Enhancing the ports capacity through marketing & promotion by port authority: a case study of Johor Port Authority (JPA) / lrwan Ibrahim ...[et al.]

Ports p lay a vital role in logistics as t he intersections of transport. T hey play a w ide variety of important roles, operating at multiple dimensions Not only do they serve the practical role of handling cargo and passengers; they are the link between a country and the rest of the world. This implies modem ports are highly sophisticated corporations offering a wide array of services to many customers. Ports earn their money from a variety of ways, but the most common source is user fees. An airport receives landing fees from every plane that lands. Ocean ports receive money from every ship that comes to its dock. There are also a wide variety of other user fees. Virtually everything that happens at a port is charged in some way. The basic considerations of a liner choosing a port are the quality of service, costs, nature of tariffs, the adequacy of port facilities and the overall efficiency of the port, together with industrial relation practices. This paper will discuss on how the Johor Port Authority (JP A) can play an active role in promoting and marketing the two ports under their control, namely Johor Port Berhad (JPB) and Port of Tanjung Pelepas (PTP). More liners call at these two ports will increase containerized cargo capacity in TEUs (twenty-foot equivalent units - the measure of containerized cargo), increase throughput and simultaneously will earn more revenue for the JP A. The appropriate theories and field surveys will be used. The questionnaires are to get the employees and port users (customers) view on the 3 dimensions of port of choice determinants, which are efficiency, shipping frequency and adequate infrastructure. (Tongzon 2002). This study will make recommendations on how the JP A's role can be enhanced in order to strengthen the ports (JPB and PTP) competitiveness globally.