How We Work

How We Work

“Shipping is an exciting business, surrounded by many false beliefs, misconceptions and even taboos… The facts of the matter are straightforward enough and, when stripped of their emotional and sentimental overtones in clinical analysis, are much less titillating than the popular literature and the maritime folklore lead one to expect.”

By Helmut Sohmen, Austrian Businessman in Hong Kong


The shipping industry exists for more than 5,000 years and has been of great importance for the global development and still is; more than 80% of world trade goes by sea

Shipping is an old industry, with a history of 5,000 years in which continuous change and numerous developments, sometimes gradual and occasionally fatal, occurred, so we have a unique opportunity to learn from the past.

Apart from learning from the past it is equally important to look at the future.

The modern shipping industry is complex, it has a global, competitive, capital-intensive, volatile and transparent character.

Nowadays the shipping industry is experiencing a business environment characterized by radical change – and there seems to be an explosive acceleration in the speed of change. The drivers behind this change are many; to name a few: Globalization, Dispersed Manufacturing, Increased global demand for commodities/consumer goods, World Trade, Technology – including environmental & safety concerns, Geopolitical scene – including terrorism, Financial Markets and Accelerated professionalism.

Forecasting will create better insights of these drivers and the expected developments within the industry and help in making better decisions about the Right Ships, the Right Cargo and the Right Customers.

The characteristics of the maritime industry and the ambition to enhance or gain the competitive advantage (= having the Right Ships) require an understanding of the business environment which involves different market players, developments and trends, and a number of complicated interdependencies between them.

Understanding the business, calculating the position and forecasting, all require that the business information is well managed in advance which is finding the relevant data and processing it in a structured way so it becomes Market Intelligence.

Blue Sea Marketing works in close partnership with its clients. By working together we get better results than either of us can do alone.

To calculate the position and review and adjust the strategy Blue Sea Marketing has developed a six task approach which is performed as a loop:


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  • Company Data and get acquainted

Hear the story of the company, achievements & disappointments threats & opportunities, long term goals, targets. The availability of performance data  (operational, commercial and financial) of the company is important for later tasks.

  • Market Data

All relevant data of the cargo markets (e.g. oil, iron-ore, petrochemical, offshore & coal), of the competitors and of macro-economic developments will be gathered in a structured way.

  • Analysis & Positioning

The available data is analyzed and turned into information and insights. That makes it possible to calculate the position of the company. This position provides insights in the dynamics of the market, the competition and all relevant developments and indicates where the company stands relative to the competition, suppliers and customers.

  • Strategy Development

The position and the goals of the company for the years the come are known. These two create the opportunity to design the strategy for these coming years. This can be a new strategy to create a sustainable competitive advantage or this can be an enhancement of the existing strategy  to become the Thought leader in the industry 

  • Implementation

The implementation task aims to translate the strategy into better performances. This task comprises planning and execution and has 7 rules:

  1. Keep it simple and concrete
  2. Challenge assumptions; reflect real market economics
  3. Speak the same language
  4. Make sure resource allocation is taken care of
  5. Identify priorities
  6. Continuously monitor performance
  7. Develop execution ability
  • Measuring & Evaluation

When the implementation is completed, the registration of activities and performances  goes on – in a structured way – and provides data that will be used as input to evaluate the process of these tasks and to make adjustments in the future.