The Study of Management Strategy of Maersk Line
|School||Capital University of Economics|
|Keywords||Maersk line Shipping lines Strategy|
The paper is mainly on the analysis of Maersk line , the largest shipping co. of the world, which remains good operation and becomes lager and lager in the company size voyage line services and holds the No.1 for more than ten years under the dog-eat-dog shipping international container logistic market. It also studies the company’s strategy according to the feature of the company ,the present international shipping market situation, and the trend of the international shipping market in the future. This paper analyses the development strategy of container fleet and container logistics services, under the macro-environment, the micro-environment and the international shipping container market. By SWOT analysis, analyze and generalize the strengths & weaknesses which Maersk line has, according to the successful experience of the company. This paper also proposes some reasonable suggestions for Maersk line according to the development strategy and the current situation.The first part carries on research to global situation and the relationship between the international shipping market and the global situation. Its purpose lies in holding general external environment and competition situation in which the international shipping enterprises are from angle of macroscopic, so that it can offer the preliminary basis. for enterprises carrying on the competition strategic choice. The second part is theory summary. It mainly summarizes the new theories under the new situation, especially the theories which suit the new international politics, economic , new technology and new shipping situation. This part is the academic foundation of the following parts.The third part analyses the current strategy of Maersk line. By comparing the strategy between domestic shipping line especially the COSCO and Maersk line , finding the gap of strategy of our country’s shipping lines. The forth part introduces Michael Porter’s "five kinds of competitive strength models" in order to distinguish the current external environment of shipping industry. The fifth part analyses the internal environment of Maersk line, finding the strength and weakness of Maersk line. The sixth part is the adjusting strategy of Maersk line. Lastly is the conclusion Part of the whole thesis.