Maersk reshuffles its brands
Having posted stronger-than-expected results for Q2/2020, tripling its net income to USD 443 million in comparison to USD 153 million in Q2/2019, Maersk is redesigning its portfolio.
The Safmarine and Damco brands will be fully integrated and no longer marketed by the end of 2020. Hamburg Süd and Aliança will remain independent brands, yet with "differentiated service models".
Maersk will "optimise" Hamburg Süd's organisational structure until the end of September 2020. In this new global structure, the regional organisation and the management capacities will be bundled.
In Hamburg, Maersk has set up a "multi-brand regional ocean management team" and an extended management team that includes the CEO and CFO as well as the global heads of marketing, key account management, customer experience, IT, and HR.
The Danes have made one concession to the market, though: "This important step will not entail any changes to Hamburg Süd’s customer facing organisation." The farewell to Hamburg Süd since the takeover by Maersk in December 2017 continues. (mw)