NICHE MARKET – EDIBLE OILS

MARINE AGENCY SERVICES - MALAYSIA

THERRY VAN VREDEN / PUVINDER TERMALAY

Ben Line agencies
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GOAL
Aggressively target the Edible Oils industry with a view to becoming one of the leading players by
December 2018. Aim to generate 5 high-volume quality customers, resulting in sustainable financial
contributions, delivering operational excellence and enhancing reputation with industry players.

MILESTONES
Setting milestones is critical to identify the stepping stones to provide a clearer path to eventually
achieving the goal. Progress & success can also be measured by regularly reviewing the milestones.

COMPLETE WHAT BY WHEN

Determine market size/map overall market (players) Mid November
2017
Prepare Master List End November
2017
Complete development of a specialized marketing package, phone End November
script/questions and sales pitch 2017
1st Priority

Conduct Cold calls Begin December

2017
Prepare/Determine target list End December
2017
Contact 50% of target list Mid January 2018
Meet 50% of target list Mid March 2018
Secure first business End April 2018
Contact 100% of target list End May 2018
2nd Priority

Meet 100% of target list End July 2018

Secure regular business from quality clients (20:80 rule) End September
2018

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MICRO-SECTOR ATTACK PLAN

It is important to identify the relevant micro-sectors within the Niche Market to:
 Sufficiently ‘cast the net’ over the various areas within the Niche Market
 Properly diversify the client sources, whilst remaining focused on the single Niche Market
 Prioritise commercial activity, to develop the target market in progressive steps

PRIORIT MICRO-SECTOR DESCRIPTION AND APPROACH

Y
1 Owners Owners of chemical tankers or tankers used to transport edible oil products
2 Traders / Companies that buy & sell edible oil products and act as charterers or part charterers on
Charterers chemical tankers or tankers
3 Shippers / Companies that own/manage palm oil plantations and/or act as shipper of palm oil related
Producers commodities
4 Consignee / Companies that receive/ buy edible oils
Buyers
5 Brokers Companies that act as brokers for vessel owners or cargo owners

SCOPE OF SERVICES TO BE OFFERED

The exact mix and relative importance of the services is fully dependent on the client, cargo and micro-
sector characteristics which will regularly vary.

Port Agency Vessel, Crew & Cargo clearance

B/L processing Issuance & Delivery of Bs/L
Surveyor services Draft, on/off hire survey
Market Intelligence Provide statistics and local market information

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SOURCES OF MARKET INTEL

SOURCE ACTION
Meeting Traders Identify & meet. Even if no direct cargo opportunities, are a very good
source of info.
Meeting shipping lines Always a good source of who is moving what, where.
and other vendors
Trade Associations & Develop a plan about which exist and how to get into them. Attempt to
Networking events become a member, and be active within their events.
Exhibitions / BLAM to research and create a list of events, and keep it updated.
Conferences
Commodity specific Identify and ensure all commercial staff are signed-up to newsletters
websites / articles
Trade Magazines Identify and ensure all commercial staff are signed-up to newsletters
Online news articles Ensure all commercial staff have signed up for google alerts with various
key words covering priority micro-sectors
Ports & Terminals Use internal port agency contact networks to gain intel from ports and
meet port personnel, to learn more about niche.

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