The Performance of Seaport Clusters - RePub - Erasmus Universiteit ...

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The Performance of Seaport Clusters
change in the top management of the port authority of New Orleans, more emphasis is
placed on joint marketing with the business community. However, marketing efforts still
focus on the ‘New Orleans jurisdiction’ not the whole cluster. For instance, three port
authorities (New Orleans, Baton Rouge and South Louisiana) issue a ‘port partners’
brochure, with partners from their jurisdiction. This is a clear lack of coordination.
Two initiatives to improve the marketing regime have developed, but the marketing and
promotion regime is still (winter 2003) weakly developed. The first one is the project to
improve the market intelligence, discussed in the preceding paragraph.
Second, the port authorities have agreed to cooperate in marketing. The five port authorities
compete with other Gulf ports, such as Houston, Galveston and Mobile. The LMPC even
competes with ports on the east and west coast: the Mid West can be served by the LMPC
(via the Mississippi) and by ports on both coasts of the USA. The focus on internal
competition has prevented cooperation to market common strengths vis-à-vis competing
ports. This new initiative could improve the marketing regime in this respect.
Currently, the position of the LMPC as the premier gateway to the USA and possibly the
world’s largest port complex in tonnage, is not widely known or appreciated. Joint marketing
initiatives could be an effective way to attract more cargo to the LMPC. The five port
authorities have recently agreed on a joint marketing initiative. The practical implications of
this agreement are still unclear, but the agreement is a step towards a more effective
marketing and promotion regime.
The marketing and promotion regime in Durban
In Durban, port marketing and promotion is regarded as a relatively unimportant regime.
Other regimes, especially the hinterland access regime and training and education regime
are more important. In the South African context, marketing is not as important as in other
port ranges, because Durban is by and large the dominant port, and relatively widely known.
Port marketing is more of an issue for the relatively small competitors of Durban, such as
Maputo and Port Elisabeth.
Portnet Durban carries out port marketing for Durban. Private firms do not cooperate to
improve the brand name and reputation of Durban and are hardly involved in the marketing
and promotion regime.