DIANA MORRIS
As the seemingly endless waves of the covid19 virus surge crash against the shores of many businesses, one is left with the option of either panicking and throwing in the towel or learning to surf the waves with agility and true mastery.
One thing is certain, this pandemic has reinforced the need for businesses to think outside the box and transform operations with alarming alacrity to ensure delivery of products and services to customers. Digitalisation and automation are proven methods necessary for survival. But is mere survival enough especially in this competitive landscape? To answer this question, let us use this analogy of a football team.
If a football team employs a defensive strategy for the entire football game, can it win? The answer is a resounding "no". Whilst a defensive strategy can reduce the likelihood of the opponent gaining and scoring, it cannot be the only strategy if the goal is to win.
A for-profit business aims to win; therefore, employing the right mix of offensive and defensive strategies will help in gaining and maintaining a competitive edge. Strategies involving digitalisation and automation prompts businesses to invest and leverage technology to gain an edge over its rivals, through improved efficiencies, customer satisfaction and innovation.
Let us explore the concept of digitalisation. What does it involve? Digitalisation involves "leveraging the use of technology to transform, innovate or improve processes, operations and even business models in order to achieve a desired result."
To illustrate this concept let us consider the hypothetical local supermarket Top-Mart. Top-Mart chooses to conduct a review of its value chain and upgrades its website to allow customers to select, purchase and pay for items online with the option for in-store pick-up or delivery. Top-Mart also enhances its website by offering estimates for delivery and tracking. Additionally, Top-Mart reviews its supply chain and sets up its suppliers and distributors along key contact points, and implement integrated systems, to ensure instant simultaneous updates at every critical point. As an add-on Top-Mart expands to offer a drive-in option where items are standardised and packaged to allow persons to drive up, order, pay and pick up the items.
With digitalisation and automation, the possibilities are endless! The potential for transforming and expanding markets becomes a strong reality and businesses that digitalise and automate will stay ahead of the pack.
Additionally, digitalisation can and has revolutionised the way in which businesses define markets, business space and communication with clients, shareholders and potential investors. Leveraging technology allows businesses to access markets even where there are barriers to entry. This can be achieved through e-commerce facilities which also boosts accessibility and visibility. Technology also expands the business customer base, by providing a global network accessible throu
