MARKETING STRATEGY

Marketing Strategy

Executive Summary

FedEx is one of the most significant logistic Company that spread their business globally. The company has introduced the concept of consignment that appreciated by other logistic companies. It is originally known as FDX Corporation that further modify in FedEx. One of the company's competitive areas is the adaptation to technology and the use of complicated tracking software's. FedEx received an edge over the opponents only because it kept on getting better its service quality. Though, despite all the modernization it still requires the market lead. The main competitors of FedEx are UPS, TNT and DHL, in which the UPS has captured approximately 35% market share. FedEx marketing strategy comprises of the best pricing, the reason of which is to create an insight of a high quality of service to customers. The allocation network is competent which facilitates the services to consumers at all the close locations across the world. Though, FedEx needs to purify the different segment on the foundation of product line to guarantee the accurate segment is targeted at the appropriate time. The services are frequent ranging from overnight special packages to more complicated and bulky deliveries. The company requires taking strong action for their advertising and its promotion, which considers as best approach to improve its market segmentation. The Company has to learn strong tactics to its rivals such as DHL and UPS. This can be effective for the company to learn their strategies and implement it in their business. The company can enhance their proficiency by taking strong steps which can affluent for logistic and courier services company.

Introduction4

Methodology4

Situational Analysis5

Website Audit6

Competitor Analysis7

Segmentation Targeting & Positioning (STP)8

Market Segmentation Illustration10

PEST Analysis10

Political Environment Analysis10

Economic Analysis11

Socio-Cultural Environment11

Technological Factors12

SWOT Analysis12

Strengths12

Weaknesses13

Opportunities13

Threats13

USP14

Marketing Objectives and Goals14

Marketing Strategies and Programs15

Product15

Price15

Placement16

Promotion16

Conclusion16

References17

Marketing Strategy

Introduction

The courier and logistic services have fixed a predominant position in today's world. Different brand has inculcated in this profession by transmitting goods and documents from every parts of the world in a quick way. Different brands have entered in the world market for providing quick services to their target markets. The global courier and logistic brands have enhanced their services for challenging the other market competitors. These companies have augmented their services by increasing the services and products. The most flexible and adaptable business that survived and struggled for attain their customer attention. This courier and logistic companies have taken the help of B2B and B2C where the advance marketing strategy manages these companies. The recent modification in business distribution, demographic factors of target markets and customer purchase control have adjusted the logistic market according to the customer need and market segmentation (Waters & Chartered Institute of Logistics and Transport in the UK, 2007).

FedEx is an American based company that has entered in the logistic and courier service market for providing high quality of services to the target market. The Company has enunciated his business in 1998. After this, company has opened his branches in different parts of the world for sustaining their business chain ...