Marketing Plan for Shunfeng Express

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S.F. Express Marketing Plan
Group 6

Instructor: Dr. Anthony Tsui MKT 2010

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Table of Contents

1. Executive Summary…………………………………………………………………………………3 2. Strategic Objectives…………………………………………………………………………………3 2.1. Mission 2.2. Goals 2.3. Sustainable Competitive Advantage 3. Situation Analysis……………………………………………………………………………………4 3.1. Industry Analysis 3.1.1. Market Size 3.1.2. Market Growth 3.2. SWOT Analysis 3.2.1. For S.F. Express 3.2.2. For Domestic Private Express Industry 3.3. Competition 4. Marketing Strategy………………………………………………………………………………...14 4.1. Market Segmentation 4.1.1. Business Customers 4.1.2. Individual Members 4.2. Target Market 4.3. User Positioning 5. Marketing Mix / 4Ps……………………………………………………………………………….16 5.1. Product 5.2. Price 5.3. Place 5.4. Promotion 6. Financials…………………………………………………………………………………………...20 7. Implementation Plan………………………………………………………………………………21 7.1. Objective 7.2. Marketing Objectives 7.3. Financial Objectives 7.4. Key Success Factors 7.5 Growth Strategies 8. References…………………………………………………………………………………………..23

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1. Executive Summary
Headquartered in Shenzhen, China, S.F. Express (Group) Co., Ltd. (hereinafter referred to as S.F. Express) have been providing domestic and international express delivery solutions to a wide array of customers since its establishment in 1993. Now S.F. Express is the leading private express company in China. Since its establishment, S.F. Express has been committed to improving service quality and to satisfying market demands. It has built an extensive business unit covering research and development, logistics, pickup and delivery network, etc., which spans the nation (including Hong Kong, Macau, and Taiwan). At the same time, its international network has been actively expanding; its service network now covers Korea, Singapore, Malaysia, Japan, and the United States. S.F. Express has been investing heavily in the company's infrastructure, and continually improving the end-to-end express delivery procedures that span monitoring, tracking, enquiry, and resource allocation, to ensure its continuous improvement not only in service quality but also in customer satisfaction.

2. Strategic Objectives
2.1. Mission The mission of S.F. Express is to become the most trustworthy and respectable express delivery company.

2.2. Goals  Offer employees a job with satisfaction and pride.  Deliver customers’ trusts in a swift, safe and accurate way.  Become a constant leader of the express delivery industry.  Shoulder more social responsibilities.

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2.3. Sustainable Competitive Advantage The sustainable competitive advantage of S.F. Express is its very strong airlines. S.F. Express possesses 7 air freighters and charters 13 air freighters (and the biggest take-off weight is 113 tons), where any other express company in China is not able to reach in a certain period of time. Besides, S.F. Express has more than 400 airline routes in Greater China, and still maintains a very good relationship with some airline companies. Therefore, S.F. Express is able to deliver each mail even much more swiftly, safely, and accurately.

3. Situation Analysis
3.1. Industry Analysis Express industry which is part of logistics industry delivers packages to their customers through aviation, railway, highway, etc. The most outstanding characteristic of express industry is its high speed and convenience, especially its end-to-end services. Price level, express quantity, speed, safety of mails, punctual distribution, etc., are all the aspects that measure one express company’s competitiveness. Whether the development of express industry is good or not depends mostly on the economy’s development level of the place, which is consistent with the postal service develop. Therefore, the more developed the area’s economy is, the more demanded the express service is. Thus the competition is also more intense. As China is developing increasingly stronger in many aspects, the boom of express...
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