Abstract
The paper discusses issues on marketing and starts by introducing Thomas Nationwide Transport (TNT) Company and the various points of its business strengths. TNT was founded in Australia in 1946 as a service delivery company. It is currently a global company serving customers in over two hundred countries all over the world.
TNT protects it image all over the world by the use of strap line ‘sure we can’ branded in all its means of transport i.e. vehicles and airplanes. This is followed by discussion on the main line of business of the company, then implementation of competition, discussion on target market followed by elements of marketing mix. The final section gives the different marketing methods the company uses in different countries and then the conclusion.
Introduction
Businesses normally operate under the guidance of strategic business principles, goals and objectives. These represent hallmarks through which companies reinforce their positions within the industry and market at large. Hallmarks are used as sources of strength for crucial operations enabling establishment of strategic business principles. Business ethics and regulations are always observed for the purposes of restructuring and realigning business operations. Financial ability of any Company determines the extent to which its operations survive harsh economic times in case of any changes within the market economy (Kotler and Keller, 2007).
Main line of Business of TNT
TNT is a service company concerned with business-to-business delivery of goods and services. The mission is efficient delivery of goods ranging from documents to parcels, using road and air transport. TNT Company aims at fully satisfying customer expectation through safe delivery of goods and services all over the world. The main objective is winning customer confidence through reliability and efficiency hence leading the industry in value creation for all stakeholders. TNT operates in many countries all over the world some of which include; Britain, Australia, Holland, United States and South Africa (TNT, 2010).
Implementation of competition
TNT competitive strategy focuses on providing customers with superior services through the use of modern technology hence enabling customers to confidently follow their respective deliveries. The company has developed one of the strongest brand images globally, giving the company opportunity of controlling larger market share compared to other competitors. TNT employs experienced management team who works tirelessly in ensuring that the company remains productive through development of good relations between the company and customers as well as amongst employees themselves.
The management has also ensured that the company enjoys wide range of digital document handling services from storage to retrieval. Their strong financial base enables constant penetration on global markets (TNT, 2010). Such approaches reinforce the company’s relationship with potential customers making the whole process cost-effective since it is easier to deal with loyal customers. Such move prove advantageous within the competitive market environment where majority of the players apply modern technology to woe consumers (Kotler and Keller, 2007)..
Implementation of Target market
The company targets household and office deliveries within the global and local markets. TNT ranks as one of the top companies in Britain having the highest number of employees working under first class conditions (TNT, 2010).
Implementation of product strategy
TNT is a service company concerned with delivering customer goods to destined places. Service marketing for the company is based on relationship and value. All these revolve around distinctive qualities such as intangibility, inseparability and heterogeneity.
There is growing importance for service industries in the current world owing to economic challenges making the company rely on high-quality services as well as consumer satisfaction. Service marketing plays crucial role in either making or breaking the company involved. However, excellent services tend leave greater impacts on the side of customers making them remain loyal for longer duration of time (Grimwade, 2000).
Implementation of distribution strategy
TNT as a service company finds it easy to work with customers according to their needs. The criterion has been employed by the company in sub-dividing the market into segments hence making it easier to identify small scale and large scale consumers. TNT equipments and machinery used for both transport and marketing are up-to date and helps in effective monitoring of customers keeping watch on the timely delivery promises(TNT, 2010). The company uses multichannel distribution for the purposes of serving a wider market within the global arena (Grimwade, 2000).
Implementation of Communication strategy
TNT’s strong brand within the market place has over the years enabled the company to command considerably large international market share. The company at the same time uses media advertising to popularize their services (TNT, 2010).
Implementation of Pricing Strategy
Pricing is one of the major factors which TNT uses to determine the level of loyalty customers owe to the company’s brand compared to others within the same industry. Increase in prices makes clients shy away from accessing the company’s services. However, TNT has adopted new technologies relevant in improving their marketing abilities (TNT, 2010). The company basically uses segmentation pricing for their services where services are priced based on distance and nature of the products.
Differences in Implementation: From One Country to another
The use of customer perspective as means of evaluation proves very crucial in contributing towards the Company’s performance across regions. TNT has adopted the use of Business Score Card system which assists them in focusing on customer centric measures such as; lead times, on-time delivery services, customer index and consumer satisfaction levels. This has created uniformity in the way they offer their services across various countries.
Conclusion
TNT Company emerges as one of the strongest companies within the service delivery industry. Some crucial steps should be undertaken for the purposes of success in the process of marketing TNT services in other countries; such include processes such as drafting short-term measures for the purpose of checking marketing efforts, having prior knowledge on current situation of consumer market and appropriate differentiation of customers. Massive investment and good performance within potential segments guarantees competitive advantage to TNT. Since such segments provides easier means of implementing Human Resource programs.
References
Grimwade, N. (2000). International trade: New patterns of trade, production & Investment. (2nd Ed.). New York: Rout ledge.
Kotler, P. & Keller, K. (2007). Marketing management. Upper Saddle River, New Jersey: Pearson Publishers.
TNT. (2010). Delivering a Business Strategy.