Daewoo Express

ACKNOWLEDGEMENT

First of all, we would like to thanks Allah, the All mighty, for having made everything possible

by giving us strength and courage to do this work.

Our deepest gratitude to Mrs.,Khadija our supervisor for his unselfishness, encouragement and

guidance and patience she demonstrated during our study.

Sincere thanks to my family, relatives and friends who all gave me courage and support.

This research project would not have been possible without the support of all our Group

members. Without their help our project could not be completed we are very much thank full to

them.

Daewoo Express

ABSTRACT

Transportation sector plays very vital role in the economic development of a country. Transport

in Pakistan is extensive and varied but still in its developing stages. Thousands of people travel

daily through public and private transport to reach their destination within the city and out of

city. The most common mode of transportation in Pakistan is road. However the fleet of buses

used tends to be in horrible shape and is not air-conditioned. The people are suffering because of

bad conditions of buses, rude behavior of conductors and others, huge frights, overloading on

busses, delaying of buses and unavailability of conveyance. Pakistan’s current population is

approximately 170millionwhereas the condition of transportation is not much satisfactory.

However during the past few years there have been good improvements but yet not enough.

Daewoo express bus service is playing a very important and unique role in the overall

transportation sector of Pakistan. Although Daewoo service is in a monopolistic positioning the

market, but the proposed study will address the concept of marketing mix and it

simplementation in view of Daewoo service. My findings suggest that thoroughimplementation

and practice of marketing mix will add value to the service and further strengthen its position

with respect to market share.

Daewoo Express

INTRODUCTION:

Daewoo is the first and the biggest foreign investment Company with an advanced and

organized transport system in Pakistan. It is the only transport company to have nationwide

network with various international trade links. Being a transport service provider the company

owns a large fleet of buses, Technically Advanced Workshops to maintain the fleet for the

safety of the passengers, State of the Art Terminals, Training Institutes for Drivers and

Mechanical Staff. 

Daewoo has been rendering transport facilities for the last 15 years to the people of Pakistan

and appreciated by the masses simultaneously highly praised by the Governments of Pakistan

as well as Korea for its consistent success. Media of both the countries often express

appreciation for the revolutionary accomplishment of the Company in transport sector,

through various channels

Daewoo Pakistan Motorway Service Limited (DPMSL) is pioneer in business of Motorway

Services in Pakistan. DPMSL is trend setter in adding memorable experience of comfort and

energizing break in commuters’ journey, with ample choice of products, great value for

money, and simply the great services. Daewoo Pakistan Motorway Service Limited (DPMSL)

was established after signing Concession Agreement with National Highway Authority (NHA)

on September 10th, 1997. In order to facilitate the commuters while travelling on motorway

ten up-to-the-mark Motorway Service Areas (MSAs) were established by Daewoo, on BOT

(Build, Operate and Transfer) basis, along the Lahore-Islamabad Motorway.

DPMSL aim is to provide the general public of Pakistan with best possible services at single

place. The public service facilities include the spacious parking lots, contented Mosques, fully

equipped 24 hours working vehicle break down facilities ( Tire shops and Workshops),

cleaned & hygienic wash rooms, CNG and fuel stations. The business mix facilities consist of

continentals and fast food international chains, small convenient shops and big shopping

Marts, flowers & horticultures and many more in process. Focusing on commuters’

satisfaction is our company's crucial strategy for achieving competitive advantage, we make

no compromise on quality and always keep on striving to anticipate commuters needs and

Daewoo Express

operate our business with what we call “one foot in today and one foot in tomorrow.” This

means we operate our current projects with excellence, while at the same time offer growing

and ever-escalating business opportunities for local entrepreneur, who seek dignified, neat and

tidy trading ventures along the gorgeous Motorway (M2), so that we can delight our

commuters with up-to-date services in long run.

Vision Statement

“To be the superlative business institution in Pakistan & achieve market recognition by

delighting commuters’ with quality services as well as the range of product offerings at

modern state of the art Motorway Service Areas.”

Mission Statement

An organizational environment that fosters professionalism, motivation & quality by adopting

our core values & services.

Daewoo In Pakistan

As Daewoo has a name all over the world due to interest in automobiles, consumer goods, financial

and securities, construction, engineering and trade sector, Daewoo is working for the last thirty years

And their motto is “from tile till ship”. Daewoo, a top Korean company, emerged in Pakistan in 1993,

When it sorts $1 billion in Lahore- Islamabad Motorway Project which was highly political in nature.

Thoughitdiscouraged in getting more projects but with the reelection of Nawaz Sharif Government, 

Daewoo has come with its renewed commitments in taking part in development related activities.

Daewoo Express

Investment

To commence its business on January 12, 1998, after obtaining certificate for commencement of

business from Registrar of Companies, Lahore, the company has planned an initial equity

investment of US $ 1 million. The total cost of the project has been estimated at $ 6.526 million,

which the company proposes to finance, by equity investment of $ 5.095 million and by loan

arrangements of $ 1.431 million. In this project, as well, Daewoo wants 100% equity in the

project instead of 60% allowed.

SERVICES

Express Bus Service

Daewoo Express Bus Service is a main operation of the company. The company provides long-

distance time-efficient bus services to all major cities within Pakistan. With its headquarters in

Lahore the company operates its service from 31 cities in Pakistan covering more than 40

destinations extending almost to the entire Punjab, Sindh and NWFP. The provides direct

competition against airlines as well as the rail network. There is also shuttle/drop off service that

runs off the main express buses to allow passengers hassle-free travel to their neighborhood.

Recently, Daewoo expanded its service to Okara cant. Connecting it with 9 cities.

City Bus service

Daewoo City Bus was the first environmental and technological revolution in the urban transport

sector within Pakistan. The buses were introduced with more advanced and powerful engines

with TECHO Monitoring Systems in 1999. Moreover provision of air conditioning,

announcement system and stopping signals were introduced. Since 1998, the city bus service has

been operating four routes are being operated within the city covering all the localities while one

Sub-Urban Route is being operated for Sheikhupura.

Daewoo Express

Cargo service

Daewoo Express's cargo services are set up adjacent to all terminals and function 24 hours a day,

providing safe and quick dispatch and delivery of cargo consignments. The cargo volume has

over the years been increasing more rapidly than the expansions of the bus passenger operations.

Business Environment and Culture

Cultural Factors:-

Culture is a set of values, perceptions, wants, behavior learned by a member of society from

family. Culture is a most basic cause of a person wants and behavior. 

We observed that in Pakistan, the culture doesn't affect mostly on the service of Daewoo buses.

And the company has not faced the many problems to establish in this culture. 

Now the Daewoo Company is trying to start their services in many cities of Pakistan in order to

make the service common in between the people to make its access and to increase their

customers all over the Pakistan.

Social Factors:-

A consumer behavior also is influenced by social factors, such as the consumer's small groups,

family, and social roles and status.

In Daewoo buses, we have observed that upper and middle class people travel more than the

lower class. Because they want to save their time as well as to avail the maximum facilities,

which are provided by Daewoo buses like air conditions, videos and the hosting facilities etc.

Personal Factors:-

A buyer's decisions are also influenced by personal characteristics such as the buyer's age and

life-cycle stage, occupation, economic situations, life styles and personality and self concept.

Daewoo Express

The Daewoo Company’s services may be affected greatly by

the personal factors of people. If the life styles are like in Islamabad, they like mostly to travel by

the Daewoo bus services instead of the people living in the small towns of the Pakistan. And

there are many other personal factors like people of high income, who don't take it much serious

to travel this costly service of Daewoo buses. 

Psychological Factors:-

A person buying choices are further influence by four major psychological factors, motivation,

perceptions, learning and beliefs and attitudes. 

In Pakistan, the most people think that the costly things/services are good and the cheeper

things/services doesn't satisfy their psyche. So as it is the advantage to the Daewoo to have their

maximum customers. Passengers like the hosting facility provided in Daewoo buses very much.

Management:

Daewoo Express Pakistan is headed by chief executive officer C.I.Kim. G.M is 2nd in

command after chief executive. Mr. Sheikh Munawar Saeed is G.M of Daewoo Express

Pakistan. While Mr. Khuram Mirza is D.G.M of the company.

CEO

C.I.Kim

AccountingAhmed Naeem

H.R Ahtasham

Operation Manager

Cargo

G.MSheikh

Munawar Saeed

Marketing Manager

Sales Manager

FinanceM. Ali

Logistics

WorkShop

Admin

Daewoo Express

Managerial Levels:

Daewoo Express

Top level Managers:

Top level managers are also called senior management or executives. These individuals are at the

top one or two levels in an organization and hold titles such as Chief Executive Officer, Chief

Financial Officer, Chief Operational Officer, Chief Information Officer, and Chairperson of the

Board, President, Vice President and corporate head. Often, a set of these managers will

constitute the top management team, which is composed of the CEO, the COO and other

department heads. Top level managers make decisions affecting the entirety of the firm. Top

mangers do not direct the day to day activities of the firm; rather, they set goals for the

organization and direct the company to achieve them. Top managers are ultimately responsible

for the performance of the organization, and often, these managers have very visible jobs. Top

managers in most organizations have a great deal of managerial experience and have moved up

through the ranks of management within the company or in another firm.

Middle level Managers:

Middle level manager or middle managers are those in the levels below top managers. Middle

managers’ job titles include general manager, plant manager, Regional manager, and Divisional

manager.

Daewoo Express

Middle level manager are responsible for carrying out the

goals set by top management. They do so by setting goals for their departments and other

business units,. Middle managers can motivate and assist first-line managers to achieve business

objectives. Middle managers may also communicate upward, by offering suggestions and

feedback to top managers. Because middle managers are more involved in the day-to-day

workings of the company, they may provide valuable information to top managers to help

improve the organization’s bottom line.

First level Managers:

First level managers are also called first line managers or supervisor, Department manager,

Foreperson, Crew leader, Store manager. First-line managers are responsible for the daily

management of line workers the employees who actually produce the product or offer the

service. There are first line managers in every work unit in the organization. Although first level

managers typically do not set goals for the organization, they have a very strong influence on the

company. These are the managers that most employees interact with on a daily basis, and if the

managers perform poorly, employees may also perform poorly, may lack motivation, or may

leave the company.

Departments

The Company has many departments like operation, Finance, Admin, HR, Training, Workshop,

Cargo, Logistics etc.

Managerial ethics:-

Principles, values, and beliefs that define what is right and wrong decision and behavior.

These are some factors that determine ethical and unethical behavior:

Daewoo Express

Level or stage of moral development:-

The ethics that impressively hits to the company’s environment in positive and negative

way. The company conduct work shops for their employees through which they are enhanced

and they improve their performance.

Individual characteristics

Individual characteristics are much more important for the organization through its productivity.

It mostly depends on the employee’s individual behavior.

Organization Structure

Organizational structure of Daewoo is much more co-operative with the customer as well as with

the work staff. They listen to the employees and gets important feedback to make their policies.

Organization Culture

Daewoo Express is much more conscious about their time and there in and out. The

organization’s plus point is the time conscious and it is very strict in this issue.

Social ResponsibilityDaewoo Express’ intention is to provide our employees and subcontractor drivers with a safe and

rewarding workplace in which they feel part of a dynamic and growing business. This includes

support and a genuine career path for all employees. Our business is actively involved in

maintaining appropriate levels of occupational health and safety standards whilst obeying all

local and federal laws.

The Organization is also considering about the environment and general public safety.

Daewoo is a transportation company so the need professional drivers that are have

healthy and sound knowledge about their route, driving ethics and their

responsibility.

Daewoo Express

Daewoo is using heavy performance busses and the company

is conscious about environment. It is just like that they are hybrid that busses are still using

busses which are exhaust and carbon dioxide.

Organizational Culture

Motivational Factors

Motivating employees to perform up to their potential is the key to maintaining a productive,

successful business. Ways in which you can motivate employees - Interact - Talk to your

employees regularly. Recognition & Appreciation - A job well done is be appreciated and

encouraged. Pay them Right - Pay employees for what they are worth and they will be happy to

work. New challenges - Give employees new and interesting challenges to keep them stimulated

and learning however following are the brief discussions on motivational factors of Daewoo

Pakistan are.

HR Policy

The policies of HR are clear to the employees. Daewoo Pakistan conducts training session to

enrich the employee knowledge about the policy and procedure.

Job Security

Due to global slump in general and particularly in Pakistan Daewoo Pakistan also invited

downsizing therefore the employees always feel insecure regarding Job Security. Proper and

right information on time always courage employees and announcement of effective policies and

procedure motivates employee regarding their jobs and management must give proper attention

to grapevine for enabling to reduce further misconceptions.

Favoritism / Discrimination

Daewoo Express

As like it become culture of organization to change the norms

by higher level and give undue advantages to personal liking employee which frequently

discourage other potential employees, as one employee wearing the jeans in routine days and

someone bestowed with higher increment unless he doesn’t complete his own description of

work and no steps taken on coming late and absenteeism.

Employees always seek justice of work and hopes for better results and norms must be followed

by all levels and rules and regulations must be implemented meticulously for the satisfaction of

employees as job satisfaction is very necessary.

Learning and Development

Training tends to be done for current job, aims to improve efficiency. Keeps the employee up to

date with changes in the field, can be external or ‘in-house’. Daewoo Pakistan also give

awareness for importance of training, however they have already taken many steps for that and

introduced in-house trainings, which is still not up to the desired level and needs much

improvement.

Performance Appraisal

To check the performance of the employees we are giving them a short term targets. And

when they complete that target in time then we give them a bonuses. In this way we also achieve

our goals and fulfill the target at time. Employees after taking the bonus also work hard and

happily this is good thing to motivate them.

Rewards/ Bonuses

Company’s provide bonuses to employees on EID Festivals however due to global crises and

loses, Daewoo Pakistan is unable to provide the same to the staff, which increases de-motivation

in employees and no steps shown for the motivation of extraordinary performer. As all people

aware about the market however some important announcements/ emails always encourage

employees and some special announcements / policies should be announced for outstanding

Daewoo Express

performer as to differentiate between them. There are various

other factors which motivate the employees such as Takaful coverage, detailed leave structure,

compensation and other HR benefits.

Work Ethics:

The company success based on the high quality copper wire . our customers are committed with

the organization because our organization deliver their products to customers on time.

We will strive continuously for the further improvement in our Services, process and

system, along with the betterment of our employees because this is our value.

Communication Process

There is an open environment in the Daewoo which allows the employees to communicate with

each other. Before making the decisions the top level managers discuss it with their supervisor or

employees. The organization allows the employees that anyone of them can meet the general

manager and Owner of the company if he is facing any kind of difficulty. The organization

conducts meetings with their employees to inform them about new information, or complaints

from customers or for lunching new product.

Span of control:

Span of control is narrow. There are less people under one person in the organization.

Because it also controls regional basis teams.

Decentralization:

Not Only the CEO takes the decisions but also gets feedback from employees and public

also. Every man in the organization follows the decisions of Management.

Daewoo Express

Decision Making:

The process of decision making is held in organization both by centralization process and decentralization. The decision making in Daewoo is held by Management of the company.

Planning:The Hi- Energy Cables planned the organizational goals in monthly basis. The management

planned their goals and take ideas from middle managers but the final plan is only that which the

management.

Goals:Stated goals:

We want to become a number one cargo and travelling industry in Pakistan. We want to

generate huge profit.

Controlling Activities:

The process of controlling takes place in Daewoo is through CCTV cameras. The cameras are

from entrance side to the production area every employee is controlling by observing through

these cameras. At every department in the organization there are guards whose duty is to observe

any misconduct in the organization. The supervisors of every department control the employees

and one special person whose duty is only to observe any unethical practice.

Daewoo Express

Punishment

If any employee caught in unethical practice he must be punished by the organization first he is

threaten by the organization and in the second option the organization deducts its salary.

Recommendations:

The organization is already well established.  They are going everything in the right direction. 

They know what they are doing. They have clearly defined goals and each of their company

members is working hard to achieve those goals. 

There are just few recommendations from us to their betterment:

Daewoo Express

They should improve their promotion services people are still

unaware of their services.

They should hire more and trained employees and more experienced managers, to take this

company too high.

Conclusion:Everyone is trying its perfect to become successful in the travelling market.

There services are excellent and supreme quality of Daewoo has promise with our customers.