MC Case Studies

The Fonda Case: What Fish Can Teach Us About Finding New Business Models

The Challenge

Aquaculture sea bass of outstanding, in fact unrivalled, quality can be found in the middle of the Gulf of Piran, at the southernmost tip of Slovenia. Today it is signed, sealed and ...

Problem definition

Fonda’s branded sea bass farming represents a unique case in the industry worldwide. It is rooted in the limitations and opportunities stemming from the local environment; these ...

The Plot

The founder of Fonda fish farming activity was the late father, Ugo Fonda, a marine biologist and prominent expert in underwater life with a wealth of experience of the Mediterranean ...

Industry information and references

Fish consumption in Europe is growing constantly and quite steeply in many countries. This holds particularly true for those countries, like Greece, where fish farming was subsidised ...

Company information and references

The company is seated in Portorož–Portorose (Liminjanska cesta 117). Its principal farming site lies just a few kilometres away in the bay of Sečovlje. In 2011 the company realised ...

Case-specific information and references

Fonda Piran Sea Bass are farmed and fed slowly and with care, reaching, similarly to wild sea bass, an average weight of 0.5 kg only after four to five years. In conventional fish farms ...

The evolution of the business model

The Fonda family started to farm fish in 2003, and only later began to farm mussels as well. Initially Fonda sold their fish mostly to wholesale distributors and through fish brokerage ...

Output and market size

Sea bass represents approximately 80-90% of the total output value of Fonda Fish Farm. The remaining 10-20% is earned by the sale of mussels and by tourism. The total value of sales ...

Product differentiation

What makes Fonda sea bass different from and superior to the others? Their breeding methods as such are not innovative, but the entire process of breeding and delivery is carefully ...

Packaging

Packaging made of polystyrene has been developed to suit the requirement for good preservation. It saves time and keeps the fish fresh at room temperature for 24-48 hours. After thoroughly ...

Pricing and positioning

The price of Fonda’s fish is significantly greater than that of any other brand on the market; however the price-quality relationship is excellent and compares with that of wild fish ...

Client selection and communication

Fonda’s customers are open to education and engagement, which develops mutual trust. For this reason Fonda regularly takes visitors on guided tours, explaining the breeding process. ...

Proposed solution and open issues

There are several unexploited opportunities in the field of distribution. One such may be delivery by aircraft to more distant cities in central Europe, such as Vienna. Portorož ...

Conclusions

Fonda is an innovative company with the potential to sustainably defend its uniqueness - a competitive advantage - over other fish breeders. It possesses the fundamental capabilities ...

References

On Fonda: www.fonda.si http://sl-si.facebook.com/pages/RIBOGOJNICA-FONDA/335955850223   Fish production and consumption: http://www.fao.org/fishery/countrysector/naso_slovenia/en ...

Acknowledgements

  The author would like to thank Irena Fonda for her generous participation, and the students of the IMB Technology Management class of 2010/11 who expressed vivid interest in the ...

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