Marketing Plan for Shunfeng Express
S.F. Express Marketing Plan
Group 6
Instructor: Dr. Anthony Tsui MKT 2010
2
Table of Contents
1. Executive Summary…………………………………………………………………………………3 2. Strategic Objectives…………………………………………………………………………………3 2.1. Mission 2.2. Goals 2.3. Sustainable Competitive Advantage 3. Situation Analysis……………………………………………………………………………………4 3.1. Industry Analysis 3.1.1. Market Size 3.1.2. Market Growth 3.2. SWOT Analysis 3.2.1. For S.F. Express 3.2.2. For Domestic Private Express Industry 3.3. Competition 4. Marketing Strategy………………………………………………………………………………...14 4.1. Market Segmentation 4.1.1. Business Customers 4.1.2. Individual Members 4.2. Target Market 4.3. User Positioning 5. Marketing Mix / 4Ps……………………………………………………………………………….16 5.1. Product 5.2. Price 5.3. Place 5.4. Promotion 6. Financials…………………………………………………………………………………………...20 7. Implementation Plan………………………………………………………………………………21 7.1. Objective 7.2. Marketing Objectives 7.3. Financial Objectives 7.4. Key Success Factors 7.5 Growth Strategies 8. References…………………………………………………………………………………………..23
3
1. Executive Summary
Headquartered in Shenzhen, China, S.F. Express (Group) Co., Ltd. (hereinafter referred to as S.F. Express) have been providing domestic and international express delivery solutions to a wide array of customers since its establishment in 1993. Now S.F. Express is the leading private express company in China. Since its establishment, S.F. Express has been committed to improving service quality and to satisfying market demands. It has built an extensive business unit covering research and development, logistics, pickup and delivery network, etc., which spans the nation (including Hong Kong, Macau, and Taiwan). At the same time, its international network has been actively expanding; its service network now covers Korea, Singapore, Malaysia, Japan, and the United States. S.F. Express has been investing heavily in the company's infrastructure, and continually improving the end-to-end express delivery procedures that
Group 6
Instructor: Dr. Anthony Tsui MKT 2010
2
Table of Contents
1. Executive Summary…………………………………………………………………………………3 2. Strategic Objectives…………………………………………………………………………………3 2.1. Mission 2.2. Goals 2.3. Sustainable Competitive Advantage 3. Situation Analysis……………………………………………………………………………………4 3.1. Industry Analysis 3.1.1. Market Size 3.1.2. Market Growth 3.2. SWOT Analysis 3.2.1. For S.F. Express 3.2.2. For Domestic Private Express Industry 3.3. Competition 4. Marketing Strategy………………………………………………………………………………...14 4.1. Market Segmentation 4.1.1. Business Customers 4.1.2. Individual Members 4.2. Target Market 4.3. User Positioning 5. Marketing Mix / 4Ps……………………………………………………………………………….16 5.1. Product 5.2. Price 5.3. Place 5.4. Promotion 6. Financials…………………………………………………………………………………………...20 7. Implementation Plan………………………………………………………………………………21 7.1. Objective 7.2. Marketing Objectives 7.3. Financial Objectives 7.4. Key Success Factors 7.5 Growth Strategies 8. References…………………………………………………………………………………………..23
3
1. Executive Summary
Headquartered in Shenzhen, China, S.F. Express (Group) Co., Ltd. (hereinafter referred to as S.F. Express) have been providing domestic and international express delivery solutions to a wide array of customers since its establishment in 1993. Now S.F. Express is the leading private express company in China. Since its establishment, S.F. Express has been committed to improving service quality and to satisfying market demands. It has built an extensive business unit covering research and development, logistics, pickup and delivery network, etc., which spans the nation (including Hong Kong, Macau, and Taiwan). At the same time, its international network has been actively expanding; its service network now covers Korea, Singapore, Malaysia, Japan, and the United States. S.F. Express has been investing heavily in the company's infrastructure, and continually improving the end-to-end express delivery procedures that
References: http://www.chinawuliu.com.cn/xsyj/201107/26/168185.shtml http://www.21tradenet.com/news_2011-4-13/144243.htm http://www.sf-express.com/cn/sc/ http://www.ems.com.cn/aboutus/e_gong_si_jian_jie.html http://www.zjs.com.cn/WS_Aboutus/WS_AboutUs_index.aspx?id=7 http://baike.baidu.com/view/2220378.htm http://www.yundaex.com/www/index.html http://www.zto.cn/ http://www.yto.net.cn/cn/index/index.html http://www.htky365.com/