Hmm Marketing Strategy

Marketing strategy

Marketing strategy is very important part in the marketing plan because it can determine the successful of the company in the future. Marketing strategy is defined as the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships. The marketing strategy used are consisting of four key variables of marketing mix, which is products or services, price, place (distribution), and promotion.

1. Products or Services

HMM provides shipping services such as container services.  Based on this container services, HMM have also divided into many type of sub-services which is North America Intermodal service, dangerous cargo service, over-sized cargo service, reefer cargo service, heavy lift & project and so on.

Especially for the reefer container service, HMM has different size and type of refrigerated containers such as 20’ refrigerated containers, 40’ refrigerated containers (high cube), Magnum plus (40’ high cube), and ultra freezer (40’ high cube) that are shipping the sensitive cargo, HMM have to control the atmosphere and temperature control. This purpose due to reduce aging and quality loss in perishable of product. Then, HMM also provided services to customer with information on the temperature of the cargo through their website. So that the customer can know their good are delivery in good condition because HMM’s operator will updated the current situation on board twice daily.

Furthermore, before loading the cargo into the reefer container, HMM’s worker will pre-cooling of cargo first because this will help to maintain a stable cargo temperature and ensure that the successful outturn at arrival. After that, HMM also designed the unique packaging that are following the type of cargo. This is because the chance of damage quality of cargo will be reduced, thus the customer will be satisfied after received own cargo in good packaging.

https://www.hmm21.com/cms/company/engn/container/rfcon/rfbenefit/downloads/__icsFiles/afieldfile/2013/09/11/HMM_RF.pdf

1. Price

Price variation will affect the price of the reefer container service depends on different factors which is the advanced technology, economic depression, tax payable, and packaging.

Advanced technology

To avoid the damage and loss of perishable goods during shipping, HMM adopted the combination of blockchain technology with the Internet of Things (IoT) to monitor and manage the reefer containers on the vessel when handling temperature-controlled commodities. Because of all systems have running with sensor is the high technology, so the price of reefer container service also high.

        Economic Depression

One of the most important components of the shipping lines is fuel oil price. Due to the changes of economic depression, consumer demand declines. This will affect the negative impact of fuel oil price. For example, if the economic inflation, the price of fuel oi will be getting lower. Besides that, if economic depression, the price of fuel oil price will be getting higher and this will cause the price of the reefer container service higher.

https://hmm21.com/cms/business/norway/information/news/1192020_17237.jsp