Strategic Management: Performance Evaluation and Strategic Planning for DHL

Strategic Management
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Table of Contents
INTRODUCTION...........................................................................................................................1
PART A (1)......................................................................................................................................1
Critically evaluate the performance of DHL..........................................................................1
PART A (2)......................................................................................................................................2
Strategic plan for the company...............................................................................................2
PART B............................................................................................................................................5
Reflection...............................................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic planning is considered as the procedure regarding the effective documentation
and establishment of direction for the effective business. In terms of this, strategic plan offer
prominent place in terms of recording the effective mission, vision and values for the long terms
goals and prominent actions that are useful to reaching towards the customers (Ansoff and et. al.,
2018). To carry forward this report, DHL is considered which is an international German courier
service that tends to deliver around 1.3 billion parcels and headquartered in Bonn, Germany.
Moreover, company is founded in 1969 by Adrian Dalsey, Robert Lynn and Larry Hillblom. For
this, the report tends to cover the critical evaluation of the performance of company and also
describe the purpose of strategic plan undertaking the effective tools that helps in achieving
competitive advantage. Lastly, it tends to reflect on the online learning activities that are
observed as the holistic strategic view in market.
PART A (1)
Critically evaluate the performance of DHL
DHL tends to operate in highly competitive market by offering equal services to their
potential customers that tends to improve the image and reputation of company. The good
performance of company tends to maintain the separate image in market in terms of
accomplishing the goals and objectives and also tends to offer its services for more than 220
countries at the global level. In terms of this, the effective performance is discussed as under
with the help of few points:
Competitive strengths: It depict the major strength of respective company considering
the wide network for the innovation and strong brand equity as company is more dedicated
towards the effective customer relationship management by which they are able to accomplish
the effective customer satisfaction among their customers and undertaking the effective brand
image towards their customers (Wheelen and et. al., 2017). Along with this, automation activities
tends to bring consistency for the quality of DHL products and also tends to enable company in
terms of scale up and scale down which is based on the condition of market. Furthermore, DHL
has strong cash flow that tends to offer resources in terms of expanding towards the new project.
Market position and areas: DHL is quite effective in terms of maintaining the separate
image in market in terms of achieving the goals and objectives of company by offering its
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