MKT501-Mod4-SLP-Promotion Strategy for USPS

This segment of the market is dominated by FedEx . Therefore this is the marketing challenge that faces the company at the moment . One of the problems that UPS currently faces is that it is still perceived to be a domestic carrier in the US (cited in Hill Jones , 2007 . Therefore the strategic focus at the company has been to reposition as a global provider . This objective is being met with greater presence in the organizational segment of the market . Therefore the marketing challenge is to develop a competitive advantage accordingly . In this

respect , the company has an advantage in terms of access to an efficient infrastructure which facilitates the implementation of the e-commerce business model

The marketing strategies at USPS have focused on three product categories : ground deliveries , air deliveries and international deliveries (cited in Baschab , 2005 . The company already holds the market leadership position in the US because of its wide network which is the largest in the country . However the company has yet to carve out a strong position in the international market and in overnight segment of the market . In to strengthen the position in these two areas the company has been implementing a number of marketing strategies chief among which have been expansion into China and customization of the price structure to the different segments of the customer base . As part of its marketing strategies , the company has also been focusing on the organizational segment of the market . In to facilitate entry into these different segments , the company has been customizing its promotional campaigns accordingly . In addition to advertising and public relations activities in the form of sponsorships , the company has also been offering sales incentives in to attract both private households and companies

USPS has been adapting its marketing mix to maximizing presence in the...