The objective of this Master´s Thesis was to review and evaluate the
different strategic options for breakbulk liner shipping companies in
terms of their potential to increase a company´s ability to compete in
the highly competitive market for containerizeable breakbulk cargos. The
identification of such a strategy required for a detailed assessment of
the prevailing market forces and an analysis of the internal strength
and weaknesses of such companies from a resource-based and
market-based-view. The evaluation of the different strategic options has
been based on the Chinese-Polish Joint Stock Shipping Company as a
primary example of a breakbulk liner shipping company. A cost/price
leadership strategy has been identified as economically most promising
strategy. In an exemplary case study it has been tested if measures of
digitalization can be applied to support such a strategy and help
breakbulk liners to improve their competitiveness. The case study has
illustrated that particularly the digitalization of transactions offers
significant potential for savings in terms of working time and costs not
only for breakbulk liners but also their customers. This Master´s Thesis
is addressed to any reader with particular interest in strategic
management in the breakbulk liner shipping industry and to readers who
are interested in the application of concepts for digitalization in the
transport industry.
