NATIONWIDE EXPRESS COURIER SERVICES BERHAD: A CASE
The objective of this paper is to demonstrate the integrative linkage between Strategic Management and the Human Resource Management of Nationwide Express Courier Services Berhad. The Lewin-Schein change model was applied as the theoretical framework to identify and analyze the strengths and weaknesses of Nationwide Express as well as the threats and opportunities of the company. A short interview was done to complete this paper. Keyword
Strategic management, strategy formulation, strategy Implementation, strategy evaluation.
Rapid environmental change, globalization, competition to provide innovative products and services, changing customer and investor demands have become the standard backdrop for organizations. To compete effectively, firms must constantly improve their performance by reducing costs, enhancing quality, and differentiating their products and services (April Chang and Tung Chun Huang, 2005). The effort to develop linkages between business and personnel management in firms is not a new one. In fact, the whole issue of human resource management was raised at the beginning of the 1980s in terms of the need to look
at the traditional personnel issues, such as selection, training, compensation, etc., from a strategic perspective.
"Strategic" usually referred to a longer and broader perspective, and to high organizational level decision making (Arja Ropo, 1993). The term strategy has been defined in a variety ways. In business environment, strategy can be defined as integrated decision, actions, or plans designed to set and achieve the organizations’ goals. Strategic management is the set of managerial decision and action that determines the long-term performance of the organization. It includes environmental scanning both external and internal, strategy formulation strategic or long range planning, strategy implementation, and evaluation and control. Based on the theoretical framework of LewinScheinhe, the strategic management process consists of three basic elements: strategy formulation, strategy Implementation and Strategy Evaluation as shown in Figure 1. In order to complete this study, we have decided to apply this model towards Nationwide Express Courier Services Berhad.
Figure 1: Theoretical framework of Strategic Management by Lewin-Scheinhe
2.0 BACKGROUND OF COURIER SERVICES IN MALAYSIA
A courier is a person or a company who delivers messages, packages, and mail. Couriers are distinguished from ordinary mail services by features such as speed, security, tracking, signature, specialization and individualization of express services, and swift delivery times, which are optional for most everyday mail services. As a premium service, couriers are usually more expensive than usual mail services, and their use is typically restricted to packages where one or more of these features are considered important enough to warrant the cost. Different courier services operate on all scales, from within specific towns or cities, to regional, national and global services.
Courier services in Malaysia are relatively young. In the early 1970s, foreign companies such as DHL and OCS beginning their operations in Malaysia. The first local courier company to operate in Malaysia is City-Link Express (M) Sdn Bhd which began its operations in 1979. This was followed by ABX Express (1984), Nationwide Express (1985). POSLAJU (part of the Pos Malaysia) and UPS appeared in the scene in 1988. FEDEX came in 1991. In 1997 a local outfit...
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