Marketing Audit of ARAMEX company Research Paper

Marketing Audit of ARAMEX company - Research Paper Example 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 in to 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. ... 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. The last part of the paper will outline suggested recommendations that should be implemented by the company in order for it to sustain its operations in a competitive manner. 1.1 Background information about Aramex â€Å"Aramex is a leading global provider of comprehensive logistics and transportation solutions and it was established in 1982 as an express operator. The company also rapidly evolved into a global brand recognized for its customized services and innovative multi-product offering,† (Aramex, 2012). It currently employs more than 12,300 people in over 353 locations across 60 countries, and has a strong presence across the whole globe. According to Aw an (2008), Aramex specialises in six different categories of business outlined below. International express delivery This service is meant for retail and wholesale delivery and this segment includes companies, banks as well as other retail stores. The packages delivered range up to 50 Kg and the customers can track their consignment through the company’s website. Freight Forwarding These services include air, land and sea transport and the route mainly involves all major cities. . Logistics These services include warehousing, inventory management as well as supply chain management and they are offered in the Middle East and North Africa regions Awan (2008). These services can still be tracked using the company website. Domestic