Marketing is a multi-faceted business discipline. In its simplest form,
marketing might be coined as the act of satisfying the needs of customers
through a planned set of activities that allows the organization to achieve
An organization must first determine its goals. If you are a fisherman,
is your goal to make enough to cover your fishing habit? Is it to make
enough money to save for an earlier retirement? Do you want to increase
the dollar per pound price each year? Are you looking to expand the number
of markets you sell to? Before planning a marketing strategy, it is important
to determine what you want to get from your business.
In order to achieve your goals, (realizing it might not always be possible)
you need to determine your target market. There are several components
to identifying a target marketing including, consumer need and willingness
to buy, purchase power, and ability.
Once a target market is identified, a marketer will determine an appropriate
marketing mix. Marketing mix is often referred to as the 4 Ps of marketing:
Corner provides a good overview of these concepts and the Seafood
Marketing Presentation reviews them in more detail and discusses their
relationship to salmon and other seafood.
In order to develop a successful marketing
program, an organization needs to factor each of the 4 Ps
into its strategy. Organizations like ASMI, Kodiak Fishery Industrial
Technology Center, and others, are but pieces of the puzzle. As of yet,
a formal, comprehensive marketing strategy for seafood has not been put