Marketing Research: DHL Author Institution Introduction DHL operates in Courier services with companies such as Fedex UPS and TNT. DHL controls a market share of 38% which is higher than that of any competitor (Statistica.com). DHL provides logistics solutions that cover vast needs. The mission of the company is to simplify customers’ lives and contributing positively to the world. The brand has experienced rapid growth from 2014 where it had a brand value of $5 084 to a brand value of $5 708 in 2016 before reaching a stagnation stage 2016-2017. The DHL group serves in more than 50 countries and territories around the world. In its Strategy 2020 the DHL Group believes that technology is a key driver in the logistics business. Strategy 2020 of the DHL Group has three approaches namely focus connect and grow. These three phases are important for realizing the goals the company has L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing 21(1) 78-89. Ailawadi K. L. Lehmann D. R. & Neslin S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing 67(4) 1-17. Jones R. (2008). Finding sources of brand value: Developing a stakeholder model of brand equity. International Retail and Marketing Review 4(2) 43-63. Ghodeswar B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product & brand management 17(1) 4-12. Sands J. (2013). FedEx Versus UPS And DHL A Comparative Analysis Of Global Logistics Giants. Retrieved from seekingalpha.com Olenski S. (2015). Brand Value: What It Means (Finally) And How To Control It. Retrieved www.forbes.com PWC (n.d). Shifting patterns. The future of the logistics industry. Retrieved from www.pwc.com Deustche Post DHL Group (2017). 2017 Business Profile Investor Relations. Retrieved from www.dpdhl.com Appendix A Appendix B [...]
Undertake digital desk research to provide information about a) the current market and b) make some recommendations to a manager about a way forward, which might help the underperforming brand perform better (or more successfully in the marketplace). Present your findings to the manager of the “underperforming brand”. 1500 words Reference list (Harvard APGS) Mix of words, numbers, percentages, diagrams, graphs, pictures and illustrations to make your message, clear, concise, interesting, persuasive and informative.