Maersk Line – Marketing Strategy

About Maersk Line

• Maersk Group is a Danish company founded in 1904.

• The Maersk Group has 59,000 customers worldwide.

• The Group makes one port call every 15 minutes; that’s

33,000 port calls annually.

• Maersk Line is the world's largest container shipping

company, known for reliable, flexible and on time delivery
services.

• Maersk Line  operates in more than 135 countries

worldwide with a total of 108,000 employees.

• Maersk Line target market is Global Freight Forwarding

Companies & Local Forwarders.

• This company basically based on supply chain management.

Maersk’s Mission

Provide superior
transportation
and maritime
services to our
clients.
Pursue profitable
business and
Conduct their responsible leadership
within the transport &
operations with logistics industries by
excellence optimizing risk &
reward balance in
business decision.
Maersk Line-Transport Logistics
• APM Terminals
Container terminal activities

• • Maersk Line
Global container ships operation

• Maersk Logistics/Damco
Supply chain management and
freight forwarding services

• Svitzer
Towing and salvage activities,
emergency response and transport to
offshore installations
Maersk Line- Services
International
Freight and
Used Shipping Services
Container for
Sale

Reefer
cargo

Inland
Transport
Service

Special
Cargo
Maersk Values
Take Care of today and prepare for tomorrow
Constant Forward thinking, planning and execution
Care Being informative & seeking new ideas

Listen, learn, share and give space to others

Showing trust and giving empowerment
Humbleness Attitude of continuous learning
Don’t underestimate competitors

Our word is our bond

Honesty and accountability
Uprightness Being trust worthy
Fairness, decency and respect others
Building the right team by recruiting right people
Our Providing opportunities for continual development
Employees Rewarding performance and promoting for potential
Embracing diversity
Passion and pride for what we do and how we do it
Our Name Our image in the eyes of our customers and the world
Respecting and building on our strong heritage
Professionalism and dedication
 Target Market of
Global
Freight Maersk’s
Forwarding
Companies
Maersk Line internally
divides their customers
into three main
segments;
Key Clients
Direct Sales Customers
and
Local Local Forwarders
Forwarders.
Maersk Line- Financial Review

In 2016,Maersk Line
recorded a loss of
USD 376m due to
poor market
conditions leading to
sustained lower
freight rates partly
offset by higher
volumes and lower
unit costs related to
lower bunker price,
higher utilisation
and cost efficiencies.

Maersk Line’s
2015 result was
USD 1.3 billion
which is 44%
lower than 2014
(USD 2.3bn)
due to weak
demand and
very low freight
rates.
Maersk Line- Competitors
CMA CGM Group
A French Shipping Company
founded in 1996
It has 462 container ships & TEU
capacity of 2.3 million
It covers 11.1% share of total
Mediterranean Shipping China Ocean Shipping
market capacity
Company (Group) Company
A Italian Shipping Company A Chinese Shipping Company
founded in 1970 founded in 1961
It has 511 container ships & TEU It has 312 container ships & TEU
capacity of 3 million capacity of 1.7 million
It covers 14.7% share of total It covers 8.3% share of total
market capacity market capacity

Maersk Line
A Danish Shipping
Company founded in 1904
It has 640 container ships
& TEU capacity of 3.4
million
It covers 16.3% share of
total market capacity
Maersk Line – Marketing Mix
• Product
Vessels, Containers, APM Terminals & all the services including the
handling.
Maersk Line – Marketing Mix

• Price
 A very competitive rate offers to the
customers considering the commodity.
 Ensure that the price is relevant to current
market.
 Three types of rate offers to customer:
 BSA (Block Space Allotment) Rate
 Spot Rate
 Ad Hoc rate
Maersk Line – Marketing Mix

• Promotion

 Reviews of employees – “Who You Are”.

 “Container Spotters”- people would take
pictures of Maersk containers where ever
they could an upload them the internet.
 Advertising through Newspaper &
Brochures
 Advertising through Social Media like
Facebook, Twitter etc.
Maersk Line – Marketing Mix

• Place
 Headquarters base at Copenhagen,
Denmark

 Nearly 135 offices around the world

including United States, United Kingdom,
Australia and India.

 Direct channels of distribution includes

Intra-Asia, Oceania, Trans-Atlantic, Latin
America, Trans-Pacific, Africa and Asia-
Europe
Maersk Line – Marketing Mix

• People
 Maersk is very much concern about
recruiting their employees. They recruit
right people for the right place.

 Reputation of a brand will clearly viewed

on staff performance. So, Maersk Line
ensures proper training to their staffs
Maersk Line – Marketing Mix

• Process
 Introducing an effective & cost efficient
“Sales System” where marketers work closely
with operation manager to design customer
handling process.

• Physical Evidence
 In the context of Maersk Line shipping,
physical evidence refers to the condition of
the ship and where the service is provided
Maersk Line – Marketing Mix

• Paperless

 Reduction of huge paperwork reduces the

environmental pollution.
 Electronic data interchange (EDI) is introduced
by Maersk Line
 e-booking
 e-documentation
 e-amendment
 e-tracking
 Maersk Line - Differentiation

Qualitative Geographi Image

Differentia cal Differentia
Differentia tion
tion
tion

Electronic Personnel Maersk

Maersk Line is
Data and Crew
Line Differenti deliberately
Interchang
provide ation meeting all
e system
service to the
(EDI)
almost commitme
which Employee
every part nt with
helps & crew
in the their
customer training customer &
world. To
to connect manage
helping other
easily that huge them to business
with route, they build a partners
shipper & are good team. which helps
also help operating them to
them to giant build up a
track their Triple-E good image
shipment. vessel. in market.
Maersk Line- Positioning

Maersk Line localized the possible differences in its sea transport services
compared to other competitive enterprises.

Exclusive Services
Maersk Line applied selection
Door to Door
criteria both in recruiting staffs &
Container Bar Code Tracking
positioning them
Maersk Line- SWOT Analysis

Internal

Strengths
Global Network of business
Weakness
Strong brand
Fluctuating profit margins
Skilled workforce
Rising logistics cost
Innovation
Emphasis on sustainability
Maersk Line- Strategy
Trade ●

●
Development of trade procedures effectively
Efficient transport time
Development ●
Improved ability to penetrate other markets

●
Providing trainings and education in developed markets

Education
●
Arrange training and internship program for low income women
and youth
●
providing tools and equipment for the development of skills and
capacities

Environm ●
Reducing CO2 emissions - is expected that by 2020, Maersk will
reduce with up to 40% such emissions
Optimizing the overall transport chain and ensure a efficient cost,

ent
●

will implement a series of procedures to reduce fuel consumption

Maersk Line- International Strategy
Back to Black: Identify the irrelevant marketinf efforts and less
important issues to cut cost, so that company can make profit .

Finish the Foundation: Identify strong areas of business

and maximize the profit through effective marketing planning.

Sustainable Profitable Growth: Identify areas to developed

marketing plan to ensure future sustainability of the company.
MAERSK LINE IN BANGLADESH MARKETING
STRATEGY

• Shipments provide by the local freight forwarders

of Bangladesh.
• They have a container stock available in
Bangladesh for their nominated customers Nike,
Adidas, H&M, and Marks etc.
• Regarding the Maersk Line operation in
Bangladesh, Maersk Line had a TRM (Transfer
Manifest) agreement with MCC Transport for
transaction in BD not for operate.
Maersk Line– Social Media Marketing

• Maersk Line is the first shipping company introduced social media marketing
in year 2011.
• The largest shipping company in the world, Maersk Line is not just active in
social media but also brilliant in many social media platforms
• Maersk Line subsequently won ‘Social Media Campaign of the Year’ in 2012.
• They have 132000 followers in twitter.
• The brand is also present on thirty social media platforms including Linkedin,
Google+, Instagram, Pinterest.
 Maersk Line- Social Media Marketing

Benefits of Social Media Marketing for Maersk Line

Sharing the
Bringing
Building brand
the brand
to life
ownership
company’s story