It is not possible to develop all offers from Air France Cargo because it would be unreasonable to invest on all fronts regardless of the opportunities. The supply equation is more problematic. If the attractiveness of the sector is certain, even though it is a highly competitive market, AFC handles with a disability in relation to already established firms, both in terms of reputation and the portfolio.
In addition, an offer of differentiation seems difficult to build in the current market, and would seek investments that would be more productive in other areas. We adopt the same strategy as our competitors in a highly competitive market, where AFC suffers from a lack of awareness and would not be consistent either. We recommend abandoning this activity, unless we consider an external growth strategy during the acquisition of an established business in this area.
The positions proposed for each of the offers are as follows. Change: The best solution at the best price, with personalized care by competent teams regardless of any good to carry, the destination and the time. Dimension: An offer of standard shipping for unlimited volumes. Cohesion: A logistics solution tailored and comprehensive destination for companies operating in lean.
The strategy to adopt in respect of freight is to be studied in great detail. Indeed, an alliance strategy for a given offer might conflict with an offensive strategy on another offer. We must therefore harmonize these strategies to communicate a message not scrambled and not contradictory to the forwarders.
The strategies proposed by the group Change and Dimension are relatively compatible. To change the offer, a special partnership with a few freight forwarders that have the capacity to handle such goods allows the sharing of information and creating a climate of confidence in the framework of a winner-winner.
In addition, the Transportation extraordinary AFC found bargaining power. Regarding the offer size, it is to offer a bid that includes freight large volumes of shipping, service bundling and freight volume discounts to loyalty forwarders.
However, regarding the offer Cohesion, reversing the power to negotiate with forwarders can deteriorate relations with the forwarders AFC on its other offerings. In the short-circuiting, i.e. canvassing directly to force the client to act as forwarders subcontractor, it could be put back, and no longer work with them in harmony on the other offers, namely size and variation.
Tags: Air France Cargo liner, recommendation and consistency check of the Air France cargo liner
[...] Promotion: Advertising on the site and in forwarding through the Air France Cargo. Joint advertising in trade journals / professional journals or magazines. Discounts based on volume in the early launch of the offer to attract new customers. Dimension Product: offer a range of flexible and large volumes possibly to increase coverage Price: strategy alignment with the possibility of discounts depending on volume. A loyalty system can be set up, with gain points based on volumes transported. Annual reductions like those used in supermarkets can be considered. [...]
[...] Requires a large sales force. Promotion: Advertising on the site and in forwarding through the Air France Cargo plate. Advertising in trade journals / professional journals. Discounts based on volume in the early launch of the offer to attract new customers. Offer variation The offer can change to meet the transport demands that are extraordinary. AFC already has strong assets for this activity, with a powerful fleet and completeness of the offer. In addition, this sector is growing, which is an asset. [...]
[...] Recommendation and consistency check - Air France Cargo It is not possible to develop all the expertise of Air France Cargo as it would be unreasonable to invest on all fronts without taking into account the opportunities. Figure Matrix Asset / attractions The supply equation is more problematic. If the attractiveness of the sector is certain, even though it is a highly competitive market, AFC handles with a disability in relation to already established firms, both in terms of reputation and the portfolio. [...]
[...] For those customer's, offer discounts and financing solutions. Distribution: deployment of a sales force composed of key account sales engineers (by a forwarder).For freight partners, train their sales teams on our offer so that they recommend Air France Cargo. Promotion: Joint communication between customers and freight forwarders, with a mixed campaign in trade publications and trade shows. Cohesion Product: a tailor who combines availability, flexibility, short lead times, large capacities and traceability Price: High priority for personalized service. The more the goods are the price will be even more advantageous Distribution: Prospecting for end customers with intermediaries. [...]
[...] Promotion: advertising is primarily intended for freight, it must succeed in captivating communication via web and trade shows. Equation provides Premium product, where deadlines and flexibility are the watchwords. Product of choice for all shipments, no reservation, same-day shipment, next day at the latest. Strategic Recommendation: The working equation is proposing to invest in order to maintain this market. Equation has advantages in this sector, including the traceability of shipments, high capacity; timeliness guaranteed modern fleet, homogeneous, efficient and cost effective. [...]
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