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Bus622 Assignment 6 BUS 622 Global Marketing Plan Part 2 University of Arizona Global Campus Business 622 Executive Summary Globalization is the key that unlocks the potential for organizations to reach and enter new markets globally. FedEx, widel$7.49
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Bus622 Assignment 6 BUS 622 Global Marketing Plan Part 2 University of Arizona Global Campus Business 622 Executive Summary Globalization is the key that unlocks the potential for organizations to reach and enter new markets globally. FedEx, widel
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Bus622 Assignment 6 BUS 622 Global Marketing Plan Part 2 University of Arizona Global Campus Business 622 Executive Summary Globalization is the key that unlocks the potential for organizations to reach and enter new markets globally. FedEx, widely viewed as the world leader in shipping and...
bus622 assignment 6 bus 622 global marketing plan part 2 university of arizona global campus business 622 executive summary globalization is the key that unlocks the potential for organization
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BUS 622
Global Marketing Plan Part 2
University of Arizona Global Campus
Business 622
Executive Summary
Globalization is the key that unlocks the potential for organizations to reach and enter
new markets globally. FedEx, widely viewed as the world leader in shipping and logistics
services now shifts their focus towards entering the Latin American market. A market in which
growth is currently unlimited due to the explosion of online shopping and massive investments
made in infrastructure by the government. Having conducted operations in Latin America
since 1987, FedeEx remains an integral part of the Latin America economy.
Through investments in the region and their own operations, FedEx is helping pave the
way for future growth. This global marketing plan provides justifications for the path
towards continued investments in Latin America. Various strategies are utilized in
this plan for FedEx to expand operations in this region and position them to gain
market advantage against other competitors.
Environmental Analysis
Having established operations in Latin America in 1987, FedEx duplicated their
model for success which enabled them to compete with other leading logistics
companies in the region. Employing over 19,000 people in 50 different territories,
FedEx established their Latin America operations through strategic mergers and joint
, partnerships. This began in 1987 when they acquired Island Courier which serviced 37
islands throughout the Caribbean.
In 1989 FedEx acquired Flying Tigers and in doing so rose to become South
America’s largest air transportation company servicing 5 countries. A decade later in
1999 FedEx established its network of retail outlets and authorized shipping centers in
the region to complement their existing transportation services. These ventures led
FedEx to success in Latin America for decades to come. In order to better understand
what makes FedEx successful in Latin America, there are four key factors to consider.
1) Economic - “COVID spiked e-commerce demand during the lockdown periods
and initiated millions of Latin Americans into digital commerce. With all of these new
customers and the continuing digitization of payments in Latin America, in 2021 we will
see additional demand for logistics services, including non-traditional warehouse spaces
and the growth of online marketplaces offering last-mile and distribution that can offer
flexible, on-demand services” (Rodriguez, 2021). As of 2019 over 155.5 Million Latin
Americans chose online shopping for goods and services purchases.
Though the region and its economy are ripe for shipping and logistics services,
there are many logistical issues that must be addressed due to the regions lack of
infrastructure. These issues play a leading role in the economic performance of the
shipping and logistics industry within the region. Another key factor to consider is the
vast differences in the GNI within the 50 countries that make up the Latin America
region. Brazil for example as defined by the United Nations is classified as an Upper-
Middle income nation and represents ripe economic growth. While most of the other
nations are classified as Lower Income.
2) Trade - FedEx is a major player in trade within Latin America due to their
involvement in exporting. As of 2017, 58% of Small and Medium sized companies
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