Norwegian Seafood Export Council: Restaurants preferences toward the use of fresh Norwegian salmon in Shanghai and Hong Kong
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- Kina 
The thesis has been carried out in collaboration with the Norwegian Seafood Export Council (NSEC). The objective of this bachelor thesis is to analysis the current market situation for Norwegian salmon in Shanghai and Hong Kong when it comes to purchase/consumption of raw Norwegian salmon as sushi and sashimi in restaurants. This thesis presents the findings based on in-depth analysis and secondary information from the Shanghai and Hong Kong markets, as these are the targets markets NSEC wanted more knowledge about. Norwegian Seafood Export Council (NSEC) is the Norwegian seafood industry's combined marketing and information council. NSEC was established by the Norwegian Parliament on July 1, 1991, and has been operating in the Chinese market for more than a decade. The goal of the Council’s operations is to increase the interest for and awareness of Norwegian seafood in Norway and the rest of the world, and during this period in China the Council have acquired great knowledge and experience when it comes to Chinese end consumer’s preference. Now NSEC feel the time is ripe to look more into the restaurant business. Methodology As the authors had little prior knowledge, regarding the subject of the thesis, an explorative design was applied. To answer the problem definition the authors has based the research on published data, secondary data as well as qualitative primary data gathered by in-depth interviews. The operating area for this thesis has been both Shanghai and Hong Kong. The majority of the interviews have been with people working within restaurants. As it has proven to bee difficult to get in touch with the restaurants in Shanghai within the time limitation the author choose to interview some of the Norwegian seafood exporters in Shanghai as they where available.Findings Different marketing theories have been applied in this thesis. Analysis of the external and internal environment has been done in order to draw a picture of the current market situation of the Norwegian salmon in the two markets. The findings from the analysis and collected data indicates that Norwegian salmon has a strong position is both the Shanghai and Hong Kong market, where Norwegian salmon is clearly dominating. And there are few competitors, substitutes or new entering intruder that was considered as serious threat in the near future. Norwegian salmon is popular and well known among restaurants and end consumers but the two markets had developed to different stages thus some dissimilarities was identified. Norwegian salmon was perceived to be suitable as ingredient in sushi and sashimi, because these products demand that the fish is fresh and have good quality. Some of the most important purchasing criteria that was recognized regarding the purchase of Norwegian salmon were; price, quality, and steady supply. The end customer’s taste and appreciation affected the demand and has created new trends and opportunities that were identified. Based on the overall finding it has been generated strategic recommendations in order to solve the problem definition.