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Feasibility of Direct Marketing Hawaiis Cultured Freshwater ...

Source: www.ctsa.org
Topic: Direct Marketing

Sort Desciption: useful in examining the feasibility of a shift to direct marketing ..... were considered in this direct marketing feasibility study. Based ...

Content Inside: Feasibility of Direct Marketing Hawaiis Cultured Freshwater Ornamentals 1 Aquafarmer Information Sheet #152 Feasibility of Direct Marketing Hawaiis Cultured Freshwater Ornamentals Lotus E. Kam and PingSun Leung Department of Molecular Biosciences and Bioengineering College of Tropical Agriculture and Human Resources University of Hawaii Honolulu USA Clyde S. Tamaru Sea Grant Extension Service School of Ocean and Earth Science and Technology University of Hawaii Honolulu USA June 2006 Executive Summary Hawaiis freshwater ornamental farmers could experience an increase in net revenues by marketing and selling products directly to West Coast retailers. Still producers face a mix of challenges and opportunities and direct sales may not be appropriate for every business. For our investigation of freshwater ornamental wholesaling we looked at two distribution levels for three scales of production. The impact of an enterprises size on profitability was examined at farms of small large and co-operative sizes that respectively were producing eight 26 and 40 ornamental fish product lines with corresponding water capacities of 27000 gallons 180000 gallons and 540000 gallons. We conducted a partial budget analysis for each farm to investigate the feasibility of a change in business strategy from farmgate sales to secondary wholesaling or to primary wholesaling. Secondary wholesaling was defined as a farm selling products to a mainland wholesaler that combines products to distribute to retailers in and around the state of Washington. Primary wholesaling was defined as a farm selling products directly to retailers in the Washington region. Partial budget analyses were conducted using a spreadsheet model for each freshwater ornamental operation. A major component of this model was a product mix module which we used to optimize selection of ornamental freshwater fish cultured by a farm based on sale price farmgate price pack density water consumption variety of species ...

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