BSBMKG502 Assessment: Analyzing Parcelforce Worldwide Marketing Mix

This document presents a case study analysis of Parcelforce Worldwide, focusing on how the company adjusted its marketing mix to meet evolving customer needs and maintain its market position. The analysis begins by identifying the key starting point for Parcelforce Worldwide in adjusting its marketing mix. It then examines the research outcomes related to customer preferences, highlighting the importance of speed, price, reliability, customer service, and tracking. The document details the changes made to pricing strategies, including the creation of differentiated services based on price and speed. It also explores alterations to distribution strategies, such as the establishment of depots and website accessibility. Furthermore, it outlines the promotional strategies employed by Parcelforce Worldwide, encompassing media advertising, B2B marketing, and direct mail, along with the methods used to determine the return on investment for these activities. The analysis concludes by suggesting a further promotional strategy and identifying the key success factor as the efficient maintenance of the 4Ps (Product, Price, Place, Promotion) and the company's ability to adapt to external changes.