Publications
Publications
- November 1978 (Revised December 1979)
- HBS Case Collection
Federal Express (C)
Abstract
The Marketing Director for Federal Express, a fast growing freight airline specializing in small packages, must select a strategy to achieve a big sales increase for one of the company's services. First he must decide on the relative emphasis to place between advertising and personal selling, then he must formulate specific plans to reach the new sales target within six months. Nine pages of exhibits show examples of previous advertising by Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences.
Keywords
Citation
Lovelock, Christopher H. "Federal Express (C)." Harvard Business School Case 579-041, November 1978. (Revised December 1979.)