SUBJECT:

Service Marketing

TOPIC:

Report On TCS

SUBMITTED TO:

Mr. Faheem Sttar

SUBMITTED BY:

Meeha Khalid (21)

Palwasha Murtaza (32)

Mansoor Maqbool (19)

Zia ur rehman (44)

Mudasir Waris (16)

Rida Rehman (34)

BBA 7TH M1

Session (2012-2016)

SUBMITTED ON:

6-11-2015

Session (2012-2016)

Department of Management Sciences

The Islamia University of Bahawalpur

TABLE OF CONTENT

SR# TITLES

1 Introduction

2 History Of TCS

3 Services Of TCS

4 TCS In Bahawalpur

5 GAPS Model with TCS

6 Competitors Of TCS

7 Recommendations

8 Conclusion

INTODUCTION OF TCS:

TCS stand for TRANZUM COMPANIES AND SERVICES. TCS ("A Tranzum Enterprise") is a

Pakistan based courier service. The company was started in 1983 and now it serves five

continents and has over 2,000 locations in Pakistan. The company also has an airline for cargo

purposes only which it uses at many of the airports in Pakistan. Almost three decades into its

existence, the TCS brand has evolved, into a symbol of trust & reliability. TCS provides

domestic & international express services to consumers, corporate, SMEs and households alike,

with pickups & deliveries crossing over 6 million a month. TCS operates with over 6,000

professionals, 24/7 call center, 430 plus conveniently located Express Centers, dedicated

chartered aircraft, 2000 on-line & offline locations, 225 plus satellite tracked delivery vehicles

and a proficient team of couriers dedicated to providing you the best of service and reliability in

the industry. With a view to enlarging its presence in the global village, TCS operates in

international territories through its business partners in Dubai and London, providing access to

its customers to over 3,500 destinations worldwide. TCS has achieved many milestones by

investing into its business model that continues to grow stronger. Realizing the customer needs

and expectations have always been the driving principles in the milestones that TCS has

achieved over the years. This has resulted in setting benchmarks to improve the overall quality

and standards of the express courier industry. TCS achievements have led to a case study,

undertaken by Harvard Business School in 2003 for 'International Entrepreneurship' course of

MBA. It has been mentioned in the textbooks used by Harvard Business School as a model of

highly effective company from the developing world. A case study on TCS has also been

included in Philip Kotler’s latest South Asian edition of “Principles of Marketing” which is being

taught at the best & biggest Business Schools across South Asia. TCS is the leading courier

industry of Pakistan. With its 29 years of experience in the express courier industry, it is widely

trusted for reliability, speed and convenience. TCS provides time sensitive packages and

business documents delivery services across Pakistan, UK and United Arab Emirates. TCS has a

strong presence not only in Pakistan but also in the UAE, UK and Canada. 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 has a strong presence in Pakistan and also in the Middle East and North America. It was

founded by Khalid Nawaz Awan in Pakistan and after that started operations in the UAE and

Canada. He is the Chairman of the company and was largely responsible for establishing DHL

Pakistan with his elder brother Brig. Sadiq Nawaz Awan. M.A.Manan is the CEO of TCS. There

are more than 5000 employees in TCS.

TCS brand has evolved into a formidable symbol of trust and reliability. TCS provides express

and logistic services C2C, B2B and B2C segments. TCS provides domestic and international

express services to consumers, corporate and households. Today TCS is a complete express and

logistics services provider. It is the only logistics company in Pakistan flying its own aircraft.

HISTORY AND PROFILE OF THE COMPANY:

Considering the performance of the company in the past two years approximately, TCS has been

transformed from traditional to institutionalized system heading towards new dimensions of

progress and technological advancement. In 2005, TCS formed its aviation in order to become

totally self reliant. In TCS Aviation ,they have recently induced Boeing 737 in its air fleet with a

capacity of 15 tons, which is considered as a proof of quality through which TCS is coming up to

all its commitments. Followed by this, in 2006, TCS horizontally expanded their operation by

forming the Tranzum Group which offers services in diversified industries including express,

logistics, warehousing, distribution, gift delivery services, mail order, travel & tours, visa drop

box, management development, event management & publications. With its corporate office in

the Middle East (Dubai), the Enterprise has established regional offices in across the globe

including South Asia, North America, and Europe.TCS opened the first of its kind TCS Mall in

Karachi in March 2006. This mall is providing all the services offered by TCS and Tranzum

group namely Sentiments, Visatronix, Octara, Sentiments etc. under one roof, and also

facilitating services like, ATM machine and Nadra machine for the payment of utility bills for

the sake of providing value and convenience to its customers. TCS also established Mail

Management Solutions division & Print shop in 2006, which only deals in bulk quantity of mails

for their business clients. TCS is also qualified for Printing & OWNER OF THE COMPANY:

Khalid Nawaz Awan - Chairman Mr. Awan is co-founder and Chairman of TCS. His businesses

developed over the past 25 years are collectively called the ‘Tranzum’ group,

(www.tranzum.com). A mechanical engineer by education, Mr. Awan and TCS, are subject of a

Harvard Business School Case Study on ‘International Entrepreneurship’ - included in the MBA

curriculum for the past six years. Besides business he devotes his time to several welfare, and

professional bodies. Logistics project of Election Commission of Pakistan for the year 2006-07.It

can be said that TCS has grown and has seen turned around situations in its revenue growth

during past couple of years and TCS continues to enter into more ventures to maintain its market

leadership status with its strong mission of expanding globally.

SERVICES OF TCS

TCS brand has evolved into a formidable symbol of trust and reliability. TCS provides express

and logistic services C2C, B2B and B2C segments. TCS provides domestic and international

express services to consumers, corporate and households.

Following are the services of TCS Business overall worldwide with their explanations so that we

can clearly understand what each service is providing us and in which way TCS is facilitating

their customers.

International Express Services

TCS has a strong presence not only in Pakistan but also in the UAE, UK and Canada. TCS offers

international delivery services - International Documents and Parcel Express Delivery to over

3,500 destinations across the world through its extended International Network.

Freight Plus.

It offers delivery of your less urgent & large size shipments within 10-12 working days. This

service is available only for export shipments. Prioritized handling and confirmation of delivery

are also available on request, customer clearance is also provided.

Red BOX TCS:

Red Box has made it so simple, convenient and cost-effective to send all you want, to your loved

ones, Special rates for UK, Europe, USA, and Canada & Far East. Be it toys, clothes, shoes,

gifts, samples or anything you may fancy, Red Box delivers all. Show your loved ones how

much you care with TCS Red Box.

Student Express:

This amazing service delivers your documents to the College, University or any other

Educational Institution of your choice anywhere in the world.

Domestic Express Services

Domestic Express 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 include:

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.

Sentiments Express:

TCS Sentiments Express is a personalized, high valued gift delivery service offering a wide

array of gifts from gourmet cakes, floral bouquets, ethnic sweets, to various other elegantly

wrapped gifts, delivered with a personalized greeting card in Pakistan. Since 1989, TCS

Sentiments Express has been part of TCS, the leading air express courier in Pakistan. In the time,

it has become Pakistan’s premier gift delivery and greetings service.

Same Day Express:

Rely on same day express for same day deliveries to major cities country wide.

Logistics Services

Realizing the potentials of Supply Chain Management in Pakistan, TCS launched its Logistics

Wing as a registered company in 2002 as TCS Logistics (Private) Limited..

Overland Express:

TCS Overland Express is also the market leader in door to-door goods transportation business in

Pakistan by land through 40 and 50 feet containers. This business is particularly suited for your

bulk cargo movements to around 160 cities of the country. Packaging of material facility is also

available with the name of TCS mover and packers to facilitate our household customers.

W&D:

W&D is all set to providing its customers extra-ordinary services in their respective industry

segments anywhere in the country. W&D is not rigid in its approach and believes fully in

offering customized solutions to its customers that best fit their specific logistics and supply

chain needs

TCS Home Movers:

Moving or shifting your home anywhere in Pakistan or relocation to any part in the world is

indeed a very tiresome task. Understanding your difficulties, TCS has once again introduced an

innovate Service “TCS Home Movers, an end-to-end solution for all stages of your Home or

Office relocation. With our Customized Solutions and using high quality Packaging Material

handled by trained packaging, shifting and transportation professionals, we ensure that your

belongings right from Origin to Destination and during transit, reach safe and secure.

TCS Cargo:

First time in Pakistan, TCS brings you a comprehensive solution for your domestic heavy cargo

transportation. TCS Cargo centre at Karachi, Lahore and now in Rawalpindi provides you pickup

and delivery of heavy shipments for your household and commerce.

Other New Services:

Yayvo:

Yayvo.com offers more shopping convenience to online shoppers in Pakistan and around the

world. An e-commerce site of TCS E-Com (Pvt.) Limited, Yayvo.com offers a wide range of

leading local and global brands, including electronic gadgets, mobile phones, fashion apparel for

men and women, home décor and lifestyle goods, books, edible items and much more. Every

product on Yayvo.com is original, and is packed and shipped with an official warranty, backed

by the TCS delivery promise.

Yayvo.com redefines the online shopping experience for customers with its 7-day return-no

questions asked policy, along with a simple and easy-to-use interface. Customers can call, chat

or order online directly from any device having internet connectivity.

TCS Hazir:

As the name implies, TCS Hazir is a one-of-a-kind pick-up and delivery service, which is

available 24/7, 365 days a year. Under TCS Hazir, there is an array of services available for our

customers; including a 60-minute pick-up or delivery of consignments, TCS Hazir Time Choice

facility and TCS Hazir Sab Kuch.

To make TCS Hazir stand truly as a symbol of innovation, TCS Hazir Time Choice has recently

been launched, which enables customers to get their shipments delivered on the day and time of

their choice and convenience. Our customers can also choose from an available 60-minute slot

for delivery within five days of booking and can also get a refund if the shipment is not delivered

on time.

Flyer Express:

Overnight delivery for your most sensitive shipments (Cell Phones, , Important Documents etc.)

Intiana:

Intiana provides specialized services in air ticketing on all domestic and international carriers;

whether it is spiritual, business or leisure travel, the company offers exclusive packages to its

customers. Intiana also offers customized travel packages to suit the budgets of its customers

catering to all segments of the market.

Visatronix:

TCS Visatronix extends drop box facilities for visa applicants in the non-immigrant (work, visit,

study) categories for applicants all over Pakistan for Canada, India, Spain, Italy, Belgium, South

Africa and Greece. Applications are booked on a “Return Service Basis” at select TCS Express

Centers in all major cities.

Octara:

Octara a Tranzum Enterprise, provides trainings, events management, publications, marketing

and public relations services to the corporate, government and NGO sectors in Pakistan , UAE &

Canada.

TCS IN BAHAWALPUR:

The business TCS in Bahawalpur is listed in the category Courier Services in the Yalwa

Business Directory. TCS has many branches and express centers here. In Bahawalpur TCS is

providing its services since many years. They have many services to facilitate their customers. In

Bahawalpur TCS is providing following services:

Red Box

Student express

MMS

Sentiments Express

Same day express

Logistics services

Overland express

W&D

Flyer express

International express

These are the services which TCS is providing in Bahawalpur. TCS is doing their best to bring

other of their services in this city so that customers can get more facilities as other are getting in

big cities. TCS has opened its branches and express centers in different corners of Bahawalpur as

follows:

BHV Cantt

Fareed Gate

Model Town /C

Yazman Road

SERVICE MARKETING AND GAPS MODLE:

Service marketing typically refer to both business to consumer (B2C) and business to business

(B2B) services, and includes marketing of services such as telecommunications services,

financial services, all types of hospitality services, car rental services, air travel, health care

services and professional services.

Target Market Tranzum currier services (TCS) main target market is high or upper level

corporate and businesses. TCS commonly provide services on large scale to; Ufone telecom, ,

Financial Intermediaries’ and many more. TCS target those companies and those businesses

which are helpful in gathering large quantity of capital in a short interval of time. TCS offers a

service required by all types businesses regardless to nature size type productivity etc. The target

market or main customers of TCS are Banks, Shipping Companies, corporate offices and

business sectors dealing in exports.

GAPS MODEL OF SERVICE QUALITY AND TCS:

There are 7 major gaps and following we will discuss them in the perspective of TCS.

Provider Gap no. 1:

• Gap between the customer expectation and company perception. This gap arises when the

management or service provider does not correctly perceive what the customer wants or needs.

• This gap rarely occurs in TCS because they have proper marketing research and mainly focuses

on their service quality. They have an adequate communication channel among management and

employees. Rather than focusing on their transactions and acquisitions they prefer their customer

convenience and satisfaction. TCS is always willing to listen the complaints and claims of their

customers. . TCS provide security in against to lost things. Percentage of return varies according

to nature of things.

• TCS is very concerned about their customer even they always consider the recommendations of

their customers and try to implement them. Now TCS is moving ahead to maintain strong

relationship with their customers and finding the new ways to facilitate their customers more by

providing new packages for customers’ e.g TCS Hazir, Yayvo service etc.

Provider Gap no. 2:

• Gap between the company perception and service quality specification (service design and

standard). This gap occurs when the management or service provider might correctly perceive

what the customer wants, but may not set a performance standard.

• This gap does not exist in TCS as they have a proper hierarchy. They have a formally managed

and well maintained set up of channels. They use variety of tangibles to facilitate their customer

needs. All the management and staff in TCS are well mannered and educated.

• TCS is introducing innovative ways to facilitate their customers. For example their new service

YAYVO.COM as described above, in which they are assuring quality and guarantee of their

products and services. They have training and meeting sessions of their employees on weekly

and monthly basis in order to enhance service quality and eliminate any service escape. They

now provide insurance to goods.

Provider Gap no.3:

• This is a gap between the service quality specification and actual service delivery. This gap

may arise in situations pertaining to the service personnel. It could happen due to poor training,

in capability or unwillingness to meet the set service standard.

• The chances of this gap to happen in TCS are very less as they are accommodating fluctuating

demands and coordinating marketing, operations and human resource efforts. In order to provide

their promised services TCS are extending the global reach of their services just for the

convenience of their customers.

• TCS’s main focus is to facilitate and satisfy their customers, they have a proper recruitment,

hiring and empowerment system. Even the lowest level employee of TCS is hired on the basis of

graduation and self-management. TCS have different ways of training and polishing their

employees as they do not compromise for their promised services.

Provider Gap no.4:

• Gap between the service delivery and external (marketing) communications. Customer

expectations are highly influenced by the statements made by the company representatives and

advertisements. The gap arises when these expectations are not fulfilled at the time of delivery of

the service.

• Sometimes TCS have to face this gap as the marketing strategies are made for overall TCS

branches and franchises. For example, their new service “Hazir.com” is not introduced in

Bahawalpur now as compared to Lahore, Islamabad and Karachi where it has become common.

Another example, TCS has launched a new service” Home mover.com” but still this service is

not available in Bahawalpur.

• TCS is a renowned and trust worthy brand among all courier services in Pakistan. TCS always

try to enhance customer relationships and could never betray them. TCS has mentioned it’s all

sort of services and policies on internet, Insha’Allah they will soon introduce home mover

service in Bahawalpur also.

Provider Gap no. 5:

• Gap between the expected services and experienced services. This gap arises when the

customer misinterprets the service quality.

• TCS may has to bear this gap a few times as TCS has made itself trust worthy that now the

people are so much influenced that every time when they need courier service, they recall TCS.

• TCS struggling hard to improve the level of their services by facilitating them. They have a

separate corner to listen the suggestions and requests of their customers.

Provider Gap no.6:

• Gap between the customer expectations and the employee’s perception of the customer

expectations. This gap happens when the employees made wrong perception of customers’

expectations.

• TCS has to face this gap very rarely as they are very conscious about convenience and

satisfaction of their customers. TCS is always willing to listen the complaints and

recommendations of their customers.

• Employees are aware and acknowledged by their proper training and judgments. Employees

interest and loyalty is enhanced by different tactics e.g. bonus, incentive, allowances etc.

Provider Gap no.7:

• Gap between the employee’s perception of customer expectations and management (company)

perception of customer expectations. This gap arises due to lack of communication and

misinterpretation among employees and management.

• TCS does not face this gap as it has defined chain of network among employees and

management. Employees are free to give opinions and feedback about company, service,

customer etc.

• TCS has arranged training and HR sessions for whole staff on weekly and monthly basis to

give their best services to their customers.

TCS AND ITS COMPETORS

TCS has many competitors in Bahawalpur which are providing courier services some of them are

same as TCS but the quality of service and customer loyalty is best seen in TCS. Some of the

competitors of TCS in Bahawalpur are as following:

Overseas Courier Service (OCS):

They give benefit to their old employees in the form of pension called EOBI.

To send their parcels overseas they use DHL.

They don’t have their own planes.

They give recovery of the lost things.

They provide health insurance cards to their employees.

OCS has been providing premium quality express courier, freight forwarding,

transportation and logistics solutions worldwide.

Best Courier Service (BCS):

They don’t have uniform and their own airplanes.

They use DHL or Fedex to send things overseas.

They focus on their courier service only not on building relation with their customers.

Deltex Courier Service (DCS):

They have cars and trucks but don’t have their own planes as TCS have.

They don’t have any proper uniform for their employees.

They have only one branch in Bahawalpur.

Their rates are less than that of TCS.

Leopards Courier:

They have 6 branches in BWP for their customers.

They have uniforms like that of TCS.

They give bikes to their loyal employees after 3-4 years.

Parcel and Document Handling Service (PDHS):

They don’t have uniforms for employees neither give bikes to them.

They mostly dose their business within Pakistan.

In BWP their rates are lower than OCS and TCS.

Global Courier Service (GCS):

They deal with DHL directly to send courier overseas.

Their rates are not so high.

They didn’t give any incentive to their old employees.

Competitive Advantage of TCS on Its Competitors

TCS is the only courier service gives their customers the facility to track their shipment.

They have a proper HR department.

The facility of pick up your parcel and deliver it in 60 mints is only provided by TCS.

The online shopping facility is provided by TCS only acting as an E-commerce business.

In Bahawalpur only TCS has its franchises in different locations and express centers for

the convenience of their customers.

TCS provide their employees their own bikes.

TCS employees have a proper red uniform.

TCS charges more than other courier services but it is providing the best service as well

so if they are giving you something good so they deserve that too.

Visa purchasing facility is only provided by TCS.

TCS is the only courier service provider that tries to build good relationships with their

customers and making them loyal customer.

TCS makes different schemes for walk in customers.

TCS not only think about their customers but they also have built up good relations with

employees as well. They provide a franchise of TCS to its very loyal and old employee.

Home Mover service is only provided by TCS which shifts your house where ever you

want.

It is the only logistics company in Pakistan flying its own aircraft.

RECOMMENDATIONS

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.

TCS should reduce some of their rates.

CONCLUSION

TCS is one of the leading pioneers in the courier industry of Pakistan. It has a strong

presence not only in Pakistan but also in the Middle East and North America.TCS is an

organization with its vision and continuously working to achieve it. They are giving their

services across the globe. Due to their trust and reliability and effective service the word

courier has been replaced by TCS. They are building the good relations with customers and

are doing whatever it takes to facilitate them.