Grp 2 Marketing Plan

Grp 2 Marketing Plan - FedEx Marketing Plan Audit COLUMBIA...

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FedEx Marketing Plan Audit COLUMBIA COLLEGE MARKETING STRATEGY, BUSI 544 Taryn Lopez, Kevin Irvine December 2, 2009 Submitted to: Dr. Brenda Harper
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FedEx Marketing Plan Audit T able of Contents Subject Page 1.0 Executive Summary 3 Table 1 Sales Forecast 3 2.0 Situation Analysis 4 2.1 Market Summary 4 Target Markets 4 2.1.1 Market Demographics 5 Geographics 5 Demographics 5 Behavior Factors 5 2.1.2 Market Needs 6 2.1.3 Market Trends 6 2.1.4 Market Growth 6 2.2 SWOT Analysis 7 2.2.1 Strengths 7 2.2.2 Weaknesses 7 2.2.3 Opportunities 7 2.2.4 Threats 8 2.3 Competition 8 2.4 Product Offering 8 2.5 Keys to Success 9 2.6 Critical Issues 9 3.0 Market Strategy 9 3.1 Mission 9 3.2 Marketing objectives 10 3.3 Financial Objectives 10 3.4 Target Markets 10 3.5 Positioning 11 3.6 Strategies 11 3.7 Marketing Mix 11 3.8 Marketing Research 12 4.0 Financials 12 4.1 Break-even Analysis 12 Table 4.1 Break-even Analysis 13 4.2 Sales Forecast 13 Table 4.2 Monthly Sales Forecast 13 4.3 Expense Forecast 14 5.0 Controls 14 5.1 Implementation 14 5.2 Marketing organization 14 5.3 Contingency Planning 15 Difficulties and Risks 15 Worst Case Risks Included 15 References 16 2
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FedEx Marketing Plan Audit 1.0 EXECUTIVE SUMMARY Today FedEx Corporation handles more than 3 million overnight packages and documents a day, and more than 5 million shipments a day around the world. FedEx controls more than 50 percent of the overnight delivery market, with total operating income of $1.47 billion on an astounding $22.4 billion in total revenue. To conserve energy and improve profitability, FedEx needs to move more things with fewer resources. FedEx continues to invest in efficient equipment and processes. FedEx is investing in alternative fuels as well as more fuel-efficient aircraft that lower emissions and use significantly less fuel per pound transported. With a goal of making FedEx vehicles 20 percent more efficient by the year 2020, FedEx continues to invest in our hybrid-electric vehicle fleet and in all-electric prototypes. FedEx is also streamlining its processes. Through Quality Driven Management (QDM), FedEx has taken a whole new approach to standardizing quality across the entire company. To keep pace with a fast-changing marketplace, FedEx is providing new technologies that anticipate and respond to rapid changes in global supply chains. 3 Table 1: Sales Forecast (In Billions) $10 $15 $20 $25 $30 $35 $40 $45 $50 2006 2007 2008 2009 2010
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FedEx Marketing Plan Audit 2.0 SITUATION ANALYSIS FedEx is entering into its thirty-seventh year of operations. Its products and services have created steady growth and profit. To realize continued growth, FedEx must focus on the future, and think long-term. FedEx continues to look at what the world of commerce needs for the long term, even when the economy is in a recession. Advancements in technology create opportunities for FedEx to improve its operations and gain market shares. FedEx must continue to capitalize on innovations that provide faster and more reliable services for our customers. 2.1 Market Summary
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This note was uploaded on 11/22/2010 for the course BUSI 544 taught by Professor Harper during the Fall '09 term at Columbia College.

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Grp 2 Marketing Plan - FedEx Marketing Plan Audit COLUMBIA...

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