The Rise of Digital Platforms: Development of a Digital Strategy for Jumbo Maritime
A.B. Hagenbeek (TU Delft - Mechanical Engineering)
E.E.M. Van de Voorde – Mentor
Koos Frouws – Coach
H.P.M. Veeke – Coach
K van der Heiden – Coach
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Abstract
Digital platforms are on the rise and have affected strategic conduct and market structure in industries. The impact of digital platforms on the heavy lift shipping industry is not clear to Jumbo and they, as a supplier in this industry, need a digital strategy in order to seize the new opportunities and to defend their position against the threats in their industry that are driven by digital platforms. This research provides a strategic advice to Jumbo, by the analysis of the impact of digital platforms on the heavy lift shipping industry and by addressing the opportunities and threats to Jumbo based on their position in the by digital platforms affected market space. A framework is developed by literature research into the impact of digital platforms on industries that can be applied to the heavy lift shipping industry. The market structure and strategic conduct in the heavy lift shipping industry are explored by a market analysis and Jumbo's strategy and performance in the industry are explored by a company analysis. The types, value adding processes, effects and strategic implications of digital platform in the heavy lift shipping industry are addressed by the application of the framework to the market characteristics from the market analysis. The meaning of digital platforms to Jumbo is deduced from Jumbo's position in the heavy lift shipping industry and their potential approach. Strategic options for Jumbo are developed and assessed and finally a strategic advice is provided to Jumbo.