Poulos Bros Seafood Supply Chain Analysis

This assignment analyzes the seafood supply chain of Poulos Bros Pty Ltd, an Australian company known for its sustainable production practices. The analysis delves into various stages of the supply chain, from production to distribution and consumer markets. It identifies key strengths such as sustainable practices and market access, but also highlights weaknesses like cost competitiveness and skill shortages within the workforce. Opportunities for growth are presented through expanding domestic demand for healthy foods and new product development. The assignment concludes by examining threats such as global competition, environmental concerns, and potential supply chain disruptions.

Running Head: FOOD MARKETING
Food Marketing

FOOD MARKETING 2
Table of Contents
Introduction......................................................................................................................................3
Introduction to the product..............................................................................................................3
Supply chain of Seafood product of Poulos Bros Pty Ltd...............................................................3
Stakeholders of Poulos Bros Pty Ltd Australia...............................................................................4
Evaluation of the supply chain........................................................................................................5
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendix........................................................................................................................................10

FOOD MARKETING 3
Introduction
This report depicts the detail of seafood product that is delivered by Poulos Bros Pty Ltd in
Australia. Further, the supply chain of seafood product is discussed within the report. It also
demonstrates the evaluation of supply chain through SWOT analysis. In the end, this report
presents the recommendation to enhance supply chain of the company.
Introduction to the product
Poulos Bros Seafood Pty Ltd is a family owned business which serves the seafood requirements
in the Food Service Industry. This company facilitates wide category of premium frozen and
fresh Seafood products at the affordable rate. These products are John Dory, Barramundi,
Atlantic salmon, Ocean Trout, Silver Warehou, Swordfish, Tuna, Leather Jacket, and Blue Eye.
Another product is Farmed Prawns, King Prawns, and Banana Prawn which deliver the added
value to customers (Poulos Bros Pty Ltd, 2017).
Supply chain of Seafood product of Poulos Bros Pty Ltd
Producti
on/Capt
ure
Technolog
y support
for
resource
managem
ent
Sales
Distribut
ion/Logi
stics
Preparatio
n of value
added
products
Collecti
on of
producer
’s point
of view
SUPPLY CHAIN OF SEAFOOD OF POULOS BROS PTV LTD

FOOD MARKETING 4
Stage 1: Technology support for resources
This is the first step in which company gathers and assesses the information about fish farms.
There is needed to make sustainable management of fisheries. It also identifies the advance
resources that can procure in fishing and farming. This step is used before trapping the fish
(Fleming, et. al., 2014).
Stage 2: Production
In the next step, the company captures the wild fish in sea and production of shellfish and fish on
farms.
Stage 3: Collection of producer’s point of view
After production, company purchase and gather the seafood at the farms and dockyards.
Stage 4: Preparation of value-added products
This is the fourth step in which whole fish is cleaned, breaded, canned, and packaged to potential
consumer products (Lawley, et al., 2016).
Stage 5: Distribution and logistics
In this step, fresh and frozen seafood product is delivered to distributors, retailers, and
wholesalers.
Stage 6: Sales
This is the final stage in which seafood products has served into the plates of customers in
restaurants. As well as, it is delivered on the shelf of the supermarket.
Stakeholders of Poulos Bros Pty Ltd Australia
Suppliers
Suppliers are main stakeholders of the company who delivers the raw material to a company
such as deliver the fish and seashell. In the food industry, bargaining power of suppliers is high

FOOD MARKETING 5
because there is a large company which delivers the seafood products. Hence, suppliers can
easily switch to one company to another (Lim-Camacho, et al., 2015).
Customers
Customers are other stakeholders of the company who purchases the seafood company from
distributors of the company. It is an essential element for the company because it directly affects
its profitability.
Government
Government is another stakeholder of the company which makes different policies and
regulation with respect to Australian food industry. As a result, these policies can directly affect
the business performance (Byrom, et al., 2016).
Employees
Employees are another key stakeholder of the company who manages and works in the business
process. They can affect the business decision and profitability of the company.
Evaluation of the supply chain
SWOT Analysis

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Strength
 Sustainable production structure
 Positive status of animal health
 Australia single market access
 Using standards as industry leaders
 Research network
 closeness to creative fishing base
Weakness
 Access to finance
 Inadequate skills, capabilities and
availabilities among employees in supply
chain
 Cost competitiveness
 Scale incorporating shortage of raw material
for seafood
 Land mobility
 Level of R&D outlay by private zone cost
competitiveness
Opportunity
 Expansion in inside demand for nutrition
food
 Enlargement in demand for new products
associated with newest consumer trends
 Sustainable status
 Development in dairy , meat PCF and
seafood areas
 Potential for new FDI(foreign direct
investment)
Threats
 Challenging green house and air emission
target
 Global competition
 Biodiversity failure and cheap water quality
 Supply chain interruption due to potential
virus or food safety risks
 Fisk stock lessening
 Foreign exchange variation
 Lack of productivity
(See: Exhibit 2)
Recommendations
As per the interpretation, it is suggested that Poulos Bros Pty Ltd can make modification in the
production and marketing of supply chain. As a result, it will be beneficial to make competitive
advantages in Australian seafood industry. The company should also make mutually dependent
and visible liaison together with assimilating the activities of the business. It should also enhance
the communication flow with developing the understanding about seafood resources to build
efficient supply chain (Denham, et al., 2016).
In addition, Poulos Bros Pty Ltd can build effective agreement by considering terms and
conditions in the supply chain of seafood. Consequently, it will be beneficial to attract more
suppliers towards the company. It can also incline supply chain where the company should build
a high level of negotiation with participants involved in the supply chain. It is also recommended
that seafood producers can improve the power of negotiation and productivity via using the flat
structure for suppliers, employees, and distributors (Dentoni, et al., 2014).

FOOD MARKETING 7
Moreover, the company should create and develop the strategic link with producers as it will be
beneficial to make consistency in the supply chain. It can also build an agreement with the terms
and conditions for export and domestic markets to effectively organize supply chain. Poulos Bros
Pty Ltd should also offer the added value to the customer by involving fresh and innovation in
their seafood products and should also deliver it in the niche market (Denham, et al., 2016).
In addition, the company should make liaison with their suppliers to negotiate on the price in
Australian seafood industry. In can also use mainstream supply chain which can direct by
retailers and supermarkets. The company should also emphasize on marketer supply chain in
which product must be directly delivered to consumers and niche markets (Nichols, et al., 2014).
It should also use different intermediaries in their supply chain to reach the large customers in
the Australian seafood industry.
Conclusion
It is concluded that Poulos Bros Pty Ltd facilitates distinct seafood products all through
Australia. In addition, it can be determined that company uses competitive supply chain to
produce seafood products. It can be concluded that company has certain stakeholders like
suppliers, employees, distributors, and government that can affect the business performance. It
can be summarized that company tries to minimize the threats and weakness via using their
strength and opportunity in the seafood industry. In the last, it can be concluded that different
strategies can be used by the company to enhance their supply chain in Australian seafood
industry.

FOOD MARKETING 8
References
Byrom, D., Lawley, M., and Clements, M. (2016) 13 Barriers to supply chain integration in the
Australian seafood industry, A Stakeholder Approach to Managing Food: Local, National, and
Global Issues, 4, P.186.
Denham, F. C., Biswas, W. K., Solah, V. A., and Howieson, J. R. (2016) Greenhouse gas
emissions from a Western Australian finfish supply chain, Journal of Cleaner Production, 112,
pp. 2079-2087.
Dentoni, D., English, F., and Schwartz, D. (2014) The impact of public RandD on Marketing and
Supply Chains on Small Farms' Marketing-Sensing Capability: Evidence from the Australian
Seafood Industry, International Food and Agribusiness Management Review, 17(1), pp. 38-58.
Fleming, A., Hobday, A. J., Farmery, A., Van Putten, E. I., Pecl, G. T., Green, B. S., and Lim-
Camacho, L. (2014) Climate change risks and adaptation options across Australian seafood
supply chains–A preliminary assessment, Climate Risk Management, 1, pp. 39-50.
Lawley, M., Birch, D., and Craig, J. (2016) 20 Managing sustainability in the seafood supply
chain, A Stakeholder Approach to Managing Food: Local, National, and Global Issues, 4, P.
284.
Lim-Camacho, L., Hobday, A. J., Bustamante, R. H., Farmery, A., Fleming, A., Frusher, S., and
Schrobback, P. (2015) Facing the wave of change: stakeholder perspectives on climate
adaptation for Australian seafood supply chains, Regional Environmental Change, 15(4), pp.
595-606.
Nichols, P. D., Glencross, B., Petrie, J. R., and Singh, S. P. (2014) Readily available sources of
long-chain omega-3 oils: is farmed Australian seafood a better source of the good oil than wild-
caught seafood, Nutrients, 6(3), pp.1063-1079.

FOOD MARKETING 9
Poulos Bros Pty Ltd (2017) About product. [Online]. Available at:
http://www.poulosbros.com.au/products (Accessed: 20 September 2017).

Producti
on/
Capture
Technolog
y support
for
resource
managem
ent
Sales
Distribut
ion/
Logistics
Preparatio
n of value
added
products
Collecti
on of
producer
’s point
of view
SUPPLY CHAIN OF SEAFOOD OF POULOS BROS PTV LTD
FOOD MARKETING 10
Appendix
Exhibit 1
(Sources: Lim-Camacho, et al., 2015).
Exhibit 2
Strength
 Sustainable production structure
 Positive status of animal health
 Australia single market access
 Using standards as industry leaders
 Research network
Weakness
 Access to finance
 Inadequate skills, capabilities, and
availabilities among employees in supply
chain
 Cost competitiveness

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 closeness to creative fishing base  Scale incorporating shortage of raw material
for seafood
 Land mobility
 Level of RandD outlay by private zone cost
competitiveness
Opportunity
 Expansion in inside demand for nutrition
food
 Enlargement in demand for new products
associated with newest consumer trends
 Sustainable status
 Development in dairy , meat PCF, and
seafood areas
 Potential for new FDI(foreign direct
investment)
Threats
 Challenging greenhouse and air emission
target
 Global competition
 Biodiversity failure and cheap water quality
 Supply chain interruptions due to potential
virus or food safety risks
 Fisk stock lessening
 Foreign exchange variation
 Lack of productivity
(Sources: Poulos Bros Pty Ltd (2017).