Proximar 2023

Abstract

This case examines the market entry of Proximar, a Norwegian company developing onshore salmon farming facilities in order to bring Atlantic Salmon to the Japanese market. The case timeline begins after the CEO Joachim Nielsen secures the investment ensuring completion of the factory. After establishing the operational foundation,Nielsen must now decide how to enter the already saturated seafood marked in Japan. Starting by providing a overview of Proximar’s financials and value proposition, it moves from analyzing the company internally to evaluating the external factors, such as the Japanese market conditions and Proximar’s competitors. The behaviors and characteristics of the Japanese consumer is the primary focus of this case, providing an outline of the general and overarching attributes of the Japanese consumer and linking these attributes to societal and cultural phenomenon. In order to go into further detail, the case moves on to using a comprehensive market survey from the Norwegian Seafood Council as theoretical backdrop, examining three main consumer types: The fish lover, The urban seafood pioneer, and The aspirational “sea” foodie. Encouraging a deep dive into these different consumer types, the case contains a plethora of exhibits and supplementary material in order to determine and justify the best course of action for Proximar. This case aims to challenge the reader place themselves in the shoes of the CEO and determine the best market entry strategy by thoughtfully analyzing and deciding on which consumer segment to target, with what products, message, and what means of communication.

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