Strategic Management (Assessment 2) Report: DHL Performance Analysis

This report provides a comprehensive strategic analysis of DHL, a German-based courier service. It begins with an introduction to strategic planning and its importance in directing a company's path. The main body is divided into two parts. Part A(1) evaluates DHL's performance, focusing on its competitive strengths and market position. Part A(2) outlines DHL's strategic plan, including its mission, vision, and strategic objectives. It further explores strategic models such as the Ansoff Matrix and Porter's Generic Model, detailing how DHL can leverage these frameworks for market penetration, product development, and differentiation. The report also includes a proposed action plan with a budget allocation and emphasizes the importance of controlling and monitoring resources. Part B offers a reflection on the strategic view of the company. The report concludes by summarizing the key findings and insights into DHL's strategic approach, providing a detailed overview of the company's strategic initiatives and their potential impact on its market position and performance.

Strategic Management
(Assessment 2)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART A(1).......................................................................................................................................3
Performance Evaluation of DHL................................................................................................3
PART A (2)......................................................................................................................................3
Strategic Plan of Company..........................................................................................................3
PART B............................................................................................................................................3
Reflection of the strategic view of the company.........................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Strategic planning is the process of effectively directing the path for the company
regarding the execution of suitable strategy across the company. This procedure tends to
undertake effective integration of several units and coordination of prominent efforts regarding
the achievement of desired objectives. For this, strategic plans tend to depict suitable deals for
the long-term objective of company in order to represent the mission and vision of company. It
undertakes effective development of suitable priorities considering the completion of suitable
planning and use of prominent resources (Albers and et. al., 2017). To carry forward this report,
DHL is considered which is a German based organisation and tends to offer courier services to
public in terms of maintaining the effective profit margin. For this, company was founded in
1969 with the objective of international deliveries in terms of improving the operational levels.
Therefore, report tends to evaluate the overall performance of DHL for the external environment
by representing the strategic plan which is opted by company. It effectively represents the
reflection of strategic tools to remain sustain in competitive advantage. Therefore, it reflects the
online learning activities for the unique view for the strategic market.
MAIN BODY
PART A (1)
Performance Evaluation of DHL
The objective of DHL is to offer value added services to their customers in terms of
making effective experience. For this, company tends to face suitable challenges in the
competitive market that tends to cause because of external factors. Companies always try to
sustain in unique ad competitive market by developing strong customer base. For this, company
also tends to serve more than 200 organisations across the world for effective services. In regard
of this, undertaking the effective performance of company is described as underneath: Competitive strength: It effectively represent the strength of an organisation which is
developed by offering effective time period and serving for their customers in an
effective manner. For this, company tends to maintain strong customer base at the
international level which is helpful for having suitable customer relationship (Ansoff and
et. al., 2018). It also tends to improve the suitable level of productivity and also enable
regarding the achievement of targeted objective and goals. It is useful for having suitable

promotion and branding techniques in order to attract their customer base to avail
services. Besides this, DHL tends to bring prominent feasibility and consistency in terms
of working for effective cost to cut strategies. It tends to enhance the profit margin and
convert brand into the leader of market.
 Market position and areas: DHL is the suitable brand in terms of opting for the
prominent strategies to enhance possibilities for expanding the operations of an
organisation. For this, company tends to maintain effective image of company in order to
offer the value which is added to their customers to accomplish goals and objectives in
terms of maintaining strong communication. It tends to represent the effective marketing
channel which is useful in order to reach towards the customers across the suitable areas
and improve the productivity level (Arunruangsirilert and Chonglerttham, 2017). For this,
company effectively impacted by various external factors by considering the various
political conditions to prevail across the areas. It is also useful to create suitable
opportunities and take corrective actions to gain prominent opportunities and also tends
to enhance the customer satisfaction by achieving suitable efforts of management.
Therefore, company tends to maintain strong brand value which is useful to manage the
supply chain of company effectively. For this, organisation tends to invest for having prominent
funds to maintain suitable workforce with the effective use of technology in precise way to
achieve goals and objectives. For this, company tends to use the effective value chain to deliver
prominent services at the international level. Hence, company tends to use several strategic
resources including human resources which is useful in an effective manner for the use of value
chain network.
PART A (2)
Strategic Plan of Company
Strategic planning undertakes the effective planning regarding the vision mission and
values of company which is useful to accomplish the prominent objectives of an organisation. In
regard of this the suitable strategic plan plays an essential role in terms of improving growth of
an organisation. In terms of DHL complete and to focus in order to improve their digital
existence which is useful regarding the prominent change in the management of company. For
this the strategic plan is explained as underneath:

Mission: The mission of companies to connect individuals across the world in terms of
satisfying them for suitable services and contribute towards the better world. In relation with this
organisation tends to accomplish effective productivity by value in their workforce investors and
customers.
Vision: The vision of company is to become the largest courier company effectively
using suitable opportunities and maintain their image in the competitive environment. In regard
of this company tends to create suitable Benchmarks for the industry in terms of remaining
competitive.
Strategic objectives:
 To improve the customer base of an organisation by 12% in the upcoming two months.
 To enhance the sales and revenues of company by 9% to 13% in the next one year.
Strategic Models for the Company
It depicts the several types of strategic models which can be opted by DHL in terms of
applying and taking entry in the business environment.
Ansoff Matrix:
For an effective identification of growth prospects and achievements of DHL company tends
to use ansoff matrix in terms of reaching towards the conclusion for accomplishment of growth
in market.
 Market Penetration: By undertaking this strategy organisation tends to consider low
prices in terms of attracting large customer base. This is strategy is suitable for company
in terms of improving their sales and revenues with the help of suitable advertisement and
promotions. It is considered as the less risky strategy because of the suitable involvement
of effective promotional strategies (Barbosa, Castañeda-Ayarza and Ferreira, 2020). In
relation with DHL the prominent objective of company is to enhance the prominent
services considering the improvement in their customer base.
 Market development: According to the strategy company tends to offer prominent
products to the customers in terms of attracting large number of customer base towards
their brand. This strategy undertakes development of Commerce and Economics of scale
by attracting maximum number of customers in terms of enhancing the Global image of
company. In terms of DHL organisation prominently focus on attracting and reading
large number of customers for the market.

 Product development: This strategy prominently offers new products to the customers
with in the current market area. Concerning strategy is opted by company in terms of
having effective research considering the preferences of customers and make
improvement in their offerings (Velikorossov and et. al., 2020). In terms of DHL
company effectively of different strategies in terms of developing their image in
competitive market and gain advantage across the industry.
 Diversification: The prominent strategy undertakes diversifying position and existing
operations of company within the new market. It is considered as the risky strategy as it
undertakes the uncertain factors and involvement of risk for the new product and market
area (Karlik and et. al., 2017). In relation with DHL this strategy prominently offers
diverse services to their customers in terms of retaining their customer base for the longer
period of time.
Therefore, DHL can apply these strategies in terms of maintaining the quality for the services
and development of loyal customer base. In regard of this market development is best suited for
respective company in terms of expanding their business across the world by offering prominent
services and development by assessing the requirements of customers.
Porter's Generic Model:
This Framework is helpful to identify the overall strategy of company in terms of
approaching for the target market and audience. For this company opt various strategies in terms
of attracting their customers and improving competitive advantage for the company. For this
company can out the described strategies which are as follows:
 Cost leadership: This strategy is effectively used by company in terms of living towards
industry buy satisfying the customers for their effective offerings of services. For this
company tends to opt this strategy by identifying their prospects growth in the
competitive market (Makadok, Burton and Barney, 2018). DHL tends to op this strategy
in terms of attracting their customers towards the enhancement of sales. Therefore, it can
be done by offering prominent discounts festival offers features and so on.
 Cost focus: This strategy prominently focuses on the cost of the product in terms of
attracting their customers by offering them effective cost. For this DHL tends to opt this
strategy by setting suitable prices for the commodities within the economical manner
considering the customers and company both (Tonelli and Cristoni, 2018). In regard of

this organisation execute a strategy to make sure its suitable profitability and success in
the external market.
 Differentiation leadership: This is started to undertake the diversifying nature of
leadership in the sector as it explains that company tends to accomplish the market
leadership by offering prominent products to their customers. DHL tends to opt this is
strategy by undertaking the preferences of customers in terms of maintaining competitive
advantage. Differentiation focus: By considering this strategy company undertake the primary
Expectations of customers from the brand that tends to make it effective regarding the
competitive market to achieve suitable profitability. For this company tends to of this
strategy in terms of offering valuable products and suitable prices regarding the highest
satisfaction level (Meyer, Neck and Meeks, 2017). Therefore, in the sentence to opt
differentiation leadership strategy in terms of becoming the leader of market which is
useful for their innovative offerings and also focus on the external environment factors
regarding the growth of company.
Action Plan for the Company
Budget is the prominent strategy which is obtained with the objective of of effective
allocation of resources and funds of an organisation prominently. In regard of effective
implementation of strategy organisation put in thesis on preparation of budget in terms of
neglecting the wastage of significant resources (Priem, 2018). For this company tends to prepare
suitable budget in terms of maintaining the effective level of working environment for company.
In terms of improving the online services of DHL tends to follow suitable budget to make sure
the effective use of finances and resources of an organisation.
Particulars Amount (£)
Marketing 5000
Human resources 12000
Technological advancements (Considering
the delivery on stipulated period of time)
250000
Raw materials 40000

Controlling and Monitoring
It is essential for the company to prominently monitor and control the suitable resources and
funds of an organisation to make sure the effectiveness (Pfarrer and et. al., 2019). By considering
the desired goals that can be accomplished only when there is no issue in the execution of
strategy. With the effective use of benchmarking techniques company is capable in terms of
meeting the suitable standards by making sure the smooth working for the operations of an
organisation.
PART B
Reflection of the strategic view of the company
By taking the prominent module it is identified that I am capable enough to learn and
identify the working environment of the industry. For this I also get to know the strategic
viewpoint of an organisation and execution of strategy to maintain in the competitive
environment. In regard of this I also understand that effectively meet the suitable objectives and
targets by completing the Benchmarks for the prominent use of resources in the external
environment. By considering this the prominent module offer the effective understanding
regarding the maintenance and survival of company at the profitability level considering the
suitable Strategies for the retention of customers. In regard of this I get to know about the
strategic plan and prominent coordination which is used for the suitable efforts of several
departments regarding the accomplishment of the goals of company. By undertaking this module
by personal skills are also gets developed by identifying the suitable progress for several factors
in the industry. Therefore, this module effectively contributed towards the development of career
of my future regarding the goals and objectives. This module is helpful for me in terms of
developing my written communication considering the effective contribution towards the
accomplishment of the goals and objectives of my career.
CONCLUSION
Therefore, it is identified that the report gives a short examination of vital administration and
its huge function for keeping an organization's serious edge. It additionally guarantees the
advancement of organization's procedures for confronting the outside climate. Particular
organization is notable for its powerful help across the globe which fabricates the upper hand for
it. This report additionally gives the comprehension of unity and shortcomings of the

organization which guarantee the compelling administration of the labour force of the
organization. Subsequently, it is critical to construct an essential arrangement for guaranteeing
smooth working of activities of the organization.

REFERENCES
Books and Journals
Albers, S., and et. al., 2017. Strategic management in the aviation industry. Taylor & Francis.
Ansoff, H.I., and et. al., 2018. Implanting strategic management. Springer.
Arunruangsirilert, T. and Chonglerttham, S., 2017. Effect of corporate governance characteristics
on strategic management accounting in Thailand. Asian Review of Accounting.
Barbosa, M., Castañeda-Ayarza, J.A. and Ferreira, D.H.L., 2020. Sustainable strategic
management (GES): Sustainability in small business. Journal of Cleaner Production,
p.120880.
Karlik, A.E., and et. al., 2017, May. A model of a strategic economy management system.
In 2017 XX IEEE International Conference on Soft Computing and Measurements
(SCM) (pp. 678-680). IEEE.
Makadok, R., Burton, R. and Barney, J., 2018. A practical guide for making theory contributions
in strategic management. Strategic Management Journal, 39(6), pp.1530-1545.
Meyer, G.D., Neck, H.M. and Meeks, M.D., 2017. The entrepreneurship‐strategic management
interface. Strategic entrepreneurship: Creating a new mindset, pp.17-44.
Pfarrer, M.D., and et. al., 2019. Sociocognitive perspectives in strategic management. Academy
of Management Review, 44(4), pp.767-774.
Priem, R.L., 2018. Toward becoming a complete teacher of strategic management. Academy of
Management Learning & Education, 17(3), pp.374-388.
Tonelli, M. and Cristoni, N., 2018. Strategic management and the circular economy. Routledge.
Velikorossov, V.V., and et. al., 2020. Strategic management.