Case Analysis #2 Airborne & Amazon

Overview

In competing with FedEx and UPS, Amazon has done things similar to Airborne to lower costs. What things have it done similar to lower its costs? What has it done differently, and how have those affected its costs? What is your overall conclusion on whether Amazon will overtake FedEx? (Hint: Consider how Airborne lowered its costs to compete with FedEx and UPS. Then compare what it did to what Amazon is doing.)

Airborne Express case is composed of several components. First, a Harvard Business School case in your packet (HBS 9-798-070) forms the core case. In addition, there is a video below of Airborne's sorting facility.

Reading Sources:

Please view this video on how Airborne's sorting facility worked

The airborne case in the HBSP packet is the core case

Amazons Newest Ambition_ Competing Directly With UPS and FedEx - WSJ

Fred Smith Created FedEx. Now He Has to Reinvent It. - WSJ

You are required to complete 2 case analyses. You will notice there are three case analyses due on the schedule, you select two out of the three. Your analysis is due on the date assigned in Canvas. Please submit your case analysis via Canvas using a single Word file.

The analysis must be no longer than 2 pages of text (12-point font, single-spaced, 1-inch margins). You may also include one exhibit (tables, graphs, etc.no paragraphs of text)

Your argument should be logical and supported by facts from the case or facts you research on your own.

Do not define concepts in your case analyses, rather apply the concepts to the case facts.

Do not present a case summary; offer a well-supported evaluation using case information and incorporating concepts from the readings.

Your case analysis must be well organized and structured as one continuous document. If there are multiple questions, do NOT divide your memo into different sections to answer each question separately.

A well-organized analysis starts with an introductory paragraph followed by several additional paragraphs that expand on the information presented in the introduction.

Each subsequent paragraph has a main sentence followed by several sentences that present information that supports the main sentence. This information can come from the case readings or your research or experience.

Avoid putting many different ideas into one sentence or paragraph. Develop each point separately.

Well-organized memos structure paragraphs so that the most substantial arguments are first, followed by progressively weaker arguments.

You can address the memo to whomever you want. Assume the reader is familiar with the case and has read the assigned case materials.

These are individual assignments. Feel free to do your outside research and incorporate information from that research into your analysis.

If you want to use parts of someone elses work in your memo, put it in quotes and add a citation.

Use a formal citation style (any formal style you want). A website link is not a citation.

Plagiarism of someone elses work or material from the internet will earn an automatic 0 points for your analysis, and you will be reported to OSCCR.