Role of ICT in an Organisation

This report discusses the use of ICT in a retail organization, specifically Morrison, and how it helps in spreading knowledge and gaining competitive advantage through organizational learning and knowledge management strategies.

Running head: ROLE OF ICT IN AN ORGANISATION
ROLE OF ICT IN AN ORGANISATION
Name of the Student
Name of the University
Author Note

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ROLE OF ICT IN AN ORGANISATION
Executive summary
The report mainly focuses on the use of ICT in a retail organization. The report is divided in
two activities the first discuss the use of ICT in the retail industry in organisation
communication and how it helps in spreading the knowledge in the organisation. The second
part shows the benefits of knowledge, management in the organisational learning, the
learning culture benefits and how organisational learning helps in gaining competitive
advantage. The report wraps up the main important points of organisation communication,
organisation learning and the knowledge management strategies.

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Table of Contents
Introduction................................................................................................................................3
ICT in Retail Organization.........................................................................................................3
Epos (Electronic Point of Sale)..............................................................................................3
Self-scanning stores...............................................................................................................4
Electronic funds at the point of sale.......................................................................................4
Energy management set up....................................................................................................4
Communication systems........................................................................................................4
EVALUATION OF ICT IN DISSEMINATE KNOWLEDGE IN ORGANIZATIONAL
LEARNING...............................................................................................................................4
ACTIVITY 3..............................................................................................................................6
Knowledge management strategies facilitating organizational learning...................................6
Revenue drivers benefited through KMS...............................................................................6
Cost drivers benefited through KMS.....................................................................................6
T.................................................................................................................................................6
The Learning culture in Changing Environment.......................................................................6
Organisational learning and competitive advantages.................................................................7
Conclusion..................................................................................................................................8
References..................................................................................................................................9

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ROLE OF ICT IN AN ORGANISATION
Introduction
The organizational communication is defined as the process in which the ideas are collected
and coordinated to reach goals both as an individuals and as a group is called organizational
communication. The organizational communication is main backbone of any business growth
in any organization. The Ecommerce has now facilitated the way to innovative ideas to
develop the business in retail industry. The retail industry has now finding new digital
technologies as an aid to create a mass income and exposure with the customers. The well-
implemented ICT is now one of the basic requirement of the retail industry(Becerra and
Sabherwal, 2014).
The report is made under Insight Technology for the case study on the fourth largest
retail industry of UK called as Morrison this food based retail chain is the fourth largest retail
supermarket chain with more than 450 stores nationwide. The company was established in
1899 and has been winning people’s trust with its new ideas like promoting healthy foods and
printing the nutritional facts about the product it servers to its customers. The report will
throw light upon the basic ICT the retail chain used to gain such a brand image.
ICT in Retail Organization.
The retail industry that is been taken in the consideration is Morrison’s has 124000 jobs per
year around the (Bifulco,et al.2016). The company has been in people’s good books because
it encourages the healthy lifestyle and support minimization of waste generation. In order to
grow in a much better way the company have adopted many ICT technologies to improvise
their data management. The function of the data management is given as follows:
Epos (Electronic Point of Sale)
This computerised equipment has undertaken the entire tasks on the billing counter.
Self-contained device print bills, gives the sales report, accepts card transaction and check the
payment verifications. The machine provide all the benefits which ones needed employees to
carry out. The EPOS may be highly expensive to set up and it may take time for employees to
get trained and use to the device. It however has greater benefits that the machines are
accurate in adding up totals, provide faster results and are more efficient than before. This
can enhance the customer services.
Self-scanning stores
The automated process that let shoppers to scan bags, male purchase without any
human assistance .This might bring more attention for the customers by giving them more
options and these are very much time efficient for they can check a large number of goods in
a short period.

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Electronic funds at the point of sale
The technology has reduced the hassle for the customers for cash and changes. The
acceptance of credit cards and debit cards had made payment easier for the customers. The
security and hassle free of the payment procedure will gain attention of more customers and
enhance the overall business of the Morrinsons.
Energy management set up
The Morrinson in order to inspire the public have started using energy saving systems
and appliances. The energy saving system would enhance the brand reputation and the also
will increase the overall business of the company. The company has always been in in
limelight for new and better ideas promoting noble cause.
Communication systems
Morrison holds the fourth largest chain around the country; it has to supply the
products to its several outlets. The company mainly deliver its products through A1
expressways and the overseas products are imported through plane and ships(Nobile, J.,
2017). In order to maintain a constant touch with employers, the packers, the movers and
other stake holders the company uses the IT proposed techniques to be connected to them.
There is GPS that is used to install the Lorries to track the product delivery. The efficiency of
the drivers can also been known through the GPS system regarding the speed, the climate, the
roads’ condition. The one-day delivery system and the online retail site have now provided
the better convenience to the customers to buy the products and get them delivered at their
doorsteps.
EVALUATION OF ICT IN DISSEMINATE KNOWLEDGE IN
ORGANIZATIONAL LEARNING
In case of Morrisons, the retail giant has been improvising itself through
implementing the organisational learning procedures through ICT. The ICT exposure to the
employees will help the company to grow and improvise their sales by adapting the
technological changes that have been occurring in the recent years. The ICT have become an
inseparable part of the business sector. This is the main catalyst for any fundamental change
in the structure, operation and management of any organisation(Sanchez et al 2016).
The database helps to keep a track of recent developments, upcoming policies and the impact
over society these will help in exponential growth of the business fame.
 The ICT has provided the online retail a huge success by initiating the huge internet
exposures.

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 The ICT knowledge is used to train the employees before installation and giving
access.
 There must be proper training period in order to enhance the skills of the professionals
regarding any new device that is been proposed in the retail chain.
 The online retail options like “click to collect”, “cash on delivery”, “order at your
doorsteps” are the recent ideas that have been implemented to gain people attention
about the industry or the outlet(Hogan and Coote,2014).
This could help Morrisons to give better output in creating a friendly relationship with its
customers.

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ACTIVITY 3
Knowledge management strategies facilitating organizational
learning.
Knowledge management strategies have helped in gaining competitive advantages in all the
industries (Dalahmeh., 2017). Intellectual capital aids the organizational learning by
spreading awareness among all the stakeholders. Taking example of the retail industry, it can
help in selling more products, being understandable to the small customers and track the
orders of the customers. The online retail and other retail outlets have knowledge
management strategies as the epicentre of their system capabilities.
Revenue drivers benefited through KMS
The KMS facilitate the knowledge management in the task retail industry both on cost
based and revenue based. The revenue drivers are benefited as the KMS provides the number
of new customers joined the company, the recurring customers, and the unit of product sold
and at what price. Through the revenue drivers mainly is easier through the product selection
and category management. The KMS mainly aids in drawing attention of more customers by
maintaining a transparency among the customer. It also keeps the track about the price at
which the last product is sold.
Cost drivers benefited through KMS
The KMS facilitate the cost management by keeping the track of the sale going on in
the market , the selection of the price regarding the product, customer acquisition, retention,
acquisition of the price of goods , marketing sector, loyalty programs ,customers data . The
cost drivers determine the overall profit by enhancing the products, the policies, the
innovation and operations of management and this can be done through proposing KMS in
the organisational learning.
How does Knowledge Management strategies help in organizational learning?
The organisational learning is aided by the Knowledge Management strategies through
following reasons:
1. The knowledge management strategies provides a better way of organisational
learning by giving a proper blue print of about how an organization should proceed
step by step towards gaining the knowledge about the subject. Taking for example , an
organization needs to find the information about what is trending in the market. In
order to extract data , there is infinite number of ways but the random search will only
complicate the situation and will tend to form a bit of complexity about the project.

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ROLE OF ICT IN AN ORGANISATION
The proper plan will aid to follow a schematic approach to the problem and give the
better results than before.
2. Knowledge management facilitate organizational learning by creating time efficiency.
The proper strategies gives the organization a proper idea before approaching and
analysing the solution to the situation that are arising in the organization. A
beforehand plan will save the time and facilitate better opportunities to enlarge the
business. Knowledge management strategies provides map to proceed towards
learning about anything new. The learning approach is quite important in
organizational learning. It aid the organisational learning to provide to systematic
process to gain knowledge about the topic.
3. Knowledge management strategies open further opportunities for organizational
learning. The given strategies provide further aid to the organization for diverse
problem or situations, it shows that sometimes a number of problems could be solved
with a single strategy.
The Learning culture in Changing Environment
From the traditional retail store where people used to get the things according to the
face to face interaction with the shopkeepers to the online pantry and grocery stores that have
been facilitating the products to our door steps(Villa, 2018). There is an exponential growth
of the innovation and technologies with time. In order to maintain the pace with the new
generation it is quite necessary to adapt and learn the innovations and be updated about the
upcoming technology. The retail company like Morrisons, Tesco, Amazon have a neck to
neck competition in the global e market. The proper training of the technologies is quite
necessary to yield a profitable brand image in the market.
The learning culture can help the company to be more competitive by knowing about
the market. It could serve the customers better through the constant research over the
trending varieties of the products in the local market. Learning ICT would provide more
closeness to the problems of the customers; the learning culture provides more knowledge
about the remote areas and gives opportunity to the companies to establish in local and
remote areas.
Organisational learning and competitive advantages
The organisational learning provides more exposure to the companies and benefit them to
collect and coordinate with their customers(Wang and Wang,2014). Through organizational
learning, the employees of the company will be at ease to work with the new machines that
uses ICT. The training with the devices beforehand will make the work more efficient and
time saving. As per the retail company as Morrinson , the organisational learning will speed
up the competition , bring attention of many customers , provide better profits , develop better
solutions and speed up the working of the organization.
These things are only possible when there is a proper organizational communication
and the system management in the field of knowledge management strategies.

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ROLE OF ICT IN AN ORGANISATION
Conclusion
The report mainly focus on the study of a UK retail company Morrinson and it has
been adopting ICT to benefit kits organisation. The report is divided into two activities. The
first part deals with the use of ICT in a retail organisation and how it is used to spread the
knowledge in an organisation. The activity 3 depicts the scope of knowledge management
strategies in the organisation and its application, it also throws light on the learning culture
benefits and how the organisational learning is directly proportionate to the competitive
advantage of the company.

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References
Becerra-Fernandez, I. and Sabherwal, R., 2014. Knowledge management: Systems and
processes. Routledge.
Bifulco, F., Tregua, M., Amitrano, C.C. and D'Auria, A., 2016. ICT and sustainability in
smart cities management. International Journal of Public Sector Management, 29(2), pp.132-
147.
Bortolotti, T., Boscari, S. and Danese, P., 2015. Successful lean implementation:
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Economics, 160, pp.182-201.
De Nobile, J., 2017. Organisational communication and its relationships with job satisfaction
and organisational commitment of primary school staff in Western Australia. Educational
Psychology, 37(3), pp.380-398.
García-Sánchez, E., García-Morales, V.J. and Bolívar-Ramos, M.T., 2017. The influence of
top management support for ICTs on organisational performance through knowledge
acquisition, transfer, and utilisation. Review of Managerial Science, 11(1), pp.19-51.

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Hogan, S.J. and Coote, L.V., 2014. Organizational culture, innovation, and performance: A
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Huda, M., Maseleno, A., Atmotiyoso, P., Siregar, M., Ahmad, R., Jasmi, K. and Muhamad,
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Naranjo-Valencia, J.C., Jiménez-Jiménez, D. and Sanz-Valle, R., 2016. Studying the links
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Ramadan, B.M., Dahiyat, S.E., Bontis, N. and Al-Dalahmeh, M.A., 2017. Intellectual capital,
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Villa, G., 2018. E-learning culture: from theory to practice. In Dynamic Learning Spaces in
Education (pp. 31-49). Springer, Singapore.
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Wang, S., Noe, R.A. and Wang, Z.M., 2014. Motivating knowledge sharing in knowledge
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