Information Technology's Role in Sports Direct: A Comprehensive Study

This report investigates the role of Information Technology (IT) within Sports Direct, a British retail group. It defines IT as the application of technology to solve business problems, encompassing data storage, transmission, and retrieval. The report explores IT's influence on Sports Direct's success and potential failures, while also identifying social and ethical issues related to IT usage, such as cybercrime and data security. It covers various networking technologies like LAN, WAN, and VPN, and discusses the significance of the internet and intranet for information sharing and strategic planning. The report also includes a discussion of the Software Development Life Cycle (SDLC) stages, providing a comprehensive analysis of IT's multifaceted impact on the company's operations, marketing, and customer relationship management. The report highlights the importance of IT in achieving business goals, improving efficiency, and adapting to market trends.

INTRODUCTION TO
INFORMATION
TECHNOLOGY
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ABSTRACT
The present report explores the role of information technology in an organization.
Information technology refers as application of technology for resolving the business and
organizational problems. It is the use of the computers for storing, transmitting, manipulating and
retrieving information and data in the business. The paper defines the role of information
technology in success or failure of the Sports Direct. The paper had covered social and ethical
issues related to IT use which have potential impact on the company. The study has covered
various types of networking technology. The significance of internet as well as intranet has
explained. Discussion has been done on SDLC stages.
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Table of Contents
ABSTRACT ...................................................................................................................................2
INTRODUCTION ..........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
DISCUSSION..................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Information technology refers as use of computer systems, involving the maintenance and
development, networks and software for distribution and processing of data. The key elements of
information technology include network management, information security, business software
development and technical support. The study is based on Sports Direct. The company is British
retailer group. It is established on 1982. Mike Ashely is founder of Sports Direct. It is one of the
largest sports retailers in United Kingdom. The firm is operating from 670 stores which are
widely spread all over the globe. The report will identify the role of IT in success and failure of
the organization. It will determined the social and ethical issues which are related to technology
and affecting the business of Sports Direct. The report will discuss the difference between
different types of network technologies. It will evaluate the importance of intranet and internet in
the organization. Lastly, the study will discuss SLDC stages.
LITERATURE REVIEW
Role of IT in success and failure of Sports Direct
From past few years there has high role of IT in success of business. Technology has led
to high rise in growth and expansion of retail sector. The companies are able to enter in new
markets and develop new products and services. as said by ( there is has high role of IT in
success of Sports Direct. in many departments of company technology is being installed. the use
of advance and high tech system has enabled in ease in communication and effective sharing of
data and info (Webb. and Ifenthaler, 2018). However, company use database to store and extract
info thus, the info is collected and then analysed to obtain precise and accurate data. so, decisions
are taken on basis of data obtained. Henceforth, there are different types of information system
which is used by Sports Direct. For example- MIS, TPS, ERP, etc. by using MIS the
management of company stores all type of data in it. It makes easy for to manage tasks and take
decision. The strategies and plans are developed on basis of data. The information revolution is
sweeping by economy as no firm can avoid its effects (Gries, Veit. and Wulfhorst, 2015). By
keeping it, simple firms need to found funds that can be reallocated from routine activities
regarding operational needs that aid to support the overall firm's goals and objectives. It includes
five basic competitive strategies such as growth, alliance, cost, differentiation and innovation.
Also, there are several firms that uses information systems strategically so that it gives a an
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advantage called competitive edge. Such as lower cost, promote growth, innovate, differentiate,
build an IT platform and many more (Wang, Kung. and Byrd, 2018).
It has been said by (Gries, Veit. and Wulfhorst, 2015) Sports Direct uses both hardware
and software technology. in hardware they use server, storing device and other and in software
App, firewall etc are used in it. These all has enabled in increasing efficiency of operations and
attaining of goal and objectives in effective way. Moreover, with use of technology in operation
the errors and faults are identified and solved. This has led to reducing cost of operations and
waste. Furthermore, efficiency of operations has increased that has led to streamlining of overall
process.
In the view of (Bessen, 2017), Sports Direct uses AI and robotics in organisation. With
that complex tasks are being done in effectively. Besides that, this has resulted in maintaining of
standards in operations and increasing its efficiency. Also, use of AI in organisation has
benefited to a great extent. It has enabled in enhancing productivity and manufacturing more
products. The Sports Direct uses technology in marketing as well. they advertise products and
services digitally. With this they are able to reach more people and attract them (Wagner, 2017).
Thus, it has led to more effective and attractive marketing of products. The company has
generated awareness within customers about products. In addition, CRM software is used to
store data of customers. Hence, Sports Direct is easily able to identify their needs and develop
products accordingly. In this way, needs of people are fulfilled and they are retained by them.
The CRM software is integrated with database through which data is shared by all units. It
enables in giving insight about market condition. So, Sports Direct manager develop strategies
accordingly.
According to (Bessen, 2017), Google analytics is used to analyse traffic on website.
Through this, they are able to gather real time data about customer. So, firm determine where
customers have landed and how much time they spend on particular page, etc. Thus, on basis of
it company find out their target audience and then convert them.
Ethical and social issues in business
In the view of (Wagner, 2017), there are several ethical and social issues that arise in
business during use of IT. these issues highly impact on business performance as it lead to steal
of confidential data and info (Mistry. and Saluja, 2016) . Therefore, it is important for business to
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find out those issues so that it can be solved. Moreover, measures are taken to ensure that the
issues do not arise in future. Hence, they are explained as:
There are several social and ethics related issues occurred in information technology. It
provides several benefits but has some issues. As per the view of the main issue of information
technology is cyber crime and unauthorized access. Identity theft of users and consumers of
banks, hacking of personal account are some types of cyber crime. Increasing use of IT is
increasing the risk of hacking. Several hackers can get link of unauthorized access by which they
can get any type of sensitive information’s (Wang, Kung. and Byrd, 2018).
On contrary (Wagner, 2017), said that rather than this issue there are several other issues
which occur in IT such as data loss and access to sensitive information’s. Unpredictable and
natural situations can damage all data that are secured in the system. Flood, fire and entry of
unknown individual in an organization. Bank is one of those organizations who need to be more
secure and use software for protecting itself against this type of issues. They also need to pay and
recover all those damages to customers that occur within the bank for maintain a good
relationship with them (Brosnan. and Kirby, 2016).
Different types of networking technology
According to (Harris, 2017), a network is a connection of various components such as
server, printer, computer, etc. which are connected to each other. It allows in sharing of data and
info by sending it over network. Basically, network technology is used by company to
communicate and share data and info in effective way. In order to create a network, there are
different types of tools and equipment used. The use of tools depends on type of network to be
established. However, there are different types of network which is used in Sports Direct. They
are as follows: (Types of network, 2018)
LAN- it is known as local areas network in which there is two or more than two computers
connected to each other. Basically, there is limited range and frequency of network. It is set up in
school, university, office, etc. the network consists of less than 5000 interconnected devices in it.
The use of LAN is for only one type of transmission medium. Its radius is 1 km (Davenport. and
Harris, 2017).
PAN – the personal area network is used for personal use. In this there is only one computer
connected with printer, telephone wire, fax machines etc. the range in only 100 metre in this.
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Moreover, devices are connected wirelessly in it (Mistry. and Saluja, 2016) . This is safe network
as data speed is fast.
CAN- it is known as campus areas network in which there are 2-3 LAN connected together
(Webb. and Ifenthaler, 2018). Its range in limited geographical areas and is generally installed in
university campus, government building etc.
MAN – metropolitan area network is a network that covers a large area which is more than LAN.
Basically, it covers entire city, district or state (Chodrow, 2017). its rage is around 50 km. the
data is transmitted at high speed and frequency. Moreover, in this there is interring connection of
multiple LAN’s as well.
WAN- wide areas network covers overall world range. In this there is multiple MAN that are
connected together. it is commonly called as internet. The computers can communicate from one
country to another country.
VPM- virtual private network uses a public network which in order to connect to a remote site.
Through this, it becomes easy to send and receive data by user. In this third party site VPN
service is available in it (Brosnan. and Kirby, 2016).
EPN- the enterprise private network is used by organisation which allows them to securely
connect from various locations. With help of it they are able to share computer resources easily.
(Avgerou and Walsham, 2017) sought to argue that the network technology differs from
one another in many ways. This is because the range and frequency of network differs; also,
there is difference in bandwidth as well. However, it is necessary to find out difference among
those networks so that accordingly in Sports Direct it can be implemented. Thus, differences are
described as
LAN PAN MAN WAN CAN
Local areas
network in which
there is two or
more than two
computers
connected to
each other.
The personal
area network is
used for personal
use
Metropolitan
area network is a
network that
covers a large
area which is
more than LAN
and CAN
(Wagner, 2017)
Wide areas
network covers
overall world
range.
It is known as
campus areas
network in which
there are 2-3
LAN connected
together
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Range is from
100- 1000 meters
Here range in
100 meters
Range is from
100 km
There is high
range in it that is
100000 km
Its range is 1- 10
km
There is high
bandwidth for
data transfer
There is high
bandwidth
Bandwidth is
moderate in it
Low bandwidth
(Chodrow,
2017).
Moderate
bandwidth
The congestion is
low
It is low in it The congestion is
high as compared
to LAN (Gries,
Veit. and
Wulfhorst,
2015).
It is high than
MAN
It is moderate
Fault tolerance is
high
Fault tolerance is
high
Fault tolerance is
low than LAN
Fault tolerance is
lower than MAN
Fault tolerance is
low
Its design and
maintenance is
easy and less
costly than MAN
Design is easy
and low cost than
LAN
Design is
complex and cost
is high
Design is
complex and
maintenance cost
is high
The design is
complex and
maintenance cost
is high
Importance of internet and intranet in Sports Direct
As said by (Baller, Dutta and Lanvin, 2016), internet plays significant role in sharing of
data and info. also, it has benefited organisation to a great extent. Through it, Sports Direct is
able to gain and collect information on many things such as market, customer trends, competitor
products, etc. So, on basis of that they are able to develop strategies and plans. Furthermore, they
get insight on what are needs of people and on basis of it products are developed (Gries, Veit.
and Wulfhorst, 2015). In addition, marketing is done with help of internet. they use social media
sites and e mail to do marketing.
On other hand (Marchewka, 2016), said that intranet provides limited access as compared to
internet. thus, in Sports Direct by making an effective use of intranet, companies are making
qualitative and errorless products. Whereas, it can be said that intranet is a private network that
many company use for making its internal communication effective. It helps banking and other
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sector businesses to speed up their operations and workforce. Employees can also get the access
on the common file which boosts their confidence and morale as well. It is becoming easier for
all people in the world to interact with anyone any time. In the context of business, it can be said
that there are many companies who has made an effective use and operate their business
DISCUSSION
Different stages of SDLC
Software is designed and developed by following a specific procedure and process. this is
because it requires proper planning to initiate several tasks. Apart from it, there are different
types of software that are used by organisation. It depends on their needs and requirements.
However, features of software vary from one another but it design remain same. SDLC is
process that is used to develop and design software. It focuses on high quality software in order
to fulfil expectation of customers. Basically, it is used to complete software in time and save. It
provides a framework on what steps needs to be followed in developing software. Along with it,
it is ISO/IEC 12207 international standard for software development. The purpose is to define all
tasks which is essential in deigning and maintaining of software (SDLC, 2019). The standard also
helps in improving software quality as well. In this there are various stages which is defined as
below:
Stage 1 planning and requirement – This is first stage in SDLC in which requirement is
identified. It is done by taking feedback from customers, suppliers, etc and doing market
research as well. Then, feasibility study is conducted on basis of data collected. For that three
areas are considered that is economic, operation and technical. Then, planning is done for quality
assurance. Through that risk are identified this make it easy to minimise risk by taking
appropriate measures.
Stage 2 defining requirement – It is second stage where requirements are clearly identified. This
is crucial stage as here SRS document is prepared. It consists of all products requirement which
needs to be designed in software. Thus, there is brief description of elements such as interface,
security, resource, function, and many more.
Stage 3 designing architecture – here, design of software is developed on basis of SRS
document. For this an approach is followed in it which allows designing of architecture. Then,
the design is reviewed by all stakeholders. However, evaluation of design is done on basis of
several parameters such as robustness, budget, risk, etc. moreover, design clearly specifies how
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communication will be done in software, how data will flow in it, etc. So, it is completely
developed on basis of SRS (Chodrow, 2017).
Stage 4 developing product- Here, actual designing of software begins. In this programming is
done and algorithms are developed. The coding is done on basis of design that is made. For this
there is different type of programming language available such as C++, C, Java etc. the use of
language depends on type of software to be developed. This is time consuming stage as entire
coding has to be done.
Stage 5 testing – As name depicts in this stage testing is done of software. Besides that, the
coding is tested to find out errors in it and solve. Along with it, faults and errors are identified
and fixed. This enables in maintaining quality of software and its standard (Brosnan. and Kirby,
2016).
Stage 6 Deployment- This is last stage where software is deployed once it is tested. The
deployment of software is done in stages depending on organisation requirement. Moreover,
sometimes, software is deployed to limited customers in order to take feedback from them.
Stage 7 Maintenance – It is last stage where maintenance of software is done. This ensures that
quality and standard of product is maintained and there is no change in it.
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CONCLUSION
It has been summarized that Information technology is used for retrieve, manipulate and
transmission of data. IT is used to run business operations more smoothly and effectively in
Sports Direct. IT drives effective communication at workplace. It has been concluded that IT is
also used for doing promotion of Sports Direct products. For engaging customers and improving
the customer services in Sports Direct, IT plays crucial role. It has been analyzed that there are
social and ethical issues in regards to technology is influencing the business of Sports Directs.
The firm is using Internet as well as Intranet to improve the efficiency in the organization. It has
been determined that various types of technological software are used by Sports Direct to
increase the productivity of the organization. The features of technological software are different
from one another but the design generally remains the same. SDLC refers as the process which is
used for developing and designing software.
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REFERENCES
Books and journals
Avgerou, C. and Walsham, G. eds., 2017. Information technology in context: Studies from the
perspective of developing countries: Studies from the perspective of developing countries.
Routledge.
Baller, S., Dutta, S. and Lanvin, B., 2016. Global information technology report 2016. Geneva:
Ouranos.
Bessen, J., 2017. Information technology and industry concentration.
Brosnan, C. and Kirby, E., 2016. Sociological perspectives on the politics of knowledge in
health care: introduction to themed issue.
Chodrow, P., 2017. Divergence, entropy, information: An opinionated introduction to
information theory. arXiv preprint arXiv:1708.07459.
Davenport, T. and Harris, J., 2017. Competing on analytics: Updated, with a new introduction:
The new science of winning. Harvard Business Press.
Gries, T., Veit, D. and Wulfhorst, B., 2015. Textile technology: an introduction. Carl Hanser
Verlag GmbH Co KG.
Marchewka, J.T., 2016. Information technology project management: Providing measurable
organizational value. John Wiley & Sons.
Mistry, K. and Saluja, A., 2016. An introduction to OpenCV using Python with
Ubuntu. International Journal of Scientific Research in Computer Science, Engineering
and Information Technology, 1(2), pp.65-68.
Wagner, G., 2017, December. Introduction to information and process modeling for simulation.
In 2017 Winter Simulation Conference (WSC) (pp. 520-534). IEEE.
Wang, Y., Kung, L. and Byrd, T.A., 2018. Big data analytics: Understanding its capabilities and
potential benefits for healthcare organizations. Technological Forecasting and Social
Change, 126, pp.3-13.
Webb, M. and Ifenthaler, D., 2018. Section Introduction: Using information technology for
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SDLC, 2019. [online] Available through: <
https://www.tutorialspoint.com/sdlc/sdlc_overview.htm>
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