Daewoo Express is a major transportation company in Pakistan that provides bus services across the country. It has over 30 terminals and serves over 40 destinations. Daewoo Express operates express bus services for long distance travel, as well as city bus services in major urban areas. It also provides cargo transportation services. Daewoo Express aims to provide a safe, efficient and comfortable travel experience for passengers. It has made improvements to modernize the transportation sector in Pakistan. The company focuses on implementing proper management structures and motivational practices to achieve its goals and satisfy customers.

1. Daewoo Express
ACKNOWLEDGEMENT
First of all, we would like to thanks Allah, the All mighty, for having made everything possible
by giving us strength and courage to do this work.
Our deepest gratitude to Mrs.,Khadija our supervisor for his unselfishness, encouragement and
guidance and patience she demonstrated during our study.
Sincere thanks to my family, relatives and friends who all gave me courage and support.
This research project would not have been possible without the support of all our Group
members. Without their help our project could not be completed we are very much thank full to
them.

2. Daewoo Express
ABSTRACT
Transportation sector plays very vital role in the economic development of a country. Transport
in Pakistan is extensive and varied but still in its developing stages. Thousands of people travel
daily through public and private transport to reach their destination within the city and out of
city. The most common mode of transportation in Pakistan is road. However the fleet of buses
used tends to be in horrible shape and is not air-conditioned. The people are suffering because of
bad conditions of buses, rude behavior of conductors and others, huge frights, overloading on
busses, delaying of buses and unavailability of conveyance. Pakistan’s current population is
approximately 170millionwhereas the condition of transportation is not much satisfactory.
However during the past few years there have been good improvements but yet not enough.
Daewoo express bus service is playing a very important and unique role in the overall
transportation sector of Pakistan. Although Daewoo service is in a monopolistic positioning the
market, but the proposed study will address the concept of marketing mix and it
simplementation in view of Daewoo service. My findings suggest that thoroughimplementation
and practice of marketing mix will add value to the service and further strengthen its position
with respect to market share.

3. Daewoo Express
INTRODUCTION:
Daewoo is the first and the biggest foreign investment Company with an advanced and
organized transport system in Pakistan. It is the only transport company to have nationwide
network with various international trade links. Being a transport service provider the company
owns a large fleet of buses, Technically Advanced Workshops to maintain the fleet for the
safety of the passengers, State of the Art Terminals, Training Institutes for Drivers and
Mechanical Staff.
Daewoo has been rendering transport facilities for the last 15 years to the people of Pakistan
and appreciated by the masses simultaneously highly praised by the Governments of Pakistan
as well as Korea for its consistent success. Media of both the countries often express
appreciation for the revolutionary accomplishment of the Company in transport sector,
through various channels
Daewoo Pakistan Motorway Service Limited (DPMSL) is pioneer in business of Motorway
Services in Pakistan. DPMSL is trend setter in adding memorable experience of comfort and
energizing break in commuters’ journey, with ample choice of products, great value for
money, and simply the great services. Daewoo Pakistan Motorway Service Limited (DPMSL)
was established after signing Concession Agreement with National Highway Authority (NHA)
on September 10th, 1997. In order to facilitate the commuters while travelling on motorway
ten up-to-the-mark Motorway Service Areas (MSAs) were established by Daewoo, on BOT
(Build, Operate and Transfer) basis, along the Lahore-Islamabad Motorway.
DPMSL aim is to provide the general public of Pakistan with best possible services at single
place. The public service facilities include the spacious parking lots, contented Mosques, fully
equipped 24 hours working vehicle break down facilities ( Tire shops and Workshops),
cleaned & hygienic wash rooms, CNG and fuel stations. The business mix facilities consist of
continentals and fast food international chains, small convenient shops and big shopping
Marts, flowers & horticultures and many more in process. Focusing on commuters’
satisfaction is our company's crucial strategy for achieving competitive advantage, we make

4. Daewoo Express
no compromise on quality and always keep on striving to anticipate commuters needs and
operate our business with what we call “one foot in today and one foot in tomorrow.” This
means we operate our current projects with excellence, while at the same time offer growing
and ever-escalating business opportunities for local entrepreneur, who seek dignified, neat and
tidy trading ventures along the gorgeous Motorway (M2), so that we can delight our
commuters with up-to-date services in long run.
Vision Statement
“To be the superlative business institution in Pakistan & achieve market recognition by
delighting commuters’ with quality services as well as the range of product offerings at
modern state of the art Motorway Service Areas.”
Mission Statement
An organizational environment that fosters professionalism, motivation & quality by adopting
our core values & services.

Daewoo In Pakistan
As Daewoo has a name all over the world due to interest in automobiles, consumer goods, financial
and securities, construction, engineering and trade sector, Daewoo is working for the last thirty years
And their motto is “from tile till ship”. Daewoo, a top Korean company, emerged in Pakistan in 1993,
When it sorts $1 billion in Lahore- Islamabad Motorway Project which was highly political in nature.
Thoughitdiscouraged in getting more projects but with the reelection of Nawaz Sharif Government,
Daewoo has come with its renewed commitments in taking part in development related activities.

5. Daewoo Express
Investment
To commence its business on January 12, 1998, after obtaining certificate for commencement of
business from Registrar of Companies, Lahore, the company has planned an initial equity
investment of US $ 1 million. The total cost of the project has been estimated at $ 6.526 million,
which the company proposes to finance, by equity investment of $ 5.095 million and by loan
arrangements of $ 1.431 million. In this project, as well, Daewoo wants 100% equity in the
project instead of 60% allowed.
SERVICES
Express Bus Service
Daewoo Express Bus Service is a main operation of the company. The company provides long-
distance time-efficient bus services to all major cities within Pakistan. With its headquarters in
Lahore the company operates its service from 31 cities in Pakistan covering more than 40
destinations extending almost to the entire Punjab, Sindh and NWFP. The provides direct
competition against airlines as well as the rail network. There is also shuttle/drop off service that
runs off the main express buses to allow passengers hassle-free travel to their neighborhood.
Recently, Daewoo expanded its service to Okara cant. Connecting it with 9 cities.
City Bus service
Daewoo City Bus was the first environmental and technological revolution in the urban transport
sector within Pakistan. The buses were introduced with more advanced and powerful engines
with TECHO Monitoring Systems in 1999. Moreover provision of air conditioning,
announcement system and stopping signals were introduced. Since 1998, the city bus service has
been operating four routes are being operated within the city covering all the localities while one
Sub-Urban Route is being operated for Sheikhupura.

6. Daewoo Express
Cargo service
Daewoo Express's cargo services are set up adjacent to all terminals and function 24 hours a day,
providing safe and quick dispatch and delivery of cargo consignments. The cargo volume has
over the years been increasing more rapidly than the expansions of the bus passenger operations.
Business Environment and Culture
Cultural Factors:-
Culture is a set of values, perceptions, wants, behavior learned by a member of society from
family. Culture is a most basic cause of a person wants and behavior.
We observed that in Pakistan, the culture doesn't affect mostly on the service of Daewoo buses.
And the company has not faced the many problems to establish in this culture.
Now the Daewoo Company is trying to start their services in many cities of Pakistan in order to
make the service common in between the people to make its access and to increase their
customers all over the Pakistan.
Social Factors:-
A consumer behavior also is influenced by social factors, such as the consumer's small groups,
family, and social roles and status.
In Daewoo buses, we have observed that upper and middle class people travel more than the
lower class. Because they want to save their time as well as to avail the maximum facilities,
which are provided by Daewoo buses like air conditions, videos and the hosting facilities etc.
Personal Factors:-

7. Daewoo Express
A buyer's decisions are also influenced by personal
characteristics such as the buyer's age and life-cycle stage, occupation, economic situations, life
styles and personality and self concept.
The Daewoo Company’s services may be affected greatly by the personal factors of people. If
the life styles are like in Islamabad, they like mostly to travel by the Daewoo bus services instead
of the people living in the small towns of the Pakistan. And there are many other personal factors
like people of high income, who don't take it much serious to travel this costly service of
Daewoo buses.
Psychological Factors:-
A person buying choices are further influence by four major psychological factors, motivation,
perceptions, learning and beliefs and attitudes.
In Pakistan, the most people think that the costly things/services are good and the cheeper
things/services doesn't satisfy their psyche. So as it is the advantage to the Daewoo to have their
maximum customers. Passengers like the hosting facility provided in Daewoo buses very much.
Management:
Daewoo Express Pakistan is headed by chief executive officer C.I.Kim. G.M is 2nd in
command after chief executive. Mr. Sheikh Munawar Saeed is G.M of Daewoo Express
Pakistan. While Mr. Khuram Mirza is D.G.M of the company.

8. Daewoo Express
CEO
C.I.Kim
Accounting
Ahmed Naeem
H.R
Ahtasham
Operation
Manager
Cargo
G.M
Sheikh Munawar
Saeed
Marketing
Manager
Sales Manager
Finance
M. Ali
Logistics
WorkShop
Admin
Managerial Levels:
Top level Managers:
Top level managers are also called senior management or executives. These individuals are at the
top one or two levels in an organization and hold titles such as Chief Executive Officer, Chief
Financial Officer, Chief Operational Officer, Chief Information Officer, and Chairperson of the
Board, President, Vice President and corporate head. Often, a set of these managers will
constitute the top management team, which is composed of the CEO, the COO and other
department heads. Top level managers make decisions affecting the entirety of the firm. Top
mangers do not direct the day to day activities of the firm; rather, they set goals for the
organization and direct the company to achieve them. Top managers are ultimately responsible

9. Daewoo Express
for the performance of the organization, and often, these
managers have very visible jobs. Top managers in most organizations have a great deal of
managerial experience and have moved up through the ranks of management within the company
or in another firm.
Middle level Managers:
Middle level manager or middle managers are those in the levels below top managers. Middle
managers’ job titles include general manager, plant manager, Regional manager, and Divisional
manager.
Middle level manager are responsible for carrying out the goals set by top management. They do
so by setting goals for their departments and other business units,. Middle managers can motivate
and assist first-line managers to achieve business objectives. Middle managers may also
communicate upward, by offering suggestions and feedback to top managers. Because middle
managers are more involved in the day-to-day workings of the company, they may provide
valuable information to top managers to help improve the organization’s bottom line.
First level Managers:
First level managers are also called first line managers or supervisor, Department manager,
Foreperson, Crew leader, Store manager. First-line managers are responsible for the daily
management of line workers the employees who actually produce the product or offer the
service. There are first line managers in every work unit in the organization. Although first level
managers typically do not set goals for the organization, they have a very strong influence on the
company. These are the managers that most employees interact with on a daily basis, and if the
managers perform poorly, employees may also perform poorly, may lack motivation, or may
leave the company.
Departments

10. Daewoo Express
The Company has many departments like operation, Finance,
Admin, HR, Training, Workshop, Cargo, Logistics etc.
Managerial ethics:-
Principles, values, and beliefs that define what is right and wrong decision and behavior.
These are some factors that determine ethical and unethical behavior:
Level or stage of moral development:-
The ethics that impressively hits to the company’s environment in positive and negative
way. The company conduct work shops for their employees through which they are enhanced
and they improve their performance.
Individual characteristics
Individual characteristics are much more important for the organization through its productivity.
It mostly depends on the employee’s individual behavior.
Organization Structure
Organizational structure of Daewoo is much more co-operative with the customer as well as with
the work staff. They listen to the employees and gets important feedback to make their policies.
Organization Culture
Daewoo Express is much more conscious about their time and there in and out. The
organization’s plus point is the time conscious and it is very strict in this issue.

11. Daewoo Express
Social Responsibility
Daewoo Express’ intention is to provide our employees and subcontractor drivers with a safe and
rewarding workplace in which they feel part of a dynamic and growing business. This includes
support and a genuine career path for all employees. Our business is actively involved in
maintaining appropriate levels of occupational health and safety standards whilst obeying all
local and federal laws.
The Organization is also considering about the environment and general public
safety.
Daewoo is a transportation company so the need
professional drivers that are have healthy and sound
knowledge about their route, driving ethics and their
responsibility.
Daewoo is using heavy performance busses and the company is conscious
about environment. It is just like that they are hybrid that busses are still using busses
which are exhaust and carbon dioxide.
Organizational Culture
Motivational Factors
Motivating employees to perform up to their potential is the key to maintaining a productive,
successful business. Ways in which you can motivate employees - Interact - Talk to your
employees regularly. Recognition & Appreciation - A job well done is be appreciated and
encouraged. Pay them Right - Pay employees for what they are worth and they will be happy to
work. New challenges - Give employees new and interesting challenges to keep them stimulated
and learning however following are the brief discussions on motivational factors of Daewoo
Pakistan are.

12. Daewoo Express
HR Policy
The policies of HR are clear to the employees. Daewoo Pakistan conducts training session to
enrich the employee knowledge about the policy and procedure.
Job Security
Due to global slump in general and particularly in Pakistan Daewoo Pakistan also invited
downsizing therefore the employees always feel insecure regarding Job Security. Proper and
right information on time always courage employees and announcement of effective policies and
procedure motivates employee regarding their jobs and management must give proper attention
to grapevine for enabling to reduce further misconceptions.
Favoritism / Discrimination
As like it become culture of organization to change the norms by higher level and give undue
advantages to personal liking employee which frequently discourage other potential employees,
as one employee wearing the jeans in routine days and someone bestowed with higher increment
unless he doesn’t complete his own description of work and no steps taken on coming late and
absenteeism.
Employees always seek justice of work and hopes for better results and norms must be followed
by all levels and rules and regulations must be implemented meticulously for the satisfaction of
employees as job satisfaction is very necessary.
Learning and Development
Training tends to be done for current job, aims to improve efficiency. Keeps the employee up to
date with changes in the field, can be external or ‘in-house’. Daewoo Pakistan also give
awareness for importance of training, however they have already taken many steps for that and
introduced in-house trainings, which is still not up to the desired level and needs much
improvement.

13. Daewoo Express
Performance Appraisal
To check the performance of the employees we are giving them a short term targets. And
when they complete that target in time then we give them a bonuses. In this way we also achieve
our goals and fulfill the target at time. Employees after taking the bonus also work hard and
happily this is good thing to motivate them.
Rewards/ Bonuses
Company’s provide bonuses to employees on EID Festivals however due to global crises and
loses, Daewoo Pakistan is unable to provide the same to the staff, which increases de-motivation
in employees and no steps shown for the motivation of extraordinary performer. As all people
aware about the market however some important announcements/ emails always encourage
employees and some special announcements / policies should be announced for outstanding
performer as to differentiate between them. There are various other factors which motivate the
employees such as Takaful coverage, detailed leave structure, compensation and other HR
benefits.
WorkEthics:
The company success based on the high quality copper wire . our customers are committed with
the organization because our organization deliver their products to customers on time.
We will strive continuously for the further improvement in our Services, process and
system, along with the betterment of our employees because this is our value.
CommunicationProcess
There is an open environment in the Daewoo which allows the employees to communicate with
each other. Before making the decisions the top level managers discuss it with their supervisor or

14. Daewoo Express
employees. The organization allows the employees that
anyone of them can meet the general manager and Owner of the company if he is facing any kind
of difficulty. The organization conducts meetings with their employees to inform them about
new information, or complaints from customers or for lunching new product.
Span of control:
Span of control is narrow. There are less people under one person in the organization.
Because it also controls regional basis teams.
Decentralization:
Not Only the CEO takes the decisions but also gets feedback from employees and public
also. Every man in the organization follows the decisions of Management.
DecisionMaking:
The process of decision making is held in organization both by centralization process and
decentralization. The decision making in Daewoo is held by Management of the company.
Planning:
The Hi- Energy Cables planned the organizational goals in monthly basis. The management
planned their goals and take ideas from middle managers but the final plan is only that which the
management.
Goals:
Stated goals:
We want to become a number one cargo and travelling industry in Pakistan. We want to
generate huge profit.

15. Daewoo Express
Controlling Activities:
The process of controlling takes place in Daewoo is through CCTV cameras. The cameras are
from entrance side to the production area every employee is controlling by observing through
these cameras. At every department in the organization there are guards whose duty is to observe
any misconduct in the organization. The supervisors of every department control the employees
and one special person whose duty is only to observe any unethical practice.
Punishment
If any employee caught in unethical practice he must be punished by the organization first he is
threaten by the organization and in the second option the organization deducts its salary.

16. Daewoo Express
Recommendations:
The organization is already well established. They are going everything in the right direction.
They know what they are doing. They have clearly defined goals and each of their company
members is working hard to achieve those goals. 
There are just few recommendations from us to their betterment:
They should improve their promotion services people are still unaware of their services.
They should hire more and trained employees and more experienced managers, to take this
company too high.
Conclusion:
Everyone is trying its perfect to become successful in the travelling market.
There services are excellent and supreme quality of Daewoo has promise with our customers.