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09-04-2018 (Singapore)

P52236 Port Strategy
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Port Strategy

9  – 10 April 2018, Singapore

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Team Savings: Register 2 Delegates & the 3rd Comes free!


Key Learning Outcomes

  • Forces impacting Port Marketing and Business Strategy
  • Shipping and Port Alliances – what to expect and how to manage risk
  • Developing a Port Marketing Plan
  • Types and structure of port markets and services; and the impacts on pricing
  • Pricing for Competitive advantage and Business Development
  • Port Strategic Planning – Trade and Business Development
  • Applied case studies from real life examples

Who Should Attend

  • Terminal, Port Operators and Port Authorities
  • Traders & Charterers – Dry Bulk and Liquid
  • Cargoes
  • Ship Owners, Operators, and Managers
  • Logistics, Freight Forwarders and Shipping
  • Agents
  • Terminal Equipment and Technology Providers
  • Multimodal transport service providers
  • Port Developers, Construction & EPC Consultants
  • Port Investors, Banking and Financing Institutions


Packages Price
2 Day Training$3495Early Bird

Register 2 Delegates & the 3rd attends FREE!
Group rate is based on normal rate of 2-day main conference package only.
For Group Registrations, email or call +65 6508 2477


  • Special Group Discount pricing is applicable to groups of 2 or more delegates from the same organisation registering for the same event, at the same time.
  • Fee stated is the discounted price PER DELEGATE. Only one discount applies – either the early bird rate OR the Special Group Discount.
  • All fees stated include luncheons, refreshments and complete set of documentation. It does not include the cost of accommodation and travel.
  • A 7% Goods & Services Tax (GST) is applicable to all Singapore based companies for Singapore venue.


Law Peng Keat


The changing business environment for ports

  • E-commerce, cyber risks, smart port technology
  • Impact on shipping flows from realization of holistic future infrastructure proposals
  • Impact on port development from ship size developments
  • Connected ports and supply chains

Shipping Alliances

  • New shipping alliances and breakdown of trade flows share
  • Mergers and acquisitions and how it impacts neighbouring ports
  • Gaining clarity on hub port usage –who wins and who loses
  • Alliance safeguards needed

Port Alliances and Cooperation

  • Types of cooperation
  • Developing synergies
  • Commercial and regulatory limitations
  • Learning from case studies in European / US port cooperation

Port Marketing

  • Understanding the different roles of Port Actors and Differing Marketing
  • Strategy Application
    • Governance Level
    • Port Authority Level
    • Port Terminal Operator (PTO) Level

Understanding Pricing

  • Marine related vs. port related vs. service provider’s charges
  • Calculating ship and cargo dues
  • Pricing for cargo stevedoring, warehouse/terminal storage rental and additional value added services
  • Rental fees to port authority
  • Understand port incentives –tariffs, grants and discounted fees
  • Negotiation of port pricing and fees
  • Practicing price discrimination

Computation of port marine charges of some regional ports, analyzing of the tariff structure used and evaluating the competitiveness of the ports’ illustrated

Challenges in Port Pricing

  • Difficulty of accurately measuring port costs
  • Correct allocation of port costs in terms of port activities
  • ROI and conflicts with other port objectives
  • Cross subsidization to promote transshipment
  • Dedicated versus common user berths
  • Price discrimination and unfair competition
  • Port pricing control and benchmarking
  • Can the port charge what they wish to?

Pricing techniques in Port Marketing

  • Product and service cost-based pricing
  • Economic approach pricing – marginal and average cost pricing
  • Impact pricing approach
  • Traffic congestion based pricing
  • Incentive based pricing
  • Pricing value add services

Challenges in Port Pricing

  • Difficulty of accurately measuring port costs
  • Correct allocation of port costs in terms of port activities
  • ROI and conflicts with other port objectives
  • Cross subsidization to promotetransshipment
  • Dedicated versus common user berths
  • Price discrimination and unfaircompetition
  • Port pricing control and benchmarking
  • Can the port charge what they wish to?

Group exercise – Pricing and Business Development
Developing a competitive tariff structure to attract and increase traffic at the Port: Participants will be engaged in developing a competitive tariff structure for proposal to their management. The objectives of the project are to increase the competitiveness of the port and increase its business volume over the next 5 years.

Port Services

  • Traditional Services
  • Enhancing Suite of Services
  • Sharing of Services -is this a possibility?
  • Enhancing Port Productivity for enhancing competitiveness: how and what strategies to adopt?

Business development through expansion projects

  • Assessing the market conditions and appetite for increasing port activities
  • Planning for long-term port demand and requirements
  • Overcoming limitations and challenges in new investments
  • Support on investment decisions from port authorities
  • Exploring joint venture opportunities for port financing and Management

Port Strategic Planning – Trade and Business Development

  • Environmental analysis
  • Evaluation of the Port’s business using strengths, weaknesses, opportunities and threats (SWOT) analysis
  • Tools for strategic analysis and strategies development
  • Developing the Strategic Plan
  • Putting the plan into effect
  • Keeping control: ensuring things run according to plan

Group Exercise 1: Developing a Port Marketing Plan
Group Exercise 2: Developing a Long-Term Port Strategic Master Plan

when & where

09 - 10 Apr 2018

Mandarin Orchard Singapore, by Meritus
333 Orchard Road, Singapore 238867
Tel: +65 6831 6062 | Fax: +65 6737 3130
Mobile No.: +65 8298 9442
Contact Person: Tan Ai Li

On-site & in-house training

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