Analysis of Australian Post

Running head: ANALYSIS OF AUSTRALIAN POST
ANALYSIS OF AUSTRALIAN POST
Name of the Student
Name of the University
Author Note

1ANALYSIS OF AUSTRALIAN POST
Introduction
Australian Postal Corporation which operates in the industry with the name of
Australia Post is an organization which is owned by the government and is known for
providing postal services in the country. The head office of the organization is located in
Melbourne which is also able to serve as a post office. Australia Post was the first company
that was known for providing postal services in the country. The rates of postage were
thereby fixed by the government in the year 1825 which was helpful in organising the
services that were offered by the organization (Auspost.com.au, 2018). The delivery of letters
had started in the year 1828 and the posting boxes had started appearing in 1831.
The essay will be based on the analysis of changes which have taken place within the
organizational processes and the different driving forces that had played a major role in the
implementation of changes. The strategies related to people development based strategies
which have been implemented by the company will also be a major part of the analysis made
in the report. The discussion will also be based on the alignment of future strategies with the
process of managing innovation and changes.
Analysis of the topics
(a) Outlining the key reforms and changes that have been implemented by Australian
Post
According to Al-Haddad and Kotnour (2015), Australia Post has been operating in the
industry for a long term and the organization has thereby gone through huge number of
changes based on its operations. The changes and reforms have been able to sustain the
profits of the company in the industry. The resignation of Ahmed Fahour from the post of
Managing Director and Group CEO in the year 2017 had further led to the appointment of

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Mr. John Stanhope as the Chairman of the organization. Mr. Fahour had been appointed in
the position in the year 2010 and was able to serve in Australia Post for seven years. The
appointment of the new leader of Australia Post had further led to changes in the strategies
which have been implemented in the company. The use of letters in the Australian
community had reduced a lot in the past few years and this has led to the decline of the
organization. The organization had made huge amounts of investment in the delivery of
Parcels and the ecommerce based business (Anderson, 2016).
Australia Post has thereby made effective levels of investments in different activities
which include, acquiring remaining half of the StarTrack from the partner named Qantas. The
capacity of its Melbourne and Sydney parcel centres have been increased. Installation of the
24/7 Parcel Lockers which can be situated in 264 sites (Auspost.com.au, 2018). Australia
Post has also partnered with the retail organization named Woolworths in order to install
Lockers in 500 sites. The company has thereby aimed at developing an innovative platform
named MyPost which have enabled the Australians to register the different delivery based
preferences online (Bailey & Raelin, 2015). Finally, Australia Post has aimed at making an
investment and thereby formed an alliance with Aramex for international ecommerce. These
reforms have thereby been able to increase the revenues and the profits of Australia Post in an
effective manner under the leadership of Mr. Fahour. The strategies based on reforms had
been helpful for the company to maintain its position in the industry (Bolman & Deal, 2017).
According to the change management theory discussed by Kuipers et al. (2014), the
implementation of change is able to play a major role in maintaining the success position in
the industry. The decision which was taken by the Federal Government of Australia had been
able to affect Australia Post and further introduce the additional speed related to service that
is provided to senders of mail. The cheaper options were also provided to the customers with
the help of Regular service (Auspost.com.au, 2018). Priority services were provided to

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customers who aimed at sending the mails faster to the selected destinations. Another major
service that was able to attract the customers was known as the Express Post. This service is
based on the next day delivery based services that are offered to the customers. The reforms
and changes are thereby able to increase the current revenues of the company and further
maintain the position of Australia Post in the industry (Cameron & Green, 2015).
(b) Driving factors that have contributed to reforms
According to Cavusgil & Knight, (2015), the reforms which have been implemented
in Australia Post are based on the different driving factors that are present in the external
environment. The rise that has been depicted by the digital communication based activities in
the industry has played a major role in steps that have been taken by Australia Post in order to
improve the speed of its services. The fall of the number of letters that are developed in
different households in the country from the year 2008 has led to changes which have been
made in the organization. The volumes of letter have also declined in a huge manner by
around 8.2% in the financial year 2015.
This fall has led to the forecast of huge losses in the organization for the next few
years. The government based reports have also depicted that the lack of reforms within the
organization can further lead to increase of levels of losses that are already being faced by
Australia Post. The organization and its business based operations are self-funded in nature
and has received no funding based on the tax payers (Auspost.com.au, 2018). It is thereby
important for the organization to implement the reforms in such a manner which will help
them to maintain the position and revenues as well. The organization has thereby welcomed
the changes which have been suggested by the government (Cullen et al., 2014).
According to the management of Australia Post the changes will thereby be helpful in
continuing the operations of the company. The growth in the losses which have been