A 12 page paper that presents an analysis of UPS. The essay begins with a short overview of the history of UPS from its 1907 humble start as a messenger service in Seattle. A SWOT analysis is provided followed by a discussion and analysis of recent marketing campaigns. Some of the many specific advertisements and their target audiences are described. Future objectives are then proposed with an outline of a marketing plan for reaching those objectives. Bibliography lists 16 sources.
Name of Research Paper File: MM12_PGups5.rtf
Unformatted Sample Text from the Research Paper:
food, and ran errands, mostly by walking (UPS, History 1907, 2004). In 1913, they expanded to delivering packages for stores and began using motorcycles for some deliveries (UPS, History 1907,
2004). One of their largest customers was the United States Post Office (UPS, History 1907, 2004). When they bought their first car, a Model T Ford, Casey painted the companys
name, Merchants Parcel Delivery on the side panel (UPS, History 1907, 2004). It was at this time that Casey began using a consolidated delivery system, grouping packages by neighborhood for
delivery (UPS, History 1907, 2004). They also merged with one of their competitors, Evert McCabe (UPS, History 1907, 2004). Charlie Soderstrom, who had expertise and automobiles, joined the company in
1916 (UPS, History 1907, 2004). It was Soderstrom who brought the color brown to the company (UPS, History 1907, 2004). The company expanded to Oakland, California in 1919 and renamed
the company United Parcel Service (UPS, History 1907, 2004). In 1922, UPS bought out a company in Los Angeles that was offering common carrier service (UPS, History 1907, 2004). The
common carrier service offered daily pickup calls, acceptance of customer checks for C.O.D. deliveries, multiple delivery attempts and automatic return of packages that could not be delivered (UPS, History 1907,
2004). And, they did all this at prices almost as low as the post office (UPS, History 1907, 2004). In 1924, UPS initiated the first conveyor belt system in the
country, using it for handling packages (UPS, History 1907, 2004). By 1927, UPS had expanded their services to a radius of 125 miles from the center of Los Angeles (UPS,
History 1907, 2004). They also expanded service to all major cities along the Pacific Coast (UPS, History 1907, 2004). In the 1930s, UPS expanded to the East Coast, still providing