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Tranzum Courier Services (TCS

)
A Live Case Study
Principles of Marketing Submitted by: Anadil Mohammad Amna Fasih Ahmad Siraj Faizan Basit Submitted to: Ejaz Mian Date: 19/5/2012

This report talks about the leading domestic courier service in Pakistan, in light of marketing concepts.

Table of Contents
Initial Limitation .................................................................................................................. 4 Introduction ........................................................................................................................ 5 Origin ............................................................................................................................... 5 Milestones ....................................................................................................................... 6 TCS Today ........................................................................................................................ 8 Vision Statement ............................................................................................................. 9 Mission Statement ........................................................................................................ 10 Core Values: .................................................................................................................. 10 SWOT Analysis................................................................................................................... 11 Strengths ....................................................................................................................... 11 Weaknesses ................................................................................................................... 12 Opportunities ................................................................................................................ 12 Threats........................................................................................................................... 12 Key Elements of the Marketing Strategy .......................................................................... 13 Target market ................................................................................................................ 13 Consumer Buying Behavior ........................................................................................... 13 Business Class ............................................................................................................ 14 Private Class ............................................................................................................... 14 One of the best Supply Chain ........................................................................................ 15 Marketing Mix ................................................................................................................... 16 Product .......................................................................................................................... 16 Promotion ..................................................................................................................... 19

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Print Media ................................................................................................................ 20 Radio .......................................................................................................................... 20 CSR initiatives by TCS ................................................................................................. 20 Pricing................................................................................................................................ 22 Geographical Pricing ..................................................................................................... 23 Uniformed Pricing ...................................................................................................... 23 Zone Pricing ............................................................................................................... 23 Freight Absorption Pricing ......................................................................................... 23 Dynamic Pricing ............................................................................................................. 24 International Pricing ...................................................................................................... 24 Pricing problems............................................................................................................ 24 Recommendations ............................................................................................................ 25 Conclusion ......................................................................................................................... 26 Contribution Statement .................................................................................................... 26 Works Cited ....................................................................................................................... 27

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The management of TCS told us that TCS is the largest domestic courier service in Pakistan while Sentiments express only deals with the gift delivery service.Initial Limitation Initially we wanted to focus on sentiments express as we realized it was not marketed well despite its huge demand. analyzing it by using topics and methods covered in our marketing book. Due to this and the fact that Sentiment’s Express’s image was backed by the image of the leading courier service. and giving our own suggestions to the company by which it can further enhance its success and reap both a large market share and profits. Its major revenue comes from other service department like domestic courier service which is still the flagship business in Pakistan despite the existence of competitors like DHL and FedEx. This we show in our report through a thorough primary and secondary research on TCS. Page 4 . TCS (Tranzum Courier Services). TCS did not see the need to promote one of its subsidiary services much. Hence. we decided on shifting our attention away from Sentiment’s Express and focusing more on the success of its sister company.

Group CEO at Tranzum TCS Express Worldwide. as described by Jamil Janjua. with his brother Sadiq Awan. is a service-oriented company based in Pakistan which specializes in the dealing of carriage-able goods and documents. is to provide valuable service to customers which will not only contribute towards the consumer’s success. before the advent of TCS. in collaboration with DHL. This gap was created due to the Government of Pakistan not allowing foreign courier service companies. He then set out to establish Pakistan’s very own first courier service company. wanted to exploit the opportunity. the only player in the Pakistan market when it came to domestic courier services was the state monopoly.Introduction Tranzum Courier Services Express. TCS’s operations were restricted to the handling of inward and outward transmission of Page 5 . Origin TCS Express was born in 1983 as a domestic courier company after PIA Engineer. realized that there was a gap in the Pakistani market for courier services. However. to operate locally and allowed them to carry out only international courier services from within Pakistan. realizing the huge potential of a domestic courier service. this service was infamous for its slow deliveries and other bureaucratic inefficiencies. He undertook intense training at DHL and worked at its country manager for some time. TCS Express’s operations start from the doorstep of the customer and end at the desired place through the most secure and reliable services. Furthermore. or better known as TCS Express. such as DHL. Pakistan Post Office. TCS Express’s mission. Khalid Awan. but also towards the profits of the company. However. Khalid Awan.

with 12 stations & 25 booking first day 1985  Countrywide Network Expansion to over 100 locations to meet Pakistan Banking Council need 1989  Established Unique Gift Delivery Service. But soon. Milestones Through investing into its business model and realizing customer needs and expectations. due to some inefficiencies in the banks’ clearance process. cyclists and delivery vans. TCS has been able to achieve many milestones over the years of its operations. The consequent result was TCS’s nationwide recognition and this helped TCS in opening its branches/outlets across Pakistan. Sentiment Express (Gifts & Greetings) 1990s  Emerged as the leading courier company in Pakistan (High Growth Years) 1992-96 Page 6 . 1983  TCS was found in Pakistan. All of this was needed to service the huge demand created by the Pakistani banks. TCS got its first break when Pakistani banks looked to TCS for help to handle the clearing of outstation cheques after they were bring threatened of privatization by the Pakistani finance minister. These milestones have indeed set quality standards and benchmarks for the express courier service.business-related documents. Mahboob-ul-Haq. TCS took up the responsibility and this caused a growth in the company on a large-scale: a 200 percent increase in the network of couriers including foot runners.

Total Area: 5400 sq yards.  Established Visatronix.  Acquired non-resident visa facilitation rights for Embassy of South Africa. Diversification (Air Cargo and Trucking) 1997-2000  International Expansion (UAE & Canada) 2001-02 Major Investments and Re-structuring of domestic operation 2002  Formed TCS Aviation in order to become self-reliant  International Expansion (UK)  Formed Road Transport Company (Renamed TCS Logistics in 2006) 2003  Recognized in Harvard Business School’s Case Study 2004  Ground Breaking of TCS customized operations and corporate office at Karachi Airport. Page 7 . High commission of India.  Formed TCS Air & Sea Freight Division. 2006  Established Mail Management Solutions division & Print shop. Italian Consulate Karachi.  Acquired non-resident visa facilitation rights for the embassy of Canada.  Formed Travel & Tour Company (INTIANA & VISATRONIX). Embassy of Spain.  Formed TCS Management Development Services Company (OCTARA).

2007  TCS awarded Super-Brand title.  Brands Icon of Pakistan. TCS Today Today TCS is known for its trust and reliability element and has a strong presence not only in Pakistan. TCS has been able to achieve many milestones over the years of its operations. 2008  Brands of the Year Award.  Through investing into its business model and realizing customer needs and expectations.  Implemented ISO 9001:2000 in TCS Logistics. These milestones have indeed set quality standards and benchmarks for the express courier service.  Acquired non-resident visa facilitation rights for Embassy of Malta.  Won the Logistics & Printing project of Election Commission of Pakistan. but also in the Middle East and North America. corporate. The company provides both domestic and international services to consumers.  Completed 25 years.  Acquired non-resident visa facilitation rights for Malaysian Embassy Karachi. Following are some relevant figures regarding the operating scale of TCS: Page 8 . SMEs and households and is now the biggest network in the country. 2009  Acquired non-resident visa facilitation rights for Embassy of Egypt.  TCS won 1st Telecom Excellence Award.  TCS awarded Brand of the Year award.

and knowledge based logistics/services enterprise. Monthly pickups and deliveries: 6 million  Offices: 155  Continent of operations: 5  Professionals working with TCS: 7000  Express Centers: 530+  On-line and off-line locations: 2000  Satellites tracked delivery vehicles: 250  Chartered planes: 2  Couriers: 3000+  Employees: 6000+  Destinations: 3500 Currently. TCS operates with seven registered companies: five in Pakistan and one each in the United Kingdom (UK) and United Arab Emirates (UAE). with customer. TCS embeds internet based technologies into its internal operating structures and as business solutions for customers. and provides express and logistics services in the following segments:  Consumer-to-consumer  Business-to-business  Business-to-consumer Vision Statement “TCS will be recognized and respected as professional. TCS is the only logistics company in Pakistan that flies its own aircraft and also operates a 24/7 call center. profitable information. employee and shareholder interests at Page 9 . innovative. TCS is headquartered in Karachi. near the Hajj Terminal at the Karachi Airport.

Ethics Nothing unethical shall be practiced by TCS people in relation to our customers and the world at large. Europe and North America". 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.the core of its operations.both on and off the job. demonstrating a clear concern for ethical conduct and good corporate citizenship. Following are the core values of TCS:  Quality TCS people should direct every effort to deliver maximum value and satisfaction to our customers. with emphasis on the Middle East. Justice Justice to be the guiding principle of TCS people. with the objective of growing into a regional and global player. and diversify into new areas that compliment and supplement the core business. The TCS People will however be encouraged to be open to unconventional ideas and services and recognize new trends at very early stages". Core Values: The goal set by TCS’s Management is to continually strive to achieve excellence . Profitability through Efficiency Efficiency will be the hallmark of TCS people to optimize profitability and growth. Exemplary Conduct Inspirational and motivational in everything that TCS people accomplish. with the diversification aimed at achieving excellence and industry leader status in the new areas.     Page 10 .

vans and motorcycles Country-wide branches Independent planes and their licenses More than 55% share in the domestic Pakistani market 7% share in the international market More than 50% share in Overland express More than 60% share in Sentiments express Coverage of more than 200 countries through operations Owns 5 major 24/7 sorting hub facilities Owns a highly trained workforce Heavy advertising in the domestic market Has sufficient funds to fund itself Internal generation of cash in the company is strong High growth rate since inception Has management control of the joint ventures in Canada and UAE Page 11 .SWOT Analysis Strengths                 Independent and self-reliant cargo operations Owns own fleet of trucks.

TCS can also establish its own set of sea terminals at ports for high shipments. flying experience and license).T Support System Does not own expert I. TCS can easily start its own domestic airline service as it has all the resources needed to start one (experience pilots. As it has developed its own fleet of airplanes.Weaknesses       Lack of formal contacts with delivery persons Has not been able to continue point of delivery I. so do the size of TCS’s profits since this means more business for the company TCS can benefit from the tax benefited leasing law in Pakistan and lease equipments to support its growth Since TCS is the biggest in its industry.T systems and support Relies in international partners for overseas operations Family issues between the founding brothers have caused several problem in the company Employee turnover is high and these employees eventually join competitors Opportunities        TCS can easily expand its international operations and gain subsidies from the Pakistan government under the name of foreign exchange The industry in which TCS operates has high barriers of entry As Pakistan industries grow in size. it can easily instigate several price wars in order to eliminate small competitors. Threats   Legislative barrier like the Post Office Act of 1898 Pakistan International Airlines (PIA) has also started its own courier services Page 12 .

Consumer Buying Behavior The typical customers are categorized into two classes. Banks and financial institutions are the major target markets which generate a large percentage of its revenue. the business class and the private class. the two major target areas for TCS are banks/financial institutions and export/import sector. For example its students express and sentiments express targets customers looking for a quick and economical way to deliver goods or documents to places inside and outside their locality. The major reason why TCS is the market leader in the courier service is Page 13 . The corporate sector. TCS has traditionally remained dominant in this sector as it provides timely and speedy delivery. Consequently TCS target market consists of the business market or the corporate sector.   The other competitors of TCS are experienced and have vast amounts of cash available to them TCS has been an almost victim to corruption from favors instigated by the Pakistani politicians A constant obstacle to TCS has been government bureaucracy Key Elements of the Marketing Strategy Target market The services offered by TCS are such that they are required by all nearly all businesses weather large scale or small scale. cheques. agreements etc. Another major target market of TCS is the export/import sector. It attracts businesses by offering different sized packaging and ensuring a safe and timely delivery of their goods. The main product is DOX in order to send drafts. TCS also targets consumers.

Firstly we will be discussing the typical buying behaviour of the business class clients. efficient and timely method of sending things through courier services. Also for international deliver TCS’s charges are higher than its competitors. Also the rate of the services provided is much lower than those of its competitors. Page 14 . The effective distribution in international arena is limited to certain countries. TCS is perceived as a value for money. Business Class This class usually consists of organizations. Many people in the class trust players that are reputed. this is the biggest reason many private customer use TCS over other service providers. if summarised the business class is an active customer class for TCS that is affected by the prices they charge for their services. This visibility gives TCS a great edge over competitors like DHL and OCS.because of the perception that is associated with its brand. Private Class In the private class category. The typical consumer perception varies from category to category. this is one aspect that appeals to the profit oriented organizations. But there’s a flip side to the rosy coin. they outsource their courier needs to TCS. the main reason why people choose TCS over other courier service providers is because of the trust-bond they have come to associate with TCS. in international courier services. and have been providing such services for the longest time period. TCS was the pioneer in the courier service provider category. these very same ‘profit-oriented’ organizations choose DHL or FedEx as a courier service provider over TCS because of the fact that TCS has relatively lesser visibility in the global arena. The main reason why they outsource their courier services to TCS is because of the timeliness factor coupled with the largest network a courier service has. Also many consumers that represent the younger generation associate innovation with TCS. All in all.

through delivering their packages on time. One of the best Supply Chain TCS has established one of the most remarkable supply chains in the courier service industry. The most important aspect of the TCS supply chain is that it has established a value delivery network. 2008). It has a fleet of 5 planes. 200 vehicles. By installing a customer friendly distribution system. The new state of the art building is located near the port making TCS more efficient (Kotler.The various event based promotions is seen as an innovative step by many young consumers and hence they like to try TCS products and services. TCS today provides express and logistics services in the C2C. making it the biggest courier of the country. Many people are swayed by the timeliness of the service by TCS when compared with OCS and other courier service provider. it has over 350 retail outlets and over 2000 service locations worldwide. Having a vast number of outlets throughout Pakistan has enabled TCS to minimize time lags to a bare minimum and this has helped attract customers by earning their trust. TCS has achieved a leadership position in the express courier industry in Pakistan and is adamant to expand globally too (Kotler. It has a wide network of 140 offices. In addition. 2008). Headquartered in Karachi. B2B and B2C segments. 3000 bikes and 6000 employees to facilitate its operations. Page 15 .

Marketing Mix The marketing mix consists of four elements: Product. We will talk about each one in light of TCS’s marketing strategy. its exclusive for export shipments. But this service is not for domestic goods. other than Pakistan. TCS has gone out of its way to help customers show their loved ones how Page 16 . Things can be sent to residents in UK. Product 1) International express services TCS operates in UAE. UK and Canada. convenient and also cost in effective.  Red box TCS has come up with a red box to help customers safely deliver anything they want to from toys. USA. Price. Its international express services include:  Freight plus This offers delivery of less urgent and large size shipments within 10-12 working days. Canada and Far East. it offers excellent speedy and fast delivery services internationally and covers about 3500 destinations across the world through its extended international network. Moreover customer clearance is also provided. books clothes to shoes or other accessories. The box is simple and. Promotion and Place.

TCS imported state of the art printing and sorting technology from the best suppliers in Europe and Asia pacific. universities and other educational institutions anywhere in the world. parcels. The box is available in two different weights ten kg and twenty five kg. 2) Domestic express services TCS is known as the most trusted name for delivering a wide variety of documents. Everything from its red attractive color to its material helps make the delivery service unique and safe. This has allowed TCS to operate as the only end to end solution provider in the category with the largest delivery network in Pakistan. This includes:  MMS Mail management solution MMS ensures continuous delivery of value. To avail this service the student has to submit a copy of his/her id card along with the documents to be sent and the rest is taken care of by TCS. It delivers their documents to colleges. and cargoes within Pakistan. packages. Page 17 .much they care with the innovation of the red TCS bx.  Students express This service is especially for students.

 Sentiments express TCS sentiments express handles the gifts delivery service. This is especially suitable for Page 18 . It was started when the management realized there was huge demand from consumers wanting to celebrate various occasions like Eid or birthdays with their friends. TCS saw that these customers did not have an easy and cheap way to deliver gifts to their near and dear ones. family. TCS offers a wide array of gifts ranging from gourmet cakes.  Same day express  Overnight express  Red box 3) Logistics services TCS rightly saw potential of supply chain management in Pakistan and introduced its logistics wing as a registered company in 2002. to various other gifts wrapped in a unique and attractive way . So TCS came up with sentiments express which makes it easy for customers to deliver personalized high valued gifts safely.  Overland express TCS overland express is the market leader in door to door goods transportation in Pakistan by land through forty to fifty containers. floral bouquets. and colleagues residing in a different city. adding more meaning to people’s celebration.

Promotion TCS does not indulge into mass promotional activities like DHL does.companies that have to transport goods or merchandise in bulk to different cities all over the country within three days. On the other hand to create awareness of Page 19 . The only TV commercials that TCS does are for special occasion like Father’s Day etc. The main product offering are: • LCL (Loose container Load) • FTL (Full Container Load) • Hub to Hub delivery • Hub to Door delivery • Pallet boxes of 50 Kgs. since the cost incurred was greater than the actual outcome of the advertisements. Moreover packaging facility is also available. The reason that TCS does not invest in mass marketing is because of its loyal customer base. it has one of the most modern and efficient tools in warehouse management and out of the box distribution models. But even those advertisements were discontinued. • Built-in insurance of Rs 100 per kg  Ware house and distribution The W&D division provides total logistics and supply chain solutions in Pakistan. also promoting itself on billboards has not being effective in the past.

as it pin-points the targeted consumer effectively. give-ways are given as prize to random people who take part in a contest being held by TCS through radio. Another activity that TCS employees carry out is that they attract new clientele through radio. TCS has worked in collaboration with a lot of NGOs and governmental organizations such as SIUT. whereby we saw that TCS ads started appearing on Facebook and other popular websites. media such as radio and newspaper are used extensively. SOS village. The main concern is cost.its occasion based schemes. The cost incurred is lesser than running promotional content on TV. Radio Another media that is extensively used by TCS is radio. CSR initiatives by TCS TCS takes customer social responsibility very seriously. The major reason being cost. drug enforcement cell among others to work towards a peaceful and prosperous society. Print Media The infrequent nature of occasions makes way for advertising only for a limited time at a specific time of the year. is the concept of giveaways. This is an effective method of promoting its products and services. 10th young leaders conference 2011 This 6 day conference was an activity based event. Also TCS is investing itself into e-marketing. The main idea was to make young aspiring minds to think creatively on Page 20 . The cost incurred in having a print advertisement and radio commercial is lesser than running an advertisement on TV. it has made it a fundamental part of its business. On selected events. This saves the overall cost as compared to having a TVC running all year round.

Also TCS has placed donation boxes for PUKAR throughout its network across Pakistan. In essence the discussion led the young generation to believe that there is a bright future possible for Pakistan.the current issues of Pakistan. TCS joins hand for relief work TCS joined hand with leading media partners to work towards relief work for those affected by the recent floods in Pakistan. and established relief donation boxes across its entire network within the country. TCS and PUKAR relief work TCS joined hand with PUKAR an NGO. Page 21 . TCS accepted donations in the form of cheques and cash for this noble cause. to work towards rehabilitation of oppressed people of Swat. In essence it is working towards the rehabilitation of the internally displaced people.

2009. Thus the pricing model needs to be completely different from that of traditional product manufacturers or service providers since the nature of their products and services is fixed. in TCS’s case. Achieving and maintaining a high market share and a high price premium through attracting and retaining a loyal customer base is particularly significant in a business-to-business and business to consumer market (Rauyruen. the firm is operating in a developing market with an escalating consumer base. Page 22 . 175). Loyal customers are insensitive to price changes. which is also the case with TCS to some extent. However. A significant way of achieving high profitability is to retain existing customers who contribute to the service provider’s revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. TCS practices three different kinds of pricing strategies due to different nature of the business. thus. & Groth. 80). pricing is very important for the organization which will not only help it to attract new customers. Kenneth.Pricing This section will delve into the pricing strategies adopted by the Tranzum Courier Services and will critically analyze their efficacy in the domestic and international context. but also allow it to sustainably retain them. the advent of numerous local and international players in the global Courier service industry has affected the consumer loyalties worldwide and customers are more likely to switch between service providers than ever before (Boronico. p. p. Moreover. Pricing is very important tool of any marketing mix and even more important in Pakistan’s courier service industry which is monopolistically competitive. 1997. unlike the case of TCS where one business may want to send a parcel to Kazakhstan and at the same time a consumer may want to send a parcel within Karachi. The service it provides differs because TCS’s services vary from the type of customer to the level of service to be offered and the geographical proximity of the service.

TCS too practices Geographical pricing which is quite evident from the TCS rate list attached in the appendix 1.To cater all these deviances in the extent of services provided due of the nature of the business. the international prices are categorized into different zones and each zone has a different price from other zones. Page 23 . Now whether the freight charges are included in the price or TCS intentionally absorbs them to penetrate market is another case. Just like all the travel and courier business in the world. The price stays the same no matter which location in the zone courier is sent. TCS have adopted numerous pricing strategies for different business units and consumer & business groups. Geographical Pricing TCS practices extensive geographical pricing and the extent of it can be comprehended by the types of geographical pricing it has adopted. TCS has adopted five different types of geographical pricing strategies. Zone Pricing Zone pricing is mostly practiced in international courier services. Freight Absorption Pricing Sentiments express also uses freight absorption pricing to some extent as the products offered by sentiments express are not charged for freight charges. As it can be seen from the TCS rate list in appendix 1. Uniformed Pricing Uniformed delivery pricing is mainly practiced in Sentiments Express in which the cost of cake with its delivery will remain the same no matter to and from which location it is sent. The most important ones from them are uniformed delivery pricing and zone pricing.

Pricing problems TCS is currently serving both B2B and B2C customers consecutively without any differentiation. The most important price determinant in the international courier industry is the existing prevailing prices in the industry. International Pricing It is very important for companies that operate internationally to set prices that are reconciled with each and every individual country. TCS offers a basic rate and then rates of specific different services can be added to the basic rate if the consumer wants to avail services that are not being offered in the basic rate free of cost. TCS also practiced international pricing strategy as it operates in many other countries other than Pakistan along with major industry players like FedEx. For example. 2012). This pricing is mostly practiced in domestic & international mails and parcels. however an additional surcharge is added if the mail is to be sent by ‘same day express’. It can be deduced from the data that TCS’s international prices are not very different from the FedEx international prices.Dynamic Pricing The essential characteristic of dynamic pricing is that prices are adjusted continually to meet the characteristics and needs of individual customers and situations. then the basic rate is Rs. the mail delivery service is simultaneously used by business and other individual consumers and it is extremely implausible to differentiate between them with respect to marketing. A wants to send a mail from Karachi to Lahore. For example. DHL etc. 140 per kg. There are separate services offerings for consumers Page 24 . Appendix 2 & 3 show the prices of TCS that are aligned with the international prices of major multinational companies. if Mr. which will deliver it same day rather than on the next working day (TCS.

The strategy it should use is to focus on its core services and expand into other related chain of services such as starting its very own domestic or international airline services. This will not only incur profits for TCS but also help it in gaining a greater market share. Even though they have a good service currently. but a lot needs to be done to meet international standards.  TCS should work more on promotion in order to improve the perception of their reliability.and businesses but on many occasions directly go for the consumer service being offered. DHL rejuvenated its promotional efforts by introducing this "the ultimate outdoor media vehicle" (Trickett. Currently they charge the highest price domestically. TCS does not practices competitive pricing which is evident from the comparison of TCS rates with that of local courier services. A very good and cutting edge method of promotion is to utilize the fleet of vehicles that is used to deliver couriers. Page 25 . Thus TCS should continue with this strategy as the loyalty of customer will be based on service rather than pricing. It can be noted from the comparison of Appendix 2 & 4 that TCS has quite high prices than its competitor because TCS believes its services are of better quality and does not believes in competitive pricing on cost of quality compromise. which is the biggest competitor of TCS in Pakistan.  TCS should capitalize on its strong domestic market to target the international segments. 2004). A study of similar strategy used by DHL would be useful. Recommendations  TCS have good pricing policies in practice. This is one of the issues TCS faces with respect to pricing. Appendix 4 shows the rate list of Leopards Courier Services. however TCS can hold onto the market share by improving the quality of their service.

This would reap instant profits since TCS would be saved from incurring initial set-up costs such as hiring engineers and pilots as it already possesses all these. UPS and TNT. Thus TCS should also make sure that its strategy is one that can defend it in times when competition is tough. Marketing Mix: Product & Marketing Mix: Placement  Anadil Mohammad Initial Limitation. Page 26 . expansion into new markets will not be possible if the workforce of a company is not willing to do so. Contribution Statement  Amna Fasih: Initial Limitation. but is also the only courier service to operate its very own aircrafts. Introduction Target market. TCS should not forget that it still faces competition from several other courier services such as DHL.  Ahmad Siraj: Marketing elements: Consumer Buying Behavior. as mentioned previously in our report. Thus. TCS should invest heavily into its workforce and strengthen them by training them for expansion and any future operations. Introduction. SWOT Analysis & Conclusion & Recommendations. Marketing Mix: Promotion  Faizan Basit: Marketing Mix: Price. We believe. Supply Chain Analysis.Conclusion TCS Express is not only the biggest network of express and logistics operating within Pakistan. Recommendations. However. Lastly. that TCS should use this facility to its advantage and look into the possibility of operating its very own domestic passenger airline service.

J. pp. M. Inside the mix: The ubiquity of DHL's delivery trucks played an important role during its recent relaunch. New Delhi: Pearson Education. M. TCS. Retrieved May 19.Works Cited Boronico. 5 (2).aspx?ServiceId=19&CategoryId= 4 Trickett. (2012). 2012. Postal service pricing subject to reliability constraints on service quality. S. pp. Pricing Strategy and Practice . Journal of Services Marketing . Retrieved May 19. 175-186.tcscouriers.. (2009).. (2008).com/pages/login. (2004. Overland Express. Kotler. & Groth. Kenneth.aspx?returl=/inside-themix/article/50961/&pagetypeid=28&articleid=50961&accesslevel=2&expireddays=0&ac cessAndPrice=0 Page 27 . Rauyruen. B2B services: linking service loyalty and brand equity.com/pk/Services/ServicesDetail. November 8). Principles Of Marketing: A south Asian Perspective.prweekus. 2012. from PR WEEK: http://www. from TCS Pakistan: http://www. (1997). E. E. P. P. 80-93.

Appendices Appendix 1 1 Appendix 2 1 Page 28 .

Appendix 3 1 Page 29 .

Appendix 4 1 Page 30 .