Federal Express (C) - The Case Centre

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Supplement

Reference no. 9-579-041

Subject category: Marketing

Authors: Christopher H Lovelock (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1978

Version: 1 December 1979

Length: 18 pages

Data source: Field research

Topics: Communication strategy; Advertising media; Market segmentation; Market definition; Personal selling; New product marketing; Sales

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Abstract

The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between advertising and personal selling, then he must formulate specific plans to reach the new sales target within six months. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences.

Location:

Tennessee

Industry:

Air freight service

Size:

Mid-size, USD75 million annual sales

Other setting(s):

1976