Answer the following questions based on the FedEx case. Make sure to use evidence from the case to support your answers. Failure to do so will result in loss of points. 1. Which of the five market management orientations ( Product, Production, Market, Sales or Societal Market) apply best to FedEx? Give reasons for your answer based on evidence from the case. Company Case 1: Fedex

These questions are based upon the FedEx case. To support your answers, you should use the evidence in the FedEx case. Inability to do this will lead to loss of points.

  1. FedEx can choose which of five orientations in market management (Product, Production, Market and Sales) best suits its needs. Your answer should be supported by evidence.
  2. How did FedEx use technology in its beginning to stand out from the competition?
  3. FedEx: How do you engage your customers?
  4. Evaluate how well FedEx’s responded to the concerns of its “ Confirmers” market segment.
  5. What is FedEx’s overall value proposition? (NB – Value propositions are a concise statement about why customers would select your product/service. This is the most important benefit customers get from your company.


Fedex – Company Case No. 1



FedEx is most comfortable with which of these five orientations in market management (Product/Production, Market, Sales or Societal Market).

FedEx is most suited to the “societal marketing notion” of the five marketing management directions. FedEx’s marketing concept is most relevant because it emphasizes client needs through customer satisfaction. FedEx is particularly relevant because it provides value for customers while fulfilling their expectations and needs. Because FedEx’s objective is to convey goods, the notion of “Fulfilling customer requirements (also known as the “purple promise”) is suitable. FedEx has a strong marketing concept that focuses on clients and this promises a firm commitment. FedEx uses social media.

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