Emerging Issues and New Challenges in the Retail Supply Chain

The provided content focuses on emerging issues and new challenges in the retail supply chain. The sources include research articles, books, and online resources that discuss various aspects of logistics, management, and employee performance. The topics covered include customer response to emotional labor, employee engagement through effective performance management, and switching experience and satisfaction. The resources also touch upon project management, supply chain management, and the importance of understanding consumer preferences in the service industry.

How Royal mail Langley would be
high performance work place during
Christmas Time
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Key questions...............................................................................................................................3
Context of the current study.........................................................................................................4
Structure of the present research..................................................................................................4
Proposed methodology.................................................................................................................5
LITERACTURE REVIEW .............................................................................................................5
Analysis of factors that contribute to overall performance of staff ............................................6
Resistant to change in present economic and social conditions in UK........................................7
Analysis of strengths and weaknesses of logistics companies worldwide .................................8
Evaluation of performance of logistics companies based on industry KPI's. .............................9
RECOMMENDATIONS AND JUSTIFICATION ......................................................................10
REFERENCES..............................................................................................................................13
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INTRODUCTION
Change management is the crucial aspect behind success of any organization. It assists
corporation to improve current performance with implementation of effective strategies in the
marketplace (Cameron and Green, 2015). A company usually need varied strategies to manage
change and cope with current marketing conditions. It would be effective to ensure long run
survival of business with increased rate of return (Senge, 2014). For this purpose, expertise of an
organization are dedicated towards the same work which in turn they can easily work upon
changing preferences of buyers. Not only this but, regular analysis of internal and external
environment also generate need to change the strategies of business through which it becomes
easy to cope up with changing scenario and deliver good quality of services to potential clients.
Present business report is based on case study of Royal Mail plc; a postal service
company operating in United Kingdom. Here, management applies different practices for the
offering good quality of services to large number of buyers. This aspect make it possible for
Royal mail to cater need of personnel as well as customers even during peak season. At this
juncture, the selected business is considered as highly respected and rich heritage brand with
diverse range of products. Similarly, customer base of business is very high whereby company
get huge profitability and expansion of the same can be ensured with higher quality of services.
At present technological base has been changed because of changing preferences of buyers
(Hur, Moon and Jung, 2015). However, company is facing issues in implementing technological
changes because of poor performance of staff. This issue is also creating problems in tracking
orders and accordingly buyers are facing issue in getting desired services (Kurt Matzler and et.
al., 2015).
Key questions
Key questions of the present study on change management of Royal mail Langley,
following research questions will be answered.
 What are the key factors that contribute to overall performance of staff?
 How resistance to change in present economic and social conditions in UK is affecting
performance of logistic companies?
 What are the strengths of worldwide logistic companies and weakness?
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 What is the current performance of logistic companies based on industry KPIs of Industry
of the industry?
 What are the recommendations an action plan based on change management theory as a
possible solution to built on Royal Mail strengths ensure sustainable future growth?
Context of the current study
The current study is upon managing the changes incorporation for assuring its good
performance in the marketplace with increased rate of return. Generally companies like Royal
mail face issue during peak load as Christmas time. However, personnel also want holidays
during the same time (Daunton, 2015.). Owing to this, current study focuses upon collecting the
relevant information and assess the factors affecting performance of personnel and different
element reflecting performance of entire business. Furthermore, study will shed light on aspects
to manage change on right time with appropriate plan of implementation. For this purpose,
scholar gather necessary information and draw valid outcome in order to implement potential
changes in a appropriate manner.
Structure of the present research
The structure of current study will be short under which at first research will provide
introduction of the study. The introduction section provides brief overview regarding change
management by taking into account performance of employees and key performance indicator.
Addition to this, context of study has been explained after stating the key research questions. The
statement of clear research questions aids to meet purpose of researcher and enable them to
produce valid outcome. However, at the completion of context of problem structure of study and
explanation of proposed research methods has been provided. Furthermore, the second part of
business report will be of literature review wherein key concepts and other key objectives as well
as research questions will be answered. This aspect make it possible to develop deep
understanding among research so that accordingly valid suggestions can be proposed to
managing change in Royal mail. The last section of the study provide recommendations for
effective management of change and supporting staff to implement the proposed change in an
effectual manner.
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Proposed methodology
The current investigation on management of change for higher performance of Royal
mail, qualitative type of investigation will be used. It demands for theoretical construction of
study and accordingly draw valid outcome (Chapman and McNeill, 2004). Furthermore, only
secondary data will be collected fro understanding the concept and developing deep
understanding. In this regard, different sources like journals, books and online articles are
selected. This proves to be effective to access sources where good quality of information will be
gathered upon performance of postal companies across the world (Flick, 2011). However,
interpretivism philosophy will be applied under which researcher is free to apply own concepts,
assumption and belief as per the evidence of collected information. It aids to provide fruitful
suggestions and reach at the aim of the study in an effectual manner. Therefore, selected method
will be effective to collect appropriate information and provide meaningful suggestion for the
entire corporation (Franklin, 2012). It would be effective to implement the plan for change and
motivate staff for the same.
LITERACTURE REVIEW
According to Singer (2014) change management approach is used for making transitions in
individuals, groups, companies and groups. Necessary modifications are done for accomplishing
the desired objectives of business in successful manner. Alterations are done in the existing
projects for ensuring that they can meet the required challenges set goals in desired manner.
Change management approach gives benefit for facing the external market competition and
gaining competitive advantage for business. Tweedale and Howlett, ( 2015) has mentioned that
in order to bring changes in existing organization structure it is vital that strategies formulated
for bringing change should be implemented in effective manner. It is an ongoing and continuous
process it is required dedication of staff members and top management should be directed in
single directions. Mathur (2012) has described that Lewin's change management model renders a
effective approach for bringing modifications in systematic and organized way. Three stages are
described in the model and it consists of unfreeze, change and refreeze.
In the stage of unfreezing organization gets prepared for making alterations in the
existing structure and culture. Second stage involves implementing the strategies which are
formed for bringing changes as per the set manner. Third stage is refreeze under which changes
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are implemented in a successful manner and stability is brought in the organization as per the
desired manner. However Dhar (2013) has explained that it requires time and cost of company
for making necessary changes in the existing systems and cultures of organization. It is vital that
proper action plans should be formed for applying necessary modifications in projects,
procedures and activities of business. On the other hand Kerznern (2013) describes that
operational activities of corporation gets affected when alterations are made in them. There are
various reasons due to which there is need occurs for making changes in the existing processes of
the company. Diverse range of external business factors including political, technological, legal,
social and economical changes from time to time. It is a challenging task for meeting the
required challenges that are happening in external and internal business environment of the firm.
Logistics companies deals with management of people of flow of commodities in systematic and
organized manner. Distributional channels are developed for meeting the requirements of
consumers and supply chain management is also a significant part of logistics management.
Analysis of factors that contribute to overall performance of staff
Anderson and Cochran, (2015) has mentioned that there are diverse range of factors that
affect the overall performance of staff members. Work environment and culture of the logistic
firm is the most significant factor that affects the overall activities of business. Healthy and
conductive work place supports in boosting morale of the staff members. On the other hand
unhealthy culture at workplace brings negativity in the firm and due to that overall efficiency of
staff members gets affected. In addition to this communication channel in the firm also gives
impact in the execution of desired business functions. Shields and Plimmer, (2015) has described
that it is necessary that flow of information should be ensured in the company so that clarity of
role to the staff members can be ensured.
Top management formulates strategies and policies that are vital to be followed by
employees of the organization. Proper communication and interaction at workplace aids in
assigning responsibilities and accountabilities to the staff members. Mowday, Porter and Steers,
(2013) has explained that skills, knowledge and qualification posses by employees is also a
significant element which gives influence on overall performance of workers. Training and
development program organized by organization assist in imparting required skills and
capabilities to the staff members. In addition to this support provided by top management also
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gives impact on performance shown by employees. Rewards and incentives given to the staff
members also is a significant element that gives influence on productivity of individual at the
work place. Social and cultural factors affect the overall change process in effective manner.
Resistant to change in present economic and social conditions in UK.
Organizations in UK faces difficulty while implementing the change and economic
factors affect the overall process. It requires investment from the side of government and due to
that overall revenues of business gets affected. Mone and London, (2014) has described that
whenever modifications are done in the existing organization structure and culture it requires
investment. Overall profitability of business gets hampered and time of top management also
gets consumers in the change management process. However Phillips, (2013) has described that
there is need for bringing modifications in skills and capabilities of the staff member for
implementing the strategies that have been made for bringing changes in existing processes of
the organization. Staff members try to oppose change strategies as they need to go through
rigorous training schedule for developing necessary skills. Other than this socio factors also
affect the change management process. Logistics companies needs to make direct interaction
with the clients and for that it is required that needs of the consumers should be identified.
Preferences, fashion and trends changes in society and due to that it becomes a challenging task
for assessing needs and taste of consumers. However Kersley and Oxenbridge, (2013) has
mentioned on the critical grounds that proper survey and research needs to be conducted for
assessing needs of consumers so that better services can be provided to them. Inflation and
deflation in country also affects the overall business of the enterprise. Anitha, (2014) has
described that at the time of inflation in economy purchasing parity of people decreases and at
the time of deflation people give more preferences for purchasing goods. Overall business of
logistics companies gets influenced due to changes occurring in economic environment of
business. It is vital that needs and requirements of clients should be identified in successful
manner. Logistics companies across world makes effective strategies for executing their desired
operations in successful mode. There are many challenges that are faced by logistics companies
and for that it is required that their action plan should be appropriate for meeting the competition
and challenges occurring in external business environment.
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Analysis of strengths and weaknesses of logistics companies worldwide
Dekker and Wassenhove, (2013) has described that logistics companies are facing tough
competition from the rival firms. Leading logistics companies of the world includes Royal mail,
DHL, GAC, and OBS logistics etc. all the firms works with the objective for rendering superior
quality services to their business clients. Fernie and Sparks, (2014) has described that SWOT
analysis of business firms supports in assessing strength, weaknesses, opportunities and threats.
It is a effective tool which is used by organizations for making strategies for business. For
example GAC is a leading shipping and logistics group that serves millions of consumers.
Company provides superior quality international freight forwarding services (GAC logistics ,
2016). Company has adopted in partnership programs that supports in rendering total
management solution to clients for meeting their logistics needs. Specialized departments have
been formed in the firm which aids in completing urgent shipments in effective manner.
Potential and experience workforce is strength of company and efforts of employees assist in
achieving desired goals of enterprise in successful manner. Rushton, Croucher and Baker, (2014)
has mentioned that logistics companies are facing troubles due to advancements happening in
technological sector. Many companies in logistics sector has adopted new technology and web
based technology and smartphones are used by them for providing superior quality services.
Employees of the organization lacks skills for making use of advance technical equipments and it
is major drawback for the firm. On the other hand OBS logistics is also a logistics solution
provider firm of UK that renders flexible and integrated services to clients of business (OBS
logistics, 2016). The firm makes use of warehouse management module for executing functions
of business and it aids in assessing stock availability and doing proper order tracking. Company
lacks professional for managing their ERP solution process and this is weakness of firm.
Logistics firm across globe are facing challenges for implementing new technology in their
existing operations. It requires that changes and transformations should be made in the existing
skills and capabilities of their staff members so that they can complete their assigned task in
appropriate manner. Furthermore Ceva Logistics is also a leading service provider firm that
execute its operations in UK. some strength and weaknesses are associated with the firm and
identification of them aid in making appropriate strategies for business. Company holds high
market position in market and profitability and revenues of business are also high. High skilled
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and qualified workforce is biggest strength of the organization and employee turn over rate is
low. Company makes huge investments in research and development activities for making
modifications in existing structures of organization. Due to this overall profitability and financial
revenues of business gets affected and this is the only weakness of the organization.
Evaluation of performance of logistics companies based on industry KPI's.
Waters and Rinsler, (2014) has described that it is assertive to measure performance of
the enterprise on a regular basis. It assist in identifying weak performing areas of business and
necessary and significant improvements can be made in the them for enhancing overall
profitability of business. KPI's are defined as key performance indicators that supports in
measuring performance of business in successful manner. It is vital that appropriate techniques
should be adopted for making use of KPI's with objective to measuring performance of business.
Measurement of performance is done against a predetermined goals and also towards a required
and set standards of performance. Operational activities of the business can be evaluated against
a static benchmark. Daunton, (2015) has described that KPI's provides basic for controlling cost
and services of business and also aids in doing configurable analyses for the company and for the
customers.
For measuring performance of logistics companies the key elements which are included
under KPI's are customer satisfaction, order delivery, profitability, skills of employees and order
picking accuracy. Ford, ( 2014) has described that all the elements of KPI should be properly
included under the evaluation sheet so that better assessment can be done. Royal mail is a
leading courier firm of UK which delivers parcels and couriers for its partner firms (ROYAL
MAIL, 2016). Profitability rate of enterprise is increasing from last two years and it shows that
business is performing well. In addition to this feedback taken from consumers also shows that
order delivery is good and clients are satisfied with order delivery of business.
Employees of the firm are highly qualified and company regularly organize training and
development program for making improvements in skills and capabilities of the staff members.
On the other hand Ceva is a logistics firm which serves millions of consumers across UK and
superior quality logistics services are provided by the firm. Profitability of the enterprise is good
and large market share is captured by the enterprise. Clients of the business are satisfied with
order delivery and order picking accuracy and regular orders are received by the firm. In addition
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to this safety standards are followed in the organization fot providing better working
environments to clients of business. Company focus on on time performance on fulfilment orders
and due to that it gets success in required arrival date compliance. Facility space utilization of the
enterprise is also effective and inbound and outbound volume activity is also vary effective.
Mone and London, (2014) has described that it is vital to measure performance of business for
assessing weak performing areas of business. It is critical that systematic procedure should be
adopted for measuring performance through KPI's
RECOMMENDATIONS AND JUSTIFICATION
According to the aforementioned report it has been found that current business need to
update themselves in accordance with changing trend. It would be effective for them to stay
competitive and beat competition in an effectual manner. For this purpose, different types of
suggestions are provided for Royal mail to cope up with changing scenario- Reward for employees-Under this, Royal should provide regard for its employees in
order to motivate them to perform good (Beirne, 2013). In this respect employees can be
offered monetary and non-monetary reward so as to increase their attention towards
growth and development of company. However, appropriate performance management
procedure can be applied whereby it becomes easy to manage their performance effective
with appropriate record keeping aspect. Moreover, Royal mail can change the current
strategies to motivate personnel by setting higher targets for employees and then
motivating them to achieve the same with given time span. Changing recruitment procedures-It is another important suggestions for business
wherein company can change its recruitment procedure, Here, part time workforce can be
hired who are highly skilled and competent and can accomplish the specific need of
buyers (Shields and Plimmer, 2015)., However, it should be done with discussion with
stakeholders like customers, shareholders and others. It facilitates to cater need of overall
corporation and accordingly performance will be improved. Training and development-Training and development is the considered as the most
important aspect which affect performance of corporation to a great extent. In this regard,
different kind of technologies can be used to enhance learning of workforce. For
example, internet is used to ensure life long learning of personnel. However, by using the
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same company can make workforce understand about the communication procedure. It
would be effective track orders of customers and make them feel good by accessing
services of Royal mail. Off the job training can be conducted with old employees to make
them learn e-commence operation. It aids to meet expectations of buyers. Technological innovation-Technological innovation is very important for an
organization. For Royal mail, private-label e-commerce companies are threat because the
cited firm is poor in technological innovation (Mowday, Porter and Steers, 2013). Owing
to this, focus should be laid on flexible approach by allowing customers to deal on online
portal. This in turn customer base will be increased and they will to be able to shift from
one to another brand. However, companies will be discussing about the same with
shareholders in order to take their consent. It facilitates to deliver good quality of services
to large number of buyers (Mone and London, 2014). However, views and suggestions of
stakeholders might be different upon implementation g technologies However,
management should be communicate about the progress about corporation with such kind
of techniques and threat of the same for business.
 Communication mode-Internet, social media and e-mail will be used to communicate
with different stakeholders such as customers, shareholders and employees. It would be
effective for management to understand the potential issues which are being faced by
customers and resolve the same on right time. Furthermore, e-mail is used to ensure clear
communication with employees and management (Al‐Nashmi and et. al., 2011). Thus,
there will be better integrity withing all parties.
The Gantt chart showing actions to be taken by Royal Mail companies are stated as
follows. In the first week objectives related to technological innovation, learning of employees
and communication among personnel are set. It assists corporation to deliver good quality of
services to large number of buyers and cater their need in an effectual manner. Therefore, total
12 weeks will be needed to accomplish the project. In such manner, entire project related to
improvement of business will be implemented effectually. It proves to be effective to meet
expectations of all associated buyers and key performance indicators such higher satisfaction
among customer, higher sales turnover and greater profitability will be ensured. This aids to
create competitive edge of the business in the marketplace with increased rate of return.
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Activities/ week 1 2 3 4 5 6 7 8 9 10 11 12
Setting objectives
Planning for technological change
Communicating among stakeholders
Inviting views from stakeholders
Hiring skills personnel
Offering training to workforce
Implementing new technology
Innovation in present services
Review and revise the plan
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REFERENCES
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OBS logistics . 2016. [Online]. Available through:
<http://www.logisticsuk.org/obs_Logistics_uk>. [Accessed on 22h November, 2016].
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