Penang Port is adding major new container handling capacity. Looking for a paradigm shift in their market development they appointed DWA to assist in developing their market facing team. Using a three pronged approach DWA led a market development initiative using existing staff, implemented a capability development program and upgraded the Customer Relationship management systems of the port. Particular successes of the work were to move the port towards emphasising the importance of their relationships with container shipping lines and the development of a formal process for developing and implementing “business capture plans”.