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2006 Corporate Seminar

2006 Corporate Seminar. Workshop III: MEETING CUSTOMERS NEEDS March 3, 2006 Singapore. Facilitated by: Koay Peng Yen Jim McAdam Eng AIk Meng Ted Fordney. Workshop III Objectives.

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2006 Corporate Seminar

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  1. 2006 Corporate Seminar Workshop III: MEETING CUSTOMERS NEEDS March 3, 2006 Singapore Facilitated by: Koay Peng Yen Jim McAdam Eng AIk Meng Ted Fordney

  2. Workshop III Objectives “Shippers today want to control inventory costs and minimize the risk of global trade. To that end, they want transportation providers who can deliver speed, reliability and flexibility. They can get that from a company with a mastery of logistics services – origin, destination, warehouse management, freight forwarding – as well as control of its own transportation assets.“(*) • Workshop Objective: • To develop customer-focused ideas that can be implemented within the next 90 days to advance the Corporate Strategy – Differentiated Liner, Focused Logistics. How do we meet customer needs? • There will be three sub-topics to be explored by three teams: • Team Eagle Red: Identify Customer Segments & Sales Channels • What customer segments? What customer portfolio do we build? What Sales Channels? • Team Eagle White: What Do Customers Need? • Is there just one service template? What are the gaps? How do we fill in? • Team Eagle Blue: Creating New Customer Products to Differentiate APL • What "products" do we launch to differentiate? * Excerpt from an article drafted by Mike Zampa

  3. Prioritising Workshop Ideas • Notes: • Let’s capture All ideas. Prioritise them later. • “Impact” refers to positive impact to Company, e.g. winning customers, enhancing service, increasing exit barrier, or improving cost efficiency. • “Speed” refers to how soon we can execute the idea. Suggest “High Speed” to refer to <90 days. • Obviously, this is to assist us prioritise the High-High segment. • Note that “all” ideas will likely to end up in the High-High segment initially. We will then need to re-segment within that segment to find the “Highest-Highest” sub-segment! High Impact Low Impact Low High Speed to Implementation

  4. 2006 Corporate Seminar TEAM EAGLE RED – Identifying Customer Segments & Executing Effective Sales Channels Facilitator: Ted Fordney

  5. WORKSHOP III : IDEAS IDEA 1 : TARGET THE SOURCE E.G GARMENT/RETAIL VERTICAL – TARGET THE GARMENT MANUFACTURERS’ SUPPLLIERS AND CAPTURE THEIR BUSINESS VALUE TO NOL: EXPANDING OUR FOOTHOLD IN THE CUSTOMERS’ SUPPLY CHAIN OPEN LOGISTICS OPPORTUNITIES - VMI KEY NEXT STEPS: IDENTIFYING THE SUPPLIERS / REVERSE SALES LEADS TO ORIGIN

  6. WORKSHOP III : IDEAS IDEA 2 : NEEDS – BASED SEGMENTATION ; INTERNATIONAL CUSTOM-CRITICAL EMERGENCY EXPEDITING VALUE TO NOL: REINFORCED PREMIUM SERVICE ORIENTATION ; SEGMENT NOT PRICE SENSITIVE KEY NEXT STEPS: LEVERAGE EXISTING AD-HOC PROCEDURES SECURE GUARANTEED TRUCK CAPACITIES

  7. WORKSHOP III : IDEAS • IDEA 3 : • CUSTOMER – CULTURE BASED SEGMENTATION – YOU GET WHAT YOU EXPECT • QUALITY • COST • SPEED • VALUE TO NOL: • MORE EFFECTIVE SELL • STANDARD SERVICE OFFERINGS TAILORED TO CUSTOMER SEGMENTS • KEY NEXT STEPS: • IDENTIFY TARGET CUSTOMERS/CULTURE • BUILD CULTURE SPECIFIC SALES & MARKETING APPROACH • ESTABLISH STANDARD SERVICE OFFERINGS

  8. 2006 Corporate Seminar TEAM EAGLE WHITE – What Do Customers Really Want? Facilitator: Jim McAdam

  9. Eagle White: What Do Customer Need?

  10. 2006 Corporate Seminar TEAM EAGLE BLUE – Creating New Customer Products To Differentiate APL Facilitator: Eng Aik Meng

  11. Eagle Blue – Creating New Customer Products To Differentiate APL! VOTING THE BEST IDEAS! • Action Plan: • Star Product! – Protect & Grow! • Short-term Hit – Milk the cash-cow • Differentiator – Retain with minimal investment

  12. Team Eagle Blue: Summary of Workshop Idea 1: SEA-AIR Value Proposition: Provide customers with expedited time-definite service at competitive cost. Idea 2: IN-HOUSE AIRFREIGHT CAPABILITY Value Proposition: Allows customers to deal with one provider across multi-modal modes. Increasingly customers demand for airfreight competencies. Idea 3: INTEGRATED SUPPLY-CHAIN (E-SOLUTION) Value Proposition: Re-invent Sea-Change. Provide visibility from end-to-end perspective. Ability for customers to minimize inventories & provide flexibility to supply changes.

  13. Team Eagle Blue: Summary of Workshop

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