Blue Dart is a leading logistics company in India. It has two main competitive advantages - its strong human resource practices and economic prospects within the growing logistics market. Blue Dart ranked 12th in India's best places to work in 2012. It has a large market share and focuses on customer service, availability, performance and reliability. Blue Dart owns aircraft and has a wide domestic network, technology investments, and financial credibility as core competencies. It faces competition from other domestic and global players but has achieved various awards for its innovative HR practices.

1. CORPORATE STORY
By:- Krishna
Murari

2. CORPORATE STORY: A4

3. Why BLUE DART
Two grounds:
 Economic prospective.
 Human resource prospective.

4. H.R prospective
Ranked 12 in the list of great place to work in India in 2012.
by : 2011 Great Place to Work®
Institute
http://www.greatplacetowork.in

5. Economic prospective
 10-15 per cent of product costs are logistics related.
 For any country, the logistics cost is estimated between
9 and 20 per cent of its GDP.
 The logistics market in India is estimated to be
$ 385 billion by 2015 .
……BLUEDART is a market leader in
Indian organized logistics and
supply chain market.

6. The three fundamental dimensions of customer
service are:
 Availability
 Performance
 Reliability

7. VALUE CHAIN
Michael Porter in his famous book "Competitive Advantage''
has emphasized logistics as one of the most important tools for
competitive advantage.

8. Principles of supply & logistics
Every company dreams of achieving the seven R's:
 Delivering the Right product
In the Right quantity
In the Right condition
At the Right place
At the Right time
For the Right customer
At the Right cost

9. Anything can be ordered online, but receiving a tangible
product online is impossible.
The difference between e-business success and failure lies
in a company's ability to manage the logistics.

10. About BLUE DART
 BLUE DART is South Asia's leading integrated air
express carrier and premium logistics-services provider.
 Network covering over 13,880 locations and service
more than 220 countries.
 Through its sales alliance with DHL, the premier global
brand name in express distribution services.

11. About BLUE DART
Began Operations : November 1983.
Headquarters: : Mumbai, India.
Managing Director : Anil Khanna.

12. Vision Of the Company
Is to establish continuing
excellence in delivery capabilities
focused on the individual
customer.

13. Mission Of the Company
To assure safe, secure, cost-effective and superior
service, to our customers through highly skilled
personnel, quality equipment, timely customer-
oriented response and professional management.

14. History BLUE DART
 1991 - Blue Dart Express Ltd. was incorporated on 5th April.
 The company was converted into a public limited company on
June 15th, 1994 .
 The Company is engaged in the courier business for carriage
and door-to-door delivery of commercial documents, samples,
panels and printed matter in India and throughout the world.

15. Blue Dart Express Ltd- Timeline

16. MILESTONES BLUE DART
 1991 - It develop its domestic tracking system, by own.
COSMAT-I.
 1994 - COSMAT-II an advanced system which includes track
and trace.
- Becomes the first private company to receive government
permission for operation of cargo aircraft in India.
 1995 - develops its SMART (Space Management Allocation
Reservations and Tracking)system for its aircraft, the first
cargo management system in the country.

17. Industries scenario

18. Courier Industry
 Operating Costs = Transportation Costs.
 Industry growth linked to volume of the business generated.

19. Industry – Product Segment
 Documents
 Letters, Financial Instruments and Other Documents.
 Typical weight per shipment is up to 500 gm.
 Growth expectation: 12-15%.
 Commercial goods
 Electronic Products.
 Samples.
 Spare Parts.
 Air Conditioners etc.
 Air Shipment: high-value and time-sensitive shipments.
 Ground Shipment : shipments have a transit time of 2-5 days. Both
High Value/Low Value

20. Industry – Product Segment
 Currently it is only 1/6th of china.
 Generated employment for 45 million people.
 Unorganized sector -- 94%.
 Organized sector -- 6%.
 Expected to grow organized sector up to -- 12% by 2015 .

21. MARKETINGMARKETING

22. MARKETING MIX STRATEGIESMARKETING MIX STRATEGIES
The 7p’s of Marketing

23. Product
Services offerings (Product)
1)Regional services : IN SAARC AREA Between India, Bangladesh,
Bhutan and Nepal.
Types of Services:
Domestic Priority - Service through air mode ( SAARC)
Service Line - Solution through surface mode ( Within India)
Dart Apex - Multi-modal system of transport ( Within India)
- Mix of air and surface
Charter Service, Smart Box etc.

24. Product
2) International services:
International services of Blue dart are taken over
DHL EXPRESS in 2002.
Types of Services
-- Express Document (DOX):
-- Worldwide Package Express (WPX):
-- The Jumbo Box & Jumbo Junior Box:

25. Product
E-COMMERCE
INITIATIVE
 E-Shipping Tools
 Web Based Tools
 TrackDart
 Location Finder
 MailDart
 Price Finder
 E-Business Tools:-
 InternetDart
 MobileDart
 ShopTrack

26. price
 Premium Pricing
 Higher cost than other competitors
 Domestic Priority – High Cost
 Blue Dart Surface Line – Economy Cost
 Dart Apex – Medium Cost

27. Place
 6 Regional Centers in Major Cities.
 Blue Dart has direct collection center as well as operating
through franchisees.
 Door to Door delivery, Airport to Door Delivery, Door to
Airport Delivery

28. Process
 Hub and spoke model of distribution
 One of the first to get ISO 9001 country wide certification by
Lloyd’s register quality assurance.
 Efficient technology
 Dedicated 7 Boeing
 3- Boeing 737
 4-Boeing 757

29. promotion
Via:
 Business Magazines
 Newspaper
 mobile touch points
 Dress codes
 Advertising on electronic channels with the punch line
 ‘Solutions for peace of mind’
Focus on:
Timely delivery to get publicity by word of mouth
rather than advertising

30. Physical evidence
 Consumers make positive perception about Blue Dart through its:
 Speedy delivery service
 Computerized Billing
 invoices and challans
 Mobile Dart, On-line Pick up, ShipDart

31. People
 Having over 7900 work force.
 Performance appraisal on net service level that they have achieved
during the year.
 Modern HRD systems in use
 Incentives to sales team and operations people for leads they provide
to sale team.
 Each person is a salesman with a target to achieve and are addresd as
soldiers in the company

32. SWOT Analysis

33. SWOT Analysis
 Largest domestic player
 Invests heavily in (I.T) infrastructure that is key
differentiator and value enabler.
 Owns dedicated airline with 7 Boeing.
Market shares:
Domestic air express : 45.9%
Ground segment : 12.5% ( Annual report 2011)
DHL aquired 81% stock of BlueDart.

34. SWOT Analysis
 High fixed costs
 Founding shareholders don’t have
controlling stake.

35. SWOT Analysis
 Indian courier industry growth 20% YOY
 Increasing nos. of E-business players in
India and in world.
 Allowing of FDI in Retail sector

36. SWOT Analysis
 Other Foreign Players increasing their footprint
independently in India with advance
technology.
 Rise of imitators providing similar services to
Blue Dart at lower cost.
 Inability to differentiate itself from
competition.
 Cheap service of “EMS Speed Post”,
signaling revival of Indian Postal Service.
 Amendment of the Indian Post Office Act1898

37. PEST Analysis

38. Political
 Political: political confliction over the FDI in
retail.
 Govt. policies:
Amendment of the Indian Post Office Act, 1898.

39. Economical
 Directly affected by Economic growth
 Increase in trade, domestic consumption
 Allowing FDI in multi-brand Retail will boost this sector.

40. Social
 Digitalization can affect small informative
document movement.
 But movement of commercial and bulky good
Can never be affect.

41. Technological
Need to continuous upgrade the tech. infra. to improve
productivity, efficiency levels and bring down operating
costs.

42. Core competencies
 Vast and unparalleled Domestic Network
 Wide spectrum of services to provide customized solutions.
 Customs and Regulatory expertise
 It’s Technology
 It’s Air Network
 Its financial credibility

43. Competitors Analysis
Parameters Blue Dart Gati
Turnover (2011-12) Rs 1492 cr. Rs 900 cr
Presence 35,902
Delivery locations
( India)
220 countries
20,000
Delivery locations
( India)
200 countries
Market shares
Dom. AIR express:
ground segment:
45.9%
12.6%
Ties up DHL Express Air India , CREIL
Transportation Own 7 flights, 6272
vehicles
1381 vehicles

45. PROFIT AND LOSS ACCOUNT
PARTICULARS Dec.11 Dec.10
INCOME
SALES TURNOVER 1492.27 1149.90
NET SALES 1492.27 1149.90
OTHER INCOME 24.03 4.56
TOTAL INCOME 1516.30 1154.46
Cr. Rs.

46. PROFIT AND LOSS ACCOUNT
PARTICULARS Dec.11 Dec.10
EXPENDITURE
EMPLOYEE COST 185.74 150.13
OTHER MANUFACTURING
EXPENSES
1008.10 748.76
SELLING & ADMIN EXPENSES 78.91 62.93
MISCELLANEOUS EXPENSES 40.94 31.42
TOTAL EXPENSES 1313.69 993.24
Cr. Rs.

47. PROFIT AND LOSS ACCOUNT
PARTICULARS Dec.11 Dec.10
OPERATING PROFIT 178.58 156.66
PBDIT 202.61 161.22
INTEREST 1.63 1.26
PBDT 200.98 159.96
DEPRECATION 21.78 19.4
Cr. Rs.

48. PROFIT AND LOSS ACCOUNT
PARTICULARS Dec.11 Dec.10
PROFIT BEFORE TAX 179.2 140.56
EXTRA-ORDINARY ITEMS 0.6 0.29
PBT(POST EXTRA-ORDINARY
ITEMS)
179.8 140.85
TAX 57.03 46.19
PROFIT AFTER TAX 122.78 94.66
Cr. Rs.

49. PARTICULARS Dec.11 Dec.10
EARNING PER SHARE 51.74 39.89
BOOK VALUE (Rs) 279.73 229.71
Cr. Rs.

50. Balance Sheet of Blue Dart Express
Dec.11 Dec.10
SOURCES OF FUNDS
TOTAL SHARE CAPITAL 23.76 23.76
EQUITY SHARE CAPITAL 23.76 23.76
RESERVES 639.97 521.29
NETWORTH 663.73 545.05
TOTAL LIABILITIES 663.73 545.05
APPLICATION OF FUND
GROSS BLOCK 395.23 327.52
LESS ACCUM.DEPRICATION 162.05 143.79
NET BLOCK 233.18 183.73
Cr. Rs.

51. Balance Sheet of Blue Dart Express
Dec.11 Dec.10
CAPITAL WORKING PROGESS 6.7 26.72
INVESTMENT 74.73 96.86
INVENTORIES 2.62 2.17
SUNDRY DEBTORS 188.99 153.29
CASH AND BANK BALANCE 38.09 35.2
TOTAL CURRENT ASSETS 229.7 190.66
LOANS AND ADVANCES 301.21 201.89
FIXED DEPOSITS 2.18 0.18
TOTAL CA, LOANS & ADVANCES 533.09 392.73
CURRENT LIABILITIES 169.39 143.39
Cr. Rs.

52. Balance Sheet of Blue Dart Express
Dec.11 Dec.10
PROVISIONS 14.58 11.58
TOTAL CL & PROVISIONS 183.97 154.97
NET CURRENT ASSETS 349.12 237.76
TOTAL ASSETS 663.73 545.07
Cr. Rs.

53. Cash Flow of Blue Dart Express
Dec.11 Dec.10
NET PROFIT BEFORE TAX 179.81 140.72
NET CASH FROM OPERATING
ACTIVITIES
107.03 37.65
NET CASH (USED IN) /FROM INVESTING
ACTIVITIES
-99.34 -25.46
NET CASH (USED IN) /FROM
FINANCING ACTIVITIES
-2.8 -2.81
Cr. Rs.

54. Cash Flow of Blue Dart Express
Dec.11 Dec.10
NET (DECREASE)/INCREASE IN CASH
AND CASH EQUIVALENTS
4.9 9.38
OPENING CASH & CASH EQUIVALENTS 35.37 25.99
CLOSING CASH & CASH EQUIVALENTS 40.27 35.37
Cr. Rs.

55. TOTAL REVENUE

56. PROFIT AFTER TAX

57. RATIO ANALYSIS OF BLUE DART

58. CURRENT RATIO
CURRENT RATIO = CURRENT ASSEST/CURRENT
LIBALITY

59. RETURN ON EQUITY RATIO
RETURN ON EQUITY RATIO = NET PROFIT AFTER
TAX / TOTAL SHAREHOLDER FUND.

60. ASSETS TURNOVER RATIO
ASSETS TURNOVER RATIO = NET-SALES /
TOTAL ASSETS

62. BLUE DART GATI
Dec.11 JUN’ 11
Sources Of Funds
Equity Share Capital 23.76 17.2
Reserves 634.37 276.45
Total Liabilities 658.13 767.38
Net Block 232.73 390.83
Investments 72.25 77.37
Sundry Debtors 188.98 161.95
Cash and Bank Balance 37.55 21.48
Loans and Advances 299.88 232.86
Current Liabilities 168.35 115.23
Provisions 14.37 51.52
Total Assets 658.13 767.39
Cr. Rs.

64. Recruitment And Selection
• Recruitment is done through
Recruitment Agencies.
• Final Interview is taken by Blue Dart
itself.
• Focuses on identifying the right
talent due to which HR has become
the part of it.

65. Training and Development
 Ahmedabad (Gujarat) is the
training center where all the
recruited people takes
training.
 The objective of the training
programmes is to help the
employees build positive
attitude, enhance personal
effectiveness/growth.

66. Training and Development

67. Training and Development

68. Performance Appraisal
 The company use 360 degree performance
appraisal.
 It helps to bridge the gap between different levels.

69. Awards And
Recognition
Awards 2010 2011
Bravo 510 850
Super Darter 49 58
Tuber Blue
Award
356 636
Employee of the
year
7 10

70. Talent Management
It is done by the company to retain the potential
employees through the process of Panel Review.

71. Corporate Social Responsibility

72. Human Resource Achievements
 Won the Global excellence award in Innovative HR Practices.
 Award for Innovative Retention Strategy by Employer Brand
Institute.
 Global HR Excellence Award for outstanding contribution to
the cause of education.
 Wins 'IMM Eminent Organization Award for Excellence 2010'
at the 37th World Marketing Congress.

73. All of Blue Dart’s achievements have been possible
because of the strong employee base that they have.
They are the valuable asset of the company that can’t
be replaced.

74. Thank You!!!!!!!Thank You!!!!!!!