Aramex distribution strategy

ARAMEX DISTRIBUTION STRATEGY Distribution Objectives In conformity with the fact that most of the business service delivery of Aramex is based on online protocols, the company has introduced several distribution channels that deal with customers directly through an online system1. Commonly known as the computerized distribution system (CDS), the objective of the system has been to reach as many internet users as possible2. For this reason, a new dimension has also been introduced to the system whereby the use of new media and particularly the social media have been adapted with an objective of bringing the services of the computer to the doorstep of each and every existing and potential customer.
Degree of market exposure
There are two major factors that make the degree of market exposure required by Aramex very high. The first of these has to do with the fact that the company operates in a modern globalised market where there is so much competition within the logistics and transportation sectors3. Again, there exist limited users of the services that the company offers. Consequently, the company has positioned itself in a manner that ensures that it exposes itself to as many clients as possible. The strategy behind the market exposure has been one that targets globally recognized exporters and their affiliates4. With such as selective distribution strategy, the company’s investments on marketing always get to the right target and thus bring about the needed returns.
Distribution channel
Aramex practices a comprehensive distribution channel with so much emphasis on reaching the right people. The main guiding principle to the channel is the fact that the company revolves the distribution channel on an online system whereby distributors, wholesalers, retailers and direct end-users are reached through an online mechanism. Commonly, the over 700 wholesalers of the company get their supplies by placing an electronic demand and they in turn give out their distributions to retailers via electronic commerce5. In the midst of all these, there are terrestrial transporters who operate distribution vans and work directly under the retailers. Invariably therefore, the whole channel becomes a well coordinated one that fits into an integrated marketing channel to form a common system6.
REFERENCES LIST
Aramex (2010). Annual Report 2010. [Online] Available at http://aramex. org/library/634381129612537622. pdf [Accessed November 21, 2012]
Aramex International (2012). Shop and Ship. [Online] Available at http://www. aramex. com/e-commerce/default. aspx [Accessed November 3, 2012]
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Holland. (2012). In Rankin, M., P. Stanton, S. McGowan, K. Ferlauto and M. Tilling, Contemporary issues in accounting, Milton, Qld.: John Wiley.
Talukdar, A. (2008). What is Intellectual Capital? [Online] Available at http://www. attainix. com/Downloads/WhatIsIntellectualCapital. pdf [Accessed October 30, 2012]
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