Services Marketing

Chapter 26 : Communication and Information Services Marketing - (Telecom & Courier Industries)

Courier Industry

Characteristics of Courier Industry
Market Segmentation
Marketing Strategy

Marketing Mix

Product/Service
Price
Place
Promotion
Physical Evidence
People
Process

Recent Trends in Courier Industry

Technology
Globalization

Indian Courier Industry

Section Summary - Courier Industry

Courier industry is characterized by high entry barriers. It needs huge investment in infrastructure and technology and there is intense competition in the industry. The market for courier industry can be divided into individual, corporate and small and medium enterprises. On the basis of type of delivery, it can also be divided into overnight delivery and same day delivery services.

Players planning to enter courier industry need to analyze their own strengths and weaknesses and analyze the external environment for various threats and opportunities posed by it. They should formulate marketing strategy based on this analysis. They should design effective marketing mix by offering superior services, pricing competitively, setting up extensive distribution network and promoting their services widely using various media.

They should also take special care about people training, compensation, providing tangibility and enhancing their business processes. Courier companies are using information technology to enhance the quality of their customer service and obtain competitive edge. There are only a few global courier companies like Fed Ex, DHL, UPS and TNT and there is intense competition among them with each one trying to establish its superiority. In India, presently, DHL, Blue Dart and Elbee are the major players contributing to 70% of industry's revenues.

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