Value-Added Seafood Products: Industrial Marketing Approaches for Processed Fish Products in Global Markets

The seafood processing industry is experiencing a significant shift toward value-added products as processors seek to differentiate their offerings, capture higher margins, and meet evolving customer demands in global markets. This paper examines industrial marketing strategies for value-added seafood products in business-to-business contexts, analyzing product development approaches, market positioning strategies, and international market entry tactics. Through comprehensive review of industry trends, market analysis, and strategic frameworks, this research identifies key success factors for seafood processors pursuing value-added product strategies. The findings demonstrate that successful value-added seafood marketing requires careful attention to target market characteristics, product innovation aligned with customer needs, strategic brand positioning, and effective supply chain coordination. The study reveals that processors who integrate quality assurance, sustainability credentials, and convenience attributes into their value-added products achieve superior market performance. This paper provides actionable recommendations for seafood processors developing and marketing value-added products to industrial customers including retailers, food service operators, and further processors in domestic and international markets.

Keywords:

value-added seafood , processed fish products , industrial marketing , product innovation , global markets , B۲B strategy , seafood branding , market positioning