FedEx as a service company that mainly focuses on transportation or shipment services, channel played an important role leading to success. FedEx need a good channel to get and reach more customers. FedEx has a strong network structure linking all the market together. FedEx serves more than 220 countries and territories currently. Further, these networks are linked up by land, air and ocean transportation. FedEx’s service covered all around the globe, making services available for customers from many countries and almost every place. FedEx has many drops off location around the globe. Customer can choose either one drop- off location that is nearest to them. FedEx has great air network, having more than 320 daily international flight and 654 aircraft ready to ship the packages. FedEx has many hubs around the world working as a midpoint of delivering the packages. There are four hubs in Asia pacific. That is Shanghai, Continue reading
Marketing Case Studies
Case Study: Seinfeld Ad Campaign by Amex
American Express is a global, diversified financial services company headquartered in New York. The company is over 150 years old, founded in 1850. It is best known for its credit card, charge card, and travelers check business, but has numerous ancillary operations that are profit centers. On of the key factors in the improvement of American Express in the market is the continual thrust of its brand. Beginning in the 1960s American Express distinguished itself for two decades with several highly acclaimed campaigns. Advertising Age included two 1970s American Express campaigns (‘‘Do You Know Me?’’ and ‘‘Don’t Leave Home without It’’ featuring Karl Malden) on its list of the ‘‘50 Best Commercials.’’ The 1988 print campaign featuring photos of famous card members by Annie Leibovitz was a finalist for the book Advertising’s Ten Best of the Decade 1980—1990. But in 1990 AT&T Corp. disrupted the general purpose credit card market Continue reading
Case Study: The Rise and Fall of Toys “R” Us
In 1948, Charles Lazarus founded Toys “R” Us as a children’s furnishing company. He used investments from savings and bank loans. In 1957, the organization founded its first formal toy shop, completely devoted to children’s toys, and became public in 1978. The firm had several conventional toy stores, shops focusing on baby commodities, over 100 children’s apparel stores, and various educational specialist stores. Nonetheless, the firm owned numerous toy shops in other international countries, led by Asian vendors. Toys “R” Us offered its items online via toysrus.com and other platforms, with online retailing performed through a partnership with Amazon. Inc. In 1982, the company expanded its product line by adding the Kids “R” Us and Babies “R” Us labels, bearing copyrights. These brands enjoyed tremendous development and became one of the most frequented sites for toys and children’s clothes. The company experienced robust achievements during its inception stages, and the Continue reading
Case Study: Citibank “Live Richly” Ad Campaign
Founded in 1812 as the City Bank of New York, this urban merchant’s bank continued to expand and diversify its services over the next century. The bank changed its name to Citibank, N.A. (National Association), in 1976, following its parent holding company’s change to Citicorp. In 1998 Citicorp and the Travelers Group completed a $76 billion merger to form Citigroup, Inc. Citicorp was at the time the second-largest commercial bank, and Travelers Group was a leading international insurance/investment banking firm. The Citicorp-Travelers merger thus represented a new era of horizontal expansion. Citigroup then began an acquisition spree that included acquiring in 2002 Golden State Bancorp (the parent company of First Nationwide Mortgage and California Federal Bank), a move that added 352 branches and approximately 1.5 million new customers to Citigroup. By then the company was well on its way to having 3,000 bank branches and consumer-finance offices in the United Continue reading
Case Study: McDonalds Marketing Strategies
McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record high of $23 billion. “The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald’s success over the years. The business model enables McDonald’s to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers.” McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the Continue reading
Case Study on Marketing Strategy: Starbucks Entry to China
Starbucks is one of the largest coffee chains in the World. The company has a unique style and atmosphere in their coffee houses. We chose China because it is the world’s most populous country with over 1.3 billion people live there and second-largest country by land area. After 1978, the country’s economy were underwent dramatic changes which involved such relief as permission for entrepreneurs to start up their own business and opening the country for foreign investment. It is obviously that Starbucks managers decided to take advantage of such opportunity to expand their business into new region. To evaluate Chinese market the company used several steps of analyses. Who might be interested in buying coffee in China? To introduce the Starbucks brand the company begun to distribute coffee for free to guests in several Beijing’s hotels in 1994. This initiative indicated that there was a strong demand for their products, Continue reading