Crafting Strategy for Butane Run Int’l Transport and Logistics Company by Practicing SORF© Analysis Model

Shahin Shadfar, Afshin Vafadar

Abstract


Located in the West Asia and borders of the Gulf of Oman, Persian Gulf, and Caspian Sea, Iran positioned half way on the trade between Asia and Europe, offers sea ports, railroad services and land connections between two continents. Aided by this strategic location; in the coming years; road and rail freight will become increasingly important to Iran as source of foreign income. Therefore, many logistics and transportation companies have started to study the market in order to understand the challenges and prepare for new upcoming changes. For the same purpose; Butane Run as one of leading liquid transporters commissioned a comprehensive 360º market study to Emrooz Marketing Research Company. Desk research, survey on trading companies and truck drivers, study business model and marketing approach of two foreign full-transport service companies as well as in-depth interviews and focus group discussions have been conducted in order to map the Iran’s transportation market, draw lessons on how modern transport companies operate and what are the drivers’ expectations. First time in this industry, SORF© analysis model also has been used in order to puts all available cards on the table and gives much broaden outlook to the company senior management on the targeted market. Consequently new strategy for Butane Run crafted to further develop its business, operate on transportation of trading goods, invest in upgrading its fleet, infrastructures, software, etc; pushed its T/O and gained massive market share.

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DOI: http://dx.doi.org/10.5296/bms.v5i1.5474

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