Contents Contents 3 Background 4 Statement of Problem(s) or Statement of Issue(s) 4 Situation Analysis 5 Marketing Mix 5 SWOT Analysis 6 Environmental Analysis 7 Analysis of alternatives 7 Recommendation(s) 7 Implementation or Action Plan 8 Reference 8 Background The case study revolves around FedEx’s customer service that it provides to its customer and need of assistance provided by the customers care. FedEx is one of the leaders in the air express cargo transportation and its business is based on the philosophy that “when people are placed first they will provide the highest possible services and the profits will follow”. FedEx is known to be a reliable shipper and is committed to get the package of its customers irrespective of the size to the required destination on time. The present case study analysis is based on the customer service of FedEx which they showed towards a small company by the name of Desktop Innovation. Anita Kilgour who was the office manager in Desktop Innovation had shipped two packets from Kitchener, Ontario to Simpsonville, South Carolina through FedEx. But only one of the two packets was received and there were no whereabouts about the second packets. Statement of Problem(s) or Statement of Issue(s) FedEx which was known for its services and has received many awards for its excellent services in the past but Anita was really disappointed with the way the company handled the situation. With respect to the case of Anita and her company Desktop Innovation, the main problem lied with FedEx was its customer service. Despite of Anita calling them several times to keep a track of the packets and to know about the whereabouts of the missing packets, the customer service department was least interests in informing her and the company about the missing packet and as promised they never called Anita back to provide the information. As stated by Anita that the customer service policies needs to be given an in dept analysis was however true for the situation where Anita and her company had to face issues because of FedEx. Situation Analysis Marketing Mix The marketing mix constitutes of four Ps but since Federal Express is a service industry, the marketing mix would include the remaining three Ps also that is all in 7 Ps. Thus the 7Ps are Product, Price, Place, Promotion, People, Process and Physical Evidence. Product/ Services: FedEx is a courier service industry and delivers the couriers to the required destinations ion time and it has been known for its on time delivery system. Other services includes packaging and shipping of the products, hold at the location, local delivery, laptop docking stations, hotels and conventions and also provides services such as scanning, fax, passport and other office suppliers (FedEx, 2012). The products of FedEx includes posters, banners, displays and frames, cards and calendar, design services to name a few products (FedEx, 2012). Price: FedEx charges a premium price for its services from its customers. It also provides booking facility through the internet so that customer can book at an ease and at any point of time. Place: FedEx is geographically scattered all over the globe and provide services 24*7. FedEx is located in Asia, Europe, Middle East, Africa, North America and Latin America.