Crosstown Doughnuts: Digital Transformation and Business Development

This report analyzes the impact of digital technologies on Crosstown Doughnuts, a UK-based bakery. It explores how the company uses digital tools for online marketing, data analytics, and customer engagement to enhance organizational development and growth. The report details Crosstown Doughnuts' adoption of innovations like cashless payments, online ordering, and social media marketing, particularly during the COVID-19 pandemic. It assesses the advantages, such as increased efficiency and customer reach, and disadvantages, including implementation costs and data security risks. The analysis covers the impact on data and knowledge management, highlighting how digital technology facilitates communication, collaboration, and informed decision-making within the company. Ultimately, the report demonstrates how strategic use of digital technology has supported Crosstown Doughnuts in navigating market challenges and achieving business objectives.

DIGITAL TECHNOLOGIES

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Presenting company overview and digital technology used by company...................................3
Presenting impact of digital technology on organizational development....................................5
Explaining the impact of digital technology on data and knowledge management process.......7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Business environment is changing rapidly which involves changes in the technology or
the updated technology. Manager of the company should be up to date with the latest technology
and use for the effective functioning of the company. Many companies are moving towards
digital technology according to the trends in the market(Richter, et.al, 2018). Digital technology
is the scientific use of knowledge that deals with the application and practical use of digital or
the computerized devices and systems. In the process of management, the various managerial
functions such as planning, organization, staffing, controlling, directing and coordination
requires the use of digital technologies and plays a very significant role in the implementation in
the managerial functions of the business. The significance of the digital technology has evolved
and helped in the communication of individuals face to face on the computers and mobile device.
Cross town Doughnut has been taken which is a UK based company(Munteanu,et.al, 2020). The
report illustrates about the various innovations and digital technologies and its impact on the
organizational development. Alone with this, the impact of innovation on data and knowledge
management of the company.
MAIN BODY
Presenting company overview and digital technology used by company
Crosstown Doughnuts is a scratchy bakery that provide their customer with handmade bakery
products such as cakes and doughnuts. Along with this, the company use fresh raw materials in
order to provide with honest flavour. However, organization aim is not to compromise in their
quality and quantity that has helped them in attracting large customer. Along with this, the
company has various physical store in London as it is the big city of UK and attract large tourist.
Moreover, it provides their services through online marketing so that it can cover large are of
market (Straker and et.al., 2018). The organization has decided to adopt innovation in order to
increaser the brand image in the competitive market. In 2014 it has launched market stall on
leather lane a very famous market area of London and it was the first bakery that has accepted
Card payment without additional charges. As well as the company has cashless payment in
most of their store. It also provides services like order online for pickup or demand delivery.
Furthermore, the company has not only made innovation in technology but also in their food
products such as in 2017 it has decided to launch vegan doughnuts that has contributed in

satisfied the taste bud. Along with this, company follow business ethics and values such as
integrity that has helped in increasing the progression. Additionally, company has decided to
use sustainability packaging at various store and it believes in recycling (Shaw and et.al., 2018.).
Thus, all this parties have contributed in creating positive contribution towards environment.
Due to pandemic the economic growth of UK has been effected negatively and the major
negative affect was on hospitality and food industry.
Because of lockdown company was not able to earn huge profit and that has affected the
growth of the firm. However, the past year was a downfall for the organization and it has to take
ad advantage innovative idea and digital technology in order to increase its sales. Moreover, the
company has made use of SMM marketing such as it has started their online cookery classes
that has contributed in increasing the overall growth of the firm. Along with this, it has adopted
for next day delivery in overall nation that has boosted the sales of the firm. It has made use of
online marketing such as customer can order through their online websites, mobile application
and social media sites. This has promoted direct to customer deliveries and has resulted in
increasing the overall sales of the firm more effectively as compared to traditional method of
selling. Moreover, organization has also decided to make use of data analytical tool that has
helped the organization in identifying the taste and preferences that has contributed din making
the products according to the needs of the customer. However, this technique has helped the
organization in increasing the sales (Pramanik, Kirtania and Pani, 2019). During pandemic
bakery has also made use of customer ordering system that has helped in making the purchase
more easily. Social media promotion has played very important role in increasing the sales of
the firm. It has helped the organization to known about the marketing strategies that has been
used by the competitors. Along with this, feature such as paid promotion has helped the
organization attracting targeted customer.
Moreover, it helps providing the information regarding the company to the customer so
that it can have idea about the company background and the products it deals (Bond and et.al.,
2018). However, with the help of business feature it has easily covered the large area of
market. The insight feature of the market helps the bakery in knowing the overall performance of
the firm in the market. It can also identify the reach of the brand image by local or international
customer. Furthermore, using this technology has contributed in increasing the brand awareness
of the firm in the external environment. With the help of digital marketing the Crosstown

bakery has increased their sales and took advantage of tools and techniques for the growth of
the firm. In addition to this, due to pandemic company has adopted for contactless delivery and
payment that has helped in increasing the sales as well as attracted large customer.
Along with this, online marketing has contributed in identifying the external and internal factor
that has help in knowing the overall threats and opportunity that can affect the company in
negative as well as positive manner (Shaw and et.al., 2018). However, all the innovative tools
have helped the firm in improving the overall performance of the firm in positive manner.
Additionally, innovative tools help in attracting customer in large that results in earning huge
profit. The disadvantage of using the advance technology is it require huge budget for the
implementation and small business cannot take major advantage of it due to limited set of
budget. Any negative comment on the website or social sites or organization can reduce the
brand name and company can lose potential customer.
Presenting impact of digital technology on organizational development
Small and large scale industries are constantly looking for new technologies in order to
create better workforce which is more efficient, productive and innovative. The right use of
technology results in increases in the overall efficiency, communication and performance in the
market. The scope of online platforms such as creating websites and social media platform has
increased rapidly and resulted in building their brand image. It has benefited the company as
number of customers will be aware about the company's website and the products and services
they offer. In the times of Covid-19, it acted as an opportunity for the management of the
company to implement new plans and policies in its management to gain competitive advantage
in the times of crisis(Morgan,et.al,2019). Business environment consist of various internal and
external factors which are beyond the control of the organization but affects the functioning of
the company and with the changing environment, the customers demands are also changing as
customers opt for various other options available. The company should focus on improving its
products and create new and innovative products so that different type of products are available
to the customers (Merzifonluoglu and Gonulal, 2019). Innovation not only contributes in the
overall development of the company but also helps in the economic growth of the country as
well. It leads to higher productivity that the same input but greater amount of output as a result of
which more number of products are supplied by the company in the market. Due to the covid-19,

the scope of online payment was increased in order to save the time of the customers. Digital
marketing helps the organization in providing relevant information and results in easy
communication with the customers. Innovation helps the company to deliver the quality products
and services to its customers and also to build the brand image of the company in the competitive
market.
Moreover, digital technology has impacted both positively and negatively on the growth
of the organization. It helps the company in identifying the external and internal change in the
business environment. However, various digital technology such as online payment has helped
the business in keeping the record about the credit and debit amount. Along with this, online
payments ben most prefers by the customer during the time of pandemic. In addition to this,
technology such as online ordering and delivery services has allowed the organization to attract
large customer as well as it is easy for the consumer to track their order (Iivari, Sharma and
Ventä-Olkkonen, 2020). Moreover, digital technology has helped the company in easy
marketing as most of the online service are free and it is one of the most cost effective method
that will contribute in overall growth of the firm. Along with this, online booking table has
allowed the customer to check the free slots and gave them choice for selecting their place.
However, this method is very covenant as compare to traditional method and it helps in saving
time and energy. The QR code technology has allowed customer to access online menu for order
and pay. This has played major role in reopening of the organization during pandemic and it is
very cost effective method. Furthermore, digital technology has allowed the organization in
identifying trends going in the external market. That has helped the firm in developing
innovative product so that it can sustain in the competitive market.
In addition to this, it will also have helped the company in identifying the taste and preferences
of customer that is very important sources for running the overall business. The positive impact
of digital technology is that it contributes in increasing the efficiency and productivity such as it
helps in collaborating with customer and stakeholders well as it shares the content for attracting
large customer (Pramanik, Kirtania and Pani, 2019). However, the major disadvantage that can
be faced by the organization data security as there are various hacker that can damage the
intellectual property of firm as well as personnel data of their customer and employees. Along
with this, implementing advance technologies and machinery require high cost and it can
impact negative on the growth of the firm. In addition to this, it is very expensive and time

consuming. However, fake id and w website of company can negatively affect the brand image
of the firm and result in loosing potential customer.
Explaining the impact of digital technology on data and knowledge management process
In the present era, the scope of digital technology is increasing rapidly and it support and
accelerates in the achievement in the objectives. The scope of the digital technologies and
innovation is evolving rapidly. The main aim is to create a connection among the person
effortlessly and in cost effective manner, and individuals can get connected to each other living
in the remote areas through the digital resources and services(Yin, et.al, 2019). It has various
positive impacts but the company using the digital technology has to face various problems and
challenges that can adversely affect the company such as cyber crime as it is considered illegal in
the eyes of law which involves the unauthorized use of the individual system. For the proper use
and management of the digital technology an individual should have proper knowledge. Skill and
abilities. With the implementation of digital technology, it helps the individual to share their
ideas and views to carry out the task of the company. In various organization, the employees are
dependent on their managers and superiors for the work but with the help the evolution of digital
technology, individuals can become independent and less dependent on the superiors and
managers which will show their efficiency and capabilities to handle the responsibilities allotted
by the company(Kristinae, et.al, 2019). It has made communication among the individuals easier
as the information can be delivered faster. With the changing business environment, it is
important for the company to make innovation in its existing product or manufacture new
product according to the changing needs and preferences of the customers. Innovation has
become an integral part for the success and survival of the company. Crosstown Doughnut has
made various modifications in its marketing strategies with the use of the latest digital
technologies which helped the company know about the various changes in the market. The
management of the company make various amendments in its management and started online
marketing strategies in the covid-19 crisis which helped the company to know the position of the
market at the time of the crisis. For the data collection, the company preformed various market
surveys to identify the demand of the products of the company and focused(Coccia, 2018).
Through the use of latest and advanced technology the analysis and collection of data has
become easier and useful for the company. With the evolution of innovation and digital

technology, the economic growth of the company is highly affected as the use of the latest
technologies will result in increase in the productivity level and greater output which is
beneficial for the company.
Knowledge management is important as increases the efficiency of the decision-making process
of the company. The scope of knowledge management is increasing in the digital environment.
The role of the knowledge management in the innovation is to build competitive advantage
through proper utilization of the knowledge of the individual. Innovation has become more
complex due to changing customer needs, competitors in the market and rapidly changing
technology. Many companies used the marketing strategies and collaborated with the other
organization for long term innovation and sustainability in the market(Abdurakhmanova,et.al,
2020). Almost all the companies have adopted various techniques and marketing strategies with
the changing business environment. Crosstown company has also adopted the various online
marketing strategies and collaborated with the large corporations for innovating new products
and deliver in the market and also focused on increasing its market share. By looking at the
pandemic situation, the company has made various changes in its management and introduced
their home dinner kits and made full utilization of the online platform by organizing various
online cookery lessons. With changing environment, the company has to face various
competitive challenges and risk which can affect its survival in the market, so it is very important
for the Crosstown Doughnut to introduce new products and create something new and use with
the changes in the technology adopted the digital technology so that customer should get
complete information about the product which will result in increase in the demand of its
products in the market(Ziyadin, et.al, 2019). The company has adopted the online marketing
strategies such use of social media platforms which has helped the to take advantage in the time
Covid crisis. This strategy allows creating relationship in the target market The company has
make various decisions with the changing business environment in order to gain competitive
advantage and for the long term sustainability of the company.
CONCLUSION
From the above report it can be concluded that it is very important for the company to
introduce and modify its marketing strategies to survive in the changing environment, The

business environment is changing rapidly and involves changes in various factors which affects
the organization. In the era of changing technology, the use of digital technology has gained a
lot or importance. It has helped the individual to communicate with others in order to provide
necessary information, acquire knowledge and innovative ideas for increasing their efficiency.
Digital technology helps the management to implement and coordinate their ideas and includes
smartphones, computers etc.
It is important for the company to adopt new methods to gather the knowledge about the
company and digital transformation helps the company to apply and use various new
technologies for the future growth of the company. Every sector has been affected by the Covid-
19 which as a result affected the economic growth rate of the country. It is important for the
company to understand the need and preferences of the customer and make innovations in its
products and services in order to sustain in the market. The report summarizes the major
innovation and digital technologies which is used by the companies and these innovations affect
in the development of the company and its various advantages and disadvantages.

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