If you’ve ever watched a National Geographic program, you may have seen the constant struggle for life that takes place on the African Serengeti.  Predators and prey are locked in a constant battle for survival in which the strong survive and the weak perish, all in a land where food and water are scarce.

Welcome to the economy in 2008.  Where once there was plenty of income for everyone and companies didn’t have to work very hard to survive, now they are fighting for their very lives.  While some companies struggle, the stronger ones move in for the kill, sensing an opportunity to take market share.

One company feeling the effects of the slow economy is Starbucks.  Looking to cut costs, consumers see the $4 daily latte’ as an easy target.  McDonald’s* pounces, offering cheap (and some say good) coffee at low prices and with fast, drive-thru service.  To go for the jugular, they unveil this brilliant site.

Starbucks isn’t likely to die anytime soon, but other companies aren’t so lucky.

DHL was struggling in good times, and now is like a wounded gazelle, limping through the grass.  Enter the hungry lion, FedEx, and this e-mail campaign.

This isn’t the first example of overnight carrier predation from Fed Ex I’ve seen.  Clearly they see DHL as easy prey are are determined to squeeze market share out of the kill until there is none left.

In these difficult times, some companies will suffer and die off, but the ones that survive will be leaner and stronger, and the economy will be better for it.

* In an earlier post, I criticized McDonald’s move to offer specialty coffees as off-brand.  I stand by that criticism, but what can I say?  Their Unsnobby Coffee site is great.