Royal Mail Literature Review - Essay Example

This paper covers the theoretical concepts of the strategic processes implemented by Royal Mail that include its internal and external analysis. The review covers a wide variety of different sources to locate various types of information about the company. Furthermore, a detailed research has been done on the management of the company that includes the management of its workforce and the future targets that are desired to achieve. Organization Overview Royal Mail is one of the biggest postal and courier service company in United Kingdom.

It has various subsidiaries which include Royal Mail, Post Office and Parcel-force all over the globe. The company also offers various services which include postal mail services, parcel delivery systems and general logistics systems through their subsidiaries. It mainly focuses on the deliveries of letters and packages to different parts of the world by all the regions in the United Kingdom. Royal Mail has nearly 113,000 post boxes and 14,300 post office branches all over the country which collects letters, packages and parcels from many different businesses (Boxall & Purcell, 2003).

These letters and packages are further processed through 70 mail centers, 8 regional distribution centers and 3,000 delivery offices that are located in different parts of the country (Goddard & Melville, 2004). Royal Mail is indeed one of the most successful organizations in United Kingdom and holds a unique place in the global market. Internal Analysis Royal Mail is one of the oldest courier service companies that is controlled by the government of United Kingdom. As far as its internal analysis is concerned, the core strategies that are implemented by this organization are listed below: Pricing Strategy The strategies of Royal are based upon customer centric approach and appropriate managerial implications are considered when they are implementing their own strategies.

This organization strictly works on the principle that since the needs of the customers vary with time therefore they should adapt to these changes that can benefit them in both the short and the long run (Barney & Clark, 2007). Similarly the customers should also believe that the products and services offered by this organization are value added and that they are meant for the targeted customers only. As far as the pricing strategy of this organization is concerned it mostly focuses to offer their services at lower rates that can be afforded by customers of every class.

Although there are many pricing schemes that can be implemented by the organizations such as premium pricing, competitive pricing and discount pricing. However, in the initial stage when this company was launched they adapted the premium pricing as the product was new in the market and the customers were also responding quite well. But as the company grew older the company focused on discount pricing and after that competitive pricing options were also introduced because new competitors were entering into the market.

Later they also implemented zonal pricing in order to obtain a competitive advantage in both the short and the long run. Marketing Strategy The marketing of Royal Mail is very proactive and that is the reason why they are able to implement different marketing strategies effectively. These strategies are usually created by the decision makers of the company. It is