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Marketing Strategies for Frozen Fish Exporters in Bangladesh

S.M. Sohel Ahmed
Department of Marketing, Lalmatia Mohila College, Lalmatia, Dhaka, Bangladesh

Dr. Belayet Hossain
Department of Marketing, University of Dhaka, Bangladesh

Abstract/ Executive Summary:

The main objective of this study is marketing strategies for frozen fish exporters in Bangladesh. Frozen fish is the second highest export earning sector of the country The major findings are holistic marketing concept can be applied for exporting frozen fish, cost based pricing as well as other pricing methods can be exercised with the proper consideration of cost related elements. Farmers may sell their products directly to the buyers. There is no substitute for a good working relationship with the foreign buyers. These good long-term relationships are best established through making contacts and building partnerships. Participation at trade shows and trade missions, shipping samples to potential buyers, sending letters and faxes, and making telephone calls should be strategy to expand market share. Possible risks to be handled include; government regulations, Patents, Predatory pricing, economy of scale, research and development, distribution agreement. A descriptive framework has been made in order to understand the marketing strategies for frozen fish exporters in Bangladesh. This study adopts with qualitative in nature. This research enables researchers to understand the concept, pricing methods, how to expand the market, promotional measures and how possible risks to be handled.

Keywords: Frozen Fish, Exporters, Marketing Strategies

Location: Bangladesh.

Start Date: 00-00-2010

End Date: 00-00-2010

Program Area: Socio-economic and Policy

Non-commodity: Price behavior

Objectives:

To find out the marketing concept to be used;
To find out pricing methods to be applied;
To find out how to expand the market;
To find out what promotional measures to be adopted;
To find out possible risk to be handled;

Methodology:

According to the nature of the study and type of information required personal visit and interviews with the concerned executives was conducted. This study adopts with qualitative in nature. Besides primary information and secondary information was collected from the frozen fish exporters’ firms and other sources.

Source of Information: Journal of Arts, Science & Commerce Vol.– III, Issue –3(3), 1-8, July 2012 ISSN 2231-4172

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

Holistic marketing concept can be applied for exporting frozen fish. Cost based pricing as well as other pricing methods can be exercised with the proper consideration of cost related elements. Farmers may sell their products directly to the buyer. There is no substitute for a good working relationship with the foreign buyers. These good long-term relationships are best established through making contacts and building partnerships. Participation at trade shows and trade missions, shipping samples to potential buyers, sending letters and faxes, and making telephone calls should be strategy.

Knowledge Management: Journal