The Norwegian Seafood Council uses SAS to give Norwegian fish exporters a competitive advantage
Seafood is one of Norway's most important export industries, with exports to more than 143 countries. The Norwegian Seafood Council works with the Norwegian fisheries and aquaculture industry to develop markets for Norwegian seafood.
“With offices and markets all over the world, we are constantly on the go,” says Jan Ståle Lauritzen, Data Warehouse Manager at the Norwegian Seafood Council. “At the same time, we need constant access to data.”
Prior to using SAS Visual Analytics, retrieving data was fairly cumbersome and complex. Data is perishable, and immediate access and visual presentation of current data is integral to the council’s customers for them to receive accurate insights.
Huge amounts of data available
The council takes pride in knowing Norwegian exporters have more insight into the global seafood market than any other exporters. Not only that, but they also are constantly working to increase the value and reputation of Norwegian seafood and ensure a quality product. To cater to all of their various customers, every year, 500 marketing projects are conducted in at least 25 different markets.
“We compile the statistics and give exporters decision-making tools relating to price, product, trends and needs in the countries where they want to establish a presence,” Lauritzen says.
Norwegian fish has never been in greater demand, and thanks to SAS Visual Analytics, this is illustrated better than ever.Jan Ståle LauritzenData Warehouse ManagerNorwegian Seafood Council
Information at a detailed level
The council's head office in Tromsø receives around 3,000 requests for market information each year. With SAS Visual Analytics, the council can provide more than 500 users access to trade statistics from 54 countries, consumer studies from 31 countries and consumer figures from 15 countries.
In the fight for consumers, this is an amazing competitive advantage. For example, an exporter wishing to do business in France can go into the database and discover how often the French eat seafood and their seafood preferences. This allows the exporter to tailor the product, sales strategy and pricing to the market they are entering.
”Norwegian fish has never been in greater demand, and thanks to SAS Visual Analytics, this is illustrated better than ever,” Lauritzen says.
Sensitive market insight
The Norwegian Seafood Council employs about 17 people to work on analysis and reporting daily. The analysis department has recently set up a new database to give businesses access to sensitive market statistics, including an overview of their own market share and a comparison of their prices with those of competitors. Because this is confidential and proprietary information, SAS also manages the strict security requirements.
Norwegian Seafood Council – Facts & Figures
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employees representing 12 countries work for the council
Long SAS history
The council began using SAS solutions when it was first established in 1991. Since then, it has expanded the database and its use of advanced analytics. Lauritzen has been a key figure in building the council's insight.
Since the council started compiling consumer data in 2010, it has worked to expand SAS' business intelligence platform. In 2013, it invested in SAS Visual Analytics. Now, it has gathered consumer, trade and opinion statistics into a single tool, and has invested time and energy in a fully automated data uploading system.
“We are saving time that we previously spent on routine work,” Lauritzen says. “And we can focus more on analysis that makes a difference to our customers.”
본 문서에 나오는 결과는 본 문서에 설명된 특정 상황, 비즈니스 모델, 데이터 입력 및 컴퓨팅 환경에 적합하게 되어 있습니다. 각 SAS 고객의 경험은 고유한 것으로, 비즈니스 및 기술적 변수에 따라 달라집니다. 따라서 모든 서술은 비전형적인 것이라는 점을 고려해야 합니다. 실제 절약, 결과 및 성능 특성은 개별 고객의 구성 및 조건에 따라 달라질 수 있습니다. SAS는 모든 고객이 비슷한 결과를 달성할 수 있다고 보증하거나 진술하지 않습니다. SAS 제품과 서비스에 대한 유일한 보증은 해당 제품 및 서비스에 대한 서면 계약의 보증서에 명시되어 있습니다. 본 문서의 어떠한 내용도 추가 보증을 구성하는 것으로 해석될 수 없습니다. 고객은 SAS 소프트웨어의 성공적인 구현에 따라 합의된 계약적 교환 또는 프로젝트 성공 요약의 일환으로 성공 사례를 SAS와 공유했습니다. 브랜드 및 제품 명칭은 각 기업의 상표입니다.