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The Impact of Technological Change on Business Strategies

Assessment Brief

Module Name: Business Environment

Trimester:

Academic Year: 2021-2022 

Module Code

Level

Credit Value

Module Leader

UNL1002

4

30

 

Assessment code and title:

Final Report AS2

Weighting:

50%

Word limit:

2000 words

Where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.

Submission deadline:

 

Please read this assessment brief in its entirety before starting work on the Assessment Task.

The Assessment Task

Write a Business Report of 2,000 words to the following brief:

Changes such as those in politics and information and communication technology (ICT) have transformed business. In this dynamic environment, companies must be sensitive to those changes. As part of their planning process, the companies listed below have asked for advice to determine their future business strategy and improve management decision making.

They are inviting contributions from business advisors to help them gain a better understanding of the environment in which they operate and the effect of technological change on aspects of their organisations. Choose one of the companies listed below:

  1. Assess the effects of technological change on the company and its overall technology strategy as a source of competitive advantage.
  2. Assess the impact of business ethics and corporate social responsibility (CSR) on modern business organisations.
  3. Assess what influences the businesses when making decisions and the impact this has on the company.

Companies:

  • OCADO GROUP PLC
  • HIKMA PHARMACEUTICALS PLC
  • MONEYSUPERMARKET.COM GROUP PLC
  • PETS AT HOME GROUP PLC
  • FUTURE PLC

Learning Outcomes

On successful completion of this assessment, you will be able to:

  • Identify the financial and ICT considerations for key business functions.
  • Appraise and recognise use of corporate governance and ethics within a business context.
  • Effectively communicate and argue information in a structured and appropriate written format that demonstrates awareness of a range of business topics
  • Explore the influence and impact of decision making and ethical implications in businesses.

Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment.

Academic Integrity and Misconduct

Unless this is a group assessment, the work you produce must be your own, with work taken from any other source properly referenced and attributed. For the avoidance of doubt this means that it is an infringement of academic integrity and, therefore, academic misconduct to ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to use the work of another student whether current or previously submitted. Assess the effects of technological change on the company and its overall technology strategy as a source of competitive advantage.

For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy.   You will also find useful resources on the VLE: Referencing and Academic Integrity page.

N.B. The penalties for academic misconduct are severe and can include failing the assessment, failing the module and expulsion from the university.

Assessment Submission

To submit your work, please go to the relevant to the module page –

Assessments tile and submit to Turnitin. Please note that essays and text-based reports should be submitted as Word documents and not PDFs or Mac files.

Written work will be subject to anti-plagiarism detection software.  Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.

N.B Work emailed directly to your tutor will not be marked.

Late submission of work

For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:

  • Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade (D-).
  • More than one week from original deadline – grade achievable LG (L indicating late).

For resits there are no allowances for late submissions.

Extensions

The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated. Assess the effects of technological change on the company and its overall technology strategy as a source of competitive advantage.

For full details please refer to the Extensions Policy.  Extensions are only available for first sits – they are not available for resits.

Mitigating Circumstances

For guidance on mitigating circumstances please go to Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application.

Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.

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Sample Answer

The Impact of Technological Change on Ocado Group PLC’s Competitive Advantage

Introduction

In today’s fast-changing business environment, technology plays a critical role in determining the competitiveness and long-term success of organisations. Companies that can adapt to digital transformation are better positioned to innovate, operate efficiently, and meet shifting consumer demands. This report evaluates how technological change has affected Ocado Group PLC, one of the UK’s most advanced online grocery and logistics companies. It examines Ocado’s technology strategy as a source of competitive advantage, the influence of corporate ethics and social responsibility on its operations, and how decision-making processes shape the company’s overall business strategy.

Effects of Technological Change on Ocado Group PLC

Since its founding in 2000, Ocado has distinguished itself as a technology-led retailer rather than a traditional supermarket chain. The company’s competitive edge stems primarily from its automation, robotics, artificial intelligence, and data-driven logistics. These technologies allow Ocado to fulfil online grocery orders with high accuracy and efficiency, reducing the costs and errors typically associated with human labour.

Automation and Robotics

Ocado’s automated Customer Fulfilment Centres (CFCs) are at the heart of its operations. These centres use thousands of robots that work collaboratively to pick, pack, and dispatch groceries. The Ocado Smart Platform (OSP) integrates robotics, machine learning, and real-time analytics to optimise storage, route planning, and inventory management. This automation not only increases speed and accuracy but also minimises waste and enhances sustainability (Financial Times, 2023).

Artificial Intelligence and Data Analytics

Ocado applies AI in forecasting demand, personalising customer experiences, and reducing inefficiencies. Predictive analytics help the company anticipate consumer behaviour and adjust stock levels accordingly. Machine learning algorithms also streamline delivery routes, lowering emissions and operating costs. The integration of AI gives Ocado a major advantage over competitors still relying on traditional retail models (Deloitte, 2022).

Digital Transformation and Innovation Partnerships

Ocado’s transition from an online retailer to a technology solutions provider has reshaped its business model. By licensing its OSP technology to global partners like Kroger (USA), Casino (France), and Coles (Australia), Ocado generates recurring revenue through technology licensing and support services. This shift reduces its reliance on the volatile retail market and positions it as a leader in retail automation technology. Such innovation-driven diversification strengthens its competitive resilience and global reach (Ocado Annual Report, 2023).

The Role of Technology Strategy in Competitive Advantage

A strong technology strategy enables Ocado to create long-term differentiation in an increasingly saturated grocery market. The company’s competitive advantage is built on four key pillars:

  1. Operational Efficiency: Automation reduces manual labour, lowers costs, and ensures faster delivery times.

  2. Customer Experience: AI-driven recommendations and on-time delivery enhance customer satisfaction and loyalty.

  3. Scalability: The OSP platform can be adapted for multiple international markets, providing global scalability.

  4. Innovation Leadership: Continuous R&D investment ensures Ocado stays ahead of technological trends.

By integrating technology across all business functions, Ocado maintains a first-mover advantage in the online grocery and logistics sector. Its approach reflects the Resource-Based View (RBV) of strategic management, which suggests that unique resources such as proprietary technology and expertise lead to sustainable competitive advantage (Barney, 1991).