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Focus
The primary focus of the report is to analyze decision to enter a strategic alliance from the perspective of Laura Ashley and to answer the question:
Is FedEx the right partner for Laura Ashley?
Background
Laura Ashley
Laura Ashley founded by Laura and Bernard Ashley. ... Nevertheless, the brilliantly successful Laura Ashley look, pastoral and resolutely traditional, was very much a reflection of Lauras own view of life, significantly shaped by her childhood experience in Wales. ... From their factories on the site of Carno railway station and elsewhere in Mid Wales Laura Ashley clothes and fabrics, carrying the Made in Wales label, were distributed throughout the world.
In the companys annual report for 1986 Bernard Ashley declared that "on average there is now a Laura Ashley shop opening somewhere in the world at least once a week".
By 1990 the Laura Ashley company had nearly 500 shops worldwide.
In 1992, Laura Ashley had announced the strategic alliance with Federal Express, who should have taken over the LAs worldwide distribution.
Federal Express
Federal Express Corporation was founded by Frederick W. ... Thus, the idea for Federal Express was conceived. ...
In 1974, Federal Express went on the air in six markets with an advertising budget of $150,000. [2]The advertising theme centered on their fleet of aircrafts with the selling proposition: "Federal Express -- A Whole New Airline for Packages Only. ... Federal Express was well established and was trying to catch up the competition. ... In fiscal 1983, Federal Express reported $1 billion in revenues, the first company in American business history reached that hallmark in ten years after start-up without mergers or acquisitions.
Approximate Word count = 1256
Approximate Pages = 5
(250 words per page double spaced)
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