COMSATS Institute of Information Technology

COURSE: APPLIED MARKETING

STRATEGIES

SUBMITED TO: SIR TAHIR MUMTAZ AWAN

COMPANY
Touchstone Communications
 PROFILE

Industry Bussiness Processing Outsource(Call Center)

Type Privately Held

Status Operating

Company Size 1,000 employees

Founded 2002

Website http://www.touchstonebpo.com/

PORTER VALUE CHAIN

MODEL
 PORTER VALUE CHAIN
MODEL
PRIMARY ACTIVITIES
INBOUND LOGISTICS:
• Quality Control (For quality control Touchstone Communications has their
quality assurance department wherein they keep a close eyes on their quality of
sales and services)

OPERATION:
• Production (Some chickens are used for preparing our ready-to-cook and fully
cooked chicken products using state-of-the-art meat preparation and production
equipment. Choicest meat is carved and select ingredients are added to our
premium chicken meat, for preparing flavorful high-quality products such as
burger, patties, nuggets and kababs.
Our world-class value-added chicken products are individually quick-frozen using
Individual Quick Freezing (IQF) Technology)

• Production Quality (For the maintenance of the Touchstone

Communications products they have a quality control department and Sales and
Services are monitored on frequent basis..

OUTBOUND LOGISTICS:
• Order handling (For order handling from clients Touchstone
Communications is very efficient. Touchstone Communications has it project
manager in contact with the clients all their shift to make sure all the client’s
requirements are fulfiled.

• Invoicing Touchstone Communications sells their services to different

segments of clients and they have different policy regarding invoicing which
varies from client to client as per their mutual understanding.
SALES AND MARKETING:
• Client’s Management Touchstone Communication is one of the leading
BPOs in Pakistan. Their Bussiness Development department manages the client in every
possible way.

• Order Taking Touchstone Communications takes order from the clients

through e-mail or via Phone.

• Sales Analysis (With the passage of time Touchstone Communications

sales has been increased rapidly and their target market expanded a lot due to this.

• Market Research (Touchstone Communications is focusing on the market

research. They have there RnD department and B.D.D. department both working on it.

SERVICING:

• Maintenance For service maintainance Touchstone Communications runs

an internal quality audit and along with that the Quality Control department is there to
ensure the quality is maintaned.

• Education and Training Training and development programs run in the

organisation on weekly and monthly basuis.
 SUPPORTING ACTIVITIES

PROCUREMENT:
• Funding (For keeping the proper flow of operations the company has specified
a portion of money for meeting the goals of the company due to this the none of the
department face any problem)

PRODUCT & TECHNOLOGICAL DEPARTMENT:

• Product and process design (Touchstone Communicationshas working

on world standard product and process design and for the process and product design the
work is done through the latest machines which makes the quality of their product
efficient and systematic)

• Market Testing (As for as it is important factor that before launching any
project it should be tested before so the same policy is adopted by the Touchstone
Communications the use alpha testing policy for their new projects and then these
services are tested by the experts.

• Research and Development (For the growth of any company R&D plays a
vital role Touchstone Communications has a separate department which has
contributed a lot in the development of their services and make their project and process
design compatible with the industry.
HUMAN RESOURCE MANAGEMENT:

• Personnel (Touchstone Communications started their business in 2004 with

a goal to be the market leaderin the B.P.O. industry. With the rapid growth of the
company now Touchstone Communications have more then 1000 personnel in their
work force)

• Lay Recruitment (As I have mentioned above that Touchstone

Communications has already more than 1000 employees but with the passage of time
they got a rapid growth to keep the efficiency of their company. They recruit the
employees from all over the Pakistan according to the company requirements for this
they use their web site, news paper or internal sources)

• Training (When employees are selected for Touchstone Communications

it’s the duty of HRM department to train them in such a way that they should work in
the field according to the organizational culture of the company)

ADMINISTRATIVE FINANCE INFRASTRUCTURE:

• Legal (For the legal issues Touchstone Communications have their legal
advisors in America and Pakistan who give them productive suggestions regarding to
the legal issues)

• Accounts And Finance Department (Accounts and finance

department is a life blood for any organization so Touchstone Communications have
an efficient accounts and finance force they include ACCA and MBA etc which look
after the financial status of the company by preparing all kind of financial statement,
Annual reports for outer world and allocated funding to all the department according to
their requirements)

Value added – cost = Profit Margin

As for as the above equation is concerned it shows that how we can find the profit
margin from the porter value chain model .so as to calculate cost of any product we
can get it from the inbound logistics and operational activities and all those activities
after the operations add value to the product in different proportions so for profit
 margin we should know about the total value added and the actual cost of the
product.

Ansoff’s Product-Market

Expansion Grid
 Ansoff’s Product-Market
Expansion Grid
As all the company can use one or two strategies same case is with the K&N’s.
Touchstone Communicationsnow a day using two strategies in the there target market.
• Diversification Strategies
• Product-Development strategies

DIVERSIFICATION STRATEGIES

The first strategy what the Touchstone Communications used is the product-
Development Strategy in which they make advancement in their product line with the
help of R&D department and introducing all the new service in the new market. Due to
this strategy they have increased the no of their clients which bring a massive effect to
their sucess.

PRODUCT-DEVELOPMENT STRATEGIES

The second strategy what the Touchstone Communications use is the

Diversification strategy such strategy is used in a situation when the company has
become a leading company in the current industry. After becoming leading company
Touchstone Communications are launching new projects in the current market
which have given boost to their business growth.
 Market Opportunity Analysis
(MOA)
MOA is an application of forecasting techniques to the market factors that may influence
the demand for a product identified as a market opportunity. As for as the basic
ingredient of the Touchstone Communication is the BPO services so I have
selected a new product to be the part of Touchstone Communications current
product line is Data Entry projects because I think they are extremely cost-
effective and profit-oritented.

Q: Can the benefits involved in the opportunity be articulated (spoken) convincingly

to a defined target market?

A: By considering the current market, due to the economuic depression Touchstone

Communications just like all the other companies in the industry are facing a hard time
getting new projects. Data entry projects have been proven cost effective and very
profitable. So by looking at their past records they can be articulated.

Q: Can the target market be located and reached with cost-effective media and
trade channels?

A Data entry projects have been proven cost effective and very profitable. So by looking
at their past records they can be articulated.

Q: Does the company possess or have access to the critical capabilities and resources
needed to deliver the customer benefits?

A: Touchstone Communication certainly possess the capabilities and resources. For Data
entry projects only skilled work force and a capable management system is required
which Touchstone communication has in the best possible interest.
Q: Can the company deliver the benefits better than any actual or potential
competitors?

A: I have made a survey in Pakistani BPO centers. They have been quite successful but
they donot have the skilled workforce which Touchstone Communications possess. So
Touchstone Communication can deliver the benefits better.

Q: Will the financial rate of return meet or exceed the company’s required
threshold for investment?

A: By observing the past record of such projects, it can easily be projected that the rate of
return will be very favourable.

References :

• http://www.touchstonebpo.com/
• For gathering of these information I have also consulted with employees and HR
department at Touchstone Communications.

THANK YOU