The Effect of Marketing in national Shipping Corporation and Recommendation for better Marketing Policies (A Case Study of Pakistan National Shipping Corporation)

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