Running Head : UPS

Analysis of Marketing Strategy :UPS



Running Head : UPS0

Analysis of Marketing Strategy :UPS0

Analysis of Marketing Strategy :UPS2

1. Introduction2

1.1 Company Background2

2. Situational Analysis3

2.1 SWOT analysis3

2.2 Competitor Analysis6

2.3 Competitive Advantages8

3. Strategies9

3.1 UPS Enterprise Strategy9

3.2 Segmentation11

3.3 Marketing Objectives and Goals11

3.4 Marketing strategies and programs12

4. Conclusion13

Analysis of Marketing Strategy :UPS

1. Introduction

This report is on UPS (United Parcel Service). It is known for its high quality services in the courier and logistics network all around the world. In this report, we will highlight the different innovative strategies that are being followed at UPS. Firstly, we will do a SWOT analysis on the company and a detailed analysis on its competitors. In the end, we will identify the competitive edge for the company and its various other targeting and positioning strategies.

1.1 Company Background

UPS is known as the world's largest company in packaging and delivering. It has a comprehensive network of transportation services all around the world. It is based in United States of America.UPS has been known for its effectiveness in supply chain management. Now it has spread its network in e-commerce as well.

The total revenue for the year 2012 was $54.1 billion. Currently the employees working at UPS around the world give a total of around 399,000 employees (323,000 U.S. employees and 76,000 International employees). Operating facilities around the world are about 1,907.

Daily UPS serves around 8.8 million customers all around the world. UPS's primary business is the delivery of goods worldwide. The goods may include anything. Mostly these goods consist of packages. UPS has segmented its operations into three units now. The three segments are the US domestic package, International Package, Supply chain and freight. UPS earns most of its revenue from the US domestic package (Ups.com, 2013).UPS is famous for being very efficient with its services. It focuses on providing the solutions required by its customers. It is known around the USA for its efficient services.

UPS has a vast network outside of the United States of America. Although it is more famously known for its services within the USA, it provides packages to over 220 locations outside of the USA.

Supply chain and forwarding include a number of UPS business units. They are spread internationally. UPS, having leading technology, also offers supply chain solutions (Ups.com, 2013).

2. Situational Analysis

2.1 SWOT analysis

Strengths

UPS is a household name of the industry. It has an expansive international network servicing more than 200 countries and territories. For such a vast network UPS requires a large workforce. Hence, they have an employee base 4,00,000 strong and increasing. It leads the market with its revenues and sales. It is a leader in technology and innovation. This allows UPS to change with the demands of the market.

We have seen over the years how UPS has used technology to benefit its business. The company has built its business more profitable and efficient. This was achieved by adding new technology which helped them reduce costs and make their processes not only more productive but more efficient as well preventing ...