An evaluation of the marketing strategies of FedEx as compared to its competitors.
Written in 2007; 3,481 words; 5 sources; APA; $ 98.95
Paper Summary:
This paper discusses the overall marketing strategy of FedEx, looking at its product or service, promotion, place, price, and distribution networks and where it has a competitive advantage in the industry. The paper then delves into differences between FedEx and UPS, as well as the U.S. Postal Service and DHL. It also looks at the market share of the three U.S. companies including how they compare in product positioning, markets, distribution, promotion strategy and price.
Outline:
Introduction
Company Name and Background
Mission Statement
Goods and Services
Competitors
Position and Competitive Advantage
Primary Attributes
Primary Target Markets
Product Categories
Product Market Grid
Market Development
Competitive Advantage
Distribution Strategy
Logistics
Physical Facilities
Competitive Advantage in Distribution
Promotion Strategy
Promotional Mix
Competitive Advantage in Promotion
Pricing Strategy
Pricing Strategy and Tactics
Integration of Mix
Competitive Advantage in Pricing
From the Paper:
"One of the main players in cargo transportation is FedEx. The modern air/ground express industry was invented with the founding of Federal Express in 1971; the corporation was created in 1998 as FDX Corporation and became FedEx Corporation in January 2000. In 2004, they acquired Kinko's signaling the next phase of growth, profitability and new service offerings for customers. Today, FedEx Corporation is the premier provider of shipping and information services worldwide, and its companies function under the motto of "operate independently, compete collectively and manage collaboratively." By operating independently, each company can focus exclusively on delivering the best service for its specific market."
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