US Shipbuilding International Market Study, 1996-2005
NEWPORT NEWS SHIPBUILDING VA
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The following report presents the results of a study undertaken by A P Appledore International on behalf of NSRP SP-4, to forecast international commercial shipbuilding demand over the 10 year period 1996 to 2005. This has been done to a high degree of detail 58 separate categories of ship size and type have been reviewed, and with a particular emphasis to the potential for market penetration by US shipyards seeking to enter the commercial sector. This has been done by reviewing both demand and competitive conditions including prices, to identify those target sectors where the greatest opportunities lie. In doing this a great deal of emphasis has been placed. on checking and re-checking the assumptions on which the forecast is based, in particular with respect to likely scrapping scenarios and the prospects for trade growth. Forecasts are highly sensitive to these assumptions, and minor modifications can have a very major effect on the outcome of the forecast often producing over-optimistic scenarios. Each sub-sector of the fleet has been examined individually however, to ensure the greatest degree of confidence possible. The final outcome of the report is therefore the selection of broad target sectors that indicate an opportunity for US shipbuilders. This is not the end of the story however, and it is down to individual shipyards to develop a detailed market strategy based on this, to maximize the chances of successful market penetration. Marketing is not an isolated activity it must be developed as a line function to direct corporate strategy, and must be fully integrated with all strategic decisions, including those related to production.
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