Brief Introduction about the Industry: The amount of competition faced by organizations today is more intensive than it was

ever before. With the ever-expanding number of organizations and products, customers have a wide array of choices available. As a consequence the manufacturers and service providers now have to view their products and services from the customers point of view not only to maintain a high quality but also to incorporate the customer-defined improvements whenever needed. In order to remain in business for long term and ensure their survival they have to incorporate techniques that would force the customer to choose them from the rest.

The change in paradigms has forced many organizations to redefine their mission and strategies. Earlier the focus was merely on price and quality but now because of intensive competition, organizations have to come up with unique strategies that would give them competitive edge in the eyes of the customer, so that he prefers them in the long run. Nowadays organizations are gaining advantage through quick response, an aspect that is continuously in focus in developed countries. Quick Response mainly came into being from the manufacturing point of view i.e. in order to determine the time of replenishment in the supply chain etc. Hence quick response in the beginning was used for the betterment of the manufacturing industry. But with the rise in service organizations, quick response has become equally imperative. Customers judge services by focusing on service quality dimensions, which are reliability, assurance, empathy, responsiveness and tangibles. All these dimensions are important to cater to in order to get good leverage from customers. Quick response covers all these dimensions in one way or the other depending on the organizations mode of operations.

The markets of today have gone global, hence organizations are competing across boundaries as distances have reduced, communication costs are low and one does not need to be in a geographical region to be able to service customers. The emergence of technologies like the Internet has enabled organizations to communicate with and support customers all over the world. The power of communication is directly related to the rapidly advancing field of

technology. With the dawning of every new day, these advancements notch up a gear, hence as we open our eyes to every passing day, we are hypothetically stepping into a more technologically advanced world. Technology can help an organization achieve a lot for example: In todays competing environment technology has become the key for success, but only if it creates a unique advantage over competitors. Therefore organizations need to make sure that: Customer care needs to be 100% i.e. 100% availability to the customer, 100% consistency, 100% response record and 100% fulfillment of customer's needs.

The change in paradigms from mass production to mass customization has also given way to the multiplication of communication mediums. Internet, mobile and short messaging services are the modern methods that provide round the clock availability and global connectivity. Thousands of brands of products and services are created every day, transmission of information through media has reached enormous proportions, and thus battle for the market share has become a lot tougher.

Even a developing country like Pakistan has not stayed behind in welcoming such changes in paradigms. The changes taking place in the world markets have affected the local scene in Pakistan. Many international organizations are entering the domestic market therefore increasing competition among the various operatives. The revolution of technology has signaled expansion of IT, Internet and Telecom networks across Pakistan. The government has opened venues in other sectors as well to enhance growth and improve economic situation of the country.

One such industry in Pakistan that has become popular due to its exceeding demand in this fast paced environment is the courier industry. In Pakistan, TCS currently dominates most of the market share in Pakistan as compared to its competitors like OCS couriers, SpeedEx, Leopards, Gerrys International and DHL etc. Many years ago customers had only one option for sending packages, letters etc and that was via Pakistan Post Office. But now the dynamics of the market have taken hence the new courier services with their advanced logistics and overall infrastructure are able to provide such services to the eager customer. Time saving and greater accuracy are essential part of every industry but courier companies would definitely be more focused on

them as the services they provide solely thrive on the above two mentioned aspects. Responding quickly to customer is also essential in services but for courier companies it is way of gaining sustainable competitive advantage.

Introduction of TCS (Tranzum Courier Service): TCS started its operations in 1983. Since then TCS Pakistan has continued to lead the courier and service industry in Pakistan through innovation, pioneering spirit, commitment and passion. TCS Pakistan has also largely helped redefine the very path and direction for the entire industry to follow. The company not only has a strong presence in Pakistan, its country of origin, but also in the Middle East and North America, having its headquarter located in Toronto, Canada. Tranzums services which are more commonly identified in Pakistan through the brand TCS, has come a long way since it started operations about three decades ago.

Current position of TCS: TCSs rapid growth reflects the globalization of trade. As its customers expand into international markets, TCS is there to meet their needs. Today, TCS largest and most experienced courier and logistics network with providing service to 3500 international destinations by 4000 employees in 300 offices worldwide, TCS maintains its position at the courier and logistics network by continually expanding and upgrading its network of offices, hubs and gateways, and by offering superior service through a well-trained and dedicated work force. In Pakistan, it is providing services to 2000 locations.

TCS Vision & Mission 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".