ANALYSIS: Transport & logistics - Brown box marketing
How freight and logistics companies use marketing to stand out from the crowd in a highly competitive marketplace
All those lorries on motorways and motorbikes in cities added up to a market worth £23.1 billion in 2003, according to Analytiqa Research. While a few large players increasingly dominate the market, it is still growing fast enough that there is room for new entrants and smaller niche firms. However, this consolidation means that companies in all parts of this large and diverse sector are finding it ever more difficult to differentiate themselves from each other and to develop strong brands.