| Abstract | Dong Nai Port Joint Stock Company (DNP in short) established in 1990. It is a state-owned company under management of Dong Nai Province’s Department of Transportation, Its main business line is cargo handling, warehouse-jetty leasing as well as other maritime services.
With an experience of more than 19 years operation, DNP has become one of the top ten ports in achieving a high output of cargo in Vietnam.
During the past years, DNP’s main services were logistic, such as cargo stevedoring, warehouse & opening-stock leasing, and others of marine services for shippers, carriers, etc. Thanks to the geographical and competitive advantages, DNP can gain 4.4% market share.
Nowadays, under the high pressure from new competitive entrants and the attractiveness of the southern market, DNP should develop practical innovations in productivity operations as well as clear policies to meet customers’ demands. In specific, DNP needs to set up and develop its marketing strategy to achieve a target of 10% market share at southern region in the year 2010.
This research is to present and analyze DNP’s over all capacities (background, organization structure, objectives, human resources, information and technology, marketing activities, turnover and expenditure…) to fully exploit its strengths and improved on weaknesses, classify its opportunities and threats in order to diversify its marketing strategies, improve its competition and gain market share in Vietnam.
Keywords: Dong Nai Port, Transportation, Cargo handling, Warehouse-jetty leasing, Shipper, Marketing strategy, Vietnam, stevedoring, Opening-stock. |