DHL CASE STUDY ANALYSIS
Case: Corporate Responsibility and Sustainability: DHL, the National University of Singapore, and the Asia Pacific Sustainable Supply Chain Centre
Question: What potential challenges/risks should be considered in order to improve DHL's international supply chain performances?

The widespread globalization trend in supply chain flows results in an increase and expansion of the geographical coverage and markets, which could cause many risks (Paulsson, 2007, p. 235), such as:
- Higher distances with multiple conveyances affect the increase in exposure to potential interruptions;
- Cultural differences increase the risk of misunderstanding and misalignment in operations;
- Complex supply chain network increases the complexity of business, and because of that more complex communication channels are necessary to support operations in multiple time zones;
- Long distances between network participants in influencing on the increase of cost;
In the given example of DHL Company, expansion to the Asian market and cooperation with the National University of Singapore is a logical strategic move, caused by the need for growth and constant struggles with an extremely strong competition. In order to succeed in its intention, DHL must measure its strengths and comprehensively determine potential risk influences at all levels. Will some of the competitors make a better breakthrough on the Asian market, or will they take over DHL's partner - National University of Singapore; the complexity of the supply chain network; high costs due to pressure from NGOs and IGOs on DHL to focus on sustainability; good and comprehensive identification of stakeholders are just some of the potential challenges or risks that DHL should analyze and devise a strategy to respond to.

The risk that competition will make a better breakthrough in the new market. This is one of the more frequent risks when supply chains are concerned. As explained by (Kopecka, Penners, Santema, 2010, p. 513), the situation in a highly competitive market could be described as the arena in which supply chains are struggling. American companies like FedEx and UPS, but also the Dutch TNT Express, with their services portfolio, are a strong competitor to DHL in every sense. Hence, there is the potential risk that one of these companies will match position of DHL in the new market, or find a better partner through which it will make easier breakthroughs. Both in the new and existing markets where they already operate, express delivery service providers face many various challenges when it comes to the differentiation. A good joint strategy of DHL and the National University of Singapore with the Asia Pacific Sustainable Supply Chain Center, as well as carefully designed strategies for stakeholders, can help DHL to start the conquest of the Asian market safely.

Fighting for a partner. In addition to the above, the potential risk that needs to be considered is that some of the competitors will offer better conditions to DHL's partner - the National University of Singapore, and thus throw it out of the game. In this case, DHL would either have to find a new partner, consider a new

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