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Mony

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In 1907, Jim Casey, started American Messenger Company (AMC) with an initial investment of $100. His intention was to offer delivery services of the highest quality at the lowest price to the customers. Later AMC was merged with Motorcycle Delivery Company and company was named Merchants Parcel Delivery Company (MPDC). In 1919, MPDC was renamed as United Parcel Services. UPS commenced its business in China in 1988 through an agent partnership relationship with China’s biggest freight forwarder, China National Foreign Trade Transportation group. UPS followed a low investment strategy, for almost a decade, during which, it entered into alliances with airline companies such as Hong Kong Dragon Airlines and China Eastern Airlines Corp that provided delivery services in China. By the end of 1995, the company had established its presence in 21 cities in China leveraging on its partnership with China National Foreign Trade Transportation group. When it came to advertising, unlike FedEx, UPS used less advertising. It preferred to project itself as a local Chinese company. UPS targeted the local Chinese customers following a personalise approach. The company attempted to adapt its services according to the customs and traditions in the Chinese customers. While making the investments, UPS decided to make investments according to the market conditions in China. Till 1997, UPS had invested significantly less as compared to FedEx did in China. UPS had stepped its operations as the demand increased, sacrificing some market share due to its limited risk policy. The company’s low investment strategy saved it from any major losses due to the South East Asian currency crisis.

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