Cargo Tracking System As A Competitive Strategy In Service Delivery
The purpose of this study is to investigate on how does DHL Express use cargo tacking system as a competitive strategy in service delivery. The study was guided by the following research objectives: To establish the nature of cargo tracking system employed as a competitive strategy in service delivery; To determine the benefits of using cargo tracking system employed as a competitive strategy in service delivery and to find out challenged faced in using cargo tracking system employed as a competitive strategy in service delivery by DHL, Kenya. The study was guided Resource Based View (RBV) theory. There is strong evidence that supports the RBV which indicates that firms compete in an ever changing business environment. Organizations can attain and achieve a sustained competitive advantage through their employees. This can be realized when a firm has a human resource pool that cannot be imitated or substituted by its rivals or competitors. The way a firm competes in a particular business and gains competitive advantage by deliberately choosing a distinctive set of activities. A firm can attain two basic types of competitive advantage low cost or differentiation. Porters’ model of Competitive strategy proposed that firm’s position within an industry was an important factor in attaining competitive advantage. The research design was qualitative because the method of study in depth rather than breadth and places more emphasis on the full analysis of a limited number of events or conditions and other interrelations. The study will use primary data and secondary data. An interview guide will be used in collecting the primary data. Before processing the responses, the completed interview guides will be edited for completeness and consistency. Qualitative data analysis seeks to make general statements on how categories or themes of data are related. The data will qualitative in nature, due to this fact; content analysis was used to analyze the data. The qualitative data shall be done using content analysis. From the research findings, tracking system helps to identify the position of the shipment and informed the customer in well advance. Without tracking system it is almost impossible to find out delivered items and often considered as lost or stolen item that causes business loss. This system might fulfill the needs of project manager to map the production process from transportation to material management. Conclusion: this study contributes to the companies which plan to develop their competition from inside to outside in the market, especially in Third-party logistics (3PL) industry. The study recommends that manager should also care about employees’ physical and mental health more actively. Regarding price issue, DHL must deal with a cheaper brand identity as soon as possible. In such dynamic marketing environment, DHL should keep making surprise to its customer and even to its competitor. DHL should invest more on R&D, and consummate service in order to defend its leading position. The study also recommends that In order to complete this research, the question about customer satisfaction is essential, and it is necessary to look for relevant theories as guide. By linking theories and the result of interview schedule, the unmet needs of DHL can be found eventually. The study limitations were that the interviewee in DHL were unwilling to give answers of some questions as they thought the questions were sensitive that they didn’t get approval of the superior.