Value Chain Analysis of Fishery in Puri and Ganjam District of Orissa

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Draft Report on “Fishery Supply Chain” Confidential Lack of Information Information gap on price and market has created a lacuna and reduced the bargaining power of the fisherman. The due diligence of the fisherman is severely downsized because of the nonexistent information channel on prices and demand of the various species in the bigger markets. The player has to completely depend on the middleman to fix the price of the catch and hence has to compromise on the income aspect. The absence of parallel information channel has limited the awareness of the players. Poor infrastructure In both the district Puri and Ganjam, the lack of adequate infrastructure like chilling plant, Jetty, weighing facility, etc. has forced the phenomenon of “distress selling’. This has been one of the crucial factors limiting the profitability of the fisherman. Outdated technology The fishing technology used by the fishermen community is outdated. The crafts with or without motors are a common parlance in both the districts. The use of modern fishing gears is negligible and hence the size of operation, maneuvering for fishing gets severely impeded. The use of remote sensing and Geographic Information Systems is non-existent which otherwise would have helped in augment the capture by the fisherman. Low pricing The low pricing of the catch is prevalent in both the districts. The consortiums of middlemen through their respective auctioneers deliberately play with the existing prices thus reducing the price of the catch. Social factors The traditional customs and traditions in a way come in conflict with the modern technology and thus impede the development of the fisherman. The class conflicts between the various communities (Oriya – Bengali – Telgu) prevent them from uniting and presenting a united front before their exploiters. Government policy, rules and regulation Inefficient execution and implementation of government policies and programs, in a way has delayed the development of the fishermen. The snag between the planning and implementation is obvious when ‘ground triangulation’ of various programs was done in Puri and Ganjam district. The wasteful use of the resources on the part of the government has been a limiting factor in the development of the fishermen. This is mentioned in nuance of wrong timing of the program, selection of beneficiaries, etc. Submitted by -: NiMble System Pvt. Ltd. Submitted to -: OXFAM (India) Trust 58
Draft Report on “Fishery Supply Chain” Confidential 8.7 VRIO - traders’ competitive capabilities framework This framework is employed to find out the relevance of the traditional value chain for fishery sector. In this analysis, the efficiency, effectiveness and usability of the value chain is analyzed in terms of the value of the product for the customer i.e. to say the price of the product that the final consumer is paying or is willing to pay. This helps us to assign a ‘final value to the product’. The second component of the framework is the consequence of the larger market (global market), which acts as a competitor to the product with the domestic market. The understanding of this elements helps to gain insight in terms of product acceptance and demand in the larger market. Keeping in focus the demand attributes, the question ‘whether an option of a parallel value chain is viable or not” has been checked. Also parameters of inefficiency, if any, in the existing chain has been cross checked with the proposed supply chain. The last element employs the concept of branding and product positioning in the market. It checks the uniqueness of the ‘value chain’ against elements of product standard and modus operandi of delivery. In short the basic question VRIO analysis puts forward are – V = what is the supply value for customers? R = how rare is the supply compared to competitors? I = Can the supply be imitated? O = is the supply covered by organizational uniqueness? To summarize we can say that this analysis is all about checking the value chain in terms of – 1. Supply of product 2. Place/ distribution 3. Promotion and price 4. Service and customer relations Figure 8.2 VRIO analysis Submitted by -: NiMble System Pvt. Ltd. Submitted to -: OXFAM (India) Trust 59
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Value Chain Analysis of Fishery in Puri and Ganjam District of Orissa

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