DHL SWOT Analysis, Competitors & USP

Posted in Transport and Logistics, Total Reads: 24020

SWOT Analysis of DHL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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



Global, regional & local customers who need express logistics

Target Group

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


Proactive Solutions; Personal Commitment

DHL SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1.Government owned competitors

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


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


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 2 main DHL competitors :

2.UPS Airlines

The brandguide table above concludes the DHL SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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