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FUNDAMENTALS OF MANAGEMENT
SUBMITTION DATE: November 27, 2013
SUBMITTED TO: Miss Fatima Omer
Mr. Ahmed Mujtaba
GROUP MEMBERS
Muhammad Mohteshim Ashraf
Ch. Zaid Iqbal
Kh. Owais Qurni
Muhammad Sohaib Hassan
Muhammad Imran Yaqub
Shaheryar Yousaf
TABLE OF CONTENTS
INTRODUCTION................................................................................................................................... 3
KEY OPERATIONS ............................................................................................................................... 3
DAEWOO CITY BUS SERVICE ........................................................................................................... 3
Detail of Routes and Fares ................................................................................................................... 4
DAEWOO CARGO ................................................................................................................................ 4
WORKSHOP .......................................................................................................................................... 4
Drivers Recruiting & Training System ................................................................................................ 4
Pre Selection Training ......................................................................................................................... 5
Monitoring System .............................................................................................................................. 5
Refresher Trainings ............................................................................................................................. 5
Vehicle Inspection / Fitness System ..................................................................................................... 5
General Maintenance ........................................................................................................................... 5
Pit Inspection....................................................................................................................................... 5
Wash Service....................................................................................................................................... 5
Periodic & Preventive Maintenance ..................................................................................................... 5
DASTARKWAN FAMILY RESTAURANT ........................................................................................... 6
HRM ....................................................................................................................................................... 6
THE WEBSITE....................................................................................................................................... 7
PHYSICAL AND ONLINE MARKETING SLOTS FOR OTHER COMPANIES ................................... 7
DAEWOO MILES CARD....................................................................................................................... 7
The Application Form.......................................................................................................................... 7
CUSTOMER RELATION MANAGEMENT (CRM) .............................................................................. 8
The CRM Desk.................................................................................................................................... 8
Major Fault in the CRM Concept ......................................................................................................... 8
COMPANY ORIENTATION TOWARDS THE MARKETPLACE ........................................................ 8
COMPETITORS ANALYSIS ................................................................................................................. 9
CUSTOMER PERCEIVED VALUE (CPV) ............................................................................................ 9
INTERNAL MARKETING..................................................................................................................... 9
STRENGTH............................................................................................................................................ 9
APPENDIX ........................................................................................................................................... 11
Rate List of Sammi Daewoo Express Bus Service .............................................................................. 11
Route and Destinations of Sammi Daewoo Bus Service ..................................................................... 12
Cargo Rates ....................................................................................................................................... 13
Sammi Daewoo Express Miles Card Form ......................................................................................... 14
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INTRODUCTION
Daewoo is the first and the biggest foreign investment Company with an advanced and organized
transport system in Pakistan. It is the only transport company to have nationwide network with various
international trade links. Being a transport service provider the company owns a large fleet of buses,
Technically Advanced Workshops to maintain the fleet for the safety of the passengers, State of the Art
Terminals, Training Institutes for Drivers and Mechanical Staff.
Daewoo has been rendering transport facilities for the last 15 years to the people of Pakistan and
appreciated by the masses simultaneously highly praised by the Governments of Pakistan as well as
Korea for its consistent success. Media of both the countries often express appreciation for the
revolutionary accomplishment of the Company in transport sector, through various channels.
(Daewoo.com.pk)
Sammi Daewoo Express is the most successful transportation company Pakistan has ever seen. It is a
company which has now made strong roots in the transportation business in Pakistan.
KEY OPERATIONS
Sammi Daewoo Express is basically performing two key operations, both related to transportation.
Transportation of People
Cargo Service ( Transportation of
goods)
Daewoo City Bus was the first environmental and technological revolution in Urban Transport Sector in
Pakistan in 1999. Provision of A/C, call bell and announcement system were some modernistic changes in
Urban Transport Culture. Since 1999, Daewoo City Bus Division has been serving the valorous people of
1
2
Daewoo Bus Service rates & destination & route map is included in appendix.
www.daewoo.com.pk
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Lahore. Currently 4 routes are being operated within the city covering all the localities while one SubUrban Routes is being operated for Sheikhupura.
Similar to urban transport service, same Cultural
Revolution was successfully launched for two nearer
cities of Lahore i.e. Sheikhupura (Inaugurated on June
7th 2005) as there was no bus service available earlier
having such exclusive features. Thus not only the feat
was widely appreciated by the citizens of all these localities but the said routes are strengthening the basis
of company with optimum output.
CRITERIA
ROUTE NAME
URBAN
5, 10 11 & 16
SUB URBAN
LAHORE ~ SHEIKHUPURA
STAGES
0~5 km
5.1~9
9.1~13
13.1~17
17 and above
Flat fare
FARE
Rs. 18
Rs. 25
Rs. 30
Rs. 35
Rs. 40
Rs. 120
DAEWOO CARGO
Sammi Daewoo Express has also made a significant position for itself
in the cargo Business. The companys existing infrastructure needed
very little to add to support the cargo service. Along with every terminal
they have established an office which is dedicated to cargo operations.
Things as minute as a letter to things as big as furniture are no part of
Daewoo Cargo operations. A dedicated vehicle for cargo moves from
Karachi to Islamabad every 3 days which moves bigger objects. Other
small packages are carried in the passenger buses.
You are assigned a number for your belonging which you can
personally convey to the receiver who can simply collect the sent object
by presenting the number along with his NIC.
4
WORKSHOP
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Monitoring System
Through our highly advance techograph system we observed the drivers driving on the routes on every
arrival of the bus at its destination. Drivers are bound to drive the buses as per the rules and regulations
(i.e. specified speed limit, specified stopovers and etc) of the company. During observation violated
drivers are recommended for further refresher course and also warned/penalized as per nature of the
violation.
Refresher Trainings
Through the critical observation on workers through the different modes of checking instruments,
management arranging time to time refreshers courses to overcome these negligence while execution of
duties.
General Maintenance
General Maintenance includes the pre departure and after arrival inspections. Generally two types of work
"Pit Inspection & Wash Service carried out in this maintenance.
Pit Inspection
On every arrival of buses pit inspection carried out by the foreman/incharge. During the inspection
Engine noise, oil levels, water, brake system, tyres, A/V system and also rectified the defects mentioned
on crew comment (C C) paper.
Wash Service
After carrying the pit inspection bus washed and cleaned thoroughly (interior/exterior) and ready for
departure.
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HRM
The Company employs:
Drivers
Female Hostess
On Route Security Personal
Managerial and Administrative staff
Mechanics
Terminal Organizers
Sanitary Workers
The company selects eligible drivers and on route hosts from all the cities Daewoo Connects. Local staff
is hired for the terminals and the workshops. Daewoo has a much attractive payroll as compared to the
other transport companies. All of Daewoos staff including drivers is paid well. The Drivers and hosts are
selected on minimum academic criteria as well.
Sammi Daewoo Pakistans HR mission statement is the following
We live by our core values every day - Trust, Teamwork, Integrity - and work towards creating value
for all of our stakeholders. Our employees are the lifeline of this business and Daewoo takes great
pride on the dedication and customer orientation of all its employees
Mr. Arif Hussain Noumani is currently head of HR and training at Sammi Daewoo Pakistan. Sammi
Daewoo also offers training sessions to its employees on monthly basis and a compulsory training session
after 4 months.
www.daewoo.com.pk
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THE WEBSITE
Sammi Daewoo Pakistan has established its own website. It has proved to be a very useful tool in
providing the company with the needed exposure and also in expanding its revenues. The website offers
ticket booking brief information on the company and it also provides a marketing slot for other
companies.
The Application Form is of much importance as well. An application for the Daewoo Miles Card reveals
to the company the most travelled routes and also how the public is becoming aware of the services which
Daewoo Express is providing.
Once the customer is a cardholder, he/she becomes the part of the companys records. On the basis of the
smart card, the customer is the recognized by a digital number. The company then will have the record of
how often the customer is using Daewoo Express and for what purpose and on what route he is most
frequent.
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COMPETITORS ANALYSIS
Sammi Daewoo Express presented a new dimension to the transportation business in Pakistan. It totally
revolutionized the road transport in the country. The one word to explain this big change was Luxury
.The company claimed and claims to be the leaders in using the worlds most luxurious buses. Before the
advent of Daewoo Express in Pakistan, public road transport was only related to lower middle social class
of people. The people belonging to the upper tiers of the society could never imagine using public buses
for long distance travelling. They would use their personal cars, hire taxis or prefer paying the extra buck
to use air transport.
Daewoo has changed the concept. It gave birth to other companies also in the race to provide quality
transport service. On the top of the list is Faisal Movers. Other companies such as Niazi coaches were no
longer a match. Sammi Daewoo Express is expensive when compared to all its competitors in the road
transport business.
INTERNAL MARKETING
Sammi Daewoo Express also uses the concept of Internal Marketing to strengthen its brand image. The
employees are treated well and trained. Such employees are valuable assets to any company. These
members of the organization promote the brand in a positive way. Daewoo adds a small segment in which
the company itself is advertised as a part of the Visual Entertainment. Lunch Boxes and Headphones are
branded with the company name.
STRENGTH
The major strength of Sammi Daewoo Express Pakistan is its effective CRM strategy and the
implementation of the product concept. After 15 years of existence, the company has attained the
leadership slot in the transportation business. The company has always followed the product concept. It is
about providing optimal quality services. The customers are then attracted to the product themselves In
this case their services are their product. Even in this concept, the importance of customer is not less than
any other. The customers once attracted to the product have to be maintained as customers for a long term
period.
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Sammi Daewoo has always been very strong in building a strong Customer Relation. The core of CRM
begins with customer feedback as what the customer perceives about the product is what will form the
consumer behavior in the future as long term factor. Every Daewoo bus contains a set of feedback forms.
Any passenger can ask for the form and fill it to get their opinion and suggestions moved to the upper
tiers of the company management.
A recent and very strong addition to the CRM
department of Sammi Daewoo Express is the Daewoo
Miles Card. This card will provide bonus and
benefits to the frequent customers. This concept has
been implemented by organizing a customer database
system. Such an Information System which holds the
names and identities of the customers who are
Daewoo Miles cardholders and then storing the
routes, information and miles that a customer travels
with Sammi Daewoo.
Learning is psychological process which plays a very important part in deciding factors of sustaining long
term customers. Learning is basically depending on experiences which a customer develops with a certain
product. Sammi Daewoo following the product concept has been offering optimal quality services. This
develops a good image of the company and experience. A customer who will develop a good experience
for a certain product or service will be more likely to be a loyal customer.
The Miles card points which are stored also result in a free travel after a certain number of miles. The
card also offers privileges in reservations and ticketing. A CRM desk is also available in the office which
is a mandatory part of every major Daewoo Terminal. An online CRM desk is also available on the
website of the company. www.daewoo.com.pk. The following are the parts of the Contact us part.
OPERATION & PLANNING
operations@daewoo.com.pk
CARGO SERVICES
cargo@daewoo.com.pk
ccell@daewoo.com.pk
marketing@daewoo.com.pk
info@daewoo.com.pk
jobs@daewoo.com.pk
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APPENDIX
Rate List of Sammi Daewoo Express Bus Service
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Cargo Rates
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