Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Type

MBA Research Project

Abstract / Summary

The current report is written with the prime objective of enabling MSC management to devise an effective strategy to outdo the market domination enjoyed by Maersk at present. To address the stated purpose, the adopted approach has been divided into different sections stating off with statement of marketing research problem, secondary research, exploratory research, development of initial model, expert interviews, client interviews, second proposed model, development of survey questionnaire for clients, development of survey questionnaire for competitors and finally statistical analysis of survey questionnaires through SPSS. Moreover, the report write up is divided into four district phases covering the above mentioned set of activities during whole cause of project along with specific findings noted at each phase. Further, the analysis is aided by a series of internal interviews conducted by project group to know about company culture and prevailing practices which form basis of internal analysis and other associated analyses such SWOT, Internal Evaluation matrix etc. Similarly, analysis of external environment is also aided, along with linked analysis such as External Evaluation matrix, competitor profile matrix etc to portray a complete picture representative of MSCs current market position. The final chapters of report deal with strategic mapping and proposed solutions based on survey findings.

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