The implementation of the reduced retail prices is only possible through processes of internal cost reduction. The first step is that of lowering the profit margin in the meaning of accepting reduced profits. Then, the organizational leaders could engage in conversations with the purveyors in order to negotiate the retail prices of various commodities or services. Premiums, bonuses or dividend payments could also be withheld for the duration of the economic crisis. Savings should be made relative to utility bills and invoices being deducted.

Finally, in terms of an improved organizational perception and reputation at a global level, it is advisable for C.H. Robinson to invest in a marketing campaign that promotes the company and the values to which it stands true. It would also be advisable for the firm to become involved in more projects of social responsibility, such as reducing gas emissions, lowering its levels of pollution or even offering sponsorships and grants, as a means of supporting the development of the communities in which it operates.

8. Concluding Remarks

C.H. Robinson Worldwide is a leading three party logistics organization, registering impressive results at a global level. The company has created and enforced a strong culture of success, in which the satisfaction of the customer represents the central element. The four main points of customer service refer to continuous communications with the customer base, a global expansion in order to reach as many customers as possible, the diversification of the service offering and, as mentioned, the internal culture. Basically, the company implements all strategies required for it to align to the other leaders of the global logistics industry -- CEVA Logistics, DHL and UPS Supply Chain Solutions. Yet, in order for the company to gain the title of undisputable leader, it has to identify means by which to differentiate itself from the competition. Three strategic actions that could be implemented to achieve this desiderate refer to sustained...

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