Swift Marketing Plan Phase 2

Swift Marketing Plan: Phase II
Swift is the largest transportation company in North America. It transports with the largest fleet of trucks and largest number of intermodal terminals, as well as by sea. The goods transported are varied in sizes, from large cargo bays to small packages. Swift is attempting to improve its business by offering a unique service. It would like to allow its customers the opportunity of precise transportation tracking, enabling customers more control over their products and inventory. In order to do this, certain conditions must be met. The criteria for market selection must be identified along with the target market. The buyers and consumers of the good and service must be understood as well as the factors influencing
What makes Swift Transportation’s tracking product unique, and why should people be interested in this resource are factors. The most important factors to consider are who will need or want this product. Team D will need to determine how to market the product and service at hand, by first determining who the target market is. Swift Transportation is targeting to provide a trailer tracking service that tracks trailer identification, location, and status updates for commercial motor vehicle carriers to track efficiently and manage their assets (U.S. DOT 2012). Swift Transportation’s goal is to remain best in class when supplying transportation services to its customers. The target market for Swift Transportation is anyone in need of its transportation services from servicing the California Ports to ensuring its customers get the equipment they need to the dry van that operates the nation’s largest trucking fleet with the most comprehensive terminal network in the industry. “Swift Transportation’s target market is to be a sole source provider for customers’ transportation needs, including: dedicated, intermodal, dry van, temperature controlled, container, flatbed, transportation management, specialty operations and much more” (FMCSA,
Anything other than mass quantity is ship by other means than rail and by being in the ports and Customs bonded, Swift transportation has the edge. Air freight is primarily used for things needing expedited delivery and is priced as such. Truckload shipping is cheaper and if the customer is able to wait, it’s the best option. In the parts of the country where rivers, gulfs lakes or other bodies of water accommodate shipping by boat or barge may be the most practical. To adapt to this Swift Transportation has oversized accommodations for pieces of equipment that may be too larger to fit on a boat or too heavy. Swift has adapted to the industry and its competitors by being able to do what the competition