Case Study: FedEx

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FedEx provides shipping services through FedEx Express, Ground, Freight, Custom Critical, Trade Networks, and Supply Chain (FedEx, 2014). Tracking and package management services are available for all services through (FedEx, 2014). FedEx also shares knowledge of shipping best practices on its website (FedEx, 2014). FedEx Office is another division of FedEx, where customers have an in-store option for taking care of their shipping, copying, and printing needs (FedEx, 2014). FedEx connects our global economy by linking 99 percent of the world’s GDP (FedEx, 2014). FedEx Express services every US address, as well as 220 other countries (FedEx, 2014). Some of the corporation’s new services include FedEx Delivery Manager and One Rate (FedEx, 2014). FedEx Delivery Manager is a service that is tailored to the needs of the recipient of a package (FedEx, 2014). FedEx One Rate is simply that, flat-rate shipping without the weighing and measuring (FedEx, 2014).

FedEx’s strengths as a company include its company culture and workforce (Ferrell & Hartline, 2011). The corporation has always chosen to be innovative in providing the most timely distribution services (Ferrell & Hartline, 2011). For example, their focus on technology that can be installed in at a customers business to create their own shipping labels through Ship Manager (Ferrell & Hartline, 2011).

The weakness of FedEx is actually its size. The corporation is so large it is costly to run and pay for employee salary and benefits (Ferrell & Hartline, 2011). They have even found themselves in legal trouble because they did not feel they could afford to provide their drivers benefits like all other employees (Ferrell & Hartline, 2011).

The corporation’s opportunities are...

... middle of paper ... acquisitions, the corporation has been able to provide a vast array of services to its consumers (Ferrell & Hartline, 2011). Now FedEx provides one place for the consumer to go for their shipping services and other office needs (Ferrell & Hartline, 2011).


FedEx (2014). Retrieved from

Ferrell, O.C. & Hartline, M. (2011). Marketing Strategy. 5th edition. South-Western/Cengage Learning.

Forman, J., & Argenti, P. A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.

Valos, M., Polonsky, M., Geursen, G., & Zutshi, A. (2010). Marketers' perceptions of the implementation difficulties of multichannel marketing. Journal Of Strategic Marketing, 18(5), 417-434. doi:10.1080/0965254X.2010.497845

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