DHL

DHL
Name

ID

Jishanuddin Md. Akbar

112 0804 030

Gazi Nikita Kabir Arpa

121 0594 030

Mounata Monsur

141 1126 030

Mohammad Ahsanul Alam

141 1292 030

Syed Ariqul Islam

123 1149 630

Company Overview
DHL Express was originally found in 1969 by Adrian
Dalsey, Larry Hillblom, and Robert Lynn, to deliver
documents between San Francisco and Honolulu.
DHL Express is now a division of the German logistics
company, Deutsche post DHL. It is currently
operating in 220 countries and has more than
285000 employees worldwide. Today,DHL
Expressshares its well-known DHL brand with other
Deutsche Post business units, such asDHL global
forwarding,DHL supply Chain, and DHL global
freight.

Vision and Mission

Statement
Vision: to be The Logistics Company for the
World
Mission Statement has four main elements:
DHL want to simplify the lives of customers
DHL make customers, employees and investors
more successful
DHL make a positive contribution to the world
DHL always demonstrate respect when achieving
results

Some Present Major Goals

"Strategy 2020: Focus.Connect.Grow."
Focus: DHL will create a Group that will continue to
concentrate on its existing strengths
Connect: Deutsche Post DHL will further
systematically increase connectivity in the
organization in order to extend its quality leadership
and to deliver consistent, top service to its customers.
Grow: Deutsche Post DHL will tap new market
opportunities to continue to grow above market
average.

SWOT ANALYSIS
STRENGTH:
DHL is the global market leader of the
international air express industry.
It has been around since 1969, and has
expanded to 220 countries, and have a very
good brand name.
Have a Strong Supply Chain
Green performance

WEAKNESS:
Since this is a competitive segment, market
share growth is limited
Attitude of staff towards their customers are
not up to the mark
The total number of employees is less then
that off FedEx and UPS

 OPPORTUNITY:

They can always Learn from competitors

Innovation
Emerging Markets and expansion abroad
Increasing e-commerce business

THREAT:
Price Wars
Maintain the leading position
Tough competitors

Countries of its operation/

Competitors/ Types of competition:

COUNTRY

COMPETITORS

TYPE OF COMPETITION

USA

Airborne, BAX Global, Emery

Worldwide, FedEx, UPS, USPS

Perfect
Competition

INDIA

TNT Express, AFL, Gati,

Safexpress, Ashok Leyland,
DTDC

Monopolistic
Competition

UK

TNT Mail, UK Mail, Royal

Mail, DX Network Services Ltd

Monopolistic
Competition

BANGLADESH

Shundarban Courier Service,

FedEx, UPS

Monopolistic
Competition

Entry Strategies:
Market entry strategies can have a profound
impact on a firms global strategy.
The following table shows a few countries DHL
currently operates in and how they entered
those markets.
COUNTRY

How DHL entered the market

They made strategic alliance with Blue Dart

India

China

Pakistan

In 1986 when DHL first moved to China, it was the

first international express company active in Chinese
market, the company signed 50/50 joint venture
agreements with Sinotrans-China National Foreign
Trade Transportation Group
On 9th March 1982 after signing a joint venture
agreement with the (Late) Brig Sadiq Nawaz Khan
Awan, DHL started operating under the name DHL
Worldwide Express.

The marketing strategies used by DHL

and the advantages and disadvantages
of those strategies are shown in the
table below:

MARKET ENTRY
STRATEGY
Strategic
Alliance

Acquisition

Joint Venture

ADVANTAGES

DISADVANTAGES

Improves efficiency,
productivity, and financial
stability.
Opens doors to new
opportunities.

Fear that collaboration

will lead to future mergers
or takeover.
Fear of undisclosed
agendas.

It can be economically
beneficial
There are other benefits
too, service quality is one
of them

Operating in foreign
countries, different
cultures and management
styles result in poor
integration and cooperation.

Use of existing marketing

arrangements or existing
distribution network of
one of the party is
possible.

The objectives of each

partner may also differ, so
the objectives need to be
clearly defined

Entry Restrictions
DHL being a logistics company does not
face any import/export quotas, but when
operating in Foreign countries, it does have
to pay corporate taxes
Country

Corporate tax
rate

Bangladesh

Tax Rate = 37.5%

USA

Tax Rate = 35%

Germany

Tax Rate = 30% - 33%

China

Tax Rate = 25%

Political Conditions

Country Name

Political Conditions

Germany

Mixed Economy

India

Mixed Economy

Ethiopia

Communist Economy

China

Socialist Market Economy

Economical Conditions
Economic
Indicator Germa
ny
GDP
Balance Of
Trade
Trade
Deficit/Surp
lus
Unemploym
ent Rate
Inflation
Rate

India

Ethiopia

China

$3399.60
billion
16264.00
EUR
MILLION
(15/02/14)
Trade
Surplus

$1841.70
billion
10507.30
USD
MILLION
(15/03/14)
Trade
Deficit

$43.13 billion

Trade
Deficit

$8230.00
billion
77.06 USD
HUNDRED
MILLION
(15/03/14)
Trade
Surplus

5.10%
(28/02/14)

3.80%
(31/12/11)

17.50%
(31/12/12)

4.10%
(31/12/13)

1.04%
(15/03/14)

8.31%
(31/03/14)

8.80%
(31/03/14)

2.40%
(15/03/14)

2288.40 USD
MILLION
(30/09/13)

HR: Motivational
Theories/ Rewards
DHL currently has 285000 employees worldwide
and almost in every country they follow the
same motivational factors and rewards systems
Types of motivation/
Types of rewards
Recognition
opportunities in many
departments of the
organization.
Employees who
perform have the
potential and
opportunities in
moving up the career
ladder.
Employees are given

Following Theories

Motivational Factors/
Intrinsic Rewards

Great work/life balance

where many colleagues
actually spend personal
time together outside of
the office.
Employees are paid fairly
and on time.
Top level management care
about each and every
employee down to the last
courier delivering the
packages.
Offers paid vacations and
health benefits to its
employees.
Managers set different
goals for employees and
also provide them with
whatever tools or
information necessary to
complete their respective

Hygiene Factors/ Extrinsic

Rewards

Goal Setting Theory

CSR Programs
DHL has made corporate responsibilities
an integral part of their corporate strategy.
The three programs they have developed
are:
GoGreen: Reducing emission of CO2
and other greenhouse gases.
GoTeach: partnering up with Teach For
All
GoHelp: partnering with UN in the area
of disaster management

DHL provides tailor made

services

Marketing Mix
DHL has created such a marketing mix which is
a lot different from other courier/logistics
companies
DHL

Express

Export
Services

Import
Services

Logistics

Domestic
Services

Ocean
Freight

Air
Freight

Mail

Road &
Rail
Freight

Parcel

Packet

Contingency Approaches
DHL should start aggressive advertisement
in the U.S. market.
They should target new market segments.
They should be more active on social
networking sites.
They should organize more Publicity events.
With these new approaches DHL will be able to
overcome its shortcomings and welcome a
brighter future.

The End