UPS Marketing Strategy – Marketing Strategy of UPS

UPS Marketing Strategy – Marketing Strategy of UPS: United Parcel Service, Inc. is commonly referred to in the industry as UPS is the largest parcel delivery service and a major supplier of solutions for supply chain management services. established in 1907, the company was founded in 1907 and began its business as a delivery service Company and private messengers in Washington. It is present in more than 200 countries and regions across the globe. The company’s revenue was $58 billion. 

In 2016 it provided 1.8 million customers via the pick-up service and processed 8.8 million delivery to customers. 

UPS At A Glance – Marketing Strategy of UPS

UPS Marketing Strategy

[wp-svg-icons icon=”office” wrap=”I”] Company :  UPS  inc.

[wp-svg-icons icon=”user” wrap=”I”] CEO: Carol B. Tomé

[wp-svg-icons icon=”user” wrap=”I”] Founder: James E. Casey

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: August 28, 1907, Seattle, WA

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: Atlanta, GA

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue:  84.63 billion USD

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income: 1.343 billion USD

[wp-svg-icons icon=”users” wrap=”I”] Number of employees : 444,000

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: The UPS Store offers notary, fax, document shredding, passport photos, office and mailing supplies, and more.

[wp-svg-icons icon=”globe” wrap=”I”] Website:

UPS Competitors

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: FedEx | DHL | Purolator | DB Schenker | TNT | YRC Worldwide | Mainfreight | Blue Dart


UPS Fun Facts: The name change to United Parcel Service was to remind the company that expansion operations were still United under the same organization and Parcel identified the type of business offered as part of its Service. Common carrier service was acquired in 1922 from a company in Los Angeles, California.


Marketing Strategy of UPS

UPS Marketing Strategy

UPS’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of UPS? Let us discuss.

Segmentation, Targeting, Positioning – UPS Marketing Strategy

Segmentation aids the company in understanding the diverse group of consumers, the evolving requirements, and new opportunities within the present and future markets in the field. It makes use of demographic segmentation strategies to successfully offer logistic solutions to businesses in various industries and customers of retail in an appropriate manner. Any customer either an individual or business requires courier services that UPS offers. Therefore that demographic segmentation is the most appropriate choice for it. 

UPS serves a diverse set of customers that include businesses as well as individuals. Therefore, it has various targeted markets according to the anticipated use of its products. This is why it utilizes a distinct target market method. 

The value-based position method is utilized by UPS to establish the image of logistical solutions suppliers in the minds of potential customers. 

UPS Mission Statement

What We Seek to Achieve: Grow our global business by serving the logistics needs of customers, offering excellence and value in all that we do. Maintain a financially strong company with broad employee ownership that provides a long-term competitive return to our shareowners.

UPS Vision Statement

Deploying technology-enabled operations, Providing unique and industry-specific customer solutions, expanding our global network, and Serving the needs of end consumers around the world

UPS Tagline

Customer First, People Led, Innovation Driven.

Competitive Advantage – UPS Marketing Strategy

Broad product/ service portfolio:

A portfolio of logistics and supply chain solutions has aided in meeting the ever-changing needs of customers, especially large-scale account customers (MNC’s and government agencies), and created synergies throughout all of the cost delivery pipelines by leveraging cross-selling opportunities. 

global presence:

Operating over 200 different countries and territories across the globe, with a global network of 240 airplanes of UPS, 315 short-termed leased or chartered aircraft, and 2100 daily flights have helped the company to build an extensive network via air, ground, and ocean logistics for freight. 

BCG Matrix – UPS Marketing Strategy

UPS operates in Strategic Business Units ( SBU’s) like Package Reporting, Customs Brokerage, Supply Chain & Freight Reporting, Distribution Services, UPS Mail Innovations Freight Forwarding, UPS Freight, and UPS capital. 

At present, it is not possible to draw every company of UPS separately and then divide them into four quadrants since there isn’t enough information on the company’s brand. But, if we wish to map UPS as a company and compare its performance to the market and the competition, then UPS is listed as a Star within the BCG matrix. This is because UPS has a high market share, and the rate of growth that the company is extremely high. 

Distribution Strategy – UPS Marketing Strategy

UPS’s distributed system integrates all distribution and logistics processes, starting with pre-sales pickup storage, delivery, and delivery via the fleet of aircraft and vehicles to a vast variety of places and, in the event reverse logistics for non-delivery. 

Their worldwide distribution networks include advanced technology logistics and supply chain solutions. huge warehouses in both developing as well as emerging regions, multi-modal transportation, in addition to an extensive fleet of air courier services. 

Brand equity – UPS Marketing Strategy

UPS is ranked 146 on the Forbes top 2000 list of companies and 41 on the list of the most valuable brands in the world according to Forbes magazine. It is valued at $93 billion using the method of market capitalization (as of May 2016). 

It is linked to independent brand reputed worldwide agencies’ ranking systems, like Interbrand’s Top Global Brands, Millward Brown’s BrandZ Most Valuable Global Brands, and Rittenhouse Rankings the annual Candour of the CEO and Culture Survey. The brand represents credibility, trust, quality service, and creativity. The distinctive appearances of its vehicles are its main brand identity. 

Competitive Analysis – UPS Marketing Strategy

UPS is a provider of a variety of services and services within the supply chain management sector and therefore competes against companies on local, regional, national, addition to international levels in these areas of business. 

Its competitors include Deutsche Post, Fed-EX, TNT services, YRC worldwide, etc. which are competitors to the company in various segments such as freight forwarders, motor transportation air couriers, water couriers, and many more. The company also competes against companies that compete in meta-market sectors like finance, technology, and supply chain companies. 

Market Analysis – UPS Marketing Strategy

A changing way of life, as well as fluctuations in oil prices, volatile exchange rates, government regulations as well as the high cost of infrastructure, and competition between industries, are impacting companies working in the industry. 

Innovative technology, logistical solutions, and the integration of the process and the system are drives the business at vast.  

Customer Analysis – UPS Marketing Strategy

UPS is the largest provider of delivery services and provides customers with both retail and business-to-business segments, which include small businesses, MNCs, and government organizations. The company provided over 10 million clients worldwide during the fiscal year 2015-16. 

It provides value to customers by providing customized supply chain and logistics solutions that are cost-effective with higher serviceability standards. 

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