dhl presentationsynergy

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DHL Presented to: Mr.Asad Awan Presented by: “SYNERGISTS Muhammad Umar Farooq (070634-006) M.Khubaib Khan Shirwani (043432-031) Amir Muhammad Aman Ullah (091434- 011)

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Strategic Marketing plan for DHL pakistan.

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Page 1: DHL presentationSYNERGY

DHL Presented to: Mr.Asad Awan

Presented by:

“SYNERGISTS”

Muhammad Umar Farooq (070634-006)M.Khubaib Khan Shirwani (043432-031)Amir Muhammad Aman Ullah (091434-011)

Page 2: DHL presentationSYNERGY

Company Description• DHL was founded in San Francisco in 1960’s by 3

enterpreneurs Adrian Dalsey, Larry Hillblom and Robert Lynn

• Express & logistics industry• World market leader today, 220 countries & 500k

employees• Offers express, ocean freight, air freight, logistics,

chemicals, banks, mail services• Dedicated, customer oriented, commitments &

proactive solutions

Page 3: DHL presentationSYNERGY

• Started its operations in 1982• MD Sarfaraz Siddiqui• Largest air express company in Pakistan with 71-75%

market share (imports/exports)• Services offered in Pakistan;

Fast forwardDomestic express Inbound servicesUniversity express

• Operating at 43 locations, 200 vehicles and over 500 employees.

DHL PAKISTAN

Page 4: DHL presentationSYNERGY

• Vision:“Customers trust DHL as the preferred global express and logistics partner, leading the industry in terms of quality, profitability and market share.”

• Mission Statement:“DHL enhances the business of our customers by offering highest quality express and logistics solutions based on strong local expertise combined with the most extensive global network presence. Customers trust DHL as the preferred global express and logistics partner, leading the industry in terms of quality, profitability and market share”

STRATEGIC FOCUS & PLAN

Page 5: DHL presentationSYNERGY

• DHL’s SCA:Launching of In-House customs.RFID in shipmentsVast experience & brand imageStrong HRMTechnology and innovation

• Goals:Non financial goalsFinancial goals

STRATEGIC FOCUS & PLAN

Page 6: DHL presentationSYNERGY

• Import Express• Heavyweight Parcel Express • Junior Jumbo, Jumbo & Mega Box• Fashion First• Wireless application protocol.• DHL’s own private network and DHL world net, helps DHL to

facilitate shipment movement and security more efficiently.• GPRS Courier Scanners • Radio Frequency Warehouse Scanners • Communication Equipment (HF Radio)

Key success Factors

Page 7: DHL presentationSYNERGY

• Industry analysis:Courier industry in PakistanMajor competitorsPostal services.DHL Pakistan & its customers

Situation Analysis

Page 8: DHL presentationSYNERGY

Company Express Logistics Telecomm Aviation Shipping Student service

Imports/Exports

Cargo Events service

DHL

☺ ☺ ☺ ☺ ☺ ☺ ☺TCS

☺ ☺ ☺ ☺ ☺ ☺ ☺OCS

☺ ☺ ☺ ☺ ☺ ☺FedEx

☺ ☺ ☺Leopards

☺ ☺ ☺ ☺ ☺ ☺

Key competitors

Page 9: DHL presentationSYNERGY

Porter Five forces model

Threat of new entrants Threat of new entrants

Bargaining Power of buyers

Bargaining Power of buyersBargaining Power

of suppliers

Bargaining Power of suppliers

Threat of substitute products or services

Threat of substitute products or services

Rivalry Rivalry

Page 10: DHL presentationSYNERGY

Strengths:S1 Strong brand imageS2 GlobalismS3 Technology pioneersS4 InnovatorsS5 Corporate symbiosisS6 R & F (Reach & Frequency)

Weaknesses:W1 Globally not well knownW2 High tariffsW3 Not fully operational in domestic market.

Opportunities:O1 Global ExpansionO2 Joint venturesO3 Expansion of E-commerceO4 Increase the no. of manufactured products

Threats:T1 RestrictionsT2 Economic & political conditionsT3 Slow & stagnant economic growthT4 Uncertain & unfavorable business conditionsT5 Fuel prices may boost

SWOT analysis

Page 11: DHL presentationSYNERGY

IFE

EFE

Strengths S1. S6. S2. . S3. S4 S5.

Weaknesses: W1. W2. W3.

Opportunities: O1. O2. O3. O4.

Match S-W S1 – w1 S2 – w1 S3 - w2

Conversion W-O W1 – O1

W2 - O3

T: T1. T2. T3. T4. T5.

Match S-TS5 – T1

S6 – T2 S2 – T3 S3 – T4 S4- T5

New creative strategy

TOWS analysis

Page 12: DHL presentationSYNERGY

• Political• Economical• Social• Technological

PEST analysis

Page 13: DHL presentationSYNERGY

IFE analysisStrength Weight Rating Weighted score

1. Strong brand name 0.11 3 0.33

2. Globalism 0.14 3 0.42

3. Good reputation 0.09 2 0.18

4. Technology 0.11 3 0.33

5. Kept same strategy for years 0.09 3 0.27

6. E Business 0.08 2 0.16

7. R & F 0.09 2 0.18

8. Innovation 0.10 3 0.30

Weaknesses

1. High prices 0.10 3 0.30

2. Domestically not well known 0.09 2 0.18

Total 1 2.65

Page 14: DHL presentationSYNERGY

Opportunities Weight Rating Weighted score

1. Global expansion 0.12 3 0.36

2. Joint Venture 0.14 3 0.42

3. E- Commerce 0.09 2 0.18

4. Increase no of manufactured products 0.11 3 0.33

5. Largest world sector 0.09 2 0.18

Threats

1.Restrictions 0.10 2 0.20

2. Economic and political conditions 0.09 3 0.27

3. Stagnant economic growth 0.09 3 0.27

4. Fuel prices hike 0.09 2 0.18

5. Tough competitors 0.08 1 0.08

Total 1 2.47

EFE analysis

Page 15: DHL presentationSYNERGY

CPM analysis

CPM  DHL TCS Leopards

Competitive factor Weight Rating Extended Rating Extended Rating Extended

Prices 0.14 2 0.28 3 0.42 3 0.42

Service Quality 0.11 4 0.44 3 0.33 3 0.33

Customer oriented 0.12 3 0.36 3 0.36 2 0.24

Service completeness 0.11 3 0.33 3 0.33 2 0.22

After sales service 0.08 3 0.24 2 0.16 1 0.08

Customization 0.10 3 0.30 3 0.30 2 0.20

Reputation 0.13 3 0.39 4 0.52 3 0.39

Competitive prices 0.10 2 0.20 3 0.30 3 0.30

R & F 0.11 2 0.22 4 0.33 3 0.33

Total 1   2.76   3.05   2.51

Page 16: DHL presentationSYNERGY

IE matrix

2.65

2.47

Page 17: DHL presentationSYNERGY

BCG analysisDHL logistics+ Inbound services

DHL domestic services

Page 18: DHL presentationSYNERGY

Grand strategic matrix analysis

Quality

High R&D

Low

High DHL, TCS

Leopards, FedEx

OCS

R & D

Page 19: DHL presentationSYNERGY

– Hold & Maintain– Market penetration– Product development– Think globally act locally

Strategies

Page 20: DHL presentationSYNERGY

• Focus group• Secondary research• Recommendations

Customer Analysis

Page 21: DHL presentationSYNERGY

• Current market• Current strategy• Target market Foreign Missions: Sensitive global distribution of diplomatic mails Financial Institutions: Time sensitive letters of credit / drafts / travelers cheque’s etc. Multinational companies : Time bound tender documents / audit reports / budget

reports Textile / Leather : Export documentation / approvals/samples Surgical / Sports : Samples / production samples / finished goods / commercial &

non-commercial shipments Health : Handling sensitive blood samples Students: Sending important documents to various institutes of the world.

Market product focus

Page 22: DHL presentationSYNERGY

Marketing mix

Page 23: DHL presentationSYNERGY

1. Product:Proposed strategy (product design strategy)Value marketing strategy

• Packaging:DHL junior jumbo box(up to 10kgs)DHL jumbo box (25kgs)DHL mega box (35kgs)

Marketing mix

Page 24: DHL presentationSYNERGY

2. Price:• Reducing the price.• Penetration pricing• Reduce the price for university student

package by 15%• Reduce the prices for the in-bound and

domestic express services by 10%• The basic objective

Marketing mix

Page 25: DHL presentationSYNERGY

3. Place:• Increase Distribution by opening up the

franchises• Joint ventures (Leopards acquisition)• Intensive distribution is to be adopted so as to

avail maximum channel coverage.

Marketing mix

Page 26: DHL presentationSYNERGY

4. Promotion:• Persuasive Advertising• In media, magazines, outdoor, internet,

mobile marketing and print media

5. People• T & D• Empowerment

Marketing mix

Page 27: DHL presentationSYNERGY

• Customer oriented. • Employee commitment and empowerment.• Service evaluation.• DHL’s strategies• Qualitative research, expansion and service

differentiation• IN SHORT,WHEN IN ROME,DO WHAT ROMANS DO

Conclusion & Recommendations

Page 28: DHL presentationSYNERGY

The End

Thank You

Questions please!