UPS Company has the opportunity to improve its market share through innovation, strengthening customer relationships and implementing implement smart recruiting practices. A smart and competitive marketing team within the company would ensure growth as it will be the best option to deal with competitors. The percentage that UPS Inc controls in the market could increase if customer relationships and various innovative ideas are included in the delivery company's operations. Innovations must be carried out in the interest of customers because they are the key determinants of the company's position in the market. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay Innovations such as using technology to improve operations are essential to running businesses. For example, FedEx Inc has used technology in the past to improve its operations. The use of technology can include electronic purchasing as an alternative vehicle that businesses use to generate more revenue and maintain good customer relations. The UPS company needs to invest more in operations that would lead to more markets, just like FedEx is doing through the use of technology. Electronic purchasing would also guarantee UPS more competitive prices, since a company using this technology is no longer limited to local merchants. Additionally, transaction cost during operations is also reduced due to reduction in paperwork (Farhoomand, 2003). Smart inventory control systems can play an important role in reducing inventory levels; thus, improving profitability and accelerating customer feedback on operations. When a business adopts a smart inventory system, it is able to easily track order status as well as identify peak and off-peak periods that would allow the business to accommodate purchases. Market position is improved when the company takes advantage of the latest technologies that can improve its productivity. The UPS Company should use web sources and send its marketing team to trade shows that demonstrate the latest market innovations to investors. In order to be innovative like FedEx Inc, UPS Company must choose trade shows as a great resource because software vendors at trade shows provide useful information to sellers. Trade fairs can give the company the opportunity to refine its search for solutions tailored to the organization's activities. Using consultancy services can also prove vital in selecting the criteria best suited to the need for market position growth. Companies with well-established markets, like the UPS Company, must protect their existing market share by taking steps that would prevent customers from jumping ship when their competitors bring new offerings to the market. Despite new offerings in the market, businesses still have the option of using the same old tactics to keep their customers happy. It is a trend where satisfied customers speak highly of a company's products to their family members and friends who may also end up using the same products or services for their satisfaction. The company's mission is to increase its market position through word of mouth by strengthening its relationships with its customers. Companies holding a share., 2003).