Digital Transformation

INTRODUCTION

The report will provide information related to the need for the digital transformation of The Blue Post restaurant that is offering a wide range of quality food and beverages to the customers. The report will focus on different approaches of digital transformation and provide information related to completion, situation and other macroeconomic factors as well as offer recommendations, including insights that can benefit from marketing dissertation help.

CASE FOR CHANGE

Digital platforms are becoming popular and essential for every organisation to manage the business and increase the market share. The digital transformation of an organisation is helpful for offering real-time information to potential and existing customers and collecting their views about the products and services. The implementation of digital technologies and tools is helpful for creating awareness and offering better services to the customers by analyzing their views. In the current scenario, the use of digital tools and technologies is having a positive impact on sales and maintaining the competitive advantage (Matt, Hess, and Benlian, 2015). The Blue Post restaurant is offering different products and services as per the needs of the customers and to maintain the relationship with the customers and retaining them for a longer time, it is important for the management to develop strategies to digitally transform the organization. In the current scenario, people are not giving preference to eating outside and looking for home delivery services. The outbreak of Covid-19 has affected the food industry and business of restaurant (Priyono, Moin, and Putri, 2020). Therefore, it will be beneficial for the management of The Blue Post restaurant to establish a digital platform for order processing and providing information related to the availability of food.

The management is having knowledge of this aspect but lack of implementation and willingness to adopt the changes is influencing the approach for digital transformation. The digital transformation will help the management to maintain the communication with the customer, data-driven customer insight and increase the experience of the customers (Ebert, and Duarte, 2018). The vision of the digital transformation of the restaurant is to maintain the sales and relationship with the customers and offer quality food through home delivery options that will help in gaining a competitive advantage.

INSIGHTS

Digital transformation is a necessary approach for every business and providing different options to manage the operations and delivery of the products and services. The management of The Blue Post restaurant can apply the digital tools for managing the operations more organized manner and analyzing the needs of the target customers. The implementation of online processes will help the organization to create awareness among the customers and keep the data of the regular and potential customers to offer the information about the offers and new dishes (Hess, et al., 2016). This kind of approach will also help the management to understand the behaviour of customers and develop the products and services accordingly. The collection of information related to the approach of the competitors about the offering of food products, prices and delivery options will help The Blue Post restaurant management to identify the factors that could increase the sales and profitability. The implementation of quick changes in services and offers will increase the popularity of the restaurant and allow the management to run the business (Vial, 2019).

The data-driven approach for managing customer will also help to increase the relationship with them. For example, online platform post or social media reviews of customers will help in understanding the needs and planning the actions that could help to encourage the sales. The collection of feedbacks and changes as per the issues highlighted by the customers and implementation of strategies to overcome them will increase the brand image of the restaurant and help in increasing the sales (Rogers, 2016). Apart from this, the digital platform will help to maintain the communication with the suppliers of restaurant and manage the supply chain more effective and efficient manner. This approach is beneficial for making optimum utilization of the resources as management will have real-time information of operations. The digital transformation will allow management to understand the economic and social changes and increase situational awareness.

DECISION

To improve the business performance, it is recommended to the management of The Blue Post restaurant to use the social media platforms like Twitter, Facebook or Instagram. These platforms will help to connect with the customers and make use of information provided by them for further improvement in the products and services. Moreover, the use of mobile application and website will help to collect the data and make the essential changes in the business operations. The mobile application will help to keep the data of every customer and provide the customized information and products as per past orders. This kind of approach will increase the popularity of the restaurant and increase the demand for food products (Kane et al., 2015). The customers are also giving preference to online access of the information about the services of the restaurant and online ordering of the food.

The consideration of these approaches will be helpful for The Blue Post restaurant to increase the sales and relationship with the customers. In addition to this, the use of digital platforms will allow The Blue Post restaurant management to get the knowledge related to the changes in the market trends and implement the new strategies to maintain the sales. The data-driven approach for managing the business is helpful to analyze the level of competition and impact of marketing tactics for attracting customers. Now, it is recommended to The Blue Post restaurant develop social media pages and mobile application that provide the options for ordering, payment and delivery of food products and services (Gray, and Rumpe, 2017). The implementation of digital technologies will support in managing the business and create awareness about the brand, products and services.

CONCLUSION

From the study, it can be considered that the use of digital tools and technologies is having a significant impact on the business transformation and managing the relationship with the stakeholders. The report has discussed different benefits and approach for the digital transformation of The Blue Post restaurant and recommended the management to apply mobile application and social media strategy to meet their business goals and objectives.

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REFERENCES

Ebert, C. and Duarte, C.H.C., 2018. Digital Transformation. IEEE Softw., 35(4), pp.16-21.

Gray, J. and Rumpe, B., 2017. Models for the digital transformation.

Hess, T., Matt, C., Benlian, A. and Wiesböck, F., 2016. Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2).

Kane, G.C., Palmer, D., Phillips, A.N., Kiron, D. and Buckley, N., 2015. Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14(1-25).

Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business & Information Systems Engineering, 57(5), pp.339-343.

Priyono, A., Moin, A. and Putri, V.N.A.O., 2020. Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), p.104.

Rogers, D., 2016. The digital transformation playbook. Columbia University Press.

Vial, G., 2019. Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), pp.118-144.