Tranvåg Maritime as Case Study

Table of contents:

Introduction:

1. History of the company

2. Strategic purpose

2.1 Mission and 2.2Vision of the company

2.3 Stakeholders

Company structure

Analysis of external environment:

PESTEL

The internal environment:

9MS Model

Strategy options:

Business strategy

Corporategy strategy & Diversification:

Market development

Product development

Portfolio Analysis

International Strategy: Doing business in Brazil

Brazil and its emerging market

Porters Diamond Theory

VI. Strategy evaluation

Suitability

Acceptability

Feasibility

VII. Strategy plan implementation

Strategy development

Leadership

VIII. Recommendations

IX. Conclusion

X. Appendix

XI. Bibliography and References

I. Introduction:

1. History of the company:

Tranvåg Maritime AS, is a consulting firm specialized in maritime operations and safety management in the marine industry. It is based in Ålesund Norway. Its market segmentation covers west and north coast of Norway. The company understands the key challenges faced by the maritime industry and are eager to provide the best solutions through its consultancy, training and development expertise.

Tranvåg Maritime AS was established by Jørn Tranvåg in 2008.The CEO has extensive experiences in the safety management , maritime operations of ships, consultancy, quality management experience at sea and chief engineer certification. Moreover, he holds a Ph.D. in security management and had worked for eleven years as an assistant professor. It is a small company with a turnover of one million kroner and only three employees are currently working for the company. Currently the company has already established itself with a number of clients who recognizes the benefit of making use of high quality expertise and professionalism.

The company provides to consumers various of services including Shipping management, ISM audits, Consultancy, Safety management and distance learning and the training & development courses such as ISM code, ISM internal auditor and HSE.

2. Strategic Purpose

Vision

Tranvåg Maritime AS Visson" is strongly committed to be a market leader by providing support and quality -services and products to our clients."

Mission

A mission statement communicates business purpose to customers and guides the company and its staff in making critical strategic decisions.

Mission says" what business the company is in". Main elements in a mission are products and services, customer, market and values and believe. As Tranvåg As is a small unlisted company do not have a mission, but it only has the above vision. There for the following Mission can be recommended to Tranvåg AS.

New Mission

"To cater corporate clients needs in improving the human resource development by conducting interactive maritime safety training and developments courses and consultancy in maritime industry in Norway. " (See Appendix 1)

Mission should convey business purpose and reason for existence to the companies "stakeholders" such as customers, suppliers, employees and shareholders.

The purpose of Tranvåg As mission is to provide a wide range of independent training services in order to enhance the professional standing and knowledge to its consumers. Trånvåg As accommodates its products and services to the highest standards and applicable regulations such as STWC Convention, in order to satisfy its corporate client's requirements.

Stakeholders

Tranvåg As has several stakeholders. They are customers, CEO, lenders, employees, suppliers and the society. By using Stakeholder Mapping grid in the appendix 4, Tranvåg As can identify its stakeholder's power and interest.

Customers

Corporate customers have a high interest with regard to Tranvåg As. They are interested in the quality of service and the reasonable prices. However, they have a low power to influence the company decisions. The company should adopt a strategy of keep them informed.

CEO

CEO has 100% ownership of the company. There for he has high power for company decisions. In addition CEO has high interest in company profits and also to increase the market share of company. Tranvåg As should manage closely this stakeholder with high power and high interest.

Lenders

These are the bank which has provided funds for the company. Bank is interested in on time interest payment and capital repayment. There for it has high interest and high power over Tranvåg AS. The company should manage closely both of these two stakeholders such as CEO and bank which has high power and high interest.

Employees

Employees are interested in good working conditions and recognition of their efforts. Furthermore they are interested in salary increment and welfare benefits. There for staff has high interest. However they have low power to influence the company decisions. These type of stakeholders should be keep informed of the company's' operations.