Maritime Management Strategy
Maritime Management Strategy
Assessment Instructions
From a business standpoint, critically assess the strategy of a Lloyd’s List Top 100
ship-owner of your choice. Some ideas to get you started:
What has been the current business environment in the sector(s) the shipowner operates in? How did they adapt to recent changes?
Based on your analysis of the business environment, what were the possible
strategies the ship-owner could have followed? Which one did they end up
following? Can you explain why? Would you say it was justified?
Was the ship-owner’s strategy different from their major competitors? If so,
what were the differences? Again, can you explain why?
How did the ship-owner implement their chosen strategy? Was there anything
out of the ordinary, a setback or an unexpected boon? Could the ship-owner
have done things differently – or even better?!
e.t.c.
Don’t forget to cover all three levels of strategy: operational, competitive AND
corporate. Remembering these three levels of strategy should be useful when trying
to find examples where the ship-owner differentiated themselves from the
competition.
You can employ operational knowledge and theoretical concepts from other
disciplines, provided they are used to support – not displace – your main objective
(ie. critically assess the ship-owner’s strategy from a business standpoint).