FedEx & UPS - Competing in China

            

Abstract

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.


聯邦快遞與優比速競逐中國的市場策略

聯邦快遞為了提振在中國的市占率,採取的是較為積極進取的做法,不但大舉投資取得航線,並在中國境內、境外部署自己的貨機以運輸貨品。

優比速則是採取相對而言較為保守和謹慎的做法,主要還是憑藉著合資企業關係,在中國境內、境外運送貨物。

隨著中國物流產業前景可期,無論是聯邦快遞或優比速,均面臨了勁敵的進場角逐,雙方如何迎戰一場勢將到來的硬仗

原著/印度ICMR大學管理研究中心魏維克‧古普塔(Vivek Gupta)博士

編譯/齊立文 liwen_chi@managertoday.com.tw

本文已取得印度ICMR大學管理研究中心(IBS Center for Management Research ;簡稱ICMR)授權翻譯刊登。

此精選案例曾榮獲2004年度「第八屆亞太地區個案撰寫大賽」(Asia-Pacific 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 Training Council)管理發展中心,每年都會接獲來自香港、中國、瑞士、美加等地的商學院,超過40篇個案的投稿。文中對照聯邦快遞(Fedex)與優比速(UPS)進軍中國時的不同階段,所採取的不同策略。1990年代,聯邦快遞採取的是積極搶攻、大舉投資的做法,優比速則是採取較為保守、適度投資的做法。隨著千禧年的到來、中國加入世界貿易組織,加上當地物流市場日益激烈,文章探討兩家公司於此階段,是如何致力於提升市場占有率。

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「我不知道自己是不是同意有所謂的中式作風和美式作風,但是我想,與其用國情來界定,更恰當的說法顯然是創業和守成這兩種作風而此時此刻的中國,正是一個在本質上極具創業精神的國家,而這樣的新中國,跟我們公司非常相符」。

費德瑞克‧史密斯(Frederick W. Smith),聯邦快遞董事長暨執行長。

「優比速期盼能在中國繼續追求強勁且穩健的成長。我們對於任何的擴張均採取長期做法,並且相信在中國的商機,好到足以克服任何的商業周期。」

吉姆‧凱利(Jim Kelly),優比速前任董事長暨執行長

設址美國的聯邦快遞公司(FedEx Corporation;簡稱FedEx),是全球最大的物流解決方案供應商之一。該公司在20029月宣布在中國推出一項「退款保證計畫」,若貨件的遞送有所延遲,聯邦快遞將提供顧客全額退費。由於這項計畫的引介,聯邦快遞成為第一家在中國境內提供退款保證服務的國際物流公司。

分析師認為,聯邦快遞所採取的這項做法,旨在反擊其全球競爭對手優比速(United Parcel Service;簡稱UPS)的另一項措施。20029月初,優比速分別在深圳和青島兩地設立代表處,並宣布該公司計畫於2003年初,在廈門、東莞、杭州和天津等地開設代表處。....

        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

Issues

Understand the entry and expansion strategies of large multinational logistics services companies in an emerging market like China.

Keywords

Entry, expansion, US, logistics companies, FedEx, UPS, Chinese market, contrasting strategies, presence, aggressive, high risk, services network, capture, higher market share, conservative, low risk, low investment approach, contrasting elements, services network, advertising, promotion, targeting customers, investments made, WTO

Please note:

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 information source.

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