Cockcroft steers transformation

AS TRANSNET-owned roadfreight company freightdynamics gears up for change ahead of privatisation, executive manager marketing and business development, Sheldon Cockcroft is more than equal to the task of transforming it into a dynamic, customer-orientated concern. After 12 years with Renfreight across the full spectrum of its activities, most recently as national sales executive, he is ready for the challenge of fulfilling his fourfold mandate. This will include: l Customer awareness and branding of the product. l Customer retention, which will involve the creation of a value added component. In the mostly ad hoc container business sector, freightdynamics will seek contractual commitments from its clients. ÒHere we will be prepared to make capital commitments if there is long-term client retention and this could involve additional services like warehousing and distribution." l Exploiting new markets. The company is currently involved in tankers, refrigerated cargo, general cargo and containers. There's plenty of scope for new business within these fields, and that's where Cockcroft will be focusing his attention. l Creation of alliances, joint ventures and acquisitions. ÒThe idea is to get more tools into the tool box," says Cockcroft. If it makes commercial sense, freightdynamics will consider all options. Transnet has set the company a 12-month schedule for corporatisation. It has already embarked on its downsizing operation, combining separate divisions into single entities. It is in the throes of combining all facilities in each region. Each functional head has come up with an optimal staff requirement, and staff downsizing is currently in progress. The 1800-strong complement will be considerably reduced across the board.