1. What aspects of differentiation and integration are illustrated in this case?

2. What concepts of vertical design are highlighted?

3. What is FedEx Office and Print Services’ business strategy? That is, how does it compete in the printing services industry?

MINI CASE 

Kinko’s (now FedEx Office and Print Services) has come a long way since its humble beginnings as a college town copy shop. Kinko’s was the creation of Paul Orfalea, who started selling pencils and spiral notebooks on the campus of the University of California, Santa Barbara, in 1972. However, when he realized that it cost 10 cents per page to use the photocopy machine in the library, he realized that selling copies would be more profitable than pencils and notebooks. He borrowed $5,000 and opened his first Kinko’s shop in a tiny office measuring 100 square feet. He sold school supplies and made copies on a copy machine that he moved outside when it was in use because the shop was so small.