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1、FedEx■一CreatingCompetitiveAdvantageLCaseStudy:FederalExpressalmostsingle-handedcreatedtheexpress-packagedeliveryindustryaswenowknowit:.Foundedin1973,thecompanygotofftoaslowstart—ittooktimetoeducatetheAmericanpublicaboutthevalueofovernightdelivery.However,buildingdoggedlyontheadvertisingpromis
2、e,“whenitabsolutely,positivelyhastobethereontime/'madepossiblebythecompany^innovativeandnowmuch-copied"hub-and-spoke^distributionsystem,FedExwentontobecomeoneofthefasteststart-upsinAmericanhistory.Afterthreeyearsoflosses,itgrewexplosively.Atacompoundgrowthrateofmorethan40%peryear,annualsalesr
3、eached$1billionby1983,$5billionby1989,andalmost$8billionby1993.Anddespitestrongchallengesfromaglutofimitatorsovertheyears,FederalExpressremainstheundisruptedmarketleader.Itnowcommandsa45%USmarketshare,comfortablyaheadofmajorchallengersUPSat25%,Airborneat14%,andtheUSPostalServiceatabout8%.Stay
4、ingatoptheovernightpackagedeliverybusinesswillrequireawell-designedandwell-executedcompetitivestrategy.Althoughthemarketislargeandgrowing,competitionistorrid.FederalExpressisnowstreetfightingwithcompetitorsonprice,lookingforwaystoboostproductivityinordertostaypricecompetitive.ButFedExisnot,an
5、dmayneverbe,thelowest-pricedexpress-deliveryservice.FederalExpresstraditionallyhasdifferentiateditselfnotbyluringcustomerswithlowprices,butbygivingthemunbeatablereliabilityandservice.Eveninthefaceofcutthroatpricingbycompetitors,thecompanyhasbeencarefulnotletcost-cuttingundermineitsmainsourceo
6、fcompetitiveadvantage-一superiorquality.AtFederalExpress,qualitygoesfarbeyondslogansandidletalk.In1987,itestablishedaformalQualityImprovementprocess,whichsetsimpleyetloftyqualitygoals:100percenton-timedeliveries,100percentaccurateinformationoneveryshipmenttoeverylocationintheworld,and100percen
7、tcustomersatisfaction.Afewyearslater,FedExbecamethefirstserviceorganizationtoreceivetheMalcomBaldrigeNationalQualityAwardforoutstandingqualityleadership.ItdevelopedaServiceQualityIndex(SQI),madeupoftwelvethingsthatitknowsdisappointcustomers—h