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Getting the basics right
You cant have a successful marketing strategy if your core product isnt right. As a quasistate agency, the GPA is one of the states largest public employers, directly employing more than 900 people. However, the GPA, together with private sector, port-related operations, account for more than 295,000 jobs state-wide, some US$35 billion revenue contribution to the state, and income exceeding US$10.8 billion annually. Savannah is home to the largest single-terminal container facility of its kind on the US East and Gulf coasts, while Brunswick has emerged as one of the top five auto ports in the US.
“Long-term strategic planning and terminal expansion is key to staying ahead of the growth curve,” says Hock. “As a commonuser facility we look very closely at terminal design and terminal densification options.
There are two main elements. From a carrier perspective, we have carriers who operate on different trade lanes and in different partnerships but all call at our singleterminal operation. So they’re not shifting according to their differing alliances. It’s not like this alliance calls at this terminal and that alliance at that terminal. All container transfers and movements between different lines are within one gate system.
“From the importer or exporter’s standpoint, look at a high volume customer like Wal-Mart.
They use a multitude of carriers. If they are bringing an empty in and picking up a load, it’s all done at one terminal. They don’t have to drop the empty here and then go to another terminal to load. So there are cost efficiencies. That satisfies the needs of both carrier and importer/exporter.
And of course the terminal is completely contiguous: one terminal, one gate system, one operating system.”
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