Question

CASE 2 Airborne Case

Airborne Express case is composed of several parts. First, there is a Harvard Business School case in

your packet (HBS 9-798-070) which forms the core case. In addition, there is a wonderful video below

of Airborne's sorting facility. I recommend watching the video BEFORE reading the case. Next there are

two articles that deal with Amazon, which we will talk about as well.

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

https://www.youtube.com/watch?v=VpBIKRkWNr4

Airborne case in the HBSP packet is the core case

"Amazon's Newest Ambition: Competing Directly with UPS and FedEx" (WSJ 9/27/2016)

"Fred Smith Created FedEx. Now He Has to Reinvent It" (WSJ 10/17/2019)

OPTIONAL READING: Update on Airborne facility: Amazon is using Airborne's old facility

https://www.daytondailynews.com/local/wilmington-air-park-becomes-an-amazon-air-linch-

pin/LT7ROBCEGZHW5FBDNU47HFPF4M/

OPTIONAL READING: Amazon leases planes and outsources air delivery Amazon to Use Air-

bus Cargo Planes for First Time - WSJ.pdf

Memo assignment:

In competing with FedEx and UPS, Amazon has done some things similar to Airborne to lower its costs.

What things has it done similar? What has it done different and how have those affected its costs?

What is your overall conclusion on whether Amazon will overtake FedEx? (Remember to incorporate

concepts into your analysis. Do not define concepts, explain how they apply to this case.)