DHL Express:-

INTERNATIONAL BUSINESS MANAGEMENT: -

Prepared By:- Ammar yasir, Qurat-ul-ain, Kashif Sohail, Robbinson Javed,

Muhammad Saad Tariq
 ACKNOWLEDGMENT

We are very thankful to “ALMIGHTY ALLAH” the most beneficent, the most merciful who
has given us the strength to complete this task and with the deepest gratitude and warmest
affection. We are highly grateful to our course instructor Mr. Hashim Awais Butt who taught us
with great affection and whose supervision enabled us to complete our project. We hope this
project will fulfill the requirements of our teacher. Last but not the least we convey my credit and
commendation to my institute, Lahore Leads University, Management faculty, without whose
support and guidance it would be difficult for us to achieve this task successfully

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Table of Contents
1: INTRODUCTION OF DHL……………………………………………………..7
Origins ………………………………………………………………………..8
The initials ……………………………………………………………………8
Domestic expansion ……………………………………………………….... 8

The world’s largest express and logistics Network…………………………...9

2: HISTORY OF DHL…………………………………………………………..….9
Head Quarters……………………………………………………………….....10
Deutsche Post Euro Express…………………………………………………..10
Danzas ……………………………………………………………………… 11

Air Express International………………………..……………………………11

DHL's Global Presence …………………………………………………………….11

Global Hierarchy………………………………………………………………………13

3: MISION VISSION & VALUES………………………………………………....13

Mission………………………………………………………………………..13

Vision…………………………………………………………………………14

Values………………………………………………………………………...14

Mission consist of four major elements.......................................................................14

4: BOARD OF MANAGEMENT………………………………………………..…14

GOALS………………………………………………………………………………16

OBJECTIVES……………………………………………………………………….17

Connect across the organization……………………………………………………..17

Grow in new market segments……………………………………………………….17

5: Use of electric vehicles…………………………………………………………….17

6: Services of logistics………………………………………………………………...18

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7: Global forwarding freight division………………………………………………19

DHL Express……………………………………………………………………..…19

DHL Solution……………………………………………………………………….20

DHL Global Mailing…………………………………………………………….......20

8: Export and import domestic services…………………………………………………20

Same day……………………………………………………………………………20

Definite express……………………………………………………………………21

Day definite………………………………………………………………………..21

Optional services……………………………………………………………………21

9: VEHICLES MANAGEMENT SERVICES…………………………………………21

Supply chain re- engineering……………………………………………………….21

After sales optimization…………………………………………………………….21

Distribution to store management…………………………………………………..21

10: SIMPLIFYING THE COMPLEXITIES OF GLOBAL TRADE………………22

Global trade without boarders………………………………………………..............22

More about DHL trade automation services…………………………………………22

Online services include………………………………………………………………22

11: DHL express Receives ISO certification in US and Europe……………………23

12: Strategies of DHL express………………………………………………..………24

13: Corporate Strategy……………………………………………………………………..24

Proactively shaping the group’s digital future …………………………………..…. 24

Focus ………………………………………..…………………………………….. 24

Connect……………………………………………………………………………..24

Grow……………………………………………………………………….……..…25

14: Transportation…………………………………………………………………………25

Transport functionality...……………………………………………………………..25

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15: Product Movement……………………………………………………………………25

Transport INFRA-Structure…………………………………………………………26

Rail Network…………………………………………………………………...….. 26

Motors Carriers……………………………………………………………………..27

Water Transport……………………………………………………………………..27

Air Transport……………………………………………………………………….28

16: DHL PAKISTAN………………………………………………………………..28

17: Promotion Strategy of DHL…………………………………………………….29

18: DHL seeks brands exposure as Asia games sponsor………………………….29

19: Market analysis in DHL………………………………………………………..29

20: Competitive analysis in DHL…………………………………………………..30

21: Customer Analysis in DH ………………………………………………...….. 30

22: DHL target market analysis…………………………………………………..30

23: Globalization goals…………………………………………………………….30

24: Outsourcing…………………………………………………………………………...32

Digitalization……………………………………………………………………………32

Digitalization and transportation………………………………………………………32

25: Pricing strategy of DHL……………………………………………………….33

26: Factors………………………………………………………………………………....33

Political factors………………………………………………………………………...33

Economic factor……………………………………………………………….………33

Socio-Culture factors………………………………………………………………..…34

Technological factors………………………………………………………………….34

Environmental factors……………………………………………………….………..34

Legal Factor……………………………………………….…………………………..35

27: External analysis of DHL………………………………………………………........35

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 Large network……………………………………………………………………… 35

Innovation……………………………………………………………………………35

Growing in developing countries……………………………………………………35

Excellent Financial Position………………………………………………………….36

Limited market share growth…………………………………………………….… 36

Requires heavy investment……………………………………………………….…36

Dependence on external agencies……………………………………………….….36

Dependence on regulatory bodies…………………………………………….…….36

Poor Marketing………………………………………………………….…………36

28: Internal Analysis of DHL…………………………………………………………..36

Emerging market……………………………………………………………….….36

Inorganic growth………………………………………………………………..….37

E-Commerce………………………………………………………………………..37

Competition……………………………………………………………………..….37

Economic Slowdown………………………………………………………………..37

Declination of tradition services ………………………………………..……….. 37

Local players……………………………….………………………………………37

29: Pricing………………………………………………………………….……….38

30: Promotion………………………………………………….………………………….38

B2B…………………………………………………………………………………38

B2C………………………………………………………………………………...38

31: Parcel services...............................................................................................................38

DHL parcel standard B2B Services…………………………………………..….. 38

DHL parcel standard B2C services…………………………………………….…38

DHL Parcel –B2B pallet Distribution……………………………………..……39

32: Customer Satisfaction of DHL…………………………………………………….39

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 To deliver Excellent quality………………………………………………….39

To make our customers successful………………………………………….39

To accept social responsibilities…………………………………………….40

33: Integrated marketing communication of DHL………………………….41

34: CRM of DHL…………………………………………………………………..…42

Before applying CRM…………………………………………………….…42

After applying CRM………………………………………………………...43

35: Keeping with technology…………………………………………………..44

DHL connect…………………………………………………………………44

DHL Web shipping………………………………………………………......44

DHL easy Ship………………………………………………………………44

DHL import express Online………………………………………………….44

DHL fast track………………………………………………………………..44

DHL E-Track…………………………………………………………………44

DHL Express SMS……………………………………………………………44

DHL express WAP…………………………………………………………..45

36: Procurement services…………………………………………………….....45

Procurement services add value to your Business………………………….…45

How we work…………………………………………………………………..45

Bonn………………………………………………………………………….…46

37: Conclusion……………………………………………………………………46

38: Recommendation………………………………………………………………….46

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INTRODUCTION:-
DHL (Dalsey, Hillblom and Lynn) is an international courier, parcel, and expresses mail which
is a division of the German logistics company

Deutsche Post DHL. Deutsche Post DHL is the world's largest logistics company now in over
168 countries and territories worldwide, particularly in sea and air mail. The company delivers
over 1.3 billion parcels per year.

The company was founded in the United States in 1969 and expanded its service throughout the
world by the late 1970s.

In 1998, Deutsche Post began to acquire shares in DHL. It reached controlling interest in 2001,
and acquired all outstanding shares by December 2002. The company then absorbed DHL into
its Express division, while expanding the use of the DHL brand to other Deutsche Post divisions,
business units, and subsidiaries. Today, DHL Express shares its DHL brand with business units
such as DHL Global Forwarding and DHL Supply Chain. It gained a foothold in the United
States when it acquired Airborne Express.
The DHL Express financial results are published in the Deutsche Post AG annual report. In
2016, this division's revenue increased by 2.7% to €14 billion. The earnings before interest and
taxes (EBIT) increased by 11.3% over 2015 to €1.5 billion.
Type Division
Industry Express logistics
Predecessor Airborne Express
Founded SanFrancisco, CA
(1969; 50 years ago)
Headquarter Bonn, Germany
Key people Ken Allen (Chairman)
Products DHL Express Worldwide
DHLExpress9:00
DHL Express 12:00
Number of employees > 360,000

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 Parent Deutsche Post

Website www.dhl.com

Origins:-
While Larry Hillblom was studying law at University of California, Berkeley's Boalt Hall School
of Law in the late 1960s, he accepted a job as a courier for the insurance company Michael's, Poe
& Associates (MPA). He started running courier duty between Oakland International
Airport and Los Angeles International Airport, picking up packages for the last flight of the day,
and returning on the first flight the next morning, up to five times a week.
After he graduated, Hillblom met with MPA salesman Adrian Dalsey and they planned to
expand MPA's concept of fast delivery to other business enterprises. They flew
between Honolulu and Los Angeles, transporting bills of lading for their first client, Seatrain
Lines.
The initials:-
Hillblom put up a portion of his student loans to start the company, bringing in his two
friends Adrian Dalsey and Robert Lynn as partners, with their combined initials of their
surnames as the company name (DHL). They shared a Plymouth Duster that they drove around
San Francisco to pick up the documents in suitcases, and then rushed to the airport to book
flights using another relatively new invention, the corporate credit card. As the business took off,
they started hiring new couriers to join the company. Their first hires were Max and Blanche
Kroll, whose apartment in Hawaii often became a makeshift flophouse for their couriers.
Domestic expansion:-

In the 1970s, DHL was an international delivery company, and the only one offering overnight
service. The only major competitor in the overnight market was Federal Express (FedEx), which
did not open its first international service until 1981, expanding to Toronto, Ontario, Canada.
Nevertheless, the domestic market was extremely profitable, and DHL was the third largest
courier behind FedEx and UPS.

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The world’s largest express and logistics Network:-
DHL is the global market leader in international express, overland transport and air freight. It is
also the world’s number 1 in ocean freight and contract logistics. DHL offers a full range of
customized solutions – from express document shipping to supply chain management.

History of DHL:-

At all times an opportune and unique idea was a key to success and a sort of revolution in any
sphere of business. Such a unique and original idea of important documents and parcels express
delivery created by founders of DHL - Dalsey, Hillblom and Lynn in1969 allowed DHL to take a
leading position in courier industry. During all the history of its existence DHL Worldwide
Express stays a pioneer in mastering new technology sand opening new markets. The name of
DHL comes from the first letters of the last names of the three company founders, Adrian
Dalsey, Larry Hillblom and Robert Lynn. In 1969, just months after the world had marveled at
Neil Armstrong's first steps on the moon, the three partners took another small step that would
have a profound impact on the way the world does business. The founders began to personally
ship 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 Grow at an incredible pace. The
company expanded westward from Hawaii into the Far Eastland Pacific Rim, then the Middle
East, Africa and Europe. By 1988, DHL was already present in 170 countries and had 16,000
employees.

Widening of activity and history of the company growth reflect the process of globalization in
trade sphere. Along with its clients that won new markets DHL developed and provided
infrastructural support for them. In the Republic of Kazakhstan DHL offers its service since 1991
through its agencies and in 1994 "DHL International Kazakhstan" was registered as a company
with 100% foreign capital. Within the period from 1994 till 2001 state bodies, banks, embassies,
representative offices of largest foreign companies and international organizations and leaders of
Kazakhstan business became the clients and business partners of the company. At present over
500 Kazakhstan and foreign companies and representative offices are the permanent clients of

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DHL International Kazakhstan. In order to widen a range of service offered to the companies
interested in express delivery of documents and parcels throughout Kazakhstan,

HEAD QUARTERS:-

DHL has opened a head office in Almaty and 8 branch offices and agencies in the regional
centers of the republic including a branch office in the capital of Kazakhstan - Astana and
agencies in the Caspian region.

DHL Express's global headquarters are part of the Deutsche Post headquarters in Bonn.

Headquarters for the Americas are located in Plantation, Florida, USA, while its Asia-Pacific
and emerging markets headquarters are located in Singapore, Malaysia, Hong Kong,
and China. The European hub is in Leipzig, Germany.

In 2000 DHL International Kazakhstan opened its own gateway in Almaty International
Airport. It allowed shortening time for proceeding all inbound, outbound and transit
materials for Central Asia. Round-the-clock operation of the terminal allows carrying out
customs proceeding immediately after materials arrival to the airport.
At the beginning of 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.
In 2003, Deutsche Post World Net consolidated all of its express and logistics activities
into one single brand, DHL. The DHL expertise is pooled from number of companies
acquired by Deutsche Post World Net. To name a few:

Deutsche Post Euro Express:

In operation since 1977 through internal growth and investments in leading European
companies, network for parcel and express services in more than 168 countries, market
leader for business customers in Europe.

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 Danzas:-

Founded in 1815, based in Basel, Switzerland, acquired by Deutsche Post World Net in
2000, world leader in air freight and ranked second in ocean freight. Overland transport
and supply chain management complete the Danzas service portfolio.

Air Express International:-

Largest American air freight provider, integrated into the Danzas group . The new DHL
is a global leader in express, freight and logistics and is positioning itself as a
multinational enterprise. It has 60,000vehicles and an integrated network that links more
than 168 countries and territories worldwide.

DHL's Global Presence:-

DHL Worldwide Express is the world’s largest and most experienced international air
express network with service to more than 635,000 destinations in the world. DHL
maintains its position as the world's leading international air express network by
continually expanding and upgrading its network of offices, hubs and services, and by
offering superior service through a well-trained and dedicated work force. On an average
day, more than 260 thousand DHL shipments are sent to destinations throughout the
world. DHL serves virtually every city in 168 countries around the world.

Old DHL logo before its purchase by Deutsche Post AG.

Traditional DHL subsidiary in Steinfurt (Germany) sharing

premises and logistics with Deutsche Post.

DHL boat in Amsterdam, carrying

DHL delivery on bicycles board.

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DHL advertising on the Tren de la Costa light railway, Buenos Aires

And shipments by airplane.

The DHL Network continued to DHL semi trailer truck

Number of Employees: around 360,000.

Number of Countries & Territories: more than 169.

Number of Hubs, Warehouses & Terminals: more than 450.

Number of Gateways: 240.

Number of Aircraft: 420.

Number of Vehicles: 76,200.

Shipments per Year: more than 1.5 billion.

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 Destinations Covered: 120,000.

We are an international team of over 380,000 shipping professionals,

united by a passion for logistics. And we work in a unique
environment. DHL is as innovative as a start-up, with the power of an
international organization.

GLOBAL HIRERACHY:-

MISION VISSION & VALUES:-

Mission:-

Excellence. Simply Delivered. – is our guiding light.

We connect people and improve their lives. And we do it by being uncompromisingly

customer-centric and delivering excellence day in and day out. By bringing people together
and making life simpler – for our customers, our employees, our investors, and our society –

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.We help to make the world a better place.
Being The Logistics Company for the World goes well beyond our global
presence in over 220 countries and territories, or our tireless pioneer spirit
when it comes to new markets. It also extends beyond our unique ability
to offer a remarkable range of logistics solutions – from mission-critical
express deliveries to economical freight transportation, from taking the complexity out of
customs to managing the complexity of global supply chains and everything in between.

Vision:-
To be The Logistics Company for the World.
We want to be the logistics company people turn to – the first choice not only for all shipping
needs, but also the first choice for career and investment opportunities, and being the global
benchmark for responsible business practice.

Value:-

Compliance. Data Protection & Security. Corporate Security. Occupational Health & Safety.

Our Mission consists of four major elements:

We make our customers, employees and investors even more successful
We always pay respect to our associates and perform well at the same time
We facilitate and simplify the life of our customers
We contribute to making the world a better place .

Board of Management

As a German stock corporation, Deutsche Post has a dual management and supervisory structure.
The members of the Board of Management are appointed by the Supervisory Board and are
responsible for the management of the company. The Board of Management currently consists of
eight members:

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Dr Frank Appel (Chief Executive Officer)

Global Business Service s

Born in 1961
CEO since Feb. 2008
Appointed until Oct. 2022

Ken Allen (e-Commerce Solutions)

Born in 1955
Member since Feb. 2009
Appointed until July 2022

Oscar de Bok (SUPPLY CHAIN)

Born in 1967
Member since October 2019
Appointed until September 2022

Melanie Kreis (Finance)

Born in 1971
Member since Oct. 2014
Appointed until June 2022

Dr Tobias Meyer (Post & Parcel Germany)

Born in 1975
Member since April 2019
Appointed until March 2020

Dr Thomas Ogilvie (Human Resources)

Corporate Incubations
Born in 1976
Member since Sept. 2017
Appointed until August 2025

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John Pearson

EXPRESS
Born in 1963
Member since Jan. 2019
Appointed until Dec. 2021

TIM SCHARWATH:-

GLOBAL FORWARDING, FREIGHT

Born in 1965
Member since June 2017
Appointed until May 2025

GOALS:-

Grow import business.

Increase market share.
Ensure that DHL stays no.1.
DHL should be “First choice” of the customers

All items transported from one place to another need some logistical help- however
behind this simple truth there are millions of stories. As a logistics company we are the
basis of trade, because we deliver everything that needs to be delivered. Not only do we
deliver parcels but also, we deliver well-being, we transport health, we energize
development and we bring joy. And by connecting people, DHL plays an important role
in improving lives.

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OBJECTIVES:-

Focus on what has made us successful.

We are a global logistics company that is well-
positioned in the world’s growth markets. We
remain focused on logistics as our core
business. We also reconfirm our commitments
made in Strategy to be Provider, Employer and Investment of Choice as well as to contribute to
a better world, which we call “Living Responsibility.”

CONNECT ACROSS THE ORGANIZATION:-

Our people around the world possess an enormous wealth of know-how, expertise and talent.
We are working diligently to find new ways to tap into this treasure and share it across our
global family of businesses. One very significant step we have taken was to introduce our
worldwide certified program, which is a specialist training program for our entire workforce.

GROW IN NEW MARKET SEGMENTS:-

We are expanding our business in growth markets and segments, especially in emerging
markets and the vibrant e-commerce markets of the world. There is so much potential to build
on our success and gain market share, and we aim to broaden our logistics services and tap in
to these opportunities as we move toward 2020.

USE OF ELECTRIC VEHICLES:-

Electric Street Scooter Work (2016)

In December 2014 Deutsche Post DHL purchased the Street Scooter company, a small
manufacturer of electric vehicles as part of its long-term goal to reach zero emissions in its
delivery operations. By year end 2016, some 2,000 vehicles had been produced.

In the future, electric vans with a much greater range will be required to achieve the long term
goal of replacing the entire Deutsche Post and DHL Express fleet of approximately 70,000
vehicles with Street Scooter models.

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The Deutsche Post/DHL Go Green program plans to reduce
emissions of greenhouse gases and local air pollutants; the
company has four interim goals for doing so, to be achieved by
the year 2025. The long-term goal, summarized by Frank Appel,
Chief Executive Officer, is more aggressive. “From now until
2050, our mission will be to drive our business toward zero
[logistics related] emissions. We are setting the standard for the future of the transport
sector and doing our part to help the world community reach its goal of limiting global
warming to less than two degrees Celsius.”

SERVICE LOGISTICS:-
Service and replacement parts:-
DHL’s service and replacement parts service involves the management of manufacturers’
replacement parts delivered to and from customers according to pre-defined service levels or
warranty agreements on a one-, two-, four- or eight-hour and next-day basis, 24 hours a day,
seven days a week.

International freight forwarding

Domestic and regional inbound deliveries
Inventory planning, forecasting, procurement and analysis
Distribution center operations
Outbound delivery

Most of DHL Express' business is incorporated as DHL International GmbH.

Major competitors include FedEx, UPS and national post carriers such as United States
Postal Service (USPS) and Royal Mail. However, DHL has a minor partnership with the
USPS, which allows DHL to deliver small packages to the recipient through the USPS
network known as DHL Global Mail, now known as DHL e Commerce. It is also the sole
provider for transferring USPS mail in and out of Iraq and Afghanistan.
DHL offers worldwide services, including deliveries to countries such as Iraq, Afghanistan
and Myanmar (formerly Burma). As it is German-owned, DHL is not affected by

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 U.S. embargoes or sanctions and will ship to Cuba and North Korea. However, there are
strict codes for delivering to North Korea, as the country has shaky relations with the West.
As DHL is no longer a United States company, it is not allowed to make domestic flights
between U.S. airports. DHL contracts these services to other providers.
Globally, DHL management systems are certified according to the
international standard for quality management systems is 9000 in almost
every operating unit.

GLOBAL FORWARDING, FREIGHT DIVISION:-

In the Global Forwarding business unit, we intend to increase the profitability of contracts. We
also want to bring costs into line with our business performance, thus improving the conversion

rate from gross profit to profit from operating activities. Over the medium term, we aim to reach

a conversion rate on a level with our leading competitors.

IT in the Global Forwarding business unit will be renewed in accordance with the IT Renewal

Roadmap, with a view to enhancing or replacing existing systems and thus integrating industry-

proven solutions. In future, we shall focus upon improved shipment visibility, electronic

document management and a new transport management system.

In the Freight business unit, the new FREIGHT 2020 strategy includes ten individual initiatives.

We aim to increase quality and data transparency whilst enhancing productivity. Our systems

environment is to be harmonized, the international network optimized and supplier relationships

systematically improved. We want to continue growing by means of an optimized sales

organization. At the beginning of 2017, we launched “Saloodo!”, our digital freight platform. We

plan to expand the platform internationally in the future.

DHL Express:-

DHL Express service encompasses domestic, international, logistics and prepared

services.

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 The advantage of prepared services is that you can enjoy all-inclusive flat-rate
prepared pricing, free pick-up and a guaranteed delivery by 12pm of the next
business day.
DHL Express is the leading global provider of international road, air, and rail
based courier and express services for business and private customers.

DHL SOLUTIONS:-

The services offered under DHL solutions include supply chain management,
warehousing, value added services like quality control, reverse and return
logistics, outbound full-filament, distribution, and outsourcing.
The brand indeed offers a wide range of services to needs and requirements.

DHL GLOBAL Mailing:-

A fast cost effective way to send

mail nationwide with DHL
GLOBAL MAIL BUSINESS
there’s no need to run to the post
office.
On an international level, DHL GLOBAL MAIL provides mail and
communication services with direct connecting to more than 200 countries around
the world as well as offering integrated solutions for corporate communications.

EXPORT & IMPORT DOMESTICE SERVICES:-

DHL Express provides standardized products and services - courier, express and parcel (CEP) -
both locally and globally depending on the country. Whether it is document or parcel, road or air,
DHL Express provides several different types of services that are divided to four basic groups:

Same Day:-
An immediate pick-up of a shipment by a dedicated courier, with an emergency delivery
within the same day via a dedicated network.

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 Time Definite Express:-
Door-to-Door delivery by a certain time on an overnight or next possible business day
basis.
Day Definite:-
Reliable door-to-door delivery within a certain number of days.
Optional Services:-
Shipping convenience with a range of optional services to support your express
transportation

VEHICLE MANAGEMENT SERVICES:-

Our vehicle management services focus on the management of sales and marketing support
programmers for automotive manufacturers. Combining a range of services and systems to
deliver a global response, we help you overcome challenges at the end of the automotive supply
chain.

SUPPLY CHAINS RE-ENGINEERING:-

DHL works with customers to review supply chain efficiencies. One of the main tasks is to
evaluate cost efficiency to ensure that costs are being driven down throughout the contract
duration. Data analysis allows DHL to provide customers with ‘what if modeling’ or the impact
of changing the business rules.

AFTER SALES OPTIMISATION:-

Optimizing return logistics and spare parts logistics as well as maintenance and repair services.

DISTRIBUTION TO STORES MANAGEMENT:-

DHL’s distribution to store solutions is focused on helping retailers create efficient and flexible
supply chains to deliver product to retail outlets at high levels of service.

Working closely with customers for delivering customer-centric supply chain solutions have
helped the company in being competitively ahead of its competitors. Providing customized
logistics solutions & value-added services along with the different set processes in the entire

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supply chain is what makes its integrated distribution channel effective & efficient. DHL express
worldwide has more than 255 dedicated aircraft which cater to more than 3 million customers
across the globe Brand equity in the strategy of DHL- DHL is the renowned brand in the
logistics industry which is known for its worldwide shipping and courier delivery services. It has
been associated with & has been official logistics partner of many prominent events around the
world like Formula 1 race, Rugby world Cup 2015, Fashion week, Manchester United and
Cirque du Soleil...

SIMPLIFYING THE COMPLEXITIES OF GLOBAL TRADE:-

As the leader in international shipping, DHL’s comprehensive online solutions help you easily
navigate global trade processes to achieve success across borders.

Global trade without borders:-

The often-changing, diverse trade regulations and
requirements around the world create complexities and
challenges in shipping. DHL Trade Automation Services
provide detailed and streamlined visibility to critical trade
information. We enable businesses – from small start-ups to
large, multi-national enterprises – to effortlessly navigate
through the international trade process and increase regulatory compliance.

With access to millions of trade rules, DHL Trade Automation Services provide the information
you need to ensure complete and accurate customs paperwork; landed cost estimates; and
efficient transit of your goods.

More about DHL Trade Automation Services

Our online services are intuitive and easy-to-use, offering quality up-to-date global trade
information.

ONLINE SERVICES INCLUDE:

Landed Cost Calculator: estimate duties, taxes and other import fees so you know the
costs upfront

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 Product Compliance: ensure your shipment complies with each country's import and
export regulations
Comparison of Landed Costs and Product Compliance: compare charges and compliance
rules for up to five exporting countries
Trade Documentation: create the documents required for international trade, logistics and
customs transactions
Interactive Commodity Code Classification: search for Schedule B, HS and ECCN
commodity codes for quick and accurate product classification.

DHL EXPRESS RECEIVES ISO CERTIFICATION IN US AND EUROPE:-

DHL Express has been recognized for its quality standards by the International Organization for
Standardization (ISO). The operator achieved the ISO 9001 quality management certification for
locations across the US and Europe.

Over recent months, ISO auditors measured quality levels at service Centre, gateways and main
intercontinental hubs, including hubs in Leipzig and Cincinnati/Northern Kentucky airport.

DHL Express satisfied guidelines concerning “transparent, integrated and standardized quality
management across all functions, such as commercial, operations and finance”.

The ISO produces a global standard for all industries.

The certification helps customers identify companies that meet the highest possible measurable
quality requirements.

DHL Express said that the US and European certifications are “part of a wider programmed,
which aims at achieving a global multi-site certification for all DHL Express entities”.

Ken Allen, CEO DHL Express said: “Aspiring to maintain our position as the leading global
cross-border express delivery company, it is imperative that we sustain the highest quality levels
across the globe.

“Companies that have certified and defined global standard operating procedures in place deliver
the best service results for customers.

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“Achieving a global management system shows our commitment to quality, the environment,
safety and security in all countries and territories we operate in.

STRATEGIES OF DHL Express:-

CORPORATE STRATEGY:-

PROACTIVELY SHAPING THE GROUP’S DIGITAL FUTURE:-

With our “Strategy 2020: Focus, Connect. Grow.” Deutsche Post DHL Group underscores its

global leadership in the logistics industry. Since increasing digitalization, accelerated e-

commerce growth and momentum in the developing markets and emerging economies offer us

significant opportunities, we have set the following priorities for our investments and actions:

FOCUS:-
We are focusing on our core mail and logistics business. In addition to our three goals of being

the provider, employer and investment of choice, we are working to become a benchmark for

responsible business. In order to deliver consistent, first-class service to our customers, we

conduct frequent surveys to determine their needs and align our offer accordingly. We see

ourselves as a family of different divisions, each focused upon defined markets and goals.

CONNECT:-

We are working to improve cross-divisionally on a continuous basis. In doing so, we are

concentrating upon initiatives that are of interest to various parts of our Group, for example,

environmentally friendly solutions and an optimized IT landscape. “Certified” is our Group-wide

initiative that enables our employees to gain specific skills and knowledge relevant to their roles.

Around 80 % of the employees in the Group are to be certified internally by 2020. The

motivation and customer-centric culture this fosters – not to mention the improved, holistic

understanding of operational processes – help to differentiate our services in the market

internationally. During the year under review, we developed new programmer modules and
certified additional employees.

24
 GROW:-

We intend to benefit from growth in the e-commerce segment and in the developing and

emerging markets. For instance, we invested in the domestic and cross-border parcel business in

Europe as well as in our already comprehensive Express network. We also entered additional

markets in Malaysia, Vietnam and Chile through our DHL ecommerce business. Our general

objective is to increase our presence where the long-term growth potential is greatest. Indeed, we

aim to generate a minimum of 30 % of Group revenue in emerging markets by the year 2020.

We are proactively shaping the digital future of the Group. Key building blocks include the
“Saloodo!” freight platform and our Street Scooter electric vehicles. We also introduced an

internal incubator programmer and entered into a strategic partnership with Plug and Play, a

global start-up ecosystem and venture capital fund. As a corporate partner in Plug and Play’s

accelerator programmer, we aim to work with young start-ups to develop and implement new

solutions in the areas of mobility, supply chain and logistics.

Our strategy is designed to establish a unique market presence by the year 2020 – both

geographically and in terms of our portfolio’s performance. Our aim is to be internationally

renowned not only as a highly customer-centric company but also as quality leaders. When

people think logistics, we want them to think Deutsche Post DHL Group.
TRANSPORTATION:-
TRANSPORT FUNCTIONALITY:-
Transportation is one of the most visible elements of logistics operations. Transportation
provides 2 major functions: product movement & product storage.

PRODUCT MOVEMENT:-
Whether the product is in the form of materials, components, assemblies, work-in-process, or
finished goods, transportation is necessary to move it to the next stage of the manufacturing
process or physically closer to the ultimate consumer. A primary transportation function of
product movement is moving up and down the value chain. Since transportation utilizes

25
temporal, financial, and environmental resources, it is important that items be moved only when
it truly enhances the product value.

Transportation involves the use of temporal resources because product is inaccessible during the
transportation process. Such product, commonly referred to as in-transit inventory, is becoming a
significant consideration as a variety of supply chain strategies such as just – in – time and quick
response practices reduce manufacturing and distribution center inventories.

Transportation uses financial resources because internal expenditures are necessary for private
fleets or external expenditures are required for commercial or public transportation.

Transportation uses environment resources both directly and indirectly.

In direct terms, it is one of the largest consumers of energy (fuel and oil) in the domestic United
States economy. In fact, it accounts for close to 67% of all domestic oil use.

Indirectly, transportation creates environmental expense through congestion, air pollution and
noise pollution.

The major objective is to move product from an origin location to a prescribed destination while
minimizing temporal, financial and environmental resource costs. Loss and damage expenses
must also be minimized. At the same time the movement must take place in such a manner that
meets customer demands regarding delivery performance and shipment information availability.

TRANSPORT INFRA-STRUCTURE:-
Transportation infrastructure consists of the rights-of-ways, vehicles, and carrier organizations
that offer transportation services on a for-hire or internal basis. The nature of the infrastructure
also determines a variety of legal and economic characteristics for each mode or multimodal
system. A mode identifies the basic transportation method or form.

RAIL NETWORK:-
Since olden times, railroads have handled the largest number of ton-miles. As a result of the
early establishment of a comprehensive rail network connecting almost all the cities and towns,
railways dominated the intercity freight tonnage till World War II and in some cases of Europe,

26
Asia and Africa they even connected the countries. This early superiority enabled railways to
transport large shipments very economically.

MOTOR CARRIERS:-
Highway transportation has increased rapidly since the end of World War II. This is because
Motor carrier industry results from door-to-door operating flexibility and speed of intercity
movement. They are even flexible because they can operate on each and every kind of roadways.

In comparison to railroads, motor carriers have relatively small fixed investments in terminal
facilities and operate on publicly maintained highways. Although the cost of license fees, user
fees, and tolls are considerable, these expenses are directly related to the number of over-the-
road units and miles operated.

The variable cost per mile for motor carriers is high because a separate power unit and driver are
required for each trailer or combination of tandem trailers. Labor requirements are also high
because of driver safety restrictions and the need for substantial dock labor. Motor carriers are
best suited to handle small shipments moving short distances.

WATER TRANSPORT:-
It is the oldest mode of transportation. First it was the sailing vessels, which was replaced by
steamboats in early 1800’s and by diesel power in the 1920’s.

Domestic water transportation – involves the Great Lakes, canals, and navigable rivers. In every
country, fewer system miles exist for inland water than any other transportation mode.

The main advantage of water transportation is the capacity to move extremely large shipments.
Water transport employs 2 types of vessels. Deep-water vessels, which are generally designed
for Ocean and Great Lakes use, & are restricted to deep-water ports for access. In contrast,
diesel-towed barges, which generally operate on rivers and canals, have considerably more
flexibility.

Water transport ranks between rail and motor carrier in the fixed cost aspect. Although water
carriers must develop and operate their own terminals, the right-of-way is developed and

27
maintained by the government and results in moderate fixed
costs as compared to railways and highways.

The main disadvantage of water transport is the limited range of

operation and speed. Unless the origin and destination are adjacent, supplement haul by rail or
truck is required. The capability to carry very high cargo at an extremely low variable cost places
this mode of transport in demand when low freight rates are desired and speed of transit is a
secondary consideration.

AIR TRANSPORT:-
Air transport is the newest and the least utilized mode of transport. Its major advantage being its
speed, which is accompanied by high costs. A coast-to-coast shipment via air requires only a few
hours contrast to days taken by other mean of transportation. The high cost of transport can be
traded off for high speed, which allows other elements of logistical design, such as warehousing,
inventory to be reduced or eliminated. But still air transport remains more of a potential
opportunity than a reality because it is very much underutilized.

The high cost of jet aircraft, coupled with erratic nature of freight demand, has limited the
assignment of dedicated planes to all-freight.

DHL Pakistan:-

DHL Express has been operating in Pakistan since 1982 and is headed by Sarfaraz
Siddiqui, CEO and Managing Director
DHL Express is the largest Air Express Company in Pakistan with 75% market share
With a strong retail network of 54 service points, supported by 220 vehicles and over 500
employees, DHL Express not only delivers documents and heavy weight parcels, but also
provides value-added and innovative services to our customers
DHL Global Forwarding commenced its operations in Pakistan in 2006 and is headed by
Imran Shaikh, Managing Director
DHL Global Forwarding is the market leader in air and ocean freight and a project
logistics services provider operating worldwide.
DHL also offers an end-to-end supply chain solution including warehousing, distribution
and other services through its Supply Chain division.

28
PROMOTION STRATEGY OF DHL:-

As mentioned earlier the company has different strategic business units operating in freight
transportation, supply chain solutions, warehousing and distribution services. The marketing
team needs to understand that the services offered by their company are similar to what is offered
by the others. Thus the marketing should help in making the customers realize how DHL Express
can prove to be an optimum option for them. DHL Express can position itself as a one top
solution to its customers when compared to the competitors. 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.

DHL SEEKS BRAND EXPOSURE AS ASIA GAMES SPONSOR:-

DHL has signed up as a sponsor of the East Asian Games, which will be held in Macau in
October. The sponsorship will provide DHL with brand exposure at the venues of the games, as
well as collaterals, an official website and publicity at media events.

The company, which is the official logistics partner of Formula One, also sponsors Hong Kong
Rugby Tens in Hong Kong, Sri Lanka Rugby Sevens Tournament, Thailand Tennis Open.

“This sponsorship will see DHL strengthening its sports sponsorship commitment in the Asia-
Pacific region,” said Kelly Yu, GM at DHL Express Hong Kong.

“Asia-Pacific has been the fastest growing market for DHL with intra-Asia shipments becoming
more important. A lot of focus therefore has been placed on the development of a regional
network and facilities that can handle intra-Asian shipments.”

MARKET ANALYSIS OF DHL: –

Changing economic scenario, increasing cross-border business opportunities, changing

government regulations, the opening of economies/ markets for foreign players in various sectors

29
in the developing nations and increasing competitions, transportations of short product life
cycles/ shelf life are some of the factors affecting the operations of the companies in this
industry.

COMPETITIVE ANALYSIS OF DHL:-

The logistics industry is facing tough competition from local national and international players.
DHL competes in the business with companies like FedEx, UPS, XPO Logistics, J.B. Hunt and
many others. DHL provides end to end logistic solutions to the individual as well as SME’s
(Small and medium enterprises) from the varied industries.

CUSTOMER ANALYSIS OF DHL: –

Customers of DHL are the companies from various industries, government organizations and
individual customers who are looking for various logistics solutions.

DHL Target Marketing Analysis:-

DHL sure knows the techniques of marketing. They give special services like, insurance on the
goods particularly parceled to other countries, since it carries a large percentage of profit to the
company. Online Website support: Any issue regarding assistance of passwords, Questions
regarding navigation also can avail technical support through web. An international express
shipping option can increases e-commerce basket value by up to 70% helping merchants boost
revenue and tap new markets. 70%
of online buyers made a purchase
from a international site.

GLOBALIZATION
GOALS:-

DHL was successful in meeting

the needs of the consumer because

30
it knew that the consumer was looking for a worldwide ability to trade across national
borders. They developed a network that could allow virtually any location to receive the
necessary product. They linked the most important economic regions. Then, they took an
additional step by improving air and ocean freight abilities to meet all the needs of their
clients. They got their business into the regions of the world that needed it and established a
quality service there.

DHL released the fifth edition of the DHL Global Connectedness Index (GCI) – a detailed
analysis of globalization, measured by international flows of trade, capital, information and
people. The latest edition of the GCI saw Taiwan rank 24th out of 169 countries and territories
worldwide overall, and 11th for trade connectivity.

The new GCI report represents the first comprehensive assessment of developments in
globalization across 169 countries and territories since the Brexit referendum in the United
Kingdom and the 2016 presidential election in the United States. Despite growing anti-
globalization tensions in many countries, connectedness reached an all-time high in 2017, as the
flows of trade, capital, information and people across national borders all intensified significantly
for the first time since 2007. Strong economic growth boosted international flows while key
policy changes such as US tariff increases had not yet been implemented.

The 2018 index measures the current state of globalization, as well as individual rankings for
each country, based on the depth (intensity of international flows) and breadth (geographical
distribution of flows) of countries’ international connections. The world’s top five most globally
connected countries in 2017 were the Netherlands, Singapore, Switzerland, Belgium and the
United Arab Emirates. Eight of the top 10 most connected countries are located in Europe,
helping make it the world’s most connected region, in particular for trade and people flows.
North America, the leader in capital and information flows, ranked second among world regions,
followed by the Middle East and North Africa in third place.

“International trade is the key component to Taiwan’s economic growth. We are located at the
heart of the region, connecting Northeast and Southeast Asia. The growth of global
connectedness definitely provides more business opportunities to our customers in Taiwan,” said

31
Yung C. Ooi, Managing Director of DHL Express
Taiwan. “We hope the key findings of the latest GCI
report could be a reference for our customers to
develop their future global strategy. DHL is
committed to support our customers’ growth and
will continuously connect local businesses to more than 220 countries and territories across the
world.”

OUTSOURCING:-
Another area in which Deutsche Post worked on was through outsourcing. Because of the
technological advances happening throughout the world on hundreds of fronts, the company
needs to be able to provide for those services as well. Many of the outsourcing projects
happening in various sectors of the business world require logistics. By marketing to this group
of businesses, the company can further expand their own goals as well as once again stretch the
boundaries of nations. Outsourcing also; for yet another service to be provided for.

DIGITIZATION:-
To help the company stay on top of the best technologies, one of the core strategies that they
used was to improvement the most modern technology into virtually every face of what they
were doing. From the banking functions of the company to the logistics end, it has become
essential to continue to strive for increased digitalization in order to compete. They need to
provide the ability to perform information exchanges without a flaw to compete.

DIGITALIZATION AND TRANSPORTATION:-

In short, transportation is reported to benefit the most from digitalization in 2019, providing
industry resources and solutions to streamline transportation options and connections among
shippers and carriers. The greatest advantage in digitalization is found within freight platforms
that produce connectivity and efficiencies.

“Supply chain complexity has been growing for years and several of these trends threaten to
create even more complexity,” said Sureddin. “However, we are also now seeing key
technologies reach a level of maturity that enables them to be used to better manage complexity

32
while also increasing productivity
and reducing costs. That makes 2019
a very exciting year in the continuing
evolution of the industry.”

PRICING STRATEGY OF
DHL:-
Below is the pricing strategy in DHL marketing strategy:

DHL implements competitive pricing policy in its Pricing strategy and sets very comparable
prices with that of its competitors. Usually, the price of the DHL service demanded by the
customers varies in proportion with the distant of the destination. The customized DHL services
are decided by means of premium pricing, i.e. these services are slightly expensive than other
standard services provided by the company. DHL also engages itself in agreement with its
corporate clients and small businesses in the market to provide its loyal customers with special
discounted prices.

FACTORS THAT AFFECTS DHL PERFOMMANCES:-

POLITICAL FACTORS:-

DHL Originated in Germany than expanded around the world. DHL has to keep in view the
political conditions of the regions that they operate in. The political structure of Europe is usually
stable with very easy trade rules so it is easier for the company to gain the market. However, if it
is about operating in a region where there are unstable political conditions, this will affect DHL’s
business and might result in more costs and less sale. Other than that, DHL also has to comply
with import and export restriction, tariffs and trade policies. At time, higher traffic will cost more
for DHL to operate in a certain country.

ECONOMIC FACTORS:-

If there are economic crisis globally, that will have negative affect on DHL’s business,
decreasing their business and causing them financial losses. If a certain country going through
inflation, the customers will have lesser buying power and this might reduce the sales of DHL.

33
On the contrary, if the certain country is flourishing in the terms of its growth rate, this will
increase the business for DHL. When operating globally, exchange rates can either causes DHL
to suffer with huge costs or may help them gain profit.

SOCIO-CULTURAL FACTORS:-

People perceptions and attitude toward the company can affect the sales of DHL. For Instance, if
people of a certain country perceive products based on the country origin or prefer using their
local services, this perception may cause huge losses for DHL. Moreover, if a certain country is
developing stage and majority of the population belongs to a social class which prefer to a low
cost product and services while DHL is a high end brand, then DHL will not be that successful in
that certain country because majority of the people will not have the power to afford their
services.

TECHNOLOGICAL FACTORS:-

Technology is one of the most important factors when it comes to logistics because DHL has
based its brand on the basis of reliability and speed. So keeping up with the technological trends
is very important for the business as it helps them to maintain their brand image and also results
in higher profits. Though it may come with higher costs at times. Thus, providing convenience to
the customers to comes with huge costs in using technology but it also gives them a competitive
advantage.

ENVIORNMENTAL FACTORS:-

The logistics or transportation industries involve use of vehicles; they contribute a lot to the air
pollution which is damaging to the environment as well as the company reputation. Due to this,
they might lose out on customers if they develop this perception about DHL , DHL can recover
from these loses by investing in CSR activities as they are currently involved in waste
management solutions and recycling and implementing these solutions in all their supply chains.
This will gain them consumer trust and profits.

34
LEGAL FACTORS:-

With DHL expanding to various countries. It has to comply with legal requirements of different
countries. These include patents, copyrights, and consumer protection laws. Some of these legal
conditions can be beneficial for DHL in some countries. But can also result in huge costs for
them in other countries. Fulfilling all these legal requirements helps DHL to maintain their brand
name and save them from possible law suites in future.

EXTERNAL & INTERNAL ANALYSIS OF DHL:-

EXTERNAL ANALYSIS OF DHL:-

LARGE NETWORK:-DHL has a network of over 169 countries, making it the largest
global freight career. This gives DHL an advantage over the other global players.
Effective communication and excellent in-house consultancy have helped DHL expand
its reach.

INNOVATION: DHL projects itself as a thought leader in the logistics industry. It has
structurally invested into trend research and solution development, It has developed a
DHL Innovation center which provides a platform where customers and stakeholders can
engage with DHL experts. Smart Sensor and Resillience360 were successful logistics
solutions projects which emerged from the innovation center.

Market Leader in key business sectors.

High Quality Customer Support
Focusing on Future building
Diversification in business model
Excellent brand visibility and quality service

GROWING IN DEVELOPING COUNTRIES: DHL has invested heavily in

developing nations to set up and expand their services in order to have a large footprint in
the emerging markets. For instance, DHL has invested about 16.3 $m in India, to be used
in developing new technologies including drones for deliveries and managing logistics.

35
 EXCELLENT FINANCIAL POSITION: DHL has a very good finance background
and is known to have ample amount of resources backing it up. As a result, more and
more companies trust DHL and their services. This financial position is also helping DHL
expand its business year on year.

LIMITED MARKET SHARE GROWTH: Being a very competitive market, market

share growth becomes difficult especially considering numerous small and large local
competitors.

REQUIRES HEAVY INVESTMENT: It is an investment driven industry and thus to

set up and expand, heavy investment is required and return on investment is not
immediate.

DEPENDENCE ON EXTERNAL AGENCIES: Due to such a wide network, DHL is

depended on over various other local private agencies with which it collaborates. This has
a direct impact on the efficiency of DHL and thus coordination becomes very important.

DEPENDENCE ON REGULATORY BODIES: DHL has to work according to the

regulatory norms and the local authority. Regulations in the source and the destination
places can be different and thus following different laws can be difficult.

POOR MARKETING: When compared to FedEx or UPS, DHL does not have similar
marketing expenditure and does not invest much in advertising and branding activities.
This affects the brands popularity and acceptance.

INTERNAL ANALYSIS OF DHL:

EMERGING MARKETS: - DHL has set its foot in almost all the emerging markets but
it needs to expand to utilize the potential in such markets. They need to focus on its
customer-focused international supply chain.

36
INORGANIC GROWTH: DHL, being a big name in the industry to acquire several
local players to expand its reach in its target markets.

E-COMMERCE: Increase in electronic shopping presents an opportunity to tap this

market as well. E-commerce is considered as the future of shopping and so it becomes
important for DHL to be present in this platform as well.

Revolution in e-commerce industry.

Restricting and cost reduction to increase profitability.
Rising demand for Express services.

COMPETITION: FedEx and UPS are DHL’s prime competitors and are giving DHL a
tough fight in all the markets. Various local brands also possess a threat for DHL in its
specific territory.

ECONOMIC SLOWDOWN: Logistics is one of the industries which are hit the hardest
when it comes to Economic slowdown.

DECLINATION OF TRADITIONAL SERVICES: Traditional services such as letter

and posts have declined due to the advent of technology in developed as well as
developing economies.

LOCAL PLAYERS: A major threat to DHL is that the brand suffers against local
courier players which might be operating at lower and penetrative prices. These local
players are also able to give excellent service.

Increasing material expenditure.

Amazon’s entry into Logistics and stiff competition from other international players.
Trade disputes among nations.

Rising fuel prices and fluctuating economies

37
 WHAT’S DIFFERENT?

PRICING:-

Discounts are higher for B2B market as volume and frequency of shipment is high.

Promotions:-

B2B:-Print, Radio and Billboard

B2C:-Direct marketing and personal selling. Direct mailers used followed by phone and visit.
B2B campaign are less costly.

PARCEL SERVICES:-

DHL PARCEL STANDARD B2B SERVICES:-

Your parcel shipment to your business customers across Europe.
Bring your shipment to the DHL parcel shop and your delivery can be with your
customer next working by close of business
Germany within two working days and 2-4 days across other European countries.
Track and Trace is available with free send delivery attempt.
Standard CMR liability applies.

DHL PARCEL STANDARD B2C SERVICES:-

Your parcel shipment to your consumers across Benelux and Germany.
Bring your shipment to the DHL parcel shop and your delivery can be with your
consumers in 1-2 days.
Delivery @parcel shop in Benelux.
Track and Trace
Standard CMR liability apply.

DHL PARCEL RETURNS C2B SERVICES:-

Your consumer parcel must be dropped off in the DHL Parcel shop across Benelux.

38
 Online Return Portal.
24h Transit time.
Track & Trace
Standard CMR liability applies...

DHL PARCEL – B2B PALLET DISTRIBUTION:-

Your parcel shipment to your consumers across Benelux and Germany. Bring your shipment to
the DHL parcel shop and your delivery can be with your consumers in 1-2 days.
Bring your shipment to the DHL parcel shop and your delivery can be with your
consumers in 1-2 days.
Delivery @parcelshop in Benelux.
Track and Trace
Standard CMR liability apply

CUSTOMER SATISFACTION OF DHL:-

To deliver excellent quality:-

Our core business is to deliver excellent service – for any product, at any time, at any place.
We provide worldwide door-to-door services as well as comprehensive solutions.
We improve our services based upon the demands of our customers in our national and
international markets.
We continuously challenge and improve our structures and production processes.

To make our customers successful:-

Customer satisfaction determines our Group's success.

Our customers' success is our success.
We strive to establish long-term business partnerships with our customers. These
partnerships will result in long-term success for both sides.
We have the best possible knowledge of customers, markets and competitors and are
therefore the standard setters in the market.
Our activities are governed by our knowledge of the global and local requirements of our
customers and markets.

To foster openness:-

We think global, act local and respect different cultural values in the countries where we
operate.
Being open helps us to promote integration and, in turn, the success of the Group.

39
 We make decisions based on facts and analyses. To do so, we use the combined
knowledge of our Group in all our locations and units and the expertise of all our
employees at all times.
We learn from successes and failures, from internal and external best practices, from
every single employee.

To act according to clear priorities:-

Clear priorities determine our actions:

The success of our customers
The success of our Group
The success of each organizational unit and the success of each individual
To act in accordance with these clear priorities requires outstanding cooperation between
all parties, internally as well as externally.

To act in an entrepreneurial way:-

Entrepreneurial conduct constitutes the spirit of our Group. We demand and promote
individual responsibility.
Excellent people are key to our success. We welcome motivated and loyal employees
who strive for top performance.
It is one of our core tasks to attract, develop and retain such employees in the long term.
We require our executives to be top achievers who act as role models regarding technical
but also interpersonal skills.
We recognize and reward individual performance and economic success in line with local
best practice standards.
To act with integrity internally and externally:-
Integrity determines the way we work within the Group as well as our conduct
toward our business partners, shareholders and the general public.
Each employee has the opportunity for personal development according to
individual performance – independent of gender, religion or culture. We do not
tolerate discrimination.
Each executive respects each employee's personal dignity and personality within
his staff and is responsible for creating an atmosphere of mutual trust within the
team.
Executives delegate tasks effectively; however, they remain responsible for the
results.

To accept social responsibilities:-

We are committed to goals that generate benefits for the communities where we
work.
We respect the traditions, structures and values of the countries where we operate.

40
 The protection of our environment is part of our corporate strategy.
We promote our employees' social commitment.

INTEGRATED MARKETING COMMUNICATION OF DHL:-

The DHL marketing campaign , developed by advertising agency Ogilvy and Mather New York ,
opened with a June 2004 television ad showing drivers for FedEx and UPS watching in wonder
as a freight train rolls by carrying brand new yellow trucks with the red DHL logo. Not only did
the company completely renovate its own website (www.dhl.com), but it also placed full motion
interactive advertising on the other websites. The company’s website allows customers to
download all its television, interactive, print, and outdoor advertising, as well as
a computer screensaver with DHL trucks continuously streaming across red black ground and
interspersed with the campaigns catchy headlines. A public relation leader’s complemented
campaign by Ogilvy PR worldwide that was aimed at core constituent’s and opinion leaders
complemented the paid advertising .And the company’s tangibles became and bright yellow
background on every DHL building , vehicle, courier uniform , packaging unit , and drop box in
North America.

DHL used sponsorship as key element of the campaign, highlighted by its role as the “Official
Express Delivery and Logistics Provider of 2004 U.S. Olympics Team.”

Targeting small and medium sized business, which have larger revenue per shipment and are
more profitable, DHL created one of the most coordinated services marketing communication
companies in history. The advertising company achieved integration through color, theme,
tagline, and design.

41
CRM of DHL:-

The essential purpose of CRM in DHL is to maximize organizational effectiveness and

efficiency in the servicing of and benefit from customer needs. Attracting new customers
Quicker and more efficient response to customer leads and customer information Simplification
of marketing and sales processes Understanding customer needs better customer service Building
customer loyalty This is a learning and analysis process that is generally focused on active
customer’s. DHL Global Mail needed a CRM solution that could cater to a global network and
ultimately provide a holistic view of the customer right across the globe. DHL used Sales
force.com as its CRM platform in the dispatch and delivery of parcels, and business post etc. The
CRM suite was installed simultaneously around the globe within six months and integrated with
the existing systems to ensure data centralization.

BEFORE APPLYING CRM:-

In the presence of non CRM facility in DHL they face difficulty to analyze their existing
or new customers.
They don’t have customer detailed information.
DHL need to commit, understand or meet each customer needs and want and without
CRM it cannot be possible.
DHL have not on top when they are not using CRM because they don’t aware their
customer about the dispatching of parcels.
They are facing the problem of customer satisfaction.
They are not making higher sales and marketing performance.

42
 They are not improved marketing efficiency.
They are not stronger brand consistency.
They have not more cost-effective customer service.
They have not improved customer profitability.

AFTER APPLYING CRM:-

CRM includes all the information related to new customers which increase the efficiency
of DHL.
DHL achieved an integrated approach to the customer worldwide and a single view of the
customer as well, that has resulted in making DHL Global Mail a leader in mail solutions.
CRM facility provides DHL the best shipping services to meet customer requirements
and ensures timely response and easy access to DHL's shipping solutions.
The implementation of CRM in DHL has gone a long way in helping it achieve its
objectives and made it a definite CRM success story.
The implementation of CRM in DHL helps to focus on the needs of the customers and to
gain the trust of the existing as well as new customers
CRM improves the customer relationship with the employees and all the employees of
DHL directly contact with their employees
Customer relationship management retains their existing customers by arranging get
together with their customers.
CRM system has greatly simplified customers handling in DHL It enables DHL to access
and analyze detailed information.
CRM increase the revenue of DHL Implementation of the CRM will retain the loyal
customer and DHL gain the new customer step in through the product selling of product
is not the art but how you will sale it is an art.
CRM is playing very important role by given the growth to customer and DHL.
It achieved an integrated approach to the customer worldwide and a single view of the
customer as well.

43
 KEEPING WITH TECHNOLOGY:-
DHL CONNECT:-

DHL Connect is a powerful, easy to-use shipping tool you can install on your PC within minutes.
It gives you all the benefits of online shipping with additional management features

DHL Web Shipping:-

DHL Web Shipping makes shipping online easier than ever before. You can print labels,
schedule pickups, store details, track your shipments and much more all directly from
your easy-to-use forms and enhanced functionality, scheduling shipments is made
convenient and efficient.

DHL Easy ship:-

DHL Easy ship is a suite of shipping solutions that are a part of DHL’s Easy ship system
offers a wide-range of DHL international products and value added services, plus batch
integration using data import/export utilities and real-time integration through Connect.

DHL Import Express Online:-

DHL Import Express Online user guide. IMPORT EXPRESS Online is designed to
coordinate effective communications between importers and shippers- wherever you are
directly via the internet. It giver importers full control of their imports while enabling
Shippers to prepare and manage their shipments.

DHL FastTrack:-
Fast Track is a service offered by DHL that allows customers conducting business with
Lebanese government entities to use DHL Express instead of the standard transport
offering. Customers who choose FastTrack benefit from shorter processing time (due to
faster transport) ability to track consignments.

DHL E Track:-
DHL’s express tracking tools offer you the latest shipment information, in real-time,
direct to your PC, mobile phone or handheld device. They are available to all DHL
customers, regardless of how shipments were booked or prepared.

DHL Express SMS:-

Use your mobile phone to track your shipment. Simply text the air waybill number to
+447720334455 and we’ll respond with the status within seconds.

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 DHL Express WAP:-
Wap.dhl.com Access DHL service information or tracks your shipment anywhere and at
any time around the world from any WAP- enabled device.

PROCUREMENT SERVICES:-
DHL's procurement specialists can deliver substantial cost savings on a wide range of core and
non-core (non-technical) products; everything from consumables and work wear, to operational
spare parts and equipment. By leveraging DHL's global reach and supply chain expertise, we can
effectively manage the risks associated with global sourcing and integrate procurement activities
with material logistics and delivery.

Here’s how DHL procurement services add value to your business:-

Cost savings through smarter procurement, reduced overheads, optimized supply

chain processes and minimized risk
More management time to focus on your core business, rather than on indirect,
non-core purchases
Our global supply chain network knows both suppliers’ and customs procedures
in local and emerging economies
We can manage tenders for specific and individual projects on your behalf
We manage tenders at every stage in the supply chain, ensuring quality and
reliability.

HOW WE WORK:-
By focusing on your unique challenges and opportunities, we ensure our solution is appropriate
now and better every year.

Creating your solution

Managing your objectives
Delivering your results

DHL currently uses Barware solutions including Basware Invoice Processing, Basware Scan &
Capture and Cloudscan, Basware Purchase Management and Basware e-invoice. At DHL,
Basware has now been integrated with SAP, Oracle, SUN, and JBA System 21, all from a single
Basware installation.

To date, they have successfully implemented Basware in 50 countries,

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DHL is one of the World's Best Workplaces recognized by Great Place to Work:-

This year DHL Express was ranked as one of the best workplaces of the world for the
third time in a row. DHL Express was ranked on this year's list as one of the best 25
multinational workplaces, the third time in a row.

Bonn - 2019 employer ranking from Great Place to Work and FORTUNE. Every year, Great
Place to Work, a global people analytics and consulting firm, assesses the work experience of
employees through their certification program. In 2019, more than 8,000 organizations
participated in the survey process, representing the voices of 12 million employees worldwide.
From that pool of companies, the 25 World's Best Workplaces have been selected. The
assessment criteria are built around the core criterion of Trust, analyzing the relationship of
employees with management, other employees and to their jobs. This year DHL Express was
ranked as one of the best workplaces of the world for the third time in a row.

CONCLUSION:-

Although I thoroughly analyzed all aspects of the company and went through the analysis of
external and internal environment my strategy does not differ from the official strategy of DHL
Express. On one hand it is disappointment but on the other hand I am glad that I am working for
a company that has clear picture of its goals and targets.

DHL express is a current market leader in Europe and can continue on being that if they are
aware well of the internal and external environment they operate in. In CEP markets, being
proactive is the key. Market leadership is not fixed and can be lost if the company does not
analyses the environment on continuous basis and adopts an emergent approach due to the
constant entry of new players in the market along with mergers and acquisitions. Strategies
should be set for short terms rather than long, in order to constantly be updated with the ever
changing market.

RECOMMENDATIONS:-
They should advertise more and more about DHL at domestic level.
They should organize advertisement campaign like:
Advertisement by decorating the vehicles

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Opening blood camps and sponsor them by DHL
Introduce innovation Centre for children’s and youngsters
Organizing different events like cricket, football and other festivals
Introducing more offices in cities and providing customer service centers to aware people
about DHL
Reducing the price level so that people could afford
Providing bonus to their customers on biggest shipment like meals, eatables or
any product
Provide their products with brand name like tapes, stickers, pencils, caps, dress and
many other things to customers.

Total Word count= 10,825

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