The regional touch

As a major trading route, the short voyage across the Mediterranean from Egypt to Turkey should have been simple. Instead, a mix of global and niche shipping lines served the route infrequently and with little flexibility, meaning companies had to rely on several carriers’ services and suffer unpredictable results.

seago-line-spain

This is the kind of client problem being addressed by Maersk Line’s regional carriers MCC, SeaLand and Seago Line, which are winning new business by handling a dense network of trades with targeted strategies for each and a local organisation to handle the complexity.

Seago Line opened for intra-European business in 2011, targeting customers like Turkish petrochemical trading company Bayegan. As a test, Bayegan gave them a small piece of their cargo volume; less than five years later, Seago Line has 75% of Bayegan’s total sea freight.

What is different is our people, 900 of them with one focus – serving this market.
Michael Hansen, CEO of Seago Line

In 2015, despite the ban on EU imports to Russia and an intra-European market that grew only 1%, Seago Line grew its business by 4.5% and now has a 12.8% share of a market estimated to be seven million containers in total.

“We have competitive services and a good network, but that actually isn’t vastly different than what our competitors offer. What is different is our people, 900 of them with one focus – serving this market,” says Michael Hansen, CEO of Seago Line.

Seago Line’s own customer survey data from 2015 found customers rank the company best on accessibility, dependability and responsiveness.

“With Seago Line, we’ve tapped into a major need in this intra-European market for our kind of service,” Hansen says. “There’s still a lot of opportunity for us to grow, and that’s exciting for the business.”

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