SuperShip Vietnam, a Joint Stock Company, founded in 2015, specializes in freight forwarding and express delivery services for e-commerce transactions in Vietnam. In 4 years, it has come a long way from a start-up with only five members and VNĐ 40 million (~US$1,800) as the capital. Difficulties and challenges faced by the firm were incredibly huge. Nevertheless, with slow but steady growth, the company utilized the quality of services as the foundation to build customer satisfaction and loyalty rather than taking the route of price-based competition. SuperShip has grown steadily to become a prestigious and well-established enterprise in the fast-moving freight forwarding market. SuperShip is not yet satisfied with its multiple accomplishments as there are still many peaks to conquer to achieve the company’s vision.
The case highlights as to how through participation in union-association and volunteering activities; implementing small business plans to earn extra money during college days can help in developing leadership, negotiation and interpersonal skills and hone the entrepreneurship trait.
Dilemma
For steady growth, should the company utilize the quality of services as the foundation to build customer satisfaction and loyalty or take the route of price-based competition.
Theory: Sustainability of a business in goods delivery sector
Type of the case: Experience-based applied single case study
Protagonist: The owner of the firm
Options
Copy the business model of the two large players in the existing market and offer similar services. Raise the benchmark of customer satisfaction and loyalty by designing and delivering superior quality of service with the help of well trained and empowered employees.
Discussions and Case Questions
For a training firm is it better to focus on a single service and performing it with excellence than offering many courses. How did SuperShip created its point of difference? How the firm can grow further while raising funds at a low cost? What is the next level of quality of service that the firm should target?