Hanjin Shipping SWOT Analysis, USP & Competitors

Posted in Transport and Logistics, Total Reads: 7126

SWOT Analysis of Hanjin Shipping with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hanjin Shipping

Parent Company

Hanjin Shipping Holdings




Transportation and Logistics

Tagline/ Slogan

Beyond the ocean


Korea's largest and one of the world’s top ten container carriers



Business which requires transportation and logistics services

Target Group

Businesses which require services like container shipping,  bulk carriers, both for dry cargo(coal, grain, and iron ore) and for liquid cargo (crude oil and petroleum products, and LNG)


With integrated global network we provide more complete logistics service

SWOT Analysis


1. Comprehensive global business network with 4 regional headquarters, 200 overseas branch offices, and 30 local corporations
2. Fleet consists of some 200 containerships, bulk and LNG carriers transporting over 100 million tons of cargo annually
3. 6,000 employees in 60 different countries
4. Synergy effect among group businesses, including 3PL, ship management, ship repair, logistics IT and terminal operations


1. Decreasing profitability over the years and Increasing debt burden is a concern

2. Limited global tie-ups and associations


1. Optimize shipping routes and step up expansion in emerging markets
2. Expand customer base geographically or through new services
3. Strategic alliances and joint ventures


1. Economic slowdown
2. Changes in regulations of various countries
3. Intense competition to gain market share



1. A.P. Møller - Mærsk A/S
3. Evergreen Marine Corporation

The table above concludes the Hanjin Shipping SWOT analysis along with its marketing and brand parameters.


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