Browsing by Author "Hong, Gi-Pyo"

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    Marketing aquaculture products : a retail market case study for sunshine bass
    Coale, Charles W. Jr.; Anthony, Joseph P.; Flick, George J. Jr.; Libey, George S.; Hong, Gi-Pyo; Spittle, G. D.; Valley, N. A. (Virginia Agricultural Experiment Station, 1993)
    This research study addresses strategic questions about marketing of Sunshine Bass (a hybrid striped bass species) in a retail market outlet. The retail customers demanded high product quality and service from the market outlet. Successful marketing of Sunshine Bass in a retail outlet depends on economic conditions within the marketing channel. The elements in this study included: customers, pricing, marketing, and costs. Objectives. The overall objective of the study was to analyze the physical distribution system for marketing Sunshine Bass in retail marketing outlets. Methods. The study examined the physical distribution elements and costs in a retail marketing channel. Both physical distribution elements and cost data were analyzed by a marketing reconnaissance spreadsheet. The spreadsheet estimated marketing channel revenues and costs by assembly, processing, distribution activities, and product shrinkage. The input factors and their cost relationships were established. The elements focused on: production, harvest, and assembly, processing and distribution, and retail market evaluation. Results. Most customers surveyed rated Sunshine Bass as a quality product. Most preferred a fillet form. About 70 percent said they would pay from $6.00 to $8.00 for a pound of fillets. Most customers surveyed were not familiar with the name, Sunshine Bass. Costs of physical assembly, distribution, and processing were calculated. For a whole-gutted product form, the per-pound cost of the assembly, processing, and distribution functions was about $0.39. For a fillet product form, the per pound cost of the assembly, processing, and distribution function was about $.96. Conclusions. Major promotional effort will be needed to penetrate the market, more technology application will be needed to reduce production and marketing cos.ts, and more product development attention will be needed to build product value.
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    A technology analysis of the U.S. Atlantic blue crab (Callinectes sapidus) processing industry
    Hong, Gi-Pyo (Virginia Tech, 1990-05-05)
    The dehydration rates of crabs during low temperature storage and various cooking processes were determined. Season, cooking time, and cooking method significantly affected the weight loss of crabs. The thermal energy (F250 ) crabs received during a commercial cooking process was evaluated by season, cooking method and time, and crab type. The effects of sex, size, and type (sexual maturity) of crab and season on the yields of lump, top flake, bottom flake, and claw and total meat were examined. The effects of cooking time and method and storage time on meat yield was also determined. During summer, male crabs yielded more lump, claw, and total meat than female crabs, and clean female crabs yielded more lump, top flake, and total meat than sponge female crabs when retort cooked for 10 minutes.