Federal Express (FedEx)

Paper Summary:

This paper investigates the qualities, which turn an ordinary brand into something special and then looks at how Federal Express (FedEx) became more than just an ordinary company providing an ordinary service. The paper underscores that the most important factor in building and maintaining the FedEx market image of being the street-smart, successful-against-all-odds, self-reliant company is delivered by its employees.

Table of Contents:
Introduction
The Birth of a Brand
Maintaining the Brand
The 11 Management Principles That Made FedEx.
Expanding the Brand
Conclusion

From the Paper:

"FedEx Home Delivery began operations in March 2000 through 67 facilities in 38 markets, which allowed the company to reach about half of the U.S. population. By adding 60 facilities a year over the next three years, all but a few residential addresses should be within reach. FedEx Ground handles both pickup and the line haul, but about 500 independent contractors complete the final delivery. This expansion is nearly complete and FedEx is beginning to tap into the large ground market dominated by United Parcel Service."

Sample of Sources Used:

• Access to the future of FDX. (1998, March). Transportation & Distribution, 3 vol.39 p. 12.
• Federal Express early history. (2002). FedEx Corp. [On-Line]. Available: http://fedex.com/us/investorrelations/?link=4.
• Federal Express overview. (2002). Digitas, LLC [On-Line]. Available: http://www.digitas.com/results/fedex_cs.asp.
• FedEx brand beats sector rivals again. (2000, January 10). Investor Relations Business, 1 vol. 5, p. 15.
• FedEx rebrands units, launches home deliver service. (2000, February). Logistics Management & Distribution, 2 vol. 39, p. 25.

More papers on Federal Express (FedEx):

• Case Study # 92994 : "Federal Express (FedEx)"
• Term Paper # 127280 : "Benefits at Federal Express"
• Case Study # 94369 : "Federal Express Profile"

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