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Fedex Courier Pak Essay

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Federal Express established itself as a key player in the competitive airfreight industry, just three years after beginning operations, as a direct result of its unique strategic hub system and a policy of limiting package size to under 70 pounds. By capitalizing on this strategy, FedEx was able to boost its average delivery volume in 1976 to 20,726 packages per day via its three services, Priority-One, Standard Air, and Courier Pack, compared with an average of 10,521 delivered daily the prior year. Clearly the company’s calculated use of strategically-located hubs, nighttime flight routes, and limited package size allowed the company to carve out a niche by reliably delivering packages on an immediate, overnight basis. However, …show more content…

2. UNFULFILLED DEMAND.
By 1976, at a volume of 1,300 packages per day, FedEx’s Courier Pack service was only fulfilling one tenth of a percent of the “emergency rush” market, which totaled 870,000 packages delivered per day. By comparison, at 13,400 deliveries per day, the company’s Priority One “emergency rush” service accounted for one percent of the total market. Clearly both services have potential to gain more share of the rush delivery market, but the Courier Pack’s untapped potential is nearly limitless. Surely, the remaining 98 percent or so of customers using competing services for emergency rush delivery, including Emery Air Freight and USPS Express Service, are not familiar with Fed Ex’s less expensive, and more consistent Courier Pack service, and would switch brands with heightened awareness gained through careful marketing. Furthermore, FedEx flights were not even loaded to maximum capacity. Using just 85 percent of capacity, FedEx delivered a combined 20,726 packages and reaped about 376,000 in revenue. Of this amount, Courier Pak deliveries accounted for just 6 percent of daily flight volume, and 4 percent of daily revenue. Ideally, FedEx should focus on maximizing this unused capacity with increased Courier Pak deliveries, which would result from a direct marketing campaign.

3. BEST POSITIONED TO EXPLOIT THE EMERGENCY DELIVERY MARKET BASED ON UNIQUE COMPANY STRATEGY.

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