Case Study

Hudson Beaver Creek Inc.’s MQS-certified farmed salmon

11 pages
October 2013
Reference: IMD-3-2433

Hudson Beaver Creek, Inc, is a marketing and sales firm of premium farmed salmon. It is based in British Columbia, Canada and is owned by four friends, two fish farmers, a marine biologist and the firm’s sales manager. It has developed a superior process for farming fish and aspires to environmental stewardship. It has introduced its brand as the bearer of the quality assurance and is promoting it through all the channels available within its small budget. The firm is presented with existential challenges as they struggle to get recognized and rewarded in the marketplace for their sustainably produced and superior quality product. They don’t seem to be able to make a dent in the market, nor to get better prices for their fish. They are a small player and although the market is growing globally and signals a desire for better and more sustainable salmon, wholesalers don’t always offer higher prices for their stock. Various options to be considered include expanding into European and Asian markets or looking into other species that could also be farmed to a superior standard. Alternatively, they could seek partners in the sustainability sphere to enhance their reputation or work with government agencies to help establish their process as the standard to be adopted by other farmers. In the meantime, financials are really tight and the raising and harvesting cycles are relentless and do not afford them a possible break to regroup.

Learning Objective

Recognize the imperative of understanding diverse stakeholder objectives, identify the root causes of issues, shift between symptoms and causes, structure real problems to be solved and address strategic challenges with a disciplined and informed approach. The case provides market, financial, industry and company information in a simple and straightforward manner and the students can conduct all sorts of analyses. Yet these would not lead them to the real insights, unless they appreciate the diverse interests and priorities of the various stakeholders and especially the four owners. The case is deceptively simple and teaches the students the art of asking the right questions before jumping into conclusions and offering recommendations.

Keywords
Vision, Aquaculture
Settings
Northern America
2012
Type
Generalized Experience
Copyright
© 2013
Available Languages
English
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