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Gaining Competitive Advantage through Marketing Strategies in Container Terminal: A Case Study on Shahid Rajaee Port in Iran

Cheraghi, Hossein | 2012

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 42789 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Science and Engineering
  6. Advisor(s): Miremadi, Ali Reza
  7. Abstract:
  8. The competitiveness of a port convinced shipping lines and shippers with a significant basis in selecting a port. Port authorities and port operators can make use of the competitive advantage as a parameter for counter measures by grasping the advantages and disadvantages of the ports and be a prime factor of opportunities and threats of the ports. Ports have a significant role in today’s networked business environment. They are being regarded as hubs that are part of various logistic systems. The very essence of a seaport is to link maritime networks and land network. These networks for the port are means of analyzing its competitiveness. A port overall competitiveness is determined by it’s competitive position individual traffic categories, such as conventional cargo, containers and dry bulk. Ports specialized in container trade in particular are now confronted with intense competition. Container transport has grown very rapidly worldwide and in the coming decades also a substantial, above average, growth is foreseen in this type of freight transport and ports and governments are responding to this with large investments to improve the market share of their port in this competitive market. Shahid Rajaee port complex at Bandar Abbas is the country’s principal gateway for containerized cargo. It has emerged as a leading regional commercial center and a world class business environment. It has now become the logical place to do business in the Middle East, providing investors with a unique value added platform. This research is based mainly on primary data which have been collected through the issue and use of questionnaire. The samples are selected through simple random sampling. After designing the set of questionnaires to examine the importance of container port competitiveness factors in Shahid Rajaee port in Iran, the researcher carried out the pilot testing study for questionnaires to see whether the questionnaires can obtain the results which the researcher required to meet his objectives. The main study of the research is applied after the pilot testing study. Although this study is mainly quantitative, both qualitative and quantitative approaches are used in this research. Literature review in the qualitative research, Then in quantitative part, data are quantified by applying the statistical analysis and building mathematical model. The research data has been analyzed to identify factors which affect the competitiveness of the ports.The purpose of this study was to find out the essential attributes impact on the container traffic and what is the appropriate marketing strategy applied on shahid Rajaee port, by quantify the relationship between port competitive advantage and marketing strategies. Based on our findings by employing the factor analysis we will reveal the vital competitiveness of the port. It reveals that the port strategy and policy, port logistics, hinterland condition, availability, shipping maritime service, port regional center, shipping agreement and port service and connectivity are determining factors in shahid Rajee port. This study enables the managers of the port authority and the port operators to implement the impressive and consistent marketing strategies and match it with the Iranian ports, especially in the container terminal of Shahid Rajaee port to create more container traffic and gain competitive advantage and increase port position and ranking among the World and Middle East ports.
  9. Keywords:
  10. Marketing Strategy ; Factor Analysis ; Ports Competetiveness ; Container Terminal ; Shipping Lines ; Shahid Rajaee Port

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