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Case Study 7: Indonesian Fisheries

In: Marketing Cases from Emerging Markets

Author

Listed:
  • John Heap

    (Grimsby Institute of Further and Higher Education)

  • Simon O’Rourke

    (Grimsby Institute of Further and Higher Education)

  • Rory Dillon

    (Grimsby Institute of Further and Higher Education)

  • Lara Chaplin

    (Coventry Business School, Coventry University)

Abstract

Though Indonesia has been successful in growing the value of its fisheries sector, there are issues and constraints which make further growth more difficult to achieve. Some of these factors are external factors which affect both Indonesia and its main competitors; others are specific issues relating to the industry within Indonesia. There are, for example, barriers to increasing trade with particular countries (which might represent high export growth potential) due to technical barriers to trade (TBT) and SPS (Sanitary and Phytosanitary) standards/regulations. This case study examines the challenges of moving from a predominantly product/quality centred focus to adopting a marketing orientation.

Suggested Citation

  • John Heap & Simon O’Rourke & Rory Dillon & Lara Chaplin, 2014. "Case Study 7: Indonesian Fisheries," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 59-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_10
    DOI: 10.1007/978-3-642-36861-5_10
    as

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