International Strategy-FedEX 国际化战略材料.pptVIP

International Strategy The Case of FedEx By Albin Pinard Msc International Business Development Contents International Strategies:Strategic Choices Review FedEx Background Information Why a Global Strategy for FedEx ? Conclusion Strategic Choice Framework: Strategic Choices Review 4 different strategic choices: ? Multi-domestic strategy High local responsiveness / low cost reduction pressures/based on Decentralization/products and services tailored to local markets ? International strategy Particularly adapted to firms which enjoy a valuable core competence that competitors in foreign markets don’t have ? Transnational strategy Adapted to firms which want to simultaneously achieve low cost and differentiation advantages.This strategy remains hard to implement because both pressures are often in conflict. ? Global strategy (FedEx,Texas Instrument) Global Strategy Aspects Standardisation (products/services) Uniform Marketing (homogeneity of customer response to the marketing mix) Large geographical coverage Based on cost reduction strategies (scales economies/Scope economies/Location economies/Learning Curves) Adapted to low responsiveness demand locations Source: Yip,G.S (1989) and Viswanathan? Dickson (2007) FedEx Background Information ? Nationality: USA ? Since 1973 /International presence since 1984 (FedEx made the express delivery industry) ? Activity: Express delivery of packages and documents worldwide Third party logistics provider (supply chain solutions) ? Annual revenue 2007: $ 35,214 (million) ? Presence in 220 countries and 375 airports ? 3,3 million package shipped everyday ? 679 aircrafts (biggest fleet in the industry), 43500 trucks and 15 international hubs ? 260 000 employees worldwide ? Main competitors: DHL,UPS,TNT ? Pushing the standardisation to its maximum (very law local responsiveness in the express delivery industry) ? Focusing on cost reduction strategies ? Centralized control: Top management takes all the decisions ? Extending