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Kazakhstan Institute of Management, Economics and Strategic Research

Table of Contents:
1. DHL company profile……………………………………………………………………3
a) DHL approach………………………………………………………………………..4
b) DHL Global presence………………………………………………………………...5
c) DHL Internalization…………………………………………………………………...6
d) DHL's use of Information Technology……………………………………………….7
e) Services of DHL……………………………………………………………………….8
2. Main competitors…………………………………………………………………………9
3. Diamond Model…………………………………………………………………………10
4. Risks in International Business………………………………………………………….10
5. Value Chain……………………………………………………………………………...11
6. Conclusion……………………………………………………………………………….12
7. References……………………………………………………………………………….13

DHL Company Profile
History of DHL
At all times an opportune and unique idea was a key to success and a sort of revolution in
any sphere of business. Such a unique and original idea of important documents and parcels
express delivery created by founders of DHL - Dalsey, Hillblom and Lynn in 1969 allowed DHL
to take a leading position in courier industry. During all the history of its existence DHL
Worldwide Express stays a pioneer in mastering new technologies and opening new markets.
The name of DHL comes from the first letters of the last
names of the three company founders, Adrian Dalsey, Larry
Hillblom and Robert Lynn. In 1969, just months after the world
had marveled at Neil Armstrong's first steps on the moon, the
three partners took another small step that would have a
profound impact on the way the world does business. The
founders began to personally ship papers by airplane from San
Francisco to Honolulu, beginning customs clearance of the ship's cargo before the actual arrival
of the ship and dramatically reducing waiting time in the harbor. Customers stood to save a
With this concept, a new industry was born: international air express, the rapid delivery
of documents and shipments by airplane. The DHL Network continued to grow at an incredible
pace. The company expanded westward from Hawaii into the Far East and Pacific Rim, then the
Middle East, Africa and Europe. By 1988, DHL was already present in 170 countries and had
16,000 employees.
Widening of activity and history of the company growth reflect the process of globalization
in trade sphere. Along with its clients that won new markets DHL developed and provided
infrastructural support for them. In the Republic of Kazakhstan DHL offers its service since 1991
through its agencies and in 1994 "DHL International Kazakhstan" was registered as a company
with 100% foreign capital. Within the period from 1994 till 2001 state bodies, banks, embassies,
representative offices of largest foreign companies and international organizations and leaders of
Kazakhstan business became the clients and business partners of the company. At present over
500 Kazakhstan and foreign companies and representative offices are the permanent clients of
DHL International Kazakhstan. In order to widen a range of service offered to the companies
interested in express delivery of documents and parcels throughout Kazakhstan, DHL has opened
a head office in Almaty and 8 branch offices and agencies in the regional centers of the republic
including a branch office in the capital of Kazakhstan - Astana and agencies in the Caspian
region. In 2000 DHL International Kazakhstan opened its own gateway in Almaty International
Airport. It allowed shortening time for proceeding all inbound, outbound and transit materials for
Central Asia. Round-the-clock operation of the terminal allows carrying out customs proceeding
immediately after materials arrival to the airport.
At the beginning of 2002, Deutsche Post World Net became the major shareholder in
DHL. By the end of 2002, DHL was 100% owned by Deutsche Post World Net. In 2003,
Deutsche Post World Net consolidated all of its express and logistics activities into one single
brand, DHL. The DHL expertise is pooled from a number of companies acquired by Deutsche
Post World Net. To name a few:
Deutsche Post Euro Express: in operation since 1997 through internal growth and
investments in leading European companies, network for parcel and express services in more
than 20 countries, market leader for business customers in Europe.
Danzas: founded in 1815, based in Basel, Switzerland, acquired by
Deutsche Post World Net in 2000, world leader in air freight and ranked second in ocean freight.
Overland transport and supply chain management complete the Danzas service portfolio.
Air Express International: largest American air freight provider, integrated into the Danzas group
in 2001.
The new DHL is a global leader in express, freight and logistics and is positioning itself
as a multinational enterprise. It has 60,000 vehicles and an integrated network that links more
than 220 countries and territories worldwide.

The DHL approach

”Our task as a global logistics provider is to network the world. Our aim is to provide excellent
service quality to our customers at attractive prices, in the most environment-friendly way
possible, embracing our social responsibilities.”
Increasingly, the challenges that global companies must address to be profitable longer-
term are intertwined with the challenges that broader society must address to improve quality of
Company believes commitment to good corporate citizenship is a fundamental part of achieving
sustained value creation for both society and company, and thus to ensuring the future of the
work that they do.

“We believe being a good corporate citizen requires building successful partnerships with
our customers, suppliers and communities and is critical to establishing a trusted brand and
responsible reputation. We also believe, in line with our values, that we have a responsibility to
be a positive force in society by harnessing our core competencies in logistics and transportation
to achieve social as well as commercial goals, where relevant.”
Company took definition of Corporate Citizenship from the World Economic Forum - it
says: 'Corporate citizenship is about the contribution a company makes to society through its
core business activities, its social investment and philanthropy programs, and its engagement in
public policy. The manner in which a company manages its economic, social and environmental
relationships, and the way it engages with its stakeholders (such as shareholders, employees,
customers, business partners, governments and communities), has an impact on the company's
long-term success.'
”Our vision for DHL as a good corporate citizen is founded on our awareness of what the
company is, and what has made it successful. We operate almost everywhere in the world - in
over 220 countries and territories worldwide, including long-established operations in China and
the Pacific Rim. We respond quickly to customers' needs, working in partnership with them to
provide solutions to their commercial needs. It was therefore natural for us to adopt this same
approach for corporate citizenship. At DHL, we believe that it is as important to be a citizen as
much as we are a corporation.”

DHL's Global Presence

DHL Worldwide Express is the world's largest and most experienced international air
express network with service to more than 635,000 destinations in the world. DHL maintains its
position as the world's leading international air express network by continually expanding and
upgrading its network of offices, hubs and services, and by offering superior service through a
well-trained and dedicated work force. On an average day, more than 260 thousand DHL
shipments are sent to destinations throughout the world.
DHL serves virtually every city in 228 countries around the world.

Number of Number of Number of Number of Number of
Countries Stations Vehicles Hubs Sub-hubs

Europe/Africa 119 1,491 9,556 107 14

Asia/Pacific 40 810 3,421 12 4

Middle East 11 97 596 7 2

The Americas 58 604 5,003 126 13

Total 228 3,002 18,576 252 33

Revenue 2004: EUR 24.5 billion

Number of Employees (full time): more than 170,000
Number of Offices: around 4,400
Number of Hubs, Warehouses & Terminals: more than 450
Number of Gateways: 238
Number of Vehicles: 72,000
Number of Countries & Territories: more than 220
Number of Customers: 4.2 million
Shipments per Year: more than 1 billion
Destinations Covered: 120,0001
DHL Internalization
DHL started to internationalize its services in Philippines in 1971. In 1972, was taken the next
step of internalization in the following countries:
• Japan
• Hong-Kong
• Australia
• Singapore
In 1980, DHL internationalized through China and later in 1986 became the first international
joint venture express company with Sinotrans. In 1973, it was a Europe, the next-the Middle East
and Africa. From 1985-1995 the Hub operations were established in Brussels, Cincinnati and

DHL's use of Information Technology

DHL Express Overview brochure (2005)
DHL leads the international air express delivery industry in providing state of the art
technology that gives customers easy access to shipping and tracking information. The
investment in information technology allows company to continue to harness new technologies
to streamline the shipping process and provide services that allow customers to be more
DHLNET is global, high-speed TCP/IP communications network enabling customers to
track the status of shipments and research delivery schedules and pricing information from
anywhere in the world. DHLNET uses both X.25 and Frame Relay technology. DHLNET also
provides invaluable information on routing, delivery times and system capacity which enables
shipments to move as efficiently as possible around the world.
b) Automated Sorting
DHLNET ensures that information travels ahead of the goods, enabling DHL to provide
expedited transit times through its sorting/distribution centers. The automated sorting system is
programmed with shipping information so it recognizes each package as it comes through and
routes it to the appropriate outbound flight. It also provides a backup to ensure that all packages
have been properly received by the sorting/distribution centre.
c) Customs Clearance
DHLNET also forwards shipping documentation to customs officials at the destination
country so goods can be cleared before they arrive and delivered immediately.
d) Electronic Data Interchange (EDI)
EDI allows DHL's customers to communicate using standard electronic messages directly
with DHL. DHL's use of EDI enhances speed and efficiency in shipping, billing and data
e) Automated Voice Response Services
In selected countries, DHL offers a tracking system customer can access through
automated phone prompts.

Services of DHL
DHL Import Express
Import Express service involves the collection of inbound document or parcel from
virtually anywhere in the world, then sending the shipment through the DHL network to chosen
address in Kazakhstan. All dutiable shipments need to clear Customs.
DHL EndDay Express

Express delivery service is available for when client have to send dutiable and non-
dutiable items anywhere around the world. Reliably fast to more global destinations across a
single integrated network than any other express delivery company. All dutiable shipments need
to clear Customs.
DHL Domestic EndDay Express
The standard pre 6 p. m. delivery service offers a reliable, cost effective solution for
sending urgent parcels or documents door-to-door to any address within. Average delivery time
is 24 to 48 hours depending on destination.
DHL StartDay Express
The premium pre 9 a. m. delivery service is offered to the majority of European business
centers, with a pro-active notification of delivery sent to client and a money-back guarantee for
even more peace of mind. DHL currently offer this premium service for non-dutiable items in
almost any shape, size or weight.
DHL Domestic StartDay Express
Many customers need to send parcels and documents within Kazakhstan that are time
critical. The integrated domestic network of DHL allows clients to send urgent shipments to key
Kazakhstan cities and DHL make sure they are there before 9 a.m. Company ensures a money-
back guarantee for this service.
DHL Domestic MidDay Express
When the parcels and documents should be delivered pre 12-noon to any major city in
Kazakhstan, the Domestic MidDay Express service is the solution. Almost any shape, size or
weight, door-to-door can be sent, and DHL ensures a money-back guarantee for this service.
DHL Express Freight
Delivery of shipments, weight of which are minimum 30 kg and maximum 1000 kg, within
Kazakhstan, door-to-door delivery till definite day to such cities as Almaty, Balkhash,
Karaganda, Temirtau, Astana, Pavlodar, Ust -Kamenogorsk, Semipalatinsk, Taldy-Korgan. A
premium freight service with track and trace capability.
Main Competitors
a) United Parcel Service
UPS company, due largely to its strong position in the dominant US market. UPS
operates in over 200 countries and territories and is now competing closely with FedEx in air
delivery. UPS delivers an average of 13 million packages per day and also operates UPS.
Logistics and UPS e Ventures to develop operations supporting ecommerce and Internet-based
firms. UPS is 90% controlled by its management, staff, ex-staff and the company’s founding

family. A 9% stake was sold to the public in 1999. In Asia, UPS has major hub locations in
Taipei (Taiwan), Hong Kong and Singapore.
b) FedEx
FedEx is one of the world’s leading express mail transportation companies and operates
648 planes, the second-biggest aircraft fleet in the world. FedEx is actually five units including
Federal Express, the transport firm, FedEx Ground unit (formerly called RPS) which specializes
in shipping small packages within North America, FedEx Custom Critical (formerly Roberts
Express) which specializes in urgent deliveries, FedEx Global Logistics which specializes in just
in- time delivery, warehouse management and distribution services and Viking Freight, a less-
than-truckload carrier in the US. FedEx delivers some 3.3 million packages daily.
The company's unmatched air route authorities and infrastructure make it the world's
largest express transportation company providing fast, reliable and time-definite transportation of
more than 3 million items to over 210 countries each working day. FedEx Express employs
approximately 138,000 employees and has more than 30,000 drop-off locations, 653 aircraft and
more than 44,500 vehicles in its integrated global network.
c) TNT Express House
TNT is the world's leading business to business express delivery company delivering 3.6
million parcels, documents and pieces of freight a week to over 200 countries using its network
of 878 depots, hubs and sortation centers.
The company operates more than 20,000 road vehicles and 43 aircraft and has the biggest door to
door air and road express delivery infrastructure in Europe and leads the industry in offering
customers a state of the art range of internet and software-based facilities. It employs over
40,000 staff worldwide and is the first ever organization to achieve global recognition as an
Investor in People.
TNT is a division of TPG N.V., the global provider of express, mail and logistics services.
TPG N.V. is listed on the Amsterdam, New York, London and Frankfurt stock exchanges and has
reported sales of Euro 11.7 billion in 2002, an increase of 5% over the previous year.
Diamond Model
1. Firm’s strategy, structure and rivalry- The Company started to operate in the USA that is
known to have quite many express companies like Fed Ex, UPS, TNT and others. This
pressure allowed USA to produce leading companies in express delivery system. The
firms compete not only for market share, but for the quality, service and fast delivery of
the documents, products.
2. Factor Conditions-The competitive advantages of the companies located in the USA are
high technology and the presence of strong capital. These factors are leading to success in
terms of working process and development of different spheres of the express delivery
3. Demand Conditions- in the United States, there are lot of big internationalized companies
that are in high demand of fast delivery of products or documents worldwide.
4. Related and Supporting Industries- There are related industries that manufacture transport
such as planes, trucks, ships, trains that help company to be successful in their market.

Risks in International Business

• Country Risk- Every country has different regulations and legislations that expose DHL
to potential loss or adverse effects on company operations and profitability. On the other
hand, governments of countries where DHL is presented could give a support to business
activities that DHL provide.
• Cross-cultural Risk- Unlike political, legal, and economic systems, culture has proved
very difficult to identify and analyze. Its effects on International Business are deep and
broad. DHL is also has challenges in terms of cultural Risks in different countries where
DHL has subdivisions, through making business in various countries DHL should focus
on different aspects that will be accepted and lead to success in chosen country. For
example, Asian people are much more focused on respect and honesty, whereas
Europeans having priorities mainly in business ethics and getting the better results-profit.
• Commercial Risk- The strategy of DHL is standardized for all subsidiaries and there is a
low rate of risk that this strategy will not be accepted by subsidiaries. DHL Company
expands its business worldwide with implementing the same procedures, tactics and
strategy. The structure of the company is well organized and DHL Company is operating
successfully in USA, Middle East, Africa and Europe.
• Currency Risk - One of the major risks that the company can face is inflation which can
have immediate consequences for exchange rates, which influences on the value of the
firm assets, earnings and income.

Value Chain.

DHL and every business have a Value Chain Model in order to be able to make sure that you

have the best values for your internal and external customers. They have two activities, which

are the Support and Primary.

The DHL Support activities involve the Firm Infrastructure, Human Resource

Management, Technology Development, and Procurement. The Firm Infrastructure has to deal

with the important aspects of Financial Policy, Accounting, and Community Affairs. In order to

make sure that DHL has the best customer service they employ a continuous customer service

educational system that spans across all aspects of management. DHL internally uses some of

the most sophisticated communications equipment available in the world in order to

continuously track each package through every step of its delivery process.

The Primary activities include Inbound Logistics, Operations, Outbound Logistics,

Marketing and Sales, and Service. Both of the Logistics has to deal with their customers’ parcel

packages from dropping off to delivering. Their Operation primary activity has mostly to do

with the scheduling, routes, and other transportation requirements to make sure that the packages

are transported and handled safely to their destination. For DHL to stay on top with their
competitors they use frequent customer deals, company uniforms and trucks to portray their

image, corporate accounts, advertising, and etc. as part of their Marketing and Sales strategies.

The largest concern for DHL is that customer satisfaction is not just met but exceeded through

use of superior services by their phone service, lost package and complaint follow-ups, and

damage package investigations.

Transportation remains one of the most important functions when dealing with
international supply chains. It is not only a costly aspect but also has the strongest influence on
the efficient flow of goods overseas. There are many problems facing the international
transportation industry. Some of these problems include increasing oil prices, the importance of
freight forwarders, and the possibility of unexpected events.
Increasing fuel prices can greatly cause a problem in international shipping. The cost to
send something overseas can be a substantial part of a company’s decision in choosing whether
to outsource. As prices rise, transportation companies are taking added initiatives to prevent the
economic blow it could have on their profits. DHL has implemented a fuel surcharge on their
international shipping costs. This extra charge was necessary for this shipping company to
combat the rise in fuel prices.
Another problem that is associated with international transportation is the indirect
shipping process. Currently freight forwarders play an important role in international shipping.
“An international freight forwarder will transport your shipment from one of its consolidation
points in the U.S. to the airport or seaport and will help with documentation” (R. Skolnik). The
involvement of a multitude of parties can cause inefficiencies in the supply chain. By integrating
freight forwarders into your international supply chain, a company is now adding another party
in addition to the truckers who move containers or cargo to and from sea ports or airports, the
customs brokers and the carriers. This increases the likelihood that the products could be either
potentially late or damaged.
Another possible problem is the possibility of unexpected events in an unstable country.
This problem will force an international supply chain to focus on forecasting accuracies and
flexibility. If a company does not take into account this possibility the impact could be
disastrous. Cargo could be tied up or potentially lost in the pipeline. By participating in an
international supply chain, a company is essentially exponentially multiplying the length of their
value chain. They are now dealing with 900 mile supply chains which increases the likelihood of

inefficiencies and problems which will ultimately affect the bottom line and customer
satisfaction (T. Craig).
Moreover we can add following problems of international transportation: idle time on
customs; non-tariff and tariff limitations from the side of foreign countries; shortage of
refrigerators; absence of logistic centers infrastructure; high amortization of mobile train;
discrimination of Kazakhstani carriers by foreign one.
Transport business is one of the most difficult business processes in the world, as the
“forwarders” are under a constant pressure of trading and manufacturing companies trying to
reduce a transport component in the structure of costs of production as much as possible, plus a
powerful competition among forwarding companies. Despite everything DHL is developing
successfully. It has a wide geography of clients and partners so it escapes from all this problems
relying mostly on its image, reputation. The new DHL is a global leader in express, freight and
logistics. It has 60,000 vehicles and an integrated network that links more than 220 countries and
territories worldwide. It can be called “Number one in Logistic Service”

2. Sources from
3. Materials from the book”International Business”

"EMS Kazpost" Courier service

"Kazpost" JSC offers «EMS Kazpost» services, that is urgent delivery of correspondence,
documents and other posting on the "hand-to-hand" principle in maximum possible short
term ensuring preservation and secured delivery:

• fast-time delivery of correspondence, documents and other posting in the city of

• forwarding and delivery of correspondence, documents and other postings in the
Republic of Kazakhstan;
• forwarding and delivery of correspondence, documents and other postings to CIS-
and overseas countries.

To make use of "EMS Kazpost" services, call up by contact telephones: +7 (3272) 79-33-58,
Call center: +7 (3272) 596767 and to "Kazpost" JSC branches.
Calling up an mobile group express: (+7 3272) 50-50-90.

Further information on express postal service may be found at here.

EMS tracking

"Morning – 10" service is the secured delivery of postings before 10 a.m. at the addresses of
legal entities by Astana-Almaty route and backwards. EMS express postings are accepted at
106 acceptance stations of the Company. You can call up for a messenger to your house or
office by the following telephone numbers:

• In Almaty city – 8 (3272) 50-50-90

• In Astana city – 8 (3172) 33-40-77, 33-46-47, 33-33-32.

Companies, rendering courier services, constantly improve their technologies, optimize routes
and ways of delivery, strive for tariffs decrease, and at the same time pay much attention to the
service quality – a Client should feel no discomfort and disturbance. The courier Company
assumes all problems, concerning secure delivery. However, each Company suggests different
complex of services and different servicing level.

The Bekk Courier Kazakhstan Ltd. aims to suggest its clients combination of beneficial to a
Client tariffs, minimal terms of delivery, maximum convenience and reliability. Set up in 1995,
the Company initially rendered courier service delivery of correspondence only in Almaty. But
already at the end of the first year of its activity, it had its own network of agents all over
Kazakhstan, which implemented not only delivery, but pick- ups and forwarding of shipments in
all regional centers of the Republic of Kazakhstan. The Company staff currently includes highly
qualified professionals, able to make decisions under any transport and delivery problems, both,
concerning correspondence and freight.

The Bekk Courier Kazakhstan Ltd. was awarded with Certificate on Dangerous Goods
Transportation in 2002, which put the Company in an exclusive position, as compared with other
courier Companies. Applying to the Company office, a Client can quickly and safely send a
business letter, small parcel, samples of his production of middle size or a heave weight

Co-operation with large International Courier Companies and freight forwarding Companies
allow making delivery of correspondence and other freight, irrespective of its weight and
distance, all over the world. The main air carriers of our Company are the following airlines: the
“Lufthansa Cargo”, “British Airways”, KLM and “Air Kazakhstan”. The Bekk Courier Kazakhstan is
a delivery agent for “Menlo Worldwide / UPS Supply Chain Solutions” and “Aramex” companies.
Being a Kazakhstan Company, the Bekk Courier Kazakhstan Ltd. makes the main accent in its
activity on extension and improvement of services and possibilities for Kazakhstan clients,
preserving at that, beneficial tariff for delivery within Kazakhstan by all transport means.

Well developed work of the Sales Department, operating with clients; Operational Department,
implementing export-import operations; Customs Department, responsible for co-operation with
the State Customs Bodies; Courier Department and Department for Non-Standard Freight, allows
the Company to occupy one of the leading positions in Kazakhstan among the Companies,
performing delivery on the territory of the republic and beyond its bounds.

The World Bank, United Nations Organization, Embassies of foreign States in Kazakhstan;
“British Gas”, SGS, ABB, “Stimorol”, “Volvo”, “Petroleum Inc.” ltd, “Interteach”, “Bosh” Company
representative office and other Companies make regularly use of the Bekk Courier Kazakhstan

The Bekk Courier Kazakhstan Ltd. finds individual way to each Client and fulfils non-standard
orders under special express delivery of shipments any day, any time of day, according to a
Client’s wish (transportation of fragile shipments, high-accuracy equipment, support of the
required temperature regime and etc.).