The Marketing System of the Manila International Container Terminal

In: International journal of physical distribution and logistics management, Band 22, Heft 5, S. 25-37

Abstract

Studies the marketing system of the Manila International Container
Terminal (MICT) in the Philippines. The data collection methods
comprised overseas trips to carry out unstructured field observation and
interviews, a nine‐item structured questionnaire, and unobtrusive
measures from Government statistical publications in four different
countries. In the data‐analysis process, the questionnaire data were
used to rank the importance of services required by major shipping lines
in order to formulate the appropriate marketing strategy. The Government
statistics data were used to test a hypothesis that Manila is more
cost‐effective as a transshipment centre compared with three other major
Asian ports. Testing of the hypothesis was based on the theory of
General Equilibrium. A response rate of 60 per cent was obtained from
the 30 mailed questionnaires. Finds that the most important services
required by the major shipping lines were: (1) berth availability, (2)
efficient operation, (3) cost. On the transshipment economics analysis,
the alternative hypothesis: It is more cost‐effective to use Manila as a
transshipment centre compared with Hong Kong, Kaohsiung and Singapore,
was found to be sustained. Notes, however, that, although Manila is
found to be the most cost‐effective on the whole system, Singapore is
the cheapest, when considering stevedoring cost only, while Hong Kong is
the cheapest when considering port charges and vessel‐steaming cost. On
the whole, the existing marketing strategy of MICT, as observed during
the various trips, was found to be sound and well‐justified.
Nevertheless, makes recommendations, based on the findings in this
study, aimed at increasing berth availability, ensuring efficient
operation and being cost‐competitive and effective.