Marketing Strategy - Union Pacific
Marketing Strategy - Union Pacific
Marketing Strategy - Union Pacific
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
<strong>Marketing</strong> <strong>Strategy</strong><br />
Jack Koraleski
Business Dimensions<br />
2001 - $10.4 B<br />
23%<br />
Energy<br />
Mexico 8%<br />
International 15%<br />
19%<br />
Industrial Products<br />
18%<br />
Intermodal<br />
15%<br />
Chemicals<br />
Domestic<br />
77%<br />
14%<br />
Agricultural Products<br />
11%<br />
Automotive
Commodity Revenue Growth<br />
Third Quarter to Date<br />
$7,714 $7,773<br />
$7,972<br />
$7,349<br />
1999 2000 2001 2002
Revenue Outlook<br />
Outlook<br />
Market,<br />
Price &<br />
Penetration<br />
GDP<br />
1999 2000 2001 2002<br />
Outlook
Western Market Share<br />
2002<br />
$88 Billion<br />
2008<br />
GDP+ Growth<br />
UP<br />
12% BNSF<br />
10%<br />
UP<br />
14%<br />
Truck<br />
78%
How Are We Changing The Game?<br />
• Franchise<br />
• Alliances<br />
• Customer and Service Focus<br />
• Business Development
Changing the Game. . . Franchise
CP<br />
Mexico . . . A Key Link<br />
$ Millions<br />
Calexico<br />
$709<br />
$849 $861<br />
Double Digit<br />
Growth<br />
Nogales<br />
El Paso<br />
Presidio<br />
Eagle Pass<br />
Laredo<br />
1999 2000 2001 2002<br />
Brownsville
Changing the Game . . . Alliances<br />
CP
Changing the Game . . .<br />
Customer and Service Focus<br />
Record<br />
Levels<br />
• Customer Satisfaction<br />
1999: 72<br />
2002 YTD: 78<br />
Customer<br />
Satisfaction<br />
Index<br />
• Service Delivery Index<br />
1999: 65<br />
2002 YTD: 73<br />
Service<br />
Delivery<br />
Index
Changing the Game . . .<br />
Business Development<br />
Seattle<br />
Portland<br />
Oakland<br />
Las<br />
Vegas<br />
Phoenix<br />
Los<br />
Angeles<br />
New<br />
Products<br />
Corridor<br />
Initiatives<br />
Integrated Network<br />
Solutions
New<br />
Product<br />
<strong>Strategy</strong>
Revenue Growth Potential<br />
Ag Products<br />
Autos<br />
Chemicals<br />
Energy<br />
Industrial Products<br />
Intermodal<br />
TOTAL<br />
GDP<br />
0% 1% 2% 3% 4% 5% 6% 7%
Yield <strong>Strategy</strong> Implementation<br />
Margin<br />
Optimization<br />
Commercial<br />
Finance<br />
Network<br />
Design<br />
Operations<br />
Yield <strong>Strategy</strong><br />
Business Team<br />
Corridor<br />
Product<br />
Customer<br />
Carload
<strong>Union</strong> <strong>Pacific</strong>
Change language