THE PRICE DIFFERENTIATION STRATEGY FOR MULTI-SEGMENT MARKET: CASE STUDY IN AN INTERNATIONAL SHIPPING COMPANY

Rinawiyanti, Esti Dwi (2012) THE PRICE DIFFERENTIATION STRATEGY FOR MULTI-SEGMENT MARKET: CASE STUDY IN AN INTERNATIONAL SHIPPING COMPANY. Proceeding of the 9th International Annual Symposium on Management (INSYMA) .

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Abstract

The global market gives opportunities to the shipping company to develop its business, such as the larger market, the addition of new routes, the broader port of destinations, and the development of services. It will give effect to the increase in the number of markets served. Generally, shipping companies have a multi-segment market and apply specific strategies for each segment. One is the pricing strategy. To be more focus on each segment and able to serve it best, the company should define the appropriate price (rate) policy for every market segment. A study has been carried out at PT X, an international shipping company at Surabaya. As a world-wide company PT X has shipping service to various ports of destination around the world. From observation it was known that the company applies different pricing strategies for each segment of its market, like contract rate, negotiated rate, market rate, etc. Each strategy has certain advantages for its market segment and the company determines specific requirements for this strategy. Through those strategies a multi-segment market could be served well in accordance with the characteristics of each segment. It will provide benefits for the company, such as establishment and maintenance of good and profitable relations with customers.

Item Type:	Article
Uncontrolled Keywords:	price, segment, shipping
Subjects:	A General Works > AS Academies and learned societies (General)
Depositing User:	ESTI DWI RINAWIYANTI - 210018
Date Deposited:	28 Aug 2013 07:57
Last Modified:	24 Mar 2021 14:23
URI:	http://repository.ubaya.ac.id/id/eprint/4435

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