SEMINAR 4

MARINE INDUSTRIAL MARKETING

To obtain the necessary information about the maritime market,
competition, manufacturers, the company must be prepared several studies on
Marketing:
-The service it provides, such as:
-Shipping
-River transport,
-Port operation.
-Price (freight).
-Types of goods can be transported.
-Promotion.
-Channels for distribution.
-Market as a whole or differentiated, etc..
For each element are necessary information about them many from
different sources, so that all can be checked.
a). service provided by the firm that is conducting maritime transport is
investigated, analyzed continuously to meet the following aspects, which can be
particularly important in the general policy of the company, they are:
Quality of service, which refers to:
-Safety of navigation,
-Protection of goods during transport
-Perform loading, stacking, arranging and download the most
good condition
-Protection of marine environment
-Professional competence, moral integrity, responsibility of members
crew involvement in solving the master and officers
ship issues, etc..
-Technical state of vessels, the degree of interoperability, the training
capacity
boarding it for various categories of goods.
The study in this respect should contain information in detail, updated
regularly, because activities are carried out very quickly, and within a few days
time, the ship is moving in different ports in different countries, and good
organization activity can be influenced in this case.
-Ensuring the ship with all its economic and financial implications.
-Ensuring goods by manufacturers or users.
-Compliance with contract terms that refer to:
-Running-time,
-Obligations,

-Responsibility, etc..
This information should be pursued not only by company managers, who
have plenty of obligations and charging them excessive working time, but also by
other departments of the company, so that the role of the marketing department
is essential.
b). price shipping service (freight) company makes money is what is most
important for owners, owners who wish to obtain the highest price, to ensure their
return on investment and profit expectations. At many companies maritime role
marketing department or office, if any, is reduced to the study of price, the price
development of different variants, depending on the type of contract, specific
terms, rebates, etc.. This situation is based on the fact that managers negotiate
prices directly with manufacturers, beneficiaries or brokers, without involving the
firm's marketing specialists, so this section is reduced role in the development of
options pricing tables. As is customary maritime practice quite often the price to
be accepted from brokers offer, producers or beneficiaries, etc.. The most
frequently encountered situation is to call the broker, offering a number of
advantages for companies as follows:
-No need to look for contracts (particularly for ships "tramp").
-Broker is one who deals with all aspects of links between producers,
users and owners or charterers.
It has the following obligations:
to inform the shipowners or charterers on market developments
-To submit all available data on goods and vessels,
-To do everything to hire commodities and vessels required conditions,
-To act in accordance with the authorization that is, the charterer or the
shipowner.
-Need to be actively involved in negotiations, to give advice and make
their recommendations on preparing tenders or contraofertelor,
-To work within a loyalty to the company which hired.
May accept or reject bids received being able to choose the most
favorable offers.
Disadvantages for companies consist of the following aspects:
-The company depends on the brokers, that can have some influence on
price.
-Can be offered those types of goods are not the best transport, which
have the lowest price and which offers opportunities for negotiation.
Can hide certain information or to submit false information.
c). types of goods can be transported can be divided into two main
categories:
-Raw.
-Manufactured products.
Their influence on the transport is given by the following aspects:
-The quantity,
-Physical,
-Quality,
-Diversity,

-Features handling and stacking,

-The degree of danger,
-Degree of perishability,
-Freight for each type of merchandise.
1). Amount of commodity:
-Number of ships used to transport routes, the line;
Regular and continuous-flow freight in both directions.
Irregular flows in the system using ships 'tramp', this having direct
consequences on freight and contract conditions.
2). Depending on physical condition, commodities can be classified as
follows:
-Dry,
-Liquids,
-Livestock (animals, birds, etc.).
Another classification divides goods after handling flow, in:
-Bulk:
-Solid,
-Liquids.
General Goods (staple), which may be as follows:
-Piece by piece and piece by piece,
-Packages,
-Boxes,
-Packages,
-Bundles,
-Barrels,
-Bonds, etc..
i)Dry goods are divided into:
-General goods:
-Packed,
-Loose.
-Dry bulk cargo.
-Saw.
-Perishable goods.
-Dangerous goods.
-Goods unpleasant.
-Special goods.
General cargo can be classified as:
-Iron and steel products:
-Bars,
-Slabs,
-Plates,
-Sheet steel
-Bar
-Wires,
-Tubes,
-Pipe.

-Wood products:
-Logs,
-Plank
-Strips,
-Beams,
-Cellulose, etc..
-Rolls of paper.
-Cars.
-Plastic products, etc..
Perishable goods are:
-Fresh fruits and vegetables,
-Dairy products,
-Eggs,
-Meat
-Over,
-Pharmaceuticals.
Commodities unpleasant:
-Chemicals
-Strong-smelling products, etc..
Special goods:
-Alcohol in bottles, cans,
-Garments and knitwear,
-Electrical and electronics, etc..
ii). liquid goods can be divided as follows:
-Crude and processed oil.
-Bitumen.
-Vegetable oils and fats.
-Wines.
-Juices, etc..

4.1. ASPECTS OF MARITIME INDUSTRIAL MARKETING

Among the most important problems that need to resolve maritime
marketer-he was and the related purchase new equipment, modern "state of the
art" or "second hand" for doatarea the ship and its facilities. This situation has
major financial implications on tax refund companies shipping, and operating the
ships, and therefore must be designed and carried out by competent persons
with specialist training or consulting firms to be used.
The category of equipment you should buy them specialstii shipping
company may include:
-Equipment and apparatus of all kinds, deck or car,
-Equipment, facilities handling goods on board,
-Scaffold board
-Trimming equipment and stacking of goods,
-Computers and specialized programs, etc..
For their acquisition should be evaluated the following aspects:

-Annual maintenance costs.

-The cost of certification, inspection and testing to ensure effective
functioning safely.
-Operating expenses, which must be determined accurately. This
should take account of regular maintenance programs.
-The cost of transportation of products purchased from the place of
sale, until the port or shipyard where the vessel.
-Assembly and installation costs.
Financing the procurement of equipment is a problem that must be taken
into account when they are popular and usually purchase such equipment must
be efctuat after they have requested bids from at least three different
companies, and if time allows we can organize auctions for achizionarea
equipment.
Hence the need to be aware of all information and data:
-Purchased equipment,
-Technical documentation,
-Annual inspection certificates,
-Other additional reports.
Before purchase complete evaluation must be conducted on:
-The equipment,
-Compatibility of equipment,
-Operating and maintenance costs,
-Availability of spare parts.
All these aspects show that in a decision must take into account all
factors, the effects acesora short, medium or long the company.