Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ups store deliverable 2[1]

1,340 views

Published on

Marketing Class: Focus Group Project

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Ups store deliverable 2[1]

  1. 1. UPS STORE 2011 MARKETING Seton Hall University Deliverable #2: Situation Analysis November 1 st , 2010
  2. 2. 2.1 Summary <ul><li>UPS is conveniently located nearby Seton Hall, low priced, and already used by some students </li></ul><ul><li>However, not many students are even aware of its existence </li></ul><ul><li>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 </li></ul><ul><li>The goal is to get even more students to the store via increasing advertising </li></ul><ul><li>In order to attract more students, UPS can play up to its strengths as well as its possible opportunities </li></ul><ul><li>The best way to attract more students is to give them great incentives and reasons to pick UPS over its local competitors </li></ul>Christine Ipekci
  3. 3. 2.2 SWOT Analysis Karen Emanuel <ul><li>STRENGTHS </li></ul><ul><li>Well known and established franchise </li></ul><ul><li>Known for its reliability </li></ul><ul><li>Affordable </li></ul><ul><li>Bundle Packaging Deal </li></ul><ul><li>Versatile services </li></ul><ul><li>Tracking number </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Not many students are aware of it due to low advertising </li></ul><ul><li>Unattractive to many SHU students (do not have Pirate’s Gold, Seton Hall Discount, Seton Hall school pride) </li></ul><ul><li>Uncontrollable shipping fees </li></ul><ul><li>Not an everyday need for locals </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Pirate’s Gold, student discounts </li></ul><ul><li>Special coupons </li></ul><ul><li>Shipping for special occasions </li></ul><ul><li>Need for aggressive advertising </li></ul><ul><li>Many (dorm) students ship items back home, need to make them aware of the store </li></ul><ul><li>THREATS </li></ul><ul><li>Other privately own shipping stores are around South Orange (Rocketship & Print, Rite Aid Express Packaging Services, FedEx, United States Postal Office) </li></ul>
  4. 4. 2.3 Industry/Competitor Analysis: <ul><li>Industry: Shipping and Packaging </li></ul><ul><li>Competition: FedEx, United States Postal Service, and other smaller privately owned shipping companies </li></ul><ul><ul><li>Specific to the UPS store in South Orange: </li></ul></ul><ul><ul><ul><li>FedEx located at 71 South Orange Ave (Independent source that ship FedEx packages- Rocketship & Print) </li></ul></ul></ul><ul><ul><ul><li>Post Office located at 31 Vose Ave. </li></ul></ul></ul><ul><ul><ul><li>Rite Aid Express Packaging Services at 139 South Orange Ave. </li></ul></ul></ul><ul><ul><ul><li>Seton Hall mailroom on campus. </li></ul></ul></ul>Megan Healey
  5. 5. 2.3 Industry/Competitor Analysis <ul><li>There are many other local competitors offering similar services at the UPS Store however, </li></ul><ul><li>The REAL issue is not the competition, it is the CONVENIENCE for students </li></ul><ul><li>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 </li></ul>Megan Healey
  6. 6. 2.4 Customer/Target Market Analysis <ul><li>The target market for the UPS Store in South Orange includes the following: </li></ul><ul><ul><li>The most likely to use UPS’ services: out-of-state students, who need to ship packages home, as well as receive them </li></ul></ul><ul><ul><li>All Seton Hall students: services such as resume printing and discounts on office supplies are a necessity </li></ul></ul>Joe Mola
  7. 7. 2.4 Customer/Target Market Analysis <ul><li>UPS Store target market continued: </li></ul><ul><ul><li>Seton Hall Parents- Entice parents at open houses or at the store front so they encourage their kids to use the UPS store </li></ul></ul><ul><ul><li>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 </li></ul></ul>Joe Mola
  8. 8. 2.5 Differentiation/Positioning <ul><li>Conveniently located nearby on South Orange Ave; students won’t get lost trying to find the store </li></ul><ul><li>Located near the train station (important for those that commute and need a package ready for pick up when they arrive) </li></ul><ul><li>Located around many other businesses and restaurants/eateries (more chance of walk-ins with heavy traffic) </li></ul><ul><li>There is a UPS mailbox on campus for drop-offs (very convenient) </li></ul>Jonathan Meeks
  9. 9. 2.5 Differentiation/Positioning <ul><li>The UPS store is not just for shipping/receiving packages, but includes services like faxing, making copies, resume printing, stationary, etc. </li></ul><ul><li>Warmer atmosphere than FedEx stores, no “franchise” or “corporate” feel </li></ul><ul><li>UPS ships normal packages and luxury items such as automobiles, which is very important for out of state students </li></ul><ul><li>One can email documents to the UPS store and have whatever they need printed out as many copies as needed </li></ul><ul><li>Offers tracking numbers on packages, so one can follow the progress of travel </li></ul>Jonathan Meeks
  10. 10. 2.6 Recommendation <ul><li>Students need to be made aware of the UPS Store and what it has to offer </li></ul><ul><li>Students also need an incentive or reason to bring them into the store once they know about it </li></ul><ul><li>An increase in advertising on campus is the best way to accomplish this </li></ul><ul><ul><li>Having fliers posted around campus, in dorm rooms, by the mailbox, in the library, outside classrooms </li></ul></ul><ul><ul><li>Setting up a table on campus, or perhaps bring in a UPS truck instead and advertise/sell off of there during Freshman Orientation </li></ul></ul><ul><ul><li>Offering student discounts or coupons </li></ul></ul><ul><ul><li>Put the UPS logo on the brown trays in the cafeteria </li></ul></ul><ul><ul><li>Deliver to student dorms to increase customer satisfaction </li></ul></ul><ul><ul><li>Showing some Pirate spirit! Seton Hall-ize the store to make students feel more comfortable coming in, knowing that UPS supports the school </li></ul></ul>Nicholas Girault

×