Falls School of Business – MBA program
Dr. Michael D. Wiese – Fishers Campus
Proposal to Management of Market Audit – SWOT / Environmental Analysis By: Jeffrey K. Lockhart
October 02, 2012
To: Another open letter to the management of Federal Express Corporation (FedEx Corp): Ladies and Gentlemen,
I am currently involved in an MBA marketing class at the Falls School of Business – Anderson University. I have been asked, as part of a marketing audit, to assist in building a marketing plan that analyzes a portion of the “Situation Analysis” of such plan, for a particular Strategic Business Unit (SBU), or actual work unit, at my place of employment. The process for building a marketing plan starts with a detailed situation analysis of the market and business. The primary purpose of a situation analysis is to uncover key performance issues that usually go unnoticed in day-to-day business operations. The output of the situation analysis is used to build the marketing strategy. To accomplish this I will discuss the Strengths, Weaknesses, Opportunities and Threats (SWOT) / Environmental Analysis, with respect to current market forces, the business’s competitive position, and its current performance for the identified SBU described below. I will do this by listing the internal strengths and weaknesses that impact the SBU’s ability to serve FedEx customers, constituency; as well, as directly meet the FedEx mission. Also, I will list some of the external/environmental factors that are impacting/shaping the ability of the unit to serve its customers, constituency; as well, as meet the FedEx mission. Finally, as part of the SWOT I will discuss the opportunities and threats that as managers you should be aware of; and for which you will want to manage. Identification of the Specific Business Unit (SBU): FedEx Express – Indianapolis Hub – Sec. 9 – Dallas / Ft. Worth ramp (DFW) SWOT Analysis: FedEx Express –...