Strategic Management and Leadership: A Case Study of CMA CGM

Strategic
management
and leadership

Executive Summary
• The focus of the report is on CMA CGM and the strategies it adopts to
remain afloat in business
• The focus is to identify the market position of the company and the
manner in which it execute its current plans
• At the same time relationship between corporate, business and
operational strategies are highlighted
• The strategic models used by CMA CGM is highlighted along with an
evaluation of the strategic options that has been developed by the
company

About the organisation
• CMA CGA is a French container transportation and shipping company.
• The company uses 200 shipping routes between 420 ports which exist in
150 countries
• The company has 750 offices across the two countries
• The headquarters of the company exist in Marseille in France as well as
Norfolk in the United States
• The name of the company is used as an acronym that can be translated
into Maritime Freighting Company – General Maritime Company

Marketing position analysis
• Currently CMA CGM is ranked fourth in terms of routes followed while
conducting shipping duties
• This is mainly because of the revenue generated by the company which
can be considered as low after making comparisons with the rivals
• However, in terms of market share, CMA CGM ranks third world wide
behind Maersk Line (Denmark) and Mediterranean Shipping Company
(Switzerland)