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FedEx Case Study 2

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Elmoh Thishanth
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27 views36 pages

FedEx Case Study 2

Uploaded by

Elmoh Thishanth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Brand introduction

SWOT Analysis
Business strategy
Marketing strategy
Marketing Mix
Social Media presence
Competitors
Marketing campaigns
Conclusion
Introduction
FedEx Corporation was established in Little Rock,
Arkansas in 1971 as Federal Express Corporation by
Frederick W. Smith.

FedEx handles over 19 million packages. Also, FedEx


owns 670 aeroplanes which makes FedEx’s cargo fleet
the largest in the world.
Strengths
Weakness
Opportunities
Threats
Brand Strengths:
FedEx offers a wide range of its services to its
domestic and international customers to ensure
that all its potential customers in the market can
turn to the company to fulfill their needs.

FedEx has a brand value of approx. 24.2 billion.

FedEx operates 220 countries across the world with


370 service locations, 13 Air Express Hubs, and 1950
operational express stations.
Brand Weakness
Bad customer service is one of the weaknesses of
the company. There have been a lot of complaints
against the delivery.
FedEx is reliable in US markets for revenue.
Depending on any one thing for the majority of the
revenue is risky.
FedEx
FedEx has the opportunity to take full
advantage of the high demand for delivery
services in the e-commerce sector.
Demand for the courier is increasing rapidly in
the emerging markets in Africa, Asia and
America.
FedEx
For FedEx, Unstable fuel prices can be a threat.
FedEx is losing its market share to old and new
players as there is a stiff competition in the market.
If the competition increases it will be a threat to the
company.
Trade tension between the China and US, sanctions,
and trade control can have severe adverse effects
on FedEx international transportation business.
Business Strategy:
FedEx has developed a unique business strategy as they
committed to investing in the technologies to optimize
its log-terem earning performance and cash flows.

The company operate independently by focusing on


their network to meet their customer needs, they work
together to maintain and manage a loyal relationship
with their customers.
FedEx mainly focused the 4 key areas like:

E-commerce
Operational Excellence
International Profitability
Quality of revenue
E-commerce:
Through their global transportation
and technology network, FedEx has
contributed and benefited from the
development of e-commerce
Operational Excellence
FedEx is using operational
excellence technology in various
ways to improve the efficiency
of entire FedEx.
International Profitability:
Through the FedEx aircraft fleet
modernization plan, the merger of
TNT express and FedEx express,
the company is establishing a
foundation of increasing
international profitability
Quality of revenue:
FedEx company is working on
improving the revenue qualiy by
focusing more on small and
medium-sized businesses.
Marketing Strategy
FedEx uses commercials, group SMS, sponsoring
events, location-based events.
FedEx always sponsors Formula one also known
as William F1. Both organizations have the
perfect partnership with similar goals and
values. FedEx has sponsored them for the past
nine years.
FedEx uses 4Ps ( Product, Price, Promotion & Place)
of the marketing mix to increase their marketing.
FedEx Product Strategy
FedEx Pricing Strategy
FedEx Place Strategy
FedEx Promotion Strategy
Product Strategy

FedEx offers a wide range of services, including


Shipping, Tracking, Managing your shipments.
In each of its services there are various offering
offered by FedEx to its customers. The company also
has good market share in the freight segment.
Pricing Strategy
FedEx has adopted a premium pricing strategy for the
services given to the customers. In some countries,
FedEx kept flexible pricing, such as in China. The FedEx
company used this strategy in order to establish itself in
various new market places.
FedEx prices vary according to the type of services used.
Place Strategy
FedEx is leading courier brand providing services in more
than 220 countries. FedEx also provides internet facilities
for any bookings.
With FedEx services one can easily track it until it reaches
the destination.
Promotion Strategy
FedEx has used a variety of channels to reach the
audience. Outdoor hoardings are used frequently.
FedEx has used various slogans to advertise the brand.
Some popular FedEx phrases are “Be Absolutely Sure”,
“Relax, it’s FedEx”, "The way the world works".

FedEx present slogan is “What we deliver


by delivering".
Social Media Presence
FACEBOOK

As FedEx gives importance to its services, it shows that


they are friendly in all services through their various
posts.
INSTAGRAM:
Number Crunch: 230k
FedEx is very active on
instagram. Instagram posts
have an great impact on
customer relationships.
TWITTER:
Number Crunch: 319k
FedEx shows their way of
services even in the
pandemic period. FedEx
used its Twitter account to
share about this.
Competitors:
UPS
UPS {United Parcel Service} include freight based trucking
operation, cargo airline, and retail based packing and shipping
centres. UPS's main business is the timely delivery of courier
services worldwide.

DHL
DHL is mainly a part of Deutsche Post DHL. DHL company is
mainly focused on offshore and inter-continental deliveries. It
has to expand a large amount in vrious nations to expand their
service and because of their good financial conditions , DHL is
considered as one of the top FedEx competitors.
CUSTOMER PAIN POINTS:
Poor Customer Service.
Brand Communication seems to be
more one way.
Marketing Campaigns:
Marketing campaigns are the part of marketing
strategy and these campaigns are useful when it
comes to increasing its popularity to the
customers.
Advertising campaigns are mostly used by FedEx
to grasp its audience
Here are some successful FedEx marketing
campaigns :

Fast Talker
This campaign was started in 1981
to 1983 which shows that FedEx is
fast in packaging and delivering.
Take the Drama
out for delivery
FedEx launched this marketing campaign to highlight
its capabilities in shipping between various markets
in Asia.
FedEx is one of the successful brand. Here, we
looked at the competitors who are giving very
tough competition to FedEx.

FedEx should concentrate on their customer


reviews because after this, the brand will have a
strong media presence as compared to its
various competitors.

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