Free Marketing Dissertations - Penske Logistics Have To Base Their Activities On Their European Customers’
Penske Logistics have to base their activities on their European customers’ needs. In terms of the service offer, Penske Logistics supply a wide range of service meant to target and serve various customer profiles. Customers can choose from : freight management services; dedicated transport; sea freight; airfreight etc. With regard to pricing, the company charges a management fee for its freight management services and transport rates based on weight for normal transportation A to B.
As far as the ‘place’ is concerned, the company is present in major European countries and subcontracts well-known agents to be part of their network. Promotional activities within Penske Logistics consist mainly of personal selling. The company hires sales managers in each European country covered in order to sell their services.
Recommendations
Penske Logistics’ marketing mix does not really require major changes.
As we have seen, the company has a very flexible service offer and its solutions are usually taylor-made to the customer’s specific needs. The pricing system adopted by the company is also the standard pricing methodology used within the industry, thus it is widely accepted.
For the future, my recommendation to Penske Logistics would be to grow it’s presence not only witching Europe but also on other continents, e.g. Asia, in order to offer increased service levels to their customers. In addition, the company should be more active in the promotional side. During the past three years, the company seems to have stopped its promotional activity: advertising and PR should be reconsidered and developed further in every market they operate.
Conclusion
We have seen that, nowadays, it’s of vital importance to pay close attention to consumers’ needs and wants, as they drive the global market. Hence, the objectives of an organisation should be centred on the consumer’s needs; in order to achieve and maintain customer satisfaction, as opposed to concentrating purely on ‘sales’.
As GE preaches, ‘keep the customer delighted’. Customer relationship management is key to a company’s success, as organisations seek to develop close long-term relationships with their customers and suppliers.
Bibliography.
Kotler P.; Armstrong G.; Saunders J.; Wong V. 2001. Published Harlow, Essex: Prentice Hall Europe.
Palmer A. 2004 Published New York: Oxford University Press Inc.
Article - Special feature: economic forecasts point to logistics downturn. May 15, 2005. www.transportintelligence.com
Segmentation: www.marketingteacher.com
Maslow’s Hierarchy of needs: web.utk.edu
Appendix 1
Maslow’s Hierarchy of Needs
Physiological needs meaning: air, water, sleeping and eating
Source: web.utk.edu
Appendix 2
Six Sigma DMAIC Cycle
DMAIC shows how Six Sigma is applied.
