Fundación Valenciaport has collaborated with A.T. Kearney on this project, the aim of which was to specify the positioning and value proposition of the ZAL of the Port of Valencia; to determine its marketing policies; to analyse the economic and financial feasibility of the project; and to design an action plan for project implementation.
The strategic positioning of the ZAL was defined on the basis of a detailed supply and demand analysis, which included both statistical analysis and field work. The study identified the traffic, sectors, operators and logistic functions that the ZAL should set as a strategic goal. To achieve this positioning, a value proposition based on five key elements was defined. These elements are: location (proximity to clients, suppliers, population centres), facilities (allocation of surface per type of agent, access points, types of warehouses, parking areas, etc); intermodality (fast lanes, railway, proximity of port and airport); services (general, vehicles, people, etc); and price (surface area, rental of logistic spaces).
The marketing policy defined for the ZAL combines different modes of direct, group, brokered and indirect sales, and includes a detailed segmentation and identification of potential clients and their allocation to one or more sales types.
Lastly, a detailed review of the economic and financial feasibility of the project has been carried out, including the evaluation of alternative options. In addition, an action plan for project implementation has been designed, covering the development of the value proposition, the implementation of the financial structure and the marketing of the ZAL.