BUSINESS PLAN ON PROPOSED JOINT VENTURE BETWEEN EXPRESS LOGISTICS PTE. SINGAPORE & SUKAM INDIA LTD. Submitted to PROF. O. P. WALI CONTRIBUTED BY: SAMIR SURI – ROLL NO.12 URVASHI SHAH – ROLL NO.49 KAUSHIK DEY – ROLL NO.53 AJIT MANCHANDA– ROLL NO.24 MANU CHOPRA – ROLL NO.40
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BUSINESS PLAN ON PROPOSED JOINT VENTURE BETWEEN EXPRESS LOGISTICS PTE.
SINGAPORE &
SUKAM INDIA LTD.
Submitted toPROF. O. P. WALI
CONTRIBUTED BY:
SAMIR SURI – ROLL NO.12
URVASHI SHAH – ROLL NO.49
KAUSHIK DEY – ROLL NO.53
AJIT MANCHANDA– ROLL NO.24
MANU CHOPRA – ROLL NO.40
Indian Institute of Foreign TradeNew Delhi
USAGE
This document is designed to serve as an introduction and briefing guide for top
management and may therefore be treated only as a guideline. It contains a broad
illustration of the business intentions of the Joint Venture, provides a concise insight
into the basis upon which this project has been judged to be viable and concludes
with an overview of the implementation and business plans.
By virtue of the simplified nature of this documents, detailed financial data is beyond
the scope of this synopsis and has thus, been made available separately in another
section.
EXECUTIVE SUMMARY –
SUKAM INDIA LTD.
The idea for SUKAM India Ltd. blossomed out of the fortuitous meeting of
Samir Suri, a Senior Manager with a Freight Forwarding firm and
Manu Chopra, Director-Owner of a Courier Service, in a Seminar on
"Outlook of International Trade". This seminar had highlighted the
business opportunities arising out of removal of Quantitative
Restrictions. The second reason? Market opportunity." The exports from
India had increased by 20.4% in 2000-01 over the previous year. Growth
of world trade volume in goods and services recovered from 4.3% in
1998 to 5.1% in 1999 and it is estimated to have almost doubled to 10%
in 2000. World merchandise exports ,in value terms, increased by 3% in
1999 as against a decline of 1.6% in 1998. The recovery from
developing countries was even stronger with exports rising by 5.7% as
compared to a decline of 6.2% in 1998. This showed and confirmed that
there would be a lot of movement required for goods , both from India
and out of India. With the Government's intention to set up Special
Economic Zones and product specific Agri Export Zones, the production
of goods for exports would increase substantially. Moreover, India's
export to its major destinations like OECD, Asia & OPEC regions
showed significant increase. Exports in $ value grew by 12.8% to
OECD,20.1% to Asia & 12.3% to OEPC. Both felt that removal of
barriers amongst the WTO members would result in boom in trading in
goods. Foreign Direct Investment of US$ 1916 million in the previous
year April - December period showed an increase of US$ 427 million
over the same period. With the recent announcement of further
liberalisation in the FDI , it became clear that the opportunity had arrived
to spread their wings and enhance their area of business which would
expand very fast. FDIs would require the movement of goods and raw
materials into the country for setting up of either the wholly owned
subsidiaries or joint ventures which would result in production of goods
for the export market or domestic consumption. Both the markets would
require the services of specialised freight forwarding and delivery of
goods to various destinations at the designated time at a competitive
price.
In the context of the above envisaged developments, consequential
expected increase in volume of movement of goods and documents
and the common business activity, they agreed to meet in the next few
days. In their next meeting they analysed the future of international
trade. Four meetings later, they agreed to set up a common business in
the field of Couriering, Freight forwarding and Consolidation.
SETTING UP OF NEW BUSINESS
Manu believed that the window of opportunity had arrived with the
domestic market getting smaller. It was becoming clear that only the big
and the most competitive would survive. There was a need to become
global and to achieve this they should bring some strength in their
business process by improving upon the existing value chain. Everything
is changing so fast that there would never be the perfect strategy with
the perfect technology with the perfect marketing opportunity with the
perfect product. So you need to back a team that's facile enough, and
experienced enough, to make the inevitable adjustments in strategy.
Samir felt that their venture project required a professional management
team. They realised that to be competitive they must use IT savvy
business processes which would bring them at par with the other major
players in the market. This process required the assistance in
synergising the Enterprise Marketing Automation (EMA).
In came the technology-savvy Kaushik Dey who had substantial e-
commerce experience and Ajit Manchanda with years of experience with
an International chain of hotels and Airlines. For more than 22 years, Ajit
Manchanda had been immersed in the world of business development
and customer loyalty programmes. The most important aspect which
needed to be covered was to arrange funds and the person to manage
it. Urvashi Shah an outstanding financial controller in a Multinational
Company agreed to join them and offered to share her expertise in
sourcing of funds for the new firm..
The salient points in the setting up of SUKAM INDIA LIMITED is given below:
1. The new company SUKAM INDIA LIMITED, has been formed by five partners
namely Mr Samir Suri, Ms. Urvashi Shah, Mr. Kaushik Dey, Mr. Ajit
Manchanda and Mr. Manu Chopra.
2. Mr. Manu Chopra, owner of the courier firm is the major share holder. He is
providing his offices, staff and assets in Delhi. His domestic and international
business in couriering works on the basis of tie-ups with major players in the
market. The arrangement amongst partners is internal. The share in the profit
and losses will be on the basis of agreement drawn amongst them.
3. Sukam India Limited is strengthening its value chain by providing the services of
freight forwarding, warehousing and consolidating.
4. On the basis of the in-depth analysis done by the partners on the impact of
dismantling of QRs, opening of sectors for 100% Foreign Direct Investments
and increase in world trade due to the impact of the positive WTO
measures, the trade within and outside India will grow. This would result in
major in-flow of goods, intermodal transportation of goods and export of
goods. To add on to the USP of SUKAM INDIA LIMITED, a tie-up has been
arranged with M/s. XPRESS LOGISTICS PTE., SINGAPORE. This foreign
company has made a name in the last ten years of operation in the field of
couriering, freight-forwarding, warehousing and consolidating. It has tie-up
arrangements with Express companies (couriering, freight-forwarding,
warehousing and consolidating) in the United States, European Union, United
Kingdom, Japan, China, Korea, Russia, South Africa and Brazil.
5. The advantage of their networking will benefit the new joint venture company
which has been named as SUKAM XPRESS INDIA LIMITED. EXPRESS
SINGAPORE will bring in technology to the new company as well as provide 50%
equity. The total Investment including the assets of Mr. Chopra's office set up in
Delhi would be Rs.3,57,30,000/-. The financial equity of 50% coming from Xpress
Logostics would be Rs. 1,78,65,000/-. Balance 50% equity has to be provided by
SUKAM India. Investment of Rs. 1,19,10,000/- has already been made in terms
of Mr. Chopra's office in Delhi. The loan requirement for investment in Chennai
and Mumbai of Rs.59,55,000/- has been arranged and being sourced from a
Bank at a rate of 17% to be repaid in 3 years. This arrangement allows the
repayment of principal of one third at the end of each year. The total repayment
at the end of the first year works out to be Rs. 29,97,350/- ( Principal-
Rs.19,85,000/- + Interest - Rs.10,12,350/-).The rest of the repayment schedule
has been shown in the Forecast and Investment Analysis.
6. XPRESS SINGAPORE will set up a website in the name of the joint venture
company SUKAM EXPRESS. They will maintain this site. This site will provide
on-line tracking and tracing system for all documents and freight. Access to this
site would provide the on-line status of the document of freight sent by the
customer. This site would also provide eCRM concepts, list of branches of the
company, and names of the Express companies with which it has a tie-up. It will
also give information of the type of warehouse facilities available with the
company. This site would also provide facility to Retailers for online selling and
delivery of the goods. It has immense potential and the site can grow from here.
7. The joint venture company would set up its own offices in Delhi, Mumbai and
Chennai and work through franchisee based offices in Bangalore, Hyderabad,
Cochin, Kolkata and Ahmedabad. The Sales Offices would function through
broker agents.
In short, Sukam Express, the logistics sevice provider will have to cater to
complete supply chain management underlining the demand for a ONE
STOP SHOP facility to the customer.
CONTENTS
EXECUTIVE SUMMARY PAGE
1. PRESENT EXPRESS INDUSTRY SCENARIO ……………. PAGE 3
CATEGORY OF COURIER COMPANIES
UNIQUE SELLING PROPOSITION OF COMPETITIORS
2. PLAN/INTENTIONS ……………………………………………. PAGE 5
DEVELOPMENT OF SERVICE INFRASTRUCTURE
i. ESTABLISH 24 HRS HUB AT BOM, MAA, DEL
ii. SALES OFFICE AND FRANCHISE OFFICE
DEVELOPMENT OF MANAGEMENT
INTRODUCE NEW SERVICES & PRODUCTS
MARKET POSITION & BRANDING PROJECTION
3. REQUIREMENTS ……………………………………………. PAGE 6
SETTING UP 24 HRS HUB & SALES OFFICES
QUANTUM OF DOMESTIC & INTERNATIONAL BUSINESS
NATURE OF SHIPMENTS
NATURE OF CLIENTS
LOCAL CONDITION FOR HIRING STAFF
IMPORTS FROM XPRESS LOGITICS, SINGAPORE NETWORK
HIGH COST OF ESTABLISHING OWN SALES OFFICE
4. PROPOSED STATIONS TO BE ADDED TO SUKAM XPRESS
NETWORK …………………………………………… PAGE 10
TOWNS & CITIES WE INTEND TO SET UP OUR SALES OFFICES
CATEGORY OF CITIES ON THE BASIS OF THEIR SALES POTENTIAL
5. MANAGEMENT STRUCTURE & STYLE ………………… PAGE 11
STRUCTURE OF NEW ORGANISATION
6. COST ANALYSIS AND INITIAL INVESTMENT …………. PAGE 14
PRESENT INVESTMENT AT SUKAM DEL
INVESTMENT FORECAST AT SUKAM MAA &DEL
COST OF COMPUTERISATION
MONTHLY RUNNING COST BOM/MAA/DEL
COMPUTED INCOME FOR THE 1ST YEAR
SUMMARY
VENTURE CAPITAL
WORKING CAPITAL
NOTES
7. INTRODUCTION OF NEW SERVICES AND PRODUCTS/MARKET
POSITIONING & IMAGE PROJECTION –
IMPROVEMENT IN SERVICE LEVELS IN THE SUKAM XPRESS
NETWORK ……………………………………………………… PAGE 36
8. CONCLUSION …………………………………………………. PAGE 38
1. PRESENT EXPRESS INDUSTRY SCENARIO IN INDIA:
If SUKAM XPRESS plans out its entry wisely and our expectations from the joint
venture are pragmatic and logical we are convinced that over a period of few years
SUKAM XPRESS can capture a major share of the Indian Express Industry Market.
But of course for this to happen the changes are not only likely in India but overall
globally in the SUKAM XPRESS Network. India’s courier market, presently, is
serviced by approximately more than 5,000 courier companies, most of these are
broker agents who feed into the networks of other large Express companies. Such
brokers select particular networks for particular destinations depending upon price,
speed and reliability. The total courier market in India can be divided into 3 type of
categories:
(i) TYPE A: The franchise networks who work entirely on a free to free basis and
each station is owned by a separate individual or company and are entirely
financially responsible for themselves. Such networks are basically existing in
the domestic sector of the market.
(ii) TYPE B: Broker agents who market their services independently and
source/route their shipments though a number of countrywide networks
depending upon the prices and services levels offered to them. However,
their main earnings from specialised regional routes which they operate
themselves e.g. specialising in service between India-U.K., India-U.S.A.,
India-U.A.E., India-SIN, India-HKG and the rest of the world routing through
other larger networks. The unique selling point or in other words why
customers would like to use such companies is because they are able to
provide custom tailored packages in terms of prices and deliveries e.g. offer
next day delivery in LON, NYC, etc., deliveries by 9.00 a.m. in DEL, BOM,
MAA etc. which the larger networks would not be able to do because of the
larger volumes handled and keeping a strict schedule of cut-offs for
deliveries.
(iii) TYPE C: Countrywide networks owned by a single company. Such networks
are very few probably only 1 or 2 who have been able to achieve their
financial goals and have been able to sustain the high levels of investments
and can totally rely on revenue from international or domestic sales.
The revenue levels per package which the various companies are generating and
the market categories in which these companies can be categorized are as follows:
i) The Higher End: These are the companies which have their own networks
and their investment levels in terms of computers, vehicles, office
infrastructure are very high and therefore they are charging the highest
amount. The companies which can be placed in this category are Blue Dar
(Fed Ex), DHL, Elbee (UPS). The philosophy that guides these companies is
that their sustained income is generated from Imports and Exports and all the
Domestic sales merely compliment their income.
ii) The Middle Group: Most of the visible courier companies like Overnite, First
Flight, DTDC, Prakash Air Freight, Corporate Couriers, Airborne Express,
Aramax, Skynet etc. come under this category. Such companies are basically
either International or Domestic Courier Companies and they charge anything
from Rs.35.00 to Rs.75.00 for Domestic shipments, and Rs.300.00 to
Rs.400.00 for international shipments, depending upon the existing market
condition. They basically depend upon each other to provide the service
which they cannot handle.
iii) The Lower End Group: These are the various local companies operating
within particular state/states and are majority Domestic Courier Companies.
They operate by forming alliances between themselves. Whatever
International shipments they generate are routed through any of the category I
& II Companies. In return these companies provide the I & II Companies
access to small and remote stations within particular states. They deliver the
shipments on the CWB of the larger courier companies. Such companies
account for less then 40% of the total market.
UNIQUE SELLING PROPOSITION (U.S.P.)
OF VARIOUS COURIER COMPANIES
S.
NO.
NAME OF COMPANY FEATURES
1. Blue Dart (FEDEX)
EXPRESS IND.
Reliability
Step by step tracking information
Services by air and surface
High value logistic services
Cargo services, Small & Large
Both Domestic & International
service through their own network.
2. DHL
EXPRESS INDUSTRY
Very low prices for International
shipments
Small cargo service
Custom designed solutions
Both Domestic & International
service through their own network
3. Elbee (UPS)
EXPRESS INDUSTRY
Services by air & surface
High value logistic services
Courier & cargo services
Both Domestic & International
service through their own network
4 Overnite, First Flight Both Domestic courier and cargo
DOMESTIC COURIER
AND CARGO
service
Service by air & surface to large
number of Domestic destinations
Specialist services to neighboring
countries like Bhutan, Nepal,
Andaman & Nicobar Islands etc.
Very low prices.
5 OCS, TNT
COURIER & FREIGHT ON
CUSTOMER REQUEST
International service through their
own network
Customer designed solutions for
small cargo
Low prices for specialised area
Custom designed solutions to certain
large clients
The above information clearly indicates the enormous competition and thus implies
that it is absolutely necessary that we enter the market to expand our business
with a new product and not enter as just another courier company.
2. PLANS/INTENTIONS:
The long terms plan for expansion of SUKAM XPRESS Network/services in India
would be to become a leading logistics service and support organization in Asia
Pacific Region. In order to achieve this goal it would require us to undertake the
following activities in a phased manner:
i) Development of service infrastructure:
Setting up of 24 hrs Hub facilities
Setting up of Sales Offices (self-owned offices/franchise offices)
ii) Development of management (induct professionals and placement at strategic
locations)
iii) Introduce new services and products: freight forwarding, warehousing and
consolidation, food service, newspaper distribution, subscription, door to door