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Fedex Marketing Mix

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FedEx Marketing Mix

Federal Express is an express transportation company, founded in 1973 by Frederick W. Smith. During his college years, he recognized that the United States was becoming a service-oriented economy and needed a reliable, overnight delivery service company designed to solely transport packages and documents. He wrote a Yale term paper on this idea and received a C. His professor thought it would never work. Fortunately for Frederick Smith, he did not take it to heart and ended up building that company he dreamed of.

FedEx Express now delivers about 3.7 million packages per day throughout the United States and to some 210 countries worldwide.

The company operates a fleet of more than 660 aircraft and some 47,000 motorized vehicles and trailers.

FedEx offers a wide range of services for many different people, including FedEx Same Day, FedEx First Overnight, FedEx Priority Overnight, FedEx Standard Overnight, FedEx 2Day, FedEx Express Saver, FedEx Ground U.S., and FedEx Home Delivery.

This brief study will discuss the four Ps of market┬Čing as they apply to Federal Express services, seeking to demonstrate how the entire market┬Čing function can be seen in the operation of these four areas, and to be able to suggest possible courses of action.


The main factors that influence the price charged by FedEx are the costs of gas, promotions, and market research.

The price that FedEx charges on the services now is lower than other competitors (UPS and DHL). The price of a FedEx overnight letter is $11 compared to UPS and DHL prices of $12 and $13 respectively.

As FedEx management's policy is to maximize profits, they use the cutthroat business technique by pricing their services at high prices and hoping the consumer will use it based on the company's reputation and their unique and detailed tracking system.


FedEx services are available almost everywhere at any time. When customers' shipment is ready to go, they can either schedule a courier pickup or drop it off at the FedEx location nearest them. With more than 48,000 locations nationwide, there's bound to be one nearby.

At FedEx new FedEx Kinko's Office and Print Centers, and FedEx World Service Center locations, customers can drop off FedEx Express packages as well as FedEx Ground packages, pick up shipping supplies, receive assistance, and more.

Also self-Service FedEx Express Drop Boxes are located where the customer needs them-in office buildings, airports, shopping malls, grocery stores, and select Post Office locations.

FedEx also has Authorized Ship Centers that provide access to the FedEx transportation network at over 5,800 independently owned and operated pack and ship locations across the U.S. Stores participating in the FedEx Authorized Ship Center program provide many other business services for FedEx.

FedEx also provide a time-definite delivery in one, two, or three business days to more than 210 countries through their GSP (Global Service Planning) branches.


FedEx is known for its award-winning advertising and promotions. The reliability, speed, leadership, excellence, and global reach that characterize FedEx are reflected in their sponsorships



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