Federal Express (A)

Case Analysis

Federal Express package is a small airline in the United States. After initial heavy losses, it is now profitable. Management checks the services offered by the company and believes that there is a great potential for “Courier Pak,” an overnight delivery service, with limited sales. Is it appropriate to devote special attention Courier Pak? If so, what is the appropriate role of advertising and personal selling?

Federal Express package is a small airline in the United States. After initial heavy losses, it is now profitable. Management checks the services offered by the company and believes that there is a great potential for “Courier Pak,” an overnight delivery service, with limited sales. Is it appropriate to devote special attention Courier Pak? If so, what is the appropriate role of advertising and personal selling?
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from
Christopher H. Lovelock
Source: Harvard Business School
29 pages.
Release Date: 1 Oktober in 1976. Prod #: 577042-PDF-ENG
Federal Express (A) HBR case solution