DHL is a worldwide express delivery company that has strategically aligned itself to compete in a market historically dominated by UPS and FEDEX in the USA. The San Francisco based DHL, was the first to break into the European and Far Eastern express services and holds good market share and service to and from the US. Instead of competing with the UPS and FEDEX forces in the US, DHL decided to expand their services overseas before coming back and focusing for US market share. This set them up very well to expand in areas of the world that lacked penetration by their competition, and in doing so, they have faster service intervals than their counterparts.
Many things along the way have helped DHL become what it is today. Klaus Zumwinkel and the Deutsche Post World Net, purchased DHL as part of $18 billion of acquisitions to expand the German post office. It is the aim of Deutsche Post World Net to become the leading global logistics provider, much of which flies under the name of DHL. The only thing that is holding them back from achievement of this goal is the 75%+ US dominance of UPS and FEDEX. Zumwinkel did acquire Airborne Express for $1 billion and 6% of the US market, giving DHL access to the last privately held US express delivery service with any size.
As they move forward, DHL communication decisions must be consistent with their overall strategy of being the leader in the worldwide express business, and must align so as the mix is working in collaboration. DHL is cutting prices in the US in hopes to gain new customers fast and are also looking for ways that may give them a niche in a tight US market. The changes in strategy aim for worldwide acceptance and leadership in ...