2017

Marketing strategy and value

innovation

Submitted by :
Sheikh Mustafa Ahmed
Mohammad Waqar Uddin
Saim Saleem
Ahmed Mujtaba
Salman Khan
Wahaj Athar Qadri
Ovais
Submitted to :
Sir Zain Ul Abideen
ECONOMIC TAKEOFF
China-Pakistan Economic Corridor’s paradigm changing impact on the
transportation & logistics sector

When Chinese premier Xi Jingping visited Kazakhstan in 2013 he made a speech envisioning a Silk Road
Economic Belt to bring new prosperity to Asia; a concept which has now become the centerpiece of
Chinese foreign and international economic policy known as “One Belt, One Road” it is claimed that this
project will bind together 65 countries and 4.4bn people from Xi’an in western China across Central Asia
and to the Middle East, Russia and Europe. The maritime part of this road is designed to link China to the
Indian Ocean, East Africa, the Red Sea and the Mediterranean. Pakistan is hence the first testing ground
for the “One Belt, One Road” strategy, which will promote regional stability, expand China’s economic
footprint and boost the country’s exports through lessening transit times to the Middle East, Africa and
EU.

Turbocharging the Logistics Sector

Out of the $45bn Chinese investment promised for Pakistan, it is said that $34bn will go towards energy
projects, while $11bn will target infrastructure projects such as roads and railways. In addition to energy
and infrastructure sectors, it is forecast that the logistics sector will benefit immensely owing to the flow
of goods between Gwadar and Kashgar so as to boost Chinese trade in South and Central Asia.

New Highways, Airport, & Railway Lines

So, what will be the impact of this investment within the transportation industry? Government data shows
that key projects include the Karachi- Lahore Motorway’s (KLM) Multan- Sukkur section ($2.6bn),
Karakoram Highway Phase 2 Thakot-Havelian section ($920mn), Gwadar Eastbay Expressway ($135mn),
Gwadar International Airport ($230mn), Peshawar-Karachi railway line including a dry port at Havelian,
and the Orange Line Metro Train Lahore ($1.6bn).

Gwadar Port & grand economies

Arguably the most prominent project related to the transport industry is Gwadar Port which will house
container handling facilities, a major highway and the aforementioned international airport. When first
envisioned more than a decade ago it was said that Gwadar would “change the shipping map of the world”
in the words of then PM Shaukat Aziz. Whether that happens or not remains to be seen, but one can be
sure that Europe and Africa will be better served through Gwadar. The cost of shipping from Western
Europe to China will be halved by shipping through Pakistan. In addition it is forecasted that Gwadar can
benefit the Middle East as it takes a ship one day to reach Gwadar from Dubai while Dubai-Shanghai takes
up to two weeks.

Container costs are also $250 from UAE-Pakistan while they are $1500 from UAE-China. According to the
Express Tribune, the first ever consignment comprising fish exports departed Gwadar for Dubai in May
2015. Kashgar and Urumqi in western China are poised to be the two main urban centers to benefit from
this economic corridor as Xinjiang becomes a trading hub within China. Within the transportation and
logistics industry the rail and air links are scheduled to be developed in phases- firstly will come the
highways, followed by rail links and finally airports and data connectivity. Along with the physical
infrastructure it is anticipated that CPEC will impact corporate culture and lead to a transformation of
mindsets as business leaders from Pakistan interact with their counterparts abroad on a frequent basis.
Industrial zones along the Corridor will lift economic growth, and pioneers in the logistics industry will
become the prime beneficiaries. With Gwadar already operational, it is suggested that trucking companies
gain a foothold there as education and healthcare projects are stimulating the local economy. Pakistan
and China currently have a $16bn trading relationship, of which $4bn are made up of Pakistani exports
and $12bn of imports, the bulk of which passes through the Karakoram Highway. This long, meandering
highway carved high into the mountains is the route Pakistani truckers undertake in their journey to the
Khunjerab Pass, a border crossing located more than 15,000 feet above sea level.

Balance of Trade
Exports to our neighbor, currently consisting of textiles, leather, surgical instruments and minerals, are of
a semi-finished nature or raw materials, hence fetching lower prices. Having said that, the border city of
Kashgar in Xinjiang province has Pakistani goods present in its markets, with shops selling precious stones
from Balochistan, and cutlery, utensils and medical equipment from other parts of the country. The flow
of goods and commodities from China to Pakistan consist of electronic goods, machinery and other
industrial equipment. With this flow set to grow it is imperative that the Karakoram Highway go through
upgrades that strengthen its construction and make it an all-weather road. All of this has to happen whilst
protecting the local wildlife whose ecosystem includes endangered species such as the snow leopard.
Some damage has also been done to the route owing to the disruption caused by the creation of Attabad
Lake in Hunza. However economic planners estimate negative fallout on trade figures to have been
restricted to $250mn. Pakistani truckers currently transferring their merchandise over to Chinese vehicles
at Khunjerab will now proceed further into China itself, saving precious time and energy.

The formidable heights at which the Karakorum Highway presides means that an upgrade of this strategic
road will not be an easy task. Notwithstanding the enormity of the challenge, there can be no escaping
the building of capacity to handle increased traffic flows. Once prepared it is forecast that a sizeable
proportion of China’s trade with Europe, the Middle East and Africa will pass through these routes, with
the majority of goods being made up of sectors such as electronics, machinery, furniture, textiles,
garments,
medical/technical equipment, plastics, vehicles, gems, precious metals and iron/steel products. With road
and rail links being of prime importance in the China-Pakistan Economic Corridor, the importance of air
links cannot be underestimated. Pakistani commercial cargo has flown to Kashgar before, so it is
conceivable that air links between Islamabad, Gwadar, Urumqi and Kashgar will be promoted, depending
on demand and loads. Railways and highways, however, enjoy top priority in the medium term.

Indigenous Labour Employment

According to Global Times, an English language newspaper from China, the labor hired in Special Economic
Zones (SEZs) constructed in Africa contains more local labor than Chinese. Hence it can be assumed that
the Chinese government will follow a similar paradigm in Pakistan, with the bulk of the manpower
recruited from within Pakistan, and Chinese workers also helping out owing to their technical knowhow
and deadline pressures associated with sensitive projects. The gates are now open for the private sector
to participate in the development of one of the world’s most important trade lanes, with early movers
likely to reshape sizeable sections of Pakistan’s logistics industry.

At the cutting edge

TCS Supply Chain & Strategy Advisory

From Trucking to Warehousing and Inventory Management, from Express Delivery to Retail
Distribution, Mail Room Management, Bulk Printing and Stuffing, TCS offers flexible end-to-end supply
chain solutions to customers to expand their businesses and improve their operating efficiencies.

Digital Printing and Bulk Mail Solution

TCS has state-of-the-art facilities capable of printing up to 2 million impressions and 600,000 stuffing of
envelopes in less than 24 hours. This, along with duplex printing (the effective printing of both sides of
one paper) and customized printing solutions such as data receiving, designing and formatting as per
customer preferences, aim to ensure maximum ease and flexibility at minimum cost. In addition, the
company’s stuffing machines, equipped with digitized optical mark- reader, allow the printing of virtually
any kind of document in an efficient and smooth manner.

Tracking Technology
TCS provides an array of varied transportation services that are spread nationwide and ensure the
effective transport of shipments to a customer’s desired location. The company boasts 401 satellite
tracked vehicles that help move up to 129 million shipments every year. The company’s tracking
technology enables both TCS as well as its clients to keep track of the shipments’ movements at all times.

Automated Warehousing and Distribution

TCS’s multi-user warehousing facility is spread over 650,000 sq. ft and offers an inventory management
and warehousing process that is entirely automated. Customers are also able to monitor and manage
their stocks in real time using the company’s Web-Based Inventory Management System (WIMS).

Race to Rural Program

TCS’s Race to Rural Program helps to expand clients’ network and
Customer base by establishing distribution pockets in far-flung areas that were previously inaccessible. In
addition, customers are provided a state-of-the-art infrastructure to help connect with their customers in
both rural and semi-urban areas.

Web-based Customer Facilitation Portal

Customers interested in managing their business online are able to benefit from TCS’s Customer
Facilitation Portal that provides them with a one-stop solution to all their supply chain needs. The online
facility allows clients to easily place an order with the company, track it at different times of the day,
register a query or a complaint related to the shipment and even chat with a TCS representative over
business transaction details. With this new development in its business frameworks, TCS plans to further
strengthen its integration with other companies in Pakistan and become a preferred long-term and
integral supply chain partner for them.
Supply chain management holds high significance, especially in today’s fast-paced world, where
companies are vying for the customer’s attention. This is because effective supply chain management
ultimately helps to boost customer service as it involves a process that guarantees the delivery of the right
product and quantity to the right consumer in a timely fashion. In addition, effective supply chain
management helps increase the bottom line. A firm’s supply chain managers can decrease the use of large
fixed assets such as plants, warehouses and transportation vehicles, thereby decreasing the organization’s
cost of production and increasing its liquidity.

Introduction of Business
TRANZUM COMPANIES & SERVICES (TCS)
TCS (Tranzum Companies & Services) is a courier service started in 1983 and now serving five
continents and has over 2,000 locations in Pakistan. The company has an airline for cargo
purposes which it uses at many of the airports in Pakistan. Now in its 4th decade of successful
operations, the TCS brand has evolved into a symbol of trust and reliability.

TCS provides domestic and international express services to consumers, corporate, SMEs and
households alike with pickups and deliveries crossing over 125 million shipments annually. This
it does, through a nationwide network of 157 offices, making TCS the biggest such network in
Pakistan. TCS operates with around 8,000 professionals including self-employed Sales Solicitors,
24/7 state of the art call center, 722 plus conveniently located Express Centers, with a daily
walk-in of 35,000 customers, dedicated chartered Boeing 737 aircraft, 2000+ on-line and off-
line locations, 401 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 in over 220 plus countries and
territories, serving customers in 3,500+ destinations worldwide.

TCS Visatronix, a division of Intiana Private Limited, extends booking facilities for visa applicants
in the non-immigrant (work, visit, study) categories for applicants all over Pakistan for countries
such as India, Spain, Malaysia, Egypt, Tunisia, Italy, Malta, South Africa, and ;;Umrah visa for
Saudi Arabia. TCS has achieved many milestones by investing into its business model that
continues to grow stronger. Realizing that customer needs and expectations have always been
the driving principles in the milestones that TCS has achieved over the years, has resulted in TCS
setting new 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. TCS 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 and the biggest
Business Schools across South Asia.
BUSINESS SCOPE

“We are catering to the need of “delivery” of promises. A promise to deliver your time define
and sensitive documents safely”.

Operating Vision & Mission

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 complement 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".

VISION STATEMENT

“Delivering Beyond Customer Expectations”

CORE VALUES

 Enable our people to align their personal goals with their career aspirations.
 Do more with less.
 Build a team of passionate people!
 Give it all you got and be fearless.
 What you do is more important than who you are.
 Trust and empower people.
 Make life simple, convenient and easy for our people and customers.
 Create happiness for self and others.
 Embed ethics and transparency in everything we do.
 Be humble and respectful.
 Organizational Structure

Introducing a new strategy

TCS Hazir Sab Kuch!
Time is money; Time is of the essence; Time sensitivity is at the heart of the TCS success story that puts
the TCS customers at the center of the TCS universe. Small wonder, then, that TCS is focused on getting
to the customer ever faster, torrential rain and high water notwithstanding.

“TCS Hazir (‘Hazir’ is an Urdu word which, in literal terms, means ‘present’) is a pick-up and delivery service
available 24/7, where the courier comes for the purpose of delivery or pick-up right to the customer’s doorstep in 60
minutes, and no more. We would personally prefer to be there in 60 seconds, and be for our valued customers that
which the Lamp and its Genie were to Aladin. Time and Technology are driving paradigm changes in our times,
and the possibilities are limitless. Teleportation may yet make TCS Hazir the 60 Seconds Man!”
Paradigm Changing Step
Chinese wisdom has it that the genius of life is to carry the spirit of youth into old age. At 33 years of age,
TCS is not exactly old and yet the many challenges of growing up in Pakistan have made them wiser beyond
their years. Even so, they carry within them the irresistible enthusiasm of youth, complete with relentless
spirit of inquiry that keeps them happily on their toes in search of solutions that will make their customers
world champions in their chosen fields of endeavor. Hazir SabKuch is one paradigm changing step in this
direction.

Objective:
SubKuch service is aimed to leverage TCS strengths in fascinating customer and earn good reputation and
revenue by making his desired legal and permissible (Halal) product available at his door steps and
providing him with a practical and convenient way to help him save time, increase efficiency and revitalize
his current lifestyle, leaving him with an impression of:

“What you can think, we can do“. . . . (SubKuch)

Need for speed in the global village

TCS Hazir SabKuch acknowledges and celebrates the fast-paced lives of people today for whom time is of
the essence, providing them with what they want, when they want it.
TCS Hazir is a concierge service devoted to delivering beyond customers’ expectations. Through TCS Hazir
SabKcuh, customers can call a courier to pick up the shipment from their home or office. TCS Hazir
SabKuch is tasked with collecting and booking the shipment from the customer’s location in a matter of
just 60 minutes. The service is applicable to all kinds of shipments, including general, international and
Sentiments Express.

Aladin-ka-Chiraag!
TCS have launched TCS Hazir SabKuch in Karachi, Lahore, Rawalpindi and Islamabad. In the first phase,
customers can summon them via:

• TCS Call Centre

• TCS Web App
• TCS Mobile App

The second phase will provide customers with the additional option of SMS, making the chore of shipping
packages all the more convenient and easy. In the third phase they’d in all probability see the TCS Teleport
App, turning TCS Hazir into Aladin-ka- Chiraag! According to data from the latest Economic Survey of
Pakistan, transport, storage and communication enjoy the second biggest share of GDP at 13.7%, next to
the retail sector. The collective contribution of the services sector – at 57.7% - is more than that of
agriculture and industry combined.
One Window Operation
TCS has a total of 14 businesses which encompass Express & Logistics, Mail Management Solutions, Gifts
& Greetings, Air Freight Solutions, Supply Chain, Visa Delivery, Travel Services, and Corporate Training &
Event Management. With a nationwide network of 10,000+ professionals (including over 4000 couriers),
over 740 TCS Express Centers (retail outlets) and nearly 2000+ online and offline locations, TCS is the first
preference for those using courier services.
Now, you don’t courier a package; you simply ‘TCS’ it!

Designer Lawn & Cricket Jerseys in 60 minutes!

TCS Hazir created magic by offering customers never-seen-before 60 minutes deliveries at their doorsteps
in Karachi, Lahore, Islamabad and Rawalpindi during the World Cup 2015. It was without doubt a huge
success as the 60-minute online shopping model was the first of its kind in Pakistan; customers ordered
online during the matches and could wear their World Cup Jerseys in 60 minutes or less! The same excited
customers’ response was witnessed when the 60 minutes delivery was offered for one of the most famous
lawn brands in Pakistan which launched its first collection of 2015.

Where there’s a will there’s a way, they say!

Dedicated to making the customer’s life simpler and more satisfying in every way possible, the energetic
teams of creative geniuses at TCS are hard at work turning the impossible into possible. They’ve done this
by taking their customer’s hands off their daily chores, like paying bills and buying groceries; or dropping
off clothes to the cleaners, and getting them back. It’s a fairly endless array of possibilities that came to
mind when they sat down to figure the ways they can serve their customers.

This is what they can do for their customers:

1. Purchase + Delivery Model

Through purchase + delivery model they will do all the chores of their customers. They will
purchase the desired products such a food items, grocery, entertainment, electronics, apparel,
car accessories, etc. and then deliver them to desired location.

2. Pick & Delivery Model(Concierge)

SabKuch concierge model will carry the personal belongings of customers from one place to
another, both intercity and intra-city. TCS would ensure the timely delivery of personal belongings
to the customer in 2 hours within the city. This service includes picking up and delivering gifts,
documents, product distribution, bill payments, food delivery and a variety of tasks from stopping
by the grocery store to picking up samples from a carpet showroom.

3. Combination of the two models

Customers may also opt for combination of the two models whereby they can ask TCS to buy a
product and deliver it according to their directions.
Age of personalized relationships

M.A. Mannan, the President & CEO of TCS Holdings says that he did a lot of research on the global logistics
and courier industry before he joined TCS, and came to the conclusion that customers were looking for
on-time deliveries and shipment packing. It’s that simple, he felt, and in that simplicity he thought that
the TCS universe was at stake.

“However, during an orientation session I witnessed something firsthand at an Express Center which
changed my perception of the service industry,” he says. “As I was standing there I saw a mother come
in to ship a shirt to her son a thousand miles away. As our Express Center staff quickly put it into the
Red Box, she leaned over the counter and fixed that shirt just a little bit. I thought to myself that this
shirt was going to travel via truck to an airplane, to another truck, onto a courier’s motorbike, and then
be delivered. But all the mother cared about was just that one little crease on the shirt which she wanted
to be just right for her son.”

In that one moment M.A. Mannan realized that TCS was not in the shipments business, nor the
parcels business, but that TCS was, and is in the emotions business.

Therefore considering HSK as a parcel delivery service will be contrary to the very philosophy this product
was conceived on. TCS wants to break away from the perception that it’s a company which specializes in
“Parcels and Letter” delivery only.

TCS Hazir Sab Kuch Campaign

In Pakistan, where there is an emotive element attached to virtually every aspect of a person’s life, the
sentiments behind such events increase tenfold as each represents an important turning point.

Every shipment super special Each one of the 129 million shipments that TCS moves every year has a
special significance, and this fact is not lost upon TCS Hazir Sab Kuch. TCS is highly sensitized to all the
important human factors behind each and every shipment. In our pursuit of excellence we are committed
to nurturing high performance teams that can bring down to zero the margin for error, and get it right
first time, every time in the service of our most valued customers.

TCS hasn’t done much marketing activities for Hazir Sab Kuch however, It has mostly been through word
of the mouth marketing, blogging and positive reviews on social media which has helped them. They did
run a short campaign on Facebook to test the waters and the campaign did have a positive impact on the
business volume.

Development & Implementation of Hazir Sab Kuch

The genesis of the thought behind HSK was due to the non-availability of any such concept in the market.
They had set plans of what do they wanted to do a year back.
But the market results made them change their strategy. They have learned that the idea (Hazir Sabkuch)
has more attraction when it comes to immediate pick and drop rather than goods procurement. They
thought it would be the other way round last year and therefore they changed their resource strategy.

TCS – A Learning Organization

Octara Training Consultancy is a subsidiary of TCS which specializes in corporate training, workshops,
seminars, conferences and publications. A premium training solutions provider that offers range of
training programs, Octara is affiliated with many leading industry practitioners from the UAE, UK, U.S,
Australia and Bangladesh.
Octara organized recently a seminar featuring the living legend Dr. Peter Senge, American systems
scientist, senior lecturer at the MIT Sloan School of Management, and founder of the Society for
Organizational Learning famous for his book ‘The Fifth Discipline: The Art and Practice of the Learning
Organization,’ In the book Dr. Peter Senge has spoken of the need for organizations to adopt an approach
that is geared towards learning for self-improvement, leading to long-term success.

In what ways can TCS abide by the standards of learning as described in the book?

At TCS the biggest factor that drives the desire for increased learning is aspiration; the ambition to be
better and perform better in order to reach a position that guarantees success and prosperity. Once that
is in place, the next elements that are involved are trust and openness. More often than not, problems
remain unresolved because people are either hesitant or just refuse to talk about them. In order for
constructive discussion regarding relevant issues to take place, it is necessary to create an environment
of openness which encourages people to engage in dialogue with each other, regardless of what role they
may occupy in a particular organization.

Leadership & Innovation

Organizations in the service industry today are under more pressure than ever before to Innovate to
actively strive for new ideas, continuous improvement, or where necessary, market disruption and to
achieve these goals with both speed and purpose. But it’s not just the “leading-edge” companies that are
making innovation a priority.
Driving innovation is imperative for any organization operating in today’s environment of relentless
competition and unprecedented complexity.

At TCS the CEO’s and senior management’s job is one defined by action, whether it’s making decisions,
mapping out strategy for the future, or driving the organization on to success and (hopefully) greatness
which is similar to any other organization. But the actions the CEO and senior management takes usually
occur at the intersection of what is known and what needs to happen.

Similarly, M.A Mannan (President & CEO) of TCS Holdings strives to embody the TCS Hazir tagline “We
change the rules” and keenly works to be a force of inspiration in adding value to the lives of others be it
the employee or the customer. What drives Mannan, is innovation to play some role in helping people
realize their way of doing things must evolve. Be it in the sphere of banking, remitting money, sending
things to their loved ones or online shopping. Mannan believes Pakistan must adapt to the changing
trends, and must grow accordingly.

Do More with Less

TCS Hazir Sab Kuch is the brain child of M.A Mannan and he wants to use this project to show to the
market that TCS is adhering to its central core value which is “Delivering Beyond Customers’
Expectations”.

TCS has another core value “Do More with Less”. While the management has been more than supportive
in smooth flow of funds, it is also the responsibility of the team to utilize them carefully.

HSK is a different concept from the main TCS business. The product is helping many individuals to come
under the fold of TCS who would have never tried our services. The loyalty developed by giving a wow
experience to the customers can be leveraged to offer many other products to these new-to-TCS-
customers.

Hazir Sab Kuch Vs. Global Courier Services

HSK is the closest to a startup idea as it can get. It is unusual for a large corporate to get into this business.
Therefore the minds behind TCS Hazir Sab Kuch doubt the likelihoods of United Parcel Service and FedEx
would even think about this business in any of the markets they operate in. This concept is mostly left to
the small entrepreneurial ventures.

Hazir Sab Kuch & Competitors

In the ever-expanding cities of Pakistan, we all have various reasons to not want to leave our
comfortable abodes: there is a traffic jam outside, the fuel crisis prevails etc. and therefore a lot
of entrepreneurial startups have emerged in the market providing pick and drop services. For example:

Delivery Chacha:
Delivery Chacha provides more or less similar services like TCS Hazir Sab Kuch, including food delivery,
grocery shopping, bills payment, picking up movie tickets and the like. However, for now their services
are confined to the boundaries of Karachi.

Bykea:
Bykea is another delivery services introduced recently providing a way for customers to get things done
fast, however again their services are restricted to Karachi, Lahore, Faisalabad, Islamabad-Pindi,
Peshawar, Multan.

Making competition irrelevant:

What sets TCS Hazir Sab Kuch apart is the fact the competitors mentioned above are pure snap delivery
services lacking a backup a plan and coverage.
Whereas TCS serves an entirely different concept, huge coverage and a lot of substantiate plans for the
strategy to work.

Vendor Management
Vendor management is one of the factors that draws the line between TCS Hazir Sab Kuch and its
competitors.
As TCS Hazir Sab Kuch purchases products on their customer’s behalf and there happens to be a risk factor
involved, hence a dedicated vendor for entertaining customer’s purchase needs proved to be most
effective for smooth functioning of Purchase + Delivery Model.
Moreover, if customer requires purchasing and delivering certain good then time will also be an entity
which should be considered. In other words, the total branding of SubKuch will be at stake with “on time
delivery”. Therefore, in order to entertain the customer within a minimum time, TCS Hazir Sab Kuch
dedicated vendor for:
1. Grocery
2. Food items
3. Cinema tickets
4. Electronics and many other products.

Benefits of Specialized Vendor

An intelligent purchasing involves the rational selection of sources from which materials can be obtained
and since SubKuch model is to provide maximum customer convenience in least possible time, specialized
vendor can save a plentiful time for Service Ambassador and SubKuch courier. Furthermore, the
specialized vendor also assists in aspects like (Delivery, Quality, Customer Service and Pricing).

Product Life Cycle

Currently Tcs Hazir is in its Growth Stage it was founded around 2 years back and is still growing
in market. Although it is not working the way it was expected while launching it but the
demand in the segment is increasing immensely so there is a high chance of the product to be
one of the star products of the company in nearby future.
Other Services
MMS – MAIL MANAGEMENT SOLUTION
 Companies like banks, Tel Co’s, PTCL send their data online and TCS prints and distribute
it to the customers
 E.g. Credit Card bills, debit card bills, bank statement
 Turnaround Time : 5-7 working days

EXPRESS BUSINESS: Delivery of shipments on overnight basis like if shipment is booked today
before cut off time, it would be delivered in next working day. There are two types of express
shipments:
 General shipments:
 Banking shipments:
 OVERLAND:
 OVERNIGHT:
 SAME DAY EXPRESS:
 SECOND DAY EXPRESS/ DETAIN SERVICE:
 RED BOX SERVICE:
 HOLIDAY DELIVERY:
 FRAGILE SPECIAL HANDLING SHIPMENTS:
 TEMPERATURE SENSITIVE:
 OLE: Overland express – containers are moved from one place to another in order to
deliver shipments in 3-5working days.

 Sentiments: In TCS’s sentiments service, TCS, on behalf and on request of customer

sends gifts like cards, candles, flowers, stuffed toys, cakes, chocolates, sweets, etc. to
consignee. TCS purchases high quality products itself and sends it to customer.

 INTIANA: (Travel Services) Intiana, a Tranzum enterprise, offers services for Umrah &
Travel. Intiana is dedicated to facilitating our customers in meeting all their travel
related needs with personalized services and well-trained staff for customer support.

 VISATRONIX: (Visa Services) Visatronix, a division of Intiana Private Limited, extends

booking facilities for visa applicants in the non-immigrant (work, visit, study) categories
for applicants all over Pakistan for Canada, India, Spain, Italy, Malta and South Africa.
Applications are booked on a "Return Service Basis" at selected TCS Express Centers in
all major cities.

 OCTARA: (Event Management) Octara is an independent business unit of TCS Private

Limited. With a team of dedicated professionals in the fields of event management,
publications, marketing and corporate services, Octara is geared to provide the best
possible solutions in these areas to the corporate, government and NGO sectors in
Pakistan and the UAE

 TCS LOGISTICS: (Supply Chain) TCS Logistics Private Limited was incorporated on June
2002. Started as a transport provider however it soon grew into a total logistics solution
company offering trucking, distribution & warehousing facility in response to strong
customer demand.
BCG Matrix

The above is the Boston Matrix which shows the current scenario of the TCS products running in the
market. It could be easily seen that TCS is currently working in all the 4 segments of this matrix. Three of
its products are still in question mark category such as yayvo Hazir Sab kuch and Visatronics. Whereas
their Star Products are TCS Sentiments and MMS while TCS Express Logistics is considered to be their Cash
Cow because not much investment or marketing is required for it and it is the major source of their
revenue. And octra is considered as a product of Dog Category as it is not performing in the market at all
and needs a lot of attention and is almost near to its extinct.
SWOT Analysis

Porter 5 Model:
Below is the porter 5 model. The Bargaining power of the Buyer is High here since TCS Hazir has few
competitors in the market who are providing the same service at a cheaper price so it enables the
customer to have a power to bargain over different aspects. Threat of Suppliers is very low almost equal
to distinct as there is no as supplier involved in between beacuase TCS it self is the Supplier. Threat of
New Entrants in Modearate beacuase there is no as such limitations by the government in between or
any other regularaities in between but since big players Like TCS would make it very difficult for the new
entrants to make a market so the threat would be moderate here. There is no other substitute available
for the product so Threat of substitutes is also very Low. While Rivalry is bit high many players like Bykea
and Delivery Chacha also plays in the same segment with the similar service.
Blue Ocean Strategy
 Strategy Canvas : Value Curve
6

0
Price Quality Brand Convenience Variety Availabilty Customer
Satisfaction

TCS Bykea Delivery Chacha

The Strategy Canvas Shows that TCS is way ahead of its competitors where as Bykea and Delivery
Chacha Competes with each other on quite similar pattern but accept for the customer Satisfaction and
price Tcs leads in all the other factors.

Limitations
As the name suggest SubKuch means ‘everything’, therefore, they try to provide endless possibilities to
their customers but remaining in the boundaries of legal and Halal requirements from the customers.
However, in initial phase, certain limits are set from business on following:

Labor Work
A customer wants to pick his fridge and go to electrician for repairing and get the fridge back. TCS Hazir
Sab Kuch will refuse this lead, which suggests that in primary phase of SubKuch courier will not do labor
work.
Limitations for Heavy Materials
In those instances, where customer demands to pick heavy material from their home/office and deliver
to some other place, like furniture’s, etc. Service Ambassador will transfer this type of lead to TCS
Overland Express or TCS Home Movers.

Limitations for Medicines

SA (Service Ambassador) will only entertain over the counter medicines for direct pick up. For prescription
medicines the customer will have to provide the Doctor’s prescription in advance to courier. SA can use
portals like sehat.com.pk to distinguish between OTC and Prescription medicines.

Fee/Bill Payment
For any kind of fee/bill payment the courier will collect the funds in advance from the customer before
depositing it

Limitations for Livestock

If customer demands to buy a livestock for e.g. cow, goat, camel etc. The Service Ambassador will refer
that customer to a reliable vendor.

Internal & External Obstacles

HSK is a different thought from the current business model TCS is operating in. thus there is a tendency
within the Operations team to show the same attitude as the Express Business.

One big obstacle they see is bringing in efficiency in the model. They can’t simply continue hiring more
couriers as the business grows. They will have to continue inventing new models and processes to utilize
the resources more efficiently.

Externally there is always a chance of small startups mushrooming across the country. What they have
learnt in this business that the startup will require a constant flow in investment as the number of
orders grow. Therefore any sustainable competition at least in near future looks a far cry. But they
wouldn’t mind decent competition though.

Conclusion
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 customer.

I don’t see it challenging other online shops for market share but it definitely has potential to
grow and it wouldn’t be surprising to see it evolve into more of a gift shop backed by authentic
products and on time delivery in future even if its performance as a pure e-marketplace isn’t
stellar.
Just to conclude here, we know from people close to TCS that they are working on payment
processing gateway as well. This is in addition to mobile banking solution that TCS is working
on. Hence payments through their own branchless banking will be an option too, just in few
months.