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Example research essay topic: Technological Advancements Public Perception - 1,126 words

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Canada Post Corporation will face many difficulties in the future stemming from two present concerns: Customer Perception- Customer perception is fairly negative and is either associated with problems evident in the past or those associated with the United States Postal Service. Unionized Labour- Unions are a constant problem for any company associated with them. To remedy these situations we propose the following: Divestiture- CPC should break into strategic business units. Each unit would then be responsible for individual quality control, sales, personnel as well as research and development. This divestiture will help them to reduce the detrimental effects of Cpc's union as they will be contained in only one or two of the strategic business units and not the whole of the company. This will also facilitate Cpc's drive into e-commerce as they will be able to hire technical experts into a strategic business unit without the consent of the union.

Improve customer awareness- Incorporate an active advertisement campaign aimed at improving customer awareness of Cpc's improvements in operations and service. CPC is the fifth largest employer in Canada, employing almost 64, 000 personnel to maintain daily business operations within Canada and abroad. The corporation is a Federal Crown Corporation responsible to customers, stakeholders, government, Canadian Union of Postal Workers (CUPW), and employees. In 1982 / 83 Canada Post incorporated. Since then it has operated a customer based organization that has recorded an increase its revenue by 138 % since its incorporation. CPC boasted revenues of $ 5, 380 million for year 1998 / 99.

CPC currently owns a significant portion of Purolator Courier Limited (95. 8 %) which is a leading domestic courier company within Canada. CPC also holds shares in International Post Corporation (IPC) which provides international consulting services for the mail distribution industry. Over the years CPC has developed a customer-based philosophy improving their daily mail operations, customer relations, public perception, professionalism, and the relationship between management and CUPW. To solidify Canada Post as a corporation that cares for its customers, they have introduced an ombudsman to act as a third party mediator in customer satisfaction complaints.

Unfortunately, consumers ma not be aware of the improvements that the CPC has made of the last few years. We are in business to serve all Canadian, businesses and organizations, through the secure delivery of messages, information and packages to any address in Canada or the World, at a level of quality and value that makes customers want to repeat the experience. Canadians have had little choice as to their mail carrier, however, with an increase in mail couriers, technological advancements in e-mail and on-line shopping Canadian customers now have more choices. Increased competition and technology has forced Canada Post to apply innovative and technological improvements to remain in business and grow. Canada Post has made milestone improvements since their incorporation, however, important issues still plague the Canadian company. Some of these factors will be reviewed in detail within this analysis and will include such issues as: Public Perception - Evidence shows that Canada Post Corporation has made effective improvements in the level of service quality they provide to customers, however, the corporation is still plagued with poor customer perception.

Canada Post was considered unreliable, overpriced, inconsistent and monopolistic in nature. As well, mail customers felt their service complaints fell on deaf ears. Customers associate the name Canada Post with these poor public perception traits and it is a stigma that even threatens Canada Post Corporation to this day. Union Relations - Poor relations between management and the CUPW inhibit corporate growth, innovation, technology as well as overall business operations. It is a relationship that affects public perception of Canada Post employees and the companies associated franchises.

Bureaucratic - Canada Post Corporation employs almost 64, 000 people and must be accountable to government, stakeholders, CUPW, employees, and its customers. As a result, Canada Post is highly bureaucratic in nature making it difficult to quickly apply innovative and technological advancements to effectively compete with environmental and corporate changes. Courier Hold - As indicated earlier, Canada Post Corporation owns almost all of Purolator Courier Limited. Purolator currently holds only 18 % of the small parcel delivery service within Canada.

This percentage is low considering only having a handful of organizations that compete within this segment of the delivery service. This industry is expected to increase substantially due to increased of on-line purchases through the internet. Canada Post has the opportunity to capture a greater share of the small parcel delivery market. They must also use price point and quality service to win back a better share of the market. There is a vast opportunity for Canada Post to capitalize on e-commerce. There is a large untapped market for Secured e-mail transactions online, Canada Post can lead the way for this market world wide.

Canada Post can also utilize the internet to provide better quality services (where is my package, parcel pickup, etc) as well as marketing their current services and products. The addressed letter mail market is slowly shrinking, but the unaddressed bulk-mail market is increasing opening business opportunities such as ad mail and surveys. In addition there is a growing market for magazine and catalog delivery. People seem to hold an image of what Canada Post was like ten to fifteen years ago.

Canada Post has made strides to improve the problems that affected their service in the past but they have done very little in improving the publics awareness of Cpc's efforts. CPC has the opportunity to make consumers aware of its improvements and thus improve consumers opinion. Canada Post with continued innovative management can continue as well as increase its international consulting business. CPC is a crown corporation and as a result changes in government policies shape the way the company operates. This is an external threat that may arise at any time.

The Government may pass laws, which affect the organization, and Canada Post has little or no control over them. This may create hold-ups that can lead to uncertainties within the organization. The perception of Canada Post has been historically poor. Over the years customers have developed a negative image about the corporation.

These criticisms have arisen due to misdirected and slow mail. During the last few years Canada Post have made many positive changes to address consumers concerns. Despite these changes, the customers continue to think of CPC as inefficient. This is due mainly to a lack of consumer awareness about the improvements. Hence customer perception of Canada Post continues to be low. The Canada Post Corporation has expanded vastly over the years.

More and more outlets have been opened to provide consumers with easy access to Canada Post. However this rapid expansion has led to Canada Post exercising less control ov...


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Research essay sample on Technological Advancements Public Perception

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