Formulate two relevant strategic goals for rao logistics ltd

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Reference no: EM133311721

Case Study: RAO Logistics Ltd is a freight and logistics company operating in East Africa with its headquarter in Ntinda in Kampala. The company is part of a supply chain network that involves shipping companies from the Middle and Far East, road transportation from Mombasa to Uganda and DRC and clearing and forwarding functions. Up to 2019, the ten-year old company scored significant strategic success. Between 2012 and 2017 annual revenue increased by an average of 15% per annum. The 2018/2019 Financial Year was one of the best as Revenue increased by 50% from UGX 50 billion to UGX 75 billion. This was largely due to new contract signed with three shipping companies plying the Middle East - Mombasa route. The RAO also had acquired 10 new long distance hauler trucks that allowed it to increase the volumes of its freight services. The company enjoyed 3% of market share of the UAE - DRC long distance bulk cargo freight market, coming fourth in the industry. Its cargo tracking system stands out as one of the bet in the industry. Its only shortcoming is when the truck enter Eastern DRC where the company lacks internet enabled coordinating offices. The onset of COVID-19 and subsequent lockdowns, however adversely affected RAO Logistics Ltd operations. Revenue declined by an average of 20% between 2020 and 2021.The company also lost its market share becoming sixth in its market. In the first week of February 2023, RAO will be holding a retreat to design its ambitious 10-year strategic plan. Required:

Question 1. On the basis of the information provided about the external and internal environments in the scenario above, formulate two relevant strategic goals for RAO Logistics Ltd.

Question 2. For one of the Goals identified in 1) above propose two SMART strategic objectives that RAO Logistics Ltd should pursue given the scenario described above.

Question 3. Suggest one intensive growth strategy that RAO could use to address one o0f the objectives identified in question 2) above. Justify your choice

Reference no: EM133311721

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