mmk seminar - 4

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    SEMINAR 4

    MARINE INDUSTRIAL MARKETING

    To obtain the necessary information about the maritime market,competition, manufacturers, the company must be prepared several studies onMarketing:

    -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 beparticularly 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 officersship issues, etc..

    -Technical state of vessels, the degree of interoperability, the trainingcapacityboarding it for various categories of goods.

    The study in this respect should contain information in detail, updatedregularly, because activities are carried out very quickly, and within a few daystime, the ship is moving in different ports in different countries, and goodorganization 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,

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    -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 byother departments of the company, so that the role of the marketing departmentis essential.

    b). price shipping service (freight) company makes money is what is mostimportant for owners, owners who wish to obtain the highest price, to ensure their return on investment and profit expectations. At many companies maritime rolemarketing department or office, if any, is reduced to the study of price, the pricedevelopment of different variants, depending on the type of contract, specificterms, rebates, etc.. This situation is based on the fact that managers negotiateprices directly with manufacturers, beneficiaries or brokers, without involving thefirm’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 tobe accepted from brokers offer, producers or beneficiaries, etc.. The mostfrequently 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 maincategories:

    -Raw.-Manufactured products.Their influence on the transport is given by the following aspects:-The quantity,-Physical,-Quality,-Diversity,

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    -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.

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    -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 maritimemarketer-he was and the related purchase new equipment, modern "state of theart" or "second hand" for doatarea the ship and its facilities. This situation hasmajor financial implications on tax refund companies shipping, and operating theships, and therefore must be designed and carried out by competent personswith 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:

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    -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 mustbe efctuată after they have requested bids from at least three differentcompanies, and if time allows we can organize auctions for achizionareaequipment.

    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 allfactors, the effects acesora short, medium or long the company.