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AGILITY MARKETING
PLAN
Agility
Second Floor, Progressive Centre, Block-6, P.E.C.H.S,
Main Shahrah-e-Faisal,
Karachi-75400,
Pakistan
Sindh.
21-111-436-436 & +92-21-4387404
21-4383763
mmalik@agilitylogistics.com
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY..........................................................................................................................................2
2. SITUATION ANALYSIS.............................................................................................................................................4
2.1. MARKET SUMMARY....................................................................................................................................................4
2.2. SWOT SUMMARY......................................................................................................................................................9
2.3. THE COMPANY.........................................................................................................................................................11
2.4. COMPETITION............................................................................................................................................................15
3. MARKETING STRATEGY......................................................................................................................................36
3.1. MISSION:.................................................................................................................................................................36
3.2. FINANCIAL OBJECTIVES..............................................................................................................................................36
3.3. MARKETING OBJECTIVES............................................................................................................................................36
3.4. TARGET MARKET STRATEGY......................................................................................................................................36
3.5. BRANDING................................................................................................................................................................37
3.6. MARKETING MIX......................................................................................................................................................37
4. FINANCIALS.............................................................................................................................................................38
4.1. BREAK-EVEN ANALYSIS:............................................................................................................................................38
4.2. SALES FORECAST......................................................................................................................................................39
4.3. EXPENSE FORECAST:..................................................................................................................................................40
5. CONTROLS................................................................................................................................................................40
5.1. IMPLEMENTATION......................................................................................................................................................40
5.2. KEYS TO SUCCESS.....................................................................................................................................................41
5.3. CONTINGENCY PLANNING:..........................................................................................................................................41
6. APPENDIX: AD SUPPLIMENT.............................................................................................................................43
1. EXECUTIVE SUMMARY
Agility is a global provider of integrated supply chain solutions with more than 20,000
employees, 450 offices in 100 countries around the world and over $4.5 billion in annual
revenue. A publicly traded company, Agility offer Agilitys customers truly personalized
service and flexible solutions tailored to meet their individual business needs, supported by a
comprehensive network of warehousing facilities, transportation and freight management
services.
Agilitys customers span a range of industries from technology and retail to consumer
products and oil and gas. In addition, Agility has three specialized business units: Defense &
Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated
teams to meet the complex customer requirements in these markets.
As Agility is a new of a mergert of four well known companies TRANSLINK,
TRANSOCEANIC, GEOLOGISTICS, PWC LOGISTICS. So its also a merger of four
experience. But still Agility requires a sophisticated marketing plan to make a name in the
market and acquire customer and increase market share.
Over US $ 5 billion
Ranking
Employees
Ownership
Publicly traded
Countries of Operation
Office
Over 450
Vehicles
Warehouse space
CEO In Pakistan
2. SITUATION ANALYSIS
Agility has entered their first year of operation. In order to achieve the market penetration,
marketing must become a dominant business activity. Agility offers all their potential customers a
reliable, professional, delivery service that can provide service of freight forwarding, custom
clearance and logistics and supply chain solutions. The basic market need is a reliable service that
can support all needs that a retailer, wholesaler or any firm related to any industry may have.
Target Markets:
Importers
Exporters
Telecommunication industry
Manufacturing industry
Educational industry
Computer industry
2.1.
Market Summary
Agility possess good information about the market and has excellent information about the
common characteristics of the most prized customers. This information will be used to better
understand who is served, their specific needs, and the best way to communicate with them.
Geographic
The immediate geographic area is Pakistan.
They provide their service in 44 cities and also other cities are in need of delivery
of reliable services.
The total targeted population is 9 million.
Demographics
Most of the firms will use a delivery service instead of sending someone.
Have an expectation of faultless, persistent service.
Have an expectation of fast and secure delivery of services.
1. Inventory Management:
After a thorough research Agility found that companies need a secure place
to store their consignments. To fulfill this need of storing consignments
Agility provides the facility of warehousing and inventory management.
2. Custom clearance:
Custom clearance occur at two situations, one is import and second is export
Agility studies the situation at port and came to know that custom clearance
is a hassle work for companies to clear their consignments due to complex
structure of rules and regulations. Agility provides the facility of Customs
Clearance using their strong personal relations in customs, which fulfills the
customers needs.
Change in
Market (%)
15
10
5
0
2003
2004
2005
2006
2007
Male
Female
Total
80%
Male
20%
Female
10%
Total
Bachelor
Degree
(%age)
Employees
In Percentage
75%
65%
25%
35%
40%
100%
Master
Degree
(%age) (Pakistan)
Employees
In Quantity
85%
2900
15%
1600
50%
4500
350
150
500
Female
Total
Less
than
Bachelor Degree (%age)
Market
Segments
Employees Age
Employees Education(Field Work)
Market Segments
Male
Market
Segments
Employeess
Age Under 30 Years (%age)
Male
80%
Female
20%
Total
70%
Less
than Bachelor
Degree31-50
(%age)
Employeess
Age Between
(%age)
90%
75%
10%
25%
35%
28%
99%
100%
100%
1%
0%
0%
35%
2%
30%
Market s Share
Geography
Customer Focus
Agility Know that all business starts with the customer. By listening, servicing and
providing logistics solutions on global and local scales, which make their lives and
businesses successful Agility will reach Agilitys goals.
Service Quality
Agilitys Service defines the customer experience. Agilitys business depends on
providing world class service on all levels. This is a force within Agilitys company
that will make us succeed beyond Agilitys customers expectations.
Can Do Spirit
Entrepreneurial Orientation
Agility Seek opportunities to grow Agilitys business, to grow with Agilitys
customers, and to build careers for Agilitys employees. Agilitys entrepreneurial
spirit is what drives Agilitys company forward in the future.
Profit Minded
Agility Drive for the best bottom line results. Agility know that strong financial results
are the foundation for the goals for Agilitys customers and Agilitys employees.
Teamwork
Teamwork creates innovation, efficiency and satisfaction that even smart, independent
individuals cannot achieve on their own. Teamwork means leveraging each others
strengths to create authentic poAgilityr. Together Agility will be successful.
Integrity
Agility act with the highest level of integrity in all interactions with Agilitys
customers, Agilitys service partners and Agilitys colleagues. This behavior will
make us a preferred company to do business with.
2.2.2. Weaknesses
10
1.
2.
3.
4.
2.
2.2.4. Threats
1. Rates of competitors services
2. Air lines
3. Personal relations
4. Customer extortion.
5. The name Agility is new in the market and the names of its competitors
are quite older which is also a threat.
6. Some competitors products are threat to Agility because they provide
different types of sub products of a product.
7. Speedex has its own transport and large number of air fleet as well which
is a threat for Agility.
History:-
Agility has been supplying leading logistics solutions, in one form or another, for over 150
years. Below are some of the red-letter dates in Agilitys rich history.
11
The fledgling company begins trading under the LEP acronym on 1886.
In 2000, LEP, one of the most historic names in logistics, was reborn as Geologistics and
assumed a strategy of expansion
12
About Agility
Agility is a global provider of integrated supply chain solutions with more than 20,000
employees, 450 offices in 100 countries around the world and over $4.5 billion in annual
revenue. A publicly traded company, Agility offer Agilitys customers truly personalized
service and flexible solutions tailored to meet their individual business needs, supported by a
comprehensive network of warehousing facilities, transportation and freight management
services.
Agilitys customers span a range of industries from technology and retail to consumer
products and oil and gas. In addition, Agility has three specialized business units: Defense &
Government Services, Project Logistics, and Fairs & Events Logistics, each with dedicated
teams to meet the complex customer requirements in these markets.
Agility is an international freight management and logistics company. With the completion of
the Agility and PWC Logistics merger, the combined enterprise is one of the Top 10 global
logistics providers.
The enterprise offers a global network of over 450 locations in more than 100 countries with
over 12,000 employees. Based in Santa Ana, California, Agility maintains strong operations
throughout the Americas, Asia Pacific, Europe, the Middle East and Africa. Agility combines
more than 150 years of history with the latest technology and practices to meet Agilitys
customers needs.
With over 50 years of service in the Asia Pacific region, Agility rank among the Top 10 of all
international freight management and logistics providers, and are among the Top 5 serving the
fast-growing countries. In China, Agility are one of a few companies which have been
awarded the coveted Class A license. This privilege allows Agility to operate as a freight
forwarder directly rather than by proxy.
Agility offer highly integrated logistics solutions in the Middle East, and in Europe Agility are
a significant player in all key markets. Agility is also among the leaders in pan-European
overland business, particularly in the fast growing Eastern European markets.
13
2.3.1. Mission
Agilitys mission is to exceed the highest service expectations of Agilitys customers by tailoring,
implementing, and managing unique relocation programs that consistently deliver excellent
transferee evaluation results and match the business and financial objectives of corporate clients.
14
2.4. Competition
2.4.1. Direct Competition
Competitors
Direct competitors are the name-brand consulting firms and smaller consulting firms. These
are competing offerings of similar services, presumably possibilities that come up in
discussions as our target market looks at way to add expertise before building programs to
reach new markets.
1. XL
2. Raaziq
3. TCS
4. Courier line
5. Courier Express
15
1. RAAZIQ
About RAAZIQ:Raaziq Int'l is one of the leading freight forwarding companies in Pakistan having 9 branch
offices throughout the country. There is also an office in Afghanistan. Our overseas agent is
panalpina which is also leading company in the world. Our skilled sales persons are always
ready to help u out if called a meeting
Company Profile:-
16
Company Name:
Raaziq Int'l
Country/Territory:
Pakistan
Address:
Products/Services We Offer:
Intermediary Service,
Business Type:
Agent
Industry Focus:
Geographic Markets:
Southeast Asia
No. of Employees:
Certificates:
1977
Year Established:
1975
M.Nadeem Khan
Contact Information:-
17
Contact Person:
Job Title:
Sales
Department:
Overseas
Address:
Zip/Postal Code:
54000
Telephone:
0092-042-5879716
Fax:
0092-42-5879716
Mobile Phone:
0092423004309278
Website:
http://raaziq.com.pk
2. TCS
About TCS: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.
Purpose:To continually strive to achieve excellence - both on and off the job.
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".
18
Services:No matter what your express courier service need TCS can handle it for you with our wide range
of options.
1.
Red Box
ii.
Students Express
iii.
UAE Express
iv.
2.
3.
Brands:1. Octara
2. Intiana
3. Visatrond
4. Sentiments
3. COURIER EXPRESS
19
About:
Established in Birmingham (UK) in 1985 the range of services we can provide has developed
from recognizing and servicing our customer's requirements. Whatever transport solution you are
seeking please take time to look at the varied and diverse services we can provide on the
transport, warehouse and logistics pages of our web site.
Transport Operation:
Our traffic office is open from 04:00 hours Monday to 12:30 Saturday. Transport requirements
over weekends can be booked directly with our traffic controller on call. 24 hour operation
ensures that consignments are monitored throughout their time in transit.
Our experienced traffic controllers work as a team with the aid of a networked computer
system and direct vehicle communications enabling us to undertake hundreds of daily
collections and deliveries throughout the UK and Europe. Real time information is vital to
Cargo Express and to our customers, as production schedules may have to change as a result of
a delayed delivery.
Statement of Quality:
There is no more important goal for each individual employee than the achievement of
consistently high standards of service to our customers. The pursuit of excellence is not an
option for us but more of a business necessity.
Brand:
1. Warehouse Management
20
1. Warehouse Management
Operating from their strategically located warehouse in Birmingham their storage facilities
include:
They can offer global manufacturers an ability to provide their UK based clients a JIT (Just in
time) facility. This is an ideal solution providing local representation without incurring the
financial costs associated with setting up a dedicated facility of your own. They can offer
Conference Facility
Offices
Full telecoms with high speed data connections.
Secretarial and administrative services
3. Distribution
21
They deliver hundreds of consignments daily through our next day and three day services.
They do not use a hub or delivery depot network and maintain the same level of control as
provided in their same day services.
Non-Standard Goods
They welcome consignments of odd shapes and sizes that many pallet networks either
cannot handle or levy very high charges. Because they deliver in dedicated vehicles, the
likelihood of damage is very much reduced.
Customers
Indirect competition is everywhere. Its strongest and most important form is the decision to
stay in-house and manage market entry with existing marketing teams. From there it goes into
horizontal marketing consulting, distributors offering cross-market options, and many other
possibilities.
Indirectly all the customers are our competitors. As if they produce that good themselves or use
any other company instead of AGILITY then they become our competitors. So our indirect
competitors (Customers) are as follow:-
22
Uni Lever
2.
PNG
3.
Mobilink
4.
ABN
5.
ICA Tel
6.
UCH Power
7.
Merc
8.
Honda
9.
Indus Motor
1. UNILEVER
Unilever Pakistan records strong sales and market share increases in 2006:-
23
Brands:
Lipton
Knor
Rexonna
Sunsilk
Surf excel
Pound
Amora
Dove
Comfort
Lifebuoy
Closeup
Fair & Lovely
Bluebrand
Earnings per Share:Earnings per share are Rs 124 for the 12 month period ended December 31, 2006
(2005: Rs120).
December
December
2006
2005
------Rupees in Millions------
Sales-Net
24
20,988
17,671
25
13,110
10,817
Gross Profit
7,878
6,854
5,410
4,483
203
188
2,671
2,559
110
2,561
2,559
64
77
2,497
2,482
Less:
Taxation
853
880
1,644
1,602
124
120
The Share Transfer Books of the Company will be closed from 22 February 2007 to 28
February 2007 (both days inclusive), and will re-open on 1st March 2007.
2. MOBILINK
Slogan:
26
Reshaping Lives
(IN URDU)
(IN ENGLIS)
Type
27
Genre
Subsidiary
Founded
1994
Founder
Motorola USA
Headquarters
Islamabad, Pakistan
42 Kulsum Plaza, Blue Area
Key people
Area served
Industry
Telecommunication
Products
Revenue
Parent
Orascom Telecom
Owner
Naguib Sawiris
Slogan
reshaping lives
Egypt
But in TV commercials
(Urdu) HUM BOLAN MUHABAT KI ZABAN ,(English) We speak the
language of love
28
Website
www.mobilinkgsm.com
3. ABN
Slogon : Making More
Possible
About ABN AMRO :ABN AMRO is one of the largest banks in the Netherlands and has operations all over the
world, its history going back to 1824.
It is the result of the merger in 1991 of Algemene Bank Nederland (ABN) and the
Amsterdamsche-Rotterdamsche Bank (AMRO).
ABN AMRO Holding N.V. is the name of the holding company, which is listed on Euronext
Amsterdam as part of the AEX index and the New York Stock Exchange, among other
exchanges. Its main subsidiary is ABN AMRO Bank N.V.
Type
Founded
1991
Headquarters
Amsterdam,The Netherlands
Key people
Industry
Financial services
Products
Asset management
Commercial banking
Investment banking
Private banking
Revenue
Employees
98,000
Slogan
Website
www.abnamro.com
30
4. HONDA
Slogon : Honda's official slogan is The Power of Dreams.
About Honda:
Honda, is a Japanese engine manufacturer and engineering corporation. The company is
perhaps most notable for its automobiles and motorcycles but it also produces a long list of
other products: trucks, scooters, robots, jets and jet engines, ATV, water craft, electrical
generators, marine engines, lawn and garden equipment, and aeronautical and other mobile
technologies. Honda's high-end line of cars are branded Acura in North America and China.
More recently they have ventured into the world of mountain bikes, producing the very first
bike to use an internal gear changing system in the Honda RN-01 G-cross.
With more than 14 million internal combustion engines built each year, Honda is the largest
engine-maker in the world. In 2004, the company began to produce diesel motors, which
were very quiet whilst not requiring particulate filters to pass pollution standards. It is
arguable, however, that the foundation of Honda's success is the motorcycle division.
31
Brand
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
Honda Automobiles
Acura Automobiles
ATVs
Engines
HondaJet
Generators
Lawn & Garden
Motorcycles
Outboard Motors
Personal Watercraft
Water Pumps
Scooters
Snowblowers
Marketing
In 2003, Honda released its Cog advertisement in the UK and on the Internet. To make the
ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car
parts from the Honda Accord. To the despair of the engineers at Honda, all the parts were
taken from 2 of only 6 hand assembled pre-production models of the Accord. The ad
depicted a single cog which sets off a chain of events that ends with the Honda Accord
32
33
5. INDUS MOTORS
About Indus
Motors:-
Indus Motor Company (IMC) is a joint venture between the House of Habib , Toyota Motor
Corporation Japan (TMC) , and Toyota Tsusho Corporation Japan (TTC) for assembling,
progressive manufacturing and marketing of Toyota vehicles in Pakistan since July 01, 1990.
IMC is engaged in sole distributorship of Toyota and Daihatsu Motor Company Ltd. vehicles
in Pakistan through its dealership network.
The company was incorporated in Pakistan as a public limited company in December 1989 and
started commercial production in May 1993. The shares of company are quoted on the stock
exchanges of Pakistan. Toyota Motor Corporation and Toyota Tsusho Corporation have 25 %
stake in the company equity. The majority shareholder is the House of Habib.
IMC's production facilities are located at Port Bin Qasim Industrial Zone near Karachi in an
area measuring over 105 acres.
Indus Motor company's plant is the only manufacturing site in the world where both Toyota
and Daihatsu brands are being manufactured.
Heavy investment was made to build its production facilities based on state of art technologies.
To ensure highest level of productivity world-renowned Toyota Production Systems are
implemented.
IMC's Product line includes 6 variants of the newly introduced Toyota Corolla, Toyota Hilux
Single Cabin 4x2 and 4 versions of Daihatsu Cuore. We also have a wide range of imported
vehicles.
35
3. Marketing Strategy
3.1.
Mission:
36
3.5. Branding
i.
Road freight
ii.
Supply chain
iii.
Warehousing
3.6.1. Distribution:
Agility will use supply chain distribution model using its road freight product as
well as direct to customer distribution model.
3.6.2. Pricing
Tariff
Road Premier
Road Expedited
Road Value
37
Per Kg Price
Rs. 30
Rs. 18
Rs. 10
Department: Marketing
End Date
Budget
th
15 Jan 07
Rs 50000
20th Jan 07
Rs 50000
20th Jan 07
Rs. 200000
30th Jan 07
Rs. 300000
5th Feb 07
Rs. 30000
done
Rs. 20000
done
Rs. 800000
done
Rs. 30000
5th Feb 07
Rs. 200000
3rd April 07
Rs. 400000
Done
Rs. 300000
th
20 Feb 07
Rs. 800000
4. Financials
This section will offer a financial overview of Agility as it relates to the marketing activities.
Agility will address break-even analysis, sales forecasts, expenses forecasts, and how they
relate to the marketing strategy.
4.1. Break-even Analysis:
The break-even analysis indicates that $19,082 will be needed in monthly revenue to
achieve the break-even point.
Fixed Costs
Cost
Professional Services
Break-even
Analysis
Payroll
Interest Payments
Monthly
Break-even
Utilities &Revenue
Telephone
Other
38
Assumptions:
Total Fixed Costs
Average Percent Variable Cost
Estimated Monthly Fixed Cost
$4000000
$700000
$2750000
$8570000
$130000
$15000000
$90800000
60%
$2300000
Total Sales
Direct Cost of Sales
FY 2009 (billion)
$5.9
$2.69
6
5
4
3
Sales
Cost of Sales
1
0
2008
39
2009
2010
FY 2010 (billion)
Over $6
$2.92
Expense Forecast:
Advertisement (Ads)
Gift Items
Other
Total Marketing Expenses
FY 2009
$8.25
$16
$11
-----------$35.25
FY 2010
$9
$14
$13
-----------$36.00
Ads
Gift Items
Others
2008
2009
2010
5. Controls
The purpose of Agility's marketing plan is to serve as a guide for the organization. The
following areas will be monitored as a feedback mechanism:
Revenue: monthly and annual.
Expenses: monthly and annual
Customer satisfaction.
New product development.
5.1. Implementation
The following milestones identify the key marketing programs. It is important to
accomplish each one on time and given budget.
40
Start Date
End Date
1/1/2007
28/4/2007
Advertising campaign#1
1/1/2007
31/3/2007
5 to 6 lacs
Advertising campaign#2
1/4/2007
Ongoing
6 to 6.5 lacs
Personal Networking
1/1/2007
Ongoing
2 to 3 lacs
Professional Networking
1/1/2007
Ongoing
2.5 to 3 lacs
Total
1500000
Contingency Planning:
Difficulties and Risks:
Problems unseating current service providers.
Industry is unorganized, so gathering information about market is quite a
difficult task.
Unforeseen difficulty attracting quality, reliable employees.
The merger of the four companies may create problem.
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6. APPENDIX: AD SUPPLIMENT
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