Semester Project

Business Communication II

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TRAFCO TRACKING

Semester Project Report www.trafcotrack.com m

Prepared by: Submitted to:

Muneeb Usmani Abdul Moeed Ahmed Siddique Sana Nadeem Zahid Hussain

Ms. Zahida Mansoor

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Acknowledgments
We thank the staff and officers at Trafco for helping us out with this project, giving us crucial information without which it would have been incomplete. We especially thank the CEO Mr. Malik Tahir, the General Manager, Mr. Naeem Ahmad and the Assistant Manager Corporate, Mr. Aamir Iqbal for their hospitality and courtesy as they sat through our interview sessions.

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Executive summary
TRAFCO Tracking is a leading Vehicle Tracking Systems (VTS) providing company of Pakistan. It was established in 2006. Trafco has many branches in the whole country. Trafco is specialized in tracking and logistics. It provides different services such as: Vehicle tracking system Automatic vehicle location Fleet management systems Etc. Trafco also has partnerships such as with IBM and WARID. The main problem which Trafco is facing is that they are only able to get considerable profit from their logistics section. And they are not getting enough profits from their tracking section. This is because Trafco has no marketing campaign of their tracking systems. Due to their different products packages and services no customer shifts to other tracking companies. Instead customers are moving towards their company due to valuable services. If Trafco is able to run a successful marketing campaign then their tracking sector can be improve as a marketing campaign will give them strength and recognition which will make their business more profitable. For research purposes we used several methods. We conducted personal interviews with Trafco officials. We asked them questions about the current status of their company regarding marketing. We conducted a survey within our university to find out the popularity of Trafco and their services. We used secondary data from different websites on the internet to support our research. In this report we have given some recommendations for the improvement of the current situation at Trafco such as use of different marketing mediums e.g. radio, internet and TV can be used. Use of aggressive marketing strategies should also be helpful for it. If Trafco get focused of their marketing campaigns then they can earn good amount of profit in their tracking sector as well.

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Table of Contents
Acknowledgments Executive summary Methodology Limitations Introduction Background Joint Ventures Partnership with Warid Scope and Purpose Problem Statement SWOT Strengths Weaknesses Opportunities Threats Findings Recommendations Conclusion References (i) (ii) 1 1 2 2 2 2 3 4 5 5 5 5 6 7 7 8 9

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Business Communication II

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Methodology
To complete this research we used different sources. We took interviews from the CEO and Regional Manager of Trafco. In our interview with them we asked different questions about the SWOT of the company. He told us about the main weakness of their company that is marketing awareness of their products and services. We researched for more information from internet about the partnerships of the company with IBM and Warid. We asked different people about their opinions for the company and the product packages and services they offer and provide. By interviewing the customers of this company we come to know the problems and their satisfaction regarding the devices in their vehicles and the services of the company. Another method used to gather information was survey. We conducted a simple survey within FAST asking students that they if they are customers of Trafco, if yes then are they satisfied or not. Information collected through these methods helped us form this report.

Limitations
We faced limitations in our research. We were not given complete information about the companys marketing strategies as they had to consider the secrecy aspect of their policies. They did not inform us about any of their future plans regarding marketing

Semester Project

Business Communication II

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Introduction
Background
TRAFCO Tracking is a leading Vehicle Tracking Systems (VTS) providing company of Pakistan. It was established in 2006. Their head office is located in Lahore. Its branches are in ten major cities of Pakistan i.e. Lahore, Karachi, Gujranwala, Quetta, Multan, Islamabad, Sialkot, Peshawar, Rahim Yar Khan and Faisalabad. The number of employees working in this company is more than 200. TRAFCO TRACKING (Pvt.) Limited is a Specialized Services Provider with: Turn-Key Wireless Solutions Consultancy focusing on Global Positioning Satellite System (GPS)

Satellite Tracking Solutions for Active and Passive. Automatic Vehicle Location (AVL) Vehicle Tracking Systems (VTS) Fleet Management Systems (FMS) Remote Static/Mobile Workforce Management Systems (WMS) and Remote Fixed/Mobile Asset

Tracking/Sensing Management Systems in the GPS Satellite Tracking Systems-based Wireless M2M, Vehicle.

Joint Ventures
In 2008, Trafco Tracking announced a MoU (Memorandum of Understanding) with Warid and IBM Pakistan for the vehicle tracking solution. Trafco has recently launched its two products: Insurance+ Track, Advance Fleet Management System. Partnership with Warid On 10 November 2008 in Lahore, Warid Telecom (Pvt.) Ltd. and Trafco Group renewed their agreement and signed another contract through which Trafco Group will utilize voice and data communication services of the EDGE, GSM and GPRS network of Warid Telecom. Warid Telecom (Pvt.) Ltd. is providing voice and communications services through its state of the art GSM and EDGE network to Trafco since May 2006. Both Trafco and Warid have enjoyed and benefited from the partnership and has decided to strengthen the business relationship by extending the service contract for another year. This tracking company has now introduced a short dialing code 811, an instant access for Warid users.

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Business Communication II

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Scope and Purpose

This research is of great importance for the company itself. In this report we have indicated the problems and their solutions regarding the marketing strategy of Trafco. This study will help the company to improve their brand image and gather a bigger market share.

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Business Communication II

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Problem Statement
Trafco is a major tracking company. But it does not have the market share of its optimum potential. To improve this condition in favor of Trafco we will need marketing strategy. As quoted by the CEO Trafco, Mr. Malik Tahir: Logistics is generating profits for us but we are incurring losses in tracking department. This strategy will help Trafco on different fronts. An improved marketing strategy will help the company generate profits from tracking business as well.

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SWOT
Strengths
Market Leader

The greatest strength the company has at present stage is that of leading the market of tracking devices. The company has also won the brand of the year award in 2009. Technology Trafco uses cutting edge technology in the field of tracking and is leading the market in this aspect.

Weaknesses
No organization can run successfully until it knows its weaknesses. Trafco also possess some weaknesses. Lack of experience No doubt it is the market leader but it has not been in the industry for much long time. So Trafco has comparatively less experience of public dealing than its competitors such as C-Track. Nonexistent marketing The Basic and most important of its weaknesses is that the company totally lacks marketing strategies. They just rely on word-of-mouth marketing and have not invested in marketing before, but this situation is now changing.

Opportunities
Untouched market segments

As mentioned before, there is a lot of market that is yet to be explored in tracking industry. The untouched market can be seen as an opportunity for Trafco because they have the potential to grow rapidly.

Semester Project No new entrants

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Due to unstable political and security situation in Pakistan, no new investors are willing to invest in new companies in this industry. This can be stated as an opportunity for Trafco.

Threats
Competitors/Substitutes Competitors of Trafco such as, C-Track pose a strong threat towards it. They are more experienced in this field and can be considered by customers as potential substitute products and services. Socio political environment The unstable social and political environment restricts the growth of tracking companies such as Trafco. Unaccommodating policies of government also cut down their profits.

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Findings
Through the research and interviews we found out the following facts: Any marketing policy does not exist in Trafco. Most of the marketing activity is due to spontaneous word of mouth. It has been six years that Trafco has come into existence but the management has not found it important to spend some amount of budget on the marketing of the company. There is very low level of awareness about the brand among the potential customers. It is due to the negligence of marketing policy n the company. The company has a fair number of satisfied customers. Trafco can use its customers to spread the word more effectively to increase its market share.

Recommendations
The following are the recommended steps that should be taken to improve the current condition of Trafco regarding Marketing: Aggressive advertising strategies should be used. Improving the brand image and brand personality will help improve the revenues Strong advertisement campaigns can help a lot in inflating the markets hare Use of celebrity endorsements can play key role in the improvement of situation in the favor of Trafco Conducting entertaining, informative and attractive events can also help

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Conclusion
By doing detailed analysis of the organization, we come across some points that the company has never marketed its brand and products since it was established. Now it has started taking some steps to use marketing strategies to improve their sales and revenues.

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References
http://telecompk.net/2009/07/14/is-trafco-the-first-vehicle-tracking-service-in-pakistan/ https://www.facebook.com/group.php?gid=91976780884#!/group.php?gid=91976780884&v=w all http://www.trafcolog.com/main.asp

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