Topics in Port and Maritime Consultancy ~ Marketing Plan
We have developed several core marketing plans, of which the most celebrated is probably for the Port of Tanjung Pelepas. We have also advised on and implemented plans for marketing development sites to the international maritime community.
The following projects detail our experience:
Following our previous commission, Sunderland City Council retained us to prepare scenarios for how the Port could be organised, managed, and traded into a position of financial self-sufficiency. This included a clear analysis of the cost structure of the activities of the port, and a thorough assessment of the markets and cargoes that the Port might win. The objective was to identify how it could transition to a fully sustainable port business. (2009)
The key aspects of the plan were:
- Clear analysis of the cost / revenue / profitability structure of the port business to establish exactly where it is now.
- Market review of the Port of Sunderland's competitive position, and identification of cargo in the regional market and key opportunities for growth.
- Identifying any outstanding essential requirements for maintenance, and potential ideas for physical development.
- Preparation of a new governance and organisation structure.
- Identification of measures to achieve financial improvement and financial analysis to illustrate how the Port may achieve its goal of financial self-sustainability.
A US based concern appointed us to assess the potential for a regional centre of excellence for superyacht servicing, maintenance and repair. The assignment is being undertaken in two stages:
- Options appraisal: market analysis, review of further development options, options appraisal and strategic plan.
- Business Plan: operations blueprint, marketing plan, financial plan, action plan.
Under construction at the time of writing, with completion due by April 2008, the facility offers 600 ft of quay, large fuel storage capacity, warehousing (both air conditioned and refrigerated), and a large modern shed and boatlift. (2007/8)
Economic Benefit Study of Marina DevelopmentsIsle of Man Harbours proposed to develop a 330 berth marina at Port St Mary, a 130 berth marina in Peel inner harbour, and a 150 berth marina in Ramsey inner harbour. These developments, on top of existing provision, would give the Isle of Man a significant presence in the marine leisure market, opening up opportunities in the supply chain, and lead to economic growth and diversification.
We were commissioned to undertake an economic benefit assessment involving (2006-07):
- Proving demand
- Assessing the supply chain potential
- Identifying the benefits
- Valuing the economic impact
We were retained by the North West Regional Development Agency to advise on development of the marine leisure sector. This involved an analysis of the potential for the industry to grow in the region. It resulted in setting up an industry led body called Sail NW, a not for profit company limited by guarantee. We prepared an action plan, and Sir Robin Knox-Johnston launched the company at the 2005 London Boat Show.
The NW RDA withdrew its funding for the initiative causing it to come to an early close, however the potential identified for the industry is being realised. Marinas are full and expanding, and new facilities are planned as part of regeneration projects in Barrow and Workington.
Port Privatisation Adviser, BahrainOn behalf of the Mersey Docks Group, prepared an outline business plan for submission to the Ports Authority. The company was subsequently shortlisted as one of four with Maersk Sealand, Hutchison and ICTSI. (1 Fisher, 2004/5)
All Projects In This Section
