A port marketing strategy in the wake of new shipping alliances
The shipping industry has undergone significant changes in recent years, with the emergence of new shipping alliances that have reshaped the global maritime network. These alliances, which consist of groups of carriers that share vessels, routes, and terminals, aim to reduce costs, increase efficiency, and enhance competitiveness in the face of overcapacity, low freight rates, and environmental regulations. However, these alliances also pose challenges and opportunities for ports, as they affect the distribution of cargo flows, the demand for port services, and the bargaining power of port users.
A port marketing strategy is a plan that outlines how a port can attract and retain customers, increase its market share, and create value for its stakeholders. A port marketing strategy should consider the external environment, such as the characteristics and needs of the target market segments, the competitive position of the port, and the trends and developments in the shipping industry. A port marketing strategy should also consider the internal environment, such as the strengths and weaknesses of the port, its resources and capabilities, and its vision and mission.
In the wake of new shipping alliances, a port marketing strategy should address the following aspects:
– Differentiation: A port should identify and communicate its unique selling proposition (USP), which is the benefit or value that distinguishes it from other ports. A USP could be based on factors such as location, connectivity, infrastructure, facilities, services, quality, reliability, efficiency, innovation, or sustainability. A port should also monitor and evaluate its performance against its competitors and customers’ expectations, and seek to improve its service quality and customer satisfaction.
– Diversification: A port should explore and exploit new market opportunities, such as new trade lanes, new cargo types, new value-added services, or new customer segments. A port should also develop and maintain a balanced portfolio of customers and markets, to reduce its dependence on a few dominant players or regions. A port should also leverage its existing relationships with customers and partners, such as carriers, terminal operators, logistics providers, or local authorities, to create synergies and enhance its competitiveness.
– Digitalization: A port should embrace digital transformation, which is the use of information and communication technologies (ICT) to improve its processes, operations, and services. A port should adopt smart solutions that enable data collection, analysis, sharing, and integration across the port community. A port should also use digital platforms that facilitate communication, collaboration, and coordination among port stakeholders. A port should also foster a culture of innovation and learning that encourages experimentation and adaptation to changing customer needs and market conditions.
