Chapter 2 - Analyzing the External Environment of the Firm

SWOT Analysis: Maersk’s APPEC Conference Announcement (September 2025)

Strengths

Proactive Market Intelligence
Maersk’s oil‑trading division, led by CEO Emma Mazhari, is actively monitoring global indicators, demonstrating strong analytical capability and responsiveness.

Forward-Looking Strategy
The acknowledgment of an expected surge in the supply of low‑carbon bunker fuels post‑2030 reveals a strategic pivot toward decarbonization and investment in sustainable maritime fuels—positioning the company well for long‑term regulatory changes and demand shifts.

Weaknesses

Exposure to Oil Price Volatility
Increasing OPEC+ production and sluggish demand could depress oil prices, potentially reducing margins for Maersk's oil‑trading arm.

Transition Timing Risks
While planning to ramp up low‑carbon fuel supply after 2030 is commendable, the extended timeline may leave Maersk reactive rather than proactive if competitors move faster.

Opportunities

Growing Demand for Sustainability
The shift toward cleaner fuels aligns with global climate goals and regulatory momentum. Maersk can capitalize on this by scaling investments in dual‑fuel and alternative energy ships.

Technology and Market Leadership
Early positioning in the low‑carbon bunker fuel market can help Maersk become a frontrunner in maritime decarbonization and capture new business from environmentally-focused customers.

Threats

Market Uncertainty
If oil prices decline sharply, there may be short- to mid-term financial pressures, particularly if hedging or protections are insufficient.

Competitive Acceleration in Green Fuel Adoption
Other shipping lines, such as Mitsui O.S.K. Lines (MOL), are exploring LNG, methanol, and wind propulsion. If they outpace Maersk in adopting green technologies, Maersk could lose its first-mover advantage.

Policy and Regulatory Shifts
Unexpected changes in fuel regulation or subsidies might disrupt Maersk’s projected fuel transition roadmap.

Source: Oil price outlook weak on rising supply, tariff impact, executives say | Reuters. (n.d.). https://www.reuters.com/business/energy/oil-price-outlook-weak-rising-supply-tariff-impact-executives-say-2025-09-09/

Chapter 3 - Assessing the Internal Environment of the Firm

Overview of the Event

In April 2025, Maersk (via its APM Terminals division) acquired the Panama Canal Railway Company, which operates the 76 km rail link between Balboa (Pacific side) and Colón (Caribbean side), offering a strategic land-based alternative to the canal that is especially critical during droughts or congestion.

Value Chain Analysis

1. Inbound Logistics

Rail Acquisition: Maersk now controls a vital intermodal node that complements its inbound flows to/from the canal region.

Buffer Against Suez or Canal Delays: By owning the railway, Maersk can route cargo via land when canal transit is restricted, enhancing stability in input flows.

2. Operations

Seamless Transshipment: Maersk can directly align rail schedules with port operations, lowering container dwell time and boosting terminal utilization.

Synergy with Terminals: The railway integrates with Maersk’s port operations, enabling streamlined cargo transfers and improved turnaround.

3. Outbound Logistics

Alternative Routing: With the railway, Maersk can efficiently move containers between ocean legs or inland hubs, even during canal disruptions.

Enhanced Reliability: Customers benefit from a more dependable delivery chain, enabling smoother post-canal distributions.

4. Marketing & Sales

Distinct Value Proposition: Maersk can market the railway-enabled service as a more resilient, faster, and diversified routing option.

Competitive Edge in Crisis: Businesses sensitive to delays, such as time-critical or high-value shippers, may prioritize Maersk’s offerings.

5. Service

Improved Customer Experience: Control over rail scheduling allows Maersk to provide more accurate ETAs and reduce delay risks.

Resilience Communication: Maersk can reinforce trust by emphasizing its ability to bypass lower canal capacity or environmental constraints.

Source: Wright, R., & Telling, O. (2025, April 2). Denmark’s Maersk buys Panama Canal Railway. Subscribe to read. https://www.ft.com/content/cb460c62-b587-4900-a0c5-722f6c2548d4?utm_source