Marketing Plan for Shunfeng Express

5237 Words Aug 9th, 2012 21 Pages
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
…show more content…
They are state-owned firms, domestic private firms and foreign firms. The domestic private firms make up 27.0% of the total business volumes in 2006. Besides,

5

domestic private firms are also what we are focusing on. As the state-owned firms account for 58.4% which is more than half of the industry, foreign firms account for 14.6%, they will be the competitors for domestic private firms.

2006 revenue of express industry Type of Company State-owned Firms Domestic Private Firms Foreign Firms Income / Billion Yuan 148.4 52.4 98.8 2006 Complete Business Volumes Type of Company State-owned Firms Domestic Private Firms Foreign Firms Piece / Billion Pieces 6.19275 2.85718 1.54936 Ratio 58.4% 27.0% 14.6% Ratio 49.3% 17.7% 33.0%

Below is the graph for these sub-industries. The structure for the whole express industry (based on 2010)

Quantity of Demand for Express

5.6%

22.9%

Intra-city Express Delivery Inter-city Express International & HK & Macau Express

71.5%

 Intra-city express, inter-city express, international express, and others are 4 sub-industries in express industry. Inter-city express occupies 71.5% of the total business volume.

6

Express Income Comparison (Billion RMB)
15 10 5 0 Jan.- Mar. 2011 Jan.- Mar. 2012 Intra-city Express 1.31 2.02 Inter-city Express 9.14 12.78 International

More about Marketing Plan for Shunfeng Express

Open Document