The Norwegian Seafood Council uses SAS® to give Norwegian fish exporters a competitive advantage
"With offices and markets all over the world, we are constantly on the go," said 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,” said Lauritzen.
Norwegian fish has never been in greater demand, and thanks to 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 visual analytics, this is illustrated better than ever.
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.
Customers can compare themselves to other exporters in terms of price and market share which helps them remain competitive. Because this is confidential and proprietary information, SAS also manages the strict security requirements.
Norwegian Seafood Council – Facts & Figures
115 export markets
in the council’s global community
Using Norwegian seafood have Michelin stars
Work for the Norwegian Seafood Council representing 12 different countries
Long SAS history
The council has used SAS technology since the council was first established in 1991. In the intervening years, it has expanded the database and its use of advanced analysis. Data warehouse manager Jan Ståle Lauritzen has been a key figure in building up the council's insight.
Since they started compiling consumer data in 2010, they have worked on expanding SAS's Business Intelligence platform. In 2013, they invested in SAS Visual Analytics. Now, they have gathered what they refer to as consumer, trade and opinion statistics into a single tool. Last year, they also invested time and energy in a fully automated data uploading system.
“We are saving time that we previously spent on routine work and can focus more on analysis that makes a difference to our customers,” states Lauritzen.
About the Norwegian Seafood Council
The Norwegian Seafood Council works with the Norwegian fisheries and aquaculture industry to develop markets for Norwegian seafood. The Ministry of Trade, Industry and Fisheries is the sole shareholder of the Norwegian Seafood Council. Seafood is one of Norway´s most important export industries with exports to over 143 countries.