The implementation of technology has several benefits to industry as it allows them to clearly use their new found technological ideas that can be used to create better products and services. The report carefully examines the impact that use of technology can have for business along with the threats and complexities involved in implementing the technology. The example of Apple can be used to examine the impact of technology on their business.
1. Identifying the goals and objectives of retailer for both online and store-based sales
According to Hackathorn (2014), both physical and online stores do have their methods and techniques to operate sales processes in the business environment with the ulterior motive of gaining profitable market share. The business of Apple is widespread to various continents, and they boast of a large business structure that handles demands of millions of people. Being an innovation and technology-based company, it becomes vital that the organisation is capable of handling operations by using the best technology that is present in the market. This helps Apple to not only design and produce products with the latest technology, but it also helps them innovate as a brand as well.
Apple has a wide reach in both the retail and online markets. The sales and services are conducted by them efficiently using these mediums. The basic objective that arises from both kind of sales options is the generation of profits. The two mediums of the sale of products, either by online or store-based sales provides the company options regarding their reach towards customers. The ultimate objective is to initiate sales through these mediums and Apple does that considerably well.
2. Identifying the tools used by organisations for analysing competitive environment of the target market
It becomes increasingly important for Apple to conduct an analysis of the competitive market environment to commence its sales process in the Australian market. This allows them to establish an idea about the business perspectives and objectives that can be allocated. Using Porter's Five Forces tool, the competitive environment can be assessed carefully.
Figure 1: Porter’s five forces
(Source: Picard, 2014, p.60)
As per the five forces, Apple must strictly understand the supplier power and must assess all the number and size of suppliers present in Australia. The strength of the uniqueness of products delivered by the supplier determines business success. The other factor is that of the buyer power or buying capacity of individuals. Considering Apple is a niche market product, the location must be selected for stores with people having high spending capability. The competitive rivalry will always plague business as competitors will be present in business dealings. Apple must consider products from Samsung, HTC and Microsoft to be a threat to their business share. This rise in some competitors creates substitute products that act as options that consumers can easily adopt. If the substitute products of other brands provide similar value at lower prices, the chance of people shifting to other brand rises. Lastly, the threat of a new entrant in the market is always possible depending on the leniency of the market. If the market is open for new players, it becomes difficult for the business to initiate operations profitably.
These factors highlight towards the importance that Apple must pay by using this tool to judge the market conditions and competitive nature of the market. This allows the business to derive proper business decisions that can be beneficial for improving sales through both online and store-based options.
3. Analysing role of strategic alignment between goals and objectives and impact of technology to achieve these objectives
According to Reichheld et al. (2013), the impact of technology has revolutionised the manner in which business undertakings are handled, and strategy plans are devised. The use of technology in business has been going on with each passing year, and yet there are some organisations that have still not used the opportunity to implement the latest technology to achieve their objectives. Keeping the current business scenario in mind, it can be safely assumed that using technological tools to achieve the business interests is a factor that must be adopted by all business houses. If the stores of Apple are to be evaluated, the online sales through websites are done impeccably as it uses cloud computing to measure demands and record sales automatically.
The use of technologically superior computers can help the business to enhance operational activities and make the sales procedure easier to fulfil. Quick production procedures can be initiated, and data management through the use of big data can allow a smooth transition of information to each department. Various logs about the future sale trends and customer feedback information can also be identified to make the business success.
4. Analysing the benefits of data management
Business transactions through either online or store-based option do require essential data and data management processes to ensure market understanding and the demands of the consumers of a certain target location. A large company such as Apple considerably manages data through measures of big data and other cloud computing measures. This helps their business tremendously to run the business smoothly.
According to Shin and Kim (2016), data management is extremely crucial for the minimising of possible errors as those errors slowly go on to cause damaging consequences. The management of data allows consolidation of information and works as a reference that can be used for business decision-making purposes. Data management avoids the risk of any leakage of information as it may cause disastrous consequences for the business. Managing data well can create a collaborative atmosphere for work due to transmission of vital information. Having a database of existing information can help the organisation save time in finding new data as already existing literature can be avoided and newer ideas can be searched. This provides the company with enough data to effectively contribute towards making new research possible that can help the company be successful in business dealings.
5. Importance of using web2 and web3 technology
As per Srinivasan et al. (2013), using technology in a business can be a major hassle as it involves the implementation of machinery and tools that may be cumbersome for employees. However, the web2 and web3 technologies are very efficient in helping companies make important business decisions for the benefit of the corporation. The use of web2 and web3 design do bring forward new and effective methods that can push business opportunities ahead. The benefit that web2 provides is the fact that it makes interaction among employees easy and at a lower cost. It also promotes participation and helps in sharing of ideas, thus allowing the company to gain and develop knowledge. Another importance of implementing web2 technologies is the development of bonding with existing customers and assisting in the better communication process with various suppliers.
On the other hand, web3 is the latest technology that uses machine intelligence to help assist business decisions. The use of machines to assist production process, decision-making process and improving internet aspects makes it quite beneficial in the current business trend. Web3 also provides companies with a wider capacity for processing and allows the products to be of highest value so that customers can be appeased.
6. Discussing threats that organisations face due to complex technological environment
According to Tallon et al. (2014), technology implementation is not as easy as it sounds since complexities may arise due to reasons such as personnel incapability and other factors such as poor implementation. The major threat that organisations face while implementing new technology is that of the personal skills of employees in dealing with new technological tools. The risks of getting infected by viruses or hacking make the companies worry about the clear implementation of high technology implementation seem risky in the organisation. In an organisation as big as Apple, the use of technology is mandatory and the security measures being top notch allows them to function well.
The other threats that arise are the problem of costs. Introducing new technology in a company requires ample funding for the resources, and it may get difficult for the organisation to bear the expenses. Moreover, the maintenance costs and up gradation costs may incur additional expenses to the company. Keeping in mind economies of scale, it can be suggested that implementing latest technological aspects even though are of tremendous help to the organisation; it can still be complex for ready installation.
Conclusion and recommendations
The overall reports suggest that technology is a massive boost for organisations to implement and utilise it for attaining business objectives while spending little effort and expertise. The importance of utilising data management is critical as it allows safeguarding of information and assists the use of information to make business decision making much more streamlined and capable. It is however recommended that security measures to avoid any hacking or virus infection must be made so that no loss of vital information has to be borne. The training and development of staff are necessary before the implementation of new technology so that operational activities can be initiated immediately and cost can be saved on separate training modules for employees.
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- Reichheld, F.F., Markey Jr, R.G. and Hopton, C., (2013). E-customer loyalty-applying the traditional rules of business for online success.European Business Journal,12(4), p.173-175.
- Shin, D.H. and Kim, W.Y., (2016). Applying the technology acceptance model and flow theory to cyworld user behaviour: implication of the web2.0 user acceptance.CyberPsychology & Behaviour,11(3), pp.378-382.
- Srinivasan, R., Lilien, G.L. and Rangaswamy, A., (2013). Technological opportunism and radical technology adoption: An application to e-business.Journal of Marketing,66(3), pp.47-60.
- Tallon, P.P., Kraemer, K.L. and Gurbaxani, V., (2014). Executives’ perceptions of the business value of information technology: a process-oriented approach.Journal of Management Information Systems,16(4), pp.145-173.