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Meli Marine Case Study Summary

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Introduction
Meli Marine Company is a Singapore company founded in 1974. After a couple of years’ management by Edwin Chang, this company was conversion to outside management by David Tian in late 1991 and focus on Inter-Asia shipping lanes. During the period of reshaping by Tian, this company had favorable development and becoming a leading company in inter-Asia market. Currently, the executives of Meli consider whether Meli Marine expand the new lane and enter into the Asia-North America market. This essay according to this question put forward other five critical questions and using few models to help the executives of Meli Marine Company analysis the situation, which in order to make a better decision.

Critical questions
1. How to deal with the imbalance trade problem if Meil enter into Asia-North America market? （PESTLE model）
2. How to keep customers’ loyalty? （Five Force model）
3. How to get the profit from the competitive Asia-North America market? (Five Force model)
4. Is it a significant …show more content…

Meli Marine focuses on the inter-Asia market before, if this company expands to the Asia-North market and increasing the international transaction. According to Business Monitor International research (2010), the main businesses of Singapore are in China and America. These are also similar to the new market which is considered to entry for Meli Marine Company. Therefore, based on the SWOT for Singapore, the strengths are the country’s location, the company’s strong management team in inter-Asia market, which may be able to serve function in outside market; The weaknesses are unbalance between these two markets and the present size of ship containers too small to compete with other leading company’s ship containers in Asia-North America market (Hamermesh & Yong, 2012). Therefore, analysis this question and using SWOT model could help executives recognized the situation of Meli and the development trendy of Singapore. It could also help mangers make a

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