Assignment Taken

Marketing plan and Brand journey projection For Drone Delivery

Case Understanding

This is a courier company which has branches across India and deliver most pin code recently board has decided to venture into “hyper local delivery space "and want to conduct local delivery through Drones. Its needs permission from Director General of Civil Aviation (DGCA) which company already taken, Now company has decided to start this venture as “Short Range Drones bashed service” instead of Long-Range drone flight operations due to high purchase cost of “Long-Range drones”. Company has performed many successful beta testing deliveries for initial participants such as food delivery companies, pharma chains and looking forward to grab more business areas for cost effective cargo deliveries.

BCS Solution Summary

Moves to be made: Plan to launch it’s hyper local delivery services and plan an IT Infrastructure Including Apps, Websites and Management Information System building an end to end Drone Operations and Management Platform through which a rapid scaling of business can be accomplished. The company will initiate expansion with focus on B2B followed by B2C and C2C model

Solution

SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and is a technique for assessing these four aspects of your business.SWOT analysis is a technique for assessing the performance, competition, risk, and potential of a business, as well as part of a business such as a product line or division, an industry, or other entity.

Strength

•Time saving

•No contact delivery

•Continue operations lockdown

•Cost effective

•Provide services in remote locations

Weakness

•Investment cost

•Depending on weather

•High restriction of size and weight of delivery items

•Higher Regulations and Legality

Opportunities

•Demand for faster delivery

•Easy to delivery in geographically challenge area’s

•Fast changing in couriers service

•Surge in usage of internet of things

Threats

Security issues in term of securing

•Delivery item

•Physical devices

•Cyber attacks

Need of heavy support system

Changing in regulation and airspace restrictions.

Porters five force model

Porter's Five Forces is a model that identifies and analyzes five competitive forces that shape every industry and helps determine an industry's weaknesses and strengths. Five Forces analysis is frequently used to identify an industry's structure to determine corporate strategy. Porter's model can be applied to any segment of the economy to understand the level of competition within the industry and enhance a company's long-term profitability. The Five Forces model is named after Harvard Business School professor, Michael E.

Competitions

Flytrex

 

When it comes to accessing the drone delivery facilities, Flytrex comes up with end-to-end delivery services. The company uses its automated drones for its eCommerce marketplaces, retailers, delivery companies, and restaurants. The drones of Flytrex are capable of delivering packages worth 6.6 pounds. It delivers packages up to 6.2 miles

Amazon Prime Air

 

Amazon prime air drone delivery will enable itself to deliver packages up to 5-30 pounds with small drones. Amazon is working on developing and testing its Prime Air facilities. The development and testing works are going on at its U.K, US. France, Austria, and Israel.

Wing

The Wing is one of those drone delivery companies in commercial space that started quite earlier. This division of Alphabet surfaced their drone delivery services to the public in 2012. They work with a small drone and an OpenSky navigation system for their package delivery system. Their drone follows the design to deliver small packages that do not weigh more than 3.3 pounds.

Zipline

Zipline is another significant drone delivery company in this field that is quite an old player with their delivery services through drones. Zipline started its services in 2014. This company drones work to deliver life-saving products through its unmanned aerial vehicles.  Until now, Zip Line has successfully delivered 100000 commercial packages.

POTENTIAL OF NEW ENTRANTS

The barrier for all new entrants seems to be regulation. The hardware itself is easy and cheap to procure. Access to technology and the selling/licensing of technology has allowed companies planning to enter the drone delivery segment to acquire innovation easily but this will become harder as the technological advantage gained by these companies increases.

POWER OF SUPPLIERS

There are currently about 10 indigenous drone manufacturers in India. the largest global supplier is China-based DJI which as of 2015 owned 70% of the total market for consumer and commercial drones. The enterprise drone market is the fastest-growing segment and therefore new suppliers are always becoming available.

POWER OF CUSTOMERS

The drone delivery service industry would be dependent on the interest and intention of the end-user. Because many of the drone services being offered are very new and have significant cost savings to traditional methods, it is reasonable to expect buyers' power to be low.

THREAT OF SUBSTITUTES

Drones are effectively a new technology. They are versatile and cost effective. There is no better substitute to drones for delivery services yet

Marketing Objectives

Providing Loyalty Programs

By creating a loyalty program will encourage customers to become repeat customers, booking additional Drone delivery with our business.

A Creative Advertising Strategy

Thinking outside the box for advertising can help your work your way into your customers’ daily lives. The best Drone delivery advertising campaigns are a combination of traditional and non-traditional, so in addition to online and print marketing, make your presence known in the community.

A Strategic Social Media Campaign

You need to make sure you’re reaching customers on social media to deepen relationships and humanize your brand. Find out which platforms your customers frequent and build a page there. You can use that page to offer sale and promotional updates, provide customer service, or give customers a fun behind-the-scenes look at your company. Customers love to hear about community initiatives participate in and stories of employees going out of their way to satisfy their customers.

 

Conclusion

Drone Delivery must rapidly expand into the market and highly emphasize improving its product quality by promoting research and development of drone technology. Airway delivery needs to spread awareness about the benefits of the drone delivery method and focus on interacting with its users to provide the best possible service. It is empirical that the company keeps expanding and keep raising the competitive barrier to be the industry leader

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