IntroductionDue to the change in global business and lifestyle policy the need for delivery business has increased more than expected. Lots of people are moving from one place to another, leaving their family, friends behind. But they do like to wish their family friends even to provide them surprise gifts. Some wished to study abroad, business has gone global. All these facts work as a influencer in rapid growth in delivery industry. “Sundarban Courier service” is a customer driven company, which try to provide customer the full support and the value they promise. It has been working in delivery industry of Bangladesh for a more than 30 years. The company maintains its operation in local areas as well as internationally. The name Sundarban reminds the people of Bangladesh the biggest mangrove forest at the south and how well the people are protected by the forest from cyclone and other natural disaster. The company has almost 600 layouts and agents. They have different type of services for different customers. Company overview ‘Sundarban Courier’ is one of the oldest courier companies in Bangladesh. It had started its journey in the private sector when Biman Bangladesh Airlines stopped their service in Bangladesh. Sundarban courier service (Pvt) Ltd is the founder of the courier service association of Bangladesh. The Company has a wide range of market in different sectors like, Government; private, foreign, corporate etc. the head office of sundarban is located in 24-25 Dilkhusha C/A, Mothijheel, DHAKA. Mission and Vision Their goal is to expand Trade and Commerce within the country Linking communications support, Extending fastest service in time of urgent needs and creating employment opportunities for unemployed youths which will help in the social and economic development of the country. 1 People do like to wish and send gifts to their families and friends even though they are living away from them. SA courier. Special services. Legal: Postal services are provided with well-defined rates of charges fixed by the government. They cannot charge more than their competitors. Social: There has been a rapid change in social behavior of people in third world countries. etc they have to consider their pricing. Also the way of thinking is changed. any political instability could result in and for this reason the service of courier companies get affected seriously which can be broke their reputation of providing the service. They are – General Booking services. Value declared services and foreign services.Through this customers are getting their service more swiftly. super express services. Technological: Sundarban Courier Ltd has already been technologically advanced because all the record and the booking system of the service is online . Environmental: There has been a major change in global environment. climate changing etc has a great impact in consumers buying decisions. so Sundarban has a wide range of customer services offered. Also they have to maintain the “Bangladesh labor 2 . Now a day people look for Eco friendly services and they avail those companies’ services that perform different environment saving stuff. These laws mainly work with economic operators and product safety. Pestle Analysis: Political: Since our country is still relatively unstable like others and it is still under developing countries. Now a day different environmental movements are highly motivate the people. Express service. In international market industry SCS has to compete with DHL. Economical: As Sundarban Courier Service is operating both local and internationally. FedEx on the other hand in the local market continental. Every company has to follow the consumer right protection act 2009. Global warming. The private service providers are free to charge any rate they themselves consider competitive.Services provided by Sundarban For different types of customers the demands of type of services vary. Competitor analysis 1. CONTINENTAL COURIER SERVICE It all began in 1977 with the Continental Progressive Industries Ltd (CPI). For local and international purpose the company has become a major threat for “sundarban Courier Services”. Being a local company the main strength of Contnental courier service is their agents. But unfortunately the locations of their facilities are not good so lots of customers don’t even know the location of their agent’s store.Continental Courier Services Ltd.Disaster 3 . It is providing successful service since 1982 with the government authorization throughout their belief on courier document and parcel.A. Direct competitors S. SA paribahan has a effective distribution system. Continental Courier Services Ltd. However. And customer also prefer courier and parcel services for quality and feel comfortable in sending goods from one place to another. Paribahan (SAP) is an unparalleled or matchless organization in courier and parcel service sector in Bangladesh. The agents are well known to the people in that area. stating that the employees have the right to information from the authority regarding their workplace and work duties.A.act 2006. has created its market by providing door-to-door documents and parcels delivery within the shortest possible time. a major portfolio of the Continental group has started first courier service business in Bangladesh by starting its operations from 1983. The company DHL (BD) has access with lots of international organizations and also popular for its different Corporate activities. DHL DHL is a global parcel and other equipment delivery service company.Paribahan S. It has access to more than 220 country and very renowned for its services. It follows the same strategy to attract the local consumers as well as Bangladeshi people living in foreign countries (especially the workers at foreign country). They have the highest market share compare to other competitors. employee help and environmental protection. In Bangladesh it is associated with Standard chartered bank and Home bound packers and shipment limited. Oriental and Sundarban. Their pricing are different from other local services companies like DHL. Reach: Sundarban has 600 outlets all over in Bangladesh.management. But internationally DHL’s market share is high compare to other competitors. The main drawbacks for DHL in Bangladesh are their pricing. They also provide almost the same service. It always tries to best customer service to their customers. But. These companies’ falls under the same strategic group of Sundarban Courier Services. The major local courier service’s pricing strategies are competitive to each other such as SA Paribahan. Comparison of services offered by other major provider Price: The price of every service companies differ from each other. SA Paribahan is the second based on market share. now some of the international couriers are operating in Bangaladesh. They change many 4 . Market Share: The market share of the Sundarban is higher from other local competitors. Aramex. They actually charge little higher than some other local companies. That’s a big total number of outlets Sundarban has compared to other major competitors. and FedEx. They are targeting the same customers and try to follow almost same types of marketing mix. It’s also has in foreign countries to reach to their customers in every way. Continental. For servicing many years it earns consumer trust. Trust: It’s a one of the old courier service providers in Bangladesh. In international courier service DHL is the market leader. Another indirect competitor for “Sundarban courier service” in local services is the inter district Transportation service. Lots of people send their goods through those Bus services and another person collect the parcel from the receive point.things to cope with the twenty first century and to provide customers a new and comfortable service. But unfortunately we witnessed it otherwise. other competitors are using many promotional tools to gain many customer as well as market share. One of the customers was complaining that it has been more than a month that he didn’t have his parcel. So we can conclude that they having excess demand or rather their capacity has been decreased. 2. Also one can send proper pictures of the sample materials and its design rather than sending the product itself. but it is highly necessary for them to increase their efficiency. DEMAND AND SUPPLY SCENARIO The company “sundarban” demand and supply basically Varies depending on their outlets location. Many customers know about its service. Though it is difficult for the company to stretch their size overnight. If they have to survive in Service Company they need to promotion their service. However. So their demand fluctuate different time of the year. Skype). Actually it’s an established courier brand in Bangladesh. According to one of their distribution manager (At khilkhet) “we have enough capacity for higher demand”. This allowed the customers to send soft copy of their documents rather than the hard copy. Promotional tools: Now Sundarban doesn’t do much promotion about their service. otherwise they are going to lose their customer. Their employees are not at their optimum level of performance. For example. Indirect competitors For a delivery company like “Sundarban courier service” the most challenging indirect competitor is Internet (Email. The location close to Dhaka cantonment remains busy with different Military parcel and paper delivery while the distribution centre at Uttara remains busy with different business deliveries. ‘the truck’ that’s 5 . Typical service failure instances and existing service recovery strategies: Sometimes customers face some problems when they are getting the service. There is a person known to me. The service representative should enthusiastic about the problems of customers. They have different group of customers with different pattern of demand. especially when political violence occurs. The service company should have database management system to store the information of the customers. Performance monitoring mechanism: In Sundarban courier service there is a manager who is monitoring all the activities of the employers. Employers misbehavior or do not perform the task properly can lead to the 6 . he was more than displeased. if there is any problem arises they can inform the customer immediately. Sometimes the delivery of the things gets damaged. Employers perform their task or not. He monitors the employers’ activities. They should deliver the courier in time without any harm to the receiver. So. there are other customers’ orders less than once in a month to deliver any parts. Hence. Customer will be disappointed when they don’t get the delivery in time. Their demand pattern is cyclic. But there has been a variation of order from the customers. They don’tlisten customer carefully or they don’t want to know the customers problem. The business orders came in general at March and April. Sometimes the behavior of the service representative is not satisfactory. to manage the rise of demand they should hire some part time employees. They should increase such delivery truck. The service provider should take care of the delivery. And that’s fixed. has been a victim of late delivery of parcel. When I talked with him regarding their performance. customer will be benefited too. So. They also need to increase their parcel receiving facts.carries parcel for foreign countries. It’s important to monitor the employers’ activities. because there has been a radical development of business with the European countries. Every year the rise and fall of demand comes in the same time. Also. When customer sends the delivery to receiver may be that delivery can’t arrive in time. Their behavior with the customer and deliver the service properly. depending on their location. There is order from government sector after the Budget or before Eid. leave before 2pm. It will enhance the service of the customers. they may trigger a chain of bad decision and suboptimal resource allocations that result in perceptions of poor service quality and customers 7 . GAP MODEL Bangladesh rapidly becoming a major economic force. Customer expectations are standers point that customers bring into the service experience. When people with the authority to set priorities and the responsibility to do so do not fully understand customers service expectation. Sundarban courier service another lacking things is they have no online payment service. Today’s consumer has become increasingly demanding. For that. towns and rural areas under their wide network Sundarban courier is one of them. # Gap 1: Not knowing what customers are expecting Under gap one the differences between what customers expected of service and company understanding of those expectations. There is always gap between customer expectations and perceptions. Sometimes they are unwilling to ask about customer expectation. Basically Services are very different from products. Like in Sundarban courier service the corporate management don’t have any direct interaction with their customer. Sundarban courier service has some lacking things with their customer at this stage. now more and more courier companies is covering cities. Many customers will switch or they will not come back again. Customer gap: Sundarban courier service has some gap between customer expectations and perceptions. whereas customers perceptions are subjective assessments of actual service experience. They expect high quality customer service. If any customer facing problem with their service they are unable to directly contact with upward management system so as a result lack of upward communication is increasing. company will lose these customers.service company a big loss. There is no such CCTV mechanism to monitor the employers’ performance. # Gap 2: Not selecting the right service design and standards The gap two is difference between management’s perceptions of customer expectations and the translation of those perceptions into service quality specifications and designs.dissatisfaction. The quality of service delivered by customer contact personal is critically influenced by the standards against which they are evaluated and commented. etc that’s why they are not sufficient for delivering superior quality service. In Sondarban courier many branches provide low quality of services they are unable to provide good services because of environment. Sundarban courier’s service also has lack of customer driven service standards and absence of process management to focus on customer requirements. place. 8 . Sundarban courier service has some problems at this stage. One major problem is lack of integrated service marketing communication.# Gap 3: Not delivering the service standards At this stage the difference between specifications or standards of service quality and the actual service delivered to the customer. Sundarban sometimes provide their customer poor human resource policies. This stage basically difference between the services delivered to customers and the promise of the firm to customers about its service quality. SWOT ANALYSIS OF ‘SUNDARBAN COURIER’ Strength: 9 . Sundarban always try to give their customer better service but due to some problems they are failure. Another gap is interactive marketing-the marketing between contact people customer. Once service design and standards are in place it would seem that firm’s well in its way to delivery high quality service. failure to match demand .Another reason are: *Sometimes Customers become more impatient.In addition to improving Sundarban courier service Delivery Company must also manage all communication to customer so that inflated promises do not lead higher expectation. *Company agents and frontline employees face rude and arrogant behavior from the customers. One of the major difficulties associated with provider gape four is that communication to customer involves issues that cross organizational boundaries. This assumption is true but it stills not enough to deliver excellent service. # Gap 4: not matching performances to promises. Sometimes differences in policies of units or branches create gap between customer and company. * Too much negative behavior from the customer deteriorates employee performance. In summary external communication whether from marketing communication can create large customer gap by raising expectation about some delivery . The primary weakness for Sundarban is their customer R&D sector. These groups of customers are loyal to their services and will remain with them. 4. They provide lower cost than their existing competitors. 10 . It.1. 2. Sundarban courier service is not an internationally known institute. Everyday people need to send documents. Whereas competitors like DHL. sample products through courier services to abroad. They also use the push strategy by giving extra bonuses to their agents for more orders. Their poor promotional policy is a great weakness for them. They utilize the Pull strategy by allowing discount for customers who avail their services more repeatedly (especially business houses). FedEx got international recognitions. 3. They don’t take the customer feedback regarding their services. which they don’t. As the world business is getting global. They have gained the trust and belief from their customers. the opportunity for courier service business is also growing. They are unable to attract new customers as much as their competitors (especially DHL). Hiring local agents—people who are already living in those areas and are known to the people. Opportunity: 1.DHL. SA Paribhan. Sundarban already has a group of customers. 2. Effective marketing strategy is strength of ‘Sundarban’. Thus they are unaware about the Demand of service level from the customers. They should have asked for comments and suggestions for their service to the customer. They could have taken their performances feedback while delivering the product. thus living it behind in the competition of international market. This let the international community to use those companies’ provided service rather than Sundarban’s. The company “Sundarban Courier” was able to create enormous trust with its customers due to their existing name since 1983. So when any of the local business people wants to send something they go for Sundarban. 3. Weakness: 1. who are availing their services repeatedly. So they need to send their documents to the foreign university. Globalization has allowed people to go foreign countries for their jobs and business. And their service level towards customer is below average. Findings: For the primary research we have conducted 25 surveys. Lot of people lives in the foreign. 4. The questionnaire consisted of 12 questions of which one question is open ended. and the remaining 11 are Multiple Choice Questions. Though there are some exceptional cases. More political violation may unrest the business situation. Political violation is another threat for the company. New companies may enter the market and this may reduce the existing business of the company. The results are given and described next. More development in technology may limit the business opportunity for delivering services. 11 . So there is a huge business opportunity in delivering services. The findings from the questions are Sundarban has a good reputation is delivering their parcel in time.2. There is always a threat of new entrance in the market. After doing my survey I have analyzed the data and have represented the answers in percentage format. Inflation rate can be a big problem. 3. Such service 3. even from the abroad. Most of them are students. Recent economic downfall distress the advancement of business sales. company will find more business through this process. People do like to wish and send gifts and different occasion. 2. People can send gifts through such organizations. And now there is a change in social behavior. Threat: 1. Leaving their families at homeland. Now a day’s lots of student from Bangladesh are trying to apply abroad for higher studies. The representative of the sundarban courier’s is not enough customers oriented. In this system every customer can confirm his/her parcel has delivered or rejected and how many quantity has the form being filled with and what they are. Recommendation Sundarban courier service (pvt) ltd is one of the leading delivery service providers. It will help them in every day courier management. There should be proper training to improve the efficiency of the employee. Sundarban courier service doesn’t have customer database management system. That’s why they need database management system to record all the customers’ information. It will not be a good thing for customer. If customers are dissatisfied they will not come back again. It will be easier for the company and customer if they have database system. The overnight delivery of sundarban is not efficient enough. Every day they are delivering more than 10000 parcels which is a big number. So. The information of every customer will be recorded on database. Most of the customers have faced problem in their overnight delivery. The service representative should know how to handle their customers and how to solve their problems. customer can order their parcel in online. The company sundarban don’t have any effective customer feedback process. The service provider should have trained employee. They should not be impatient. The number will be recorded in the database. They should point out their lacking and then solve it. There will be high chance to switch to other service providers. The company employees are less friendly and unorganized. If any problem arises they can inform them to the customer by calling or messaging. It will help the customer much faster and much more flexible and less time consumption to complete the process. General consumers don’t get the opportunity to talk with the upper officials. They have a good customer base. Service representative of the Agents of sundarban’s are reluctant in providing efficient service. Sundarban can develop their delivery service process in online. 12 . So.There should customer complain box. The huge process maintains to need clear database in every customer and booking system management officer should have enough knowledge in database management. so database management is very important. Proper information management system and employee efficiency have create the organization success. In courier management system it is so complicated to reserve customer information. 13 . To create employee efficiency each employee needs a proper training. customer can freely complain about the problem that they face. is one of the leading private couriers and approximately 10000 parcels are sending each day. Conclusion: In Bangladesh Sundarban Courier Service pvt ltd. Service provider should take into consideration and solve the problems as early as possible.