Marketing Strategies and Market Analysis of SF Express International

SF Express International
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
Background information of company..........................................................................................4
Situational or marketing strategies..............................................................................................4
PART 2............................................................................................................................................6
The market analysis.....................................................................................................................6
The microenvironment.................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................14
Reflection account.....................................................................................................................14
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INTRODUCTION
Marketing can be defined as an activity or procedure is being followed by companies for
promoting their goods and attracting customers for buying products (Grönroos, 2017).
Consumers’ behaviours and changing needs of customers are getting changed that is affecting
companies’ performance and with increasing Chinese economy, people’s consuming ability is
also increasing. Distribution and promotional activities is main key of success by which
companies can satisfy needs and can deliver products to customers. Quality of products, ability
to deliver products with effectiveness is main keys of satisfying customers’ changing needs. This
study is being divided into 2 parts. First project will discuss marketing strategies of SF express
with detailed information of this company. Second project will lay emphasis on identifying
company’s position in the market, intensity of competition. It will further discuss some internal
strategies of company that can help it out in becoming successful in the market. Along with this,
it will show some negative impacts of environmental factors and ways by which company can
mitigate all problems and negative impacts.
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PART 1
Background information of company
SF express is the leading and well-known express logistic service providers in China. It made a
growth and development in the market as it provides unique and qualitative one-stop integrated
logistics solutions to customers. Its logistic solutions include: sales forecasting, ways of
managing warehouses, big data analysis and others. Skilled employees and abilities of providing
qualitative services are the main key of its success.
Situational or marketing strategies
There are numbers of internal environmental factors that can affect overall performance of
company so, it is important for SF express to analyze all these factors. This analysis can help this
company out in knowing all about its strengths and as per the threats and weaknesses; it can
make changes in its internal strategies. With the help of SWOT analysis tool, it can identify its
own strengths, weaknesses, opportunities and threats that are:
Strengths
 One of the main strength of this company is an ability to adapt changes and providing
flexible services to customers as per their needs and demands. This strength makes it able
to being in the competition and attracting customers.
 Other main strength for which it is known is: fast services. Delivery of all logistic
solutions is quick. It is stated that as compared to other competitors it is 20% faster in
regards to terms of occupies initiatives (Cui, Li and Li, 2020).
 Other strength is its leadership style of transactional that leads an improved culture. This
style according to which it punishes and rewards to employees make employees
responsible and this strength can help it out in becoming the most respected as well as
trusted company.
Weaknesses
 Threshold of this express industry is low, domestic labor force is cheap and it makes
technical content low. It leads high staff mobility, lack of qualitative employees that
affects overall quality of products and it will affects its image. It is also found that this
company operates and run business in developed countries which means it does not
operate in remote and rural areas. It can decrease its sales and revenue as well.
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