qualitative_Research_Evaluation_Methods.html
?id=FjBw2oi8El4C> [Accessed 9 December 2020].
Panel®, E., 2020. Council Post: 14 Experts Predict The Most Impactful Tech To Come In The
2020S. [online] Forbes. Available at:
<https://www.forbes.com/sites/forbestechcouncil/2020/07/24/14-experts-predict-the-
most-impactful-tech-to-come-in-the-2020s/?sh=21aee1575df2> [Accessed 12 December
2020].
Roberts, F., 2020. Morrisons Uses AI To Stock Its Stores And Drive Sales. [online] Internet of
Business. Available at: <https://internetofbusiness.com/morrisons-ai-stores-sales/>
[Accessed 12 December 2020].
Yonder, B. and Yonder, B., 2020. How Morrisons Is Innovating Around Customers. [online]
Retail Week. Available at: <https://www.retail-week.com/retail-voice/how-morrisons-is-
innovating-around-customers/7019809.article?authent=1> [Accessed 12 December
2020].
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