Strategies and co-operation for marketing development at a national level: The case of Greece
1996
Dakos, V.S. (ASTARTE, S.A. Fresh Fish Trade and Distribution, Athens (Greece) | SELONDA Aquaculture, S.A., Athens (Greece))
The rapid development of Aquaculture in Greece in terms of multiplication of ongrowing units as well as production output, together with the attempts of each farmer to be marketer and adding to the above the complete lack of any marketing/promotional strategy or activity targeting to the intermediate seller or to the final consumer, had led the market into a crisis situation. The Greek market covers hundreds of thousand tons of fresh fish, imports thousands of tons of fresh fish from Africa and the Greek consumer considers fish as the best human diet. In this presentation there is first an attempt to describe the present situation of production structure and development in terms of production outputs and farming units growth. Secondly, it outlines an effort to identify Greece's market potential in terms of consumption capacity (volume and value), and of trade customers' and final consumers' attitude. Finally, the document presents an analysis of the problems that arise in marketing of aquaculture products, followed by the author's thesis on how the farm fishing sector would overcome existing problems and implement successful strategies and co-operation in order to achieve a winning position for these products in a highly competitive and demanding market.
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