Premium Essay

Case Maersk Marketing

In: Business and Management

Submitted By milkyumar
Words 11941
Pages 48
9 -7 1 2 -4 4 9
REV: JUNE 1, 2012

FOREST L. REINHARDT
RAMON CASADESUS-MASANELL
FREDERIK NELLEMANN

Maersk Line and the Future of Container Shipping
There is a difference between just moving a container and moving it in the most sustainable, easy, and reliable way. And that difference is worth something to our customers.
— Morten Engelstoft, Chief Operating Officer, Maersk Line, 2012
It was a cold February afternoon in 2012 as Søren Skou looked out the window of his office across the Copenhagen waterfront. Skou had just recently been promoted to become CEO of Maersk Line, the world’s largest container shipping company, and the flagship company of the Danish conglomerate A.P. Moller-Maersk Group. He was taking the reins at a difficult time: the sluggish global economy had severely depressed container rates, while fuel prices were still at record levels.
On some trade routes, the company—like its competitors—wasn’t even meeting the costs of deploying its large and expensive container ships.
Skou was confident that the company would pull through. After all, it had recently completed a successful turnaround following the Maersk Line’s first ever annual loss in 2009 and the Group benefited from a diverse holding of activities, which included an oil and gas business. However, Skou needed to assess whether Maersk Line was headed in the right direction, both to be able to compete in this slower market but also once the economy, and global trade, picked up. In 2010 the company had decided to focus on three differentiators to help it maintain its position as the global leader: reliability, ease-of-doing business, and environmental performance.
Maersk Line had the ambition of becoming the sustainability leader in an industry that was often criticized for environmental impact, most notably the greenhouse gas emissions (GHG) from its heavy fuel use. It

Similar Documents

Premium Essay

Principle Management

...Case Application 1 : Maersk and Human Resource management Challenges in China 1. Why does human resource management represent one of the major challenges faced by foreign companies entering the Chinese market ? Answer : Human resource management represent one of the major challenges faced by foreign companies entering the Chinese market because the problem which are most important is a qualified manager to lead the operation. In Chinese market, it is the question that whether must use the expat manager from foreign country or use a local talent manager. This comes on the top of other common problems related to human resource management in China, which all western companies have the experienced in one way or another. This issues had been known for a long time, since the beginning of the Deng’s Open Door policy which in 1979 opened China to foreign companies direct investment. 2. What are the main issues expat managers generally face ? Answer: Main issues that expat managers generally face are culture conflict and language skill in complicated Chinese business environment. Chinese is one of the hardest language to learn. Even organizing a banquent can be daunting experience for someone not aquainted with the local culture. Besides that, expat manager who have a solid experience of the country and speak Mandarin is the such high demand that they are normally very expensive. Why don’t foreign companies simply...

Words: 1763 - Pages: 8

Premium Essay

Busincess

...provided in this paper – level 1, level 2 headings and are in APA format. DO NOT delete them; just delete the text with [ …] and respond to each heading as the weekly assignments require. Subordinate headings – level 3 are also provided – just respond to them and do not delete them. This introductory section should be about ½ to ¾ of a page and is worth 2 points.] Executive Summary (2 points for week 4 and 9 points for week 7) Maersk Line, (ML) sustainability strategy consists of integrating sustainability systematically throughout all business processes which should indicate the competitive advantage (www.maersk.com[->0]). The name of my Sustainable Resolution Paper is, could ML sustainability strategy be too aggressive? There are five areas of concentrating (group standards, performance management, and trend spotting, stakeholder engagement, capital expenditure, and new business innovations) with an integration time of 2013. According to Maersk website, Arnold Peter Moller founded A.P. Moller in 1904. A.P. Moller - Maersk Group is a global conglomerate, operating in 130 countries and employing about 108,000 employees. In addition, A.P. Moller also, participates in different business activities such as the energy, logistics, retail, and...

Words: 7540 - Pages: 31

Free Essay

Indian Scenario in Shipping

...Chapter-1 – INTRODUCTION 1.1 Indian Scenario in Shipping Maritime transport, which plays a vital role in the development of the country, comprises ports, shipping, shipbuilding and ship repair, and inland water transport systems. According to the Ministry of Shipping, Government of India, approximately 95% of the India’s trade by volume, and 70% by value, is moved through maritime transport. India is among the top 20 leading countries having large number of merchant fleets in the world. The Gross Tonnage (GT) under the Indian flag was 10.1 million GT as of 1.09.2010, with as much as 1029 ships in operation. Ports act as an interface between ocean transport and land transport. India has 12 major ports viz. Kolkata (including Dock complex at Haldia), Paradip, Vishakapatnam, Chennai, Ennore, Tuticorin, Cochin, New Mangalore, Mormugao, Jawaharlal Nehru at Nhava, Mumbai, and Kandla, and 187 minor ports. Despite recessionary conditions, traffic handled at major ports has grown on an average by 5.7% in the year 2009-10, over the year 2008-09. However, ports like Haldia (-20.4%), Ennore (-6.9%) and New Mangalore (-3.2%) are few of the main ports that witnessed negative growth in 2009-10. Nevertheless, most of the ports have not achieved their target for the year 2009-10. Mormugao (8.5%), Tuticorin (8.1%) Mumbai (2%), Kandla (2%), and Paradip (1.8%) were the only ports which achieved their growth target for 2009-10. Haldia (-22.1%)...

Words: 30004 - Pages: 121

Premium Essay

Maritime Analysis on Singapore

...ERASMUS MUNDUS MSC PROGRAMME COASTAL AND MARINE ENGINEERING AND MANAGEMENT COMEM MEGA CONTAINER SHIPS: IMPLICATIONS TO PORT OF SINGAPORE City University London 25 June 2012 Liyenita Widjaja 110047669 (City University) 4128761 (TU Delft) The Erasmus Mundus MSc Coastal and Marine Engineering and Management is an integrated programme organized by five European partner institutions, coordinated by Delft University of Technology (TU Delft). The joint study programme of 120 ECTS credits (two years full-time) has been obtained at three of the five CoMEM partner institutions: • • • • • Norges Teknisk- Naturvitenskapelige Universitet (NTNU) Trondheim, Norway Technische Universiteit (TU) Delft, The Netherlands City University London, Great Britain Universitat Politècnica de Catalunya (UPC), Barcelona, Spain University of Southampton, Southampton, Great Britain The first year consists of the first and second semesters of 30 ECTS each, spent at NTNU, Trondheim and Delft University of Technology respectively. The second year allows for specialization in three subjects and during the third semester courses are taken with a focus on advanced topics in the selected area of specialization: • Engineering • Management • Environment In the fourth and final semester an MSc project and thesis have to be completed. The two year CoMEM programme leads to three officially recognized MSc diploma certificates. These will be issued by the three universities which...

Words: 16609 - Pages: 67

Premium Essay

Around the World in Eight Days

...Master’s thesis M.Sc. in EU Business & Law An analysis of the European low fare airline industry - with focus on Ryanair Student: Thomas C. Sørensen Student number: 256487 Academic advisor: Philipp Schröder Aarhus School of Business September 13, 2005 1 Table of contents 1. Introduction 1.1. Preface 6 1.2. Research problem 6 1.3. Problem formulation 7 1.4. Delimitation 7 2. Science and methodology approach 2.1. Approaches to science 2.1.1. Ontology 2.1.1.1. Objectivism 2.1.1.2. Constructivism 2.1.2. Epismotology 2.1.2.1. Positivism 2.1.2.2. Hermeneutics 9 9 9 9 10 10 10 2.2. Methodology 2.2.1. Types of research 2.2.2. Types of data 2.2.2.1. Quantitative data 2.2.2.2. Qualitative data 2.2.2.3. Primary and secondary data 11 12 13 13 13 14 2.5 Reliability and validity 15 3. Theoretical framework 3.1. The structure of this thesis 16 3.2. Theory on strategy and competitive advantage 3.2.1. The Positioning School 3.1.1.1. Theory on Porter´s Five Forces model 3.2.1.2. Theory of Generic Strategies 3.2.2. The Resource-based School 3.2.2.1. Theory on SWOT analysis 18 24 20 23 25 27 4. The low fare airline business model 4.1. Introduction 28 4.2. Differences between the LFA model and the FSA model 4.2.1. The service factor 29 29 2 4.2.2. Turnaround times 4.2.3. Homogenous fleet 4.2.4. Point-to-point travel vs hub-and-spoke travel 4.2.5. Higher seat density 4.2...

Words: 44143 - Pages: 177

Premium Essay

Fedex

...FedEx: The World on Time Shipping, Logistics, and Supply Chain Management Indiana Wesleyan University Facilitator FedEx: The World On Time History of FedEx Today FedEx Corporation is the premier provider of shipping and information services worldwide. Headquartered in Memphis, Tennessee, the company functions under the motto "operate independently, compete collectively and manage collaboratively."(FedEx.com, 2011) By operating independently, each company can focus exclusively on delivering the best service for its specific market. In 1965, Yale University undergraduate Frederick W. Smith wrote a term paper about the passenger route systems used by most airfreight shippers, which he viewed as economically inadequate. (FedEx.com, 2011) Smith wrote of the need for shippers to have a system designed specifically for airfreight that could accommodate time-sensitive shipments such as medicines, computer parts and electronics. In August of 1971 following a stint in the military, Smith bought controlling interest in Arkansas Aviation Sales, located in Little Rock, Arkansas. Smith identified the tremendous difficulty in getting packages and other airfreight delivered within one to two days. This dilemma motivated him to do the necessary research for resolving the inefficient distribution system. Thus, the idea for Federal Express was born: a company that revolutionized global business practices and now defines speed and reliability. Federal Express was so-named due to the...

Words: 5089 - Pages: 21

Premium Essay

Oligopoly in Indian Airline Industry

...A PROJECT REPORT ON “CARTELS IN AVIATION INDUSTRY” (Report submitted on July 12, 2011) SUBMITTED TO: COMPETITION COMMISSION OF INDIA BY: PREETI MECHAN Vth YEAR GUJARAT NATIONAL LAW UNIVERSITY Email: preeti.mechan@gmail.com 1 DISCLAIMER This project report/dissertation has been prepared by the author as an intern under the Internship Programme of the Competition Commission of India for academic purposes only. The views expressed in the report are personal to the intern and do not necessarily reflect the view of the Commission or any of its staff or personnel and do not bind the Commission in any manner. This report is the intellectual property of the Competition Commission of India and the same or any part thereof may not be used in any manner whatsoever, without express permission of the Competition Commission of India in writing. 2 TABLE OF CONTENTS I. II. III. IV. Acknowledgement.........................................................................................4 Objective........................................................................................................5 Research Methodology.................................................................................5 Chapter I Introduction...................................................................................................6 V. Chapter II Aviation Industry in India............................................................................7 History of Aviation Industry...

Words: 9614 - Pages: 39

Premium Essay

Assignment-Marketing Plan

...Table of Contents 1. Introduction 1 2. The Ten Step Strategic Marketing Process 2 3. The Strategic Marketing Plan 3 3.1. Scope 3 3.2. Space 4 3.3. Segmentation 5 3.4. Serve 10 3.5. Sense 12 3.6. SWOT 14 3.7. Select 16 3.8. Sizing 17 3.9. Stand 18 3.10. Seize 19 4. References 21 Introduction In this assignment, as part of the curriculum in the MBA program, I analyze the marketing plan of an organization to illustrate the existence of the ten steps in marketing planning. For this purpose I have selected the marketing plan prepared by Expeditors Lanka (Pvt) Ltd for launching of warehousing facility in Sri Lanka. The company is a fully owned subsidiary of Expeditors International of Washington Incorporation a publicly traded company in Washington Stock Exchange. Bothe these companies carrying on the business of global logistics solutions provider, helping their customers to improve their supply chain management. The holding company was incorporated in 1979, with only 5 branches worldwide. After having operated for 28 years, today the company has become an industry legend, with 226-branch network, strategically placed at major points covering all five continents in the globe, and employing over 10,000 professionals. This has been the competitive advantage Expeditors enjoy over most of its competitors in the global market place. The local company was incorporated in 1996, as one of the branches...

Words: 3209 - Pages: 13

Premium Essay

Ethics

...plantation company Sime Darby has just celebrated its 100th anniversary and it has once again become a focus recently due to a project cost overrun scandal involving malpractices. When Sime Darby was said to have suffered a loss of RM2.1 billion in May this year, the market was shocked as Sime Darby has been a giant multinational conglomerate involved in five core sectors with a total annual turnover of about RM33 billion. Even the largest listed company is facing a management problem, we can actually imagine the situation of other government-linked companies (GLCs). It has seriously affected the confidence of investors in the stock market and supervision of the authorities. There are questionable points in its four projects, including the Maersk Oil Qatar (MOQ) Project which has lost RM526 million and the Bakun hydroelectric dam project which has caused a loss of RM340 million. Sime Darby decided to take civil action against certain individuals found culpable over the severe losses. It has reflected the seriousness of the situation and the Malaysian Anti-Corruption Commission (MACC) should also take actions. The government must disclose the internal audit report of Sime Darby to tell the people the truth. Over the years, losses suffered by the GLCs would just be left unsolved without even an investigation. For example, the Bumiputera financial scandal in the early 1980s had caused the country a loss of RM2.5 billion, Perwira Habib Bank had lost RM670 million in 1985 and 1986,...

Words: 3220 - Pages: 13

Premium Essay

12 Trends in Maritime Transport

...today account for two-thirds of global exports of goods and services and nearly 10% of domestic sales worldwide.   3. In this environment of increasing interdependence in the world, the international division of labor is changing as a result of structural changes in trade and unprecedented mobility of international capital. However, while the integration of goods and services and capital is progressing at a rapid pace, integration of the labor market is much slower. In addition, ever more sophisticated technologies are being disseminated, in a framework of spectacular streamlining in communications and telecommunications. The development of information technology has, in turn, boosted productivity and, in many cases, worker income. In general, electronic transactions and communications technology have been the necessary complement to full internalization and globalization and their major impact on production and world trade.   4. In mid-1999, developing countries began to recover from the 1997-1998...

Words: 4293 - Pages: 18

Premium Essay

Qatar Oil& Gas

...www.businessmonitor.com Q4 2012 QataR oil & Gas RepoRt INCLUDES BMI'S FORECASTS issN 1748-4189 published by Business Monitor international ltd. QATAR OIL & GAS REPORT Q4 2012 INCLUDES 10-YEAR FORECASTS TO 2021 Part of BMI's Industry Report & Forecasts Series Published by: Business Monitor International Copy deadline: September 2012 Business Monitor International 85 Queen Victoria Street London EC4V 4AB UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: subs@businessmonitor.com Web: http://www.businessmonitor.com © 2012 Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form or by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compiled from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts no liability whatsoever for any loss or damage resulting from errors, inaccuracies or omissions affecting...

Words: 24143 - Pages: 97

Premium Essay

Social Media at a Small Business

...(such as Facebook, LinkedIn, Google+, instant messaging), collaboration networks (examples: slideshare, Wikipedia, Prezi, Google docs, Zoho docs, survey monkey), image sharing (Instagram, Flickr, Pinterest and Picasa), blogging (Tumblr, Blogger and Word-press), micro-blogging (Twitter) and video-sharing platform (YouTube, Blip and Vimeo). Apple does not use Facebook or Twitter for social media marketing because it is a multinational corporation, but not every business is as large scale and successful as Apple. Social media now represents a new horizon of marketing opportunities to businesses. Marketing is a practice, which establishes what products or services the customers might be interested in. Social media supports the development of marketing of businesses, to have a different perception about the brand; this allows creative methods to implement basic marketing. Social media marketing provides the tools that the businesses needs to be able to observe discussions through the internet efficiently (Assaad and Gómez, 2011). According to Gamboa and Gonçalves (2014) social media marketing has increased customer loyalty, satisfaction, perceived value, and commitment. He et al, (2014) mentioned that each country has different variation of what is small business; therefore, after reading numerous literatures, most of the authors agree as an enterprise with less than 100 employees. Small businesses in the past,...

Words: 3551 - Pages: 15

Premium Essay

Econ

...Deutscher Tropentag 2003 Göttingen, October 8-10, 2003 Conference on International Agricultural Research for Development An Analysis of the World Market for Mangos and its Importance for Developing Countries1 Jedele, Stefan, Angela Maria Hau, Matthias von Oppen University of Hohenheim, Agricultural Marketing in the Tropics and Subtropics, 70593 Stuttgart, Germany 1 Introduction To date, developing countries are facing massive economic and social problems. One possible way out of this misery seems to be the opening of the economy in order to participate in the gains arising from international trade. By increasing export volume and export revenues, developing countries expect to create a momentum and, thus, the impetus to stimulate the overall economy (Borchert, 2001: 497). 1.1 Problem Statement The importance of trade for the development process cannot be denied and neither can the importance of agriculture for the overall economy. In the 1950s and 1960s, agriculture was predominantly viewed as an exploitation source of production factors for more dynamic sectors of the economy. This opinion has since been heavily rejected. The role of agriculture has been elevated from a sector merely supplying resources to nourish industrialization to a sector of utmost importance, which increases export earnings, improves the employment situation, and raises the level of food security of developing countries (Alexandratos, 1995: 257-258). 1.2 Objectives and Hypothesis This paper deals...

Words: 5039 - Pages: 21

Free Essay

Gartner Business Process Management Summit 2013

...Gartner Business Process Management Summit 2013 13 – 14 March | London, UK | gartner.com/eu/bpm Aspire, Challenge, Transform: Driving Breakthrough Business Performance TriP rePorT The annual Gartner Business Process Management Summit was held on 13 – 14 March 2013, at the Park Plaza Westminster Bridge. This report summarizes and provides highlights from the event. SAve The DATe The Gartner Business Process Management Summit 2014 will take place on 19 – 20 March in London, UK. We hope to see you again! overview This year’s event was focusing on helping delegates break free from small scale, iterative BPM projects to deliver truly game-changing business transformation. In the opening presentation of the summit, Summit Chair John Dixon invited you to aspire to greater things, to challenge the status quo in your organizations and to transform your organizations using BPM. We carried this theme into our keynotes and track presentations, and we hope it has helped to spark some new ideas that will make a difference to you and your organization. TABle of ConTenTS Park Plaza Westminster Bridge, London, UK Tina Nunno speaking at the Gartner Business Process Management Summit 2013 2 3 5 Key Take-Aways Keynote Sessions Top of Mind Concerns — What Attendees Asked About Top 10 Most-Attended Sessions Attendee Snapshot Top 10 best-rated sessions Sponsors Post Event Resources 5 5 6 7 8 © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a...

Words: 2005 - Pages: 9

Premium Essay

Econ201

...MBA LEARN MORE, DO MORE, BECOME MORE 90 exceptional people who will shape the future of business The IMD MBA Class of 2011 Developing your future global leaders The IMD difference Why recruit at IMD? Find truly global experienced leaders able to address your company’s challenges in today’s complex environment 90 talented pre-screened participants Besides strong academic ability, we assess the leadership potential with a focus on real management capacity in a multi-cultural and complex environment. In total we spend at least 10 manhours per candidate to make sure each one is right for the program. The admission process consists of: - an online application with 12 essays - letters of recommendations - a full day assessment center Once accepted, each candidate goes through a full background check conducted by an independent agency. International and experienced In a class of 90, you will find 40+ different nationalities and 90% of the participants will have spent at least 6 months outside their home country. With a minimum of 3 years of work experience, our participants have on average 7 years of experience prior to IMD. Trained to become truly global hand-on leaders Besides strong academic business fundamentals, our intensive one-year program is designed to constantly push our MBAs beyond their comfort zone. A diversity of hands-on projects takes them through various settings: - a 6-week startup project - a 9-week international consulting project with medium to...

Words: 13582 - Pages: 55