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Case
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Reference no. 392-046-1
Authors: Mary R. Brooks (Dalhousie University)
Published in: 1992

Abstract

The CEO of Canada Maritime Limited, a container shipping line, has concluded that the company needs to be the number one player in the Canada/US midwest- Europe market for container trade through Montreal in order to continue its growth and remain profitable. The case decision focuses on what course of action should be taken to gain that "dominant player" objective. The decision is complicated by the company''s agreement to provide a joint service with Orient Overseas Container Line, and the coming expiry of the agreement, and by the route structure and capital investments necessary to implement the decision. The case provides four strategies to explore, with sufficient implementation detail to use the case over more than one class. Optional spreadsheets (392-046-0) accompany the Instructor''s Notes to help students with this complex case.
Location:
Industry:
Size:
USD100 million revenue
Other setting(s):
1990

About

Abstract

The CEO of Canada Maritime Limited, a container shipping line, has concluded that the company needs to be the number one player in the Canada/US midwest- Europe market for container trade through Montreal in order to continue its growth and remain profitable. The case decision focuses on what course of action should be taken to gain that "dominant player" objective. The decision is complicated by the company''s agreement to provide a joint service with Orient Overseas Container Line, and the coming expiry of the agreement, and by the route structure and capital investments necessary to implement the decision. The case provides four strategies to explore, with sufficient implementation detail to use the case over more than one class. Optional spreadsheets (392-046-0) accompany the Instructor''s Notes to help students with this complex case.

Settings

Location:
Industry:
Size:
USD100 million revenue
Other setting(s):
1990

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