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Aquaculture RESEARCH STUDY: Marine Fish Farming

Aquaculture is an set up and growing industry that will serve an ever increasing consumer demand for fish products that wild fisheries already are unable to meet. It's made up of three sectors, but for the purpose of this assessment the writer will concentrate on only one of them, namely marine fish farming. Among marine seafood farming suppliers on the continent Greece provides the largest production volumes lately. (FAO Fishstat, 2002)

MACRO ENVIRONMENT

Political/Legal Factors: the industry's importance is accepted by the EC legislative systems. The European fee recently reformed the Common Fisheries Plan and adopted a technique to aid the sustainable development of the sector. (CEC, 2002). Within the frame of these reforms local government authorities are also highly supportive, signifying substantial funding is being provided.

Economic factors: the large creation of sea bream and sea bass in the recent years led to collapse in prices in the marketplaces for these species. The root cause for this crisis was the imbalance between source and demand, brought on by rapid creation growth.

Social factors: aquaculture can be an expanding industry and many employment opportunities. That is especially important in rural areas or on islands where such opportunities lack or are seasonal. Alternatively, small family-owned companies are makes into bankruptcy and are being purchased by major players on the market.

Technological: marine fish farming is theoretically the most intricate, and the technology now used was conceived by European scientists. Also available in European countries is an outstanding research bottom. Nevertheless, the creation rates have a tendency to slow down nowadays, consequently from the facts stated in the cost-effective factors.

Ecologic: there are issues concerning the ever increasing use of coastal space by aquaculture facilities and consumers' lack of conviction for a diet plan consisting of organically fed farmed fish to be healthy.

MICRO ENVIRONMENT (INDUSTRY)

Industry analysis

EU aquaculture can be an established industry that functions an increasing consumer demand for fish products that outrageous fisheries are progressively more struggling to meet. The entire sector has confronted increased market competition, dropping or stabilization of prices and rising of creation costs, as well as market restructuring throughout Europe. Market causes are among the most important drivers shaping the development and trends in the Western european aquaculture sector. The EU is the world's biggest net importer of fisheries products and continues to increase its dependency on imports for its fish source. Globalisation and worldwide growth of aquaculture might offer investment opportunities to the European union aquaculture industry in foreign countries but it also sets it under increasing competitive pressure from aquaculture and fisheries products from beyond your EU, both within Western market segments and beyond. This pressure can however change with respect to the sectors worried. Some well established aquaculture products such as salmon, sea bass and sea bream have become mass produced products. Commercial success and success in respect of such areas is largely reliant on lower creation costs with regard to their deal price. Consolidation of production can be seen as a reply by businesses to growing downward pressure on prices by creating economies of range in productions which help reducing development costs. Consolidation is very obvious in a few areas and for some products (such as salmon). However, many EU aquaculture areas remain characterised by the life of many medium or small measured companies. Specialisation in niche market markets, normally resulting in higher value products, is another possible answer to pressure on prices. Another possible form of specialisation is concentrating on advertising know-how, technology and services. It appears that the EU still has a specific competitive advantage in these areas. Vertical integration seems also to be an increasingly important phenomenon where supermarket chains play a crucial role with a designated concentration of buying power over time. In this context, although fighting with fishery products, aquaculture products can be seen as complementary (to fishery products) by adding variety and much more stability in production (in comparison to landings of seafood). This could contribute to more appealing fish counters and to increase consumer commitment to seafood products. Similarly, as far as the processing sector can be involved, aquaculture products can ensure stableness of source. However, supermarket chains and processors are often viewed as seeking to secure equipment as cheaply as is possible, irrespective of physical origin.

European consumer choice considers ideals such as health advantages or environmental security considerations. Preparing quality benchmarks in aquaculture can create further market opportunities and add value to Community aquaculture products.

Highlighting them on packaging for example is therefore a great way for suppliers to differentiate their products on the market. However, after having shown real enthusiasm in the first 2000s, it seems that area of the fish farming industry may now consider that the proliferation of product labels may provide them basically inadequate in marketing conditions because they can create confusion for consumers. Additionally, the aquaculture industry is still facing some image problems with regard to the grade of its products and the interaction of aquaculture with the environment, related to out-of-date production routines used at the time the industry began to develop. However in parallel additionally it is true that the top supermarket chains demand quality labels and traceability of products. Organic production, reduction of environmental impact and physical brands are typical examples of actions already employed by some companies or merchants (supermarket chains).

(Facts and information on the CFP: Basic data on the Common Fisheries Plan - Model 2006, European

Commission)

In this context

FIVE FORCES

Threat of admittance (Barriers of admittance)

Power of suppliers (s. strategic alliances)

Power of buyers

Substitute products

Jockeying for position

INTERNAL ANALYSIS

OVERVIEW OF Dangers AND OPPORTUNITIES

As illustrated by the fact that each of the firms - major players on the industry market - has carried out considerable merger and acquisition activity, the aquaculture industry is presently undergoing significant loan consolidation.

Marginal producers and the ones unable of maintaining sufficiently rapid production advancement leave the industry. It appears those companies create to access external capital markets are in the strongest position to fund the change to more intense forms of handling and development as well as the acquisition of other corporations. Companies without this capabilities will see themselves going out of business as the output frontier advances at a level beyond their capacity to match from organic growth.

STRATEGY: LONG-TERM OBJECTIVES

Beyond the issues of range and corporate financial leverage evident within this report, several topics can be identified as being important to the success and growth of aquaculture businesses. The most visible of the are as follows:

First, the ability to be profitable derives from audio genetics. Each of the operations we analyzed has carried out significant investment in the introduction of their hatchery and bloodstock activities in order to align medical and expansion performance of fish with development goals. Genetics is important in breeding in to the stock the predisposition to level of resistance against detrimental diseases. Genetics is also important in driving towards minimization of the variability in proportions and shape of the pet and, for chickens, this is important to minimizing the variability of the fillets that programmed control equipment is 'tuned' to slice away from the body while departing the minimum of valuable protein in back of.

Second, enhanced control in feeding through automated feeders and by sensing when the fish are satisfied is crucial to achieving ideal expansion rates and minimizing environmental impact.

It is not surprising that supply and fingerlings are the highest cost components of the operating cost for an aquaculture business. Considering that there is not a burgeoning finfish ocean aquaculture industry within American Australia, the possibility to use acquisition as a cost effective path to growth, scale and productivity optimisation is improbable to be accessible. This might require European Australian companies to conduct activities made to achieve these final results in other marketplaces to plan the metrics talked about in this survey.

Partnering is a theme throughout the industry as the latest fads show - whether by means of corporate and business acquisition or by contractual romance for mutual gain.

The ability to strategise and generate value from such arrangements is clearly a key to growth that must be mastered.

Given the thinness of the local industry partnering 'at a distance' may very well be a crucial skill.

The key motorists to be very sensitive to at this point are the ones that relate with the FAO identified fish production space. Due to today's shortfall in fish production there can be an exceptional possibility to grow a considerable aquaculture business. However, this involves urgent action to take advantage of these positive market conditions. If this opportunity is not grasped and an area incremental growth methodology is taken up to building an aquaculture industry, then it's possible that in say 2 decades, the international creation difference will have been filled by enterprising others. Under such circumstances, to achieve international market growth it will be necessary to win market share from a competitor. Being successful market share away from competitors is a lot more difficult than filling part of a market gap!

The present Open Ocean Aquaculture initiative using its links to best

practice worldwide is a sound example of the kind of catalytic

investments necessary to display potential and catch the attention of the interest of

suitably skilled business people.

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