Dhl Strategic Management

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Strategic Management
Dr Andrew Jenkins

Individual Assignment: Report

2011
2012
Samuel TOURE U0967831
University of Huddserfield
5/12/2011
Strategic Management
Dr Andrew Jenkins

Individual Assignment: Report

2011
2012
Samuel TOURE U0967831
University of Huddserfield
5/12/2011

Executive Summary

In this strategic management assignment, we will see how organization achieve and sustain competitive advantage. As the global leader of the international express and logistics industry, we will study how DHL has gained and achieved in sustaining its position in the logistics sector. To do so, the report will be cut in two parts. Firstly, an introduction will present, explain the subject and then expose the plan used to run this report. Secondly, in the first part of the development, we will have an academic discussion of competitive advantage, taking into account the debate in the strategic management literature regarding how competitive advantage may be achieved and sustained. In the second part of the development, we will use the company DHL to discuss about their relevant strategic management theory. We will end this report by a conclusion followed by a list of references and appendices.

Table of contents

I. Introduction3

II. Discussion on how competitive advantage may be achieved and sustained4

III. DHL’s strategies8

IV. Conclusion12

V. References13

VI. Appendices14

I. Introduction

Strategic management is the art or science of planning and conduct of a war. It seems a little bit out of date right now because nowadays this term is used not only during a war period but simply in every organization whatever its industry is. An industry is a group of competitors producing products or services that compete directly with each other (Porter, 1990). We can define a strategy as a long-term plan that the organization will follow to achieve their goal(s). There is no perfect strategy for a typical industry. The strategy can be different according to the industry you are working in, the culture of the country the organization is from, in other words, it depends on the culture of the CEOs. We can definitely think that a certain strategy working well in Asia for example cannot necessary work as well as if this strategy was applied in England. The strategy will conduct the company to success or failure, that is why those strategic decisions are extremely important and it allows the company to act instead of react. To create a strategy, many information have to be considered such as the strengths and weaknesses of the company, and opportunities of the market of course. After having studied the information, it will be easier for the organization to position itself in the industry and it will be able to know where to improve. The main objective for an organization in any given industry and location is to beat competitors by gaining competitive advantages through a global strategy. In an industry, some organization are better than others, so it is interesting to see how those leader have gained these advantages. This report composed by two parts will talk about this strategy. In the first part, we will discuss on how competitive advantages may be achieved and sustained. We will see how organizations try to compete in these international markets and we will see what are the different strategies used to be superior over competitors. Secondly, it will be interesting to be focus on a huge organization as DHL in a very competitive sector such as logistic. We will see how DHL fight with other firms, what strategy they decided to do, and how they achieve it. And of course, we will discuss about the results of their strategy. II. Discussion on how competitive advantage may be achieved and sustained

Building competitive advantages is not an easy task to do, it mays take a long period to have a real effect on the market the organization is in. We can take the example of...
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