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Marketing Research

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|To be completed by the student |To be completed by the markers |
|Module Name and code |MARKETING RESEARCH |First Marker’s name |Farhod Karimov |
| |2UZB607 |(acts as signature) | |
|Tutor Name |Farhod Karimov |Second Marker’s name | |
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|Student ID (UoW) | |For Registrar’s office use only (hard copy submission) |
|Student ID (WIUT) | | |
|Deadline date |1 December, 2014 | |
|Individual assignment |( N/A | |
|Group assignment |( | |

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CONTENTS Executive summary I. INTRODUCTION II. RESEARCH QUESTION &OBJECTIVES i. Research questions ii. Aims of the study II. METHODOLOGY ▪ STEP 1: What kind of market research techniques would you use to analyze the general trends in the fish market? WHY? ▪ STEP 2: Qualitative research or Quantitative research? WHY? ➢ Purpose; WHAT? ➢ Sample characteristics; WHY? ➢ Data collection methods; HOW? WHY? ➢ Questionnaire design & measures; HOW? WHY? ➢ Procedure; WHAT? WHERE? HOW? IV. ANALYSIS ▪ How would you analyze the findings? WHY? ▪ Which data analysis techniques would you use? WHY? ▪ Use appropriate method in analyzing and explaining your findings V. Conclusions & Recommendations ▪ What might be your expected conclusions (research outcomes)? ▪ What might be your recommendations on the strategy? ▪ Based on your findings suggest marketing strategy (marketing mix – 4Ps) ▪ Provide your recommendations based on SWOT and Porter’s 5 forces. VI. BUDGET and GANTT CHART (be realistic) ▪ Propose budget plan (include all costs, tax, your profit, etc…); ▪ Produce a time-line to accomplish the proposed market research;

Executive summary

This paper provides the depth analysis on conducting real market research on a fish industry. The report provides the findings and its’ practical implications, recommendations to a fish market. The aim of this paper is to evaluate a current situation in a fish market in Uzbekistan. An exploratory research method was used to accomplishing this CW. This method consists of Literature search, Depth interviews, Focus group and Case analysis. The research question is about ___________________. The data was collected through the questionnaire survey in Tashkent. The essential factors such as price and preferences of the particular type of the product were identified during questionnaire survey.

Literature review

The one of the most important and fast growing sector of fisheries is Aquaculture. According to (data of 2008-2010), it shows that from 52 to 62 percent of fish production in Uzbekistan. There is only fish production, no production on mollusks or crustaceans, in Uzbekistan.

The total area of fish pond farms in Uzbekistan is 12 630 ha. Fish farms were located 12 regions of Uzbekistan, except Karakalpakstan Autonomy Republic, until 2007. The total of fish farms there were 21 by 2007. A half of these fish farms were situated in the Tashkent Region and the Fergana Valley. But by 2008-2009 the total pond surface area was increased to 12 630 ha as 4 newly fish pond farms were established and registered.

Table below shows information available on the fish species cultivated in pond farms:

Production of aquaculture per species in Uzbekistan in 2009
|Aquaculture – species |Production (ton) |% of total |Total price in US$ |
|Common carp |854.8 |16.56 |2 761 004 |
|Grass carp |618.3 |11.98 |1 997 109 |
|Silver carp |3 503.7 |67.88 |6 201 549 |
|Trout |13.0 |0.25 |150 930 |
|Others (crucian carp, snakehead) |172.3 |3.34 |222 267 |
|Total: |5 162.1 |100 |11 332 859 |

The table below shows total aquaculture production in Uzbekistan according to State statistical Committee of Uzbekistan:

The dynamics of fish production in Uzbekistan during 1980-2010 (in ‘000 tones)
|Year |Total fish production |Fish production Pond fish farms |
|1980 |16.7 |11.5 |
|1990 |26.5 |20.4 |
|1991 |27.2 |20.3 |
|1992 |28.1 |20.9 |
|1993 |23.4 |16.8 |
|1994 |15.3 |12.2 |
|1995 |12.5 |8.9 |
|1996 |8.0 |5.8 |
|1997 |8.4 |5.3 |
|1998 |8.8 |6.1 |
|1999 |8.2 |5.5 |
|2000 |8.7 |5.3 |
|2001 |8.8 |5.4 |
|2002 |7.8 |5.2 |
|2003 |5.4 |3.3 |
|2004 |4.3 |2.4 |
|2005 |6.1 |3.2 |
|2006 |7.2 |3.8 |
|2007 |7.1 |4 |
|2008 |7.9 |4.1 |
|2009 |9.2 |5.1 |
|2010 |10.7 |6.7 |

In all fish farms, mainly phytophagous fishes are cultivated (mainly the silver carp, the grass carp and the big head carp), which constitute about 90percent of the total production.

The graph below shows total aquaculture production in Uzbekistan according to FAO statistics:
|Chart |

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|Reported aquaculture production in Uzbekistan (from 1950) |
|(FAO Fishery Statistic) |
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|[pic] |
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Market and trade

As pond fish farms are located within 5-70 km from cities and towns, they usually sell their fish in spring and autumn. Some of the fish is sold by the pond farms at markets and shops. Processing and storage facilities are poor in the country. One reason for this is the lack of fish since most of it is sold live and fresh. Most of the fish (60 percent) is sold at markets; more than 15 percent is sold through shops and supermarkets; about 25 percent of the fish (mainly frozen and processed) is sold from warehouses to special consumers and wholesale buyers.

Fish is exported fresh mainly to Afghanistan, as well as to Russia and Turkey. According to data of the State Statistical Committee Uzbekistan exported: in 2006: – 818.2, in 2009 - 576 tonnes of fish at a value of USD 1 814 500, in 2010 - 964 tonnes of fish at a value of USD 2 584 000. In first half of 2011 total of 184.6 tonnes of fish was exported (mainly frozen, smoked, dried and salted). The main fish exporters are JV “For a Seafoods” in Djizak region and JV “Aqua Todakul” in Navoi region. The structure of exported fish is available for 2006: • Frozen fish (gutted fish without head and tail) – 744.2 tonnes at a value of 712 100 USD (65 percent to Russia; 35 percent to Turkey). • Refrigerated fish – 30 tonnes at a value of 21 400 USD (100 percent to Afghanistan). • Smoked fish – 9.6 tonnes at a value of 7 800 USD (entirely to Russia). • Filleted fish – 34. 4 tonnes at a value of 55 500 USD (100 percent to Russia).
Unfortunately, it is still impossible to extract which quantity of this comes from aquaculture.

There is legislation governing marketing standards of various products, including fish and fishery products, in particular marketing standards concerning the content, main characteristics and name of foodstuffs, as well as labelling, packaging and promotion. The transportation of fish has to be accompanied by a copy of declaration of origin and a veterinary certificate.

The middlemen active in fish marketing have a marketing margin of 10 to 20 percent.

Since August 2003, the management of the fishery sector has been the responsibility of the Ministry of Agriculture and Water Resources. Aquaculture is regulated by general agricultural laws. The government pays major attention to nature protection and fish biodiversity. Until 2007 the aquaculture sector in Uzbekistan was not given enough importance in the economic development of the country. Support for training fish farmers and extension support for fisheries development are lacking in the country and need to be strengthened. In 2008–2009 the government paid attention to the fisheries sector, confirming its social and economic importance and the necessity to develop it as a priority. After the issuance of the state programme on measurements of fisheries sector development in the Republic of Uzbekistan in 2009–2011 (03.03.2009, No. 03/1–348) the volume of fish production from aquaculture started to increase.

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