2013 Container market outlook : Part 3 strategic competition and 2013 container market outlook

• Main Author: Jin, Jia
• Other Authors: School of Civil and Environmental Engineering
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Engineering::Maritime studies::Maritime management and business
• Online Access: http://hdl.handle.net/10356/52876
• Institution: Nanyang Technological University

The objective of this paper, Part 3, is to study the strategic competition in liner shipping and the 2013 container market outlook. The scope will primarily focus on the liner competition on Asia- Europe trade route. The paper will examine the strategic competition of two major operators on Asia-Europe trade, i.e. Daily Maersk launched by Maersk Line and G6 Alliance. Features and characteristics of their service will be compared and contrasted. Following that, PESTLE analysis will be conducted to assess the influence of macro environment on liner market. A detailed assessment of political, economic, social, technological, legal and environmental forces indicates that the external environment remains less encouraging for the market. Through an analysis of liner shipping demand and container fleet supply, conclusion is drawn that given the weak demand in Euro area and the persistent over-capacity, the prospect is expected to remain subdued in 2013, and probably into the next two years. Given the less promising prospect, further strategies are suggested for carriers to better compete, i.e. vertical and horizontal strategies. Finally the report will round off with an insight into the issue of capacity management, with slow steaming, cascading and idling expected to continue its way in the coming year.