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SEMINAR 6

PECULIARITIES OF MARINE MARKETING

Maritime Marketing has some features that differentiate it from thedomestic and international. These features are specific chapters is as true, theshipping, but they can be analyzed in terms of specific marketing problems. Among these features, the most important are the following:

-Provide the shipping companies, with new ships. And purchase of ships "used", upgrading and using them for transport.-Disposal of ships and selling them for scrap.-Accidental loss of ships.These features became for some time, true strategic directions of the

owners take into account when deciding to build a ship, to buy one on which to

modernize and continue to use or to overturn a vessel. In situations disastrousmaritime disaster, owners must be prepared to cope with all problems. Thosewho think they can not happen to be a disaster, take a high risk of bankruptcy,not solve crew, not able to help the crew, if necessary, even when there a seriesof obligations established by law. The aspects of marketing, these features areimportant, so the company must be prepared a record of all problems:

-To be prepared an investment plan, the new ships equipped with modern,medium or long term, 5-10 years.

-Be drawn up a schedule of current repairs, overhaul and modernization,annual, 5 years or 10 years.

-To have a plan to dispose of vessels, depending on the type, degree of wear of the ship or its equipment on board. Even if they are outdated, obsolete,many owners prefer to keep them in service, repairs or upgrades after certainminimum.

6.1. EQUIPMENT COMPANIES WITH SHIPS SHIPPINGSome specialists consider that the rate of renewal of a commercial

maritime fleet, depending on the dynamic maritime market demand. It is however a lengthy process due to the following aspects:

-Ships have a period of mining, ranging between 15-20 years, this periodbeing reduced for vessels such as oil, where technical wear is very high.

-Characteristics of construction and operation of vessels, differentiated

according to their type, area navigation, class, etc..The decision to build a new ship, must be taken depending on thesituation on demand forecasts, which show that in certain periods, maritimemarket situation was dramatic, because of unpredictable factors. Deciziiilor making, the management company, can be used as an indicator, the shipbuildingindustry, type and number of new ships built. This indicator can be used in thework of prospecting and forecasting maritime market. Supply development, the

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categories of ships, for periods of decades, is particularly significant in order tounderstand aspects of the evolution of demand for new ships.

6.2. ACCIDENTAL SHIP

This situation has long been considered a problem "taboo" due to a

mentality, and lack of training in Maritime Management. It is true that nobodywants to happen a catastrophe at sea or in port, but statistics present alarmingsituation, the technical possibilities of the beginning of the century. Why shouldthis problem be addressed by specialists in Marketing, a maritime shippingcompanies or managers must be in its attention? First, it is a matter of riskmanagement, as in any business, maritime, there is always risk, it must be takeninto account, should be prevented through a series of organizational measures,coordination, management and more especially for staff training. In terms of marketing the following considerations can be made as follows:

-Ship-loss means loss of an asset of the company. For this reason, theship is obvious need to provide for recovery of its value.

-The ship was lost, the company must perform a series of expendituresfor:-Rescue crew-Repatriation of crew members-Compensation for property loss or personal values,-Payment of claims for pollution, etc..For such situations, the company must open a provision to have an

amount of reserves to cope with all problems.-In case of loss of vessel, shipping company's image will suffer, can be

affected relationships with other clients, their confidence in the company maydecrease, which term may even lead to bankruptcy.

-The marketing department or public relations, must inform families of crew members, public opinion, media and customers about the real situation,about the causes of the disaster.

The company be organized a special working group that is ready to act or to adopt the measures necessary in such situations.