Marketing management at the world's major ports

Recent technological developments in maritime transport, particularly in container shipping and larger vessels, are having major repercussions at ports the world over. The latest wave of innovations has increased the level of competition in maritime transport, in particular in port activities. Shippers have many more alternatives available, something that tends to increase the hinterland of each port, precisely by reducing captive hinterlands. Ports are now generally moving towards formulas in which private initiative has a bigger role to play. Increases in competition combined with growth in private initiatives highlight the usefulness of marketing tools in two ways. Externally, because they help to achieve throughputs from remote points of origin and destination, and internally, by aiding the proper coordination of business and organizational activity at a commercial port. The present paper is a transversal study of the current situation of marketing and quality tools at major ports, including the opinions of a range of port commercial and marketing managers. We have also tried to describe the differentiated groups to be found at ports, as a useful methodology for identifying the nearest competition or ports with similar characteristics.