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7Ученые записки Таврического национального университета имени В.И. Вернадского Серия «Экономика и управление». Том 26 (65). 2013 г. № 2. С. 197-202.
УДК 658.8:637.8
FISHERIES MARKETING OF UKRAINE Zinoviev F.V.
Crimean economic institute of Vadim Hetman Kiev National Economic University, Simferopol, Crimea, Ukraine
E-mail: [email protected]
The article considers the marketing environment of functioning fisheries of Ukraine. The key problems of the industry are identified and the list of ways are offered that allow to stabilize the situation and realize the potential of the fisheries of the country.
Keywords: fish industry, marketing of fisheries, industrial marketing, Statistics fishing, Statistics of fish consumption and fish products
Introduction. Twenty-year development of the economy led fisheries of Ukraine to the degradation that has touched all fields of fishery activities: aquaculture and internal and marine fisheries. Fisheries of the once powerful, economically and socially significant sector of the national economy, turns in the secondary industry, the demand for products which have assumed the foreign producers. For example, if in 2012 national catch of fish and other living water resources reached the amount of 203.9 thousand tons, the imported volume of fish and fish products to Ukraine in the same year , - 411,0 thousand t [9].
With the collapse of the USSR, Ukraine inherited the second biggest power (after Russia) fishing fleet, numbering approximately 600 [12] marine and ocean vessels, including whaling fleet «Soviet Ukraine», as well as dozens of mother ships. It is, moreover, more than a hundred fish cannery, an extensive network of warehouses and refrigerators with a capacity of 10 thousand tons in each area, more than a hundred fisheries, who dealt with in the fishing zone of the Azov and Black seas, including inland water bodies of the country, as well as enterprise « Ukrrybhoza », engaged in fishing in the inland waters.
At the beginning of 2011 fishing fleet consisted of 146 vessels operating (of which in fishing areas of the World ocean worked only seven), with the physical deterioration of ships has exceeded 70% [8]. As the experts note, the average age of the Ukrainian courts are more than 20 years. Mass hatching vessels from service in connection with the depreciation starts in a couple of years. The infrastructure also outdated (more than 80%), in particular ship and port facilities [6].
In commercial fisheries decline (almost 70%) the volume of the cultivation and the catch of marketable fish is associated with a significant reduction (about 90%) using artificial fish feed due to the high price on them [5], a significant tax pressure, unsatisfactory lending in the conditions of seasonal character and two-three-year cycle of production. Productivity of fish ponds is being reduced, a loss of genetic potential, is being used the technology of fish cultivation with taking part phytophagous fish to 7080%, effectively cease functioning of the warm-water basin and farmed fish farms due to high resource intensity (food, energy, labor) production.
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In these conditions, the analysis of the marketing environment of fishery industry of Ukraine will identify the most demanded directions of restoration and development of the industry.
Summary of the basic material. According to the national legislation, fisheries interpreted as the area of the economy, its objectives are studying, protection, reproduction, cultivation, use of water bioresources; their extraction (mining, catch, collection); implementation and processing in order to obtain food, technical, fodder, medical, and other products, and also ensuring the safety navigation of fleet vessels in fish industry [7].
It is expected that in 2013-2015, the sale of fish and seafood in the world will grow at an average 1.5% per year. In 2015 the volume of sales of fish and seafood in the world will be 160.4 million tons. In 2012, nearly 79% (116,5 million tons) of the world fishery products intended for human consumption in food, and the rest (31.8 million tons) was used for non-food purposes: in the production of fishmeal, fish oil, adhesive, for pharmaceutical purposes, as raw material for direct preparation of forages for fish farms, as well as for fur farming [2].
For the last 12 years (table.1) 75-85 percent of fish and other aquatic living resources was produced within the exclusive (marine) economic zones of foreign countries and the open part of the World ocean and only 15-25 percent in the exclusive (maritime) economic zone and inland waters of Ukraine, including commercial fishery.
The largest share (51%) in total volume of fish catch and production other water living resources traditionally falls at the enterprise, Sevastopol, which with 2010 provide 73% of the national volume of fish catch in the waters of the exclusive (maritime) economic zones of other States. In the economic zone of Ukraine involved in fisheries management company Crimea (21%), Zaporizhia (14%) and Donetsk (10%) regions. As for the internal volume of the leaders are (more than 50% of the total catch) of the company, Cherkassy, Odessa, Mykolaiv and Sumy regions [8].
In all developed countries of Europe for over 25 years traditional fishing and seafood replace their cultivation. Foreign fisheries are very manufacturability l. Most of them established a closed production cycle, which allows for relatively small areas have a high productivity.
Fish resource of Ukraine is 1.3 million hectares of inland water bodies, which is used only 20-30% [3]. Water surface area on the territory of Ukraine is over 400 thousand hectares estuaries, lakes and separate reservoirs and about 700 thousand hectares of reservoirs, fish productivity which can be increased due to intensification. Experts mark, that increase of volumes of cultivation of fish in 1,5-2 times - up to 60-65 thousand t- is a real opportunity for domestic aquaculture [6].
The most attractive for fish farming are Crimean Peninsula, Kherson, Mykolaiv, Zaporizhzhya, Odessa regions, where there are plenty of salt and freshwater bodies, perhaps grazing and farm fish farming. Private farms employ in the industry, which give 30-50 tons of fish per year, which cannot be called industrial production.
Fishery - is the business with huge investments, a high degree of risk and the imperfection of the regulatory framework. Among the barriers can be called a complicated procedure of registration of employment of the earth, inflated rent for the ponds, the lack
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of credit, aquaculture, inconsistency rates on locally grown fish products and the cost of industrial goods, energy, feed mixes, high taxes etc.
In order not to pay exorbitant taxes, 90% of the market took the «shadow». A typical practice when the farm on 1000 hectares producing about 200 tons of fish per year, declares only 8 tons. The main problem of an entrepreneur willing to do the fish industry, the search of the investor (who would be willing to wait payback period of 4-5 years) and its ability to pay unofficial payments (up to 40-45% of all costs for maintenance of the reservoir).
Таble 1
Fisheries of Ukraine [10]_
Years Catches of fish and other aquatic living resources, thousand t Including fishing, thousand t
altogether including by types of water bodies
in inland waters in the exclusive (Maritime) economic zone of Ukraine in the exclusive (Maritime) economic zones of other States in the open part of the World ocean
1995 400191 67816 30133 279548 22694 363444
1996 390819 55107 19563 306861 9288 376424
1997 419971 41721 30239 346176 1835 411742
1998 386097 40736 35825 307913 1623 379234
1999 341977 42523 45050 251101 3303 332199
2000 350087 38210 56990 175033 79854 346699
2001 333363 38257 134585 151613 8908 310451
2002 293205 38011 93030 153324 8840 253847
2003 248176 37703 55027 140991 14455 222385
2004 225905 35365 52467 126834 11239 195067
2005 265585 37396 61176 149622 17391 234185
2006 228840 36701 46799 122374 22966 202231
2007 213669 43207 46909 123553 - 198335
2008 244527 41229 55037 140705 7556 220543
2009 256853 42201 67314 147338 - 238600
2010 218681 38364 69725 110592 - 215017
2011 211182 37574 74870 98738 - 205285
2012 203926 41569 63454 98903 - 195490
Fish processing in Ukraine is poorly developed. The promising channel for sales fish products can be big wholesale markets, equipped with specialized shops. One of the most promising businesses experts referred to the breeding of giant freshwater prawns, which can be grown in the temperate zone of Ukraine. However, domestic entrepreneurs still
find this type of activity is risky.
Its products fish farms mostly supply in the trade network on the market or to intermediaries. According to expert estimates, in 60% of cases it's taken away to the middlemen. The export volumes of fish (table. 2) are a minor, as a rule, are single supply
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without affecting the overall market. In these circumstances, the Russian producers are not capable of lobbying for their economic interests on the national level, and decrease of duties for import of fish and fishery products from 20% till 5% destructive.
The capacity of the fish market of Ukraine, by estimations of experts, amounts to 1 billion USD. The same amount or even more - is $ 1.5 billion - fish business brings to shady people - from illegal fishing, the smuggling of fish and seafood, as well as from the «grey» processing. The same experts note that the share of illegal import takes 20 to 30% from the total volume of fish imported to Ukraine [8].
Table 2
Dynamics of structure of export-import of fish and fishery products, mln.$. U.S. *
Years Export Import
2005 9,7 221,7
2006 5,7 361,3
2007 5,9 444,4
2008 16,7 617,1
2009 25,2 471,2
2010 20,9 568,6
2011 19,6 505,4
2012 18,7 687,8
* Compiled by the author on monthly data of state statistics Committee of Ukraine [11].
Tastes of Ukrainians are conservative. Almost 40% of sales are herring, 10% - on hake, 5% - for capelin, Baltic herring, sprat and mackerel. Another are for the halibut, cod, tuna, salmon, sturgeon, trout, and other exotica. In the group of seafood biggest share belongs shrimp, on the second place - squid, and further there are mussels, octopus and crustaceans.
Ukraine is estimated by official statistics in the 14-15 kg per capita, which according to the estimates of the Food and agriculture organization of the United Nations on 15% below the world average consumption of fish products [8]. And the level of consumption of fish and seafood in Maritime regions, the capital and large industrial cities of Ukraine is far above the average. So, in Crimea and Odessa region it is 18-19 kg, there is 17.5 kg in Donetsk, there is - 17 kg in Kiev., And here in the Western regions the situation is reversed, the rate of consumption does not hold up half of the yearly average on the country [12].
In some countries, the level of fish and seafood consumption is much higher. For example, in Spain - 37-38 kg, Portugal - 40, in the whole European Union - 22 kg, And the «fish» countries and more: in Norway about - 51 kg, Iceland - 55 kg, Japan - 60, South Korea - 86 kg [9].
If the number of fish and seafood consumption because we seem to be in order, as they say, go to the amendment, the quality is quite bad. On each of us fresh and chilled fish accounts for only 7-9%, the rest is frozen product, which goes on sale, and to further processing: pickling, smoking, conservation. Sad but true: from 26 species of fish, in the past mined in the Azov and Black seas, today commercial value have only six. Catches in
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inland waters during the years of independence reduced two or three times, and the vacant niche occupied imports.
Conclusions. The decline of fisheries affected the development of the related industries of the national economy of Ukraine involved in fish processing and performing infrastructure functions. Namely fisheries, as the primary sector of the economy, could provide a multiplier effect for the whole complex horizontally and vertically integrated industries of the country, carrying out thus strategically significant functions ensure food security.
The main directions of reconstruction and development of fisheries should be considered: the preservation of fishing activities in the exclusive (maritime) economic zones of foreign States and enhance fisheries in the open areas of the World ocean; rationalization and intensification of fishery and other aquatic resources in the Azov and Black seas and inland waters; increase of the volumes of the recreation of fish and other living aquatic resources; ensuring effective use and increase of value of fishery water bodies; intensification of commercial fisheries on the high-quality selective basis; optimization of development of fish industry; increased efficiency of the state management of fishery water bodies and control over the use of fish and other aquatic living resources; improvement of the regulatory base in relation to the conduct of fisheries and match it with the international treaties signed by Ukraine.
References
1. Positive trends Fisheries of Ukraine. Review based on the State Fishery Committee of Ukraine 13 марта 2009. FishIndustry.net - «Ukraine fish». Electronic resource. Access: http://www.fishindustry.net/ukraine/375-pozitivnye-tendencii-rybnogo-xozyajstva-ukrainy.html
2. В 2011-2015 Sales of fish and seafood in the world will grow on average by 1.5% per year. "RBK.Issledovaniya markets." 5 July 2011. Electronic resource. Access: http://www.fishindustry.net/marketing-researches/1736-v-2011-2015-gg-prodazhi-ryby-i-moreproduktov-v-mire-budut-rasti-v-srednem-na- 15-v-god.html
3. Olga Bejanova and Natalia Kabirova. Price hatchery business in Ukraine. Fishfarming - all about fisheries Ukraine. Electronic resource. Access: http://fishfarming.com.ua/ru/polezno-znat/76-tsena-rybovodnogo-biznesa-v-ukraine
4. The volume of catch and production of fishery products in January - September 2013. The state Agency of fishery industry of Ukraine 22.10.2013. Electronic resource. Access: http://darg.gov.ua/_obsjagi_vilovu_ta_virobnictvo_0_0_0_1387_1.html
5. The national program for the development of fishery industry of Ukraine.DarFish. Fishing site Energodar. 03 November 2013. Electronic resource. Access: http://darfish.oriontv.net/viewpage.php?page_id=523
6. The real situation in the Ukrainian fishing industry. Conference forum "Ecological page". June 19, 2010. Electronic resource. Access: http://www.xn-7sbeckfbano8c3ak8mb.xn--p1ai/viewtopic.php?f=56&t=409
7. Закон Украины " О рыбном хозяйстве, промышленном рыболовстве и охране водных биоресурсов" от 08.07.2011 № 3677-VI. Инюрколлегия. 2012.01.12. Электронный ресурс. Режим доступа: http: //www. sevneo. com/acts/index/12
8. Consu mption of fish and fish products in Ukraine. Fish expert Ukraine. November 13, 2012. Electronic resource. Access: http://www.ukrfishexpert.com/news/stati/potreblenie_ryby_i_rybnykh_produktov_v_ukraine/
9. Yarkina N.N. Fisheries of Ukraine - 20 years of Autonomous navigation. Economic research center Sophus. 2013-05-30-31. Internet-conference. Electronic resource. Access: http://sophus.at.ua/publ/2013_05_30_31_kampodilsk/ekonomichnij_blok_doslidzhen/rybnoe_khozjajstvo _ukrainy_20_let_avtonomnogo_plavanija_problemy_i_puti_ikh_reshenija/31-1-0-710
9. Рибне господарство. Оперативний огляд Держстату Украши станом на 21/02/13. Электронный ресурс. Режим доступа: http://www.ukrstat.gov.ua/operativ/operativ2007/rg/rg_u/rg_rik_u.htm
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10. Динамка структури експорту^мпорту товарш. Держстат Украши. Слектроннш ресурс. Доступно по адресу: http://www.ukrstat.gov.ua/operativ/operativ2013/zd/str_eit/s_eit_u12.htm
11. Overview of fish industry of Ukraine. on February 4, 2009. FishIndustry.net - «Ukraine fishing». Electronic resource. Access: http://www.fishindustry.net/marketing-researches/190-obzor-rybnoj-otrasli-ukrainy.html
Зиновьев Ф.В. Маркетинг рыбного хозяйства Украины / Ф.В. Зиновье // Ученые записки Таврического национального университета имени В. И. Вернадского. Серия : Экономика и управление. - 2013. - Т. 26 (65), № 2. - С. 197-202.
В статье рассмотрена маркетинговая среда функционирования рыбного хозяйства Украины. Выявлены ключевые проблемы отрасли и предложен перечень мер, позволяющий стабилизировать ситуацию и реализовать потенциал рыбного хозяйства страны.
Ключевые слова: рыбное хозяйство, маркетинг рыбного хозяйства, отраслевой маркетинг, статистика вылова рыбы, статистика потребления рыбы и морепродуктов.
Зшов'ев Ф.В. Маркетинг рибного господарства Укра'ши / Ф.В. Зшов'ев // Вчеш записки Тавршського нацюнального ушверситету iменi В.1. Вернадського. Серш: Економжа та управлшня. -2013. - Т. 26 (65), № 2. - С. 197-202.
У статл розглянуто маркетингове середовище функцюнування рибного господарства Украши. Виявлено ключовi проблеми галузi та запропоновано перелж заходiв, що дозволяе стабшзувати ситуацта i реалiзувати потенцiал рибного господарства краши.
Ключовi слова: рибне господарство, маркетинг рибного господарства, галузевий маркетинг, статистика вилову риби, статистика вживання риби й морепродукпв.
Поступила в редакцию 01.06.2013 г.
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