Strategic Management and Marketing

Strategic management and marketing

Marketing 1
Contents
Introduction...........................................................................................................................................2
Services offered by NYK lines..............................................................................................................2
Customers of the company.....................................................................................................................3
The value provided by the services to the business and the customers...................................................4
The direction was chosen by the company and the service offerings.....................................................4
Synergies between the various services.................................................................................................5
Corporate strategy and core business offering.......................................................................................5
Measurable benefits to the business.......................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8
Appendices..........................................................................................................................................10
Appendices 1...................................................................................................................................10
Appendices 2...................................................................................................................................10
Appendices 3...................................................................................................................................11

Marketing 2
Introduction
The strategic marketing is all about identifying customer needs and forms a marketing plan to
attain customer satisfaction, enhanced company performance and increased revenue. It acts as
guide to the organization and helps in gaining competitive advantage. This report defines the
marketing management of NYK lines. The NYK lines offer services from global logistics to
bulk shipping. The company is having headquartered in Tokyo, Japan. NYK lines was
established in 1870. At present, the company is known as the twelfth largest shipping line. It
operates over 800 vessels comprising ships, woodchip carriers, LNG carriers, car carriers, and
reefer carriers. The container ship fleet includes over 150 vessels. NYK lines are having 240
offices in 27 countries. It is the mission of the company to “bring value to life”. The company
always strives to create value to create customers with trusted and reliable partners. This
report includes the service offered by NYK lines. The customers of the company are
identified in this report. The report also includes the value provided by the services to the
customers and businesses. The direction chosen by the company along with the service
offering is described. The synergies between the various services have been defined. Further,
corporate strategy and core business offering has been discussed. Finally, the measurable
benefits of NYK lines has been discussed.
Services offered by NYK lines
The NYK lines are involved in the business of the global logistics business comprising liner
trade, air cargo transportation, bulk shipping business, logistics business, real estate business
and other business activities. The services offered by NYK lines are defined below in detail:
Linear trade: The linear trade service entails of the container shipping and terminal. The
container shipping comprises primarily carriages general consumer goods. The terminal
business provides services like terminal and stevedoring services worldwide. An enormous
variety of goods like food, commodities, and electronics are transported by the container
shipping (Balci, Cetin, and Tanyeri, 2018).
Air cargo transportation business: Nippon Cargo Airlines Co. Ltd. (NCA) is a subordinate of
the NYK lines in the air cargo transportation business. It offers worldwide air cargo services
connecting Japan to North America, Asia, and Europe. NCA strives safe processes and
pursues to be air cargo specialists with a prominent position in the international market in

Marketing 3
terms of costs and services quality (Cotorcea, Nistor, and Popa, 2017).
Logistics business: NYK lines make use of the network linking global bases to offer inclusive
service for enhancing whole logistics from warehousing and distribution to ocean and air
freight accelerating. The logistics business is reacting to the growing intricate requirements of
supply chain management. The supply chain optimization generally comprises retrieving the
most appropriate location and quickly countering to the market demand within globalization
and intense market competition.
Bulk shipping business: The bulk shipping business comprises wholly marine transportation
businesses other than the linear trade business. The safe, high-quality transport services,
international sales, and marketing network have received high appraisals from the customers
globally. This business comprises car transportation division, dry bulk carrier division, energy
transportation division (LNG), energy transportation division (offshore business) and energy
transportation division.
Real estate business: The efficient management of NYK’s real estate property assets is
managed by the Yusen Real Estate Corporation. This corporation succeeds both commercial
and residential buildings in order to exploit the value of the NYK lines. They are expert in the
business and certify efficient management (Donnely, 2017).
Other business activities: Other than the sales of the petroleum products and marine
equipment, NYK lines conduct ship agency business, restaurants, cruise vessel business and
more. The company is also engaged in the technology development by dedicating great
energy to the research and development of the transport systems which is capable of meeting
whole customer requirements in the segments like environment, safety, vessel operations,
energy savings and more.
Customers of the company
The individuals or the businesses who need logistics services are identified as customers of
NYK lines. The customers can avail the service within the nation or other nation. The NYK
lines encourage customers by offering a wide range of services. The customers drive and
maximize the revenue growth of the company in order to create sustainable business over
time. The customers can know the rate schedules, vessel schedules, trade maps, bill of lading