STRATEGIC MARKETING PLAN
E1SHIP WEB PORTAL
Express 1 Strategic Marketing Plan, Spring 2009
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... [continues]
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