The marketing director for Federal Express, a fast growing cargo carrier specializing in small packages must have a strategy to reach a large increase in sales for the company’s services. First, it must be based on the relative emphasis put between advertising and personal selling, then he has concrete plans for the new sales target decide within six months to formulate. Nine pages of exhibits show examples of previous advertising of Federal Express and its competitors, and data o … Read more »

The marketing director for Federal Express, a fast growing cargo carrier specializing in small packages must have a strategy to reach a large increase in sales for the company’s services. First, it must be based on the relative emphasis put between advertising and personal selling, then he has concrete plans for the new sales target decide within six months to formulate. Nine pages of exhibits show examples of previous advertising of Federal Express and its competitors, and data on print and radio advertising cost and audience.
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Christopher H. Lovelock
Source: Harvard Business School
18 pages.
Release date: 01 November 1978. Prod #: 579041-PDF-ENG
Federal Express (C) HBR case solution

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