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CUTTING
THE
GORDIAN
KNOT
The segmentation model allows
managers to prioritise segments
according to the same principles
whether in London, So Paolo
or any other harbour on the map
BY JESPER ADELTOFT
in order to ensure
coherent commercial
focus and prioritisation. All attempts
of making it operational have failed,
however.
COMPANY FACTS
Maersk Line is the worlds largest shipping
company, operating in 130 countries, with a
work force of more than 25,000 employees, a
fleet of about 650 container ships and 15 million
containers transported annually across the globe.
QUARTZ+CO
Where
to grow?
STRATEGIC
SEGMENTATION
Understand the overall
market landscape
in order to identify
attractive market
opportunities and
prioritise segments.
In the case of Maersk Line, the segmentation was to encompass all three levels, with
distinct focus on defining and connecting
the strategic and operational levels as a
reshaping of the value proposition i.e. the tactical level had
recently been scrutinised with the Daily Maersk product.
What
to offer?
TACTICAL
SEGMENTATION
Understand costumer
needs, buying criteria
and behaviour for
prioritised segments
in order to develop
attractive offerings.
At strategic level, the first step was to develop a strategic market model. In such a
model, a segmentation grid is established on
the basis of just two dimensions. This is an
oversimplification of reality that trades off
complexity for operational efficiency but
if made right, it still holds the potential to
embrace vast complexity.
After multiple analysis loops, the two primary dimensions of the model chosen in
Maersk Line were cargo types and routes.
The next exercise was to define groups of
cargo types with the same characteristics
that represented different value to Maersk Line. An entanglement
of 600-800 cargo types and 250+ routes was transformed into a
segmentation grid consisting of 144 prioritised fields. Each field
was broken down according to the same logic, allowing every part
of the organisation to find itself and to know which cargo types to
focus on in which routes and corridors.
Engage and Mobilise