First Express is a division of the UK transportation and logistics company, First Post Express. The company has been providing global express mail services. It is one of the world’s largest logistics and transportation companies that have operations globally. It mainly deals with sea and air mail. First Express was founded in 1956 but later the company was able to expand its services all over the world. The primary interests of the company were offshore and inter-continent deliveries. The company expanded to other countries that were not served with the delivery services.
Strategic Global Marketing Plan
First Express will provide customers with new services of freight technology and First Express Aviation services. These two service areas are worth for the business to invest since very few competitors have been able to invest in them. Considering how the business was done few decades ago, technology has paved in with new technology worth for communication, hence the need to invest in freight technology (Jones & Silverstein, 2009). For the transport sector to be effective, investing in services such as provision of mobile marketing, telecommuting and internet would be relevant for the business, hence advisable to invest in first express aviation services. This would allow communication to be instantaneous with large amount of information moving through various means with powerful tools in hand of the company (Marich, 2009).
Innovating in technology services would as well improve the business operations which will assist the company to be more global. Airline service has to do with technology which will have a positive effect to the business operations. This service will provide tangible and intangible benefits to the company when it comes to creation of wealth as a result of increased customer demand. Investing in the technology infrastructure services will have effect to the efficiency, culture and relation of the business (Marich, 2009).
Offering the new services to the market will earn the company competitive advantages. Investing in technology services for example will have effect to the company’s overall capacity to communicate with the customers. The current business environment of the company has been quite busy and it is worth for the stakeholders to have interaction with the clients (Jones & Silverstein, 2009). Methods that have been utilized in determining the need and the market are creation of list of customer addresses and names, conduct survey among the customers, and use cross-tabulation methods. The company will be expected to create a website for the customers where they would place enquiries and be served immediately. Making faster shipments will ensure that the company will be able to move the products all over the world, factor that will emerge as a competitive advantage over other competitors. If customers will use the new technology service in interacting, they will benefit the business since there will be better communication that would create strong business image (Ryan & Jones, 2009).
However, there are various inherent risks associated with investment in the two key service areas. First, security will be an issue to the modern way of doing business in the firm. Company operations will be subjected to various security threats as well as vandalism (Marich, 2009). The company may use the technology to protect its financial information, confidence executive decisions and any other proprietary information that would lead the company to competitive advantages. In general, the technology service will ensure that business ideas are far away from their rivals. Other risks that would be associated with the services are that, the company will be expected to anticipate and maintain pace of introducing new hardware, software and spares (Ryan & Jones, 2009). As well, employees must be well trained on how to handle customers while dealing with the services. As a result, the company will have to experience substantial and unexpected expenditures for developing new services, purchase new equipments as well as investing in other new courses for development. Failure to make adequate response to the new services would change the platform, customer preferences and adverse impact to the firm’s operational results and stock prices (Marich, 2009).
In the case of customer relationship software, online customer PipeDrive software would be relevant for tracking the sales in the global market. The software will be relevant for streamlining business functions and increase the profitability levels in terms of sales, social, marketing and service divisions (Ryan & Jones, 2009). The software will assist in achieving the company objectives via faster information processing which will allow faster functioning of the business. Information sourced from the software would be used in allowing the company to make customers’ functions easier. It would assist in running a global successful business. These new services would be distributed via the company’s online servicing (Marich, 2009).
When it comes to entering global markets, the company needs to consider crucial aspect of agreements and alliance with some other companies (key considerations). This would aid in forming reputable partnership that would allow business operations worldwide. Global supply chain of the company would have a positive impact to the service since it would allow faster deliveries as well as achieving high customer satisfactions (global supply chain impact) (Ryan & Jones, 2009).
Under the company’s cost plus pricing strategy, the company will base the cost for setting the price of the services. In this case, the company has to add up all the direct costs, direct labor costs and other overhead associated with the cost of the product adding it to markup percentage (to ensure that profit margin is created) to derive the price of the services (cost of development and launching) Customer will accept the set prices for the product sine it will cater for all target audience capacity to pay (Jones & Silverstein, 2009).
Product promotion is essential to get the services in front of the customers and attraction of new customers. The services may be promoted through various ways. Setting strong promotion strategies would assist in positioning the company. To promote the services, the company will have to utilize social media websites such as Facebook and Google+. In addition, the company may use mail order marketing by offering services in exchange of customer personal information (Jackson, 2009). However, the company may decide to use mass media such as Television and radio to advertise the services. Other social media sites in which the company may use to advertise the services are Facebook, LinkedIn and Google+ (Marich, 2009). These sites may be relevant based upon the geographical segmentation of the customer.
The company will segment the customers depending on the geographical patterns and using the media’s large base to target customers, and important information related to the service will be passed. Finally, some of the sales promotion activities that the company may be engaged into are such as contests and coupon to promote the new introduced services (Ryan & Jones, 2009). The company has frequently been using this form of promotion. In most of the contests, there is no need of making purchases. The main idea of the company tends to be promotion of the company services and place the logo and name to the public. Sponsorship of contents will bring attention of the customer and this will give a chance of promoting the services.
Jackson, S. (2009). Cult of analytics: Driving online marketing strategies using Web analytics. Amsterdam: Elsevier/Butterworth-Heinemann.
Jones, S. K., & Silverstein, B. (2009). Business-to-business internet marketing: Seven proven strategies for increasing profits through internet direct marketing. Gulf Breeze, FL: Maximum Press.
Marich, R. (2009). Marketing to moviegoers: A handbook of strategies and tactics. Carbondale: Southern Illinois University Press.
Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page.
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