Dhl Marketing Mix

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Express 1 Strategic Marketing Plan, Spring 2009

STRATEGIC MARKETING PLAN
For the
E1SHIP WEB PORTAL
Prepared by
Sejal Dsouza
Charles Kirker
Gabrielle Perham
Andrea Sikes
Ece Yilmaz

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Express 1 Strategic Marketing Plan, Spring 2009

EXECUTIVE SUMMARY

The purpose of this paper is to offer a strategic marketing plan to Express 1 for its new innovative web portal, E1ship. Express 1 is only fifteen years old and has expanded from Salt Lake City, Utah to sixty locations throughout the United States. Express 1 started as a reseller of DHL products and has recently reinvented itself as a third-party logistics provider. It offers tremendous value to its business clientele by offering discounted shipping rates and exceptional personalized service. And now, after its recent launch of the E1ship web portal, it can offer these services conveniently from its clients’ desktops. The E1ship web portal is offered free-of-charge and allows customers to schedule the shipment of any item (from a small parcel to a full truckload) to anywhere on the globe, to choose from Express 1’s network of hundreds of carriers, to print all documentation, to track the shipment throughout its journey, and to combine all shipments on a single invoice. This paper provides a complete situation analysis on the company and its industry, a proposed market with which the company should focus, and a comprehensive marketing mix tailored specifically for this market.

This marketing plan begins with a profile of Express 1, its current mission statement, a discussion on the freight shipping services industry, and the company’s current measures of performance. Our marketing team offers insights and recommendations throughout this section, including a revised mission statement that includes the company’s vision, and some proposals for performance measures. The plan then offers a detailed analysis of the company’s strengths, which include its competitive advantage: its carrier network and its personalized service. The plan then discusses the company’s weaknesses, which include the company’s website and its lack of brand awareness. The plan then details the opportunities that exist within this industry, which include the formation of strategic alliances and the offering of value-added services, and the threats within this industry, including the current economic conditions and the fragmentation of the market.

The paper then offers a proposed target market for Express 1: medium-sized businesses within the United States. Our marketing team feels that focusing on only this segment of the industrial market will allow Express 1 to establish necessary relationships and to cater specifically to this segment’s unique needs.

The marketing plan then offers a marketing mix consisting of product enhancements, distribution strategies, pricing strategies, and promotional tools and techniques. Our team makes several recommendations throughout this section as well, including some changes to the E1ship web portal that will enhance its usability and changes to the Express 1 name, logo and website that will increase the brand’s awareness. We also propose a new three-tier pricing strategy that will add additional revenue and several promotional ideas that will reach a broader audience and will be more cost-effective to the firm.

The paper finishes with a section on the necessary controls and evaluation that Express 1 will need to implement in order to effectively execute and monitor this marketing plan. A proposed timeline of recommendations is included in this section.

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Express 1 Strategic Marketing Plan, Spring 2009

TABLE OF CONTENTS
EXECUTIVE SUMMARY .......................................................................................................... 2 TABLE OF CONTENTS ............................................................................................................. 3...
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