Tuesday, September 1, 2020

Danish Liner Shipping Group and German Subsidiary Change Tack on Identity Alignment

Multi Brand Sales and Management Teams Set Up
Shipping News Feature

GERMANY – DENMARK – WORLDWIDE – When the German authorities accepted the acquisition of the 150 year old shipping line Hamburg Süd by Danish giant Maersk, they did so with some reservations regarding anti-competitive practices on certain routes, something which the lines summarily dealt with.

Now, three years down the line, the pair will reshape the organisational and geographical area structure of Hamburg Süd which will in future be more closely aligned with that of the parent brand Maersk in the regions in which it operates, and a multi-brand Regional Ocean Management team will be set up to del with this.

In addition, Hamburg Süd has established an Extended Management Team in the brand headquarters in Hamburg to ensure an holistic approach and a sustainable brand with a differentiated service model. The Extended Management Team comprises of the CEO and CFO along with the Global Heads of Marketing, Key Account Management, Customer Experience, IT, and HR.

The Extended Management Team is intended to further increase Hamburg Süd’s flexibility in responding to changing market trends as well as its agility and speed to market in the development of new products and innovative solutions. The Team is further tasked with ensuring the promotion and marketing of the well-known Hamburg Süd brand. Dr. Arnt Vespermann, CEO of Hamburg Süd explained the decisions thus:

“Hamburg Süd is known in the industry for its unmatched customer proximity, for its long-term and direct customer relationships, for being reachable in person, and for providing advice at the local level. We want to further enhance these advantages for our customers in order to differentiate ourselves even more. Our customers expect a very personal and local customer experience, and this is what they’ll get even more of in future.”

From a regional perspective, Hamburg Süd says its local management in more than 100 countries around the globe already enjoy significant empowerment. This ensures fast response times and a high degree of flexibility to meet customers’ individual needs. It claims a multi-brand Regional Ocean Management team will further leverage these market advantages and Hamburg Süd’s regional organisational setup will be integrated with Maersk.

The new structure will facilitate the alignment across all brands within Maersk for the benefit of the customers. It aims to further enhance the service and quality offering of Hamburg Süd and to guarantee a much more powerful frontline organisation with quicker response times and even more flexibility to market trends.

While this important step will not entail any changes to Hamburg Süd’s customer facing organisation, the company says it should further strengthen Hamburg Süd’s status as a quality brand in the liner shipping industry. Vincent Clerc, CEO of Ocean & Logistics in A.P. Moller - Maersk concluded:

“Hamburg Süd is a strong brand with its own value propositions complementing those of Maersk. By bringing the product teams closer together we want to secure stronger alignment across the teams and stronger brand positioning based on insights into our customers’ needs, enabling us to serve all customers with an optimal product and service offering.”