Title: Marketing strategy: Vietnamese freshwater shrimp to the United States

Final project
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Supervisors: Thorgeir Palsson


Freshwater shrimp (Macrobrachium rosenbergi) has been increasingly farmed in Vietnam. Because of its good nature in farming and high value, freshwater shrimp is becoming one of the most important commercial species in Vietnam. In order to respond to the increasing demand for freshwater shrimp in both domestic and international markets, the Vietnamese Ministry of Fisheries has outlined objectives for the development of this species in the period 2001 – 2010.

In order to achieve these goals, a marketing strategy needs to be designed and conducted. An analysis of market opportunities and market competition has been done in order to identify the possibilities of expanding the freshwater shrimp market.

Based on market analysis, it is determined that the United States is the most viable potential market for Vietnamese freshwater shrimp due to the steady increase in shrimp consumption and strong reliance on imports. In order to take full advantage of these opportunities, the Vietnamese shrimp industry needs to focus on producing large size shrimp.

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