| Author | Chiang, Chi-ping |
| Call Number | AIT RSPR no. SM-03-24 |
| Subject(s) | Tilapia--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Adminishnation, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-03-24 |
| Abstract | In America, the demand of tilapia shows an increasing trend and most of fish sources come from imports instead of local production. The forecasted volume of impo1ted tilapia will reach 65,000 mt by 2005 achieving an average 9% annual growth rate. Thailand is the second biggest tilapia producer in the world. However, the export volume represented only 0.46% of US markets shares in 2001. Our aim in this research is to show how to seize this expansion opp01tunity on the US market. Therefore we will first focus on understanding what is the competitive edge of the Thai tilapia indushy to be able then to formulate a sustainable expo1t strategy for this business. The culture ideal climate is the basic issue for Thailand to gain the competitive edge. With this advantage, the fish production can be done year through without seasonality phenomenon and offer the guarantee of a stable supply. The high quality standard sh·ategy using the Thai tilapia label, evidence of fish meat quality and strict hygiene control, is the effective way to differentiate this production from other countries' one and to achieve in the long run on the US market. |
| Year | 2003 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-03-24 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C.; |
| Examination Committee(s) | Quang, Truong;Yi, Yang; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2003 |