Further expansion of Ramoen AS in the UK market

Abstract

Ramoen AS has been operating in the UK market for 70 years. The aim of this report is to look at how they can further expand in the UK market through developing a marketing campaign. In order to find out whether or not Ramoen could benefit from a marketing campaign, a series of analyses were conducted. Firstly, all external factors around Ramoen and their industry was found using tools such as PEST-Analysis and Porter’s Five Forces. The main findings from this secondary research showed that the industry is very profitable and the threat of new entrants is low. Ramoen is one of the key players in this industry and they are positioned to take over more market share in the UK. An internal analysis was also conducted which highlighted some of Ramoen’s strategic capabilities, and the areas where Ramoen separate themselves from the competitors. The main findings here were the innovative technology they use and their experience in the industry. A summary of the company’s internal and external analysis is mapped out in a SWOT-Analysis. In order to gain knowledge about the fish consumers in the UK, quantitative data was conducted through a Qualtrics survey. It is found that quality is the highest rated attribute by the consumers, and the origin of the fish was rated as second. Other findings are that the consumer prefer buying fish from the supermarket. The clusters were analysed in SAS JMP in order to get a deeper insight into consumers’ habits and values. The analysis shows that there is correlation between the values of quality and the origin of the fish, and it is also found that the consumers have a good relation towards Norwegian fish. The qualitative research was conducted through three in-depth interviews. Main findings from these interviews corresponded with the findings from the survey. Moreover, quality of fish is highly valued for consumers in the UK. The research also shows differences between B2B and B2C when it comes to buying fish. Rachel Tweedale from Elite Fish stated that people care more about the taste and cost of the product as opposed to where it has come from. The restaurants often have preferences towards specific nationalities, and only buy fish from for example Norwegian vessels. Findings from the different analyses led to the recommendation for Ramoen to collaborate with their distributor, in order to strengthen their brand awareness and increase their market share. The collaboration would focus on a marketing campaign where origin of fish and quality will be highlighted. Ramoen’s technology and years of experience coupled with the distributors market knowledge, can lead to competitive advantages for both companies.