Case Study Analysis of Deliveroo: Management, Leadership, and Organizational Structure

This case study analysis explores the management theories, leadership styles, and organizational structure of Deliveroo, an online food delivery company. It examines how the CEO, William Shu, implemented effective management practices to achieve rapid growth and success in the industry. The analysis covers topics such as planning, organizing, directing, staffing, and controlling, as well as the use of democratic and coaching leadership styles. It also discusses the importance of power, influence, and conflicts in the organization, as well as the role of motivation in driving employee performance. The case study concludes by highlighting the success of TESCO as a corporate example and suggesting that Deliveroo can learn from their strategies to further enhance their own success.

Individual case study
analysis
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Table of Contents
Introduction......................................................................................................................................3
Task A..............................................................................................................................................3
Task B..............................................................................................................................................4
Task C..............................................................................................................................................6
Task D..............................................................................................................................................7
Task E.............................................................................................................................................8
...............................................................................................................................................9
Task F ..............................................................................................................................................9
Task G............................................................................................................................................10
Task H ( Conclusion).....................................................................................................................11
References......................................................................................................................................12
Books and Journals ..............................................................................................................12
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Introduction
Management is most important intangible element in an organisation, which helps to an
organisation in positive manner to achieve their goals.(Shulga, 2020.) This report includes
various management theories, style, principle and functions of management, leadership style,
changes in organisation structure etc. used by DELIVEROO an online food delivery company
which was founded in London in 2013, by William Shu. This online food delivery company has
operated more than 12 countries and 200 cities with approx 2300 employees and 30000 riders.
In 2013 “William Shu” the CEO of DELIVEROO started business as small scale
organisation and after 5 years, growth can be seen by its revenue of £476 million in 2018. It can
be said that company achieved all desired goals in a very short time period of 8 years because of
excellent management. This company is a big chain of online food delivery, customers can place
orders through company's app and food delivered from restaurant to customers through self
employed bicycle, and motorcycle. From 2013 to 2019 company made a profit at large scale but
from 2020 Deliveroo has not made a profit because of COVID-19. During coronavirus
pandemic company suffered from lose on every single delivery.
Task A
William Shu, CEO of Deliveroo followed management theory given by Taylor. Along
with this, management is defined as process of planning, controlling, organizing, staffing,
directing and coordinating between staff and business. (Holmes, 2017.)According to Taylor
decision by management made a business more successful , healthy and wealthy by long term
stability and with high level of customer and employees satisfaction. The CEO do many work
along with management team for company these are:
Planning :
This is base for each and every company or organisation to grow and for maintain long
term existence in present competitive world. The CEO and management team of company
discussed on 4W'S in planning that is “What , Why, Where, When.” The first 'W' refers that,
what to do, in this company has to choose business with acceptance of all risks included in
business. Second refers that why to do, this is an important topic for every business entity that,
why they do such business and what is main purpose behind this. Third and Fourth refers
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that ,where to do and when to do, in this main discussion is that where is work place and when
work will start. After this Deliveroo choose a online food delivery business to achieve food line
profits in London.
Organizing:
This is important to know for each and every member of company or firm that which
kind of organisation and structure followed for business. (Alqatawenh, 2018.) If company work
on large scale than size of an organisation should be big otherwise, it will be manageable with
few people. In this 2300 approx employees engaged with Deliveroo's business.
Directing:
This is most effective and efficient function for an organisation to achieve desire goals in
given time period for every member. A person, who guide management team is main leader of
company is called “ CEO”, who is responsible for all business activities positively.
Staffing:
Deliveroo choose their staff wisely because growth of business depends on how team or
staff complete their work and responsibility. Staffing is very important function of hiring persons
according to required qualities and capabilities. In this way CEO of company has to decided
required qualification and capability of employees.
Controlling:
The main function of management is how to control organisation activities in a positive
manner. In this way CEO plays a lead role to maintain present level of profit and customers
satisfaction on their provided service.(Binci,Cerruti, and Braganza,2016.) The word controlling
doesn't mean to control a person, it means to control unfavourable activities done by workers,
staff and management team.
System management theory
According to this theory it states that organisation or system is to be viewed as whole
rather than single elements. With consideration of this theory, it states that in relation of selected
firm CEO, Will Shru execute every business activity with proper consideration and make assure
that group work is established in proper manner.
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Task B
An organisations structure can be define as management activity that how the tasks
distributed among employees, how to establish coordination in organisation and how to
supervise the activities. An organisation structure clears the responsibility ,role and power of all
the persons who are the part of company. In this way company integrated individual (Dumas,
and Beinecke,2018.)efforts into group to achieve organisational targets. An organisation success
is completely depends on its structure. To change the organisation structure C.E.O of the
company started to change in policies, responsibility, positions, and focus on team management
to become more successful. Also, in Deliveroo many options of food were available to customers
that created a better experience.
In this way, the online food deliver company, Deliveroo change its policies and
responsibilities according to changes(Kumar and Khiljee .2016.) in environment of market. The
company change the responsibilities of team in positive manner, where responsibilities given to
the persons as their ability, attitude and their work performance,this will help to achieve desired
goals. Policy changes also effect the employees , if the approved policy is favourable for
employees than they support the structure changes and contribute with qualitative performance.
Sometimes, Deliveroo change the position of person for motivate their work to achieve high
level quality performance.
An organisational culture can be changed by CEO in the situations of down work
performance. The expectations, values and practices which guide the team members that what
they have to do and how to do known as organisational culture. When the employees of the
company give an actual output less than standard output than it is mandatory to change their
system of work. It will affect the team members, workers and other person of the company. It
can be said that, starting of Deliveroo is not on the large scale but the CEO, William Shu is down
to earth personality and create such an effective culture and structure of company that make the
company successful in few year.
Deliveroo is the high performance cultural organisation with some effective cultural
qualities these are- alignment, trust, performance, team work, innovation, resilience,
appreciation.
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Task C
There are various styles of leadership which can followed according to an organisations
requirements to grow more and more and give effective performance. In this way Deliveroo
mostly apply democratic style and coaching style of leadership to reach on their decide targets.
Democratic style :
In this company asked to their employees and workers that “what they think”. Main
object to follow this style is that employees and or workers knows customers very well rather
than or. So it is better option to ask with them that what they think about work issues, and how to
solve that. This kind of (Hayes, 2018.)leadership most probably followed in large scale
organisation. Main purpose behind this, is to increase effectiveness of an organisation,
employees and others. William Shu, followed this leadership because he know very well that this
style helped them to achieve desired goals through workers because this leadership also give
benefits of manager and staff relationship in business.
Coaching style :
This style completely associate with 'consider this' approach. In this, a leader think about
persons and give them suggestions on ( Bratton, 2020. ) basis of their talent. It can be said that
with this style leaders not pressurised others to work according with them, usually leaders use
that, consider this thing or that thing along with your work, this will make your work more
effective and attractive.
Pacesetting style :
This style based on 'do as I do' approach. In this style leader sets limits, areas and
procedure of work, and all employees have to follow these. This style of leadership ends
creativity of staff member and restrict them.
Autocratic style:
This style refers that 'do as I say' which is difficult to follow for everyone because,
mentality of everyone is not same at all points. (Wajdi,2017.)In this style leader thinks that he or
she is only smart and intelligent person who knows more than other person.
Laissez -Faire style:
This style refers that an organisation have to do trust on their workers, employees and
other members of company which will help company to achieve benefits of long term stability.
This style is opposite of autocratic style .
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From the above specified styles, it has been examined that CEO Will Shru uses Laissez
Faire style within management on the basis of employees are managed.
Task D
In every organisation power, influence and conflicts are most important factor because
the growth of company depends on these factors. Power is most effective factor in an
organisation without power it is difficult to survive in present competitive market. If an
organisation give power to their employees to take emergency decision for sudden situation for
example: an employee went to deliver customer's order, and there some unfavourable situation
was generated than in that situation he or she has right to take decision in favour of company.
Deliveroo give power to their employees to accept the customers order according their
current location. Some companies not gave power to their employees in that kind of companies
employee try to switch their jobs. At the other side influence is a important element for each and
every company. The ability to influence other person by behaviour, nature, work and attitude is
mandatory for CEO and management team of an organisation. By this employee feel good about
their work, company and position.
In this way, showing a respect for workers and other employees gave benefits to the
company in positive manner and create a positive environment. Conflicts is common for every
organisation because it is not easy to work with a strength of person. For every organisation it is
difficult to manage, it can be said that every person thinks different from other person that is the
main reason of conflicts. In Deliveroo, the most common (Heathfield, 2019.)conflict is digital
media platform and conflict between riders. In this way problem start with, to place and deliver
orders. Some where these conflicts are changes in big issues and difficult to solve it. So conflicts
are not beneficiary for every company because it completely destroyed the positive environment
of company or an organisation.
Task E
Motivation is a part of effective management of every company. Motivation is, to
directing , guiding and energizing(Mutali,2017.) the efforts of employee. It can be said that the
motivating team of workers and managers work hard with energy, excitement and 100% of
capacity level for company. In this way the head of the company and management team is
performing their best with energy than other employee also try to do the same. The CEO of
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Deliveroo, always motivating their team with appreciation, they used mainly affiliation and
achievement approach of motivation in company.
Affiliation motivation:
This is completely based on social behaviour of company's CEO and management team .
In this money can not be used to motivate employees and other team. According to this
motivation approach, company try to motivate employee through appreciation and complement
for their support.
Incentive motivation:
It is related, where a team or person get reward for their work. This is refers that “you
will get, when you do”. This approach of motivation is increase the power to do work in more
efficient and attractive manner. Most of the workers get more motivated when they offered more
money.
Achievement motivation:
This is refers that “motivation by objects and achievements”. In this Deliveroo discuss
their objects and achievement with members of company and also discuss about their present
goals which the company want to achieve. By this, motivated employees always give best effort
for companies targets.
Competence motivation:
It is refers that,to be good and performing with high quality. It is increase the competitive
benefits and creativity in employees to do something new for company. This kind of motivation
develop the quality of work and problem solving skill inside the company.
Attitude motivation:
This motivation is about what and how employees think about the company and work frame. In
this way company organised training programme for employees to increase their belief in them
selves, their self confidence and attitude to life.
Task F
All kind of business from small to large need a best management for their organisation. To
achieve pre decided objectives company has to create such an effective management
environment where a worker(Levene, and Higgs, 2018.) can work peacefully and with 100%
capacity level. In this manner the best corporate example is TESCO which is a high rated
company in UK. The success behind TESCO apply a democratic leadership style, where
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company includes its employees during decision making. The motivational approach used by the
CEO of TESCO, Terry Leahy motivates their employees in an efficient manner to provide good
services to its customers. So it can be said that TESCO is a great example of successful company
in UK. In this way Deliveroo has to adopt new strategies like TESCO to become more
successful.
According to Shulga, (2020), follow an effective leadership style is important for
successful and developing companies. It will increase the work performance of employees and
other members of company. It is important to(Faupel and Süß, 2019.) focus on democratic
leadership style because this will create an positive and efficient environment of work. In this
manner the strategies, functions, motivational approaches and leadership styles which is used by
DELIVEROO make an practical and powerful environment for company's members.
Task G
It can be said that, an organisation cannot increase their performance without a good team
management, where each member of work hard to achieve the desired goals. In this way
Deliveroo adopted democratic style of leadership and affiliation motivation approach. It is
suggest to the company that increase the monitory system because it will develop an efficient
environment for employees who works inside the company and riders who works outside for
company. It is also suggested to increase the eligible team for digital marketing and customer
support, which will helpful for customers and also for company's growth. Deliveroo maintain a
good relation with its customers and employees to achieve long run stability and success for
business. The main object of the company is to provide a good service in the present competitive
market with high level of customer satisfaction. In this way company achieve many goals and
targets with support of the management team. It will create a good and supportive image of
company. With this, it is suggested that, company will maintain this level in competitive market
(Long,2017.)only when they have to motivate their employees and other team members.
Recommendation
There are few recommendations which are needed to be focused by Deliveroo and are
mentioned as follows-
 The chosen firm need to be well aware of changing market situations so that it is easy to
make decisions.
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 Further, system management theory is required to be further explored in better way so
that strategies are implemented in effective manner.
Therefore, from above discussed matter it can be seen that it is critically crucial for
selected firm, to obtain information in proper manner so that goals are accomplished within
period of time. Further, it is duty of manager to make assure that environmental scanning is to be
done which assist in achieving of mission ans vision without facing any issue or problem.
CONCLUSION
From the above report it is concluded that, all the strategies which is used by the CEO of
the company is effective for organisation. The purpose behind this, is only growth of company.
From the past data it can be said that, company expand its business in a very short period of 8
years. Deliveroo follows the principle of management given by Taylor's. This report includes,
principle and function of management where the CEO of the company try to do this all in a
positive manner. Leadership style, which is used by the company, is favourable for staff
members, workers and others who involve in company's growth. Motivational approaches of
Deliveroo affected its employees in an attractive and positive manner. It can be said that, the
CEO of this company mainly focus on to maintain the level of customer satisfaction by
providing them a best service.
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References
Books and Journals
Alqatawenh, A.S., 2018. Transformational leadership style and its relationship with change
management. Verslas: teorija ir praktika. 19(1).pp.17-24.
Binci, D., Cerruti, C. and Braganza, A., 2016. Do vertical and shared leadership need each other
in change management?. Leadership & Organization Development Journal.
Bratton, J. ed., 2020. Organizational leadership. Sage.
Dumas, C. and Beinecke, R.H., 2018. Change leadership in the 21st century. Journal of
Organizational Change Management.
Faupel, S. and Süß, S., 2019. The effect of transformational leadership on employees during
organizational change–an empirical analysis. Journal of Change Management.19(3).
pp.145-166.
Hayes, J., 2018. The theory and practice of change management. Palgrave.
Heathfield, S.M., 2019. Executive support and leadership in change management.
Holmes, J., 2017. Leadership and change management: Examining gender, cultural and ‘hero
leader’stereotypes. In Challenging leadership stereotypes through discourse (pp. 15-
43). Springer, Singapore.
Janićijević, N., 2017. Organizational models as configurations of structure, culture, leadership,
control, and change strategy. economic annals. 62(213). pp.67-91.
Kumar, R.D. and Khiljee, N., 2016. Leadership in healthcare. Anaesthesia & Intensive Care
Medicine. 17(1). pp.63-65.
Levene, F. and Higgs, M., 2018. Leadership and change implementation in a Russian
context. Journal of General Management. 44(1). pp.5-16.
Long, A., 2017. Leadership and management. ABC of Clinical Leadership, 5.
Mutali, E., 2017. Strategic leadership and change management at Equity bank. International
Academic Journal of Human Resource and Business Administration. 2(4). pp.49-67.
Pugh, L., 2016. Change management in information services. Routledge.
Shulga, L.V., 2020. Change management communication: the role of meaningfulness, leadership
brand authenticity, and gender. Cornell Hospitality Quarterly, p.1938965520929022.
Thomas, N., 2020. The John Adair handbook of management and leadership. Thorogood.
Wajdi, B.N., 2017. The differences between management and leadership. Sinergi: Jurnal Ilmiah
Ilmu Manajemen. 7(1).
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