Marketing aquaculture products : a retail market case study for sunshine bass

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.