SERVICE MARKETING DHL EXPRESS PAKISTAN
PREPARED BY: NAZISH SOHAIL SHAHBAZ CHOUDHRY
BBA HONS BBA HONS
RANA SAJID
MBA
ANJUM ALTAF
MBA
PRESENTED TO: SIR KAMRAN SAEED HAJVERY UNIVERSITY LAHORE
ACKNOWLEDGMENTS 1
MY
FIRST AND FOREMOST HUMBLE AND GRATITUDE TO
“ALLAH”
THE
ALMIGHTY FOR GIVING ME THE VALOR TO REMAIN DEDICATED TO MAKE THIS AUDIT REPORT.
Apart from it I take the opportunity to acknowledge the real efforts of: First, we would like to thank SIR KAMRAN SAEED, for his valuable support and encouragement which he has offered. His words of wisdom will always be remembered, and we are convinced that the knowledge of marketing that he has imparted would go a long way and helping us all through our professional career. Secondly we would like to thank the CUSTOMER SUPPORT SERVICES, of DHL Pakistan, Lahore and Karachi.
TABLE
OF
CONTENTS 2
Sr#
List
Page
1
Executive Summary
3
2
Introduction to Logistics
4
3
Courier Industry in Pakistan
5
4
DHL company Portrait
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5
SWOT Analysis
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6
First P- Product
11
7
Second P- Price
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8
Third P- Place
30
9
Fourth P- Promotion
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10
Fifth P- People
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11
Sixth P- Process
45
12
Seventh P- Physical Evidence
50
13
Conclusion
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14
References
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EXECUTIVE SUMMARY Praise to be Allah Almighty, the one testing us all at all times and making decisions about what we don’t know and can’t know.
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Today it is impossible for a common man to run a business especially in this period of competition. This situation demands energetic, duly qualified experienced business administrators who could meet the challenges of this age of modernization. HAJVERY UNIVERSITY produces management specialists fully aware of the ins and outs of the business management, and capable of meeting the challenges of modern business environment. The scope of the project is to discuss the Seven P’s of Services Marketing. For this purpose we have selected DHL Express Pakistan. From the last month or so our group is in a process of continuous research on services marketing functions and strategies adopted by DHL Pakistan. Moreover the project also discusses the analysis of competition, market growth & trends. We will like to add that the project will provide the readers and the listeners’ very high profile information about the Seven P’s related to DHL as a whole and also about the organization. In the end we hope that the project will result very profitable both for the readers and DHL Express. Your feedback in the end either critical or substantial will be highly appreciated.
Introduction to Logistics Logistics is concerned with getting the products and services where they are needed when they are desired. It is difficult
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to accomplish any marketing or manufacturing without logistical support. It involves the integration of information, transportation, inventory, warehousing, material handling, and packaging. The operating responsibility of logistics is the geographical repositioning of raw materials, work in process, and finished inventories where required at the lowest cost possible The formal definition of the word ‘logistics’ is: - it is the process of planning, implementing and controlling the efficient, effective flow and storage of goods, services and related information from the point of origin to the point of consumption for the purpose of conforming to customer requirements. In order to understand the concepts of logistics in terms of practical usage and to glimpse into the how a real company or organization uses logistics as a formidable tool to gain customer satisfaction, reduce overall cost and increase efficiency we selected “DHL” the worlds leading courier Service Company.
But DHL is multi faceted and offers
myriad types of services.
Courier Industry in Pakistan TCS is the current market leader in the courier industry, with the domestic courier service market in Pakistan a little over 5
Rs. 2 billion, and the international market operating out of Pakistan estimated to be about Rs. 2 billion, which makes the total industry sales Rs. 4 billion, of which TCS has nearly 45% of the share. Therefore TCS manages annual sales of Rs. 2.2 billion, which signifies its robust position in the industry. TCS has managed to attain considerable profitability in an industry that is reasonably attractive to be in. The major players in the courier industry operating in Pakistan are TCS, DHL, FedEx, OCS, and the relatively recent introduction of SpeedEx, leopards, and PIA’s own courier division. FedEx Federal Express is the pioneer of the overnight package delivery courier business, and has since entrenched itself into far reaching corners of the world. By establishing itself as the world leading courier service provider, FedEx has taken advantage of effective positioning. Customers all over the world associate FedEx with timely and high quality service, and regard it as the number one courier company in the industry. This is exactly the power that a pioneer of a new category is able to leverage. IBM had it with personal computing, Dell had it with customizable and on-demand computers, Heinz had it with ketchup, and Kleenex had it with pocket tissues. Thus by establishing a new category, the pioneer is at a significant advantage, and even with little strategic enforcement, with stagnant marketing communications, the leader can still retain its edge in the minds of consumers. DHL Being a huge international player, DHL’s main area of focus is the European markets. DHL is the leading courier company in Europe, and also has a large worldwide network. It is a more diversified company than TCS in that its services number more than 25 to 30. DHL’s market share in Pakistan is 39% 6
OCS OCS’ main markets are in East Asia, yet as with most of these aspiring courier companies, OCS also has managed to infiltrate international markets effectively, and is now positioned so as to further expand its international operations. SpeedEx One major advantage to SpeedEx is its ability to leverage its parent company PIA’s extensive airline fleet for its own use. This strategic cost saving approach has allowed them to charge lower rates on overnight deliveries than their competitors. Furthermore, since PIA offices operate on a 24hour basis, the SpeedEx service is available on a 24-hour basis as well, making it the only guaranteed 24-hour outlet for customers with rush nightly orders. Although several outlets of other competitors and even TCS’ are operational on a 24-hour basis, the large majority of them are not. This is the key difference between PIA’s smaller, more focused SpeedEx, and the other players in this industry. Pakistan Post Although, by its own admission TCS does not consider the domestic post office as a direct competitor, it still represents a major threat in the external environment of the courier industry. The post office serves as a viable and oft-times preferred option to overnight delivery services.
Postal share TCS Pakistan
Parcel service 20% parcels
30% docs
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DHL PAKISTAN Pakistan post
24%
45%
60%
15%
FedEx Pakistan
16%
25%
DHL COMPANY PORTRAIT
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From humble beginnings to global market leader Founded in San Francisco almost 40 years ago by 3 budding entrepreneurs - Adrian Dalsey, Larry Hillblom and Robert Lynn - DHL has continued to expand at a phenomenal rate. Today, it stands tall as the global market leader of the international express and logistics industry. Back In 1969, DHL took its first small steps in building for the future by personally shipping papers by airplane from San Francisco to Honolulu. The years passed and the DHL network grew ever larger, gradually reaching out to new customers in every corner of the world. At the same time, the marketplace developed and became more complex, so DHL adapted to meet the changing needs of its customers both at global and local level. Today, DHL's international network links more than 220 countries and territories worldwide and employs some 300,000 employees. DHL also offers unparalleled expertise in express, air and ocean freight, overland transport, contract logistics solutions as well as international mail services. From 3 employees in 1969 to 300,000 employees in 2008, the approach and dedication has remained the same. Our success has always been based around delivering excellent service for our customers. Never complacent, DHL has become a brand acknowledged for personal commitment, proactive solutions and local strength. At the heart of its success are its employees who focus on the customer's needs and provide individually customized solutions. DHL is a Deutsche Post World Net brand. The group generated revenues of more than 63 bn euros in 2007. DHL Pakistan
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DHL Pakistan (Pvt.) Ltd. has been operating in Pakistan since 1982 and is headed by Sarfraz Siddiqui, Country Manager / Managing Director. Today, DHL is the largest Air Express Company in Pakistan with a 65% market share. With over 43 locations, supported by over 200 vehicles and over 500 employees, we not only deliver documents and heavy weight parcels, but also provide value-added and innovative services to our customers. Vision Customers trust DHL as the preferred global express and logistics partner, leading the industry in terms of quality, profitability, and market share. Mission DHL enhances the business of our customers by offering highest quality express and logistics solutions based on strong local expertise combined with the most extensive global network presence SWOT ANALYSIS STRENGTHS • Customer First Choice • Friendly Environment • Market Value • Customer Services • Strong Brand Image • Globalism • eServices and technology • Corporate symbiosis WEAKNESSES • High Prices
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• Market-Share Estimate • Weak Visibility • Not as well known as UPS and Fedex OPPORTUNITIES • Expansion Globally • Joint-Ventures • Expansion of Ecommerce • Increase in The Number Of Services THREATS • Relations with Foreign Countries • Economic and Political Conditions • Restrictions • Economic Slow-down • Fuel prices can go up
compa ny
expres s
logisti cs
telec om
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OCS
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FedE x Leopa rds
aviat ion
shippi ng
Stude nt servic es
Imports/ex ports
carg o
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Event s servic e
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FIRST P – PRODUCT
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DHL is the leader in courier, express and parcel delivery services - both local and global. Whether it's documents or parcels, DHL has the service you are looking for. 1. DHL Express Internationally.
DHL makes international shipping convenient with a variety of services and options to suit your needs. 2. Logistics Services We offer a complete range of logistics and outsourcing solutions to meet your warehousing and distribution challenges. 3. Shipping Tools - the quick and easy way to handle shipping. DHL Same Day Service. When you're racing against time, choose DHL Same Day, the fastest delivery service available in today's air express industry Time Definite • • • • • •
DHL Express 9:00 DHL Express 12:00 Document Express DHL EXPRESS WORLDWIDE Import Services DHL Airport to Door Express
Fast door-to-door delivery by a certain time - overnight or next possible business day.
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Dhl Express 9:00 For those time-critical deliveries to major business locations. DHL EXPRESS 09:00 is supported by proactive delivery notification and a money back guarantee, and is available to international and domestic destinations. Dhl Express Worldwide For those time-sensitive deliveries to a global business locations. DHL EXPRESS WORLDWIDE offers international express door-to-door delivery overnight or by 18:00 on the next possible business day. DHL EXPRESS WORLDWIDE is ideal for all of your document or non-document shipments when getting it there by the end of tomorrow is what matters. Whether you are sending samples, spare parts or finished products, you can rely on our extensive global express network to get your shipments there fast. 13
DHL EXPRESS12.00 Choose DHL EXPRESS 12:00 for an express door-to-door delivery by 12:00hrs the next possible business day. DHL Airport To Door Express Import from Asia Pacific on your FOB/FCA incoterm. Enjoy the convenience and user-friendliness that DHL is known for, with features such as an all-inclusive pricing with no hidden charges, 24-hour tracking and a single invoice. No weight limits. DHL's Airport to Door Express service is currently available in 14 major Asia Pacific countries or territories*. Worldwide Document Express When delivery speaks louder than words Worldwide Document Express offers international express door-to-door delivery overnight or by the end of the next possible business day for documents and parcels not subject to customs clearance. Express Document If you use DHL to send urgent lightweight documents on an ad hoc basis, DHL's Express Document service is the ideal solution. As long as the documents weigh no more than 250g, this service offers an attractive alternative with a favorable fixed-rate tariff. DHL IMPORT EXPRESS The ultimate in flexibility and control Available from more than 210 countries, DHL IMPORT EXPRESS offers you total control of your inbound shipments worldwide door-to-door, through a single partner with proven customs expertise.
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Specialized Services • • • • • •
ESI Jumbo Box and Jumbo Junior Transport Collect Express Pallet University Express IMP Campaign
ESI (Economy Select International)
Today, customers are looking for greater control over their shipping costs. Customers who are price-sensitive and have more time to ship their heavier deliveries can take advantage of our new ESI service. With ESI, customers can enjoy the benefits of day definite door-to-door delivery service at economical rates. With greater flexibility in transit
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times, an additional 1-4 business days within AP, we now offer customers deliveries at more affordable price points. JUMBO BOX AND JUMBO JUNIOR International express door-to-door delivery using specially designed heavy-duty packaging for goods up to 25kg for Jumbo Box and up to 10kg for Jumbo Junior, all for a low flat fee. The DHL Jumbo Box and Jumbo Junior have been designed to make sending your goods with DHL even easier. Whatever you send and wherever you send it, DHL Jumbo Box and Jumbo Junior are the most effective and convenient ways to get your shipments to their destinations on time. Both Jumbo Box and Jumbo Junior are made of sturdy, double corrugated cardboard and are supplied free of charge. You can fill the Jumbo Box with almost anything up to 25kg, and Jumbo Junior up to 10kg, and send them anywhere in the world, door to door, for a low flat fee. Transport Collect Transport Collect (TC) shipment is a payment option where payment for DHL’s service is collected from the consignee upon delivery by DHL. Express Pallet A new packaging and transport solution specifically designed to match real time distribution systems, as well as your desired packaging configuration, at reasonable costs! Take advantage of the convenience and ease of moving, warehousing, and storing your goods in pallet loads, both ways – from pick up to final destination. Send a DHL Express Pallet to over 220 destinations worldwide at comparable rates you would normally pay your existing freight forwarder.
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University Express Whether it’s your university application or final year thesis, you’ll want it to arrive at its destination promptly and safely. Not only is DHL University Express a cheaper way to send your documents with savings of up to 30% on document shipment rates, we also provide a range of services from free pick-up to shipment tracking for a truly hassle-free delivery. IMP Campaign
IMPORTING THE WORLD TO YOUR DOORSTEP For all your door-to-door imports from over 210 countries, you get one invoice for one pre-agreed price in your local currency from one company. That means, no middleman, no hidden cost and less paperwork. Use our new E-tool, Import Express Online and enjoy greater security, convenience and control. With streamlined Customs clearance, Global track and trace, superior customer service and leading transit times, DHL Express goes all the way to keep importing simple. OPTIONAL SERVICES Shipping convenience with a range of optional services to support your express transportation. The service options listed below are intended as an overview or distillation of what DHL offers from country to country. • Special Pick-up and Delivery Services • Information Services 17
• • • • •
Customs Clearance Services Dangerous Goods Payment/Billing Services Insurance Packaging
LOGISTICS • • • • •
Air Freight Ocean Freight Supply Chain Solutions Industry Sectors Our Expertise
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DHL is the global leader in logistics - with more highly experienced professionals at more locations in more countries than any other provider. Our goal is to build strong, long-term partnerships with customers by providing world class services, across all our operations. We are the first choice for companies looking to outsource freight forwarding, warehousing, distribution, transport and supply chain management. After joining forces with Exel in 2005, we are now also the sector's leading innovator providing the extraordinary range of cutting-edge solutions you will be able to explore on these pages. Our logistics customers include over 75% of the world's largest quoted non-financial enterprises. These organisations trust us with their brands and reputations not simply because we're the worldwide market leader, but because we 19
strive to deliver globally consistent services of the highest quality, wherever they work with us. Air Freight • • • • • • • • •
Air First Air Premium Air Value Charter SeAir Airfreight Plus Service Specialised Services Value-added Services Special Handling
Global Air Freight for all of your transportation needs DHL Global Forwarding provides a worldwide network for all your air freight needs. With a wide range of time-defined and specialist services, supported by our preferred carriers, we can offer you the flexibility between standardised connections with fixed schedules or air charter. As the market leader, we offer competitive pricing for all time and cost requirements. All end-to-end logistics processes are supported by leading-edge information management systems, providing the customer with complete shipment transparency. A core element of our freight management service offering is the ability to move single or complex shipments by air, at any time and to any destination.
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Air first Whether door-to-door or airport-to-airport, Air First guarantees priority uplift. Your freight is placed on the first flight out and forwarded to assure the fastest transit times from airport-to-airport. Operating all day and everyday, when you next need priority uplift, DHL Global Forwarding is ready to handle your freight.
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Air freight plus When your shipping needs change, DHL Global Forwarding adapts. Airfreight Plus simplifies the shipping of heavyweight goods where a day definite transit is required. One inclusive priced is quoted and invoiced for door-to-door shipment delivery. Air Premium Air Premium is a reliable and scheduled service, combining price and time considerations for both door-to-door and airport-to-airport. Your shipment arrives within three days at airports in every major marketplace worldwide. Air Value By using creative routing via major gateways, our Air Value service provides deep cost savings. For less time sensitive cargo where a slight increase in transit time is acceptable, Air Value provides an economical alternative to Air Premium. Charater At DHL Global Forwarding, chartering additional air freight capacity where there is limited commercial carrier uplift is part of our everyday business. Part and full charter is the preferred solution for businesses that are launching new products during peak season or have oversized cargo. SeAir The alternative to the speed of air freight and the lower cost of ocean freight is a combination of both. Customers benefit from our outstanding strength in air and ocean freight. We provide real-time visibility at every step throughout the transportation chain from origin to destination. Industrial Projects DHL Global Forwarding's Industrial Projects transportation services provide tailor-made solutions for customers working in industries such as: • oil and gas exploration and production 22
• • • • • •
petrochemicals engineering and construction power and energy mining industrial plants infrastructure projects.
Specialised teams in DHL Global Forwarding's global network deliver best-in-class solutions. Our quality-driven approach, experience in risk management and sophisticated IT solutions combine to ensure reliable performance and process and cost optimisation across your supply chain. Special Handling 1. Service options • Dangerous Goods We employ highly-trained and certified specialists (minimum two staff per operative location). This qualifies us to handle all kinds of Dangerous Goods, according to the newest version of the IATA Dangerous Goods Regulations and in accordance with regulations issued by country and local governing agencies. The Shipper's Declaration for Dangerous Goods will be completed and signed by the shipper. Depending on the goods, also a certificate for the pre-carriage and delivery by truck may be necessary. Dangerous Goods must be packed, marked and labelled according to the latest edition of the IATA Dangerous Goods Regulations. We will carefully check the declaration and the package (s) for full conformity with the regulations before tendering to the airline. 23
• Temperature-Controlled We are fully qualified to handle all goods that need to be transported under a temperature controlled environment. Integrated control systems give full visibility of temperature, humidity and other important measurements. OCEAN FREIGHT • • • • •
Less Than Container Load Full Container Load Non-Containerised Load Value-added Services Customer Program Management
The global network of DHL offices provides a full range of international ocean freight services, covering all your delivery requirements, supported by a tariff structure that is both straightforward and competitive.
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SUPPLY CHAIN SOLUTIONS DHL goes further and aims to bring value and consistent, high quality support to customers of every type and size, wherever they operate. Making the most of our scale and experience we aim to become our customers' first choice worldwide. Our logistics operations embody DHL's three core brand values of local strength/global coverage, proactive solutions and personal commitment.
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Our goal is nothing less than to transform the logistics industry and to deliver beyond our customers' expectations wherever and whenever they need us - by offering the most comprehensive suite of services and becoming the only genuine one-stop source for logistics solutions, globally.
INDUSTRY SECTORS DHL's focus on selected industry sectors means customers benefit from working with specialists - not just in logistics, but also in their particular marketplace. Our aim is to build long-term partnerships and work closely with our customers
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- often shoulder to shoulder with their management teams. The know-how of our people combined with our industryleading solutions provides them with real competitive advantage. Every day, throughout the world, our people work with a huge variety of customers to solve practical problems - from achieving shorter lead times to delivering temperaturecontrolled freight - in the following industry sectors:
Shipping Tools - the quick and easy way to handle shipping. Not only does DHL offer a one-stop solution to your shipping needs, we make shipping simple and efficient. Whether you're looking for simple on-line shipping, shipping 27
management or integration solutions, the solution is only a click away.
PACKAGING The packaging makes the brand look expert and modern. This packaging makes the brand look more contemporary and hi-tech. DHL is available in a variety of packaging formats to suit all consumer needs and consumption occations. Packaging is innovative to meet the individual needs consumers all over the country. Packaging ranges: Junior jumbo box – upto 10kg Jumbo box – upto 25kg Mega box- upto 35kg Target Market The target market for DHL express is all domestic and corporate customers who can afford their services and who want excellent services matching their needs and wants.
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Customer’s of DHL Express includes these sectors: • • • • • • • • • • • •
Automative Engineering/Manufacturing Healthcare sports textile students financial institutions MNCs Chemical Technology Retail Consumer Goods
SECOND P – PRICE DHL implemented the concept of the price adaptations for every country based on its economic conditions. Pricing Strategy – Price Leadership • Past and current – DHL charge premium price for delivering superior service. • Maintain image in the eyes of customers DHL delivers superior value. • Decline in price might be seen as decline in quality of service – may switch to other provider. Pricing structure • Difference in price charged for documents and parcels. • Should be differentiated because of additional costs incurred for parcel shipping. • Difference in price across different industries. • Shipping fee should be the same for customers across different industries
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Offer special price for Multinational Corporation seeking to cut deals if they allow DHL to handle all of their express shipping accounts. • Should be exercised and must help retain and gain large accounts for DHL’s marketing team. •
Geographical pricing (Cash, Countertrade, Barter) In geographical pricing the company decides how to price its product to different customers in different customers in different locations and countries. DHL’s pricing is based on different zones divided by the company. As DHL expanded service into new countries, it developed many different pricing strategies and structure. (DHL at first uses penetration pricing strategy) DHL country managers had almost total control of pricing, they typically set prices based on four factors: what the market could bear, price charged by competition (which was often initially the national post office), DHL initial entry pricing in other countries, and DHL’s then current pricing around the world. From these strategies, we know that the pricing policy is different in each country, which appropriate with the condition and situation of the country. Discounts and allowances DHL gives price discounts to those customers who manage their accounts with the company. There are also discounts like: • price discounts for students package upto 15% • •
discounts on inbound and domestic services by 10%
they encourage anyone who ships frequently to open a DHL account. This offers you negotiated price savings and the opportunity to pay by monthly invoice. Occasional shippers can pay by cheque or cash 30
POSITIONING STRATEGY Positioning Against Competitor DHL is positioned as a premium brand which focuses on excellence of services. The corporate clients are the focal point for DHL expresses facilitating them by providing timely and best customer services nationally and internationally. Positioning In Relation To Product/ Service Attribute: The primary positioning vis a vis service attribute is that DHL has the high market value in terms of best customer services and friendly environment. Positioning by price and quality As DHL is a premium brand, it is priced at a premium to its competitors (TCS and FedEx). Being premium means there will be no compromise in quality as the link between price and quality exists and customer is always willing to pay more for perceived quality which in the case of SHL, he/she does!
THIRD P- PLACE CHANNEL OF DISTRIBUTION Franchising The company provides franchising facilities in nearly all the developed zones of Pakistan. We suggest they should increase the number of franchises to avail the max profit and market share. Co-marketing
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DHL express is in a partnership with the Leopards courier services to sell or distribute service products of one another. INTENSITY OF DISTRIBUTION DHL has a selective distribution strategy of its service products. Through its franchises it covers different geographical areas. Currently operating almost 43 locations in Pakistan I believe they should adopt intensive distribution networking to avail max channel coverage. List of the regions currently covered by DHL Pakistan are listed below: • • • • • • • • • • • • • • • • • • • • • • •
Abbotabad Faisalabad Gujranwalla Gujrat Hafizabad Hyderabad Islamabad Jehlum Kamoke Karachi Lahore Mirpur Multan Muridki Peshawar Quetta Rahim Yar Khan Rawalpindi Sahiwal Shekhupura Sialkot Sukkur Wazirabad
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DHL uses all the modes of transportations that is • • • •
airways roadways waterways rail freight
DHL has its own fleet of airplanes and motor vans. Depending upon the final destination where the goods have to finally reach and the type of package the customer has paid for, DHL uses the individual modes of transport or a combination of either of these or all. Once again the geographical location and how fast the goods have to be delivered are the factors for the final selection of modes of transportation. The concept of economies of scale and economies of distance are both taken into consideration in case of larger consignments where DHL provides an appropriate logistical solution which helps in reducing the overall cost for the customers.
FOURTH P- PROMOTION Print media Print media advertising is still the medium used by DHL express in Pakistan, and outdoor also forms a crucial part of the communications strategy. But increasingly campaigns are integrated across all these communication channels. Advertising DHL has a persuasive advertising methodology for its services. Its advertisements appear in almost all the business class magazines and leading newspapers of the country. Mobile ads
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Recently DHL has incorporated the mobile marketing mechanism for the advertisement and promotions of the company. Print ads – on different Occasions
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Summer “Mango” ad
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International Ads
Tagline: Always first
Tagline: next time you will use DHL
Tagline: transport anything with DHL maxitransport
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Tagline: nothing stops us
Tagline: if there is an address, we’ll find it
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DHL Turning Page
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FIFTH P- PEOPLE DHL's international network links more than 220 countries and territories worldwide. Some 300,000 employees are dedicated to providing fast and reliable services that exceed customers' expectations. DHL is the global market leader of the international express and logistics industry, specialising in providing innovative and customised solutions from a single source. Customer service centres DHL Express operates two customer service and sales centres in Karachiand Lahore with a population of around 300 employees. DHL wishes to offer the following vocational opportunities: • • •
Customer service level 2 and 3 Business administration level 2 and 3 Contact centre operations level 2
DHL Express also wishes to offer skills for life programme for those employees who would benefit from development in basic English and Mathematics. Training - Learning and Skills DHL people are passionate about what they do and passionate about the service they provide to their customers. Each individual contributes to DHL overall success and encourage personal responsibility, commitment and cooperation - for the benefit of company and customers. DHL employees have the opportunity to continually expand their skills to the support provided by a large worldwide company. DHL people develop, change and take on new challenges on a national or an international basis.
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DHL corporate culture creates added value and leads DHL on the way to become stronger than DHL competitors. An active, open corporate culture makes DHL an attractive employer for highly talented people and strengthens our position as a responsible global corporate citizen in this world. Training Programme . Today's innovative ideas are the solutions for tomorrow's challenges. That's why the fostering of creative, hardworking talented people represents an investment in the future at DHL and Deutsche Post DHL. Through an extensive package of programs, DHL offer students and college graduates around the world the chance to show just what they can do: They gain valuable experience in the Group, work independently on projects and stay in touch with the company afterward GRADUATE PROGRAMME The DHL Logistics Graduate Programme exposes graduates to the Supply Chain industry through various operational placements at many of locations throughout the UK. You'll need to have a minimum 2:2 honors degree in a business related subject, be able to move anywhere within the UK and have the drive and determination to make a difference to DHL business. MBA PROGRAMME Deutsche Post DHL cultivates the international elite of the future. In this program, MBA students from Europe, the United States and Asia spend three to six months at the company working on projects. Under the supervision of a department head, they play an active part in both the operative business and demanding strategic projects..
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Empowerment One special thing about DHL is the level of empowerment and independence given to its employees. For employees to act appropriately there is employee motivation which is natural growth from and employee empowerment. The employees hired at DHL are empowered enough that they can make decisions of the given projects or responsibility. If an employee is regularly able to contribute thoughts, ideas and suggestions to problems at hand or regular work activities, that is a feeling of accomplishment which goes a long way. It makes an employee feel as though he or she is important (high commitment to work) and hence their motivation is elevated. Motivation Employee motivation is boosted through various recreational activities and different reward programs including picnic programs, cricket matches, tours etc.
DHL Cricket team
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Picnic at seaside:
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14th August 2009- Independence day @ DHL
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SIXTH P – PROCESS 45
DHL Process goes according to a six-step process:
Initiation: The formal start of the project Design: The formal agreement on how to approach the project and its deliverables Planning: Following agreement, a detailed plan is created Execution: After detailed planning and preparation, the project goes 'live' Closing: Gradually phase out and prepare for handover of the deliverables Handover: The formal end of the project
Inventory Flow Suppliers
Physical distribution
Information Flow
Manufacturing support
Procurement
Customers
The easy way to improve customer satisfaction, worldwide. With coverage in over 210 countries, GLOBALMAIL PARCEL transports parcels up to 31.5 kg and also offers collection, sorting and franking for small parcels up to 2 kg at no extra charge. They manage customs clearance and provide delivery details for parcels over 2 kg in many countries via our on-line Track & Trace service. There is also a wide selection of useful add-on services to choose from.
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The easy way to tap into new markets. Direct, personal, global. Use “GLOBAL COMMUNICATION” to communicate with direct marketing target groups abroad. With professional start-up advice always included in price, they help you plan and implement international direct marketing campaigns of any size. Also offer a flexible range of basic and special services for you to choose from. The easy way to improve your circulation. Worldwide. Use GLOBALMAIL PUBLICATION to communicate with readers worldwide. Sort, bundle and frank your press products and take care of dispatch and customs clearance. GLOBALMAIL PUBLICATION offers a choice of delivery speeds, full feedback on addresses of undeliverable items, and detailed invoices with separate zone charges The easy way to stay in touch with business partners worldwide. Regular communication with customers around the world is critical to your business - from product information to promotional mail shots, invoices to annual reports. The result can be mountains of mail that block your mailroom and drain resources and budgets. Service recovery and failure by DHL expressCollection Staff DHL employees are a highly trained and cognizant staff. Management team has over 100 years combined experience in the collection industry. Employ the most highly skilled and well trained collection team available. DHL provides ongoing training sessions with employees bi-weekly. Thier customer service representatives are contacting your customers 8:00am to 8:00pm Monday through Thursday, 47
Friday until 6:00pm, and Saturday 8:00am until 12:00pm. Their success rate is higher because we are calling people during hours when most other collection agencies are closed. All of our collection staff has attained or is working toward their Professional Collection Specialist designation through the American Collectors Association. Acknowledgements Every customer that you assign to DHL will be acknowledged in writing. The acknowledgment provides you the name, your account number, our account number, and the dollar amount assigned. Acknowledgements insure proper account reconciliation between your office and DHL. Collection Methods All correspondence and collection procedures are consistent with the guidelines of the Fair Debt Collection Practices Act and their governing body the Federal Trade Commission. Their objective is to collect your money and at the same time treat your customer with respect and end the conversation with the customers' dignity intact. Legal Staff In the event your account needs the attention of an attorney, DHL retains reputable legal counsel with over 22 years of collection law experience. He and his highly qualified legal staff handle all legal affairs. All normally incurred legal costs are advanced by DHL.
Process
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SEVENTH P – PHYSICAL EVIDENCE Uniform The DHL uniform is an important part of corporate identity and gives a positive professional image. If you’re required to wear a uniform we’d ask you to wear it all the time you are at work. Adjustments to skirts and trouser lengths are permitted, however they may only be altered to a length that’s suitable for working in a business environment and acceptable to your manager. You’re responsible for keeping your uniform clean and in good repair. Uniforms are generally not replaced earlier than 18 months after issue. Footwear must be appropriate for your job and must be approved by your manager ~ generally black or grey in colour. If in doubt ask your manager for guidelines. Uniform of DHL express gives physical evidence to Service provider to better know customer in his mind whenever they are required to service. • • • • • • •
Packaging Receipt Sound and Tone of voice Computer Appearance of the Employee Documents Forms
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F R O N T
Customers Calls ---------------
S T A G E
Line of Interactio Contact Person (Visible action) Greet the customer Line of Visibility Contact Person (Invisible action)
B A C K S T A G E
Packing the parcel Customers Call centre 52
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Line of
Internal
Receiving parcel from the regional hub
Dispatching the parcel to the point of destination
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Receiving of parcel by the selected mode of transport to regional hub at the point of destination
Physical Eviden
Physical Evidence
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Separate cubicles for employees
Conference room
Express Centre Karachi
Empowerment
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Infrastructure 56
Head Office Karachi -
Head Office Karachi
Express Centre Karachi CONCLUSION
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DHL has developed a reputation for consistently developing innovative solutions that streamline operations and improve control. Their in-house teams have contributed to the solutions design of some of the world's leading brands and enabled to win key contacts. DHL is service based company and services are critical for competitive advantage in companies from all sectors. Superior customer service is one of the key drivers of competitive advantage. Regular communication with customers around the world is critical to your business - from product information to promotional mail shots, invoices to annual reports. The result can be mountains of mail that block your mailroom and drain resources and budgets. DHL’s profits would be maximized if each country managers simply charged each customer. DHL have good strategies for the pricing policies. Although have a highest price, DHL can hold out the market share by improve the quality of their service, so DHL should continue this strategy. But, DHL still have an attention with the competitor do and to the customer needs. DHL Express understands that addressing its corporate responsibility, environmental and community impacts is simply part of how it does business. In particular, the risks of not addressing the growing priority of the carbon agenda, was identified by DHL as a fundamental risk to its ongoing success. The company recognized that the growing customer awareness and initiatives undertaken by competitors had the potential to leave DHL behind, particularly given the nature and scale of its business.
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REFERENCES • DHL.com.pk • Customer support centre • Mr Asif, customer support representative • Google.com • Worldads.com
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