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 ...