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Marketing Audit of ARAMEX company.
Pages 19 (4769 words)
The report has been designed to carry out a marketing audit for Aramex Company which operates in the freight and logistics sector. The company is based in the United Arab Emirates and it uses a unique business strategy where it relies on other company’s vehicles and aircraft.
This business model is in stark contrast to other companies which invest heavily in procuring assets such as aircraft and fleets of vehicles. This strategy of differentiation has significantly contributed to the success of the company in its business since it has a strong customer base. Though there are positive signs of growth of the company, it has been noted that it should take certain measures into consideration in order to improve its business. Therefore, it has been recommended that the company should ensure that it adequately trains the managers so that they can cope with the new demands of managing new business acquisitions. . It has also been recommended that the company should invest in infrastructural development such as building warehouses given that this segment of business is the most profitable compared to other segments.This paper is designed to carry out a marketing audit for Aramex Company which operates in the transport and logistics sector. The paper is divided into various sections and it starts by outlining the historical background of the company. The main part of the paper will analyse the environmental factors that impact on the operations of the company in this sector of the industry which is characterised by stiff competition. The paper will also outline and discuss the strategies used by the company in order to gain a competitive advantage in its operations. ...
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