Research Project: Impact of Racial and Cultural Diversity at DHL

This research project investigates the impact of racial and cultural diversity on employee performance within DHL Supply Chain, specifically focusing on the Heathrow location. The study aims to identify how diversity inclusion impacts employees, analyze contemporary racial and cultural diversity in the workplace, and evaluate the influence of cultural and racial diversity on employee performance. Utilizing a qualitative research method with an interpretivism philosophy and a descriptive research design, the study employs an inductive approach and collects data through primary and secondary sources, including a questionnaire administered to 30 employees using random probabilistic sampling. Thematic analysis is used to analyze the data. Key findings reveal that employees are familiar with cultural diversity concepts, that proper management of cultural diversity positively impacts performance, and that DHL employs various strategies for diversity management. Challenges include communication and cultural differences. The research highlights the importance of inclusive values and policies, emphasizing the need for effective diversity management strategies to enhance employee satisfaction and organizational success. The report concludes with a discussion of the findings, emphasizing the importance of managing racial and cultural diversity in the workplace for the success of the business.

RESEARCH PROJECT

INTRODUCTION
Racial and cultural diversity is referred to as having a diversified workforce within the
business that is recruiting employees from all over the globe so that business organization has a
variety of different employees. This is necessary for the successful running of the business as if
the employees will be form diversified places then the business organization will have a variety
of employees. The present research is based on the business organization DHL Supply Chain
which is a division of the Deutsche Post and is headquartered in Bonn in Germany. The present
research will analyse the impact of the racial and the cultural diversity taking place within the
business organization and its impact over the performance of the business organization and the
employees as well. This is essential because if the diversity will be having negative impact over
the performance of employees then the overall performance of the business organization will
decrease.
Aim and objectives
Aim
“To identify the impact of racial and cultural diversity in the performance of the workers at DHL
Supply Chain, Heathrow.”
Objectives
 To identify how the diversity inclusion within the workplace impacts the employees.
 To discuss the contemporary racial and cultural diversities in the workplace of DHL in
Heathrow.
 To elaborate on the impact of the cultural and racial diversity on the performance of
employees of DHL.
Research questions
1. How the diversity inclusion in the workplace is impacts the employees?
2. What is the contemporary racial and cultural diversity in the workplace?
3. What is the impact of the racial and cultural diversity on the performance of the
employees and the workers working within the business organization?

RESEARCH METHODS
Research methods: A Research method is significant to gain information linked with
subject title (Quinlan and et.al., 2019). It is further bifurcated into quantitative and qualitative
research methods. Quantitative method is useful because it helps in gaining numerical, statistical
perspective related with the study. Qualitative research methods helps in gaining in- depth degree
of knowledge related with the research topic. The scholar of the research project has selected
qualitative research methods to identify the impacts of racial and cultural diversity in the
performance of workers at DHL Supply Chain, Heathrow.
Research philosophy: This is useful in carrying out the study in a systematic manner. It is
an appropriate belief according to which the study has to be conducted. It is further bifurcated
into positivism and interpretivism philosophy. Interpretivism method is carried out by engaging
human interest into the study. It helps in interpreting the core elements related with the study.
Positivism philosophy mainly comply with examining the facts with the help of trust and sense.
The scholar of the research project study has selected interpretivism philosophy to identify how
diversity inclusion within the workplace impacts employees.
Research design: It is a complete strategy which is useful in integrating varied components
to work in a reliable and logic way. It is further bifurcated into exploratory and descriptive
research design. Exploratory is useful in gaining theoretical and hypothetical set of idea to
resolve specific research problem. In this it does not have any past set of data. Descriptive
method is useful in describing and attaining wider set of answers to the questions. It is useful in
investigating on various variables. The scholar of the research project has selected descriptive
research design to discuss the contemporary racial and cultural diversities in the workplace of
DHL in Heathrow.
Research approach: This is accurate to set wide set of assumptions which are useful in
examining the key research problems. It is further bifurcated into inductive and deductive
approach. Inductive approach is useful in generating new set of theories which emerges from the
specific set of new relevant set of information to find valid answers to the research problems
(Johnson, and Christensen, 2019). On the other side, deductive approach helps in exploring the
specific test or phenomenon to the given set of circumstances. The scholar of the research project
has selected inductive approach elaborate on the impacts of the cultural and racial diversity on
employee performance of DHL.

Data collection: This is highly important to analyse the wide degree of data which attains
valid set of data. It is further bifurcated into primary and secondary source of data collection.
Secondary data is used and collected information with the help of blogs, journals, newspapers,
manuals, etc. the primary data is collected for the very first time with the help of questionnaire
(Jensen, 2017). The scholar of the research project has selected primary and secondary source of
data collection in order to identify the impacts of racial and cultural diversity in the performance
of workers at DHL Supply Chain, Heathrow.
Sampling: It helps in selecting the specific sample size to attain answers to the relevant
question from the large degree of population (Creswell and Creswell, 2017). It is further
bifurcated into probabilistic and non- probabilistic sampling methods. The random sampling
method selects people randomly from the specific population to carry out the specific study. The
scholar of the research project selected random probabilistic sampling method where 30
employees of the DHL Supply Chain, Heathrow has been selected.
Data Analysis: The analysis of the data by transforming and interpreting the data which has
already been collected (Basias and Pollalis, 2018). It is further bifurcated into SPSS analysis and
thematic analysis. SPSS data is analysed by examining the large data sets which helps in
interpreting the quantitative set of results. Thematic analysis is useful in interpreting the key
relevant themes to analyse patterns and find valid answers to research questions. The scholar of
the research project has selected thematic analysis to identify the impacts of racial and cultural
diversity in the performance of workers at DHL Supply Chain, Heathrow.
Ethical consideration: The investigator has carried out examination within specific
frame work by citing the data which has been gathered. The researcher has maintained
anonymity to conduct study. While carrying out study nobody was harmed and all the resources
have been effectively utilized. The data is kept confidential (Almalki, 2016). Moreover, informed
consent of the participants has been taken. The voluntary participation of the participants give
them the authority and full flexibility to be a part of the study.
RESULTS
Theme 1: Yes, there is awareness and familiarity relating with the concept of managing cultural
diversity.
Particular Participant % of participant
Yes 20 66.67

No 10 33.33
Total 30 100
Theme 2: Positive is the impact of the proper management of the cultural diversity on the
performance of the business organization and employees as well.
Particular Participant % of participant
Positive 25 83.33
Negative 5 16.67
Total 30 100

Theme 3: Strongly agreed that the business organization is using different types of strategies for
the management of the diversity based on culture.
Particular Participant % of participant
Agreed 5 16.67
Strongly agreed 10 33.33
Neutral 2 6.67
Strongly disagreed 8 26.67
Disagreed 5 16.67
Total 30 100
Theme 4: All of the above is the major values which DHL need to take into consideration for
managing and keeping the workforce happy and satisfied.
Particular Participant % of participant
Values of employees 7 23.33
Language values 5 16.67
Cultural values 8 26.67
All of the above 10 33.33
Total 30 100

Theme 5: With help of including of the various cultural values in the policies of the business
organization is the strategy which helps business organization in managing the racial and cultural
diversity in the workplace.
Particular Participant % of participant
By providing training to employees 8 26.67
Including different cultural values in policies of
business organization 12 40
Organization of informal meetings and events 5 16.67
All of the above 5 16.67
Total 30 100

Theme 6: Yes, there are many different challenges which the business organization faces in the
management of the cultural diversity in the workplace.
Particular Participant % of participant
Yes 28 93.33
No 2 6.67
Total 30 100
Theme 7: All of the above are the major challenges which the business organization faces in
order to manage the cultural and racial diversity within the business organization.
Particular Participant % of participant
Lack of proper communication 6 20

Difference in language 6 20
Cultural difference 4 13.33
All of the above 14 46.67
Total 30 100
DISCUSSION
From the above all discussion it is seen that the managing the cultural diversity within the
business is most important for the business in getting success (Franco and McElroy-Heltzel,
2019). This is majorly because of the reason that if the business is not able to maintain all
business activities and the racial and diversity relating to the culture then in that case the workers
of the business will not be happy and satisfied. Thus, for this the most essential activity is the
proper management of the racial and diversity relating to culture within the workplace.
Theme 1- from the primary data collected and its analysis it was clear that the employees
within the business organization are having knowledge and familiarity relating to cultural and
racial diversity. This is agrees by the majority of participant that when the business organization
will manage diversity based on culture and the race then business will be in condition of
managing the work and business activities and performance of the business organization to a
great extent. This help the business in proper management of the work in good and proper way
and also when the people with different cultures will meet and the business will be in condition
of properly managing the working and overall performance of the business.

Theme 2- by analysing the data collected with help of the questionnaire it was seen that
the impact of using the strategies for the managing of the cultural and racial diversity is that this
aids the business in proper management of the working and performance and productivity of the
business (Paine and et.al, 2018). This is basically because of the reason that when the people
coming from different types of cultures will not be comfortable with one another then the
business organization will not be able to manage the performance of the business organization.
Thus, when the business organization will make use of good and effective strategies for
managing the cultural and racial diversity then the impact will be positive on the employees and
they will work with good energy and innovativeness.
Theme 3- on the analysis of the primary data being collected by the researcher in
accordance with the topic of research is that the business organization uses the various kinds of
strategies which helps business organization in managing the cultural and racial diversity (Adam,
Barratt-Pugh and Haig, 2017). This was strongly assented by maximum of the respondent that
the business organization is making the use of various kinds of strategies and measures that will
help the business organization in management of the racial and cultural diversity in workplace.
The use of different types of strategies and the measures of managing cultural diversity is that
this will guide the employees that how they will have to work and this will make sure that the
performance of the employees and working capacity of the people increases in the business
organization.
Theme 4- with the analysis of the above data being collected and evaluated it was evident
and witnessed that there is various kind of values which business organization must include in its
policies so that the business organization and the employees are working in proper and effective
way. These value includes the all of the above is the major values which DHL must include in its
working and policies. This all of the above includes the various values that is values of
employees, language values and the cultural values. All of these are the strategies help business
organization in proper management of the workforce and keeping the workforce intact so that the
business organization is able to manage the workforce in good and efficient manner. The values
of employees require the need and demand or the personal reason for which they have joined the
business organization and if this will not be satisfied then in that case the workers will not
operate in good and effective manner. In the same parlance are the various languages and the

cultural values will not be included in the policies then the employees will not be able to work in
more effective manner.
Theme 5- with the evaluation of primary collected data from various participant it is clear
that the business organization can use different types of strategies for the proper management of
the racial and cultural diversity. The major preferred strategy by maximum of the respondent is
the inclusion of various cultural values within the policies of business organization. This is
necessary for the business organization DHL as this will assist the business organization in
proper management of the various requirements and demand of the employees (Gibbs, 2017).
This is basically because of the reason that when the different values of various cultures will be
included then the employees will think that the business organization is taking care of the
requirement of employees and in return the employees will work in better condition. In addition
to this some of the participant stated that the providing of training is the most preferred method
as when the training will be provided to the employees relating to the ways of managing and
respecting other culture people (Bentley-Edwards and Stevenson, 2016). In addition to this some
of the participant stated that organizing of the informal meetings and get together for the
employees will also be helpful. This is basically because of the reason that when the business
organization will include the informal meetings then the employees will communicate with one
another and will become much friendly.
Theme 6- on the evaluation and interpretation of primary data it was evident that when
business organization takes initiative for management of diversity relating to culture then the
business organization will have to face some of the challenges. This is majorly because of the
reason that the needs and requirement of the people are different and when they come from
different types of cultures then their requirement is different as well. Thus, this creates some of
the challenges for the business organization in the proper management of the business and all its
activities.
Theme 7- as per the evaluation of the primary research it is evident that the use of the
workplace diversity in particularly the racial and cultural diversity there are a lot many
difficulties being encountered by business organization. The major challenge as assented by
maximum of respondent is the all of the above. This all of the above includes the various
challenges like difference in culture, language difference and the lack of proper communication.
This is the major challenge as when there is difference in the culture then the people will not like

to interact with the other culture people. Another main difficulty is lack of communication and
this is due to the fact that many a times the people have different communication skills in
different cultures and this creates problem in communication. In the end the last main difficulty
is the difference in language and this is the major challenge as when there are changes in the
language then the communication will not be proper and this will have an impact on managing
the cultural and racial diversity.
Interview question
Theme 1- Opinion on management of cultural diversity
As assented by maximum of the respondent it is seen that the management of the cultural
and racial diversity is very necessary for the business organization to be successful (Foronda and
et.al, 2016). This is majorly because of the reason that when the cultural and racial diversity will
not be managed in the business organization then in that case workers will not work in proper
way. Thus, when business organization will ensure that the need and requirement of employees
coming from all the different cultures is managed and fulfilled then employees will work in
proper and more productive manner. Thus, this will increase the working of the business
organization and will increase the overall working of the business organization in positive and
growing manner (Smith, Bowman and Hsu, 2017).
Theme 2- Different types of strategies being used within the business for management of racial
and cultural diversity.
From the question asked from some of the participant it was clear that the business
organization need to make use of different types of strategies and measures which will assist the
business organization in dealing with the variety o cultural and racial diversity. The major
strategy is of hiring a person who has complete knowledge relating to the various cultures. This
is necessary as if this person will be in the business organization then the policies will be made
after consulting with the person relating to the management of the business organization
(Harrell-Levy and Harrell, 2019). Another major strategy as agreed by some of the participant is
that they must list out all the special and related events and festivals relating to each and every
culture of people within the business organization. This is essential strategy as this will motivate
the business organization in managing the productivity of the employees. This is due to the
reason that when the business organization will celebrate each and every festival then the
employees will think that the business organization is taking measures for the development of the

employees and in return the employees will work in more good and productive and positive
manner.
Theme 3- Recommendation for the improving the management of the racial and cultural
diversity in the workplace.
As per the views of the various participants it is evident that managing of cultural
diversity is the most essential thing for the successful running of the business. The major reason
underlying this fact is that when the business organization will use the cultural diversity then this
will influence the employees in working in more effective manner. The major recommendation
for the proper management of the cultural and racial diversity is to appoint a person who will
continuously keep a watch over the working of the business organization that is whether the
business organization has included all the cultural valued within the working of the business
organization to not (Schmidt, 2019). This is essential as this will make sure that the business
organization and the employees both are connected with one another and this influences the
workers to operate in more better and effective and efficient way. This proper screening of the
policies and time to time up gradation will help the business organization in managing the racial
and cultural diversity
CONCLUSION
With the study of the above discussion it is evident that managing and maintenance of the
cultural and racial diversity is of utmost importance for the business organization in getting
success. The major fact underlying this is that if the business will not promote people or the
employees coming from diversified cultures then in that case the business and the employees will
not be happy and satisfied. The underneath fact lying beneath is that when the environment of
the business organization will include all the variety of cultures then this will influence the
workforce to operate with perfection and proper and effective manner. From the whole study it
was evaluated that for attaining success the crucial activity is the making of the rules and
regulation and polices which will assist the business organization in managing racial and
diversity relating to culture. The major reason underlying this statement is that if the business
organization will include clauses relating to every culture then the workers will operate and work
with more efficiency and good way. In the end it was concluded that for the research to be
successful the most essential thing was the framing of the aim and objectives in proper and
effective manner. The underneath fact lying beneath is that when the aim and objective are not in

good manner then the people are not in condition of making the research in proper and good
way.
RECOMMENDATION
From the whole discussion it is clear that management of cultural and racial diversity is
the most important thing for the success of the business organization. Thus, for this some of the
recommendation for the DHL Heathrow is discussed in the following points below-
The first and foremost thing recommended for the business organization DHL is that they
must provide training to the employees for the increasing of the knowledge of all the employees
relating to a variety of cultures being followed within the business organization. Thus, for this
the most important thing is that all the employees must have proper and in depth knowledge
relating to all the cultures and the races to which the employees belongs to (Bowman, Denson
and Park, 2016).
Another major important recommendation for DHL is bridging the cultural gap with
improving the communication. This is most important recommendation as if the communication
among all the employees will be good then the business organization will be able to manage the
clear and effective workplace environment and this will make sure that all employees understand
each other’s language (Maher, 2018).
In addition to this another major important recommendation for the DHL Heathrow is
that the business organization must celebrate all the variety of festivals of all the cultures so that
when the employees from different cultures will come and they will see that their festivals are
being celebrated then they will like this. Thus, this will make the employees more comfortable
while working in the business organization.
REFLECTION
With the help of the whole research it was clear that management of cultural and racial
diversity is the most important thing for the attainment of the success. With this research i learnt
that if the business is not in condition of managing the cultural and racial diversity then they will
not be in a condition of getting successful in the business activities. Also, with the assistance of
the whole study i was able to understand that the crucial stage within the whole research was the
framing of the aim and objective of the study. This is majorly because of the reaosn that when
the aim and objective will not be good then the researcher is not able to effectively manage the

whole research in proper and effective manner. Also with the assistance of research method i
learnt that the selection of random sampling method was very effective in completion of the
research. This is majorly because of the reason that in the random sampling every participant has
a equal chance of getting selected and this makes the probability of every participant to become
the sample high.
In addition to this there were also in some cases where the researcher could have used
some alternate methods of research. Like for instance, for the data collection the scholar can
have focus more on the secondary sources of data. The major reason underlying this fact is that
when the secondary data is being used then the researcher would have got more reliable and
ethical and valid data relating to the research. Thus, this would have been resulted in much better
results and findings. Also, in place of the thematic analysis the researcher could have focused on
the quantitative tools like SPSS and other related tools. The major reason behind this is that these
tools are more systematic and reliable and will provide more effective results.
In addition to this there were many various kinds of skill and attributes which i learnt
from the completion of the research. The major attribute or skill that i learnt was communication
and this was increased during the research. The major reason behind this is that for the collection
of data i had to communicate with many of the participant and because of this my skill of
communication has increased. In addition to this the skill of researching also increased and this
was due to the reason that when the data was to be collected i had to research a lot. This was due
to the reason that there are many different sources which provides for the same data but the
websites are not authentic. Thus, for this i had to research a lot and due to this the researching
skill improved to a great extent. Thus, in the end it can be said that the whole research was a very
good learning experience and i gathered a lot of knowledge for the future research as well.

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APPENDIX