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The Marketing System of the Manila International Container Terminal

The Marketing System of the Manila International Container Terminal Studies the marketing system of the Manila International ContainerTerminal MICT in the Philippines. The data collection methodscomprised overseas trips to carry out unstructured field observation andinterviews, a nineitem structured questionnaire, and unobtrusivemeasures from Government statistical publications in four differentcountries. In the dataanalysis process, the questionnaire data wereused to rank the importance of services required by major shipping linesin order to formulate the appropriate marketing strategy. The Governmentstatistics data were used to test a hypothesis that Manila is morecosteffective as a transshipment centre compared with three other majorAsian ports. Testing of the hypothesis was based on the theory ofGeneral Equilibrium. A response rate of 60 per cent was obtained fromthe 30 mailed questionnaires. Finds that the most important servicesrequired by the major shipping lines were 1 berth availability, 2efficient operation, 3 cost. On the transshipment economics analysis,the alternative hypothesis It is more costeffective to use Manila as atransshipment centre compared with Hong Kong, Kaohsiung and Singapore,was found to be sustained. Notes, however, that, although Manila isfound to be the most costeffective on the whole system, Singapore isthe cheapest, when considering stevedoring cost only, while Hong Kong isthe cheapest when considering port charges and vesselsteaming cost. Onthe whole, the existing marketing strategy of MICT, as observed duringthe various trips, was found to be sound and welljustified.Nevertheless, makes recommendations, based on the findings in thisstudy, aimed at increasing berth availability, ensuring efficientoperation and being costcompetitive and effective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Physical Distribution & Logistics Management Emerald Publishing

The Marketing System of the Manila International Container Terminal

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References (3)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0960-0035
DOI
10.1108/09600039210017011
Publisher site
See Article on Publisher Site

Abstract

Studies the marketing system of the Manila International ContainerTerminal MICT in the Philippines. The data collection methodscomprised overseas trips to carry out unstructured field observation andinterviews, a nineitem structured questionnaire, and unobtrusivemeasures from Government statistical publications in four differentcountries. In the dataanalysis process, the questionnaire data wereused to rank the importance of services required by major shipping linesin order to formulate the appropriate marketing strategy. The Governmentstatistics data were used to test a hypothesis that Manila is morecosteffective as a transshipment centre compared with three other majorAsian ports. Testing of the hypothesis was based on the theory ofGeneral Equilibrium. A response rate of 60 per cent was obtained fromthe 30 mailed questionnaires. Finds that the most important servicesrequired by the major shipping lines were 1 berth availability, 2efficient operation, 3 cost. On the transshipment economics analysis,the alternative hypothesis It is more costeffective to use Manila as atransshipment centre compared with Hong Kong, Kaohsiung and Singapore,was found to be sustained. Notes, however, that, although Manila isfound to be the most costeffective on the whole system, Singapore isthe cheapest, when considering stevedoring cost only, while Hong Kong isthe cheapest when considering port charges and vesselsteaming cost. Onthe whole, the existing marketing strategy of MICT, as observed duringthe various trips, was found to be sound and welljustified.Nevertheless, makes recommendations, based on the findings in thisstudy, aimed at increasing berth availability, ensuring efficientoperation and being costcompetitive and effective.

Journal

International Journal of Physical Distribution & Logistics Management – Emerald Publishing

Published: May 1, 1992

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