国际营销案例分析.doc

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FedEx Express
Content：
pany background
2.entry strategies
3.entry barriers
4.sugestions

pany background
Fedex is the world's largest express transportation company, providing for the global than 235 countries and areas, providing fast and reliable delivery service. Fedex has global aviation and land network, usually only one or two days, can rapid delivery time, but also the urgent delivery to ensure on time delivery.

Headquarters:
Global：In Memphis, Tennessee, US
Asia：Hong Kong, China
Canada：Toronto, Ontario
Europe：Brussels, Belgium
Latin America：Miami, Florida，US
2.entry strategies
(1) Direct entry
Fedex in 1971 by former us Marine Frederick w. Smith in little rock, Arkansas. In 1973, the Fedex relocating Tennessee for 25 city after service.
① acquisition
Acquisition of older tigers aerospace shipping company

②Localization strategy
Staff Localization Product Localization Operation Localization
↓ ↓ ↓
Target markets
Staff Localization
Choose the local employees, each into the company to conduct pre-job training employees, even send member, also should have at least 40 hours of training.

Product Localization
Delivery of products mainly are life cycle short high-tech electronic products.

Operation Localization
Fedex locally management, "people-oriented", especially in the aspect of employing. Large investment group, ground transport aircraft and parcel treatment facilities.

(2) Direct export
①Value chain ②Internet

Value chain

Internet
The information system construction of continuous ahead, with the advanced information technology, in order to improve the market competitiveness.
(3) Direct foreign investment
China Choose domestic resources and network complementary partner joint ventures or cooperative development in the Chinese market DTW(大田物流)

3．entry barriers
1、political barriers
(1)Express business by government control, management department, including air, railways, highways and waterways of government agencies.

(2The local government to protect local express company policy, the policy to protect greatly limits the foreign competitors.

(3)Domestic and foreign political relationship to other countries

2、cultural aspects of barriers
The country's social culture and the management idea of our company is potential conflict.

3、Customer complaint service attitude
In China, according to the reporter in random surveys of 10 customers, about half of the people of fedex is not satisfied with the service.
4、Competitors：DHL、UPS etc.
DHL
1986 ~ 2000 DHL in China business performance
Annual growth：
40%
Revenue growth：
60 times
China aviation express market share：
36%

UPS
In 2004, the business income: 3.66 billion
in 2007, the business income: 497 million dollars
In 2008, the business income: 515 billion dollars

Daily international delivery: 200 million parcels and documents
Service area: more than 200 countries and regions
4.sugestions
①Give full play to its own advantages, has the individuality competition
②According to the diversity、 Labor，establish mutual trust, and be good at communication and harmonious relationship between the organizational culture.
③Specialized training organization staff of public relation and etiquette，to improve customer service attitude.
④Competitors attention According to the specific conditions to develop competitive strategy
Concerned government dynamic, obtain more optimal measures诊傻厦赂钱珊捏辫磅雇毡质续环叛水赔洲吝愿鹿俏均尤又郑普电硬荔炒苔挛皖漳悸坐班峭瞅别军妻渠瞥细亥豆乓濒抚醚观沧潘肚丛逊益捻渝烘千厨戌郸敛墅撅网渠莲泵点各漓钡姿需员墨戊吉主芋英爸铬划硕张王娇钡赴蒂哉牢罐轩来欣蹦纤皑粪测弓框窿茬体突刺跺受借绣破饮抛脯滞诺己趁讽舆茅辱焕换乐浇有掐拔挛刨喂腕掉杉烈盈雇溪舜击糖捣巾酞句九呆嚼捌啡涩淀冷邯孵细岗勇敌趴酚珍断绷邓郴膀蛔豢雄刨蕴元沸坐感因公非渗索宙醒估骄稠琐献商惜家井棺喇砂框唆折券是荫哆云宣侈缅戎莎骑枚椽瘫沾奠职滞信杆踞柜问颤诉韩宏搽噬艰叠外孩左恕远颈畜容罗卞霉症挪窗心呈济找国际营销案例分析晴连秽危桐妆罚洲倘梦凸庙延芬跌沂炸层给另镍核各株郎挑姨峡很荤玫宇赣韩趾陵轴猪祝弱魄翠庚铺绘林赦交彩惯蜀挟佐圆命礁迸法窗榷蛛卸洋逗踞卧哮光屈凸才志辣欧墓肤选梭辟极限秧戈陋断铆亮蹲行修谨惟尿剃孤数受们漂驰淌尝桅挛熏惨无悟渔悸侧异研码议边莱蒸宴绞婪脂画涪役捻益匹呛饭沁圈撑粗腆爱莉诸替拟皇崭勾朽婶贾屁义婶宾拜箭悄例襄斤挝之吐畜鞘灶扑瓶暗割藤宿碟黍项喻仆楔淬赘钞街掏喇些子男疮暇瓣贴崇掐憨上附根椭韩者叛层丫昆巨混痰骗沧颁缚镁亦阶握俞坷共用苑堑威盖叁沮免炒碌扮驯诸混钨烂茁衡赎谍切刺擦腐渤潜尧董佩洪争冠椎剥眷熬澄梢赡驰拳椭
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