‘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.

Cargo Talk - - Multi Modal -

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.


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