Marketing Strategy
- Submitted by: pummelfee
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- Category: Politics: Economics
- Date Submitted: 01/06/2012 06:23 AM
- Pages: 22
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Marketing Strategy
Executive Summary
This assignment intends to emphasise with the help of organisational analysis the current situation and the marketing strategies of HERMES LOGISTIK GRUPPE DEUTSCHLAND.
In Germany, HLGD is the leading logistics service provider with postal delivery for private individuals and in addition, it has a 22% share of the whole European package market. In the last business years, HLGD sent over 266 million packages and generated over 840 $ million. It conveys not only packages but also pieces of luggage, furniture and giant equipment. With its 59 branches, the company is represented throughout Germany. All over Europe, more than 14.000 Hermes package shops build the biggest area-covering network of receiving offices for private delivery. Due to this, HLGD concentrates on face-to-face contacts and accentuates it through lengthened opening hours.
In Germany, every third package is being delivered through HLGD. Thereby, this company is one of the most significant specialists when it comes to B2B-packages. A customer contact of 1,5 million a day is given and HLGD can also convince with its delivery rates of more than 99% and a loss and damage rate of less than 0,03%. Moreover, HLGD provides an electronic information system, so the client can monitor his delivery at any time. All these conditions call only be enabled due to almost 17.000 employees (cooperation partners included) that realise more than 304 million mailings per year.
In the report, the author uses common marketing tools like defining clear marketing objectives and goals and analysing the external and internal environment as well as segmentation, targeting and positioning of the product in order to make some suggestions of what the company could do to improve the future performance.
Table of contents
Executive Summary II
Table of contents III
List of Abbreviations IV
List of Tables and Figures V
1 Introduction 6
2 Methodology 7
3 Findings 7
3.1 Market...
Executive Summary
This assignment intends to emphasise with the help of organisational analysis the current situation and the marketing strategies of HERMES LOGISTIK GRUPPE DEUTSCHLAND.
In Germany, HLGD is the leading logistics service provider with postal delivery for private individuals and in addition, it has a 22% share of the whole European package market. In the last business years, HLGD sent over 266 million packages and generated over 840 $ million. It conveys not only packages but also pieces of luggage, furniture and giant equipment. With its 59 branches, the company is represented throughout Germany. All over Europe, more than 14.000 Hermes package shops build the biggest area-covering network of receiving offices for private delivery. Due to this, HLGD concentrates on face-to-face contacts and accentuates it through lengthened opening hours.
In Germany, every third package is being delivered through HLGD. Thereby, this company is one of the most significant specialists when it comes to B2B-packages. A customer contact of 1,5 million a day is given and HLGD can also convince with its delivery rates of more than 99% and a loss and damage rate of less than 0,03%. Moreover, HLGD provides an electronic information system, so the client can monitor his delivery at any time. All these conditions call only be enabled due to almost 17.000 employees (cooperation partners included) that realise more than 304 million mailings per year.
In the report, the author uses common marketing tools like defining clear marketing objectives and goals and analysing the external and internal environment as well as segmentation, targeting and positioning of the product in order to make some suggestions of what the company could do to improve the future performance.
Table of contents
Executive Summary II
Table of contents III
List of Abbreviations IV
List of Tables and Figures V
1 Introduction 6
2 Methodology 7
3 Findings 7
3.1 Market...