Fresh / Stale Fish - A management Story

The Japanese have a great liking for fresh fish. But the waters close to Japan have not held many fish for decades. So, to feed the Japanese population, fishing boats got bigger and went farther than ever. The farther the fishermen went, the longer it took to bring back the fish. The longer it took them to bring back the fish, the staler they grew.

The fish were not fresh and the Japanese did not like the taste. To solve this problem, fishing companies installed freezers on their boats. They would catch the fish and freeze them at sea. Freezers allowed the boats to go farther and stay longer. However, the Japanese could taste the difference between fresh and frozen fish. And they did not like the taste of frozen fish. The frozen fish brought a lower price. So, fishing companies installed fish tanks. They would catch the fish and stuff them in the tanks, fin to fin. After a little hashing around, the fish stopped moving. They were tired and dull, but alive.
Unfortunately, the Japanese could still taste the difference. Because the fish did not move for days, they lost their fresh-fish taste. The Japanese preferred the lively taste of fresh fish, not sluggish fish. The fishing industry faced an impending crisis!


But today, it has got over that crisis and has emerged as one of the most important trades in that country!


How did Japanese fishing companies solve this problem?

How do they get fresh-tasting fish to Japan ?



To keep the fish tasting fresh, the Japanese fishing companies still put the fish in the tanks. But now they add a small shark to each tank. The shark eats a few fish, but most of the fish arrive in a very lively state. The fish are challenged and hence are constantly on the move. And they survive and arrive in a healthy state!They command a higher price and are most sought-after. The challenge they face keeps them fresh!

               

Humans are no different. L. Ron Hubbard observed in the early 1950's: "Man thrives, oddly enough, only in the presence of a challenging environment. " George Bernard Shaw said: " Satisfaction is death!"


Moral Of story -


If you are steadily conquering challenges, you are happy. Your challenges keep you energized. You are excited to try new solutions. You have fun. You are alive! Instead of avoiding challenges, jump into them.



Do not postpone a task, simply because its challenging. Catch these challenges by their horns and vanquish them. Enjoy the game. If your challenges are too large or too numerous, do not give up. Giving up makes you tired.

Next Generation Marketing: New Mantras for a Changing Marketplace

5 BBA Students Asangla Walling, Nasreen Khan, Md. Shahbaaz Khan, Sumit Prakash, Megha Shree attended a marketing seminar on 29th August, 2009 at S.P. Jain Auditorium, South Campus, Delhi University. The theme of the Seminar was ‘Next Generation Marketing: New Mantras for a Changing Marketplace’. The students reported the proceeding to share their experience.

Eminent panel of speakers comprising academicians and industry experts addressed students on various contemporary aspects of marketing. The speakers included Mr. Abhinash Manghani (Head Sales and Marketing, Fortune Hotels Ltd, ITC), Mr. Premjeet Sodhi (Executive Vice President and Chief Panning Officer - Lintas Media Group), Mr. G.V.S Rao (Marketing Consultant to various Indian & global FMCG Cos), Mr. Anoop Das (Senior Brand Communications Manager, Monte Carlo) and Mr. Rajeev Bhatia- (GM, Marketing, Simbhali Sugar).

Mr. Premjeet Sodhi presented his analysis on the book- Future Shock (by Alvin Toffler), about "too much change in too short a period of time", and deals with the manner in which the world is moving progressively toward a future that no one can fully control and very few can even partly predict. In large part, this change is derived from fast pace of technological change and related development in all fields. He concluded that marketing is a social science which is never definitive. Mr. Anoop Das shared his view on Creative Brief where he talked how lack of open conversation kills Companies.

Mr. Abhinash Manghani opined that Brands are created and delivered by what organisation do, not what they say. He stretched on the importance of brand positioning, brand attributes and advertising. Mr. Rajeev Bhatia took the example of ‘TRUST’ sugar – as a case study of brand building of a commodity and explained its strength, potential opportunity, volumes, profitability and what his organization has done to promote their products to retailers and consumers. Mr. G.V.S Rao, presented his views on the future of marketing is being human.

Marketing has always been unpredictable, due to the dynamism in the market place. The rapid pace of changes is triggered by improvement in technology, global competition, innovation and changing lifestyles. Often business houses make great efforts and incur huge expenditure to develop marketing plans only to find out that they have not been able to read the changes properly to align themselves.appropriately. The seminar provided a very good insight into the subject as the speakers analyzed various key issues and brought out new perspectives. The session concluded with an interactive question and answer session. It was a great learning experience.”

About Skyline College

Skyline College is a premium MBA, BBA, Mass Communication and Travel & Tourism institute in Delhi and Gurgaon.

The faculty of Skyline Business School is primarily drawn from the best B-Schools of the country
like IIMs, XLRI, MDI and many more.

Skyline Education Group comprises Skyline Business School, Skyline School of
Communications, and Skyline Institute of Travel & Tourism.
The mission of Skyline is to provide its students with the best professional career prospects
in the emerging global workplace and to equip them for more effective and organised
contributions to their chosen professions and fields.
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