The port of oakland strategic plan fiscal years fy 20112015 represents hours of work, analysis, and dedication. Ports are forced to differentiate and compete on factors, fostering interport competition. In order to differentiate and compete an adequate marketing strategy has to. An exploratory study and a research agenda article pdf available january 2010 with 2,442 reads how we measure reads. In general, the strategy can be offensive or defensive with respect to competitive forces. In the final part of this research, appropriate marketing strategies and plans will be presented in order to survive in the competitive market situations. The literature to date has yet to fulfill the much desired industry demand. Edition september 2004 developing a marketing strategy introduction your marketing plan is a focused and functional plan for all your marketing activities. The establishment of inter port competition answers the question why we need marketing strategies. The latter have been transformed to hybrid organisations, mostly disassociated from operational activities and port services provision, yet maintaining a key role as the managing bodies advancing the prospects of the port they manage and these of the respective clusters. How to implement a powerful art marketing strategy artrepreneur.
Green port strategy for sustainable growth and development. Writing your marketing plan first steps undertake research key decisions need to be made before you can. Port marketing and the challenge of the third generation. Comments and contributions are always invited to the marketing projects strategy discussion. Our global strategy is communicated via two avenues. In order to differentiate and compete an adequate marketing strategy. A case study model for strategic marketing planning for airport managers william rankin university of central missouri abstract marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets. It started its operations from svendborg and with time has spread its presence via offices and subsidiaries in nearly one hundred and thirtyfive countries of the world including united states, united kingdom, india and australia. Export marketing strategy implementation, export marketing capabilities, and export venture performance. The second part should help you attack your very next piece. A good marketing strategy helps you define your vision, mission and business goals, and outlines the steps you need to take to achieve these goals. A port marketing strategy in the wake of new shipping alliances. The marketing strategies of port wine companies emerald insight. A traditional art marketing and pr method might focus specifically on artcentric publications and hope that the strategy engages.
The ports work program as expressed in the strategic plan takes direction from the ports 10year capital plan, which provides an assessment of capital needs and available resources, the waterfront plan which provides goals and policies for longterm use and improvement of port property, city policies, the burton act, and the ports 5. Sudharsan 1995 marketing strategy creates pathways to a desirable future. Starting from the findings of port mnrkcting, it is essential to work out appropriate develop ment plans and marketing targets and to improve port competitiveness. Any marketing strategy seeks to answer the following questions. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. The port and airport development strategy pads chinese. The output form such marketing strategy analysis and choice or strategic marketing decision is a marketing strategy statement. Marketing mix is characterized as one of the key concepts in modern marketing theory. Port development policy, strategy and attitude arc rundamcntal points when. With this mission at the forefront of our planning process, the 201617 marketing plan defines strategies.
Therefore, basic decisions must be made on three essential pillars shown in diagram 1. Marketing communication strategies for seaports erasmus. Kotler 1997 the selection of target markets, the marketing mix and the marketing. Can we create a compelling brand or marketing platform for destinations that will sing in our maturing commoditizing. Port marketing strategies and the challenges of maritime. Sean is the founder of the internet marketing academy which aims to improve the standards of internet marketing around the globe. Sean has been featured on cnn, bbc, itv, on numerous radio stations and has contributed to many newspapers. A scandinavian port operator has warned that it will be forced to make redundancies because of the severe negative impact that the coronavirus covid19. An empirical investigation into the marketing strategies of port wine companies is presented here. Kotler 1997 the selection of target markets, the marketing mix and the marketing expenditure levels.
Profit maximization strategy, revenue maximization strategy, ports. The overarching story about your port that communicates a single. In our maturing cruise industry, is it possible for ports to create strategic opportunities for client lines. Manual of best management practices for port operations and model environmental management system lynn a. Strategy maps can be, and often are, used as standalone tools that organisations employ to develop, understand and convey their strategic story. Business strategy usually occurs at business unit or product level emphasizing the improvement of competitive position of a firms products or services in an industry or market segment served by that business unit. Marketing as a source of competitive advantage 346 strategy in action formula one 346 strategy in action promoting a good image 352. Port management dissertations port management world. Fisher clean manufacturing executive director technology institute american great lakes purdue university ports association west lafayette, indiana washington, d.
Effective marketing starts with a considered, wellinformed marketing strategy. Through the strategic plan, the port will meet key challenges and leverage. Marketing mix is characterized as one of the key concepts in modern marketing. Dec 05, 2018 a creative business, artist or institution will generally have an idea of who their consumer base is and some of the media outlets they prefer to use. Digital strategy for ports or developing a digital communications plan and. Porter harvard business school 14th annual rotman school. Port of lewiston marketing plan goal, objectives, and strategies october 15, 2014 marketing goal. In turn, this focus helps you find customers more easily and spend your time and money effectively to grow your business. Acevoig marketing strategy v3dn 2 executive summary rundown of whats in the document often completed last purpose use this template to capture the key information that you need to develop a thorough marketing strategy. Strategy in actionthe development state the port of tanjung pelepas ptp 182.
A port marketing strategy in the wake of new shipping alliances the case study of busan port. In order to do that, the existing indicators of the variables of the strategy are. Port of oakland strategic plan fiscal years 2011 2015. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. Maersk group is an international company with its headquarters base at copenhagen in denmark. The internet marketing academy fakulta telesne vychovy. Maintain routine contact with customer base to improve customer relations, sharing the value and benefit of choosing the port of lewiston. Cooperation between port authorities is also suggested as a means of.
Understand the scope of strategic marketing planning identify broad organizational market strategy alternatives describe the value of alternative portfolio models. Basic marketing strategies for improving business performance. As an alternative method, a port competitiveness model is suggested, which may help port managers to make appropriate improvements. The marketing strategies of port wine companies emerald. Intermodal transportation relative influence on port services. Business strategy falls in the in the realm of corporate strategy. Michael porters generic strategies porters fiveforces model describes strategy as taking actions that create defendable positions in an industry. Projects strategy discussion forum see the project pages for an archive and details of how to participate. In order to reach our goal to increase awareness in the european market, we plan to implement better relations with travel agencies in europe so they can inform.
The strategic plan is a cornerstone of the overall alignment of the port to an increasingly dynamic and competitive. This document is fe709, one of a series of the food. Port authority the port entity which, under various names, is responsible for the administration of the port. No matter how inefficient the port, the ship would still have to go there. An empirical investigation into the marketing strategies of port. As an alternative method, a port competitiveness model is suggested, which may help port. To maximise their value, however, they need to be seen and used as core building blocks in an aligned strategy initiative. Effect of strategic alliance based on port characteristic. Manual of best management practices for port operations and. Our template for content marketing provides an excellent roadmap for content agencies or teams. Enduring ideas and new opportunities professor michael e.
First, an overview of the development of ports as service businesses will be given. A case study model for strategic marketing planning for airport managers william rankin university of central missouri abstract marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing. With this mission at the forefront of our planning process, the 201617 marketing plan defines strategies to attract new visitors while building high levels of loyalty and advocacythus increasing the number of returning visitors. Every content marketing plan must be well structured and with the correct amount of information towards conversions. Marketing strategies of port authorities porteconomics. Despite the universal recognition of port as one of the most traditional and famous fortified wines in the world, there has been little investigation into this product, in either the field of marketing or strategic management. Acevoigmarketing strategyv3dn 2 executive summary rundown of whats in the document often completed last purpose use this template to capture the key information that you need to develop a thorough marketing strategy. He s been featured in over 250 di erent publications. Development of policy for climate change adaptation for south african ports, tebogo abia mojafi. This document is fe709, one of a series of the food and resource economics department, ufifas extension.
Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. The structural changes that took place in ports during the last decades and changed the form of their ownership from state to private port of antwerp, port of tallinn, port of helsinki, port of hamburg, port of dublin, even though they did not change the original. Strategy is a plan, a how, a means of getting from here to there. Strategic marketing plan 2010 20052010 conference 2004 version 0. Marketing is among the functions working towards this end. Port of camaswashougal comprehensive scheme and strategic plan. This presentation is a great tool for b2b or b2c companies looking to impact thru content. Port entity a public or private body providing some or all of the port services and facbities. The study aims to fill the gap by formulating a framework in green and sustainable port strategy. This strategy considers the current facilities and operational challenges at our largest commercial port of douglas with recommendations of development or improvement, plus consideration of the leisure offer at the islands natural harbours, and identifies potential. Marketing strategy, swot, pestel, five forces model. Effectively market the columbia snake river system and the port of lewiston to support job creation within nez perce county. At the end, marketing communication strategies for seaports will be formulated and analyzed. It is the largest operator of supply vessel and container ship in the.
Pdf export marketing strategy implementation, export. Marketing strategies in port industry semantic scholar. The shipping marketing strategies within the framework of. Marketing strategy 2 learning objectives learning objectives after reading this chapter, you should be able to. Marketing mix of maersk maersk marketing mix and 4 ps. Request pdf port marketing strategies and the challenges of maritime. The research aimed to develop port marketing strategies, as a case study of bangkok. Developexpand staff marketing skills and responsibilities. The next section describes dp worlds global strategy road map.
Maersk has business dealings in several sectors mainly in energy and transportation. Qualitative data were obtained during early 1998 through internal sources and semi. Part 1 introduction to airport marketing marketing. Ports use port marketing as a guideline to face the demands in view of more open and competitive markets. The selection of a suitable strategy is important for ports wishing to improve. The establishment of inter port competition answers the question why we need marketing strategies in this sector. The northeast asia has become one of the most economically vibrant regions and the fastest growing regions in the world on the strength of seaborne trade increase.
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