SouthBank University ICT710: Business Analysis of Westfield Group

This report provides a detailed business analysis of the Westfield Group's strategy to implement a digital platform in its shopping malls. The report examines the ethical frameworks, particularly consequentialism, used to assess the impact of this shift. It explores the IT governance framework, specifically COBIT 5, and its role in managing the transition. The analysis delves into the ethical consequences of incorporating digital elements like digital storefronts, Wi-Fi networks, and frictionless car parking, addressing concerns related to data privacy and potential risks. Recommendations are provided to address the ethical issues and governance challenges. The report concludes with an overview of the key findings and emphasizes the importance of balancing technological advancements with ethical considerations to ensure the success and sustainability of the Westfield Group's business model.

Running head: BUSINESS ANALYSIS FOR INFORMATION TECHNOLOGY
BUSINESS ANALYSIS FOR INFORMATION TECHNOLOGY
Name of the System
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Background................................................................................................................................2
Frameworks for analysis (Ethical aspect)..................................................................................2
IT Governance framework.........................................................................................................4
Assessment of the ethical consequences for shifting from traditional to digital platform.........6
Governance issues......................................................................................................................9
Recommendation........................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................12

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Introduction
This report will discuss about the case study that is related to the construction of
shopping malls by Westfield Group. This case is concerned with Westfield Group wanting to
implement digital platform in their shopping malls in order to compete with their digital
competitors. This essay provides with the Ethical framework that is needed to be used for
commencing the processing of the business management by the to be constructed shopping
malls. A vivid discussion regarding the IT framework that is needed to be used is also made
in this case. This report also discusses about the ethical issue that might be faced by the
shopping malls on implementing the digital platform in their regular business making
process. Governance issue that might be faced by the shopping malls are also discussed in
this report. Proper recommendations are provided so that the issues that are present in the
business making of the shopping malls that are constructed by Westfield Group gets
performed in a proper manner.
Background
With inclusion of digital platform in the marketing sector, shopping malls that are
existing are getting affected in the business making process in a negative manner. This is one
of the major reasons that the Westfield Group are trying to implement the digital platform in
the shopping malls that they are going to construct. Westfield Group wants to blend the
technology of digital platform with the processing of manual shopping process to provide a
better experience to the shoppers. After the inclusion of the digital technology in the field of
shopping the shopping malls that are constructed by the Westfield Group were not being able
to male as much revenue as they were making in their early stages. This is one of the reasons
that Westfield Group thought to be the perfect time and opportunity to implement the

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terminology of digital platform in the process. regaining the revenue earning process also
have been one of the major concerns of the Westfield Group.
Frameworks for analysis (Ethical aspect)
The framework of ethics that will be take inti consideration is Consequentialism. As
per the theory of consequentialism, it is a normative ethical theory that will be provided as
per the processing of the outcomes that might occur. Judgement and decision-making is done
as per the predicted outcome s. This is one of the major aspects that benefits the functional
process of the data management section. This includes the fact that the outcomes that might
occur are tested in the initial stage. This process is non prescriptive in nature. The moral
worth of the entire process of the acts that are performed are judged as per the potential
consequences that might happen after completion of the task. As per Mozi, in case of
consequentialism implementation in the business processing, a benevolent man seeks to
implement that has been beneficial for the processing of the data set and hence eliminating
the tasks that will be affecting the business management in a negative manner. As per the
consequentialism framework, the deed must not affect the stakeholder of the business in a
negative manner.
The factor that will be used in this case is Motive consequentialism. The main
principle of motive consequentialism is that decision is made by taking into consideration the
motive of the deed. The motive of the deeds is compared. This leads to the fact that better
management of the business processing is performed as per the functioning of the data set
that is required in the processing of the decision making. As per the comparison that is made,
the motive with better predicted outcome is selected. As per the selected case the shopping
mall will be benefitted as the processing of the entire steps will be performed as per the
compared motives. This will ensure that the outcome that is received is expected and good.

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IT Governance framework
COBIT 5 is used as the IT governance framework. The main reason of using COBOT
5 as the IT governance framework is because it is the sole framework that enacts on behalf of
the business organization and deals with the management as well as the governance of the
enterprise IT (Ghildyal and Chang 2017). A total of 140,000 governance and security related
issues are mitigated with the help if the COBIT 5. COBIT 5 incorporates the latest
technology that enables better processing f the risk management and governance of the IT
Framework. The functional process of COBIT 5 is based on the universally accepted terms.
For better understanding of the new user demands and the industry specific risk scenario this
IT framework is used (Pereira and Ferreira 2015). Another aspect that will be take into
consideration is that this framework helps in maximizing the output of the system that is
dependent on the functional processing of the data management process. The sectors of Audit
and assurance gets highly benefitted with the implementation of the COBIT 5. The sector of
compliance also gets affected in positive manner (Key 2017). IIT operations have been
getting affected in a node that helps in increasing the efficiency in the business management
process. lastly security and risk management are the sector that gets benefitted with the
implementation of the COBIT 5.
The major advantage that will be received after the implementation of COBIT 5
includes maintaining of high-quality information processing that helps in supporting of te
business decision making. Achieving of strategies as per the decision making process is also
one of the major concern of the COBIT 5 (Pereira, Ferreira and Amaral 2017).

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Assessment of the ethical consequences for shifting from traditional to
digital platform
Westfield Group have been planning to provide the facilities namely digital store
fronts, digital in centre signage, click and collect hubs, Wi Fi networks and frictionless car
parking facilities. Westfield Group have also decided to implemented mobile food service
append the searchable mall web platform in order to provide assistance to the buyers in case
of buying and shopping in the mall. Thse implications will definitely will providing a boost
the business making and profit making to the shopping malls that are constructed by the
Westfield Group. Despite the benefits that it will gaining in the field of competitive benefits
and gain an edge over the competitors, implementation of these digital services come with a
lot of ethical issues. On dismantling of the ethical issues that are present in the commencing
of the implementation of the digital technology in the business making the good will of the
business organization might be at stake.
Digital storefronts have been one of the prime targets that the Westfield Group wants
to implement in their shopping malls. As [per the implementation of the digital store fronts
implementation of websites will be made use of. The main reason behind implementation of e
commerce in developing the digital store front is that the processing of the higher
communication and reaching out to the larger mass gets easier. Even if the buyers are unable
to visit the shopping with the help of the digital store fronts, they can buy their stuffs. Despite
the advantages that are present in this case provides the shopping malls constructed by
Westfield Group a competitive edge over their competitors, the ethical issues that are present
in this case is high. In case of the digital store front usage the buyers need to log in to the
website for continuing their shopping process. this imbibes the fact that the personal data that
are provided during the logging in process are received by the developing team and the
higher authorities or the shopping malls of the Westfield Group. This issue might lead to a

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massacre in case the data breaching process gets enhanced (Laczniak and Murphy, 2019).
This enhancement of the data breaching process might lead to the fact that the imposters
getting access to the personal data of the buyers who have been logging in the digital
platform for commencing their shopping need. This will ensure that the data that are stored in
the data base of the shopping malls will get accessed by imposters without the concern of the
genuine users of the digital platform. This issue might lead to data theft and identity theft of
the individuals. This will also lead to the fact that the data of the genuine customers can be
used against them only. This is one of the major ethical concern that is present in case of
implementing the digital store front of the shopping malls. This might even reduce the good
will of the business organization and hence the audience base that it has created in so many
years might get destroyed.
Presence of Wi Fi network is considered to be important. This is one of the major
reasons that the functional process of the shopping malls gets better and the efficiency in the
data tracking process gets better. With the implementation of the Wi Fi technology getting
connected to the people visiting the shopping malls gets easier. This leads to the fact that
better tracking of the customers who have logged in the network can be performed. this has
been one of the major reasons that the implication of Wi Fi is provided. Another aspect that is
taken into consideration is that the processing of the logging in process gets performed with
the help of the Wi Fi system. The consumers in the initial stage logs themselves in the Wi Fi
network. After logging themselves in the Wi Fi network they sign in to the shopping mall
online site for getting proper navigation. This signing in to the site of the shopping mall, leads
to a fact that that higher authority of the business organization can track the customers. This
is considered as one of the major ethical issue that is present in the system. In case the
customer forgets to log out of the website before leaving the mall the customer could be
tracked even after leaving the mall and hence the location of the clients can be traced all the

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tie. This is considered to be unethical. This unethical deed also has a con as in during the time
period the customer is in the shop he is tracked and hence the shopping mall authority gets to
understand the field of interest the person is having and hence during processing of the
proportioning of the products that are being launched, the customer whose data are being
tracked can easily be reached without the concern of the person himself. Another ethical issue
that is present in this case is that on connecting the mobile devices with the Wi Fi system the
main issue that arises is that the data that are stored on the devices can be easily accessed as
the data can be reached via the network in which it is connected in. this connected network
might affect the functional process of the data set as unauthorized access to the data set will
affect the private life of the customers who are visiting the shopping mall. This will also incur
that the privacy and security factors will be decreasing as in the good will of the shopping
malls that are created by the Westfield Group will also decrease and hence affecting the
business processing.
The shopping malls are planning to implement the friction less car parking as well.
This imbibes the fact that the customers who will be visiting the shopping malls will be
having an easier method to follow instead of the regular and tiresome method of the car
parking process. with the help of the frictionless car parking system the main advantage that
is received includes the fact that the data regarding the vacancy in location is sent to the
driver and the driver books a slot. This ensures that after reaching the location the driver need
not have to search for the vacant space for parking the car. This process can be completed
with mere entry of the license number that he is possessing ad the credit card number. This is
where the ethical dilemma arises. Despite the benefits that will be received in the
implementation of the frictionless car parking process the main issue that is present in the
terminology of the security issue is that too much personal data is collected in this process. In
this process license number of the driver is provided. With the help of the license number it is

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very easy for an amateur to fetch the personal details of the people. This fetching of personal
data without the concern of the people is considered to be unethical. This is one f the major
issue that affects the implementation of the frictionless car parking. Another aspect that is
needed to be taken onto consideration is that the credit card number is also taken during this
process this imbibes the fact that the data that are collected in this process are capable enough
to perform data theft of an individual both socially and financially. In case an imposter gets
access to ted ta of the credit card number of the driver it gets easier for him to gain access to
the banking details. This will enable him to act on behalf of the customer and hence financial
transaction can be made without the concern of the customer. This ethical issue will harm the
client financially in a drastic manner.
Governance issues
Usage of the Alfabet Enterprise Architecture Management for governance is used for
the governance purpose of the shopping malls. Despite there are several advantages that are
present in the system the main disadvantage that present is the cost that is incurred in the
system (Jnr and Pa 2015). With the implementation of the Alfabet Enterprise Architecture
Management for governance the cost that is incurred in the process is very high (Rahimi, F.,
Møller and Hvam 2016). Despite the high cost that is incurred in the implementation of
technologies that provided proper support to the shopping malls regarding the
implementation of different benefits like the frictionless car parking and online store front
huge amount of money is to be spent on the governance aspect of these solutions (Seabrooke
and Henriksen 2017). This is one of the major aspects that efficiency of the implementation
of these technology gets lost. The cost incurred in implementation of the Alfabet Enterprise
Architecture Management for governance does not provide any source of income to the
shopping malls in a direct manner yet a huge amount is to be spent on the system. Instead this

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amount could have been spent on the innovative strategies that will increase the sales of the
product and help in fetching higher revenue (Nicho and Khan 2017).
Another governance issue that is present in the system includes proper management of
the data that are being collected during the shopping and interaction process with the
customers (Wu, Straub and Liang 2015). This is one if the major challenge that the shopping
malls will be facing. This ensures the fact that proper management of the data that are
collected and analysing the same will be a challenge (Rajagopal 2018). In case the data that
are collected are not structured in nature storing and analysing of the same gets difficult and
hence governing of the entire project will get difficult in case the data that are stored are not
properly managed (Fullerton, Brooksbank and Neale 2017). This is one of the main reasons
that the governance issue arises. For example, if the data is not managed properly, the
frictionless car parking will also get affected as in case the data are un structured the slot that
is already allotted might not be present in the data set and hence re allocation of the same slot
will take place and hence issues will arise in this situation (Laczniak and Murphy 2019).
Recommendation
The recommendations that are needed to be provided are as follows: -
 Alfabet Enterprise Architecture Management for governance must be used for
performing the governance of the entire business process.
 Firewall and anti-virus must be implemented in the data base of the shopping mall.
This insists the fact that better management of the data that are stored in the data base
can be performed and the imposters will not be able to access the data that are stored
in the data set.
 Implementation of COBIT 5 is recommended for bettering the functional process of
the system.

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Conclusion
From the above report, it can be stated that implementation of the digital platform in
the shopping malls will be increasing the convenience of the regular commencement of deeds
but the many ethical issues might get risen. This rising of ethical issues will be having a
procurement of the data management process. This has been a major reason that growth of
digital platform implementation has not been much high. the recommendations that are stated
in this report ill help in reducing the ethics related issues and hence creating a safer place for
implementation of digital platform. Digital technology has been most highly accepted by the
global audience. The reason of acceptance of this technology is because with the help of with
the digital technology the regular day to day jibs are performed with higher ease. Digital
technology has been gaining success in each and every field where it is trying to gain access
with. The sole reason of this higher acceptance is the benefits that it provides in regular
commencing of tasks. Implementation of digital technology in the filed of shopping and
marketing have been highly influencing in the recent times. The main reason of this high
influence of digital platform in the field of marketing is because with the help of the
implementation od the digital platform the transparency in the marketing process increase.
This increase in the transparency process helps in having a better understanding in between
the buyers and sellers of the product. It is seen that most of the digital shopping platforms
have been getting highly backed up with their targeted set of audience as they have been
successful in attracting their own crowd and hence proper management of their business
making is performed. this has been affecting the business making and revenue collection of
the existing shopping malls. These have been the reasons that the existing shopping malls
needs to implement digital technology in their business making process.

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References
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governance. Cambridge University Press.
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