REVENUE MANAGEMENT IN A SHIPPING COMPANY

Dandanes nas prihodkovni management spremlja vsepovsod, tudi v situacijah, ko se tega sploh ne zavedamo. Namen prihodkovnega managementa je povečati dobičkonosnost podjetja v času, ko je ponudba večja od povpraševanja, in sicer za izdelke in storitve, za katere so kupci pripravljeni plačati različno ceno. Danes je prihodkovni management prisoten že skoraj v vseh storitvenih dejavnostih, zanimivo pa je, da ga ni zaslediti v pomorski panogi. Pomorski kontejnerski prevoz se že od leta 2009 sooča z velikimi finančnimi izgubami vseh ladjarjev, ki navkljub investiranju v večje optimalne kontejnerske ladje, zniževanju stalnih stroškov, reguliranju razpoložljivih zmogljivosti glede na sezonska nihanja v povpraševanju še vedno ostajajo »v rdečih številkah«. V panogi, v kateri poleg negotove prihodnosti prevladujejo močna konkurenca, stalna zmogljivost na trgu, visoki stalni in nizki spremenljivi stroški, segmentacija trga, sezonsko nihanje in prodaja izdelkov vnaprej, lahko podjetja izboljšajo svojo izkoriščenost in dobičkonosnost le s prihodkovnim managementom ‒ s prodajo pravega izdelka pravemu kupcu ob pravem času in po pravi ceni. Uvedba prihodkovnega managementa na področju ladjarstva bi podjetjem omogočila boljše napovedovanje pričakovanega povpraševanja glede na običajna sezonska nihanja, vzpostavitev oddelka prihodkovnega managementa in razvoj orodij, s katerimi bi lahko zagotavljali izboljšanje dobičkonosnosti podjetja. Cilj diplomskega dela je raziskati možnosti uvedbe prihodkovnega managementa na področju ladjarstva, predstaviti priporočljivo organizacijsko strukturo, ki zagotavlja fleksibilnost v hitro spreminjajočem se okolju, prenos podatkov in znanja med različnimi oddelki, ter analizirati pomen cene v prihodkovnem managementu. Rezultat diplomskega dela je študija primera, ki je potrdila, da je koncept prihodkovnega managementa, kot ga danes poznamo v letalski panogi, možno vpeljati v pomorski kontejnerski prevoz, da vpeljava le-tega izboljša dobičkonosnost podjetja, da mora podjetje temu primerno spremeniti svojo organizacijsko strukturo za doseganje čim boljših rezultatov in da je postavljanje prave cene pravemu kupcu ključ za izboljšanje dobičkonosnosti. Končni rezultat diplomskega dela je model, ki se lahko uporabi v katerem koli podjetju na področju ladjarstva, pa tudi širše.Nowadays, we are faced with revenue management almost everywhere, even in situations when we are not aware of it. The purpose of revenue management is to increase the profitability of the company at a time when supply exceeds demand, for products and services that customers are willing to pay a different price for. Today, revenue management has been present in almost all service industries, but it is interesting that it is not found in the maritime industry. Maritime container transport industry has been facing heavy financial losses by the shipping companies since 2009, which despite the major investments in optimal container ships, reduction of fixed costs, regulation of the available capacity according to the seasonal fluctuations in demand remain unprofitable. This is the industry in which, in addition to an uncertain future dominated by strong competition, fixed capacity in the market, high fixed and low variable costs, market segmentation, seasonal fluctuations and the sales of products in advance, companies can improve their utilization and profitability only by revenue management ‒ by selling the right product to the right customer at the right time and for the right price. The introduction of revenue management in the field of shipping would allow companies to better predict the expected demand, on the basis of normal seasonal fluctuations, to form a revenue management department and to develop tools that could ensure improvement in a company\u27s profitability. The aim of the diploma thesis is to explore the possibilities of the revenue management introduction in the shipping industry, to present a recommended organizational structure that provides flexibility in a rapidly changing environment, the transmission of data and knowledge between different departments, and to analyze the importance of the price for the revenue management. The result of the thesis is a case study that has confirmed that the concept of revenue management as it is known today in the aviation industry can be introduced in the maritime container transport, that the introduction thereof can improve the profitability of the company, that the company should change its organizational structure to achieve the best possible results and that setting the right prices to the right customer is the key for the profitability improvement. The final result of the thesis is a model that can be used in any company in the shipping industry and beyond