: Company Analysis
Norfolk Southern Corporation: Company Analysis Presentation
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Updated: Jul 22nd, 2022
It is one of the leading rail transport companies in US.
It deals with freight intermodal shipments, transportation of minerals such as coal, Iron Ore and Coke.
It also deals with transportation of cars, car parts, and lumbers.
The company has transportation services for commuters both long distance and short distance.
NS Corp has 4 different types of railways:
Norfolk and Western Railway;
Conrail and Pocahontas Land Corporation.
It has a vision to efficiently and effectively transport Cargo while expanding to different areas of the world.
It maintains its competitive advantage through good management and Innovation.
An example is the newly developed Green Machine which aimed at sustainable development which had three innovative objectives
To improve the economy;
To consider the people;
To reduction of carbon emissions.
The company contributes to the economy and the people through the following:
Through improving the rail transport system, the company improves on its revenues;
This improves the economy.
Norfolk has a consumer oriented strategy;
Customers get what they want at the right time in the right place and at agreed terms and conditions;
The company also ensures environmental safety by reduction of carbon emissions.
It was started in 1838 by William Mahone.
Initially it was South Carolina Canal and Rail Road Co in 1833.
Was bought is1881 by E.W Clark and CO then expanded to West Virginia, Columbus, Cincinnati, Durham and Winston-Salem.
Formed the Southern Railway through a merger between East Tennessee, Virginia & Georgia and Richmond & Danville system Railroads in 1884.
In 1901, NW Railway Company acquired Pocahontas Coal and Coke Company.
1939 it became Pocahontas Land Corporation.
Merged into NW in 1959.
Expanded further under the leadership of Samuel Spencer.
Central Georgia became part of it in 1963.
In 1968 it became Penn Central after merging with their largest competitor, New York Central.
Filed bankruptcy in 1970.
Joined by Norfolk Southern railway in 1974.
The company developed a consumer focused marketing strategy.
This strategy focuses on consumer preferences, needs and ensures satisfaction.
It has different business groups that operate under different management to achieve its goals.
Each group has to develop the consumer focused strategy.
This strategy is dependent on the business group.
In this paper, the coal group is given as an example.
Norfolk Southern Corporations Coal Group
Is divided in three functional areas:
Coal transportation services account management,
Marketing, sales and other commercial matters,
Planning and management of Coal resource development and Coal transportation services.
Consumer satisfaction is done through logistic management.
Marketing is done considering consumers delivery specification as the market segments.
Coal group is further divided into:
Steam coal marketing;
Domestic metallurgical coal, coke and Iron Ore Marketing;
Industrial coal, coke and Iron Ore Marketing;
Export, coal, coke and Iron Ore Marketing.
All the groups ensure marketing is done effectively.
Each group has its ways of achieving the aim of the companys marketing strategy which is to maintain customers and attract more.
Marketing is supported by various departments of the organization for example Modalgistics Supply Chain Solutions (MSCS).
The department offers supply chain services aimed at consumer satisfaction.
Supply chain based consulting;
Innovative operations planning and management;
Industry leading asset management technology.
Marketing StrategyMarketing StrategyMarketing Strategy
The Role in Supply Chain
Supply chain is the link between customers and suppliers.
The activities and businesses of NS address the organization of the supply chain.
The company ensures delivery of goods from one destination to the other.
It delivers goods from suppliers to various retailers and even wholesalers.
Norfolk Southern Corporations operations are driven by a profound history of prosperity in providing efficient, economically, and environmentally added services and continuous customer satisfaction.
It therefore provides the link between producers/suppliers and the consumers of the goods.
The role in this link is transportation.
The rail transport company offers intermodal services for different shipments from one area to another.
An example is transportation of refrigerated trailer shipments between Los Angeles and Atlanta.
The corporations Modalgistics business unit works with customers to ensure customized supply chain solutions.
It makes use of logistic providers, management consultants and technology providers to ensure reduced operating costs, free tax capital, enhanced revenue and free working capital.
Norfolk Southern Corporations supply chain services combine technology with industry specific expertise to produce continuous supply chain solutions.
Norfolk Modalgistic business unit ensures that every shipment is in the right mode.
Product deliveries are made through intermodal means, rail, parcel or truckloads.
The Role in Supply ChainThe Role in Supply Chain
Economic factors of any region affect businesses of any kind.
Below are the economic factors that have affected the company.
Increased fuel price;
Weak international business.
Norfolk Southern Corporation has been affected by reduced demand due to recession.
The companys second-quarter earnings reduced to 45% due to reduced shipping demands.
Weak international business affected the intermodal shipments.
Some important results about revenue collection are as follows:
General merchandise revenue decreased to 33%.
Coal shipping reduced 34%.
Sales from intermodal transportation dropped to 31%.
The operation expenses also reduced to 29%.
The company resorted to development of new projects and discounting to remain in business.
These results show that the company is not in a very good business position currently.
The company however has a strong competitive position, the ability to continue expanding and opportunities for growth from unexploited markets.
Impact on Globalization
Globalization is the growth and differentiation of various sectors or industries in the world.
It is characterized by affordability, diversity and availability of goods, new cultures in different places and new technologies.
Norfolk Rail transportation has contributed to globalization through two ways:
Transportation of goods and people from one area to the other.
Transportation of tourists contributes to the changing cultures.
Transportation of goods to different regions leads to availability and diversity of the goods in such areas.
Development of new technologies in their operations.
In the quest to improve their services and satisfy consumers, they develop new technologies.
This is supported by new technologies that keep on emerging.
Norfolk SC rail transport system has also been globalized due to trade and globalization in other industries.
Norfolk has changed with improvements on capacity of goods carried generally, volume, efficiency and speed.
The companys modem international railway transport system has shaped global production and markets, and has linked manufacturing activities to global markets.
Impact on GlobalizationImpact on Globalization
Norfolk Southern Corporations Current Issues
This section considers the companys current issues based on the security, projects, labor shortage, RFID and Freight damages.
It has improved its security by implementation of NICEs 7-digit transportation project
The aim was to capture, manage and analyze rail communications
The company aimed at improving incident reconstructions and their investigations
The company is currently experiencing shortage of engineers due to technological revolution, changing consumer requirements and development of new ideas in the rail transport industry.
The problem is lack of enough engineers with updated skills due to;
Lack of training the necessary skills.
Competition for the already trained skills from other industries.
The company operates efficiently and delivers goods with little freight damages.
This efficiency has been contributed to by demand rise between 2004 and 2005.
RFID-Radio Frequency Identification Data:
The company uses this system in its supply management due to improved operations and methods in the rail industry, competition, new technologies and the quest to provide quality services.
Norfolks RFID is currently used for provision of freight shipment information, shipments auditing and for data supply.
These are important in logistics and transportation management.
Norfolk resorted to implementation of new projects to remain in business.
The company currently aims at building another intermodal terminal (announced on July, 16th).
Norfolk Southern Corporations Current IssuesNorfolk Southern Corporations Current Issues
Norfolk has grown to a level where it is the leading company in the rail transport industry in US.
Its position is maintained by its effective management and marketing strategy used in each business unit.
It also plays a very important role in the supply chain by transporting goods to consumers from suppliers.
The current situation however has destabilized the company having reduced revenues due to weak international business and recession.
The company has also contributed to globalization of the rail transport industry through its operations and innovations.
Associated Press a. (2009). Norfolk Southern 2Q profit plunges 45 percent. Bay News 9. Web.
Associated Press b. (2009). Norfolk Southern 2Q profit plunges 45%. World Now and WRIC. Web.
Beachey, A. (2008). Skills Shortage in the Rail Sector. Railway Technology. Web.
Berman, J. (2009). Railroad/Intermodal Shipping: Norfolk Southern, Union Pacific Launch Intermodal reefer Service. Logistics Management. Web.
Bureau news. (2009). Norfolk Southern Sees demand will reach Worst level this Quarter, Might Pick up in Second Half. Taragana. Web.
Community. (n.d.). Web.
Congress of the United States. (2005). Freight Rail Transportation: A Review of the 2004 Experience. A CBO Paper. Web.
Environmentally Friendly. Proquest Career & Technical Education. p. 104. Web.
Forbes.com . (2009). Norfolk Southern Corp (NYSE: NSC): Buy/Hold/Sell Analysis. ZACKS Investment Research. Web.
Gourdin, K. N. (2001). Global logistics management: a competitive advantage for the New Millennium. New Jersey, US: Wiley-Blackwell.
Kell, J. (2009). Norfolk Southern Hit by Demand Drop, 2009. Dow Jones & Company. Web.
Modalgistics Supply Chain Solutions (2009). Consultancy, Technology and Operations. Norfolk Southern Corporation. Web.
NICE. (2008). NICE Wins 7-digit Transportation Project from Norfolk Southern Corporation. NICE Systems Limited.
Norfolk Southern Corp. (a) (2009). . Web.
Norfolk Southern Corp. (2008). James A. Squires, Executive Vice President Finance and Chief Financial Officer Norfolk Southern Corporations Remarks on NYSE Euronext Investment Conference Tokyo, 2008. Web.
Norfolk Southern Corp. (b) (2009). Norfolk Southern Selects Greencastle Site for New Franklin County Regional Intermodal Facility, Supporting Crescent Corridor Initiative. Web.
Rodrigue, J. P. (2009). Transportation and Globalization. Department of Economics & Geography, Hofstra University, Hempstead. Web.
UNIVERSUMUSA. (2008). Transportation: RFID Technology.
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