Implementation of the differentiation strategy for transport services on the example of a logistics service provider
DOI:
https://doi.org/10.24136/atest.2019.088Keywords:
differentiation strategy, transport services, logistics services, service portfolio analysis, McKinsey matrixAbstract
The purpose of this article was to provide an example of an analysis of the strategy for diversifying services of one of the largest logistics operators operating on the Polish market by matching elements of the service portfolio to a strategic position in the McKinsey matrix. The paper presents the most important features of a strategy based on differentiating product or service features. Then, the transport, for-warding and logistics market was analyzed based on the ranking and results from 2017. In the next part, the portfolio of services of the largest logistics service operator was analyzed. The services were also classified according to the McKinsey matrix by assessing the attractiveness of the sector and assessing the competitiveness of the services of the analyzed entity, which gave the opportunity to locate services in the fields of growth and support strategy.
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