Management 12: DHL Australia Strategic Management Report

This report provides a comprehensive strategic analysis of DHL Australia, a leading logistics company. It begins with an overview of DHL Australia, its organizational structure, and services. The report then delves into DHL's vision, mission, and corporate social responsibility, followed by a SWOT analysis that identifies the company's strengths, weaknesses, opportunities, and threats. Recommendations for improvement, focusing on sustainability, electronic vehicles, and packaging, are presented. Finally, the report examines the impact of DHL Australia's corporate strategy on its stakeholders, including employees and investors, highlighting the company's training programs and commitment to ethical business practices. This analysis offers valuable insights into DHL's strategic planning and its approach to navigating the complexities of the global logistics industry.

Running head: MANAGEMENT
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dhl Australia
Strategic Management
Report
Student
10/3/2019

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Executive Summary
Today to sustain in the challenging and competitive market strategic planning process has
become a vital procedure for the companies as through this activity companies can set their
organizational objectives and achieve their goals. In this following report, a brief discussion
about the Corporate strategic planning and management of DHL Australia has been conducted
which is considered to be as one of the largest logistic company that has been operating in the
market for the last 50 years. The report is divided into 4 major parts wherein the introduction part
organizational structure of the company has been provided. In other parts of the report vision
values and mission and SWOT analysis of the company has been conducted . At the end of the
report recommendation and its impacts over the stakeholders has been discussed.

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Contents
Introduction............................................................................................................................................3
Overview of DHL Australia..............................................................................................................3
Vision, Mission and Corporate Social Responsibility...........................................................................4
Recommendations..................................................................................................................................7
Impacts of DHL Australia Corporate Strategy over the Stakeholders................................................9
Conclusion...........................................................................................................................................11
Bibliography........................................................................................................................................12

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Introduction
Part A: Overview of DHL Australia
DHL is one of the premium and popular logistics American-German based company, which is
operating and providing its services since 1965. This company was launched in the United
States and from there it expanded its business across different nations. It was initially recognized
as Dalse, Hillbolm, and Lynn and today it has emerged as one of the largest logistics support that
has been providing services like a carrier, parcel of heavy industrial equipment across 220
nations (DHL, 2019).
In Australia, DHL was established in 1972 along with its first 5 female employees where their
main agenda of the entire team was to develop DHL Australia as the nation’s largest brand of the
commercial transportation of products. Currently, there are about 1, 100 employees are engaged
in improving and enhancing the experience of the clients that are associated with the company.
In Australia, it provides a wide range of services, which involves export as well as import
services, local delivery facilities, and provide shipment of the products to the customers of
various e-commerce industries (DPHL, 2018). Moreover, it also works and conducts its delivery
services in collaboration with the e-commerce industry. It transports goods and various products
from more than 400 vehicles. It stores and delivery houses, which are present in 21 locations and
on an average base about 110 commercial flights are used by the company to provide its delivery
services across various countries. To supplying effective and timely services to its clients, it
initiates shipment of the goods and services within 24 hours. The logistics giant company has a
complex organizational structure and delivering its facilities from 4 major parts that are DHL

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Express, DHL Global Forwarding, DHL Supply Chain and DHL e-commerce. In the growth and
development of various industries like Automobile, Chemical, Consumer goods company, Power
and Production, health care, Government and innovation and technology, DHL plays an essential
role in the storage of raw material, transportation and distribution to retailers or the final
consumers. Along with it assist and offers guidance related to the management domain. The
DHL express of the company has approximately 1272 employees and its total revenue was
around $550,617,000 (IBIS World, 2018). While DHL Global Forwarding (Australian) has about
3850 employees and in the previous financial year, the company earned a profit of about
$1,285,654,000 (IBIS World, 2018).
Part B: Vision, Mission, and Corporate Social Responsibility
DHL Australia endeavours to achieve “Deliver Excellence in a Digital World". To accomplish
its objective, the company is reshaping the future of the logistics industry by moving towards the
new era of globalization, digitalization, online trade and sustainability. The company is aiming
towards expansion and long-term growth within its organizational structure while entering into
the digital world. Besides this, DHL is preparing the base for the strategy of 2020 while
focusing on the three major components that are Workforce, Provider and Investing attitude
(DPHL, 2018).

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Figure 1
Source: (DPHL, 2018)
The vision of the company is to keep transforming, determining and simplifying the
complexities of logistics industry. From the discoveries of commercial flight it can be observed
that, as part of the delivery of services to its evolution into world’s top and powerful logistics
company, the company has produced intellectuals, leaders and since it established it has
pioneered the goals that has challenged the dynamic environment and created various
opportunities to develop and sustain in the market. Being the first logistics company, the
company has launched an innovation, which is known as Parcelcopter in the parcel and couriers
services. During the initial months of its practice, the public of Bavarian community Reit am
Winkl could incest and effectively utilize Parcelcopter in the delivery of the products and goods.
With great diversity, the company is focussing to promote flexibility, dedication, and enthusiasm
among the employees as with the emergence of Artificial intelligence there has been a decline in

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the workforce. Therefore, DHL Australia is fostering adaptability among the employees by
exposing them to a wide range of technological advancement and providing mentoring and
coaching to the personnel. The addition to this, the corporate strategic goal which is analysed is
that DHL is making modifications and development in the organizational structure as the
management team of the company has realized the importance flexibility while facing new
challenges and opportunities so that threats can be identified (IBIS World, 2018). The foundation
of DHL has been based on its core values that indicates :
I. DHL constantly emphasis over the strengths and competencies of its employees. It is
making a move with the powerful quote which signifies that “ if the person knows
his/her passion and capabilities, he/she can excel and can become a better version.
II. Promotes new plans, innovation, and vision of the individuals so together as a team, DHL
Australia can innovate and explore different areas to create new ways of providing
services.
III. Customers as a primary objective: DHL majorly works for its customers while putting
the power of its thoughts and activities so that clients can embrace the services.
IV. Constant effort to optimistically utilize the resources in a productive manner (DPHL,
2018)
The corporate strategy of DHL Australia involves 3 main bottom lines which are Provider of
Choice, Employer of Choice and Investment of Choice. All three major points describe that
customers are the core of this industry and DHL has achieved and still achieving the confidence
of its customers by improving operations and providing satisfaction to them (DHL Australia ,
2019).

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While focusing on its corporate strategy, the company fulfils its responsibility as they conduct
the activities according to the ecological standards. The company uses the expertise provides
support to the community during the natural calamities by preparing and coordinating with the
airports.
SWOT Analysis for DHL Australia
Strengths
I. It a first logistics that has been
established in the market along with 5
female workers and now more than
1000 employees are working to provide
delivery services
II. For the exceptional contribution in the
growth of various industries as wells
for its high quality of service, till 2016,
the company has won various awards
(DHL, 2019).
Weakness
Despite such positive reviews about the
company, there is certain weakness like they
operate according to the laws of local
government due to which they lack flexibility
in managing the company (Rowell , 2017).
Opportunities
With the era of globalization and
digitalization, the company has various
opportunities to grow and capture the market.
Moreover, as the industry is getting
complication day by day, the company is
preparing planning to provide the facilities in
Threats
Due to China and the US trade war, the
impacts on the various logistics company can
be observed. As the scope of its services will
become limited. Moreover, due to the war, the
financial position of various countries has been
affected by it (Bermingham, 2019).

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such a way which will eventually make the
process more simple by meeting the
requirements. DHL is increasing the expertise
of its employees by providing extensive
training in every domain so that challenges and
various opportunities can be tapped
Moreover, with the entrance of Aurizon, the
competition for DHL has risen. Therefore, the
company needs to focus on enhancing its
expertise (Rowell , 2017).
Part C- Recommendations
The company has flourished well and is focussing over the growth and development of a flexible
working environment so in the complicated logistics world workforce and the mangers can adapt
challenges and avail the opportunities. Despite this, the company is not able to give tuff
competition to other logistics company that is operating in the market and generating a profit.
Therefore, there are certain recommendations that the company must follow and attain a great
market position: The major goals that can be identified are Packing Sustainability and Electronic
vehicles (DPHL, 2018).
I. In the delivery procedure, DHL Australia must adopt highly specialized types of
equipment besides automatics transportation, which will help the company in saving their
additional cost in transportation (Rowell , 2017).

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Figure 2
Source: (DPHL, 2018)
II. The company by using and employing about 100% electronic cars by 2040, it can focus
over the sustainability. Moreover, DHL Australia promotes employment opportunities for
aboriginal people of the society by involving them in various projects. Besides supporting
the community, DHL Australia promotes sustainability. DHL monitors and utilizes the
carbon efficiency index (CEX) to measure and manage the discharge of greenhouse
gases. Attributing to this, the company sets targets to enhance CEX until the end of
2025. While making society better and pollution-free, DHL also emphasized to become
making more powerful and challenging. Further, to promote and make people more
aware of the environment, the company will be coming with its E-transportation vehicle.
This will eventually reduce costs and improve the performance of the company.

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Moreover, the company must run programs to promote the usage of e-electric vehicles so
that pollution can be revamped to a certain limit (DHL, 2019).
III. From a certain period of time DHL Australia is majorly faces packaging issue as
sometimes the packaging of the products are not fully utilized which can be a drawback
for the company. Moreover, this is not only limited to the shipment and docks but it can
be observed their local as well in export services. This can be improved by utilizing eco-
friendly packaging in the services, which will not reduce the cost of packaging but with
compliance safety and security. However, it is not simple in conducting such major
changes in the packaging, therefore, the company can initially begin to avoid the plastic
material in the packaging and constantly focus on the process or minimize the usage by
100% in the delivery of the services. In the supply chain, DHL Australia must encourage
the wider adoption of innovative concepts and procedures such as reusable bin and
containers. It can be observed that the majority of the disposable is collected from the
automotive industry. Therefore the majority of the focuses have to be placed over the
automotive industry so that supply chain efficiency can be maintained (DHL Australia ,
2019).
Part D: Impacts of DHL Australia Corporate Strategy over the Stakeholders
1. Employees: In today’s era of digitalization, employees are facing various challenges,
therefore to adapt the new generation market , management team of the company
commits to providing training to the employees so that, they can perform better and
contribute to the accumulation of profits. The company must provide information as well
as formal training to the employees so that can have overall development. Generally, the

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company conducts various training programs for the employees so they can attain while
applying the learning in the operations (Anon., 2019). DHL Australia initiates Group-
wide certified for the growth of the employees (Donaldson, 2018).
2. Stakeholders: For the investors are premium members as without their trust and
investment, the company was not able to stand independently and conduct its operations.
All business meetings and relationships are based on efficient and duty-based business
practices (DHL Australia , 2019). The company follows laws and conducts its duties
according to the standard (DPHL, 2018).
3. Customers: The corporate strategy of the company has also positively affected the
customers as the company understands and values the perspective of the customers. DHL
Australia strives hard to make a positive impact on the clients. To maintain the
satisfaction level of the customers, the company conducts a regular customer satisfaction
survey that assists them to analyse the loopholes in the services and make changes in
their services. (DHL Australia, 2019)
4. Suppliers: DHA delivers the products and services from various industries like health
care, and consumer goods. The present and future strategy of the company has influenced
the supply chain management (DHL, 2019). In that domain, DHL has increased
efficiency and quality by simplifying the procedure and promotes innovation and client-
based solutions. The company has emphasized those segments of the market that are
generating profit and has high growth according to future estimations (Business Insider ,
2019).

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Conclusion
It can be concluded that DHL Australia is the first logistics company, which is delivering its
services from the last 50 years. It was initially started with 5 female workers and toady in
Australia there are about more than 1000 employees in each of its divisions. In the above
assignment, the strategic planning of the company has been critically analysed. From the
evaluation, it can be said that DHL provides a high quality of delivery services to its clients. Its
suppliers and customers are majorly big industries and normal customers like the e-commerce
industry, health care, and Government. Hence, it can be said that DHL Australia plays a major
role in the distribution channel. In the assignment SWOT, analysis has been conducted and
various recommendations have been provided.

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Bibliography
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