Professional Documents
Culture Documents
Competition is one of the constants in business, something that can spur you on and
make you better or something that can bring you down..
Every industry has competition in varying degrees.. Some companies look at their
competition and say “Yeah ok, whatever” (think Google/Facebook).. Some
companies look at their competition and say “Oh crap, that’s close” – like a lot of
companies in the shipping and freight industry..
While competition comes in various forms, there are several cases where you may
really struggle to find a way to stand out from your competition..
Let me explain further with some examples relatable to the shipping and freight
industry..
Advertisement
2) Differentiate based on
relationship
NOTHING beats RELATIONSHIP when it comes to sustainable business
development
Many businesses survive due to the relationships that are created and
developed between the seller and buyer, service provider and customer etc
Businesses based on relationships tend to last much longer than other
commercial or conventional businesses
A big step towards this, is for you to be GENUINE in your approach to the
client, their business and an honest intention to assist with their requirements
In some cases it may take years to cultivate the kind of relationship where the
customer gives you the business without asking what it costs because you have
created that implicit trust in you and your service.. Yes there are several
customer relations like this
3) Differentiate based on Reputation
Having in-depth understanding of your market will establish you as an
industry expert and creates a reputation around you and your business
This helps you maintain your
value in your industry
This helps you gain credibility in your industry
Reputational differentiation is an easy way to differentiate yourself in your
industry so people know to ask for you by name
Use your reputation
You have created a good image and reputation for your business and yourself
through your high level of service, quality products, unique business model
and performance
Use it to your benefit and that of your customer’s
Be a specialist
All clients have various pain points in their business
That is why they need a service provider or someone to provide a solution and
relieve them of the pain
Specialise in solving a specific pain point in your client’s business.. For
example, there may be clients who are successful in shipping overseas but
have major problems in serving their clients inland in a particular continent
(example Africa) or country (example India)..
So you could be an inland movement specialist who specialises in assisting
clients with this kind of pain.. Or you could be an Out Of Gauge or Abnormal
Cargo transport specialist..
Specialisation helps promote your services further and get you more word of
mouth promo
So don’t try to be a jack of all trades – be a master of one
While this is usually successful if your field is rare, you need to keep
innovating to stay ahead as your competition is usually waiting to emulate
your success..
Have a specific target market and be the best at servicing this market..
Show case success
Show case your success stories across all your marketing mediums (social
media, digital and print editions, blogs etc)
Customers always look for success stories within your industry before
deciding or settling on a service provider
So, if you got it, flaunt it..
4) Differentiate through Innovation
Which brings us to INNOVATION.. Probably the biggest buzzword to hit many
industries in a very long time, especially of late.. But it is not just a buzzword like
many others.. This is a serious buzzword..
The world is progressing rapidly and if you don’t innovate you will be left
behind.. Combine traditional service with innovative technology..
The shipping industry seems to have been innovating, but of course a lot still remains
to be done.. Here are some examples of Innovation in the shipping industry to inspire
you :
The shipping container
Conceived by Malcom McLean and created by Keith Tantlinger in 1956, the
shipping container continues to inspire and evolve through the years..
This innovation has helped bring the world closer and made globalisation a
reality..
Container shipping has grown from 56 TEUs in 1956 to 22,202,904 TEUs in
2018 – an increase of 39,647,943% in 62 years!!..
Intermodal freight trains
Your goods from China to Europe taking too long by sea..?? No problem,
there is an innovative idea for that.. It is called the Intermodal Freight Train..
The Triple E series (named Triple E due to its innovations in Economy of scale,
Efficiency and reduction of Environmental impact) of ships of Maersk Line starting
with MÆRSK MC-KINNEY MØLLER commissioned in 2013 with a capacity of
18,270 TEUs were widely considered as the forerunners of the ULCVs (Ultra Large
Container Vessel)..
The order book of UCLVs has grown dramatically since then with all major players
(Cosco, MSC, CMA-CGM, OOCL, UASC to name a few) entering the fray and as of
2017, the largest of these behemoths reported to have a capacity of 21,413 TEUs
(OOCL Hong Kong – currently the largest ULCV)..
If you are wondering where is the innovation in this, firstly, imagine a single ship
averaging +/- 400m in length, +/- 60m wide and +/- 73m high.. That is almost as long
as the 1st hole Par 4 at Augusta or the equivalent of a 4×100 meter relay!!..
Secondly, imagine a single ship capable of carrying TWENTY ONE THOUSAND
TEUs in one go..
Thirdly, imagine this big ship requiring only around 22 crew members (in some cases
less)..
Smart Containers
Not just ships, containers are also getting smarter.. Containers that can be tracked,
containers that communicates with you its data, its location, the condition of its cargo,
whether the power is on or off etc etc
Smart containers allow real-time monitoring of the cargo, including temperature,
humidity level and any other issues during transit..
5) Differentiate using your product
Product differentiation and innovation like above go hand in hand
Product differentiation is a main form of differentiation and
Those that have innovated are ahead of the pack
Have a distinctive but flexible strategy for your product
Ok, this is not an oxymoron and yes it is possible..
Our industry does not have a one size fits all solution for its problems
So you should have products and business strategies that are distinctive to
you/your company but flexible
A lot of big businesses don’t have strategies that are flexible and because of
this they may not be able to compete against the smaller but more agile
competition