Airborne Express (A) - 1998
Case Questions
1. Market
A. Clearly and specifically define this business as it now exists and its market in one clear and specific sentence. This must be a complete definition (customer, product/service, level in chain, and geographic area at a minimum).
B. Provide full support as to why this is the best definition. Address each part of the definition.
2. Competitive Profile Matrix - CPM
A. Identify the company's two MOST IMPORTANT competitors. Justify your selection of each in terms of their importance in the industry and their similar market definition.
B. Prepare a Competitive Profile Matrix for the company, comparing it the two competitors you defined in #2A. Use 10 to 12 factors. Be sure you use competitive factors and the same industry you defined in #1.
C. What does this theory recommend for the company? Explain. Be sure to clearly address BOTH levels of the recommendation.
3. BCG
A. Develop a BCG matrix for the company. Clearly and fully state facts to support your conclusions for each axis and carefully draw the chart to scale. Clearly specify what measure you are using and justify your use of that measure. Be sure to use the same industry you defined in #1.
B. What does this theory recommend? Explain in BCG terms. Do not use David’s wording or recommendations.
4. Recommendation:
A. What one major strategy should they pursue now? You must be specific (not generic) and support fully. Support for your choice being the most appropriate choice is critical. Use the following outline to answer this question. You must address all detail items within 3 & 4 fully.
1. State your recommended strategy.
2. Explain your strategy.
3. Support why your strategy is appropriate.
4. Support why your strategy is the best strategy.
B. Clearly relate and justify your proposed strategy to each tool above.
1. Relate to the CPM in #3B.
2. Relate to the BCG in #4B.
See FAQ for answers to frequently asked questions about this case.
- Q1 – 9/27/2003 -