BMA610 case study
Maersk Line Background
Maersk Line is the world’s largest container shipping company
Maersk group: APM Terminals, Maersk oil and
Maersk Drilling
Maersk Line had 15 to 17 percent of the market share worldwide
Key
competitive advantages: reliability, simplicity, and focus on the environment
Problem identification and analysis
Market share is too low:
Customer engagement is very low, the main reason to cause the problem is lack of interact with customers. Face challenge from competitors:
Customer relationship management(CRM) is very poor, the company cannot guarantee long-term cooperation with customers, it is easy for customers to change new supplier.
Problem identification and analysis(cont’d)
• Do not have plan for the future:
Maersk lose core leader Wichmann, the new manager has no t enough experience to define company goals for the future, t he digital marketing strategy cannot be confirmed. The new manager is confused whether Implement the new proposal
• Customer classification:
Maersk did not grouping customers into different recency, fre quency, monetary categories. It is easy to confusion of custo mer information ,and it takes time to find a particular custom er information
Statement of major problem
• Increase market share: turn fans into customers, the more customers we have, the more money we can g et • Face challenge from competitors: Strength competiti ve advantage to beat the rivals, and dominant in the market • Plan for the future: The manager is wondering wheth er implement the proposal from Wichmann, and the manager has different idea about future plan, so the plan has not been decided
Generation and evaluation of alternative solutions
For the market share problem:
• Focus on turn fans into customers. Open members hip for the new customers, the membership allow customer share any information and they can get 1
0% discount when they need products or service
• Strengthen the network propaganda through socia l media, increasing interaction with
Maersk Line is the world’s largest container shipping company
Maersk group: APM Terminals, Maersk oil and
Maersk Drilling
Maersk Line had 15 to 17 percent of the market share worldwide
Key
competitive advantages: reliability, simplicity, and focus on the environment
Problem identification and analysis
Market share is too low:
Customer engagement is very low, the main reason to cause the problem is lack of interact with customers. Face challenge from competitors:
Customer relationship management(CRM) is very poor, the company cannot guarantee long-term cooperation with customers, it is easy for customers to change new supplier.
Problem identification and analysis(cont’d)
• Do not have plan for the future:
Maersk lose core leader Wichmann, the new manager has no t enough experience to define company goals for the future, t he digital marketing strategy cannot be confirmed. The new manager is confused whether Implement the new proposal
• Customer classification:
Maersk did not grouping customers into different recency, fre quency, monetary categories. It is easy to confusion of custo mer information ,and it takes time to find a particular custom er information
Statement of major problem
• Increase market share: turn fans into customers, the more customers we have, the more money we can g et • Face challenge from competitors: Strength competiti ve advantage to beat the rivals, and dominant in the market • Plan for the future: The manager is wondering wheth er implement the proposal from Wichmann, and the manager has different idea about future plan, so the plan has not been decided
Generation and evaluation of alternative solutions
For the market share problem:
• Focus on turn fans into customers. Open members hip for the new customers, the membership allow customer share any information and they can get 1
0% discount when they need products or service
• Strengthen the network propaganda through socia l media, increasing interaction with