University Essay: MGMT13151 - Woolworths Automation Feasibility Study

This essay examines the feasibility of automating Woolworths supermarkets, focusing on a case study of a Victoria Park store. The essay begins with a definition of entrepreneurship and describes the commercial enterprise idea, which involves implementing automation through giant customer-facing screens and automated payment kiosks. The essay then details the process followed to develop the idea, emphasizing customer demand analysis and operational efficiency improvements. It discusses the skills required for a successful entrepreneur, including ambition, willingness to learn, creativity, confidence, perseverance, and risk-taking. A feasibility study of the automation plan is then conducted, analyzing technical, financial, and organizational aspects. The essay concludes by highlighting the importance of Woolworths within society and the potential benefits of automation for both the company and its customers. The student has provided a detailed analysis of the automation plan.

Running head: ENTREPRENEURSHIP AND INNOVATION
ENTREPRENEURSHIP AND INNOVATION
Name of the Student
Name of the University
Author Note

1ENTREPRENEURSHIP AND INNOVATION
Introduction
As discussed by Audretsch, Heger and Veith (2015), entrepreneurship can be defined
as the process that helps to design, launch and run a new organization that was initially a
small business. The individuals who are creators of the business are called entrepreneurs. The
willingness or capacity of the business based on development, organizing and managing the
business venture along with the risks for gaining proper profits is also a major part of
entrepreneurship (Coulson-Thomas, 2017). Entrepreneurship mainly focusses on the proper
launch of a business and running of the business organizations. The risks that are a part of the
operations of different organizations have a major impact on the ways by which they aim at
gaining profitability in the industry (Eftekhari & Bogers, 2015).
Description of the idea or opportunity
The commercial enterprise that has been taken into consideration for analysis in the
essay in Woolworths. Woolworths Supermarkets is an organization that operates in the retail
industry of Australia and is mainly owned by the Woolworths Group. The organization was
established in the year 1924 and has gained 80% of the total share in retail market along with
Coles. Woolworths specialises in the selling of groceries and offers different kinds of
products to the customers that include, beauty and health based products, magazines, DVDs,
baby and pet supplies, household items and different stationery items as well
(Woolworths.com.au. 2019).
The stationery items that are offered by the organization are also able to fulfil
different needs and demands of the customers in Australia. The idea that can be implemented
for the successful future operations of Woolworths in comparison to its competitors is based
on the automation of the stores. The Victoria Park based store of Woolworths can be taken
into consideration in order to implement automation in an effective manner

2ENTREPRENEURSHIP AND INNOVATION
(Woolworths.com.au. 2019). The customers will need to select the products that they wish to
purchase from the giant screen that will be available in the store. The billing will then be
completed with the help of automated payment kiosks that will be built within the stores
(Ghio et al., 2015).
Process followed by the group to develop the idea
The process that has been followed by the group in order to develop or generate the
idea is mainly based on the analysis of demands and needs of the customers in a detailed
manner. The automation process will be implemented based on the opinions that are provided
by them based on the reduction of human intervention in the shopping experience. Efficiency
of the operations will also be increased in the process with the support that is provided by the
automation of different activities (Hampel, Perkmann & Phillips, 2019).
The group has aimed at implementing the idea in order to increase number of
customers who visit the stores in a single day. The increase in speed of operations has a major
impact on the ways by which the organization is able to maintain profitability levels. The
customers of Woolworths are quite loyal to the organization and proper improvement of
services can be considered as the most important part of the sustainability that can be
maintained in the competitive retail industry (Huijbens et al., 2017).
Discuss skills required to be a successful entrepreneur
The entrepreneurs mainly believe that the most significant factors that are related to
the success that is gained by them in different industries is based on their experience levels.
However, the success of entrepreneurs is related to some specific skills that are helpful for
them to maintain their position in the industry. The proper nurturing of skills is thereby

3ENTREPRENEURSHIP AND INNOVATION
considered to be important in order to guarantee their success in the future (Kuratko &
Hornsby, 2017). The seven most relevant skills of the entrepreneurs are as follows,
Ambition – The ambitious nature of entrepreneurs is able to support the success levels
that are gained by them in the industry. The entrepreneurs aim at achieving the smaller
objectives in order to reach the bigger goals. They also have the drive to work hard and
achieve the objectives and goals that have been set by them. The required steps are taken by
them in order to ensure success of the organization (Malecki, 2018).
Willingness to learn – The education of entrepreneurs is considered to be a long term
process and they are able to gain skills related to different aspects throughout their lives.
Seeking new knowledge is considered to be a major aspect of the characteristics that have
been developed by the entrepreneurs (Matthews & Brueggemann, 2015).
Creativity – The entrepreneurs tend to try doing new things in order to receive
different results. The new experiences have the power to enrich the lives of people in an
effective manner for a long period of time. Each experience can thereby lead to the new
opportunities which had not been gained previously (Paradkar, Knight & Hansen, 2015).
Confidence and assertiveness – Listening is considered to be an important part of the
effective communication that is developed by the entrepreneurs. The opinions and requests
that are provided by others is considered to be important by the entrepreneurs in order to
maintain the organization and its successful operations as well.
Perseverance – The successful business owners have continuously suffered failures
and defeats in their ventures. However, they have always been optimistic and continued
trying to solve the issues. This has played a major role in the success that they have
ultimately gained in different ventures (Stuetzer et al., 2018).

4ENTREPRENEURSHIP AND INNOVATION
Risk taking and courage – The levels of creativity can be harnessed and increased
with the help of different creative ideas that are developed by the entrepreneurs. The proper
research of ideas is required in order to ensure that the enterprises can maintain an effective
position in the industry.
The success that entrepreneurs aim to get in life is mainly based on the ways by which
they are able to enhance the seven skills and use them in different phases of their lives and
the business operations as well. The proper development of a successful path is thereby
considered to be an important part of the ways by which the entrepreneur is able to use the
traits, knowledge and skills in an efficient way (Woodfield, Woods & Shepherd, 2017).
Evaluation of the viability of commercial enterprise through feasibility study
Feasibility study is able to address different issues that are related to the proper
operations of business organizations. Feasibility based analysis is able to offer in-depth
details that are based on different components of the business in order to ensure success in the
industry (Hampel, Perkmann & Phillips, 2019). The information that is gathered in feasibility
study can provide support to the entrepreneurs based on the following aspects,
Identification of the things that are required in order to make the business operate.
Pinpointing the logistical and the various business based problems and the solutions as well.
Development of the marketing strategies for convincing the bank or the investors that the
business can be considered in order to make the investment. To serve the solid foundation for
the development of the business plan (Woodfield, Woods & Shepherd, 2017).
The feasibility study of Woolworths can be done with the help of six major
components in the following manner,

5ENTREPRENEURSHIP AND INNOVATION
Description of the organization – Woolworths is a major retail organization that is
successful in gaining huge share in Australia. The automation process will be implemented in
order to improve the organizational efficiency and speed of operations as well
(Woolworths.com.au. 2019).
Technical feasibility – Woolworths has implemented many different technologies like
self-checkout methods in order to improve the efficiency levels. The automation of stores will
be supported by the management and technological capabilities of the organization as well
(Coulson-Thomas, 2017).
Financial feasibility – The capital that is required for proper business development is
also considered to be an important factor that has an impact on the plan that has been made
by Woolworths. The organization has been able to gain huge levels of financial resources due
to the operations that are conducted by Woolworths in the retail industry. The returns that are
received on investment will also be used by Woolworths in order to automate the store of the
company (Huijbens et al., 2017).
Organizational feasibility – The corporate and legal structure that has been developed
by Woolworths is considered to be an important factor that can have an impact on the
organization. The legal structure of Woolworths is affected by the policies that are developed
by the government. The corporate structure will also be able to support the organization in
order to implement automated services in the store (Paradkar, Knight & Hansen, 2015).
Conclusions – The proper automation of the store of Woolworths will be helpful in
attracting the customers towards the company. The quality and convenience levels of the
organization will also be increased due to the application of technologies (Kuratko &
Hornsby, 2017).

6ENTREPRENEURSHIP AND INNOVATION
Importance of the commercial enterprise within the society
Woolworths has gained an important position in the Australian retail industry and has
an impact on the economic growth of the organization as well. The retail industry of the
country is considered to be a huge contributor to the economy of the country as a whole. The
proper improvement of service speed will be able to play a key role in the future operations
and success of the company as well. The loyalty of customers will also be increased with the
levels of convenience that are offered to them (Huijbens et al., 2017).
The commercial enterprise has gained major importance in the improvement of the
local community as well. Local growers and farmers are also supported by the organization
and they are also able to maintain their livelihood effectively. The significance of
Woolworths in Australia retail industry is thereby considered to be quite high. The delivery
of services to customers and improving the convenience levels is considered to be an
important aspect that is related to the success that will be gained by Woolworths in the
country (Woolworths.com.au. 2019).
Conclusion
The essay can be concluded by stating that the idea that has been developed for
implementation in Woolworths is based on the automation of a store of the organization that
is located in Victoria. The group has also examined the needs of consumers in order to
develop the idea that can be implemented for the proper improvement of the revenues in the
retail industry. The idea that has been suggested by the group is considered to be feasible for
the appropriate improvement of the profitability levels and revenues of Woolworths. The
needs and requirements of then customers will also be fulfilled with the help of the automated
services that are provided to them. The importance that has been developed by Woolworths

7ENTREPRENEURSHIP AND INNOVATION
in Australia is also considered to be a major aspect that is considered for the proper
implementation of the idea.

8ENTREPRENEURSHIP AND INNOVATION
References
Audretsch, D. B., Heger, D., & Veith, T. (2015). Infrastructure and entrepreneurship. Small
Business Economics, 44(2), 219-230.
Coulson-Thomas, C. (2017). Stimulating creativity, enabling innovation and supporting
entrepreneurship. Management Services, 2017(Summer), 26-29.
Eftekhari, N., & Bogers, M. (2015). Open for entrepreneurship: how open innovation can
foster new venture creation. Creativity and Innovation Management, 24(4), 574-584.
Ghio, N., Guerini, M., Lehmann, E. E., & Rossi-Lamastra, C. (2015). The emergence of the
knowledge spillover theory of entrepreneurship. Small Business Economics, 44(1), 1-
18.
Hampel, C., Perkmann, M., & Phillips, N. (2019). Beyond the lean start-up: experimentation
in corporate entrepreneurship and innovation. Innovation, 1-11.
Huijbens, E. H., Hjalager, A. M., Bjo, P., Nordin, S., & Flagestad, A. (2017). Sustaining
creative entrepreneurship: the role of innovation systems. In Tourism and
entrepreneurship (pp. 74-93). Routledge.
Kuratko, D. F., & Hornsby, J. S. (2017). New venture management: The entrepreneur’s
roadmap. Routledge.
Malecki, E. J. (2018). Entrepreneurship and entrepreneurial ecosystems. Geography
Compass, 12(3), e12359.
Matthews, C. H., & Brueggemann, R. (2015). Innovation and entrepreneurship: A
competency framework. Routledge.

9ENTREPRENEURSHIP AND INNOVATION
Paradkar, A., Knight, J., & Hansen, P. (2015). Innovation in start-ups: Ideas filling the void
or ideas devoid of resources and capabilities?. Technovation, 41, 1-10.
Prashantham, S., Eranova, M., & Couper, C. (2018). Globalization, entrepreneurship and
paradox thinking. Asia Pacific Journal of Management, 35(1), 1-9.
Stuetzer, M., Audretsch, D. B., Obschonka, M., Gosling, S. D., Rentfrow, P. J., & Potter, J.
(2018). Entrepreneurship culture, knowledge spillovers and the growth of
regions. Regional Studies, 52(5), 608-618.
Woodfield, P., Woods, C., & Shepherd, D. (2017). Appreciating entrepreneurship: A new
approach for field research. Entrepreneurship Research Journal, 7(2).
Woolworths.com.au. (2019). Retrieved 10 August 2019, from
https://www.woolworths.com.au/