Tiêu đề CBS+Case+Competition_MÆRSK-compressed.pdf ✅

Invitational 2019 Projects Hilda ver14.indd 1 25/02/2019 12.41
Letter from the CEO Søren Skou CEO of A.P. Moller - Maersk Dear you, I am proud to announce that Maersk has been selected as case company for CBS Case Competition in 2019. Maersk is on a mission to enable and facilitate global supply chains and provide opportunities for our customers to trade globally, as well as source parts and materials from the most competitive suppliers. Almost 20% of all containers globally and more than 25% of all refrig- erated containers, move on our network and on one of our more than 700 ships. We focus on simplifying and connecting our customers’ sup- ply chains to offer end-to-end solutions for the safe transportation of their cargo. Especially the transportation of commodities that require extra attention, like refrigerated cargo, is a focus area for us and we see that there is a strong need for an integrated end-to-end service on a global scale for our cold chain customers. So, put yourself in the shoes of our customers and reflect upon their needs when trusting us with their precious refrigerated cargo from farm to supermarket. How would you build a unique value proposition for them? I look forward to hear your proposals and would like to thank you in advance for your time and for sharing your ideas. 2 Invitational 2019 Projects Hilda ver14.indd 2 25/02/2019 12.42
Table of Contents Keeping it cool: conquering the cold chain 4 Introducing the global container industry 6 Introducing Maersk 8 From conglomerate to integrated logistics 10 Maersk Values 12 Cold chain: the next growth frontier 16 The global reefer containerized trade flows 18 The supply chain of refrigerated goods 20 Competitive landscape 24 Understanding cold chain customers 26 Supporting cold chain through innovation 28 Cold chain and global sustainability 30 The Pilot 32 Closing remarks 36 Appendix 38 3 Invitational 2019 Projects Hilda ver14.indd 3 25/02/2019 12.42