Marketing Strategies: FedEx and UPS

4 April 2015
An analysis of the marketing strategies involved in entry into the Chinese Market by these express mail leaders.

This paper compares and contrasts the marketing strategies of FedEx and UPS for entry into the Chinese market. The areas discussed include market entry strategy, marketing mix and the effects these have on the decisions of client firms on placement of their manufacturing locations.
“FedEx’s market entry strategy is what is described as a frontal-assault strategy. FedEx’s strategy is aggressive, high cost and Americanized.
The first thing noted is that their strategy in China is exactly the same as in any location. As the executive vice president of FedEx is quoted as saying “we’ve got a pretty good formula for attacking any market…whether its China or Japan or Germany, it really doesn’t make any difference.”

“Market entry strategies will normally take into account the environment of the market to be entered and develop a strategy that best suits that market. Considering the high cost of entry into the Chinese market adopting an American approach without considering whether it is the best approach could be concerning.”

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