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07-05-2020 (Singapore)

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Port Strategy

Pricing, Marketing and Strategic Development

7 – 8 May 2020 | Mandarin Orchard Hotel, Singapore

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Register 2 Delegates & the 3rd attends FREE!
MCF Training Grant Is Available For Eligible Participants.


Key Learning Outcomes

  • Forces impacting Port Marketing and Business Strategy
  • Shipping and Port Alliances – what to expect and how to manage risk
  • Developing a Port Marketing Plan
  • Types and structure of port markets and services; and the impacts on pricing
  • Pricing for Competitive advantage and Business Development
  • Port Strategic Planning – Trade and Business Development
  • Applied case studies from real life examples

Who Should Attend

  • Terminal, Port Operators and Port Authorities
  • Traders & Charterers – Dry Bulk and Liquid Cargoes
  • Ship Owners, Operators, and Managers
  • Logistics, Freight Forwarders and Shipping Agents
  • Terminal Equipment and Technology Providers
  • Multimodal transport service providers
  • Port Developers, Construction & EPC Consultants
  • Port Investors, Banking and Financing Institutions

What past participants liked about the Course Director

“Well delivered by the facilitator. Opportunity to meet participants with similar job areas and plenty of real cases/case studies shared”
Muara Port Brunei

“Talks about real scenarios, practicality and forward planning”
Manila North Harbour Port Inc

“Practical and latest information/content”
Samalaju Industrial Port Sdn Bhd

“Topic covers day to day port challenges. Case studies covered to help understand the material”
Jakarta International Container Terminal


Packages Price
2 Day TrainingSGD $3595Early Bird

MCF Training Grant Is Available For Eligible Participants.
Please Refer To For Information.

Register 2 Delegates & the 3rd attends FREE!
Group rate is based on normal rate of 2-day main conference package only.
For Group Registrations, email or call +65 6508 2401


  • Special Group Discount pricing is applicable to groups of 2 or more delegates from the same organisation registering for the same event, at the same time.
  • Fee stated is the discounted price PER DELEGATE. Only one discount applies – either the early bird rate OR the Special Group Discount.
  • All fees stated include luncheons, refreshments and complete set of documentation. It does not include the cost of accommodation and travel.
  • A 7% Goods & Services Tax (GST) is applicable to all Singapore based companies for Singapore venue.


David Wignall,
Senior Port Professional

David Wignall is a senior port professional. His experience as a senior port manager responsible for operations and development combined with fifteen years of providing consulting support within the industry, has allowed him to develop a well roundedunderstanding of the port and marine industry.

His expertise stretches from economics and feasibility through to day to day operations. David has been responsible for directing research and consulting studies and providing management support for marine assets throughout the world. He has work in many countries in the world including: China, USA, United Kingdom, India, Russia, Germany, Spain, Thailand, UAE, Yemen, Brazil, Singapore, Malaysia, Indonesia, Kenya and Nigeria.

The International Tribunal of the Law of the Sea, The World Bank and the Asian Development Bank have recognised David’s expertise by appointing him to undertake independent studies.  He has acted as an expert witness for courts in many jurisdictions. Of particular note was evidence for a court in New York on anti-trust claims related to price fixing in ports and shipping.

David has presented more than thirty conference papers detailing projects and management research in the ports and shipping sector.

Before founding DWA, David was responsible for the Ports and Logistic Division of one of the world’s leading maritime research and consulting groups. In this role he was instrumental in growing their Asian operations from start-up to well over one hundred professionals spread throughout Asia Pacific.

Prior to that, David was a member of the senior management team for a major shipping company. His area of responsibility was the development and operation of port and terminal facilities. Early in his career David worked with one of Europe’s leading maritime engineering consultancies.



The changing business environment for ports

  • E-commerce, cyber risks, smart port technology
  • Impact on shipping flows from realization of holistic future infrastructure proposals
  • Impact on port development from ship size developments
  • Connected ports and supply chains


Shipping Alliances

  • New shipping alliances and breakdown of trade flows share
  • Mergers and acquisitions and how it impacts neighbouring ports
  • Gaining clarity on hub port usage – who wins and who loses
  • Alliance safeguards needed

Port Alliances and Cooperation

  • Types of cooperation
  • Developing synergies
  • Commercial and regulatory limitations
  • Learning from case studies in European/US port cooperation


Port Marketing

  • Understanding the different roles of Port Actors and Differing Marketing Strategy Application
    • Governance Level
    • Port Authority Level
    • Port Terminal Operator (PTO) Level


Understanding Pricing

  • Marine related vs. port related vs. service provider’s charges
  • Calculating ship and cargo dues
  • Pricing for cargo stevedoring, warehouse/terminal storage rental and additional value added services
  • Rental fees to port authority
  • Understand port incentives –tariffs, grants and discounted fees
  • Negotiation of port pricing and fees
  • Practicing price discrimination

Case study illustrations and group work – Pricing and Competitive advantage

Computation of port marine charges of some regional ports, analyzing of the tariff structure used and evaluating the competitiveness of the ports’ illustrated

Challenges in Port Pricing

  • Difficulty of accurately measuring port costs
  • Correct allocation of port costs in terms of port activities
  • ROI and conflicts with other port objectives
  • Cross subsidization to promote transshipment
  • Dedicated versus common user berths
  • Price discrimination and unfair competition
  • Port pricing control and benchmarking
  • Can the port charge what they wish to?

Pricing Techniques in Port Marketing

  • Product and service cost-based pricing
  • Economic approach pricing – marginal and average cost pricing
  • Impact pricing approach
  • Traffic congestion based pricing
  • Incentive based pricing
  • Pricing value add services

Group Exercise – Pricing and Business Development

Developing a competitive tariff structure to attract and increase traffic at the Port: Participants will be engaged in developing a competitive tariff structure for proposal to their management. The objectives of the project are to increasethe competitiveness of the port and increase its business volume over the next 5 years.

Port Services

  • Traditional Services
  • Enhancing Suite of Services
  • Sharing of Services -is this a possibility?
  • Enhancing Port Productivity for enhancing competitiveness: how and what strategies to adopt?

Business Development through Expansion Projects

  • Assessing the market conditions and appetite for increasing port activities
  • Planning for long-term port demand and requirements
  • Overcoming limitations and challenges in new investments
  • Support on investment decisions from port authorities
  • Exploring joint venture opportunities for port financing and Management

Port Strategic Planning – Trade and Business Development

  • Environmental analysis
  • Evaluation of the Port’s business using strengths, weaknesses, opportunities and threats (SWOT) analysis
  • Tools for strategic analysis andstrategies development
  • Developing the Strategic Plan
  • Putting the plan into effect
  • Keeping control: ensuring things run according to plan

Group Exercise 1: Developing a Port Marketing Plan
Group Exercise 2: Developing a Long-Term Port Strategic Master Plan

when & where

07 - 08 May 2020

Mandarin Orchard Singapore, by Meritus
333 Orchard Road, Singapore 238867
Tel: +65 6831 6062 | Fax: +65 6737 3130
Mobile No.: +65 8298 9442
Contact Person: Tan Ai Li

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