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Company Selected Reliance Fresh Information Technology Essay

Paper Type: Free Essay Subject: Information Technology
Wordcount: 5340 words Published: 1st Jan 2015

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Especially in this case study is based on identifying the most important external issues IT / Reliance Fresh development company whose business mainly to those who are working in the Reliance Fresh in sales accommodation is based on the internal work environmental impacts.


Main objective of this case and study to design ecommerce website for company Reliance Fresh which include Customer account, Payment System ,Product information, price comparison, so the customer can buy product or anything directly for their home or work place and get well information about each product and can take review about that form internet database it also include about database which store all customer bank detail so company come to know to whom they give discount for regular customer and customer can buy multiple item at single time. It sends conformation mail to client about bill they paid online.

Company Selected Reliance Fresh

About Reliance Fresh a convenient store format is governed by the Mukesh Ambani and is the most important part of Reliance Industries retail Business. Reliance Ltd. has planned to invest more than Rs. 25000 crores in the retail division.

It also comprises more than 560 reliance fresh stores all over the country. The outlet sells fresh fruits, staples, dairy products, fresh juice bars, groceries and vegetables. A distinctive Reliance Fresh outlet is around 3000 to 4000 sq. feet and accommodates catchment area of one to three Kilometers.

History of Reliance Fresh

Reliance Group was established in 1970’s. The Reliance Retail was found in the year 2006 as an operating subsidiary, Reliance Retail is a part of the Reliance Industries Limited. Reliance industries are actually the largest conglomerate in India. It has an annual turnover of US$35.9 Billion. It is also listed on 206th position in the Fortune Global 500 companies. The company started off as a small textile company around 30 years ago. And now it has expanded vertically and horizontally to be India’s Number 1. Reliance Retail is actually the retail group of Reliance Industries Limited. It has a number of brands like Reliance Time Out, Reliance Digital, and Reliance Wellness. Autozone, Reliance Super, Reliance Mart, Reliance iStore, Reliance Fresh. The Reliance Retail had to face various difficulties before the launch of Reliance fresh, because of the various circumstances prevailing in Orissa, West Bengal and UP, along with the news focusing on the dearth of vegetables and fruits stocks. The retail business of Reliance then minimized its exposure in vegetable and fruit business, as a result established Reliance fresh positioning a pure super market play focusing on various categories like IT, consumer durables, home, FMCG and food.

Growth of Reliance Fresh

The first ever a Reliance Fresh store was established in Hyderabad, wherein the company, mainly focused on the fresh produced vegetables and fruits at comparatively low price along with an introduction of farm to fork theory.

This was the idea, which was anticipated by the company was to take the supply direct from the farmers and then sell straightaway to the consumers removing the middle-men off the beaten track. Reliance introduced several formats in the marketplace to cater to needs of common people, which includes Reliance Fresh, Reliance Super, Reliance Footprint, Reliance Timeout, Reliance Jewels, Reliance wellness, Reliance Mart and Reliance Digital, to name a few.

In addition to this, the Reliance Retail also entered into a treaty with Apple, which is a leading Information Technology company, to set up a series of Apple Specialty Outlets branded as IStore, with its first ever store in Bangalore.

With an idea to produce inclusive prosperity and growth for farmers, consumers, small shopkeepers and vendor partners, Reliance Retail was set up in order to lead the foray of Reliance Group into an organized retail.

Mode of Enquire

In general term enquiry means an act of asking information, an official investigation. There are many different method of enquiry (for example, Anti-Deductive, System thinking and Inductive-consensual). Provide a short critique of three different techniques. Your discussion to include the current perspective for each types of enquiry drawn from extant literature. Here also include the strengths, weakness and any assumptions that have to be made when using these different modes of enquiry

Here we are taking research on RELIENCE FRESH

For this research we are using Inductive-Consensual Enquiry method. First of all in Inductive-Consensual Enquiry method I had done enquiry about the place that at what place it’s situated, Then after the next was the product of it serves to the customer, then what was the price of it product and how its different form other. Then what type of quality it’s provided. The value of CRM customer relationship management.

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The research was very simple because the questioners was simple and it was simply answered. The work of research was speedily because the strategy adopted by RELIENCE FRESH: GIVE FOOD TO CUSTOMET AT LESS PRICE THEN MARKET. By this single course of action it can attract easily, but in this method of enquiry in RELIENCE FTESH many answer of a question will be arise. Inductive-Consensual Enquiry is simple, quick to draw a conclusion and most of the time the conclusion is a usually a single number, a fixed strategy, or a single course of action. Inductive-Consensual Enquiry is that there is a possibility that the conclusion drawn could be subjective and that most of the problems encountered these days have multiple answers.

1.1 Inductive-Consensual Enquiries

Inductive-consensual enquiry derives a conclusion from a limited set of observations, which may be:-

• Analogous

• Historical

• Multiple Independently Sourced

1.1.1 Application of Inductive-Consensual Enquiry

The scoring of the Olympic diving competition is an example which employs the use of Inductive-consensual enquiry method.

1.1.2 Advantage of Inductive-Consensual Enquiry

Advantage of Inductive-Consensual Enquiry is simple, quick to draw a conclusion and most of the time the conclusion is a usually a single number, a fixed strategy, or a single course of action.

1.1.3 Disadvantage of Inductive-Consensual Enquiry

Disadvantage of Inductive-Consensual Enquiry is that there is a possibility that the conclusion drawn could be subjective and that most of the problems encountered these days have multiple answers.

1.2 Dialectic Enquiry

Dialectic Enquiry challenges the subjective assumptions, models and theories by which problems are defined and solutions postulated, and it is the debate itself that an objective solution compromise or synthesis will be reached.

1.2.1 Application of Dialectic Enquiry

The British system of parliamentary democracy is an example which employs the use of the dialectic enquiry which probes deeply into issues and acts as a practical decision making tool.

1.2.2 Advantage of Dialectic Enquiry

Advantage of Dialectic Enquiry is the consideration of facts from various angles and it generates more useful alternative solutions and can sometimes identify unnoticed opportunities.

1.2.3 Disadvantage of Dialectic Enquiry

Disadvantage of Dialectic Enquiry is it endangers a person or a group of persons to reach its objectives or decision, from which certain assumptions have to be made and the assumptions might not be right.

1.3 Unbounded Systems Thinking

Unbounded System Thinking was described as a new problem-solving method.

Major Problem with Reliance Fresh Development

A research shows that the company needs a well designed website with online store system, so that customer can check weather thing are present in stock. Main areas where the company is facing problems. Currently, the company, Reliance Fresh Development is facing a number of problems due to its manual sales system. The major problems due to lack of automated data store system are affecting the Services, payment system, and Customer Account of the company. With automated system it’s easier to keep record of customer’s Account, payment details and are easier to track product that order. It also takes less Hassel and space to handle customer account and records.

Customer Account

Currently company doesn’t have any customer account as customer account system is required for regular customer through customer have to put there user name and password to log in their account and buy from online so easy to buy have not put their detail every time they visit. Where in store they just put customer id they get detail and can provide them discount for regular shopping from online or store.

Payment System

Company collect money from manually on store if customer buy from online they can pay from credit card or debit card directly instantly to company for daily customer buy from online data for product they buy each time come to know and can provide discount and other facility.

Order Record

As customer place an order for something online record should be there in system so we come to know last time which place what order and history each time buying form Reliance fresh and also provide order track system so customer can track their product where it reach and when going to reach destination.

System Required for Implement in Store

For Customer Account SQL or Oracle data base

To run this system properly you will need a computer with Redhat 5.0 installed.

The computer will probably need to be at least a Xeon processor with 4 GB of Random Access Memory with 1 TB Hardisk.

Broadband Connection is required for connecting internet and other Brach network and main reliance server.

For Printing record need Cannon or HP Laser Jet Printer will be needed.

Benefit of Online Shopping

The main advantage of online shopping is that it allows people to browse through many items and categories without leaving their house, to compare the prices of as many shops as they want, and also to order as many items as they can afford without having to worry about how they will transport them, because the online shopping websites also deliver the things to the buyer’s home. Furthermore, the Internet is open 24 hours a day, 365 days a year, so you don’t have to hurry or worry about finding a parking spot. The Internet allows you to easily compare products and prices, so you can be sure that the item you purchase is the exact item you want. Online merchants can publish much more information about their product on a website than they could affordably publish in a print catalog. And online stores give you the ability to share information and reviews with other shoppers who have firsthand experience with a product or retailer.

External Environment Analysis

Reason for Choosing India for Retail Market

In India population ration is high and more over are middle class for that people reliance fresh is good because it provide product in less price then available in market, India is developing country and progress in economy strength, Reliance is gearing up to revolutionize the retailing industry in india.Towards this end, Reliance is aggressively working on introducing a pan-Indian network of retail in multiple formats, The retail initiative of reliance will be without a parallel in size and spread and make India proud.

Economical Environment

Companies across the globe are coming to realize the opportunity India presents, and are wasting no time in acting. Siemens of Germany, a company which produces and sells power plants, electric meters, hi tech medical equipment and mobile phones has big plans for India, India is a democracy of one billion people, and economic reform is a consensus shared by its many political parties. They have been quick to embrace free market enterprise, which has attracted a number of American corporations, including General Electric, General Motors, Hewlett-Packard, Johnson & Johnson, and Microsoft, to name a few.

Social Environment

India perception and trends of the consumers have been changing owing to the liberalization and the changes in lifestyles. Another important aspect of society is the group. The performance of groups differs in individualistic and collectivist societies. The family is an important part of the social environment. It is a primary group and influences the consumption and buying behavior of consumers. The traditional family life cycle has been changing owing to the differing lifestyles. So, marketers have to analyze these trends and bring in products that are suitable to these changing consumer segments. Also jobs and workplaces have to be designed according to the changing lifestyles.

Technology Environment

Technological environment in India should be favourable to quality improvement, cost

Reduction, & introduction to new products In market. It should also lead to Industrial

development with global competitiveness. In India, the government has setup large

number of R & D Activities, space research centres etc. for introduction of new

technology in different areas. a long period of time, technological environment was not favourable for introduction of updated technology ion manufacturing activities. Funds & Import Policies were not freely provided for import of updated foreign technology.

Foreign collaboration & joint ventures were also not freely allowed. Research & development activities were not given encouragement through special facilities/concessions.

This suggests that technological environment was not favourable to industrial growth till the

Beginning of economic reforms and globalization by 1980’s.

Information Technology

By the early 21st century, nearly every child in the Western world, and many in other parts of the world, knew how to use a personal computer. Businesses’ information technology departments have gone from using storage tapes created by a single computer to interconnected networks of employee workstations that store information in a server farm, often somewhere away from the main business site. Communication has advanced, from physical postal mail, to telephone fax transmissions, to nearly instantaneous digital communication through electronic mail (email). India continues to be the most preferred destination for companies looking to offshore their IT and back-office functions. It also retains its low-cost advantage and is among the most financially attractive locations when viewed in combination with the business environment it offers and the availability of skilled people, according to global management consultancy.

Advantage of Information Technology

Globalization – IT has not only brought the world closer together, but it has allowed the world’s economy to become a single interdependent system. This means that we can not only share information quickly and efficiently, but we can also bring down barriers of linguistic and geographic boundaries. The world has developed into a global village due to the help of information technology allowing countries like Chile and Japan who are not only separated by distance but also by language to shares ideas and information with each other. 

Communication – With the help of information technology, communication has also become cheaper, quicker, and more efficient. We can now communicate with anyone around the globe by simply text messaging them or sending them an email for an almost instantaneous response. The internet has also opened up face to face direct communication from different parts of the world thanks to the helps of video conferencing. 

Cost effectiveness – Information technology has helped to computerize the business process thus streamlining businesses to make them extremely cost effective money making machines. This in turn increases productivity which ultimately gives rise to profits that means better pay and less strenuous working conditions. 

Accurate results – Crucial decisions based on computer calculations are more likely to be correct than those based on human calculations. This is because the probability of errors in calculations by human beings is greater. Computers also help in taking a decision when faced with two or more alternatives. They do not need another day to rework the data if any variable is altered.

Increase in standard of living cost savings achieved through optimal utilization of resources as suggested by computer calculations, result in lowering the prices of goods. In addition, networking has facilitated access to different markets across the globe, where competitive prices are available for similar goods. This helps buyer to get the best bargains, as similar products across globe have to be priced competitively.

Disadvantage of Information Technology

Unemployment – While information technology may have streamlined the business process it has also crated job redundancies, downsizing and outsourcing. This means that a lot of lower and middle level jobs have been done away with causing more people to become unemployed.

Privacy – Though information technology may have made communication quicker, easier and more convenient, it has also bought along privacy issues. From cell phone signal interceptions to email hacking, people are now worried about their once private information becoming public knowledge.

Lack of job security – Industry experts believe that the internet has made job security a big issue as since technology keeps on changing with each day. This means that one has to be in a constant learning mode, if he or she wishes for their job to be secure.

Dominant culture – While information technology may have made the world a global village, it has also contributed to one culture dominating another weaker one. For example it is now argued that US influences how most young teenagers all over the world now act, dress and behave. Languages too have become overshadowed, with English becoming the primary mode of communication for business and everything else.

Impact of Online Shopping on Reliance Fresh

Order Placing process and receives immediate confirmations.

Product review, Product Detail.

The main advantage of online shopping is that it allows people to browse through many items and categories without leaving their house, to compare the prices of as many shops as they want, and also to order as many items as they can afford without having to worry about how they will transport them, because the online shopping websites also deliver the things to the buyer’s home. Furthermore, the Internet is open 24 hours a day, 365 days a year, so you don’t have to hurry or worry about finding a parking spot.

Easy Comparison Shopping, Better Selection.

Can store their detail for regular customer.

Secure bank payment system.

Order can be track online 24/7.

Future Technology Innovation

Technological innovation in general and information technology (IT) applications in particular, have had a major effect in ecommerce and web. Technology change transforms the nature of the market place by making difference in cost feature product accessibility as movement toward new high technology which increase promise and implications on new tech.

Revolutionary change in internet technology which make communication system better mobile technology is future as smart technology are coming in market and everything going to that like and advertisement are on internet .

Redhat Linux are going to launch new version of OS work on mobile and slate (new tech) through mobile user can access site on their system and buy or place order directly from mobile.

Web Security is now better for Reliance Fresh and future IT innovation.

Technology Demand for Reliance Fresh.

IT System are flexible to change any data and type of process .

Technical skill and IT Professional staff training and perform.

Change in technology and highly skilled workforce in different special area.

Security of IT/IS is main for better performance and regularity needed in many times.

Management of IT must make decisions based on traffic flow on site.

Company performance to establish future IT development plans.

Maintain IT/IS performance throughout the organization plans.

Internal Resources, Competencies, and Capability of Reliance Fresh.

Internal Resources

Company resources are much limited as training to existing employees for this company has to collect fund from different sources like obtaining loan from a financial intuition or issuing their corporate bonds as this company have one option to issue corporate bonds as it also manage form Reliance Retail which is part of Reliance Group in order to implement the IT system in the organization must have to recruit new professional employees and also train existing employees.


Reliance Fresh are able to increases its business because of implementing new IT System as well as have a good location in every city of Indian state also have competition is high among Big Bazar ,eShop etc and has to satisfy their customer by giving best value and quality.

Company has to make advertise in internet marketing and evaluate with other inside the same industry

Have to satisfy their customer buy providing them best service and standard

Enhance communication skill with customer visit on site or place order reply with e-mail.

As website is effective tool in internet field and give opportunity to get into new market of online shopping and in internet technology world.

Have to performer 24/7 service online from different site they provide.


Reliance Fresh can bring their business on top because of presence in market with huge reputation as millions of people visit to site of reliance because of presence in every city of Indian state it would be beneficial for company to bring their name in top street supermarket and provide an excellent opportunity to this company and give good standard and accommodation services. Branch in south can drive with huge business because of education presence people most like to proffered there site for online order.

Benefits of Implementing The new IT/IS system

IT system Features

IT must easy for Professional to operate as well as for normal to update daily data have to pay for staff train in computing field it’s easy for staff to learn system data base update and new product arrive in market and add them in list of system database it also include automatic feature like printing letter and receipts this system is easy to learn.

Customer Account

Contain detail of customer for regular shopping and easy to order history and also buy multiple item at a same time also easy to review the product for specific customer or supply them different product also give schem like discount or put in prize draw for customer.

Payment System

From customer account payment detail is save on server on main brance which directly connect with bank system and easy to instant payment and get conformation not have to put detail many time only single time can buy multiple thing provide free credit depend on shopping and term and condition of company single method with security using web technology SSL security provide encryption no fraud are possible.

Order Records

Customer can trace order online and can cancel or change the order within give time in term and can directly talk to assistance which are present online for helping using system check order history .also reducing risk of fraud of product guarantee show product purchase date and insurance expire date on system easy for customer to make decision.

System Specification

Below the list of new system specification of new server for store.


Product Enquiry:- Customer can enquiry about some electronic product as like laptop,mobile,TV,iPod,Camera,etc.

Price Comparison:-In this task price of product can be compare with other sote presence in market.

Product Reserved:It show wthere product are reserved or want to reserved for future.

Stock present: Product showing online are present in stock or take time.

Payment:Type of payment accept like visa,debit,credit etc.

Customer Detail:Detail of customer for dispatching product

Order Record: Include history of old product buy form this site and possible of discount offered by company if reach target of month or week.

Check in :It kept record who have take visit of store and web site .

Check out:It show which product are comeing soon in which are currently not present.

Userfrendly system :Customer get easily whatever they want form site and searchable option to find any product easly it must be well graphically designed .

Impact of IT Enable Services on the Reservation of Reliance Fresh.

Positive Impact

Main benefits of implementing IT system which enhance the company performance and customer.

Expand of Company Business

Earlier without IT system Reliance fresh have to get business form store onward and advertising in normal media and newspaper and TV ads marketing are not increase for making new development in field of marketing have to build online ecommercial site through which customer ration is going to rise ,as web site very helpful to rise business opportunity and make repudiated in internet world million of people visit site daily they can see and get idea about new product arrive in market via Reliance Fresh .

Business rises by Web Site

Developing website for Reliance Fresh will able to rise business opportunity it provide service worldwide not only in India ,It provide facility of Customer Accound,Detail ,Payment System and Order Record through which customer form remote country can place order and able to review the product and get best deal as well as price comparison so possibility is high of expanding business using IT also provide 24/7 service.

Negative Impact

There are bit of disadvantage of implementing IT base system like failure ,hacking site etc it must be considered before implementing a new system because it can be harmful to business .


Hacker is dark light for business world it flow suddenly and brake business there are many type of threats in IT due to less security in system it cause serious damage to business , as they feel unsecure as using system a rliable way of identify threat is to classify them and stop to treat and flow to system .


Technical Failure: Through data may be loss or crash file present in system

Infrastructure Failure: If customer is in half way to buy thing and sudden failure product are not listing and customer miss out that product.

Human error: Main problem created by human are difficulty to recover loss.

Effect/Probability/Action Grid

Effect of Contingency Plan

High: It recognize that a threat on Reliance fresh having high cost impact

Medium: Try to reduce to risk to an acceptable stage.

Low:Effect of risk are cut by administration need and approach structured


High: Scam, Virus, Credit Card Fraud, Hacking etc

Medium: Single reply mail sends to multiple user.

Low: Individual mistake.

Task 4


A System is a set of interacting or interdependent entities that interact regularly to perform a task.

Factors of System Development.

Social, Technology, Economical are external factor effect business of Reliance Fresh.

Staff should conduct IT Support Cooperative.

Reliance Fresh Data are getting from Reliance Retail Manager and Staff.

Reliance Fresh information are kept on Data base as well company member customer record.

Soft System Methodology (SSM)

Soft systems methodology (SSM) is an approach to solving complex unstructured human problem situations based on holistic analysis and systems thinking. SSM is a participatory methodology that helps different stakeholders to understand each other’s perspectives. It focuses on creating the human activity systems and human relationships needed for an organisation or group to achieve a common purpose.

Systems thinking are a transdisciplinary field that has emerged in response to the limitations of a reductionist and narrowly technical approach to solving problems. SSM was developed during the 1980s as large organisations realised that top-down and highly mechanical approaches to organisational management were not working in a rapidly changing environment. SSM has been used to facilitate change processes in many large private and public sector organisations.

Seven Stage of SSM.

Define the Problem Situation of Reliance Fresh

Express the Problem Situation of Reliance Fresh

Creating root definitions of relevant system

Making and testing conceptual models based upon worldviews

Comparing conceptual models with reality

Identifying Feasible and desirable changes

Acting to improve the problem situation

Define the problem of Reliance Fresh

Reliance Fresh are facing problem with customer data storing on paper base but with IT can be transfer to system the main aim of Reliance Fresh to get customer record which are visit and stock in store are change are come through system as result Reliance Fresh is going to implement IT System to shoot out problem with customer data storing.

Express the Problem situation of Reliance Fresh a rich picture

It show the rich picture of developed that conveys the problem situation from different point of view and base on the perceive the situation and questioning.

Information Report

Financial inconsistency assessment

Report and Examination of Information

Initiate Decision

Make Decision Policies


Creating root definitions of relevant systems

 Root Definition is a structured description of a system (which is relevant to the problem). It is a clear statement of activities which take place (or might take place) in the organisation being studied. It is structured in such a way as to enable modelling the system. For root definition use CATWOE analysis

Customer: Employer of Reliance Fresh can take benefit of newly developed technology or activities.

Actors: The management of Reliance Fresh will take part in the application of these activites.

Transformations Process: It described by the 5 criteria

Efficacy means gives best solution for end of Reliance fresh problem

Efficiency means to exposed least and necessary assets of the Reliance Fresh

Effectiveness means IT system helps to achieve goals and Reliance Fresh

Ethicality means the Reliance Fresh process must be use ethical limitations

Elegance means the IT system will easy to use for staff of Reliance Fresh

Weltanschauung: means world view will give a clear vision to under stand the problems of Reliance Fresh



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