Strategic positioning of shipping companies in an era of logistics : a case study

Pao Yue-kong Library Electronic Theses Database

Strategic positioning of shipping companies in an era of logistics : a case study

 

Author: Qiu, Peng
Title: Strategic positioning of shipping companies in an era of logistics : a case study
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Business logistics -- Management -- Case studies
Shipping -- Management -- Case studies
Department: Dept. of Shipping and Transport Logistics
Pages: 65 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1706000
URI: http://theses.lib.polyu.edu.hk/handle/200/761
Abstract: Logistics is a buzz word today. Companies are becoming increasingly cautious about their logistics operations in order to gain competitive advantages to its competitors. Most literature however examines the issue from the perspective of manufacturers and traders, while limited research has been done on the impact that a logistics environment has on shipping companies, who serve as a major link on the supply chain and undertake the physical movement of goods. On the other hand, shipping business is facing more and more fierce competition in recent years. Customers, under the pressure of cost control and quality assurance, are becoming more and more demanding to transport service providers, which has compelled shipping companies to compete at both cost and quality dimensions. The major challenges facing shipping companies today are therefore categorized as reducing cost and at the same time creating value for customers. Shipping in the past 25 years has been about reducing cost using technical measures, but today shipping companies will not be able to survive on this alone. It is time for shipping companies rethink about their strategic positioning and create added value using the strength of an organization. This research objective is therefore put forward as to how shipping companies can strategically position themselves in order to obtain a sustainable competitive advantage and compete in the era of logistics. Four research propositions were established in relation to the strategic positioning process of shipping companies, i.e. external environment, customers' needs, inherent strength of a company, and implementation process for the strategy. The relationship between the variables and the strategic positioning of shipping companies is examined in a case study approach, using the case of AT Chemical Shipping and findings summarized in the immediate following chapter. It is the author's hope that the study will serve to spark ideas for shipping companies today in search of a suitable corporate strategy.

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