Mini-Case Study 1 - Canada Post

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Feb 20, 2024

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1 MK 2210 A06 Fundamentals of Marketing Mini-Case Study 1: Canada Post Due at 11:59:59 PM on Thursday, 26 Jan, 2023 Questions: 1. Which major changes in the marketing environment have impacted Canada Post? Below is a table that will help you identify the major factors in the marketing environment and their impact on Canada Post, as described in the case. In Step 1 , briefly identify the key trends/facts that are within each of these major factors. There might be one trend/fact or multiple trends/facts within each major factor. In Step 2 , think about each trend/fact within each major factor identified in Step 1 and describe its impact on Canada Post. Finally in Step 3 , suggest creative and feasible ideas that Canada Post can possibly implement to take advantage of an opportunity or to guard against a threat as identified in Steps 1 and 2 within each major factors. (75 points) Hint: Steps 1 through 3 have been filled out for the Demographic factors, to give you an idea of how to go about these steps. You may add on to these points for the Demographic factors if you wish. Please use bullet points while filling out the table and ensure that your responses are in black font. Factors in the Marketing Environment Step 1: Identify Facts and Trends Collect the facts and identify trends in each category Step 2: Determine Impact Analyze each trend from Step 1 and determine its impact on the business Step 3: Ideas for Implementation Suggest and evaluate ideas for implementation to meet business objectives Demographic  Significant increase in the number of postal addresses in Canada  Additional costs to deliver to more addresses  Grow the parcel business to increase revenue  Maximize automated sorting of letter mail to manage costs per address Socio-cultural  44 % decrease has been seen in the volume of letters per address between 2007 and 2018.  The internet  Less revenue is generated due to less mails being delivered, which is not showing is not projecting a successful business.  Provide customer’s low price delivery options as everyone doesn’t want to spend that much on delivery. Roger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition, McGraw-Hill Ryerson

2 which was erasing the business for Canada post, is also helping in boom the growth of its parcel service  Consumers are shopping more online, as through purchasing online, the sales for delivering parcels towards customer’s doorstep is increasing. Economic  On an average Canadian consumer is somewhat conscious about spending too much. However by 2023 Canadians would have spent $ 55 billion on online goods.  Roughly about 17 % of Canadian businesses have set up shops online, this number will only grow in the span of few years. Every business  The online sales will definitely increase for those who are online but they need to keep their inventory up to date, be ready to ship the parcel as soon as possible to keep up with the demand and the parcel to reach as fast as it could in the hands of customers.  Businesses need to create their brand loyalty and their credibility online, as for the customers to trust new business that are online.  Due to more and more businesses are coming online, the competition will be stiff for everyone. They need to provide the services or the goods to customers cheaper and faster, Roger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition, McGraw-Hill Ryerson

3 wants set up an online business before their competitors. Technological  87 percent of Canadians households have access to internet, which is more than the people having access in G20 country.  Canada posts 42 % revenue comes from paper bills, statements, and letters, and other 17 % comes from direct mail advertising.  Due to the mass shift towards online services, customers are opting for more fast way to access online banking and e-billing, which is shrinking the number of mails.  Technology being accessible everywhere and being cheaper is the main reason of customers adapting the use of digital advertising as compared to the plain old mail advertising.  Decrease the dependency of delivery mails to customers. Focusing on digitizing the use of advertising, by making online apps where customers could go through different advertising.  Diversify into digital advertising such as hoardings, social media advertising for companies, in order to increase profits. Regulatory/ Political  The delivery of mails is controlled under the Canada post Corporation Act.  All other deliveries are not regulated under the act, due to which Canada post is losing  Help small businesses to increase their revenue by integrating digital advertising. Roger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition, McGraw-Hill Ryerson

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4 large chunk of profits, which is being used by private companies. 2. Using the same steps as in Q1, identify the facts/trends within the Competitive factor in Canada Post’s microenvironment, determine the impact of these facts/trends on Canada Post, and finally suggest and evaluate ideas that Canada Post can implement in response to the opportunities and threats in its competitive environment. (15 points)  The trends/ facts are - Canada post has monopoly in delivering mails across Canada but comparing it with delivering parcels Canada post comes no way near to companies like Amazon, FedEx, and UPS as they are heavily investing in Canada. For delivering parcels there is high investment that needs to be made for having broad distribution centers and smooth tracking technology.  The impact of these facts/ trends on Canada post is that the company needs to fight with these large private owned companies which have deep pockets to invest in technology as compared to Canada post, thus company is being restricted to only sending mails and advertising through mail.  Canada post needs to start investing into high cash requiring technologies in order to get a piece of cake from the big shipping companies. 3. Now, put yourself in the shoes of a marketing manager at UPS or FedEx and think about the ideas you have presented as your response to Q2. Assuming that Canada Post implements these ideas, how would you suggest that UPS or FedEx respond to these changes at Canada Post and better compete? (10 points)  In order to stay in business and being profitable, UPS or FedEx needs to bring down their operation costs which maintaining warehouses and workers, instead of having workers robots could be installed for faster moving of goods from one place to other in the warehouse. Having surplus of stock from companies as by creating surveys which product that sells more online, in order to ship it fast. Making public more aware about the companies ease of doing business. Roger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition, McGraw-Hill Ryerson

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