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 3. 0 Analysis o f Brand Capabiliti es of FedEx Corp oration This section will analyse FedEx’s strategic capabilities. A Value Chain has been constructed for FedEx in order to identify these strategic capabilities before they are analysed using the VRIN framework. 3.1: Value Chain  A Value Chai n analysis iden tifies parts of a firms op erations that add value (Volberd a 2011).It consists of primary activities; the process of making, selling and providing the product or service, and support activities; the activitie s that support the primary activities and provide the resources for them to take place (Porter, 2008). Figure 1: Porters Generic Value Chain The Generic Value Chain is shown in figure 1. In order to assess what adds value to FedEx’s operation, a value chain has been constructed for FedEx (figure 2). 1

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