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Notes from the Field: Building a smarter ocean transportation strategy

Notes from the Field: Building a smarter ocean transportation strategy
Many companies that source products internationally and rely on ocean transportation to the U.S. do not have an established strategy for obtaining optimal rates and service. While some organizations have an established international logistics group, others view international shipping more as a task—or as a type of “utility cost”—where ocean transportation is treated simply as a spot-market expense. However, establishing a structured and strategic approach to managing inbound ocean shipments can yield significant benefits in cost control, service performance, and inventory management. In fact, a well-designed ocean transportation strategy provides the framework to shift from reactive to proactive logistics planning. Now, let’s consider some of the key factors. 1. Volume projections The very first agenda item is to forecast shipping volumes. Interestingly, knowing exactly where suppliers’ shipping locations are located is not always apparent to companies. However, it’s necessary to identify origin and destination locations, the total number of twenty-foot equivalent units (TEUs), and any shipment seasonality. This information is vital when sharing projections with carriers to negotiate volume commitments and rates. 2. Contracting vs. spot market strategy Some companies ship exclusively via the spot market, meaning these rates are determined by the supply and demand for sailing slots at a specific time. While this strategy might work for companies that ship a limited number of ocean containers, it’s generally not effective for companies that move higher volumes of shipments and TEUs. Spot ocean container rates can fluctuate significantly. For example, when companies attempted to beat tariff implementations applied to imports, spot container rates skyrocketed. However, once the tariffs were implemented, spot rates dropped drastically. Fixed annual contracts provide more stable rates and are less sensitive to market swings, allowing for more accurate management of an ocean transportation budget. 3. Ocean carrier selection and diversification Ocean carriers manage their own operations, including vessel scheduling, maintenance, and cargo handling. It’s essential to conduct thorough research to establish clear criteria for carrier selection. Key factors to evaluate include cost, transit time, service reliability, geographic coverage, and port accessibility. To mitigate risk and ensure service continuity, companies should avoid over-reliance on a single carrier and instead pursue a diversified carrier strategy. 4. Freight forwarder and NVOCC relationships Freight forwarders act as intermediaries, coordinating multiple aspects of the international shipping process on behalf of the shipper. Their services typically include arranging transportation, preparing documentation, and providing additional support such as customs brokerage. When evaluating freight forwarders, it’s critical to consider more than just cost—factors such as customer service quality, shipment visibility tools, and issue resolution capabilities are equally important. Non-Vessel Operating Common Carriers (NVOCCs) function similarly to ocean carriers, despite not owning or operating their own vessels. They issue their own bills of lading and assume responsibility for managing shipments from origin to destination. As with freight forwarders, selecting the right NVOCC requires evaluating service reliability, global coverage, and their ability to manage logistics across complex trade lanes. 5. Lane and port strategy Once supplier and customer locations have been defined and projected shipment volumes are estimated, it becomes essential to optimize origin and destination ports to balance both cost and service. Developing a port strategy should include primary and alternate ports to account for potential disruptions such as congestion, labor disputes, or seasonal delays. Port decisions must align closely with inventory management and purchasing strategies. For instance, a shipment originating in Asia may be routed through West Coast ports, followed by inland transportation via rail or drayage to the final destination. Alternatively, the same shipment could be routed through East Coast ports. While this typically involves longer transit times, it may offer cost or service advantages depending on market conditions and the location of the final delivery point. Route selection should consider transit time, rate variability, and network efficiency to ensure optimal supply chain performance. 6. Performance metrics and KPIs As previously noted, a freight forwarder that provides visibility into shipments is important. Companies should use the technology available to develop meaningful key performance indicators (KPIs). Monitoring shipment service levels and carrier performance is vital to holding partners accountable. Common KPIs include on-time delivery, dwell time, container utilization, cost per unit, and container detention and demurrage charges. 7. Risk management and contingency planning Proactive risk management is essential to maintaining a resilient supply chain. Disruptions such as labor strikes, severe weather, geopolitical instability, or unexpected market shifts can significantly impact ocean transportation. To mitigate these risks, organizations should develop comprehensive contingency plans that include alternative ports of entry, backup carriers, and flexible routing options. In some cases, it may be necessary to expedite shipments or delay them strategically to ensure alignment with inventory and purchasing strategies. A well-prepared contingency plan should account for a wide range of potential disruptions—including geopolitical events, pandemics, carrier alliance shifts, and port closures. Having predefined protocols in place allows for faster decision-making and minimizes the impact of unforeseen events on cost, service, and overall supply chain performance Developing and implementing a structured ocean freight strategy enables organizations to transition from a reactive approach to a proactive, strategic model for managing international logistics. This shift enhances financial control, improves service reliability, and strengthens resilience against disruptions. In today’s increasingly complex and dynamic global trade environment, a well-executed ocean transportation strategy is essential for achieving long-term supply chain efficiency and customer satisfaction. Tom Schaefges is a senior project manager with St. Onge Company and has more than 25 years of experience in supply chain and logistics across both corporate and consulting roles. His industry experience includes work in food service, retail, heavy manufacturing, transportation, food production, and third-party logistics. He can be reached at [email protected]

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