D3.4 Strategy Roamap for Cooperative Networked Services
The format adopted for the Strategy Roadmap is
broadly that presented by the “Old Master”, Philip Kotler in his landmark book
‘Marketing Management’ – the most widely used textbook on marketing in the
world. He advocates carrying out all the preparatory work that is required to
analyse a market opportunity before implementing the various measures for
realising the opportunity. In brief, an overview of the Strategy
Roadmap is as follows:
1. Analysis of Market Opportunity
1.1 Transport requirements of Shippers.
1.2 Estimation of Unitised Cargo Flows between
1.3 Alignment of Cargo Flows with transport
1.4 Determination of Hinterland and Foreland
Markets of Focal Port.
1.5 Focal Port developments that would improve
supply chain efficiency:
a. Infrastructural developments,
b. Operational improvements.
1.6 Quantification of Market Opportunity.
2. Realisation of Market Opportunity
2.1 Cooperative Networked Services and the
technologies that would help realise the potential of these services.
2.2 Design and management of Cooperative
2.3 Benefits of Cooperative Networked Services.
2.4 The essential elements of Service Level
Agreements that are required to support coherence within Cooperative Networked
2.5 Presentation of Cooperative Networked
concepts at workshops to test their validity amongst shipping stakeholders.
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