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.
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 data’s from the specific company. We have collected its background record, its present situation, the service and the marketing activity of DHL.
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 didn’t 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 Armstrong’s 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 ship’s 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 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.
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
DHL is the world’s 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. DHL’s 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 DHL’s 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 world’s 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.||Narayanganj 207/4 B.B Road, Narayanganj.|
|Motijheel 94 Motijhel C/A Dhaka.||Fatullah Plot: A2-A3, BSCIC Industrial Area Enayet Nagar, Fatullah, Narayanganj.|
|Mohakhali House 411 (Ground Floor) Road 29, New DOHS Mohakhali Dhaka 1206||ComillaEPZ Comilla Old Airport Comilla 3500|
|Dhanmondi Momtaz Plaza, House: 7, Road: 4, Mirpur Road, Dhaka.||Agrabad Shafi Bhaban, CDA, Plot: 6, Sk. Mujib Road Agrabad C/A, Tel: 031-502056, 715835-6, 716276 Fax: 88 031 726619|
|Mirpur 1294 East Mirpur, Rokeya Sarani, Dhaka.||Nasirabad 805 JB Complex (Ground Floor), CDA Avenue, East Nasirabad, Chittagong.|
|Rampura 67 DIT Road, Rampura, Dhaka.||Chittagong EPZ Room:3, Old Service Complex Chittagong Expport Processing Zone, Halishar, Chittagong.|
|Karwan Bazar 49 Kazi Nazrul Islam Avenue, Dhaka.||Khatunganj Hasan Manjil (Ground Floor), 322 Khatunganj, Chittagong.|
|Uttara Uttara Tower, Plot: 1, Sector: 3, Jasimuddin Avenue, Uttara, Dhaka.||Khulna Chamber Mension, Khan-E- Sabur Road, 5 KDA C/A, Khulna|
|Savar Zone Service Building Dhaka Export Processiong Zone Ganakbari, Savar, Dhaka.||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 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 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 world’s largest express and logistics Network
DHL is the global market leader in international express, overland transport and air freight. It is also the world’s 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 world’s 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㯠Paulo.
DHL USA’s Houston Customer Call Centre employees helped people affected by Hurricane Katrina in 2005.
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.
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:
- Helping millions of customers to trade and to increase their sales
- 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
- 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
We work with partners to maximize the effectiveness of our Sustainability program and to deliver help to more people.
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 DHL’s 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.
We have a global partnership with UNICEF – the children’s 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
DHL’s 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 community’s 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 UN’s Millennium Development Goals.
World Economic Forum
We are a strategic partner of the WorldEconomic Forum (WEF). We participate in the WEF’s Logistics & Transportation Corporate Citizenship Initiative.
We partner with AIESEC, the world’s largest student organization. We provide challenging internships for students around the world. We are both an Alumni Network Partner and a Global Exchange Partner.
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 world’s 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 DHL’s 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
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 sector’s 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 world’s largest quoted non-financial enterprises. These organizations trust us with their brands and reputations not simply because we’re 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 country’s 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).
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 brand’s 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 company’s 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 constituent’s and opinion leaders complemented the paid advertising .And the company’s 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. DHL’s 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. DHL’s 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.
In terms of SWOT Analysis DHL has some organizational strengths, weakness and environmental opportunities and threats.
DHL’s extensive global presence enables it to provide unmatched worldwide services from its offices in every country . Throughout DHL’s 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. DHL’s 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 impact 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.
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 people’s 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. That’s 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 company’s 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.