Marketing Strategy and SWOT Analysis of DHL

The DHL brand has grown in strength over many decades. It all started in 1969 when NASA was busy sending astronauts to the moon. Three young men came up with the brilliant concept of transporting bills of loading between San Francisco and Honolulu, minimizing the amount of time spent waiting in the harbor. A revolutionary idea and way of thinking emerge from a stroke of luck. DHL has branches in every central area of the world by 1979. We’ll look at DHL’s SWOT analysis to see what the company’s secret to success is.

Let us start with Mission and Vision Statements.

Mission Statement.

The mission statement of DHL is – “Excellence. Simply Delivered – is our guiding light”.

DHL brings people together and helps them to live better lives. And they accomplish it by being unwaveringly customer-centric and consistently providing quality. The firm contributes to a better world by connecting people together and making life easier for consumers, workers, investors, and society.

DHL’s global presence in over 220 countries and territories and their pioneering attitude in new areas make them The Logistics Company for the World.

It also goes beyond its exclusive ability to provide a stunning spectrum of logistical solutions; ranging from mission-critical fast deliveries to cost-effective freight transportation, from simplifying customs to managing the complexities of global supply chains and everything in between.

Vision Statement.

The vision statement of DHL is – “To be a post office for Germany and a logistics company for the world”.

DHL aspires to be the go-to logistics company — the first option not just for all shipping requirements but also for career and investment possibilities and the global benchmark for ethical business practices.

Employees worldwide have a tremendous amount of knowledge, skill, and talent. They’re working hard to develop new methods to tap into this gold mine and share it with the rest of our worldwide family of companies. One of the most significant steps done by the organization, according to the corporation, is the introduction of their global Certified program, which is a specialist training program for the whole staff.

Following that, we’ll learn about DHL’s branding positioning methods.

Before we try to find out DHL’s brand archetype, we will first look at one of their Instagram posts and understand its central message.

For this analysis, the post that we decided to choose is an advertisement for one of the latest campaigns organized by DHL, “Discovering hidden legends”.

The campaign’s main goal was to raise awareness of the contributions made by Surf Life Saving Australia volunteers. The company was motivated by the idea of being led up to the National Awards of Excellence. Moreover, they will continue until the end of the summer season.

DHL Express, the world’s top international express service provider, has launched a new campaign to promote Surf Life Saving Australia (SLSA).

‘Discovering Hidden Legends’ is a campaign that attempts to educate Australians every day. Ordinary individuals of the community make tremendous contributions as volunteer surf lifesavers, guaranteeing their safety at beaches around the country. The campaign is centred on a series of videos featuring volunteer tales, with narration by Laura Enever, a former volunteer surf lifesaver and professional surfer.

The idea initiated by DHL is indeed should be highly appreciated. First and foremost, their job has nothing to do with saving the lives of people who might get drowned in the seas or oceans. Based to WHO (World Health Organization), annually, more than 230.000 drowning deaths worldwide.

The fact that DHL decided to impact this sphere tells us a lot about them as an organization and their personality. With the help of this campaign, they increased the number of volunteers who could save people from drowning.

Thus, we can surely assume that the Brand Archetype type representing DHL is Hero.

Desire: display one’s value by taking bold and challenging action.

Goal: strive proficiency in such a way that it makes the world a better place to live in.

Strategy: be as powerful, strong and skilled as possible

Here are some significant highlights about the Hero Brand Archetype.

Level One:  in the cases of bullying or attempts to frighten someone, taking the role of the defender.

Level Two: boundaries, competence, and mastery are developed, expressed via achievement, and driven or tested through competition.

Level Three: doing your duty for your nation, organization, community, or family, as a soldier would.

Level Four: putting your power, ability, and courage to good use for something that benefits you and the world.

In other cases, Hero Brand Archetype can describe a company if:

• It has a significant invention or innovation that will have a global impact.

• Its product enables individuals to function at their peak.

• It addresses a big societal issue and requests that individuals stand up to the plate to help solve it.

• It has a defined competition or opponent who you wish to defeat.

• It is the underdog, and it wishes to compete with the competition.

• Its product or service’s strength is its ability to quickly and effectively a problematic task.

• It understands how to set your product apart from others with poor follow-through.

• Its clientele describes themselves as excellent, moral people.

Moving forward, we will do a quick SWOT Analysis of the DHL.

Strengths.

Global Service: DHL provides freight services in more than 220 countries worldwide, according to estimates. Every day, the corporation sends out around 49 million letters. The corporation operates a nationwide network of 109500 small boxes, 36 parcel hubs, and 82 mail centres in Germany.

E-procurement (business–to–business purchase): In 2019, DHL introduced e-procurement and central procurement system. It allows users to buy and sell supplies via the Internet. The organization has been attempting to improve the system’s efficiency.

Trophies: DHL was recently included in a list of “World’s Top 50 Cargo Airlines” publications. The brand has received several honours, including the Reader’s Digest Trusted Brand Award for the seventh consecutive year and the Gold Award in the Airfreight courier Service Category in Asia for the fifth straight year.

Worth brand: According to Interbrand, the brand value of DHL in 2020 will be 6289 million dollars, up 5% over the previous year. It was placed 81st on the Best Global Brands 2020 list. According to the Fortune 500 list, it will be established 142nd in 2020.

Online commerce: According to Interbrand, the brand value of DHL in 2020 will be 6289 million dollars, up 5% over the previous year. It was placed 81st on the Best Global Brands 2020 list. According to the Fortune 500 list, it will be established 142nd in 2020.

Newness: DHL has always focused on creating new initiatives, whether it’s e-procurement, Resilience 360, or the Smart Sensor project. In fact, the corporation has created the “DHL Innovation Center,” a platform where stakeholders and consumers may communicate with the company’s specialists.

Benefactors: When it comes to brand promotion, DHL is cautious. As a result, the corporation has sponsored several events. The International Motor Sports Association’s American Le Mans Series, the DHL Fastest Lap Award, Manchester United Football Team, South African Western Cape Rugby Union Teams, IMG Fashion, and Italian volleyball club Modena Volley are just a few examples.

Weaknesses.

Poor Marketing: DHL’s marketing and promotional initiatives are woefully inadequate. Compared to other brands, the corporation does not devote enough resources to marketing. As a result, DHL’s brand appeal and acceptability are poor.

Authorities: DHL’s marketing and promotional initiatives are woefully inadequate. Compared to other brands, the corporation does not devote enough resources to marketing. As a result, DHL’s brand appeal and acceptability are poor.

The market share is limited: According to estimates, UPS, USPS, and DHL have market shares of 27.97 per cent, 23.42 per cent, and 20.62 per cent, respectively. DHL is a global name without a doubt, yet the courier firm has a small market share compared to the competition.

Opportunities.

Development: As we all know, DHL has operations in more than 220 countries throughout the world. The corporation should now develop parcel centres, postal boxes, and mail centres to grow its operations into new cities. It would assist the courier firm in expanding its market share.

Budgeting: DHL should take advantage of capital and financial market opportunities. Since the company’s share price, brand value, and market share are all growing. In terms of portfolio and business development, the brand should capitalize on it.

Connection with other companies: DHL should form partnerships with major firms and businesses. Every day, they must send hundreds of emails. When DHL contacts them, they will locate a dependable courier provider, and Freight Company will identify an appropriate client. For both organizations, it would be a win-win situation.

Threats.

Online communication: Traditional ways of communication have become less valuable due to digital and social media outlets. People nowadays exclusively utilize courier services when buying something online or submitting formal paperwork. Other than that, the service is rarely used.

Disasters: Natural disasters such as rain, floods, earthquakes, or something else might cause delays in people’s goods and delivery. It can sometimes put the shipment in jeopardy. When this occurs, the company’s reputation suffers as a result. DHL is powerless in the face of nature.

As we finished our SWOT analysis, let’s see who DHL’s target audience is.

To do so, we will watch one of DHL’s commercials.

The commercial tells the history of DHL when the world was just introduced to what the Internet is and the opportunities it gives to people.

Since 1988 DHL’s attitude towards their job has always been taken very seriously. The employees always made sure to deliver safe and sound and keep it in good condition. Besides that, the commercial has also highlighted that DHL has customers from all over the world. To make online shopping more accessible, they have added a multilingual setting.

Besides the high quality of the DHL, the commercial has also highlighted the speed of their work. With the development of the technologies and the new tech opportunities that DHL has, they are doing their job very fast and delivering the product on time.

The majority of the people representing the target customers of DHL are diverse. We can see ordinary people ordering some stuff for themselves, or they can be people working in different companies who prefer everything to be done on time.

Based on the description of the commercial and the customers we gave above, we can say that the target audience DHL prefers to work with are Sharers.

Some interesting facts about Sharers.

Sharers are recognized through various characteristic features. However, the best one to start talking about them is their ability to thoroughly enjoy life and find happiness in everyday duties. They enjoy staying at home and the quiet, calm and cozy atmosphere around them.

They enjoy spending time with their loved ones, especially their family members.

When sharers do some household chores, cooking and cleaning, they enjoy doing it with their families. While cooking, they often make sure the food is not just tasty but healthy for their family members.

They may escape to another planet thanks to the media. They adore lifestyle magazines and newspaper sections. Health and beauty, home and garden, apparel and fashion, film and video, and travel are all themes that Sharers are interested in reading about.

They are tremendously interested in what is happening in the lives of celebrities. Sharers would rather be educated about society than politics or the economy.

They seldom pay attention to the news of the day, whether local, national or worldwide; television serves as a portal to a more exciting side of life. Sharers watch a lot of TVs but only listen to the radio infrequently.

By viewing cultural events transmissions – theatre, ballet, and opera performances – they can compensate for the limits of their everyday world.

Following a thorough examination of DHL’s SWOT analysis, we have concluded that DHL is the world’s leading courier and air freight service provider. Natural catastrophes, the use of digital media outlets, and a small market share are just a few of the issues that need to be addressed. To overcome these difficulties, DHL should broaden its market and service offering and form strategic collaborations.

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