Core competencies of World Alliance Freight Inc.: A case study

• Main Authors: Baylon, Oscar, Francisco, Coleen Kay, Ong, Melissa Tracy, Union, Aliztaire
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Core competencies; Industrial management; Freight and freightage; Competition
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14518
• Institution: De La Salle University

This study describes what core competencies are, how it applies to a working environment and relation to having a competitive advantage in the market. The researchers studied this because of the never-ending competition among companies and wanting to know what helps a company survive in this "warfare". Narrowing it down, the researchers chose to study the freight industry and more specifically, World Alliance Freight Inc., a freight forwarder. They identified its core competencies and if these core competencies lead to competitive advantage. In identifying these core competencies, the researchers used a test that was given by the authors who first studied core competencies. They made an operational framework that contains the test needed and the possible link of core competencies and competitive advantage which was the framework developed by Hamel and Prahalad. The researchers used interview method to obtain information about the chosen company. The researchers interviewed Mrs. Thelma V. Flores, President of World Alliance Freight Inc. They also went to various government offices to get data about the industry itself. Data gathered with regard to this study are cargo traffic flow statistics for the past three years. The data also showed the ranking of the top thirty freight forwarding companies in the Philippines in the three categories described and also the overall rankings. The researchers found out that there are different types of freight forwarding services that a freight forwarding business can offer. World Alliance Freight Inc. focused on one of these services which is the direct shipment. It is safe to say that despite the fact that they focused on direct shipping, which is also the smallest market, they still managed to be included in the top thirty of the overall rankings. Also, through market differentiation, live shipment or the shipment of perishable goods it became their core competency, which later earned them a competitive advantage. This focus also led to another achievement of World Alliance Freight Inc. For the past years, they have gained and remained at the top two among other companies in the direct shipment category. This can also be a confirmation that their core competency leads to competitive advantage in the market.