Inge-Cuc (Oct 2019)

Business strategies of the shipping companies in the new scenario of Shipping Alliances

  • María Magdalena Esteban-Infantes Corral,
  • Nicoletta González Cancelas,
  • Alberto Camarero Orive

DOI
https://doi.org/10.17981/ingecuc.15.2.2019.09
Journal volume & issue
Vol. 15, no. 2
pp. 87 – 98

Abstract

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Introduction−The maritime transport sector has been char-acterized by cooperative behaviour, through vertical and hori-zontal collaboration and integration, in which shipping com-panies are the main actors in the maritime concentration scenario. Choosing to develop a strategy of alliances that allow them to benefit from economies of scale and to extend their geographical coverage by planning and coordinating ships together on a global scale and thus offering a better service.Objective−The objective of this article is to elucidate possible strategies to be followed by shipping companies to continue on the path of growth and achieve greater stability in an envi-ronment characterized by changing and constantly evolving globalization. Methodology−The internal characteristics and the external situation (SWOT) are analyzed through a CAME analysis, based on the information obtained from a Delphi. Result−The strengths acquired by the shipping companies that make up the various alliances lead them to establish a defensive strategy (Strengths - Threats) - offensive (first quad-rant, Strengths - Opportunities) to maintain their supremacy in the sector. Conclusions− The cooperation and horizontal integration of the shipping companies has drawn a concentration scenario, in which the most important shipping companies (top 10) belong to one of the established alliances. As a result of this concentration, the shipping companies have greater negotiat-ing power, which allows them to mitigate the fluctuations in oil prices and take advantage of new market opportunities, such as new technologies applied to the tracking and han-dling of goods.

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