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Case Study 7: Indonesian Fisheries

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Marketing Cases from Emerging Markets

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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.

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References

  1. Indonesian Ministry Marine Affairs and Fisheries (2009). Fishery is one of the food security pillars in D-8. Retrieved July 2009 http://www.kkp.go.id/en/

  2. United Nations Commodity Trade Statistics Database. (2009). Annual totals table (ATT) for imports and exports. Retrieved 2009  http://unstats.un.org/unsd/trade/imts/annual%20totals.htm

  3. Indonesian Ministry Marine Affairs and Fisheries. (2009). Shrimp tax to Japan zero percent. Retrieved January 2013 http://www.kkp.go.id/en/

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Author information

Authors and Affiliations

  1. Grimsby Institute of Further and Higher Education, Grimsby, UK

    John Heap, Simon O’Rourke & Rory Dillon

  2. Coventry Business School, Coventry University, Priory Street, Coventry, CV1 5FB, UK

    Lara Chaplin

Authors
  1. John Heap
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  2. Simon O’Rourke
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  3. Rory Dillon
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  4. Lara Chaplin
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Corresponding author

Correspondence to Lara Chaplin .

Editor information

Editors and Affiliations

  1. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Dilip Mutum

  2. Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

    Sanjit Kumar Roy

  3. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Eva Kipnis

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Heap, J., O’Rourke, S., Dillon, R., Chaplin, L. (2014). Case Study 7: Indonesian Fisheries. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_10

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