Abstract
API Global Transportation has not established a formal business structure since it’s opening in 2005. Other than verbal goal setting, the company has not developed a comprehensive marketing plan. With the acquisition of other livery companies, the combined businesses are expected to have a promising fiscal year of 2012/13. Two sources of data were applied: (1) secondary data of industry data and market studies (2) primary data based on interviews with the management team and key personnel. Utilizing marketing techniques of segmentation and target marketing analysis, a formal marketing plan was developed for API Global Transportation. The plan encompasses an analysis of the marketing mix to offer the appropriate service, price, distribution, and promotion to enhance the brand image of API Global Transportation, which is of premium, quality service to address all consumer transportation needs.