Ethic/social Responsibility & Global View

Ethic/Social Responsibility & Global View

Erika.Esquer1

American InterContinental University

Unit5 Individual Project

MKTG 205 - Principles of Marketing

December 8, 2011

Abstract

DHL is a logistic solution provider and is a company that is known around the world. This paper will focus on its history, the services it provides, the 4 P's of marketing, product, price, place, and promotion, and their target markets.

Introduction

DHL is a logistic solution provider that operates in more than 220 countries. DHL was established in 1969 by Adrian Dalsey, Larry Hillblom, and Robert Lynn, who simultaneously invented the air express industry. The company's name was formed by the first initial of each last name Dalsey, Hillblom, and Lynn creating DHL (DHL, Worldwide Express).

DHL, express is a service company providing logistics solutions for everyone. It is the world leader in sea and air mail as well as delivery services, and also provides overnight services (Discover Logistics). It is an international delivery company that provides door -to- door service, express delivery services, and handles shipments (DHL, Worldwide Express).

It operates in more than 220 countries and territories worldwide. These include the USA, Pakistan, India, Bangladesh, the United Kingdom and China (DHL). DHL has implemented its marketing strategy perfectly. The 4 P's of DHL are implemented through:

Product

The product of DHL would be the services that it provides, such as delivery, freight and mail. They designed these services in a way that makes it easy for the consumer to choose exactly the service that they need and want.

They make bundles in services to provide value to the consumer, for instance, they have made bundles of package delivery in 10kgs, 25kgs, and 35kgs etc. (DHL Express). DHL Express has many options of service from Saturday delivery to carbon neutral transportation.

With the choice of flexible service enhancements, the consumer gets extra convenience when using the express transportation services worldwide, from insurance, packaging to delivery notification to proof of delivery etc. (DHL Optional Services).

DHL also offers tracking, and there is no longer a need to contact customer service. Using the tracking system of DHL it offers online express shipment monitoring plus the consumer gets automated notification of the pickups and delivery via e mail or text (DHL Optional Services).

Price

Their pricing strategy includes reducing prices far and wide, providing less prices in comparison to the competitor. Penetration strategy is used to introduce new services with low prices in the beginning to attract consumers (Kerin, Hartley, & Rudelius 2011).

In addition, they provide different pricing for students and for in-bound and domestic express services, in every country that DHL provides service to; the consumer is charged in the local currency (DHL, Discover Logistics).

Place

Placing or Positioning is by far the most important of the marketing strategy mix for DHL, as it is a logistics solution provider. They have franchises all over the world in every country they provide their service.

There famous trucks are seen by everyone in their country where DHL is present and is the key to their strategy. It shows the consumer that people are using their services and that their infrastructure is in place (DHL, Discover Logistics).

Promotion

They use persuasive advertising in promoting their brand name. They use media,