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Abstract

The case discusses in detail the entry and expansion strategies of the two US-based logistics companies - FedEx and United Parcel Services (UPS) - in the Chinese market. The case examines the contrasting strategies adopted by FedEx and UPS in their efforts to establish and expand their operations in China. FedEx followed an aggressive, high risk approach to expand its services network in China which enabled it to capture more market share. On the contrary, till the late 1990s, UPS followed a conservative, low risk approach to establish its presence in China. The case brings out the contrasting elements of the strategies adopted by both companies including establishing the services network, advertising and promotion, targeting customers and the investments made. Finally, the case examines how the expansion strategies of both companies have changed with the improving business prospects in China, following its entry into the World Trade Organisation. The case enables the students to: (1) understand the entry and expansion strategies of large multinational logistics services companies in an emerging market like China; (2) examine the contrasting elements of the different strategies adopted by large multinational logistics services companies to establish and expand their operations in China; (3) understand the advertising and promotion and distribution strategies adopted by FedEx and UPS for the Chinese market; (4) analyse the expansion strategies adopted by foreign logistics companies due to the changing business environment in China; and (5) understand the dynamics of the logistics industry in China. This case is aimed at MBA/PGDBA students and is intended to be part of the strategy and general management curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1907-2003

About

Abstract

The case discusses in detail the entry and expansion strategies of the two US-based logistics companies - FedEx and United Parcel Services (UPS) - in the Chinese market. The case examines the contrasting strategies adopted by FedEx and UPS in their efforts to establish and expand their operations in China. FedEx followed an aggressive, high risk approach to expand its services network in China which enabled it to capture more market share. On the contrary, till the late 1990s, UPS followed a conservative, low risk approach to establish its presence in China. The case brings out the contrasting elements of the strategies adopted by both companies including establishing the services network, advertising and promotion, targeting customers and the investments made. Finally, the case examines how the expansion strategies of both companies have changed with the improving business prospects in China, following its entry into the World Trade Organisation. The case enables the students to: (1) understand the entry and expansion strategies of large multinational logistics services companies in an emerging market like China; (2) examine the contrasting elements of the different strategies adopted by large multinational logistics services companies to establish and expand their operations in China; (3) understand the advertising and promotion and distribution strategies adopted by FedEx and UPS for the Chinese market; (4) analyse the expansion strategies adopted by foreign logistics companies due to the changing business environment in China; and (5) understand the dynamics of the logistics industry in China. This case is aimed at MBA/PGDBA students and is intended to be part of the strategy and general management curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1907-2003

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