FedEx Corporation Strategic Management Project Prepared for: DR. Robert Ch. Wood BUSINESS 189 – Strategic Management Prepared by: SAN JOSE CONSULTING GROUP: Billy CRANE Brad LANDTHORN Bob MIRI Jeremy RELPH Chris SANCHEZ Andrea VERNEROVA December 9, 2003 TABLE OF CONTENTS EXECUTIVE SUMMARY ……………………………………………………………… 3-5 Chapter I: HISTORY ……………………………………………………………… 6 -9 Chapter II: EXTERNAL ANALYSIS ……………………………………………….9-15 A. Industry Life…
Unfortunately, some companies have mismanaged their greatest asset—their brands. This is what befell the popular Snapple brand almost as soon as Quaker Oats bought the beverage marketer for $1.7 billion in 1994. Snapple had become a hit through powerful grassroots marketing and distribution through small outlets and convenience stores. Analysts said that because Quaker did not understand the brand’s appeal, it made the mistake of changing the ads and the distribution. Snapple lost so much…