The research on market strategies involves knowledge about:
- How companies evaluate specific markets
- How they adapt to competitors and specific customer demands
- How they can use this knowledge to achieve competitive advantage
How can a product stand out in the abundance of similar products?
In the fishery industry, it is often thought that the products are quite similar regardless of which company produces them.
Nofima Marked acquires knowledge about which barriers and opportunities there are to choose product differentiation (one product distinguishing itself from the rest) as a strategy.
Several recognised articles say that everything can be different from the rest - but is that actually the case?
Nofima Marked has considerable knowledge about the branding and marking of products. We study to which degree branding and the use of collective marks (such as organic, Best of Norwegian etc) can be possible strategies for the Norwegian food industry.
We also acquire knowledge about potential consumer reactions to such initiatives.
With new farmed fish species and new methods of processing fish, the Norwegian seafood industry is gaining more opportunities for marketing, e.g. companies will use different product and marketing strategies for wild or farmed cod.
Nofima Marked has the expertise and knowledge about how one can adapt effectively in the market.
We can also offer knowledge about alternative strategies for positioning in markets, design of marketing channels, segmentation and niche choice to achieve a competitive advantage.
