A case study of factors impacting on marketing of South African fish oil in the animal feed market

Abstract

The growing and declining demand of the different fish oil application markets. The price of heavy furnace oil compared to fish oil selling price. (Heavy furnace oil is used to generate energy) . The research also investigated the impact of low price fish oil substitutes on the South African fish oil producers. The most important substitute in the current South African majority market, the animal feed market, is vegetable oils. The research finding is that the South African fish oil producers must follow the vegetable oil selling price trend. The most important finding of the research is the high priority the fish oil quality achieves in all the fish oil market segments. The South African domestic market is limited in that it is only the animal feed market and the refinery. export market. The alternative market to sell to is the However, the international fish oil market perceives the South African fish oil to be of low quality. A mindset regarding the importance of fish oil quality has to start at the South African fish oil producers. It is vital that the South African fish oil producers institute quality systems to improve their fish oil quality. The South African fish oil producers must gear themselves to become globally competitive.