| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 105 === Because of lacking of resources, Taiwan started its international trade quite early. Containerization shipping is very popular for the past 30 years because of its stardard and efficient operation model. Taiwanese carriers are vey active in the world. There are 4 Taiwanese carrers listed on the top 15 carries in the world.
The hot money goes around after financial crisis in 2008. Carriers or leasing company are very easy to get loans from banks with very low interest. With the optimistic forecast of global economy recovery, they started to build large vessels such as VLCC (Very Large Container Ship) or ULCC (Ultra Large Container Ship) to diminish its operation unit cost. However, the global GDP growth is not so positive as they expected. In order to ensure competiveness of unit cost, they start to adhere to the policy of full the ship. It caused the averge ocean freight decending more than 60%. Carriers have to face the biggest challenges so far. Therefore, the carrier merger and acquisition are becoming industial practices. If the finance condition is worse, they have no choice to go bankruptcy or apply bankruptcy protection. There are 5 mergers in 2016. Even the Korean carrier giant, Hanjin Shipping ranked 7th in the world, went bankrupt because of lusy finance situation and heavy debt.
Our study is from the case of W Line, who performed quite well for the past years. How they enlarge their market share and penetrade new market with the ways to enhance the cooperation with other carrers and how they face the challenges of carriers allicanes. We start this study with its operation model and how they cooperation with other carrers. They set the goal of keep their market share, new market development and how to surve or get the advantage from alliance. Combining with external PEST and Porter five forces analysis to setup their strategic management, also use the SWOT model to structure and evaluates those four elements of study carrer. By generating the reference strategies and suggestions to case company or scale similar company, it can be their internal reference or future improvement suggestion or strategic management.
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