ROUTE PLANNING STRATEGIES AND MARKET SHARE GROWTH OF MARITIME BUSINESS IN PORT HARCOURT

Abstract

Our study on route planning strategies and market share growth of maritime business adopted the correlational research design. The population of the study comprised of thirty-six (36) registered maritime firms in Port Harcourt, and census approach was adopted. focused on operations, logistics, marketing, fleet, and strategic planning managers. Questionnaire was the major instrument for data collection, validated by two research experts in the Department of Marketing, Ignatius Ajuru University of Education, with reliability index of 0.84 using Cronbach's alpha calculation method. A total of one hundred and eighty (180) copies of the questionnaire were administered respondents, and data collected was analyzed using descriptive and inferential statistics. Pearson Product Moment Correlation (PPMC) was used to test the various hypotheses formulated, with the aid statistical package for social sciences (SPSS) version 27. The study revealed that efficient cargo handling practices, can enhance operational performance, customer satisfaction, and partnership for maritime businesses, and lead time through efficient route planning can enhance competitiveness, customer relationships, and increased revenue for maritime businesses. The study concluded that route planning strategies has significant influence on market share growth of maritime businesses. That there is significant relationships between cargo handling and partnership, lead time and increased revenue, The results suggest that efficient cargo handling, reduced lead time, through strategic route planning enhancing operational performance, customer satisfaction, competitiveness, and business outcomes for maritime businesses. Consequently, the study strongly recommended that maritime businesses should prioritize efficient cargo handling, efficient lead time through strategic route planning and optimization. Maritime management should invest in technology and infrastructure to enhance cargo handling, optimize routes, and improve scheduling to boost competitiveness and business outcomes.