Information, Contemporary Technologies and Decision Making Report

This report delves into the application of Simon's normative model of decision-making, exploring its three phases: intelligence, design, and choice. It uses real-life examples, such as financial issues, to illustrate the model's practical implementation. The report then analyzes a marketing problem faced by Woolworth, employing problem mapping and annotation to identify ineffective strategies and propose solutions. It also critically examines group decision-making, discussing its advantages and disadvantages, along with distortions that can arise during the decision-making process. Furthermore, the report suggests alternative decision-making techniques and addresses a specific issue faced by Woolworth related to customer satisfaction and product quality, proposing solutions such as brainstorming and the implementation of a total quality management program.

Information, Contemporary
Technologies and Decision
Making

Table of Contents
TASK 1............................................................................................................................................1
1. Simon’s normative model of decision making.......................................................................1
2. Personal or family life decision...............................................................................................1
3. Approaching decision with the help of model........................................................................2
4. Model break down...................................................................................................................2
5. Implementation of model.......................................................................................................2
TASK 2............................................................................................................................................2
1. Problem definition...................................................................................................................2
2. Problem mapping process.......................................................................................................3
3. Map annotation........................................................................................................................4
4. Solutions of the problems. ......................................................................................................5
TASK 3............................................................................................................................................5
1 Critical analysis of group decision-making..............................................................................5
2 Distortions analysed while implementing model.....................................................................5
3 Alternative decision making techniques. ................................................................................6
TASK-4............................................................................................................................................6
1. Issue that is faced by company................................................................................................6
2. The group people that are selected to work on this issue........................................................6
3. Brainstorming session ............................................................................................................7
4. Conduction of a work shop.....................................................................................................7
5. Documents and solutions .......................................................................................................7
6. Tool use...................................................................................................................................7
REFERENCES................................................................................................................................8

TASK 1
1. Simon’s normative model of decision making.
Simon’s normative model is considered as a decision-making model. It is distributed into
three steps i.e. intelligence, design and choice (Wang, Medaglia and Zheng, 2017). In order to
implement effective decision. Through incorporating this strategies an individual is able to
develop as flow chart of the process, for determining the solution process. Following are the
phases of the model:
Intelligence: At this phase of the process, various informations are gathered, identified. The data
collected during this process is used for analysing the situation and on the basis of that decisions
are implemented (Cobb, 2016 ).
Designing: The development of the alternatives takes place at this step. In order to produce
productive outcomes detailed analysis of problem is considered.
Choices: With the help of this step various option are analysed, by determining the result of the
process solution is selected.
2. Personal or family life decision.
To implement this model real life problem is considered such as, financial issues. It helps
in determining various issues that are creating such problems and on the basis of that necessary
solutions are implemented.
Intelligence: In this process various factors are analysed that are causing financial issues such as
late payment, unnecessary spending of money, loan, etc. These all makes negative impact on the
personal life of the individual such as increases worries and anxious, headaches, health
problems , etc (Milata, Draucker and Carpenter , 2016).
Designing: At this phase various alternatives are considered. For solving the financial issue
several approaches are identified such as tracking spendings, developing budget and replacement
of expenses can be also considered.
Choices: In this phase effective step is applied in order to resolve the issue. Out of all the above
mentioned alternative budget planning is considered as most appropriate (Rubinstein, 2016).
With the help of this step individual is able to overcome their problem.
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3. Approaching decision with the help of model.
In order to approach decision, role of Simon’s normative model is significant. It supports
in determining factors that creates problems, along with this their impact is also analysed. In
order to overcome those loopholes several alternatives are developed (Donald, Cooper and
Conchie, 2014). Through evaluating the reliability of the approaches appropriate solution is
applied. In the above situation financial issues of the individual are considered. There are various
reasons are determined such as tracking spendings, developing budget and replacement of
expenses. On the basis of that effective solution is applied.
4. Model break down.
While implementing this model various model break downs are identified first is at
intelligence, in order to develop solution information is required. For this various factors are
considered collect data, it required large amount of time (Jackson and et.al., 2016). During
analysing financial factors are evaluated and information is forwarded for next phase. Another
break down is identified at third step, during selection process any evaluation process are not
implemented. Solutions are chosen based on their reliability.
5. Implementation of model.
While implementing this model various factors are analysed that it is able to produce
effective solution and supports in order to increase effectiveness of decision. In this process
strategies are developed by considering their causes and impact, due to which its effectiveness
get increased (Banks and Dhami, 2014). However, there are various loopholes are also identified
such as their processing is very time consuming due to which quick decision cannot be made.
TASK 2
1. Problem definition.
Simon is considered as a decision-making model that helps in solving different types of
problems such as real life, workplace, etc. The present task is based on the marketing problems
for organisations are considered.
Marketing and promotional activities are considered as one of the essential process of the
Woolsworth (Jobber and Ellis-Chadwick, 2012). Most of the firms are facing various challenges
regarding their strategies and approaches. With the help of intelligence phase various steps are
identified such as ineffective marketing strategies. In effective functionality of these units of the
company is creating negative impact on marketing practices. It is creating negative impact on
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growth of the firm by effecting their customer relationship, disturbing promotional channel and
causes failure of the services (Armstrong and et.al., 201). On the basis of identified factors
necessary strategies are implemented in order to overcome, out of different suitable solution is
implemented.
2. Problem mapping process.
Solution is not suitable, choose another one
Solution is selected
To map the marketing problem, flow chart is considered. In this process first step is based
on the analysis of marketing problem. In order to develop detailed analysing about the issues
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Start
Selection of
marketing problem.
Information are
gathered
Outcomes are
analysed
Several strategies
are developed
Selectoin of
solution

several research is considered (Fan, Lau and Zhao, 2015). After the information gathering
process, all the information is forwarded to the evaluation stage. With the help of this phase it is
identified that Woolworth is applying ineffective marketing strategies, due to which they are not
able to attracting customers. The major reason that is crating such problems are identified as
lack of information and research work, due to this various factors are not analysed and effective
marketing strategies cannot be implemented. Therefore, in order to overcome detailed
information is required.
3. Map annotation.
Input Output Explanation of
the problems
Lack of
information
transfer
Bad decision
Marketing
problems
Cause,
transactional,
scarcity and
relationship
marketing,
Implemented
marketing
strategies are
ineffective. These
problems are
caused due to
implementation
of strategies
having improper
market condition.
As the marketing
manager of
Woolworth is not
having detailed
knowledge about
the marketing
condition, due to
which suitable
strategies are not
applied (Wang,
Medaglia and
Zheng, 2017).
Due to ineffective
research cause of
the problem was
not clear and bad
decisions are
imposed.
4. Solutions of the problems.
In order to overcome marketing problem, Woolworth requires detailed research. It helps
in determining various factors that are influencing the strategies and resulting in the form of
reduced sales of the products (Milata, Draucker and Carpenter , 2016). Through applying Simon
decision-making model, Woolworth is able to analyse various factors, along with their impact. In
this process first step is considered as information gathering, on the basis of that necessary steps
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are considered. From various research it is analysed that the organisation is facing problems due
to improper marketing strategies, in order to various strategies are designed such as Cause,
transactional, scarcity and relationship marketing.
TASK 3
1 Critical analysis of group decision-making.
Group decision-making is a process in which more that two people are participating into
decision making activity. According to the Wang, Medaglia and Zheng, (2017), with the help of
this methods organisations are able to get more number of alternatives. As huge number of
employees are involved into the process due to which greater number of prospective will be
discussed. It also helps in eliminating the concept of individual level implementation of decision.
Through this step companies are able to increase involvement of workers. On the contradictory
of above viewpoint Milata, Draucker and Carpenter , (2016), stated that due to engagement of
large number of people process become time consuming and sometime also increases the
complexity of the process. It also influences the interest of the employees due to which quality of
decision-making get affected. On the basis of above research it is analysed that group decision
helps in taking large decision and increases the effectiveness of the strategies. Along with this
sometime it cause distraction for employees and influences their interest (Jackson and et.al.,
2016).
2 Distortions analysed while implementing model.
There are various distortions analysed while implementing decision making model. Some
of them are like overoptimism and loss aversion (McFall, 2015). Under overoptimism,
unrealistic for-castings are developed due to which companies make higher expectation. It
creates huge impact on their processing and operational. In this sequence another distortion is
fixed acceptability of risk. The market risk is based on various factors, due to which it remains
uncertain. In case if the firm is not able to handle the risk it affects stability ( Armstrong and
et.al., 2014). Therefore, it is analysed that there are various challenges are associated with
decision making model
3 Alternative decision making techniques.
There are various tools and techniques are available that can be considered as alternative
decision making strategies. Some of them are like, decision matrix, T-chart, decision tree, multi-
voting, etc. With the help of this strategies organisations are able to analyse decision through
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developing tabular structure, due to which they are able to determine effectiveness of every steps
by providing weight age (Fan, Lau and Zhao, 2015). While implementing these strategies
detailed analysis of the marketing condition is not necessary, due to which they are able to
produce results faster as compare to the Simon decision-making model (Wang, Medaglia and
Zheng, 2017). However, chances of decision mistake is higher in other tools and approaches.
Along with this their implementation cost is also higher as compare to Simon.
TASK-4
1. Issue that is faced by company
The company Woolworth is facing issues related to customers satisfaction as innovative plans
and strategies are not made as per the lifestyle of customers. The quality of product that is
offered by the company is also poor (Milata, Draucker and Carpenter, 2016.). Recently an action
is taken by ACCC against Woolworth product safety. A nose bleed was suffered by the
customers who used the company's drain cleaner. Another customers suffered blisters when the
drain cleaner was dropped in the store.
2. The group people that are selected to work on this issue
The group of people are working on the Woolworth Total Quality Management program
in order to improve the quality of products. These people make sure that extensive due diligence
is conducted on the thousands of suppliers to make sure the good quality of food and safety. The
marketing manger can be appoint in order to ensure the best quality products are offered to
customers (Banks and Dhami, 2014). The marketing manager can allot a team of members
whose job is to test the sample of products to check whether they are harmful or not . Based upon
this the product need to be supplied further at retail shop. The manager can ensure safety of
product before shipping.
3. Brainstorming session
Brainstorming session will be conducted by the company in order to make a find a
solution to the issues that is faced by the Woolworth organization. A list of ideas will be gathered
from the employees of the company regarding what should be done to reduce the impact of
problems. The directed brainstorming can be conducted both manually and with computers
(Rubinstein, 2016). In the manual direct brainstorming,each employee will be given a piece of
paper and the brainstorming questions regarding problem will be mentioned the participants will
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be asked to produce one response and then among the employees all the papers are randomly
swapped.
4. Conduction of a work shop
The workshop was conducted for an hour to make the employers and workers at
workplace aware regarding the importance of better quality products for the customers (Cobb,
2016). In the retail business,the customers satisfactions plays a major role .The company should
make innovate plan in order to grab more number of customers. The quality of product should
also be high. The defective products need not be sold to customers. And also the ingredient that
are used such as chemicals and other material should not be harmful. This way quality of
product can be improved.
5. Documents and solutions
A team was appointed to implement TQM strategy st the company. This solution brought
a lot of automation which have helped the company to speed-up the process,the manual
intervention time is minimized and the efficiency o quality and sustainability managements is
improved (Banks and Dhami, 2014).
6. Tool use
The brainstorm activity that was held in order to get a solution to the issues. In the
previous meeting this tool was not used (Wang, Medaglia and Zheng, 2017). The results that
were producing by this use of brainstorm tool were more efficient as feedback was received from
all the employees whether in the tools used before the feedback from all employees was not
taken. So the appropriate decision was not made.
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REFERENCES
Books and journals
Armstrong and et.al., 2014. Principles of marketing. Pearson Australia.
Banks, A. P. and Dhami, M. K., 2014. Normative and descriptive models of military decisions to
deploy precision strike capabilities. Military Psychology. 26(1). p.33.
Cobb, J. A., 2016. How firms shape income inequality: Stakeholder power, executive decision
making, and the structuring of employment relationships. Academy of Management
Review.41(2). pp.324-348.
Donald, I. J., Cooper, S. R. and Conchie, S. M., 2014. An extended theory of planned behaviour
model of the psychological factors affecting commuters' transport mode use. Journal of
Environmental Psychology. 40. pp.39-48.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp. 28-32.
Jackson, S. A. and et.al., 2016. Decision pattern analysis as a general framework for studying
individual differences in decision making. Journal of Behavioral Decision Making. 29(4).
pp.392-408.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing. McGraw-Hill
Higher Education.
McFall, J. P., 2015. Rational, normative, descriptive, prescriptive, or choice behavior? The
search for integrative metatheory of decision making. Behavioral Development Bulletin. 20(1).
p.45.
Milata, J. L., Draucker, C. B. and Carpenter, J. S., 2016. The Oral Endocrine Therapy Decision
Making Process in Women with Breast Cancer.
Rubinstein, A., 2016. A typology of players: Between instinctive and contemplative. The
Quarterly Journal of Economics.131(2). pp.859-890.
Wang, C., Medaglia, R. and Zheng, L., 2017. Towards a typology of adaptive governance in the
digital government context: The role of decision-making and accountability. Government
Information Quarterly.
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