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These core process areas were critical for the company to transition from being only tied to universities and expand instead into the much larger and more lucrative small business market (Rynecki, 2004).
The transition from small business to enterprises began when Kinko's began investing in an it infrastructure that could provide electronic document delivery throughout the nation instantaneously on, in addition to the gradual move into shipping and delivery services of documents. In effect the move in marketing strategies from small business to the enterprise was nurtured and made possible by the enterprise content management infrastructure the company had created in the early 1990s. This technological strength that emerged and the demand for it as a service transformed Kinko's marketing strategy from a regional to a national focus. Second, the national branding efforts also began reaching critical mass as the number of stores approaches 800, and new store launch events began to dominate the business press. This content management infrastructure also was a key reason for Federal Express acquiring the company as well (Rynecki, 2004).
Improving Federal Express Kinko's (Federal Express Office) Marketing Strategy
The challenge for FedEx Office (Baer, 2008) is to move beyond the concentration on printing services and expand more aggressively into the supply chains of enterprises. Building on the retail storefronts to foster out-bound sales of supply chain services, printing and imaging services, all capitalizing on the content...
In addition, FedEx office needs to look at how they can provide guidance on how companies can save on their travel, printing, publishing and mailing costs during the recessionary times the country is experiencing today. Being a partner to cost reduction and greater concentration on becoming integral to their enterprise business customers' success is going to be crucial for them going forward. Finally FedEx office will also need to concentrate on the telecommuting trends impacting many companies, creating individual worker starter packages that companies can buy for their employees working from home.
References
Justin Baer (2008, June 3). FedEx renames Kinko's division. Financial Times,28. Retrieved October 29, 2008, from ABI/INFORM Global database. (Document ID: 1489175751).
Mark T. Michelson (2007, August). Adobe, FedEx Kinko's Pact Creates Firestorm. Printing Impressions, 50(3), 26. Retrieved October 28, 2008, from ABI/INFORM Global database. (Document ID: 1328558861).
David Rynecki (2004, January). Behind the Deal: Does this package make sense? Fortune, 149(2), 132. Retrieved October 27, 2008, from ABI/INFORM Global database. (Document ID: 526201871).
Mike Troy (2007, September). FedEx Kinko's delivers the business goods. Retailing Today, 46(13), 18-19. Retrieved October 28, 2008, from ABI/INFORM Global database. (Document ID: 1347514421).
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