Global Corporate Strategy
Introduction:
This
individual assignment will be assessed by means of a 3,500 ± 10% word report.
The assignment has been designed to allow you to develop and use your knowledge
and skills in understanding key strategic issues relating to the Global Logistics Industry. You will be
required to apply the strategic concepts and analytical techniques studied in
this module. All the learning outcomes
below will be assessed:
1.
Demonstrate critical understanding and application of relevant
theories associated with global corporate policies and strategies.
2.
Understand the holistic nature of strategy and apply analytical
techniques to solve complex problems in real life organizations
3.
Demonstrate knowledge of the strategic decision making process
through critical analysis of how strategic decision making enables an
organisation to relate to its global business environment.
4.
Critically evaluate and monitor the business mission, objectives and
policies of international organisations.
5.
Use critical reflective skills to reflect on the impact of their
understanding on the problem solving process
The assignment will be internally moderated by: Module Team
Please note:
1.
All work must adhere to the
University regulations on ‘Cheating, Collusion and Plagiarism’ which are
provided as an Appendix in your Programme handbook.
Task
Your task is to
carry out a critical analysis and evaluation of the strategies adopted by FedEx
Corporation, in the case study in De Wit and Meyer (2004, pp. 647-662) and
other materials researched. You will be expected to select and apply
appropriate theories, techniques and models studied during the module whilst
having regard to the practical aspects of strategy development.
Your assignment
should be presented in a business report format and should be within the range
3,500 ± 10% words (excluding executive summary, references and relevant
appendices). The report should include a title page and executive summary and
be fully and consistently referenced, using Harvard Referencing style.
It is recommended that you research information
additional to the case study to support your arguments. This may be obtained
from a diverse range of sources and you are encouraged to research the issues
in whichever way you deem appropriate.
Assessment Criteria
The assessment will focus on the level ofANALYSIS
carried out. That is, the application ofTHEORETICAL
CONCEPTS studied in the
module to the ‘practical’ case study presented. In other words, you should
proceed beyond a DESCRIPTION of the company and its actions. You should be
analysing ‘why’ rather then describing ‘what’. The assignment will be assessed
and moderated by two members of staff in accordance with the marks allocated to
each of the questions detailed below. 10% of the marks are set aside for the
‘presentation’ criteria.
Academic
Rigour
·
your ability to isolate the key
strategic issues
·
the coherence and depth of the
analysis of those issues
·
the ability to analyse the
strategy context within which companies operate
·
the ability to critically
review and evaluate strategic decisions made by companies
Methodology
·
the use of relevant evidence,
from material provided and personal research to support any statements made
·
the appropriateness of the
methods used and theoretical models and frameworks applied
·
the breadth and depth of
research undertaken
Evaluation
of data
·
the ability to make sound conclusions
and recommendations arising from the analysis
·
the soundness of arguments put
forward
Presentation
·
the summary of arguments
·
report layout and format
·
use of illustrative material
and evidence to support arguments
·
the appropriateness of length
·
the quantity and accuracy of
referencing
The Global Logistics Industry
Since its inception in the early
1970s, Federal Express (FedEx)
Corporationhad transformed itself from an express delivery company to a
global logistics company (Adamson, 2000).Over the years, FedEx had invested heavily in
information technology systems, and with the launch of the internet in 1994,
the potential for further integration of systems to provide services throughout
its customers’ supply-chain became enormous (De Wit and Meyer, 2004, p. 647).
FedEx has a rich history of innovation that
is built on sophisticated automation for corporate mailing services and
developing tracking capabilities and software. FedEx was the first to offer
package-status tracking and shipping for improved customer service and
convenience via fedex.com. It pioneered the use of wireless technology for
shipping over 25 years ago with the introduction of the Digital Assisted
Dispatch System (DADS) (http://about.fedex.designcdt.com/our_company/fedex_innovation).
Question One:
“FedEx
has built superior physical, virtual and people networks not just to prepare
for change but to shape change on a global scale…FedEx is not only reorganizing
its internal operations around a more flexible network computing architecture,
but it’s also pulling-in and in many cases locking-in customers with an
unprecedented level of technological integration (Janah and Wilder, 1997; Annual
Report 1999; cited in De Wit and Meyer, 2004, p.647).”
In the context of the above
statement,critically analyse the Global express transportation
and logistics industry in which FedEx operates using Porters Value Chain
framework. From the results of your analysis critically evaluate the ‘core
competencies’ and ‘dynamic capabilities’ that enabled FedEx to build an
efficient and effective transportation, logistics and a virtual information
infrastructure. [30
% marks]
Question Two:(customer service)
Discuss the events leading up to
the January 2000 reorganisation in the context of FedEx’s three major strategic
initiatives:
(1) A new branding strategy that involved changing the Company’s name to
FedEx Corporation, and extending the ‘FedEx’ brand to four of its five
subsidiary companies;
(2) The need for one point of access to sales, customer
services, billing and automation systems; and
(3) A new low-cost residential delivery service, FedEx Home Delivery (De
Wit and Meyer, 2004, pp. 657-661).
Your answer should be based on a critical review of FedEx’s performance, and
the dynamics in the internet market.
[30 % marks]
Question Three:(social responsibility)
“At FedEx, we recognize that our impact is
greater than the services we provide. We are committed to being a great
place to work, a thoughtful steward of the environment and a caring citizen in
the communities where we live and work. We are passionate about sustainably
connecting people and places and improving the quality of life around the
world.” http://about.fedex.designcdt.com/corporate_responsibility
– Accessed Monday, 7 July 2008
Critique the above comments in
the light of current development within the global logistics industry and
reflect critically on the future strategic direction of FedEx in the next five
years in the area of corporate social responsibility.
[30 %
marks]
Note: 10% marks is allocated for presentation
Suggested Reading:
Textbooks:
De Wit, B. and Meyer, R. (2004) – Strategy Process, Content, and Context International Perspective, 3rd Edition,
Thomson Learning
Johnson,
G., Scholes, K. and Whittington, R. (2005) Exploring
Corporate Strategy: Text and Cases, 7th Edition, Financial Times
Prentice Hall.
Lynch, R.
(2006) Corporate Strategy, Fourth
Edition, Financial Times Prentice Hall.
Mintzberg,
H., Ahlstrand, B. and Lampel, J. (1998) Strategy
Safari, Financial Times Prentice Hall
Websites & PDF
documents:
http://about.fedex.designcdt.com/ – FedEx Corporation
http://about.fedex.designcdt.com/corporate_responsibility
– Accessed Monday, 06 July 2011
www.economist.com
The Economist
www.ft.com
The Financial Times
Criteria
- as
usual no plagiarism and turn it in report should be around 15 % only - write
in full report which include introduction, executive summary, assignment
body, conclusion and references list - for
this paper, try to use model/table to elaborate the analyse - each
questions about 800-1000 words - Use
fewer references from WWW. More journal/book/thesis references
