Micro Motion Marine Bunker Solution Singapore Marketing Strategy Study

Massive bunker fuel market plays a critical role in globalization and world economy integration, however, the measurement technology of this industry still heavily relies on manual sounding. The inaccuracy of the method tied up with large commercial value for each transaction results in industry wide disputes. In order to provide a solution, Micro Motion revolutionarily develops world first 3rd party approved coriolis mass bunker measurement technology, which automatically delivers accurate, efficient and transparent bunkering figures to users.Paper concludes Micro Motion's the opportunity and challenge by examining its macro environment and industrial environment based Porter's 5 forces model, also internally through focusing on operational resources, strategic capability as well as core competency, the paper comes up with micro motion's strength and weakness in front of entry into brand new industry. on top of which a strategic matrix is created using classic SWOT analysis framework.As world largest as well as most disputed bunker market, Singapore is Micro Motion's prioritized market. The success of Micro Motion Bunkering solution depends on its acceptance in Singapore market. Quick acceptance counts on a successful marketing strategy- a strategy based on clear market segmentation, target and positioning. A 6P based mix marketing strategy is developed to develop Singapore containership operators.