BMA4000 – Assessment 2: Individual Reflective Performance Report (Based on

Business Case Studies)

GIBB’s (1988) Reflection Model

Description

Case study about planning of the

expansion of operations in the
urban markets by (ADS) and the
problem occurring while
implementation

Action Plan Feeling

Four problems with this process Feels very excited before reading as it was a
are identified and the relevant case study of multinational company Amazon
solutions are also found. and knowing the process how it works. I have
read this case study with deep interest, as it
will help me in business management

Conclusion Evaluation

It can be concluded that financial It helped me in understanding the principles

data was missing with which more of business from practical examples and gave
specific details can be specified. me the positive as well as negative aspects of
this delivery system.

Analysis

This helped me to find gaps in the

business and management of this case
study. Further helped me to apply the
theories and develop certain strategies
based on these theories

1. Description (what happened?)

A detailed description of the nature of the case studies.

Answer: In consideration of the Business case studies Shown in the Minerva website, I have
analysed and considered to write about the Amazonia Delivery Services (ADS). While
selecting a business case study for this assignment, I get to read about Amazonia Delivery
Services (ADS). ADS belong to the Digital distribution Industry and are connecting thousands
of the vendors and customers. This assignment is the result of my individual effort and
 analysing of the Case study regarding the Amazonia Delivery services (ADS). ADS are the
provider of the contract delivery service for the retail giant Amazon. This case study was
about the planning of the expansion of operations in the urban markets by Amazon. This
Initiative of Expansion carries the risk of unwell management which could suppress the
growth and the failure in service.

2. Feelings (what were you thinking and feeling?)

A detailed overview of what you thought and felt during this experience.

Answer: In compliance to this case study, I have my deep interest while in process of reading
this Case study Regarding ADS. I had the feeling of excitement before reading this
assignment, as it was something new for my learning and knowledge which I can further
apply on my business ideas and development. Further, Amazon is a multinational company
which has a giant network of suppliers all over the world. In regard to the feeling of giving a
solution to this case, I was pretty confident about my skill of writing and understanding this
whole network of suppliers and this feeling kept me focused as well as true while writing this
case study.

3. Evaluation (what was good and bad about the experience?)

An objective overview of what worked, and what didn’t work, whilst reading and
analysing the case studies.
Answer: While going through the process of reading this case study, I observed that my
focused developed very efficiently and increased till I completed reading this case study. I
think this was due to the way, this assessment have been developed to engage the interest of
the person attempting this assessment. The positive thing about reading this case study is that
it helped in understanding the principles of business by learning from practical examples.
This helps me in improving my analytical skills, problem solving skill and better judgement
in depth of the business. Now, in regard to the negative, it is that the data gathered or the
information that is received from this case study is difficult to match with small businesses.
So, it makes the results unreliable and cannot be applied to the wider target population. As
mentioned in the above paragraph of description, it was my individual effort on this
assessment and I think while working in groups it would have became more complicated for
the efficient expression about this assessment.

4. Analysis (what sense can you make of the situation?)

Interrogate your ability to make strategic business decisions.
Answer: This whole assessment has tested my decision making ability, allowing me to find
gaps in the business and management of this case study. Thing worked out very well while
taking decisions like the decision/suggestion I made for product loss. My rational thinking as
a business handler helped me to get these ideas for enhancement of management and
business. Talking about the things that didn’t work is that I could not think of any financial
decision in order to reduce cost of whole process. The problem I faced was in management
and external environment that how to increase the areas of urban places, so that the business
can be expanded till every corner, door to door of Canada. I have applied Mintzberg theory in
which, I have planned and spotted the problems first that why market expansion was limited
to urban region. Then I have developed a plan with which I will try to increase the area of
deliveries by choosing specific position and more suppliers of urban areas. Then finally I will
develop the practical strategies for implementation, by taking care of every suppliers need
and the profit of my organization.
5. Conclusion (what else could you have done?)
Answer: As a conclusion to this assessment, the action plan had been presented on the basis
of the problems addressed with in the case study of Amazonia Delivery Services (ADS). All
the content in the action plan presented below is completely relative to the business function
and is accessible for the improvisation. This experience of decision making in business
management has been ideal, but it would have been more positive if the case study had some
financial data included so that decision relating to the cost reduction could have been made. I
think skills of writing and expressing the information in better words needs to be improvised.
Further if financial data could have been given then I need to develop my analytical skills
also to be more professional and accurate in deeply understanding the issues of this company
While working within a group, skills like listening, managing the discussion and attentive
attitude are the basic skills that need to be considered. As an individual, one has to posses
these skills at his own level of understanding.

6. Action Plan (If it arose again what would you do?)

Answer: I have gone through all the facts and research on the competitive disadvantages and
advantages of this case study. Some parts of this case study Like Rapid Response
Capabilities, Health and safety concern and Volume focused market growth are working
efficiently while some of the parts of the process need modification and enhancement. So in
my action plan I have considered following solutions for the problems presented within the
business case studies:-
A. The logistics software used for the package and delivery network system reduces cost,
but it has been stated in the limitation that it can connect only limited vendors and
customers with in a limited urban area. So for the improvement of this limitation, and
to reach the untouched area of vending and customer handling, they can include the
suppliers from other Private organisations belonging to these area to extend the reach.
A suitable proposal for these private organisations can be made in order to help and
fix this limitation of limited reach.
B. Operation limitation of the Third party Vendor, being the primary source in the
product supply chain tends to be one of the most difficult processes to be considered
for modification and this has to be replaced with some other process involved with the
help of logistics. Being dependent of these third party vendors can be harmful for the
cost reduction which is main component while leading a company. So, keeping the
whole process of delivery and supply in own supervision through logistics may be
helpful. Another modification to be considered is, in the process of payments to this
third party vending companies. If the payment method of these suppliers is to be kept
in our hand and should be paid after a specific period after reviewing the quality and
rating system of these vendors. It may enhance the performance and make the
network independent and problems will be likely to happen less
C. As the CEO, ‘Melodie Muldoon’ has stated that he would rather raise the rates above
the traditional network to maintain the Niche as high value, responsive logistics
management company, rather than a high volume shipping company with universal
service capacity. It would be pertinent to mention that, raising the rates will definately
help in maintaining the High value as a logistics management company, but it is the
high volume of shipping which is the backbone of this whole business, and universal
capacity is something which makes this more accessible for the customer. Customer
satisfaction and service should be considered first in order to maintain a good stake of
the company. Logistics management also expects improvement only if the high
volume shipping and universal service capacity is maintained.
 D. Product loss is considered to be an ultimate failure and it is depressing for both the
vendors and customers. So as in improvisation, Supervisors on the process of
handling and delivery must be deputed and the responsibility should be fixed for the
loss of the product. It is the vendor or any responsible staff member in the process,
they must be granted with the responsibility of loss, so that if any such thing happens
they might be able the trace the discrepancy in the system and further it may be
considered for the improvisation.

Refrences:

Hickey, R 2014‘Amazonia Delivery Services’, case study retrieved Minerva Case Studies.
http://new.safetymanagementeducation.com/wp-content/uploads/2015/06/
Amazonia_Delivery_Services.pdf
Islami X, Mustafa M, Latkovikj M 2020, ‘Linking Porter’s generic strategies to firm
performance’, Future Business Journal. https://fbj.springeropen.com/articles/10.1186/s43093-
020-0009-1
Mintzberg, M, 1978: “Patterns in Strategy Formation,” Management Science, pp: 934–948.