SSO med karakteristik og analyse af A.P. Møller - Mærsk

Større Skriftlig Opgave

A.P. Møller gennem det 20. århundrede

- En karakteristik og analyse

Udarbejdet af [navn fjernet] 2.Q

Dec. 2006

Abstract

Background and purpose. Maersk Line has grown to be the world’s largest shipping company, with more than 35.000 employees and 550 containerships. The purpose of this study, were to characterize the shipping department of the A.P. Maersk-Moeller A/S company, and analyse its possibilities of keeping the position as the dominating shipping company.

Methods. Articles, books, internet resources and company reports have been analyzed in order to give a complete view of Maersk Line’s current position amongst its competitors, its future strategies and chances of expanding in China, which is the next step in order to grow even bigger. Being a financial report, it will be written from a financial point of view and the material will also be selected from this point of view. Results. The most striking fact is that Maersk Line has such a good company record of being on time, keeping their promises and maintaining a reasonable amount of discipline. This had lead to their position as the leading shipping company and the most preferred. In addition to this, they have made their competitors rely on them by making alliances. Conclusion. Maersk Line is a company which is here for good. They are so ingrained in all that they do, in such a way that they are almost impossible to outrun in the constant race of being the biggest and best, where the world economy is growing at such great speed and almost impossible to keep up with.

1. Problemformulering og indledning

1.a Problemformulering I denne opgave vil der blive gjort rede for rederiet A.P. Møllers udvikling i løbet i det 20. århundrede og forsøgt at forklare, hvorfor virksomheden udviklede sig som den gjorde. Der vil endvidere blive givet en karakteristik og analyse af virksomheden Mærsk Line, som den fremstår i dag. Herunder vil indgå virksomhedens forretningsområde, idegrundlag og størrelse samt dens strategier for vækst.

Til sidst vil der med udgangspunkt i en SWOT-analyse diskuteres virksomhedens stærke og svage sider og til tillige blive givet en vurdering af hvilken strategi der bør føres i den globale konkurrencesituation.

1.b Indledning Emnet er valgt, idet A.P. Møller-gruppen er noget enhver dansker kan være stolt af. Danmark er måske nok et lille land, men en respekteret nation i det internationale erhvervsliv.