In the rapidly evolving environment of ports and logistics, the world's major ports are injecting huge investments into improving port infrastructure and expansion. Also, as global maritime traffic is increased, world key ports have conducted dynamic marketing activities in order to attract more cargo to their shores.
In light of this, Busan Port Authority conducted a survey based on XPP in order to determine how effective its marketing strategies thus far had been. This survey was given to the staff and management of Busan Port Authority.
The survey result indicated that marketing strategies to date have been seen to be conducted in a generally effective manner. Specifically, positive focus was on those policies targeted toward the headquarters, regional headquarters and Korean representative offices of shipping carriers calling at Busan Port. Also the result indicated that the marketing capabilities of the CEO and marketing team staff were seen to play very effectively in the marketing strategies.
The survey determined, however, that a more complementary approach to marketing strategies may be required in the form of a monitor and learn, then test and adapt process. It means that after conducting its marketing activities, considering the internal and external environment of port and logistics, formal and data-driven strategy review meetings are required to develop more improved strategy. These meetings should focus solely on examining the strategy and include a review of the performance. Also the results from the review meeting can amend the existing strategies. This method would undoubtedly allow for the improvement of existing marketing strategies.
The structure and organization of the marketing team and the logistics planning team of Busan Port Authority imply that there are many tasks which must be complete in co-operation and coordination. In this regard, the marketing strategies should certainly be established based on a common understanding and collaboration between teams.
As mentioned above, marketing activities targeted toward shipping carriers were deemed to be the most effective. BPA, therefore, conducted another assessment of the opinions of those shipping carriers, in order to decipher whether this chosen approach was indeed effective, and whether the shipping carriers themselves that the Busan Port Authority had visited were also satisfied with the approach.
According to the results of the survey, visits from the Busan Port Authority are highly useful in allowing container liners to learn about and understand the current status of Busan Port as well as the future development plan of Busan Port.
In addition, and although Busan Port Authority does not have pricing power with the carriers, particularly terminal tariff, the visits from Busan Port Authority were valuable in that they helped develop carriers' vessel deployment strategies in short and long term basis.
In order to attract an increasing number of cargo to Busan Port, Busan Port Authority must continually endeavor, using XPP, to improve the success, strength and efficiency of its marketing strategies, with particular consideration of those aimed at shipping carriers.