The case discusses in detail about the entry and expansion strategies of the two US-based logistics companies – FedEx and UPS in the Chinese market. The case examines the contrasting strategies adopted by FedEx and UPS in their efforts to establish presence in China. FedEx followed an aggressive, high risk, more investments approach to expand its services network in China which enabled the company to capture higher market share. On the contrary, till the late 1990s, UPS followed a conservative, low risk, low investment approach to establish its presence in China. The case brings out the contrasting elements of the strategies adopted by both companies including establishing the services network, advertising and promotion, targeting customers and the investments made. Finally, the case examines how the expansion strategies of both companies have changed with the improving business prospects in China, following its entry into WTO.
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case writing competition）第二名。這項比賽始於1988年，主辦單位是香港職業訓練局（Vocational
Case Code MKTG069 Case Length 10 Pages Period 2002 - 2003 Organization Federal Express Corporation, United Parcel Service Pub Date 2003 Teaching Note Available Countries China Industry Logistics Solutions Company
Understand the entry and expansion strategies of large multinational logistics services companies in an emerging market like China.
This case study was
compiled from published sources, and is intended to be used as a basis for
class discussion. It is not intended to illustrate either effective or
ineffective handling of a management situation. Nor is it a primary
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