MM5003

Marketing Management
Lecturer: Priyantono Rudito, Ph.D

Syndicate 7 & 8

Rizkie Imaduddien Limbong 29117102

Hana Nurdina 29117117
Muhammad Nadif 29117122
Alif Hafit Fandriansyah 29117187
Hanif Sulistiyo 29117190
Hendra Surianta Sembiring 29117191
Rachman Ikhwanto 29117271
Analysis of Tuna Fish Industry in
International Market
Outline
 Porter’s Five Forces Analysis:
 Entry barriers for new entrants
 Substitute product or services
 Bargaining power of buyers
 Bargaining power of suppliers
 Rivalry among existing competitors

 Conclusion
Porter’s Five Forces
Analysis
Porter’s Five Forces Analysis
 Porter’s five forces is a tool
for analyzing competition of
a business to determine the
competitive intensity and
then know the attractiveness
of an industry in terms of its
profitability

 In this case, by this tools, we

know the attractiveness
country for trading of fish
tuna

 There are 5 analysis:

 Threat of New Entry
 Threat of Substitution
 Buyer Power
 Supplier Power
 Competitive Rivalry
Threat of Entry
 Threat of Entry
Entry Barriers for New Entrants
Countries
a b c d e f g h
Thailand 7 4 6 7 4 1 7 5

Malaysia 3 3 5 3 2 3 6 2
Vietnam 6 5 4 4 6 7 2 3

Myanmar 1 1 1 1 7 5 3 7

Japan 4 7 7 5 5 2 4 1

India 5 2 2 2 1 6 1 6

Indonesia 2 6 3 6 3 4 5 4

Notes:
a= Importance Economic of Scale e= Access Distribution Channel
b= Established Brand f= Government Regulated Industry
c= High Up Front Capital Requirement g= Experience Worker
d= High Switching Cost h= Culture
 Threat of Entry
Countries Total Entry Barriers for Average Category
New Entrants
Thailand 41 5,125 medium
Malaysia 27 3,375 low
Vietnam 37 4,625 medium
Myanmar 26 3,25 low
Japan 35 4,375 medium
India 25 3,125 low
Indonesia 33 4,125 medium

Notes:
 Category:
 1-3,99 = low barriers
 4-5,99 = medium barriers
 6-7 = high barriers
Based on threat of entry analysis, the most
attractiveness country for tuna fish industry is
India then followed by Myanmar and Malaysia
because have the low barriers so it will be easy
to entry the market in there.
 a. Importance Economic of Scale

Countries GDP of Fishery Scoring Leveling Category

(%)
Thailand 5% 100 7 High
Malaysia 1,73% 34,6 3 Low
Vietnam 4% 80 6 High
Myanmar 3,5% 18 1 Low
Japan 0,9% 60 4 Medium
India 1% 70 5 Medium
Indonesia 3% 16,6 2 Low
Notes:
 The Higher GDP of fishery, the more importance economic of scale, the harder
company to entry the market
 Data of GDP is GDP of fishery for 2012
 Category:
 1-3 = Low GDP of fishery
 4-5 = Medium GDP of fishery
 6-7 = High GDP of fishery
 b. Established Brand
Countries Number of Scoring Leveling Category
Established
Brand
Thailand 31 33,7 4 Medium
Malaysia 25 27,2 3 Low
Vietnam 36 39,1 5 Medium
Myanmar 0 0 1 Low
Japan 92 100 7 High
India 11 12 2 Low
Indonesia 50 54,3 6 High

Notes:
 The more number of established brand, the harder company to entry the market
 Category:
 1-3 = low established brand
 4-5 = medium established brand
 6-7 = high established brand
 c. High Up Front Capital Requirement

Countries Labor cost Worker Labor Scoring

(USD) hour cost/hour
Thailand 7223 48 150 46
Malaysia 5840 48 122 37
Vietnam 3259 40 81 25
Myanmar 3143 44 71 22
Japan 13088 40 327 100
India 2590 48 54 16
Indonesia 2707 40 68 21

Notes:
 The calculation of labor cost is based on minimum wages in the country,
specifically based on the purchasing power parity
 The higher labor cost, the higher front capital requirement so the harder the
company to entry the market
 c. High Up Front Capital Requirement

Countries Utility Cost (cents/kWh) Scoring

Thailand 13 59
Malaysia 12,98 59
Vietnam 10,01 46
Myanmar 3,6 16
Japan 22 100
India 7 32
Indonesia 11 50

Notes:
 Assumption, the calculation of utility cost is approached by the average or the
highest price of electricity cost per kWh in global comparison
 The source of data electricity cost is wikipedia
 c. High Up Front Capital Requirement

Countries Average Leveling Category

Scoring
Thailand 53 6 High
Malaysia 48 5 Medium
Vietnam 35 4 Medium
Myanmar 19 1 Low
Japan 100 7 High
India 24 2 Low
Indonesia 35 3 Low

Notes:
 Average Scoring = (Scoring of Labor Cost + Scoring of Utility Cost)/2
 The higher front capital requirements, the harder company to entry new market
 Category:
 1-3 = Low front capital requirement
 4-5 = Medium front capital requirement
 6-7 = High front capital requirement
 d. High Switching Cost

Countries Price Number of Switching Scoring Leveling Category

($/kg) Tuna Cost
Species
Thailand 1,98 6 11,88 100 7 High
Malaysia 1,4 2 2,8 24 3 Low
Vietnam 1,76 3 5,28 44 4 Medium
Myanmar 0,75 1 0,75 6 1 Low
Japan 1,56 4 6,24 53 5 Medium
India 2,25 1 2,25 19 2 Low
Indonesia 1,2 7 8,4 71 6 High

Notes:
 Switching Cost = Price x Number of Tuna Species
 The higher switching cost, the harder company to entry the market
 d. High Switching Cost

Tuna Species Available

Countries Total Category
1 2 3 4 5 6 7 8
Thailand 0 1 1 1 1 0 1 1 6 High
Malaysia 1 1 0 0 0 0 0 0 2 Low
Vietnam 1 1 1 0 0 0 0 0 3 Low
Myanmar 0 1 0 0 0 0 0 0 1 Low
Japan 1 0 1 0 0 1 1 0 4 High
India 1 0 0 0 0 0 0 0 1 Low
Indonesia 1 1 1 1 1 0 1 1 7 High
Source: Alibaba.com dan Atuna.com
Notes:
1) Skipjack Tuna
Notes: 2) Yellowfin Tuna
1 = Tuna species is available 3) Albacore Tuna
0 = Tuna species is not available 4) Bigeye Tuna
5) Bonito
6) Northern Bluefin Tuna
The more number of tuna species, the more having 7) Southern Bluefin Tuna
high switching cost 8) Tongkol
 e. Access Distribution Channel
Countries Number of Shipping Efficiency Scoring Leveling Category
cargo Time
agents (days)
Thailand 181 17 11 9 4 Medium
Malaysia 526 17 31 27 2 Low
Vietnam 104 22 5 4 6 High
Myanmar 10 31 0 0 7 High
Japan 72 12 5 5 5 Medium
India 578 5 116 100 1 Low
Indonesia 250 17 15 43 3 Low
Source: cargoyellowpages.com dan amazon.com
Notes:
 The higher efficiency, the easier company to access the distribution channel
 Category:
 1-3 = Low (easy access)
 4-5 = Medium (medium access)
 6-7 = High (hard access)
 f. Government Regulated Industry

Countries Leveling Category

Thailand 1 Low
Malaysia 3 Low
Vietnam 7 High
Myanmar 5 Medium
Japan 2 Low
India 6 High
Indonesia 4 Medium

Notes:
 The harder government regulated industry, the harder company to enter the
market
 Category:
 1-3 = Low regulation
 4-5 = Medium regulation
 6-7 = High regulation
 f. Government Regulated Industry
Country Requirements
Thailand 1. The submission of a Customs export entry form
(Source: 2. Accompanied by standard shipping documents (commercial
en.portal.santandertra invoice, packing list, bill of lading or airway bill, and letter of
de.com) credit)
3. File a Good Declaration

Malaysia (Source: 1. All goods to be imported whether or not subject to import

en.portal.santandertra duties must be declared in writing on Customs Form No.1
de.com) 2. All declarations should indicate a full and true account of the
number and description of goods and packages, value,
weight, measurement or quantity, and the country of origin or
the final destination.
3. Declarations must be submitted to the Customs station at
the place where the goods are to be imported.
4. All duties/ custom taxes imposed on imported goods will
need to be paid in advance before the goods can be
released (import tax and goods and services tax).
5. Documents required by Malaysian Customs include: Custom
Entry Form, bill of ladding/airway bill; commercial invoice or
Pro-forma invoice; packing list; any relevant permits,
 f. Government Regulated Industry
Country Requirements
Vietnam The classification of import and export goods must be based
(en.portal.santandertra on:
de.com) -1. Vietnam ’s Classification List of Import and Export Goods;
Preferential Import Tariff Nomenclature; Export Tariff
Nomenclature;
-2. Six (6) general rules of HS Convention;
-3. Obligatory explanatory notes of HS Convention;
-4. Making references to supplementary explanatory notes of
ASEAN Harmonised Tariff Nomenclature and detailed
explanatory notes of the Harmonised Commodity Description
and Coding System (HS).
5. The customs declarers must submit and present a customs
dossier at the headquarters of Customs Sub-branch and be
responsible for legality and lawfulness of customs dossiers and
accurateness of declared contents on customs declaration
form.
 f. Government Regulated Industry
Country Requirements
Myanmar (Source: 1. All incoming consignments of good must be cleared through Customs using an import
declaration form. This is CUSDEC – 1.
myanmartradeportal.go 2. Required accompanying documents include:
v.mm) a. An import license (when required)
b. The invoice
c. Bill of lading, air consignment note, or truck note d. Packing list
e. Other certificates, permits or import recommendations, as required (for example, a country
of origin or SPS or FDA certificate)
3. The customs declaration and supporting documents must be submitted to Customs at the
time that the goods arrive. (Customs has not yet adopted pre-arrival processing for most
imports.)
4. The main ministries and agencies providing recommendations for import licenses are:
Ministry of Health (Food and Drug Administration); Ministry of Science and Technology;
Ministry of Livestock, Fisheries and Rural Development (Department of Fisheries, Department
of Livestock, Breeding and Veterinary); Ministry of Agricultural and Irrigation (Department of
Agriculture, Plant Protection Division and Pesticide Division); Ministry of Information (Myanmar
Film Enterprise); Ministry of Energy (Department of Myanmar Petroleum Products); Ministry of
Environmental Conservation and Forestry (Forest Department, Environmental Conservation
Department); Ministry of Mines; Ministry of Home Affairs (Central Committee of Drug Abuse
Control); Ministry of Communication and Information Technology (Myanmar Communications
Department); Ministry of Transport (Inland Water Transport)
 f. Government Regulated Industry
Country Requirements
Indonesia (Source: Goods dispatched to Indonesia must be accompanied by the following
documents:
en.portal.santandertrad
e.com) > the single administrative document (SAD)
> the commercial invoice
It must be drawn up in triplicate, in English
- the FOB price
> a phytosanitary certificate
it is necessary for fruit, vegetables, seeds and other plants and is issued by the
regional department for the protection of plants.
> a health certificate and a certificate of non radioactive contamination
They are necessary for meats and are issued by the departmental direction of
veterinary services
> an attestation of non-contamination by dioxine
Required for ovine meat
> form EUR 1
To benefit from the preferential tariff applicable to imports from the European
Union
> slaughtering certificate
According to the Islamic rite for meat, it is issued by the Paris Mosque.
> certificate of free sale for cosmetics
Drawn up by the Federation of Perfume Industries
> transport documents and packing list
 f. Government Regulated Industry
Country Requirements
Japan (Source: The following documents should be presented at the Japanese customs:
- Air Waybill or Bill of Lading;
en.portal.santandertrad - Commercial Invoice for import shipments with a value exceeding 10,000 yen
e.com) and for any commodity being imported;
- Certificate of Origin- Import Approval;
- Quarantine Forms.

India (Source: - Manufacturer's Commercial Invoice duly Signed and if possible Bank Attested
en.portal.santandertrad - Price list of the commodities in shipment
- Manual and Catalogue , write ups or Technical Literature for laboratory or
e.com) Electronic equipment
- Import declaration and GATT Declaration sign and stamp by consignee (Two
copies)
- Packing List duly signed
- Purchase Order
- Authority letter from Consignee
- Import Duty/ Warehouse / Octroi/ D.O Charges in advance
- Any applicable Special Import License
- Certificate of origin, mill test certificate, test report (applicable for metal and
chemical groups only)
- Copy of IEC/BIN Number required from importer.
 g. Experience Worker
Countries Number of Scoring Leveling Category
worker
Thailand 40000 0,29 7 High
Malaysia 110000 0,79 6 High
Vietnam 4000000 29 2 Low
Myanmar 2800000 20 3 Low
Japan 2552655 18 4 Medium
India 14000000 100 1 Low
Indonesia 2170000 16 5 Medium

Notes:
 The higher number of worker is assumed that the higher experience
worker level so the easier company to entry the market
 Category:
 1-3 = low (easy to entry)
 4-5 = medium (medium to entry)
 6-7 = high (hard to entry)
 h. Culture
Countries Fish Scoring Leveling Category
consumption
(kg/caput/yr)
Thailand 28,5 28.5 5 Medium
Malaysia 70 70 2 Low
Vietnam 38,75 38.75 3 Low
Myanmar 21 21 7 High
Japan 100 100 1 Low
India 26,16 26.16 6 High
Indonesia 38,14 38.14 4 Medium

Notes:
 The higher fish consumption, the easier for company to entry the market
 Category:
 1-3 = Low (High consumption fish)
 4-5 = Medium (medium consumption fish)
 6-7 = High (low consumption fish)
 Threat of
Substitution
 Threat of Substitution
Substitutes products or services
Countries
Price Performance Price/performance Total Category

Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Price
b. Performance
c. Price/Performance
Buyer Power
 Buyer Power
Bargaining Power of buyers
Countries Low switching Low profit Wholesaler Total Category
cost buyer
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Low Switching Cost
b. Low profit buyer
c. Wholesaler
Supplier
Power
 Supplier Power
Bargaining Power of Suppliers
Absence of Having alt Great Value High Total Category
Countries Substitute cust, Product Switching
industries, cost
channel
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Absence of Substitute
b. Having Alternative Customer, Industry, and
Channel
c. Great Value Product
d. High Switching Cost
Competitive
Rivalry
 Competitive Rivalry
Rivalry among existing competitors
Countries Many strong Slow industry
High fixed cost Low cost/ price
and asset product Total Category
competitors growth
basses (commodities)

Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Many Strong Competitors
b. Slow Industry Growth
c. High Fixed Cost and Asset Basses
d. Low Cost/ Price Product (commodities)
Conclusion
 Conclusion
Porter’s Five Forces
Countries Total Category
a b c d e
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia

Notes:
a=Entry barriers for new entrants
b=Substitute product or services
c= Bargaining power of buyers
d=Bargaining power of suppliers
e=Rivalry among existing competitors