Research Of Marketing Strategy For Singapore JH Line Pte LTD

The shipping industry has long been changing, growing withinternational trade.Since Y2008, this industry have been riding on the stormof financial crisis. As a result of declining space demand and oversupply ofship tonnage, the ocean freight for containers’ transportation have droppedheavily. Even in2011whole shipping community is still under big pressureto make profit margin and the outlook for near future is very gloom.Hence,each shipping company must be proactively prepared to weatherthrough the cold winter of shipping ahead.JH Line Pte Ltd (hereafter “JHL”) was incorporated in Singapore in2002.The company provides feeder services to main line operators betweenColombo and Indian ports. In the past9years, JHL has built up quite strongcustomers base and reputation in the South Asia container shipping trade.However, in view of the company’s limited service routes with a small,modest management team, the service level is not so good enough to meetcustomers’ critical requirement as well as to compete with its keycompetitors in dynamic shipping industry. The observed major problems tothe company are of lacking clear marketing strategy and effective supportingsystem.This research is trying to find out solutions for those marketingproblems to the company.The researcher has made an analysis in depth at the company’s outsidesurroundings including global economy and international trade especially onIndian economics and export/import potentials which are the base for JHLliner business. The researcher have also deeply analyzed the customers’needs and competitors’ situation both which are very important exterior factors affecting company’s strategy and performance.Thirdly,the researcherhave carefully studied JHL’s internal resource and ability so as to identify thecore competence of company. Based on above thorough analysis, new“customer-focused” Marketing strategy are concluded by the researcherthrough using Three Vs model (valued customers, value proposition,valuenetworks). Finally,the researcher have strongly recommended JHL to adoptthe holistic marketing approach of implementing this new marketing strategy.Above new marketing strategy and approaches can assist JHL to integrate/optimize the company’s limited resources and core ability to obtain thesustainable competitive advantage and create the real value for customers inthe long term.The result of this research would be a helpful reference to othersmall/medium size liner company when forming and implementing“customer-focused” marketing strategy.This will lead to a win-win situationfor liner companies and its valued customers.