IT Assignment Help Report Writing Analysis Review: Management of Business data Communications and Telecommunications::Wal-Mart, Barnes & Noble Inc.
Question??
In your preliminary work you provided information about the two organisations you selected. You are now required to write a research paper. In this research paper you need to describe any of the network-related elements of these two organisations. You also need to differentiate the network usage of these two organisations.
Solution the question frame is::
INTRODUCTION
As per Fortune Global 500 list (2012), Walmart is the third biggest public corporation in the world. It is a chain of departmental and warehouse stores based in America. The company is owned and run by the Walton family who own a 48% stake in it (Fishman, 2006). It is one of the biggest providers of employment in the world and is also the largest retailer (Basker, 2005). Founded by Sam Walton, Walmart operates in 15 nations with around 8,500 stores. It operates under different names, such as Walmart in the USA and Puerto Rico, Best Price in India (Giridharadas and Rai, 2006), Walmex in Mexico, Asda in United Kingdom. Its headquarters are located in Bentinville, Arkansas (Fishman, 2006).
Supporting Low Prices and Increasing Customer Satisfaction Using Internet Technology
The Success of the Cisco Network
In order to achieve highest order customer satisfaction and gain a competitive edge, Walmart successfully used internet based applications on a Cisco network. Walmart’s current stance as a global giant and a leader in the retail world was an outcome of Sam Walton’s principles of customer satisfaction and low prices. Just as any other company weighing new innovative programs, Walmart too carried out “what-if” analysis before embarking on an innovative networking system as it embraced new technology. The adoption of Cisco’s communication infrastructure was executed not just for the sake of keeping pace with latest developments on the technology front, but in adherence to the basic principles of Sam Walton- improving customer experience. The network of Walmart connects 2,400 plus stores and 100 distribution centres globally and it helps in keeping prices low. Also, it helps 950,000 associates to work more effectively in a better environment.
Supply Chain Management solutions using Internet Technology
Collaboration between retailers and their suppliers- increase sales and lower prices
EASE IN SUPPLY CHAIN MANAGENMENT
Maintaining low prices, along with a good inventory mandates efficient collaboration and communication between the suppliers and the retailers. Staying abreast with the current sales status is also a compulsion. These factors become extremely crucial given the large number of stores, products and suppliers that Walmart has. Walmart’s initial adoption of technology dates back to the 1980s when it used Electronic Data Interchange (EDI) for data analysis and distributing supply orders (Vance and Scott, 1994). Walmart’s electronic collaboration with suppliers multiplied in around ten years. It then began its own applications, the Retail Linka. This had enabled suppliers direct access to any of Walmart’s stores’ sales and inventory data. This greatly helped in planning and estimation. Inventory management became much simpler. This resulted in a fine tuned product mix for the local consumers and growing profits for the company (Cisco).
Now, with the coming in of the Cisco network, the Retail Linka has received substantial upgradations. There has been a shift from an orthodox dial-in network to an internet based application. As many of Walmart’s suppliers are international, it has greatly simplified the access to the inventory data. It has greatly cut down the expenses and work load for Walmart as well. This is because with the traditional Retail Linka, it was Walmart’s responsibility to maintain the modems in good condition, to apprise all the vendors of any upgradations of the software and be constantly abreast with software developments. The use of modems has now become redundant. All that is required is internet access which is easily available. Also, the vendors get to know of any software changes via the web. The speed of data transfer has risen considerably with the use of high speed data connections. User access is restricted by allocating unique passwords to suppliers.
The web based networking system helps in price management because suppliers have a constant vigilance on product demand. They use this data to perform statistical analysis and negotiate prices with the retailers. Thus, this serves as an automatic replenishment process. The efficient and quick functioning of the networking system between the centralized database and the suppliers helped in efficient supply chain management (Doms, Jarmin, and Klimek,2004).
Increasing Efficiency using Intranet
Empowering employees and increasing productivity
In addition to the internet, Walmart uses the “Pipeline” which is an intranet service. Pipeline enables easy access of information to more than 950,000 associates. The information usually includes company policies, any new developments, procedures, information on any benefits and insurance. This intranet system enables information sharing and nurturing of ideas which is an imperative part in the entire functioning system. This also allows the associates to have complete knowledge of the business. They can instantly put across any information if the desire to. Pipeline also allows an application which serves as a telephone directory and maintains data of contact information. It supersedes the printed version as it is easier to access and maintain and is cheaper as well. It also eliminates the needs of distributing telephone books to all locations. The direct link of the directory to the Human Resource records enables automatic updates of the associates’ locations. It also simplifies the process of getting any unknown number. For the convenience of associate without access to the computer, computers have been provided in the stores itself.
Network-a Strategic perspective and a reliable infrastructure
Cisco, is a global giant in networking and has helped Walmart achieve greater success along its own principles of customer satisfaction. This is a success story from which other global giants can learn a lesson. The particular internet business model of Cisco has helped Cisco multiply its profit four times in three years. It has also saved around 550 million dollars by avoiding headcount and saving in operating costs. Currently, Cisco is enjoying an excess of 32 million dollars in sales of its web based softwares.
WALMART’S SOCIAL NETWORKING REVOLUTION
Around 1.4 million associates in every state of America work at Walmart. Hence, it was a Herculean task to be able to provide an efficient system that would be able to bring together everyone on a common platform. Thus came about mywalmart.com in March, 2009. The use of digital communication made something seemingly impossible quite easy. The site was password protected, meant for the exclusive use of Walmart associates from their homes. It was christened as one of the ten best intranets of 2010 by Nielsen Norman Group.
It had begun as an informative website but in no time it evolved to serve a greater purpose. It helps in apprising members about new policies, initiatives, get feed backs and suggestions, get associates involved in events. It allows the associates to access all sorts of information on schedules, job opportunities, issues affecting the company and overall cost reduction and efficiency.
Keeping end needs in mind
The main crux of the success of this venture was that it was based upon the needs and wants of the users themselves. Surveys were conducted in order to fathom the users’ interests. The researches mainly indicated that the users wished to interact with other associates with the of social networking media. Also, they wanted to get more inputs about the company when not at work. What really affected the employees most was family, community and opportunity. Hence, these were kept in mind while formulating communication networks for associates-‘Walmart World’, the company’s magazine as well as the intranet website. They wanted this to be a local perspective rather than from a corporate level. Various surveys, online polls, blogs and forums are available on the website which allows an understanding of their changing needs.
BARNES AND NOBLE, INC
With its headquarters at 122 Fifth Avenue in the Flatiron District in New York City, Barnes & Noble Inc. is the biggest retailer of books in the United States of America. Its operations are mainly carried out through the chain of “Barnes & Nobles Booksellers” stores. Many of their bookstores are also known to have cafes that serve Starbucks Coffee. Apart from books, theses stores also offer a wide range of novelties such as games, greetings cards, DVDs, gifts, toys, magazines, Music CDs, etc. By the end of April, 2011, Barnes & Nobles had atleast one store in of the 50 states of the United States. Books were sold across 705 stores and 636 college stores.
Use of latest means of telecommunication and technology by B & N College Bookstores and its Success
Here we analyze the use of electronic media for greater success specifically by Barnes & Noble College Booksellers. It is based in New Jersey and is responsible for serving students in excess of 4,000,000 and more than 400,000 faculty members across North America. There are bookstores in almost 700 universities which include both public and private, law schools, medical schools, community colleges, etc. the company is continuously challenged to enrich the experience of the student community and teaching staff who rely on their collection of books. With the continuous technology developments and dynamic market trends, Barnes & Noble upgraded its already existing e-commerce platform. Barnes and Noble entered into a business venture with IBM Business Partner Sapient and kicked off the use of WebSphere Commerce Enterprise (IBM, 2009). The new electronic platform would allow for better functionality and reliability. It enabled integration of all the bookstores with the use of one common software. This allowed voluminous data to be handled with ease and reduced work load and increased efficiency. Even clients who were not adept at using computers could customize their needs using this platform. One of its greatest advantages was the increase in speed by which any new bookstore website could be launched. It greatly increased revenues for the company by attracting large number of customers. It served as a good marketing system. It leveraged the extended sites of the software. The entire experience of the customer experienced an evolution. They had a more personalized and customized experience. The convenience and wide variety of choices with ease of access were strategic moves and they helped in increasing customer demand. Multiple sits were allowed access to the resources which hastened the processing system and reduced work.
The beginning of online networking
B&N achieved sales of $3 billion in the year 1998. This was a remarkable increase from the previous year which had registered a sales of $ .7 billion. Barnes and Noble not only continued its retail business but also the catalog and publishing operations. With the increasing popularity of the internet and e-commerce (Cader, 2001), B&N realized the needs of going online. This would not only allow ease of access but also widen the consumer base (Geun, 1997). Having the exclusiveness of being the sole bookseller on America’s Online Marketplace in 1997, it launched it’s company’s website on the 19th of May, 1997.
The website www.bn.com turned out to be a huge success. It not only allowed users to shop for books online but also provided helpful information, entertainment and was a platform for communal exchange. Bn.com has satisfied more that 1.7 million customers across 181 nations. Along with books, the website also offers music, videos, magazines, softwares, etc. the entire buying experience experienced a radical change as the customers could easily choose books from the comforts of their homes and get quick delivery at their doorsteps.
The shift in consumer preference from the brick and mortar stores to the online stores was very apparent. There was a rise in Barnes and Noble’s sales by 2% in the quarter ending July 30, 2011 (American Booksellers Association). However, the company experienced a net loss of 57 million dollars .The bricks and mortar sales had fallen by 3% while those through BN.com rose alarmingly by 65%.
Partnerships and latest communication systems
In order to enable cross-marketing, promotions and widening of consumer base, B&N also maintains good relationships with MSN, Bertelsmann, AOL. These partnerships allow the company access to huge numbers of established book buyers and opportunity for direct promotion. One of the new age communication systems adopted by Barnes and Noble is “BookMaster”, which is an inventory management system. It help in automated inventory replenishment based on the data available on stocks. Another set of data maintained by B&N is sales rankings of more than 750,000 titles in more than 150 subjects. The web site also has an e-commerce platforms which allows interaction. The company continues to invest further in improvements.
How the online networking system improved customer experience
The company has strived for its aim of making online shopping a pleasurable experience for its consumers. The website has offered on sale a wide range of education, information and entertainment related goods. Special efforts have been put into the designing of the layout and the presentation of the website. Attention has been paid upon its simplicity and also a reflection of the complete selection of products.
The icing on the cake- the launch of “NOOK”
Barnes and noble developed the “Nook” which is an electronic book reader and runs on the Android platform. The device was launched in the United States in November 2009. some of its features include WiFi, 3G wireless connectivity, a six inch display and a smaller touchscreen which acts as the input device. Several upgraded versions of the device were gradually released such as the Nook Color. the launch of Nook was unprecedented as more and more readers were taking up e-books. With the rising popularity of the Amazon Kindle, customers were fleeing away from B&N at a rapid pace. the Kindle was Amazon’s e-book reader which was launched in November 2007.The launch of the Nook has allowed B&N to get hold of some of Amazon’s market share. Electronic books are increasing in popularity as they do not occupy physical space like paper books. A huge volume of books can be saved on one hand held device and can easily be accessed on the move. The Nook has been a huge success and became one of B & N’s best selling items. Its success stems from not only the mobility of the devoice but also the trendy looks. With the raging popularity of the device there has been an upsurge in the digital content business. This device is 3G as well as WiFi enabled.
The rise of e-commerce is having a severe impact on publishers. There has been significant decline the sales off the brick and mortar stores. However, the electronic business owes its success to the brand name that these brick stores developed over the years. These stores have a charm of their own. Efforts are now being made that the cycle is somewhat reversed and the online industry help in promoting the street stores.
CONCLUSION
Along with certain similarities, there exist certain major differences in the use of data communications and telecommunications between the two organizations. The similarities are very easy to point. They concern the basic needs of business data communication and telecommunications. It concerns with creating a efficient and wide spread network in order to communicate effectively with the consumers, associates and the employees. The organizations are not only concerned with management of resources but also implementing profitable strategies. A good networking system is imperative for this.
The major difference arises from the goal set and the objectives of the two companies. The solution which Walmart was looking for was a better, efficient and faster means of communication and networking amongst its large number of associates via a common platform. Keeping this in mind the intranet was set up. The Cisco network solved the problem with perfection. The associates could now log on to the network from their homes and get connected. It was developed from a managerial perspective for Walmart. Walmart did not face stiff competition for survival as opposed to Barnes & Noble which was suffocated by rivals such as Amazon (Kellogg, 2010). Hence, Barnes & Noble strived to keep up with their competitors. Hence, their networking system was launched from a strategic point of view.
Due to the huge number of stores, products, associates and customers Walmart had to solve issues such as inventory and supply chain management. Initially it used Electronic Data Interchange (EDI) and then upgraded to the new Cisco network. The Cisco solved the purpose perfectly. What was concerning B & N more was not inventory management, but the declining popularity of the brick and mortar book stores. Hence, they had to keep abreast with the changing needs of the consumers. The adoption of electronic media for communication and networking was inevitable. Thus, came about the launch of bn.com and later on the Nook.
Walmart was more focused on getting across all possible information to its associates at all times possible. However, B & N was concentrating more on getting more business by interacting with customers. The intranet system of Walmart allowed password enabled access to the associates. BN.com provided a platform for communal exchange for consumers and getting information as well. It was a complete transformation in shopping experience for the consumers. They could order goods from their homes. Walmart simply enhanced customer experience and maintained low costs, whereas B&N went for a total change.
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