TNT is a multinational company specializing in the express service delivery. The company delivers parcel, document, and mail to its customers domestically and globally. Following the global recession, competitions, and recent development in the electronic message delivery, the company has recorded a decline in the profits delivered to the shareholders in the last few years. This document develops a marketing plan to improve the company sales and boost the revenue. The marketing plan will target Netherlands, the UK, and North America. The marketing plan will also target the emerging countries such as China, India and South America. The brand positioning will be used as promotion strategy where company will use its strong brand to differentiate itself from the competitors. Moreover, TNT will employ 7Ps (Product, Price, Promotion, People, Place, Process and Physical Evidence) as the marketing mix. TNT will use brand technique to differentiate its products in the market and the company will employ efficient service delivery as the physical evidence. The company will also use its pool of talented employee to achieve its marketing objective. By developing the skills of its employee, the company will enhance company efficiency and provide fast service delivery for its customers. The marketing research will be used to determine the best marketing strategy to implement for specific location. It is presumed that the implementation of the marketing plan will boost the company sales by more than 67%.
Company Overview
Thomas Nationwide Transport (TNT) is a multinational company specializing in the express delivery service for individual and businesses. TNT delivers parcels, documents and freight securely using road and air transport. TNT starts its long history from Australia, and in 1996, the company was acquired by KPN. Two years later, KPN was rebranded to TNT. At present, TNT is a global company serving customers in more than 200 countries. In the UK, TNT has 10,000 employees who assist the company to realize its business objectives. The company focuses on using superior technology to assist customers to track the deliveries at any time. TNT is a European market leader that has achieved the status of being one of the fastest and most reliable providers of express deliver service. TNT specializes in the mail, parcel and express delivery.
Despite the TNT position as one of the global leaders in the express delivery service, the TNT is facing challenges in the last three years making the company revenue to decline. The current recession facing many countries in Europe, and North America has negative effect on the TNT business process. The Global recession that has started in 2008 also affects many businesses in the advanced countries. Many businesses have recorded losses due to the recent global recession, and some businesses were liquidated due to the harsh economic condition. Since 2008, TNT has recorded decline in the sales performances due to global economic recession. This document presents marketing plan for TNT to address the challenges facing the company.
II: Marketing Strategy
The marketing strategy is to assist TNT to identify the market trends in order to capture the opportunities. The company strategy-marketing map is to put customers at the heart of the business. The company needs to build a solid strategic marketing plan to achieve its business objectives. The strategy involves building a long-term plan to achieve distinct position in the market through speed, reliability, and provision of services with highest standard. TNT attempts to build a strong market position by making customers the most-focused and provide reliable services by differentiating itself from the competitors. In addition, TNT needs to have distinctive position in the market and the marketing strategy will assist the company to differentiate its service from the competitors. (The Times100, 2011). The implementation of marketing strategy will allow TNT to realize its mission.
Mission
Mission of an organization reflects its business aims, its core business, and core purpose. The mission reflects what business is heading. A mission guides the stakeholders about an organization. TNT mission is to:
Deliver value to customers by providing efficient solution and most reliable service through network connection.
Meet customer expectation by transferring their goods and document with highest speed globally.
Create value for the stakeholders, instilling prides in people and sharing responsibilities globally.
TNT has set marketing of objectives to support the company mission. The company objectives cover all its operations and services.
Marketing Objectives
TNT marketing objectives are to:
Achieve growth in profitability
Answer 85% of the customer call within 10 seconds.
Exceed the needs of customers by implementing a customer-focused value proposition.
Meet customer expectation by providing exceptional high quality service delivery
Increase the customer loyalty by...
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