Marketing Report: Market Research Strategies of DHL Global Logistics

This report provides a comprehensive analysis of DHL Global's market research strategies. It examines the importance of accurate and timely data collection for achieving organizational goals, focusing on key market variables such as customers, competitors, and market trends. The report outlines the six key steps of effective market research according to Kotler and Keller, including problem definition, research plan development, data collection (primary and secondary), data analysis, presentation of findings, and decision-making. It highlights DHL's reliance on secondary data and quantitative forecasting, particularly time series forecasting, and how it helps the company understand market conditions and predict future trends. The report also discusses the use of primary data collection through surveys and interviews with direct clients to improve services and introduce new offerings. Additionally, it touches upon the impact of global events, such as the COVID-19 pandemic, on DHL's business operations and forecasting practices.

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For a firm to meet its set goals and objectives, collection of accurate and timely data is
necessary. The data collected from the market gives insights about the firm with reference to key
market variables such as customers, competitors and current trends in the market (Klaus, 2019).
For this assignment, our reference firm is DHL Global. The firm is one of the world best
logistics company whose success has been highly dependent on market information and
forecasts.
According to Kotler and Keller, effective market research comprises of six key steps as
outlined below;
a) Problem Definition- A good research problem directs and creates
uniformity for the process. One needs to be careful not to select a broad or narrow
research problem.
b) Develop a plan for research- this involves the plan for collection of data.
One has to decide whether to adopt primary or secondary research approaches or both
and as well chose the tools of data collection.
c) Collection of data- Involves collection of data by conducting interviews,
experiments or general observations. This step is prone to errors as some of the
respondents might falsify data or fail to corporate in giving the same data (Chand, 2014).
d) Data Analysis- The collected information has to make meaning. Analysis
involves tabulating the information or application of research software such as SPSS to
extract meaning from the information (Market Research Guy, 2019). This aims at
generating information to aid in decision making.

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e) Presenting the findings-, the findings need to be relevant to the problem
under study. They are presented mainly to the management for decision-making
purposes.
f) Making a decision- Once the findings are presented, the management then
makes a decision based on the same. If the findings are not substantial, a new research
may be called upon.
In DHL, data collection mainly relies on secondary data due to a large market being
served by the firm and evolution of the telecom industry. Though online surveys and studies the
firm is well advised of its market position with comparison to its immediate competitors
globally. Quantitative forecasting is majorly practiced with main concentration on Time series
forecasting. This is because of the seasonal nature of most of its client bases.
Using the time series-forecasting model fits the firm because based on the current
prevailing markets conditions with all other factors held constant the firm is able to tell what
might happen in the future (Altman & Bastian, 2019). For instance with the current covid-19
global menace, the firm projects that most of its sales and in turn profits are most likely to
diminish. If the world does not find a solution to the same, the business is going to be adversely
affected as it relies mostly on the aviation industry. Time series as well helps measure the
financial and endogenous growth of the firm based on previous data in custody of the firm
(Cross, 2017).
Primary data is collected from first hand respondents though surveys and interviews.
DHL mainly uses this on its direct clients. Such info may include ways of improving the services
offered or introduction of other products or services by the firm to its clients. Secondary data
collection on the other hand involves research mainly online. This is done on the competitors in

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order to ascertain its position verses the position of the competitors in the market mainly for
decision-making purposes.

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References
Altman, S., & Bastian, P. (2019). Section I Introduction 1 DHL GLOBAL CONNECTEDNESS
INDEX Mapping the Current State of Global Flows.
https://www.dhl.com/content/dam/dhl/global/core/documents/pdf/g0-en-gci-2019-update-
complete-study.pdf
Chand, S. (2014, April 2). Steps Involved in Marketing Research Process (with diagram). Your
Article Library. http://www.yourarticlelibrary.com/marketing/steps-involved-in-
marketing-research-process-with-diagram/32276
Cross, V. (2017, September 26). The Advantages of the Time Series Method of Forecasting.
Bizfluent. https://bizfluent.com/info-8610535-advantages-time-series-method-
forecasting.html
Klaus, P. P. (2019). Viewpoint: conveying managerial relevance into service research. Journal
of Services Marketing, 33(1), 104–111. https://doi.org/10.1108/jsm-10-2018-0284
Market Research Guy. (2019, April 16). The Market Research Process: 6 Steps to Success. My
Market Research Methods. https://www.mymarketresearchmethods.com/the-market-
research-process-6-steps-to-success/