Dhl Report

Introduction:        

      In this report of Marketing subject we tried to apply most of the concept in a more reality way. Therefore, we choose DHL Company due to its success and goodwill. It is a part of the Deutsche Post world net group and its one of the largest express and logistics companies in the world.

      DHL is a dynamic company, it comprises a passionate dedicated to many people spread throughout every corner of the globe, working together to ensure that DHL customers receive the very best commitment and service wherever they do business.

      In our report, we have explored many concepts like the four marketing strategies (segmentation, targeting, differentiation and positioning). The market mix that we call them the 7'p (product, price, place, promotion) and these are special for services (people, process, physical evidence). In addition we did a competitor analyses and marketing analysis (SWOT) where we analysed the company overall strength weaknesses, opportunities and threats.

DHL Background & History

The Name DHL

          The name DHL comes from the first letters of the last names of the three company founders, Adrian Dalsey, Larry Hillblom and Robert Lynn.

Founding

DHL Worldwide Express is an international express mail service. As a main competitor with FedEx and UPS, DHL vies for much of the shipping needs of businesses and individuals around the world. What started with humble beginnings soon became a several billion dollar international enterprise.
The company was founded in 1969 to provide express delivery services between the contiguous United States and Hawaii. The three young founders were Larry Hillbloom, , Adrian Dalsey and Robert Lynn, all based out of San Franciso, California. In the early stage of the business, it shipped 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.

Early Success

From its early services shipping logistically from San Francisco to Honolulu, the company gradually expanded to encompass the Americas, and then much of Asia and the Pacific Rim in 1971, followed by the rest of the Western Hemisphere, Europe and the rest of the world. DHL services were first introduced in the vital markets of Hong Kong and Japan in 1974. That same year they opened their first UK office in London, expanding their company from three employees in 1969 to 314 five years later with over 3,000 customers.

Ever adapting to meet the needs of the world marketplace and keep up with growing competition, DHL continually altered its methods, soon becoming a full delivery program. Co-owner Adrian Dalsey owned a share of the company until 1980, when he travelled Hawaii, Micronesia, Guam and other parts of Asia selling his shares and interests in DHL.

1980s to Present

        In 1983, DHL became the first air forwarder to serve the Eastern European countries and opened an international hub in Cincinnati, Ohio, the same year. By 1985, they opened a deluxe centre in Brussels that handled over 150,000 orders every night. They expanded further with major post openings in Bahrain in 1993 and Kuala Lumpur in 1998. In 1999 Deutsch Post, the world's largest logistical company, began to acquire shares and stocks in the company and in 2001 bought enough to acquire majority ownership. By the end of 2002, they would achieve full ownership of the company. As of 2009, DHL employed 300,000 people around the world in over 220 territories and countries. Since the company's founding, their services have expanded to encompass air, overland; freight and sea shipping, and they remain the top logistical delivery company internationally.

Yemen branch

DHL Yemen was launched in 1993 to become Yemen’s first international mail forward.

DHL has six branches in Sana’a, Aden, Taiz, Ibb, Hodaiadah, Mukalla, Seiyun.

DHL Yemen applies international standards in safety and punctuality in its worldwide express operation. There are about 85 employee in Yemen were the majority are in Sana'a by 75 employee. DHL own more than the half of the market by 60% leaving the 40% for other companies.

Branding

Brand Positioning

DHL’s global service brand is based on promise of performance. The brand rests on asset of brand attributes and benefit, condenses into three brand values that identify brand identity.

1-Personal commitment: they care about customer, foster reliable relationship and take responsibility to make thing easy to them.

2-Proactive solution: DHL proactively offer high-quality solution to address particular customer needs.

3- Local strength worldwide:  they a strong network global coverage based on locally comprehensive service.

Line extension

The new DHL brand architecture

With the acquisition of Exel 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 Exel Supply Chain and DHL Global Forwarding.

DHL establish a uniform image that will clearly set the DHL brand apart from the competition. They are determined to raise aided awareness of DHL to over 90% in all segments of the logistics sector and unaided awareness to over 70% in the logistics sector and in key markets.

Two powerful brands

Deutsche Post DHL brings two powerful brands to the marketplace.

  * The Deutsche Post brand stands for personal proximity, reliable quality and groundbreaking services. Its success is built on the unique infrastructure in Germany, consistently high quality in the mail business and innovative services in the area of dialog marketing.

 * The DHL brand stands for personal commitment, proactive solutions and local strength in the parcel business as well as in international express, logistics and mail operations. Our employees, who focus on customers’ needs and provide them with individually customized solutions, help secure our success.

DHL brand valuation

Factors analyzed included financial value, brand protection, brand image and brand strength. DHL listed whit best global Brand Ranking (number 81) by Interbrand. They   has brand equity of $5.08 billion