DHL

DHL - Marketing Management



Executive Summary

The present study focused on the existing marketing strategy of the DHL company, the value creation process for the customer satisfaction, SWOT analysis of DHL present strategy, different theories, strategies and approach for increasing the comapny's market share and profitability.

Executive Summary1

Introduction4

Methodology5

Situational Analysis - Current Strategies6

Customer Analysis6

Competitor Analysis6

Environmental Analysis7

Quality of services7

Segmentation Targeting & Positioning (STP)7

Segmentation7

Targeting8

Positioning9

Strategies of DHL9

Competitive edge of DHL9

Single Mailing Partner10

Simple setup with Customized Solutions10

Unique proprietary system11

SWOT Analysis11

Strength11

Weakness11

Opportunities12

Threat12

Recommended Objectives and Goals (SMART)14

Recommended goals14

Recommended objectives15

Recommended Marketing Strategies and Programmes16

Smart Truck Project16

Acquisition of Local Logistic Companies17

Effect of experience curve17

Sector Wise Differentiation18

More Focus on Digital Activation18

Conclusion18

References20

DHL- Marketing Management

Introduction

DHL is among one of the leading company of the world which was founded by Adrian Dalsey, Larry Hillblom and Robert Lynn in San Francisco in 1969. The company is the part of the Deutsche Post DHL group. More than 285000 employees work for the company which provide services to the almost more than 220 countries all over the globe. Hong Kong, Singapore, Bangkok, Soul, Sydney and Tokyo are the six distribution centres of DHL. Company devise and evaluate its strategies according to the rapid changing, dynamic and competitive environment. As globalization increase, the company analyse the complex competitive situation. So DHL made the strategies and approach according to the internal and external environment (Liu and Wen, 2012, Pp. nd).

As a logistic multinational company, the main function of DHL is to integrate operation, warehousing and transportation services in order to customize the customer needs based on market condition. The company also deliver the different goods and services to the right customer at the right place with right time. Because of DHL and other companies, shippers easily maintain their commitment of delivering the quality products and timely services to customers. An excellent services by the shippers, increases the loyal customers and also help the company in gaining their large profit (Liu and Wen, 2012, Pp. nd).

This study focus on DHL company in order to examine the company's existing marketing strategy, its value creation process, SWOT analysis of existing marketing strategy, appropriate theories and alternative strategies for increasing market share, profitability, value creation and sustainability (Liu and Wen, 2012, Pp. nd).

Methodology

The data used in this study is based on secondary data and collected from different websites mainly DHL official website.Part 1 - Existing marketing strategy and SWOT analysis

Situational Analysis - Current Strategies

Customer Analysis

DHL has large number of customers all around the world. The company does not think about the client and deliver its product to every client. In order to get the information of its customer, the company segmented its customer in various groups. Different ways are used by the company to measure its customer satisfaction but sometime it differs between religions and countries (Thakkar et. al, 2005, 32-46). For example: in Sweden, DHL use key performance indicator (KPI) to measure customer satisfaction. Company attain the customer complaint in the specified time period. DHL won the award of customer service for the best B2B service in ...