‘It’s not about rates – but innovative solutions’

By focusing its business growth on emerging markets, one air freight firm has managed to avoid the past year’s industry doldrums. “Overall 2011 was not a great year for the airfreight industry, even though there was a slight improvement in November and December. As a company, however, our focus on the emerging markets of India and China (the factories of the world), and Africa and the Middle East, has put us in good stead and helped us increase our volumes on all those trade lanes during 2011,” said Warren Erfmann of Swift Freight. “Many companies have focused their strategies around buying in the East and exporting to Africa, often using the Middle East as a hub due to its proximity to the African continent, as well as because of the many airlines that service Africa from the Gulf. Our 36 offices in Africa, the Middle East, India and China have proved to be our competitive advantage and market differentiator, and it is a position we will continue to take advantage of in 2012,” Erfmann told FTW. Noting Iata’s prediction of negligible growth for the industry in 2012, with little or no growth in mature markets, Swift Freight’s presence and experience in these emerging markets will ensure that it continues to sustainably grow its business in markets that are still on the up, he said. “We at Swift Freight feel there are far too many logistics providers that can only offer rates and not solutions, which is why when talking to our customers and potential new customers, we never involve ourselves in price sales, but rather value added services and out-of-thebox thinking. Anyone can offer rates, but not everyone can provide innovative solutions, and that is what all our staff aim to do when engaging with our customers,” Erfmann said.