| Case Title |
Federal Express Corporation: Facing International Marketing Challenges in Asia Pacific |
| Case Author(s) |
Leo Paul Dana
|
| University |
Nanyang Technological University |
| Abstract |
Federal Express had spent more that US$1 billion to acquire air routes in Asia, and until 1998, it was the dominant cargo airline linking Australia with the United States. Then, the situation changed when Trans World Airlines (TWA) and United Parcel Service (UPS) entered joint marketing agreements with Air New Zealand and Qantas Airways respectively. In 1998, Air New Zealand and TWA launched code-shared trans-Pacific cargo flights. That same year, Qantas and UPS began sharing a Boeing 747-F (jumbo freighter) between Sydney, Australia and Louisville, Kentucky (the hub of UPS). Suddenly the market leader found itself faced with the possibility of losing market share. Executives were face with decisions to make, such as whether or not Federal Express should react and how.
*Abstract reprinted with the permission of the European Case Clearing House* |
| Available In |
The Nanyang Case Collection |
| Publisher |
The Asian Business Case Centre, NTU |
| Publisher Case No. |
ABCC-07-99-001 |
| Distributor(s) |
The Asian Business Case Centre
European Case Clearing House
|
| Pub/Rev Date |
1999 |
| ISBN |
|
| Case Length |
18 pgs |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Marketing; express delivery; courier service; air freight; cargo; competition; code-sharing. |
| Organisation(s) |
Federal Express
|
| Countries |
Asia |
| Industry |
Logistics |
| Period Covered |
1998 |
| Level |
Undergraduate |
| Links of Interest |
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| Back |