PRINCIPLES OF MARKETING

GROUP MEMBERS:

LAIBA SHAMIM (9666)

RIJA SHAKOOR (9649)
MUHAMMAD SOHAIL (9671)
HASSAN SHABBIR (9748)

DATE:19-NOVEMBER-2018
 Contents
Executive Summary 2
Vision, Mission and Objectives 2
Environment Analysis
5
Current Marketing
6
Marketing Strategies 8
SWOT Analysis 9
Action Program 9
Conclusion
12
Recommendation 12
Questionnaires 13
1.Executive Summary:

Introduction:
From the time when Leopards Courier Services started operations in the early
eighties to the present nationwide network, they have accumulated critical mass
to become one of the largest couriers and logistics service provider across
Pakistan. The founder and the chairman of the Leopards Courier is Jehangir
Shahid and the executive director of Leopards courier is Rizwan Saadat and
Leopards Courier is on the 2nd largest courier service in the Pakistan and they
provide their services all over the world. Leopards stands committed to play its
key role in providing courier and logistics services that will build a robust(strong)
Pakistan.

Goals:
To serve our customer with a strategic locus(position) on meeting their
diverse(different) courier and logistic needs and to offer new products and
services including customer facilitation based on innovation technology.

2.Vision, Mission and Objectives:

Vision:
To achieve excellence by serving our customers in all dimensions of Logistic and
Courier needs through a perfect sense of time sensitive delivery, following a
model of continuous growth and dynamism(strength) to profit all corporate
partners-employees, customers, management, and society.
Mission:
 Open communication with clients. The explanation of the ‘pros and cons’ of
different selections and design options are discussed in details.
 Include the client in every stage of the design process.
 Exceed the customer’s expectations for the project.

Objective:
 Exceed customers’ expectations for service and product.
 Increase the number of clients served by 15% per year through superior
performance.
 Develop a sustainable start-up business that is profitable.

3.Environment Analysis:

Micro and Macro Analysis:

The work environment in Leopards Courier is extremely positive and competitive.
The organization focuses bring out the best, calculate that how much your
international delivery will cost you, dollar is affecting; expense is increasing
because of dollar rate and sales are decreasing that’s why macro and micro both
are affecting to the organization.
Enabling Environment:
Leopards Courier value the importance of providing an enabling environment,
where employees are encouraged to think openly, work in teams, and share their
ideas. They believe that to develop our business, they must first develop
employees who are ready to take on new challenges.

Organizational Culture:
As an organization, they strongly believe in offering a culture that is supportive of
new ideas, creative thinking and ground-breaking initiatives. Their Departments
makes an effort in offering training to help their employees to reach their full
potential.

Internships:
They offer internships to young graduates in the making to give them a feel of
how stimulating our enabling work environment is.
4.Current Marketing:

Target Market:
Leopards Courier is targeting co-operative, general people, businessman and
industrialist who are above 20 and they mostly target the middle class.

Segmentation:
The segmentation of industrialist is 20 years more, which are 1. Retail 2. Cash
sales 3. Credit sales.

Competitor:
Competitors of Leopards Courier are TCS which is on number 1 st position in
Pakistan and M&P which on number 3 rd position in Pakistan Leopards Courier
stands on 2nd position in Pakistan.

Performance:
Leopards Courier now offers cash on delivery services to all customers’ wishing to
sell their goods in over 1400 locations in nationwide. Leopards Courier COD (cash
on delivery) services ensures smooth delivery of orders with minimum risk of
fraud or default. COD allows the customers to choose a product of their liking for
home delivery. The value of Leopards is evaluated by their performances.

5.Marketing Strategies:

Internal Strategies:
 Leopards Courier support their workers as much as they can, they favor
their employees.
 They create budget yearly and then present it infront of their workers and
explain them how to lead with budget these are the internal strategies of
marketing.

External Strategy:
When its urgent and important overnight takes your parcel to your destination
from the very next day, it’s convenient for all shopping needs.

Customer Value:
Leopards courier do marketing of their services by digital marketing and print
media marketing. They create value from ATL (above the line) and BTL (below the
line), COD allows the customer to choose the product of their liking for home and
pay at the time the product has been delivered.

Differentiation:
Leopards flyers are designed to send very important and confidential documents
in sealed. They differentiate in different network stands on 2nd number after GPO.

Positioning:
Leopards stand on 2nd position in the market of courier. Anyone can track the
current status of parcel at home instead of visiting the courier location.

Growth and Downsizing:

Career Counselling empowers you to actively pursue your career goals, and take
the step necessary head in the direction of promotion and growth. If your
shipment is not on time sensitive, now you can use Overland services for 10kg and
above shipments at the lowest rate possible.

6.SWOT Analysis:
Strength Weakness Opportunitie Threat
They are cheaper People are not s CPEC is the great
nd
in prizes and 2 aware of their They are strong by threat for
largest international their services and Leopards
organization in services. innovation is that Courier.
Pakistan. Leopards is founder
of COD.

7.Action Program:

Converting Marketing Plans/Strategies into

Action Plan:
Leopards Courier change their strategies into action plan by using their 2 nd
alternatives which is aeroplane for delivering their courier, whenever there is a
strike or roads are blocked due to which they cannot deliver their courier by
transport, then they implement on 2nd plan.

BCG Matrix:

High Star Question mark

Market

Cash cow Dog

Growth

Low
High Market Shares Low
STAR QUESTION MARK CASH COW DOG
Overnight/ Salaries economy Holiday delivery Prepaid services
overland services stands in question stands in cash stand in dog due
are stand in the mark because of cow due to low to low market
position of star high market market growth growth with low
because of high growth with low with high market market share.
market growth market share. share.
with high market
share.

8.Conclusion:
At Leopards Courier Services, their marketing dept is willing and able to provide
employees with valuable career counselling in order to help them in achieving
their goals and aspiration because the happiness and success of our employees is
important for us. They do better for their customers to give quality services with
cheap prizes.

9.Recommendation:
 Leopards should try expanding and grabbing more international market
share to get foreign exchange into country which has started to harvest its
land for business cultivation.
 Maintain focus on its core services and expanding itself into related chains
of services like introduction domestic and international airline service will
give Leopards new streams of profit.
  Besides going into new business Leopards should strengthen into work
force and train them for expansion. Training program for employees should
be future oriented and objective in nature.
 Leopards should look closely towards their competitors who’re rich in both
experience, finance and marketing are build a strategy to defend it in a
future expansion plans of competitors.

10.Questionnaires:
Question 1: What is the strategic planning’s of your company and how you lead
and firm through the strategic process?
Question 2: What are the developing strategies for growth and downsizing?
Question 3: What is the marketing of your company and how you create and
capture the value of customers to build strong relationship?
Question 4: From your marketing which market you are targeting and who are
your competitors?
Question 5: How you are competing your competitors?
Question 6: What is your performance in the market and how do you do
segmentations?
Question 7: How your company identify market segment and how you choose a
market targeting strategy?
Question 8: What is your position and differentiation in the market?
Question 9: How micro and macro environment effecting the market and how
these environments are impacting?
Question 10: What is the business portfolio and high share rate and low share
rate of your company?
Question 11: What are the strengths, weakness, opportunities and threats of your
company?
Question 12: What is the real value of marketing research and how can you
research in the market for your company?
Question 13: What is the major factor that influence the behavior of consumer
buyer?
Question 14: How your company differentiate and position of your service for
competitive advantage?