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DHL's Business Strategy in China

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR138 Electronic Format: Rs. 500;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Case Length : 17 Pages
Period : 1995-2004
Organization : DHL International
Pub Date : 2004
Teaching Note : Available
Countries : China
Industry : Logistics


The case examines the entry and expansion strategy of DHL International, a globally renowned logistics company, in China. It details the recent trends in the logistics industry in China and gives a brief profile of other foreign logistics companies operating in the country including FedEx, UPS and TNT. The case describes how DHL established itself as a leader in the industry by capitalizing on the growing trade and commerce in China and utilizing the local knowledge of its joint venture partner - Sinotrans. It highlights DHL's strategy of offering innovative services, expansion through increased investments and advertising initiatives. The case also explores the future prospects for DHL in the light of emerging opportunities in the industry. It includes a detailed note on the logistics industry in China.


Gain insights on the impact of changing economic trends and China's entry into WTO on the Chinese express and logistics industry

Understand the entry and expansion strategies of large multinational logistics services company in an emerging market like China

Understand the business strategy of DHL for the Chinese market

Analyze the nature of competition in the express and logistics industry in China


  Page No.
The Launch 1
Foreign Logistics Companies in China 2
The Entry 3
The Expansion Drive 4
Offering Innovative Services 7
The Advertising Strategy 8
The Furture 9
Exhibits 10


DHL International, Foreign Logistics Companies in China, Entry Strategies, Expansion Strategies, Innovative Services, Advertising Strategy, Logistics Industry in China, DHL International, Foreign Logistics Companies in China.

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