學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Maersk: Keeping Things Cool in a Hot Market
內容大綱
In 2021, the head of cold storage for North America at A. P. Moller–Maersk (Maersk) was assigned the challenging task of meeting cold-storage requirements for a key client. Increasing demand for frozen food, coupled with many consumers adopting “hoarding” behaviour after the outbreak of the COVID-19 pandemic in 2020, heightened pressure on already-strained cold-storage facilities across the United States. To show the value of adopting Maersk’s end-to-end logistics services, the head of cold storage and his team had to develop a flexible operational plan for the client. The task was especially difficult in such a hot market, but gaining the trust of this client was critical for Maersk’s goal of establishing a strong hold in the US cold-storage market.
學習目標
This case is suitable for undergraduate- and graduate-level courses on transportation, logistics management, and international business. The case is ideal for students who have an understanding of the basic concepts in international business and know what types of logistics issues can arise when a supply chain is fragmented and end-to-end visibility is lacking. In graduate-level courses, this case can provide a preliminary framework for transportation-related strategic growth management. Topics such as capacity, cost, time, reliability, financial stability, and risks associated with sea shipping can also be covered in a transportation management class. After working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Learn about the multibillion-dollar US seafood industry.</li><li>Describe common challenges shippers face when dealing with various contact points, different prices, and a lack of visibility on end-to-end services.</li><li>Analyze the disadvantages of a fragmented supply chain.</li><li>Learn how strategic planning, good negotiation skills, and strong relationship building foster and sustain growth.</li><li>Recognize how understanding the customer’s point of view helps capture value for the client.</li></ul>