Executive Summary

Project Title: Market Research of Frozen Sea foods Export to Foreign Market at
Veraval

This project was undertaken at the Amber Frozen Foods, one of the exporters of the
Seafood in Veraval. At Amber Frozen Foods the fishes of different types are processed
and packed in a best way to provide best quality to the customers. They strive to achieve
reputation for excellence in quality of their products by providing the best products and
ensuring their satisfaction.

The research was conducted in the GIDC area of Veraval city (Gujarat). The researcher
have surveyed 50 respondents over there and collected the data. Collected data was
formulated and analyzed using distinct analytical and graphical methods.

This research was conducted to estimate the demand and supply method of the exporters.
The researcher have interact with the exporters so as he wanted to know the real business
pattern of the Sea foods.

SWOT analysis has studied of the firm that is strengths and weaknesses of the
organization and opportunities and threats in the environment. Company has fabulous
quality as well as range of price of different packs of products which is required by the
Customers. But Company needs to concentrate on physical distribution and promotion
which would improve the performance of the company

Statement Of Problem
To ensure continuing access to export markets for Veraval seafood, and in particular to
the the EU (EC Regulation N 178/2002), Veraval needed a proven traceability system. It
is particularly difficult in Veraval and other similar shrimp exporting countries, due to the
large number of very small suppliers and a complex and irregular system of
intermediaries.

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Purpose Of Study
To study how the frozen sea food export work in forieng market.

OBJECTIVES
OBJECTIVES OF THE PROJECT

To study supply chain of exporters.

To check the sources of fund.

To see the challenges the exporters face at veraval.

To know the consumer behavior about buying the sea food.

To see the competition in buying of fresh fish

Signification Of Study

The current political environment is favorable for fishing industries and their partners to
implement a chain of custody tracing system; the EU recently mandated documentation
to record the movements of international seafood products they purchase, and other
countries and organizations are drafting standards and legislation addressing tracing.
However, to our knowledge, comprehensive analyses of current, available tracing
systems and recommendations on how they can be implemented are not widely available
to the seafood industry.

Our report offers an analysis of the current state of seafood tracing technology and
programs. This information will be invaluable as demand grows for an effective,
streamlined tracing system that supports the promotion of sustainable seafood.
Quantifying the strengths and weaknesses of economic costs and benefits of current
systems, as well as identifying the challenges and limitations of existing tracing
technology, will provide much needed information to a wide variety of groups.
Environmental non-governmental organizations will be able to use this information to
more effectively encourage partnerships with the seafood industry by highlighting the
benefits of tracing systems and making their adoption more appealing to businesses

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throughout the seafood supply chain. Businesses that provide tracing systems may be
able to expand into areas where gaps currently exist and fill growing demands while
augmenting their business. Finally, policy makers will have the information they need to
set up an effective regulatory framework, delegate responsibility to appropriate agencies,
and increase the adoption of seafood tracing by creating an inclusive, efficient,
enforceable, and attractive system.

SCOPE

Scope means area covered. Following things are covered in this research:

I. The aim of the project is to study demand from the exporters side
II. The survey covered 50 exporters from the GIDC region of Veraval city.
III. Out of 60-65 exporters, 50 were contacted.

Area Of study

Area of study for the frozen sea food export is in Gujrath at Veraval

LIMITATIONS

There are many limitations in this research. Following are the major ones in this research:

I. Lack of time and money:

There was a shortage of time to approach each and every respondent for survey and the
budget of the survey was limited, which was a major limitation.

II. Lack of cooperation from respondents:

This was the major limitation from the side of the respondents at the time of contact.
They were not willing to give their time from their busy schedule.

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Profile Of Organization

Honest Frozen Foods is a stable sea food organization based in India since 2000 with a
wide experience. Honest Frozen Foods is a one of the biggest and most reliable suppliers
of sea foods worldwide. We supply Indian seafood's- fresh and frozen, and dried, product
& other Food items to the International buyers of all across the Globe.

The Honest Frozen Foods Company established in 2000 by its founder Mr. Riyaz
Vadhariya. Honest Frozen Foods is a fastest growing seafood company based in India.
Our company has a reputation for reliability and honesty. Most of our customers are long
term customer; once they do business with us, they never leave us as they know their
products are in good hands.

Honest Frozen Foods has rapidly reached its reputation in the local and worldwide
markets as a dynamic and efficient seafood provider and it has been developing into one
of the most reliable and aggressive International freight forwarders in India with routed
traffic to all over the world. Our special ability is to create successful exporting solution
by understanding our clients business intimately. Honest Frozen Foods has been fully
equipped an advanced setup for the processing.

Vision And Mission Statement

Vision

The company is seeking to reserve a leading role in the frozen industry for the kingdom
of India while maintaining a highly professional environment in the fields of selling
fresh, frozen and canned marine products distinguished by high quality in accordance
with the best international standards and specifications.

Mission

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The mission statement of the company is to take advantage of the aquatic resources
available within the naval borders of the kingdom of saudi arabia and the area under the
kingdom of saudi arabias exclusive economic jurisdiction in accordance with
international regulations in addition to the farming of shrimp, fish and other aquatic life
forms.

The company has established a solid foundation for marine industry in the kingdom,
raising the quality of aquatic products being traded to a prominent and distinct position in
the aquatic sectors of fishing, processing, industrializing and marketing while pursuing
leadership in the middle eastern region by a total commitment to the quality of the
maritime products.

History Of Organization

A Brief History of Marine Products Exports

Till the end of 1960, export of Indian marine products mainly consisted of dried items
like dried fish and dried shrimp. Although frozen items were present in the export basket
from 1953 onwards in negligible quantities, it was only since 1961 the export of dried
marine products was overtaken by export of frozen items leading to a steady progress in
export earnings. With the devaluation of Indian currency in 1966 the export of frozen
and canned items registered a significant rise. Frozen items continued to dominate the
trade. Markets for Indian products also spread fast to developed countries from the
traditional buyers in neighboring countries.

CURRENT MARKET SCENARIO

Before 1960, the markets of Indian marine products were largely confined to neighboring
countries like Sri Lanka, Myanmar (formerly Burma), Singapore etc. when our exports
were dominated by dried items. This situation changed with the development of
technology/modernization; dried products gave way to canned and frozen items. The

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product shift also resulted in market shift. More sophisticated and affluent markets viz.
Japan, USA, Europe, Australia, etc. became our important buyers. Several seafood
processing units with modern machinery for freezing and production of value added
products were set up at all important centers in the country for export processing.

For a long time USA was the principal buyer for our frozen shrimp but after 1977, Japan
emerged as the principal buyer of the product, followed by the West European
countries. Japan retained its position till 2001-02 as the single largest buyer for our
marine products accounting for about 31% in the total export value. During the year
2002-03 and 2003-04 USA emerged as the single largest market for our marine
products. During the year 2004-05, the European Union has collectively become the
largest importer of Indian marine products and it retained its position since 2005-06.
During 2008-09 European Union (EU) continued as the largest market with a percentage
share of 32.6% in $ realization followed by China 14.8%, Japan 14.6%, USA 11.9%,
South East Asia 10%, Middle East 5.5% and Other Countries 10.6%. May be due to the
prevailing economic recession export to EU, USA and Japan declined 6.08%, 10.18% and
8.80% respectively, all other countries increased their import of marine products from
India during the year.

EXPORT TRENDS

The export of marine products has steadily grown over the years - from a mere Rs.3.92
crore in 1961-62 to Rs. 8607.94 crore in 2008-09. Marine products account for
approximately 1.1 % of the total exports from India.

INDIAS SEAFOOD RESOURCES

India with a long coast line of 8129 Kms, two million sq. kms of Exclusive Economic
Zone and 1.2 million hectors of brackish water bodies, offers vast potential for
development of fisheries. Against an estimated fishery potential of 3.9 million tons from
marine sector, only 2.6 million tones are tapped.

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Fishing efforts are largely confined to the inshore waters through artisanal, traditional,
mechanized sectors. About 90% of the present production from the marine sector is from
within a depth range of up to 50 to 70 meters and remaining 10% from depths extending
up to 200 meters. While 93% of the production is contributed by artisanal, mechanized
and motorized sector, the remaining 7% is contributed by deep sea fishing fleets
confining their operation mainly to the shrimp grounds in the upper East Coast. Estimated
group-wise fishery potential of Indian EEZ and coast-wise marine fishery resource
potential are furnished in Annex II and Annex III. Annex IV shows state wise shrimp
farming in INDIA.

MPEDA ORGANIZES THREE INTERNATIONAL SHOWS

MPEDA in association with the trade has been organizing seafood trade fairs [India
international Seafood Show (IISS)] every alternate year within India. Over the years,
these fares have achieved a distinct position among international trade fairs.

INDIA INTERNATIONAL SEAFOOD SHOW

India International Seafood Show is one of the largest Seafood Fairs in Asia. It is a
biennial show and a common forum for meeting under one roof Seafood processors,
Exporters, Importers, Aqua culturists, Processing Machinery manufacturers and allied
industries. The first show was held in 1973 at Mumbai. The show attracts a large number
of seafood trading people and enables them to find out suitable means of strengthening
the seafood trade for mutual benefits. The very objective of organizing the IISS is to
highlight Indias immense fishery potential and the rapid progress made by the country in
the fisheries sector. The IISS offers immense opportunity to the participants to exchange
ideas for mutual benefits and explore further possibility in strengthening the trade
relationship.

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THE YEAR AND VENUE OF IISS SHOWS:

YEAR VENUE
1973 Taj Hotel, Mumbai

1976 Taj Coromondel, Chennai

1979 Hotel President, Mumbai

1981 Taj Coromondel, Chennai

1983 Taj Coromondel, Chennai

1985 Taj Residency, Banglore

1987 Taj Coromondel, Chennai

1989 Taj Coromondel, Chennai

1992 Port Trust Ground, Kochi

1994 Wilson College Ground, Mumbai

1997 Jawaharlal Nehru Stadium, Kochi

1999 Pragati Maidan, New Delhi

2003 Parade Ground, Panaji, Goa

Netaji Indoor Stadium, Eden Gardens,
2006
Kolkata
2008 Le Meridien, Kochi

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 2010 Chennai Trade Centre, Chennai

Market Potential:

The market forecast shows expected market demand, not maximum market demand. For
the latter, we need to visualize the the level of market demand resulting from a very high
level of marketing expenditure, where further increase in marketing effort would have
little effect in stimulating further demand.

Market potential is the limit approached by market demand as industry market

expenditure approach infinity for a given market.

Market potential (or Industry Potential) is a quantitative estimate of the total possible
sales by all firms selling the same product in a given market. It gives an indication for the
product for the industry as a whole assuming that the ideal marketing effort is made.

Forecasts of the size of market in terms of revenue number of buyers or other factors are
called market potential. Market potential refers to the strength of the market to create
future demand.

Company Potential (or Sales Potential) refers to the part of market potential; what an
individual firm can achieve at the maximum in a given market again under ideal
condition and an assumption that the ideal marketing effort is made

Market Demand (or Industry Demand) and Company Demand (or Company Sales
Possibilities) refers to those portions of market potential that are achievable under
existing conditions.

Total Market Potential is the maximum amount of sales that might be available to all
firms in an industry during a given period, under a given level of industry marketing
effort and environmental conditions. a common way to estimate total market potential is
to multiply the potential number of buyers by the average quantity purchases, times the
price.

Area market potential:

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Because companies must allocate their marketing budget optimally among their best
territories, they need to estimate the market potential of different cities, states, and
nations. Two major methods of assessing area market potential are Market Build Up
Method used primarily by business marketers, and the Multiple- Factor index Method,
used primarily by consumer marketers

Market Build Up Method: The market build up method calls for identifying all the
potential buyers in each market and estimating their potential purchases. This method
produces accurate results if we have a list of all potential buyers and a good estimate of
what each will buy. Unfortunately, this information is not easy to gather.

Multiple Factor Index Method: Like business marketers, consumer company also need to
estimate area market potential, but the customers of consumer companies are too
numerous to list. The method most commonly used in consumer markets is a straight
forward index method.

Objectives of Market Potential:

To locate market opportunities.

To find out varying and specific need of different type of customers.
To analyze, assess and interpret the motivation, beliefs and attitude behavior
and habits of each indefinite sub group in the market.
To set selling objectives easily and realistically
To identify new profitable segments which deserve special attention and offer
potential for business.
To deal with competition effectively by using market resource efficiently.

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Market potential can also be expressed as a function of:

The number of customer purchasing

Amount purchased
Frequency of purchase
In other words Market potential =

( How many* How much*How often*)

Benefits of Market Potential Analysis:

Understand market potential for a single store, network of stores or a new

market.
Deploy resources effectively by ranking markets in priority order.
Forecast total opportunity in terms of number of number customers and
revenue potential.
Estimate your market share.

PRODUCT AND SERVICES

We supply worldwide resorts with seafood, the most requested items being Silver
pomfret, Ribbon fish, Crocker fish, Sole fish, Cuttle fish, Squid, Seer fish. Indian
Mackerel, king fish, reef cod, horse mackerel, tiger tooth crocker, black sea bream, big
mouth croaker, baby ghol, and all kind of shrimps, cuttle fish and for the dry fish major
items are cat fish(singala), lather skin, sword fish, sail fish, tuna, Bombay duck, moldi
fish all of which is abundant in the pristine

Our range of products from our diverse geographical locations ensures that our buyers
can truly use us as a 'One Stop Shop', covering all their needs from multiple sources
through a single, highly efficient, user friendly channel. Our offices across Asia together
with our strong presence in South America and other countries provides Siam Canadian

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the ability to present an unparalleled range of the freshest, highest quality seafood
products anywhere, covering hundreds of different frozen seafood items.

SILVER CROCKER

Trade Name: Silver Croaker

Scientific Name: Johnius Soldado

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French Name: Tambour
Japanese Name: Guchi
Spanish Name: Corbina
Varieties: Whole Round
Grades: 50/100, 100/200, 200/300, 300/UP

REEF COD

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Trade Name: Reef cod
Scientific Name: Epinephelus diacanthus

French Name: Serranide

Japanese Name: Hata
Spanish Name: Mero, Cherne
Varieties: Whole Round
Grades: 2.5 KG UP

SILVER POMFRET

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Trade Name: Silver Pomfret
Scientific Name: Pampus Argenteus

French Name: Castagnole

Japanese Name: Managatsuo
Spanish Name: Pampano
Varieties: Whole Round

Grades: 300/500,500/700,700/1000,1000/2000,2000/UP

CUTTLE FISH

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Trade Name: Cuttle Fish
Scientific Name: Sepia SPP
French Name: Seche
Japanese Name: Ko-ika
Spanish Name: Jibia
Varieties: Cuttle Fish Whole, Cuttle Fish Whole Cleaned

Grades: U/50, 50/100, 100/150, 150/300, 300/500,

SQUID

Trade Name: Squid

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Scientific Name: Loligo Duvaucelii

French Name: Calmar

Japanese Name: Ika
Spanish Name: Calamar
Varieties: Squid Whole, Tube, Tentacles, Cleaned, Role
Grades: U/3, 3/6 ,3/10, 10/20, 20/40, 40/60, 60/80, 80/UP

RIBBON FISH

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Trade Name: Ribbon fish
Scientific Name: Lepturacanthus Savala

French Name: Poisson-sabre

Japanese Name: Tachiuo
Spanish Name: Pez sable
Varieties: "A" Grade, "B" Grade, "IWP", "HL/TL"

Grades: 100/200, 200/300, 300/400, 400/700, 700/UP

SOLE FISH

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Trade Name: Sole fish
Scientific Name: Paraplagusia Bilineata
French Name: Plie
Spanish Name: Solla
Varieties: Whole Round
Grades: U/50, 50/100, 100/200, 200/300, 300/500,

INDIAN MACKEREL

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Trade Name: Indian Mackerel
Scientific Name: Rastrelliger Kanagurta

French Name: Maquereau Du pacifique

Varieties: Whole Round
Grades: 2/4, 4/6, 6/8, 8/10.

SHRIMPS

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 Trade Name: Shrimps
Scientific Name: Caridea

French Name: Crevette

Varieties: Whole Round
Grades: Number of shrimp per kilogram (used for
Head on shrimp) U-10, U-12,
U-15, 10-20, 20-30, 30-40, 40-60, 50-60, 60-
70,

High quality standard and hygiene are central to the production process of our company.
Qualified and experience professionals employed to actualize the quality objectives of the
company. Total quality management concept is adopted which is reflected in:

1. Materials procurement

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 2. Production process
3. Staffing process
4. General operations
We give priority to our customers need and organize our activities to deliver value-added
service in striving to meet our customers expectations. We concentrate in providing
Quality products at the best competitive rates to our esteemed Buyers. Our satisfaction is
our Buyers Satisfaction.

QUALITY ASSURANCE

Honest Frozen foods Quality Assurance Department follow all Indian as well as
International standards strictly.

PACKAGING

LOGISTIC MANAGEMENT / SUPPORT AND ORDER FOLLOW UP

The Direct monitoring of processors for progress of orders covering all steps from
delivery of packaging to raw material procurement through to actual processing, packing
and completion of order. It covers shipping lines from scheduling of shipments to loading
of cargo through to delivery at final destination.

Research Methodology

Research is a systematic and objective attempt to study the problem for the purpose of
deriving general principles.

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It is a contribution to the knowledge. It is an advancement of knowledge. It is a solution
to the problem, throwing a light of old knowledge.

Meaning of research methodology:

Research methodology means the scientific logic behind the investigation and
justification for selecting the methods by philosophical base.

Meaning of the research design:

Research design is a blue print, its a framework.

A research design is the logical and systematic planning and directing a piece of
research. P.V.Young.

Research Design

Type of research: The type of research was descriptive.

Nature of research: The research was quantitative in nature.
Type of questionnaire: The type of questionnaire used was structured.
Type of analysis: The type of analysis carried out during survey was statically
analysis.

Source of Information

Secondary source: Referred to various books on marketing and company website.

Primary source: The primary source of collecting data for research was
Questionnaire.

Plan for Primary Data Collection

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 Research Technique: The survey method was used as the research technique for
this study.
Contact Method: The method of contact used in this research was personal
interview.

METHOD OF DATA COLLECTION

Sources of the Data:

There are two sources of data:

A. Secondary data

B. Primary data

A. Secondary data:

Any data which have been gathered earlier for some purpose are secondary data in the
hands of the marketing researcher.

Sources of secondary data:

Sources of secondary data are as follows:

a. Internal

b. External

a. Internal:

I. Accounting records

II. Sales force reports

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III. Miscellaneous reports

IV Company experts

b. External:

I. Libraries

II Literature

III. Periodicals

IV. Census & registration data

V. Trade association

VI. Government department

VII. Private sources

From the above these, I have made use of all the internal sources. But I have made use of
some external sources like Libraries, Literature, Periodicals, Private sources, References
& bibliography, Volume of statistics etc.

B. Primary data:

The marketing researcher should, first of all, explore the secondary data from various
sources and examine the possibility of their use for his study. In several cases, he may
find the data inadequate or unusable and therefore, he may realize the need for collecting
first hand data. As in the case of everyday life, if we want to have first hand information
any happening or event, we either ask someone who knows about it or we observe it
ourselves, or we do both. The same is applicable to marketing research. Thus, the two
main methods by which primary data can be collected are:

a. Observation

b. Questionnaire

a. Observation:

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Observation is one of the methods of collecting data. It is used to get the past and current
information.

b. Questionnaire:

Researcher or marketer asks to respondents for required data through pen and paper in a
particular format which is called questionnaire.

Sample Design:

A sample design is a definite plan for obtaining information (sample) from a given
population. The steps involved in sampling design are as follows:

Research Design

Type of research:

Descriptive study:

A descriptive study is undertaken when the researcher wants to know the characteristics
of certain groups such as age, sex, educational level, income, occupation etc. In contrast
to exploratory studies, descriptive studies are well structured. For e.g., questionnaire
filled up through survey.

Sample duration:

Sample duration is the time for interview with respondents which means that how long
this interview is carried out? For this survey, it was around 30 days.

Sample unit:

Sample unit is the body that contains sample element. For this survey, it was the
exporters office where we approached respondents.

Sample size:

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Sample size means that how many people will we question? There are two basic
approaches for determining sample size i.e. adhoc or practical approach and statistical
approach. For this survey, it was 50 respondents.

Sample technique:

Probability sampling method:

For this survey, Convenience sampling technique was chosen for survey. In the GIDC
region, many exporters would like to export to the NON-EU Countries.

1. Where do you export your product (Frozen Seafood)?

Response No. of respondents

27
 EU countries 20
Non EU countries 50

60

50

40

30 EU countries
Non EU countries
20

10

0
No. of respondents

Interpretation:

The above graph shows that out of 50 respondents 20 respondents exports their
products to EU countries and all exporters do their exports to Non EU Countries.

28
 2. Do u own Company or on rental basis?

Response No. of respondents

Owned 42
On Rental 08

45

40

35

30

25
Owned
20 On Rental
15

10

0
No. of respondents

Interpretation:

The above graph shows that out of 50 respondents, 42 exporters have their own
plant and remaining 8 has on rental basis.

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 3. What is your annual turnover?

Response No. of respondents

10-20 crores 25

20-50 crores 18

50-100 crores 05

More than 100 crores 02

30

25

20
10-20 crores
15 20-50 crores
50-100 crores
10 More than 100 crores

0
No. of respondents

Interpretation:

The above graph shows about their annual exports. Maximum exporters have 10-
15 crores of turnover. The total estimated exports are around 1600 crores.

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 4. What are the the sources of funds?

Response No. of respondents

Self financed 13
Bank Loans 37
Others 00

40

35

30

25

20 Self financed
Bank Loans
15

10

0
No. of respondents

Interpretation:

The above graph shows about the sources of funds. Most of the exporters have
their respective Bank Loans from different banks.

5. Do you directly contact buyers or through agents?

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 Response No. of respondents
Directly buyers 09
Agents 41

45

40

35

30

25
Directly buyers
20 Agents
15

10

0
No. of respondents

Interpretation:

The above graph shows about the supply chain of exporters. Most of the exporters
contact the Agents for exports.

6. What is Plant capacity of exporters?

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 Response No. of respondents

10-20 tons per day 24

20-50 tons per day 22

50-100 tons per day 03

More than 100 tons per day 01

30

25

20
10-20 tons per day
20-50 tons per day
15
50-100 tons per day
More than 100 tons
10
per day

0
No. of respondents

Interpretation:
The above graph shows about the plant capacity. Out of 50 respondents, the
24 respondents have 10-20 tons per day, 22 respondents have 20-50 tons per
day, and 3 respondents have 50-100 tons per day and 1 respondent have More
than 100 tons per day.

7. What is your store capacity?

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 Response No. of respondents

200-500 tons 14

500-1000 tons 34

More than 1000 tons 02

40

35

30

25
200-500 tons
20
500-1000 tons
15 More than 1000 tons

10

0
No. of respondents

Interpretation:
The above graph shows about the store capacity of plant. Out of 50
respondents, 14 respondents have 200-500 tons, 34 respondents have 500-
1000 tons and 2 respondents have More than 1000 tons.

8. What are your payment conditions?

Response No. of respondents

34
 Advance 00
Teletransfer 50
Letter of credit 50
Other 00

60

50

40

30 Teletransfer
Letter of credit
20

10

0
No. of respondents

Interpretation:
The above graph shows about the mode of payment. It shows that all the
respondents use Teletransfer and letter of credit method for the payments.

9. What are the Buyers requirements?

Response No. of respondents

Timely supply 30
Quality Products 40
Competitive Prices 50

35
 60

50

40

Timely supply
30
Quality Products
Competitive Prices
20

10

0
No. of respondents

Interpretation:
The above graph shows about the buyers requirement. Out of 50 respondents,
the buyers have multiple requirements. Most of the buyers have competitive
prices and timely supply.

10. Do you sell in domestic market?

Response No. of respondents

Yes 31
No 19

36
 35

30

25

20
Yes
15 No

10

0
No. of respondents

Interpretation:
The above graph shows about whether the exporters sell their products in
domestic market or not. The data shows that 31 respondents sell their products
in domestic market and remaining 19 do not.

11. What are the Challenges faced by companies in Veraval?

Response No. of respondents

Transportation 10
Hike in prices 02
Labor problems 50
Availability of fresh fish 01
Competition in Purchasing 46
Others

37
 60

50

40
Transportation
Hike in prices
30
Labour problems
Availability of fresh fish
20
Others

10

0
No. of respondents

Interpretation:
The above graph shows about the challenges faced at Veraval. The
respondents gave multiple challenges. The main challenge faced at Veraval is
labor problem and competition in purchasing.

12. Method of purchasing the fresh fish?

Response No. of respondents

Directly from fisherman 10
Own branch at every port/fishing area 14
From suppliers 50
Own fishing boats 10
From suppliers on commission basis 14

38
 60

50
Directly from
40 fisherman
Own branch at every
30 port/fishing area
From suppliers
20 Own fishing boats
From suppliers on
10 commission basis

0
No. of respondents

Interpretation:The above graph shows about the method of purchasing. The respondents
do their purchasing from different sources. Most of the exporters buy directly from
buyers.

SWOT Analysis

SWOT is the acronym of Strengths, Weaknesses, Opportunities, and Threats. It is the

analysis of strengths and weaknesses of the organization and opportunities and threats in
the environment.

STRENGTHS WEAKNESSES

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OPPRTUNITIES THREATS

Strengths:

Following are the strengths stated below:

1. Quality of the product which gives the real price of the product.
2. Competitive price in order to major players in the market.
3. Adequate financial resources for the expansion of business.
4. Own Plant so need to pay the rent.

Weaknesses:

Following are the weaknesses stated below:

1. Lack of managerial depth and talent regarding marketing implementation.

2. Weak distribution network in order to supply products.
3. No office or branch in other country.

Opportunities:

Following are the opportunities stated below:

1. To enter the new countries where the Seafoods are exported.

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2. To setup own branch at every port so that the fresh fish can be purchased at lower
cost.

Threats:

Following are the opportunities stated below:

1. Growing competition at Veraval.

2. Every year out of 10 suppliers 5 are starting their own export.
3. Rising problems of labour everyday.

Findings

Most of the exporters exports to the Non EU countries.

Most of the exporters have their own company which saves the rent and helps in
reducing cost.
The annual turnover is estimated around 1600 crores INR.
Most of the exporters use bank loans as a source of finance.
Most of the exporters do their exports through buyers.
The research shows that most of the foreign buyers prefer competitive prices and
quality products.
Most of the plants capacity is 10-20 tons per day.
Most of the stores capacity is 500-1000 tons.

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 The research shows that all exporters prefer L/C and Teletransfer as mode of
secure payment.
The research shows that most of Non EU plants sell their products in domestic
market also.
The research shows the labor problem is the main challenge faced at Veraval.
The research shows that most of the exporters do their purchasing from the
suppliers.

Suggestions and Recommendations

SUGGESTIONS

There are 4 Ps of marketing which are Product, Price, Physical Distribution, and
Promotion. Out of these the company has quality products, Price is also reasonable
but what the company is lacking behind is, the Physical Distribution and Promotion
which can be implemented in the market effectively.

Concentrate more on Physical Distribution activities, the company should have the
branch in foreign countries so that they can sell their products to the market. The
agents can be removed from the supply chain.

The company should have proper purchase manager so that they can purchase at the
best least price from the market.

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 Company should have their own fishing boats which will reduce the cost of
production and helps in increasing the profits.

As the rate of the Rupee in international market is reducing day by day these days, the
exporters have the best opportunity to export more and more so that they will earn
huge amount of money as a profits.

Increase the sales persons for selling and marketing who can approach the agents and
buyers to obtain orders and make sale for the company.

Conclusion

The demand and supply is estimated around 1600 crores INR. At Veraval.
Most of the buyers requirements are quality products and competitive prices.
The competition is seen at like bottle neck. Every year the exporters are
increasing.
The supply chain is mostly same of all the exporters.
The sources of funds are mainly bank loans.
The challenges faced at Veraval are mostly Labor problems.

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Questionnaire

1 Where do you export your product (Frozen Sea foods)?

oEU countries oNon EU countries

2 Do u own Company or on rental basis?

oOwned oOn Rental

3 What is your annual turnover?

o10-20 crores o20-50 crores
o 50-100 crores oMore than 100 crores

4 What are the sources of funds?

oSelf financed oBank loans oOthers

5 Do you directly contact buyers or through agents?

oDirectly buyers oAgents

6 What are the buyers requirements?

oTimely supply oQuality products

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 oCompetitive Prices

7 What is your plant capacity?

o10-20 tons per day o20-50 tons per day
o50-100 tons per day oMore than 100 tons per day

8 What is your store capacity?

o200-500 tons o500-1000 tons
oMore than 1000 tons

9 What is your payment condition?

oAdvance o Teletransfer
oLetter of credit o Other

10 Do you sell in domestic market?

oYes oNo

11 What are the challenges faced at Veraval?

oTransportation o Hike in prices
o Labor problems oAvailability of fresh fish
oCompetition in Purchasing oOthers

12 From where you do your purchasing?

oDirectly from fisherman
o Own branch at every port/fishing area
o From suppliers
oOwn fishing boats
oFrom suppliers on commission basis

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BIBLIOGRAPHY

REFERENCE BOOK

1. AUTHOR:- PHILIP KOTLER & KEVIN LANE KELLER

TITLE OF BOOK: - MARKETING MANAGEMENT

EDITION: - 13th EDITION

2. AUTHOR:- V. S. RAMASWAMY & S. NAMAKUMARI

TITLE OF BOOK:- MARKETING MANAGEMENT EDITION:- 3rd EDITION

JOURNALS:

MPEDA Journals and Magazines

WEBLIOGRAPHY

Websites: www.mpeda.com

www.google.com

www.economictimes.indiatimes.com

www.honestfrozenfoods.com

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