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The business world is changing at a rapid pace. Modern organizations must compete strongly in the market for survival and achieving desired objectives. The previous Memo provided information regarding the suitable information for the organization that will benefit them in carrying out informed decision making to achieve suitable results. However, MotherCare believes that they will be making significant changes to stay aligned with the market competition in the coming times. Therefore, this Memo is focused on identifying anticipated changes in the company's new product offerings within the next three years. The Memo will provide information regarding the potential of the Information System to manage the same changes. The Memo will also address that either it is suitable to offer a new product offering to initial information system design.

MotherCare is currently offering products related to newborn babies and expecting mothers. However, the individuals' concerns in the modern world are changed massively because of the COVID-19 pandemic. Therefore, it is expected that the company will be offering new vaccine or sanitization range products that will benefit the expecting mothers and babies to avoid themselves becoming victim to COVID-19 or similar pandemic (Fan et al., 2020). The company might also make specific product manufacturing changes by fulfilling social isolation and distancing (Trevisanuto et al., 2020). The company is also considering offering innovative diaper products through which the babies can remain dry for a long time.

Sighaldeh & Kalan (2020) informs that the baby product market is expected to grow by 5% in 2021, reaching an incremental growth rate of about USD 129.17 million. It means that innovation and portfolio expansion is mandatory for the company to remain competitive in the business. MotherCare is considering coming up with new product offerings in vaccines or sanitization product range along with diapers with improved dehydration quality (Trevisanuto et al., 2020). These new product offerings will undoubtedly benefit the company in tapping the unexploited potential available in the market. The new product range will benefit the company in attaining the desired sales (Fan et al., 2020). Moreover, the company will also be able to achieve the customers' satisfaction level as it will be offering suitable products to the customers as per the need of the time. It will benefit the company in sustaining its brand image for experiencing high growth in sales.

The information system proposed to the company in the previous memo is Knowledge Management System. It is imperative to mention that KMS offers a wide range of functions to the company, including intermediation, externalization, internalization, cognition, and measurement (Castro, 2015). Amongst all these functions, three functions will be providing a specific benefit to the company in bringing their new product offerings effectively to the market. Externalization will allow the company to gather adequate information regarding the new products (Chang & Lin, 2015). Moreover, the company will also be able to identify the competitors' strategies in this regard. This information will benefit the company in offering suitable products to the customers that are not available to them from any other competitor in the market (Donate & Pablo, 2015).

Cognition is another function offered by the suggested KMS. This function will allow the company to gather complete knowledge regarding the requirements of the new product features and customer desires. It means that the company will be able to carry out informed decision-making, leading to offering a useful product to the customers as per their desire to witness the desired surge in the sales or profits (Inkinen, 2016). Measurement is another function that will be benefitting the company in its new product offerings. The company will be able to keep a close check over their activities related to the new product offerings for evaluating that either they are heading in the right direction or requires some changes (Putra & Putro, 2017). It will benefit the company in modifying their approach proactively in the market to achieve desired results.

Figure 2: KMS System Usage in the modern world (Inkinen, 2016)

It is appropriate to incorporate the capabilities of the new product offerings in the initial information system design. The rationale behind the same is that the proposed KMS to the company carries data management potential with various functions, including data types, data quality, and storage methods (Santos & Wane, 2013). The availability of complete data will deliver sufficient knowledge to the company regarding the new product offerings' desired features. The company will also evaluate the suitable timing for the launch of a new product offering (Inkinen, 2016). The new product offering's timely input will improve the data quality delivering authentic and accurate results to the company for informed decision-making (Donate & Pablo, 2015). The company will also develop an effective action plan to bring the final product to the market to experience the desired surge in sales or profits.

It is imperative to evaluate other considerable areas of the company related to data security and retrieval. The KMS system ensures safe and reliable security of the provided data; therefore, the company does not have to worry about their confidential data's safety or security (Chang & Lin, 2015). Moreover, the suggested KMS makes use of both specific and tactical data types to store the information. Therefore, the company will experience no issues in extracting the desired data from the system and will also carry out secure communication between the employees.

References

1. Castro, G. M.-D. (2015). Knowledge management and innovation in knowledge-based and high-tech industrial markets: The role of openness and absorptive capacity. Industrial Marketing Management, 47, 143–146. http://doi.org/10.1016/j.indmarman.2015.02.032

2. Chang, C. L.-H., & Lin, T.-C. (2015). The role of organizational culture in the knowledge management process. Journal of Knowledge Management, 19(3), 433–455. http://doi.org/10.1108/jkm-08-2014-0353

3. Donate, M. J., & Pablo, J. D. S. D. (2015). The role of knowledge-oriented leadership in knowledge management practices and innovation. Journal of Business Research, 68(2), 360–370. http://doi.org/10.1016/j.jbusres.2014.06.022

4. Fan, C., Lei, D., Fang, C., Li, C., Wang, M., Liu, Y, Wang, S. (2020). Perinatal Transmission of COVID-19 Associated SARS-CoV-2: Should We Worry? Clinical Infectious Diseases. doi:10.1093/cid/ciaa226

5. Inkinen, H. (2016). Review of empirical research on knowledge management practices and firm performance. Journal of Knowledge Management, 20(2), 230–257. http://doi.org/10.1108/jkm-09-2015-0336

6. Putra, R. R. J., & Putro, B. L. (2017). Knowledge Management System (KMS) readiness level based on group areas of expertise to improve science education and computer science quality (cross-fertilization principle) (Case study: Computer science program course FPMIPA UPI). 2017 3rd International Conference on Science in Information Technology (ICSITech). http://doi.org/10.1109/icsitech.2017.8257203

7. Santos, M. J., & Wane, R. (2013). Knowledge Management Fostering Innovation: Balancing Practices and Enabling Contexts. Management and Engineering Innovation, 155–178. http://doi.org/10.1002/9781118733202.ch6

8. Sighaldeh, S. S., & Kalan, M. E. (2020). Care of newborns born to mothers with COVID-19 infection; a review of existing evidence. The Journal of Maternal-Fetal & Neonatal Medicine, 1-13. doi:10.1080/14767058.2020.1777969

9. Trevisanuto, D., Weiner, G., Lakshminrusimha, S., Azzimonti, G., Nsubuga, J. B., Velaphi, S., Putoto, G. (2020). Management of mothers and neonates in low resources settings during COVID-19 pandemic. The Journal of Maternal-Fetal & Neonatal Medicine, 1-12. doi:10.1080/14767058.2020.1784873