ALL THE WAY

AMBITION
DRIVERS Quality

of decision-making
Product offer Cost

All drivers are important, some just

less important when key drivers are in place.
Expertise Flexibility
"I value a provider that offers multiple options for each
leg of my logistics journey - and delivers."

Ambition mostly value the ability to pick and choose the products/services
they want to use from us. Whilst reliability and expertise in handling their
cargo are important, alongside flexibility, they like a provider that offers Connectivity Speed
multiple options for each leg of their logistics journey. They consider
themselves as logistics experts and therefore they want to have EDI/API
solutions that enable the integration of our data into their systems, allowing
them to choose the right products to use at each point. For this reason,
visibility doesn’t appear as one of the key drivers for this segment Visibility Ease of doing
business
Transparency

NEEDS - relative importance of the underlying needs of the drivers

Transparency Visibility Product offer Ease of doing business

Offers long term cost stability Provide real time tracking of Provides multiple options Is proactive in
the container location within each product type communicating
Has no unexpected costs, and fixing issues
I’m charged what I was quoted Provides real time monitoring Offers consultation to
of the condition within the help me optimise my Provide an answer
Has transparent costs, container quickly to customer
the different components supply chain
enquiries
are itemized Allows you to remotely control Can handle my entire
the condition within the There is always someone
Has a fair policy on additional end-to-end logistic to contact/talk to if needed
fees, surcharges & penalties container requirements
I have the same
Connectivity Expertise Offers a full range of contact person for all my
logistic products requirements
Provides data exchange & Has real expertise in handling
integration solution, such as my cargo type
EDI & API Has local/regional expertise in Provides guidance and Speed
Simple and convenient online the markets I am transporting support at each stage of
the logistic journey Offers the fastest
solutions for documents, invoice, between transit time
payments etc.
Displays a geuine sense of Offers timings &
responsibility towards Quality schedules that exactly
my cargo Is a well established, suit my needs
financially stable
Cost Flexibility organization
Offers the lowest possible price Able to adapt to business needs Has the most
that change over the long term reliable performance Critical decision-making needs
Consistently provides Important needs
Credit is available React fast to any sudden changes
in my business requirement the highest qualitiy Semi-important needs
products & services
Less important needs

Strategic integration
VOLUME – MARKET & MAERSK SHARE
Data
integration
AMBITION’S SHARE OF BCO MARKET VOLUME (FFE) 20-25%
SHARE OF MAERSK BCO VOLUME (FFE), BCO=100% 36%
Ambition
PERCEPTION & KNOWLEDGE LEVEL
Visibility and insight

KNOWLEDGE OF LOGISTICS Medium-high

PARTNERSHIP ORIENTED OR TRANSACTIONAL Partnership oriented

INTEGRATION
Ambition customers typically have some interest in strategic integration
– but mostly through data integration, as they want to be in full control
of their operations. Therefore, the Integrator Value Proposition has high
relevance to Ambition, but mainly through data connectivity. Operational
E2E process integration and actionability integration

©NOV 2019 A.P. Moller – Maersk