Ompany: DHL: Marketing Strategy Project

Hi, I need this Marketing Strategy Projectfinished:

Kindly add the following sections: (1) Industry Analysis (2) Competition Analysis (3) Environmental Analysis (4) SWOT Analysis (5) Target Marketing Analysis (6) Financial Analysis (7) Brand Model and its Analysis (8) Global Operations Analysis (9) Martketing Audit Across the US (10) Proposed Strategy for Building Brand Across the US

(11) put it all in APA format, 12 font, times new roman

Thanks, Robert


Building The DHL Brand Across The Country

Look out the window on any given day and you see a DHL truck rumbling down the street. The company has dedicated a small fortune to get you to remember those yellow trucks with their red lettering. Through the proper branding methodology, they have effectively expanded around the world. Their slogan,  We Move The World is one that truly holds its own.

DHL is one of the few companies that deliver their services to locations such as Iraq. They are the only company that will deliver your packages to Cuba or to North Korea, too. Today, they boast some billion sales annually and provide for the employment of about 500,000 people (including their sister companies.)

The question that marketing strategists need to answer then, is just how they managed to go from a small company that started in San Francisco to an empire that spreads across the world and delivers for them continued growth. Before understanding these concepts, you must take into consideration the history of the company.

Deutsche Post is the parent company here. It is broken into four divisions. First, is the mail division which is the mail  snail mail delivery system throughout Germany, and also includes production facilities, sales offices and direct working relationships with over 200 countries. Next, is the DHL brand.

The Express Division is the most widely known for their transport courier services throughout the world. This includes both air and ground transport. DHL Global Forwarding and DHL Exel Supply Chain are part of the logistics division. They provide a range of logistic services for multi national companies. In addition, there is the financial service division which is a retail bank located in Germany. To further their scope, in 2003, Deutsche Post acquired Airborne Express. In 2005, they purchased Exel, a British logistic company.

What Is Their Strategy?

Perhaps their strategy is not as single folded as once thought. They couple many exciting elements into their branding plan to help them to move mountains through their delivery service. Some of the plain key elements of their branding are a competitive advertising campaign that often portrays them as a leader in the industry and how they compare to their competition. In addition, they continually are upgrading to newer and better technologies, making their business even more successful and even more so in demand.

Through the next pages, we ll look at what they ve done over the course of time to actually deliver on a business brand that is taking over the world, quite literally. By looking at all of the elements in their marketing strategy, it will be clear to see how it helped to make them a global enterprise well worth taking note of.

Consider the element of showing off their abilities over their competition? For example, the television marketing campaigns that they ve done have been a direct hit to their effects in the business world. They like to make a stab at the competition and do it well. How many commercial advertisements have you seen that use the saying,  Yellow. It s the new Brown?

The saying displays after an ad that proudly shows FedEx employees enjoying their holidays or relaxing in some way. Then, as they are enjoying their time off, a fleet of DHL trucks moves through. It s easy to see the anguish on the FedEx employees face as they worry about DHL taking over their jobs.

The obvious benefit of this DHL advertisement was simple. Tell the consumer that DHL is working harder for them. Show them that DHL doesn t stop working for them. Simply, they don t plan to drop the  box when it comes to providing their clients with the service and expectations that they had. By working the angle in which many FedEx customers have found themselves, waiting for FedEx to make things happen, DHL preys on the consumer s need for a hard working company that s doing all that they can to deliver.

Or, an even better consideration is that of the DHL ads you may see in your magazines.  The Roman Empire, The British Empire, The FedEx Empire. Nothing Lasts Forever. This harsh yet completely accurate statement helped to educate the public on several key elements.

They want the world to know that they are there, ready and willing to compete for the customer. Through these marketing slogans they are looking to become a credible alternative that the customer has.

These marketing campaigns were mainly done within the United States and in some areas of Canada. Their goal was to leverage their advertisement dollar against the giants that serve as their competition. Namely, these companies are FedEx and UPS. Although DHL holds the largest share of business throughout Europe, it is looking to build its name in the United States, where there is a real demand for courier services within the last decade.

Before DHL was able to use these marketing strategies, they did have to reformat and realign their current system. They knew they had the share of business throughout most of Europe but they couldn t seem to get a foot in the door in the United States, a market they wanted desperately. To make this happen, they put together a three year strategic plan of action that included some excellent goals as well as some fairly challenging obstacles. Here are some of the goals that they put together. This information is from the Deutsche Post World Net website.


Achieve the position of number one in world wide logistics. They were able to meet the goals of earnings contributions and EBIT targets. They in fact were able to exceed their goals here. To make this happen for them, they enabled a system that included globalization, deregulation, digitization, and outsourcing.

Elements That Were Used

Deutsche Post created a 15 year plan to get their company to the top of the worldwide market. Each step of the way they dedicated resources and technology to enhance the overall result. Here s what their goals were doing that period of redefinition.

* 19901997: Profitability: achieve better profitability. They went from -720 to +1560 in an 11 year period.
* 1998-2000: Goals included developing a value added service, to standardize their product range and to become an international presence.
* 2000-2005: Goals included harmonizing sales structures, branding using uniforms, integrating networks, and providing optimization for horizontal functions.

It should also be noted that the company says that they have successfully accomplished each one of these elements are at the top of the market today because of it.

Because they focused on becoming a world wide power and also worked to provide the highest quality and more flexible services to clients, they exceeded many of their sales goals during this transition period.

To make their business the leader in so many different markets, Duetche Post worked to provide their smaller companies with the necessary tools to serve their individual clients. Instead of trying to provide one element to everyone, they meet the individual needs of those areas. They realized that conventional offerings from other businesses before them were failing the consumer in satisfaction. The customer demanded products that were comprehensive and included a wide range of different services.

According to their financial reports located at the Deutsche Post website, their strength is to  be able