Production and Marketing Analyses of Selected Freshwater Ornamental Fish Farms in Brgy. Uwisan, Calamba, Laguna: A Multiple Case Study

Date

12-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Eliza C. Aquino, Fitz D. Jimenez, Dia Noelle F. Velasco

Restrictions

Restricted: Not available to the general public. Access is available only after consultation with author/thesis adviser and only to those bound by the confidentiality agreement.

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For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

The general objective of this multiple case study is to increase understanding on the local freshwater ornamental fish industry by exploring and evaluating the production and marketing functions of the selected freshwater ornamental fish farms based in Brgy. Uwisan, Calamba, Laguna – Dioquino’s Fish Pond, Traballo’s Fish Pond, and DJT Aquafarm. It undertook the following specific objectives: (1) Present an overview of each enterprise; (2) Describe the environment of the freshwater ornamental fish industry; (3) Discuss the production and marketing activities of each enterprise; (4) Assess the enterprises in terms of Production and Marketing, through individual and cross-case analysis; (5) Analyze the key problems and constraints faced by the enterprises; and (6) Formulate recommendations and solutions for the enterprises and other stakeholders.

The researcher adopted a multiple case study design to allow for analysis within and across situations, highlighting similarities and differences between cases. Such a design provides valid and generalizable insights, that can be valuable to contexts and cases outside the study. The selected cases were based in Brgy. Uwisan, Calamba, Laguna. It is a part of the CALABARZON region, which is the top producer of freshwater ornamental fish in terms of volume. The Laguna province is the main contributor behind the region’s performance, contributing 45% of the entire country’s production volume of freshwater ornamental fish). Majority of the BFAR-profiled ornamental fish farms in Laguna belong to Calamba, and from this, 19 out of 21 belong to the locality of Brgy. Uwisan. This makes it a significant location for freshwater ornamental fish production, and an ideal area of focus for the study. Both primary and secondary data were utilized to gather information for the study. Primary data was collected through a series of semi-structured interviews with the fish farm owners. Interviews with key figures from the BFAR Calabarzon Regional Office and the National Fisheries Research and Development Institute (NFRDI) were facilitated as well. Secondary data from existing studies, as well as journals and records of BFAR and NFRDI, were assessed as well.

The analytical framework for the study was largely based on the multiple case study framework developed by Yin (2018), which emphasized performing individual case analysis first, followed by cross case analysis. Analysis on the macroenvironment focused on political-legal, economic, socio-demographic, technological, and environmental factors affecting the industry. Meanwhile, analysis on the microenvironment focused on key actors such as the suppliers, customers, competitors, and regulatory agencies. Problem discussion and analysis identified the core issues faced by the enterprises, while SWOT analysis outlined key internal and external factors, and aided in the formulation of recommendations.

The first case revolved Dioquino’s Fish Pond, which is a 500 sqm. freshwater ornamental fish farm owned by Mr. Jerry Dioquino. This fish farm’s production has been disrupted due to consecutive natural disasters, and it has then been on a path to full stability and recovery. This offers fishes such as two varieties of the Molly fish, and one variety of the Red Platy fish. The enterprise mainly caters to hobbyists and Uwisan-based producers, with Facebook as its main platform for its marketing activities. The second case revolved around Traballo’s Fish Pond, which is a 1200 sqm. freshwater ornamental fish farm owned by Mr. Rolando Traballo. The enterprise peaked during the pandemic, but has been facing stagnating sales since then. It produces nine varieties of the Molly fish, and one variety of the Guppy Fish. The business’ main customers include retailer pet shops, wholesaler pet shops, and hobbyists. Promotions for the business are done through Facebook as well. The third case revolved around DJT Aquafarm, a 10000 sqm. freshwater ornamental fish farm, which is one of the biggest in Brgy. Uwisan. It is jointly owned by Mr. Heinrich Dave Javier, Mr. Cel Christian Sanchez, and Mr. Junior Liad. The business has a wide variety of offerings, including 16 varieties of Molly fish, 6 varieties of Danio fish, and 7 varieties of TetraGlo fish.

The problem analysis identified production losses and market limitations as the core problems of the three enterprises. Shared immediate problems include damages from typhoons and dry seasons and shared root problems include inadequate response to natural events, lack of technical knowledge, and lack of strategic marketing approach. The cross case analysis highlighted similar production setups and production flows, with the main outlier being DJT Aquafarm’s more advanced practices for transport. The three fish farms’ management systems for fish health, nutrition, and quality are also similar, with the only difference being DJT Aquafarm’s interventions for diseases. Due to varying sizes of production area, their production volumes differed, with DJT Aquafarm having the largest average volume produced. As for marketing, all three fish farms targeted the domestic market, utilizing both online and physical channels, adopting market-based pricing, and having Facebook as the main platform for promotions. The key differences shown were DJT Aquafarm and Traballo’s Fish Pond’s more extensive customer base and marketing channels, compared to Dioquino’s Fish Pond.

To address the problems identified in the study, recommendations were made to each of the freshwater ornamental fish farms, to the freshwater ornamental fish community in Brgy. Uwisan, as well as to the regulatory agencies. Formulated recommendations for the individual fish farms included upskilling and pursuing technical training, diversifying species and varieties offered, and improving their use of social media for marketing. Collective recommendations for the freshwater ornamental fish community in Brgy. Uwisan included the adoption of best management practices, as well as he formation of an ornamental fish cooperative. Furthermore, regulatory agencies must improve dissemination of information of technical assistance and local programs, and make more targeted trainings that tackle management of fish health, nutrition, and water quality. There is a need for stronger institutional support to maximize the potential of the emerging freshwater ornamental fish industry.

Language

English

LC Subject

Ornamental fish trade, Production control, Marketing audit

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 O79

Notes

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Document Type

Thesis

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