Based on the Strategic Map of the Port of Ensenada, in particular as regards to the approach to customers stresses the Value Proposition that offer the Port as a whole; API and the Port community; the values indicate the elements which will take particular care to influence decision-making and perception of the diverse range of clients around the Port, which will seek to be more competitive, efficient and link to other environment proactively.

Personalized attention and quality.
Based on the Quality Management System and Environment, as well as the objectives and strategies raised using the methodology Balanced Scorecard Collaborative, will promote customer service oriented to meet their needs, solve practical way and expeditiously demand for services, implement special emphasis on feedback with our customers.

Services and competitiveness.
The Port will seek to integrate a range of competitive services and port facilities in order to position itself as a centre for business based on their production chains. Similarly, the Challenger is to remain competitive in services and infrastructure and port areas, on this regard it will be vital to maintain harmony and development hand in hand with those involved in the production chains, in order to continue exploiting this asset.

Innovation.
In terms of Management and Communications Technologies it is important for API to implement schemes to approach continuous improvement in Communications and interrelation of the own process as well as port process to simplify response times and achieve a more efficient and competitive environment.

Expedite paperwork requirements at the Port.
To include the Port of Ensenada into the context of transpacific trade, where the vanguard technology in Asia and the United States have created a common platform for document Management, we will seek according to our possibilities, to work with the port community the gradual replacement of documents for port procedures in the medium term basis.

Infrastructure.
The Port, through API and assignees makes a commitment to maintain and develop the sea-port infrastructure to meet market needs of each production chain, thus promoting the incorporation of technology and equipment to make more efficient port operations . Operators and service providers, in coordination with other areas, will implement actions to identify priority needs in infrastructure and services in order to observe the feasibility of developing new projects and identifying new business opportunities or services.

Specialization.
As part of strategies by positioning services and port facilities in decision-making of customers and users, and in response to the global dynamics of technological changes and market trends, the specialization of services will be encouraged in providing greater competitiveness to the port, thus allowing more efficient management of port areas and providing greater business opportunities for the port and it is surroundings.

Efficiency and confidence.
We intend to promote a general orientation of our assignees, service providers and us as an entity, to excellence in efficiency of the passing of cargo through the port as well as maintaining the development of the port activity under International safety standards, for the assistance of cargo and passenger vessels.

Competitive Pricing.
One of the essential ingredients in the development of port and central element in the decision making of customers and users, revolves around the competitiveness of tariffs for port services and logistics related to each production chain; this effort and analysis conducted across each chain of production, boosting the competitiveness of critical elements in a way that will result in competitive costs for users.

A Clean Port.
Being careful about the environment has become a premise for the entity, therefore the ISO-14000:2004 System has been implemented, which through the compliance with the applicable laws and through the Environmental Subcommittee of the Port, API will establish its own programs, these together with assignees and port community, thus seeking to monitor and reduce ecological impacts for the port activity.