Norton Lilly International

EXECUTIVE SUMMARY

Norton Lilly International is engaged in the business of global logistics management, including international freight forwarding and consolidation for ocean freight services. The company acts as a customs broker for their domestic offices and some international offices. The company also provides additional services for its customers including value-added distribution, purchase order management, vendor consolidations and other logistics solutions. The company does not compete for overnight or small parcel businesses and does not own or operate aircraft services.

Overall, Norton Lilly wants to find ways improve their growth as well as improving their bottom-line results. In recent years the freight forwarding business has become a booming business because of the economic growth in China, leading to an increase in trade between China and the world. Therefore, I suggest Norton Lilly International to make a strategic alliance with Y&H Cargo. Expanding towards Asia in particular China will give Norton Lilly further potential growth. It will benefit both companies because both share similar vision statements which are to establish long term relationships with their clients and provide them with the best solutions and most economical transportation needs.

By joining in a strategic alliance with Y&H Cargo, Norton Lilly will be able to work on their bottom line performance, and may add significant value to the company and provide further business opportunities in China.

SWOT ANALYIS

Strengths

Geographic concentration

Norton Lilly's operations include 37 regional offices that provide services in 70 ports in the United States, Europe, the Caribbean, Mexico, Panama, and the Middle East. Their growth has made them one of North America's largest independent shipping agencies.

Fright tracing and tracking

Norton Lilly allows their customers to be able to do freight tracing and tracking through real time visibility which allows them to know the location, transit time and estimated delivery time of their inventory in transit.

Weaknesses

Seasonality

The demand of freight shipping is influenced my numerous factors such as weather patterns, national holidays, consumer demand, and economic conditions. For example with the economy suffering from a recession demand for freight shipping becomes less of a demand. Freight forwarding companies such as Norton Lilly then will begin to face new challenges as they see fuel prices rise.

Opportunities

Expansion to Asia

The freight forwarding industry has in recent years has become a booming business in