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 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 ...


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 ...


On Fonda:   Fish production and consumption: ...


  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 ...

This site uses cookies for better performance and user experience. Do you agree to use of cookies?

Find out more

Cookies on our web page

What is Cookie?

A cookie is a small piece of data sent from a website and stored in a user's web browse while a user is browsing a website. When the user browses the same website in the future, the data stored in the cookie can be retrieved by the website to notify the website of the user's previous activity


How do we use cookies?

A visit to a this page could generate the following types of cookie.


Strictly necessary cookies

These cookies are essential in order to enable you to move around the website and use its features, such as accessing secure areas of the website. Without these cookies services you have asked for, like shopping baskets or e-billing, cannot be provided.


2. Performance cookies

These cookies collect information about how visitors use a website, for instance which pages visitors go to most often, and if they get error messages from web pages. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. It is only used to improve how a website works.


3. Functionality cookies

These cookies allow the website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced, more personal features. For instance, a website may be able to provide you with local weather reports or traffic news by storing in a cookie the region in which you are currently located. These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites.


4. Targeting and advertising cookies

These cookies are used to deliver adverts more relevant to you and your interests They are also used to limit
the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaign. They are usually placed by advertising networks with the website operator’s permission. They remember that you have visited a website and this information is shared with other organisations such as advertisers. Quite often targeting or advertising cookies will be linked to site functionality provided by the other organisation.


Cookie management

Cookies can be managed via the web browser settings. Please, see you browser help how to manage cookies.


On this site you can always turn cookies on/off on menu item “Cookie Management”.


Website management

This website is managed by:

Giacomelli Media d.o.o.