Business Consultancy Project: Emas Offshore Marketing Strategy Report

This report analyzes Emas Offshore, a Singapore-based offshore support service provider in the oil and gas industry. It critically examines the company's current market position, identifying challenges such as high competition and ineffective marketing strategies. The report explores marketing models, target marketing, and positioning, including a SWOT analysis and BCG matrix. It proposes three key marketing objectives focused on reducing fuel consumption, changing vessel flags, and expanding market share in Southeast Asia. The report also details a marketing communication plan and emphasizes the importance of strategic alliances and employee experience to improve marketing effectiveness. The assignment aims to improve the company's marketing performance and increase its market share within the offshore vessel support services market.

Business Consultancy Project
Emas Offshore - oil and gas industry
Oil and gas industry in offshore
Name of the Author
University Name-

Table of Contents
Introduction...........................................................................................................................................1
Description of company.....................................................................................................................1
Marketing models and concepts, critically examine the current market position offshore vessel to
support oil and gas industry in offshore.............................................................................................2
Three Marketing objectives that Emas Offshore Company should pursues for its vessel supporting
offshore services................................................................................................................................6
Marketing plan of Emas Offshore Company.....................................................................................8
Detailed marketing communication plan...........................................................................................8
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

Introduction
With the change in time and economic factors, each and every organization needs to
take proper marketing acts and activities to run the business effectively. The company
undertaken in this report is Emas Offshore which has been operating its busienss in the oil
and gas industry. This company is providing offshore vessel to support oil and gas industry in
offshore and indulge in supporting vessel activities on international level. . The marketing
plan is undertaken to promote its Anchor handling tug Supply vessel services in market. The
main objective of marketing strategy of company is to showcase the unique quality intents of
company which may be beneficial for the clients if they avail Anchor handling tug Supply
vessel services from the company. Emas Offshore could use social media, loyalty card,
strategic alliance with other organizations and conducting the seminars and survey as its
marketing strategies in market.
Description of company
Emas Offshore is one of the biggest Asia’s pacific offshore support service providers
having headquartered in Singapore and founded in 2007. This company has been operating its
business on international level and offering international offshore services to its clients
(Emass Offshore Company, 2017).

Part-1
Marketing models and concepts, critically examine the current
market position offshore vessel to support oil and gas industry in
offshore
The current market position of Emas Offshore is not effective and company is
consistently failing its business due to high competition and strict legal compliances (Emass
Offshore Company, 2017).
Issues and resolution
It is analyzed that the main issue in the marketing position of company is based on the non-
effective marketing strategies and non-experienced employees indulged in its offshore vessel
to support oil and gas services (Bobocea, et al., 2016). The main problem which Emas
Offshore has been facing in its current marketing model is related to its start activities. Most
of the employees are less focused on analyzing the consumer’s needs, securing information
and design the offshore services as per the clients need and demand in market (Crowley2015
Two direct competitors of the Emass Offshore Company
Rivals name Revenue Market share
MMA offshoe 196.5 Million 12%
BW offshore 658.4 Million 13%
(Source: Emass Offshore Company, 2017)
Target marketing and positioning
Product and offer shore services- Anchor handling tug Supply vessel support services in
market.
Targeting for the product

Target Segment Client Need Feature and Benefit
International Clients Low fuel consumptions Target to reduce Emas vessel
fuel consumptions by 20% to
40% by Install 24 hours online
flowmeter to monitor fuel
consumption of vessel.
Southeast Asia Market -
Domestic
Requirement’s
Local registry vessel Change vessel registry as per
local requirement.
Long Term Charter Clean HSE track record. High
health, safety and environment
(HSE) standards.
Promoting the HSE measures
and reducing the risk of life of
employees and strength safety
standards onboard as per client
requirement
Positioning
The Emas Offshore Company needs to maintain the effective work approach to identify all
the applicable internal and external factors which are affecting the business (Paterson, et al.
2018). After that, company needs to develop proper strategic approach to meet these business
issues. However, the main issue of the Emas Offshore Company is related to the complexity
of the offshore services costing offered in the Asian market. Emas Offshore needs to develop
proper action plan to identify the timeframe required to implement the strategic approach and
install 24 hours online fuel flow meter to monitor vessel fuel consumption. It will not only
strengthen the overall business output but also assists in creating strong brand image in long
run (Perreault, Cannon, and McCarthy, 2015).
Current and aspire position of Emass Offshore company.
As per the annual report of company, the current cost of sales of its all offshore services
US$28.million which includes the penalties and taxes incurred by company in the last year. It

is analyzed that if Emass Offshore Company installs 24 hours online fuel flow meter to
monitor ship fuel consumption then it will surely satisfy clients will with the daily usage of
the ship. It will also lower down the cash outflow of clients at large. Nonetheless, the Emas
Offshore Company has been currently focused on fleet of 51 vessels comprising AHTs, AHTSs,
PSVs, barges, OAVs, FPSOs and a heavy lift and pipe laid construction vessel. The new support oil
and gas services in market and develop marketing strategic plans with several agencies for
setting up strong shipping lines will focus on installation of 24 hours online fuel flow meter
to monitor ship fuel consumption then it will surely satisfy clients will with the daily usage of
the ship However, it will result to high level of cash outflow from the business which
negatively impacted the project acceptance capacity of the business in long run (Emass
Offshore Company, 2017).
SWOT analysis
Strength
Strong brand image and team of highly
experienced employees in its process.
Mr. Ranjeet, CEO of company undertook
idea of agency support service to strengthen
several shipping lines to promote its offshore
services and offshore vessel to support oil
and gas industry (Bobocea, et al.., 2016).
Weakness
High complexity and business issues in its
developed operational marketing plan.
It increases the complexity of Company to
plan to adopt the Zero Accident / incidents
and Health safety program which put
emphasizes upon more experiences seafarer
in the filtration process of oil and gas
products
Opportunity
After installation of 24 hours online fuel flow
meter to monitor ship fuel consumption then
it will surely satisfy clients will with the daily
usage of the ship then it will not only attract
more clients in shipping offshore busienss
but also lower down the costing of its
offshore services
Threat
Issue of high cash outflow and increased cost
of capital due to re-engineer is value chain
activities to customize its offshore services as
per the Corporate Policy Statement on
Health, Safety and Environment (HSE). It
may be big failure if company fails to
undertake this issue effectively

BCG Matrix:
BCG matrix is a strategic framework of four dimensions in which each dimension states the
position of firm’s segments (Hambrick, MacMillan and Day, 2012). This framework can help
Emas Offshore Company to formulate and implement the effective strategic growth while
offering Anchor Handling Tug Supply vessel services in market. BCG Matrix of Emas
Offshore is discussed below:
Stars
This is the segment that competes in high growth sector and holds high market share. About
Emas Offshore, it can be stated that it holds a reputable market position in West Africa and
Asia Pacific region (Čirjevskis, 2017). This segment has generated higher revenues in this
market segment. Thus, currently Emsa Offshore is star in this segment.
Cash Cow
After its establishment, the company has made various efforts to establish its brand image in
the country. The organization has made track record in HSE (Health, Safety and
Environment) and operations that has allowed it to establish powerful relationships with
major international and national oil firms. To stay in this category, the company needs to
implement effective strategies and develop more offshore services.
Dogs
Unfortunately, currently Emas Offshore lies in this category as its position is bad in the
country. The major reasons behind this is that its services are exposed to many risks like oil
spills, loss of vessels, on-board vessel failure, collision, negative weather conditions etc. It
has declined the growth and market share of company (Suksantilap, Leelasantitham and
Glesner, 2017).

Part-2
Three Marketing objectives that Emas Offshore Company should
pursues for its vessel supporting offshore services
In the light of above finding, there are main three marketing objectives that Emas
Offshore Company needs to pursue for the offshore services and products offered by
company (Kaiser, 2015).
First year objective of Emas Offshore Company (lower down the fuel consumption of
vessel)
The first year objective of company would be focusing on installation of 24 hours online fuel
flow meter to monitor ship fuel consumption which will lower down the fuel consumption
costing and also satisfy with the daily usage of the ship. The ultimate impact of this change
would be on the clients as it will lower down their cash outflow. In addition to this, the
positioning of the Emas Offshore Company in the market will depend upon the marketing
strategies and marketing tools used by company to attract more clients in long run. This
marketing objective is based on the brand image and upcoming business plan of company to
win over the market within three years (Kaiser, 2018). The main agenda of marketing plan of
company to convey the message to stakeholders that by using the advance system and
installation of 24 hours online fuel flow meter to monitor ship fuel consumption will lower
down the overall costing and assist organization to achieve the desired goals and objectives.
Second year objective (Change Vessel flag)
The main second year objective of company is to increase the overall market share by 25% in
Asia Specific by focusing on preventing and reducing the overall cash outflow of the clients
and changing the vessel flag in the offshore service program. Many of its clients such as
PETRONAS, Exon, Shell are using the traditional Vessel flag which increases the overall
fuel consumption pay by clients to reduce the cash outflow of the clients. By second year,
aim is to cut the consumption of the Emass Fleet of vessel by 20% to 40% depending on the
type of vessel and the saving which will be passed on to the client in full. Therefore, by
install 24 hours online fuel flow meter to focus on standardization of the fleet and by chaing
the vessel flag will increase the overall efficiency of the offshore services and lower down the
cost of capital. It is the base strategy which will be the main outcome after re-engineering of

the business process of Emas Offshore. It is analyzed that if company wants to win over the
market then it will first have to re-engineer by changing the vessel flag is value chain
activities to customize its offshore service. This strategy will be helpful in setting up the
strong and unique brand image in market. It has marketing objective to create core
competency in market and offer high quality off shore products and services to attract more
clients (MacMillan, Hambrick, and Day, 2012).
Third year objective (SE program- overall market)
The market share of company is highly dependent upon the overall turnover of the business.
It is analyzed that company could attract more Southeast Asia market by follow local
company requirement. Info - Local laws have been implement to protect local OSV operator
as Peteronas will prioritize Malaysian flagged vessel over foreign vessel The marketing
objective of company is to achieve at least 25% market share of the Asian Specific by using
its strategic plans in market (Mikkelsen, Lützen, and Jensen, 2016). However, in order to
expand the busienss, company needs to take local assistance of charter and hire more local
competent crew.
Specific objective of Emass Offshore Company
Specific- It is accompanied with the specific goals of company what it wants to accomplish in
certain period of time. The specific goal of company is to focus on lower dowon the fuel
consummation, reduce the cash outflow of clients and customize its services as per the
client’s needs in market.
Measurable- It divulges the measures and matrix which are going to be used by Emass to
achieve its goals. It has focused on use of installation of 24 hours online fuel flow meter to
monitor ship fuel consumption which will lower down the fuel consumption costing and also
satisfy with the daily usage of the ship.
Achievable- It reflects how important a goal is to company and how to make it attainable.
Emass has focused on using 24 hours online fuel flow meter to monitor ship fuel
consumption to lower down the fuel consumption and reduce the cash outflow of clients. It
will attract more clients and increase the market share in Asian market.

Relevant- It focused on the areas which will make sense with the broader busienss goals of
company. It focused on complying the all applicable rules and achieving market share by 29
%.
Time- It gives the target or time to achieve the set goals and objectives. All set objective will be
achieved within 3 years
The Ansoff Matrix
Ansoff matrix is strategic planning tool which assists the management of Emas Offshore to
customize its offshore services as per domestic clients and lower down the overall cash
outflow of clients (Filippov, 2017). Emas Offshore Company can use different growth
strategies from Ansoff Matrix. Different strategies are discussed below:
Product Development
Considering the competitiveness, Emas Offshore needs to use innovation in its products. The
company is introducing Anchor Handling Tug Supply vessel service that will help the
organization to strengthen its brand image and increase the overall output (Boote, et al,
2015). Additionally, it can use the bio fuels which are produced in the sustainable manner.
Market Development
Currently, this company is headquartered in Singapore and holds the market in West Africa
and Asia Pacific. In the future, Emas Offshore can expand its operations in other nations like
Thailand, Indonesia, Malaysia and Indonesia as their oil and gas firms need more vessel
support. It needs to focus its marketing and communication strategies in targeting the partners
as per geographical segments (Croasdale, et al, 2016).
Diversification
In order to enhance its position, it is the best strategy for Emas Offshore Company. It should
offer new products in international markets. In new markets, company should launch its 24
hours online fuel flow meter so that it can monitor the consumption of ship fuel. It can assist
to decrease the fuel consumption and clients’ cash flow (Widiatama, Hamid and Matrono,
2018).
Growth Projection on the basis of three years business objectives

If company cut down the inappropriate cost of the business then it will lower down the
overall cash outflow of clients while buying offshore services from the Emass.
(Paley, 2017).
Part-3
Marketing plan of Emas Offshore Company
Segmentation consumer market
The segmentation consumer market focuses on the identifying the target markets of the
company (Wolfe, Silmon, Plesko. and Miller, 2014).
Geographic
The Emas Offshore Company could easily attract its domestic and international clients as it
has endeavored to meet its Corporate Policy Statement on Health, Safety and Environment
(HSE) to strengthen its health and safety of clients. The main target clients would be
PETRONAS, Exon, Shell who would take the cost effective services from company.
Demographics
Company will focus mainly on the Asia Specific companies which are looking for the cost
effective Anchor handling tug Supply vessel services in market. By change of vessel registry,
will get more charter in local because it’s one of the major requirement by Asia countries.
Indonesia, Malaysia and Thailand required all supply vessels to be they own flagged.
Therefore, strongly suggest changing Emas Vessel flag as per local requirement to get more
charter in Asia country (Bobocea, et al.., 2016).

7’s p markeing mix
Products- Emas Offshore Company has been offering the offshore vessel to support
oil and gas services in market. However, in order to strengthen the products and services in
market, company needs to undertake using 24 hours online fuel flow meter to monitor ship
fuel consumption to lower down the fuel consumption and reduce the cash outflow of clients
(Emass Offshore Company, 2017
Process- The main process functioning of the Emas Offshore Company is related to its value
chain activities and procedural work. However, the main process issue which Emas Offshore
Company has faced is related to less effective Corporate Policy Statement on Health, Safety
and Environment (HSE) in the organization. Emas Offshore Company needs to adopt the
international Corporate Policy Statement on Health, Safety and Environment (HSE) to
mitigate the clients’ health safety issues (Borch, and Batalden, 2015).
People- The main clients for the Emas Offshore Company are the ship companies who are
indulged in the off shore services program and operate their business in port. These clients
could be attracted if Emas Offshore Company takes effective strategic alliance with the
companies in ship yards (Elisabeth, 2016).
Place- Company should be less worried about the place where it should off its products and
services to its clients. Emas Offshore Company could use its online dashboard mechanism to
sell its products and services to clients. It will not only strengthen its overall outcomes but
also strengthen the process system activities of business (Crowley, 2015).
Part-4
Detailed communication plan of company
To introduce its products and services in the market and communicate its brand message to
targeted market, Emas Offshore Company needs to develop an effective marketing
communication plan (Gaspar, Hagen and Erikstad, 2016). This plan will assist this oil and gas
firm to communicate its marketing message to its potential customers.
Communication plan for its services is given below: