Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker...

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Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou Lecturer, Frederick University of Cyprus Shipping Consultant, Lloyds Maritime Academy

Transcript of Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker...

Page 1: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

Key Performance Indicators (KPIs),

Shipping Marketing &

Safety Orientation.

The Case of Greek Tanker Shipping Companies

presented by

Dr. Evi PlomaritouLecturer, Frederick University of Cyprus

Shipping Consultant, Lloyds Maritime Academy

Co-authorKaterina Konsta

Doctorate Researcher, University of Plymouth

Page 2: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

IF YOU ARE NOT SURE

WHERE YOU ARE,

HOW WILL YOU FIND OUT

WHERE TO GO?

Page 3: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

THE PRIMARY OBJECTIVE OF AN ORGANIZATION IS

SUCCESS!

WHICH ARE THE POTENTIALS FOR TANKER SHIPPING

COMPANIES BEING SUCCESSFUL?

THE ASSESSMENT OF A TANKER

SHIPPING ENTERPRISE’S SUCCESS

POTENTIALS SHOULD INCLUDE

CRITERIA FOCUSED ON THE

MARKET ASPECTS AND ON

SAFETY MATTERS

Page 4: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

THE AIM OF TANKER SHIPPING COMPANIES IS

THE PROVISION OF THE APPROPRIATE

SEA TRANSPORT SERVICES

BY THE RIGHT PEOPLE (PERSONNEL & CREW) TO

THE RIGHT PEOPLE (CHARTERERS / SHIPPERS)

AT THE PROPER PLACE (PORTS) AND TIME,

AT A FAIR PRICE (HIRE OR FREIGHT)

WITH SUITABLE PROMOTION.

Page 5: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

KEY PERFORMANCE INDICATORS

SHIPPING BEING CHARACTERIZED AS A HIGHLY

COMPETITIVE INDUSTRY MAKES THE USE OF

PERFORMANCE INDICATORS EXTREMELY IMPORTANT!!!

INDICATORS MUST BE:

SPECIFIC

MEASURABLE

ACHIEVABLE

RELEVANT

TIMELY

Page 6: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

KEY PERFORMANCE INDICATORS & SHIPPING MARKETING

KPIS MUST BE CUSTOMER ORIENTED IN MARKETING

TERMS.

THE SHIPPING ENTERPRISE MUST UNDERSTAND

THE CHARTERERS’ BUYING BEHAVIOUR (CHARTERING

POLICY).

Page 7: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

THE DECISIONS OF THE CHARTERERS IN THE TANKER MARKET ARE ORIENTED TO SAFETY.

THE TANKER MARKET IS SAFETY ORIENTED!!!

KEY PERFORMANCE INDICATORS & SAFETY ORIENTATION

Page 8: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

DURING THE LAST 10 YEARS, TANKER SHIPPING COMPANIES ADOPT THE PHILOSOPHY OF SOCIAL MARKETING.

THE MOST SUCCESSFUL TANKER SHIPPING COMPANY IS THE ONE THAT OFFERS THE SEA TRANSPORT SERVICE TO THE

CHARTERER BETTER THAN THE COMPETITOR DOES AND IN A MANNER THAT MAINTAINS THE

ENVIRONMENTAL PROTECTION.

Page 9: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

OBJECTIVES OF THE RESEARCH

Page 10: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

TYPE OF RESPONDENTS’ SHIPPING ACTIVITY12% OF THE RESPONDENTS ARE THIRD PARTY MANAGEMENT COMPANIES;

88% HAVE THE OWNERSHIP & MANAGEMENT OF ITS TANKERS

Page 11: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

SIZE OF TANKER SHIPPING COMPANIES45% OF THE RESPONDENTS ARE LARGE TANKER COMPANIES 35% ARE MEDIUM TANKER COMPANIES & 20% ARE SMALL TANKER COMPANIES

Page 12: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

SELECTION MODEL OF RESPONDENTS62% OF THE PARTICIPANTS APPLY THE SELECTIVE SPECIALIZATION 38% OF THE PARTICIPANTS APPLY THE SEGMENTAL CONCENTRATION

Page 13: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

NECESSITY OF KPIs72% OF RESPONDENTS BELIEVE IN KPIS’ NECESSITY, WHILE 28% OF RESPONDENTS DO NOT HOLD SUCH A VIEW.

Page 14: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

NECESSITY OF KPIs IN RELATION TO FLEET55% OF RESPONDENTS CONSIDER THAT THE INDICATORS ARE MORE NECESSARY IN TANKER SHIPPING COMPANIES.

25% OF RESPONDENTS ARGUE THAT THE INDICATORS ARE MORE NECESSARY IN LARGE SHIPPING COMPANIES

20% OF RESPONDENTS MAINTAIN THAT THE INDICATORS ARE NECESSARY IN SHIPPING COMPANIES IRRESPECTIVE OF THE SIZE & TYPE OF FLEET

Page 15: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

IMPLEMENTATION OF KPIs IN TANKER SHIPPING COMPANIES

22% OF TANKER COMPANIES APPLY KPIS IN THEIR DAILY MANAGERIAL TASKS

Page 16: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

IMPLEMENTATION OF KPIs IN LARGE, MEDIUM &

SMALL TANKER SHIPPING COMPANIES

69% OF THE ENTERPRISES ARE LARGE COMPANIES, 27% ARE MEDIUM TANKER COMPANIES AND 4% ARE SMALL TANKER COMPANIES

Page 17: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

DATA PROVIDED BY THE MECHANISM OF KPIs TO

SMALL, MEDIUM AND LARGE TANKER COMPANIES

KPI MEASUREMENT COVERS OPERATIONAL, FINANCIAL, CREW/PERSONNEL AND LEGISLATION AREAS

Page 18: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

TYPE OF KPIs IN SMALL, MEDIUM & LARGE

TANKER COMPANIESTHE MOST IMPORTANT KPIS ARE SAFETY,

OPERATIONAL & TECHNICAL

Page 19: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

BENEFITS OF KPIs IN

THE TANKER SHIPPING COMPANY

Page 20: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

SUCCESS FACTORS OF KPIs PROCESS36% OF RESPONDENTS ARGUE THE COST OF IMPLEMENTATION 33% OF RESPONDENTS ARGUE THE SPEED OF IMPLEMENTATION 31% OF RESPONDENTS ARGUE THE FLEXIBILITY OF KPI PROCESS

Page 21: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

CONCLUSION

THE MOST IMPORTANT DATA PROVIDED BY KPIS IN

LARGE, MEDIUM AND SMALL TANKER COMPANIES

ARE THE OPERATIONAL AND LEGISLATION DATA,

WHICH ARE RELATED IN A GREAT EXTENT TO

SAFETY AND ENVIRONMENTAL MATTERS.

KPIS ARE DEPENDENT ON THE KIND AND SIZE OF

FLEET THAT A COMPANY MANAGES. LARGE TANKER

COMPANIES CARRY OUT PERFORMANCE

MEASUREMENTS INTO A GREATER EXTENT

COMPARING WITH THE SMALL AND MEDIUM

TANKER COMPANIES. MOREOVER, SAFETY AND

OPERATIONAL PERFORMANCE INDICATORS ARE OF

VITAL IMPORTANCE IN LARGE TANKER COMPANIES.

Page 22: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.

CONSLUSION

THE MOST IMPORTANT BENEFITS PROVIDED TO THE

KPIS USERS ARE THE IMPROVEMENT OF CUSTOMER

RELATIONSHIPS, COMPETITIVENESS, MARKETING

PLANNING AND INTERNAL ORGANIZATION.

TANKER COMPANIES SHOULD ACKNOWLEDGE ONE

COMMON SET OF KPIS, IMPLEMENT THEM MORE

SYSTEMATICALLY AND THUS IMPROVE THEIR

PERFORMANCE. IN THIS WAY THE TANKER COMPANIES

MAY UTILIZE TO THE MAXIMUM ITS RESOURCES IN

ORDER TO PROVIDE ITS CUSTOMERS WITH THE

“RIGHTS”: RIGHT SERVICE, RIGHT QUALITY, RIGHT

PLACE, RIGHT TIME AND RIGHT COST.

Page 23: Key Performance Indicators (KPIs), Shipping Marketing & Safety Orientation. The Case of Greek Tanker Shipping Companies presented by Dr. Evi Plomaritou.