Corporate Communication in Fedex

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The role of the Corporate Communication function
in the organization
A case of “best practice”
FedEx

Alessandro Colangelo

* INTRODUCTION……………………………………………………………………….p. 2

* RESEARCH QUESTION...........................................................................................................p. 3

* METHODOLOGY…………………………………..................................................................p. 3

* ANALYSIS……………………………………………………………………………………...p. 4

1. The close alignment between Corporate Communication function & the Implementation of Strategy: The unique FedEx operating strategy………….p. 4

2. The Corporate Brand in relation with Corporate Identity and Reputation. FedEx: From a house of Brands to a Branded House……………………........p. 7

2.1 Corporate communication as Corporate Branding:
the alignment between vision, culture and image in FedEx……….....p. 7

2.2 Corporate Brand in relation to Corporate Identity……………………p. 9

2.3 Corporate Brand and Corporate Reputation,
a practical example: FedEx world-class program……………….....p. 12

* DISCUSSION OF METHOD AND RESULTS………………………………………..........p. 14

* CONCLUSIONS AND RECCOMENDATIONS……………………………………...........p. 14

* REFERENCES…………………………………………………………………………..........p. 15

* APPENDIX……………………………………………………………………………............p. 16

INTRODUCTION
In the last years, business communication researchers have become increasingly interested in the contribution of corporate communication to a company’s ability to create and disseminate its strategy. Corporate communication, as an area of practice, involves communication professionals developing, planning and executing communication programs on a day-to-day basis. Managing corporate communication requires a communication strategy that describes the general image that an organization aims to project through themed messages and stakeholders.

Below I’m going to analyze the case of FedEx Corporation. With the original name of Federal Express, the organization was founded in 1973 by Frederick W. Smith. He literally invented the concept of overnight delivery, thereby creating a whole new market where previously there was none. In 1983, the company made business history by being the first American company reaching the financial hallmark of US$1 billion in revenues within ten years of start-up without mergers or acquisitions.

Starting off with only fourteen small jets at its disposal, FedEx today has more than 560 aircrafts – making them the largest all-cargo air fleet in the world. The total daily lift capacity of their fleet exceeds 26.5 million pounds. Within 24 hours it travels approximately 500,000 miles. With the 2.5 million miles the FedEx Express couriers log a day; it is equivalent to 100 trips around the earth. Nowadays, FedEx Corporation (NYSE: FDX since December 1978) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $39 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 290,000 employees and contractors to remain “absolutely, positively” focused on safety, the highest ethical and professional standards and the needs of their customers and communities. The corporate culture of FedEx is based on superior customer service and displays an attitude of "doing whatever it takes to serve customers" from the top to the bottom. There’s the belief that success hinges on the first “P” of the People-Service-Profit philosophy; if employees are taken care of, they will reciprocate with the impeccable service the customer demands. Besides, according to the Executive Biographies found on the company website, all the various officers have extensive...
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