Marketers analyze consumer expectations and behavior to determine the best business strategies. The role of marketing is primarily to create a connection between your company and your customers or potential customers. Marketing plays both the role of action and analysis in the company. It is used to develop and offer products or services that will satisfy your customers.
The marketing process begins with the stage of diagnosis, in which we try to understand and analyze demand, that is, the market in which the company is positioned. What is the size of the market? How big is that? What are the expectations and needs of stakeholders? What are the main opportunities, but also the biggest threats in this market?
At the second stage, we are talking about forming our offer for the market by developing products/services adapted to demand, price policies, distribution and communication that make up well-known integrated marketing and which the company will be able to record in a three-year marketing plan with quantitative goals and benchmarks. The company’s commercial management can then, using a detailed business plan of action, which is updated every year, set short-term goals for sellers, as well as communication activities planned for the year. This practical sheet complements all those available on the website and sheds light on the most specific elements of the transport and logistics market.
The market is mainly from B to B (Role of the marketing in business), which has the distinction of being transversal and covering all sectors of industrial activity and distribution, you will find in this small practical guide Marketing and Logistics, Marketing Features Related to Marketing research, marketing diagnostics, marketing mix, marketing plan, operational marketing and communication.
Creating own strategy. One of the marketing features of the market is that it is a transversal market covering all industries and distribution. This characteristic makes it difficult to understand certain market data when a company wants to conduct market research. In fact, there are few or no quantitative studies on transport or logistics in various sectors of our economy. In many cases, the transport company will have to rely on coefficients that estimate logistics and transportation costs compared to the total cost of the product. These ratios can vary, for example, from 8 to 15% depending on the field of activity and research.
Another difficulty faced by marketers in the area is the geographical coverage of the market. Indeed, globalization of trade has strengthened the global nature of this market and, thus, complicates the production of quantitative data for demand analysis. A company may try to obtain certain customs statistics or foreign trade statistics in order to delay the flow of goods from or into its geographical area of intervention.
The transport and logistics sector is more complex than it seems, and includes a wide range of participants. Often the transportation operation is not limited to a customer called a “charger”, which gives the carrier a package for delivery to the final recipient, the loader. In addition to certain local transportation and a specific market of integrators (express delivery of parcels or express delivery worldwide, dominated by multinational companies that own an end-to-end and integrated supply chain), a number of actors implement transport and logistics operations.
In the process of marketing diagnostics, the company analyzes the demand (buyers), supply (competitors) and the environment in which the market operates. The influence of the latter is important in the field of transport and logistics. Indeed, among the components of the universe of influence (political, economic, sociological, technological, environmental, legal and legislative), the last two companies will need to be closely monitored through their marketing observations. Numerous social, regulatory, and safety rules apply to the transport market, and especially to road transport. These national and supranational rules and their changes should be taken into account in the company’s marketing policy. Not forgetting, of course, the new environmental restrictions (environment, carbon tax, etc.), which, undoubtedly, will play an important role in the European logistics environment in the coming years.