Market expansion through market penetration

via haulage division : A study of Century Total Logistic Bhd

Presented By:
Salasiah Binti Bahrin
2008278234
BBA (Hons) Marketing Part 6

Contents

Background

of company.
Haulage operation
Problem Statement
Objectives of Study
Issue
Literature Review
Research Methodolgy
How CTL market their haulage services?
Recommendation and conclusion.

Company Profile

The Group's principal activity is providing

logistics solutions.
Committed to continue and expand their
efforts to further involve in domestic and
overseas operations.
Offers the unique value added solution that
optimizes supply chain
employs more than 600 employees

Corporate profile

Corporate identity

Board of Directors

Business services

Oil & Gas Logistics

Supply Chain Management
International Freight Forwarding
Transport Management & Distribution
Procurement & Assembly Services
Warehouse Management Services
Halal Logistics Services
Integrated Logistics Management

Import Operation

Port of Discharge

Customer
Premise

MT Container
Depot

Customer
Premise

Port of Loading

Export Operation

MT Container
Depot

Distribution Matter

Delays of delivery of goods and containers

Inefficiency of Depot and Port operation
Breakdown of two or more trucks
Unpredictable road condition

Continue

Poor services (Lack of Monitoring haulage operation.

Lack of staffs skill

Inefficiency in monitoring cost

Inefficiency of monitoring claims

Slow computering system

Lack of reputation

Objective

The objectives of Century are to perform efficient

and responsible business activities to enhance the
interest and quality of life of our stakeholders.

To establish how strategy such as market expansion

through penetration will expand to the new market.

To establish the strategic promotion as preferred

alternative of diversification towards growth
strategies.

Competitive pressure.

To

many logistic company in the market

provide the haulage services

Rising fuel cost

Increase

the cost of operation and increase

price offering to the customer

Government Regulation

Tariff
Liberalization

of Haulage industry

Definition Market

Market Definition.
Market is the place where price is
determined.
In other words, A market is the collection
of buyers and sellers that, through their
actual, or potential interactions,
determine the price of a product or set of
product.

Market expansion

Market Penetration is the business focuses on

selling existing products in existing markets
to increase market share. This can be
achieved by introducing loyalty schemes to
increase purchasing by existing customers.

Market penetration

Market

penetration occurs when a company

enters/penetrates a market with current
products. The best way to achieve this is by
gaining competitors' customers (part of their
market share). Other ways include attracting
non-users of your product or convincing
current clients to use more of your
product/service (by advertising etc).

Research methodology

Findings

How CTL do market penetration for haulage

division?

Expand haulage business through

opening a new branch
Melaka
Kuantan,

Pahang

additional prime mover and side loader

sustain

the overcapacity that facing by CTL

Halal logistics provider for Halal Transportation

There

is no mixing of Halal goods with non-Halal

goods in case of bulk shipments.
There should be no mixing of Halal goods with
both severe and medium najs in one container or
common transportation storage.
There is no mixing of Halal goods with non-Halal
goods in one pallet and/or load carrier.
There is a physical segregation of Halal cargo
from non-Halal cargo through tertiary packaging
(such as shroud, shrink wrap) or containerisation.

Integrated Logistic services

Focusing 3 division only which is

Forwarding
Haulage
warehouse

Opening Yard Operation

storage

container
Parking lorry
Staging
lading

Cross border of CTL

Thailand
India

china

Generate Revenue

Recommendation

Quality of containers delivered (time base)

and customer satisfaction.
Monitoring cost efficiently
Managing Claim efficiently
Increase the reputation of CTL haulage
Use the efficient security and computer
system

Conclusion

Nowadays there are too much competitors

for the logistic industries. CTL should ensure
their services that they offer to the customer
can satisfy the customer. Besides that, they
should currently renew and introduce a new
haulage services, change the strategy
implementation and improve services from
time to time to ensure customer loyal to the
services.

Prepared by Salasiah Binti Bahrin

15 April 2010
Century Logistics Holdings Berhad (424341-A)
P. O. Box 93
42008 Port Klang
Selangor Darul Ehsan
Tel: (603) 3375 5888 Fax: (603) 3375 5969
E-Mail: info@century.com.my
Web Site: www.century.com.my