Dhl Service Alignment and Marketing For Small Fashion

DHL’S SERVICE ALIGNMENT AND MARKETING 1
DHL’S SERVICE ALIGNMENT AND MARKETING FOR SMALL FASHION
ENTREPRENUERS
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DHL’S SERVICE ALIGNMENT AND MARKETING 2
Table of Contents
Small fashion Business purchasing behavior..................................................................................3
Tailor made service offering for Small fashion Businesses............................................................4
Developing a marketing campaign targeting Small fashion businesses..........................................5
Advertisement campaign..............................................................................................................5
Event development- Exposition...................................................................................................6
Conclusion.......................................................................................................................................6

DHL’S SERVICE ALIGNMENT AND MARKETING 3
Introduction
The core concept of DHL service is to offer delivery service value through a designed
service delivery system to a target market that is need of the service. However developing
customer-focused delivery system that is aligned to their needs has a positive impact on customer
experience and satisfaction as well as a Company’s profitability. Customer segmentation
therefore become vital for identifying customer needs to develop needs oriented service system
that satisfactorily offers the most satisfaction to a particular client group (Ozmen, et al.
2014:Hunter et al. 2004). Small businesses are one of the largest growing segments in the world
that, owing to their limited resource capabilities choose to include 3PL as a viable alternative for
their supply chain needs.
Small fashion firms have experience notable growth and exposure since the advent of E-
Commerce. IBISworld (2017) research report shows that online clothing shopping has an
annual growth of 12-17 percent creating a rising need for 3PL among many small fashion e-
stores in the global market. It is therefore imperative for DHL to appeal this customer segment
understanding by proactively communicating the tailor made solutions it offers based o a
comprehensive segment understanding of small businesses.
Small fashion Business purchasing behavior
Top among the motivations that drive an SBU to purchase is value addition to the
business with revenue increase and reducing cost coming second. In a small business Unit it is
established that the owner is the Key purchasing decision maker (Kavak, Tunçel and Özyörük
2015). However several elements influence the purchasing decision of new product. The most
influential element is the adoption and confidence level of the product among other business
owners in the same field. Notably seeking further information regarding a product is done
through conversation with colleagues, vendor representatives, and company websites
respectively (TAB Small Business Pulse Survey 2016).