Potential of the German fish market for Hätälä Oy

This thesis topic was given by a Finnish producer of fish products called Hätälä Oy which would be interested in exporting its fish products to Germany. The objective of this thesis was to increase commissioner’s knowledge on the German fish market and to examine market potential of Germany for the commissioner. The second aim was to find possible distribution channels and partners for the company. The main products aimed for the German market at this stage would be products processed from Norwegian and Finnish salmon and rainbow trout. This research was conducted as a desktop research and the information gathered is mainly qualitative. The main source for retrieving information was the Internet (for example reports, journals and websites) since it contains most up-to-date information. In order to study the market potential, market characteristics were examined by using PEST analysis as a loose guideline. Thereafter, a SWOT analysis was drawn up and possible distribution channels were researched by using concepts of distribution structure and strategy as a basis for the study. Finally, potential partners were searched. The main result found in this thesis is that there is potential in the German fish market for Hätälä Oy. Some facts that support this conclusion are the increasing consumption of fish and popularity of salmon and rainbow trout. However, in case the company decides to enter the market, they will face tough competition and demanding customers. Selecting the right distribution channel is essential for successful market entry. There are two basic options for Hätälä Oy: either to sell their products directly to retailers or to use an intermediary such as a wholesaler or a buying group in order to get their goods to the shelves of retailers. As a conclusion, Hätälä should put effort on choosing the product range with which to enter the market and select carefully the distribution channels for their products