Strategy for a small/medium sized Nordic shipping line

The aim is to explore new market opportunities for small Nordic shipping operations. The dissertation begins by introducing how the shipping industry has developed from the start to latest trends on the market. The main characteristics of the market are outlined. It is a strategic advantage to recognize some of the market elements that differ, both for better and worse. The shipping network is discussed and how it reflects the carrier’s strategic position. An explanation is offered in strategic terms as to why the small Nordic shipping line should focus on its expertise in cold chain logistics and expand into new markets. The cold chain transport is a value added and delicate service with many links that can affect the spoilage rate. Emerging economies and trade routes can be lucrative markets for small Nordic shipping lines, especially if they are involved in transport for agriculture, fish farming and other perishable food industries. In this research, the Latin America region is selected as a valuable option because it is one of the most lucrative markets for cold chain services. The focus is then set further, on Chile and Brazil, for economic and infrastructural reasons. Both economies offer good opportunities, but there are also important differences. The Brazil market is bigger with more product variations, whereas the transport system in Chile is more efficient. However, Chile is the first choice in a market expansion strategy, due to its efficient transport system and stable fish production