The global market gives opportunities to the shipping company to develop its business, such as
the larger market, the addition of new routes, the broader port of destinations, and the
development of services. It will give effect to the increase in the number of markets served.
Generally, shipping companies have a multi-segment market and apply specific strategies for
each segment. One is the pricing strategy. To be more focus on each segment and able to serve
it best, the company should define the appropriate price (rate) policy for every market segment.
A study has been carried out at PT X, an international shipping company at Surabaya. As a
world-wide company PT X has shipping service to various ports of destination around the
world. From observation it was known that the company applies different pricing strategies for
each segment of its market, like contract rate, negotiated rate, market rate, etc. Each strategy
has certain advantages for its market segment and the company determines specific
requirements for this strategy. Through those strategies a multi-segment market could be served
well in accordance with the characteristics of each segment. It will provide benefits for the
company, such as establishment and maintenance of good and profitable relations with
customers
