말레이시아 포트클랑 컨테이너 터미널의 마케팅 전략에 관한 연구. 따라서 포트클랑항이 컨테이너 터미널 시장에서 살아남기 위해서는 항만 마케팅 전략을 강화하는 것이 중요하다. 본 연구의 목적은 포트클랑항 컨테이너 터미널의 마케팅 전략을 수립하는 것이다.
결론적으로 본 연구는 포트클랑항 컨테이너 터미널의 마케팅 전략뿐만 아니라 말레이시아 해상운송산업 발전에도 유용할 수 있다.
INTRODUCTION
OBJECTIVE OF THE STUDY
Although Port Klang is strategically located in the middle of the Strait of Malacca, foreign ships prefer Singapore as a destination. This study aims to determine the marketing strategies of Port Klang container terminal by comparing it with various other international ports. This study also aims to put Port Klang on par with the chosen three ports.
Therefore, this study will contribute to some extent to make Port Klang catch up with the leading ports by attracting more ships by using the marketing strategy suggested in the later part of the study.
THESIS STRUCTURE
The declining throughput for Port Klang is considered undesirable when compared to the other ports in this list. Because of this, it makes it difficult for Port Klang to catch up with its main competitor, which is Singapore.
ACADEMIC BACKGROUND OF CONTAINER TERMINAL
PORT COMPARISON
Fleisher and Bensoussan (2007) defined the competitive position of an organization as the position of the organization compared to its competitors in the same market or industry. Thus, information about the competitive position of an organization and its rivals is critical. Competitive bidding to a multitude of shippers and shipping lines for specific trade rates, geographic regions, and the various ports with which a container port is connected define a container port's competitive position.
In any case, in the broadest measurements, the competitiveness of a container port is determined by the range of competitive advantages that are gained or created by the port over time (Notteboom and Yap, 2012).
PORT MARKETING STRATEGY
Comparative analysis is a common method to use when there is a need to find differences between two or more subjects. Lee, Song, Park and Sohn (2014) Port comparison using AHP method Liduma, Kairena and Priedens (2015) Competitive advantage of ports Cho, Kim and Hyun (2010) Port service quality questionnaire. In general, marketing is defined as a management function that directs and organizes all activities necessary to transform a customer's desire into a realistic purchasing power, thereby realizing the objectives or benefits set by the entity, by making it palatable to the customer who needs a product or service.
In other words, port marketing is a management function that guides and organizes all activities necessary to realize the goals or interests set by the port authority or operator by getting the customers who need port services to actually use the harbor (Jung, 2002). According to An (2003), it is still relative to the level of marketing strategy, and the requirement for the formation of a strong marketing strategy together with the introduction of basic marketing business for the benefit of customer satisfaction is crucially necessary. The study also found that there are very limited results from the previous research studies for the container terminal marketing strategy.
In order to contribute to future marketing strategies, it is therefore necessary to carry out more similar studies. A Rum, Park (2014) Port marketing strategy in the wake of new shipping alliance Deerod, Kanchisa (2018) Development of port marketing strategies for Bangkok Port Nam Soon, An (2003) Perception of marketing strategy for container terminal Chang Su, Shin (2009) ) Service marketing strategy for container terminal in Busan .
SWOT ANALYSIS OF PORT KLANG
PORT KLANG FACILITIES
Westport is located in the southern part of Port Klang city and it is a multi-cargo port that handles all types of cargo in containers, break bulk, dry bulk, liquid bulk, vehicles (roll-on roll-off) and other conventional cargo. . Located on the northern side of Port Klang, Northport is one of the largest multi-purpose ports in the Malaysian port system offering dedicated facilities and services to handle a wide variety of cargo ranging from containers to cars, break bulk along with capacity to handle liquid and dry bulk cargoes of all types and shipment sizes.
SWOT ANALYSIS
All managers want their organization to be in a position where internal strengths can be used to take advantage of external trends and events. Organizations will generally pursue WO, ST or WT strategies to get into a situation where they can adopt SO strategies. When a company has major weaknesses, it will strive to overcome them and turn them into strengths.
When an organization faces major threats, it will seek to avoid them in order to concentrate on opportunities. Sometimes important external opportunities exist, but a company has internal weaknesses that prevent it from exploiting these opportunities. An organization facing numerous external threats and internal weaknesses may indeed be in a precarious situation.
INTERNATIONAL COMPARATIVE ANALYSIS OF MAJOR PORTS
CONTAINER TERMINAL OF PORT OF SHANGHAI
The Port of Shanghai is one of the most famous ports in the world and it is also the busiest trading port in the world. The foreign trade of Shanghai Port accounted for the transit of major coastal ports of about 20% in China, the government uses Shanghai Port to implement open-door policy and participate in the international economy. As mentioned in Chapter 2, freight and container throughput in Shanghai was among the top in the world in 2018.
This is because the port itself is the largest contributor to Shanghai Port's throughput. Equipped with the world's largest crane, high-tech experiments and one of the most advanced control systems. Increasing competition from neighboring ports such as Shenzhen, Yantian, Hong Kong in China and Kaohsiung in Taiwan.
CONTAINER TERMINAL OF PORT OF SINGAPORE
It is close to all countries in the economic heartland of Southeast Asia and the port is the transshipment center of the Southeast Asia region. In terms of monetary cost comparisons, Singapore has higher operating costs than neighboring, cheaper ports. The Port of Singapore will face increasing price competition as other facilities, such as Port Klang, are established and expanded to capture some of the regional transshipment trade.
SUMMARY
The following Table 4.8 shows the summary of the compiled SWOT analysis of Port Klang with the other three ports. In order to survive the competitive market for the port's container terminal, the authorities must develop some strategies for improvement. Based on the comparative analysis results of the three advanced foreign ports in Chapter 4, this chapter aims to present Port Klang's marketing strategy to attract container cargo from the economic block behind the ports in terms of centrality, competitive advantages strategies from rival ports.
METHOD OF MARKETING STRATEGY FOR CONTAINER TERMINAL
PRODUCT STRATEGY
The Malaysian government may consider investing more advanced technology for container terminal handling to improve the terminal's efficiency and productivity. One of the useful factors for container terminal marketing is the alternating loading and unloading price (Ahn, 2006, as cited by Shin, 2009). However, the focus is mainly on importers and exporters in the terminal's catchment area.
Visit to the university - PR of the container terminal Seminar - Implementation of regular seminar Newspaper - Use of mass media. Based on the SWOT analysis of the four ports, it is found that Port Klang has a lot to improve compared to the three main ports. This study was conducted to maintain or possibly raise the ranking of Port Klang as the best container terminal in the world.
As a result, the study suggested ways for container terminal operators to establish a marketing strategy to meet the demands of their customers. Finally, the study showed examples of other international terminals' efforts to increase their competitiveness and suggested the future development direction of the Port Klang container terminal. First, the main limitation of this study is the inconsistency of data provision for Port Klang Container Terminal.
Third, the study defined the target, Port Klang Container Terminal, but it needs to research more on specific topics. However, in terms of the fact that there is probably no practical study on Port Klang container terminal marketing strategy, this study will be a good resource for future research.
PRICE STRATEGY
PLACE STRATEGY
PROMOTION STRATEGY
CONCLUSION
RECOMMENDATION OF THESIS
LIMITATION AND FUTURE RESEARCH AREA
The English version of the Shanghai Port Authority website does not give any information about the latest terminal statistics compared to Port Klang Authority and Busan Port Authority. Therefore, further study should propose a more detailed and comprehensive marketing strategy by considering all the final elements. Busan Port Authority, https://www.busanpa.com/. A Comparative Analysis of Incheon and Shanghai Ports: Cognitive Port Service Quality, Customer Satisfaction and Post-Behaviour,” Total Quality Management and Business Excellence, September 2010.
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