Premium Essay

Fedex Role in Marketing

In: Business and Management

Submitted By adrtho
Words 417
Pages 2
A Large amount of FedEx’s corporate budget is allocated to marketing. With budgets of 28 billion dollars annually only demonstrates how much FedEx is determined to maintain its market leadership. FedEx has poured a large amount of their marketing budget into sports realizing that this area was essential to meet the marketing objectives.
Steve Pacheco during his 11 year tenure, who was the cornerstone of the company’s high-quality advertising during the Super Bowl games has managed to secure this spot 12 times. Steve has realized the large audience that the Super Bowl attracts with audiences of over 111 million people. He knows that there is no other marketing means available today that draws that kind of crowd and the spot is worth every penny. In 2007 the company embarked upon several other sporting sponsorship deals such as Golf tournaments which were inclusive of a self-named tournament called the “FedEx Cup”. Other sporting associations the company did marketing through are NFL, NBA and NCAA. NASCAR was also used for promoting the company when it dubbed that promotional campaign “Everyday is Race day”. Pacheco stated, “The message that every day is race day is a great attribute. The campaign plays into the company’s characteristics because we race every day to get your packages delivered on time.”
FedEx continues to be a leader by maintaining various means of courier services. These services include FedEx Express, FedEx Ground, FedEx Trade, and a 24/7 toll free customer support telephone line. FedEx Mobile app is another strategy by FedEx in ensuring that customers have an on their package where ever they are. “We've had a mobile site in place for eight or nine years but largely kept it in containment until the market was ready for mobile transactions,” Charlie Ciaramitaro, director of marketing for FedEx Services and the leader of and the...

Similar Documents

Premium Essay

Fedex Marketing

...Express in 1971; this company evolved into the FedEx Corporation in 2000 (FedEx, 2011). For the 2011 Fiscal Year, they had revenue in excess of $39 billion dollars. FedEx is comprised of more than 290,000 global employees. They process more than 8.5 millions shipments each day (FedEx, 2011). FedEx provides services to more than 220 countries and territories, including every address in the United States (FedEx, 2011). FedEx Corporation is the premier provider of shipping and information services worldwide. Their mission statement is evident in everything they do. The mission of FedEx is “FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related business services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards (FedEx, 2011). The operating strategy of FedEx works seamlessly and continuously on three levels: compete collectively-they are one brand worldwide and speak with one voice. Operate independently-allowing the different networks the ability to meet the needs of their clients. Manage collaboratively-FedEx works together for loyal......

Words: 1076 - Pages: 5

Premium Essay

Critically Analyse the Article for the Meaning of Strategic Human Resource Management and Identify the Factors Impacting on Strategic Human Resource Management in Contemporary Organisations. strategies and management teams, with all stakeholders (Unions and Governments) and with the organisation and understanding of the actual employees themselves. Strategic HRM is about aligning the abilities and desires of the employee with the needs of the business so that the corporate objectives can be met. HRM can no longer afford to be viewed as simply an administrative task. Corporations need to have ЎҐproactiveЎ¦ policies to attract and retain the right type of people to their business and in this ever changing and uncertain economic climate the management of employees takes on an even greater role. Using the VIRO (value, rareness, imitability, and organisation) human resources can be proven to be strategic and therefore, provide firms with a competitive advantage through its people. The article by Barney and Wright (On becoming a strategic partner: The role of human resource management in gaining competitive advantage ЎV page 32) states that companies can achieve this competitive advantage on three levels, those being through the use of physical capital resources, the organisational structure and the human capital resources. The article by Schuler and Jackson titled ЎҐLinking Competitive Strategies with Human Resource Management...

Words: 5511 - Pages: 23

Premium Essay

Fedex Case Study

...Fedex: a perspective study | | Contents Introduction 3 1. The outside in perspective 4 1.1 Markets over Resources 4 1.2 Opportunity driven. 5 1.3 Market demand and industry structure 6 1.4 Adaptation to environment 6 1.5 Attaining advantageous position 6 1.6 Acquiring necessary resources 6 1.7 Inside-out perspective 7 2. Industry dynamics perspective 8 2.1 Compliance over choice 8 2.2 Uncontrollable evolutionary process 8 2.3 Fitness to industry demands 9 2.4 Low and slow ability to change the industry 9 2.5 Convergent to dominant design 10 2.6 Profit is largely industry dependent 10 2.7 Industry Leadership perspective 10 3. Integrated perspective and portfolio perspective 11 3.1 Synergy over responsiveness 11 3.2 Tightly related composition 11 3.3 Joint strategy development 12 3.4 Multi-business synergy & integrating resources, activities and positions 12 3.5 Acquisitions are difficult to integrate 12 3.6 Portfolio perspective 13 4. Conclusion 14 4.1 What strategic perspective does FedEx fit in? 14 4.2 Did it lead them to having a sustainable competitive advantage? 14 Introduction FedEx started out in its early years as a true pioneer. Originally an express delivery company, it transformed itself to a global logistics and supply chain management company. The CEO of FedEx saw enormous potential in connecting their business with IT. For instance, in the 80’s, FedEx gave away more than 100.000......

Words: 3613 - Pages: 15

Free Essay

Project Management

...Organizational Behavior Prof. Castro FedEx Office and Print Services, Inc. Pages: 474-475 Questions 1. What aspects of differentiation and integration are illustrated in this case? Differentiation means that the organization is composed of units that work on specialized task using different work methods and requiring employees with unique competencies. Some aspects of differentiation that we can see in this case are the teams created by function and division. Integration means that the various units coordinate their work to achieve common goals. Example of integration in FedEx it is that all the departments and regions have a common goal and all of them reported to the corporate office. 2. What concepts of vertical design are highlighted? I believe that the concepts of vertical design highlighted in this case its hierarchy, is a pyramid showing relationships among levels. Some many U.S. company’s has been reduced the numbers of hierarchy levels in their organization because having fewer layers creates a more efficient organization that cant react faster to competition and is most cost effective. An example we can see in FedEx it that management layers in the company hierarchy were reduce from 12 to 6 in order to reduce cost, and some roles like executive vice president of operation and vice president of marketing were created within the hierarchy. 3. What is FedEx Office and Print Services’......

Words: 347 - Pages: 2

Premium Essay

Airborne Case

...------------------------------------------------- Airborne Express Case 1. How has Airborne survived, and recently prospered in its industry? Please address why you think it was difficult for bigger competitors such as FedEx to imitate Airborne’s strategy. Although Airborne does not get the publicity that FedEx and UPS get, they have managed to remain the third largest player in the express mail industry. One unique aspect that has helped Airborne maintain a leading position in the industry is their ownership of an airport, which serves as their major hub. This is a huge advantage because they have complete control over the timing of each shipment and what comes in and out of the airport. Airborne also purchases and modifies used aircrafts, which saves costs and allows them to run roughly 15% more full than their competitors. Onsite at the airport, Airborne leases out warehouse space to their business customers, which allows for quick delivery on last minute orders. This is a unique offering in which their competitors cannot match without purchasing an airport. Another important aspect of Airborne that helps maintain their position in the industry is their selective process for choosing customers. Ray Berry, vice president of Field Services Administration at Airborne, was quoted stating, “We pick our kind of customer deliberately.” (Rivkin, 11) The company would purposely pass over business with customers who didn’t fit their vision. Airborne mainly targeted “the......

Words: 1479 - Pages: 6

Premium Essay

International Team

...Managemengt of International Teams EM Strasbourg Xu Yuwei Oct 6, 2013 Assignment #1 International teams: What makes their success? Introduction As we all know, globolization phenomenon is an inevitable trend in modern business work. International team management is another essential part in business. People come from different countries with various culture background could connect with world. When the international team work together, they will be able to maximize the effect and explore the potential ability of company market. However, if the management of international team be ignored, they will creat a variety of communication obstacles and disturb the deployment of the enterprise. Globalization and cultural diversity turn social fields and organizations into very dynamic places. Across borders, across cultures, cross-organizational collaboration on multiple levels there are many great challenges. Language and cultural differences sometimes cause communication difficulties, and some unexpected problems sometimes also can let a person off guard. There will be trouble in any teams which will make the team work uneffectively so that we need arrangement and leadership. In a word, we need to study some successful experience about international team management and learn to overcome the difficulties and solve the problems to creat more benefits. The......

Words: 1691 - Pages: 7

Free Essay

The Impact of Crm Capability on Innovation and Performance Advantages that part: - Abstract show the motivation of this choose. not only the author’s motivation but also my motivation. - with Teory I would like to give you some key concept like the definition of Innovation and who signify for a firm to bring a new product in the market - Consequently I m going to show you the Main Research of Moustafa and Mahomed Battor from Tana University, Egypt, with their results - and in conclusion I will show you an example of application of that research into practice. I choose the new application of facebook produced by FedEx because at this time the most of the business is done in the social community and because it is a great example in which a big company promoting a new service or uses a new innovative way to promoting a existing services. Abstract CRM and INNOVATION are considered characteristics associated with competitive advantage. This presentation is about a research that investigates the mediating role of INNOVATION between CRM and PERFORMANCE on a firm performance because there is a lack of research on that. The authors use structural equation modeling to test the relationships among these constructs. At the end the results shows that: - the result supporting the impact of CRM and INNOVATION on performance - indicated that the indirect effect of CRM on firm performance through innovation is significant - this result reinforce the view that developing close relationships with customers enhances a firm’s ability to innovate. Theory 1......

Words: 1213 - Pages: 5

Premium Essay


...Introduction FedEx Corporation specializes in overnight delivery of high-priority packages, documents, and heavy freight. The company created the overnight air-express industry virtually singlehandedly in the 1970s; its success was such that by the 1990s it faced the sincerest form of flattery: increasing competition from rival carriers. However, FedEx's continued mastery of logistics and its ability to track packages during the shipping process has enabled it to retain its leadership role in the express air cargo industry, as well as act as a moving warehouse for numerous corporate and individual customers. It operates in 211 countries, and serves all of the United States, providing 24-to-48-hour delivery of valuable, time-sensitive cargo to any destination worldwide. Start of FedEX In1965, ( ) Yale University undergraduate Frederick W. Smith wrote a term paper about the passenger route systems used by most airfreight shippers, which he viewed as economically inadequate. Smith wrote of the need for shippers to have a system designed specifically for airfreight that could accommodate time-sensitive shipments such as medicines, computer parts......

Words: 681 - Pages: 3

Premium Essay

Customer Service Excellence recognize that to deliver superior service they must instill a sense of pride in their internal customer (employees) and motivate them. How to influence employee behavior through internal marketing is very important for organization get success in the external marketing. However, now economic environment means that it is something no company can afford to ignore (Mortimer, 2011). This essay will be evaluating the role of internal marketing in ensuring the delivery of excellent customer. And suggest ways in some companies like TESCO, Enterprise and FedEx can successfully engage and motivate staff. Such as: internal communication, empowerment, and motivation. Also discusses the relationship between internal marketing and internal marketing, and how does it could enhance the external marketing. Internal marketing Internal marketing is a means of involving staff at all levels in effective marketing programmers by enabling them to understand their role within the marketing process ( A key premise underlying Berry’s (1981) ‘employees as customers’ concept in internal marketing is that similar to external customers, internal customers desire to have their needs satisfied (Ahmed and Rafiq, 2003: 1177). Internal marketing theories state that the business emphasizes the importance in employee need satisfaction, and approaches jobs as internal products, aimed towards the development and motivation of......

Words: 3187 - Pages: 13

Premium Essay

Dhl & Fedex

...The corporate strategy of fedex corporation Executive Summary This analysis of the corporate strategy of FedEx Corporation relates to three specific issues in the corporate strategy case. The first issue is a critical analysis of the global express transportation and logistics industry. The second issue discusses about the mergers and acquisitions in transportation and logistics industry. The final issue is a critical review of the performance of FedEx in the events leading to the January 2000 reorganisation. In the first section, the global express transportation and logistics industry is an attractive sector based on the fundamentals of the sector given in the five forces analysis using Porter's framework. There are large barriers to entry, there are minimal substitutes that exist, industry is relatively disciplined, and the power of buyers and suppliers are mixed. FedEx is well placed in the sector given its core competencies and dynamic capabilities relating to its management and the functional areas of marketing, human resources and information technology and systems. In the second section, gives a brief knowledge about the benefits and limitations of merger and acquisition strategies in this industry. This also describes how effective was the 1998 Caliber System acquisition and where did it led the company do in its further years. In the final section, it is noted that FedEx performed poorly within its sector and given its capabilities, the firm was expected to......

Words: 5014 - Pages: 21

Premium Essay

Role of the Stakeholder

...Role of the Stakeholder Role of the Stakeholder The role of an organization involves stakeholders; suppliers, employees, and consumers. The role of the organization, the supplier and the employee is to provide a product or service that the consumer demands as to maximize profits for the shareholder or owners. This is defined as the economic responsibility (Total Quality Management, 2009). However; if the product or service is of poor quality, this responsibility is ultimately unfulfilled. The definition of stakeholder as stated in the online Business dictionary (2014) is “a person, group, or organization that has an interest in an organization” ( This paper will discuss the specific roles of stakeholders in implementing the quality process. It will also refer to two companies that implement the quality process; Toyota and Fed-ex. Once the demand is evident, suppliers can then produce quality products or services. The role of the supplier and firm in the implementation of the quality process is to supply something that is considered of value and is marketable. The supplier and firm responsibilities in the implementation of quality include timeliness, information, product evaluation, and monitoring of customer complaints. Timeliness refers to the exchange of products, service and payments in a timely manner as to not disrupt the supply chain. Information is the exchange of information between the organization and suppliers. The supplier is......

Words: 827 - Pages: 4

Premium Essay


...Federal Express Corporation Social Responsibility Strategy Prepared for: Board of Directors FedEx Corporation Prepared by: Kakish Consulting Group: Lily Kakish March 28, 2012 EXECUTIVE SUMMARY In 1994, John Elkington coined the term triple bottom line. (TBL) “As originator of the term, I have often been asked how it was conceived and born. As far as I can remember – and memory is a notoriously fallible thing – there was no single eureka! moment. Instead, in 1994 we had been looking for new language to express what we saw as an inevitable expansion of the environmental agenda that Sustainability (founded in 1987)”. (, 2004). TBL consists of the Three Ps: profit, people, and planet. These three are different and separable yet all part of the success when it comes to the “bottom line”. The 21st century companies are called for a higher standard of excellence. This level of excellence should respond to three questions: 1. Are we financially responsible? (profit) 2. Are we socially responsible with the stakeholders? (people) 3. Are we environmentally responsible? (planet) FedEx bought into this business concept before it was politically correct and was one of the corporations that pioneered its role with social responsibility and accountability. Although it is easy to assess the first of these three TBL, it is harder to measure the 2nd (people) and 3rd (planet). Never-the-less, all companies no matter their size, location, and focus should be......

Words: 1824 - Pages: 8

Premium Essay

Fedex Strategy Content Context and Process

...1. INTRODUCTION FedEx Corporation is a leading logistics services company, based in the United States. The previous names were Federal Express, Federal Express Corporation, and FDX Corporation. FedEx was found in 1971 by Frederick W. Smith in Little Rock, Arkansas ( The company officially began operations on April 17, 1973, with the launch of 14 small aircraft from Memphis International Airport. On that night, FedEx delivered 186 packages to 25 U.S. cities from Rochester, New York, to Miami, Florida. The FedEx headquarters then move to Memphis, Tennessee, and now the company had employed more than 290,000 workers. FedEx was the pioneer of the express transportation and logistics industry. In fiscal year 1983, Federal Express reported $1 billion in revenues, making American business history as the first company to reach that financial hallmark inside ten years of start-up without mergers or acquisitions ( 2. DESCRIPTION OF FEDEX’S STRATEGY CONTEXT BETWEEN 1973 - 2000 2.1. THE INDUSTRY CONTEXT “Know the other and know yourself: Triumph without peril. Know nature and know the situation: Triumph completely” (by Sun Tzu). If strategic management is concerned with relating firm to its environment, then it is essential to know this environment well. While the entire outside world was taken into consideration, emphasis was placed on the direct......

Words: 4388 - Pages: 18

Premium Essay

Calyx & Corolla Marketing Plan

...exceeding $10 million in 1991. It differentiates from the rest of the industry in a way where a unique distribution approach was adopted. By partnering with express shipping company FedEx, C&C was able to deliver its flowers to the customers directly from growers, bypassing distributors, wholesalers and retailers in the typical channel of distribution of this industry. This special business model is not only cost-effective but also consumer-friendly as it significantly cuts production distribution time that allows customers to receive much fresher flowers. To promote sales, C&C have been using various marketing strategies such as catalog distribution, corporate gifts, joint marketing approaches with specific consumer brands, and most importantly public relations initiatives led by C&C’s founder, Ms. Owades. Through press releases on well-known magazines and journals, Ms. Owades managed to not only expand brand awareness, but also educate consumers why flowers are needed and how important they can be. Though harvested a successful start, C&C, as a newborn in the flower business was faced with an unknown future. Moreover, as it stepped into the growth stage of the business life cycle, more competitors were likely to be attracted with the same business idea. At this critical stage, a strategic marketing plan was needed for C&C to ensure long-term sustainability. This report analyzes the Customer (the market) and the Competition, and offers strategies C&C may......

Words: 1223 - Pages: 5

Free Essay


...Phuong Chu Dr. Yaquinto – Fall 2013 COMM 250 10 December 2013 Advertisement in Details Topic Description: In this essay, I want to go in depth with the perspective of advertising on society and economy and how it has influenced from generations to generations. Thousands of different stories advertising tells is that the only way to secure pleasure, popularity and happiness or fulfilment is through buying more; more consumption - regardless of how much we already have. I find this to be quite fascinating. Therefore, I want to take a close-up of what is happening in a specific advertising example of FedEx Ad. Thesis Statement: Advertising can be unbelievably effective and potent in promoting causes and beneficial products; while at the same time can be negative for forcing ideals upon its audience. Advertising, despite its causes, is beneficial and necessary towards creating a stable and free flowing society and economy. Author: Phuong Chu Most of us have come across ads everyday by any means but how many of them will remain in or minds after all; research has shown that “an average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on… Of these, only twelve typically produced a reaction – nine positive and three negative, on the average” (Fowles 55). Fowles also mentioned the fifteen appeals that determine the taste and the appreciation of the viewers. Among these, the ad that I will be......

Words: 1444 - Pages: 6