Courier Pak Case?

Question

Anyone done this?

kbulse · Answer

could you clarify little bit deeper, what does it mean?

rhyme · Answer

Its a case on Fedex's introduction of Courier Pak, an overnight shipping service for documents, primarily used by executives and secretaries.

I'm struggling with a portion of my write up and wanted to bounce my ideas off someone else.

naturallight · Answer

yep, we did it

pelihu · Answer

Nope, but the better question is, why are you looking at cases right now?

rhyme · Answer

So... can you tell me what you thought? Should they move forward with it? If so, at what price?

I'm thinking that they should, provided they segment the market such that it doesn't get used by shipping managers (the primary users of the priority one service) and they should price at a premium, since it has addressee delivery, ideally at around $13 or $14. Plus, since its compact, it helps them better utilize their planes (the whole "cube out" before you "gross out" thing).

aaudetat · Answer

I don't think it matters if the shipping guys use it -- I don't remember it being an issue. But you are right -- they need to target it at the exec level. And we know this group is not price sensitive. If memory serves, you can actually run a price sensitivity analysis with the info you have.

And they should totally go forward.

This was our first case (or maybe second) for marketing, so we were just getting started. Run a break-even analysis, and also calculate the number that can go in their average plane.

rhyme · Answer

little late on your reply there ... covered it already

Interesting case. Hart Schnaffer and Marx is next and, sadly, looks like it boils down to nothing more than numbers.

Courier Pak Case?

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