BUSINESS PLAN

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Script to Accompany Slide

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Strategic Marketing

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The U.S. market is flooded with numerous logistics companies including XPO logistics, DHL supply chain, and J.B. Hunt Transport services (Burnson, 2018). Customers prefer consumers prefer incredible freight experience that is hassle free and customer friendly. Customers prefer delivery that is done in time with good courteous, and helpful services.

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The strengths of Lead Logistics include transporting freight locally and offering autonomous delivery vehicle. This is more likely to attract more customers building dedicated customer relationship. The company will work to build a strong dealer community with the target companies, along with good communication that will enhance customer support and convenient delivery across all local locations.

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Lead logistics is a local brand that is limited to only offering delivery services in local locations. The company’s limited geographic presence limits its market share and revenues. There is also a weakness of higher costs of operation and increased competition from already established companies such as XPO logistics. The company also needs faces poor brand perception compared to already established companies, which needs to be improved. The company faces entry barriers in the local market.

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The company has an opportunity in getting steady cash flow that will enable it invest in other product segments. The competitor’s advantage in the sector is increasingly becoming diluted hence has an opportunity to increase its competitiveness compared to rivals. The low inflation rate can allow the company increase its profitability. The economic uptick can also increase customer spending giving it an opportunity to attract more customers and increase its market share.

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The focus of the marketing campaign is on the product brand to help attract more customers from different markets. The catchphrase for promoting will be designing home appliances with unique customer insights and high-quality delivery services. The product will target online markets, new stores, and supermarkets to open new market stations and increase customer base. The marketing campaigns will include marketers to explain the importance of the company’s products. The company can partner with small businesses that want to venture into the delivery of small goods, to include food, E-commerce, and parcel companies to diversify its campaigns.

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Lead targets all companies on the delivery of goods, such as large retailers like Rooms Togo, BestBuy, and even locally owned businesses whom are interested in the delivery of their goods. Targeted consumers vary from e-commerce, brick, and mortar to food delivery companies. The delivery services should be tailored to compliment customer lifestyles, attitudes, interests, values, and traits, and adopt the most effective distribution channels based on customer needs. The endpoint user in this category might be upper middle class or higher. Most of the individuals who fall in this category are in the bracket of A and A1 category. These are the potential buyers for products delivered by Lead Logistics.

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The main target is all companies that require delivery of goods. A good example is a company that produces goods and wants to deliver the goods to customers (IMAI, 2021). Still, it does not have the required logistics capacity to deliver goods to its customers; there is where we chip in. The company will have customized version of the Lead Logistics delivery vehicle to suit individuals wanting to have their small-scale delivery system, such as the organization of the residential delivery system from apartment to apartment (IMAI, 2021). The delivery service will also serve those interested in delivering things around their smart homes. The Autonomous Delivery Vehicles Market Size's global market Size to Be Worth USD 24.73 Billion by 2027, and Lead is expected to increase too; the market will also increase (Kapser and Abdelrahman, 2020).The products’ prices will be relatively lower than the market average targeting middle and small income earners. The company will diversify its advertising strategies to have a huge customer base.

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The company will drop its delivery prices but be within the market’s average range. Launching unique delivery products and features that stand in the competitive market. These features include brand name, packaging, variety, and quality, among others. Acquire more distribution partners to serve the customer’s needs. Develop its online website to reach out to many customers needing delivery services. Adopt promotional strategies like direct selling or even high profile advertising to increase awareness among local customers. Increase company popularity through social media marketing. The promotion strategy adopted must take minimum budget allocation as possible based on its importance and frequency.

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Brand positioning include factors like packaging, price, promotion, distribution and competition. The 4Ps in marketing will play a crucial role in the marketing of the product (Akgun et al., 2017). The company will offer different delivery lines but under the same brand to give a variety to customers. The different delivery lines will help the company differentiate itself from competitor by being unique. The different delivery services will be convenient to customers in different geographical locations. Lead logistics will also extend additional benefits for delivery of goods including warranties, after delivery-service, and helpline services

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The prices of the service will be discriminatory to increase the net revenue. The company will incorporate different prices in various markets but with small price margin variations. The company will offer discounts to customers with bulky goods to be delivered. It can also use delivery bundle pricing where products are bundled together and delivered at relatively lower prices than normal delivery packages. The pricing will be set be set in a level that does not lead to losses due to high tax rates or high production costs.

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Place covers the distribution channels and strategy in the U.S markets and foreign markets. A wide distribution geographical region makes it possible to reach many customers as possible. The company will avail its products in each of its distribution channels through affordable delivery services. It will include its delivery services on as many retailers as possible. It ensures that its services are available to customers across different parts of the country. Lead logistics will follow an Omni-channel distribution system by integrating its online and offline stores for easy delivery of goods to customers.

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The service’s promotion will cover an advertising strategy for branding and marketing. The promotional strategy for Lead Logistics will emphasize television ads, online ads, print media, or personal selling. The promotion campaigns will remind consumers on the benefits of using our delivery channels, various delivery packs sizes and the brand’s affordable prices (Akgun et al., 2017). The company will award special incentives to retailers when they contribute in pushing customers to go for our delivery services. Customers will be sensitized on the significance of the different delivery lines we offer and associated procedures.

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Customers can be rewarded through discounts, gifts, and royalty cards to promote repetitive use of our delivery lines (Resnick et al. 2016). The company can participate in trade exhibitions and business events across the year to increase its presence in the local market. The aim of the company is to optimize the customer lifecycle and lifetime value