DHL SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of DHL analyses the brand/company with its strengths, weaknesses, opportunities & threats. In DHL SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like DHL to benchmark its business & performance as compared to the competitors and industry. As of 2020, DHL is one of the leading brands in the transport and logistics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top DHL competitors and includes DHL target market, segmentation, positioning & Unique Selling Proposition (USP).

DHL SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
DHL Brand Analysis
Parent Company

Deutsche Post DHL


Express Logistics


Transport and Logistics

Tagline/ Slogan

Excellence. Simply Delivered; We move the world; No One Knows Asia Pacific Like We Do


World market leader in sea and air mail

DHL Segmentation

Global, regional & local customers who need express logistics

DHL Target Market

Price conscious customers who require a consistent level of service; Customers driven primarily by reliable delivery

DHL Positioning

Proactive Solutions; Personal Commitment

DHL SWOT Analysis
DHL Strengths

Below are the Strengths in the SWOT Analysis of DHL:

1.It has the leading share of the worldwide air cargo market

2.Network in more than 220 countries and territories and about 275,000 employees worldwide

3.Received position in the magazine’s “World’s Top 50 Cargo Airlines” list

4.More focus on central procurement & E-procurement

5.It gives the most inclusive worldwide freight service in the industry

DHL Weaknesses

Here are the weaknesses in the DHL SWOT Analysis:

1.Government owned competitors

2. Since this is a competitive segment, the market share growth is limited

DHL Opportunities

Following are the Opportunities in DHL SWOT Analysis:

1. Tie-ups with corporate and business houses
2. Opportunities in Financial markets
3.Global expansion

DHL Threats

The threats in the SWOT Analysis of DHL are as mentioned:

1. Tremendous increase in e-commerce
2.Natural disasters and turbulent economies
3. Declination of traditional services (Letters) due to electronic communication

DHL Competition

Below are the top 2 DHL competitors:

2.UPS Airlines

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to DHL. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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