News
02
abr
2018
Francisco Saraiva:
Portugal
Francisco Saraiva: "Port Marketing and the Role of Port Authorities"
 
The evolution of most of the ports in the last 20 years has led to a redefinition of the role of the stakeholders involved. In the case of Port Authorities (APs), the separation of the operational activities of cargo handling and even the provision of some port services did not relegate them to a secondary role. On the contrary, the continuous struggle to increase volume, the implementation of electronic platforms in port communities, and the interest in improving the hinterland's competitive conditions have been some of the factors that have led the PAs to play a very active role.
 
At present, APs go beyond the functions of landlords and protection of the public interest, one of the clear examples being the marketing area.
 
The European Sea Ports Organization report (ESPO, 2016) based on a survey of PAs in Europe revealed that 86% of PAs lead marketing activities in the port community. There is a quest to expand the reputation and visibility of ports, as well as to strengthen relationships with stakeholders that can influence the success of the port. PAs, which are increasingly active at the intersection of public and private domains, seek to achieve broader goals and strengthen functions that were once uncommon in a publicly-owned venture. The implementation of marketing strategies is now recognized by PAs as an essential lever for achieving long-term growth. In this context, and with its role as facilitator in business networks moderating conflicts between private companies and the relationships among several public entities, PAs reveal an adequate structure for the coordination of marketing activities.
 
Marketing strategies are outlined for the main social and economic actors belonging to the network, where the PA plays a key role in coordination between partners. For this reason, marketing is oriented not only to customers, but also to other stakeholders in an enterprise ecosystem that continually improves port performance. A successful marketing strategy focuses on identifying the key relationships through which PAs can create value for stakeholders, based on their distinct competencies.
 
Marketing strategy is coordinated for a variety of stakeholders and creates relationships of complex nature and content. Today, the role of various forms of communication, business development, liaison with the local community and stakeholder relationship management is fundamental and goes beyond the traditional activities of PAs in the port community.
 
Source, Revista Cargo.
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