7 results

SCRC: Developing a (Sea)Food Marketing Course

Project number: 2013-717
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Meredith Lawley
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 29 Sep 2013 - 29 Aug 2014
Contact:
FRDC

Need

A strong Australian food industry is vital to both food security and a strong economy, with the food industry currently worth over A$110 billion annually and over 15% of Australians employed throughout the food value chain. As stated in the National Food Plan ‘Growing international and domestic food markets will create substantial opportunities for competitive and productive food businesses in Australia.’ And further ‘Global food demand will shift in coming years to higher value and more protein rich foods like meat.’

For the Australian Seafood industry to remain competitive and grow, seafood industry marketers not only need to know how to market seafood but will benefit from a broader understanding of how to market food more generally and an understanding of where seafood ‘sits’ in food marketing. By addressing food more broadly and covering a wide range of food sectors (including meat, dairy, horticulture etc) seafood marketers will be able to identify strategies and tactics used by other food industries globally and in Australia that may be applied to seafood marketing. The purpose of the proposed (Sea)Food Marketing course is to build on the knowledge and expertise gained throughout the ASCRC to develop a University accredited course in Food Marketing with specialised content in seafood marketing. It is estimated that seafood specific content would be between 20 to 30 percent of the course.

The proposed course will be available in postgraduate business programs (MBA, Master of Management, Master of International Business and nested graduated certificates and graduate diplomas); as a single course for credit; and in addition a not for credit version of the course will be developed.

At undergraduate level, introductory marketing courses focus on descriptions of theory and application and it is not until advanced level marketing courses that the focus changes to look at strategy and its implementation. At postgraduate business level, given the work experience requirements of many programs, a greater focus on applying theory to real world situations at higher levels is evident. The proposed course is at postgraduate level and will have a strong focus on strategy and decision making and the allocation of resources across the elements of the marketing mix, with the ultimate aim of having students develop a strategy and an implementation plan for a food product (with the formal assessment focussing on these outcomes).

The proposed course will include a series of case studies and lessons learnt vignettes (as per the attached table) that will address two of the extension opportunities identified by Jayne Gallagher and Emily Mantilla at the Seafood Hub meeting in April. These resources will be designed so that they can be used as 'stand alone' for other purposes (eg short courses, VET training).

As part of the formal university accreditation process for a new course, a rationale including evidence of demand must be presented and is considered by committes at both Faculty and Univeristy level before a course can be approved. Hence formal university approval of the course is based on the rational and so is a Go/ NO GO point for the project. For this proposal the formal pathway is the end of September (so aligned with the first Milestone).

SCRC: PhD: the relevance of Human Resource Practices (HRP) as a driver of aquaculture industry performance.

Project number: 2011-700
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Bishnu Sharma
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 28 Feb 2011 - 30 Dec 2013
Contact:
FRDC

Need

There is a needed to increase the understanding of the development of human capital, and the linkages between HRP and performance, for the ongoing advancement of the Australian aquaculture industry.

SCRC: PhD: Collaborative competition: Understanding the characteristics, drivers, constraints and advantages of collaboration within the Australian wild-caught abalone industry (Student: Ben Manning)

Project number: 2010-756
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Rod Farr-Wharton
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 31 Dec 2010 - 30 Dec 2012
Contact:
FRDC

Need

The Chinese market provides significant opportunities for Australian live abalone exporters resulting from the massive growth of an affluent middle class, seafood consumption, food service trade, and seafood retail trade that appears under-served. These factors, coupled with abalone’s prestige status and the dominance of Australian product in the premium live market, indicate promise of a sustainable future. Despite Australia’s dominance in the market, there appears to be very little control over the market or price. Fluctuations in supply, quality and pricing inconsistencies are pronounced impediments to abalone’s success. These issues are further exacerbated by emerging competitive pressures from a fast expanding aquaculture sector in Asia, a lack of consumer and buyer product awareness, an insufficient promotional strategy, and a fragmented supply chain that lacks responsiveness in a dynamic market. Without a significant cooperative response to these challenges, the industry’s dominance and profitability are in danger. Short term promotional activities are unlikely to sustain the abalone industry into the long term, and an effective suite of strategies will be required. These strategies may be assisted through the formal development of an abalone industry cluster.

SCRC: SCRC Honours Scholarship H4.2 Australian Farmed Prawns:B2B and B2C: A gender comparison of perceptions of relationship marketing (Dr Leone Cameron; Student Hannah O'Brien)

Project number: 2009-777
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Leone Cameron
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 20 Dec 2009 - 20 Dec 2010
Contact:
FRDC

Final report

ISBN: 978-1-925982-44-2
Author: Hannah L O'Brien
Final Report • 2010-12-21 • 3.19 MB
2009-777-DLD-Hons.pdf

Summary

One of the most important global food sources is seafood, and in particular saltwater seafood. However, while demand is increasing, the supplies of wild caught sources are depleted and there is now an increased need to source seafood species, such as prawns from farmed stocks. Aquaculture has become a reliable source for many species, particularly prawns. It has been identified that consumers around the globe have many preconceived and often negative perceptions of farmed prawns, which is preventing the demand and growth of the industry. Australia is a world leader in best practice management and product quality, with a vast amount of ideal topographical locations for prawn farming. However, despite these positives, it continues to have one of the smallest gross production outputs of farmed prawns. Thus it is important to determine the factors that encourage positive behavioural intentions toward this product. Many studies have demonstrated the power that consumer perceptions have on both customer satisfaction and behavioural intentions. Trust has also been identified as having significance influence on these elements. Therefore, this study measures the perceptions, trust, satisfaction and behavioural intentions of customers of Australian farmed prawns within South East Queensland.

A total of 211 respondents from 10 locations participated in this study. The findings show that Trust has a very large impact on Customer Satisfaction, Behavioural Intentions, Customer Perceptions of Product- Physical attributes, Product- Health aspects, Price, Place, Marketing Communications, Process, Physical Evidence and People of the customers of Australian farmed prawns within South East Queensland. Another illuminating finding was that Customer Perceptions of Product- Physical attributes and Price were the two key variables of eight Customer Perception variables that have a significant influence on both Customer Satisfaction and Behavioral Intentions of customers of Australian farmed prawns within South East Queensland.

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PROJECT NUMBER • 2013-700
PROJECT STATUS:
COMPLETED

SCRC: Yellowtail Kingfish genetics: commercialisation strategies

Previously, we have implemented a selective breeding program for Yellowtail Kingfish (YTK) and today all production is based on genetically selected stock, which is up to 20% superior than the wild stock. This current project focuses on whether realized selection response was achieved and adds: ...
ORGANISATION:
University of the Sunshine Coast (USC)
Industry
PROJECT NUMBER • 2017-012
PROJECT STATUS:
COMPLETED

Investigating social acceptance for the wild catch commercial fishing industry of Southeast Queensland

This research project aimed to develop an engagement strategy that would assist the Southeast Queensland (SEQ) wild catch commercial fishing industry to gain social acceptance, or a Social Licence to Operate (SLO). SLO is needed to maintain access to the resource and market confidence. A scan of...
ORGANISATION:
University of the Sunshine Coast (USC)
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