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Ups store deliverable 2[1]

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Marketing Class: Focus Group Project

Marketing Class: Focus Group Project

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  • 1. UPS STORE 2011 MARKETING Seton Hall University Deliverable #2: Situation Analysis November 1 st , 2010
  • 2. 2.1 Summary
    • UPS is conveniently located nearby Seton Hall, low priced, and already used by some students
    • However, not many students are even aware of its existence
    • Students, especially out of state ones that need to ship packages home, as well as receive them, need to be targeted and informed about the store and its services
    • The goal is to get even more students to the store via increasing advertising
    • In order to attract more students, UPS can play up to its strengths as well as its possible opportunities
    • The best way to attract more students is to give them great incentives and reasons to pick UPS over its local competitors
    Christine Ipekci
  • 3. 2.2 SWOT Analysis Karen Emanuel
    • STRENGTHS
    • Well known and established franchise
    • Known for its reliability
    • Affordable
    • Bundle Packaging Deal
    • Versatile services
    • Tracking number
    • WEAKNESSES
    • Not many students are aware of it due to low advertising
    • Unattractive to many SHU students (do not have Pirate’s Gold, Seton Hall Discount, Seton Hall school pride)
    • Uncontrollable shipping fees
    • Not an everyday need for locals
    • OPPORTUNITIES
    • Pirate’s Gold, student discounts
    • Special coupons
    • Shipping for special occasions
    • Need for aggressive advertising
    • Many (dorm) students ship items back home, need to make them aware of the store
    • THREATS
    • Other privately own shipping stores are around South Orange (Rocketship & Print, Rite Aid Express Packaging Services, FedEx, United States Postal Office)
  • 4. 2.3 Industry/Competitor Analysis:
    • Industry: Shipping and Packaging
    • Competition: FedEx, United States Postal Service, and other smaller privately owned shipping companies
      • Specific to the UPS store in South Orange:
        • FedEx located at 71 South Orange Ave (Independent source that ship FedEx packages- Rocketship & Print)
        • Post Office located at 31 Vose Ave.
        • Rite Aid Express Packaging Services at 139 South Orange Ave.
        • Seton Hall mailroom on campus.
    Megan Healey
  • 5. 2.3 Industry/Competitor Analysis
    • There are many other local competitors offering similar services at the UPS Store however,
    • The REAL issue is not the competition, it is the CONVENIENCE for students
    • Many students without transportation will not want to walk all the way to the UPS store when they have the mailroom in a building right on the campus
    Megan Healey
  • 6. 2.4 Customer/Target Market Analysis
    • The target market for the UPS Store in South Orange includes the following:
      • The most likely to use UPS’ services: out-of-state students, who need to ship packages home, as well as receive them
      • All Seton Hall students: services such as resume printing and discounts on office supplies are a necessity
    Joe Mola
  • 7. 2.4 Customer/Target Market Analysis
    • UPS Store target market continued:
      • Seton Hall Parents- Entice parents at open houses or at the store front so they encourage their kids to use the UPS store
      • Freshman Students- If they start using the business at the beginning of their college education, then they will come back for their remaining three years
    Joe Mola
  • 8. 2.5 Differentiation/Positioning
    • Conveniently located nearby on South Orange Ave; students won’t get lost trying to find the store
    • Located near the train station (important for those that commute and need a package ready for pick up when they arrive)
    • Located around many other businesses and restaurants/eateries (more chance of walk-ins with heavy traffic)
    • There is a UPS mailbox on campus for drop-offs (very convenient)
    Jonathan Meeks
  • 9. 2.5 Differentiation/Positioning
    • The UPS store is not just for shipping/receiving packages, but includes services like faxing, making copies, resume printing, stationary, etc.
    • Warmer atmosphere than FedEx stores, no “franchise” or “corporate” feel
    • UPS ships normal packages and luxury items such as automobiles, which is very important for out of state students
    • One can email documents to the UPS store and have whatever they need printed out as many copies as needed
    • Offers tracking numbers on packages, so one can follow the progress of travel
    Jonathan Meeks
  • 10. 2.6 Recommendation
    • Students need to be made aware of the UPS Store and what it has to offer
    • Students also need an incentive or reason to bring them into the store once they know about it
    • An increase in advertising on campus is the best way to accomplish this
      • Having fliers posted around campus, in dorm rooms, by the mailbox, in the library, outside classrooms
      • Setting up a table on campus, or perhaps bring in a UPS truck instead and advertise/sell off of there during Freshman Orientation
      • Offering student discounts or coupons
      • Put the UPS logo on the brown trays in the cafeteria
      • Deliver to student dorms to increase customer satisfaction
      • Showing some Pirate spirit! Seton Hall-ize the store to make students feel more comfortable coming in, knowing that UPS supports the school
    Nicholas Girault