How to increase the sales of Norwegian salmon fish in Chinese market from supply chain perspectives

Abstract

This whole paper has been discussed the current market consumption of Norwegian salmon in China and the solutions towards the owes, as well as outlook for the further market expansion from supply chain and logistic perspectives. In the first part of work, theoretical works related to supply chain and logistic concepts are mentioned in the beginning part of the paper followed by the content about the present industry profile of Norwegian salmon including: export information in the recent years, constrains and opportunities exists for its future growth. Thereafter, issues in today’s Chinese market regarding the consumption of Atlantic salmon will be illustrated. In order to prove that these problems are really exist and will probably become the potential obstacles in the midway of Norwegian salmon’s future market expansion, we had also conducted a simple survey for customer researches in the top three Chinese cities with highest average salary. The outcomes of the survey has been summarized as pie graphs with percentage composition shown in the figure. Although this simple survey has reflected some aspects of the customer preferences in the current Chinese society, advanced and research-oriented analysis is demanded for deeper studies of Chinese market as it is believed to be complex but profitable. In this paper, we aim to dissect the Chinese market from supply chain and logistic perspectives mainly focus on the present weaknesses on the marketing network structure for Norwegian salmon. Suggestion according to our understanding has been given including how to create an integrate and straightforward channel to avoid the speculations in the supply chain and take active strategies to better control on the price. As the important role supply chain plays in the cost-saving and profits generating for business firms, we believe that a good consciousness in supply chain management will help to gain added value and competitive advantages in today’s business battlefield.