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NetID ekel221
Group Number: 75
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Tutorial Details
Tutor: Day: Time:
Claris Chung MONDAY 3.00pm
Time Spent on
18 hours Word Count: 1541


The marine ecosystem is one of New Zealand’s most valuable and essential assets, and at
the rate it is being slowly destroyed by the over collecting of shellfish, it is inevitable that it
is only a matter of time before we ruin something totally unique and special to our kiwi
culture. That is why we have come up with a solution which is the first of its kind, a bucket
which monitors the amount of shellfish a harvester collects, making sure they take, just the
3.1 Vision
To enhance and prolong the experience and joy of shellfish harvesting.
Industry: The New Zealand fishing tackle industry.
Force: High/Low: Justification:
Buyer power: High Buyer Power is high as there are 292 stores across
NZ which sell marine/fishing equipment, meaning
that customers have a range of choices when it
comes to buying tackle gear. (Albertson, 2013)
Supplier power: Low
Supplier power is low, as, after researching the
industry of NZ tackle gear, I have discovered that
there are many potential suppliers which all have
the resources needed to make my product.
(Discount Fishing Supplies ) (Tackle Suppliers )
(Fishing Gear NZ, Fishing Supplies NZ, Fishing


Threat of new entrants: High
There will be a high threat of new entrants into
the NZ fishing tackle industry as it is easy for
competitors to enter the industry as there are
few barriers, as it does not cost much to enter
into this line of business. (Fisheries, 2012)
Threat of substitutes: Low
As our product is the first of its kind there will
initially be a low threat of substitute products.
Rivalry among existing
There is high rivalry among existing competitors
in the New Zealand fishing industry as today eight
fishing companies provide 80 percent of
production but there remain a large number of
medium and smaller, usually inshore, fishing
operations. (The New Zealand fishing industry,

Overall attractiveness of the industry: Over all, I would say that the NZ fishing tackle
industry is not very attractive. With high buyer power, high threat of new entrants, and high
rivalry amongst existing competitors it seems like it would be a challenge starting up a new
business in this industry. In order to flourish, my business would have to find ways to reduce
these issues and find a way to stand out amongst the others.
3.3 Customers and Thei r Needs
‘Just the Limit’, targets a very wide range of customers, as it is an adaptable product,
capable of monitoring all types of shellfish. Because of this quality, all shellfish harvesters
regardless of the intensity or specific species of which they are collecting can use ‘Just the
Our customers need a product that can reliably monitor the quantity of shellfish they are
collecting so that it complies with the NZ fisheries regulation depending on the area they are
collecting in. It needs to be versatile, strong and waterproof, not to mention accurate. It is
essential that our product meets these standards as it will be put under a lot of strain when
it is being used by the sea and the elements.


3.4 The Product and Service
Our product meets the standard that customers would expect when dealing with a product
of this sort. It is a simple seawater-proof bucket, made of high quality plastic with a small
yet versatile computer system installed on the lip of the bucket with pressure pads and
weighing scales on the bottom of it.
All customers have to do is select the type of shellfish they are collecting and the inbuilt GPS
will automatically register the area you are harvesting and also what the daily limit is. After
you have selected the species of shellfish, you can start collecting and ‘Just the Limit’ will
automatically start counting the amount you are collecting using the pressure pads and
scales on the bottom of the bucket. When the limit is reached, Just the Limit will notify you
by telling you so on its small computer screen.
3.5 Suppliers and Partners
To make, ‘Just the Limit’ become an actual product and not just an idea on paper, I will need
partners and suppliers to help me make this happen. Partnering up is essential as it will help
get my product out on the market next to a brand that is already respected. Due to this
reason I have chosen to partner up with Hunting and Fishing New Zealand, a leading New
Zealand owned business which is renound for its top quality gear and reliability. If ‘Just the
Limit’ collaborates up with Hunting and fishing New Zealand then I believe that it will be
mutually beneficial for both businesses, enabling them to grow together. (Fishing, 2014)
Ideally, I would get Composite Developments to supply, ‘Just the Limit’ as they are a trusted,
world class manufacturer in fishing tackle gear. They are a New Zealand business started in
1981 and have won many awards for their gear. The reason I have chosen C.D to supply ‘Just
the Limit’ is because they are passionate about fishing and seafood themselves, so would
only want to supply the best quality gear at a reasonable, low price. (Composite
Developments, 2014)


3.6 Strategy:
‘Just the Limit’ can be used for all types of shellfish collecting, so I would say it has a broad
scope of the shellfish harvesting market as it does not matter what type of shellfish is being
collected. Also, as ‘Just the Limit’ is encouraging people not to over collect, the product
would be of little help if not many harvesters could afford it so it would be produced under
a low cost strategy.
For these reasons, the overall strategy is Cost Leadership.
3.7 Value Chain Activity:
Making The Product or Service.
Making the product is most important, as the whole point of ‘Just the Limit’ is to monitor
the amount of shellfish that is collected by a single person. If the product is not made right
then it totally defeats its purpose. If this happens then ‘Just the Limit’ will not be able to
prolong shellfish harvesting so it will not be living up to its vision statement.
3.8 Business Processes
(1) To improve the product – The business process of improving the product is key in the
sense that it has to be adaptable to changing circumstances. For example if the location the
product is being used in changes, or the daily limit of a species of shellfish is changed then
the product must be able to recognise and adapt to suit the customers’ needs.

(Cost Reduction, 2014)


(2) To reduce operational costs - Just like any business, reducing operational costs will be a
key process for ‘Just the Limit’ as it will be looking to stay liquid while at the same time
make a profit. This does not mean sacrificing quality, just that where there is waste or under
efficiency it will be dealt with and removed. This will enable it to grow and expand while still
delivering a high quality of goods.


3.9 Functionality
Working scales – These are necessary because if ‘Just the Limit’ cannot properly measure
and weigh the shellfish then the whole point of the product is invalid.


Cheap efficient Computer system – To ensure low cost while at the same time having a high
quality computer in the product.


3.10. 1. PRODUCTI ON AND MANUFACTURING – Accurate weight scales would be needed in
order for ‘Just the Limit’ to do what it is made for. This is only possible if effort and money is
put into the production and manufacturing of the product. This would be specifically
important at the operational level of manufacturing, as the product needs to withstand
harsh conditions.
3.10. 2. FINANCE AND ACCOUNTI NG – Keeping costs down would be a main goal for ‘Just the
Limit’ as it is using a cost leadership strategy, meaning that the businesses costs would need
to be low so we can transfer these low costs onto the product. This would mostly be done at
the strategic level of operations.
3.10. 3 ACCURATE GPS IN PRODUCT - An accurate GPS would be needed in all of our products
as they need to be able to tell where they are so they can gather what the limit is for the
place the harvesting is taking place. Without this, the product could be misleading to
consumers if they bought the product in one area but is used it in another where there is a
different limit


‘Just the Limit’ would without a doubt prolong and enhance the experience of shellfish
collecting. It would be a low cost, high quality product made in New Zealand with a reliable
IS system, enabling it to be versatile in the sense that it can properly inform you of NZ
fisheries limit no matter where you are in New Zealand. As well as this, it monitors your
collecting, notifying you of when you have reached just the limit. Without this IS, the whole
product and the business itself would be worthless, leaving the marine ecosystem without
protection. This would not only affect those who harvest shellfish, but New Zealand as a

Albertson, J. (2013). The Retail Market in NZ.
BUSINESS PROCESS IMPROVEMENT. (2014). Retrieved 05 24, 2014, from kossally systems consulting:
Composite Developments. (2014). Retrieved 05 24, 2014, from
Cost Reduction. (2014). Retrieved 05 22, 2014, from jmaceurope:
Discount Fishing Supplies . (n.d.). Retrieved 05 12, 2014, from discountfishingsupplies:
Fisheries, C. R. (2012). Fisheries Research Services Strategy Review. Wellington.
Fishing. (2014). Retrieved 05 22, 2014, from Huntingandfishing:
Fishing Gear NZ, Fishing Supplies NZ, Fishing Tackle. (n.d.). Retrieved 05 12, 2014, from K-Labs:
Tackle Suppliers . (n.d.). Retrieved 05 12, 2014, from tackle-suppliers:
The New Zealand fishing industry. (2012, October 16). Retrieved 5 09, 2014, from Ministry for primary