International marketing management Essay Example | Topics and Well Written Essays - 5000 words

International marketing management - Essay Example is report aims at understanding the various definitions that have been set down by the various authors in the past and to analyse whether the statement by Markides (1999) has significance in the true sense. The following section will deal with the various definitions that have been developed over the years. Strategy includes a number of different aspects that it is associated with. Firstly, a strategy is normally long planned. This is in a hierarchical system of goals and objectives. A strategy is a combined effort to create a blend between the external environment, internal resources and the capabilities of the resources within the business (Bernus, et.al, 2003). â€Å"Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations† (Johnson, Scholes & Whittington, 2006, p. 9). According to Johnson et.al, (2006), there are six major elements that strategic decisions are made out off. It is essential to understand that strategic decisions are normally long term directions of organisations, which include the scope of the organisation. Also this includes to a great extent gaining advantage over the competitors and addresses the changes that happen within the business environment. Strategies that are developed, try to develop the resources and try to improve the capabilities of the people within the organisation. These strategies are also expected to be based on the values and expectations of the stakeholder. According to George Steiner, strategy has become a part of the management literature as a mode to compare and counter the competitor’s actual or possible moves. He also highlights in his works that there is very little people who agree to the meaning of strategy in the real business world. He uses a few different definitions to explain strategy: According to Henry Mintzberg, strategy can be

Clients Requiring Psychotropic Medication Essay

Clients Requiring Psychotropic Medication - Essay Example It has been demonstrated that the results of combined therapy are superior to either type of therapy used alone. This approach is used by practitioners as pharmacotherapy-oriented psychotherapy (American Counseling Association, 2008). A major indication for using medication when conducting counseling, particularly for those patients with major mental disorders such as schizophrenia or bipolar disorder is that psychotropic agents reduce anxiety and hostility. This improves the patient's capacity to communicate and to participate in the psychotherapeutic process involved in counseling. Another indication for such combined therapy is to relieve distress when the signs and the symptoms of the patient's disorder are so prominent that they require more rapid amelioration than psychotherapy alone may be able to offer. In fact there is a current consensus that each technique may facilitate the other; counseling may enable the patient to accept a much needed pharmacological agent, and the psychoactive drug may enable the patient to overcome resistance to entering or continuing counseling and psychotherapy (American Psychological Association, 2005). With the introduction of psychoactive medications ... theoretical issues about the value of medication in the overall treatment of a patient, as well as the practical issues of whether a psychotherapist can also be a medication provider. Consequently, there had been an idea of the counselors which saw medications as intrusive, unnecessary, and even harmful. Their belief was that relief was provided by talking with patients, understanding their problems, and assisting in resolving developmental conflicts and early life traumas. The biological school of mental health professionals began to assume that medication was the way to change brain functioning and that biological change was the only method leading to symptom relief. If the right combination of medication and/or medications could be found, the patient could eventually be "cured." In this framework, verbal therapy was superfluous and of relatively little value. Such clinicians also began to discount the importance of the prescriber/patient relationship, feeling that the only importa nt mechanism was the chemical effect of the medication (Antonuccio, D. O., Danton, W. G., & McClanahan, T. M., 2003). This debate still continues in a vestigial manner, but most clinicians now see value for both medications and psychotherapy in managing a mentally ill client. Both have importance and both can result in relief of symptoms, better when used together in a judicious manner. Often the combination of medication and verbal therapy is the most efficient route to rapid symptom relief. Today's therapeutic premise is that a combination of both forms of treatment, psychotropic medication and psychotherapy of various kinds, will not only be helpful, but also should be prescribed for many patients. While not all patients will opt for both therapies, it is the task of the clinician to

Yellowstone National Park Essay Example for Free

Yellowstone National Park Essay â€Å"Leisure, in its broadest sense, provides an excellent lens through which we can better understand contemporary Western society’s relationships with nature. † Such a thesis can be best understood through a socio-cultural exploration of the complex relationship of man with nature, and how it has evolved through time. Engaging the literature reveals that there is NO singular ‘nature’ as such, only a diversity of contested natures each â€Å"constituted through a variety of socio-cultural practices from which such natures cannot be plausibly separated† (Macnaghten and Urry, p. 1). For Williams (1972) the idea of ‘nature’ contains an enormous amount of human history, of which the current understanding derive from a complicate array of ideas, linked to may concepts of Western thought (i. e. modernity, democracy, romanticism, etc. ) The ways in which has historically been made singular, abstract and then personified provides key insights on how people thought about themselves, their place in the world, their relationships with each other and the land, their sense of general power and powerlessness in the shaping of their lifeworlds (Macnaghten and Urry, p. 8). In understanding human-nature relationships, a popular theme appears to be religious in tone – the Christian interpretation of the Genesis story. From Merchant (2003), one gets the idea that mankind’s attempt to return to Eden has been a driving force behind Western culture. In the Age of Enlightenment, this manifested in the European zeal to discover new territory, and transforming it into a new paradise through colonization (Adams and Mulligan, 2003; Merchant, 2003) From the patriarchal white European perspective, the New World is depicted as a hapless female in need of rescue. This narrative derived from the story of the Fall of Adam and Eve has been to the detriment of women and people of color (Merchant, 2003; Gibson, 2002). From an environmental frame, we are faced with the message that man ‘screwed up’ paradise, we’re still falling and if we don’t get our act together, things are bound to get worse and we instead get hell on earth (Rees, 2003) – as if we are witnessing endless reruns of Lord of the Rings’ â€Å"The Two Towers† or Star Wars’ â€Å"The Empire Strikes Back. † On the other hand, the mainstream frame on nature maintains that though we did make terrible blunders in managing resources, weve also accomplished a lot for human progress in terms of innovation, technology, and hard work (Porritt, 2005; Boyden, 2004) – a grace-saving â€Å"Return of the King† or â€Å"Return of the Jedi,† of sorts. Images of and references to nature as female, particularly as a â€Å"Mother,† are also found in popular culture. Roach (2003) uses three approaches – gender studies, psychoanalysis, and theology – to unearth the meanings behind the â€Å"Mother Nature† theme, which according to her are generally three: good mother (nurturing and life-giving), bad mother (i. e. gendered references to natural disasters), and hurt mother (repair-based pattern of reconnecting to nature). She illustrates the â€Å"bad mother† motif using an advertisement for the Nissan Pathfinder (a sport utility vehicle), urging the consumer to control your mother, as the SUV helps you control just about anything Mother Nature throws your way. The advertisement’s underlying message is the human conquest of nature and in a gendered manner, the male conquest of females, common throughout Western history and tradition: from Pandora and Eve’s fall from grace, to the Salem witch trials and Sigmund Freuds view of women as ‘morally inferior,’ among others. Movies have also shaped our perception of nature – the untamed, vengeful mother – as evidenced by the popularity of film genres with man-hunting beasts such as â€Å"Jaws† (a great white shark terrorizing a New England town) and â€Å"Anaconda† (a monstrous snake strikes a travelling party deep in the heart of the Amazon). On the other hand, films such as â€Å"Free Willy† tend to highlight Mother Nature’s nurturing side, as the young troubled boy Jesse befriends and develops a bond with fellow orphan Willy, an orca whale in the park aquarium. At the same time these films bring attention to the plight of endangered animals in the wild, and the need for humans to help and protect these creatures. Cartoons and animation targeting the young audience also have a consistent roster of animal characters – think of old Yogi Bear in Yellowstone National Park, Simba the Lion King in the plains of Africa, and more recently Nemo and his underwater exploits. In the end, Roach (2003) argues for the need to draw on other possible images for nature, including the home, as coupling nature too closely to gender affects both feminist and environmental causes negatively, to a certain degree. Cable channels such as Animal Planet, Discovery Channel and National Geographic also provide regular in-depth nature-oriented programs. In a way, these help inform and familiarize today’s largely urban-based generation with nature and ‘the wild,’ and are also powerful means of getting the environmental message across: we need to help save our planet, stop the destruction of ecosystems and protect endangered species. Music is also one influential component in garnering support for the environmental movement. Global concerts in support of environmental causes and projects feature top performers and tend to draw young crowds, such as the 2007 â€Å"Live Earth† concert series initiated by former US Vice-president Al Gore to bring attention to climate change. Overall, the utilization of mass media and technological advances help bring nature closer to people. A recent development is what has been referred to as ‘wildlife tourism,’ based on encounters with non-domesticated animals (Higginbottom, 2004). Tourism is recognized as a very large global business enterprise because people seem to really like travelling. And exotic places, where encounters with wildlife provide people new experiences, stimulate their emotions, and create different impressions, are fast gaining popularity. Wildlife tourism is a fairly recent, specialized aspect of this tourism phenomenon. From a historical perspective, only a generation or two ago, peoples encounter with animals was virtually everyday, with wildlife ubiquitous in the countryside. Today, visions of nature in its gloriously natural state are made available through television. Electronics is now the standard medium for people to experience the wild. Though people may not necessarily be physically in touch with nature, they might be connected mentally to certain aspects of wildlife. Thus in this way, wildlife tourism offers an opportunity to people to get closer to the virtual reality of experiencing nature as our ancestors did. Wildlife tourism provides urbanites the chance to renew their relationship with nature the promise of a different thrill when one faces lions in a safari, or scuba-diving and swimming with whale-sharks in the Pacific. In view of large-scale habitat destruction in the name of progress and development, wildlife tourism provides an essential appeal for governments to help conserve biodiversity. Wildlife tourism now appears to be an important phenomenon, one that has both negative and positive impacts on animals affected by such activities. Negative effects can be in short-term physiological/behavioral changes in individual animals or long-term, i. e. increasing mortality of entire populations which in turn affect the ecosystem. Thus, there is a need for wildlife tourism to be properly managed in a sustainable manner, so as to minimize the impact of animals and their ecosystems. Though people often assume that wildlife tourists tend to empathize with conservation efforts, even they can cause damage, as well as socially and environmentally irresponsible wildlife tour operators. Wildlife tourism is a modern form of leisure, one that augurs well for sustainable development if it could be properly managed and regulated. On a parting note, leisure in its various forms is shaped by our relationship with nature; particularly the way we interact with it, as influenced by our own understanding of nature and how it relates to human existence. Bibliography Adams, W. M. and Mulligan, M. eds. (2003) Decolonizing Nature: Strategies for COnservation in a Postcolonial Era. Sterling, Earthscan Publications. Boyden, S. (2004) The Biology of Civilization: Understanding Human Culture as a Force in Nature. Sydney, University of Sydney Press. Gibson, D. (2002) Environmentalism: Ideology and Power. New York, Nova Science. Higginbottom, K. ed. (2004) Wildlife Tourism: Impacts, Management and Planning. Victoria, Common Ground. Macnaghten, P. and Urry, J. (1998) â€Å"Rethinking nature and society† in Contested Natures. London, Sage. Merchant, C. (2003) Reinventing Eden: The Fate of Nature in Western Culture. London, Routledge. Porritt, J. (2005) Capitalism as if the World Matters. London, Earthscan. Rees, M. (2003) Our Final Century: Will Civilization Survive the Twenty-first Century? London, Arrow. Roach, C. M. (2003) Mother/Nature: Popular Culture and Environmental Ethics. Bloomington, Indian University Press. Williams, J. (1972) as cited by Macnaghten, P. and Urry, J. (1998) â€Å"Rethinking nature and society† in Contested Natures. London, Sage.

Essay --

Products and service are created to appeal to a certain market. Creating a strategy with consumers in mind is a target market. To take marketing a step further market segmentation can be utilized. Target marketing is the term for directing marketing endeavors toward consumers. Breaking down of the market into smaller groups with intention of promoting products or services is identified as market segmentation. Market segmentation divides broad markets into smaller segment groups such as female, male, adult or children. Market segmentation occurs using factors that fit into four categories such as; geographic, demographic, psychographic, and behavioral. Nescafe a product of Nestle started as far back as the 1930. Brazil had a substantial supply of coffee and needed assistance with preserving. This was the start of the partnership between Brazilian government and Nestle. The name originated from the first three letters of Nestle and cafe put together. Nescafe was first introduced in Switzerland during the late 1930 and was expected to be a success throughout Europe. However, because o...

Chemistry IA: Electrolysis of Metal Sulphate solutions Essay

Introduction Electrolysis is the chemical decomposition of a compound by applying an electric current through a solution containing ions. Electrolytes are required to conduct electricity. They must be dissolved in water or in molten state for the electrolytes to conduct because then, the ions are free to move allowing the solution to be electrolyzed.[1] In electrolysis, reduction happens at the cathode whilst oxidation happens at the anode. Reduction is the loss of electrons and oxidation is the gain of electrons. Research Question In this experiment, I will be electrolyzing nickel sulphate (NiSO4) solution. To further explain the aim of this experiment, I have formulated a research question: â€Å"How does changing the current affect the mass of nickel deposited at the cathode in the electrolysis of nickel sulphate?† Hypothesis I predict that as the electrical charge increases, the mass of nickel deposited at the cathode after electrolysis will also increase. Faraday’s law of electrolysis, which investigates the quantitative relationship on electrochemical, can support this. Faraday’s law states, â€Å"The amount of the substance produced by current at an electrode is directly proportional to the quantity of electricity used†.[2] During this electrolysis experiment, the aqueous solution of Nickel Sulphate will transfer Nickel from the anode to the cathode. Therefore indicating that the nickel sulphate solution is ionised by the electric current and dissociated into nickel ions and sulphate ions. This can be represented in a chemical equation: NiSO4 à ¯ Ni2+ + SO42- At the cathode, positively charged nickel ions are formed there and Ni2+ ions are reduced to Ni by gaining two electrons: Ni2+ + 2e à ¯ Ni At the anode, Ni is oxidised into Ni2+ by dissolving and going into the nickel sulphate solution and finally depositing nickel at the cathode: Ni à ¯ Ni2+ + 2e When the electrolysis circuit has electricity flowing, the nickel ions will float towards the electrode. Therefore, when the current is increased, the nickel ions flow faster and reaching the cathode faster. So there will be more nickel deposited as the rate of electrolysis is increased. Independent and Dependent Variables Variable measured Method of measuring variable Independent variable Magnitude of current flowing into the electrolytes (A) The 5 values I will use for current flowing into the electrolytes will be: 0.5 amps 1.0 amps 1.5 amps 2.0amps 2.5 amps To vary the values of current, a variable resistor will need to be used in the ciruit to control the flow of current. The amps values can be determined using an ammeter, which is also attached to the electrolysis circuit. Dependent variable Mass of Nickel (g) The mass of nickel deposited at the cathode after electrolysis will be measured for results. This will be determined by weighing the nickel electrodes before the experiment and after electrolysis. For this, a electronic balance will be used to weigh them. Controlled Variables Variable measured Method of measuring variable Controlled variables Temperature ( °C) The entire experiment will be done in room temperature of around 24 °C to ensure that the temperature for each trial will be the same. The temperature will be measured using a thermometer. Concentration of solution (moldm-3) The concentration of nickel sulphate needs to be kept constant at 1 moldm-3. This is because the same concentration will allow the number of ions in the solution to be the same, thus the number of collisions during the electrolysis will be kept the same. Volume of solution (cm3) The volume of nickel sulphate for each trial will be kept at 100cm3. Measuring cylinders will be used for accurate measurement. Time (min) The timing for the experiment needs to be controlled very carefully to ensure the amount of current passing the electrolytic cell will have the same amount of time. For each trial, it will run for 2 minutes. This will be determined using a stopwatch. Voltage (V) To keep the voltage of this experiment constant set at 5V, we only need to switch the power pack to 5V and keep it there. Distance between electrodes (mm) The distance between the nickel electrodes needs to be kept constant so it doesn’t affect the amount of current passing. The distance will be kept at 40mm and this will be measured using a ruler. Surface of electrodes Before using the electrodes in the experiment, sand paper will be used to remove the oxide layer on the sheet of nickel. This will ensure the surface of all electrodes to be the same and will have the same surface for ions to attach to. Size of electrodes The electrodes need to be kept the same size to ensure there will be an equal surface area for nickel to deposit on. The nickel sheet electrodes will be 10mm by 50mm long. This is measured using a ruler. Equipment Equipment such as measuring cylinders, power packs, wires will need to be the same. This is because different equipment would have different uncertainties, which may affect the final readings of the experiment. Equipment Thermometer NiSO4 solution Nickel electrodes 100ml beaker Resistor Power pack Ammeter Diagram Safety considerations Long hair needs to be tied back Appropriate footwear worn for laboratory experiments Safety goggles should be warn to prevent harmful chemicals from harming your eyes Don’t touch the electric terminals when the electricity is on to prevent shocks Reliable results To ensure accurate and reliable results, I will be undergoing 3 trials for each experiment. This is so I will then be able to calculate an average, thus my data will be more reliable. I will also maintain all the controlled variables and only varying the input of current. Method Set up the apparatus and circuit as shown in the diagram Fill a beaker with 100cm3 of nickel sulphate Weigh the cathode using the electronic balance and record the initial mass of it File the Nickel electrodes using sandpaper to remove any impurities Place each electrode pair into the beaker with nickel sulphate Attach the electrodes to opposite sites of the beaker (measure with a ruler the distance between, it should be around 4cm) by bending the electrodes it Adjust the current to 0.5 amps using the variable resistor Connect the electrolytes into the circuit by clipping on the wires and turn the power pack on Using the stopwatch, time for 2 minutes whilst looking at the ammeter to ensure the current remains the same After 2 minutes, turn the power pack off and take the cathode out. Wash the cathode carefully with distilled water and dry it with a paper towel Weigh the cathode again using the electronic balance and record the mass Repeat the steps 1 to 12 again for 1 amps, 1.5 amps, 2 amps and 2.5 amps Initial Mass of Cathode ( ±0.001g) Final Mass of Cathode ( ±0.001g) Change in mass ( ±0.001g) Average mass gained ( ±0.002 g) Data table The table above is a draft up of the raw data results table I will be using for my final readings from the experiment. It includes columns with headings, 3 trials, units and uncertainties and the average mass gained from the whole experiment. From these results, I can also draw a graph to easier represent the data and can also spot patterns or anomalous data that occur in the results. The actual theoretical mass of nickel deposited at the cathode can also be calculated with a few equations: Charge (C)= Current (A) x Time (s) Moles of electrons= Charge (C)/ 96500 Moles of Nickel= moles of electrons/2 Mass= moles x RAM The total percentage of random uncertainty can be calculated for my final answer in order to determine whether my experiment was fully successful and that the results are accurate. Wires Crocodile clips Stopwatch Sandpaper Ruler Electronic balance ________________ [1] Neuss, Geoffrey. IB Study Guide: Chemistry: Study Guide. [s.l.]: Oxford UP, 2007. Print. [2] â€Å"Faraday’s laws of electrolysis†. Encyclopà ¦dia Britannica. Encyclopà ¦dia Britannica Online. Encyclopà ¦dia Britannica Inc., 2012. Web. 04 Oct. 2012 .

Perceived Parental Rejection and Psychological Adjustment...

Discussion This study explored the relationship between perceived parental rejection and psychological adjustment and gender differences of adults’ perception on their parents’ rejection. Overall, the study’s result showed that perceived parental acceptance (both mother and father together) is significantly related to adults’ psychological adjustment. These results are alike to those reported in past studies (Veneziano, 2000; Kim, 2008), giving supports to PARTheory’s premise about perceive parental rejection affecting adults’ psychological outcomes (Rohner Khaleque, 2002). This finding is also in accordance with previous studies done in various cultural settings (Veneziano, 2000 and Lila, Garcia and Gracia, 2007). Looking into current study hypotheses, the result revealed that for first hypothesis, perceived father rejection is a more significant predictor of adults’ psychological adjustment than perceived mother rejection. This result is consistent with current study’s hypothesis. For the second hypothesis, the results showed that there were some gender differences in male and female perception of father and mother rejection on their psychological adjustment, which partially supports current study hypothesis. In this study, perceived father rejection is a better predictor than perceived mother rejection on adults’ psychological adjustment, and this finding is similar with finding from a past studies (Rohner Veneziano, 2001; Hussain Munaf, 2012b). In the past,Show MoreRelatedSample Literature Review2561 Words   |  11 Pagesdisorders in adolescents. Some examples consist of depression, anxiety, behavioral problems, low self-esteem, role of attachment, parental relationships, etc (Gossens, Braet, Bosmans, amp; Decaluwà ©, 2011). In the present paper, an examination of the role of attachment that eating disorders play in adolescents is explored. It is hypothesized that lower quality of attachment to parents in adolescents is associated with higher level of eating disorders. The following six literature reviews attempt to displayRead MoreThesis, Term Paper, Essay, Research Paper21993 Words   |  88 PagesDespite the decline in the total fertility rate, adolescent pregnancy has b een found to be significantly high. The SADHS revealed that adolescent pregnancies accounted for a third of all births (Dickson, 2002). In studies conducted in America, differences in incidence of adolescent pregnancy among racial and ethnic groups have also been found (Coley Chase-Lansdale, 1998). Whites tend to have lower birth rates than Hispanics and African Americans. According to a 1995 study conducted in the UnitedRead MoreThe Issue Of Teen Suicide4465 Words   |  18 PagesDiscovering one’s identity, struggling to understand one’s conventionally appropriate gender role, accepting one’s body image, gaining independence from parents, maintaining responsible sexual relationships along with enduring vehement hormones, establishing values relating to marriage and parenthood, and simultaneously managing academic goals, extracurricular activities, and occupational preparations are all psychological and social demands placed on the adolescent. These demands, along with additionalRead MoreRelationship Between Self Esteem and Achievement4980 Words   |  20 Pagessense of personal efficacy and t he second addresses a sense of personal worth. We can say that it is the integrated sum of personal confidence and self respect. Self-esteem is an individuals’ private feeling towards self that is derived from one’s perception and appraisal of different attributes of self and is indicative of the value placed over one’s own self. It is the general feeling of worth and competence associated with one’s self. These evaluations and feelings about the self affect responsesRead MoreMarriage12231 Words   |  49 Pagesembraces traditionally virtuous, legal and predictable assumptions concerning what is moral and what is proper (Nock, 2005). Through marriage an individual is transformed; they are perceived and treated differently by society and even enjoy rights or privileges unmarried individuals do not. Married couples are perceived as more mature, stable, committed and responsible. This means that regardless of an individual’s opinion or value of his or her marriage, there are broader implications – society’sRead MoreStephen P. Robbins Timothy A. Judge (2011) Organi zational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pages978-0-13-283487-2 Brief Contents Preface xxii 1 2 Introduction 1 What Is Organizational Behavior? 3 The Individual 2 3 4 5 6 7 8 Diversity in Organizations 39 Attitudes and Job Satisfaction 69 Emotions and Moods 97 Personality and Values 131 Perception and Individual Decision Making 165 Motivation Concepts 201 Motivation: From Concepts to Applications 239 3 The Group 9 10 11 12 13 14 15 Foundations of Group Behavior 271 Understanding Work Teams 307 Communication 335 Leadership 367 PowerRead Morepreschool Essay46149 Words   |  185 Pageshigh-quality preschool programs. With the goal of ensuring that all preschools in California offer highquality programs, the California Department of Education collaborated with leading early childhood educators, researchers, advocates, and parents to develop Volume 2 of the preschool learning foundations. The foundations outline key knowl ­ edge and skills that most children can achieve when provided with the kinds of interactions, instruction, and environments shown by research to promoteRead MoreOcd - Symptoms, Causes, Treatment131367 Words   |  526 Pages1-57230-963-6 ISBN-13: 978-1-57230-963-0 (hardcover: alk. paper) ISBN-10: 1-59385-375-0 ISBN-13: 978-1-59385-375-4 (paperback) 1. Cognitive therapy. 2. Obsessive–compulsive disorder. I. Title. RC489.C63C57 2004 616.85†²2270651—dc22 2003020283 To my parents, Albert and Ardith, for their support and encouragement About the Author About the Author David A. Clark, PhD, is a professor in the Department of Psychology, University of New Brunswick, Canada. He received his PhD from the Institute ofRead MoreMarketing Management130471 Words   |  522 Pagesnecessary information and is well prepared to deal with the customer. Value for Both Customer and Marketer - Value refers to the perception of benefits received for what someone must give up. For customers value is most often measured by how much they feel they are getting for their money, though the value one customer feels she/he obtains may differ from the perception of value from another customer even though they purchase the same product. On the other side of the transaction, the marketer mayRead MoreHuman Resources Management150900 Words   |  604 Pagesrepresents more households than those of married couples with children. Dual-career couples compose about 60% of all married couples, representing 30.3 million couples. Households headed by a single parent make up almost 30 % of all families, with women heading most of these households. Single-parent households are less prevalent among whites than among other racial/ethnic groups. Seventy percent of all women with children under age six are in the workforce, and 60% of all women with children under

FedEx, its business environment and who they are - Free Essay Example

Sample details Pages: 19 Words: 5626 Downloads: 10 Date added: 2017/06/26 Category Business Essay Type Research paper Did you like this example? Introduction FedEx, originally known as FDX Corporation is a logistics services company who pioneered the modern air/ground express industry in 1971. The founder of FedEx is Frederick W. Smith and it is based in the United Stated with headquarters in Memphis, Tennessee. Don’t waste time! Our writers will create an original "FedEx, its business environment and who they are" essay for you Create order The name FedEx is a short form  of the name of the companys original air division,  Federal Express, which was used from year 1973 until year 2000. (Wikipedia, 2010) Under the respected FedEx brand name, FedEx is offering integrated business applications through operating companies competing collectively and managed collaboratively. There are FedEx Express, FedEx Ground, FedEx Freight, FedEx Office, FedEx Custom Critical, FedEx Trade Networks, FedEx Supply Chain and FedEx Services. With more than 290,000 employees, FedEx currently serves more than 200 countries which include in the Asia Pacific, Europe, Middle East, Latin America and North America. (About FedEx, 2010) FedExs mission is to produce the superior financial returns for shareholders by providing high value-added supply chain, transportation, business and related information services through focused operating companies. Then FedEx has made a promise that customer requirements will be met in the maxi mum quality manner appropriate to each market segment served. Besides, FedEx will attempt to develop mutually rewarding relationships with its employees, partners and suppliers. (About FedEx: Mission Statement, 2010) FedEx and its business environment Technological environment Technology plays a very important role in delivery of the FedEx service. FedEx is setting the efficiency industry standard and customer service by using technology advanced and FedEx was do extremely well in anticipating and projecting demands of an environment that would depend and thrive on information. FedEx was the first to integrate wireless technology more than two decade ago and continues to develop and lead the industries in developing innovative wireless solutions. Hence, FedEx has developed an information systems network that enables customers and support personal to have wireless access anytime and anywhere. Then, FedEx implemented e-business application to improve the level of customer satisfaction as well as their overall transactions with the clients. The e-business system included a web or call centre service where the company can easily be informed of the status of the packages delivered. (About FedEx: FedEx Attributes Success to People-first Philosophy, 2010) Competitive environment There are two main competitors for FedEx which are DHL and UPS. UPS or United Parcel Service Inc. is the worlds largest  package delivery  company which headquartered in  Sandy Springs, Georgia,  United States. UPS delivers more than 15 million packages  a day to 6.1 million customers in more than 200 countries and territories around the world. UPS is well known for its  brown  trucks, internally known as package cars and UPS also operates its own airline based in Louisville, Kentucky where its World port air hub is also located. (Wikipedia: United Parcel Service, 2010) DHL Express  is a  division  of  Deutsche Post DHL  providing international  express mail  services which originally founded in 1969 and expanded its service throughout the world by the late 1970s. DHL expanded its services to countries that could not be served by any other delivery service, including the Eastern Bloc, Vietnam and the Peoples Republic of China. (Wikipedia: DHL Express, 2010) Cultural environment FedEx is more emphasized on a people-first philosophy, where respect for all people is a fundamental value and everyday business practice within the company. FedEx Corporation strives to create an environment where people can contribute and grow, and where the values of diversity are woven through the organization. Chapter 4: The Analysis of Customer Touch Points Types of customer touch points There are 3 types of customer touch points which are pre-purchase stage, purchase stage and post purchase stage. There are different ways and strategy that a company uses to set up these touch point with the customer in order to build a relationship. FedEx is also one of the companies that practice this customer touch point strategy. First customer touch point will be the pre-purchase stage which consists of 3 customer touch point method. The first one will be manageable communication tools such as advertising, public relations, point of sales materials, sponsorship and etc. FedEx have established many customer touch point in this area by using integrated marketing communication tools to build up relationship with the customer. Example: FedEx uses advertising tool to introduce the company and promote it product which is the delivery service that they provide are the best to the customer; Public relations tool is also in use where by FedEx held some press conferences or road show s to explain and demonstrate how well is their delivery service to the public customer; FedEx also having some sponsorship to quite a few major events around the world like Olympics, World cup and so on. Second are the non-manageable communication tools such as word of mouth, search engine, news cover and etc. Since these are non-manageable communication tools, FedEx cant control these tools but the only to create positive image is by producing good quality delivery service to the customer and satisfy them so that the customer will help spread some good word of mouth or even have a chance to get on some news cover page. Third are the company representatives such as salesperson, email, and recipient. If a customer wants to deliver a package by using FedEx service, they will need to encounter their salesperson, counter recipient or email to FedEx. Next , the second customer touch point will be the purchase stage which means that the customer making the purchase while come in contact with the company itself. Customer can purchase FedEx service by their e-commerce site, outlet store and confirm their purchasing order through fax or email that is very convenient for the customers. FedEx sells delivery services, so the main touch point from FedEx to the customer are the companys delivery truck, driver, delivery note and their employee. Customer can purchase the delivery service through FedEx website or directly through FedEx outlet and each parcel is attach with a location device that the customer can log on to FedEx tracking internet service to check whether the customer parcel is delivered successfully. The last customer touch point will be the post purchase stage where the company provides some after sales service to customer to ensure that the trading process is a satisfying experience for the customer. FedEx provides fine after sales service to the customer by providing complaint forms and calls to ensure that the customer that receives their delive ry package will be in good shape and to improve on their service quality to ensure every delivery is up to the customer expectation. FedEx will also ensure the package will be delivered on time to the customer and the package will be in one good piece. If the package is damaged, lost or didnt received on time, customer can file a complaint to FedEx and FedEx will attain to the complaints. Track the experience along the touch points The objective is to track the experience at various customer touch points to develop an understanding of the customer thoughts and learn how the customer experience can be enriched. From above we know that there are 3 stages and each stage provides various touch points. The company need to track down the customer experience in each touch points to find out what information that the customer needs and what actual experience that they desire. The company can track the customer experience through the customer decision making process which consists of 5 stages: Need recognition, information search, and evaluation of alternative, purchase and post purchase. These 5 stages are categorized under the 3 type of customer touch point to help in tracking the customer experience. The first three: need recognition, information search and evaluation of alternative are fall under the Pre-purchase stage, while the other two falls under their respective stage. First, how FedEx gain need recogn ition from the customer? The answer is by advertising through the mass media like television, radio, internet and etc. By doing all these, customer will soon aware of FedEx and its delivery service. Next, after the customer needs recognition start, they will try to search for information about FedEx delivery services through word of mouth, internet search engine, counter recipient and etc. After the information search is done, customers will start evaluating FedEx delivery service and compare it against FedEx competitors such as UPS and DHL. The fourth stage will be the purchase stage where the customer purchases FedEx delivery service through internet, phone, retail outlet and etc. The package will be delivered after the confirmation of purchase based on how the customer chooses to be delivered. Once the package is delivered to the customer, post purchase stage starts. Customer will either feel satisfy or file up complaint to FedEx while FedEx need to provide after sales service to ensure the satisfaction of the customer. Service Failure Reliability is very critical in service to every company but in all service contexts, service failure is inevitable because mistake or errors will always occur, nothing is perfect, what the company can do is to minimize the service failure. Especially for FedEx, a service company that sells mainly on their delivery service to the customer must up hold their service quality even though FedEx also will face service failure problems. Service failure occurs when the company service performance that falls below a customers expectations in such a way that leads and result into customer dissatisfaction. FedEx also occur service failure which create dissatisfaction to the customers. One of the cases is FedEx and its child company FedEx Ground having system differentiation, means that these two are two separate companies where FedEx cant manage or solve the problems or issues that occurs in the child company FedEx Ground. There are customers that facing some service problem with FedEx Gr ound because of their parcel wasnt delivered on time and somehow the parcel was found missing, the customers call up FedEx and ask for a solution but the FedEx staff just giving empty promises because FedEx cant interfere in FedEx Ground businesses although they are parent and child company relationship. When there is service failure, the company needs to think of a way, a strategy to response to it, to solve the problem, this is where service recovery happens. Service recovery refers to the actions that are taken by a firm in response to a service failure. FedEx provides money back guarantee service to the customer whenever there is a service failure occur, by doing this, FedEx hope to ensure customer will not feel dissatisfy with FedEx and continue using their service without spreading bad word of mouth that will result in negative image. FedEx also will attend to a customer complaint immediately to help the customer to solve his problem as soon as possible to maintain the cust omer satisfaction. Dissatisfied Consumer Behavior According to the Retail Customer Dissatisfaction Study 2006 by the Verde Group found out that 48% of the respondents reported that they will avoid a store because of someone elses negative experience, and for those who encountered problems, 33% said that they would definitely not or probably not return to the same company for their product and service. This shows that word of mouth can create a huge impact and influence on the company negative image; this can be referring as the exponential power of storytelling, as people tell the story of their bad experience with the company, the negativity is established and will grow eventually. There are some customers that encountered bad services with FedEx and this resulted in some serious issues. These dissatisfied customer wrote a post on their blogs or forums to express their feeling by telling the story that how they are treated by FedEx delivery services and they are also felt angry towards the attitude of FedEx customer service that doesnt treat them as important customer, so in the end they decided to change to purchasing FedEx competitor services like UPS or DHL. Service Guarantees What is guarantee? From Websters Dictionary, guarantee equals to an assurance of the fulfillment of a condition make by one individual to another individual. In the business context, a guarantee is a pledge or assurance that a product or service offered by a firm will perform as promised and, if not, then some form of reparation will be undertaken by the firm to the customers. Example: for tangible products, a guarantee is often done in the form of warranty. FedEx always stress out that their delivery service will be on time and they are confident and sure about this statement, but incident do happens, thats why FedEx offers service guarantee too to gain the customer confidence and belief in their delivery service. FedEx offers money back guarantee service to the customer if the package that they delivered didnt arrived to the destination within the promised time, customer can either request for a refund or transfer the money for the delivery service charges but under some terms and conditions. Chapter 9: The Hybrid Interface There are two types of hybrid interface which are people-led hybrid interface and machine-led hybrid interface. People-led hybrid interface People-led hybrid interface defined as an interface where interaction between human being and machine occurs in which people operate in the foreground and are supported by the machine (Rayport,2005). The interaction between human being with a machine can enhance the effectiveness or increase and productivity in the daily operation. The peoples who operates in the foreground and are supported by the machine needs to have the knowledge to manage and evaluate the state of the machine. For example, the people led interface incur when the FedEx driver driving the courier van to deliver goods and services to their ultimate customers. Hence, the interaction between the FedEx driver and the customers caused the FedEx driver to accomplish the task of delivering goods and services on time with enabling by the machine FedEx provide and deliver on time services to their customer in order to maintain the long term profitable relationship and develop the customer loyalty towards its compan y. Hence, FedEx has developed the innovation of the technology to support their daily operation. FedEx set up COSMO (Customer Operations Service Master On-line System) to monitor each stage of their delivery cycle. COSMO is a computerized packaged tracking system that allows the FedEx employees to key in the information needed by several ways (Technology innovation at FedEx, 2010). For example, FedEx customer service representatives key in the necessary information into COSMO by computer terminals to reach their customers, this mean that FedEx has apply the people-led hybrid interface where the customer service representative (human being) is enable by the COSMO (machine) to reach the customers. Besides, FedEx always giving supports and encourage their employees in order to allow them to be more innovative in the working environment and more confident in decision making process by providing quality results. FedEx is providing their employees to use the high technology hand-held t racker and the digitally assistant dispatch system (DADS). The hand-held tracker is used to records the information throughout the day and allow the couriers to scan the bar code on every waybill at each stage of delivery process. It helps to retain and transmit the information of the package such types of service required, destination and routing instruction as well as provide guidance to the couriers by a series of performance measurement. While, DADS is a small digitally assisted dispatch computer system that found in all couriers van to enable the couriers to administer their time and routes with high efficiency (Technology innovation at FedEx, 2010). For example, when the couriers return to the van, the information acquire is then downloaded from the hand-held trackers to the DADS in order to update the package location in the COSMO system. By using this type of people-led hybrid interface, it provides the customers a convenient ways to find out the time and location of thei r package. Hence, FedEx able to maintain positive control over its shipments and enhance their customer satisfaction by constant tracking with the interaction of the human and machine. Furthermore, FedEx develop its innovation technology by setting up the Command and Control system in their operation. Command and Control is the satellite to ground-level operation system which based at the Memphis SuperHub (Technology innovation at FedEx, 2010). FedEx used this system to act as a weather management tool and to check the traffic information in order to enable the FedEx Company deliver the package in any weather condition with the fastest and safest manner. For example, FedEx connect to over 750 customer service workstations, over 500 aircraft and traffic hubs around the world to ensure the coordination of inbound and outbound aircraft and thousands of delivery vehicles are in smooth condition and enable their employees to deliver the package on time to their customer to achieve cus tomer satisfaction. Each types of hybrid interface used by FedEx Company have the benefits that improve the companys daily operation. People-led interface helps the front line employees of the FedEx to increase their work productivity and enhance the effectiveness and efficiency of their work. For example, with the high technology hand-held tracker, it helps the couriers to records and retains the information by scanning the bar code of the waybill in every stage of delivery process. Thus, it helps to increase the productivity and the efficiency of the work of front line employees. Besides, the people led machine interface helps FedEx to maintain their positive control over every single step of it shipment process to deliver the goods and services to the customers. It is because, when the couriers return to the van, the information is downloaded from its hand- held tracker to the DADS and immediately updated the package location in the COSMO system. Hence, it enables their cus tomers to check their shipment status, delivery time and etc to provide 100% customer satisfaction. Furthermore, the interaction between human and machine interface enables FedEx to deliver goods and services to their customers with the fastest and safest route in any weather with the implementation of Command and Control system. FedEx using the NASA weather data and artificial intelligent to help the company selects the fastest, safest and most cost- effective way to deliver goods and services to the ultimate customer. The command and control system help FedEx to increase per capita output of their frontline employees and thus increase the quality of their interaction with customers. Machine-led hybrid interface Many business organizations have deployed the use of machine-led interface in their daily operation nowadays. Machine-led hybrid interface is defined as the interaction between the machine and human, where machines operate in the foreground and are supported by people (Rayport, 2005). It requires an output to ensure that the machine will always keep the user up to date in the progression of commands or execute commands in physical space. FedEx has set up 45 call centers in global to handle over 500,000 telephone calls from their customers around the world per day. FedExs call centre is a machine led hybrid interfaces that enable the machine (telephone) to be supported by the people (call centre representatives). It used for the purpose of receiving and transmitting a large volume of requests by telephone and is operate by the company to administer incoming product support or information inquiries from consumers. By setting up the call center, it allow the customers who prefer mo re personal touch than using high technology device and customers who need more in depth explanation and information about the shipping process to call and speak with the call centre representative regarding their problems. FedEx has developed its operation through online by creating their own company website and embedding the FedExs live chat into their official website. Through the companys web page, FedEx can connect with their customers and get their involvement into the chat room to engage the positive relationship between the company and their customers. When the customers need any further assistance or have any enquiries regarding their shipment status, they can use the Chat with FedEx function by fill in their personal details to start the chat session. Thus, the FedExs employees will reply the customer through this interactive chat medium immediately. Hence, with the interaction between FedExs live chat (machine) with the supported of the employees (human being), it help s the FedEx to improve their business operation to be more efficient and easily to get into the involvement with their customers internal process as well as enhance the customers relationship. The machine-led hybrid interface brings some benefits to FedEx such as cost saving and higher productivity. FedEx website allows the customers to track their shipment information or the status of the package based on the package number without calling to the service centre. Thus it helps FedExs service centre to operate more efficient and able to handle more than 100,000 tracking enquiries daily. Furthermore, the capability of the FedExs live chat was successfully helps the FedEx to saving up the investment cost of setting up more call centre. The machine-led hybrid interface leverage the human talents by distributing their personalities or the emotional intelligent in scalable way. Human being is excelling in conveying empathy and handling the exception; hence with the support of the fr ontline machine, it helps to increase the employees productivity by channeling their work more efficiently. For example, when the customers call to the service centre, the system will deliver the customer to the service provider via phone line. After that, the customer service representative will answer the call and handling the problem or enquiries from the customers and try to satisfy their needs and wants in a polite manner. Chapter 10: Delivering the Integrated Customer Experience Integration within Implementation Domains There are three types implementation domains: brand experience, interface and innovations. The brand experience it can help the organization build reputation and get awareness in connections with customers. It included company or brand name, logo, advertisement, and web design.( Rayport, F.J. Jawoski, J.B. 2005) -Brand Experience FedEx shows a global brand the fastest route to worldwide. In year 2009, FedEx has been honored as one of the 100 Best Companies to Work For in the United States. FedEx also has been ranked in Fortunes magazine as Global Most Admired Companies . -Logo FedEx has its own Corporation logos; each of it has its own version of the wordmark used for identification and branding. The FedEx name is incorporated as a simple distinct text-only typographic treatment to create a clear, visually memorable identity. For FedEx logo, the Fed is in purple and the Ex is in a grey for the overall corporation use. While, for the original FedEx logo had the Ex in or ange. The FedEx wordmark is actually a notable hidden right-pointing arrow between the E and the X, which to emphasize the arrow shape. The concept of an arrow is to be promoted as a symbol for the speed and precision positioning, both FedEx communicative attributes. (Wikipedia, the free encyclopedia) Website has become a dominant technology. FedEx has its home page shipping resources source for everyone, so that customer could find out the information that the delivery services offer in their own region. FedEx website has created a quality website with full useful guidance and tools. In addition, a successful website should be able to lead the customers to take action. Such as, FedEx also allow the users to download FedEx Welcome Kit, so that it could help them optimize their shipping and manage account efficiently. -Interface Interface refers to the dynamic exchange of information in service that occurs between the company and the customers. Interactions with sales people face-to face, phone call, online chatting. ( Rayport, F.J. Jawoski, J.B. 2005) FedEx main focus is on customer service, so they will always have interaction with customers. If customer encounter any problems and make complaints they can even get to the customer support centre, faces-to- face interactions with FedEx staffs. The front office will handle the customer procurement and complaints. While, if customer have feedback or comments, they could email FedEx by select the appropriate service in order for a customer support representative to assist customers inquiry. -Innovations Innovations are a change in the product or services for adding something new that added features and benefits. The changes must increase product value, customer value, or producer value. The information about the package is just as important as the package itself. (Fred Smith, 1978). Today, FedEx provides customers access to real time information which has enabled new supply chain models and efficie ncies. FedEx focus and improve built upon innovation and it continues to be an integral part of the FedEx culture and business strategy. The FedEx Innovation labs is an information technology project designed to create an atmosphere of collaborative thinking around critical technologies such as advanced optics for scanning, robotics, pervasive computing, biometrics, video object recognition etc.  The Labs house a research and development team tasked with looking at future technologies that have a 3-5 years production roadmap. Integration across Implementation Domains Integration across implementation domains is more complex. It requires training program and expertise to create trustworthiness for customers. The Jobs at FedEx requires higher level of knowledge, experience, capabilities, and educated. FedEx need employs people with literature degrees, though FedEx might also need people holding with higher qualifications with MBAs. In addition, FedEx couriers receive roughly 50 hours of training per year. In order to maintain high quality service levels, training to be conducted by training professionals who understand the technicalities of the express transportation business. The courses from supply chain planning and logistics management to training on specific software programs, quality management and marketing sales. Linkages between the interface innovation To create linkages between the interface and innovation, the company must provide experiential encounters that are referred as dynamic, interactive, and innovative. ( Rayport, F.J. Jawoski, J.B. 2005). FedEx created corporate sponsorship and events. Beginning in 2007, FedEx became the title sponsor of the FedEx Cup, a championship trophy for the PGA Tour. FedEx is spent an estimated $44 million a year to sponsor the FedEx Cup, a full season of PGA Tour events culminating with a four-tournament playoff series to determine the top mens golfer, also Golf Digest reports. FedEx is trying to reach executives and other corporate decision makers. The PGA Tour has all the professional golfers from worldwide and its events are broadcast worldwide, and its appealed to FedEx. It is because FedEx is a global company; they needed to communicate to customers on global stage. FedEx is recognized by executives and consumers, by sponsoring such huge amount of cost and long run event it make sense b ecause it provides wide and extended exposure. So, this communications can provide new personalized experiential encounters between FedEx and the customers. Integrated marketing Integrated marketing is the process for managing customer relationships that drive brand value. In FedEx, within the marketing department activities are centered on customer segments. Each segment is staffed by a cross-functional team composed of manager, marketer, analyst, agency account executive, and may be a representative from the agency-managed fulfillment house. These cross-functional teams meet as frequently as necessary. E-mail has greatly facilitated this integration. All marketing vendors are connected to FedEx and to each other through the FedEx corporate e-mail system. The marketing communication can provide information to prospective customers. It can let the customers know about the service options available, cost, specific features, functions, and service benefits. FedEx has own customer information services department. It offering a customer service toll-free telephone line for customer questions. It is operated by an automated operator then will prompt the user to a live agent for uses of tracking, claims, scheduling pick-ups, locations, ordering supplies, setting up FedEx accounts, billing etc. However, the customers can get information in FedEx website which is https://www.fedex.com/my/ .One of the roles of marketing communication is persuade target customers that service offers best solution to meet their needs and build relationship with them. The company added on a facility on the official website for consumers to be able to track their packages from the Internet. Marketing at FedEx has two IT work teams supporting its efforts. The teams are physically located within the marketing building and report to both the IT and marketing organizations. FedEx  marketing mix  strategy  affected the  retention rate  prevailing within the industry. Marketing communication can also help maintain relationships with existing customers. It requires comprehensive, up-to-date customer database and ability to m ake use of this in a personalized way. FedEx marketing database contains a complete picture of all the companys customers worldwide, and their FedEx transactions. So, they can turn customer data into customer knowledge, to satisfy the customers needs. e) Marketing communications mix -Personal communications FedEx become a well known company through word of mouth. What really has established a good repute for FedEx is the consistence in providing good quality services  to its consumers. So, the customers will spread the positive words of FedEx to others. FedEx provides excellent  customer care  in this  service-based industry, this enhance an emotional connection between FedEx and its customers. -Advertising Advertising  is a form of  communication  intended to  persuade  an audience to purchase or take some action upon products, ideals, or services. FedEx has the TV commercial video ads. The advertising campaign launched to reflect on the new feature provided by FedEx also identified the expanded international capability of the company, appealing to a  global audience  to try FedEx services.  One of the best known ad campaigns is We Live to Deliver. This creates a huge impact for the company. One of the package deliveries giants biggest web campaigns, which running on YouTube, is a series of 3 minute called 1-2-3 Succeed! Grab the viewers attention and driving web traffic toward FedEx. -Publicity public relations Publicity  is the deliberate attempt to manage the publics perception of a subject. FedEx is known for  award-winning advertising and prestigious sport sponsorships. The reliability, speed, leadership, excellence and global reach that characterize FedEx are reflected in sponsorships and emphasized in FedEx advertising. The integrated marketing in  sports events  was used in order to reach audiences with diverse interests. This allowed customers to process orders and use FedEx as the default shipper. -Instructional manuals Instructional manuals consist of websites, voice mail, brochures and etc. FedEx website is a fruitful source for the potential customers to get information. Through FedEx we bsite, the customers can search for  FedEx  shipping services. The websites also provides a variety of auxiliary services relating to their shipping and freight service. -corporate design FedEx has its own planes; it purchased its own fleet of planes to meet the scheduled delivery times. This is an evidence that the public relations were greatly and positively affected the move. Company vehicles with the Federal Express logo have become moving billboards. Whereas `Federal Express only permitted 58-inch letters on the side of a trailer, the letters spelling FedEx can stand six feet tall. This can let the customers remember it vividly. Conclusion Within the package carrier industry, FedEx and UPS are two company which are almost familiar to most business and offer a range of services. However, FedEx has enjoyed a good name compare with UPS. As global electronic commerce initiatives increases, both FedEx and UPS are starting to offer services outside the normal package delivery. They realized that IT and business initiatives have provided opportunity for competitive advantage. FedEx are very innovative in coming up with new ways to add value to their customers experience with FedEx. They have always been act as an innovator and willing to embrace new technologies as well as create some of their own as shown in the example of FedEx using wireless technology to better track packages as well as launching its website with lets customers track their packages till it reaches its destination. While, UPS is using third-party alliances with other companies such as Pandesic has allowed UPS to provide customers with electronic commerce solutions. Since this is reflecting the level of IT integration within the respective companies, so it is clear that IT integration in FedEx is more advanced than UPS. Besides, in terms of service guarantee, FedEx tends to give an excellent incentive package compared with UPS. FedEx have a dedicated team for solving most issues along with the local representatives. In contrast, UPS also relies on local representatives, but they tend to have issues with paying for damages and they lack a dedicated group of employees who solve issues such as refunds and lost packages. There is a difference among FedEx and UPS in term of the customer service representative attitude when they answering the phone call. For FedEx, they offering well-mannered services and take immediate actions after receiving customer request phone call. While UPS, many customers complained that the service representative will occasionally hand up their call. It makes a real difference to urgent packages b ut u cant even speak to the right person. The weakness that FedEx faced is high cost in constantly expenditures in their infrastructure system. FedEx has spent billions, over $1.5 billion alone in capital expenditures, to create a worldwide network of hubs, airplanes and trucks. So, that why FedEx charges higher prices for its services than many of its competitors in the industry. However, it may lead to lose the market share form price sensitive customers. The typical customer doesnt care how well FedEx can deliver around the world, or how innovative their logistics or technology is. They usually want their package delivered from point A to point B for as cheap as possible. In conclusion, we think that FedEx will continue to be a role model in the future direction of business and IT strategies because of its ability to embrace IT-enabled technologies. Furthermore with the FedExs ability in identifying current business goals and aligning internal processes and business groups will continue to allow FedEx to be a competitive driving force in the global marketplace.