"以世界知名物流公司個案分析, 發展韓國物流推向國際巿場的策略"

Abstract

South Korea’s world trade volume ranked no. 9 in the world in 2012 (WTO). Since Korea’s economy is highly reliant on exports and imports, logistics is a crucial factor for the Korea’s economic growth. However Korean global logistics companies are in a low position in the global market with low brand awareness and lack of distinctiveness due to lack of its marketing efforts. In our research we studied three world leading global logistics service providers such as DHL, FedEx, and Panalpina. In our case study we investigated each company’s marketing 4P, strategies and find out how each company achieved its competitive advantage in the global market. Through the case studies we found that world leading logistics companies targeted for different customers by using different marketing mix and strategies to deliver their value. There is a great gap between world leading companies and Korean global logistics service providers (KGLSP) in terms of brand awareness and marketing strategies. We found that the most important thing to achieve KGLSP’s competitive advantages in global market is that the company should carefully analyze the market, set the target market, provide value, and create method to communicate more effectively. So the company can successfully position itself to where they plan to be. In addition a well aligned company’s strategy and marketing mix, organizations structure create company’s competitive advantage and increase its brand awareness. Korean Global Logistics Service Providers generally use a standardize strategy to expand its business into global without carefully analyzing the market and targeting customers. We concluded that this is a major reason of KGLSPs’ weak performance and low brand awareness in global market. Through our case study we developed globalizing marketing strategies for Korean global logistics service providers to be more competitive in global market and become world leading logistics company.