The Strategic Decision for Interactive Website and Online Solutions:

Success Story of Tranzum Courier Services (TCS)

Tranzum Courier Services (TCS) Success:

The Strategic Decision for Interactive Website
and Online Solutions:

(A Case Study)

Submitted to:
Dr. Hummayoun Naeem

Submitted By:

Wali –Ur –Rehman

M. Phil Management Science

Course:
Strategic Management

Department of Management Sciences

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)

Foundation University institute

of Engineering & Management
sciences
The Strategic Decision for Interactive Website and
Online Solutions: Success Story of Tranzum Courier
Services (TCS)
History of the Company:

Ever since its inception in 1983, TCS Pakistan has continued to lead, the courier
and logistics service industry in Pakistan through innovation, pioneering spirit,
commitment and passion. Starting with just 25 shipments, the TCS Express saga now
spans five continents. TCS with its international look now caters South Asia with over
2000 locations in Pakistan. TCS Pakistan has also largely helped redefine the very path
and direction for the entire industry to follow.

TCS has a strong presence not only in Pakistan but also in the Middle East and
North America. It was founded by Khalid Nawaz Awan. He is the Chairman and driving
force behind the company. He was largely responsible establishing DHL Pakistan with
his elder brother. Today TCS is not just a courier company but a complete Express
Logistics service provider - TCS offers international delivery services - International
Documents and Parcel Express Delivery - to over 2000 destinations across the world
through its extended International Network. It is the only logistics company in Pakistan
flying its own aircraft. It started out as a courier company in the 80's and has since
evolved and diversified offering complete solutions. The company has more or less 5000
employees working for the achievement of the targets designed by the company.

TCS is the leading courier industry of Pakistan. With its 22 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. A wide range of document, parcel and cargo
services both domestic and international are offered.
Purpose:
To continually strive to achieve excellence - both on and off the job.
Vision:
"TCS will be recognized and respected as professional, innovative, profitable
information, and knowledge based logistics/services enterprise.”
Mission
"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

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 The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
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".

ORGANIZATION ‘S STRUCTURE
Chairman

CEO

Group CEO

Head of
Aviation

VP - Sales &
VP - Operations & VP-Business
VP - Corporate & VP - Marketing
BPR and Regional Development and
External Affairs Finance FINANCE and Regional
Director South Regional Direct
Director North

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)

Achievements by TCS:

 ISO 9001-2000 Certified, United Kingdom Accreditation Services, (UKAS)

 Brands Icon of Pakistan, 2008
 Awarded Super Brand by Pakistan
 Brand’s Pride of Performance, Brand of the Year, 2008.

Services Provided by the TCS

The company was initially providing services solely in the field of courier,
but afterwards it has extended the scope of services and provided a variety of
services to target the needs of the potential customers in the relevant fields.

The following are the details of the services provided by the TCS 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.

Intiana: Intiana offers travel services for Hajj, Umrah and Ziarats and is dedicated to
facilitating the TCS customers in meeting their travel related needs with personalized
services and well-trained staff for customer support.

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, the unit conducted a workshop on a Business Continuity
Management, based on the guidelines of Business Continuity Institute for training to
different participants in collaboration with Ferguson Associates (Pvt) Ltd.

TCS Aviation: A division of TCS Private Limited specializes in delivering customized

air fright solutions for Freight Forwarders, Pharmaceutical Industry, Charities & Relief
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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
Organizations, Government Departments, Airlines, General Sales Agents, Oil &
Automotive Industries and Brokers. TCS Aviation operates with a dedicated fleet of
aircraft & worldwide offices in Pakistan, Dubai and London. You can be assured that we
would fulfill your air freight & charter requirements to your satisfaction.

TCS Logistics: 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.

Mail Management Solution: 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.

VISATRONIX: It extends booking 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 selected TCS Express Centers in all major cities, including Islamabad, Karachi
and Quetta.

Applying for Visa has never been easier. Visatronix helps visa aspirants through the
entire process from providing relevant visa information to filling out visa forms and
secure transport of passports to embassies. All this and more coupled with the unique
Visatronix personalized customer services, track and trace system and complete peace of
mind makes the visa application process a convenient and reliable experience.

Red Box: TCS Red Box has made it so simple, convenient and cost-effective to
send all you want, to your loved ones, anywhere in Pakistan, UAE, and Great Britain. Be
it toys, clothes, shoes, gifts, samples or anything you may fancy, Red Box delivers all in
two categories of weight i.e. 10Kg & 25Kg.

Students Express: This amazing service delivers your documents to the College,
University or any other Educational Institution of your choice anywhere in the world.
To avail TCS Student Express, the student will have to furnish the following at the time
of booking their documents.
• Copy of student's ID card or letter from College/University certifying the student's
bona-fide status
• Documents should be sent to an educational institution
(School/College/University/Hospital) abroad.

UAE Express: It provides an excellent and personalized service to all its import and
export based customers for their documents and parcels express delivery services at their
door step. We offer most economical rates and fastest transit time for all shipments
booked through UAE Express.

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
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; Same Day Express, Extra Special Express,
Over Night Express, Second Day Express, Third Day Express, Red Box and Express
Tube

Domestic Trucking Services: It facilitates clearance and delivery of cargo both from
Airports and from Seaports. Swift trucking is now available to most destinations in
Pakistan and Middle East. Call for more information.

Internal Analysis
Quality: TCS people should direct every effort to deliver maximum value and
satisfaction to our customers.
Profitability through Efficiency: Efficiency will be the hallmark of TCS people to
optimize profitability and growth.
Ethics: Nothing unethical shall be practiced by TCS people in relation to our
customers and the world at large.
Justice: Justice to be the guiding principle of TCS people.

Inclusion of Flying Warehouse: TCS Aviation has acquired the services of 2 eastern
built AN 12 aircraft. The AN - 12 has a maximum payload of 18 tons and a crew
compliment of 7 that includes the pilot, co-pilot, navigator, flight engineer, radio operator
and ground engineers. The AN - 12s legendary exploits have extended to Germany,
Belgium, Spain, China, India, Indonesia, Iraq, Poland, Egypt, Bulgaria, Yugoslavia,
Algeria, Cuba, the UAE, and its country of origin Russia where it served with the
commercial Aeroflot as well as being the prime uplift option with the Russian Air Force.
The new additions increased four-fold the TCS load carrying capacities, from 10,000
kilograms to 46,000 Kilograms every night, enabling TCS to have a totally independent
and self-reliant cargo operation.

This will provide the added advantage of flexibility in creating products linked to a
pricing strategy that can only delight the customer and enhance customer satisfaction.
TCS is the first and the only Courier Service in Pakistan to have a committed and
dedicated fleet of 4 aircrafts. Reinforced with the two AN-12 aircraft, TCS Air
Operation will ensure timely connectivity to all major hubs namely Karachi, Multan,
Lahore and Islamabad, with improved material arrival timings resulting in earlier
deliveries, and the flexibility to customers for late evening dispatches. TCS is also
exploring the use of smaller aircraft like Twin Otter, Dornier and Cessna types with 1-2
ton capacity to operate on shorter sectors where load demands are not high at this stage.
While TCS makes optimal use of these airplanes at night to meet its internal cargo
requirement, all aircrafts would additionally be available for daytime contingency
operations and air cargo charters. More so on Saturday, Sunday and up to Monday
evening when they are not required for TCSs own Operations. After due diligent

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
marketing, and not too far away in the future, TCS Air Cargo plans to extend its air
operations to UAE.

ATTRACTIVENESS FOR THE EMPLOYEES

TCS Benefits: Once you join the TCS team you become part of a family of
achievers and leaders, working in a friendly and motivating environment that presents
you with many incentives to put your best foot forward and move ahead in your career.
Career Advancement: At TCS, you’ll find yourself on the fast track of climbing
the corporate ladder with vacancies opening up to employees from within the Company.
So the more you achieve, the faster you thrive. All Colleagues are subjected to
professional trainings & development as per requirements throughout their careers.
Long Service Recognition: Long service is highly revered at TCS. Team
members who hit the 10, 15 or 20 year mark, are presented with Momento of Recognition
as a token of appreciation for their commendable devotion.
Performance Recognition & Rewarding: No effort is ever gone unnoticed at
TCS. Bonus and Incentives are granted during the performance year, and the size of the
reward depends on one’s merit. Moreover, employees who demonstrate exceptional
performance are rewarded monetarily and non-monetarily with one or more of the many
accolades including Employee of the Month, Achievement and Innovation awards.
Medical/ Group Life Insurance/ Accident Coverage: By partnering with the
finest service providers, TCS offers its employees the best medical and welfare plans for
the well-being of Colleagues and that of their families.

TCS Connect Magazine:

TCS CONNECT is the Company's Customer Newsletter published from Karachi on a bi-
monthly basis and circulated amongst its customers/corporate circles in South Asia
(Pakistan), Dubai, Abu Dhabi and other parts of the UAE/Middle East and Canada (The
Americas) and The United Kingdom (London).
TCS CONNECT commands excellent readership and value in diverse sectors of
business that TCS Express caters to in all TCS Express regions of the world.
Whenever the concept of a group of companies is brought into a business, the business
tends to grow in all directions and at times at exponential rates. This piece of corporate
wisdom comes from the latest entrant to the TCS human capital bank, Mr. Khalid Dar,
Senior Manager Call Center. Khalid Dar's seen a fair bit of the world so he probably
knows what he is talking about, particularly in reference to TRANZUM. Now growing in
all directions and at times at exponential rates appears to be all good, provided the action
stations are manned by cadres that relish the act of pulling 'Gs', and just as quickly
settling into consolidating the gains made. Flat-out gallops need to be interspersed with
steady canters, or even the occasional trot, to help the mount recuperate and remain
battle-worthy for the long haul. Burnout is a clear and present danger when taking on the
world, and one must bear in mind that Rome was not built in a day, and that perseverance
is the key to success. On that thought provoking note, here's wishing TRANZUM a
glorious future.

External Analysis
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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)

The company has to compete with a variety of its local and international competitors; the
main competitors are OCS, DHL, Pakistan Post and other companies, which are
providing the courier services. The competitors operating in the field of the cargo in
Pakistan are Pakistan International Cargo, Royal Airlines Cargo, Star Air and AST
Pakistan Airways, which gave the TCS a tough time to compete in the industry for its
survival.

The company has initially started the business of providing the courier services
locally, but as soon as they get some resources available for them they opted to go global
and provide their services not only in the home country but also expanded it to the middle
east and UK.

The company has its own magazine published annually with a name of “Connect
International”, which includes articles from world famous personalities on different
topics ranging from political, social and economical topics to that of the religious topics.

This following portion has been selected from the magazine (Connect
International, organized and published by the Tranzum Courier Services, PVT. Ltd).

When people take pleasure and pride in what they do, then success becomes a
foregone conclusion. The journey, that invariably begins with the first few tentative steps,
soon assumes a life and dynamism of its own as destination after destination is charted,
arrived at, and proceeded from, for the pursuit of excellence has no destination, and
remains a journey in perpetuity along an ever rising graph of attainment. Along the way it
becomes necessary to take stock, review strengths, and address weaknesses, and
sometimes restructure and reconfigure in view of new realities. "Prosperity is the ability
to succeed with relative ease," says Spencer Johnson, Management guru and author of
''Who Moved My Cheese''. "Too much change is not wise, and too many little changes
don't work. You have to make a few big, simple changes that will have a significant
impact." He goes on to say that "... the more you care for your employees the more
successful your company will be, and that means listening to them and hearing what they
feel about issues such as change. The wisdom of the group is always greater than the
wisdom of just one leader, so it is important for the company to buy into that..." The
above best describes the philosophy at work that has seen Mr. Khalid Awan execute
some broad strokes and leverage his successful courier company TCS into a multi-
business group, TRANZUM, focused on attaining global market share in diverse
endeavours. The new businesses are natural upstream and downstream activities of the
core competency that TCS has acquired over the last 23 years of its existence. They are
manned by old colleagues with new mission statements and a shared vision that accepts
nothing less than perfection as par for the course. The wisdom of the group has been
harnessed in full measure, and many a midnight lamp has burnt at all levels of the
organizational hierarchy, charting the best possible course in the increasingly borderless
global village. The leader has led from the front when required. For the most part he has
enjoyed the ride as his able bodied and worldly-wise lieutenants took charge of the
process, and thrilled and delighted each other with their innovative and out-of-the-box

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
approaches so necessary for upward mobility in a highly competitive business
environment. The changes have been few, but they have been significant.

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The Strategic Decision for Interactive Website and Online Solutions:
Success Story of Tranzum Courier Services (TCS)
Comparison of the ration of the viewers of the TCS Website and its Competitors

The website of the TCS includes the following in the discharge of their duties to
facilitate the customers:
1. Tracking the shipment by Email
2. Tracking shipment by SMS as collaborated with network providers
3. Online tracking on the website
4. Online tracking of the Visa application as processed through TCS
5. Schedule a Pick Up request
6. Calculate Domestic and International Costs for your shipment online

A comparison of the websites of the TCS and of its competitors is shown below;
which shows that the website of the TCS is more viewed and customers more benefited
from the website than that of the competitors’ websites.

Factors of success

The company has made many memorandums with other organizations in an

attempt to provide maximum facilitations to the customers and to the organizations, they
dealing with.

The strategies they adopted in carrying out their business not only in the field of the
courier services but also involvement and innovation in other services sectors, have made
them successful in the industry and are in very better position to compete in the industry.
The other factors also include the availability of maximum facilities in carrying out their
business indecently on their own resources, which they added time and again.

The success story of the TCS is more attributed to the online facilities provided by the
company and its commitment to come up to the mark and up to the expectation of the
customers. The managers of the company always tried to explore new dimensions of the
services, which they can provide to facilitate in the better achievements of their goals and
to maintain their culture of innovation and introduction of new solutions to the world.

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