The UPS company has the opportunity to improve its market share through innovation, strengthening customer relationships and implementing management practices smart hiring. A smart and competitive marketing team within the company would ensure growth as it will be the best option to face the competition. The percentage that UPS Inc controls in the market could increase if customer relationships and various innovative ideas were included in the delivery company's operations. Innovations should be made for the benefit of customers as they are the determining factors of the company's position in the market. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Innovations such as using technology to improve operations are essential in 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 companies use to generate more revenue and maintain a good relationship with customers. The UPS company needs to invest more in operations that would lead to more markets, just like FedEx does through the use of technology. Electronic purchasing would also provide the UPS company with more competitive pricing since a business using the technology is no longer limited to local merchants. Furthermore, the transaction cost during operations is also reduced due to less documentation required (Farhoomand, 2003). Intelligent inventory control systems can be significant in reducing inventory levels; therefore, improving profitability and accelerating customer feedback on operations. When a company adopts a smart inventory system, it is able to easily monitor the status of orders and identify peak and trough periods that would allow the company to adjust purchases. The market position improves when the company takes advantage of the latest technologies that would improve its productivity. The UPS company needs to use web sources and send its marketing team to exhibitions that show investors the latest innovations in the market. To be as innovative as FedEx Inc, UPS company must choose trade shows as a great resource since software vendors at trade shows provide useful information to the sellers. The shows can give the company the opportunity to narrow down the search for solutions that pertain to the organization's activities. Getting in touch with consultancy services can also be vital in selecting the criteria that best suit the need for growth in market position. Companies with well-established markets like the UPS company need to protect their existing market share by taking measures that would prevent customers from abandoning ship when their competitors provide new offerings in the market. Despite new offerings on the market, businesses still have the ability to use the same old tactics to satisfy customers. It is a tendency for satisfied customers to speak highly of a company's products to their family and friends who may also end up using the same products or services to their satisfaction. The company's task is to increase its market position through word of mouth by strengthening customer relationships. Companies with high market share like UPS company face challenges which are also considered as their curse. While companies are known for the benefit of high profits, high market share also means headaches. Companies are, 2003).