MARKET POSITIONING AND BUSINESS GROWTH STRATEGY FOR THE BPOST SCANNING OUTSOURCING SERVICE

Abstract

This dissertation is devoted to discovering a sustainable development strategy for bpost scanning department in order to improve its industry ranking, find its uniqueness which could be turned into selling proposition, and finally expand its market territory. Data referred in the dissertation includes both primary data – provided by the interviewees who are insiders of the industry – and secondary data – researched and discovered from companies’ annual reports and public commercial surveys. The framework follows the traditional marketing analysis methods which could be described as “recommendation based on the in-depth understanding of the internal and external industry environment of digitization”. The author defined the tools for analyzing bpost scanning department itself and competitors which include the cores: SWOT analysis, benchmarking the three key factors, directional policy matrix and marketing mix. The recommendation comes out based on the revealed industry facts by the application of tools mentioned. As a result, the author integrated the new technology and digital marketing tools into the final recommendation.