Fedex - Marketing Plan
FEDEX
FedEx Marketing Plan
Dedication to Innovation, Service & Responsibility
MKTG 6352
2011
Table of Contents 1.2 Letter of Recommendation ..................................................................................................................................... . 3 1.3 Executive Summary ............................................................................................................................................. 4 1.4 Introduction, Background, summary and update of the case study ....................................................................... 5 1.4.1 Introduction ..................................................................................................................................................... 5 1.4.2 Background....................................................................................................................................................... 5 1.4.3 Summary of the Case ....................................................................................................................................... 5 1.4.4 Update on FedEx .............................................................................................................................................. 5 2 Situation Analysis ........................................................................................................................................................ 6 2.1 Market Summary ................................................................................................................................................. 6 2.1.1 Target Market Analysis ................................................................................................................................ 6 2.2 SWOT Analysis ..................................................................................................................................................... 7 2.2.1 Strengths ...................................................................................................................................................... 7 2.2.2 Weaknesses ................................................................................................................................................. 8 2.2.3 Opportunities ............................................................................................................................................... 8 2.2.4 Threats ......................................................................................................................................................... 9 2.3 Competition Analysis ........................................................................................................................................... 9 2.3.1 Primary Competitor ..................................................................................................................................... 9 2.3.2 Secondary Competition ............................................................................................................................. 0 1 2.4 Keys to Success .................................................................................................................................................. 0 1 2.5 Macro Environment Analysis ............................................................................................................................ 0 . 1 2.5.1 Economy .................................................................................................................................................... 0 1 2.5.2 Culture ....................................................................................................................................................... 0 1 2.5.3 Politics, Rules and Regulations ...
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