Business To Business (B2B) Marketing Paper

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ASSESSMENT TASK:

You have been asked by the marketing manager at FedEx to critically review some key theories and concepts in order to provide additional information at a planned FedEx management conference. In REPORT FORMAT, you are asked to provide the following information.

1. Critically analyse the decisions that need to be implemented in designing an Integrated Marketing Communications (IMC) plan for the 40 year anniversary as shown in the short case study*.
[student critically analyses the decisions that need to be implemented in designing an Integrated Marketing Communications plan for the 40 year anniversary as shown in the case study*] (30 MARKS) (1,000 WORDS APPROX)

2. Additionally evaluate ways to measure the effectiveness of a B2B IMC plan. (10 MARKS) (333 WORDS APPROX)

3. IMC objectives and budgets are necessarily interdependent. Evaluate this statement providing examples with use of supporting theory to justify your answer.
[student critically evaluates that IMC objectives and budgets are necessarily interdependent providing examples with use of supporting theory to justify]
(25 MARKS) (833 WORDS APPROX)

4. There is a spectrum of involvement in international B2B development from ‘Export to Direct Investment’, analyse the risks associated with each of the entry options.
[student outlines that there is a spectrum of involvement in international B2B development from ‘Export to Direct Investment’ and analyses the risks associated with each of the entry options.
(25 MARKS) (833 WORDS APPROX)

ASSESSMENT CRITERIA:

The analysis MUST be supported by academic theories and concepts and the paper MUST comply with the format stated above and Harvard referencing guidelines. The reflection must NOT be descriptive in nature; it should provide clear evidence of understanding of the issues under consideration with an applied review of the business provided in the task scenario.

A MINIMUM of 15 academic sources are to be referenced [NOT just online sources but also from books and journals]. The majority of these sources should be relevant, internationally peer reviewed articles/journals or accredited textbook references. Sources such as Wikipedia and the like are NOT accepted. Sources available ONLY online should be avoided.

Be mindful of how many marks are allocated based on your ability to define, analyse and apply key concepts.

To achieve the highest marks you MUST make informed comparisons between the theories and concepts you have studied and provide a reflection on how these apply to the business case. The analysis will be very well-applied and will rely heavily for support on current literature.

CASE STUDY: 40 YEARS DELIVERING A BETTER FUTURE
On April 17, 1973, 14 small French Dassault Falcon planes took to the skies from Memphis International Airport and 186 packages were delivered to 25 US cities along the East Coast; the overnight express industry was born.

40 Years later, the business has a fleet of 660 freighter aircraft along with thousands of FedEx trucks delivering millions of packages and documents to over 220 countries and territories every working day. Today FedEx is providing the customer with a fully integrated system to ship packages around the world. In fact, most of the competition has built their business on the hub-and-spoke and track-and-trace models FedEx first introduced.

FedEx’s growth, innovation and success over the years is not due to any one contribution but to a great team effort of our 300,000 team members. And as business source suggests,
‘So here’s to another 40 years – we look forward to continuing building on our success story that first took off from a small airport in Tennessee one memorable evening in spring all those years ago.

TECHNOLOGY AND BUSINESS CHANGE

Since trading just over 40 years ago, FedEx has developed its business alongside the development of technology. Technology is everywhere – the internet, mobile devices and social media have all contributed to bringing our world close together. At FedEx we’ve led the express transportation industry for over 2 decades with many significant technological innovations. FedEx was built upon innovation and it continues to be an integral part of the FedEx culture and business strategy. Here are just a few innovation milestones over the past 40 years:

1980: computers in FedEx vans

1984: automated shipping

1986: hand-held barcode scanners for couriers

1993: tracking software

1994: www.fedex.com

1996: online shipping

2002: FedEx PowerPad

2007: customer service live online chat

2009: SenseAware smart tracking launched in US

2010: electronic trade documents
FedEx joins Facebook

2011: FedEx Ship Manager lite

2012: brand new start for www.fedex.com
EMEA (Europe, Middle East, Indian Subcontinent and Africa) joins Twitter
EMEA launches SenseAware

CAMPAIGN TO ATTRACT MORE B2B

In 2008, FedEx launched a new marketing campaign directed to the Business and Business market. ‘FedEx delivers to a changing world’ was regarded as a reintroduction of FedEx’s business network to deal with the complexity of a dynamic global market. The campaign looked to deliver 5 key themes which included expansion, breadth of service, expertise, innovation, sustainability and education (FedEx, 2013).
The campaign defined the target audience as the ‘deciders’ within the procurement process of the many organisations who use the FedEx delivery system.

DELIVERING MORE IN EUROPE

In today’s market, businesses need to make the most of every opportunity the can. FedEx have shown a continued strategy of expansion across Europe and delivers more of what their customers want with
– later collection times
– more deliveries before noon
– faster transit times across Europe and worldwide
With 100 new locations and over 3,600 new team members, FedEx is committed to developing further links across Europe.

BUSINESS AND PROFIT

Today FedEx Corp. provides a broad portfolio of transportation, e-commerce and business service through companies competing collectively, operating independently and managed collaboratively, under the FedEx brand. It operates through 4 segments; FedEx Express, FedEx Ground, FedEx Freight and FedEx Services. The FedEx Express segment offers time-certain delivery to more than 220 countries and territories.

Case study information redacted from:

http://wps.pearsoned.co.uk/wps/media/objects/1669/1709610/extra_cases/0273687395_case_fedex.pdf

www.fedex.com

www.forbes.com

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