Discuss how an organisation's competitive advantage can be enhanced Essay - 1

Discuss how an organisation's competitive advantage can be enhanced with the introduction of new technology - Essay Example Many companies nowadays are trying to manage their businesses with the comfort and efficiency brought by the use of new technology in their operation. However, it is not only those online companies that are directly under the influence of new technology. All organisations especially those that have very complex activities rely heavily on the use of new technology. The car manufacturing industry for instance is relying greatly on the cutting-edge technology in order to meet the requirements of their customers and the prevailing market trend. In addition, the mobile communication industry and other related industries are trying to elaborate the importance of technology in order to go along well with the recent trend and development of business activities and operations in their specific areas. It is therefore a common understanding that the implementation of new technology in an organisation brings forward specific advantages and one of them is the efficiency which the bottom line is j ust to enhance the operation in order to achieve organisational goals. In line with this, new technology is strongly associated with competitive advantage. Every organisation seems to be using advanced technology, but the question remains how exactly it brings them certain competitive advantage. ... None about new technology is mentioned as part of these strategies for competitive advantage. However, it is clear that nowadays, using either one of these generic strategies would mean integrating the idea of new and existing technology. In the case of Wal-Mart as renowned retailing company in the United States, its generic strategy is low-cost for its product offerings. However, part of the institution of this strategy in the organisation is its highly computerised value-chain management system especially for its multinational and highly globalised operation. This is to ensure that whatever it has started so far can be substantially enhanced to the fullest with the integration of new technology. Wal-Mart viewed new technology as essential part of its complex operation especially that it operates at a global setting and in order for it to become sustainable when it comes to its low-cost-product strategy. Toyota is known for its focus differentiation strategy. However, in the process of creating it, the use of new technology is integrated in its entire operation. Its high level of standard quality product does not only enhance its cost advantage over its competitors but it specifically tries to say something about the image of its brand. Its brand image is associated with high level of cutting-edge technology and this means a lot to its marketing effort, strategy and eventually competitive advantage. In the age of globalisation, competition has become fierce allowing every organisation to enhance communication of their product offerings (Wetherly and Otter, 2011). Thus, individuals are bombarded with different information. The best information prevails and it is