Federal Express (A) - The Case Centre

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Case

Reference no. 9-577-042

Subject category: Marketing

Authors: Christopher H Lovelock (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1976

Version: 1 April 1983

Length: 29 pages

Data source: Field research

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

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Abstract

Federal Express is a small-package airline operating throughout the United States. After initial heavy losses it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for 'Courier Pak', an overnight delivery service with presently limited sales. Is it appropriate to devote special emphasis to Courier Pak? If so, what is the appropriate role of advertising and personal selling?

Location:

Tennessee

Industry:

Air freight service

Size:

Mid-size, USD75 million annual sales

Other setting(s):

1976