Abstract:
The main aims of this research are to provide more empirical evidences for theory of
marketing policies and to test these theories in a new environment i.e. shipping sector of
Pakistan. This research compares performance of shipping companies in Pakistan on the
basis of four performance measures, profitability, liquidity, solvency and efficiency. It
also studies the effect of politics on public shipping sectors.
Mainly quantitative approach is utilized in this thesis to compare performance of
marketing policies in Pakistan in terms of profitability, liquidity, solvency and efficiency.
Ratio analysis is used for this purpose. SWOT, BCG.CPM analysis help for the decision
making process. And also measure the performance of the organization and marketing
effect on the shipping industry.
The theory of marketing literature support decision making for superior performance as
compared to public ownership. From empirical findings, very weak support is found for
both theories.
As shipping sector in Pakistan is nationalized due to introduction of national reforms in
Pakistan, it can be concluded that theory Marketing do not work well in competitive
markets especially in Pakistan. It can also be concluded from empirical findings that
privatization is not the only solution to poor performance of public ownership. The
introduction of competition can substantially improve performance of public ownership
