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Contextual Framework In Retail Industry


The contextual factors that will be examined in the report is Specialty Fashion Group and eCommerce Issues


Introduction : In this report it is mainly describes about the technological factors of contextual framework within the retail industry of Australia with all possible and relevant aspects.

  • Background: Retail industry introduces customers with new and modern fashionable products and also assists for assessing those products by comparing prices. As opined by Ahson, & Ilyas (2017), in the retail business, modern contextual factors mainly impact the possible ability of e-commerce for driving positive value form specific competitive strategies. As this retail industry is always diverse with all relevant aspects, it mainly covers with exhibit various characteristics with the proper implication of technological contextual factors. The retail industry in Australia makes a proper and significant contribution to their possible economic output over the growth rate of Australian market. Rather than that workforce of the retail industry has basically very high with young workers and in such case, it becomes easier to implement technological contextual framework (Bhakoo, Singh & Chia 2015).
  • Aim and objectives: In this report the main aim and objectives mainly focuses upon the specific business operations of online retail business of Amazon in Australia. To achieve particular and main competitive advantages in Australia with modern technological improvements it is needed to adopt e-commerce hub.
  • Scope: In this retail industry of Australia, Amazon will be able to advance their business operations with better and innovative technological contextual framework and this leads their business with high revenue in Australian market.


Impact of Contextual Framework: A technological contextual factor basically alters the possible ability of e-business for deriving particular value from dynamic capabilities and competitive strategies. As opined by Lim & Srai (2018), business construction system and technology changes with current timings and with the implication of modern technological contextual factors in such cases. In support to current completion in the retail industry of Australia, Amazon is applied relevant and potential technological contextual factors with all possible and major capabilities. According to Kallberg & Lakomaa (2016), Logistics factors helps in developing business needs of Amazon and many other retail companies of Australia for achieving base of customers over the competition market of Australia and over their foreign rivals. With the help of modern and most innovative infrastructure of technological tools, Australian companies of retail sectors are be probable to enlarge and enhance their all possible operational efficiency with proper way of concern in recent days. Towards the development and upbringing of the Australian retail industry adoption of such technological factors helps in overviewing self-confidence of each and every companies by maintaining proper measurement of influencing technological structures. Evaluating technological needs and culture in a manner of concern retail business operations discovers new and field of expanding their business in Australian market (Turban et al. 2017).

Competitive Advantage: In the purpose of achieving all possible competitive advantages, Amazon is totally and rationally developed with the help of e-commerce hub (Ashraf et al. 2017). In case of dealing with customers Amazon deliver their products with relevant issues by maintaining all possible promises of e-commerce hub. In case of dealing with the biggest threat, Amazon delivers their products by maintaining promises of e-commerce hub in which it is mentioned that products are needed to deliver within three hours.

Consumer’s attraction: In retail market of Australia, retail companies are trying to grab potential customers by fashionable apparels with effective technological logistics. Amazon mainly is trying to do this process with all possible and potential remedies within the retail industry of Australia. As customers mainly want more flexibility in the process of getting products and in that purpose Amazon try to enhance safe implications of technological e-commerce hub in their product delivery process. As mentioned by Burt, Johansson & Dawson (2015), with the increasing availability and popularity of drone, it is expected as the most effective and innovative technologies in this retail industry. Though there are some regulations regarding the delaying of use of widespread drones, the new system of delivery has played a huge role in the purpose of delivering products for aiding disaster relief efforts. Though the existing technology of delivery easily translates into online technology in business operations of Amazon, major retail industry and Amazon also are trying to explore drone technology and other modern e-commerce solutions within these companies. Australia post is mainly testing drones nowadays in the commercial purpose of delivering the products to sites and civilian addresses for building quick service throughout the country (Cui & Pan 2015).

Automation: In the process of growth within the retail industry of Australia, most companies focus the irony of largest volume of e-commerce in case of selling products. In words of Chong, (2014), as an organization demands, scales, complexity and repetition of mounting, technological systems and e-commerce hub becomes increasingly efficient in the demanding growth of this industry. As e-commerce automation is mainly a proper combination of process, software and mindsets in the purpose of allowing multiple roles within an organisation, Amazon implements this system within their company for reducing manual workloads and increased tasks in a proper experimental way of concern. This process can also host various forms or business's operations like tagging consumers for marketing and segmentation, streamlining reporting and tracking, standardising all possible and visual merchandising and halting hue and large risk orders in the long-term revenue towards the high revenue of company. This automation process of e-commerce works best in the adoption process with a specific way of interconnection within this retail industry of Australia. As mentioned by Gangwar, Date & Ramaswamy (2015), Automation of e-commerce benefits in purpose of customer service, fraud prevention, advertising, and marketing designing and merchandising all possible opportunities of customised automation of e-commerce. By this adoption process of ecommerce hub it becomes more relevant to grab huge customer segmentation within this retail industry of Australian retail Business Company. Employees can also be able to focus on the ecommerce hub in case of processing and delivering products by selling their huge number of products since last five years.

Issues around this factor: Logistics mat of automation brings some relevant issues in the retail industry of Australia with all possible and potential aspects within this industry. Retailers and marketers face many challenges by the ecommerce hub (Taylor 2016). Though technology as the part of automation helps in upbringing of the business operations it also has some issues and challenges regarding the retail business industry in Australia. Amazon and most other retail companies of Australia faced those possible issues in that sector of business in a possible way of concern.

Technical limitations: As stated by Villa et al. (2018), the technology which is mainly used in ecommerce automation still faces many issues and challenges in such relevant cases. The issues are mainly noticed regarding the lack of knowledge within the retail industry of Australia in long run of their retail industry. Both the global and domestic market automation of ecommerce has such impacts with all possible and potential remedies within Amazon Company and in other companies. According to Ciravegna & Brenes (2016), as e commerce is mainly full of emerging and innovative efficiency with a major impact upon marketing and customer segmentation, technological issues are unable to measure such needs and requirements of their customers in long run of their business and in their development purpose within the retail industry of Australia.

High cost of business operation: In words of Madden et al. (2017), companies of Australian retail industry have mainly bear the huge operational costs of their business purpose and for their operational logistics in the economic market of Australia, which becomes the big issues in these cases. As each and every research needs major investments with all potential and relevant remedies and resources, in such cases cost is highly needed maintain otherwise it becomes unable to sell their products with the high cost within domestic and global market of Australia (Sila, (2015). If the cost is saved with a proper and particular potentiality then it can be possible to enhance the profitability sector of the retail business committees and companies within the Australian market of retail industry, in such cases Amazon becomes discuss issues with their all partial issues regarding the commerce hub.

Unemployment: Unemployment becomes another issue in this field as all the business operations become automated; the company have no need to hire employees in such cases. Amazon as well as many retail companies of Austria adopted those ecommerce hubs with their all technological factors it becomes more relevant to pay attention in those sectors in which they faces problems in this industry. Rather than that this process can also help in development of those automation processes with all possible and potential remedies (Balaji & Roy 2017).

Security: There are also some probable threats regarding the automation process and also have many errors in such cases which is highly needed to solve in this sector.

Conclusion: In evidence with the above discussion over the process of implementation of technological contextual framework in the chosen industry of Australia, it can be overview that there is some positive impact and also there are some huge challenges regarding those issues within the retail industry of Australia. In context of Amazon and other retail industry it becomes more relevant to give some possible and potential recommendations regarding to the identified issues in this report with all possible and remedies towards the development of this dentistry.

Recommendations: As the recommendation it can said that Amazon should be able to focus on dominance of e commerce by enhancing strategic presence in context of development of country revenue. To deal with competition market issues it is needed to focus on its brick and mortar stores and then company is highly needed to focus upon customer protection and security issues.


Ahson, S. A., & Ilyas, M. (2017). RFID handbook: applications, technology, security, and privacy. CRC press.

Lim, S. F. W., & Srai, J. S. (2018). Examining the anatomy of last-mile distribution in e-commerce omnichannel retailing: A supply network configuration approach. International Journal of Operations & Production Management.

Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Electronic commerce: A managerial and social networks perspective. Springer.

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