Study Of Strategy Adjustment Of Maersk Line In North China Region

As the beneficiary of the3nd wave of science and technology, revolution whichhas brought to the fundamental change in world economy, the capitalinternationalization and the deepening international specialization, international tradehas witnessed substantially change in its nature. Accompanying the rapid growth inthe volumes of international trade, international logistics as the medium of commoditytransportation, especially ocean freight, has experienced a booming period. The oceanfreight emerged and grew up under the circumstance of rapid world economyadvancement and increasing frequency in trade. Moreover, the future trend in worldeconomy has influenced the ups and downs in the industry.Between the end of2007and early2008, sub-prime crisis in Wall Street triggered aworld-wide financial tsunami, which caused the turmoil in global financial market, theworld economy in recession, weak economic growth, and the dramaticallysliding-down figures in trade transaction. In2009, the European debt crisis had beencreeping up on and sweeping across the European continent like wild wind and heavystorm within6months. The recovering fragile world economy was eroded further.Again, the international trade suffered seriously. Demanding by the international tradetransportation, the marine transportation is in danger when the international trade is ina continuous ebb era. Shipping companies, the flourish ones at the beginning of thiscentury, suffered great loss in a row of crisis. Since then, the whole market has walkedinto a chilly winter.In the severe condition, Maersk Line, the giant shipping enterprise, hadconducted several strategic adjustments so as to catch up the rhythm of post-crisistimes. It has performed well. The thesis focuses on how Maersk Line implemented thestrategic adjustments and how the leader in the shipping industry seized theopportunity to develop in the crisis.Employing the theories on Enterprise strategy, the thesis will investigate MaerskLine’s strategic adjustments of recent years in North China region by combinedanalysis of its current situation in the region and its advantages, disadvantages andcore competence; accordingly, it will summarize the methods it is able to keep health development and make profit whereas the most peers continued loss. Maersk Lineshould adapt to the future trend and keep leading the industry by maintaining its corecompetence, exerting its core value, creating the differentiation and advantage status,and enhancing the corporate governance. More importantly, it is a sincere hope thatthe research on the renowned shipping enterprise will inspire the local companiesabout the business operation, and encourage the reform and adjustment to do by themso as to confront the more competitive business environment in the future.