The industry is currently suffering extreme pressure on both the domestic and international markets. It is under pressure from the strength of the Australian dollar and the increased availability of cheap seafood imports from various Asian and developing countries.
The seafood industry is also coming under increased pressure from other available food commodities due to the concerted, well-funded, sophisticated marketing and promotions campaigns conducted by industries such as chicken, beef, lamb, etc. There is clearly a need to look at opportunities to better position Australian seafood.
It has been generally agreed by industry that the most effective strategy will be to position Australian seafood at the premium end of food products. It has generally been agreed that this can best be achieved through recommendations outlined in in the consultancy reports. Industry has supported the proposal in principle that has been put forward by the consultants but reserve the right to change the recommended programme. It will be up to those driving the entity that results from the modeling project to determine the most appropriate strategy
The entity to be developed through this application will need to focus on close liaison with the various sectors to develop standards that will apply and ensure its integrity is maintained. A key task the consultants will undertake is to ensure the business model presents a justifiable case for industry to participate in the programme.
This project needs to be funded through the FRDC where leadership can be provided to assist the industry establish future marketing strategies that are realistic and sustainable. The administration of the business entity that will ultimately be responsible for the positioning of premium Australian seafood will determine the most appropriate positioning strategy to adopt. It may decide to simply implement those strategies that are proposed by the consultants. The vehicle by which Australian seafood can be successfully marketed domestically and internationally will depend upon a business model that has the wide support of industry.
The development of the vehicle to take this initiative forward must be carefully and thoughtfully considered. It will require widely experienced consultants in this area to deliver the most effective vehicle to take responsibility for the generic positioning of the Australian seafood industry. The consultants will require a high-level of industry credibility. It will need to attract the industry to buy on to what will be the most significant project that will assist in uniting the Australian seafood industry.
It is anticipated that the business model agreed upon will be able to be incorporated into business operations of a model such as the entity proposed by SEA, an Australian Seafood Marketing and Promotion Corporation, if ASIC and NAC determine that this has the appropriate structural resources.
The industry has agreed that the momentum generated by the current project from the Action Agenda must be continued if this project is to achieve the necessary success.
The NAC has consensus from seafood industry leaders involved in this project to approach the FRDC to complete the business modelling, develop a strategy to obtain industry resolution on the most appropriate entity and then obtain industry buy on through financial contributions.
This application will also identify the most appropriate financing strategies that the successful business model should adopt. Other key aspects relating to corporate structure and administration will also be addressed.
For the larger task ahead, wider involvement and a commitment to achieve the outcomes is needed. Some of the true visionaries in the industry and those with more extensive marketing experience have already indicated their willingness to participate.
