FedEx战略分析我的MBA作业.docx

FedEx战略分析我的MBA作业.docx

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FedEx战略分析我的MBA作业

FedExCorporation

StrategicManagementProject

Preparedby:

SANJOSECONSULTINGGROUP:

BillyCRANE

BradLANDTHORN

BobMIRI

JeremyRELPH

ChrisSANCHEZ

AndreaVERNEROVA

December9,2003

TABLEOFCONTENTS

EXECUTIVESUMMARY………………………………………………………………3-5

ChapterI:

HISTORY………………………………………………………………6-9

ChapterII:

EXTERNALANALYSIS……………………………………………….9-15

A.IndustryLifeCycle

B.IndustryDynamics

C.Porter’sFiveForces

D.GlobalCompetition

E.NationalContext

F.OpportunitiesandThreats

ChapterIII:

INTERNALANALYSIS………………………………………………16-23

A.CompetitiveAdvantage

B.DistinctiveCompetencies

C.Strategies

D.FourBuildingBlocks

E.Strengths

F.Weaknesses

G.Image

ChapterIV:

BUSINESS-LEVEL………………………………………………………23-28

A.BusinessLevelStrategy

B.IssuesinDifferentiation

C.TargetingCustomerNeeds

D.MarketSegmentation

E.DifferentiationofQuality

F.DifferentiationinWorld

G.AdvantagesofDifferentiation

H.ImpactofStrategy

ChapterV:

VALUECHAIN………………………………………………………28-34

A.ValueChain

B.ProductTechnology

C.ImpactofNationalContextofIndustry

D.ResponsetoDifferencesAmongNations

E.GlobalDimensionsofStrategy

ChapterVI:

CORPORATE-LEVELSTRATEGY……………………………………….35-41

A.FedexCorporation

B.Express

C.Ground

D.NewOfferings

E.HorizontalIntegration

F.VerticalIntegration

G.FillintheBlanks,H.WhiteSpaces

I.PremierPlus10,J.MegaOpportunities

REFRENCES…………………………………………………………………42-44

EXECUTIVESUMMARY

DuringoneofhistwocombattoursinVietnam,FederalExpressCEOFrederickSmithgotaquicklessoninsurvivalfromacrustyMarinesergeant.“Lieutenant,”thesergeanttoldSmith,“there’sonlythreethingsyougottaremember:

shoot,move,andcommunicate.”（Fortune,Nov.1997）

Somethirtyplusyearslater,andatthehelmofonetheshippingindustry’slargestcompetitors,Smithhasutilizedthatsametacticaladviceinthebusinessworld.HismaneuveringofFedExhasincorporatedanaggressiveshootingstrategyasthecompanyhasemergedintonumerousshippingregionsaroundtheworldsuchasAsia,andfurthermore,FedExcontinuouslyhasbeenpursuinganddevelopingasolidfoundationandinfrastructureforthecompanyanditsfuture.OneexampleistheadditionofanewhubinthePhilippines,atSubicBay.Hismovementhasguidedthecompanytoinnovateitsproductsanddevelopwiththeneedsofitscustomers.Finally,theuseofcommunicationhasemergedasoneofthecompany’sgreatestcompetencies,notonlywithcustomers,butinternallyaswell.“FedExhasalwaysbeenatechnologytrailblazer,andthesuccessofistestamenttothat.”ThecompanywasoneofthefirsttoharnessthepoweroftheInternet,launchingitsWebsitein1994withaboldnewpackagetrackingapplicationoneofthefirsttruecorporateWebservices.Soonafter,FedExbecamethefirsttransportationcompanywithWebsitefeaturesthatallowedcustomerstogeneratetheirownuniquebar-codedshippinglabelsandrequestcourierstopickupshipments.FedExGroundistakingadvantageofthewirelessLANtechnologybyexpeditingthemovementofshippinginformationfromdeliveryworkers'terminalstoacentraldatabase.

ItiswiththesetacticsalongwithFedExstrongcompetenciesandworldwideinfrastructure,whichwillbediscussedinfurtherdetailhereafter,thatwillfosterthecompaniessuccessandeventualcompetitiveadvantageinyearstocome.

FedExprovidesmanybenefitstoitscustomers.Theshippingindustry,however,isoneofextremecompetition.Notonlyarecustomersconfrontedwiththechoiceofcarrier,theyarealsoconfrontedwithachoiceofmeansofshipment.Itisfurthercomplex,asthepricingstrategyofthesectorhascompanies,forinstance,wholeadcostinoneformofshipmentsuchasgroundandfollowinanotherformofshipmentsuchasinternationaldelivery.

FedExforesawtheimportanceofdifferentiationearlyon,asdidmostofthesectorplayers.FedExrealizedthatitwasintheinformationbusiness.CustomersarenotonlyconcernedwiththeproductgettingfrompointAtoB,butfurther,areinterestedintheknowledgeofwherethecargooriginatedfrom,itspresentwhereabouts,destination,estimatedtimeofarrival,priceandcostofshipment.Alltheseelementsarejustasimportanttosomebusinessesandconsumersasreceivingasafedelivery.Tosupportthisneed,anddifferentiateitselffromcompetitors,FedExcreatedstate-of-the-arttechnologyforcustomerstotrackandvalidateshipments.Shipmentsarevirtuallytraceablefromtheirorigintotheirdestinationallwiththeconvenienceofthepersonalcomputer.Additionally,FedExhasforecastedtheimportantstrategictrendofacontinuouslyglobalshippingmarket.Thedifferentiationofproductsisacontinuousprocessinthiscompetitiveindustryasinnovationsareoftenquicklyimitated.FedExstrivestodevelopinnovationsandlistenstocustomerswantsandneeds.

Furthermeetingtheneedsofcustomersworldwide,thecompanyhasinvestedextensivelyinglobalinfrastructure.Fedexconnectssomeofthemostimportantareasoftheworldthatmakeup90%oftheworld’sgrossdomesticproduct,someofthenewhubswerebuiltinthePhilippinesatSubicbayandinEuropeatCharlesdeGaulle,inParis.ParticularemphasishasbeenplacedongainingastrongpresenceinthespawningAsianmarket.CountriessuchasChina,whichhadbeenpredominantlyexportingcountries,arenowlargeimportersofgoodsfromallpartsoftheWorld.Since1984theyhaveexpandedservicetoover300citieswithinChina.（BusinessSourcePremier）

Itiswiththiskeensenseof“thebigpicture”thatFedExfindsitselfwithoutacurrentsustainedcompetitiveadvantagewithintheshippingindustry.TheFedexreturn-on-equitypercentageof10%fallsfarbelowtheindustryaverageofnearly20%.Thecompanyhasinvestedheavilyinaircraftanddevelopmentofstrategicworldwideairlinehubs.In1997,FedExforesawtheopportunityofInternetcommerceanditsimplicationsontheshippingindustry.ItisthissameintuitionthatweattheSanJoseConsultingFirmbelieveFedExispositioningthemselvesasthefutureleader,withsustainedcompetitiveadvantage,intheinternationalmarketoftheshippingindustry.

TheextensiveinfrastructureandresourcesFedExhascompiledarequiteimpressive.Thecompanyhasaddedseveraloptimumhubs,theEuroOneHubinParis,theAsiaOneHubatSubicBay,andthenewIraqhubtoincreasethereachandaccessibilityinblossomingneweconomiesandmanufacturinglocations.Thisinfrastructure,coupledwithFedEx’scontinuousinnovationsandfulfillmentofcustomersneeds,iswhatwillcreatecontinuedsuccess,andeventualsectorcompetitiveadvantageintheyearstocome.

ChapterI:

HISTORY

KeyeventsanddatesinthehistoryofFedExCorporation.

（Initalics:

theentryofFedEx’smajorcompetitor,UPSCorporation.）

1907–UPScreatedbyJimCaseyastheAmericanMessengerCompanyinSeattle,Washington.

1953-UPSresumesairoperations.BlueLabelAirprovidestwo-dayservicetoChicago,Detroit,andseveralmajorcitiesontheeastandwestcoasts.

1957-UPSservesareasoffivestateswithin150-mileradiusofChicago.

1971–FederalExpressCorporationisfoundedinLittleRock,Arkansas.

FrederickSmithrealizedthetremendousneedforonetotwodaypackageandair-freightdeliverythatwasbetterthanthecurrentdistributionsystem.

1973-FederalExpressrelocatesoperationstoMemphis,Tenn.

Onthefirstnightofcontinuousoperation,389FederalExpressemployeesand14aircraftsdeliver186packagesovernightto25U.S.cities—andthemodernair/groundexpressindustryisborn.

1975-FederalExpressinstallsthefirstFederalExpressDropBox.

1975-UPSforges"GoldenLink,"becomesfirstpackagedeliverycompanytoserveeveryaddressinthe48contiguousUnitedStates.

1977-AftertwoyearsoflobbyingledbyFederalExpress,CongresspassesPublicLaw95-163enablingFedExandothercargoairlinestouselargeraircraftwithnogeographicrestrictionsonroutes.

1977-UPSprovidesairservicetoall50U.S.States

1978-FederalExpressCorporationislistedontheNewYorkStockExchange;tickersymbolisFDX.

1981-FederalExpressintroducestheOvernightLetter.

FederalExpressbeginsinternationaldeliverywithservicetoCanada.

FederalExpressopensitsSuperHubadjacenttoMemphisInternationalAirport.

1981–UPSpurchasedfirstaircraftforuseinairdeliveryservice.

1983-FederalExpressbecomesthefirstU.S.companytoreachrevenuesof$1billionwithoutmergeroracquisition.

1984-FederalExpressacquiresGelcoExpressInternationalandlaunchesoperationsinAsiaPacific.ThefirstPC-basedautomatedshippingsystem,laternamedFedExPowerShip®,isintroduced.

1985-RPSInc.（nowFedExGround）isfoundedinPittsburgh,Pa.,andintroducesbarcodelabelingtothegroundtransportationindustry.

1985–UPSstartedinternationalairservicebetweenU.S.andsixEuropeancountries.

1986-FederalExpressintroducestheSuperTracker®,ahand-heldbarcodescannersystemthatcapturesdetailedpackageinformation.

1989-FederalExpresspurchasesFlyingTigerstoexpanditsinternationalpresence.

1990-FederalExpressbecomesthefirstcompanytowintheMalcolmBaldrigeNationalQualityAwardintheservicecategory.

1990–UPS-firstscheduledflightstoAsiaonUPSaircraft.

1992–UPS-electronictrackingofallgroundpackagesbegins.

1992-UPSisdeliveringtomorethan200countriesandterritories;delivering11.5million

packagesanddocumentsadayformorethanonemillionregularcustomers.

1993-RPS（nowFedExGround）exceeds$1billioninannualrevenueini