Airborne Case

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------------------------------------------------- Airborne Express Case 1. How has Airborne survived, and recently prospered in its industry? Please address why you think it was difficult for bigger competitors such as FedEx to imitate Airborne’s strategy. Although Airborne does not get the publicity that FedEx and UPS get, they have managed to remain the third largest player in the express mail industry. One unique aspect that has helped Airborne maintain a leading position in the industry is their ownership of an airport, which serves as their major hub. This is a huge advantage because they have complete control over the timing of each shipment and what comes in and out of the airport. Airborne also purchases and modifies used…show more content…
With approximately 21,000 employees, compared to FedEx’s 129,000 and UPS’s 336,000, Airborne had to use unique business decisions to master movement, balance, and leverage within the express mail industry. The first technique suggested by Yoffie and Kwak to master movement was referred to as the “puppy dog ploy”. They believed small companies should “keep a low profile and avoid head-to-head battles that they’re too weak to win.” (Yoffie&Kwak, 3) Airborne succeeded in mastering this technique through direct marketing. They targeted large clients directly, which allowed them to keep a low profile while building a strong position. Airborne’s actions also related to Yoffie and Kwak’s technique number 2: define the competitive space. Airborne recognized that FedEx and UPS held a solid ground in the industry, so they decided to focus on large-volume business customers. While still competing in the same express mail industry, Airborne found their own space in the market. In order to maintain balance, Airborne’s made decisions that align Yoffie and Kwak’s technique

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