DHL Marketing Plan (Essay Sample)

DHL Marketing Plan
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DHL express is a branch of German logistic company Deutsche Post providing global logistics and mail services. DHL Company leads both in air and sea delivery services. The company was founded in 1969 to deliver with an objective of document delivery between San Francisco and Honolulu but later it expanded globally until the Deutsche Post began to acquire share until it finally absorbed the company. The expansion of DHL express company revolves around the effective supply chain adopted to ensure efficiency and effectiveness in service delivery to the customers CITATION Gav04 \l 1033 (Lawrie, 2004). The company supply chain has upheld reliability enhancing creation of trust among the customers.
The marketing strategy adopted by DHL has facilitated the expansion of the company globally. The company understands the high competition from a various company such as Do UPS, FedEx involved in the shipping business. In this case, DHL has devised and evaluated their marketing strategy to survive and maneuver in the market. Typically, the spontaneous and continuous transformation in the dynamic and competitive environment has resulted in high investment by the company in marketing. Moreover, with development and advancement in technologies competition in the market has resulted to stiffness and thus DHL has increasingly focused on developing an approach that maximizes returns both domestic and international market. The company provides and integrate operations in warehouse, transportation services since they can be scaled according to market conditions CITATION Hug09 \l 1033 (Hughes & Norton, 2009). Upholding of the factors that satisfy the utility of the customer in the market has greatly impacted the market share the company commands. This paper focus on DHL marketing plan strategy adopted to examine the factors that make it one of the successful logistic company globally and the competitive advantages the company DHL upholds. Accomplishing this objective of the paper understanding internal and external analysis of marketing plan strategy adopted remains vital.
External analysis
External analysis involves critical thinking to counter competitor through strategic marketing plan. Moreover, it focuses on customer and the shipping market to enhance appropriate mechanism that subjects the company to accomplishing its objectives. The DHL has adopted this system as a mechanism to understand the strategies that competitors adopts to expand. Investing in external analysis subjects the company to domination in the global market due to the development of strategies that aim to counter the competitor strategies. The external analysis reflects how the market is defined influencing the marketing plan to be adopted by DHL. Additionally, the study assists the company to restructure the supply chain mechanism where necessary to match the demand that exist in the market and continue to satisfy the utilities of the customers.
Internal analysis
In terms of internal analysis, the company focuses on the brand association, quality services and utility satisfaction of the customers. Capitalizing on internal analysis ensures perfection on the services the company offers in the market. Moreover, the company focuses on issues that leads to low services to customers dissatisfying their utilities. Dealing imminently on these issues DHL has focused on the competent supply chain as compared to competitors. In this case, the company has adopted a supply chain that integrates all the activities of the company ensuring coordination leading to positive results in terms of returns. For instance, coordination and coherent coexistence of employees through the department of human resources lead to high-quality services provision. In this case, DHL adoption of a supply chain that coordinates all the departments of the company and extends to feedback information from the customers and market condition boosts it market share in the market.
The internal analysis also includes the SWOT analysis as DHL focus on strengthening it functioning in the market. The company considers various opportunities that exist in the market and the gap that needs to be focused on for quality services to be issued in the market. In this case, the company focuses on opportunities that arise through the adoption of various techniques that facilitates quality functioning of the company. Moreover, through internal analysis the company focuses on the weakness that exist within to ensure development of strategies that reduces the weakness in the company. In terms of threat, the company analyzes where losses may arise and implement the effective measure that leads to efficiency and effectiveness in the market CITATION Lam15 \l 1033 (Lamb, McDaniel, & Hair, Marketing, 2015). DHL has highly focused on issues that improve the services provision as a mean to increase the customers.
The competitive advantages of DHL revolve around the global approach to filling the gap that existed in the market. The global approach has increased the returns to the company due to the high acceptance of the market. The company has invested highly in both air and ground networks through the creation of awareness of the company brand impacting the US market dynamics. In this case, this global approach has enabled the company to increase the market share as compared to competitors. In terms of the global efficiency of the company, various DHL hubs have been located globally to boost distribution process.
DHL Company understands that quality service makes a difference with products becoming identical in the market. This mechanism has resulted to increasingly gains and an edge to competitors. Customers services serve as a bigger factor in purchasing decision as compared to prices. In this case, the company has invested on effective customer services through excellent offers and delivery services that contributes to the satisfaction of customer utility. Upholding this system creates difference among competitors with time and other factors such as reliability, flexibility and quality serving as critical factors that the company invests on as competitive advantages.
Logistically, the company understands the significance of the long-term relationship with customers to enhance a repeat of the customer. In this context, the company understands the competitive advantage that exist in maintaining close contact with the customer to react quickly to various changes according to customer needs. Whenever there exist competition of similar products and services in the logistic market system that extends it services beyond the basic requirements facilitates the stand out of the company in the market. The single point of contact for all international shipping needs subjects DHL to a competitive advantage as compared to another competitor such as UPS and FedEx. Moreover, the company poses an experienced international helpdesk concerned with shipping support.
Acquisition and integration strategies subject DHL to comparative advantage as compared to competitors. The strategies focus on integrating other companies in the US horizontally such as Airborne Inc assisting the company in expanding it network globally and ground network. This mechanism helps in increasing the ability to attract US customer to use the DHL shipping services with guarantee of low cost rather than another mode such as air.
Objectives and strategies
The strategies the company has focused on heavily aims at increasing the sale force of it services. In this case, the company has created a sales force system that access all its vital systems such as phone, sales information, reporting mechanism and emails. Moreover, the company has highly focused on attracting the customers through the provision of one-stop shopping basically for innovative and made to measure solutions. In this case, the existence of a various mechanism for easily accessing the company information and consultations boosts the functioning of the company in the market fraternity. DHL has embraced the existence of technology globally through utilizing it heavily in ensuring the company increases the number of customer each day CITATION McD11 \l 1033 (McDonald, Frow, & Payne, 2011). For instance, the existence of emails and phones that can be used by any person all over the world enhances the efficiency of the company. The system attracts the customers to the company due to reliability and trusts the company customer help desk ensures to the customers.
Reduced channel of distribution
The company has adopted a mechanism that reduces the channel of distribution to enhance efficiency and maintaining the quality of the products delivered. In this case, the company has focused on delivering within the shortest time possible to enhance reliability. In this case, the distribution logistics of DHL Company reduces many warehouses to facilitate quick deliveries of the finished goods to the customer CITATION Mic85 \l 1033 (Baker, 1985). The company upholds supply of goods from the manufact...