Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
82253886 new-microsoft-word-document-2
1. EXECUTIVE SUMMARY:
This report is made to analyze the marketing strategies owned by TCS Courier.
The report starts with giving vision and mission statement brief profile of TCS courier including its main posts
and services all over the world.
Further, the report provides in-depth analyses of company͛s market position by studying the weakness,
strengths, opportunities and threats to cope up with competitors. It will then view the different modes of
communications used to provide services to their customers and their devotion to provide courier services
with in the country Pakistan and across the seas.
The aim of this report provide a tool which will assist strategy group and the management team
Specialists in making correct decisions as how to penetrate the Pakistan market and how to catch the
maximum opportunities in dealing with business partners in this country.
INTRODCTION
TCS is a service-driven company whose primary thrust is specializing in collecting, loading, unloading, clearing,
storing, picking up, and delivering all types of carriage-able goods and documents at the doorstep of its clients
through the fastest, most reliable and secure means. TCS mission is to provide service and value to customers
which will contribute to their success while maintaining a decent profit as described by Mr. Janjua. Ever since
its inception in 1983, TCS Pakistan has continued to lead, the courier and logistics service industry in Pakistan
through innovation, pioneering spirit, commitment and passion. Starting with just 25 shipments, the TCS
Express saga now spans five continents. TCS with its international look now caters South Asia with over 2000
locations in Pakistan. TCS Pakistan has also largely helped redefine the very path and direction for the entire
industry to follow. TCS is comprised of four major business units which are as domestic courier services,
international courier services, overland express and sentiments express. Domestic courier service is the main
unit of TCS which is offering a wide range of services including same day express, overnight express and second
day express throughout 350 cities in Pakistan. International courier services covers over 200 countries.
Overland services include door-to-door pickup and delivery, regular daily departures from all major cities to
over 150 locations. On its first day of business
May 3, 1983- TCS booked just 25 shipments across the country a figure which has multiplied 8,000-folds with
an average daily bookings and pick-ups of over 200,000 in Pakistan alone to emerge as the country's top
courier service today. It offers services to cater all needs and all pockets. TCS has emerged as the most trusted
name for delivering a wide range of time-sensitive documents, packages, parcels and cargoes not only to
destination within Pakistan but also to destinations across the world. It has the biggest fleet in the organized
sector in Pakistan comprising over 100 vehicles 22 trucks, 20 inter-city runners and the remaining within-the-
city transport vehicles. It also has a network of 200 Express Centers across the country backed by a fleet of
over 1,200 motorcycle riding couriers. TCS has a 3,000-strong workforce and prefers to call its staff and
workers as 'our people.' And a 24-hour Customer Service is always on stand-by. TCS business operation relies
on a sophisticated hub-and-spoke system that is designed for maximum efficiency. Domestically, the company
operates air planes that fly a unique route system covering five key hubs. Despite its dominant market
position, TCS had a host of aggressive competitors in Pakistan. Four major biggest competitors are OCS, TNT,
Leopard and BMS. Each of these companies competed with TCS in at least three of its four principal business
units.
DISSCUSSION
VISION
"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
2. the objective of growing into a regional and global player, with emphasis on the Middle East, Europe and North
America".
MISSION
"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 compliment 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".
PURPOSE
Purpose of TCS is to continually strive to achieve excellence - both on and off the job.
The attempts on the part of the authorities of the postal system to introduce new services and improve the
existing ones aimed at instilling the public confidence would not have come without the presence of courier
services despite the fact that postal and courier services are aimed at two different segments of the market.
However, Pakistan Postal Service floated a warning in the print media early last year advising the people not to
use courier services by evoking Postal Act of 1897. The law should be amended to reflect the realities of today.
The Post Office Act of 1897 stipulates that picking up the mail was the sole prerogative of the Post Office
adding that courier service providers, including his company, are not picking up the mail but rather picking up
the documents as mentioned on forms filled by the people. In addition, the law has been changed in the UK,
the former colonial master, itself. An important aspect of the antiquated law is that it fails to provide an
adequate definition of the word 'letter.' In any case, in the changed world of today the law should be made
realistic. The courier operators like to work with the Post Office as a partner and do not view the post office as
a competitor. This gesture on the part of the courier operators needs to be reciprocated.
In most countries of the world the public sector postal services and growing side by side with the private
courier operators. Here in Pakistan, we are also happy to note the positive pro-customer approach adopted
lately by the Pakistan Post Office. The ultimate beneficiary of this healthy competition will be the customers as
any competition which is based on fair play and best business practices always result in market expansion and
overall growth of the business.
There is a dire need for the establishment of Transport Regulatory body but also the importance of a free
market economy. Any ceiling on rates or any arbitrary setting of standards will do more harm than good. Such
interferences may lead to inefficiencies and will also take a toll on the quality of service. In addition, due to the
inherent conflict of interest the public postal service is just not acceptable as a regulator because it does have
a direct stake in the business. I feel that as long as the players abide by the rules there is no rationale for
intervention.
It has created new opportunities in term of new services despite resulting in reduction of certain drop in some
types of documents. It has rather created new markets and new services for the courier business. For instance,
the Amazon dot.com, the world's biggest book seller online, has to use courier service to delivery its products.
The same is the case with all other online auction and B-2-C e-commerce sites which have to use the couriers
for delivering products bought online. We ourselves have benefited from online banking services, like
elsewhere here in Pakistan as well, as credit cards and mobile phone bills are delivered by the couriers. In
addition, there is the legal aspect whereby only original documents of certain documents and only hard copies
of another set of documents are acceptable. Despite predictions completely paperless offices don't still exist.
Yes there has been an impact but the advantages have so far offset any and all losses combined. Latest
technologies have been rather beneficial to the courier service providers.
INVESTMENT & MARKET
3. Head of Marketing of TCS, Najeeb Nayyer, informed that the company has made direct as well indirect
investment of around Rs 200 million during the last two years. "What has prompted us to make this
investment is that we have seen positive signs of growth after 9/11. The encouraging signs have been all over;
infrastructure developments projects like the Gwadar Port and Railways; the beginning of policing by the
National Highway Authority; substantial drop in the cost of capital; drastic cut in the bandwidth rates by the
Pakistan Telecommunication Company Limited; expansion of the Lahore International Airport; construction of
a new export cargo terminal at Karachi, etc., etc. TCS purchased 700 motorcycles for its couriers. We have
inducted the latest technology and TCS has its own Virtual Private Network (VPN) to connect all its centres
around the world to track data to ensure smooth and seamless flow of shipments 24-hours a day. In addition
the 200 TCS outlets across the country are now computerized and most of them are linked by WAN and
Internet."
80 per cent of all the TCS shipments comprise documents while the remaining 20 per cent consist of parcels.
Though documents still make the biggest part of TCS business trends show that our business is moving towards
parcels by each passing year. In last three years the volume of parcel business has registered a healthy growth
of as much as 300 per cent.
Corporate sector is the biggest user of our services. Around 75 per cent of our entire business comes from the
corporate sector while the remaining 25 per cent comes from individuals and others. The volume of business
from these two main categories of cients has registered a steady growth during last three years and the
growing parcel business indicates that the economic reforms of the government have been successful to great
extent.
Putting the size of the courier market in Pakistan at Rs 4 billion it is evenly divided between the domestic and
international business. There is Rs 2 billion market for courier services for both the domestic and international
each. TCS is market leader in the domestic courier business sharing 50 per cent of the business while its share
in the international business is a healthy 10-12 per cent.
TCS feels that growth in near future will come from international business as evident from tremendous growth
in the volume of parcels during the last few years and as trends show that remaining cost-effective in the
domestic market is dependent heavily on turnover. "We have our international hub in Dubai and is now
developing it into a niche. TCS has elaborate arrangements with international operators to provide the fastest
connection worldwide from Pakistan. TCS has affiliations with such giants as DHL and Fedex in the US, OCS in
Japan, TNT in the UK and Aramex in the Middle East to provide its customers the top notch services.
VALUES:
The values that TCS deliver are
y TCS people should direct every effort to deliver maximum value and satisfaction to our customers.
y Efficiency will be the hallmark of TCS people to optimize profitability and growth.
y Nothing unethical shall be practiced by TCS people in relation to our customers and the world at
large.
y Justice to be the guiding principle of TCS people.
y Exemplary Conduct Inspirational and motivational in everything that TCS people accomplish.
TCS SERVICES:
International Services TCS has a strong presence not only in Pakistan but also in the Middle East, Europe, UK
and North America. TCS offers international delivery services. International Documents and Parcel Express
Delivery to over 3,500 destinations across the world through its extended International Network. TCS
international services are:
y Red Box
y Students Express
4. y UAE Express
y International Domestic & Parcel
y Express Delivery
y Domestic 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 includes:
y Same Day Express
y Extra Special Express
y Over Night Express
y Second Day Express
y Third Day Express
y Red Box
y Express Tube
Specialized Services
TCS facilitates clearance and delivery of cargo both from Airports and from Seaports. Swift trucking is now
available to most destinations in Pakistan and Middle East Sentiments Express With over 17 years of carrying
messages of joy, affection and emotions, TCS Sentiments Express takes pride in being the messenger of the
most special moments of your life. Offering a range of gourmet cakes, floral bouquets, ethnic sweets, gift
items and much more, Sentiments Express is the perfect way to communicate your feelings without saying
anything at all.
TCS Flying Warehouses:
TCS has a totally independent and self-reliant cargo operation. This provides the added advantage of flexibility
in creating products linked to a pricing strategy that can only delight the customer and enhance customer
satisfaction. TCS is the first, and the only Courier Service in Pakistan to have a committed and dedicated fleet
of 4 aircrafts. Reinforced with the two AN-12 aircraft, TCS Air Operation ensure timely connectivity to all major
hubs namely Karachi, Multan, Lahore and Islamabad, with improved material arrival timings resulting in earlier
deliveries, and the flexibility to customers for late evening dispatches. TCS is also exploring the use of smaller
aircraft like Twin Otter, Dornier and Cessna types with 1-2 ton capacity to operate on shorter sectors where
load demands are not high at this stage.
Mail Management Services
At TCS, innovation is a norm and the only objective in view is creation and delivery of business value to
customers. Value is the most significant outcome expected of every business process. Mail Management is one
process yet to be recognized as a source of value in local business environment. TCS promises to deliver this
value through its innovative service - 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.
TCS SWOT ANALYSIS
Internal Assessment Strengths
TCS has a totally independent and self-reliant cargo operation beside this following are the other strengths of
TCS:
o Branches across the country.
o Initial learning and benefits from DHL͛s systems.
o TCS has its own airplanes and operates them on their own licenses.
5. o TCS has done and doing extensive market researches.
o Holds more then 55% share in Domestic Market.
o TCS covers more then 200 countries.
o TCS holds 7% share in International Market.
o TCS holds more then 50% market share in Overland Express.
o TCS holds more then 60% market share in Sentiments Express.
o TCS business operations rely on a sophisticated hub-and-spoke system.
o TCS has 5 major hubs in Pakistan with round the clock sorting facilities.
o TCS owns its own fleets of Trucks, Vans and Motorcycles.
o TCS relies on highly trained workforce.
o TCS advertises very heavily in domestic market.
o TCS has been self-funded since its inception.
o TCS has been able to internally generate sufficient cash for all its capital needs.
o TCS has grown organically since its inception.
o International operation in the UAE and Canada has been set up as joint venture.
o TCS has management control for its joint ventures.
Weaknesses
TCS had many weaknesses during its early period which were then successfully converted into strengths, few
weaknesses are as follows:
o TCS has no formal contracts with delivery persons.
o TCS has not been able to continue point of delivery I.T. Support System.
o TCS does not have expert I.T. Systems and support which has caused huge losses.
o TCS still relies on international partners for its overseas operations.
o TCS has been initially the victim of family issues.
o TCS initially depended on PIA͛s support for its domestic delivery.
o TCS initially relied on DHL expertise to build its own expert system.
o TCS loses its employees easily and these employees join competitors.
External Assessment Opportunities
TCS has many opportunities to expand and get advantages from governments, opportunities on which TCS can
focus are as follows:
o TCS can expands its international operations and get subsidy from government in the name of foreign
exchange.
o Industry in which TCS operates has high entry barriers for new entrants.
o Expanding industries of Pakistan are opening new profits streams for TCS.
o To expand its operations TCS can lease equipme+nts and take advantages of tax benefited leasing in
Pakistan.
o TCS can acquire funds for expansion by enlisting itself into Karachi Stock Exchange.
o TCS can start price wars to eliminate small competitors.
o TCS can start its own domestic passenger airline services as it has the experienced pilots, flying
experience and license.
o TCS can establish its own terminals at ports for huge shipments via sea.
Threats
Since its inception TCS has been exploited to number of threats, threats which TCS has faced inn past and are
facing currently are as follows:
o Legislative barriers like Post Office Act of 1898 are threats for TCS.
o Government bureaucracy has been a constant obstacle for TCS.
o TCS has been a wary of corruption and has been asked for favors from politicians.
6. o TCS has a host of aggressive competitors in Pakistan.
o TCS competitors are experienced and cash rich companies.
o Pakistan flagship carrier PIA has started its own courier services.
CONCLUSION
There are promising signs all over, the economy is improving if one look at the substantial increase in the sales
of new cars. However, it would get even better if and when the construction industry takes off. The demand
will definitely increase in near future particularly for the TCS which has introduced such new and unique
services as warehousing to ensure safe, secure and strategically located warehouses along with computerized
inventory management system for hassle-free shipments facilitating timely retrieval and anywhere within the
country
Pakistani market offers immense potential for courier operators, particularly for the leading courier operator
such as the TCS. The courier and mail delivery business will grow at a steady pace her in Pakistan. However,
the major opportunities will come from logistics, warehousing and inventory management as well as from the
ground transport and aviation sector. TCS has made appropriate investments and right plans in all these areas
to play the pioneering role once again.
RECOMMENDATIONS
TCS should try expanding and grabbing more international market share to get foreign exchange into the
country which has started to harvest its land for business cultivation. Maintaining focus on its core services and
expanding itself into related chain of services like introducing domestic and international airline services will
give TCS new streams of profits. TCS must take advantage of strategic location of Pakistan and establish its
own terminal and ports to handle specialized container packed sea cargo. TCS should also start its own
international cargo delivery towards end destinations and try to make itself self-reliant in international
markets. Besides going into new business TCS should also strengthen its work force and train them for
expansion. Training programs for employees should be future oriented and objective in nature. TCS should
look closely towards their competitors who are rich in both experience and finances and build a strategy to
defend itself in future expansion plans of competitors.