What is it about?
The value chain concept addresses various problems being faced by the fisheries sector and its stakeholders. Value chain management enables the policy makers to analyse and assess the marine fisheries sector in better way and can make the sector more promising and contribute to the development of economy.The main aim of this study was to analyse various value added operations performed to the marine fish at the retail point and to examine whether there is any impact of value added operations on the final retail price of marine fish. The primary data of marine fishery retail value chain was collected from the marine fish retailers existing in the coastal andhra pradesh state, India. Finally it was concluded that there was a difference in price of the marine fish after performing value chain by the retailer. This paper also proposed a retail value chain model for marine fish.
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Why is it important?
The value chain concept addresses various problems being faced by the fisheries sector and its stakeholders. Value chain management enables the policy makers to analyse and assess the marine fisheries sector in better way and can make the sector more promising and contribute to the development of economy. Effective value chain management of marine fisheries can be resulting in socioeconomic development of fishermen community, fish product development, market development, skill development, employment development, sustainable development etc. After making a thorough desk review, a research gap was identified with respect to the current research topic “Value Chain Management Model for Retailing of Marine Fish”. There were few studies available in the area of marine fisheries sector. Some studies were identified in fresh fish, dry fish but not in retailing of fish. Hence it was proposed to undertake a detailed study of seafood sector, specifically value chain management in retailing of marine fisheries in the state of Andhra Pradesh.
Perspectives
In Retailer value chain the cost components like cost of fish and transportation cost are major influencing factors of selling price. The value added activity meat bone separation was found to be significant value adding factor. The fish retail store must have to have proper infrastructure attributes like store ambience, customer convenience to retail outlet, cold Storages, quality in storage etc in order to deliver more value. The fish retail outlet should have an effective human resource management like training in retailing skills, presentation and arrangement of fish products in retail outlets, retail announcements etc to offer quality value added fish to the consumers. The fish retail store must have to perform inbound logistics like safe procurement of fish from middlemen and fishermen to ensure fish quality. The retailers should perform marketing and sales activities like marketing of outlet, marketing of fish, retail announcements, sales promotion etc for better value addition. The fish retail store must have to offer retail services like services to individual customers, and organisational customers to ensure customer satisfaction. The retail outlet must have to perform outbound logistics like delivery of the processed fish to the customer without any errors and with appropriate packing etc to add more value to the fish. The fish retail outlet should have to perform operations like deheading, removal of slims, cutting fins, meat bone separation, weighing, packing and branding to offer quality value added fish to the consumers.
Dr V V DEVI PRASAD KOTNI
GITAM University
Read the Original
This page is a summary of: Value Chain Management Model for Retailing of Marine Fish, Indian Journal of Marketing, December 2018, Associated Management Consultants, PVT., Ltd.,
DOI: 10.17010/ijom/2018/v48/i12/139554.
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