TABLE OF CONTENTS

Table of Contents
ABSRACT ........................................................................................................ 6

SCHEME OF PROJECT REPORT ................................................................ 7

CHAPTER 1

Company Profile ............................................................................................ 8

 ABBREVIATIONS

OMS Operations Management System

CRM Customer Relationship Management
OPS Operations
CSD Customer Services Department
MMS Mail Management System
CRD Complaint resolution Desk
KPI Key Performance Indicator
SOP Standard Operations procedures
QSR Quality Service Report
OLE Overland Express
BD Bulk Distribution
SE Sentiment Express
MIS Management Information System
MRP Machine Readable Passports
RSE Retail Sales Executive
SHS Special Handling Shipment
W&D Warehousing & Distribution
LIST OF FIGURES
 ABSRACT

TCS is the only Courier service provider with more than 5000 employees all around the
Nation. TCS came into being in 1983 as a domestic courier company. The TCS journey
since its inception has been exhilarating and as recorded in the Harvard Business Case
Study, the Company that Engineer Khalid Awan established with his brother has found
itself in trailblazing roles, and developed an entire Industry that has withstood the trials and
tribulations of cohabiting with the Government sector, and strove every inch of the way to
find win-win solutions in the service of Pakistani prosperity.

29 years into its existence the TCS brand has evolved, into a formidable symbol of trust &
reliability. TCS provides express and logistics services in the C2C, B2B and B2C
segments. This it does through a wide network of "155" offices making it the biggest
network in the country, along with over " 425 " retail outlets and over 2000 online and
offline locations nationwide ideally located for easy customer access. TCS has 1 dedicated
chartered plane Boeing 737 and over 230 fully equipped modern satellite-tracked ground
vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate the swift
and secure operations. Currently TCS is ruling over the Market with the Market Share of
60% in the PAKISTAN in all Currier services provider .TCS has achieved many milestones
by developing into a business model that continues to grow stronger. Realizing the
customer needs and ambitions to lead the courier industry of Pakistan have always been
the driving principles in the milestones that TCS has achieved over the years. In middle of
1997-2000 TCS expand its services in international market in Following Nations U.A.E
Canada.

TCS is the only reliable and self-relined service provider in PAKISTAN with theirs own
transport upper, lower channel, segmentations, Cargo and their owned services.

At the end of this report SWOT analysis of TCS is present which shows strength and
opportunity in favor to TCS whether they are internal or external.
 SCHEME OF PROJECT REPORT

Chapter 1

It includes Introduction to the TCS, background of the study. This chapter focuses
on the background study that contains details of topic of the study.

Chapter 2

Second chapter is all about the review of the organization. It includes History of
TCS, Nature of the organization, Business volume, Product lines, Competitors.. The review
of organization focuses on the brief history of TCS and its current situations.

Chapter 3

This Chapter includes the Overview of Organizational Structure of TCS, Number

of employees, Main offices, Introduction of the department of specialization and function
of the department. In short this chapter focuses on the marketing activities of the TCS.

Chapter 4

This Chapter includes Organizational current strategies, organizational mission

statement and vision statement their comparison with the strategy for evaluation. The TCS
will try to create such a strategy that will fulfill the organization current mission and vision
statement.

Chapter 5

This chapter includes SWOT Analysis its will show strengths, weakness
opportunities, and threats.

Chapter 6

This chapter includes the conclusion & recommendations to TCS, in which have given for

the improvement of training. At end the given some implementation plans for suggestions

so that the TCS can get benefit from my suggestion.

 CHAPTER – 1

INTRODUCTION

1.1. COMPANY PROFILE

TCS stand for Tranzum Courier Services ("A Tranzum Enterprise") is a Pakistan based
courier service. The company was started in 1983 and now it serves five continents and has
over 2,000 locations in Pakistan. The company also has an airline for cargo purposes only
which it uses at many of the airports in Pakistan.

Almost three decades into its existence, the TCS brand has evolved, into a symbol of trust
& reliability. TCS provides domestic & international express services to consumers,
corporates, SMEs and households alike, with pickups & deliveries crossing over 6 million
a month. TCS operates with over 6,000 professionals, 24/7 call center, 430 plus
conveniently located Express Centers, dedicated chartered aircraft, 2000 on-line & offline
locations, 225 plus satellite tracked delivery vehicles and a proficient team of couriers
dedicated to providing you the best of service and reliability in the industry. TCS provides
its services through 3 main regions South, Central, and North region. With a view to
enlarging its presence in the global village, TCS operates in international territories through
its business partners in Dubai and London, providing access to its customers to over 3,500
destinations worldwide. TCS has achieved many milestones by investing into its business
model that continues to grow stronger.
Realizing the customer needs and expectations have always been the driving principles in
the milestones that TCS has achieved over the years. This has resulted in setting
benchmarks to improve the overall quality and standards of the express courier industry.
TCS with the leading currier service provider in Pakistan has covers almost 60 – 65%
market. With at Maturity stage of it life cycle.

TCS achievements have led to a case study, undertaken by Harvard Business School in
2003 for 'International Entrepreneurship' course of MBA. It has been mentioned in the
textbooks used by Harvard Business School as a model of highly effective company from
the developing world.

A case study on TCS has also been included in Philip Kotler’s latest South Asian edition
of “Principles of Marketing” which is being taught at the best & biggest Business Schools
across South Asia.

1.2. BUSINESS SCOPE

“We are catering to the need of “delivery” of promises. A promise to deliver your
time define and sensitive documents safely”.

1.3. Our Purpose

To continually strive to achieve excellence - both on and off the job.

1.4. Vision Statement

"TCS will be recognized and respected as professional, innovative, profitable information,

and knowledge based logistics/services enterprise. TCS embeds internet based
technologies into its internal operating structures and as business solutions for customers;
with customer, employee and shareholder interests at the core of its operations;
demonstrating a clear concern for ethical conduct and good corporate citizenship; with the
objective of growing into a regional and global player, with emphasis on the Middle East,
Europe and North America".

1.5. Mission Statement

"To direct all our organizational efforts at building upon the existing organizational strengths
and brand recognition to achieve enhanced levels of profitable growth in the core business, and
diversify into new areas that complement and supplement the core business, with the
diversification aimed at achieving excellence and industry leader status in the new areas. The
TCS People will however be encouraged to be open to unconventional ideas and services and
recognize new trends at very early stages".
1.6. Core Values

 Quality

TCS people should direct every effort to deliver maximum value and satisfaction to our
customers.

 Profitability through Efficiency

Efficiency will be the hallmark of TCS people to optimize profitability and growth.

 Ethics

Nothing unethical shall be practiced by TCS people in relation to our customers and
the world at large.

 Justice

Justice to be the guiding principle of TCS people.

 Creative Growth

In its quest for expansion TCS shall encourage innovative thinking amongst its people.

1.7. PURPOSE OF THE STUDY

The purpose of this study is to understand the nature of the specific business
organization. Also the background of the TCS its brief history services offered by the
company and its organizational structure and competition. The most important about the
brand they are using.

TCS observe all the work in different departments and develop the relationship to get more
information about the customer. Apply managerial skills in real work place, develop
analytical skills for organizational and marketing analysis. The main purpose of project
report is to observe that how TCS participate in the tuff competition and how they offer
various customers friendly products and services
1.8. SCOPE OF WORK

The study focuses on the logistic sector of Pakistan. This report is concerned with the
marketing department of the TCS.

It enlightens the different marketing strategies that how they can attract different type
customer trough different advance technology in that competitive environment and
facilitate them that they become a loyal customer of TCS. This study gives an overview of
TCS in a sense that in this very study all areas, including TCS marketing, sales promotion,
managerial, and strategic , have been ventured into provide that the data for this study the
most recent data is used in the report. The main emphasis in this study is on the question
that how TCS committed professionals team provides innovative and efficient services and
products to create and nurture long term relationship with customer. At the end some
suggestions for improvement are also given.
 CHAPTER – 2

OVERVIEW OF THE COMPANY

2.1 BRIEF HISTORY

Considering the performance of the company in the past two years approximately, TCS has
been transformed from traditional to institutionalized system heading towards new
dimensions of progress and technological advancement. In 2005, TCS formed its aviation
in order to become totally self-reliant.
In TCS Aviation, they have recently induced Boeing 737 in its air fleet with a capacity of
15 tons, which is considered as a proof of quality through which TCS is coming up to all
its commitments. Followed by this, in 2006, TCS horizontally expanded their operation by
forming the Tranzum Group which offers services in diversified industries including
express, logistics, warehousing, distribution, gift delivery services, mail order, travel &
tours, visa drop box, management development, event management & publications. With
its corporate office in the Middle East (Dubai), the Enterprise has established regional
offices in across the globe including South Asia, North America, and Europe. TCS opened
the first of its kind TCS Mall in Karachi in March 2006. This mall was inaugurated by Dr.
Walter Kuemmerle, Associate Professor of Business Administration and member of
Faculty Group at Harvard Business School. This mall is providing all the services offered
by TCS and Tranzum group namely Sentiments, Visatronix, Octara, and Sentiments etc.
under one roof, and also facilitating services like, ATM machine and NADRA machine for
the payment of utility bills for the sake of providing value and convenience to its customers.
TCS also established Mail Management Solutions division & Print shop in 2006, which
only deals in bulk quantity of mails for their business clients. TCS is also qualified for
Printing & Logistics project of Election Commission of Pakistan for the year 2006-07.It
can be said that TCS has grown and has seen turned around situations in its revenue growth
during past couple of years and TCS continues to enter into more ventures to maintain its
market leadership status with its strong mission of expanding globally.
They do not only courier logistic but they have other services too to facilitate customers
such as MMS, OCTARA, SENTIMENTS EXPRESS, and VISA FACILITATOR. Thus,
they keep one thing in their mind,
TO CONTINUALLY STRIVE TO ACHIEVE EXCELLENCE- BOTH ON AND
OFF THE JOB.

 Case Study on TCS in Philip Kotler's latest South Asian edition

The 13th edition of the Principles of Marketing, the seminal work of Professor Dr. Philip
Kotler, is dedicated to the South Asian Perspective. The TCS Case Study appears
prominently as the curtain-raiser of Chapter 12 titled „Marketing Channels – Delivering
Customer Value‟ on page 288. A special reference is also made to the TCS website, In
Chapter 17 that deals with Direct and Online Marketing on page 431. The TCS Story is
narrated in great detail, and in crisp and clear terms, and presents TCS as an agile and
innovative company “… that has dramatically changed the distribution choices and
expectations of both business and home consumers forever.”

 TCS Business Model Quoted in Harvard Business School Case Study

In a historic first for Pakistan’s business sector, the dynamic business model of TCS was
quoted in a case study undertaken by Harvard Business School in 2003 for its MBA course
in 'International Entrepreneurship', and mentioned in its textbooks as the model of a highly
effective company from the developing world.

Currently TCS is ruling over the Market with the Market Share of 60% in the PAKISTAN
in all Currier services provider .TCS has achieved many milestones by developing into a
business model that continues to grow stronger. Realizing the customer needs and
ambitions to lead the courier industry of Pakistan have always been the driving principles
in the milestones that TCS has achieved over the years. This has resulted in setting
benchmarks to improve the overall quality and standards in the express logistics industry.
In middle of 1997-2000 TCS expand its services in INTERNATIONAL Market in
Following Nations

U.A.E

Canada
But After 9/11 TCS working in CANADA was stopped due to threats and due to many
others reasons involves Government restrictions in CANADA. Letter till now TCS is
delivering HOPES throughout the world with the restrictions on them. Now advancement
in TCS being done a new Financial Institutes owned and governed by TCs came into being
in middle of current year (2017). TCS is the only reliable and self-relined service provider
in PAKISTAN with theirs own transport, upper, lower channel, segmentations, Cargo and
their owned services.

TCS W&D (Warehousing & Distribution) division is a specialized 3PL setup formed in
2004 and is setting new benchmarks in providing Total logistics and Supply Chain
solutions in the country. In this relatively short time span, it already had its presence felt
on the supply chain canvas of the country. W&D has an envious clientele in the
Telecommunication, FMCG, Parma, I.T and other sectors and is all set to providing its
customers extra-ordinary services in their respective segments anywhere in the country.

The Inventory Management & Warehouse process has been automated with an in-house,
web-based management system “WMS” that provides online access and real-time
information to customers for ordering and monitoring their stocks. The current range of
specialized services includes:

 Warehousing

 Transportation and Distribution

 Value addition and Stock Repacking

 Barcoding &labeling

 Warranty Management

 Reverse Logistics

2.2 SERVICES PROVIDED BY TCS

2.2.1 Express & Logistics

TCS is the leading courier industry of Pakistan. With its almost 35 years of experience in
the express courier industry, it is widely trusted for reliability, speed and convenience. TCS
provides time sensitive packages and business documents delivery services across
Pakistan, UK and United Arab Emirates. A wide range of document, parcel and cargo
services both domestic and international are offered.

2.2.2 Mail Management Solution

MMS - In the ERA of 2006 TCS launched Mail Management Solution (MMS) to the
peoples of Pakistan for their betterment. Mail Management Solution stands upon the single
largest investment in infrastructure, made by TCS for continuous delivery of value. MMS
is equipped with state of the art printing and sorting technology that has been sourced from
the best suppliers across Europe and Asia Pacific. This makes TCS the only end to end
solution provider in the category with the largest delivery network in Pakistan.

2.2.3 Gifts & Greetings

TCS Sentiments Express is a personalized, high valued gift delivery service offering a
wide array of gifts from gourmet cakes, floral bouquets, ethnic sweets, to various other
elegantly wrapped gifts, delivered with a personalized greeting card in Pakistan. Since
1989, TCS Sentiments Express has been part of TCS, the leading air express courier in
Pakistan. In the time, it has become Pakistan’s premier gift delivery and greetings service.

2.2.4 Air Freight Solutions

TCS Aviation, a division of TCS Private Limited, specializes in delivering customized air
freight solutions for Freight Forwarders, Pharmaceutical Industry, Charities & Relief
Organizations, Government Departments, Airlines, General Sales Agents, Oil &
Automotive Industries and Brokers. TCS Aviation operates with a dedicated fleet of
aircraft & worldwide offices in Pakistan, Dubai and London. You can be assured that we
would fulfill your air freight & charter requirements to your satisfaction.

2.2.5 Supply Chain

TCS Logistics Private Limited was incorporated on June 2002. Started as a transport
provider however it soon grew into a total logistics solution company offering trucking,
distribution & warehousing facility in response to strong customer demand.

2.2.6 Visa Facilitators

Visatronix, a division of Intiana Private Limited, extends booking facilities for visa
applicants in the non-immigrant (work, visit, study) categories for applicants all over
Pakistan for Canada, India, Spain, Italy, Malta and South Africa. Applications are booked
on a "Return Service Basis" at selected TCS Express Centers in all major cities.

2.2.7 Travel Services

Intiana, a Tranzum enterprise, offers services for Umrah & Travel. Intiana is dedicated to
facilitating our customers in meeting all their travel related needs with personalized
services and well-trained staff for customer support.

2.2.8 Event Management

Octara is an independent business unit of TCS Private Limited. With a team of dedicated
professionals in the fields of event management, publications, marketing and corporate
services, Octara is geared to provide the best possible solutions in these areas to the
corporate, government and NGO sectors in Pakistan and the UAE.

2.3 PRODUCT LINE

No matter what your express courier service needs are, TCS can handle it for you with our
wide range of options.

1. International Express Service

2. Domestic Express Services

3. Logistics Services

4. Other services

2.3.1 International Express Services:

TCS has a strong presence not only in Pakistan but also in the UAE, UK and Canada. TCS
offers international delivery services - International Documents and Parcel Express
Delivery - to over 3,500 destinations across the world through its extended International
Network.

International Rate Card

Freight Plus

Red BOX

Student Express

2.3.1.1 International Rate Card:

Facility provided by TCS in Favor to send Greeting Card to your loved one in all our the
world at any time through any outlet or through WEB.
2.3.1.2 Freight Plus:

Freight Plus offers delivery of your less urgent & large size shipments within 10-12
working days. This service is available only for export shipments. Prioritized handling and
confirmation of delivery are also available on request, customer clearance is also provided.

2.3.1.3 Red BOX: Service provided to those customers who are extra conscious in sending
their products. TCS Red Box has made it so simple, convenient and cost-effective to send
all you want, to your loved ones, Special rates for UK, Europe, USA and Canada & Far
East. Be it toys, clothes, shoes, gifts, samples or anything you may fancy, Red Box delivers
all. Show your loved ones how much you care with TCS Red Box.

Just take your gifts to the nearest TCS Express Centre and we will take care of everything
including the box. Red Box Service is available in a choice of three different weights:

*5 Kg * 10 Kg * 25 Kg

2.3.1.4 Student Express:

This amazing service delivers your documents to the College, University or any other
Educational Institution of your choice anywhere in the world. To avail TCS Student
Express, the student will have to furnish the following at the time of booking their
documents. Copy of student's ID card or letter from College/University certifying the
student's bona-fide status. Documents should be sent to an educational institution
School/College/University/Hospital) abroad.

2.3.2 Domestic Express Services

TCS has emerged as the most trusted name for delivering a wide range of documents,
packages, parcels and cargoes within Pakistan. Domestic Express Delivery Services
include.

2.3.2.1 MMS
MMS - Mail Management Solution stands upon the single largest investment in
infrastructure, made by TCS for continuous delivery of value. MMS is equipped with state
of the art printing and sorting technology that has been sourced from the best suppliers
across Europe and Asia Pacific. This makes TCS the only end to end solution provider in
the category with the largest delivery network in Pakistan. At TCS innovation is a norm
and with a view to creating & delivering business value to customers. Value is the most
significant outcome expected of each and every business process. Mail Management is one
process yet to be recognized as a source of value in our local business environment. TCS
promises to deliver this value through its innovative service - MMS.

2.3.2.2 Sentiments Express:

TCS Sentiments Express is a personalized, high valued gift delivery service offering a
wide array of gifts from gourmet cakes, floral bouquets, ethnic sweets, to various other
elegantly wrapped gifts, delivered with a personalized greeting card in Pakistan. Since
1989, TCS Sentiments Express has been part of TCS the leading air express courier in
Pakistan. In the time, it has become Pakistan’s premier gift delivery and greetings service.
Sentiments of care & appreciation are delivered for all occasions by Sentiments Express, a
division of TCS that deals impersonalized & corporate gifts, greetings & mail order
delivery service at your door step since 1989. Sentiments Express offers a wide array of
gifts from gourmet cakes, floral bouquets &ethnic sweets to perfumes, toys & leather goods
along with an exclusive greeting card carrying your personalized message.

Be it Eid, Christmas, Valentine’s Day, Mother’s Day, Father’s Day, Friendship Day,
Birthday, Wedding, Get Well Soon, any Brand Campaigns, Employee Greetings,
Promotions, or just an expression of your Appreciation, TCS Sentiments Express can help
you let your Employees, Customers, Business Partners, or Loved Ones know that you care.

2.3.2.3 Same Day Express:

Rely on same day express for same day deliveries to major cities country wide. Check
booking timings.

2.3.2.4 Overnight Express:

For next working day delivery of your urgent shipments.

2.3.2.5 Red Box:

For next working day delivery of your urgent and bigger shipments. Service provided to
those customers who are extra conscious in sending their products.
2.3.3 Logistics Services
Realizing the potentials of Supply Chain Management in Pakistan, TCS launched its
Logistics Wing as a registered company in 2002 as TCS Logistics (Private) Limited. TCS
Logistics has 3 divisions, namely

1. Overland Express,

2. W&D (Warehousing & Distribution),

3. Fleet Solutions.

2.3.3.1 W&D:

W&D (Warehousing & Distribution), a division of TCS Logistics was established in 2004.
It specializes in the 3PL setup and is setting new benchmarks by providing Total Logistics
and Supply Chain solutions in Pakistan. In this relatively short time span, it has already
had its presence felt on the supply chain canvas of the country. W&D has an envious
clientele in Telecom, FMCG, Pharma, I.T. and other sectors, it is all set to providing its
customers extra-ordinary services in their respective industry segments anywhere in the
country. W&D already has over 200,000 square feet of multi-user Warehousing facilities
in the country, which offer efficient and economical warehousing services by employing
carefully thought out material storage and handling equipment. With the most modern and
efficient tools in warehouse management and out-of-the-box distribution Models, W&D
division is continuously achieving Key Performance Indicators (KPI) set by its customers.
TCS Logistics has also implemented ISO 9001 as an assurance of the quality of service
provided to its customers. W&D is not rigid in its approach and believes fully in offering
customized solutions to its customers that best fit their specific logistics and supply chain
needs. The Inventory Management & warehousing process has been automated with an in-
house web-based management system “WMS” that provides online access and real-time
information to customers for ordering, monitoring and managing their stocks. The current
range of specialized services includes:

Warehousing

Transportation and Distribution

Value addition and Stock Repacking

Barcoding &labeling

Warranty Management

Reverse Logistics

Project Management

Customs Clearance

Freight (Air & Sea)

2.3.3.2 Overland Express

Formed 2 decades ago, (year 1989), TCS Overland Express is also the market leader in
door-to-door goods transportation business in Pakistan by land through 40 and 50 footers
containers. This business is particularly suited for your bulk cargo movements to around
160 cities of the country, delivery KPI within three working days, considering booking
date zero at main locations of Pakistan. Packaging of material facility is also available with
the name of TCS mover n packers to facilitate our household customers.

Main product offerings of the products are.

LCL (Loose container Load)

FTL (Full Container Load)

Hub to Hub delivery

Hub to Door delivery

Pallet boxes of 50 Kgs. built in insurance of Rs. 100 per kg

When it comes to secure, economical and time definite transportation of heavy cargo
shipments to any part of the country by land TCS Overland Express is the preferred choice
of a large corporate customer base. Large corporate customer base includes:

Pharmaceutical Companies

Banking Sector

Major Printing Houses

Automotive Industry

Cellular Industry

2.3.3.3 Fleet Solutions:

TCS is currently maintaining a fleet of over 225 vehicles (doubling every 2 years), covering
approximately 1.5 million kilometers per month, with a mammoth workforce of 432 drivers and 66
workshop staff. National Energy Conservation Centre (ENERCON), Govt. of Pakistan, has
declared TCS Logistics as the ‘Best Fleet Management Company of Pakistan’.

TCS Logistics is the 3rd largest satellite-tracked, fleet management company in Pakistan. We are
maintaining an outstanding safety record and following safety procedures. We know what it takes
to master the roads and the machines, TCS has extended its expertise in fleet management to the
corporate sector of the country as well.

2.3.4 Other New Services

These new services are the latest trends set for timely delivery and customer
satisfaction. These includes

I. Yayvo. com
II. TCS Hazir

2.3.4.1 Yayvo.com

Yayvo.com offers more shopping convenience to online shoppers in Pakistan and around
the world. An e-commerce site of TCS E-Com (Pvt.) Limited, Yayvo.com offers a wide
range of leading local and global brands, including electronic gadgets, mobile phones,
fashion apparel for men and women, home décor and lifestyle goods, books, edible items
and much more. Every product on Yayvo.com is original, and is packed and shipped with
an official warranty, backed by the TCS delivery promise.

Yayvo.com redefines the online shopping experience for customers with its 7-day return-
no questions asked policy, along with a simple and easy-to-use interface. Customers can
call, chat or order online directly from any device having internet connectivity.

2.3.4.2 TCS Hazir

As the name implies, TCS Hazir is a one-of-a-kind pick-up and delivery service, which is
available 24/7, 365 days a year. Under TCS Hazir, there is an array of services available
for our customers; including a 60-minute pick-up or delivery of consignments, TCS Hazir
Time Choice facility and TCS Hazir Sab Kuch. To make TCS Hazir stand truly as a symbol
of innovation, TCS Hazir Time Choice has recently been launched, which enables
customers to get their shipments delivered on the day and time of their choice and
convenience. Our customers can also choose from an available 60-minute slot for delivery
within five days of booking and can also get a refund if the shipment is not delivered on
time.

.
2.4 Regional Offices
Region wise TCS in Pakistan is divided into 3 main regions
1. South Region
2. Central Region
3. North region

South Region
KARACHI
TCS Express & Logistics Center
 Saqib Hamdani Building
Iqbal Avenue, Jinnah International Airport, Karachi 75202, Pakistan.
Tel: + (92) 21 111 123 456, Fax: + (92) 21 924 2816
HYDERABAD
Bungalow # 14/A, Unit # 3,
Main Autobahn Road, Latifabad, Hyderabad.
Tel: (022) 111 123 456, (022) 3815966 / 7, (022) 3812180 / 2,
Fax: (022) 3816821
SUKKUR
Bungalow # 47, Muslim Cooperative Housing Society,
Military Road, Opposite Red Carpet Hotel, Sukkur.
Tel: (071) 111 123 456, (071) 5632801 / 3
QUETTA
Model Town near Osmania Restaurant Pishin Stop, Quetta.
Tel: (081) 111 123 456, (081) 2837132 / 33, Fax: (081) 2821427

Central Region
LAHORE
01 PECO Road, Opposite Ittefaq Foundry,
Kot Lakhpat, Lahore.
Tel: (042) 111 123 456, Fax: (042) 5943278
MULTAN
958/B, Tareen Road, Multan.
Tel: (061) 111 123 456, Fax: (061) 4500947
FAISALABAD
P-6158, West Canal Road, Near Faisalabad Toyota Motors, Faisalabad.
Tel: (041)111 123 456, (041) 8544034 / 35 / 36 / 38, Fax: (041) 8501317
 North Region
RAWALPINDI / ISLAMABAD
Near Fazaia Colony, Islamabad Highway Service Road, Rawalpindi.
Tel: (051) 111 210 210, Fax: (051) 4471261
GUJRANWALA
Opp. Ghulam Distgir Khan Filling Station, Main G.T. Road, Gujranwala.
Tel: (055) 111 123 456, (055) 4231901 / 3, Fax: (055) 4231906
PESHAWAR
54 The Mall, Near PTV Station Mall Road, Peshawar Cantt.
Tel: (091) 111 123 456, (091) 9213967 / 9, Fax: (091) 9213977

2.5 Functional Structure of TCS

TCS mainly focus on functional structure. The functional structure focuses on practical
specialization whereby similar or related occupational specialties are grouped together
(also referred to as departmentalization). Departmentalization group workers with similar
job roles into work units based TCS services, activities performed by employees, level of
skill or expertise, types of customers or resources. Explicit job titles, chain of command,
reporting relationships and a well-defined channel of communication exist within these
specialized work units in order to maximize the functionality of TCS enterprise.

TCS is designed on a strong hierarchy. Using the idea of departmentalization, the

organization will be divided into individual departments, where each department has a
specific function and all departments function independently to execute organizational
goals. Departments, such as marketing, logistics, finance and accounting, customer service,
human resources, design and build, and maintenance, are grouped according to their
specialization. If we look into one of these departments, let's take finance for example, we
can see the same kind of individual job titles, reporting relationships and communication
channels that also exist within this functional structure.
 Chief
exective

Board of
Directors

Head of Sales Marketing Finance R&D

HR Director
opeations Director Director Director Director

opeations Sales Marketing Finance HR R&D

department department department department Department Department
 CHAPTER 3

MARKET SEGMANTAION AND PRODUCT PLACEMENT

OF TCS PVT. LTD.

3.1 SERVICE MARKETING

Service marketing typically refer to both business to consumer (B2C) and business to
business (B2B) services, and includes marketing of services such as telecommunications
services, financial services, all types of hospitality services, car rental services, air travel,
health care services and professional services.

Target Market Tranzum courier services (TCS) main target market is high or upper level
corporate and businesses. TCS commonly provide services on large scale to; Ufone
telecom, Financial Intermediaries’ and many more. TCS target those companies and those
businesses which are helpful in gathering large quantity of capital in a short interval of
time. TCS offers a service required by all types businesses regardless to nature size type
productivity etc. The target market or main customers of TCS are Banks, Shipping
Companies, corporate offices and business sectors dealing in exports.

Tranzum courier services (TCS) main target market is high or upper level corporate and
businesses. TCS commonly provide services on large scale to GETZ Pharma, Ufone,
Telenor, Mobilink telecom, financial intermediaries and many more. TCS target those
companies and those businesses which are helpful in gathering large quantity of capital in
a short interval of time.

3.2 INTRODUCTION TO MARKETING DEPARTMENT

Marketing department of TCS. Knows a moderate amount of information on the

market, its products offerings. Pricing and the product it offers to the customers for
a certain amount of pricing. Marketing department of PTCL identify its customers’
needs and wants in order to provide them the products and services to satisfy their
requirements. Marketing department use new approaches by offering new packages
to keep their existing customers and attract new ones.

The marketing department of TCS is divided into three categories

1. Marketing Department

2. Sales Department

3. Business Development Department

3.2.1 MARKETING DEPARTMENT.

Marketing Department adopted a proactive role in introducing marketing techniques
for retaining current customers and attracting new ones. Marketing department
check that what are the existing products, what are the provisions for new products
and the development of these new products?

3.2.2 SALES DEPARTMENT

Sales department is responsible to increase the sales of different packages.

Employees in the sales department check that where sales are possible and how
much potential is in the market. Sales person check new places of potential where
they can increase their sales. They develop distribution network and use different
media vehicles to increase their sales.

3.2.3 BUSINESS DEVELOPMENT DEPARTMENT

Business development department is responsible to develop products for corporate

sector. They look for Prospects for new business, making sales presentations and
few other tasks. Reporting and analytic support to address business strategies and
product development that provide for solid business intelligence solutions
environment and infrastructure. They target corporate sector/companies not general
public.
3.3 BUSINESS MARKET:

TCS offers a service required by all types businesses regardless to nature size type

Productivity etc. thus TCS target market consist of business or corporate market. Corporate
Market In corporate sector two (2) major areas that TCS target through its various products
are

3.3.1 BANKS/FINNANCIAL INSTITUTES:

The major target market, which generates heavy business for TCS. The main Product they
use id DOX (documents) in order to send drafts, Cheques, agreements, correspondence etc.
The main customers are BANKS, Shipping Companies and corporate offices. TCS is
traditionally dominant in this sector.

3.3.2 EXPORT/IMPORT SECTOR:

Another major target market of TCS is the business sector, dealing in Export. So Export is
the basic target market of TCS. TCS attract this sector through its various heavy weight
parcels of different weights which include MEGA, JUNIOR, JUMBO, JUNIOR JUMBO
and HEAVY WEIGHT parcel express, to service export client with different needs.

3.4 SEGMENTATION:

TCS provides express and logistics services in the C2C, B2B and B2C segments. This it
does through a wide network of "155" offices making it the biggest network in the country,
along with over " 425 " retail outlets and over 2000 online and offline locations nationwide
ideally located for easy customer access. TCS has 1 dedicated chartered plane Boeing 737
and over 230 fully equipped modern satellite-tracked ground vehicles, 2700 plus couriers
and more than 6000+ experienced people to facilitate the swift and secure operations.

I. C2C:

C2C segmentations contains wide range of cities which being recently covered by TCS.
This segment contains cities/Towns like Nowshera, Chitral, Batkhela, Laki Marwat etc.
This segment consists of those cities which are backward and mostly there are rarer or
sometimes no shipments to that areas. Shipment through this segment is quite greater than
other segment due to new starting or due to no good response.

II. B2B:

B2B segment contain wide range of cities as compared to C2C segment. Because this
segment is mature now. Cities involves in this segment are Peshawar, Islamabad, Lahore,
Karachi etc. This segment is mature and advanced segment of TCS as compared to C2C.
Daily shipment from the outlets of B2B recorded as 100+/day (DATA provided by TCS).

III. A2A:

A2A segment Mostly called on-road segment, because of its linking on the same road and
geographically look alike same as other. This is most old and mature segment of TCS. This
is the 1st Segment launched by TCS. Shipment details vary from day by day due to high
range of shipments, Approximately 5000+ shipments/day done on this track. Cities include
in this segment are all big cities of Pakistan etc.

IV. C2OTHERs:

In some cases i.e. of sending UNIVERSITY forms, TCS allow C2B or C2A segment but
with the additional cost implements. This cost Vary according to different conditions or
according to different circumstances. (VICE-VERSA)

3.4 MARKETING CHANNEL:

Although as the most dominating logistics organizations TCS don’t need much of workout
in marketing department but still they use following channels for sales promotions and
new promotions.

3.5.1 PRINT MEDIA:

In Print Media we should Emphasis on THREE (3) aspects of the products and then use
them as the base of theme. Priority Relaxation Money Back Guarantee.

3.5.2 ELECTRONIC MEDIA

To attract the reader’s attention, both footage and words are being utilized to communicate
the concept clearly. Following aspects will be prominent and identical in all advertisement
.Product, Logo and Slogan Companies Logo and Slogan Product Tag Line Explanation of
the footage.

3.6 PRODUCT PLACEMENT

Product placement, or embedded marketing, is a form of advertisement, where branded

goods or services are placed in a context usually devoid of ads, such as movies, music
videos, the story line of television shows, or news programs. The product placement is
often not disclosed at the time that the good or service is featured. Product placement
became common in the 1990s, until the ramifications of product placement were clearly
understood. In services Business like TCS product refers to the Services provided by them,
whereas Placement refers to the offices of the institute which are providing services, for
the development and construction of society.
Placement of TCS are as follow:
I- Regional OFFICES

II-Franchises

III-Agent

IV-Retail

V-Call Center

3.6.1 REGIONAL OFFICES

TCS with the oldest and most reliable services have 3 regional offices all around the
PAKISTAN which are covering all the nation. They are
 1. South region

2. Central region

3. North region

Each region with holding more than 10 cities around them. With the same price of shipment
in that region. For example, the north region includes Islamabad/Rawalpindi, Peshawar,
and Abbottabad etc.

3.6.2 FRANCHISES

Franchising is the practice of using another firm's successful business model. The word
'franchise' is of Anglo-French derivation - from franc - meaning free, and is used both as
a noun and as a (transitive) verb. For the franchisor, the franchise is an alternative to
building 'chain stores' to distribute goods and avoid the need for investments and liability
for a chain. The franchisor's success depends on the success of the franchisees. The
franchisee is said to have a greater incentive than a direct employee because he or she has
a direct stake in the business. In many areas of Pakistan including Lahore and Karachi
TCS launched Franchise system.

3.6.3 AGENT

An Agent is one who acts for, or in the place of, another, by authority from him; one
entrusted with the business of another.

TCS now launched Agent system round the nation to provide currier services of distant
and backward area through their representatives. Agent system currently launched in city
of Peshawar are Landi Kotal, Dara Adam Khel, and Shabqadar etc.

3.6.4 RETAILS

Retail outlets are the visage of any company. At TCS our main focus is on customer
satisfaction. Over 430 conveniently located Express Centers, backed by over 225 satellite-
tracked delivery vehicles and dedicated couriers astride motorbikes, extend the TCS
outreach throughout the length and breadth of the country, making it one of the most
recognizable brands in Pakistan. With its distinctive logo and corporate color, the TCS
retail environment is an ideal mix of tasteful decor, competence, and hospitality geared to
optimizing customer experience.

The number of computerized TCS Express Centers that are open 24/7 has been on the rise
ensuring an enabling environment, much to our valued customer’s delight. TCS service
standards are maintained through support teams comprising of Retail Team Leaders and
Mobile Maintenance. Units that stay on the move 12 hours of the day, every single day. At
TCS, we not only serve our customers by selling in house services, we also have widened
our service horizon by contributing in admission process of reputed Universities, which
shows that our metro-geographical presence and highly efficient trained staff is
contributing as a responsible national entity to serve Pakistani institutes and citizens.

3.6.5 Call Center

TCS has taken yet another step as the undisputed leader of the Courier Industry by setting
up a state of the art 24/7 Call Center at its brand new and purpose built Head Office at the
Karachi

Airport. Centralizing customer calls in Karachi, Lahore and Islamabad under one roof,
initially launching off with 30 seats and aiming to accommodate 300 employees at a time,
the contact center offers TCS customers various channels of communication. The contact
center is fully equipped with a customized IP based Intel solution.

3.7 PRODUCT LIFE CYCLE

Segments Introduction Growth Maturity Decline

same day
express
 Sentiment

Express

Overnight
express

TCS hazir

MMS

Home movers

W&D

Overland
express

Supplementary
service

Fig.3.1

CHAPTER 4

MARKETING ANALYSIS

4.1 MARKETING MIX ANALYSIS

Marketing mix of TCS comprises of 7Ps

1. Product

2. Packaging

3. Promotion

4. Placement

5. Pricing

6. People

7. Process

4.5.1 PRODUCT

TCS offers a wide variety of services under its different brands. It operates in 4 countries,
Pakistan being its country of origin; other countries are UAE, Canada and UK. For each of
these countries different brands are offered except for “Sentiments Express” which is also
offered in Canada, UK and UAE with the same brand name. In Pakistan it offers the
following brands:

TCS Service Express

Overland Express

Sentiments Express

Flying Warehouse

E-Commerce

4.5.2 PACKAGING:

For documents two types of envelopes are available, a large brown colored one with TCS
logo and slogan on the top left corner and the web address and call center number on the
bottom left corner. The other one is relatively smaller, white colored with red colored back
closing flap and a red line border on the front bottom side and brand names under TCS in
watermark print above the red line, TCS logo on the top left corner and website address on
the top right corner and a space for recipient’s postal address in the center on the front and
sender’s in the center top of the back side. The watermark print is not attractive and not
adequately visible. For parceling two special types of packaging is available:

1. Red box

2. Express tube

4.5.3 PROMOTION:

Previously TCS sales activities were driven by the operations but now they are sales and
marketing driven. For the purpose of promotion TCS divides its customer s into two
segments; walk-in/ cash customers and corporate/ credit customers. The cash customers
are again divided into domestic and household customers and credit customer s are divided
into banks and other companies. Promotional tools are used according to their suitability
and effectiveness for particular customer segments.

I. For corporate customers:

Desk calendars are also distributed among these companies.

E-Marketing is another tool which is recently being heavily utilized for communicating
service, pricing and distribution information to them. Informative emails, brochures and
catalogs are sent to specific business organizations.

TCS runs loyalty programs for key customers on a quarterly basis and also sends some
gifts annually and/or on special occasions. A wide representation in seminars and
conferences and arranging workshops, seminars and conferences in collaboration with the
business partners.

II. For mass marketing:

Pena flex Billboards are also used to quite some extent for increasing recognition.
Fashion journal are also used for promotion purpose particularly for the Sentiments
Express. Vehicles painted in red with TCS logo on both sides, motor bikes with red boxes
on the carriers again with the logo and the standard uniforms of the couriers are used to
increase visibility. For new campaigns and services, ads are painted on the backdoors of
the TCS vans and Trucks. Stalls in exhibitions and trade shows such as ITCN, Lifestyle,
Ideas and Expo Pakistan.

III. For internal marketing:

Boards and other material objects are used for employees. In the Sentiments Express a
MARCOM calendar is used to mention the upcoming event s and occasions of the year.

4.5.4 PLACEMENT:

TCS services are available at Express Centers all over Pakistan. TCS has overall 250 point
of contact and almost 1300 express center all over Pakistan. All TCS outlets are air-
conditioned and have adequate space for customers. Keeping in mind the rush hours, many
outlets have two waiting rooms and two or more service counters. TCS has an operational
setup in four countries Pakistan, Canada, UK and UAE al so including Middle East and
South Asia and has the ability of delivering in over 200countries.

4.5.5 PRICING:

TCS mainly focuses on Cost based pricing & Value pricing strategies when it comes to the
mode of transaction to use in exchange of providing its services. As a service retailer TCS
indicates “Quality-Service” to its consumers. As the company deals in consumer
requirements such as security & reliability, it guarantees quality service & therefore is more
expensive than its competitors in Pakistan. SpeedEx, FedEx & DHL being direct
competitor s have an edge over TCS regarding lower prices. SpeedEx being a Government
Organization and FedEx & DHL being International Brands do not incur high costs as
compared to TCS (being a private &domestic organization). Therefore TCS charges are
higher than its competitors.
TCS identifies its destinations in the form of zones & charges service fees according to
those specified zones. On the international scale, countries are also segmented into zones&
domestically cities are mapped into zones as well. Shipments within & outside zones al so
depend on the weight of the goods being transferred. They have acknowledged standards
regarding the weight of the goods being carried & devised pricing strategies accordingly.

4.5.6 PEOPLE:

The employees are divided into two levels; management and non-management. The
management level includes employees from grade 6 to grade 12. At and above the seventh
grade all the employees are given cars and other facilities. The non-management level
comprises of employees below grade six and includes couriers.

The couriers are again categorized as incentive couriers and salaried couriers. The incentive
couriers are pain on commission basis per delivery. They are not given company uniforms
and use their own bikes. The salaried couriers are on the payroll of the company and are
given cell phones and motorbikes and there fueling of their bikes is also the company’s
responsibility

4.5.7 PROCESS:

In the outlets located in the areas with a large number of customers there are often two
waiting rooms and more than one counter. As soon as the second waiting room starts being
occupied a second counter is opened. The process starts by greeting and welcoming the
customer, taking the order, sending the document or parcel at the ware house, then sorting
of the parcels takes place, after that the consignment are loaded on the specific air craft,
after reaching the desired station processing takes place, the couriers take the parcel to the
desired location and delivers the parcel with a smile. All the couriers are given cell phones
so that they can easily and conveniently contact the company whenever required. Within
the departments the company maintains an open door policy. The employee can freely
communicate with each other and with their heads or even the CEO. A complete database
of corporate customers is maintained such that an order can be booked even after the
official timings by using the UAN number of the particular company.
4.6 GAPS MODEL OF SERVICE QUALITY AND TCS:

There are 7 major gaps and following we will discuss them in the perspective of TCS.

4.6.1 Provider Gap no. 1:

• Gap between the customer expectation and company perception. This gap arises when
the management or service provider does not correctly perceive what the customer wants
or needs.

• This gap rarely occurs in TCS because they have proper marketing research and mainly
focuses on their service quality. They have an adequate communication channel among
management and employees. Rather than focusing on their transactions and acquisitions
they prefer their customer convenience and satisfaction. TCS is always willing to listen the
complaints and claims of their customers. . TCS provide security in against to lost things.
Percentage of return varies according to nature of things.

• TCS is very concerned about their customer even they always consider the
recommendations of their customers and try to implement them. Now TCS is moving ahead
to maintain strong relationship with their customers and finding the new ways to facilitate
their customers more by providing new packages for customers e.g. TCS Hazir, Yayvo
service etc.

4.6.2 Provider Gap no. 2:

• Gap between the company perception and service quality specification (service design
and standard). This gap occurs when the management or service provider might correctly
perceive what the customer wants, but may not set a performance standard.

• This gap does not exist in TCS as they have a proper hierarchy. They have a formally
managed and well maintained set up of channels. They use variety of tangibles to facilitate
their customer needs. All the management and staff in TCS are well mannered and
educated.
• TCS is introducing innovative ways to facilitate their customers. For example their new
service YAYVO.COM as described above, in which they are assuring quality and
guarantee of their products and services. They have training and meeting sessions of their
employees on weekly and monthly basis in order to enhance service quality and eliminate
any service escape. They now provide insurance to goods.

4.6.3 Provider Gap no.3:

• This is a gap between the service quality specification and actual service delivery. This
gap may arise in situations pertaining to the service personnel. It could happen due to poor
training, in capability or unwillingness to meet the set service standard.

• The chances of this gap to happen in TCS are very less as they are accommodating
fluctuating demands and coordinating marketing, operations and human resource efforts.
In order to provide their promised services TCS are extending the global reach of their
services just for the convenience of their customers.

• TCS’s main focus is to facilitate and satisfy their customers, they have a proper
recruitment, hiring and empowerment system. Even the lowest level employee of TCS is
hired on the basis of graduation and self-management. TCS have different ways of training
and polishing their employees as they do not compromise for their promised services.

4.6.4 Provider Gap no.4:

• Gap between the service delivery and external (marketing) communications. Customer
expectations are highly influenced by the statements made by the company representatives
and advertisements. The gap arises when these expectations are not fulfilled at the time of
delivery of the service.

• Sometimes TCS have to face this gap as the marketing strategies are made for overall
TCS branches and franchises. For example, their new service “Hazir.com” is not
introduced in

Bahawalpur now as compared to Lahore, Islamabad and Karachi where it has become
common.
Another example, TCS has launched a new service” Home mover.com” but still this service
is not available in Bahawalpur.

• TCS is a renowned and trust worthy brand among all courier services in Pakistan. TCS
always try to enhance customer relationships and could never betray them. TCS has
mentioned it’s all sort of services and policies on internet, Insha’Allah they will soon
introduce home mover service in Bahawalpur also.

4.6.5 Provider Gap no. 5:

• Gap between the expected services and experienced services. This gap arises when the
customer misinterprets the service quality.

• TCS may has to bear this gap a few times as TCS has made itself trust worthy that now
the people are so much influenced that every time when they need courier service, they
recall TCS.

• TCS struggling hard to improve the level of their services by facilitating them. They have
a separate corner to listen the suggestions and requests of their customers.

4.6.6 Provider Gap no.6:

• Gap between the customer expectations and the employee’s perception of the customer
expectations. This gap happens when the employees made wrong perception of customers’
expectations.

• TCS has to face this gap very rarely as they are very conscious about convenience and
satisfaction of their customers. TCS is always willing to listen the complaints and
recommendations of their customers.

• Employees are aware and acknowledged by their proper training and judgments.
Employees interest and loyalty is enhanced by different tactics e.g. bonus, incentive,
allowances etc.

4.6.7 Provider Gap no.7:

• Gap between the employee’s perception of customer expectations and management
(company) perception of customer expectations. This gap arises due to lack of
communication and misinterpretation among employees and management.

• TCS does not face this gap as it has defined chain of network among employees and
management. Employees are free to give opinions and feedback about company, service,
customer etc.

• TCS has arranged training and HR sessions for whole staff on weekly and monthly basis
to give their best services to their customers.

4.7 TCS against its competitors

domestic market share

4%
6%

TCS

46% Leapards
26%
M&P
DHL
Others

18%
 CHAPTER 5

SWOT ANALYSIS

5.1 STRENGTHS

 First Pakistan based company to get the title of Super Brand.

 A strong reputation and brand name in the general public and among thecorporat
e sector as a reliable and timely source for delivery of goods. Besides this, TCS has
become a generic word for courier in Pakistan.

 TCS is presently the market leader in the courier services industry of Pakistan with
a market share of more than 60%. For the year 2005-06 TCS has a growth rate of
41% for its revenues and 35% for its sales.

 TCS has its own air fleet comprising of six chartered aircrafts
includingboeing737 for delivering goods within the state boundaries (while fedex
relies on commercial air lines).
 TCS has 157 vehicles equipped with satellite tracking, which helps the tracking
department to track any vehicle in any area of Pakistan.

 TCS has its own ware and tare garage for the repair and maintenance of its fleet
of vehicles.

 TCS is the first Pakistan based company to have a case study at Harvard Business
School for the best courier operating in South Asia.

 TCS is pioneer in developing it own TCS Mall, which provides value and
convenience to the customers.

 TCS is the first courier company in Pakistan to equip its employees with the
handheld terminals, which are directly connected to head office.

 TCS also provide printing facilities to its clients not offered by any of its
competitors.

 It has a highly professional, dedicated and innovative workforce of 4700

employees

 TCS employees not only listen but understand the customer problems
without being defensive and provide solution.

 TCS is highly adaptable and flexible in tailoring services to the needs of

major customers.

 TCS outlets are ideally located in the densely populated areas; trade areas,
industrial, residential and far flung areas, on main roads and in small streets where
major customer traffic is there.

 As compared to other local competitors, TCS has a wider operational setup. It

operates in four countries namely Pakistan, Canada, UK and UAE.
 Sentiments Express is very popular among masses and for many customers it is the
main source and reason for awareness and liking for TCS.

 A nation wide coverage consisting of 245 express centers allow wider accessibilit
y to the company and more convenience to the customer.

 All TCS outlets have glass walls on the outside allowing high POS advertising and
exposure.

 It is a highly recognized brand in Pakistan for bulk shipments among thecorporate

customers. Among the masses its “Sentiments Express” is the main and strongest
source of brand recognition.

 All TCS outlets are air-conditioned and have adequate space for customers.
Keeping in mind the rush hours, many outlets have two waiting rooms and two
or more service counters.

 It has a regular participation and representation at major exhibitions and events such
as Expo Pakistan 2005 and Leader at Dubai 2006.

 Each courier on the payroll has his own motorbike and cell phone provided by the
company. Thus he can easily and quickly contact the company at anytime from
anywhere.

 The frontline workers are polite, courteous and cooperative with the customers.

 There is an open door policy for communicating within the department and with
the top management. A grade seven employee can communicate directly with his
or her marketing manager or even with the CEO without having to follow any
hierarchical order.

 It has offered highly innovative service offerings such as “Express Tube”

for keeping the rolled architectural designs and blue prints.
 There are separate skilled couriers dedicated to specific sectors and to some
major corporate customers as well.

 TCS has a wide corporate customer base of 5000 companies which includes
Phillips, LG, Gillette, Reckitt & Benckiser Pakistan, Sony, Indus Motor Company
Limited, 3M Pakistan, Samsung, DuPont, and Dell Computers.

 A customer database is maintained at TCS that allows booking of orders

anddeliveries for these companies after the official hours by using the specific
company’s UAN number.

 For each of its brand, TCS has separate marketing departments solely working
for a particular brand.

 There is a separate department with the name “Voice of Customer” for conducting
research and consumer surveys.

 TCS has a sound financial status and because of it a wide capacity for offering
diverse services and for entering new markets or developing the existing market. It
has the capability of providing overnight delivery.

 TCS provides warehousing and distribution services to any bulk quantity of order to
anywhere in Pakistan.

 Information regarding the availability and non-availability of services at certain

locations, delivery options and timings are provided on the website in detail which

customers find convenient.

5.2 WEAKNESSES

 The prices of the services offered by the TCS are comparatively higher.

 Less marketing initiatives has been taken by TCS to promote all its brands.
 TCS is not involved in the transportation of products that require special

handlingand/or security such as explosives, firearms, perishables, antiques, precio

usmetals and stones, jewelry and liquids while many of its competitors are involved

in transporting these goods.

 TCS has an air fleet that is used for within state movement of goods only

for other countries it relies on commercial airlines and also through DHL as a

customer.

 Online brochures and catalogs of the services are not available on the website.

 Except for “Sentiments Express” and general shipment rates the price packages are

not given for other services.

 There is no information available on the website pertaining to the outlet location

addresses and contact numbers in different areas and cities of Pakistan.

 TCS has a limited operational setup in four countries including Pakistan while DHL

operates in 227 countries and FedEx operates in 211 countries.

 Despite an increase in the number of online customers for courier services, among

other industries, TCS does not provide online booking and payment facility. This

facility is available only for corporate customers and not for cash customers

 The department’s handling different brands are not only totally isolated from each

other but also from the core departments such as retail and Human Resources in

terms of communication.
 The incentive based employees (those who are paid on commission bases) are

notgiven company uniforms resulting in a loss of potential awareness and

acceptance.

 Apart from the core services and “Sentiments Express” there is a general

lack of awareness about other TCS brands among the walk-in/cash customers.

 It faces a strong competition in the international courier service industry.

 For many customers it is a Pakistani brand versus international brands such as DHL

and FedEx and for them the international brands are better simply because these

are

5.3 OPPORTUNITIES

 The major customers of TCS include Phillips, LG, Gillette, Sony, Indus Motor Company

Limited, 3M Pakistan and Samsung. The increase in the export and import of raw materials

and finished products by these companies increases the revenue potential for TCS

through bulk shipments. Also TCS can work on capturing many potential corporate

customers to earn maximum gains

 .As compared to other players in the industry TCS is completely non-unionized which is a

great opportunity in terms of relative stability of labor costs.

 Reduced rates for utilities would decrease the cost of warehousing.

 The construction of Gwadar airport and the availability of own aircraftscollectively

present an opportunity for TCS to start shipping goods through its own aircrafts outside the

state boundaries.

 TCS can deal in the shipment of an even larger variety of goods of higher value since the

government now allows the goods up to the worth of $5000 to be transported by the courier

services.

 Lifting of ban on the import of arms and ammunition is another incentive for TCS.

 TCS has an opportunity to deal in the shipment of liquids, antiques, precious stones and

metals and equipment requiring special handling.18

 TCS has a great opportunity in the form of Dubai Gold Festival. TCS has a wide operational

setup in UAE. The people who buy jewelry at this festival can

beconvinced by TCS to send their purchases through TCS to their homes for security

purpose.

 WTO’s free trade agreements increase the potential for shipping to different parts of the

world.

 TCS being the domestic company is safe from the terrorist activities that may happen

against the multinational and international courier service firms.

 The increase in trend towards online booking and shipment is a major opportunity to be

availed by TCS.

 TCS may gain deeper knowledge about its target market by setting up

geographicinformation systems, which is not being practiced by its competitors on the

domestic level. Increasing the awareness of students express would increase its customer’s

among students.
 TCS presently does not deal in currency. There are many overseas Pakistanis who can

become its customers for sending money to their homes if it starts dealing in currency.

 A continued representation in Expo Pakistan 2006 and in the following years, in Dubai

Gold Festival and other prestigious events and exhibitions would make the people more

trusting in TCS.

5.4 THREATS

 The rise in prices of diesel, petroleum and jet fuel both on the international and

national level is causing a rapid increase in the cost of energy for TCS.

 TCS has 1500 skilled couriers involved in delivery of goods all over Pakistan. A

future demand for higher wages and/or increase in facilities would again increase

the cost for TCS.

 Owing to the increase in the use of email, the demand for overnight delivery is

declining which is affecting the provision of this facility for TCS.

 The prohibition of sending to P.O boxes causes a decrease in its service range and

in turn customers.

 Due to some robbers supposedly calling themselves as couriers the generalmistrus

t among the people may carry over to the TCS customers.

 The security and privacy fear related to providing account information on internet

may result in relatively low profits in the initial time periods.

 TCS promises overnight delivery but with the increase in the use of email and

online transfer, uploading and downloading of documents this promise may not

remain as important.
 CHAPTER 6

CONCLUSION AND