MARKETING STRATEGIES

Marketing Strategies



Marketing Strategies

Executive Summary

London Ships has made two major reforms in the system of shipping operation since 1993 in accordance with the principles and policies laid down by the government of China regarding the reform of big and medium-sized state-owned enterprises, taking into consideration the trend of development of international shipping market and what is required by the development of London Ships itself. (Wei Jiafu, 1999) The purpose of the reform is to establish a system of management and operation that is characterized by the "integration of operation and management" and "integration of operation and marketing on global basis" thereby enabling the core business of LONDON SHIPS, i.e. shipping to become more market-oriented, to improve its service standard and to sharpen its competitive edge.

Their mission statement outlines that they aim To be a world leader in shipping and logistics services by maintaining trustworthy relationships with our customers, employees and partners, our ever-lasting promise is to provide best services to our clients and maximize returns to our shareholders, our eternal belief is to build up an image of credibility and reliability…Insist on honesty, pursue for excellence, and enable London Ships group to create a world's renowned brand while providing high quality products and services to customers.”In this case study we will present the management and marketing strategies of London Ships which made it an international giant, and its logo is widely recognized around the world. At the beginning we briefly state the past and present of LONDON SHIPS. Then, on section 2 the management strategies are analyzed. On section 3 the marketing strategies are discussed through examples found on LONDON SHIPS's website. The conclusion highlights briefly the most important strategies.

Objectives

All shipping, logistics and ship-building/ship-repairing subsidiaries gradually established and implemented the quality, environment and occupational health & safety management systems to bring the decision-making, production and management processes into management system. They also commenced the establishment of comprehensive risk management system for management and control of decision-making and operational risks. (London Ships Sustainable Development Report 2007)2.1 Decision - Making ManagementAs organizations grow, employees make decisions in an increasingly complex, ambiguous, and uncertain environment. Formal practices enable employees to make decisions that are meaningful to the firm's stakeholders and guide their behaviours to align with the strategic intent of the firm as well as its values and norms.(L. Michel, 2007)The ability to make good decisions is the defining attribute of a high performance organization like LONDON SHIPS. In summary, good decision-making practices translate the managers' power and responsibility into higher performance, growth and lower risk. (L. Michel, 2007)2.2 Objective ManagementManagement by Objectives (MBO) is a "synergetic approach to organizational management" which "emphasizes the importance of a supervisor and employee working together in order to craft individual goals (Stanley 2004). This term, was first popularized by Peter Drucker in his 1954 book 'The Practice of Management'.

Assessment Of The Market Enviroment

The essence of MBO is participative goal setting, choosing course of actions and decision making. An important part of the MBO is the measurement ...