Marketing plan of DHL

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.