COB BPMM3083 Report: TheLorry Service Marketing Analysis and Blueprint

This report provides a comprehensive service marketing analysis of TheLorry, a Malaysian on-demand logistics platform. It begins with an executive summary and an introduction to TheLorry's background and services, including lorry transport, house moving, and office relocation. The report then delves into a situational analysis, examining the external and internal environments, followed by a detailed SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report includes interview outcomes, highlighting customer problems and proposing solutions. A service blueprint is presented, identifying key elements of physical evidence, potential bottlenecks and fail-points, and suggesting solutions. The conclusion summarizes the key findings and recommendations. The report emphasizes TheLorry's technology-driven solutions, focus on customer satisfaction, and expansion plans within Southeast Asia.

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COLLEGE OF BUSINESS (COB)
BPMM3083 Service Marketing
GROUP B
BLUE PRINT ASSIGNMENT
PREPARED BY:
PREPARED FOR:
DR. SHAHRIN BIN SAAD
DATE OF SUBMISSION:
7th JANUARY 2020
NAME NO. MATRIC
NURIZATU HANIZA BINTI MOHD FUZI 263696
NUR SYAHIRAH BINTI ABD RASHID 264009
NUR AIRIN AQILA BUNIRAN 264692
NUR YASMIN SYAZWANI BINTI MD
YUSAINI
264536
NUR SYAFANIZA BINTI MOHAMAD
SYARIFF
265461

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Table of Contents
1.0 Executive Summary ............................................................................................................. 3
2.0 Introduction and background of the company ................................................................... 4
3.1 External Environment .............................................................................................................. 6
3.2 Internal Environment ............................................................................................................... 9
3.3 SWOT Analysis ..................................................................................................................... 11
4.0 Interview Outcome .................................................................................................................. 13
4.1 Problems faced by the customers ........................................................................................... 15
4.2 Proposed solutions for the problems ....................................................................................... 17
5.0 Service Blueprint................................................................................................................ 18
5.1 Describe what you believe to be the key elements of physical evidence revealed in the
blueprint and discuss how they influence the customer’s experience. ........................................... 18
5.2 Identify and describe the potential bottlenecks (points in the process where backups or slow
delivery may occur) and fail-points (points in the process where problems may occur). Label both
points as “S” and “F”, respectively in your blueprint. ................................................................... 21
5.3 Suggest possible solutions/alternatives to address these potential problem area................. 22
6.0 Conclusion................................................................................................................................ 24
References ...................................................................................................................................... 25
Appendix ........................................................................................................................................ 26

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1.0 Executive Summary
TheLorry is a quick and simple booking site for lorry rental, van and 4x4 booking within
Southeast Asia. Nadhir Ashafiq, the founder of TheLorry started the service business on
September 2014. The company offer services such as lorry transport, professional homes
moving, disposing of furniture and moving offices. TheLorry have full comprehensive door to
door moving and disposal services with an excellent moving experience and affordable pricing
as an on-demand transport service provider for Lorries across Malaysia.
TheLorry offer their customers a new and fresh experience to book cargo transportation in
Malaysia. With over 10,000 Lorries and vans under the company network, based on clients’
logistics requirements, TheLorry are able to match a suitable driver. Customers can save time
and get guaranteed drivers 48 hours in advance when they make a booking. Furthermore,
customers can get an instant quote in under 30 seconds with TheLorry. The price on their
website is the exact rate customers going to pay. Extra charges only occur if there is a need for
a second ride.
By offering reliable, skilled and on-demand logistics, The Lorry have the goals to help Small
& Medium Businesses to enhance their supply chain. Book, handle, monitor and pay
effortlessly and transparently with a few clicks of a button for all customers bulky delivery
needs. Their technology-driven solutions allow clients to provide moving services that are
stress-free, professional, secure and affordable. Also, the company have a wide range of
services, including leasing of cars, wrapping, furniture assembly/disassembly, and insurance
coverage. Customers can make reservations through their user-friendly website and mobile
app.

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2.0 Introduction and background of the company
TheLorry is an "on demand" logistics platform for services packaging and delivery. It is like
an Uber or Grab-like service but as a trucks that provide delivery service and logistics
management. TheLorry which located at 12, Jalan MJ 14, Taman Industri Meranti Jaya 47120
Puchong Selangor, started in 7th September 2014 by two people, Goh Chee Hau and Nadhir
Ashafiq with a simple goal to add value to the traditional lorry and truck rental or called as
“lori sewa” industry with an easy-to-use, booking platform for consumers.
TheLorry is a fast and easy lorry rental "lori sewa", van and 4x4 booking platform. TheLorry
is a technology platform that connects individual & corporate customers to owners of lorries,
trucks, vans & pickup trucks (vendors). They provide services such as lorry transport,
professional house moving, furniture disposal and office moving. The lorry partner with
reputable and experienced drivers to ensure that your goods will be transported safely and
securely to your final destination.
As the vision of the company is to be the most trusted logistics platform and market leader
in South-East Asia and the mission is to be the bridge that connects customers and driver-
partners by providing a progressive platform, TheLorry offers professional manpower with the
best experience to shift and pack on customers moving. They utilize the power of data to
increase driver efficiency & reduce overall costs. To further bolster the ecosystem, they partner
with financial institutions to provide financial assistance to vendors. They are currently
operating in Malaysia, Singapore, Thailand & Indonesia with plans for Philippines & Vietnam
in line for execution. What differs The Lorry from other means of renting trucks is that it gives
customers convenience and protection. Similar to how Uber and Grab work, the Lorry app
allows users to order a truck and set their location and destination. They're going to be quoted
a price. After that, it is the option of the user to continue. This is much better than in the past
where you might have to call the numbers advertised on the roadside, not knowing whether or
not it was a scam. TheLorry technology-driven solutions allow their customers to enjoy stress-
free, professional, secure and affordable moving services. They offer a wide range of services
including vehicle rental, packaging, furniture assembly/disassembly and insurance coverage.
Bookings can be made via the user-friendly website and mobile app.

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In addition, TheLorry for business enables Small & Medium Enterprises to improve their
supply chain by providing reliable, professional and on-demand logistics. Consumer just need
to book, manage, track and pay all their bulky delivery needs seamlessly and transparently with
a few clicks of a button. TheLorry serve top multinational corporations including Fortune 500
companies with custom, technology-enabled logistics solutions made to improve operational
efficiencies and optimise cost. Their focus are Distribution of FMCG/Apparel products, Line
Haul/Long haul trucking and Bulky E-commerce Deliveries. Their large and expanding fleet
of professional drivers are ready to serve all types of logistics requirements whether it is 100
trucks or 10,000 trucks a day, on-demand or scheduled. Also, the company have a wide range
of services, including leasing of cars, wrapping, furniture assembly/disassembly, and insurance
coverage.
TheLorry has several core values of the company, the first of which is respect as a value that
is highly value as they treat everyone with the utmost respect. This is mirrored internally
throughout the company and, of course, externally to its customers. Next is the trust, first there
should be respect in order to obtain trust. Being a platform, trust is very important in order to
gain the trust of their stakeholders. Moreover, the Simplify value that implies it makes things
simpler for the company, the workers, the customer and the drivers. Advocate Technology as
a tech company, they are using their technical advances to provide the best customer
experience. Lastly, the entrepreneurship, when they not only take chances in the hope of
making high profits, they also take careful decisions in every aspect.

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3.0 SITUATIONAL ANALYSIS
Situation analysis is a process of evaluate the internal and the external condition that
may affect an organization. SWOT analysis is the use of information from the external and
internal environment of company to summarize the company strength, weakness, opportunities
and threats.
3.1 External Environment
External environmental factors that take place outside of the organization harder predict
and control. The external factors that influence the organization common are customers,
competition, economy, technology, political and social condition and resources. The external
environment can be divide into two types which are the macro environment and
microenvironment. The macro environment consists of the general factors that a business
typically has no control over. The microenvironment consists of the factors that directly impact
the operation of a company. Macro environment factors include political, economic, social,
technological and legal factors, and demographics. On the other hand, company
microenvironment includes customers, suppliers, competitors, employees, shareholders, media
and social media.
3.1.1 Macro-Environment
In macro environment consist of 6 different categories. . With this, to overcome and
analyse these factors, the organizations can categories by using the PESTLE model.
The macro environmental or external factors of The Lorry can be identified by using
PESTLE analysis, which is stands for political, economic, social, technology, legal and
environmental.
(a) Political Factors
The political environment limits any business. This includes legislation,
departments of the government and pressure groups. These affect and limit a
society's organizations and individuals. Marketing decisions are also heavily
informed by changes in the political climate and are impacted by them. For instance,
the issues of how stable the political environment is, what is government position
on market ethics, government view on local culture and religion, what are the

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government policy on economy and the taxation policy on tax rates and incentives
for all company. Hence, the following political and legal issues must comply by all
the organizations include The Lorry within all the formal or informal policy that set
by the government.
(b) Economic Factor
Economic forces are linked to variables that influence the buying power of
consumers and the patterns of spending. For example, before evaluating how much
individuals would be willing to spend, a business should never start exporting to a
country. GDP, GDP real growth rate, GNI, import duty rate and sales tax/ VAT,
unemployment, inflation, disposable personal income, and patterns of spending are
relevant parameters. The Lorry organization is affected with national and global
economic factors such as cost of labor, interest and inflation rates, economic growth
rates, its business cycle such as the recession stage and recovery stage, and also
unemployment rates. For instance, while The Lorry’s business cycle comes to the
stage of recession, the income or revenue and the competitiveness of the KFC
Company will consistently dropped down. This situation leads to that layoffs of the
employees or since there were many employee becomes jobless and cause the rest
of employees were only employed for very few hours per day. Therefore, it can be
assumed that the economic aspect is very relevant and must be taken into account
by all organisations, including The Lorry. This is because the growth of the global
or local economy will contribute to the benefit or loss of each business because it is
closely linked to global or local inflation, a country's economic growth rates, and
so on.
(c) Social Factor
Social factor is including the aspects such as cultural aspects and demographic
aspects from the external macro environment. With this, the potential of the
employees who come from different background and area but work together in The
Lorry Company and customer who are rent this lorry as their service taking trends
is one of the aspects that which The Lorry Company has to consider in terms of
construct a marketing plan to attract more customer. In addition, consumer
behavior, including the needs and preferences of each customer from various
backgrounds, lifestyle changes, level of education, culture of society, demographic

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data such as age, gender, race or religion, are also important information for The
Lorry Company to respond to or investigate in order to increase sales and revenue.
It is because after understanding the consumer behavior of local and other
consumer, The Lorry Company may proceed and release some promotion activities
or others advertisement at social media and so on in terms of attract more customer
to use their service. For instance, we can see that although there are many other
company that provide this service like The Lorry, but this company always tried to
give a good services so that their customers will always satisfied with them and at
the same time The Lorry company can make sure their customers will be their
regular customer to their company.
(d) Technology Factor
The key driver of globalization is the technology element, which increases the
overall productivity of output levels for all the factories of each company. For
example, technological advances, the pace of technology shifts, alternative ways of
delivering services or developing manufacturing methods, new discoveries by
advertisers, communication technology, are some of the technological factors.
Therefore, it can say that the technology nowadays has become most important to
everyone include into the company especially for The Lorry Company as when the
customers are mostly delighted and satisfied with service including latest
technology that is available in The Lorry. It is because the latest technological
approaches or techniques that used by The Lorry to serve the customer are useful
and convenience enough such as digital screens, online payment such as E-Wallet,
wireless headphones for the staff, and so on.
(e) Legal Factor
Legal considerations appear to be more complex and apply to concerns such as
legislation on discrimination, antitrust rules, or legislation on intellectual property.
They do, however, overlap. Take labor rules, for example, which we consider to be
a political factor, and health and safety regulations in the workplace, which we
consider to be a legal factor. The Lorry Company has followed all the rules and
regulations correlated to the services of rental factors that set by government. With
this, the employees of The Lorry must comply with the conditions that have been
set that is by having experience driving a heavy vehicle as well as having a driving

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license as required. Other than that, safety should also be taken care of by every
employee to always be vigilant in doing everything in the service.
(f) Environmental Factor
By considering the environmental factor, The Lorry Company had tried their best
to prove that being eco-friendly towards environment. This is said so because the
company provides services that use vehicles. Therefore must contribute to the
pollution from the vehicle. In addition, they must also use other materials such as
plastic or boxes for their customers. With this action, The Lorry Company may give
a hand in order to support the reducing of natural disaster such as global warming
and ocean pollution.
3.2 Internal Environment
The micro-environment of the organization consists of those elements which are
controllable by the management. Usually, the micro-environment does not impact all
organizations in a company in the same way, since the size, resources, resources, and strategies
are different. The internal strength evaluation is that they have good competitiveness in
business strategies.
(a) Competitors
The competitive environment consists of certain basic things which every firm has to
take note of. In the original business world, a company encounters various forms of
competition. The most common competition which a company’s now faces is from
differentiated products of other companies. The Lorry find it hard to up in
circumstances for relocation services for home and offices. It might give big experience
doing this service. Then, also there are many competitors to The Lorry that also provide
this service such as Ezmove, Trukky, Lot Truck, and etc.
(b) Customers
According to Peter. F. Drucker, “There is only one valid definition of business purpose,
which is to create a customer.” The business enterprises aim to earn profit through
serving the customer demand. Today marketing of a firm begins and also ends with the
customers. Customer satisfaction is the successful of the business to run it much better

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in future. For that, The Lorry should provide more lorry to relocation house and offices.
So that, customer will not be waiting too long and take too much time to settle the
things.
(c) Employees
Employees form an imperative part of the firm for The Lorry to succeed in a
competitive market, it should realize that employee-handling techniques reflect through
service of relocation. As such, the employees must receive salaries in good time. This
is to ensure that psychological factors do not cause them to treat customers unfairly.
The Lorry also puts a significant focus on making employees feel valued. This is
manifested in the way employees treat each another and is also achieved through the
company’s reward package. The group provide many of activities, training to develop
their skills and motivation those workers. Then, The Lorry also can give the bonus for
their staff who do over time as an appreciation for them.
(d) Shareholders
Shareholders represent the second most important asset of a business entity. They
should be treated with uttermost respect to prevent them from defecting from the
company. When this occurs, the share value reduces, and it daunts the company image.
The Lorry should inform them of any changes in management and they should maintain
consistency in communication in order to make the stakeholders feel important.
(e) Media and Social Media
In a marketing campaign, the media plays an important role. The Lorry must be
especially concerned when media concerns arise. During scandals, we should use media
for positive advertising and discourage media contact. The media has so far been of
great support to The Lorry in ads in particular. The internal notes, press releases, and
conferences frequently serve as the primary medium for publicity and awareness
building. The Lorry is beginning to use trendy marketing strategies and promotional
techniques such as Facebook, Twitter, and YouTube. Advertising from national
newspapers, radio, television, and direct mail has been embraced by customers in the
past. The one-way mass communication intervention based on the commodity causes
the receiver a great deal of trouble and irritation. The knowledge conventional media
offers is not trusted by certain customers. Social networking offers ways for individuals

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to connect and exchange information with each other. Social networking offers ways
for individuals to connect and exchange information with each other. Consumers can
also get social media information, and then they can automatically provide input or
share their ideas without any technical knowledge.
3.3 SWOT Analysis
An examination of SWOT (strengths, weaknesses, opportunities and threats) is a preparation
process that helps the business solve obstacles and decide what new leads to follow. The
primary aim of a SWOT review is to help companies gain a complete understanding of all the
variables involved in making a business decision. This technique was developed by Albert
Humphrey of the Stanford Research Institute in the 1960s, during a study to determine why
corporate planning has historically failed. SWOT has become one of the most useful resources
for The Lorry to start and expand their businesses ever since its launch.
(a) Strengths
As one of the leading companies in this service like prepare a lorry transport,
professional house moving, furniture disposal and office moving. This company also
have provided with reputable and experience drivers in the heavy transport to ensure
that customer goods will be transported safely and securely arrive at the final
destination. Customer’s satisfaction are the priority to The Lorry to make sure
customers always get the best service from them and can use their service in another
time needed.
Then, The Lorry strengths is high visible website. Customer can make and reservation
to their service through the website of the company. It will more easy to everyone to
prepare the fast service for moving house or else. Therefore, this company also have
highly experienced owner-operator. This is to make sure customer can engage with this
company very well to booking their slot and also to ask anything about their service.
(b) Weaknesses
In term of weaknesses, The Lorry also has weaknesses but still can operational like
always. Weaknesses are the factors that make the organization performing in at its
optimum level which is the organization must fix it. Firstly, the weaknesses of this
company is high service and transportation price. High prices have been set by this

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company because the type of services offered is very difficult as it is necessary to use
a large workforce to move and arrange the goods to be delivered to the location set by
the customer. In addition, the distance factor also affects the price that has been set in
accordance with the distance rate of their customers.
(c) Opportunities
Opportunities are the factors that the organization can take advantages to grow its
market share, sales and brand recognition. The first opportunities are market expansion.
Emerging economies, the customers’ lifestyle and also their increasing buying
propensity to explore with new corporate parties will give the high growth in the
industry. For the opportunities to The Lorry is ability to develop more transportation
rental service. This is because if they have more transportation they can get more
customer to use their service and at the same time they can make the time reservation
more quickly and customer automatically satisfied with their service.
Then, The Lorry also can expand their business become much better and larger
company in this country. They can open many branch of this service in another place
in Malaysia. With many branches they can attract more customers in another country
and at the same time they can give this job opportunities for other people who does not
work. Because of that they can give more advantage to the company to provide fast
service to their customers.
(d) Thread
Last part in SWOT analysis is threatens. There are many threatens that we must face
with other competitors. Competitors are trying their best to compete with The Lorry
and they will never give up. Threatens are more refer to factors that can be harm to the
organization in future. The first thread to The Lorry is competitors. There are also
another company that run this service business. So that, The Lorry have to compete
with this competitors and need to give the best services to their customers. The best
service provided by them can make customer always satisfied and choose their
company as their services. The Lorry need to more alert with the innovative or
improvement make by other competitor so that can they can compete very well without
any problem. They have to compete with competitor for example like, Ezmove,
Truckky and Lot Truck.