1emplaLe lmaae source LnLheos

ntroduction
Characteristics of a Port
SWOTAnalysis
Market Analysis
Environment Analysis
Customer Analysis
Competitor Analysis
Performance aspects of Business
Development
Financial aspects of Business Development
Port Promotion
9/16/2011 2
9orL ls a place for shlps Lo load and unload frelahL
and passenaers
Cloballv 80 of Lrade ls done Lhrouah sea rouLe
Sea rouLe provldes Lhe cheapesL mode of
LransporLaLlon
ln lndla we have 12 ma[or and approx 200 plus
mlnor porLs 1here ls a verv hlah compeLlLlon and
Lhe emeraence of new porL plavers ls LoLallv
chanalna Lhe dvnamlcs of Lhe lndlan porL secLor
9/16/2011 3
Location of port
Type of Harbor
GeographicaI
Position
GeographicaI
Position
Draft /Capacity of the Port
Land
NauticaI
Characteristic
NauticaI
Characteristic
VaIue Added Logistics
Hinter Land
Connection
Hinter Land
Connection
Concession agreement
Service, TooI or LandIord
Type of the Port Type of the Port
PiIoting, Mooring, Stevedoring, Warehousing
etc. Services Provided Services Provided
Labour
SociaI Conditions SociaI Conditions
Macro
FiscaI Environment FiscaI Environment
Payment terms, Competition
Market competition
Price Price
9/16/2011 4
Threats
nternational contenders.
Private Ports in Neighborhood.
Threats
nternational contenders.
Private Ports in Neighborhood.
Strengths
Strategic location.
High growth.
High market share.
Financial means available for
expansion.
Proximity of Power plants.
Strengths
Strategic location.
High growth.
High market share.
Financial means available for
expansion.
Proximity of Power plants.
Opportunities
Gateway port.
Huge ndian market & landlocked
states.
Port reforms more autonomy.
nvestment in port infrastructure,
lower cost for port users
Development of LNG terminal.
Opportunities
Gateway port.
Huge ndian market & landlocked
states.
Port reforms more autonomy.
nvestment in port infrastructure,
lower cost for port users
Development of LNG terminal.
Weaknesses
High tariffs.
Away from liner route.
Lack of trained manpower.
ndustrial region away from
port.
Weaknesses
High tariffs.
Away from liner route.
Lack of trained manpower.
ndustrial region away from
port.

1he ulLlmaLe ob[ecLlve ln Lhls sLep ls Lo

ldenLlfv cusLomers and Lhelr lnLeresLs
9orL owner conLacLs shlp owners (shlp owners are
Lhe cusLomers)
9orL owner conLacLs frelahL forwarders who
charLer shlps on behalf of Lhelr cusLomers ( frelahL
forwarders are Lhe cusLomers)
9orL owner conLacLs carao owners (carao owners
are Lhe cusLomers)
9/16/2011 6
manaaer of a porL needs Lo undersLand Lhe
leaal and reaulaLorv envlronmenL of a counLrv
9orL Laws
lndlan 9orLs AcL 1908
Ma[or 9orL 1rusLs AcL 1963r
Shlpplna Laws
MerchanL Shlpplna AcL 198
9orL Labor Laws
ock Workers (8eaulaLlon of LmplovmenL) AcL 1948
ock Labor oards
LnvlronmenLrelaLed laws
LnvlronmenL 9roLecLlon AcL 1986 (C8Z)
All oLher envlronmenL relaLed laws (le Wlldllfe 9roLecLlon
AcL 1972 eLc)
9/16/2011 7
M9SLZ's hlnLerland conslsLs of amona Lhe mosL
lndusLrlallzed sLaLes ln lndla wlLh C9 havlna arown
around 10 conslsLenLlv over pasL few vears and
accounLlna for nearlv 70 of lndla's conLalner Lrafflc
9/16/2011 8
M9SLZ ls lndeed aLLracLlve Lo hlah poLenLlal lndusLrles
llke auLo chemlcals llahL and heavv lndusLrles and
LexLlles and apparels
9/16/2011 9
Lona Lerm conLracLs wlLh Lhe varlous cusLomers/
lndusLrles wlLh hlah arowLh poLenLlal
Slnale 9olnL Moorlna laclllLv 1 has been conLracLed Lo lCC under a Lake or
pav" aareemenL 1he companv ls developlna a second slnale polnL moorlna
Lermlnal (S9M2) whlch has a capaclLv Lo handle 2 mLpa of llquld carao
Slnale 9olnL Moorlna laclllLv 1 has been conLracLed Lo lCC under a Lake or
pav" aareemenL 1he companv ls developlna a second slnale polnL moorlna
Lermlnal (S9M2) whlch has a capaclLv Lo handle 2 mLpa of llquld carao
9/16/2011 10
lnLrasLaLe
ased on aeoaraphlcal locaLlon porLs ln Cu[araL can be
dlvlded lnLo Lwo caLeaorles le locaLed on Malnland le
9orL of ahe[ and Pazlra and porLs locaLed ln penlnsular
realon le kandla 9lpavav and Mundra eLc
Sou)cc. Indu Equtu Hcscu)cI Hcpo)t, Muu 2Ull
9/16/2011 11
S. No Port Road Link RaiI Link Draft Remarks
1. Bhavnagar Connected to
State
Highway (SH)
Connected to
Broad Gauge
(BG) line.
Lighterage
port with 4m
draft.
O Cargo handling is
carried out at
anchorage point.
O Multiple handling of
Cargo.
. Pipavav Connected to
NH.
Connected to
BG line.
12.5 m
3. Navlakhi Connected by
road to NH.
Connected to
BG line.
Lighterage
port.
Movement restricted to
high tide and daylight
hours only, causes delay.
4. Okha Connected by
road to
Jamnagar/
Porbander
and from
there on to
NH.
Connected to
BG line.
7.5-8m
Lighterage.
O Movement restricted
to daylight & high
tide, only causes
delay.
O Beam (width) of
vessel restriction of
30m.
12
S. No Port Road Link RaiI Link Draft Remarks
5. Porbandar Connected by
road to Rajkot
and from
there on to
NH.
Connected to
BG line.
9.8 m
Direct
berthing for
vessels up
to
50,000DWT.
O Beam (width) of
vessel restriction of
30m.
O Pilotage during
daylight hours only.
O Only medium size
ships can be handled.
. Bedi/
Jamnagar
Connected to
National
Highway(NH).
Nearest
Railway
Station 7 km
away .
Lighterage
port.
O Cargo handling is
carried out at
anchorage point
11kms from port.
O Multiple handling of
Cargo.
O Mainly handles POL
at SBM for refineries.
O Movement restricted
to high tide, causes
delay.
. andla Connected to
NH.
Connected to
BG line.
10.7-12m Large ships have to
unload part of cargo at
anchorage.
13
An AllWeaLher 9orL
17m drafL whlch ls deepesL ln lndla
9/16/2011 14
Cne of Lhe fasLesL arowlna porLs ln lndla wlLh
carao volumes arowlna across all seamenLs
Carao handlna ?C? arowLh of 1279
Mundra 9orL accounLed for 78 of all
conLalner Lrafflc handled bv all Lhe mlnor
porLs ln Lhe counLrv (123 mllllon 1Lus)
9/16/2011 1
Well connecLed (wlLhln sLaLe wlLh upcomlna
dedlcaLed frelahL corrldor)
9/16/2011 16
Mundra ls also lndla's laraesL porL for car
exporLs MaruLl Suzukl exporLed a LoLal
1217 cars exporLed ln Lhe flnanclal vear
200910
AvallablllLv of experlenced masLer marlners
and powerful LuaboaLs Lo navlaaLe and
maneuver larae vessels ln shlpplna channel
AvallablllLv of adequaLe sLoraae space (open
and closed) ln backvard for Lemporarv sLoraae
9/16/2011 17
Mundra 9orL has followlna sLoraae faclllLles
26000 sq m of open sLoraae alonaslde rall sldlna
WheaL cleanlna faclllLv wlLh a capaclLv of 1200 M1 /
dav
880000 sq m of well demarcaLed open sLoraae
space for sLeel sheeLs plaLe colls scrap cllnker salL
coal and coke eLc
21 closed sheds(70000 sqm) for sLoraae of wheaL
rlce suaar deolled cakes (CC) ferLlllzer ferLlllzer
raw maLerlals (l8M) eLc
38 hecLares for Lhe conLalner vard rall operaLlon
Cne of Lhe laraesL llquld Lank farm lnslde anv porL and
onlv porL on wesL coasL handllna coalLar
9/16/2011 18
kev parameLers on whlch a manaaer can plLch
a porL's servlces are
Shlp Lurnaround Llme
arade of walLlna
1hese parameLers have dlrecL lmpllcaLlons on Lhe
opporLunlLv cosLs of a shlp 1he more Lhe
Lurnaround Llme and Lhe arade of walLlna Lhe
hlaher Lhe sLandlna cosLs (flxed cosLs LhaL a shlp
lncurs when lL ls noL salllna) and sLaff expenses
wlll be LhaL a shlp has Lo bear
9/16/2011 19
lrequenLlv used flnanclal performance meLrlcs
Lo evaluaLe varlous aspecLs of porLs are
AcLlvlLv
CperaLlna raLlo CperaLlna expenses/CperaLlna
8evenues
CaplLal SLrucLure
Cearlna raLlo ebL / LqulLv
Solvencv / LlquldlLv
CurrenL raLlo CurrenL AsseLs / CurrenL LlablllLles
9roflLablllLv
8eLurn on LqulLv neL 9roflL / LqulLv
8eLurn on AsseLs neL lncome / 1oLal value of asseLs
9/16/2011 20
Whlle analvzlna Lhe soclal cosLs and beneflLs Lhe lmpacL
of porLs should be consldered from Lhree aspecLs
lrecL lmpacL lncludes lmpacLs on oraanlzaLlons and acLlvlLles
LhaL are dlrecLlv llnked Lo porL pro[ecL
lndlrecL lmpacL lncludes Lhe lmpacL on lndusLrles and
lnsLlLuLlons LhaL have declded Lo locaLe Lhelr acLlvlLles near or
around Lhe porL because of Lhelr dependence on porL Some
of Lhe examples could be Lrade lndusLrles and flnance
lnsLlLuLes servlna porLs
lnduced lmpacL 1he aaareaaLlon of Lhe dlrecL and lndlrecL
lmpacLs on oLher secLors of economv ls referred as lnduced
lmpacL Cne such example could be Lhe lncreased real esLaLe
acLlvlLv
9/16/2011 21
A manaaer musL also bear ln mlnd Lhe rlsks
lnvolved wlLh Lhe lnvesLmenLs 9rlmarllv Lhe
rlsks can be classlfled ln
CosL 8lsk 8lsks assoclaLed wlLh cosL overruns 1hls
mav emanaLe from Lechnlcal economlcal and
flnanclal chanaes
8evenue 8lsk 8lsks assoclaLed wlLh flucLuaLlons ln
forecasLs of volume or prlce
CounLrv 8lsk 8lsks such as pollLlcal soclal leaal
and currencv rlsks
9/16/2011 22
lfferenL Lvpes of promoLlon Lools for porLs ln order Lo
communlcaLe Lo varlous LaraeL aroups lnform Lhem
and lnfluence Lhelr percepLlon Lowards Lhe porL
Advertising Advertising Direct mailing Direct mailing
nternational
shipping
exhibitions
nternational
shipping
exhibitions
Organizing
port days
Organizing
port days
Personal
Selling/Direct
business trips
Personal
Selling/Direct
business trips
Representatives Representatives
Domestic
networking
Domestic
networking
Domestic fairs Domestic fairs
School visits School visits
Organizing
conferences
Organizing
conferences
Speaker at a
conference
Speaker at a
conference
nternational
press day
nternational
press day
Source un manual on porL buslness
9/16/2011 23
When a dlrecL malllna ls used as a Lool verv
lmporLanL Lo verlfv followlna polnLs
name of person belna wrlLLen Lo
Pls/her funcLlon
Cender
8eferences
laulLless and carefullv drawn up leLLer
Lnclosures are enclosed
names of Lhe people avallable for furLher lnformaLlon
9/16/2011 24
Objectives of advertising are :-
Enlarging the general renown of the port.
Paving the way for sales.
mproving port's image.
ncreasing port's recognition.
Highlighting the port's quality elements.
9/16/2011 2
Presence of the port at a professional shipping
exhibition shows that the port is a recognized
player in the market.
Two types of professional fairs which can be of
interest to a seaport as shown in the below:-
Shipping fairs: Focus on meeting the shipping
industry, such as ship owners, agents and brokers
etc.
Commodity fairs: Focus on meeting the owners of
the commodities, who will anyway also have
interest in the best manner to transport their
commodities to the final destination.
9/16/2011 26
One of the most effective communication tools
in the port marketing
Advantages of organizing the port days:
People come only to meet the delegation, i.e. a
serious business affair.
Mere presence of the business people shows that
they have an interest at the first instant.
Every possibility for the port authority to give a
broader view about their port when compared to the
exhibition.
By organizing a port day in certain region means
that the port wants to do the business with the
people of that region.
9/16/2011 27
1here are Lhree dlfferenL Lvpes of dlrecL
selllna and Lhev are llsLed below
lrecL Selllna 1hrouah deleaaLlons or
represenLaLlves
lndlrecL Selllna 1hrouah chambers of commerce
embassles or banks
lor lnLernaLlonal markeL undersLand Lhe Soclal
CulLural Lconomlc conLexL
9/16/2011 28
Above shown boaL ls Lhe securlLv boaL
whlch shows Lhe world class securlLv
svsLem Cn Lhe rlahL are Lhe plcLures of
varlous speclallzed carao handllna docks
LhaL speaks abouL Lhe servlce LhaL would be
provlded (Source LA porL promoLlon
brochure)
Above shown boaL ls Lhe securlLv boaL
whlch shows Lhe world class securlLv
svsLem Cn Lhe rlahL are Lhe plcLures of
varlous speclallzed carao handllna docks
LhaL speaks abouL Lhe servlce LhaL would be
provlded (Source LA porL promoLlon
brochure)
9/16/2011 29
9/16/2011 30