Maersk Shipping: Is the Price Right?

Should Maersk continue a strategy of aggressive price cutting or consider raising service prices?
Stephan Meier, Jerry Kim, Bastiaan Oomens  | Summer 2013
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The Ciber Case Series In early 2012 in the wake of economic uncertainty and industry-wide losses, shipping industry giant Maersk Lines deliberated about its future pricing strategy. Should it continue a strategy of aggressive price cutting as has often worked to its advantage in the past? Or should it consider raising prices for its services despite a weak demand and strong competition?

Case ID: 140402
Supplemental Materials: Excel Spreadsheets

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