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$"  ± FedEx believes that by providing reliable, competitive, global air-
ground transportation of packages that require quick delivery will influence the customer.
Building relationships based on the way customers view FedEx is extremely important in
marketing the company. FedEx strives to achieve one hundred percent customer
satisfaction.
.

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 ± Change was needed and FedEx not only took a chance with
changing their identity but continue to spend millions of dollars yearly in advertising to
keep FedEx a leader in the overnight delivery business.


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"± FedEx has the infrastructure and processes in place to
ensure overnight delivery of packages arrive on time to their destination 99 percent of
the time.


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 + FedEx relies on up to date technology and is one of the
keys to their success. As they continue to grow and provide more services, which
includes the global market, then information technology must continue to improve with
the latest technology. FedEx wireless technology enables complete access to their
information systems network by customers, couriers, and delivery personnel.


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 + ërovides the customer with innovated technology and
software where the customer can access real-time information regarding package
 delivery. FedEx gives away its proprietary tracking software allowing customers to track
their deliveries online.


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"+Each year FedEx spends millions of dollars on their advertising
campaign. This ensures their name is on the forefront of the package delivery business
at all times. 


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 +FedEx is always ready to deal with any unexpected breakdown of one of its
assets or natural disaster. FedEx trains using disaster preparedness drills and maintains
its own radio network for communications. 


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/ + FedEx is a leader in believing that
employee satisfaction and performance results in customer satisfaction. FedEx
implemented to its employees the ³purple promise´ which says ³I will make every FedEx
experience outstanding´. The company has asked every employee to live by this
promise. 




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I learned that FedEx has succeeded and gotten where they are today by being prepared,
whether it¶s from a breakdown of assets or a natural disaster. Not only have they continued
to expand and grow, they do it by continuing to market each year. They are not afraid to
spend millions of dollars a year on their marketing campaign. They have even tapped into
the sports market by sponsoring the ë A, NFL, NASCAR and College Football as they feel
this is one of the hottest markets for building relationships with their customers. 

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 - Which three environmental forces are likely to have the greatest effects on FedEx?

a. Competition ± competition from the U.S. ëostal Service, DHL, Emery, RëS,
Email and Fax has forced FedEx to always look for ways to expand and stay on
top in the overnight delivery business.
b. Disaster ± Whether it is a natural disaster or an asset failure that is unexpected
FedEx has to be ready for almost anything that can hinder their deliveries.
c. Fax or Email ± with fax and email a customer can just forward a document over a
secure network anywhere around the world cutting out the need for overnight
delivery service.
å- What are the major strengths, weaknesses, opportunities and threats (SWOT)
associated with FedEx?

a. Strengths ± ability to grow and expand services; disaster preparedness;

Information technology; proprietary software; effective marketing; global
presence; customer service; employee satisfaction; flexibility; wireless
technology
b. Weaknesses ± Can¶t control the unpredictable; costs involved when compared to
competition; inability to distance themselves from their competition
c. Opportunities ± continue to expand by adding more companies; continue to
expand globally; expand technology solutions
d. Threats ± competition from U.S. ëostal Service, DHL, Emery, RëS; unable to
distance themselves from their competitors; failure of technology infrastructure;
natural disaster; email and fax

3- Is there evidence that FedEx has attempted to adopt and use the marketing
concept? Explain.

Yes. FedEx spends millions of dollars per year on their brand identity keeping them
the most recognized name in the express overnight delivery business. They tapped
into the sports market by sponsoring the ë A, NFL, NASCAR and College Football
as they feel this is one of the hottest markets for building relationships with their
customers. They continue to expand globally to reach new customers. Focus is
placed on managing the opportunities where the dollar will go further by integrating
all messages regardless of whether it¶s TV, radio, print, online, or direct marketing.

4- Evaluate FedEx¶s mission statement. Explain the major strengths and weaknesses
of the mission statement.

FedEx prides itself on following its mission statement. FedEx not only wants to make
financial gains for their shareholders but they will do so at the highest ethical and
professional manner; they continually strive for the highest employee satisfaction
which in turn results in outstanding customer service to all aspects of the business.

a. Strengths ± financial gains for shareholders; employee satisfaction; customer

service; holds company to highest ethical and professional manner; safety on the
job
b. Weaknesses ± company may not make financial gains needed due to
competition; partners and suppliers may become unpredictable;


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FedEx is a company that strives to be the trendsetting leader in the package delivery business.
FedEx used ,  to become the most recognizable leader in the overnight delivery
business. When 
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!  is highest, FedEx believes relationships are being
built with the customer, partners and suppliers. FedEx strives to achieve one hundred percent



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