DHL is struggling to deliver in the US
DHL is a wildly successful brand – on the surface, at least: it is the biggest express carrier in both Europe and Asia, with a 40% share in each market. In the US, however, it has a paltry 7% market share. The delivery market there is dominated by UPS and FedEx, which enjoy a combined 78% market share. To most marketers, the strength, scale and incumbent power of UPS and FedEx would make the US just about the least attractive target market imaginable. But two strategic factors peculiar to the global delivery business mean that DHL must succeed there.
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