Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The importance of customer service in the Indian courier industry. Use of multi-modal transportation system to serve customers. Implementing innovative in-house information technology tools to better serve the customers. Strategic sales alliance to provid

Keywords

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