Logistics is very much related to what element of the marketing mix in your business is most related to the most? For example, if you’re a jewelry manufacturer and you had to ship all of your products by truck, how would that affect your logistics? How would that affect your sales? And, if you had to ship by truck, how would that affect your manufacturing costs? All of these questions need to be answered before any decisions are made about changes in the logistics.
Let’s say that you have a very successful marketing mix, consisting of sales, brand building, and the like. But, your logistics are terrible at what they do. They don’t seem to work nearly as well for your customers as they do for you. What options do you have? You can try to change the marketing mix, but that will just affect your bottom line, which won’t do anything to improve your logistics.
Alternatively, you could try to change your logistics. If you outsource some of the physical work, such as packaging, you will find that this makes a big difference. By outsourcing, you aren’t affecting your sales, but you are affecting your ability to operate your business. An additional benefit to outsourcing is that it usually means that you will save money on hiring employees to do these same tasks.
The problem with logistics is that the elements are often too far apart for most businesses. It takes a long time to get a shipment going from one end of the country to the other. For example, it might take three weeks to ship a package from New York City to San Francisco. Once the package gets there, it might still not be on the customer’s windshield.
This is why so many companies have adapted to using freight forwarders. These companies will handle all the logistics for a company. They take care of the shipping, they handle the paperwork involved in filing customs and they even secure the return of the shipped item once it reaches its destination. If there is a problem or an error, the customer doesn’t even have to worry about it because the company will be covering it.
It might seem like logistics is most closely related to the marketing mix, but it’s actually more related to the customer. If the customer likes the way the product arrives, then they are more likely to purchase it. The way that it is packaged and the materials that it is made with will also influence the final consumer response. If you know what your customers like and dislike, you can customize your packaging and materials in such a way that you appeal to their needs. This is just another way that a successful business can make the most of their logistics department.