LSC UoS BA Business: Organisational Theory & Practice - Deliveroo

This case study provides an in-depth analysis of Deliveroo's organisational theory and practice, examining the management styles, principles, and functions employed by CEO Will Shu. It evaluates changes implemented by the CEO to improve performance, including divisional structures (product, market, and geographical) and their impact on employees and company culture. The case study also analyses Shu's transformational leadership style, focusing on motivation and intellectual stimulation. Furthermore, it explores the concepts of power, conflict, influence, and motivation within Deliveroo, providing corporate and literature examples. The report concludes with recommendations for the company's continued growth and success in the competitive food delivery market. Desklib offers a variety of resources, including past papers and solved assignments, to aid students in their studies.

Organisational theory
and practise

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
A. Examination of the styles of management and different principles as well as functions that
are used by the CEO of the company Deliveroo.........................................................................2
B. Identification and evaluation of the various changes that are made by the CEO of the firm
Deliveroo so that it can result in improved overall performance................................................3
C. Analysis and evaluation of the style of leadership that the CEO of the company Deliveroo
follows in the market...................................................................................................................4
D. Detailed evaluation of the concepts of power, conflicts, and influence and their appropriate
effects in the company Deliveroo................................................................................................5
E. Elaboration of the various types of motivation that is chosen by the company that is
Deliveroo.....................................................................................................................................6
F. Identification and analysis of various examples that are related with corporate and literature
.....................................................................................................................................................7
G. Giving appropriate suggestions and recommendations..........................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Organisational theories and practices possess a lot of importance in the current market
scenario since it helps to analyse and evaluate the true position of the company so that
appropriate decisions can be taken which can prove beneficial for the firm in improving its
overall performance in the long run (Al-Dhaafri and Alosani, 2020). Deliveroo is a multinational
company that is operational in the sector of food delivery services that it renders in the market
through online platforms and is operating since 2013 and is founded by a person named as Will
Shu and the firm is very well placed in the industry and thus has captured a larger share in the
market as compared to other organisations that are operating in the similar sector. In this report
there is an elaborated discussion done on various aspects that possess a lot of value in the current
market scenario and they are different management styles, principles, and functions that are used
by the CEO of the above mentioned company and a detailed examination of the changes that the
CEO of the firm tends to bring in the company so that it can survive and sustain in the market
environment that is highly dynamic as well as competitive in nature. Apart from that the report
included analysis and evaluation of the leadership styles that are used by the CEO of the
enterprise so that it can and value to the company in the long run scenario. further the report
covers some other aspects too like effects of influence, power, and conflicts, various types of
motivation that is used, giving relevant examples to understand the corporate and literature part
in detail, and giving appropriate recommendations and suggestions to the company so that it can
grow and prosper in the industry in which it is operational.
Present situation of Deliveroo- the Company that is Deliveroo is improving on a daily
basis and it can be seen with the increased sales and profitability and since the pandemic which
is COVID-19 affected the whole world it became the new normal to enjoy good quality food in
home. So it boosted the sales of the firm and its revenue too and impacted in a positive way and
also it improved the overall working and performance of the organisation (Antonacopoulou,
Ropo and Taylor, 2019).

MAIN BODY
A. Examination of the styles of management and different principles as well as functions that are
used by the CEO of the company Deliveroo
Management style- The CEO of the company which is Will Shu prefers to operate with an
authoritative style of management since it helps in managing overall working of the company
and thus enables the higher authorities to have more control over the working of the individuals
so that all the things can lead towards the attainment of the goals and objectives that are set up at
the beginning of the firm. In this style of leadership appropriate directions are given to the
workers so as to complete a task with full accuracy and that too well within a limited time frame.
Principle of management- There are manly 14 principles of management that are set up
by Henry Fayol which helps the organisation such as Deliveroo to improve its conditioning and
performance in the long run by using appropriate principle which can add market value to the
enterprise. The CEO of Deliveroo uses unity of direction principle of management in their team
since in it is a coordination based principle that is related with one head and one plan for the
whole organisation so that duplication and errors in work can be reduced that can help in using
the available resources effectively and efficiently. This principle is used in the company as only a
person makes all the plans and others follow that in a well systematic and sequential manner so
that all the efforts can be directed towards the accomplishment and achievement of the desired
goals and objectives (Brown, 2016).
Functions of management- There are a number of different functions of management
but the ones that are used by the CEO of Deliveroo are described and discussed in detail below- Planning- It is one of the foremost function of management that is used by the CEO of
Deliveroo since it bridges the gap between the present that is the current positioning and
the future which is the position that has to be achieved in the near future. A team of
experts are formed in this regard so that appropriate plans can be formulated that can lead
to the achievement of the goals of the company. Organizing- It is a function that is related with organising all the activities in the
business firm so that all the task can be performed with full accuracy and preciseness. In
this aspect different teams are formulated so that all the things can be done well within a
limited time period.

 Staffing- This is a function that is related with matching the job requirements with
qualifications so that talented and expertise person can be recruited that can help the
company to grow and foster in the current market circumstances. In this function which is
used by the CEO of Deliveroo different individuals are analysed and evaluated so that the
best candidate from the number of alternatives can be chose by the company. Directing- It is a function that is related with directing and giving appropriate
instructions to the workers so that they can perform with best of their abilities which can
prove beneficial from the company’s point of view. Controlling- In this functions standard is compared with the actual performance so that
the reason for deviation can be examined and can be solved well within a short time
period which can help the enterprise to sustain in the market for a longer time period as
compared to its other rivals (Dekkers, 2018).
B. Identification and evaluation of the various changes that are made by the CEO of the firm
Deliveroo so that it can result in improved overall performance
There are a number of different changes that are made by the CEO that is Will Shu so that
it can help in increasing the current performance level of the company and thus all of them are
explained below-
Division structure- It is a change that is made by Deliveroo’s CEO which is related with
dividing the sections of the products and thus separating similar natured services so that
classification can be done easily that can help the company to grow in the long run. The structure
of the division is mainly categorise in 3 major categories and they are elaborated below in detail- Product structure- In this structure products are classified into various departments so
that it can become easy for the management to identify a particular product without
wasting a lot of time. Market structure- It is a structure in which different markets are classified so that
product can penetrate the market conditions and can become profitable in the long run.
 Geographical structure- It is a structure that is related with the geographical location of
the company and thus it possess a lot of importance and it is very essential for firms to
locate their outlets at places at which the product or service of the organisation can reach
maximum number of people and that too within a shorter time frame. The company that
is Deliveroo is operating in almost each and every part of the world and thus it is one of

the reasons behind its huge success in the industry and also in addition to it the firm tries
to maximise the experience of the customers and hence it helps in increasing the market
image of the enterprise in the industry in which it is working (Leal-Rodriguez, 2020).
The CEO of Deliveroo mainly focuses on the last aspect since it helps in generating
additional profitability and also proves beneficial for the firm as it gives opportunity to the
organisation to expand not only within its domestic territory of the country but also on a much
wider scale which is at a global level which can lead to increasing as well as improving its sales
and profitability at the same point of time.
Culture- The internal culture of Deliveroo is very positive that leads to the
accomplishment of all the aspects in an accurate and well precise manner since all the efforts are
directed towards a single goal that leads to its improvement in the long run. A good cultural
environment also proves very beneficial in gaining a competitive edge from other rivals that are
operating in the similar market conditions.
Impact on employees- The above discussed aspects impacts the overall performance and
mentality of the individuals that are working for the company and thus all of them are elaborated
below-
 Creation of inclusive culture- It is one of the most important aspect since it is related
with the contribution of each and every worker and also they feel connected with the firm
as they are listened and thus it helps in achieving the goals of the organisation within the
stipulated time period. In case of Deliveroo all the workers can directly connect to the
CEO of the company that is Will Shu so that the assessment can be done in a transparent
manner within involving any third party which helps in gaining the trust of the employees
as well and they work with the best of their abilities for the growth and development of
the enterprise (Liljenberg and Nordholm, 2018).
C. Analysis and evaluation of the style of leadership that the CEO of the company Deliveroo
follows in the market
The style of leadership that is followed by the CEO of the company Deliveroo Will Shu is
mainly transformation type of leadership style that uses different aspects like motivating,
encouraging, and inspiring the individuals that are working with the company. The CEO of
Deliveroo mainly focus on improving the overall performance of the company by motivating the
employees so that they can put their best foot forward which can help in the achievement of all

the desired objectives of the firm in the long run. Since the organisation deals in providing online
delivery of the products it becomes much more important for the enterprise to come up with
different plans so as to stand well ahead of all the rivals that are prevailing in the similar industry
and thus its related aspects are explained in detail below-
Transformational leadership- This type of leadership can be found at many places in the
firm that is Deliveroo starting from the lower department to the higher one all the places
transformation type of leadership style can be seen.
Intellect stimulation- It is an approach that is used by the CEO Will Shu so as to influence
the persons that are working for the company so that an encouragement can be given to them
which can help in boosting their morale which can prove beneficial for the company in the long
term (MacAteer, Manktelow and Fitzsimons, 2016).
Forward thinking- In this aspect plans are made considering the future since it is very
uncertain and can hamper the overall working of the company so this method is adopted which
can help in dealing with the uncertain future aspect.
D. Detailed evaluation of the concepts of power, conflicts, and influence and their appropriate
effects in the company Deliveroo
The company that is Deliveroo founded by the current CEO of the firm Will Shu started its
operations on a smaller scale since in London in the year 2013 but after 9 years later it is one of
the biggest organisation that is operational in the sector of delivery and thus it only became
possible due to its excellent work force and management that did a detailed examination of the
factors that can affect its overall positioning and thus they worked on that aspect in a well
detailed manner. Its other related aspects are examined and explained in a well sequential way
below-
Effect of power- The firm Deliveroo started small and was facing stiff competition from
the rivals since they are operating from a long time period and it is not much older company but
with the time it became a powerful organisation that lead to its improved market value which
also pays an important role in increasing its overall sales and subsequently profitability in the
long term. The CEO Will Shu’s vision was the reason behind its massive success in the high
competitive business environmental industry (Nguyen and Malik, 2020).

Effect of influence- Influence plays a big role in improving the overall performance and
Will Shu who is the CEO of the company takes this aspect very seriously and thus it also helps in
increasing the morale of the employees that are working for Deliveroo.
Effect of conflicts- It is very important as well as essential for each and every firm to
resolve its internal conflicts so that it cannot become a barrier in the performance. All the
internal matters must be solves well within limited time so that it cannot become a massive
problem for the company in the near future and the organisation that is Deliveroo keeps a tab on
all the activities of the individuals in this regard so that all the things remain very well placed in
the company. There were some issues that rose in the year 2015 that is 2 years after the firm was
founded and it was the matter of employee dissatisfaction but Will Shu took the charge of the
matter and solved it with full precision. After that no such incident happened in the organisation
and thus it helped the enterprise to grow and prosper in the industry (Nienaber and Martins,
2020).
E. Elaboration of the various types of motivation that is chosen by the company that is Deliveroo
Motivational style- The style of motivation that is used by Deliveroo includes various
sub parts and thus all of them are discussed below in a sequential and systematic manner-
Physiological needs- These are the basic requirements of an individual which includes
food, clothes, shelter, etc. and an organisation must ensure that they are fulfilled in an accurate
way.
Safety needs- There are a number of fears in the mind of an individual starting from
physical fear that is harm to life and property, economic fear that is to maintain standard of living
and social fear that is to be taken care of in case of sick and old. Thus a company can fulfil these
needs by providing job security to its workers.
Belongingness needs- It is a need for affection, belongingness, acceptance, and
friendship and a firm can fulfil it by organising various events and activities in the company.
Esteem needs- It includes aspects like dignity, self respect, autonomy, etc. and an
enterprise can fulfil these needs of the workers by providing specific job titles, recognition, etc.
Self actualisation needs- These are considered as the highest level needs since it means
belonging what one is capable of so that the personal goals and objectives can be achieved and a
company can fulfil it by giving right training and development (Shanks, 2016).

Different motivation techniques that are adopted by the higher authorities of
Deliveroo- The organisation that is Deliveroo mainly focuses on providing basic necessities to
its work force so that no one is deprived of their basic requirements and apart from that the
company provides training and development to their staff so that they can become what they are
capable of. Also the firm give awards and proper recognition of talents are done so that all the
other employees to feel motivated to work more effectively and efficiently.
F. Identification and analysis of various examples that are related with corporate and literature
Defining and communication of vision- The leadership strategy that is useful for the
company is the one that is aspiration leadership since it helps in attaining the goals and that too
with full accuracy which also helps in using the available resources of the company in a well
precise manner. The CEO of Deliveroo Will Shu mainly focuses on improving the overall
customer experience so that it can lead to the increment in the sales and the volume of
profitability and that too both in a simultaneous way. Also it keeps its pricing strategy very
competitive which helps it to gain an upper hand in the market in which it is operational
(Stenvall and Virtanen, 2017).
G. Giving appropriate suggestions and recommendations
It can be recommended to Deliveroo that it is very important as well as crucial to keep
analysing and evaluating the external factors so that it cannot hamper the working of the
company in the long run. Different strategies can be made so that it can help in improving the
performance of Deliveroo and it is discussed below-
 Omni channel strategy of business can be used by Deliveroo so that the products of the
company can reach directly to the prospective customers that can help it in increasing its
sales in a direct manner.
 Delegation of authorities and responsibilities strategy can be used by the firm so that
decision making can be done in a much faster manner that can result in reducing the cost
and increasing the profitability (Such and Mutrie, 2017).
CONCLUSION
It can be concluded from the above that Deliveroo is placed very well in the industry in
which it is operational but still there are many loop holes in its working which needs immediate

attention and thus necessary and appropriate plans must be made for it so that it can help the
company to stand ahead of its competitors.

REFERENCES
Books and journals
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Organisational Learning: Extensions and Possibilities. In Sensuous Learning for
Practical Judgment in Professional Practice (pp. 335-348). Palgrave Macmillan, Cham.
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influences on student drinking behaviour and organisational practice (Doctoral
dissertation, Cardiff University).
Dekkers, R., 2018. Group technology: Amalgamation with design of organisational structures.
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Shanks, E., 2016. Managing social work: Organisational conditions and everyday work for
managers in the Swedish social services (Doctoral dissertation, Department of social
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Stenvall, J. and Virtanen, P., 2017. Intelligent public organisations. Public Organization Review,
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