Product details

Professor Ted Roach of the Biology Department in the process of his aquacultural research has developed fish whose flesh is rich in polyunsaturated fatty acids. He invited Professor Laurence Whiting of the Business School to become involved in a multi-disciplinary project in which his role would be to determine the marketability of polyunsaturated fatty acid (PUFA) fed fish, in particular the species that were being farmed, sturgeon and eel. Professor Whiting''s research project involved carrying out a comprehensive literature review, a large-scale survey of 311 respondents and eight focus groups. The objective is for the data from the literature review and the research project to be analysed in order to determine whether there is a market for PUFA fish products, the psychographic characteristics of the potential market initiators of PUFA fish products and identify potential market segments, to perform a SWOT analysis for the generic products and integrate the information to determine the 4P''s for the PUFA fish products.