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Case
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Reference no. CCW140402
Subject category: Strategy and General Management
Authors: Stephan Meier; Jerry Kim; Bastiaan Oomens
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2019
Version: December 4, 2019
Revision date: 16-Apr-2020
Length: 22 pages
Data source: Published sources
Topics: Strategy; World business pricing; AP Moller-Maersk; Competition; Shipping; Port; Terminals; Cargo; Trade; Asia; WTO; Contribution matrix; Containers
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Abstract

In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?
Location:
Netherlands
Industry:
Management
Teaching note
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Reference no. CCW140402TN
Subject category: Strategy and General Management
Authors: Stephan Meier
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2019
Version: August 7, 2019
Revision date: 16-Apr-2020
Length: 16 pages
Data source: Published sources
View full details
Supplementary software
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Reference no. CCW140402SS
Subject category: Strategy and General Management
Authors: Stephan Meier; Jerry Kim; Bastiaan Oomens
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2013
Version: September 6, 2013
Format: .xlsx
Data source: Published sources
Topics: Strategy; World business pricing; A.P. Moller-Maersk; Competition; Shipping; Port; Terminals; Cargo; Trade; Asia; WTO; Contribution matrix; Containers
View full details

About

Abstract

In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?

Settings

Location:
Netherlands
Industry:
Management

Related

Teaching note
-
Reference no. CCW140402TN
Subject category: Strategy and General Management
Authors: Stephan Meier
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2019
Version: August 7, 2019
Revision date: 16-Apr-2020
Length: 16 pages
Data source: Published sources
View full details
Supplementary software
-
Reference no. CCW140402SS
Subject category: Strategy and General Management
Authors: Stephan Meier; Jerry Kim; Bastiaan Oomens
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2013
Version: September 6, 2013
Format: .xlsx
Data source: Published sources
Topics: Strategy; World business pricing; A.P. Moller-Maersk; Competition; Shipping; Port; Terminals; Cargo; Trade; Asia; WTO; Contribution matrix; Containers
View full details