Fedex Packages Marketing for Overnight Success

Case Summary

FedEx is a logistics company based out of Memphis, Tennessee. They control over 50 percent of the overnight delivery market. The case elucidates how FedEx has remained a trendsetting leader in the parcel delivery industry and indicates the qualities that make FedEx such a thriving corporation. FedEx is dedicated to and appreciates the importance of effective marketing and will continue to build relationships by continuously adding to the range of quality and service offered to customers.

Key Marketing Issues

Customer Service – FedEx believes that by providing reliable, fast, competitive, and reasonably priced global air and ground transportation will influence consumers to utilize their services. Developing relationships based on the way consumers view FedEx is tremendously crucial in properly marketing the company. FedEx strives to achieve one hundred percent customer satisfaction. They have done an outstanding job thus far, as client satisfaction surveys have indicated that one of FedEx’s greatest strengths is their commitment to customer service standards.

New Branding Unveiled – Federal Express was a company name so recognizable by the public that it became the standard name of overnight delivery service. Why would they choose to change their name to simply FedEx? Not only did they run into some issues with using the word federal, but they wanted a name more fitting with the times. The shortening of the original moniker both closely identified with speed, reliability, innovation and customer service, and the power of its signature colors purple and orange to communicate urgency and leadership. Change was needed and FedEx took a huge leap by changing their identity. Luckily, it paid off.

On Time Overnight Delivery – FedEx has the infrastructure and progression in place to guarantee overnight delivery of packages. FedEx’s deliveries arrive at their destination promptly about 99% of the time.

Information Technology – FedEx...