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P52236 Port Strategy
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Port Strategy

9  – 10 April 2018, Mandarin Orchard Hotel, Singapore

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TEAM SAVINGS: REGISTER 2 DELEGATES & THE 3RD COMES FREE!
MCF TRAINING GRANT IS AVAILABLE FOR ELIGIBLE PARTICIPANTS.
PLEASE REFER TO WWW.MPA.GOV.SG/MCF FOR INFORMATION.

overview

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

trainer

Law Peng Keat Port Strategy

Law Peng Keat

Director, Asia Ports & Terminals Consultants

Agenda

FORCES IMPACTING PORT STRATEGY
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 AND PORT ALLIANCES– WHAT TO EXPECT AND HOW TO MANAGE RISK
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

MARKETING
Port Marketing

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

PORT PRICING
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

CASE STUDY ILLUSTRATIONS AND GROUP WORK – PRICING AND COMPETITIVE ADVANTAGE
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
Email: aili.tan@meritushotels.com
Website: www.meritushotels.com

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