FISHERIES BUSINESS

LECTURERS :

Prof. Ir. R. Sjarief Widjaja, PhD.

Dr. Ir. Deddy H. Sutisna
Dr. Ir. Abdul Halim
Ir. Agus Wibisono, MM.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 COURSE CONTENT

• MODULE 1 - Nature of Fisheries Business

• MODULE 2 – Market Analysis
• MODULE 3 - Product Development
• MODULE 4 - Layout and Facilities
• MODULE 5 - Operation Management
• MODULE 6 – Quality Assurance
• MODULE 7 – Organization and Human Resource
• MODULE 8 - Finance in Fisheries Business

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 1 – NATURE OF FISHERIES BUSINESS

LECTURERS :

Prof. Ir. R. Sjarief Widjaja, PhD.

Dr. Ir. Deddy H. Sutisna

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 1 :

TOPIC : NATURE OF FISHERIES BUSINESS

AIMS : TO PROVIDE COMPREHENSIVE

UNDERSTANDING ABOUT MARINE NATURAL
RESOURCES AND CHARACTER OF FISHERIES
BUSINESS

SUB TOPIC : 1 – UNDERSTANDING THE MARINE NATURAL

RESOURCES ON SEA AND INLAND WATER
2 – FISHERIES BUSINESS MODEL
3 – PRODUCT LIFE CYCLE
4 – BUSINESS PROCESSES IN FISHERIES

REFERENCE :

COURSEWORK : PREPARE PROFILE OF FISHERIES BUSINESS

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

MODULE 1 – DESCRIPTION :

TOPIC : NATURE OF FISHERIES BUSINES

SUB TOPIC :
-UNDERSTANDING THE NATURAL PHENOMENON AT SEA (COASTAL

ZONE, SEA TERITORY, EEZ, HIGH SEAS, AND INLAND WATERS

(RIVER, LAKE, SWAMP AND OTHERS)
-CLIMATE CHANGE IMPACT ON WAVES, CURRENT, TIDAL, WIND, SEA

TEMPERATURE, NATURAL DISASTER

-MARINE NATURAL RESOURCES (FISH, SEA GRASS, MANGROVE, DEEP

SEA WATER, ENERGY ETC)

-BUSINESS OPPORTUNITIES (FISH FARMING, CAPTURE FISHERIES,

ENERGY, MARINE TOURISM, SEA TRANSPORTATION, BIO

PHARMACOLOGY AND OTHER DOWNSTREAM BUSINESS)
-BUSINESS PROCESSES (PRODUCT DEVELOPMENT, MARKET

ANALYSIS, PRODUCTION PROCESS, LAYOUT AND FACILITIES,

QUALITY ASSURANCE, ORGANIZATION AND HUMAN RESOURCES,
FINANCE)

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 NOTES :

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MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 2 – MARKET ANALYSIS

LECTURERS :

Prof. Ir. R. Sjarief Widjaja, PhD.

Ir. Agus Wibisono, MM.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 2 :

TOPIC : MARKET ANALYSIS

AIMS : TO PROVIDE COMPREHENSIVE

UNDERSTANDING ABOUT MARKETING AND
METHODOLOGY FOR DOING MARKET
RESEARCH IN FISHERIES BUSINESS

SUB TOPIC : 1 – UNDERSTANDING THE NATURE OF

MARKETING IN FISHERIES BUSINESS
2 – MARKET SEGMENTATION
3 – STEPS IN DOING MARKET RESEARCH
4 – PREPARE SET OF TARGET IN MARKETING

REFERENCE : Chapter 8, Market Analysis, GLENCOE

ENTERPRENEURSHIP – BUILDING A
BUSINESS

COURSEWORK : PREPARE MARKET RESEARCH

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC
 MODULE 2 – DESCRIPTION :

TOPIC : MARKET ANALYSIS

SUB TOPIC :
-INDUSTRY LIFE CYCLE / LEVEL OF MATURITY

-NATURE OF MARKETING
-MARKET SEGMENTATION AND IDENTIFYING GROUP OF

TARGETTED MARKET
-TYPE OF MARKET RESEARCH

-EFFECTIVE RESEARCH PLAN, STEP BY STEP PLAN

-INDUSTRY FORCES THAT EFFECT YOUR BUSINESS
-UNDERSTANDING YOUR COMPETITOR

-ANALYSING TARGET CUSTOMER AND CREATING CUSTOMER

DEMAND
-FORECASTING DEMAND

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.1. Industry – factors effect the nature of the industry
industry
a collection of businesses with a common line of products or services

carrying capacity industry life cycle

the ability of industry to support new the current stage of an industry
growth

uncertainty 1 Birth
the degree of stability or instability in
a given industry 2 Growth
complexity
3 Maturity
the number and diversity of contacts
with which a business must deal
4 Decline

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.2. - Market Segmentation

geographics

buying
demographics
characteristics

psychographics

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.3. Target Market and Customer

1 Measurable

2 Large enough to be profitable

3 Reachable

4 Responsive

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.4. Type of Market Research

exploratory research

market research
the collection and analysis of
information aimed at descriptive research
understanding the behavior of
consumers in a certain market

historical research

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.5.The Five Steps of an Effective Research Plan

5 Analyze the data

4 Organize the data

3 Collect primary data

2 Obtain secondary resources

1 Identify your information needs

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.6. Researching the Industry

Look at trends and patterns of change

Understand industry forces that affect your business

Study industry demographics

Analyze the competition

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.7. Industry Forces That Affect Your Business

barriers to entry

threats from substitute products

sources of supply

buyers’ ability to bargain

technology

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

2.8. Researching the Target Customer

Create a customer profile

Evaluate customers’ needs

Forecast research to forecast demand

Conduct

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 NOTES :

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MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 3 – PRODUCT DEVELOPMENT

LECTURERS :

Prof. Ir. R. Sjarief Widjaja, PhD.

DR. Ir. Abdul Halim

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 3 :

TOPIC : NEW PRODUCT DEVELOPMENT

AIMS : TO PROVIDE COMPREHENSIVE

UNDERSTANDING ABOUT PRODUCT, NEW
PRODUCT DEVELOPMENT, PRODUCT FAILURE
AND STEP BY STEP OF DEVELOPMENT

SUB TOPIC : 1 – UNDERSTANDING THE NATURE OF

PRODUCT (CONCEPT AND STRATEGY)
2 – NEW PRODUCT DEVELOPMENT
3 – PRODUCT FAILURE
4 – DEVELOPMENT PROCESS
5 – PRODUCT AND SOCIAL RESPONSIBILITY

REFERENCE : Copyright 2011, Pearson Education Inc.

Publishing as Prentice-Hall

COURSEWORK : EXERCISE NEW PRODUCT DEVELOPMENT

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 3 – DESCRIPTION :

TOPIC : PRODUCT DEVELOPMENT

SUB TOPIC :
-REVIEWING THE CONCEPT

-NEW PRODUCT DEVELOPMENT STRATEGY

-NEW PRODUCT FAILURE

-NEW PRODUCT DEVELOPMENT PROCESS (Idea

generation, Idea screening, Concept development and

testing, Marketing strategy development, Business
analysis, Product development, Test marketing and
Commercialization)
-PRODUCT DECISSION AND SOCIAL RESPONSIBILITY

-INTERNATIONAL PRODUCT AND SERVICE MARKETING

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.1. Rest Stop: Previewing the Concepts

1. Explain how companies find and develop

new-product ideas
2. List and define the steps in the new-product
development process and the major
considerations in managing this process
3. Describe the stages of the product life cycle
and how marketing strategies change
during the product’s life cycle
4. Discuss two additional product and services
issues: socially responsible product
decisions and international product and
services marketing

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.2. First Stop
Google: Innovation Excellence
Google’s Success How They Did It

 Highly Innovative: Google  Light Speed Innovation:

topped Fast Company’s list
of the world’s most
innovative firms, and
regularly ranks within top 3
on other lists.
New product planning looks
ahead only four to five months;
firm strives to take the fastest
path to new product
development.

 Market Share: In a  Idea Generation: Ideas come

competitive market,
Google’s core business
(online search) market
share of 63% is twice the
combined share of its two
closest competitors.
 Ad Revenues: Google
captures 70% of all U.S.
search-related ad revenues.
from any source or employee.
Engineers spend 20% of time
developing their own new
ideas.
 New Product Testing: New
applications are launched on
Google Labs; users test and
provide feedback. Product
development is iterative.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.3. New-Product Development Strategy

 New product development:

• The development of original products,
product improvements, product
modifications, and new brands through the
firm’s own product development efforts.

 New product innovation is very expensive and

very risky.
• $20 - $30 billion is lost on failed food
products annually.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.4. New-Product Failures

 Why do new products fail?

• Overestimation of market size.

• Product design problems.
• Incorrectly positioned, priced, or
advertised.
• Pushed by high level executives despite
poor marketing research findings.
• Excessive development costs.
• Competitive reaction.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.5. New-Product Development Process

 Idea generation
 Idea screening
 Concept development and testing
 Marketing strategy development
 Business analysis
 Product development
 Test marketing
 Commercialization

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.1. New-Product Development Process
 Idea generation:
• Internal sources:
 Company employees at all levels

• External sources:
 Customers

 Competitors

 Distributors

 Suppliers

 Outsourcing (design firms, product

consultancies, online collaborative

communities)

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.2. New-Product Development Process
 Idea screening:

• Process used to spot good ideas and drop

poor ones.
• Executives provide a description of the
product along with estimates of market
size, product price, development time and
costs, manufacturing costs, and rate of
return.
• Evaluated against a set of company criteria
for new products.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.3. New-Product Development Process
 Concept development and testing:
• Product idea:
 Idea for a possible product that the

company can see itself offering to the

market.
• Product concept:
 Detailed version of the new-product idea

stated in meaningful consumer terms.

• Concept testing:
 Testing new-product concepts with groups

of target consumers to find out if the

concepts have strong consumer appeal.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.4. New-Product Development Process
 Marketing strategy development:
• Part One:
 Describes the target market, planned

value proposition, sales, market share,

and profit goals.
• Part Two:
 Outlines the product’s planned price,

distribution, and marketing budget.

• Part Three:
 Describes the planned long-run sales and

profit goals, marketing mix strategy.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.5. New-Product Development Process

 Business analysis:
• Involves a review of the sales, costs,
and profit projections to assess fit with
company objectives.
• If results are positive, project moves to
the product development phase.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.6. New-Product Development Process
 Product development:
• Develops concept into a physical
product.
• Calls for a large jump in investment.
• Prototypes are made.
• Prototypes must have correct physical
features and convey psychological
characteristics.
• Prototypes are subjected to physical
tests.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.7. New-Product Development Process
 Testing marketing:
• Product and marketing program are
introduced in a more realistic market
setting.
• Not needed for all products.
• Can be expensive and time consuming,
but better than making a major
marketing mistake.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

3.5.8. New-Product Development Process
 Commercialization:
• Must decide on timing (i.e., when to
introduce the product).
• Must decide on where to introduce the
product (e.g., single location, state,
region, nationally, internationally).
• Must develop a market rollout plan.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.6.1. Additional Considerations

 Product decisions and social

responsibility:
• Consider public policy issues,
regulations regarding acquiring or
dropping products, patent protection,
product quality and safety, and
warranties.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.6.2. Additional Considerations
 International product and service
marketing:
• Must determine which products and
services to introduce in which countries,
and how much to standardize or adapt
the offering.
• Packaging presents new challenges for
international marketers.
• Many service businesses are global.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 3.7. Rest Stop: Reviewing the Concepts
1. Explain how companies find and develop
new-product ideas.
2. List and define the steps in the new-product
development process and the major
considerations in managing this process.
3. Describe the stages of the product life cycle
and how marketing strategies change
during the product’s life cycle.
4. Discuss two additional product and services
issues: socially responsible product
decisions and international product and
services marketing.

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 NOTES :

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MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 4 – LAYOUT AND FACILITIES

LECTURERS :

Prof. Ir. R. Sjarief Widjaja, PhD.

DR. Ir. Abdul Halim

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 MODULE 4 :

TOPIC : LAYOT AND FACILITIES

AIMS : TO PROVIDE COMPREHENSIVE

UNDERSTANDING ABOUT PRODUCTION
LAYOUT AND RELATED FACILITIES, AND HOW
TO DESIGN A LAYOUT AND PRODUCTION
FACILITIES

SUB TOPIC : 1 – SELECTION CRITERIAS FOR PROPER

LOCATION (GEOGRAPHIC, TECHNICAL,
ECONOMICAL AND SOCIAL ISSUES)
2 – NEW LAYOUT DESIGN
3 – ESTIMATES PRODUCTION CAPACITY
4 – SETTING UP PRODUCTION FACILITIES

REFERENCE :

COURSEWORK : DESIGN A LAYOUT AND PRODUCTION

FACILITIES
MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC
 MODULE 4 – DESCRIPTION :

TOPIC : LAYOUT AND FACILITIES

SUB TOPIC :

MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC

 NOTES :

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MSc COURSE IN FISHERIES BUSINESS – AUP FISHERIES POLYTECHNIC