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研究生:張珍姬
研究生(外文):Jin-Hee Jang
論文名稱:以世界知名物流公司個案分析, 發展韓國物流推向國際巿場的策略
論文名稱(外文):Developing Globalizing Strategies for Korean Global Logistics Service Providers through Case Studies of World Leading Logistics Companies
指導教授:黃俊堯黃俊堯引用關係
指導教授(外文):Jun-Yao Huang
口試委員:林修葳葛明伊
口試委員(外文):Lin, Shiou-WeiMiriam Garvi
口試日期:2013-12-18
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:英文
論文頁數:161
中文關鍵詞:國際物流市場韓國物流企業國際巿場的策略
外文關鍵詞:Global Logistics MarketKorean Logistics CompaniesGlobalizing strategiesMarketing Mix elements (4P)
相關次數:
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South Korea’s world trade volume ranked no. 9 in the world in 2012 (WTO). Since Korea’s economy is highly reliant on exports and imports, logistics is a crucial factor for the Korea’s economic growth. However Korean global logistics companies are in a low position in the global market with low brand awareness and lack of distinctiveness due to lack of its marketing efforts.
In our research we studied three world leading global logistics service providers such as DHL, FedEx, and Panalpina. In our case study we investigated each company’s marketing 4P, strategies and find out how each company achieved its competitive advantage in the global market. Through the case studies we found that world leading logistics companies targeted for different customers by using different marketing mix and strategies to deliver their value. There is a great gap between world leading companies and Korean global logistics service providers (KGLSP) in terms of brand awareness and marketing strategies. We found that the most important thing to achieve KGLSP’s competitive advantages in global market is that the company should carefully analyze the market, set the target market, provide value, and create method to communicate more effectively. So the company can successfully position itself to where they plan to be. In addition a well aligned company’s strategy and marketing mix, organizations structure create company’s competitive advantage and increase its brand awareness. Korean Global Logistics Service Providers generally use a standardize strategy to expand its business into global without carefully analyzing the market and targeting customers. We concluded that this is a major reason of KGLSPs’ weak performance and low brand awareness in global market. Through our case study we developed globalizing marketing strategies for Korean global logistics service providers to be more competitive in global market and become world leading logistics company.


Defense Certification &;#8560;
Acknowledgements &;#8561;
Abstract &;#8562;
Table of Contents &;#8564;
List of Tables &;#8567;
List of Figures &;#8569;

Chapter 1: Introduction
1.1 Research Purpose 1
1.1.2 Research Questions 2
1.2 Research Configuration 3
Chapter 2: Literature Review
2.1 Review of Logistics and Global Expansion 6
2.2 Marketing 4P and Strategy 9
2.3 Porter’s Five Force Model 13
2.4 International Branding 17

Chapter 3: Research Methodology
3.1 Research Approach 19
3.2 Data Collection Method 20

Chapter 4: Global Logistics Market &; Case Study
4.1 Global Logistics Market 22
4.1.2 Main Global Logistics Players 23
4.2. DHL
4.2.1 DHL Company Overview 28
4.2.2 DHL Marketing Mix (4P) 30
4.2.3 DHL Organizational Structure
&; Management style 36
4.2.4 DHL Performance Evaluation 38
4.2.5 DHL SWOT Analysis 39
4.2.6 DHL Competitive Advantage 40
4.2.7 DHL Case Study Sum Up 43
4.3. FedEx
4.3.1 FedEx Company Overview 44
4.3.2 FedEx Marketing Mix (4P) 45
4.3.3 FedEx Organizational Structure
&; Management style 53
4.3.4 FedEx Performance Evaluation 54
4 3.5 FedEx SWOT Analysis 55
4.3.6 FedEx Competitive Advantage 57
4.3.7 FedEx Case Study Sum Up 62
4.4 Panalpina Logistics
4.4.1 Panalpina Company Overview 63
4.4.2 Panalpina Marketing Mix (4P) 64
4.4.3 Panalpina Organizational structure
&; Management style 67
4.4.4 Panalpina Performance Evaluation 69
4 4.5 Panalpina SWOT Analysis 73
4.4.6 Panalpina Competitive Advantage 75
4.4.7 Panalpina Case Study Sum Up 78

Chapter 5: Overview of Logistics in Korea
5.1 Korea Logistics Market Overview 79
5.2 Korean Logistics Companies’ Global Expansion 82
5.2.1 KGLSPs Global General Marketing Strategies
in the Chinese Market 85
5.3 KGLSPs Performance Evaluation 87
5.4 Pantos Logistics: No. 1 Korean Logistics Company
5.4.1 Pantos Company Overview 93
5.4.2 Pantos Marketing Mix (4P) 94
5.4.3 Pantos Performance Evaluation 99
5 4.4 Pantos SWOT Analysis 100
5.4.5 Pantos Competitive Advantage 101
5.4.6 Pantos Case Sum Up 106
5.5 Comparison between Global Leading Cases
and Pantos 107

Chapter 6: Findings &; Suggestions
6.1 Findings from the Case Studies 115
6.2 Developing Globalizing Strategies for KGLSP 132
6.3 Contribution 134
6.4 Research Limitation 135
References 136
Appendix: 40 Global Logistics Companies Table 141


Literature Sources


Philip Kotler, Gary Armstrong, Principles of Marketing, Thirteenth Edition, The marketing process, p29, Managing marketing strategies and the marketing mix, p73, Competitive position, p561-562

Chad Quinn (1999), How leading-edge companies are marketing, selling, and fulfilling over the internet, Journal of Interactive Marketing Volume 13, Number 4, Autumn 1999

Hemant Merchant Masud Chand, DHL Bangladesh: Managing Headquarters-Subsidiary Relation”, Thunderbird International Business Review Vol. 50, No. 3 May/June 2008

Julian Ming-Sung Cheng (2003), Charles Blankson, Paul C.S. Wu, Somy S.M. Chen, A Stage Model of International Brand Development: The perspectives of manufacturers from two newly industrialized economies-South Korea and Taiwan, 2005 Elsevier Inc, P 506, 508

John T. Mentzer, Matthew B. Myers, Mee-Shew Cheung, Global market segmentation for logistics services and Transportation , University of Tennessee, Knoxville, TN, Department of Marketing, Logistics 37996-0530, USA

Hwa-Young Kim&;#8228;Sung-Woo Lee, 2010, Study on Strategies for Overseas Expansion of Domestic Logistics, Company Using by Imitation Strategy

Woo-Chul Ahn&;#8226; Seung-Bum Ahn, 2012, The Empirical Study on Strategy and Performance of Logistics Companies in Korea: Focusing on 2PL and 3PL

Hunsoo Lee, 2009, SCM strategy options for Korean logistics firms in China market

Noel P. Greis and John D. Kasarda Kenan, Logistics, strategy and structure A conceptual framework Gregory N. Stock Arizona State UniversityWest, School of Management, Phoenix, Arizona,USA, Institute of Private Enterprise, University of North Carolina,Chapel Hill, North Carolina, USA

Yong-Keun Lee &;#8226; Hua Guo, 2012, A Study on the Development Strategy of Third-Party Logistics Service Providers in China, Korea Logistics Review Vol.22. No.2. June. 2012

Ho Seon Hong&;#8228;Kyu Seon Park, 2011, A Study on Distinguished Alliance Network of Global Logistics Market: The Focus on Our Country’s Small and Medium Sized International Logistics Firms

Chol Lee, 2001, The Characteristics of Global Consumer Culture and Korean Firm’s Strategy for Developing Global Brand

Becky Partida, Centralizing Logistics Leads to Mixed Results, Supply Chain Management Review, March/April 2013

Yonghyun Cho, 2012, The Effects of Logistics and Export Firm''s Competitiveness on
Export Performance

Georgia Tech, CapGemini and FedEx, 2004 Third Party Logistics Study, American Shipper, Oct., 2005, p.32.

Helvea Swiss Equities Conference 2013, Panalpina Group, Jan. 17, 2013
2012 Panalpina Annual Report

Hwa-Young Kim&;#8228;Sung-Woo Lee, Study on Strategies for Overseas Expansion of Domestic Logistics, Company Using by Imitation Strategy

WonGewn Oh (2012), Analysis on Productivity of Logistics Providers – Focusing on the Warehouses Industry, Journal of Korea Port Economic Association, Vol.28, No.2, 2012, 113-128.

Jeong-Su Na, A Study on the Internationalization Schemes for Logistics Providers in Korea, 2006

Michael L. Pettus and J. Mark Munoz, March/April 2008, Conducting Business in the Philippines: The Case of FedEx

Michael D. Basch, How FedEx and Other Great Companies Put the Customer First Every day

Steven R. Clinton, Importance of Technology Investments in the Logistics Service Providers: A Case Study of UPS and Its Use of Online Tools, The Journal of Applied Business Research, Second Quarter 2008

FedEx and UPS in China Competing with Contrasting Strategies, p 355-357

Heather D’Alesandro and Stuart Crandell, FedEx Ground Retools Its Succession Planning and Development Processes to Deliver Business Results, Wiley InterScience, 2009, p33-44

Daugherty, PJ, Stank, TP and Ellinger, AE (1998) Leveraging logistics/ distribution capabilities: the effect of logistics service on market share, Journal of Business Logistics, 19(2), p 35-51

Hoffman, KD and Bateson, JEG (1997) Essentials of Services Marketing, Dryden, Orlando, FL

Grant, DB (2004) UK and US management styles in logistics: different strokes for different folks? The international Journal of Logistics: Research and Applications, 7 (3), pp 181-87

Ho Yin Wong, Kylie Radel, Roshnee Ramsaran- Fowdar, Building a Marketing Plan: A Complete Guide

Norman E. Hutchinson, 1987, An integrated approach to logistics management

Ling Li, 2007, Supply chain management: concepts, techniques, and practices enhancing the value through collaboration

Christopher Gopal, Gerard Cahill, 1992, Logistics in manufacturing

Michael D. Basch, 2003, Customer culture: how FedEx and other great companies put the customer first every day

Douglas West, John Ford, and Essam Ibrahim, Strategic Marketing Creating Competitive Advantage, Oxford, 2010, p123, 359, 522

Edward D. Hess and Kim S. Cameron, 2006, Leading with values P 46

Becky Partida, 2013, How Shippers View Their 3PLs’ Performance, Supply Chain Management Review


Internet Sources

Korea International Trade Association (KITA): http://stat.kita.net/

World Trade Organization: http://www.wto.org/english
http://www.wto.org/english/res_e/statis_e/statis_bis_e.htm?solution=WTO&;path=/Dashboards/MAPS&;file=Map.wcdf&;bookmarkState={%22impl%22:%22client%22,%22params%22:{%22langParam%22:%22en%22}}

Market share of the global express industry: Statista
http://www.statista.com/statistics/236309/market-share-of-global-express-industry/

Korea Economic data, Korea Ministry of Trade, Industry and Energy: http://www.motie.go.kr/language/eng/economic/key_view.jsp?seq=24&;srchType=1&;srchWord=&;ctx=Trade&;pageNo=1

IMF: http://www.imf.org/external/pubs/ft/weo/2012/02/weodata/index.aspx
International Trade Statistics 2012: http://www.wto.org/english/res_e/statis_e/its2012_e/its12_toc_e.htm
Korea logistics society: http://www.logistics.or.kr/board/paper_list.asp?flag=paper


Porter’s Five Forces Model:
http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/

Republic of Korea Global logistics companies:
http://www.korex.co.kr
http://www.glovis.net
http://www.pankorea.co.kr
http://samsunglogistech.com
http://www.hansolcsn.com
hppt://www.hanjin.co.kr
http://www.hyundaiexpress.com

Strategic Report for FedEx Corporation by Vector Strategy Group:
http://economics-files.pomona.edu/jlikens/SeniorSeminars/vector2010/pdf/fdx.pdf
http://economics-files.pomona.edu/jlikens/SeniorSeminars/vector2010/pdf/fdx.pdf
FedEx 2012 financial report: http://fedexannualreport2012.hwaxis.com/Files/FedEx_Annual_Report_2012.pdf
FedEx 2012 Revenue Breakdown: https://www.google.com.tw/search?biw=1157&;bih=540&;tbm=isch&;sa=1&;q=fedex+revenue+2012&;oq=FedEx+revenue&;gs_l=img.3.3.0i24l4.58509.59121.0.63102.5.5.0.0.0.0.94.369.5.5.0....0...1c.1.32.img..3.2.144.sZCexibQhy4#facrc=_&;imgdii=_&;imgrc=JFsFDGSntJzwbM%3A%3BvC-vi52rZ7rotM%3Bhttp%253A%252F%252Fstatic.cdn-seekingalpha.com%252Fuploads%252F2012%252F9%252F2214541_13467824927223_2_thumb.jpg%3Bhttp%253A%252F%252Fseekingalpha.com%252Farticle%252F845941-why-should-you-short-fedex%3B480%3B241
FedEx Logo: http://aytm.com/blog/research-junction/rebranding-fedex/#sthash.NjdZgIpU.dpuf
FedEx Servcie: https://smallbusiness.fedex.com/manage-finances/save-money
Express market share: Statista / http://www.statista.com/statistics/236309/market-share-of-global-express-industry/
Panalpina Mission: http://www.panalpina.com/www/global/en/home/AboutPanalpina/vision.html
Panalpina Organization structure: http://www.panalpina.com/content/www/global/en/home/AboutPanalpina/organization/_jcr_content/contentParSys/download/downloadList/panalpina_organizati.spooler.download/130529%20Panalpina%20org%20chart%2001June13.pdf
Panalpina Revenue: http://panalpina.nsp-reports.ch/12/ar/annual_report.htm
http://www.panalpina.com/www/global/en/home/investor_relations/financial_key_figures.html
2013 Panalpina Helvea Swiss Equities Conference: http://www.panalpina.com/content/www/global/en/home/investor_relations/financial_presentations/_jcr_content/contentParSys/download_13/downloadList/helvea_swiss_equitie.spooler.download/Helvea%20presentation%20Bad%20Ragaz_17Jan13_final.pdf
Pantos Vision: http://www.pantos.com/en/company/vision/vision.asp
Pantos’ Strategic Goals, Strategic Tasks, Competence, Sprit:
http://www.pantos.com/en/company/vision/vision.asp
Pantos Global Hub Operation:
http://www.pantos.com/en/business/consulting.asp

Pantos Revenue: https://recruit.pantos.com:4433/

Porter’s Five Forces Model
http://ocw.mit.edu/courses/sloan-school-of-management/15-902-strategic-management-i-fall-2006/lecture-notes/strmgtfr.pdf

Datamonitor economic downturn
http://www.google.com.tw/url?sa=t&;rct=j&;q=&;esrc=s&;frm=1&;source=web&;cd=14&;ved=0CEAQFjADOAo&;url=http%3A%2F%2Fwww.datamonitor.com%2Fstore%2FDownload%2FBrochure%2F%3FproductId%3DDMAU0372&;ei=NnKYUo-5FomPkwWq0oDwAQ&;usg=AFQjCNEtOUFxOUfUHUTrkPJoCirdXKAkoA

Appendix Sources:
Top 25 Global Freight Forwarders: http://www.3plogistics.com/top25_ff.htm
http://www.jindel.com/newsroom/IndustryData/top40globallogistics_2012_04.htm
http://www.jindel.com/newsroom/IndustryData/top40globallogistics_2012_04.htm
http://www.cevalogistics.com/en-US/whyceva/OperationsExcellence/Pages/globalStandardMetrics.aspx


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