DHL Marketing Strategy

Topics: Marketing, Marketing plan, Marketing strategy Pages: 13 (3493 words) Published: November 20, 2013

Front Page
Table of Contents

Executive Summary:-
Three Entrepreneurs Adrian Dalse, Larry Hillblom and Reober Lynn established a company in 1969 named Deutsche Post DHL. San Fransisco was given honor to start operations and send shipping papers to Honolulu by Air. When talk about overland transport, air freight, ocean logistics the only one name comes DHL operating almost 220 countries worldwide and having 28500 direct employees who are contributing their willing efforts with full dedication to provide speed, reliability in providing services and exceeding expectations of the customer in their all destination customer touch points (12, 0000 walk in customer contact center worldwide)

Globalization, political and economic changes has been affecting world business globally and yet DHL has also faced difficulties with the change of laws and regulations, fast technology and obviously the new competitors coming into the market.

This report will give brief analysis their strengths, weaknesses, opportunities and threats and the way they have compete in this changing world with their unique style of marketing strategy and opportunities they benefited from the change in political, economic, social, technological factors.

Methodology
As for this assignment is based on the marketing strategy of DHL, research work is taken from different valuable theories and journals, newspapers and press releases of DHL website. External and internal analysis is taken from the literature and available company information. The data used in this assignment is based on available researches already done in this regards on internet.

Introduction
In this era of rapid transformation in dynamics and competitive environment all companies need to formulate and assess their marketing strategy to get distinguished position in the market both in terms of business and socialistic aspect. With the passage of time competitive situation is getting more complex day by day along with advancement in technology and globalization. Increasingly, in order to respond to the highly competitive environment, many companies have to look for an approach to develop themselves from “inside” to “outside” (Ahmed & Rafiq, 2003). To make business successful companies need to find the key factors and study, research to focus on what differences in marketing strategies of multinational or global companies are using in different countries

This report is a study of marketing strategy and value creation process, strength weakness of existence marketing strategy of DHL express where three Entrepreneurs Adrian Dalse, Larry Hillblom and Reober Lynn established a company in 1969 named Deutsche Post DHL. San Fransisco was given honor to start operations and send shipping papers to Honolulu by Air. When talk about overland transport, air freight, ocean logistics the only one name comes DHL operating almost 220 countries worldwide and having 28500 direct employees who are contributing their willing efforts with full dedication to provide speed, reliability in providing services and exceeding expectations of the customer in their all destination customer touch points (12, 0000 walk in customer contact center worldwide)

DHL Situational Analysis
Situational analysis defines the state of the organization and accessing internal and external environment is important. It also tells the business environment, customers and organizational capabilities. The market analysis tools used to access the internal and external environment are SWOT and PESTEL

SWOT Analysis (Micro environmental Analysis – DHL)
Micro environmental analysis of DHL means Internal factors (strengths and weaknesses) and external environment (Opportunities and threats) can be easily identified by a strategic marketing tool SWOT analysis. It will also find the situation at present...

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