Introduction

DHL is the leading courier company, which is engaged in the transportation of the documents,
packages and other necessary things, through quick and fast transport. The company has its own
logistic services and it can transport the products to its destinations in short possible time. The
clients can visit their nearest booking centers for the transportation of their documents, packages, or
gifts and it can also transport the valuable items through air mail or in sea.
This well-known courier company has been working for last many years and during this period, it has
served to its clients in different ways and helped them to convey their documents and packages to
their desired destinations. The company helps the people, who look for the logistic support for the
delivery of the packages of its local, regional and global customers. The company looks for the
proactive solutions of the problems of its clients and huge number of customers is busy in providing
assistance to its clients. The company has managed its services in almost all of the countries across
the world and it has offices in all big cities of the world, which are busy in sending their documents
and packages.

DHL SWOT Analysis

DHL Strength
DHL is prominent courier company, which is busy in its business to provide the documents and
packages through its cargo service.
The company managed its business in more than 220 countries and regions and it has employed
over 275,000 people in its staff.
DHL has managed its services as Courier Company and it has expanded its services across the
world.
The company enjoys strong brand position and it also provides freight services to its customers.
The company is going to start its business in central procurement and e-procurement.
The company is providing services in almost all continents and it has customers in every country of
the world.
The company has maintained its impressive cash flow, which can help to handle the business.
The company enjoys its strong financial position.

DHL Weaknesses
The government owned cargo companies are the great competitors, which are facing their
competition in the market.
The advertisement and promotion policies of the brand are not impressive and it cannot help to
expose its various offers effectively.
There are some economic disasters in some countries and the company has to face problems
there.
The company has less market share and it has limited competitive marketing segments.

DHL Opportunities
DHL can improve its business after making alliances with other business and corporate companies.
 The company looks for any opportunity in financial market to improve its business.
The company should focus on new emerging markets to expand its business.

DHL Threats
The company is expanding in the e-commerce business and various other companies are also
working hard to compete with DHL, which is serious threat for the company.
Various natural calamities affect the activities of the company and it can tell upon the financial
position of the company.
The turbulent economies can hinder the pace of the progress of the company.

Marketing Objectives
DHL is the leading courier company and it has the objective to provide its services in all regions and
countries of the world. The company has established its booking offices and the delivery points, from
where they can receive the packages, parcels, gifts and other products and they can also deliver the
already received packages and parcels to the destined places in the particular city. The company is
trying hard to make it more convenient and comfortable for the clients and make the packages
available at the destined places in possible short time.

Market Segmentation
The company offers its services to all segments of society. It helps the people to send their gifts to
their dear ones or they can send medical reports, medicines and other equipments, through this
courier company. It also copes with the needs of the corporate and business sectors and divides the
market in different segments to carry out different activities easily and conveniently.

Target Market
The leading market economies and the developing countries are the big target markets, in which this
company delivers the packages and products. The emerging economies of the world and the big
countries of the world are the big target market and the clients need to give attention to meet the
needs of transportation of the products. The company looks for its new clients in this corporate
sector so that it can earn more from the provision of its latest services to the clients.

Product Differentiation and Positioning

The users can avail its different services for the provision of different products and transport them
from one place to other. The company uses the latest technology for the scanning of the packages
and parcel before sending them, so that they can know the nature of the material being packed in
the parcels. The company is in the leading position in the courier delivery of the products and it gets
the attention of its clients.

Marketing Mix
Place
DHL has extended its services almost all countries and regions of the world. The company receives
the products and packages from there and it also delivers the products at all places. The customers
can available their facilities in receiving and sending the packages and parcels.
Price
DHL offers its services to its clients at the standard rate in which the transportation charges are
included. The tax rate is varied from one country to other according to their taxation policy and the
rules and regulations of the transportation are also changed at different countries.

Promotion
DHL pays attention on the promotion of the products and it gets its products and services advertised
in the electronic and print media. Different promotion campaigns are also launched for the promotion
of its services, which are extended to its clients. The clients can gather information about its services
and they can avail these services for their own purposes.

Marketing Strategy
DHL has extended its services across the globe and it is providing the facility of transportation of the
packages and parcels of the clients. The quick and safe distribution of the packages, parcels and
other products through this courier company, can enhance the trust of the clients and they feel
satisfaction while sending their packages through this company. The company needs to use latest
technology for the scanning of packages, their safe delivery and use of quick transportation at the
doorstep of the clients. The company has earned good name in the field of transportation of the
products and charge fair charges for the transportation of these parcels and packages.

Return of Investment
DHL offers various services and functions to its clients and it also invested amount on the
establishment of the offices and delivery points in all big cities of the world to extend their services to
the clients and it also earned more and more revenue over extension of its services to the clients.
The company works best to return of investment on the promotion and offering of their services to
their clients.

http://marketingdawn.com/marketing-plan-of-dhl/

Overview
The DHL is one of the renowned, reliable and a great service oriented company. The company has
gained years of experience in the home markets in Europe; they have now expanded their
operations to many countries of the world. They have best marketing strategies and their Direct
Marketing experts are taking their in-depth knowledge to Customers all over the world. The
experience of the company in the German market helped them establishing off- and online Direct
Marketing services along the entire value chain. There are thousands of customers that can benefit
from their expertise.
Few of the most frequently used strategies are the following:

Service at Door Step

The best thing about DHL is that they believe in making life easy for their customers as well as give
their proper services at the door step. It has a sales force, which has access to all of its key systems
like phone, e-mail, sales information, and reporting systems which is all possible through a single
mobile device.
One Stop Sopping
The most important factor that attracts its customers is by offering one-stop shopping for innovative,
made-to-measure solutions.

DHL Global Mail

The company having the decades of Direct Marketing experience in Germany, now has developed a
unique service portfolio for Direct Marketing solutions that is DHL Global Mail and it has become the
undisputed market leader. DHL uses Global Mail to target their home people the German Customers
in this regard they adopt strategies from Market Analysis to Media Creation, Delivery and
Campaign Evaluation.

Customer Satisfaction
The use of technology has helped DHL to produce best results. They use resources to provide best-
in-class results that derive from top-notch technology. Above all they have managed own Direct
Marketing Research Institutes science which is helping the company to produce desired results and
keep their customers happy and satisfied.

Huge Market Survey

The company conducts huge surveys for market insights, maintaining close connections to
international postal providers. The company also strengthens their cross-industrial network to make
the most of your products.

Perfect Customer Service

The company keeps on giving tough time to its competitors by their perfect customer services and
has managed to beat many of their competitors.
Since the dynamics of the international environment are changing so the global marketing strategy is
adopting new approach also. The global point of view is a strategy that has been emphasized much
is that it requires an ability to look at business and competitive developments all over the world. It
has become a quite common and an admitted fact that there are similarities between global
marketing strategies and domestic marketing strategies, but the most important is to know the
behavior of the customer and to learn about the society and its culture so that those characteristics
could strictly be added in market strategies so that these could be adopted. The consistency and
support is also a very important component of the present day strategy. Because this strategy clearly
helps you to identify the needs of the growing number of customers, keep them satisfied and happy.

http://marketingdawn.com/marketing-strategies-of-dhl/

Headquartered in Bonn, Germany DHL is currently operating in more than 220 countries
& territories globally. In order to cater to the upsurge in the demand for the logistic
services with the advent of economic activities post the recession of 2009, it has
developed a talent pool of more than 350000+ employees in over 220 countries and
territories across the globe, making it the most international company in the world.
Deutsche Post DHL group, the worlds leader in postal & logistics services is the parent
company, and company have strategic business units (SBUs) DHL Express,
DHL Supply Chain, DHL Global Forwarding, DHL Freight, Parcel, and DHL
eCommerce.
Segmentation, targeting, positioning in the Marketing strategy of DHL
Segmentation strategies are more critical part of the marketing strategy especially for a
company like DHL which deals with varied types of customers. It
uses demographic and geographicsegmentation strategies for catering the needs of the
different customer profiles.
Differentiating targeting strategy is used by DHL to understand and strategize its
deliverables accordingly.
It has always positioned itself as a company with global footprint; hence it uses user
benefit based positioning strategy to position itself as a customer-centric business house.
Marketing mix Here is the Marketing mix of DHL.
SWOT analysis Here is the SWOT analysis of DHL.
Mission- Excellence, Simply Delivered. is our guiding light
Vision- The Logistics Company for the World
Tagline-The Power of Global Trade

Competitive advantage in the Marketing strategy of DHL

Collaborative partnerships: DHL works closely with the companies in core sectors like
Life Sciences & Healthcare, Technology, Energy, Automotive and Engineering &
Manufacturing. Like in Life sciences sector only it has 4900 life sciences specialists,
more than 160 pharmacists, Clinical trial depots in 24 countries and global warehouse
footprint in 60+ countries.
Strong Parent Company: DHL is the division of Deutsche Post DHL Group which is
the leading player in the Logistics, shipping and courier services. Its 85% of the total
revenues come from the logistics business and scoring market capitalization of $36
billion as of May 2016. As per the Forbes list, the group ranked as 228 in Global
2000 brand list of companies.
BCG Matrix in the Marketing strategy of DHL
As mentioned earlier the company has different strategic business units operating in
freight transportation, supply chain solutions, warehousing and distribution services.
Its DHL Express, DHL Supply Chain, DHL Freight, DHL Parcel are starred in the BCG
matrix as they are a leader in their respective business segments.
DHL eCommerce service is still in evolving phase, emerging eCommerce markets of the
world bring in opportunities in this segment of the business. It is a question mark in the
BCG matrix.
Distribution strategy in the Marketing strategy of DHL
Working closely with customers for delivering customer-centric supply chain solutions
have helped the company in being competitively ahead of its competitors. Providing
customised logistics solutions & value-added services along with the different set
processes in the entire supply chain is what makes its integrated
distribution channel effective & efficient.
DHL express worldwide has more than 255 dedicated aircraft which cater to more than 3
million customers across the globe (2016 data).
Brand equity in the strategy of DHL- DHL is the renowned brand in the logistics industry
which is known for its worldwide shipping and courier delivery services. It has been
associated with & has been official logistics partner of many prominent events around the
world like Formula 1 race, Rugby world Cup 2015, Fashion week, Manchester
United and Cirque du Soleil.
Competitive analysis in the Marketing strategy of DHL
The logistics industry is facing tough competition from local national and international
players. DHL competes in the business with companies
like FedEx, UPS, Amazon express, TNT express and many others. DHL provides end to
end logistic solutions to the individual as well as SMEs (Small and medium enterprises)
and MNCs from the varied industries.
Market analysis in the Marketing strategy of DHL
Changing economic scenario, increasing cross-border business opportunities, changing
government regulations, the opening of economies/ markets for foreign players in various
sectors in the developing nations and increasing competitions, transportations of
short product life cycles/ shelf life are some of the factors affecting the operations of the
companies in this industry.
Customer analysis in the Marketing strategy of DHL
Customers of DHL are the companies from various industries, government organisations
and individual customers who are looking for various logistics solutions.

6 Advantages of Segmentation
By Hitesh Bhasin April 14, 2017
A company cannot devise a market strategy without market segmentation.
Imagine that you became a teacher one day. And the only thing your employer told you is
that you have to teach students!! There would be several questions asked by you
Which grade are the students in? What is the subject i will be teaching? What timing are
the classes? etc. If you dont ask these questions, the Students will be a very generic
term for you, and you will have no idea whom you have to teach or what you have to
teach.
The same dilemma is faced by companies. If they dont do segmentation, they do not
know whom they have to sell and what they have to sell. In my other articles on
segmentation, i have emphasized on the advantages of segmentation in deciding
the Marketing mix of a company.
The segmentation done by you can be based on the companys marketing mix. Or if you
are targeting a particular segment, you can change the marketing mix as required in that
particular segment. Thus without segmentation, your target group is just a population and
you will never understand how you can target them.

There are 6 main advantages of segmentation.

1) Focus of the Company

Segmentation is an effective method to increase the focus of a firm on market segments.
If you have better focus, obviously you will have better
business. Numerous automobile companies have started focusing on small car segments.
This is nothing else but a company changing its focus for better returns. Thus companies
base their strategy completely on a new segment which increases its focus
and profitability.
2) Increase in competitiveness
Naturally, once your focus increases, your competitiveness in that market segment will
increase. If you are focusing on youngsters, your brand recall and equity with youngsters
will be very high. Your market share might increase and the chances of a new competitor
entering might be low. The brand loyalty will definitely increase. Thus market
segmentation also increases competitiveness of a firm from a holistic view.
3) Market expansion
Geographic segmentation is one type of segmentation where expansion is immediately
possible. If you have your market strategy on the basis of geography, then once you are
catering to a particular territory, you can immediately expand to a nearby territory.
In the same way, if you are targeting customers based on their demography (Ex
reebok targets fitness enthusiasts) then you can expand in similar products (Ex
reebok expanding with its fitness range of clothes and accessories). Segmentation plays
a crucial role in expansion. You cannot expand in a territory when you have no idea of
which segment of customers you will be meeting.
4) Customer retention
By using segmentation, Customer retention can be encouraged through the life cycle of a
customer. The best example of this is the Automobile and the Airlines segment. You will
find major example of customer life cycle segmentation in the Hospitality segment
whether they be hotels, airlines, or hospitals.
In India, Titan is an example of products which are planned through the life cycle of a
customer. From fast track to Sonata and the high range watches, Titan has them by price
segment as well as life cycle segment. Thus a watch is available for any customer who
enters a Titan showroom, whatever be his age.
5) Have better communication
One of the factors of marketing mix which is absolutely dependent
on STP is Promotions or communications. The communications of a company needs to
be spot on for its TARGET market. Thus if you need a target market, you need
segmentation. Communication cannot be possible without knowing your target market.
Imagine that you were in front of a curtain. There was someone on the other side. And
you were asked to explain Politics to the person on the other side. You would go on about
ruling parties, states, countries and politicians. And when the curtain is taken aside, you
find that the person across the curtain is a 5 year old kid.
Is there any use talking to him about politics? This shows why communication needs
segmentation. If you dont know your market segment, what is their demography, what is
their psychology, where they are from, what is their understanding level, then how can
you form a communication message.
6) Increases profitability
Segmentation increases competitiveness, brand recall, brand equity, customer retention,
communications. Thus if it is affecting so many factors of your business, then definitely it
affects the profitability of the firm. Do you ever see people negotiating in
a Nike, Gucci or BMWshowrooms? You wont. One of the USPs of these brand is their
segmentation. They are in fact targeting segments which have no need of bargaining or
negotiation. Thus their profitability is high.
In summary The major advantages of segmentation lie in the fact that by targeting the
right segment, you will walk away with a better company and a higher profitability.

News
DHL embarks on new digital marketing strategy

DHL is stepping up its online marketing activities and has commissioned Razorfish, a creative specialist in
digital marketing, to be the international lead agency in the development of a comprehensive digital
strategy.
Wolfgang Giehl, senior vice president of Corporate Brand Marketing at Deutsche Post DHL, explained the aim
of the new partnership: "Media landscapes are undergoing radical change and the increasing use of digital
channels offers an enormous potential for the DHL brand and the logistics business as a whole.
The crucial factor here is to integrate the fast-growing digital world with traditional communications media
smartly, and Razorfish is an international leader in this area. Its vast know-how and world-wide network will
provide outstanding support to our company's efforts to meet this challenge."
Together with advertising and media agencies that are already working for DHL, Razorfish will develop the
digital strategy to boost the brand awareness and image value of the world's leading logistics company and
by this help further expand its business activities.

http://www.assignmentpoint.com/business/international-business/assignment-on-marketing-activities-of-dhl.html

Introduction

The world is standing at the threshold of a new millennium. We expect it to be full of

successes, discoveries, developments and happiness and this will be possible due to

globalization, technological advancements (changes) and the dramatic economic

changes.

Whenever we talk about economy, we mean financial performance of a country,

company or a firm. So in this case the most used and the important term is technology.

The term technology is the most crucial part of the business world as it helps us to give

logistic supports on time.

Origin of the report

The report titled as, Marketing Activities of DHL, is to be submitted on 18th August
2008 to the course instructor Nazia Nabi (Lecturer, School of Business) who authorized

and assigned us to do this report.

Background of the report

The report titled as, Marketing Activities of DHL, is originated from the partial

requirement of the course Services Marketing. It is actually a joint student faculty

learning experience, where the students learn the Marketing Activities of several

business service organizations or firms.

Objective of the report

This report seeks overall information about marketing activities. By this report we tried

to represent the actual relevant use of marketing activities in business. Basically there

are two objectives behind doing this report, and they are as follows:
The first and the foremost objective of the report is to fulfill the partial requirement of the
course Services Marketing.
The second objective of the report is to understand the marketing activities of a business
organization.

Benefit of the report

The best part of this report is that the students get the opportunity to visualize the

scenario of the marketing impact of the company through the analysis. It also helps the

student to understand the concept of applying several marketing strategies in the

practical field. This will help the student to enhance their knowledge.

Limitations of the report

Although it was really an interesting experience to find out the implications of several

marketing related activities in business as well as about the real business but I had to

face my share of limitations while preparing the report and those limitations were:
Time Constraints.
Lack of proper information.

The required information were quite scattered and hence to compile it was quite a
difficult a task.

Problems Statement

The title of our term paper is Marketing Activities of DHL. We have discussed the

activities of a specific company which is quiet significant. We have chosen DHL. To

complete this term paper we had to collect lot of information about the company.

Source of Data

We have collected some primary data from our text book and other reference book.

Which data are related to our problem we have also used some lecture sheet of our

respectable course instructor.

We have collected most of the datas from the specific company. We have collected its

background record, its present situation, the service and the marketing activity of DHL.

Data Used

In a short time it is not possible to analysis lot data. We have also collected some data

from the huge source of data. But we didnt use all of the data which we collected.

Mainly we focused on the service of the specific company.

Where does the name DHL come from?

These are the first letters of the last names of the three company founders, Adrian

Dalsey, Larry Hillblom and Robert Lynn. In 1969, just months after the world had

marveled at Neil Armstrongs first steps on the moon, the three partners took another

small step that would have a profound impact on the way the world does business. The

founders began to personally ship papers by airplane from San Francisco to Honolulu,

beginning customs clearance of the ships cargo before the actual arrival of the ship and

dramatically reducing waiting time in the harbor. Customers stood to save a fortune.

With this concept, a new industry was born: international air express, the rapid delivery

of documents and shipments by airplane. The DHL Network continued to grow at an

incredible pace. The company expanded westward from Hawaii into the Far East and

Pacific Rim, then the Middle East, Africa and Europe. By 1988, DHL was already

present in 170 countries and had 16,000 employees.

DHL Bangladesh

DHL Express is the first international air expresses company to set up operations in

Bangladesh in 1979. Its Country Office is located in Dhaka with other offices in Comilla,

Narayanganj, Chittagong, Sylhet and Khulna. DHL also has service centers in all Export

Processing Zones of Bangladesh. DHL Express Bangladesh is headed by Desmond

Quiah. Today, with over 250 employees and more than 40 operational vehicles, DHL

Express Bangladesh is the largest Air Express Company operating in the country. DHL

Bangladesh not only delivers documents and heavy weight parcels, but also provides

value-added and innovative services to its customers. With its experience in local and

regional markets, you can expect the highest level of quality, service and more in total

logistics solutions.

ProductRange

Fast and efficient services for dutiable and non-dutiable shipments include a wide range

of products: Worldwide Document Express Worldwide Parcel Express Import Express

Heavyweight Parcel Express Junior Jumbo, Jumbo Express Pallet Fashion First Time

Definite Delivery Student Express

Services

DHL is the worlds leading express and logistics company offering customers innovative

and customized solutions from a single source. With global expertise in solutions,

express, air and ocean freight and overnight transport DHL combines worldwide

coverage with an in-depth understanding of local markets. DHLs harmonized

international network links more than 220 countries and territories worldwide. DHL
continues to be at the forefront of technology and with more than 150,000 dedicated

employees, guarantees fast reliable services aimed at exceeding customers

expectations.

DHL WORLD WIDE PACKAGE For dutiable shipments, we express deliver door-to-

door to just about any destination in the world. Our services include pick-up, customs

clearance and delivery to consignee. You know your shipping costs upfront, so there are

no hidden charges.

DHL INTERNATIONAL DOCUMENT For non-dutiable shipments, which are not subject

to customs clearance or import duties, we express deliver door-to-door to almost all the

destination in the world. Our services include pick-up and delivery to consignee.

DHL IMPORT EXPRESS SERVICE DHL processes more then a quarter of a million

shipments into any given country at any one time. We give you the flexibility to be

directly in control of your deliveries costs when shipments. With Import Express, your

goods will arrive faster, ahead of your competitors. Also, with an all-inclusive pre-agreed

pricing, you know the cost of your freight in your currency even before you import. All

you settle is one invoice in one currency. We will even extend credit facility for the

imports of your shipments world wide. Imagine what DHL is able to do for you pickup

shipments from door then deliver it customs-cleared directly to you in the shortest

possible time. You can rely on DHLs expertise and extensive worldwide network to

ensure that your shipments arrive quickly, safely and with minimum fuss.

Complete express and logistics

DHL is the global market leader in international express, overland transport and air

freight. It is also the worlds number 1 in ocean freight and contract logistics. DHL offers

a full range of customized solutions from express document shipping to supply chain

management.
Addresses in Bangladesh where you can leave a shipment for delivery. Please select any of these offices for detailed
information.
Gulshan House:1, Road:95, Gulshan, Dhaka. Tel:
9881703, 9886305. Fax: 88 02 8823248.
Motijheel 94 Motijhel C/A Dhaka.
Mohakhali House 411 (Ground Floor) Road 29, New
DOHS Mohakhali Dhaka 1206
Dhanmondi Momtaz Plaza, House: 7, Road: 4, Mirpur
Road, Dhaka.
Mirpur 1294 East Mirpur, Rokeya Sarani, Dhaka.
Rampura 67 DIT Road, Rampura, Dhaka.
Karwan Bazar 49 Kazi Nazrul Islam Avenue, Dhaka.
Uttara Uttara Tower, Plot: 1, Sector: 3, Jasimuddin
Avenue, Uttara, Dhaka.
Savar Zone Service Building Dhaka Export Processiong
Zone Ganakbari, Savar, Dhaka.
Narayanganj 207/4 B.B Road, Narayanganj.
Fatullah Plot: A2-A3, BSCIC Industrial Area Enayet
Nagar, Fatullah, Narayanganj.
ComillaEPZ Comilla Old Airport Comilla 3500
Agrabad Shafi Bhaban, CDA, Plot: 6, Sk. Mujib Road
Agrabad C/A, Tel: 031-502056, 715835-6, 716276 Fax:
88 031 726619
Nasirabad 805 JB Complex (Ground Floor), CDA Avenue,
East Nasirabad, Chittagong.
Chittagong EPZ Room:3, Old Service Complex
Chittagong Expport Processing Zone, Halishar,
Chittagong.
Khatunganj Hasan Manjil (Ground Floor), 322
Khatunganj, Chittagong.
Khulna Chamber Mension, Khan-E- Sabur Road, 5 KDA
C/A, Khulna
Sylhet Nowab Complex 91 Zinda Bazar, Sylhet.
The new DHL brand architecture

With the acquisition of Excel plc in December 2005, Deutsche Post World Net further

strengthened its logistics power. As a result, DHL is now operating with two new

logistics brands: DHL Excel Supply Chain and DHL Global Forwarding.

To cover all of your service needs, DHL operates under five specialist divisions:

DHL Express

DHL Express is the perfect partner for all your worldwide express and parcel needs. Our

Network covers over 4,000 offices and more than 120,000 destinations worldwide.

DHL Express is the result of the consolidation of the former DHL Worldwide Express

business and the Deutsche Post Euro Express parcels business and offers Same Day,

Express, Parcel and Freight services.

DHL Freight

DHL Freight offers international and national transport solutions for part and full load in

Europe. We move goods by road, rail and a combination of the two. DHL Freight covers

the former non-documents and non-parcels business as well as the former Danzas

Eurocargo road transport business.

DHL Global Forwarding

DHL Global Forwarding is the market leader in air and ocean freight and a project

logistics services provider operating worldwide. A range of value-added services rounds

off the product and service portfolio, giving an excellent market position and providing

our customers with a unique service dimension worldwide.

DHL Exel Supply Chain

Regardless of whether you operate in the healthcare, technology / aerospace,

automotive / industrial or retail /consumer /fashion sectors, we can handle all of your

complex, global logistics tasks: DHL Exel Supply Chain provides you with customised,

IT-based solutions along the entire supply chain. As well as core procurement logistics,

warehousing and sales logistics operations, we offer top-flight value-added services

such as finishing, co-packing, price labelling, billing, order processing all the way to

sales promotion and financial services.

DHL Global Mail

Global Mail offers comprehensive international mail services and provides outstanding

expertise in international direct marketing services and publication solutions.

The worlds largest express and logistics Network

DHL is the global market leader in international express, overland transport and air

freight. It is also the worlds number 1 in ocean freight and contract logistics. DHL offers

a full range of customised solutions from express document shipping to supply chain

management. Below are the global facts and figures that show you the scale of the

worlds largest express and logistics network.

Global Facts and Figures

Number of Employees: around 285,000 Number of Offices: around 6,500 Number of

Hubs, Warehouses & Terminals: more than 450 Number of Gateways: 240 Number of

Aircraft*: 420 Number of Vehicles: 76,200 Number of Countries & Territories: more than

220 Shipments per Year: more than 1.5 billion Destinations Covered: 120,000

* Own and foreign airlines

The World of DHL

Making a difference in communities across the world.

One thing that sets us apart from other companies is our motivated and engaged

employees which personify the famous DHL spirit. They embody our quest to accept

our social and environmental responsibilities as included in our corporate values. They

make a difference in local communities worldwide by tackling challenges which they see

as important.

Our employees are the driving force behind our extensive community investment

programme. In the Our World section of our Corporate website you can find many

examples of employee-led community investment initiatives.

DHL Eastern Europe, Middle East and Africa

DHL Egypt employees spent the day in March 2006 taking care of disabled orphans

during their first community investment initiative.

DHL Latin America and the Caribbean

DHL Brazil recently marked the fifth anniversary of its hunger-reduction partnership.

During the first 5 years of the partnership over 460,000 kilos of food were distributed to

hungry people in S Paulo.

DHL Americas

DHL USAs Houston Customer Call Centre employees helped people affected by

Hurricane Katrina in 2005.

DHL Europe

DHL employees in Belgium and Germany, together with other employees from the

Deutsche Post World Net Group, donated 58,000 winter jackets for children affected by

the 2005 earthquake in Pakistan.

DHL Asia Pacific

DHL India employees helped Santa deliver smiles to underprivileged children in

December 2005.
Economic Performance

We have a positive impact on the economies of more than 220

countries and territories.

Our range of mail, express and logistics services facilitate trade and sustainable

economic development thereby helping to grow economies, create jobs, reduce poverty

and raise living standards.

DHL facilitates trade which provides jobs and helps economies to grow.

Economic performance of DHL

Our sustainability-based approach has helped us to become a strong and financially

successful company. We share this success with many others, for example, by

providing 285,000 people with jobs, helping our customers to be successful, purchasing

billions of Euro worth of goods, and generating significant tax revenues.

Promoting sustainable economic development

Our mail, express and logistics services promote sustainable economic development

by:
1 Helping millions of customers to trade and to increase their sales
2 Working with businesses to lower their costs and help them to remain competitive, for
example by:
Lowering inventory levels using just-in-time logistics, or the outsourcing of logistics.
Outsourced logistics benefit our customers by offering more competitive cost structures
and improved value added
3 Facilitating trade and commerce which generates employment, reduces poverty, raises
standards of living, and helps to build strong and stable communities
As part of our community investment programs we support micro entrepreneurs and
micro business

Partners
We work with partners to maximize the effectiveness of our Sustainability program and

to deliver help to more people.

Global partners

UN System

DHL has entered into a long-term global partnership with the UN System. The

partnership has two main focus areas: medical logistics and disaster management. In

terms of medical logistics, we are working together with UNICEF in the fight to reduce

child mortality. We are also supporting the UN Development Program (UNDP) and the

UN Office for the Coordination of Humanitarian Affairs (OCHA) in the area of disaster

management.

U.N. Secretary-General Kofi Annan and Monika Wulf-Mathies, Executive Vice

President, Corporate Public Policy and Sustainability, Deutsche Post World Net.

Our partnership with the UN System is founded on our commitment to the UN Global

Compact. The Deutsche Post World Net Group became a signatory to the UN Global

Compact in July 2006, building on DHLs signing of the UN Global Compact in August

2001.

In an address to the World Economic Forum on 31 January 1999, United Nations

Secretary-General Kofi Annan challenged business leaders to join an international

initiative the Global Compact that would bring companies together with UN

agencies, labor and civil society to support universal environmental and social

principles. We are happy to take up this challenge and demonstrate our commitment to

supporting these universal principles together with the UN System.

UNICEF
We have a global partnership with UNICEF the childrens aid agency of the United

Nations. The goal of the partnership is to provide UNICEF with long-term assistance in

its fight to reduce child mortality. We will support UNICEF in a variety of ways including:

providing our core competence in logistics as an in-kind donation, implementing a global

donation program, and enabling employee volunteers to support health and education

initiatives in the field.

UNDP and OCHA

DHLs most visible contribution to disaster management is the DHL Disaster Response

Teams (DRT) which we offer in cooperation with the OCHA. The DRTs support the UN

and the international communitys disaster response efforts in the aftermath of major

sudden-onset natural disasters.

The DRTs are made up of trained DHL volunteers. Their mission is to manage air cargo

operations at the airport closest to the disaster-affected region thereby reducing

bottlenecks and keeping the airport open for additional relief flights.

The main task of the DHL Disaster Response Teams is to manage air cargo operations

at the airport and ensure that incoming relief supplies reach people quickly.

Our aim is to set up a global network of DRTs which provide coverage to areas of the

developing world prone to major sudden-onset natural disasters:

The DRT Asia Pacific, based in Singapore, was inaugurated on 21 April 2006 and is
ready for deployment.
The DRT Americas, based in south Florida, was inaugurated on 31 May 2006 and is
ready for deployment.
Coverage for other regions is planned following discussions with our partners.

In addition to the DRTs, we plan on working with both the UNDP and OCHA on a range

of further initiatives in the fields of disaster preparedness and disaster response.

Many of our community investment initiatives also support the UNs Millennium

Development Goals.

World Economic Forum

We are a strategic partner of the WorldEconomic Forum (WEF). We participate in the

WEFs Logistics & Transportation Corporate Citizenship Initiative.

AIESEC

We partner with AIESEC, the worlds largest student organization. We provide

challenging internships for students around the world. We are both an Alumni Network

Partner and a Global Exchange Partner.

Local Partners

In addition to our global partnerships, our country management teams and employees

partner with many local organizations worldwide. One of our preferred partners at the

local level are the Red Cross and Red Crescent societies.

The Our world section on our Corporate Sustainability website contains examples of

many other local community investment initiatives.

Time Definite Delivery (TDD) service

DHL expands geographical reach of Time Definite Delivery (TDD)

service
Dhaka, 3 April 2006 DHL, the worlds leading express and logistics company, today

expanded the geographical reach of its Time Definite Delivery (TDD) service to include

Bangladesh. This will help customers in Bangladesh to send their urgent, time-sensitive

documents and parcels to 156 cities in 34 countries in Asia Pacific, Europe and the

Middle East, utilizing DHLs guaranteed delivery promise. TDD comprises Start Day

Express and Midday Express, which offer customers the latest possible collection times

for pre-nine am and pre-noon deliveries on the next day or the day after, depending on

the destinations. A highly-popular service, TDD was enhanced 18 months ago in Asia

Pacific both in terms of geographical coverage and service offerings to better meet the

needs of customers. Its geographical coverage was expanded by two-fold, while the

product offering, which previously catered only to documents, was extended to include

low value declarable packages in response to overwhelming demand for such service.

The over 10-fold increase in revenue registered and shipments handled as of end-2005,

three years after the product was launched in 2002, is evidence of the success and

popularity of TDD. With the introduction of TDD in Bangladesh, we not only add

another popular service to our portfolio but further address the time-sensitive needs of

our customers said Desmond Quiah, Country Manager, DHL Express Bangladesh.

This reflects our continuous emphasis to enhance our service offerings and network

infrastructure to better serve the needs of our customers in Bangladesh. Overview of

DHL Start Day Express and DHL Midday Express from Bangladesh:
The availability of the TDD service from Bangladesh to different countries is listed

below. Please contact the DHL Customer Services Hotline +8802-9881703 to find out

more about TDD. Regions : Asia Pacific Start Day Express Singapore, Hong Kong,

Thailand, Taiwan, Philippines Regions: Asia Pacific, Middle East & Europe Midday

Express Singapore, Hong Kong, Thailand, Korea, Japan, Malaysia, China, Australia,

India, Taiwan, Philippines, UAE, Austria, Belgium, Czech, Republic, Denmark, Finland,

France, Germany, Hungary, Iceland, Ireland, Italy, Luxembourg, Netherlands, Norway,

Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK

Logistics

DHL is the global leader in logistics with more highly experienced professionals at

more locations in more countries than any other provider. Our goal is to build strong,

long-term partnerships with customers by providing world class services, across all our

operations.

We are the first choice for companies looking to outsource freight forwarding,

warehousing, distribution, transport and supply chain management. After joining forces

with Excel in 2005, we are now also the sectors leading innovator providing the

extraordinary range of cutting-edge solutions you will be able to explore on these pages.

Our logistics customers include over 75% of the worlds largest quoted non-financial

enterprises. These organizations trust us with their brands and reputations not simply

because were the worldwide market leader, but because we strive to deliver globally

consistent services of the highest quality, wherever they work with us.

For us, excellence is about achieving beyond expectations for all our customers,

whatever their size and wherever they need us.

DHL YES Awards

DHL Young Entrepreneurs for Sustainability (YES) Awards

2007 marks the half-way point in the bid to realize the UN Millennium Development

Goals (MDGs) which range from halving extreme poverty to halting the spread of

HIV/AIDS and providing universal primary education by 2015. This is therefore a good

time to re-energize efforts towards realizing the UN MDGs and to celebrate the many

successes that have already been achieved. DHL supports the work of the United

Nations and the realization of the MDGs. We are a signatory to the UN Global Compact

and have global humanitarian partnerships with UNICEF, UNDP and UN OCHA.

In 2007, the DHL YES Awards were launched in five countries: Bangladesh, Pakistan,

The Philippines, Singapore and Thailand. In each of these countries social

entrepreneurs came forward to participate in the Awards. These individuals clearly

demonstrated through their work the power that a single person has to create and drive

positive social change. We are proud to present to you the first cadre of social

entrepreneurs for the DHL YES Awards. By sharing their stories, we hope to pass on

their best practices. We believe that they can serve as an inspiration to other like-

minded individuals.

The aim of the DHL YES Awards is to recognize young social entrepreneurs working to

realize the UN Millennium Development Goals.

The Awards aim to identify and recognize the contributions of young people who are

implementing innovative methods and practices to bring about positive social change in

their communities. We call these young individuals social entrepreneurs. Social

because their fundamental purpose is to bring about positive social impacts, and

entrepreneurs as they embody the can-do spirit and implement business models and

principles to reach their goals. Social entrepreneurs do more to realize social change

than either philanthropic donations or a countrys social services alone could achieve.

They play a critical role in lifting their communities out of marginalization, inequality, and

help to provide them with the economic tools to move forward. In each of the five

participating countries a national winner was selected by a respected panel of National

Jury. From these five outstanding national winners, a regional winner was chosen by an

International Council comprised of international leaders in social enterprise,

development and business. You can find out more about the regional winner in the

attached DHL YES Awards press release. The DHL YES Awards have been developed

with the support of Partners in Change an advisory partner to DHL for the inaugural

year, 2007. Partners in Change are an India-based not-for-profit organization working in

the field of Corporate Social Responsibility (CSR).

MARKETING ACTIVITIES

DHL mostly follows the pattern which is more orthodox but it creates a good support for

the customer who goes beyond what they expect from them. The basis of creating a

fractional identity in the service world, DHL holds together its main accumulative

measures to have good control over the customers who does spread positive word of

mouth. This helps them to have a good emphasis on service delivery.

The mainframe of what is called the Integrated Services Marketing Communications of

DHL is some what the most traditional structure which is moving more over towards the

door steps of good and advanced marketing sequences which is giving ample

opportunity for the organization to spread its services all over the world.

The Integrated Marketing Communication of DHL

For decades, industry giants Federal Express and United Parcel Service together

owned 70 percent of the U.S. market for express and package delivery services. DHL,

the 34-years-old acknowledged leader in the global market, serving 220 countries, was

little known to U.S. customers; it had only 6 percent market share. When DHL acquired

Airborne in 2003, the company knew it needed an all-out effort to complete head-on

with the domestic behemoths. The company budgeted $ 1.2 billion for new initiatives to

boost its presence in the U.S. market, starting with the addition of seven regional sorting

centers to increase ground delivery capacity by 60 percent . To support its ambitious

goal of becoming number one in the U.S. parcel delivery market , the company created

an innovative new red logo and spent $150 million on an integrated six month marketing

communication campaign including broadcasting , print, interactive, and outdoor

advertising as well as sponsorships , public relations and a new website that focused on

brand awareness and brand value. DHL Americas executive vice president of marketing

channels ,we are showcasing the DHL brands value message to current and potential

customers across all points of contact.

The DHL marketing campaign , developed by advertising agency Ogilvy and Mather

New York , opened with a June 2004 television ad showing drivers for FedEx and UPS

watching in wonder as a freight train rolls by carrying brand new yellow trucks with the

red DHL logo. Not only did the company completely renovate its own website

(www.dhl.com), but it also placed full motion interactive advertising on the other

websites. The companys website allows customers to download all its television,

interactive, print, and outdoor advertising, as well as a computer screensaver with DHL

trucks continuously streaming across red black ground and interspersed with the

campaigns catchy headlines. A public relation leader s complemented campaign by

Ogilvy PR worldwide that was aimed at core constituents and opinion leaders

complemented the paid advertising .And the companys tangibles became and bright

yellow background on every DHL building , vehicle, courier uniform , packaging unit ,

and drop box in North America.

DHL used sponsorship as key element of the campaign , highlighted by its role as the

Official Express Delivery and Logistics Provider of 2004 U.S. Olympics Team.

Targeting small and medium sized business, which have larger revenue per shipment

and are more profitable, DHL created one of the most coordinated services marketing

communication companies in history. The advertising company achieved integration

through color, theme, tagline, and design.

Communication and Service Marketing Triangle Relevancy with DHL

As DHL is a global organization its organizational environment varies from country to

country. In these circumstances DHL has developed different marketing activities for

different countries. These activities are also flexible. DHLs corporate level strategy is

fixed, but divisional and functional level strategy changes because they are set up by

the country managers by analyzing the environment. DHLs technology is mainly based

on network, collection and distribution. Its human resource is highly skilled and qualified.

They are also empowered so that they can make quick decisions.

The marketing activities of DHL are phenomenal. The overall marketing activities are a

combination of promotional and functional strategies. So, like all other organizations

DHL does have an infrastructure for communication and marketing related programs. It

goes through varies negotiable steps. Which are the reasons for creating the services

marketing triangle. As like any other organization DHL has made use of there

communication expertise to fulfill a standard marketing criterion.

The company is indispensably dependent on three major bases. These bases confronts

to be the most significant and influential foundation. The bases are the company,

employees, and the customers who play a very important role to make DHL what it is

today. There are both way communications in the organization which are vertical and

horizontal. This occurs amongst the employees of DHL. There is also external

marketing communication which occurs between the company and the customers

through advertising and public relation. On the other hand, the interactive marketing

remains the base for customer service center and service encounter which occurs

between the employees and the customers.

SWOT ANALYSIS

In terms of SWOT Analysis DHL has some organizational strengths, weakness and

environmental opportunities and threats.

DHLs extensive global presence enables it to provide

unmatched worldwide services from its offices in every country .

Throughout DHLs history, it has led the way with investments in information technology

that enables it to ship, track and trace documents and packages quickly and efficiently.

This technological investment is no doubt their strength. DHLNET is their global, high-

speed, TCP\IP communications network enabling customers to track the status of

shipments and delivery schedules and pricing information from anywhere in the world. It

ensures that information travels ahead of the goods. DHLs use of EDI (Electronic Data

Interchange) enhances speed and efficiency in shipping, billing and data management.

Its computerized processing service is the industries easiest, most flexible system.

In selected countries, it

offers a tracking system which can be accessed through automated phone prompts. It

uses electronic tracking system to ensure the safety and security of shipments

worldwide. DHL worldwide package express is the fastest most

reliable way to send non document goods door to door virtually anywhere in

the world which also includes customs clearance.

Due to the continuing rise of fuel prices, DHL Airways

has found it necessary to raise the current fuel surcharge to four percent.

The dramatic increases in fuel prices have continue to have a significant negative imp

act on their businesses. Volumetric weight, sometimes called dim or dimensional

weight is used when the space a package takes on an aircraft may cost more than

the packages actual weight. For this

reason DHL has to increase shipping cost and sometimes loses its customers. This

may be regarded as an environmental threat.

Conclusion
The main way of remaining the best is in this competitive world is by formulating the

marketing strategies in a very organized and efficient manner. It is the foremost reason

of why a company like DHL will sustain in this complex and crafty environment of

business. The marketing activities do put a lot of emphasis on how the company

survives in a sufficient breath taking situation. It settles a bond between the consumers

and the service provider that is DHL which makes it the biggest and the most successful

logistic organization at present existing in the world. It is an absolute advantage for

those who are a part of this company. The format in which the infrastructure of DHL is

built has a nice way of presenting what message it gives to the consumers. So just like

the tagline, theme and color three of which are individually significant can be often

irresistible due to several external factors. DHL holds the best category of remaining a

trusted name in the service world. It is essential to delivering services that customers

perceive as high quality. Because company communications about services promise

what people do and because peoples behavior cannot be standardized like physical

goods produced by machines, the potential for a mismatch between what is

communicated and perceptions of actual service delivery about when promise do not

match the service provided can be high. Thats why it was claimed by one of the officials

of DHL As our red and bright yellow trucks begin rolling through the streets, advertising

increases and customers see our expanded product offering, the realization will set in

that DHL is an even more powerful force in the marketplace. So by all respective terms

which has even a minor effect on companys real service delivering process, DHL sets

standards that are recognized highly proclaim able at all stages of the marketing world.

So by coordinating communication within and outside the organization DHL can well

move forward with minimizing the claims of falsification which will create a more

successful phases for the organization in the mere future.

contoh abstract

Abstract
DHL is a company specializing in integrated parcel within the Deutsche Post DHL group, which was
created to solve problems in maritime traffic, since the containers arrived before the documentation.
This sector is in a mature phase, and there are competitors that offer very similar products. For this
reason, making a marketing plan is necessary, as well as carrying out a study of the company and
the surrounding environment in order to find the weaknesses and strengths of the company, and
what are the threats and opportunities offered by the environment and which DHL can explode or
improve. Today, the current economic environment has changed consumer habits both in businesses
and individuals due to the declining of purchasing power of the Spaniards. On the other hand,
regarding the social environment, we see an increasingly environmentally conscious society. This
marketing plan gives a number of proposals and recommendations for DHL to suit the current
economic market, while the company tries to get a better position in the market through new
services that meet the expectations and needs of the customers. Finally, we should point out that
this marketing plan has three main objectives: increasing the number of customers, improving their
satisfaction and enhancing the brand image that the target audience perceives.