Executive Summary
This report provides the benchmarking of two delivery services providers, Aramex, to FedEx. The former is Emirati-based, while the latter is a global leader in the market. The comparison is based on the results of the marketing mix analysis. Such aspects as a product, price, place, promotion, people, process, and presence will be considered. It is found that Aramex employs various strategies that have been used (and some of them developed) at FedEx that can be regarded as a revolutionary leader in the industry.
However, there are also considerable differences due to historical and geographical aspects. FedEx has the largest aircraft fleet and one of the biggest land transportation fleets in the world. Aramex is one of the leading delivery services providers, and it has the biggest land fleet in the Middle East. The availability of vehicles is one of the illustrations of the major difference between the two corporations. FedEx has considerable resources to innovate and expand, while Aramex has limited options to develop.
It is noteworthy that even these comparatively scarce resources are not allocated effectively to ensure the sustainable growth of the company. Aramex has to change some of its approaches in order to win a larger market share in the Middle East and become a global operator in the long-run. These strategies include acquiring larger companies and developing more effective partnerships, increasing fleet, innovating, raising people’s awareness of Aramex’s sustainability-related projects, and employing more effective promotional methods. The company should also continue investing in its efforts linked to their staff training and development.
Introduction
Delivery is one of the key aspects of running a successful business as people are no longer ready to wait until they receive the products they need. The associated operations are often outsourced, especially when it comes to small businesses, entrepreneurs, individuals, or if some occasional delivery services are necessary.
FedEx is regarded as one of the world’s leading companies providing delivery services. This corporation is seen as an innovative role model introducing revolutionary strategies that can be used by smaller companies. Aramex is one of the top logistics and transportation companies in the Middle East (“Aramex Delivery Unlimited” 2). The delivery services provider now has offices in 58 countries across the globe.
FedEx provides a range of services, including express delivery, transportation, and logistics solutions, hazardous materials and perishable goods delivery, consulting, and print materials development. Aramex’s portfolio includes such services as express delivery, transportation, logistics, and supply management solutions, consulting, as well as mass mail and return service. The two companies are characterized by a high level of their services accessibility.
Both companies make active use of online resources, but they also have pickup facilities and can pick up packages in any required place and at any time. Both organizations have established effective processes, which enables them to provide high-quality services. However, FedEx has more resources, which makes their services more accessible compared to Aramex.
The pricing approaches are quite different, as FedEx charges higher rates and draws people’s attention to the high quality of the provided services. Aramex offers its services at a lower rate, which makes it attractive to a wide audience. Another area where companies employ different strategies is promotion. FedEx has launched numerous advertising campaigns involving catchy videos broadcasted through television and available online.
FedEx is a well-established brand that is recognizable globally, but Aramex is known locally. One of the reasons for this limited awareness of the Emirati-based company is its insufficient promotional efforts. This report benchmarks Aramex against FedEx and includes a set of recommendations to make the Emirati-based company as prominent as its US-based counterpart. Human capital is another sphere where differences between the companies in question are apparent. FedEx has no serious issues related to hiring high-profile top managers or skilled (as well as unskilled) workers. Aramex relies on the experience and professionalism of expatriates and invests in the development and training of its employees.
Companies’ Background
FedEx
Frederick W. Smith founded his company in 1971 when he acquired “controlling interest in Arkansas Aviation Sales” (“Our Story” par. 4). The entrepreneur decided to name his delivery business Federal Express in order to stress its nationwide outreach and attract the general public’s attention. Soon, however, the company moved its headquarters to Memphis, Tennessee, as the location was more appropriate for the operations.
It was in the center of the country, and the city’s airports were rarely closed due to bad weather conditions. The first packages were delivered in 1973 when Federal Express aircraft flew to New York and Miami.
Smith’s vision was instrumental in the establishment of a new leader in a new market. The head of Federal Express worked on the development of innovative strategies that could ensure one- or two-day delivery. The organization was one of the first delivery companies that introduced a tracking service for its customers. This service has been highly valued by people who obtained a considerable degree of control over their packages.
This vision and effective management enabled the company to report $1 billion in revenues in 1983, only ten years after the company’s creation (“Our Story”). The corporation has made several successful acquisitions of delivery companies. FedEx is now operating in over 220 countries and territories, and its value reached $18 trillion in the 2010s (“Our Story”). The corporation reports 9% growth since the 2017 fiscal year, and the current revenue has reached $65.5 billion (“Superior Networks: Power Performance” ii). These results make FedEx one of the top delivery companies in the world.
Aramex
Aramex is one of the leading providers of delivery services, as well as transportation and logistics solutions. The company that offers express delivery services was founded in 1982 (“Aramex Delivery Unlimited” 1). It was initially established as an express wholesaler for leading American delivery services providers, including FedEx. Aramex is also one of the founding members of the Global Distribution Alliance that serves people in over 240 countries (“Aramex Delivery Unlimited” 2).
Through a number of successful acquisitions and the implementation of innovative strategies, the organization managed to earn a substantial market share and become one of the leading delivery companies in the Middle East. At present, Aramex is expanding its operations and boasts of its high performance. The company reports that in 2017, its full-year revenue was as high as 4,721 million AED (approximately $1,285 million in 2017) (“Aramex Annual Report 2017” 116). The corporation showed 9% growth of the revenue as compared to the 2016 full year.
Marketing Mix
Product: FedEx
The range of products and services provided by FedEx these days is not confined to the delivery of packages, although this service is still central to its portfolio. One- or two-day delivery (which was once Smith’s strategic goal) is one of the basic services the company offers (“Our Story”). In addition, customers can order a specified-day delivery, which is also a popular service. Furthermore, FedEx has the necessary facilities to deliver hazardous, urgent, and valuable items. For instance, customers can send via FedEx such products as medication, hazardous waste, livestock, money and valuables, and the like.
Transparency and accessibility, as well as rapid delivery, can be regarded as characteristic features of the services provided by the company. As mentioned above, FedEx was one of the first companies to offer tracking opportunities for customers.
This transparency is associated with added value as the company’s image of a reliable partner is increased with the help of tracking services. The company has the biggest aircraft fleet and a large fleet of trucks for ground delivery that is less expensive but as high-quality as the rest of the provided services. The use of its own fleet enables FedEx to have competitive prices and ensures the timely delivery of packages.
Apart from overnight delivery and freight services provision across the United States and internationally, the corporation offers consulting services associated with insurance, customs, logistics, and transportation services (“Our Story”). The corporation also provides e-commerce services, as well as IT and marketing solutions. One of FedEx divisions, FedEx Office, offers such services as “copying and digital printing, professional finishing, signs, computer rental, and corporate print solutions” (“Office Fact Sheet”). It is noteworthy that these services are managed by different divisions, which contributes to the compliance with the highest quality standards.
The use of innovative strategies enables FedEx to improve the quality of provided services and decrease costs. For instance, the company collaborates with aircraft designers and producers to develop aircraft capable of delivering various types of items (“Our People”). The designers come up with spaces that are more appropriate for big-volume loads. The use of blockchain is another strategy that is regarded as a revolutionary solution for the industry (“Our People”).
FedEx is involved in the process of the incorporation of this technology into the sphere of logistics and supply chain management. The company’s officials claim that blockchain can ensure transparency, data security, and cost reduction. It is stressed that information sharing, which is a key process in the modern business world, can be optimized, and costs can be decreased substantially while the quality of services will be improved.
Product: Aramex
Aramex has a wide range of services that help businesses and individuals to address various challenges they can face on a daily basis. Same-day delivery for domestic operations is one of the highly-valued services (“Aramex Delivery Unlimited” 4).
The company also ensures the timely delivery of packages internationally. Aramex has the largest land freight networks in the region and an advanced truck fleet, which contributes to the provision of high-quality services. The use of multi-modal transportation is instrumental in the provision of cost-effective delivery services. The aircraft fleet enables the corporation to provide services related to the delivery of perishable products.
Apart from delivering packages, the corporation offers a variety of solutions for businesses and individuals (“Aramex Delivery Unlimited” 5). The company provides cash collect services that involve collecting charges from the sender. Mass mail services are provided to businesses that need to send certain documents on a regular basis (notifications, promotional materials, and the like). Aramex offers a return service that implies a free return of goods, which is a popular service among people buying online.
Like other modern delivery companies, Aramex utilizes advanced tracking systems, which adds transparency to its operations. Furthermore, the company offers services associated with consolidation, logistics, facility management, co-loading, warehousing, customs clearance, and so forth. The organization provides shop and ship services that involve the provision of a mailing address in the UK or the USA to the company’s customers.
When benchmarking Aramex to FedEx, it is clear that the Emirati-based company has limited opportunities for one- or two-day international delivery. Same-day delivery is possible with domestic operations only, which is not enough for the company that aims at becoming a global leader. Although Aramex delivers perishable foods, it has no facilities to manage hazardous and urgent packages. At the same time, these services could diversify the range of products provided and attract more customers. The top management of Aramex emphasizes that the company strives for innovation (“Aramex Annual Report 2017” 33). However, this effort is still confined to the use of tracking systems and advanced logistics-related equipment and software.
Place: FedEx
As mentioned above, the accessibility of FedEx services is remarkable and can be seen as one of the factors contributing to the corporation’s success. Customers can use toll numbers to obtain the required information or order a delivery. The company has pick-up facilities across the USA and globally. These units include retailer-based facilities where people can receive or send a package. The services can be ordered online, which is specifically important for people involved in e-commerce operations. Moreover, FedEx representatives can come to any location to pick up a package and deliver it to any place.
Place: Aramex
The company has a substantial network of facilities that contribute to the accessibility of its services. However, in contrast to FedEx that has pick-up units globally, Aramex has such facilities primarily in the Middle East, which limits the use of their solutions. Although customers can use door-to-door services, many people find this service expensive and choose to bring their packages to pick-up units of international companies.
Aramex customers can order various services online, which is convenient for businesses and individuals. It is noteworthy that Aramex utilizes technology extensively, but the services it provides are still confined to the Middle East.
It is possible to note that Aramex employs various strategies that are utilized by the majority of companies operating in the industry. The extensive use of online platforms for interaction with customers and partners helps Aramex to become a leading delivery company in the region. The company also uses the approach many successful delivery firms (including FedEx) employ. Aramex acquires other logistics and transportation organizations in order to increase its network and obtain facilities in new locations (“Aramex Delivery Unlimited” 1). Nevertheless, the Emirati-based company is not as successful as FedEx in this sphere due to the fact that Aramex acquires small firms, which limits its expansion and growth.
Price: FedEx
The international leader has a wide range of services at different prices. As mentioned above, the company has a network of pick-up facilities, which helps it to attract price-sensitive customers. FedEx mainly uses the premium pricing approach, and it draws people’s attention to added value. The quality of the services FedEx provides, as well as innovation and time-saving solutions, are always central to the company’s marketing efforts. Being one of the leaders in the global market and a revolutionizer of the industry, FedEx charges premiums for these features.
At the same time, the corporation provides numerous solutions and discounts, which is especially effective in developing countries. FedEx uses these packages to enter new markets or increase their market share. It is possible to state that the international delivery services provider is customer-oriented and tries to address the needs of different groups. The use of advanced technologies helps the organization to reduce costs and increase revenues.
One of the innovative strategies the company developed is the use of multiple measures. Previously, delivery companies charged their customers in terms of their parcel weight. However, this often led to inappropriate management of space associated with higher costs. The company started charging people in terms of the weight and dimensions of packages. This approach was instrumental in increasing the corporation’s margins and revenues.
Price: Aramex
Aramex uses a similar customer-oriented pricing strategy and offers a variety of services at different rates. For example, the corporation has standard-duration delivery at lower prices and higher charges for express delivery. The company also has several measures to develop rates, including weight and dimensions. Packaging, types of transportation, distance, time, and many other variables affect the price. On the whole, it is possible to note that Aramex offers its services at a lower price as compared to FedEx (regarding the delivery in the Middle Eastern Region). For instance, a basic shipping rate is considerably lower at Aramex as compared to FedEx.
For instance, for a 5-kg parcel (50x50x50cm), FedEx will charge 224,5 AED for the express delivery from Dubai to Abu Dhabi. At Aramex, customers are charged 109,20 AED for the same service. This is a substantial competitive advantage for the Emirati company that is often seen as an affordable alternative to FedEx. Aramex tries to provide offers characterized by added value, but these services are not charged much higher (relative to standard services).
Promotion: FedEx
FedEx is famous for its high-quality services and memorable promotional activities. The company uses various channels to promote its services, products, as well as the brand itself. Its videos are regarded as exemplary advertisements that are highly effective (“FedEx: What’s Inside?”). In their videos, the company stresses such concepts as quality, trust, professionalism, speed, and care. It is necessary to note that these aspects are consistent with the vision of the delivery services provider. The articulated message through FedEx advertisements is the provision of possibilities. The primary channels are television, print sources, and the Internet. The company also uses social media extensively (Facebook, Twitter, Instagram, YouTube), which contributes to the establishment of proper relationships with its customers.
One of the peculiarities of the company’s promotional efforts is its focus on sports as an effective promotional medium. FedEx has sponsored Formula 1 and other significant sports events such as ATP World Tour or UEFA Europa League. The corporation has been a sponsor of sports teams, which is an effective promotional strategy as teams participate in various events and projects, so the company is associated with potentially every appearance of members of the team.
Nevertheless, the most remarkable promotional activities are associated with corporate social responsibility. Modern companies try to create an image of corporate citizens who contribute to making the world a better place. FedEx is quite successful in its effort to leave a positive footprint. The company has a department (FedEx Cares) that focuses on this area. FedEx concentrates on such aspects as sustainability, global entrepreneurship, road safety, and caring for people.
The company donates funds to numerous projects and launches a variety of campaigns to reach the goals they set. Some of the activities include the increase in electric vehicles fleet to reduce emissions. FedEx also encourages its partners across the globe to participate in sustainability initiatives related to biofuels, solar energy, and the like. The corporation reports investing approximately $200 million in projects implemented in over 200 communities worldwide (“Social Responsibility”).
The areas of the company’s major concern include delivering for good (providing resources to address the aftermaths of disasters), sustainable transportation, employment pathways (empowering and providing employment to underserved groups), road safety, global entrepreneurship (with a focus on females and minority entrepreneurs).
Promotion: Aramex
Aramex does not use television as one of its primary communication channels, which can be justified by the need for substantial resources. The company does not invest in the development of such promotional videos, as FedEx does. Aramex videos are aimed at businesses rather than individuals. The corporation uses print media to promote its services and products, as well as it’s brand. New customers are often addressed through online channels with a focus on the company’s official website and social media.
The range of social networks the company employs is not as wide as compared to FedEx. However, Aramex employs such most popular social media as Facebook, Twitter, YouTube, Instagram, and LinkedIn. These platforms are highly used in the Middle East, so the Emirati delivery services provider reaches a wide audience.
Similar to FedEx, Aramex also sponsors various events and projects. For example, the company launches a conference for leaders in the e-commerce sphere (for example, Aramex Annual Conference) each year. Nevertheless, the organization does not sponsor any popular happenings such as sports competitions or tournaments. Unlike FedEx, it is not visible in global-scale cultural activities. This can be regarded as a lost opportunity as the company could reach a very wide audience.
The area where Aramex uses an approach that is similar to the strategies utilized by FedEx is corporate social responsibility. The Emirati company sees sustainability as one of its core priorities. Sustainability is deeply incorporated into the company’s vision. Aramex claims that the three pillars of their sustainability effort are young generations’ education and empowerment, the support of entrepreneurs, and the focus on environment and climate change.
Aramex pays specific attention to supporting entrepreneurs, especially those involved in the sphere of logistics, transportation, and e-commerce. The organization invests considerable funds in numerous start-ups, which has multiple implications. For example, this support leads to the development of innovative solutions that can be employed by Aramex and other stakeholders. By supporting start-ups and entrepreneurial culture in communities, the company contributes to the improvement of different groups’ quality of life. It is noteworthy that this area is extensively highlighted in the media mentioned above. Aramex tries to inform people about the projects associated with sustainability.
Physical Evidence: FedEx and Aramex
The analysis of physical evidence is closely linked to branding strategies. The development of the two brands and the companies’ efforts in this area have been discussed in detail in the previous section. Here, it is possible to note that FedEx has a strong global brand, which contributes to the increase in the organization’s revenues. In simple terms, when considering express delivery, FedEx tends to be one of the first options that come to people’s minds. Aramex has limited resources to allocate in branding, which has led to the development of a brand that is recognizable locally. Therefore, it is possible to note that the presence of Aramex is local, and the company needs to change this strategy in order to expand and continue its sustainable development.
Process: FedEx
The company is one of the leaders in the delivery business due to the efficient management of its operations. The company employs effective information systems that ensure the proper flow of data (“Superior Networks: Power Performance” 33). FedEx has advanced facilities (including its fleet) that contribute to the effective flow of packages as well as their timely delivery. It is possible to note that the company has substantial resources that enable it to arrange the process of the provision of its services effectively. As mentioned above, FedEx is constantly investing in innovation, which results in the use of the most effective strategies and tools. For instance, the use of electric vehicles, mobile-based systems, blockchain technology contributes to the reduction of costs and the increase in revenues.
Process: Aramex
Aramex utilizes recent strategies and instruments used in the industry. They employ module truck systems and electric vehicles, mobile-based information systems, effective tracking, and warehouse management solutions. However, in contrast to FedEx, Aramex has comparatively limited resources to innovate, especially when it comes to such areas as aircraft fleet, advanced transportation and information systems, infrastructure development. A limited capacity to innovate can be seen as a considerable obstacle to the company’s expansion. Aramex’s acquisition choices are also questionable as they do not provide an opportunity to improve the existing facilities and processes to the needed extent.
People: FedEx
Being a US-based multinational corporation, FedEx benefits from the diverse labor force. The company has the resources to locate and hire talent, as well as invest in their employees’ training and development, which makes it a respectful employer. The company offers high salaries, as well as various perks, so FedEx does not have significant issues associated with hiring people (“Superior Networks: Power Performance” 33).
It is noteworthy that such an established brand as FedEx attracts people of different backgrounds and capabilities. Apart from high salaries, attractive pension packages, and various perks, the corporation offers favorable working conditions where people have all the necessary tools to complete tasks efficiently and timely. On top of that, the company has managed to create an effective organizational culture where innovation and entrepreneurial approaches are highly valued.
People: Aramex
Aramex is a corporation operating in different countries, so it has quite a diverse workforce. However, the company’s human capital is characterized by some peculiarities that arise due to the challenges many Middle Eastern countries face. Aramex is one of the leading delivery firms, so it has the necessary resources to ensure proper working conditions as well as attractive salaries and benefits. The company is regarded as a respectful employer who innovates and places a high value on its human resources.
Nevertheless, Aramex has certain difficulties with attracting qualified managers. Gender diversity among top management positions is not sufficient, as only 17% of top managers are females (“Aramex Annual Report 2017” 30).
The rate of expatriates working at Middle Eastern companies is quite a sensitive issue authorities and businesses try to control. The rate of expatriates among Aramex top management is 52%, which indicates that the company’s demand for high-profile leaders cannot be satisfied (“Aramex Annual Report 2017” 30). The lack of trained local people with the necessary experience and background is still comparatively low. The company allocates significant funds to employees’ training and development. Interestingly, it is reported that female employees receive approximately 65% of training (“Aramex Annual Report 2017” 30). The corporation is working on the development of the organizational culture, where innovation is a key priority.
Recommendations
In order to improve its performance as well as its status in the global market, Aramex should consider implementing changes and using the strategies that have proved to be effective in the practice of such leaders as FedEx. It is necessary to note that Aramex is unlikely to become FedEx’s competitor in the global market in the most recent future, but it can win a larger market share in the Middle East. Although FedEx is unlikely to be replaced, Aramex will be able to attract customers who have to use FedEx.
The Emirati-based company complies with the highest international standards and employs the most effective instruments and strategies existing in the industry. Some changes are necessary for such areas as technologies utilized, but the major focus can be on promotional efforts. The company seems to fail to establish its brand in a way FedEx did it years ago.
Increase Fleet
In order to expand, Aramex has to increase its fleet with a focus on air transportation. As mentioned above, the company has the largest land fleet in the Middle East, which enables the corporation to provide high-quality delivery services locally. However, to enter new markets, several new aircraft can be necessary. The provision of air delivery services at premium prices can help Aramex to increase margins.
The increase of the fleet should involve certain diversification as Aramex should have vehicles appropriate for the transportation of hazardous materials. At present, FedEx is an alternative to using local delivery firms (including Aramex). However, the Emirati corporation under analysis can acquire several vehicles, which would ensure the satisfaction of needs, at least, in the local market. Aramex has a well-established image of a reliable delivery service provider, so it will easily attract new customers willing to send hazardous materials.
Acquisitions and Partnerships
Successful acquisitions can be instrumental in enlarging Aramex’s fleet and facilities. The company has acquired several companies, but they were quite small. The acquisition of large facilities can increase the company’s capacity to provide diverse services to more people and more locations. This strategy can be beneficial in terms of existing competition. The Emirati delivery market is characterized by quite a considerable saturation level.
Hence, Aramex may acquire companies that can be regarded as existing or potential competitors. The corporation should also seek more effective partnerships, especially when it comes to transportation. Following the example of FedEx, Aramex can collaborate with transportation providers who will make vehicles more appropriate for the satisfaction of particular needs.
Innovation
Although Aramex boasts its use of innovative strategies and instruments, the company can innovate more effectively. For example, through upgrading their fleet, they would be able to reduce costs. The increase in the fleet of electric vehicles should be one of the priorities that is properly communicated to the public. Aramex claims that they plan to reduce their GHG emissions to be among the companies that try to minimize their environmental footprint (“Aramex Annual Report 2017” 47).
However, these messages often reach the corporation’s employees and partners but are still largely unvoiced to the general public. The experience of FedEx indicates that the involvement of sustainable technologies in transportation is cost-effective. One of its implications is the maintenance of a positive image and attraction of more customers.
Aramex has collaborated with authorities and NGOs addressing some challenges communities faced (“Aramex Annual Report 2017” 53). For instance, the company invested substantial funds in the construction of Amman Station facilities in Jordan (“Aramex Annual Report 2017” 47).
Aramex should also collaborate more effectively with local governments and authorities in order to line up their mutual effort to develop sustainable infrastructure. Roads, as well as charging stations for electric vehicles, will contribute to the sustainable development of communities. It can support the company’s image of a corporate citizen. The company does not have to work on the establishment of relationships with governmental entities, but can focus on the enhancement of these partnerships.
The use of more advanced tracking systems is key to the organization’s success. Mobile platforms and their integration into the existing information systems can improve the company’s operations. It can be possible to participate or launch a blockchain-related project or program similar to the ones involving FedEx. Blockchain technology can be utilized to reduce paper documentation flow and optimize information exchange. All these innovations will result in cost reduction and increased margins.
Increase Aramex Sustainability Awareness
According to the company’s annual report, raising awareness regarding Aramex sustainability-related efforts is one of the goals they plan to achieve in the recent future (“Aramex Annual Report 2017” 53). At the same time, the focus is still on internal awareness that targets employees, shareholders, and partners, including NGOs and authorities. Nevertheless, the company is involved in various projects and actually contributes to the development of communities across the region, so the general public should be aware of these efforts.
Brand Promotion: Social Networks and Television
As mentioned above, Aramex utilizes social networks quite effectively to communicate with its customers. The company shares information concerning products, services, and sustainability-related projects through these platforms. The major peculiarity of these messages is their news-like style. Aramex has no effective advertisements that could grab people’s attention and make their brand memorable. Unlike this Emirati company, FedEx has come up with numerous videos that are brief, catchy, and informative in terms of the organization’s vision and values. The major outcome is a high level of brand awareness worldwide.
Although significant funds can be needed to create several videos, this investment can lead to an increase in the company’s market share in the Middle East and even other countries. Television can be one of the platforms to market the Aramex brand, but this may require certain investments. The Internet may be used more extensively as it is more cost-effective. The videos can be delivered through social networks and in the form of advertisements.
The videos should be characterized by the features mentioned above. They must be brief and effective messages that concentrate on such concepts as care, speed, quality, innovation, and entrepreneurial nature. It can be beneficial to use humor when creating videos as such advertisements often receive a lot of people’s attention making brands and firms more recognizable.
Sponsorships
Aramex should follow the example of FedEx and sponsor sports events that attract the general public’s attention. These can be international cups and competitions, as well as local venues. In this way, the Emirati corporation will reach a wider audience through print media and television. Additionally, Aramex can be a sponsor to festivals, conferences, and shows. These sponsorships will be instrumental in developing new partnerships, which is also essential for the development of the business.
Hiring Talent
It can be beneficial for the company to invest in young people willing to be involved in the industry. Aramex can fund various educational projects for students of the corresponding departments of higher educational establishments. Although the company has launched and participated in similar projects in certain communities, these activities should be implemented on a larger scale. Aramex should continue working on attracting a more diverse workforce. The company’s future competitiveness may depend on its ability to grow and hire talent.
Conclusion
To sum up, Aramex and FedEx are companies offering express delivery and associated services. Aramex is mainly operating in the Middle East, while FedEx is a global company that operates in over 200 countries and territories. Although Aramex strives for innovation and tends to employ the most effective and recent strategies and instruments, it has limited resources compared to FedEx. However, the lack of resources is not the only or primary reason for Aramex local presence. The company has made a number of strategic errors, but they can be addressed, which may help the company to develop and enter a global market in the long run.
One of the areas to pay attention to is the promotion and brand development. The company’s presence is insufficient, even in the Middle Eastern market. Aramex should develop a far-reaching promotional campaign that implies the use of catchy videos communicating certain messages, sponsorships, and partnerships. The continuous investment in the development of the company’s facilities, fleet, and information systems is another key to its success.
One of the ways to achieve this goal is to implement successful acquisitions (acquiring big companies). Finally, the company is a responsible corporate citizen, but it fails to raise the general public’s awareness of their sustainability projects.
The major implications of this report include the identification of certain gaps in Aramex operations and approaches, as well as the provision of recommendations that could improve the situation. The benchmarking of Aramex to FedEx is instrumental in revealing the most effective strategies and their application in another setting. Aramex can follow the recommendations provided in this report and improve its position in the market. The short-term benefits will be the growth of the market share in the Middle Eastern region. Long-term benefits can be the gradual transformation into a multinational operating globally.
Works Cited
“Aramex Annual Report 2017.” Aramex, n. d. Web.
“Aramex Delivery Unlimited.” Aramex, n. d. Web.
“FedEx: What’s Inside?” Ads of the World. 2018. Web.
“Office Fact Sheet.” FedEx, 2018. Web.
“Our People.” FedEx, 2018. Web.
“Our Story.” FedEx, 2018. Web.
“Social Responsibility.” FedEx, 2018. Web.
“Superior Networks: Power Performance.” FedEx, 2018. Web.