Case Code : CLINDM 003
Publication date : 2006
Subject : Industrial Marketing
Industry : Manufacturing
Teaching Note : Available
Length : 06 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Blue Dart Express Ltd., FedEx, Express cargo, Integrated logistics provider, Dart Apex, Dart Surfaceline, Airport-to-airport, Multi-modal transportation, Customer relationships, TrackDart, COSMAT-II, CARESS, SMART, Online tracking system, Tie-ups, Price, Value preposition, Waybill.
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet deals with the case of Blue Dart Express Ltd. (later renamed as Blue Dart Courier Services), one of the pioneers in the Indian courier industry. It highlights the various moves (which includes tie-ups, innovative information technology and managerial practices, and multi modal transportation system) taken by the company towards catering to the customer needs of each customer segment.
BDEL has steadily consolidated its financial position since the turnaround of the company in 1997. Analysts attribute this steady progress largely to the superior customer service initiatives undertaken by BDEL.
BDEL is one of the leading courier and express cargo companies and integrated logistics provider in South Asia. BDEL was established in 1983 as Blue Dart Courier Services with a capital base of Rs.30,000. In 1998, BDEL offered services across more than 1000 locations. ..
Questions for Discussion:
1. Discuss the various customized services offered by Blue Dart to different customer groups. What according to you are the weak areas of customer service at Blue Dart?
2. Explain how Blue Dart reaped the benefits from its partnerships and alliances with other players in the industry. Discuss the kind of competition that Blue Dart could face in the future.