Managing Services and Service Marketing: Toll Courier Company Report

This report analyzes the marketing strategies of Toll Courier Company, focusing on the 7 Ps of the marketing mix: product, price, place, people, promotion, physical evidence, and process. It examines how Toll Courier applies these elements to its services, including airport, port, and passenger services, as well as document, parcel, warehouse, and consultancy services. The report evaluates pricing strategies, distribution networks, employee relations, and promotional activities. It also considers the company's physical presence and operational processes. The analysis identifies areas for improvement, such as providing detailed service information, using penetration pricing, offering extended maternity leave, enhancing promotional strategies, opening new outlets, and improving customer communication. The report emphasizes the need for better customer communication through live chat and the importance of considering customer feedback to meet evolving expectations and demands. The conclusion summarizes the findings and underscores the significance of adapting marketing strategies to enhance customer satisfaction and maintain a competitive edge in the global courier service market.

Running head: MANAGING SERVICES AND SERVICE MARKETING
Managing Services and Service Marketing
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Table of Contents
Introduction......................................................................................................................................2
Evaluating the 7 P’s of marketing mix............................................................................................2
Product or Service........................................................................................................................2
Price.............................................................................................................................................3
Place.............................................................................................................................................3
People..........................................................................................................................................3
Promotion....................................................................................................................................4
Physical Evidence........................................................................................................................4
Process.........................................................................................................................................4
Recommendation.............................................................................................................................4
Strategies for meeting customers' expectations...............................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Albert Toll found Tolls courier Service in Newcastle, Australia in 1888 and he passed the
business to his family in 1959. Under the leadership of Peko Wallsend, Tolls developed into a
national courier. Highly experienced group of executives leads Tolls courier group thereby,
harnessing the significant resources and using it effectively (Tollgroup.com, 2017). Japan Post
has undertaken Tolls Courier Company in 2015 as a part of their global expansion
(Tollgroup.com, 2017).
This report highlights the 7 Ps of marketing mix implemented by Tolls Courier Company
along with suggesting recommendations in order to meet the customer’s expectations.
Evaluating the 7 P’s of marketing mix
As commented by Yasanallah and Bidram (2012), 7 P’s of marketing mix allows the
business organizations to communicate the product or the service to the target customers.
Effective implementation of 7 P’s of marketing mix will allow Tolls Courier Company to
communicate their service to the Australian population.
Product or Service
The company offers a wide range of services from shipping bulk cargo to single package
from warehouse data to digital data and for a person or for an entire camp. The services provided
by Tolls Courier Company include airport service, port services, and passenger services. The
airport passenger services include check-in, baggage service, handling delay and disruption. The
services provided by the company ensure truly integrated logistics solutions. Additionally, the

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service provided by the company includes document, parcel, warehouse and consultancy services
(Tollgroup.com, 2017).
Price
The price and rate asked for the services provided by the Tolls Courier Company are
based on the weight of the package and the transit used for delivering the parcels. The company
charges $20-$25 per domestic shipment. However, the company charges almost $150-$200 up to
10 kg for international shipment. The company charges additional $50 for per kg after 10 kg.
Apart from the charges of the services, the company also includes other charges such as duty tax,
shipment insurance, Go Green Climate Neutral, Carbon estimate and carbon footprint (Service &
Rate Guide 2017: Australia, 2017).
Place
The company provides courier service both at the domestic market and at an international
market. The company couriers both residential and commercial packages nationally and
internationally. Additionally, the packages can be of various sizes including small, medium and
large. The wide network of the courier company has allowed them to provide service even at the
remote locations within and outside Australia (Wirtz 2012).
People
The company supports and encourages equality among the employees, as they consider
the employees as one of the valuable assets. The company has a culturally diverse workforce and
the employees are highly focused and customer-centric. Moreover, the employees are not afraid
of challenges, as they are collaborative and passionate about their work. The company values

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their employees due to which the employees form long-term association with the company
(Tollgroup.com, 2017)
Promotion
Toll Courier Company has been operating in Australia for many years and has successfully
established them nationally and internationally. The promotional strategies used by the company
include service at the doorstep, one-stop shopping and surveying the market. Toll Courier
Company believes in making the life of the customers easy thereby, delivering parcels at their
doorsteps. The use of one-stop shopping will help in attracting customers due to the
innovativeness and measuring solutions (Al Muala and Al Qurneh 2012).
Physical Evidence
The sales staff members, as well as the vehicles and the aircraft, plays a major role from
providing service within and outside Australia. Therefore, the company emphasizes less of
buildings, landscape, and interiors. The company emphasizes more on direct customer
interaction due to which the company recruits front desk executives and provide coded
information for the parcels and packages (Jain 2013).
Process
The process followed and implemented by Toll Courier Company includes procuring
products from the clients, procurement, managing order and functions. Additionally, the
company also facilitates delivering products to the customers at the doorsteps. The company also
uses EDI, EFT, bandwidth, and DSS for planning and execution their delivery within and outside
Australia (Chikweche and Fletcher 2012).

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Recommendation
Based on the 7 P's of the marketing mix, there are certain things that need to be improved by
Toll Courier Company.
 As the company provides a wide range of services, they need to mention the information
related to the services in details on the website. The customers should be able to access
the information of the services at a click (Anitsal, Girard and Anitsal 2012).
 The company needs to use penetration-pricing strategy for the new customers. Though
the company has been providing service in Australia over the years and have created
large customer base, using penetration-pricing strategy will help the Toll Courier
Company to attract new customers
 The company needs to provide more than six months of maternity leave for the female
employees. This will help the company in maintaining an equal workforce in terms of
gender and enable them to continue the career with the company in the coming years.
 The promotional strategies can be improved by using sports as the medium of promotion.
Cast Away id one of Oscar-nominated movie that can be used by the brand for
promotion. Moreover, the company can target localities in Australia with new immigrants
and distribute brochures. This will help in spreading knowledge about their service
among the new population.
 The company needs to open new outlets in remote Australian locations so that customers
are able to access their service. Having few outlets in remote locations will save the
trouble for the customers to visit the outlets in the city thereby, saving their valuable time

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 The company needs to enhance their physical evidence by providing sufficient
information and of how the entire process works. This will also help in separating the
wide range of customers effectively by the technical team.
 In order to improve the process, Toll Courier Company needs to conduct huge market
surveys. This will allow the company to understand how effective and to what extent the
services provided by the company have been accepted.
Strategies for meeting customers' expectations
The two major areas that Toll Courier Company needs improvement, as they are unable
to meet the customer’s expectations are communication with the customers and consider
customer feedbacks for improving the service. Toll Courier Company provides a wide range of
services both within and outside Australia. With time, the demand and expectations of the
customers have changed. Though the company provides effective and efficient service, they fail
in maintaining regular communication with the customers (Leonidou et al. 2013). Additionally,
the customers do not receive positive after service communication from the company. Therefore,
to establish effective communication with the customers, the company needs to implement live
chat to enhance their customer service (Arnett and Wittmann 2014). Having the live chat will
allow the company to assist the customers whenever they need. For example, if a customer is
having difficulty in availing a service, the option of live chat will help the customer in getting
instant help. This will also help the company in increasing the customer base and business for the
company. Additionally, having the option of live chat will allow the company to have a better
understanding of the current demand for the type of services among the customers. Using the
information will provide a competitive advantage for the company. For example, the company

7MANAGING SERVICES AND SERVICE MARKETING
can provide offers and discounts to the customers on the services that are preferred by the
customers (Morgan, Katsikeas and Vorhies 2012).
On the other hand, the company needs to improve in considering the feedbacks received
by the customers. The company needs to act promptly on the feedback provided by the
customers. This will help the company to improve their services according to the present
expectations and demand of the customers. As the company operates at a global scale, the
services provided by them might vary across the countries. For example, the international
customers might not prefer the way of service provided in Australia. Therefore, considering the
feedbacks of the customers across various countries will help the company to improve and
enhance their service quality. Considering the customer feedbacks will allow the company to
know the areas they are lacking and improve them.
Conclusion
In this report, it can be concluded that the Toll Courier Company operating in Australia
and across various countries. The company is a courier company that provides wide of services
such as delivering airport service, port services, and passenger services. The company has
implemented the 7 Ps of the marketing mix for communicating the service to the target
customers. However, the recommendations have been suggested for each Ps of the marketing
mix for enhancing the service provided by the company. It can be seen that the company has
failed in living up to the customer’s expectations. Therefore, in order to improve the customer
satisfaction, the company needs to implement live chat service and consider their feedbacks for
improving the organizational service. This will allow the company to remain updated with the
latest demands and expectations in terms of services for the customers.

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References
Al Muala, A. and Al Qurneh, M., 2012. Assessing the relationship between marketing mix and
loyalty through tourists satisfaction in Jordan curative tourism. American Academic & Scholarly
Research Journal, 4(2), p.1.
Anitsal, I., Girard, T. and Anitsal, M.M., 2012. An Application of Services Marketing Mix
Framework: How do Retailers Communicate Information on Their Sales Receipts?,„. Business
Studies Journal, 4(2), pp.77-90.
Arnett, D.B. and Wittmann, C.M., 2014. Improving marketing success: The role of tacit
knowledge exchange between sales and marketing. Journal of Business Research, 67(3), pp.324-
331.
Chikweche, T. and Fletcher, R., 2012. Revisiting the marketing mix at the bottom of pyramid
(BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing,
29(7), pp.507-520.
Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary
Studies, 1(4).
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Zeriti, A., 2013. Resources and capabilities
as drivers of hotel environmental marketing strategy: Implications for competitive advantage and
performance. Tourism Management, 35, pp.94-110.

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Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal of the
Academy of Marketing Science, 40(2), pp.271-289.
Service & Rate Guide 2017: Australia. (2017). SERVICE & RATE GUIDE 2017. [online]
Available at: http://www.dhl.com.au/content/dam/downloads/au/express/shipping/rate_guides/
dhl_express_rate_transit_guide_au_en.pdf [Accessed 21 Sep. 2017].
Tollgroup.com. (2017). About Japan Post | Toll Group - Providing Global Logistics. [online]
Available at: http://www.tollgroup.com/about-japan-post [Accessed 21 Sep. 2017].
Tollgroup.com. (2017). Our People | Toll Group - Providing Global Logistics. [online] Available
at: http://www.tollgroup.com/our-people [Accessed 21 Sep. 2017].
Tollgroup.com. (2017). Services | Toll Group - Providing Global Logistics. [online] Available at:
http://www.tollgroup.com/services [Accessed 21 Sep. 2017].
Tollgroup.com. (2017). Toll History | Toll Group - Providing Global Logistics. [online]
Available at: http://www.tollgroup.com/history [Accessed 21 Sep. 2017].
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Yasanallah, P. and Bidram, V., 2012. Studying the Status of Marketing Mix (7Ps) in Consumer
Cooperatives at Ilam Province from Members' Perspectives. American Journal of Industrial and
Business Management, 2(4), p.194.

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