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Ups store deliverable 2[1]


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Marketing Class: Focus Group Project

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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