Digital Business Plan Presentation

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2022-BUS3DIG(AW-1/BE-1/BU-1/MI-1/OL-1/SH-1) - DIGITAL BUSINESS My LMS Subjects / 2022-BUS3DIG(AW-1/BE-1/BU-1/MI-1/OL-1/SH-1) / Assessment / Assessment 3: Instructions & Rubrics Assessment 3: Instructions & Rubrics Scenario: Amazon is Disrupting Major Supermarkets As a major player in the digital business space, Amazon is competing with Walmart on the grocery market. This is done through a reduction in price to undercut the big supermarket chains. Some key facts and figures are presented below: Some products are priced lower to consumers than the supermarket’s purchase price Supermarket giants are worried that brand owners are favouring Amazon as they can offer lower prices to customers (perhaps offering Amazon better terms) Selling to Amazon at cheaper prices could adversely impact brands (pricing control and favour with major supermarkets) Amazon has less than 1% of the online food and grocery market, which grew 39.7% over the last 12 months (Nielsen 2018) Amazon.com.au now has more than 2500 food and grocery products on its site Source: Fortune (2021) Your task To adequately compete with Amazon and ensure that they do not take up too much market share, you have been hired as an external consultant by Walmart to design a strategy on how they can compete with Amazon appropriately. Provided below are several internal and external issues that Walmart are grappling with that need to be solved. These are outlined below: Worried shareholders: Shareholders are worried about Amazon’s rise as they see this as a threat to Walmart’s share price Poor online customer service: Walmart customers have been complaining that when they try and order their groceries online (website and mobile) they can’t sufficiently ask questions and engage with staff members for advice and/or enquiries Social media ineptitude: Walmart are worried that their social media interactions are insufficient and unengaging and that consumers do not have any desire to interact with the brand Corporate staff insufficiently trained: The company has identified that not all their staff members are sure of how the online grocery ordering system works. This also extends to payment to suppliers Price: Walmart is unable to compete with Amazon on prices of particular products Website not so user-friendly: Amazon’s online ordering system is much more user-friendly than Walmart Distribution: Walmart has more effective distribution channels than Amazon already set-up. However, Walmart's managers feel that Amazon is starting to make strong moves in this space. Not only that, but costs for the different buying channels for consumers is higher than simply operating online Supplier relationships: Some suppliers are willing to offer Amazon better terms than terms offered to Walmart Brand reputation: Walmart has noticed that their reputation is decreasing, and Amazon’s is increasing its market share Poor consumer loyalty: Consumer loyalty is difficult to establish and while Walmart has a large market share, consumers don’t seem to be particularly loyal As highlighted above, Walmart ha a number of worrying issues they need to deal with and that they see as a threat from Amazon. To assist Walmart, you need to select 2 issues and develop innovative solutions to dealing with these issues. What does your solution look liske? Your solution needs to be innovative and draw on material and theory learned throughout the semester (e.g., we discussed the new consumer decision-making process… how can Walmart use this?) Your solution needs to be a step-by-step implementation guide with control measures highlighted along the process (control refers to different evaluative tools) You need to consider costs and timeline (include a realistic budget based on evidence and a timeline of key activities) Who in Walmart should be implementing your solution (this refers to a role, not a name)? Consider if a new role needs to be created, what would this look like? Your solution needs to be based on evidence from both business and academic sources. In saying this, if you have a completely innovative solution to a problem that has not been thought of before, then this will be considered What will you be marked on? Two chosen issues and two solutions (one solution per selected issue): Each solution is clearly and specifically stated. The solution is logically linked to the problem and is innovative. Implementation and control: A thorough and specific implementation plan is clearly identified for each solution. Digital business theory: There is a clear integration of relevant digital business theory in the solutions provided (i.e. systems thinking). Sources of evidence: High-quality, credible, relevant sources to develop ideas that are appropriate for the development of solutions. Writing style: Language is clear and expressive showing a strong writing style and without grammar, punctuation, usage, and spelling errors. Other instructions The word count for the report is 1500 words (+10%). You have a short word count which means you do not need to include an executive summary, introduction or conclusion. Instead, your focus needs to be on solutions and how you can best present this to Walmart’ executives. Click here for the marking rubrics Assessment 3: Business Analysis Report Digital Business Plan BUS3DIG Student name: Benjamin Farnsworth+ Student email: 19054228@students.latrobe.edu.au Subject code: BUS3DIG Subject name: Digital business Benjamin Farnsworth | 19054228 Subject Coordinator: Dr Daniel Rayne Word Count: 2000 (Excluding References) Contents Issue One...................................................................................................................................................................................................................... 2 Proposed Solution ........................................................................................................................................................................................................ 2 Objectives..................................................................................................................................................................................................................... 3 Strategy ........................................................................................................................................................................................................................ 4 Projected Timeline ....................................................................................................................................................................................................... 8 Budget .......................................................................................................................................................................................................................... 9 Issue Two ................................................................................................................................................................................................................... 10 Proposed Solution ...................................................................................................................................................................................................... 10 Objectives................................................................................................................................................................................................................... 11 Strategy ......................................................................................................................................................................... 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Projected Timeline ..................................................................................................................................................................................................... 17 Budget ........................................................................................................................................................................................................................ 18 References ................................................................................................................................................................................................................. 19 Appendix A ................................................................................................................................................................................................................. 22 Appendix B ................................................................................................................................................................................................................. 23 1|Page Issue One Issue one is that not all corporate staff are adequately trained in using the online platform, further uncertainty surrounds how the ordering system works. This is a major concern for Woolworths, particularly at a time when time poor customers are turning to digital platforms looking for convenient fast shopping. An industry report forecasts that the online grocery ecommerce segment is expected to grow significantly over the next 5 years (Youl 2018). Human resources and organisational knowledge are two key sustainable competitive advantages for Woolworths, the effectiveness of the organisation and overall success rests with the people within it (Olaniyan & Ojo 2008). Thus, investing in staff training positively effects customer satisfaction , productivity , quality and financial results (Aragón-Sánchez, Barba-Aragón & Sanz-Valle 2003). In short, survival and growth of Woolworths is underpinned by staff development. Proposed Solution Digital technologies are driving change, globally businesses are leveraging this technology to achieve desired outcomes (Colbert, Yee & George 2016) . The solution is to leverage technology and draw on systems thinking theory, to understand the cause of the problems at a system structure level (Kim 1999) and determine new training needs. Any training program must start by appraisal of organisational training needs, then structure training goals to meet these needs. Finally, evaluate if the training program implemented aligns with the needs identified (Olaniyan & Ojo 2008). Gamification is an effective way to meet training needs, by integrating game based elements into traditional non-game based activities such as organisational training (Georgiou, Gouras & Nikolaou 2019). A critical element of gamification is employees get to learn through interaction, as individuals learn through experiences, actions and behaviours (Kim 1999). With roots based in psychology learning theory, gamification engages participants by awarding good behaviours (Landers 2014). Consequently, digital training modules will be developed for Woolworths with a competitive element, they will have a point based system with badges. Employees will earn them when they achieve set goals such as competency level, quiz rewards and completion. The scoring system allows for management to monitor progress and provides a control in gamified environments. The leader board and experience point system gives individuals feedback on progress, this feedback is important as participants are instantly informed about right or wrong behaviours (Mese & Dursun 2018). There will be leader boards both store and regional 2|Page wide to promote competition to motivate employees. The results of gamification in organisational training find that employees are better trained, more focused, more efficient, and provide better service (Witte et al. 2017). With a systems thinking approach, and profits linked to training, a customer satisfaction index (CSI) will be implemented. A CSI is helpful to understand consumers perceived quality, expectations and perceived value (Fornell et al. 1996). It is a helpful tool to evaluate if the gamification implementation has addressed organisational needs. Objectives 1) Short Term – Gather upward feedback from 80% of employees regarding current training processes. Goal is to determine areas that are inadequate. 2) Medium Term - Achieve 95% competency level in all employees on the digital platforms within one month of release. 3) Long Term – To achieve a customer satisfaction rating of 90% (increasing loyalty) after implementation of new training modules within 12 months from release. 3|Page Strategy Step 1 Invite employees and suppliers to give feedback on current training processes. This will be done through survey’s through their email. 4|Page Justification Constructive feedback should not just be a top-down process, two way communication is essential. Employees are the key driver to success. Employees and suppliers provide insight to what works, what doesn’t and why (Impraise 2019). Control Measure Check percentage of feedback received on the 10th, 20th and 25th of June. Send a reminder email to complete survey on each date. Role Create a ‘Training Facilitator’ role to manage the whole project. Their responsibilities would include: • Gather staff feedback. • Assess the current training programs. • Align training goals with organisational goals. • Facilitate communication with employees, suppliers and management. • Report to higher management. • Responsibility to hire a software developer and oversee development of gamification modules. • Monitor progress towards objectives. Step 2 Analyse the current training programs of Woolworths. Justification To determine if inadequacy is derived from greater system structure problems at the foundational level. System thinking theory identifies behaviours seen on the surface (events & patterns) can be caused by deeper structural problems (Kim 1999). Control Measure Review of current training processes and modules complete within 3 months as part of aligning staff needs with organisational needs. Role Training Facilitator. Step3 Design new training modules which aligns training needs to organisation needs based off findings from previous 2 steps. Justification Workplace training on digital platforms which incorporates gamification has found, that employees have higher job satisfaction , are better trained and are more productive (Witte et al. 2017). Leading to increased profit. Control Measure Communicate on a weekly basis with software development team. Role Training Facilitator. Outsource development of new gamification training modules. 5|Page Track metrics to control development such as: • Cost efficiency. • Completeness. • Timeliness. Step 4 Beta test software with employees, the purpose of beta testing is to evaluate the capability of the training module to meet the required objectives (Zhu 2010). Step 5 Step 6 Survey customers about their satisfaction with the adequacy of customer service when ordering online. Most appropriate feedback channels are through Woolworths website and mobile application. 6|Page Justification Beta testing creates feedback loops akin to system thinking. • Are employee training needs met? If not, why? • Are organisation objectives met? if not why? Control Measure Gather results from beta testers, analyse results. • Has the competency level reached 95%. • Evaluate effectiveness of aligning employee and organisational needs. • Results determine if training module need further development. Role Training Facilitator. Release Gamification Training Module to Targeted Employees Justification To determine if the investment in employee training is positively effecting the customer buying experience. Control Measure Customer satisfaction rating to be consistently monitored after launch. 90% to be considered successful. Role Customer relations officer. Step 7 Evaluation stage. 7|Page Justification To achieve organisational objectives through alignment of needs. Control Measure Monitor the dashboard of employee engagement and results overtime. Gather feedback about performance of employees from data analysis. Evaluate employee competency levels are achieving 95% at one month after launch. If not investigate why. Role Training Facilitator Projected Timeline 8|Page Budget See Appendix A for calculations. 9|Page Issue Two The second issue is that Woolworths customers are facing a poor online experience, the current Woolworths website is not very user friendly when compared to Amazon’s. A poor online user experience leads to dissatisfied customers and drives customers to competitors (Carlson 2000). The forth industrial revolution has changed the business environment, with the rapid development of technology, customer expectations have changed with a move towards product quality, innovation and collaboration (Xu, David & Kim 2018). Greater connectivity through social media and information exchange has changed the customers interactions with brands. The customers decision journey now largely based of openended relationships with brands and the value they are offered at each touch point (Edelman 2010). The touch point in focus in this solution is to enhance the user-friendliness of digital platforms and bridge the gap between the new customer desire and what is currently offered by Woolworths online. Proposed Solution The vision is to create adaptive user interfaces for each user through artificial intelligence (AI), to increase the user friendliness and customerpersonalised services. AI has proved very effective for enhancing customer experiences (Daqar & Smoudy 2019), it will also help in data analytics for development of the strategy, control measures and return on investment. AI is becoming an integral part of business strategy and is a way to create competitive advantages (Luo, Meng & Cai 2018). AI delivers a friendlier user experience because it can track user behaviour across platforms, this big data creates inferences in real time, allowing web designers to create more user friendly websites (Ramasamy 2020). The new website will ask users to create an individual profile. Once logged in the AI will customize an initial template based on their lifestyle and behaviours, a fitness fanatic for example. Woolworths will predict this information because of data gathered by AI and the behaviours of the person on the internet, such as posts liked on social media and browser search history. The initial template will display categories of groceries that best suit the user, lean meats and fresh produce for the fitness fanatic for example. Through machine learning the user interface will adapt with the user and predict a range of foods based off behaviour. If a user buys an item repeatedly, they will be asked if they want it added automatically to their next shop. Users can also create a customisable menu, they can input their favourite dishes and the ingredients to make it, then add all ingredients to their cart in one click. Users will also be able to manually select categories for the groceries they need but ultimately, 10 | P a g e through AI and custom menu’s they won’t need to. A CSI will be used to gather data on their satisfaction of the adaptive interface, this creates feedback loops in which Woolworths can analyse the effectiveness of certain features of online shopping and improve the website as necessary. Objectives 1) Short Term – To increase online customer satisfaction to 90% within 3 months of launching new personal adaptive web interface. 2) Medium Term – To increase repeat customers of online shoppers by 15% at 9 months after launch. 3) Long Term – Annual profits increased through digital platforms by 20% within 2 years. 11 | P a g e Strategy Step 1 Investigate AI and machine learning, and the relationships it has between: • Personalised shopping. • Customer behaviour and satisfaction. • Impact on profits. Justification To gather insight into customer relationships with AI and adaptive personalised interfaces. As well as the effects on the customer buying journey experience, loyalty and profits. Control Measure To implement AI is a significant investment for Woolworths. Therefore, extensive research must be translated into a digital business strategy which forecasts capital investment, timing, and return on investment. Projections must illustrate objectives are achievable. Role For this project two positions will be created: A Digital Project Manager. Responsibilities would include: • Oversee the whole project. • Facilitate communication with AI engineers and oversee software development and implementation. • Project budget projections. • Return on investment projections. A Quantitative Consumer Insights Manager. Responsibilities would include: • Market Research. • 12 | P a g e Data Analytics to understand customer behaviour. Step 2 Investigate what makes a website unfriendly and trends that make a website friendly. Investigate what makes customers more likely to repeat buy after purchase. Justification To assist in satisfying customers in their buying journey and experiences with the brand, to facilitate loyalty and repeat purchasing. Control Measure Understand relationships between customers and user friendly websites • Target 5 key functions customers need in their buying journey. • 13 | P a g e Example – chat bot and search bar Role Digital Project Manager Quantitative Consumer Insights Manager. Step 3 Take acquired knowledge from research, work with AI company to design an AI adaptive interface prototype specifically for Woolworths. 14 | P a g e Justification Studies that have found there is an emergence of customers wanting a degree of individual customization in either their products, or the way it is delivered to them (Hendry 2010). There is a significant positive relationship between personalised customer engagements through the buying journey, and the overall customer experience and satisfaction with the enterprise (Daqar & Smoudy 2019). Customer satisfaction is of the utmost importance because it translates to loyalty, which has a positive correlation to profit levels (Westbrook & Oliver 1991). Control Measure Communicate on a weekly basis with software development team. Track metrics to control development such as: • Cost efficiency • Completeness • Timeliness Role Digital Project Manager Quantitative Consumer Insights Manager. Step 4 Beta test adaptive interface with customers, the purpose of beta testing is to evaluate the capability of the adaptive website to meet the required objectives (Zhu 2010). Step 5 15 | P a g e Justification Beta testing creates feedback loops akin to system thinking. • Are customers satisfied? If not, why? • Are Organisation objectives met? If not, why? Control Measure Gather results from beta testers, analyse results. Role Digital Project Manager. Quantitative Consumer Insights Manager. • Evaluate customer satisfaction through their behaviours. • Through feedback loops. • Results determine if adaptive interface needs further development. Director of Finance. Release new adaptive interface website to public Step 6 Ask customers to leave feedback through a customer service index. Monitor performance of adaptive interface website through data analytics. 16 | P a g e Justification To acquire knowledge of Woolworth’s customers. To improve adaptable-personalised touch points and enhance user experiences through the buying journey. Positive customer experiences creates loyal customers which increases sales and expands the customer base through word of mouth, increasing profits (Daqar & Smoudy 2019). Control Measure A pop up survey to invite customers to leave feedback on their user experience after their purchase. Role Digital Project Manager. Along with analytics of data Woolworths will be able to measure: Director of Finance. • If customer satisfaction is at 90% • Has customer repeat purchasing increased by 15% • Is Woolworths on track to increase profit by 20% in 2 years. Quantitative Consumer Insights Manager. Projected Timeline 17 | P a g e Budget See Appendix B for Calculations. 18 | P a g e References Accounting Team Australia 2019, The Cost of Hiring Employees in Australia, Bizlatin Hub, viewed 24 May 2020, . Aragón-Sánchez, A, Barba-Aragón, I & Sanz-Valle, R 2003, 'Effects of training on business results1', The International Journal of Human Resource Management, vol. 14, no. 6, pp. 956-980. Carlson, C 2000, 'Customer service: an essential component for a successful web site', Marketing Health Services, vol. 20, no. 2, p. 28. Daqar, MAA & Smoudy, AK 2019, 'The Role of Artificial Intelligence on Enhancing Customer Experience', International Review of Management and Marketing, vol. 9, no. 4, p. 22. Desson, K 2015, What does eLearning development cost Androcom, viewed 24 May 2020, . Edelman, DC 2010, 'Branding in the digital age', Harvard business review, vol. 88, no. 12, pp. 62-69. Fornell, C, Johnson, MD, Anderson, EW, Cha, J & Bryant, BE 1996, 'The American customer satisfaction index: nature, purpose, and findings', Journal of marketing, vol. 60, no. 4, pp. 7-18. Georgiou, K, Gouras, A & Nikolaou, I 2019, 'Gamification in employee selection: The development of a gamified assessment', International journal of selection and assessment, vol. 27, no. 2, pp. 91-103. Hendry, LC 2010, 'Product customisation: an empirical study of competitive advantage and repeat business', International Journal of Production Research, vol. 48, no. 13, pp. 3845-3865. Impraise 2019, '7 Examples for setting professional development goals at wortk', 23 May, Impraise, viewed 23 May 2020, . Kim, DH 1999, Introduction to systems thinking, vol. 16, Pegasus Communications Waltham, MA. Landers, RN 2014, 'Developing a theory of gamified learning: Linking serious games and gamification of learning', Simulation & gaming, vol. 45, no. 6, pp. 752-768. 19 | P a g e Luo, J, Meng, Q & Cai, Y 2018, 'Analysis of the Impact of Artificial Intelligence application on the Development of Accounting Industry', Open Journal of Business and Management, vol. 6, no. 4, pp. 850-856. Mese, C & Dursun, ÖÖ 2018, 'Influence of Gamification Elements on Emotion, Interest and Online Participation'. Olaniyan, D & Ojo, LB 2008, 'Staff training and development: A vital tool for organizational effectiveness', European Journal of Scientific Research, vol. 24, no. 3, pp. 326-331. Ramasamy, C 2020, How Artificial Intelligence Could Help You Design a Better User Experiance, Entrepreneur Asia Pacific, viewed 22 May 2020, . Seek 2020a, Digital Project Manager - Web, Digital Platforms Seek, viewed 24 May 2020, . --- 2020b, Quantitative Consumer Insights Manager, Seek, viewed 24 May 2020, . --- 2020c, Training Facilitator Seek, viewed 24 May 2020, . TPP Technology 2019, How Much Does Artificial Intelligence (AI) Solutions Devlopment Cost in 2019 viewed 24 May 2020, . Westbrook, RA & Oliver, RL 1991, 'The dimensionality of consumption emotion patterns and consumer satisfaction', Journal of consumer research, vol. 18, no. 1, pp. 84-91. Witte, J, Westbrook, R, Witte, MM & Cobanoglu, C 2017, 'Gamification and training', Proceedings of the Global Conference on Education and Research (GLOCER 2017) CONFERENCE PROCEEDINGS, pp. 157-159. Woolworths Group 2020, Woolworths Supermarkets Woolworths Group viewed 24 May 2020 2020, . 20 | P a g e Xu, M, David, JM & Kim, SH 2018, 'The fourth industrial revolution: opportunities and challenges', International Journal of Financial Research, vol. 9, no. 2, pp. 90-95. Youl, T 2018, 'IBISWorld Industry Report G4111: Supermarkets and Grocery Stores in Australia', Melbourne: IBISWorld. Zhu, Z 2010, 'Study on beta testing of web application', Proceedings of the 2010 The 2nd International Conference on Computer and Automation Engineering (ICCAE), IEEE, vol. 1, pp. 423-426. 21 | P a g e Appendix A Training Facilitator wages based off a similar role advertised on seek for full time employment (Seek 2020c). Module development based off costing found on Androcom. The advanced program sophistication offers game environments, narration, high level of interactivity, complex testing and detailed feedback (Desson 2015). All of which will be needed for a gamification training strategy. Beta training cost based on a study by Accounting Team Australia (2019) that found company’s on average spent $1612.5 annually on training per employee. This figure has been divided by four to apportion for 3 months of beta testing per employee. The calculation is based on a beta test with 1000 employees. Companywide training based of Woolworths 115,000 employees (Woolworths Group 2020). However, 30% of employees will be trained as it is estimated those employees deal directly with online platforms. The training module will last for 1 hour. Study by Accounting Team Australia (2019) found on average employees need 46.7 hours of training per year at an annual cost of $1612.5. This equates to $34 per staff member to complete the training module. 22 | P a g e Appendix B Quantitative Consumer Insights Manager wages based off a similar role advertised on seek for full time employment (Seek 2020b). Digital Project Manager based off a similar role advertised on seek for full time employment (Seek 2020a) Prototype artificial intelligence adaptive interface and minimum viable product for beta testing based off TPPtechnology.com (TPP Technology 2019). Pricing for a full artificial intelligence, adaptive learning interface is very hard to find, this is because it is very specific to client requirements. Cost varies case by case, it depends on the functionalities, project size, scope and the complexity of the program. Cost estimation is based on the fact that a prototype costs $20,000 and a minimum viable product for beta testing purposes costs around $60,000. A fully developed product, ready for deployment for a large corporation such a Woolworths, who have turnover of billions of dollars, with millions of customers could be up to three to four times that amount. 23 | P a g e
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Issue 1
One of the most significant issues affecting Wal-Mart is that some of its corporate staff are
insufficiently trained and are not in a position to handle or manage the online grocery ordering
systems, which draws them to come in behind Amazon in the industry. This is a significant
competitive disadvantage since we are in the modern age where online shopping is the new norm
that is considered more convenient; however, when the systems cannot coordinate effectively
with the available workforce, it is better than none. Having the best talent in the industry does
not mean hiring only the individual's skills. Still, it is deeper on how the individual employee can
sync their skills with the organizational needs, which requires organizational knowledge.
Employees experience high turnover in the modern age, thus keeping on new talents who, in
most cases, have little prior knowledge about the organization and may slow down the processes,
leading to customer dissatisfaction, reduced quality, lower productivity, and financial constraints.
Thus we can argue that poor Wal-Mart's performance can be attributed to poor or low talent
training and development.
Proposed solution
The world is fast-changing, and so are the businesses and the rules of the game, where we can
say modern-day problems in businesses require modern-day solutions. The best solution for
solving Wal-Mart's issue is through the application of technology alongside system thinking
theory to help in understanding the issues that affect the system structure that hinders
performance. To effectively roll out any program or plan, the process has to start by identifying
the problem from which it is possible to identify the possible solutions and setting goals aligned
to the organization's needs. A training program can be evaluated to understand when, how and
which best can be adopted to help ensure the organizational needs are met.
Considering the high employee turnover in the modern age, organizations will always be in the
labor market seeking the right skills to fill in the blanks. However, these talents may lack the
potential to fit into the organization's system, which significantly affects the company's
operations; thus, job-specific upskilling and credential programs may be of great significance to
Wal-Mart. Orientation is not a guarantee of conformance to the organization's system, which is
needed most to realize the benefits of hiring the talent. Job-specific upskilling and credential
programs help train potential and interested talents in the market before hiring and improve their
skills in some of the organization's operations, positioning them in line for any vacant positions.
This way, acquired talent can display a perfect understanding of the company upon employment.
Job-specific upskilling and credential programs can be coupled with gamification making the
process more interactive and encouraging increased participation. Today, technology presents the
business with myriad opportunities, where the upskilling and credentials program alongside
gamification can all be consolidated into an online platform where the potential employees can
learn more and take tests about their understanding of the company and, in the process, relevant
gaining skills that make them the ideal candidates to fill vacant positions. With the advancement
of technology, upskilling and gamification have been easier and more fun. Organizations have
specialized online platforms that allow potential employees to train and earn reward points and
budges defining their level of organizational knowledge. This information can be easily used to
merit the potential employee's organizational knowledge, thus making it easy to adapt within the
organization.

Steps
Inviting new entrants
to give their feedback
on their first time
experience with the
company through an
online survey

Justifications
More often new
entrants are neglected
in the decision
making process, since
they have little
experience with the
company, however,
they face issues that
need to be discussed.
Offering space for
feedback on their
experience increases
interactions and
provides the
management on
insights on what to do

Control measures
Checking feedback
progressively at
intervals between 1st,
15th, and 29th in the
July intake.

Role

Objectives
Short term: Gathering data from 90% of the new employees to understand the level of
organizational knowledge at entry-level and how it affects their performance
Medium-term: Achieving 80% competency level amongst entry-level employees
Long-term: To create a pool of potential employees that would help in boosting the company's
efficiency by 95%, eliminating most if not all errors by entry-level employees.

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Issue 2
Secondly, unlike their rivals, Amazon customers, Wal-Mart customers have a poor online
experience that also ruins their shopping experience on the online platforms, leading to
dissatisfaction. Dissatisfied clients do not just leave the company but also share their experience
with other potential and existing clients, whom together they opt for the competitors,
unbalancing the playing grounds for Wal-Mart. Considering we are in a digital world,
dissatisfied have greater influence as they can share their experience through social media,
sparking a debate and tarnishing the brand's name. Although Wal-Mart had a more successful
run as an offline brand than it is today in the online age, it cannot get back to offline operations
since online marketing is the new normal. Being an alternative and a solution to offline
shopping, online shopping is expected to be more efficient. When customers experience a lag in
the processor and cannot navigate through the platform with ease, customers tend to opt for
alternatives, like trying new providers. Unlike its rival, Amazon, Walmart lacks eCommerce
expertise and experience, making it challenging to achieve greater customer experience.
Proposed Solution
The main selling point for Amazon is the level of construction of its online platform, which
makes it a competition point for companies in the industry. Wal-Mart can improve its customers'
online experience by integrating artificial intelligence into its systems. Artificial intelligence can
significantly help improve the customer's experience by automating the process of consumer
interactions as it applies human intelligence in evaluating a customer's preferences and
personalizing their experience within the online platform by analyzing their consumption
behaviors. Just like in the physical stores, goods are arranged so that the customers can identify
where and how they can access the products they deserve; also, the store can play with the
customer's cognitive thinking by strategically positioning particular products to force the
customers into impulse buying.
On the contrary, AI uses the customer's data, where they can learn a customer's lifestyle,
behaviors, and likes and dislikes through their online experiences on platforms like social media.
This way, AI can identify the products a customer is most likely to purchase and personalize
their experience by sending them ads of products they like. This way, Walmart will be positioned
strategically to take on its competitors and boost its sales and customer experience. With
increased online activities, customers tend to find themselves on their gadgets browsing and
scrolling through their favorite platforms; however, poor experiences make them shift across
various platforms and tend to stick to those that present to them with things that "they like to
see." Personalizing customers' experience in an online platform increases their likeability of
longer browsing, referring the site to their friends, and increasing the chances of impulse buying.
Moreover, when customers get into a store where there is a dup of products, the decision on what
to buy and what not to become a challenge, and they may walk away spoiled for options or end
up buying products that they do not deserve. The ultimate goal of marketing and sales is not
making profits by selling products but rather the quality gained by the customer by purchasing a
particular product. When a customer walks into the shop not sure about what they want to buy
and end up buying a commodity that they did not need, they have not gained quality for their
money as opposed to another who has before deciding to settle for particular products; they are
presented with a list of their likes, from which to choose what they need. Using AI boosts

experience by allowing the ease of decision-making and ensures that customers gain value for
their money by personalizing their experience on the platform.
Objectives
Short term: improving online customer experience to 95% within the first two months of
launching an adaptive and personalized web interface
Medium-term: Increasing returning clients through the online platform by 20% within the first
ten months after launch
Long term: increasing annual sales on the online platforms by 28% within 2.5 years.

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