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Competitive analysis
Federal express UPS Airborne express
45% market share 25% market share 16% market share
608 planes 529 planes 175 planes
Strategic orientation: PROSPECTUS ANALYZER DEFENDER
• Explores new markets for profit • Remain and analyze the market • Fight on prices(Low cost)
• Aggressive marketing since 1970 • Before 1980, little or no • Shipments concentrated in
“World on time” marketing(absence of dept) metropolitan areas (80%)
• Invested in advertising expense • After 1995, increased • Pick up & delivery from same
($138million) advertisement upto 80% stop. (20% reduction)
• Developed sales rep
• Focus on human capital • People oriented company In sorting, relied more on human
“People ,Service, Profits” increased wages than technology
Strategic group maps
High
High
Defrenciation
Quality
Service
Low
Low Market share
High
Low High Low Price