Purpose The purpose of this paper is to explore certain resources, capabilities and competencies needed to improve the performance of physical asset management (PAM). Design/methodology/approach The analytic hierarchy process (AHP) is used to select and prioritize the most appropriate factors for improving performance. A multi-criteria approach is used to analyze and compare the importance of 6 main criteria and 18 subcriteria identified from a survey of relevant literature. Findings The study revealed that not all factors are viewed as having equal importance in improving PAM performance, as three of the main factors attained greater importance among the six factors. Research limitations/implications This study explored the factors required for managing assets only within the third stage of asset lifecycle, that is, the utilization stage. It is recommended that future studies be conducted in such a way as to determine the importance of similar factors in the other stages of the asset lifecycle, or to identify new factors and add new criteria. Practical implications Knowledge of the differential impacts of the factors on the performance of PAM can impact asset managers and decision makers in their allocation of resources and focus their work on the highest-ranked rather than the lowest-ranked factors. Also, AHP used provides an effective mean for asset managers to identify priorities among decision criteria in their organization. Originality/value To date, no study has explored the impact of six combined factors on the performance of PAM. Previous studies have found that these factors each had equal importance. However, their relative ranking in practice and when they appear together have remained unrecognized.

Subject area Growth strategies, marketing strategy, resources-based value theory, alliance network model, logistic and supply chain. Study level/applicability This case can be used in undergraduate and graduate classes as well as development programmes for managers in small to medium-size enterprises. The case suits courses in business, strategy, marketing and freight forwarding. Case overview Union National Air, Land and Sea Shipping Co (LLC) (UNASCO) is a small to medium-sized freight forwarding company based in the United Arab Emirates (UAE). It has three offices, two in Dubai and one in Abu Dhabi. UNASCO handles commercial imports/exports from/to many destinations, including Europe, Asia, the USA, India, the Far East, Gulf Cooperation Council (GCC), the Middle East (ME) and Africa. UNASCO has been in business for more than 35 years and has run the business smoothly. Recently, the company has faced several internal and external challenges that impact business performance. These challenges are high operating expenses, stiff competition and low market demand. Due to these challenges, the sales staff is being pressured to generate more income to ensure that the company is not experiencing a loss. Now, UNASCO is uncertain how to sustain the business. Expected learning outcomes The learning outcomes are as follows: to learn about the freight forwarding industry, the competitive landscape and the challenges surrounding it; to enable the participant to generate a list of strengths, weaknesses, opportunities and threats (SWOT) for UNASCO and to gain skill at using SWOT analysis; to increase the participant’s ability to evaluate a situation and effectively communicate remedies about it both in writing and verbally; to enable the participant to analyse a problem using the Fishbone Diagram cause and effect tool; to enable the participant to use the Six Thinking Hats technique to make more reliable and sounder decisions; to gain skill at using Porters Five Forces tool, understand the competitiveness of UNASCO’s business environment, and identify the potential for business growth; and to gain skills at developing a marketing strategy using the 4Ps model. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 11: Strategy.