Australia has been facing major disruption in the arena of retail industries as the overseas industries are bringing about latest approaches in retailing. This has changed the entire scenario of retail marketing and landscape in Australia, along with the requirements of the consumers (Migdadi et al. 2016). Consumers have stated that with the latest implementation of the technologies, the traditional retail business have seen downfall in the industries since the evolved technology has implemented newest business needs discarding the older ones in the process. Mostly, this is not caused by the existing retail organizations in Australia but the organizations that have encouraged their business expansions in Australia coming from different zones of the world (Glavas and Mathews 2014). Thus, the comparison between the tradition business operations in Australia and the business operations after implementing the technological advancements would be established in the report below in context of the retail industry of McDonald’s.
This report would thus have the current operations of McDonalds with respect to its traditional business system running without the latest implementation of internet technologies. Then it would review relevant literatures that would explain the organizations operations and the overview about the internet technology and its impact in the retail industries of Australia. Lastly, the report would hold the justification for the business to implement latest internet technologies in order to bring about benefits in the organization to make it rise above the disruptive environment of retail business industry in Australia.
McDonald’s have always aimed at making their organization outlets the favourite place for the customers to eat at (Adapa and Roy 2017). It mostly focuses at five basic steps to please its customers as listed as below:
The organization has a vision for the organization focusing their operations based on these factors as above. A supply chain is envisioned that profitably yields high-quality, safe products without supply interruption while leveraging our leadership position to create a net benefit by improving ethical, environmental and economic outcomes (Mehra and Coleman 2016). It also enlists ethical quality envision purchasing from suppliers who follow practices that ensure the health and safety of their employees and the welfare and humane treatment of animals in our supply chain. Environmental factor is maintained by envision influencing the sourcing of our materials and ensuring the design of our products, their manufacture, distribution and use minimize lifecycle impacts on the environment and with the delivering affordable food economy is envisioned, engaging in equitable trade practices, limiting the spread of agricultural diseases, and positively impacting the communities where our suppliers operate (Lewis, Whysall and Foster 2014). This vision is viewed its responsibilities holistically. As sourcing decisions are made, it is considered that priorities for food safety, quality and costs, as well as ethical, environmental and economic responsibilities are focused on. The progress on beef and coffee sustainability illustrate how working brings this approach to life. Mostly, this is not caused by the existing retail organizations in Australia but the organizations that have encouraged their business expansions in Australia coming from different zones of the world
Although McDonald’s is one the world’s largest food service retailing chain, the company’s business has seen a comparative downfall in its establishment in the continental country of Australia. This is because, the operations of the entire industry in Australia for McDonald’s is built upon the continental country’s urge of consuming burgers. As per reports, Australia is just second to the USA in consuming burgers (Lucia-Palacios et al. 2014). However, the business strategy is falling short of finding interest with the customers in Australia when it comes to put up with their requirements. In most cases, the company lacks innovative techniques on making the customers be attracted to the company’s products. There is therefore a noticeably reduced footfall in the outlets (Vermesan et al. 2017). It has also been found that there have been many other competitors in the industry for market in retail businesses that are making far more innovations in the business operations for the marketing of the business as well as handling the employee and customer’s through the innovative ideas developed through the use of internet within the organization.
Several literatures have been identified in this regard that clearly specifies the business operations in the retail industry and its conditions before the implementation of the latest internet technologies and after. The internet technology implementation comes along with the substantial potential of implementing Electronic Commerce. This makes the entire business available to the customers online through different connecting devices (Chong 2014). This enables the customers to avail the services of their required retail business at any given time possible. Thus the implementation of the internet technologies enables the organizations to be at a much beneficiary situation where it influences the customers to be engulfed within the services they are providing. Market reach and market spread becomes much more accessible through the utilization of internet technologies.
McDonald’s have opened several outlets in Sydney in the year 2014 and the organisation has found to possess different operations than many other traditional business organizations in the retail market of Australia. The biggest challenge that McDonald’s has faced in Australia has been gathered with a detailed review made over the last 5 years. Management of McDonalds Head did not take into consideration about the evolving expectations about the Australian consumers as a result. McDonald’s have failed in implementing the latest technological innovations that most retail is implementing nowadays (Kranz 2016). The organisations business operations initially are thriving successfully in Australia as well as overseas but as future is predicted over the next 5 years by famous business analysts, it has been found out that without the use of the latest implementation of technology, organisations cannot thrive in the dynamic in complex future (Chaffey 2015). McDonald’s still has given the customers of Australia their service available through the physically existing outlets. The market spread thus becomes much less in comparison to the other competitors who have already implemented e-business in the operational structure of the business. Therefore, the reviewed literature have found that without the utilization of the internet technologies, the retail businesses of Australia has indeed seen a downfall in their business operations since the scope of moving towards further advancements in the industry with a decent customer reach becomes almost impossible with the traditional business operations. Rather it is much more justified that the organization utilizes the internet technologies to innovate their business operations in order to stay ahead of their competitors from outside of Australia.
There are several utilities of the latest implementations of business operations innovated through internet technologies for McDonald’s. There are various ways in which McDonald’s can manage its employees as well as innovate their services in various other ways to fulfil the customer’s needs from the ideal customer services of the organization. A consumer would nowadays have improved demands with the organization working in favour of the technological advancements that is in vogue (Hair et al. 2015). With regards to that, McDonald’s would find heavy influence in involving ERP systems and E-business technologies in the business operations as a service. There was a time when McDonald’s used to provide the customers with their numbers asking for deliveries. The customer would ring the number and ask for their required food items to be delivered. Based on that order, McDonald’s used to deliver the required food items to the customers.
The latest development in technology asks for the same thing, but in an advanced form of the ordering process. The delivery process would remain the same, only the customers would be able to order their required food items through website applications available through their mobiles, computers and any other connecting devices (Lee 2017). This will make the services for the company available to the customers’ at all available times. Thus, it will make the customers be more inclined towards the business, spreading more customer reach. The market spread thus becomes much more in comparison to the other competitors who have already implemented e-business in the operational structure of the business (Fan 2016). Therefore, with the utilization of the internet technologies, the retail businesses of Australia would further see a rise in the business operations since the scope of moving towards further advancements in the industry with a decent customer reach becomes almost impossible with the traditional business operations.
In addition to that, the retail business of McDonald’s should implement the ERP systems to take account of the entire business process and handle it through a single web application. Thus, this makes sure that the organization would spend less time and money on the handling of business operations (Caniëls, Lenaerts and Gelderman 2015). This would make the head of the business organization innovate more ways to implement for enhancing the market reach though social media services and also make the existing customers be more interested in the organization. In accordance to that, the organization will be ahead of most of the competitor organizations with extended market reach and growth with proper customer satisfaction as a result. Thus, it can be said clearly that the internet technology would only add to the business organization’s gains and make the operations be more effective in competing with the other retail businesses or stay ahead of them.
Conclusion
Thus, it can be concluded that the retail industry of McDonald’s has been facing severe drawbacks for not implementing any sort of inputs regarding the latest technology of internet within the operations of the business process. The other industries in comparison to the McDonald’s have been facing greater benefits with the implementation of internet technologies in their business. The retail market of Australia has evolved in such a way that without the utility of internet technology in the business process, an organization cannot thrive. The report has also put forward the fact that if McDonald’s starts implementing internet technologies in all the business aspects and operations in Australia, it would gain the market again and would contribute in making the retail business of ingenuous businesses in Australia a bit better than usual.
This has been pointed out in the above report with the descriptions of the current operations of McDonalds with respect to its traditional business system running without the latest implementation of internet technologies. Then the report had reviewed the relevant literatures that explained the organization’s operations and presented a clear overview about the internet technology and its impact in the retail industries of Australia. Lastly, the report held the justification for the business to implement latest internet technologies in order to bring about benefits in the organization to make it rise above the disruptive environment of retail business industry in Australia.
References
Adapa, S. and Roy, S.K., 2017. Consumers’ post-adoption behaviour towards Internet banking: empirical evidence from Australia. Behaviour & Information Technology, 36(9), pp.970-983.
Caniëls, M.C., Lenaerts, H.K. and Gelderman, C.J., 2015. Explaining the internet usage of SMEs: The impact of market orientation, behavioural norms, motivation and technology acceptance. Internet Research, 25(3), pp.358-377.
Chaffey, D., 2015. Digital business and e-commerce management. Pearson Education Limited.
Chong, S., 2014. Business process management for SMEs: an exploratory study of implementation factors for the Australian wine industry. Journal of Information Systems and Small Business, 1(1-2), pp.41-58.
Fan, Q., 2016. Factors affecting adoption of digital business: evidence from Australia.
Glavas, C. and Mathews, S., 2014. How international entrepreneurship characteristics influence Internet capabilities for the international business processes of the firm. International Business Review, 23(1), pp.228-245.
Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of business research methods. Routledge.
Kranz, M., 2016. Building the internet of things: Implement new business models, disrupt competitors, transform your industry. John Wiley & Sons.
Lee, I. ed., 2017. The Internet of Things in the Modern Business Environment. IGI Global.
Lewis, J., Whysall, P. and Foster, C., 2014. Drivers and technology-related obstacles in moving to multichannel retailing. International Journal of Electronic Commerce, 18(4), pp.43-68.
Lucia-Palacios, L., Bordonaba-Juste, V., Polo-Redondo, Y. and Grünhagen, M., 2014. E-business implementation and performance: analysis of mediating factors. Internet Research, 24(2), pp.223-245.
Mehra, S. and Coleman, J.T., 2016. Implementing capabilities-based quality management and marketing strategies to improve business performance. International Journal of Quality & Reliability Management, 33(8), pp.1124-1137.
Migdadi, M.M., Abu Zaid, M.K.S., Al-Hujran, O.S. and Aloudat, A.M., 2016. An empirical assessment of the antecedents of electronic-business implementation and the resulting organizational performance. Internet Research, 26(3), pp.661-688.
Vermesan, O., Eisenhauer, M., Sundmaeker, H., Guillemin, P., Serrano, M., Tragos, E.Z., Valino, J., van der Wees, A., Gluhak, A. and Bahr, R., 2017. Internet of things cognitive transformation technology research trends and applications. Cognitive Hyperconnected Digital Transformation: Internet of Things Intelligence Evolution.
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