1 4/22/2016 Name Perceptual Map for [Product] 1 The United Parcel Service Incorporation is the biggest package delivery company in the world. The organization usually delivers customers’ packages to their intended destinations by road, air, rail, and water transport. The company also provides supply management solutions to different companies around the world. The company is now looking to expand its business by delving into the provision of drone delivery services across America and the world. The purpose of this presentation is to analyze the economic and competitive environment of the new offering to determine whether investing in the venture will be financially feasible for the company. The presentation will also look at the target market to determine if the market will receive the new product well. Introduction 2 4/22/2016 Name Perceptual Map for [Product] The United Parcel Service was founded in 1907. It is the world’s biggest package delivery company and its headquarters are located in Sandy Springs, Georgia. The company operates its own air cargo delivery service as well as its own airline. The operations are based in Louisville, Kentucky. Currently, the company is looking to reduce delivery times by adopting new technologies e.g. drone package delivery. 2 According to Kerin, Hartley, & Rudellius (2015), positioning refers to a marketing strategy employed to place a certain brand in a distinct position in the market, relative to other similar brands from competitors, in the mind of the consumer or the target market. A competitive analysis is a critical evaluation to determine what makes a particular product or service more unique compared to competitors’ products in the market. A competitive analysis will help demonstrate the unique characteristics of the product that make it more attractive to the target market than other products offered by the competition. Definitions 3 4/22/2016 Name Perceptual Map for [Product] Positioning is essential as it helps the company understand how consumers relate to its products. The comprehension is critical as it will help the company focus on improving the customer’s perceptions of the product it offers. A competitive analysis presents critical information on the company’s competitive ability. The analysis will focus on identifying the company’s strengths and weaknesses all compared to the strengths and weaknesses of its competitors. 3 Osita, Onyebuchi, & Nzekwe (2014) define a SWOT analysis as the evaluation of the company’s strengths, and weaknesses as well as the opportunities and threats inherent in the market that the company is attempting to penetrate. Perceptual mapping can be defined as a visual display of the perceptions of the customers of the product that a company has put on offer. The position of the product being offered by the company is shown diagrammatically relative to the competition (Kerin, Hartley, & Rudellius, 2015). Definitions 4/22/2016 Name 4 Perce ...

1. 1
4/22/2016
Name
Perceptual Map for [Product]
1
The United Parcel Service Incorporation is the biggest package
delivery company in the world. The organization usually
delivers customers’ packages to their intended destinations by
road, air, rail, and water transport. The company also provides
supply management solutions to different companies around the
world.
The company is now looking to expand its business by delving
into the provision of drone delivery services across America and
the world. The purpose of this presentation is to analyze the
economic and competitive environment of the new offering to
determine whether investing in the venture will be financially
feasible for the company. The presentation will also look at the
target market to determine if the market will receive the new
product well.
Introduction
2
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Name
Perceptual Map for [Product]
The United Parcel Service was founded in 1907. It is the

2. world’s biggest package delivery company and its headquarters
are located in Sandy Springs, Georgia.
The company operates its own air cargo delivery service as well
as its own airline. The operations are based in Louisville,
Kentucky. Currently, the company is looking to reduce delivery
times by adopting new technologies e.g. drone package
delivery.
2
According to Kerin, Hartley, & Rudellius (2015), positioning
refers to a marketing strategy employed to place a certain
brand in a distinct position in the market, relative to other
similar brands from competitors, in the mind of the consumer or
the target market.
A competitive analysis is a critical evaluation to determine what
makes a particular product or service more unique compared to
competitors’ products in the market. A competitive analysis will
help demonstrate the unique characteristics of the product that
make it more attractive to the target market than other products
offered by the competition.
Definitions
3
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Name
Perceptual Map for [Product]
Positioning is essential as it helps the company understand how
consumers relate to its products. The comprehension is critical
as it will help the company focus on improving the customer’s
perceptions of the product it offers.
A competitive analysis presents critical information on the
company’s competitive ability. The analysis will focus on
identifying the company’s strengths and weaknesses all
compared to the strengths and weaknesses of its competitors.

3. 3
Osita, Onyebuchi, & Nzekwe (2014) define a SWOT analysis as
the evaluation of the company’s strengths, and weaknesses as
well as the opportunities and threats inherent in the market that
the company is attempting to penetrate.
Perceptual mapping can be defined as a visual display of the
perceptions of the customers of the product that a company has
put on offer. The position of the product being offered by the
company is shown diagrammatically relative to the competition
(Kerin, Hartley, & Rudellius, 2015).
Definitions
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Name
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Perceptual Map for [Product]
Similar to a competitive analysis, the SWOT analysis outlines
the company’s major strengths and weaknesses. However, the
SWOT analysis focus on the internal strengths and weaknesses
of the company in comparison to the environment. The analysis
also brings out the opportunities and threats inherent in the
company’s business environment.
The perceptual map is critical in identifying where the
customers place the company in relation to the services offered
by the company’s competitors.
4
Perceptual mapping
According to McCarthy, Mcguiggan, Perreault, & Quester
(2007), perceptual mapping is the utilization of graphical
representations to identify the position of products in the
consumer’s mind as well as determining customer preferences.

4. The perceptual map lays out the X and Y axis with a number of
variables that range from the most desirable to least desirable
aspects. The process allows for the placement of business
names and products to determine the position that consumers
place them.
5
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Name
Perceptual Map for [Product]
I will draw a graph with X and Y axes with variables that range
from most desirable to least desirable. I will list the competitors
available and score them based on the attributes chosen. The
scores given will be the X and Y points respectively. I will plot
the scores on the graph to determine the position of each
company and their offerings in the minds of customers.
Perceptual Mapping
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Name
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Perceptual Map for [Product]
The attributes selected for the perceptual map are timely
delivery and condition of product delivered. Customers want the
fastest drone delivery system as well as one that guarantees the
safety of their product while in transit.
The main competitors to the UPS drone delivery system include
Amazon and FedEx. Both companies have introduced drone
systems to deliver parcels and packages to their clients.

5. Perceptual Mapping
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Name
7
Perceptual Map for [Product]
When a customer uses the services of a package delivery
company he does so with the hopes that the parcel will arrive in
its intended destination quickly and that it will be in good
condition when it arrives there. This is why I have chosen
timely delivery and condition of product delivered as the main
attributes for developing the perceptual mapping.
The main competitors are Amazon and FedEx. Both companies
have initiated drone delivery systems to service their customers
faster and more efficiently.
7
Scores of Company and Competitors
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NameCondition of Product upon DeliveryDelivery Time1=very
good condition;5=Bad Condition1= Very Fast; 5=Not Fast,
prone to delaysUPS22Amazon 31FedEx44
Perceptual Map for [Product]
Adapted from:
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand
Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015).
Marketing, 12th ed. McGraw-Hill Education. New York: NY.
8

6. Perceptual map for Drone Delivery
System 4x FEDEX 3 xAmazon 2XUPS 11 2 3 4
9
Condition of Product Upon Delivery
Delivery Time
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Name
Perceptual Map for [Product]
Adapted from:
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand
Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015).
Marketing, 12th ed. McGraw-Hill Education. New York: NY.
9
Analysis
The placement of FedEx at the far end of the graph means that
customers think the company’s drone system is risky because it
takes too long to deliver the parcels and the condition of the
parcel may be compromised during transit.
Amazon is better placed than the other two companies offering
the same product. The customers perceive the company’s
delivery time as impeccable. They also believe that their parcels
will always be delivered in perfect condition if they use the
services of Amazon Drone Delivery.
According to the Perception Map, UPS is average placed in the
minds of the consumers. The company delivers the parcels to
the customers within reasonable time and the goods often reach
the customer in good condition.
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7. Name
Perceptual Map for [Product]
10
According to Kerrin, Hartley, & Rudelius (2015), a
differentiation strategy can be employed to better position the
company in the minds of the consumer.
A differentiation strategy is defined as the development of a
product with more unique attributes that separates the products
from its competitors (Dawar & Bagga, 2015). The unique
attributes will make the customers perceive the company’s
products to be better than the other products in the market.
Analysis
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Perceptual Map for [Product]
UPS should develop a differentiation strategy to make its drone
delivery system more attractive to the customers than the
services offered by Amazon and FedEx.
The company should adopt a drone system that delivers the
parcel direct to the customer. Currently, the company wants to
use the drone system to deliver parcels between its warehouses.
To effectively convince customers of quick delivery, the
company should offer direct drone services to the consumers to
drastically reduce the delivery time of parcels.
Recommendations
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8. Perceptual Map for [Product]
The UPS drone delivery system is a new and innovative
technology that guarantees the fastest delivery time for all
parcels. The drones will ensure that the parcels are delivered in
perfect co ndition by the unmanned drones.
Positioning Statement
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Perceptual Map for [Product]
Conclusion
The drone delivery system is perhaps the most excitng venture
in the logistics and parcel delivery industry. UPS is deploying a
drone delivery system in order to ensure faster delivery of
clients’ parcels. UPS is under pressure from competitors such as
Amazon and FedEx which also have their own drone delivery
systems serving the same purpose.
To position the company as the favorable choice for the
consumer, the company has to differentiate itself by offering the
fastest drone service available in the market.
A position map is crucial in identifying the company’s
weaknesses and strengths in the market. The map has helped
identify some of the areas that UPS needs to work on so that it
can be better placed in the mind of the consumers.
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References cited
Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand

9. Strategy. Harvard Business Review, 93(6), 90-97.
Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015).
Marketing, 12th ed. McGraw-Hill Education. New York: NY.
Mccarthy, E., Mcguiggan, I., Perreault, D., & Quester, G.
(2007). Marketing: Creating and delivering value. Sydney, AU:
McGraw-Hill.
Osita, C., Onyebuchi, I., Nzekwe, J. (2014). Organization’s
stability and productivity: the role of SWOT analysis.
International Journal of Innovative and Applies Research : 23-
32.
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