Any Takers 2
achcks
213_3.pptx
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4/22/2016
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Perceptual Map for [Product]
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The United Parcel Service Incorporation is the biggest package delivery company in the world. The organization usually delivers customers’ packages to their intended destinations by road, air, rail, and water transport. The company also provides supply management solutions to different companies around the world.
The company is now looking to expand its business by delving into the provision of drone delivery services across America and the world. The purpose of this presentation is to analyze the economic and competitive environment of the new offering to determine whether investing in the venture will be financially feasible for the company. The presentation will also look at the target market to determine if the market will receive the new product well.
Introduction
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4/22/2016
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Perceptual Map for [Product]
The United Parcel Service was founded in 1907. It is the world’s biggest package delivery company and its headquarters are located in Sandy Springs, Georgia.
The company operates its own air cargo delivery service as well as its own airline. The operations are based in Louisville, Kentucky. Currently, the company is looking to reduce delivery times by adopting new technologies e.g. drone package delivery.
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According to Kerin, Hartley, & Rudellius (2015), positioning refers to a marketing strategy employed to place a certain brand in a distinct position in the market, relative to other similar brands from competitors, in the mind of the consumer or the target market.
A competitive analysis is a critical evaluation to determine what makes a particular product or service more unique compared to competitors’ products in the market. A competitive analysis will help demonstrate the unique characteristics of the product that make it more attractive to the target market than other products offered by the competition.
Definitions
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4/22/2016
Name
Perceptual Map for [Product]
Positioning is essential as it helps the company understand how consumers relate to its products. The comprehension is critical as it will help the company focus on improving the customer’s perceptions of the product it offers.
A competitive analysis presents critical information on the company’s competitive ability. The analysis will focus on identifying the company’s strengths and weaknesses all compared to the strengths and weaknesses of its competitors.
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Osita, Onyebuchi, & Nzekwe (2014) define a SWOT analysis as the evaluation of the company’s strengths, and weaknesses as well as the opportunities and threats inherent in the market that the company is attempting to penetrate.
Perceptual mapping can be defined as a visual display of the perceptions of the customers of the product that a company has put on offer. The position of the product being offered by the company is shown diagrammatically relative to the competition (Kerin, Hartley, & Rudellius, 2015).
Definitions
4/22/2016
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Perceptual Map for [Product]
Similar to a competitive analysis, the SWOT analysis outlines the company’s major strengths and weaknesses. However, the SWOT analysis focus on the internal strengths and weaknesses of the company in comparison to the environment. The analysis also brings out the opportunities and threats inherent in the company’s business environment.
The perceptual map is critical in identifying where the customers place the company in relation to the services offered by the company’s competitors.
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Perceptual mapping
According to McCarthy, Mcguiggan, Perreault, & Quester (2007), perceptual mapping is the utilization of graphical representations to identify the position of products in the consumer’s mind as well as determining customer preferences.
The perceptual map lays out the X and Y axis with a number of variables that range from the most desirable to least desirable aspects. The process allows for the placement of business names and products to determine the position that consumers place them.
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4/22/2016
Name
Perceptual Map for [Product]
I will draw a graph with X and Y axes with variables that range from most desirable to least desirable. I will list the competitors available and score them based on the attributes chosen. The scores given will be the X and Y points respectively. I will plot the scores on the graph to determine the position of each company and their offerings in the minds of customers.
Perceptual Mapping
4/22/2016
Name
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Perceptual Map for [Product]
The attributes selected for the perceptual map are timely delivery and condition of product delivered. Customers want the fastest drone delivery system as well as one that guarantees the safety of their product while in transit.
The main competitors to the UPS drone delivery system include Amazon and FedEx. Both companies have introduced drone systems to deliver parcels and packages to their clients.
Perceptual Mapping
4/22/2016
Name
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Perceptual Map for [Product]
When a customer uses the services of a package delivery company he does so with the hopes that the parcel will arrive in its intended destination quickly and that it will be in good condition when it arrives there. This is why I have chosen timely delivery and condition of product delivered as the main attributes for developing the perceptual mapping.
The main competitors are Amazon and FedEx. Both companies have initiated drone delivery systems to service their customers faster and more efficiently.
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Scores of Company and Competitors
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4/22/2016
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| Condition of Product upon Delivery | Delivery Time | |
| 1=very good condition;5=Bad Condition | 1= Very Fast; 5=Not Fast, prone to delays | |
| UPS | 2 | 2 |
| Amazon | 3 | 1 |
| FedEx | 4 | 4 |
Perceptual Map for [Product]
Adapted from:
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015). Marketing, 12th ed. McGraw-Hill Education. New York: NY.
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Perceptual map for Drone Delivery System
| 4 | x FEDEX | ||||||||
| 3 | xAmazon | ||||||||
| 2 | XUPS | ||||||||
| 1 | |||||||||
| 1 | 2 | 3 | 4 | ||||||
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Condition of Product Upon Delivery
Delivery Time
4/22/2016
Name
Perceptual Map for [Product]
Adapted from:
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015). Marketing, 12th ed. McGraw-Hill Education. New York: NY.
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Analysis
The placement of FedEx at the far end of the graph means that customers think the company’s drone system is risky because it takes too long to deliver the parcels and the condition of the parcel may be compromised during transit.
Amazon is better placed than the other two companies offering the same product. The customers perceive the company’s delivery time as impeccable. They also believe that their parcels will always be delivered in perfect condition if they use the services of Amazon Drone Delivery.
According to the Perception Map, UPS is average placed in the minds of the consumers. The company delivers the parcels to the customers within reasonable time and the goods often reach the customer in good condition.
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4/22/2016
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Perceptual Map for [Product]
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According to Kerrin, Hartley, & Rudelius (2015), a differentiation strategy can be employed to better position the company in the minds of the consumer.
A differentiation strategy is defined as the development of a product with more unique attributes that separates the products from its competitors (Dawar & Bagga, 2015). The unique attributes will make the customers perceive the company’s products to be better than the other products in the market.
Analysis
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Perceptual Map for [Product]
UPS should develop a differentiation strategy to make its drone delivery system more attractive to the customers than the services offered by Amazon and FedEx.
The company should adopt a drone system that delivers the parcel direct to the customer. Currently, the company wants to use the drone system to deliver parcels between its warehouses.
To effectively convince customers of quick delivery, the company should offer direct drone services to the consumers to drastically reduce the delivery time of parcels.
Recommendations
4/22/2016
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Perceptual Map for [Product]
The UPS drone delivery system is a new and innovative technology that guarantees the fastest delivery time for all parcels. The drones will ensure that the parcels are delivered in perfect co ndition by the unmanned drones.
Positioning Statement
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Perceptual Map for [Product]
Conclusion
The drone delivery system is perhaps the most excitng venture in the logistics and parcel delivery industry. UPS is deploying a drone delivery system in order to ensure faster delivery of clients’ parcels. UPS is under pressure from competitors such as Amazon and FedEx which also have their own drone delivery systems serving the same purpose.
To position the company as the favorable choice for the consumer, the company has to differentiate itself by offering the fastest drone service available in the market.
A position map is crucial in identifying the company’s weaknesses and strengths in the market. The map has helped identify some of the areas that UPS needs to work on so that it can be better placed in the mind of the consumers.
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4/22/2016
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Perceptual Map for [Product]
References cited
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015). Marketing, 12th ed. McGraw-Hill Education. New York: NY.
Mccarthy, E., Mcguiggan, I., Perreault, D., & Quester, G. (2007). Marketing: Creating and delivering value. Sydney, AU: McGraw-Hill.
Osita, C., Onyebuchi, I., Nzekwe, J. (2014). Organization’s stability and productivity: the role of SWOT analysis. International Journal of Innovative and Applies Research : 23-32.
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4/22/2016
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Perceptual Map for [Product]
