Germany's DHL tried to enter the U.S.package-delivery market in 2003; to achieve scale, DHL acquired Airborne Express.However they could not compete with entrenched incumbents FedEx and UPS.This is an example of incorrect position and product mix.

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DHL's attempt to enter the U.S. package-delivery market by acquiring Airborne Express was an example of incorrect position and product mix as they could not compete with established players like FedEx and UPS.

Germany's DHL Tried to Enter the U