The Research Of Business Performance Management System Of Maersk Line Under Cost Leadership Strategy

Under the circumstances of severe competition within container shipping industry led by short growth of demand owing to macro economy slowdown and oversupply of capacity owing to the common upgrade of vessel fleet for the scale economy,Maersk Line withheld its market leader position by continuously delivering positive EBIT gap to its peer competition through strategizing cost leadership successfully.On this basis,Maersk Line set itself a target of enlarging the positive EBIT gap to competition by leveraging cost leadership strategy further,and that raises the bar higher for operations efficiency.This thesis analyzed the market fundamentals of container shipping and arrived at the critical competitive advantages that confirmed the necessity of continuity of cost leadership strategy.It then studied the internal fundamentals of corporate strategy and reached the capability and resource requirements for successful strategy implementation,and therefore suggested re-organization to help reshape the company for more strategic fit.On that basis,corporate strategy map and the corresponding balanced score card system was designed for business performance management and strategy deployment,and strong operating system was built to tie the system up with day-to-day business management for better control of implementing cost leadership strategy.As a corporate diagnosis report,this paper provided practical solutions for Maersk Line to gain sustainable competitive advantage.In the meantime,it is a sincere hope that the research on the world’s leading container shipping company will provide inspirations to the domestic liner companies on business operations,and encourage proactive adjustments within them so as to better deal with the increasing competition.