Running head: DREAMLINE TRUCKING COMPANY ENVIRONMENTAL ANALYSIS

DREAMLINE TRUCKING COMPANY ENVIRONMENTAL ANALYSIS 4

Week 2 Apply Signature Assignment Part A Strategic Marketing Plan

Dreamline Trucking Company Environmental Analysis

Dreamline trucking company was founded in 1990 ferrying goods between Arizona and Los Angles. The company started with a handful of trucks and now has a fleet of 3,500 trucks and specialized in transit of brokerage and refrigerated trailers. The company generates $850 million in revenue annually and is publicly traded on the New York Stock Exchange (NSE). Dreamline's mission is "to operate truckload businesses that are industry-leading in both margin and growth while providing cost-effective solutions for our customers."

The vision of the business is "to improve the revenue generated from our systems capability, terminal network, and management capacity and leverage the company resources to expand business through mergers and acquisitions." Dreamline services include transportation of temperature-controlled truckload carrier services. The proper management of these issues makes it possible for the corporation to address the differences associated with creating a common interest.

Environmental Analysis

Pestel Analysis

Political Forces. The administration's change is likely to foster business as the new administration retreats from the previous legislation's trade war. These changes and the intended measures to foster trade within the NEFTA agreement will increase demand for trucking and present new growth opportunities (Hong & Nguyen, 2020).

Economic Forces. The covid-19 pandemic led to several business closures that halted its operations by more than 50%. However, some industries experienced a boom as demand for product delivery grew. However, the aggregate demand for trucking services declined dramatically, causing a decline in the demand for goods.

Social Forces. Environment-friendly consumerism is growing and has forced the client firms to advise Dreamline to adopt this trend. Since the firm relies on a business-to-business model, clients, such as Walmart, would like to inform its clients that the goods they are purchasing have been produced and transported in an environmentally friendly manner

Technological Forces. The use of an electronic system to monitor inventory and automatically make an order for stock replenishment has also been adopted widely. Marketing has also transitioned to digital platforms since they reach young audiences who constitute the largest consumers (Thomas, 2007).

Environmental Forces (BCG Matrix).

Dogs. Tipton has a negligible market share compared to Dreamline brokerage, which is a market leader. Dreamline brokerage of trailer's company's growth has been mainly through referrals since its visibility in the market is high compared to its close competitors (Hong & Nguyen, 2020). Tipton has been profitable, although its growth has been stagnant. Its competitors, such as Pyle and Averitt Truckers, lack strategic advantage and financial resources to differentiate their services and market at a competitive rate.

Cash Cow. Dreamline truckload trailers are the market leader with more than 51% market share of the trucking market segment. Its competitors, such as Pyle and Averitt Truckers, lack strategic advantage and financial resources to differentiate their services and market in trucking at a competitive rate.

Stars. Dreamline's business model star is the trucking logistics...

Averitt has made milestones in leveraging its logistical infrastructure to create competition for Dreamline (Thomas, 2007). However, Dreamline has more liquidity and capability, making it a preference among consumers due to its history.

Question Marks. The carrier industry's refrigerated trailer segment is growing and is mainly new market entrants, such as Pyle Tractors. Pyle Truckers generates $50 million in revenue on average and services a debt the firm acquired during the freight acquisition and financing corporate operations.

Legal, Regulatory, and Ethical Issues. The firm has been facing litigation for poor remuneration of employees violating the Fair Employment Act. The firm was sued for $100...

…appealing and would recommend to other customers.

It can be used in boosting overall sales or supplies made by the company.

Ecommerce

Provides flexibility for customers, faster response to customers' market demands, enables customers to make a comparison between products or services and their prices, and reduced costs (Customer retention)

Datasets, which includes all kinds of information from the company's types and number of products, customers, stores and their location, company sales, to purchases and pricing of goods and services provided by the company

It can be used in the optimization of customer service, forecasting of market trends, and boosting and generation of more sales in the company

They are potentially used to optimize pricing in the company's market and the prediction of demand and supply levels of goods and services from the company.

Online advertising

Helps in increasing sales of the Dreamline Trucking Company, improving awareness of the ferrying company brand, engaging the customers, and improving its general outlook in the market (Customer Acquisition and Retention).

Dreamline Trucking company logo, a call to action(CTA) with supporting information, visual elements such as graphics and photos, and other information about the company such as location, opening hours, delivery services, and other services provided by the company

It can be used in the maintenance of an after-sales service relationship between the company and its customers.

Potentially used in the company's brand optimization, ensuring an overall global reach of customers, the company's improved delivery rate and services, and ensuring the company achieves its goal of being cost-effective and time-efficient.

Digital Marketing Content.

Increases revenue generation into the ferrying company

Unstructured digital data, which includes memos, PowerPoint presentation files, images, letters, videos, researches, and white papers

Semi-structured digital data entails; emails and markup languages.

Structured data, which mostly encompasses data stored in databases

The data generated by digital marketing content can improve customer experience, improve the customers' purchasing rate and create new…