ATMC Semester 1 ICT710: Westfield Case Analysis Report

This report provides a comprehensive case analysis of the Westfield Group, examining its business operations, particularly in response to changing customer behaviors and the rise of e-commerce. It delves into the ethical implications of technological innovations, the importance of IT governance, and the impact of diversity and inclusion on the organization. The report analyzes the challenges Westfield faces and explores the ethical considerations related to its business practices, including corporate social responsibility and green initiatives. It also evaluates the IT governance issues, such as aligning IT and business strategies to achieve customer satisfaction and mitigate risks. Furthermore, the report discusses the ethical consequences of diversity and inclusion within the workforce and how these factors influence business transformation. Finally, the report discusses IT governance issues faced by the organization and provides recommendations for technological and business advancement within the Westfield Group.

Running Head:- CASE ANALYSIS OF WESTFIELD
CASE ANALYSIS OF WESTFIELD
Name of the Student
Name of the University
Author Note

1CASE ANALYSIS OF WESTFIELD
Executive Summary
The main aspect of this assignment is to deal with the overall business aspect of the Westfield
Group regarding the behavioural changes of the customers associated with the organization.
The report will be dealing with the key components of the framework related to the
organization of Westfield as well as deciding the appropriate framework for the enhancement
of the business. Moreover, the IT Governance issues as well as the technological innovations
related to the organizations is stated clearly in the report. In addition to this the
recommendations of the technologies for the technological and business advancement is also
provided within the report, which will help to analyse the business situation of the Westfield
Group.

2CASE ANALYSIS OF WESTFIELD
Table of Contents
Introduction................................................................................................................................3
Analysis of the Ethical Implication............................................................................................4
Analysis of the IT Governance..................................................................................................5
Diversity.....................................................................................................................................6
Inclusion.....................................................................................................................................6
Ethical consequences of above two factors on the transformation............................................7
IT Governance Issues faced by the organization.......................................................................8
Recommendations......................................................................................................................9
Conclusion................................................................................................................................12
References................................................................................................................................13

3CASE ANALYSIS OF WESTFIELD
Introduction
The Westfield Group is an Australian based shopping centre company. The Westfield
is one of the largest shopping centre situated in Australia. The Westfield performs retail
business. The Westfield group consists of 35 malls and 6500 retail stores in different region
were approximately 400 million visitors’ visits annually. With time, it is observed that the
retail business is changing due to the introduction of different type of e-commerce business.
It is observed that the traditional method of retail will decline with the improvement in the
digital method of business. The Westfield is experiencing a tough time after the introduction
of various kind of online shopping website. It is trying hard to improve its business by
understanding the requirement of the customers and the ways in which the customers can be
satisfied (Klettner, Clarke and Boersma 2014). The attitude of the users is changing
drastically towards the retail shopping. The company is changing and trying hard to
understand the different mentality of the users. The company is trying hard to bring the
digital and physical ways of shopping together. It can be stated that with the invention of the
new technology the ethical and the IT governance have undergone changes. The digital
innovation means the change in the traditional method of the business, which is both related
to its operation and management process (Slade and Prinsloo 2013). The digital innovation is
not only related with the invention of the new technology, it is linked with the entire ongoing
organization process. It is the duty of the Westfield to observe the changes happening in the
business. People are moving toward the digital method of shopping which is affecting the
business of the Westfield. The report discusses about the changes in the ethics with the
introduction of the digital innovation in the retail business. The report highlights the different
aspect it uses different framework for the analysis of the ethics, IT governance, and the
ethical impact, the use of technologies that can help in overcoming the impact, the strategies

4CASE ANALYSIS OF WESTFIELD
that can help in achieving position in the competitive market and the recommendations that is
necessary for improving the retail business.
Analysis of the Ethical Implication
After analysing the last four decades, it can be stated that technology has changed our
lives with respect to everything. The old age methods need to be updated with the
involvement of different technology. Ethics is asset of rules and regulations that need to be
followed so that the entire working process goes on perfectly. After the introduction of digital
business, the retail business started concentrating on their issues (Holland and Albrecht
2013). Ethical issues plays a vital role when the success of the business is evaluated. After
the analysis of certain factors related with the ethics it was determined that ethics plays a
major role in the long-term development of the company. The issues where looked after so
that the retail business is not declined. The ethical issues arises when the employees started
using misusing the assets of the company. The ethical issues is not only related with the
interaction with the customers it is also linked with the behaviour of the employees within the
company. When a person does traditional method of shopping the expectation is that, the
ethical conduct of the employees will be good. The customers of today’s time is not only
interested in buying the product they have a number of queries, which need to be answered
politely keeping in mind the social responsibility. The ethical issues is related with social
responsibility in the corporate sector, green issue, the safety of the product, sourcing of the
products and the ways in which all the factors effects the retail industry (Floyd et al., 2013).
The CSR is of the main element in today’s business process. Earlier very, fewer companies
focussed on the CSR. Recently all the companies are giving more importance on evaluating
the CSR report. The CSR helps in understand the ethical needs of the users. The tough
competition present in the market is making tough for the retail business to find the issues
that be resolved. One of the issue is green issue as the majority of the business in the last few

5CASE ANALYSIS OF WESTFIELD
years were interested in switching towards the green business. People are now more
focussing on the products made naturally, which is creating a pressure in the retail business of
Westfield. The Westfield is trying hard to upgrade its product and services. The ethical issues
must be prevented and the ethics must have a positive impact on the retail business. The
positive impact will help in the future development of the Westfield retail business
(Michaelson et al., 2014).
Analysis of the IT Governance
IT governance can be stated as a process, which guarantees and checks the effective
and efficient utilization of all the information technology used within the organization. The
IT governance is a framework that provides structure for the entire organization. After the
innovation of the digital technology, the entire organization structure changes, as it requires
different structures and strategies for overcoming the problems (Lunardi et al., 2014). The IT
related strategies and business strategies for the Westfield need to be aligned. However, it can
be stated that the IT governance is one of the main part of the overall organization. The
Westfield introduced new technology in its retail business in providing different facilities.
The main motto is to achieve customer satisfaction. The IT governance is important in
achieving the desire outcome of behaviour. The Westfield requires the IT governance
framework for making effective decision, for reducing the risk, for better and effective
accountability (Ruggie 2014.). The IT governance cannot be eliminated from the organization
as it works together with the decision making of the organization. The implementation of the
IT governance is not easy, as it requires commitment from the different head of the
organization. The Westfield need to improve its IT governance from time to time so that the
all the issues and challenges can be faced by the company. The challenges, which are arising
from the digital innovation in the business. However, the IT governance and its framework
must be effective for maintaining the retail business (Ragan 2013).

6CASE ANALYSIS OF WESTFIELD
Diversity
The characteristic of the society to possess the visible as well as the non-visible ways
regarding the people present within the society may differ is stated as diversity. In addition to
this it can be said as a wide array regarding the various characteristics as well as social
cultures and backgrounds which make an individual unique (Persson and Szotyori, 2016). So
with the growing diversity among the outer world it is necessary for a retail organization like
Westfield shopping malls to cope with the increasing demands of the various consumers
regarding retail products provided by the organization. Moreover the diversity also puts a
significant approach to the shopping materials by the consumers. This increases the level of
competition regarding the retail industries present within the market. According to the
organization of Westfield, they faced a subsequent amount of change in the consumer
behavior regarding the shopping behavior of this customers due to the diversity characteristic
of the consumers associated by the specified retail industry (Thompson, 2016). Moreover,
this change was not only for the diversity of the consumers but also due to the fact of some
technologically enabled plans associated with the organization also helped in the
enhancement of the organization’s shopping behavior regarding the consumers.
Inclusion
The term inclusion refers to an environment that has unique characteristics which are
likely to be the fact of welcoming the differences that might approach within the retail
industry. Moreover this differences are also provided with embrace and high values regarding
the individuals as well as consumers that are already associated with the organization
possesses positive experiences (Habermas, 2018). This characteristic is said to enhance the
shopping methodology of the consumers associated with the retail industry of Westfield
Group. The technological innovation associated with the industry of the stated retail
organization tends to provide enhanced inclusive workforce. This is said to incorporate more

7CASE ANALYSIS OF WESTFIELD
consumers to the retail industry which will be very beneficial for the growth of the
organization in regards to the similar organizations present within the marketplace. Moreover
this feature tends to remove the disruptions that are faced by the organization while a
consumer is facing difficulties in shopping in the stores. Through this characteristic the
organization wanted to include the maximum number of consumers via the digital platform
so that enhanced facilities could be provided in order to facilitate the consumers as well as
include them to build a strong consumer base (Ballard, 2018). Thus inclusion is said to be a
significant characteristic regarding the consumers of a retail organization.
Ethical consequences of above two factors on the transformation
The ethical consequences that are related to the above two factors that are likely to be
Diversity and Inclusion provides a great level of business enhancement regarding the retail
industry of Westfield Group are believed to provide tangible impact in the business
transformation of the organization (Hunt, Layton and Prince, 2015). The ethical
consequences that are amplified by the impact of diversity are stated as follows:
 The diversity environment of workforce enhances the economic growth of the
organization
 Diversity tends to develop an enhanced as well as innovative workforce environment.
 This feature is to amplify the customers’ needs irrespective of their gender, colour as
well as social aspects for the increase in the economical fields.
 Moreover, the diversity must also be present within the management of the
organization to pull off the overall potential of the organization.
 Through this feature, the organization can exclusively cope with the change of the
businesses as well as the customer focus for the enhancement of the organization.
The ethical consequences that are amplified by the impact of inclusion are stated as follows:
 The inclusion of the various characteristics in the field of diversity enhances the
customer growth within the business environment of the organization.

8CASE ANALYSIS OF WESTFIELD
 The inclusion of the technology within the organization may be stated as the fact that
the organization may thrive to attain the potential growth in their business
environment.
 The inclusion of the diverse features are also enhances the growth of the consumer
base regarding the retail industry of Westfield Group (Bentley, Callier and Rotimi,
2017).
IT Governance Issues faced by the organization
The retail industry group of Westfield faced many challenges regarding the IT
governance issues with the technological innovations as implemented by the organization.
The IT Governance of an organization is related with the stated two factors that are
subsequently identified as the delivery of the significant values to the business as well as the
mitigation of the identified risks (Mor Barak, 2015). The issues that are significantly
identified within the platform of the retail industry considering the Westfield Group may be
stated as follows:
 The risk associated with the business needs of consumers regarding the diversity
feature of consumers, which tends to increase day by day.
 The governance or the maintenance framework that is implemented by the
organization of the Westfield is also identified as one of the significant issue, which
pertains within the environment of the organization.
 There is also an issue that includes the fact that the teamwork as well as enterprise
infrastructure of the retail industry.
 Moreover one of the technology that is used to enhance the customer satisfaction may
be depicted as the cloud computing technology which may face issue regarding the
searching as well as service provided to its consumers.
 The organization must continue to audit as well as assure the overall services as
provided within the organization.
Moreover the organization is said to follow the three major steps in regards to the
enhancement of the business strategies as well as maintaining the advantage of

9CASE ANALYSIS OF WESTFIELD
completion within the environment of the retail industry (Gregory, 2015). This steps may
be depicted as
 Inclusion of Culture
 Diversity in Talent
 Inspired Innovation
The above stated steps are said to be very important as well as significant in regards to
attain the competitive advantage of the organization with respect to the other present
organizations of the same industry in the marketplace. Moreover the organization is adhering
some technologies that tends to provide enhanced level of satisfaction to the diversified
consumers associated with the online retail marketing environment of the organization. These
technologies are stated to be the digital storefronts, Wi-Fi Networks, Cloud Computing and
many more services that can attract the consumers as well as integrate their position with the
marketplace.
Recommendations
Westfield Group realized that their shopping malls across the world was going
through some economic crunches due to the changing mindset of the customers. The
customers changed their mindset towards online retail shopping instead of the traditional
offline retail shopping. The Westfield Groups realized this situation and thus tried to enter in
the online shopping category.
Westfield Groups implemented digital storefronts in their system as their first step in
the online retailing business. There are some recommendations for this step of implementing
digital storefronts. Assurances about delivering high quality should be provided in every
possible space as the customers are attracted by the promises and the offers very easily

10CASE ANALYSIS OF WESTFIELD
(McDaniel 2016). The promos for discount and cashback should be placed in a very attractive
matter so that the customers while accessing the portal online can easily observe it.
The homepage of the website or the application, which is required for the online
shopping, should be very attractive along with the lustrous images of various products. The
web page designing should be done in such a manner to make the page look very appealing
for the customer.
There should be space given to the customers for giving review about the products
and the negative review should be allowed to stay in the page for making the other customers
to have a clear knowledge about the product (Stevens 2017). The online retailer should use
the reviews of the customers for better selection of products.
Various types of payment procedures should be supported in the online retailing page
of Westfield Group. There are different types of payment procedures like third party payment
application, online banking and others. They also have to take care of the security during the
e-payment to reduce the chances of frauds.
Digital in-Centre signage allows the customer of the various e-commerce sites to
maintain the privacy about their personal details (Hossain et al. 2015). The consumer privacy
policy should be taken as a very serious point as the consumer or the customer cannot afford
to compromise their personal details. If the security details are compromised then that can be
a huge problem for the customers. Digital signage will help to identify the customer with
greater efficiency as a result the fraud cases of identification will reduce by a huge amount.
Westfield Group should implement IoT (Internet of Things) in their daily operations
for providing maximum security to their customers (Groopman 2015). Digital signage also
helps to maintain the privacy during the online payment of money from the customer’s bank
account. Secrecy is maintained by using this technology.

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Click and collect hubs procedures are implemented by various e-commerce
organizations and Westfield Group should implement this method as this method can make
the organization very customer centric (Spencer and Schellenberg 2015). Various pick up
locations for products should be set up for the convenience of the customers. The customers
should prefer the locations selected for these pick up stores and the locations should be easily
accessible for the majority of the customers (Piotrowicz and Cuthbertson 2014). Various
locations should be set up considering the urban and rural customers.
Pick up ready customer service should be provided along with real time shipping
updates of the products. Pick up reminders through the e-mail and message should be sent to
the customers for better communication. Executives should be hired by the organization to
maintain transparency in the delivery procedures.
Mobile food service application is the reaching new horizons in today’s world and it
is the emerging giant of the future (Saarijärvi, Mitronen and Yrjölä 2014). Westfield Group
should try to invest toward this new emerging business for better margins of profits. The
maintenance of quality and speed in the delivery of food is very important in this industry.
Huge number of employees should be hired to maintain the full network of the business
starting from the collecting food from restaurant to delivering the food to the customers.
Westfield Groups have to open a central chain of the searchable mall web platform.
This is the entrance to the world leading website concept. Searchable mall web platform
helps to combine various social media sites and applications with the various functionality of
the organizations (Georgiou et al. 2015). This will help the organization for giving
advertisement to the customers present in the social sites after analysing the search result of
the customers.