ROYAL UNIVERSITY OF BHUTAN

Industry Analysis

On

Topic: E-Commerce Logistics, “bundle.bt”, the first online logistic company, A Start-Up

Submitted to the Major fulfillment of the requirement of

MGT-502: Strategic Management, CSR and Sustainability,

MBA, Semester I

Submitted by: Baken Dhungyel (031902)

Module Tutor: Sir. Dhiraj

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 Declaration Form

Module Code: MGT502

Module Tutor: Dr. Dhiraj Sharma Type of Course Work: Individual Project

Date of Submission:
I hereby declare that this academic work is my own and those derived from other sources have

been appropriately acknowledged. I understand that if found otherwise, my academic work

will be cancelled and no mark will be awarded besides the legal consequences.

Signature:

Baken Dhungyel (031902)

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 Table of Contents

1. Introduction.......................................................................................................................................6

2. Background........................................................................................................................................7

How do they operate?........................................................................................................................8

3.1 SWOT Analysis..............................................................................................................................13

3.1.1 Strength...................................................................................................................................14

3.1.2 Weaknesses..............................................................................................................................15

3.1.3 Opportunities..........................................................................................................................16

3.1.4 Threat......................................................................................................................................19

Conclusion................................................................................................................................................25

References................................................................................................................................................26

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Company Logo

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1. Introduction

Bhutan is developing fast; it is so that the change is inevitably more diverse in nature. People are

quickly adapting to the change and want more of what the western world are

enjoying[ CITATION Öjr09 \l 1033 ]. Customers nowadays opt for faster delivery options and it

has become an important element to retain the customers. With digitization taking hold and

customer experience evolving[ CITATION Nor05 \l 1033 ], the logistics1 industry in Bhutan is

witnessing a tremendous change. Logistics has become an important element in the success of

most of the businesses over the world, the businesses in Bhutan is no acceptation. With E-

Commerce Industry growing, logistics could be stated as the success driving factor for the

Industry. New technology is being adopted to come up with new and collaborative operating

models to increase the efficiency of the existing or new models[ CITATION PWC19 \l 1033 ].

Efficient e-commerce logistics industry acts as an economic catalyst by opening up new market

opportunities, moving products and services with speed and efficiency. The e-commerce logistic

solves the irony of Bhutan’s logistic problem; a small country with a geographical area of 38,394

km sq. and a population of 700,000 people, yet sending and getting things delivered is

erratic[CITATION Kaf \l 1033 ].

The Logistics Industry includes activities like storage, freight management, supply chain

management, managing vendors and partners, transportation, handling damage claims and much

more [ CITATION Nor05 \l 1033 ]. Lately, a new entrant bundle.bt have entered the market of

logistic which is the first to operate as an e-commerce logistic business and with recent

1
 Logistics is the management of the flow of things between the point of origin and the point of
consumption in order to meet requirements of customers or corporations.[CITATION Wik19 \l 1033 ]

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development in other industries the acceleration in the growth of Logistics Industry makes it a

virtuous cycle2 for business operating in this industry. A lot of opportunities and risk lies with the

changing industrial scenario of Bhutan. New technology, new market entrants, new customer

expectations, and new business models are key factors which are driving the

industry[ CITATION Nor05 \l 1033 ].

2. Background
The logistics in Bhutan has been a problem for a long time [ CITATION Kaf \l 1033 ]. The first

logistic handler have been the Bhutan Postal Service which was first launched on 10th October

1962 with the opening of a post office in Phuentsholing, second came the Tamu Worldwide

Shipping Pvt. Ltd in 2002 which offer courier and cargo services to the doorstep of its valued

customers across the country and around the world at a reasonable and competitive rate and

thirdly the Druk Logistic. Further, there are not many companies and firms taking advantage of

the market[ CITATION Öjr09 \l 1033 ] . Buses or Taxi Services do most of the logistics for smaller

consignments and for bigger consignments there are private companies and corporations like

Druk logistic and Tamu Worldwide Shipping Pvt. Ltd, but these businesses work offline.

There are hundreds of vehicles travelling across the country often with no or less load while

there are thousands who have parcels to deliver but helpless to stop vehicles on the highways

because they don't know each other. In the logistic industry the bundle.bt, an online logistics

portal have comes in, to verify and spots car owners (Bundlers) and senders and their parcel who

sign up at bundle.bt to make up for the absence of vibrant and much need courier service in the

country[ CITATION fac19 \l 1033 ]. All one would need to do was to just log in to bundle.bt or call

them about the package the package that one want them to pick up or drop. Thus, e-commerce

2
A virtuous circle is one where a good event feeds on itself to improve business further. It is a positive
feedback loop[ CITATION Vir17 \l 1033 ].

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logistic services such as theirs have helped the people in finding a reasonable way to do logistics

and have helped the industry to scan and rethink the dynamics of Technological Business

Environment to take advantage of it by setting Bundle’s strategies as a bench mark3.

How do they operate?

Company VMO
VISION: “Revolutionize the system of Logistics!”

MISSION: “bundle.bt is the only online logistics portal in Bhutan with an accessible, reliable

and a systematic online ecosystem combined with a symbiotic logistics, which will be

the

premier force in driving the future of Bhutan”[ CITATION Öjr09 \l 1033 ]

Objectives:

Primary (Business Objective)

i. License and certify this business by January 2018

ii Ensure at least 100 users by December 2017

3
Benchmarking is the practice of comparing business processes and performance metrics to industry
bests and best practices from other companies. Dimensions typically measured are quality, time and cost.
[ CITATION Wik191 \l 1033 ]

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iii. Build trust in our brand in the 3-month trial run

iv. Arrange a chain of reliable transporters

v. Link up with at least three shopping websites or pages[ CITATION Öjr09 \l 1033 ]

Secondary (Social Objectives)

i. Make e-commerce trade easier

ii To help local transporters earn extra income

iii. To give Bhutanese online shoppers a good experience

iv. To create a pathway for Bhutanese products to reach worldwide customers [ CITATION Öjr09 \l

1033 ]

Industry Trend Analysis

The expectation of Customers are increasing greatly, both individuals and in businesses expect to

get goods faster, more flexibly, and in a cost efficient manner. Manufacturing is becoming more

and more customized, which is good for customers but hard work for the logistics industry. Add

it all up and the industry is under acute and growing pressure to deliver a better service at an ever

lower cost.

Growth of the industry

One of the most significant trends for the logistics industry is growth of the industry itself, not

only in terms of establishments, but also growth in employment and revenue.

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The U.S. Census statistics for 2002 showed that the logistic industry includes 12,637

establishments nationally representing over 639,000 employees and total gross revenues of

nearly 18 billion dollars which represents the growth of logistic internationally which gives

Bhutan a better un-explored market segment of e-commerce within Bhutan to take on the trend

of growing logistics industry.

Global business environment

Another big factor in the mix is an increasingly competitive environment. Some of the industries

own customers are starting up logistics operations of their own, and new entrants to the industry

are finding ways to sculpt out the more profitable elements of the value chain by exploiting

digital technology. Partnerships at business level, the whole business in the industry is redefining

collaboration. FedEx, DHL, Freight, PARCLE and EMS are some of the major leading

international logistic corporation who have been partnering with small logistic business houses in

Bhutan. The Physical Internet4 promises great things for the industry, coming along with

increased standardization in logistics operations.

The expanding business environment requires companies to continually evaluate the way they do

business and to be flexible. Operating within this global environment requires high speed

connectivity and a workforce that knows how to effectively utilize the technology to maximize

benefits. Industries also require to be adaptive and flexible to meet the needs, not only of local or

regional customers, but also at the international level in terms of customers, partners, and counter

parts of the organizations.[ CITATION PWC19 \l 1033 ]

4
In logistics, the Physical Internet is an open global logistics system founded on physical, digital,
and operational interconnectivity, through encapsulation, interfaces and protocols. It attempts to
achieve this by applying concepts from internet data transfer to real-world shipping processes.
[ CITATION Wik192 \l 1033 ]

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Third Party Logistics (3PL)

In the growing business environment business try to reduce risk and manage growth

strategically. Many companies are choosing to outsource the logistics portion of operations and

this has resulted in the growth of Third Party Logistics (3PL) firms. 3PLs provide all of the

logistics, transportation, and warehousing functions for companies, eliminating /reduces the need

for capital investment on behalf of the company and in providing an attractive alternative to in-

house management of various businesses

Financial pressures

The logistic companies need to continually meet revenue growth projections which impacts the

financial pressure on the company and is hence, the major factor impacting the companies. In

order to develop and grow, companies need to increase productivity but without increase in cost

while still providing services and support. Competitive advantages needs to be achieved to

strengthen their future growth and success. Financial pressures are also driving companies to

locate in regions with multiple modes of transportation. The logistics platform is changing

because logistics companies have optimized the use of current resources, primarily vehicle-

oriented, and in order to gain the next level of savings for customers, must seek to incorporate

multimodalism5. It is not enough to have excellent Interstate and highway routes.

Automation

5
Intermodal freight transport involves the transportation of freight in an intermodal container or
vehicle, using multiple modes of transportation (e.g., rail, ship, and truck), without any handling
of the freight itself when changing modes[ CITATION Wik193 \l 1033 ].
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Labour is a critical element of any logistics operating model, and up till now there’s always been

a trade-off between service levels and costs. But automation breaks down this equation, allowing

firms to offer better service and save money at the same time. Some of the industry’s most labour

intensive processes are on the way to being fully or partially automated, from outpost to last-mile

delivery.

Value added services

Another important trend is driven by higher customer expectations and the subsequent growth in

demand for more logistic services. Value added services such as e-commerce and order

fulfillment are the customer expectations which are increasing the pressure on logistics

companies to provide service of value. These types of services can offer greater profitability than

storage, material handling and other core logistics services.

Technology

The expansion of technology and its impact on business operations has not circumvented the

logistics industry. The use of technology within the industry includes connectivity, use of online

applications, handheld mobile devices app and the use of collaboration especially with supply

chain partners through internet. A competitive edge and necessity for any logistics company is to

use technology to increase their value addition both in terms of services and operations. The lack

of a ‘digital culture’ and training is thus the biggest challenge for logistics companies.

Skilled workforce

The infusion of dynamics of technology into the logistics industry has led to a greater need for

programming application and websites and also skilled workforce with knowledge and

experience to maximize the value added of technology. The E-commerce logistics workforce

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 needs to have increasingly higher levels of computing and technology skills. All occupations

within the logistics industry must have technology skills regardless of whether they are material

movers, drivers, or operations supervisors and managers. To maintain competitiveness of the

industry, the workforce must be technologically proficient and responsive to new and expanding

applications and devices[CITATION Nor05 \l 1033 ].

3. Business Environment

3.1 SWOT Analysis

Strength Weakness

 Early mover advantage  No programming and app making knowledge

 Access to Internet  Working experiences

 An insufficient idea on bureaucratic

system

Opportunity Threat

 Designing a portal and the virtuous cycle.  Other logistics company posing strong

 Improvement of the Internet. competition

 Organizing Public Events- Corporate Social  Difficulty in finding reliable and trustable

Responsibility transporters

 Strategic alliance  Breakdown of services and hacking.

 Solving the big problem  New Entrant

 WEBFLOW enables to develop websites

without programming knowledge

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 Government support for Entrepreneur

 The booming market in E-Commerce

 Occasion

3.1.1 Strength

1. Early mover advantage

Business entering the online logistic industry in Bhutan will have the secondary early mover

advantage as there is only one Start-up company so far operating online which is bundle.bt. The

opportunity in this industry segment is high as there is high market growth and the development

in other industries have caused the acceleration in the growth of Logistics Industry making it a

virtuous cycle6 for business operating in this industry.

2. Access to the Internet

With the development in telecommunication in Bhutan by the Ministry of Information and

Communications through framing and adopting to the Bhutan Telecommunications and

Broadband Policy during the 59th Lhengye Zhungtshog held on December 9, 2014 [ CITATION

Bhu15 \l 1033 ] have helped majority of the Bhutanese population to avail internet. The easy

access to internet plays a major role in online logistic business. With the availability of internet

in hand, the online platform for logistic industry is a strength to be taken advantage of.

6
A virtuous circle is one where a good event feeds on itself to improve business further. It is a
positive feedback loop. A virtuous circle can be small operating over days or it can drive a whole
company’s strategy for decades
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3.1.2 Weaknesses

1. Need for programming and app developing knowledge

Entering the online logistic industry requires entrepreneurs to be programmers, as a website has

to be designed and an app too. Logistics offline businesses that are going to take the major brunt

of the movement of logistic to online logistic service[ CITATION Nor05 \l 1033 ], may it back by

more aggressively going online itself through its deep pockets and creating their own online

logistic app.

2. Working experiences in E-Commerce

Entering online logistic industry requires much of work experience [ CITATION Öjr09 \l 1033 ] in

terms of work environment and techniques of the e-commerce industry. So, getting used to such

an environment will be a challenge.

3. An insufficient idea on the bureaucratic system

The submission of the paperwork and knowing where is a headache for any business [ CITATION

Öjr09 \l 1033 ]. The lack of idea on the bureaucratic system serves as a weakness for the industry

as the knowledge about the bureaucratic system is important before even starting a business

operation. This is important to know the sustainability of the industry within the bureaucratic

system governing the governance of the country.

3.1.3 Opportunities

1. Designing a portal and the virtuous cycle.

The market growth of online logistic industry is an opportunity to design a portal that is

continually improved to offer better services to users, backed up by aggressive marketing to be

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the market leader. There is a virtuous cycle of having higher traffic owing to the presence of

higher growth in different industries and dependence of Bhutanese on the internet. Higher

industrial growth and internet user creates the possibility of higher use of online logistic service,

which in turn attracts many users for the ease of one-click logistics service.

2. Expansion strategy

Business in this industry can capitalized its strength of strong public relation, linkages, and

recognition to take on the opportunity of an expansion strategy by launching their new venture

within and abroad. The venturing of Bundling to India in the joyous occasion of the Birth

Anniversary of His Majesty Drukgyal Zhiba is an example. This helps business in this industry

to take advantage of both the market growth and market share to reach out to the “star” position

of the BCG matrix.

3. Improvement of the Internet.

The continual improvement in the internet infrastructure including broadband access, Internet

service penetration, falling prices of internet access, availability of internet facilities and

increasing awareness among the general population of the ease and convenience of using Internet

help a lot to reach out to the market.

4. Organizing Public Events- Corporate Social Responsibility

For example, Bundle.bt have taken the opportunity to organize Bhutan’s biggest cleanup

campaign named “Mission Trash” (Öjr, 2009) which called every Bhutanese to participate in the

nationwide cleaning campaign. Such events not only help to build itself as a responsible business

in the industry towards the society but will also help in gaining access to market their service

through word of mouth in such campaigns.

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5. Strategic alliance

There are already notable examples of market players operating collaboratively. Companies like

FedEx and DHL have been partnering with Bhutan national postal service ltd and small local

players for many years. But with the advent of new technology, collaboration can become much

more dynamic.

In the globalization of the world the major logistic firms build alliances with small logistic

operators from different nations. The untapped strategic alliance in logistic market of Bhutan is

an opportunity for any business in this industry. For example, On 22nd April 2019 bundle.bt

partnered with KART Freight (Öjr, 2009) which will not only help bundle.bt to reach out to

logistic delivery to and from India. The industry capitalization of the Bhutanese market segment

in India is a major move to take on the opportunity on this segment being the first mover.

6. Solving the big problem through “Bench Marking”

Bhutan is facing a lot of problem in terms of good logistics. Therefore, it gives a wider platform

to the logistic industry to be exploited through technical and innovative skills. The untapped

platform by the logistic industry in Bhutan can be of greater use in solving this problem through

keeping the bench mark of logistic industry elsewhere.

7. WEBFLOW enables to develop websites without programming knowledge

WEBFLOW enables the users to design and develop a website without having a knowledge of

programming language or codes. Hence, the development of the website will not be a bigger

issue. Online logistic industries can take advantage of the diverse software which enables users

to develop standard website and applications with guidance and this would cut the cost of

outsourcing the work to another company.

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8. Government support for Entrepreneur

This is the best time in Bhutan to start a business as the government is fully supporting the small

starts up in providing loans or grants and enabling good environment with incubation

facilities[ CITATION Öjr09 \l 1033 ]. This give the logistic industry an outmost opportunity through

incubation facilities to make not only vibrant business model but also helps in linking with

greater data of investors who intend to invest in businesses, hence, giving access to financing.

9. The booming market in E-Commerce

The E-Commerce market is booming exponentially across the world. Every products and service

are becoming online and part of the internet connecting customers and sellers in a global scale.

The E-commerce platform have made it convenient for people for easy access and use of the e-

commerce platform already. The logistic industry can take this advantage of the use of e-

commerce platform by going online to serve the logistic needs with a one-click service.

10. Occasion

Occasions are opportunities for any business unit. Online logistic Industry can use occasional

marketing strategy to attract and to retain more customers like bundle.bt, the first online logistic

business in the logistic industry. It have used occasion marketing to make the best use of the

occasion to sell their services. They have used International women's day by giving a 5% off for

the ladies on the Powerbank gadget from their partner Gadgets Bhutan (Öjr, 2009) which was to

be delivered through them.

Bundle.bt have taken an innovative step by taking on the opportunity of vacancy announcement

of Mangdechhu Hydro Energy Ltd. Applicants of the vacancy announced needed to travel all the

way to Trongsa to submit the application and documents. The painstaking path and expense to

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travel all the way to Trongsa was the advantage for bundle.bt and did the delivery of the

applicants’ application and documents without any hassle.

3.1.4 Threat

1. Other logistics company posing strong competition

There are other logistics company currently running which might pose a great threat to the

business. Those companies are Tamu Worldwide Shipping Pvt. Ltd, Bhutan Postal Service and

Druk logistics. Currently, the private companies only serve for big consignments and sending

parcels abroad but they might seize the opportunity in small consignments and challenge our

business. The possibility of the old or new entrants offering online logistic service remains also

remain high.

2. Difficulty in finding reliable and trustable transporters

As online logistic Industry enable bridging facilities for the customers and partners with a

symbiotic transport service, it might be difficult to find more reliable and reasonable partners.

3. Breakdown of services and hacking.

There is the presence of the threat in the breakdown of services owing to interruptions in

networks and systems. Since online services are operated externally there is also the threat of

hacking taking place which might not only make it difficult for logistic industry to operate but

can also disclose the information of their clients for the hacker’s personal use.

4. New Entrants

The dynamic of technological environment has given rise to new business models, often driven

by start-ups that enter the logistics industry. New ‘sharing’ business models could have as much

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of an impact on the industry as new technology. The industry’s current customers and suppliers

may end up being the biggest new entrants to the logistics industry, and many of the new entrants

are looking to use new technology to enter the industry [ CITATION PWC19 \l 1033 ].

Future of E-commerce logistics Business in Bhutan

Sharing the PI(e): The growth of collaborative working allows the current market leaders to

retain their dominance. This could for example see a greater use of ‘Physical Internet’ (or ‘PI’)

solutions, based on a move towards more standardized logistic systems.

Start-up, shake up: New entrants in the form of startups make a bigger impact and is the most

challenging and costly, in particular, becomes more uneven, take advantage of new technologies

like application platform. These start-ups collaborate with incumbents and complement their

service offers.

Complex competition: Competitive set evolves in a different direction as large industrial or

retail customers and suppliers become players in the logistics market themselves, not just

managing their own logistics but turning that expertise into a profitable business model.

Scale matters: The current market leaders compete for a dominant market position by acquiring

scale through consolidation and innovation through the untapped platform of logistic in Bhutan.

[ CITATION PWC19 \l 1033 ]

Recommendation:
1: Select targets for industry attraction

There are several approaches to identifying target market and it is consider appropriate for any

country to have a target market for the appropriate focus in industry market segment. With

several approaches to identifying targets, logistics industry attraction to the region would
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increase with the use of such approaches. One of the approach is to seek out to identify

individual companies that may be interested in outsourcing their logistic operation.

2: Develop a comprehensive marketing plan for industry attraction

For effective establishment of logistics industry to the region, it should develop a comprehensive

marketing plan that addresses targets audiences, marketing materials, relationship development

and implementation. The marketing plan of the company should include three key components

and they are as follows:

1) Environmental Scan and Competitive Regional Analysis

The environmental scan and competitive regional analysis are the focus of this industry analysis

report and provide the background and information that shape and impact Industry decisions.

2) Marketing Objectives and Strategy

The next step is to formulating marketing objectives and developing an appropriate marketing

strategy. The country should not only identify who they want to target (companies, real estate

developers, other logistic operators and suppliers and specific public), but the role of various

marketing approaches (direct mail, trade shows, relationship development, etc.). The marketing

strategy should include identification of the audience, selection and role of media and materials,

and area of focus for content.

4) Action/Implementation Plan

The last component is the action or implementation plan which identifies the activities or tasks

that need to be accomplished and the individual(s) who are to be engaged with the activity. A set

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of goals and objective should may accompany the implementation plan such as dates, timelines

and interviews.

3: Develop an incentive package and expertise in funding opportunities

The comprehensive incentive package is an important element of the regions industry attraction

program. The country needs to develop knowledge of and expertise in the grant programs and

other funding sources available at the regional and state level which can leverage to assist local

government and companies in infrastructure and construction costs. This not only identifies grant

funding opportunities but also assistance in completions of grant applications and business

agreements as needed. Increased involvement with organization through strategic alliance with

company such as Freight, FedEx and DHL can be beneficial in identifying the opportunities in

logistic industry.

4: Advocacy and involvement in other regional initiatives

With number of initiatives currently underway the region’s ability to increase business attraction

efforts will be significantly impacted. Bhutan will benefit from the expansion of high speed

telecommunications infrastructure. Another important initiative is the development of regional

higher education initiatives and offerings. The value and importance of higher education to

economic development is a paramount.

5: Focus on the agriculture

The logistics for agriculture and food produce is indeed, somewhat difficult. Handling the

logistics of such products, operators are faced with taking accountability for all actions

conducted throughout the entire chain. The logistic industry should be able to safeguard the

quality and well-being of all products (including livestock) as well as to create a sustainable

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solution for their clients (allowing them to maintain control of their market by being an attractive

source financially), whilst, of course, not compromising their standards of service. Over the

years the importance of logistics for the agri-food industry, has become more recognized by

organizations globally. Wherever you are in the world, it is vital that the quality of raw materials

is upheld at all times and reaches the end destination in a consumable state.  Employing logistics

related management and assimilation procedures can offer greatly improved sustainability to the

logistic industry. Applying more cost effective and resourceful models into everyday logistics

will prove crucial for benefiting the general economic development of a country as well as the

environmental benefits that will be gained along the way.[ CITATION The18 \l 1033 ]

Conclusion

Bhutan is inherently well positioned within the broader region in terms of both access to major

markets and transportation infrastructure by being sandwiched between two major Asian nation

namely China and India. However, location cannot be sufficient for success of the business

attraction efforts. The need for the region is to be more proactive in efforts to target, attract and

retain the business in the County through more comprehensive development activities such as

marketing programs, partnerships and relationship development and advocacy for growing the

regions infrastructure. Over the past decade Bhutan has developed and improved infrastructural

characteristics that can provide a regional competitiveness for business attraction. Some of these

characteristics include the improvements and expansion of the Thimphu-Phuntsholing high way

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and airport, the expansion of Paro airport, the proposed expansion of broadband

telecommunications infrastructure through Ministry of Information and communication, and

further development of higher education opportunities by the government. Yet the region has

been experiencing significant losses in employment. These events contribute to a higher

unemployed and underemployed workforce, which can also be positive in terms of labor

availability.

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