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Question: Critically Analyse the Knowledge Management Process in the Organization. Answer: Introduction This is a report which will critically analyse the knowledge management process in the organization named Virgin Australia airlines. It is one of the largest airlines in the country and is one of the companies in the Virgin Group. The company commenced in the year of 1999 and sued the market conditions to gain competitive advantage to become the second largest airlines in Australia (Virgin Australia 2017). The airline is currently serving more than 28 cities in Australia. Initially it started as a low-cost airline but after serving the consumers for a considerable amount of time, the airlines have started its premium airlines where the consumers are provided with the option of choosing the type of service they want to avail. Knowledge management in Virgin Airlines Knowledge sharing The organization has been very much active in developing and implementing tools for managing the knowledge management processes. The organization has developed which are used for the communication of the workforce within the organization. These includes use of emails regarding the day to day operations which are of utmost priority and also include information which are important in the industry. Intranet is a tool which has been used for the platform for discussing the daily problems (Hislop 2013). The organization newspaper contains information for and of the various department that has been acting as the source of knowledge for the employees in the organization. The organization has provided the employees with e learning materials through internet and intranet which suggests that internal communications supported by the higher officials. The organization has their own sets of social networking applications which has helped to manage all the departments in a smoother way. This has h elped the cabin crew members to communicate with the engineers in an easier way (Liebowitz and Frank 2016). Knowledge management in strategic planning The organization has selected a group of employees among all the workforce to form a group which will identify the strategic issues in the organization. The managers were interviewed to identify the critical issues which includes the driving forces, uncertainties and the elements that have been predetermined. This has helped the organization to expand their business to different cities and maintain their sustainability in the market. Virgin Australia was able to predict the future possibilities due to implementation of strategy (Holtshouse 2013). Two tools have been used for being prepared for the future and predict the uncertainties is rich picture and storytelling. The story telling process involves sharing of knowledge regarding important aspect in form of stories where the other employees are allowed to participate to add inputs in to the story. This is innovative way of sharing knowledge and information among the workforce of the organization. These stories consist of topics abo ut the development of the organization, supportive actions and corporate governance. It also includes topic such as economic growth and data related to the past performance (Gottschalk 2016). This has facilitated in improving the business model and improve the organizational efficiency. The rich picture is pictorial depiction of the stories and the models which is used to link the various topics and analyse the significant impact of one model on the other. This sharing of information includes the possible change in the future world and how it will affect the industry. This is the basis of formation of new strategies which will be used to control the market environment and the consumers (Donate and de Pablo 2015). Knowledge management in improving consumer experience The formation of new strategies with the help of the knowledge management tool has the ultimate goal of providing the consumer with the desire experience. The organization started maintaining their own database related to their passengers which were initially stored in separate data centres (Cui, Griffith and Cavusgil 2013). The organization has implemented the ocean wave policy which is used for linking all the data across all the departments. This data is collected and is used for the formulation of the overall marketing strategy and communicating with the consumers to understand their needs and wants. Globalization has changed the perspective of the organizations and the market trends are changing at a fast rate. This means that the needs of the consumers are also changing at a rapid pace so it has become essential to identify the needs of the passengers to ensure competitive advantage and sustainability. This has facilitated in saving a large sum of cost and increase the profit m argin. The organization has developed online support platform which provides support in matters such as lost luggage and missed flights (Dayan et al. 2017). This platform is also used by the clients to provide feedbacks and register complains which has further helped to improve the organizational processes. The data that the organization has been able to collect and store is used for the benefits of the clients. The organization has included technology in the business model such as software for improving the time consumed for technical maintenance of the carriers. This ensured that the safety of the vehicles is kept and identify the technical issues at a faster rate. The software is able to monitor and save the updated and current information of all the flights which helps to share knowledge regarding each of the carriers. Moreover, the software that has been installed measures the level of the fuel and carbon emission which is used for de- icing the carriers in lower temperature (D aniele 2017). Knowledge management in operations Operational research is another crucial aspect of the organization which consist of analytical techniques of advanced level. These tools are sued for solving complex problems in the organization. These issues include the inefficient use of resources which is scarce and negative impacts on the operational procedures. The organizational objectives are linked with these mathematical models to analyse the various operational inadequacies. Soft operational process is one such process which is used to reach the depth of the problem to gain knowledge and share it with the rest of the department so that an adequate solution can be met. The analytical tools are used to structure the information that has been gathered in the form of knowledge resources so that it can shared with other departments and stored for later references (Conceio, Jensen and Broberg 2016). In order to this, the research team requires strategic choice, systems thinking and cognitive mapping and this has been used to gene rate more revenue for the organization. Information and capacity management, marketing, support operations and consumer service are the tools which is used for developing the knowledge management systems in the organization. The operational research experts identify the issue and access them to create structural model of the issues. These models are sent to the consultants and the members of the strategic committee for discussion. The purpose of the discussion is identification of the suitable solution to the problems and communicate the knowledge they have gained regarding a particular issue so that all the department can act upon it to resolve it as soon as possible. The problems that have been identified is also discussed with the consumers to understand their perspective which facilitates in gaining knowledge about their perspective and how it can be sued to mitigate the issue (Pilkington and Meredith 2017). Cognitive mapping is one of the most used processes for operational research which identifies the perspective of all the individuals so that it can be analysed and used in the special behaviour. Moreover, the organization shares information from the other airlines in the industry to identify the best organizational process and make improvements to the business model. Recommendations Thus, it is recommended that the organization is making use of the data that they have collected in an ethical way so that it does not hampers the privacy of their clients. The clients have their right to privacy so Virgin Airlines should sue secure networks and safe guard the important that they have obtained. Data theft and identity theft is a common phenomenon in todays world so it the duty of the organization to protect the client information. the organization will have to use innovation to develop more analytical tools which can be sued for evaluating the various issues. The organization will have to include integrative processes so that all the processes can be continuously measured, monitored and improved to provide competitive advantage. Employee engagement is an important factor in knowledge management so the organization will have to involve more and more of their workforce in to this knowledge management procedure to ensure more generation of revenue. Conclusion Thus, the above report shows that the knowledge management procedures in the organization are efficient and are used in all the important aspect of the business model of the organization. The organization has put more emphasis on the internal communication which has motivated their workforce and this has been able to provide the organization with the majority of the market share. However, even though Virgin Australia consist of knowledge management system which is efficient, the organization will have to keep on making improvements if they want to maintain their sustainability in the market. The organization have started reward systems for the employees who are more involved in knowledge management which will help in improving employee engagement. References Conceio, C.S., Jensen, A.R.V. and Broberg, O., 2016. 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