Marketing Management and Strategy

MK0388

[The programme title]

[NU student ID number]

[TNT]

[Word Count]

Executive Summary

Incorporating and inculcating strategy is amongst the most important steps to undertake when performing and tailoring strategies in the midst of creating and effective and efficient business transactions and dealings. Developing and creating a strategy is based upon how competitive the strategy is, how sustainable will this strategy be and finally whether the chosen strategy is linked with the external environment. These three pointers must be fulfilled. For this paper, we shall look into the intricate details of what steps and measures must be undertaken for the purpose and objective of effective and profitable business establishment and transaction. For this paper, we shall be framing strategies in the light of the business of logistics; here, we shall be covering the company TNT, a freight and shipping organization that has been in the business of transferring goods and services since its establishment and foundation in the year 1946 in Australia. With closing figures and persistently on the move, the company has delivered outstanding performances in the area of shipment and transferring goods from all over the place. Very recently, the company posted its outstanding performance of €4.2 billion in the year 2009. In addition to the above, we shall be skimming and screening through the buyers, suppliers and the relationships that exist among them in the supply chain industry. Further we shall be evaluating and understanding the kind of strategies that TNT has adopted to excel and maintain its current performance and at the same time deliver outstanding performance. To summarize and conclude the kind of work TNT has delivered, it only seeks to prove that sustainability depends on logistics; one must understand that it is with time that small corporations become mega giants and that big corporations have lost their market in the midst of delivering products to their customers.

Table of Contents

Executive Summary2

Marketing Management and Strategy4

Summary of Situational Analysis/SWOT4

Marketing Strategy4

Target Market6

Marketing Mix13

Disaster Management through Effective Supply chain17

Conclusion19

References20

Summary of Situational Analysis - SWOT22

Marketing Management and Strategy

Summary of Situational Analysis/SWOT

For understanding and analyzing companies in the context of logistics and supply chain management, we have taken up TNT, an Australian-based organization invested and involved in the shipment and distribution of goods and tangible commodities (Gokhan & Needy, 2010, pp.20). Initially established as an extension to stamps and postage, the company surfaced and stemmed from its origin and came forth as a full-fledged organization, which provides distribution and transportation to its clients and facilities from all around the world (Chris, Harrity & Vitasek, 2005, pp.20).

In order to understand basic operations undertaken by TNT in this paper, we shall incorporate SWOT analysis, the most relative and basic models of understanding and comprehending the current situations of the company's position and simultaneously forecast the future standing of the company in the market (Hoopes, Madsen & Walker, 2003, pp. 889). The SWOT analysis has been attached in the Appendix for detailed reference.

Marketing Strategy

Mission of TNT

The mission of TNT is that 'We are a global ...