Meli Marine Case Study Essay example

1385 Words Sep 21st, 2012 6 Pages
Meli Marine Case Study Strategy Analysis

Significant Factors For Attractiveness of The Industry
• Global commerce trade is primarly dependent on trans-ocean shipping; roughly 90% of general cargo is shipped via container Based on the container shipping value chain, there are several segments to expand and integrate the business and enter the market. This would provide benefit of business diversification hence decreasing risks According to the volume of growth of shipping lanes (Exhibit 6), every lane has steadily increased during the last years and is expected to grow further in the future





Meli Marine’s Strategy to Compete in The Industry

1) Greater flexibility in the cost structure by selling older vessels, adding
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Recommendation No. 2: Internal Analysis
Vision and Mission Statements 1)Goals: • Delivering High-Touch • Responsive customer service 2)Values: • “We are second to none for on-time delivery” • “We do everything to make our costumer successful” • “I know each of my top 40 customers personally and visit them at least once a year” Core Competences 1)Resources: • Borrowing Capacity due to high ROA and OP Margin but limited in comparison to the competitors (higher revenues/profit in abs value) • Managerial Capabilities • Capacity to diversify • High reputation with customers for an high quality services in terms of efficiency, effectiveness and customization 2)Capabilities: • Effective use of the importation, logistics and trans-shipments management techniques • Motivating employees • Effective customer service • Effective change management and organizational structure

Recommendation No. 3: SWOT Analysis

S
• Managerial Capabilities Effective costumer service Strong relationship and partnership with manufacturers and traders Leader in the IntraAsia operators Great performance in terms of profit among the Industry Loyal Costumers Base Specialized in a set of customers and commodities •

W
• Smallest player in the Industry • Very specialized in Asia Market compared to other players • Zero Costumers in North America or outside Asia, basically unknown outside Asia Market • Meli Marine is only focused on one

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