Management Report: Analysis of Dell and DHL Performance Objectives

This report delves into the operational management of two prominent companies, Dell and DHL, analyzing their respective performance objectives and strategies. It begins with background information on both companies, highlighting their missions and market positions. The report then examines Dell's performance objectives, including quality, speed, dependability, flexibility, and cost-effectiveness, detailing both internal and external benefits of each. Following this, it explores DHL's operational approach, emphasizing innovation, high quality, cost-effectiveness, and employee engagement. A comparative analysis of the two companies reveals similarities and differences in their performance objectives, particularly in areas like employee involvement in decision-making. The report also discusses the performance objectives trade-offs for both companies, considering their future goals and strategies for sustainable growth. The conclusion summarizes the key findings and implications of the analysis, providing valuable insights into the operational management practices of Dell and DHL.

Running head: MANAGEMENT
Management
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Table of contents
Introduction......................................................................................................................................2
Background information of both companies...................................................................................2
Performance objectives of Dell.......................................................................................................3
Explain Service Company’s operation (DHL)................................................................................6
Compare and contrast the performance objectives of the companies..............................................8
Discuss performance objectives trade-off for both the companies..................................................9
Conclusion.....................................................................................................................................10
Reference list and bibliography.....................................................................................................11

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Introduction
Operation management plays a significant role for improving the productivity and
internal culture in the workplace (Grote 2018). By designing effective risk management
strategies, the operational department in the organization reduces the organizational challenges.
The purpose of this study is to highlight two companies such as Dell and DHL and critically
analyzed the performance objectives of both the companies and highlight the internal and
external benefits of those objectives. Analyzing the objectives of both the companies, the
compare and contrast have been done for analyzing the operational differences.
Background information of both companies
Dell
Dell is being considered as American multinational computer Technology Company,
which was established in the year 1984 by Michael Dell. Within last 35 years, the company has
expand its business in all over the world with the revenue of US$78.7 billion in 2018 (Dell.com
2019). Analyzing the mission of the company it has been identified that Dell aims to establish its
image in the market as the most successful computer company in the world. In order to maintain
its service standard the company has introduced technological innovation so that it can maintain
its strong position in the competitive business environment (Dell.com 2019).
DHL
DHL can be considered as the as the popular international courier service providing
company, which was established on 1969 (Dhl.com 2019). From the last 50 years, the company
has expand its business with a large customer base. In order to improve its services the company
has introduced various technological innovation. Analyzing the working process of DHL, it has

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been identified that DHL provides the international courier, express mail services and parcel
services. The world’s largest logistics supply chain DHL mainly works through sea and air mail
(Dhl.com 2019). Analyzing the mission statement of DHL, it has been identified that it wants to
be the first choice in the logistics industry, by providing logistics solution and high quality of
service the company aims to improve its customer base.
Performance objectives of Dell
Dell aims to provide standard quality of service so that the customer experience can be
improved. By continuing this, it can be said that in order to improve the service standard in the
workplace, the company aims to focus on maintaining the strong relation with the customers and
stakeholders (I.dell.com 2019). The performance objective of Dell has been developed based on
the quality, dependability, flexibility, cost and speed elements.
Quality:
In order to provide the error free work, the company aims to focus on providing standard
quality of service so that large numbers of customers can be satisfied (Gallien 2016). By
introducing standard manufacturing as well as assembling process, the quality control as well as
functional testing are the major performance objectives of the company.
Internal benefit:
With the continuous quality improvement process, it can be easier for the company to
avoid the errors, which can increase the ability of adaption among the employees.
External benefit:

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Continuous quality improvement can bring the positive impact on both the short terms
and long term benefits in the company. Depending on the quality improvement initiative,
organizational productivity can be increased.
Speed:
Speed is one of the important performance objectives of the company, which can be
considered as the important operational initiative for reducing complexity (Hill and Hill 2017).
By introducing the flow and layout for enhancing simplicity, Dell aims to improve its speed of
production.
Internal benefit:
Increasing performance speed can help to increase the time management abilities of the
employees.
External benefit:
Production speed plays an important role in case of reducing the customer complain and
increase the quantity of production.
Dependability:
Delivery within time is another performance objective of the company (Gallien 2016). By
including the Just-In-time production system, the company aims to introduce quality efficiency
in the workplace.
Internal benefit:
This performance objective can help to engage the multi skilled workers in development
process.

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External benefit:
Dependability can help Dell to enhance its customer base in the competitive business
environment.
Flexibility:
Dell aims to introduce dynamic environment in the workplace so that flexible
performance environment can be maintained (Dell.com 2019). It is true that by developing the
responsive as well as flexible organizational environment, the company can provide better
options to the customers.
Internal benefit:
Flexibility can improve the internal culture in the organization. By increasing the rate of
employee retention, positive culture can be developed in the workplace.
External benefit: By ensuring the positive organizational culture, it can be possible for the
company to motivate individuals towards improving the productivity, which can help to increase
its market share.
Cost effectiveness
Maintaining its cost effective business practices is another important performance
objectives adopted by the company (Dell.com 2019). Based on the analysis, it has been identified
that in order to maintain its image as low cost provider, based on the cheap labor availability, in
most of the developing countries Dell has developed its production sources.
Internal benefit:

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Analyzing the importance of Cost effective strategy of Dell, it can be said that the
performance objective can help to maintain the standard wages structure in the company.
External benefit:
Maintaining the cost effective strategy, dell can be able to give tough competition to its
competitors.
Explain Service Company’s operation (DHL)
In order to maximize the value of supply chain, improving its performance, DHL aims to
introduce the strong performance management objective so that the productivity as well as
profitability can be maintained. The company aims to focus on improving the supply chain
across the world. By sharing the market dynamics as well as knowledge, DHL focuses on
providing highest standard of service to the individuals (Dhl.com 2019). Analyzing the
performance initiatives of the company, it has been identified that by focusing on technological
improvement and safety credentials, it aims to maintain its strong brand image on the customers’
mind. Excellence and simplicity are the important performance objective that DHL follows. By
placing the trust to the global logistics industry, financial stability benefits are being collected by
the company.
Innovation solutions
In order to increase the customer satisfaction rate, the company has focused in
introducing the innovation solutions so that the performance can be improved. In order to make
the fastest delivery service, DHL has aimed to introduce digitalization in the logistics industry so
that the momentum and accelerated e-commerce can be maintain in case of dealing with the

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emerging economic situations (Mohamad, Ismail and Mohd Said 2018). With this initiative, the
company aims to become the benchmark in the logistics business.
High quality
Assuring standard quality of service within committed time is the major performance
objective of DHL. The company is continuously making effort for making the bar high so that
the standard customer service can be provided (Morschett, Schramm-Klein and Zentes 2015). By
continuing this, it can also be said that ensuring the standard quality of service, individuals’
efficiency can help the company to improve its business performance.
Internal benefit
Analyzing the internal benefit of the high quality assuring objective, it can be said that it
can play an important role for improving the multitasking skills of the staffs.
External benefit
By achieving the quality assured objective, DHL can gain the customer loyalty, which
can be beneficial for the company to sustain in the market.
Cost effectiveness
Cost effectiveness is being considered as one of the important performance management
objective adapted by the company (Hsu 2016). By maintaining its low-cost strategy, DHL aims
to provide its service to the customers in lower rate, which can help the company to gain the
customer attention.
Internal benefit

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Analyzing the internal benefit of cost effective objective, it can be said that by following
this objective, the company will be able to develop strong relationship between the employees
and the clients.
External benefit
In the service industry, adopting the cost benefit strategy, it will be easier for the
company to gain benefit in the global logistics industry.
Engaging the employees in decision making process
By conducting the frequent performance survey, the feedbacks from the employees are
being collected by the operation department in DHL (Cosimato and Troisi 2015). In order to
provide the consisting first class service to the customers, DHL aims to improve the decision
making process by engaging its employees so that the situation in the company can be improved.
Internal benefit
Based on the employee engagement initiative, it will be easier for the company to
maintain job satisfaction in the workplace.
External benefit
Employee engagement initiative in the decision making process that can help to increase
the productivity of the company, which indirectly impact on the market share.
Compare and contrast the performance objectives of the companies
Analyzing the performance objectives of Dell have been developed based on the quality
as well as efficiency concerns for the technical staff and managers (Hazen et al. 2018). In order
to get positive result, the multitasking skills of individuals has been appreciated by the company.

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Analyzing the operations in the company, it has been identified that profitability as well as strong
organizational culture are the major criteria, which has driven the performance management
initiative in Dell. By analyzing the performance Objectives in DHL, it has also been identified
that like Dell, it also aims to establish itself as the number one in the particular industry
(Cosimato and Troisi 2015). Service efficiency, cost effectiveness and standard quality are the
major similarities in both the organizational performance objectives.
However, comparing both the organizational performance objectives, it has been
identified that the major difference between Dell and DHL is, in case of Dell, employees’
engagement in decision making process has not been appreciated for bringing the performance
improvement (Tan et al. 2018). In this case, the entire operational power stays in the hand of the
managing authority. On the other hand, in case of DHL, the feedbacks from the employees are
being collected in regular basis and employee engagement in the decision making process has
been appreciated by the company. In that case, it can be assumed that transformational leadership
practice ids being followed in DHL (Morschett, Schramm-Klein and Zentes 2015). By
continuing this, it can also be said that in both the cases, customers have got the high priority for
bringing any kind of improvements.
Discuss performance objectives trade-off for both the companies
By maintaining the continuous image makeover process, Dell has targeted the middle
class price sensitive customers for selling its products in the market. Based on the performance
objectives of the company, it has been identified that within coming 2020, the company has
aimed to introduce transparency with the external stakeholders so that it can maintain its existing
commitments (I.dell.com 2019). By continuing this, it can also be said that it has also focused on
developing strong relationship with the stakeholders so that the strong supply chain process can

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be maintained by the company. Using its innovation as well as technological strength, the
company has decided to maintain long term sustainability in the industry.
On the other hand, DHL has improved its revenue 4.7% in 2018. The group operation
profit of the company reached EUR 376 million in the last year. Within 2020, the company has
targeted to gain EUR 3.7 billion (Dpdhl.com 2019). By maintaining the continuous high
investments, the sustainable growth of the company has been assured. In order to improve the
operational management system, the company has targeted to develop international as well as
domestic parcel structure through the electric vehicles by increasing the capital expenditure EUR
2.7 billion (Dhl.com 2019).
Conclusion
` In this study, it can be concluded that operational activities in different organization plays
an important role in case of driving positive growth in productivity rate. Analyzing the
performance objectives and its impact on the development process, it can be said that in both the
cases, standard quality of service, cost effectiveness and efficiency have been highlighted as the
major performance criteria. By comparing both the performance objective, it can be said that
DHL performance objectives have been developed based on employee engagement and customer
satisfaction, on the other hand, Dell has developed its performance objectives by focusing on
customer satisfaction and high profitability rate.

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Reference list and bibliography
Cosimato, S. and Troisi, O., 2015. Green supply chain management: Practices and tools for
logistics competitiveness and sustainability. The DHL case study. The TQM Journal, 27(2),
pp.256-276.
Danzas.com 2019. Retrieved from:
http://www.danzas.com/en/logistics/supply_chain_solutions/how_we_work/
quality_assurance.html [Accessed on 8th April, 2019]
Dell.com 2019. Retrieved from:
http://www.dell.com/content/topics/global.aspx/sitelets/solutions/perot/navsea_qa?
c=us&l=en&cs=RC977746 [Accessed on 8th April, 2019]
Dell.com 2019. Retrieved from: https://www.dell.com/en-us/shop [Accessed on 8th April, 2019]
Dhl.com 2019. Retrieved from: http://www.dhl.com/en.html [Accessed on 8th April, 2019]
Dpdhl.com 2019. Retrieved from: https://www.dpdhl.com/content/dam/dpdhl/en/media-
relations/press-releases/2018/pr-q3-2018-20181106.pdf [Accessed on 8th April, 2019]
Gallien, J., 2016. How Dell reformed its supply chain technology to reduce risk. The Business &
Management Collection.
Grote, G., 2018. On the Importance of Culture for Safety: Bridging Modes of Operation in
Adaptive Safety Management. In Safety Cultures, Safety Models (pp. 93-103). Springer, Cham.
Hazen, B.T., Skipper, J.B., Boone, C.A. and Hill, R.R., 2018. Back in business: Operations
research in support of big data analytics for operations and supply chain management. Annals of
Operations Research, 270(1-2), pp.201-211.

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Hill, A. and Hill, T., 2017. Essential operations management. Macmillan International Higher
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Hsu, Y., 2016. A value cocreation strategy model for improving product development
performance. Journal of Business & Industrial Marketing, 31(5), pp.695-715.
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[Accessed on 8th April, 2019]
Mayne, J.W., 2017. Monitoring performance in the public sector: Future directions from
international experience. Routledge.
Mohamad, R., Ismail, S. and Mohd Said, J., 2018. Performance objectives of public private
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Studies, 12(1), pp.17-30.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Tan, K.W., Kan, M., Tan, P.J. and Schablinski, S., 2018, October. A Framework for Evaluating
Energy Sustainability Efforts for Maritime Smart Port Operations. In 2018 International
Conference on ICT for Smart Society (ICISS)(pp. 1-5). IEEE.