LEGEND Logistics Limited has been setting its sights on shores beyond Singapore since it was first established in 2012.
The company started as a freight forwarding company in Singapore and within nine years, it has grown into a holistically integrated logistics provider with specialisations in logistics, tank container and container shipping.
The lack of integrated supply chains in the region propelled Legend to explore ways in which it could make the flow of goods more efficient. This meant that the company needed to work on creating a product line that brings all components of transport, goods and supply chains together to take advantage of untapped opportunities.
"Both Indonesia and Malaysia account for more than 85 per cent of global palm oil production. Seizing the business opportunity and capitalising on Singapore's strategic geographical location, we ventured into the tank container business in 2013," said Than Chung Kiat, group chief executive officer of Legend Logistics.
OVERSEAS EXPANSION
Some of Legend Logistics services include liquid logistics, carrier services for transporting goods and logistics related project management services. Key industries that the company serves are renewable energy, construction and infrastructure.
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Internationalisation has enabled Legend to constantly improve its product offerings.
"Through overseas expansion, Legend is able to introduce our services to new and emerging markets, thereby developing a new customer base and widening our service coverage, as well as trade lanes," Mr Than added.
To date, Legend operates in eight countries and has set up 11 regional offices. In 2018, Legend ventured into Australia to participate in Victoria's large scale infrastructure and renewable energy projects.
Legend Logistics sees attractive opportunities in the emerging markets of Asia. Malaysia, Indonesia and Vietnam have relatively few operations and facilities, giving the company a chance to enter with their solutions to boost the logistics sector and the larger supply chain.
"Those operationally-challenged ports with poor logistics infrastructures would allow us to replicate our competencies to offer effective integrated logistics solutions which improves visibility of operational efficiency and optimise cost effectiveness of the logistics supply chain," explained Mr Than.
The close connectivity of trade routes also propelled Legend to establish its first feed service between Kuala Tanjong, Indonesia, and Port Klang, Malaysia, in March 2020. Doing that unlocked potential for the company to provide cost-savings and value-added service to their customers.
Covid-19 has had a direct impact on Legend. The disruption of supply chains, coupled with border closures and travel restrictions have slowed down some company operations. These include conducting feasibility studies and meeting potential customers in person to assess business opportunities.
However, the company remains unfazed. It remains focused on staying ahead of the curve by closely watching industry trends and looking out for ways to grow their presence in the region to add value to the supply chain sector.
Two of the initiatives put in place to continue staying relevant are firstly, embracing digitalisation to optimise business processes. Legend developed a proprietary in-house fleet management system to help the company and its agents track their fleet of containers real-time.
REACHING OUT
Secondly, the company also came up with a custom-built trailer system in Australia that re-engineers the logistics process to improve the overall productivity of the company.
A long-term aim for Legend is for its Singapore headquarters to focus on the financial and administrative functions of the company.
The company is in progress of setting up offices in China, Europe and the Gulf, and it aims to have them fully operational by the first half of 2021. These expansions will aid in deepening existing footprints and reaching out to a larger business community.
Legend's plans do not stop there. To fill up positions in its local and overseas offices, it is tapping into Enterprise Singapore's Global Ready Talent programme.
"The programme comprises two key components: local and overseas internships for Singapore enterprises that are keen to build their talent pipeline to support business, and to train and invest in overseas work exposure for young Singaporeans to deepen their in-market knowledge," said Mr Than.
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