Final answer:
FPS altered its positioning strategy by expanding its messaging from solely emphasizing speed to including aspects like reliability and cost-efficiency. This shift is akin to how physical product aspects or a firm's location can differentiate it in the market, as well as how operational cost changes affect service delivery.
Step-by-step explanation:
When Flash Parcel Service (FPS) moved from focusing solely on the speed of its service to highlighting reliability, cost-efficiency, and punctuality, it altered its positioning strategy. Positioning strategies dictate how a company differentiates its product or service in the minds of consumers and against competitors. Initially, FPS chose to emphasize the speed of its delivery services, but subsequently, it recognized the importance of other aspects like cost and reliability, widening the appeal and perception of the brand in the consumer market.
The physical aspects of a product, such as an unbreakable bottle or nonstick surface, play a significant role in differentiating it in advertisements. Similarly, a firm's location, like a gas station at a busy intersection or a supplier near an automobile factory, provides competitive advantages. For a messenger company, changes in operational costs, such as a fall in gasoline prices, can allow them to supply more services at lower prices, thus potentially expanding their market.