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University of Hassan II

Ecole Nationale de Commerce et de Gestion of CASABLANCA

Master 1: Management logistic and transport

Présentation in form of DHL

Framed by :

Mme OUAHTITA FATINE

Presented by :

CHOUAY Hajar

DOUNAS Rim

MYNE Nouhaila

Summary

Introduction

1- The history of DHL

2- Marketing mix

3- Logistics of DHL

4- Management strategy

5- Competitors

6- Advertising strategy

Conclusion

SUMMARY

INTRO

INTRODUCTION

The history of DHL

• 1974

  • This year DHL handled over 500,000 shipments.

• 2002

  • Deutsche Post World Net became the major shareholder in DHL, By the end of 2002, DHL was 100% owned by Deutsche Post World Net.

• 1969 :

  • On 25 September, Dalsey , Hillblom and Lynss incorporated DHL .
  • Door-to-door express delivery service.
  • Documents were transported only between San Francisco, California.
  • They simultaneously invented the international air express industry.

• 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.

• 1972

  • DHL International was founded operating in Hong Kong, Japan, Singapore, Australia.

HISTORY

• 2003

  • Deutsche Post World Net consolidated all of its express and logistics activities into one single brand, DHL.

Identity

Slogan

Express and logistics

I'm on it!

First Choice

We move the world

All the way

Excellence. Simply Delivered

LOGO

DHL first era

1969-1983

DHL Worldwide Express

1983-2002

DHL second era

2002 - present

Significance of the colors

Meaning and Uses of Colors

Meaning

Represents

Passion, Love, Anger, Hunger, Health, Excitement and Life

Red is a color that is often associated with passion, power, friendliness, excitement, urgency, strength, and movement. Red logos grab customer attention

Yellow is associated with happiness and optimism, which should come as no surprise to anyone who has ever seen a classic “smiley face.” It is also seen as cheerful and warm, which encourages communication. On the downside, yellow is also sometimes associated with caution,

Happiness, Warmth, Innovation and Caution

Marketing mix

Marketing mix

Product

  • DHL Express is one of the largest air carrier in the world.
  • DHL is a courier service basically for urgent and reliable transportation of documents.
  • Services for rail, road, ocean and air are provided through DHL Global forwarding.
  • DHL also provides premium service of temperature controlled storage as well as cold storage for special products.

Product

Price

Price

The pricing depends upon a lot of factors including:

  • Weight of the product
  • Nature of product: if the product is glass or electronic device then additional insurance charges is applied.
  • Nature of delivery selected; instantly delivery, regular delivery or speedy delivery
  • Distance to be covered by the package
  • The consignment size: only matter in case of e-commerce or entrepreneurial transactions.

Place

Place

DHL global presence in more than 150 countries

With more than 850 terminals, offices and warehouses

DHL has something called as Multi-User warehouse

Promotion

Promotion

DHL promotes its services through television advertising along with newspapers, magazines as well as makes smart use of social media platforms such as Facebook and Twitter. To improve its visibility, DHL also sponsors for national and international events such as Formula 1, and world famous football clubs such as Manchester United. DHL also promotes itself through campaigns such as Go Green projecting its services which cause minimum harm to the environment reducing the carbon emissions. To gain popularity DHL also engages itself with various government organizations.

Logistics of DHL company

Logistics of the DHL

Freight Transportation

Freight Transportation

Why?

Product

  • Door-to-door service with other options available
  • Defined lead times
  • Optional Cargo Insurance
  • End-to-end visibility
  • Optional Customs Brokerage
  • A range of time-specific options from economical routing to first flight out and even Same Day, delivering reliability at the speed you need

  • Total flexibility over delivery choices (e.g. door-to-door, airport-to-airport) enables you to customise your Air Freight

  • Over 7,000 Air Freight Experts in more than 190 countries ensuring smooth transit of your cargo

Working with carefully selected carriers, they operate with schedules on all the world’s major routes so you can plan with certainty and become more efficient.

Air Freight

DHL has a flexible, reliable and efficient overland transportation offering, including Road, Rail and Intermodal Services.

  • Defined lead times
  • Optional Cargo Insurance
  • End-to-end visibility
  • Optional Customs Brokerage
  • Fast & secure transportation of your Less-than-Container-Load (LCL) cargo

  • Defined & reliable transit times

  • Tracking

  • Defined Lead Times

Road and Rail Freight

Why?

Product

With DHL's broad range of Ocean Freight products covering different equipment types and consolidation services, they ensure your cargo reaches the right place, at the right time in a cost-efficient way.

  • With DHL Ocean Direct Full-Container-Load (FCL) and DHL Ocean Connect Less-than-Container-Load (LCL) products you have shipping flexibility allowing you to respond quickly to your customer’s needs
  • A global network of dangerous goods trained staff ensure compliance with industry standards and a compliant delivery process across the world
  • Global Availability
  • Reliable Lead Times
  • Optional Cargo Insurance
  • End-to-end visibility
  • Optional Customs Brokerage
  • Liquid Cargo

OCEAN FREIGHT

Management strategie

Management strategy

SWOT

SWOT Analysis

  • Requires heavy investment
  • Dependence on external agencies
  • Dependence on regulatory bodies
  • Poor Marketing
  • Large Network
  • Innovation
  • Strong Brand Equity
  • Growing in developing countries
  • Excellent financial position

S

W

SWOT Analysis

  • Competition
  • Economic Slowdown
  • Declination of traditional services
  • Local players
  • Emerging Markets
  • Inorganic Growth
  • E-commerce

O

T

Competitors

Competitors

Closed deals

FedEx is one of DHL's top competitors. FedEx was founded in 1973, and its headquarters is in Memphis, Tennessee. FedEx competes in the Package and Mail Delivery industry. FedEx has 155,999 more employees than DHL.

Purolator International is one of DHL's top rivals. Purolator International is a Private company that was founded in 1998 in Jericho, New York. Like DHL, Purolator International also works within the Courier and Logistics Services industry. Compared to DHL, Purolator International has 9,601 fewer employees.

TNT is seen as one of DHL's biggest rivals. TNT was founded in 1946 in Amsterdam, Noord-Holland. Like DHL, TNT also competes in the Courier and Logistics Services sector. TNT generates $6.1B more revenue than DHL

Advertising strategie

Advertising

Strategy

ADV

Advertising

For all your heavyweight shipments

Pit lane

2.

1.

Tunnel box

Turning Page

3.

4.

DHL IS FASTER

Conclusion

Conclusion

Webliography

  • https://www.owler.com/company/dhl#overview
  • https://www.marketing91.com/swot-analysis-dhl/
  • https://fr.scribd.com/doc/15197455/DHL-STRATEGIC-MANAGEMENT
  • https://blog.logodesignguru.com/meaning-and-uses-of-colors-in-logo-design/
  • http://logos.wikia.com/wiki/DHL
  • https://www.ukessays.com/essays/information-technology/the-history-and-background-of-dhl-information-technology-essay.php
  • https://www.youtube.com/watch?v=vHVWegNfQl0
  • https://www.logistics.dhl/gb-en/home/our-divisions/global-forwarding/air-freight.html.
  • http://www.dhl.com/en/logistics/freight_transportation/road_and_rail_freight.html
  • https://www.mbaskool.com/marketing-mix/services/16718-dhl.html?fbclid=IwAR37PUSfcb90_kd8HJJ-l7IQJOiPymaikfoXjJm1MFAWNMnV3xYQHzfKV5o
  • https://www.marketing91.com/marketing-mix-dhl-dhl-marketing-mix/?fbclid=IwAR389l4dDKsDC7RTBByXQ3uAinqJOk1s7iRSCEhzAbxxLigMKzDQIpdWH80
  • https://craft.co/dhl/competitors
  • https://www.google.co.ma/search?q=ups&client=opera&hs=GU2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiD0rf83ZPeAhUKLsAKHScaCPwQ_AUIDigB&biw=1517&bih=731#imgrc=1StbhRLrWVLEFM:
  • https://www.google.co.ma/search?client=opera&hs=GCN&biw=1517&bih=731&tbm=isch&sa=1&ei=hXPKW-n9M5D2gQaElZXIBg&q=spot+freight&oq=spot+freight&gs_l=img.3...1880.5380.0.6316.0.0.0.0.0.0.0.0..0.0....0...1c.1.64.img..0.0.0....0.HpYuXrN2Rsk#imgrc=7e0VaH9k1AlS6M:
  • https://www.google.co.ma/search?client=opera&hs=AV2&biw=1517&bih=731&tbm=isch&sa=1&ei=G3PKW7TuEKnZgAbF96HoDQ&q=xpo&oq=xpo&gs_l=img.3...17658.19046.0.24519.0.0.0.0.0.0.0.0..0.0....0...1c.1.64.img..0.0.0....0.cMH7QEOsgr8#imgrc=dAst3hZx1GiazM:
  • https://www.google.co.ma/search?client=opera&hs=yAN&biw=1517&bih=731&tbm=isch&sa=1&ei=NXPKW_X9NaOWgAb8w4_gBw&q=fedex&oq=fedex&gs_l=img.3...29191.32057.0.32360.0.0.0.0.0.0.0.0..0.0....0...1c.1.64.img..0.0.0....0.GWo4UT5B-_Q#imgrc=dZ14YYZ1381VRM:

Webliography

QUESTIONS

?

QUESTIONS

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