TCS Marketing Report

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

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

Initial Limitation

Initially we wanted to focus on sentiments express as we realized it was not

marketed well despite its huge demand. 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. 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. Due to this and the fact that Sentiment’s Express’s image

was backed by the image of the leading courier service, 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, TCS (Tranzum Courier Services). This we

show in our report through a thorough primary and secondary research on

TCS, analyzing it by using topics and methods covered in our marketing

book, 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.

Introduction

Tranzum Courier Services Express, or better known

as TCS Express, is a service-oriented company based

in Pakistan which specializes in the dealing of

carriage-able goods and documents. TCS Express’s

operations start from the doorstep of the customer and end at the desired place

through the most secure and reliable services. TCS Express’s mission, as described by

Jamil Janjua, Group CEO at Tranzum TCS Express Worldwide, is to provide valuable

service to customers which will not only contribute towards the consumer’s success, but

also towards the profits of the company.

Origin

TCS Express was born in 1983 as a domestic courier

company after PIA Engineer, Khalid Awan, realized that

there was a gap in the Pakistani market for courier

services. This gap was created due to the Government of

Pakistan not allowing foreign courier service companies,

such as DHL, to operate locally and allowed them to carry

out only international courier services from within Pakistan. Furthermore, before the

advent of TCS, the only player in the Pakistan market when it came to domestic courier

services was the state monopoly, Pakistan Post Office. However, this service was

infamous for its slow deliveries and other bureaucratic inefficiencies.

Khalid Awan, realizing the huge potential of a domestic courier service, wanted to

exploit the opportunity. He undertook intense training at DHL and worked at its country

manager for some time. He then set out to establish Pakistan’s very own first courier

service company, in collaboration with DHL, with his brother Sadiq Awan. However,

TCS’s operations were restricted to the handling of inward and outward transmission of

business-related documents. But soon, 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, Mahboob-ul-Haq, due to

some inefficiencies in the banks’ clearance process. 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, cyclists and delivery vans. All of this was

needed to service the huge demand created by the Pakistani banks. The consequent

result was TCS’s nationwide recognition and this helped TCS in opening its

branches/outlets across Pakistan.

Milestones

Through investing into its business model and realizing customer needs and

expectations, TCS has been able to achieve many milestones over the years of its

operations. These milestones have indeed set quality standards and benchmarks for the

express courier service.

1983

TCS was found in Pakistan, 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, Sentiment Express (Gifts & Greetings)

1990s

Emerged as the leading courier company in Pakistan (High Growth Years)

1992-96

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, Total Area: 5400 sq yards;

Established Visatronix;

Acquired non-resident visa facilitation rights for the embassy of Canada, High

commission of India, Embassy of Spain, Italian Consulate Karachi;

Formed TCS Air & Sea Freight Division;

Formed Travel & Tour Company (INTIANA & VISATRONIX);

Formed TCS Management Development Services Company (OCTARA);

2006

Established Mail Management Solutions division & Print shop;

Acquired non-resident visa facilitation rights for Embassy of South Africa;

2007

TCS awarded Super-Brand title;

TCS awarded Brand of the Year award;

TCS won 1st Telecom Excellence Award;

Implemented ISO 9001:2000 in TCS Logistics;

2008

Brands of the Year Award;

Brands Icon of Pakistan;

Completed 25 years;

Acquired non-resident visa facilitation rights for Embassy of Malta;

Won the Logistics & Printing project of Election Commission of Pakistan;

2009

Acquired non-resident visa facilitation rights for Embassy of Egypt;

Acquired non-resident visa facilitation rights for Malaysian Embassy Karachi;

Through investing into its business model and realizing customer needs and

expectations, TCS has been able to achieve many milestones over the years of its

operations. These milestones have indeed set quality standards and benchmarks

for the express courier service.

TCS Today

Today TCS is known for its trust and reliability element and has a strong presence not

only in Pakistan, but also in the Middle East and North America. The company provides

both domestic and international services to consumers, corporate, SMEs and

households and is now the biggest network in the

country. Following are some relevant figures regarding

the operating scale of TCS:

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).

TCS is the only logistics company in Pakistan that flies its own aircraft and also operates

a 24/7 call center. TCS is headquartered in Karachi, near the Hajj Terminal at the Karachi

Airport, 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, innovative,

profitable information, and knowledge based logistics/services

enterprise. TCS embeds internet based technologies into its

internal operating structures and as business solutions for

customers; with customer, employee and shareholder interests at

the core of its operations; demonstrating a clear concern for ethical conduct and good

corporate citizenship; with the objective of growing into a regional and global player,

with emphasis on the Middle East, 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, and diversify into new areas that compliment and supplement the core

business, with the diversification aimed at achieving excellence and industry leader

status in the new areas. 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 - both

on and off the job. Following are the core values of TCS:

QualityTCS people should direct every effort to deliver maximum value and satisfaction to our customers.

Profitability through EfficiencyEfficiency will be the hallmark of TCS people to optimize profitability and growth.

EthicsNothing unethical shall be practiced by TCS people in relation to our customers and the world at large.

JusticeJustice to be the guiding principle of TCS people.

Exemplary ConductInspirational and motivational in everything that TCS people accomplish.

http://www.tcscouriers.com/pk/AboutTCS/MngtTeam.aspx?qlink=5

SWOT Analysis

Strengths

Independent and self-reliant cargo operations

Owns own fleet of trucks, 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

Weaknesses

Lack of formal contacts with delivery persons

Has not been able to continue point of delivery I.T Support System

Does not own expert I.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, 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, it can easily instigate several price wars in

order to eliminate small competitors.

TCS can easily start its own domestic airline service as it has all the resources

needed to start one (experience pilots, flying experience and license).

As it has developed its own fleet of airplanes, TCS can also establish its own set

of sea terminals at ports for high shipments.

Threats

Legislative barrier like the Post Office Act of 1898

Pakistan International Airlines (PIA) has also started its own courier services

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. Consequently TCS target market consists of the

business market or the corporate sector.

The corporate sector, the two major target areas for TCS are banks/financial institutions

and export/import sector.

Banks and financial institutions are the major target markets which generate a large

percentage of its revenue. The main product is DOX in order to send drafts, cheques,

agreements etc. TCS has traditionally remained dominant in this sector as it provides

timely and speedy delivery.

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.

TCS also targets consumers. 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.

Consumer Buying Behavior

The typical customers are categorized into two classes, the business class and the

private class. The major reason why TCS is the market leader in the courier service is

because of the perception that is associated with its brand. TCS is perceived as a value

for money, efficient and timely method of sending things through courier services.

The typical consumer perception varies from category to category. Firstly we will be

discussing the typical buying behaviour of the business class clients.

Business Class

This class usually consists of organizations; they outsource their courier needs to TCS.

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. This visibility

gives TCS a great edge over competitors like DHL and OCS. Also the rate of the services

provided is much lower than those of its competitors; this is one aspect that appeals to

the profit oriented organizations.

But there’s a flip side to the rosy coin, in international courier services, 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

effective distribution in international arena is limited to certain countries. Also for

international deliver TCS’s charges are higher than its competitors. All in all, if

summarised the business class is an active customer class for TCS that is affected by the

prices they charge for their services.

Private Class

In the private class category, 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.

Many people in the class trust players that are reputed, and have been providing such

services for the longest time period. TCS was the pioneer in the courier service provider

category; this is the biggest reason many private customer use TCS over other service

providers. Also many consumers that represent the younger generation associate

innovation with TCS.

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. Many people are

swayed by the timeliness of the service by TCS when compared with OCS and other

courier service provider. 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, 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. Headquartered in Karachi, TCS today provides express and logistics services in

the C2C, B2B and B2C segments. It has a wide network of 140 offices, making it the

biggest courier of the country. In addition, it has over 350 retail outlets and over 2000

service locations worldwide. It has a fleet of 5 planes, 200 vehicles, 3000 bikes and 6000

employees to facilitate its operations. The new state of the art building is located near

the port making TCS more efficient (Kotler, 2008). The most important aspect of the TCS

supply chain is that it has established a value delivery network. By installing a customer

friendly distribution system, TCS has achieved a leadership position in the express

courier industry in Pakistan and is adamant to expand globally too (Kotler, 2008).

Marketing Mix

The marketing mix consists of four elements: Product, Price, Promotion and Place. We

will talk about each one in light of TCS’s marketing strategy.

Product

1) International express services

TCS operates in UAE, UK and Canada, other than

Pakistan. it offers excellent speedy and fast

delivery services internationally and covers about

3500 destinations across the world through its

extended international network. Its international

express services include:

Freight plus

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

But this service is not for domestic goods, its exclusive for export shipments. Moreover

customer clearance is also provided.

Red box

TCS has come up with a red box to help customers safely deliver anything they want to

from toys, books clothes to shoes or other accessories. The box is simple and,

convenient and also cost in effective. Things can be sent to residents in UK, USA, Canada

and Far East. TCS has gone out of its way to help customers show their loved ones how

much they care with the innovation of the red TCS bx. Everything from its red attractive

color to its material helps make the delivery service unique and safe. The box is available

in two different weights ten kg and twenty five kg.

Students express

This service is especially for students. It delivers their documents to colleges, universities

and other educational institutions anywhere in the world. 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.

2) Domestic express services

TCS is known as the most trusted name for

delivering a wide variety of documents,

packages, parcels, and cargoes within Pakistan.

This includes:

MMS

Mail management solution

MMS ensures continuous delivery of value. TCS imported state of the art printing

and sorting technology from the best suppliers in Europe and Asia pacific. This

has allowed TCS to operate as the only end to end solution provider in the

category with the largest delivery network in Pakistan.

Sentiments express

TCS sentiments express handles the gifts delivery service. 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, family, and colleagues residing

in a different city. TCS saw that these customers did not have an easy and cheap way to

deliver gifts to their near and dear ones. So TCS came up with sentiments express which

makes it easy for customers to deliver personalized high valued gifts safely. TCS offers a

wide array of gifts ranging from gourmet cakes, floral bouquets, to various other gifts

wrapped in a unique and attractive way , adding more meaning to people’s celebration.

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.

Overland express

TCS overland express is the market leader in door to door goods transportation in

Pakistan by land through forty to fifty containers. This is especially suitable for

companies that have to transport goods or merchandise in bulk to different cities all

over the country within three days. Moreover packaging facility is also available. 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.

• 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. it has

one of the most modern and efficient tools in warehouse management and out of the

box distribution models.

Promotion

TCS does not indulge into mass promotional activities like

DHL does. The reason that TCS does not invest in mass

marketing is because of its loyal customer base, also

promoting itself on billboards has not being effective in the

past. The only TV commercials that TCS does are for special

occasion like Father’s Day etc. But even those

advertisements were discontinued, since the cost incurred

was greater than the actual outcome of the advertisements.

On the other hand to create awareness of its occasion

based schemes, media such as radio and newspaper are

used extensively. The main concern is cost. The cost incurred in having a print

advertisement and radio commercial is lesser than running an advertisement on TV. Also

TCS is investing itself into e-marketing, whereby we saw that TCS ads started appearing

on Facebook and other popular websites.

Print Media

The infrequent nature of occasions makes way for advertising only for a limited time at a

specific time of the year. This saves the overall cost as compared to having a TVC

running all year round. This is an effective method of promoting its products and

services, as it pin-points the targeted consumer effectively.

Radio

Another media that is extensively used by TCS is radio. The major reason being cost. The

cost incurred is lesser than running promotional content on TV. Another activity that

TCS employees carry out is that they attract new clientele through radio, is the concept

of giveaways. On selected events, give-ways are given as prize to random people who

take part in a contest being held by TCS through radio.

CSR initiatives by TCS

TCS takes customer social responsibility very seriously, it has made it a fundamental part

of its business. TCS has worked in collaboration with a lot of NGOs and governmental

organizations such as SIUT, SOS village, drug enforcement cell among others to work

towards a peaceful and prosperous society.

10th young leaders conference 2011

This 6 day conference was an activity based event. The main

idea was to make young aspiring minds to think creatively on

the current issues of Pakistan. In essence the discussion led the young generation to

believe that there is a bright future possible for Pakistan.

TCS and PUKAR relief work

TCS joined hand with PUKAR an NGO, to work towards rehabilitation of

oppressed people of Swat. Also TCS has placed donation boxes for

PUKAR throughout its network across Pakistan. In essence it is working

towards the rehabilitation of the internally displaced people.

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. TCS accepted donations in the form of

cheques and cash for this noble cause, and established

relief donation boxes across its entire network within the

country.

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.

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. 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, Kenneth, & Groth, 2009, p. 175).

Pricing is very important tool of any marketing mix and even more important in

Pakistan’s courier service industry which is monopolistically competitive. Loyal

customers are insensitive to price changes, which is also the case with TCS to some

extent. However, 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, 1997, p.

80). Moreover, in TCS’s case, the firm is operating in a developing market with an

escalating consumer base, thus, pricing is very important for the organization which will

not only help it to attract new customers, but also allow it to sustainably retain them.

TCS practices three different kinds of pricing strategies due to different nature of the

business. 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. 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, 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.

To cater all these deviances in the extent of services provided due of the nature of the

business, TCS have adopted numerous pricing strategies for different business units and

consumer & business groups. Just like all the travel and courier business in the world,

TCS too practices Geographical pricing which is quite evident from the TCS rate list

attached in the appendix 1.

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. The most important ones from them are uniformed

delivery pricing and zone pricing.

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.

Zone Pricing

Zone pricing is mostly practiced in international courier services. As it can be seen from

the TCS rate list in appendix 1, the international prices are categorized into different

zones and each zone has a different price from other zones. The price stays the same no

matter which location in the zone courier is sent.

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. Now whether the

freight charges are included in the price or TCS intentionally absorbs them to penetrate

market is another case.

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. This pricing is

mostly practiced in domestic & international mails and parcels. 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.

For example, if Mr. A wants to send a mail from Karachi to Lahore, then the basic rate is

Rs. 140 per kg, however an additional surcharge is added if the mail is to be sent by

‘same day express’, which will deliver it same day rather than on the next working day

(TCS, 2012).

International Pricing

It is very important for companies that operate internationally to set prices that are

reconciled with each and every individual country. The most important price

determinant in the international courier industry is the existing prevailing prices in the

industry. TCS also practiced international pricing strategy as it operates in many other

countries other than Pakistan along with major industry players like FedEx, DHL etc.

Appendix 2 & 3 show the prices of TCS that are aligned with the international prices of

major multinational companies. It can be deduced from the data that TCS’s international

prices are not very different from the FedEx international prices.

Pricing problems

TCS is currently serving both B2B and B2C customers consecutively without any

differentiation. For example, 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. There are separate services offerings for consumers

and businesses but on many occasions directly go for the consumer service being

offered. This is one of the issues TCS faces with respect to pricing.

TCS does not practices competitive pricing which is evident from the comparison of TCS

rates with that of local courier services. Appendix 4 shows the rate list of Leopards

Courier Services, which is the biggest competitor of TCS in Pakistan. 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.

Recommendations

TCS have good pricing policies in practice. Currently they charge the highest price

domestically, however TCS can hold onto the market share by improving the

quality of their service. Thus TCS should continue with this strategy as the loyalty

of customer will be based on service rather than pricing.

TCS should work more on promotion in order to improve the perception of their

reliability. Even though they have a good service currently, but a lot needs to be

done to meet international standards. A very good and cutting edge method of

promotion is to utilize the fleet of vehicles that is used to deliver couriers. A

study of similar strategy used by DHL would be useful. DHL rejuvenated its

promotional efforts by introducing this "the ultimate outdoor media vehicle"

(Trickett, 2004).

TCS should capitalize on its strong domestic market to target the international

segments. 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.

Conclusion

TCS Express is not only the biggest network of express and logistics operating within

Pakistan, but is also the only courier service to operate its very own aircrafts. We

believe, as mentioned previously in our report, that TCS should use this facility to its

advantage and look into the possibility of operating its very own domestic passenger

airline 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.

However, expansion into new markets will not be possible if the workforce of a

company is not willing to do so. Thus, TCS should invest heavily into its workforce and

strengthen them by training them for expansion and any future operations.

Lastly, TCS should not forget that it still faces competition from several other courier

services such as DHL, UPS and TNT. Thus TCS should also make sure that its strategy is

one that can defend it in times when competition is tough.

Contribution Statement

Amna Fasih: Initial Limitation, Introduction Target market, Marketing Mix:

Product & Marketing Mix: Placement

Anadil Mohammad Initial Limitation, Introduction, SWOT Analysis & Conclusion

& Recommendations.

Ahmad Siraj: Marketing elements: Consumer Buying Behavior, Marketing Mix:

Promotion

Faizan Basit: Marketing Mix: Price, Supply Chain Analysis, Recommendations.

Works Cited

Boronico, J. S. (1997). Postal service pricing subject to reliability constraints on service quality. Pricing Strategy and Practice , 5 (2), pp. 80-93.

Kotler, P. (2008). Principles Of Marketing: A south Asian Perspective. New Delhi: Pearson Education.

Rauyruen, P., Kenneth, M. E., & Groth, M. (2009). B2B services: linking service loyalty and brand equity. Journal of Services Marketing , pp. 175-186.

TCS. (2012). Overland Express. Retrieved May 19, 2012, from TCS Pakistan: http://www.tcscouriers.com/pk/Services/ServicesDetail.aspx?ServiceId=19&CategoryId=4

Trickett, E. (2004, November 8). Inside the mix: The ubiquity of DHL's delivery trucks played an important role during its recent relaunch. Retrieved May 19, 2012, from PR WEEK: http://www.prweekus.com/pages/login.aspx?returl=/inside-the-mix/article/50961/&pagetypeid=28&articleid=50961&accesslevel=2&expireddays=0&accessAndPrice=0

Appendices

Appendix 1 1

Appendix 2 1

Appendix 3 1

Appendix 4 1

TCS Marketing Report

Documents

Transcript of TCS Marketing Report