Strategic outlook

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Lars Säfverström, group president of GAC Group, explains how the company is preparing for the latest chapter in its success story with an innovative new logo and development strategy.

The growing stature of GAC in the international shipping industry is well documented. How is the company planning to continue this momentum of growth?

We actually launched a development strategy for the company last month, which is designed to support our international growth over the next five years. The initiative is called ‘Vision Y - Global Values' and places a stronger emphasis on the operating culture of GAC.

In particular, we want to reinforce a ‘people first' philosophy, which includes bringing renewed energy and passion to our work and honouring the values that have long guided our relations with customers.

What prompted GAC to implement this new strategy?

This is a natural extension of the previous ‘Vision X - Global Reach' strategy, which laid the foundation for GAC's evolution into a global player in the shipping, logistics and marine sector. With our latest strategy, the "Y" represents the younger generation of employees, who symbolise the company's future.

We actually receive a lot of customer feedback and the majority of people believe GAC has differentiated itself from competitors, because our employees are somehow different and more aware of the human values involved in doing business.

These are the values we are determined to preserve while we continue to grow and prosper around the world.

What exactly is involved with this growth strategy?

We're hoping to develop our position in the value chain of each client's overall business strategy and deliver a diverse range of solutions, which leverage our unique expertise in the shipping, logistics and marine sector.

We have already established a number of important targets, which are designed to stretch GAC and create a more sales-driven organisation, with greater energy placed into areas such as global account management.

In addition, the strategy has focused on specific industries, with companies receiving a customer service programme that is tailored to their unique requirements. This will be supported by investments in human resources, training and information technology.

What else does GAC have planned in terms of growth in the future?

We will continue to leverage GAC's unique strength as an integrated shipping, logistics and marine services company, in addition to exploring more cross fertilisation and geographical expansion opportunities. Investment in IT and physical infrastructure such as warehousing and distribution centres will definitely be a core component.

Regionally, it goes without saying that our home market in the Middle East will remain on the top of our radar. We intend to invest more in our logistics park in Jebel Ali Free Zone. Further upgrading and integration of GAC's road transport network is also expected this year.

Has the company planned any other initiatives to support its growth strategy?

Yes, we have introduced a new logo to complement GAC's growth strategy. The timing is perfect and it's a great fit actually, with the new strategy and logo being launched at the same time.

Can you explain the process involved in resigning the logo?

GAC has emerged as a modern and international business, although this wasn't really reflected in the previous corporate logo. To align our image more closely with today's competitive environment, we initiated almost a year of intensive discussions and debates about the logo, which resulted in countless proposals.

We wanted a revitalising, yet recognisable facelift, which meant striking a balance between preserving the brand values that have been arduously built over the years, whilst signalling the new direction of the company.

The core principles of the new logo are thus simplicity and continuity. It's a bolder, brighter and better reflection of GAC as a global company.

What reaction have you received towards the new strategy and logo from the sea freight industry?

The strategy and logo were unveiled very recently, so it's still relatively early to gauge an opinion. However, the immediate feedback I've received has been very positive and encouraging, which is a great sign.

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