‘What we quote is what we deliver’
To sustain in the cargo industry providing the right solution to the customer is important and the best solutions are tailor-made. Mark C. Hall, Airfreight Director, Embassy Freight discussed the trends of the industry.
How has the Indian market
We keep the business simple. The basic movement of freight has not changed in over 40 years. Cargo still goes in a container on a ship and in a ULD for air freight. The big change of course (apart from the reduction of transit times) is communication across all parties involved in the transportation process. Nowadays you can’t move cargo without communication.
It took us two and a half years to get into the Indian market; starting from nothing and today being one of the biggest independent forwarders by air from the UK to India. That gives us the buying power and in India growth would be a continuous process.
Our main activities are general cargo export and import via air and sea, time critical handing AOGs (Aircraft on Ground), on-board courier (OBC) and dangerous goods which includes a defence department specialising in Class one. For a time critical shipment one would be crazy to entrust the requirement to a multi drop specialist. Same applies to Section 5 shipments, only a few specialist companies like us hold that particular license. How does it help you in enhancing your business?
It is the best strategic move we have made to date. There are over 6,000 members in WCA. Some competitors find it difficult to accept as they prefer exclusive networks. For us this works perfectly. There are specialist networks within WCA which we also belong to but the key is providing our customers the best solution. Most people want their clothes tailormade but want to pay a high street ‘one size fits all’ price. It is not easy to join the network, there are many criteria to be met, which assure that the members are reputable companies. What is your strategy for customer–port to port or door to door?
The strategy is simple–be the best. Think and act like an air traffic controller. Our strategy is to treat our customers as a special person and treat their consignment as a birthday present which has to reach on time. What is your USP?
Trust! A customer can give us a shipment and not worry. At Embassy, a customer should never have to pull information, we push it to them. In addition to that, they can check the market and find that our pricing is very aggressive with a professional service. What we quote is what we deliver. Certainly, we have had customers leave us saying the competition is cheaper but they returned once they found out the competition didn’t include all the charges.
The margins are tight when you break into a market but once the trade is built, we reinvest in our people and not pocket the margins
People create and build relationships and good relationships are born through trust. The margins are tight when you break into a market but build the trade and the obvious leverage applies but instead of pocketing the additional margin. We re-invest in our people and pass on the benefits to the customers and market. Any expansion plan on the cards?
We continue our organic growth and we are looking to expand some of the verticals. Expansion will continue though, all the time we keep doing what we do in giving the customer the best solution, for our customers are actually our best sales people.