Intelligent Exploitation in Hazendal Ltd

The major business challenge that Hazendal encounters are in the effective management of its complex wine production operations which includes scheduling the harvest of grapes, process management of wine production and marketing management of the final product.
In spite of the huge volume of sales undertaken by Hazendal, the current data and information management systems in the organization are very primitive. It consisted of distributed databases of operations, non-inclusion of IT-based management for a variety of activities like grape allocation, sales data that includes the information on product, customer and region/country. At the same time, the sales invoice was issued separately using professional accounting software. Thus the fragmented style of information management led to high levels of operational inefficiency, extended delays in information transmission and inconsistency in sales and inventory reports. Besides, the company constantly conducts extensive outdoor customer retention and relationship building programs, which was very essential for the preparation of an effective marketing plan. Thus to integrate its operation and to have increased efficiency and integrated operations across all departments, Hazendal Management decided to implement a custom designed information management software.&nbsp.It was expected that successful implementation of such an enterprise-wide software would help to integrate the operations spanning from grape procurement to final bottled product (Berk et al, 1998).&nbsp. Hence, a systematic and well-structured approach to understand and improve the knowledge base of the organization need to be designed and implemented (Balasubramaniam et al, 2000).&nbsp.
The essay presented here reviews two separate project phases in connection with the information management project at Hazendal. Phase I is related to the design and implementation of the vineyards management system for Hazendal and Phase II draws attention towards the barriers to its intelligent exploitation.
The term "Intelligent Exploitation" is coined to explain the inadequacies observed in extracting the full potential of information technology investments that have been made in the organizations (Holtham, 2008). It is observed that huge investments made by the organizations have not resulted in a significant improvement in their business or organizational management practices (Clemons et al, 1990). Also, all the earlier initiatives made across the world to improve and upgrade the technology didn’t place the knowledge and information in the centre stage of all the activities (Brynjolfsson, 1991). Thus the advantages that the organizations could claim to possess towards the preparation of their growth strategies were also very insignificant. Implementations of IT tools have helped the organizations to create rich repositories of in-house data, which are not properly used for their own strategic advantage (Davern and Kauffman, 2000). In the present day circumstances, the organizations need to be elevated to the status of creators of knowledge and thus transforming the organizations as a learning system (Dos Santos et al, 2000).