Market share and operational success in the General Sales and Service Agents (GSSA) sector can vary dramatically from one region to another. This regional divide underscores the difficulties GSSAs face when expanding into different markets. Companies must navigate local regulatory environments, address infrastructure challenges, and adapt to the specific needs of each region’s customers.

Successful GSSAs need to fine-tune their strategies to meet the demands of each area, whether that means focusing on emerging markets in Asia or finding new ways to compete in North America’s more saturated environment.

“Our focus is always on serving our airline principals with tailored, market-specific solutions,” Charles Wijesundera, CEO of M&C Aviation, said. “We strategically establish offices in regions where cargo volumes are strong or where market development is accelerating. Our agility and deep understanding of local dynamics allow us to respond to regional disparities with targeted strategies.”

M&C Aviation’s approach begins with on-the-ground presence in key locations, ensuring the company can quickly adapt to the unique demands of each market. In more mature regions, like the Middle East, M&C capitalises on established trade lanes and robust cargo volumes, while in emerging regions, such as North America and Asia, the company focuses on building relationships and expanding service offerings in a highly competitive landscape. This flexibility has allowed the company to effectively scale its operations while staying attuned to regional needs.

Capitalising on opportunities

Regulatory hurdles, underdeveloped infrastructure, and intense local competition can present barriers to entry, yet regions like Africa, Asia, the CIS, and the Middle East offer significant growth potential as trade patterns evolve.

“Each emerging region presents a unique mix of challenges—whether it’s regulatory hurdles, underdeveloped infrastructure, or intense local competition,” Wijesundera explained. “However, these regions also offer vast opportunities, especially as trade lanes diversify and e-commerce expands. We’re positioning ourselves by identifying strong local talent, forming strategic alliances, and maintaining a flexible approach that allows us to adapt quickly to local nuances.”

Furthermore, the shift toward e-commerce in these regions presents an exciting opportunity. As more businesses embrace digital platforms for trade, the demand for quick and efficient airfreight solutions rises. M&C’s focus on local talent recruitment, along with its ability to customise services based on local business practices, positions it well to benefit from the growth of these regions’ economies.

Adapting to overcapacity

The airfreight industry is currently grappling with an issue that has affected profitability across the board: overcapacity. With supply outstripping demand, many airlines and GSSAs are facing declining rates and reduced yields. Despite these challenges, M&C Aviation has proven resilient due to its experience and long-standing commitment to market share retention without compromising its service quality.

“This is not new territory for us. With experience dating back to 1996, we’ve weathered similar market cycles before,” Wijesundera stated. “Our focus is on maintaining market share without compromising yield unnecessarily. We proactively analyse route profitability, manage rate integrity, and collaborate closely with our principals to protect their interests.”

M&C’s approach centres on disciplined commercial oversight and route profitability analysis. By using data-driven decision-making, the company ensures that it remains agile, efficient, and proactive in maintaining a healthy balance between cost control and service delivery. Transparency in yield management has never been more critical, and M&C ensures it remains competitive by working closely with airline principals to protect both profitability and customer satisfaction.

Harnessing digital innovation

The role of technology in the airfreight sector is undeniable, and M&C Aviation has embraced it by investing in systems like AWERY ERP and ZOHO CRM to enhance both operational efficiency and customer service.

“AWERY ERP is at the core of our operational backbone, allowing us to manage data comprehensively—from bookings to financial reporting,” Wijesundera said. “Our integration of ZOHO CRM enhances our sales performance by allowing better follow-up, market segmentation, and customer engagement. Together, these platforms ensure we are data-driven in everything we do.”

The integration of these technologies has allowed M&C to operate more efficiently, automating processes and providing real-time visibility across operations. Additionally, the ability to segment and analyse market data has given M&C the tools to better understand customer needs and adapt to emerging trends, especially as digital transformation continues to shape the industry.

Sustainability at the core

With growing environmental concerns in the airfreight industry, M&C Aviation has taken a proactive stance in adopting sustainable practices. The company is actively working to reduce carbon emissions and minimise waste generation in its operations.

M&C’s sustainability initiatives are focused on reducing waste through digital transformation, and the company is also advocating for the use of Sustainable Aviation Fuel (SAF) in its industry discussions. By promoting SAF usage, M&C hopes to align with airline partners in their carbon reduction strategies, contributing to a more eco-friendly future for the airfreight industry.

“We’ve been moving steadily toward a paperless environment, digitising our processes and encouraging partners to adopt the same,” Wijesundera expressed. “Our internal workflows—from quotations to reporting—are now largely digital, reducing waste and increasing efficiency. Sustainability is a journey, and we are committed to making incremental but meaningful progress.”

Evolving role

The relationship between GSSAs and airlines is evolving, shifting from transactional dealings to more strategic partnerships. At M&C Aviation, this shift is seen as an opportunity to deepen collaboration and provide value-added services to airline clients.

By aligning its services with the broader goals of its airline principals, M&C Aviation is positioning itself as a key player in the long-term growth and success of its partners, offering bespoke solutions tailored to specific operational and regional needs.

“We treat our principals as long-term partners, not just clients,” Wijesundera states. “Our approach is consultative—we collaborate on pricing, capacity planning, and network strategy to ensure shared success.”