The Marketing System of the Manila International Container Terminal

Abstract

Studies the marketing system of the Manila International Container Terminal (MICT) in the Philippines. The data collection methods comprised overseas trips to carry out unstructured field observation and interviews, a nine‐item structured questionnaire, and unobtrusive measures from Government statistical publications in four different countries. In the data‐analysis process, the questionnaire data were used to rank the importance of services required by major shipping lines in order to formulate the appropriate marketing strategy. The Government statistics data were used to test a hypothesis that Manila is more cost‐effective as a transshipment centre compared with three other major Asian ports. Testing of the hypothesis was based on the theory of General Equilibrium. A response rate of 60 per cent was obtained from the 30 mailed questionnaires. Finds that the most important services required by the major shipping lines were: (1) berth availability, (2) efficient operation, (3) cost. On the transshipment economics analysis, the alternative hypothesis: It is more cost‐effective to use Manila as a transshipment centre compared with Hong Kong, Kaohsiung and Singapore, was found to be sustained. Notes, however, that, although Manila is found to be the most cost‐effective on the whole system, Singapore is the cheapest, when considering stevedoring cost only, while Hong Kong is the cheapest when considering port charges and vessel‐steaming cost. On the whole, the existing marketing strategy of MICT, as observed during the various trips, was found to be sound and well‐justified. Nevertheless, makes recommendations, based on the findings in this study, aimed at increasing berth availability, ensuring efficient operation and being cost‐competitive and effective.

Citation

Chan Cheung Ho, D. (1992), "The Marketing System of the Manila International Container Terminal", International Journal of Physical Distribution & Logistics Management, Vol. 22 No. 5, pp. 25-37. https://doi.org/10.1108/09600039210017011