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The four levels of brand architecture<br />
1. Group Level<br />
2. Brand Level<br />
3. Business Division<br />
4. Product Level EURAPID GIRO PLUS<br />
B.Vertical use<br />
Establish e-Business competence within the Group and<br />
coordinate its use in all business processes. This will entail:<br />
• Making all our products and services available on the<br />
Internet.<br />
• Using the opportunities offered by the Internet to optimize<br />
our internal processes (such as procurement).<br />
In addition, we are striving to establish partnerships<br />
and cooperation link-ups with well-known, very successful<br />
Internet and e-Business companies. One example<br />
of these activities is the joint venture we recently<br />
established with IBM to promote online trade.<br />
The development of new, virtual intermediaries is opening<br />
up enormous market opportunities for postal and<br />
logistics enterprises because these intermediary firms<br />
outsource transport and logistics services to a much larger<br />
degree than conventional providers do. As <strong>Deutsche</strong><br />
<strong>Post</strong> World Net, we will gear our range of services to this<br />
trend. Market analyses conducted by Forrester and<br />
negative headlines about delivery problems experienced<br />
during the holiday season in the United States show just<br />
how critical high-quality logistics (back-end services)<br />
are for e-Commerce.<br />
<strong>Deutsche</strong> <strong>Post</strong> World Net has completed its transition<br />
from a purely national transport service provider to a<br />
global fulfilment service provider. Our future strategy<br />
will be to establish ourselves as a competent partner for<br />
e-Commerce companies and as the leading e-Commerce<br />
logistics service provider.<br />
To support our objectives, we will be expanding our<br />
comprehensive quality program which is geared to the<br />
integrated quality concept used by the European Foundation<br />
for Quality Management (EFQM), because what<br />
is true today will also be true tomorrow: Top-level quality<br />
is the foundation for success.<br />
We are enormously optimistic about the future. The<br />
global markets served by our business segments offer<br />
new potential.We are determined and ready to seize this<br />
opportunity.<br />
Management Report<br />
33
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