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How the Australian National Line Container Hire and Sales Pty Ltd Applies Marketing MixSerial Number MEB 086Student Numberlass EJune 2015Table of ContentsExecutive summary31.0 Introduction42.0 Marketing mix of shipping companies42.1 The Four Ps of shipping marketing43.0 The ANL container strategy63.1 Product/service Strategy63.2 People Strategy63.3 Price Strategy73.4 Place Strategy74.0 Conclusions and recommendations85.0 References9Executive summaryThis report analyses how Australian National Line Container Hire and Sales Pty Ltd (ANL Container) applies the marketing mix of shipping companies, using three Ps: product/service, price and people. This company is committed to providing high quality containers to individuals or companies and is located in major cities of Australia, which is easy to express delivery parcels. In accordance with analyzing ANL Container, it can be seen that this company isprofessional in people/service and people; howeverthere are some shortcomings in place and price. This report gives ANL Container few recommendations for better marketing strategy.1.0 IntroductionWith the escalating development of globalization, the economic interaction between countries and regions has become closer than before in recent decades. Therefore, merchant shipping spread quickly all over the world and shipping companies were emerged on a quick speed. It is essential for managers to consider what marketing strategies are best for their company. Plomaritou (2008) states that it is impossible for all shipping companies to develop their marketing mix with equal effectiveness, which means they ought to choose an appropriate marketing orientation for their product. This report aims to review the marketing mix of shipping companies and analyses the application of marketing strategy to ANL Container.2.0 Marketing mix of shipping companiesMarketing mix is not just a theory of management by using scientific data, but a structure emphasizes that marketing adminis