Staying on Target for growth in Ireland

The Irish market continues to expand and offer operators growth opportunities, however as the rate of growth slows, the battle for market share is intensifying.

Target Worldwide Express has operations in Ireland at eight separate locations. In the north they have depots in Belfast, Derry, and Newtown butler, while, south of the border they are located in Dublin,- where the main hub is sited – Galway, Cork and Wexford.

Paul Murray, Target’s managing director, says his company is committed to the market, in terms of focus, and assets.

“One of our unique selling points is that an awful lot of carriers do not have very good coverage in Ireland, and a vast number of operators use agents.”

Target, on the other hand, does have its own fleet of over 55 vehicles currently operating in the Irish market, he points out.

“We actively sell Ireland, and a lot of people don’t do that because their service levels are poor, and they have to use agents. When you use an agent, often you are giving it to someone who will not have their own IT system, and the POD information and communications are often not that great.”

In addition, Target has its own airlift connecting Dublin with the mainland. Each night, it flies a 6.5 tonne payload BAC 748 aircraft from Dublin to Coventry and then returns late to Dublin with shipments for delivery early the next day. Shipments are then loaded on to trucks for an early departure to hit Galway and the west coast in time for delivery that day.

“We trunk out of Dublin at 4 am and can hit the west coast that same day. Everyone can serve Dublin the next day, but we can do the whole of Ireland on a next day basis. This is another unique selling point,” he says.

Murray says that out of Target’s annual turnover in the Irish market of around £10 million, approximately 90 percent comes from the next day sector, which includes its special timed deliveries. The remaining sales are for Target’s deferred deliveries.

Murray says he has been able to generate “significant growth” with Target holding around 15 percent of the Irish market on UK exports, and seeing “double digit” growth on the service over the past two years.

He says that this year he expects to have achieved around a 15 percent growth, and points to his west coast service as a particular strength.

Murray admits the Irish market is not expanding at the same rate as it has been over the past four years, but reports continued growth in sales and market share for the region. He says this is derived from the consistency the firm has in its operation.

“I am in the privileged position of being able to sell the same service in Ireland as I sell over here,” he adds.

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