Parcelforce case study questions:

1. Describe the different types of pricing strategies

2. Explain the difference between primary and secondary research. Why would a business use both?

3. Explain why the balance of the marketing mix is said to be more important that the individual elements

4. Evaluate the steps that Parcelforce Worldwide took to find out what its market wanted. Decide which you think was most important and explain why you think so.

Using the marketing mix to drive change A Parcelforce Worldwide case study

Page 1: Introduction

Parcelforce Worldwide is part of the Royal Mail Group and is a leading provider of express parcel deliveries. It provides a range of services including a guaranteed delivery on certain times or days. Parcelforce Worldwide uses a network of

Product - the goods or services Price - how much produced a customer pays Marketing mix Place - both where Promotion - making products are sold and target customers aware how customers get of the existence, access to them availability and benefits (including distribution) of the product\f\fMarket Urgent Deferred Non-urgent Balance of Price or speed Speed Price price/speed New service Global Express Global Priority Urgent parcel delivery with Mid range delivery Delivery from 4 Description guaranteed speeds speed from 2 working days. from next working working days. Mid Lower priced day. Higher priced range price service serviceAPLE -FORCE WORLDWIDEPricing Strategy Impact Destroyer Pricing Where the business sets a very low price to drive competitors out of business. This is anti-competitive. Skimming Selling a new or premium product at an initially high price to gain a high profit. Appropriate if the product is unique, has a premium image or incurred huge investment costs. Psychological A marketing practice based on the theory point pricing that certain prices have a psychological impact, for example, $9.99 is more attractive than $10.PARCELFOR WORLDWIDE