Nofima investigates the strategic choices that companies make, and the consequences that these have for the company. This knowledge is important to improve profitability and competitiveness.
- Analysis and consultancy in marketing strategy
- Analysis of company organisation and choice of technology
- Knowledge about how companies can build up and organize their own resources
- Knowledge about how the strategic choices taken by a company affect its profitability
Our scientists start with the central challenges that companies face and they continue to develop knowledge that can help the companies to make strategic decisions.
Through many years’ work, we have collected information about company resources and financial performance. In this way, we develop knowledge about companies that achieve sustainable competitive advantages, and about the properties and strategic choices on which such advantages are built.
The internal resources of a company limit the strategic choices it can make. We develop knowledge about how companies can build up and organise internal resources – such as employees, financial resources, expertise and technology – and how these can be measured and applied.
Nofima has knowledge and experience in how companies can adapt effectively to the business environment.
Our experts in marketing strategy obtain knowledge about:
- How companies value market segments
- How they adapt to competitors and specific customer requirements, and achieve competitive advantages in this way
- How to develop unique products, and how to use product differentiation as a strategy
- The establishment of proprietary goods, labelling products, and the use of secondary marks (such as Debio, Godt Norsk, and MSC)
- Alternative strategies for market positioning, the design of marketing channels, segmentation and choice of niche to achieve competitive advantage.
Resources, organisation and technology
The process from raw material to final food product has many phases. It is an important strategic decision to determine which parts of the process or value chain the company will have in-house. The technological solutions that a company chooses are also crucial in determining the products that it can produce.
Nofima has carried out several analyses of the relationship between degree of specialisation, global division of labour, and profitability. Such analyses provide knowledge into how the value chain is organised and how structure and efficiency change.
We analyse also the relationship between choice of technology and financial results in different industries and different parts of the value chain. During such investigations, we also ensure that we discover how the timing of investment affects a company’s competitive position and its ability to develop lasting competitive advantage.
Hard competition and seasonal variation
The nature of the competition firms face affects the strategic choices that they make. Competition in the seafood industry is complex, with many and very different competitors. Further, a large fraction of fish-based products must be sold in a hard international food products market.
Large quantities of seafood are manufactured from wild fish, and the volume caught varies greatly. This means that fish processing companies must deal with large variations in the amount and quality of the raw materials. For this reason, Nofima has through the years collected data about how natural resources vary, how they are harvested, the nature and volumes of products produced, and the markets on which they are sold.
A strategic choice is not something that is fixed. When the business environment changes, the strategies must respond to new challenges. Nofima has for many years studied how the ability of companies to adapt to changing surroundings affects their financial performance and competitive position.
Such adaptability has proven to be extremely important and challenging. We have for this reason given priority to gaining knowledge about how companies use and develop flexibility in various contexts.