GROUP ONE

• ALEX KAPALASA BSVCA1019

• AUBREY KUNKHANDA BSVCA1718
• AUSTIN C CHIUMIA BSVCAU0720
• ALINAFE NYANGA BSFS2418
• PAUL ENOCK BSFS 2519
• ASSIB SHAHEEDA BSTCD0119
• BANDA CHIKONDI BSTCD0319
• BANDA SANDRA BSTCD0219
• CHIOMBEZA DENZEL BSTCD0518
• SMODEN WILLED BSVCA2919
• SOPHIE KAMWAMBENI BSVCAU1020
• OSMAN ALEXANDER BSTCDU4620
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BACKGROUND INFORMATION
• In Mzuzu city market Blessing Changala, Felix Silinya and Robert
Nkhoma sell Chambo fish
• Godarian Nkhoma sells Usipa
• Dickson Green sells Micheni

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WHY THE OWNERS CHOSE THE
BUSINESS AND LOCATION IN THIS
MARKET?
• Passion and interest
• Market trends
• Easy access to the products
• Access to distribution channels
• Target customer base
• Easy to sell than to be moving around

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MARKET OPPORTUNITIES
Opportunities available to these fish sellers include the following;
•Availability of large market ; there is high demand for fish on the
market as it is the most accessed animal protein as compared to other
sources.
•Online sales. Selling a product nowadays is not limited to a particular
place or location but also can be done via other platforms like
whatsApp.
•Proper packaging ; proper fish packaging allows the sellers to
differentiate their products on the market.

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MARKET CHALLENGES
Challenges faced by the fish sellers at Mzuzu Market are the following;
• Perishability of fish ; fish do easily go bad and without proper management
mechanisms lead to tremendous losses.
• Lack of storage facilities ; the market does not have any improved cold
storage facilities.
•Lack of capital ; capital for most of the fish sellers is accessed through
borrowing from friends, family and personal savings.
•Seasonal variability of fish ; in Malawi, there are some periods in a year
when fish is not found in abundance. Among other reasons, the fish industry
is highly regulated, characterized by closed season and fishing quarter.

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WHAT ARE THE CONSUMER'S
PREFERENCES?
• Freshness. Consumers prefer fresh fish having its original qualities
unimpaired thus, not deteriorated in any manner.
• Size. lodges prefer fresh fish which is big and medium for restaurants:
according to Dickson one of the Chambo sellers said that lodges
prefer fresh fish which is big and medium like Chambo and Micheni
for restaurants as compared to Usipa.
• Price. due to price differences, many consumers manage to purchase
Usipa than Chambo, Milamba and Micheni because the price of Usipa
is lower as compared to the price of Chambo, Milamba and Micheni.

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THE DEMAND AND SUPPLY OF
FRESH FISH
• demand for fish changes daily : demand for fresh fish is dynamic whereby
it changes daily due to factors such consumer preferences, seasonal
variations, and cultural or religious practices influencing consumption
patterns.
• There was low demand for fresh Micheni as compared to other fresh
such as usipa. Potential reasons include differences in taste preferences
among consumers, availability or scarcity of Micheni relative to other fish
types, marketing strategies, or even cultural perceptions associated with
each type of fish.
• There was high market demand for fresh fish but due to prevailing
economic conditions, people were unable to buy.
• Supply variation -Seasonal variations greatly influence the supply of fresh
fish.

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THE UNEXPLOITED MARKET NICHE
• Value-added fresh fish products: Currently, a significant portion of fresh fish in
Malawi is sold unprocessed or with minimal processing.
• Targeted marketing and distribution: The fresh fish market in Malawi is largely
informal, with fish being sold through local markets and roadside vendors.
• E-commerce and online platforms: The growing adoption of e-commerce in
Malawi presents an opportunity to sell fresh fish online.
• Branding and quality differentiation: Building a strong brand identity for fresh fish
products can help distinguish them from the competition and command
premium prices.
• Diversification into specialty fish species: Malawi has a diverse range of
freshwater fish species, some of which have unique flavours and culinary
applications.
• Export market development: Malawi has the potential to export fresh fish to
neighbouring countries and regional markets.
• Ornamental fish species: Malawi is blessed with a wide range of fish species that
is both ornamental and food fish.
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WHAT ARE THE OPPORTUNITIES
FOR VALUE ADDITION
• Smoking. This facilitates flavour enhancement, Increase of Shelf-Life
and Product Diversification.
• Custom processing. This allows for the production of specialized fish
products that meet specific customer requirements. Moreover,
custom processing promotes waste reduction and development of
Premium Products.
• Canning and preserving. This helps to extend shelf life, allow for long-
distance distribution, and reduce the chance of spoilage. In addition,
this facilitates convenience for consumers access to global markets.

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THE MOTIVATION FOR
ENTREPRENEURS IN THIS BUSINESS
• Income Generation
• Food Security
• Community Development
• Growing Demand

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FUTURE PLAN FOR THE BUSINESS

•Expand into other businesses such as venturing into Maize Farming to

promote Crop-Fish Integration.
•Consider forming partnerships with other businesses in the supply
chain to secure a stable and cost-effective supply of fish, allowing the
business to maintain a larger stock and increase profits.
•Venturing into fish farming: This will ensure a steady supply of fish
during lean seasons thereby increasing profit margins.

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WHAT IS DONE TO PROMOTE THE
BUSINESS?

• Selling high-quality fish ; by selling fresh fish of high quality, this

helps to attract a lot of customers who will buy fresh fish at very good
prices.
• Advertisements. This helps a lot of customers to know about the
business. Advertisements are done on different platforms, for
example, radio and social media (WhatsApp and Facebook).

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EVALUATION OF THE SELLER AS HE
DEALS WITH CUSTOMERS
• Customers can be very inquisitive, demanding, and yet at times very
understanding when treated with curtsy.
• Sellers were treating the customers well and accepting any
wrongdoing.
• Very friendly by packing the flesh fish in good plastic bags for easy
carrying.

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IMPROVEMENTS ON HOW BUSINESS
CAN BE DONE BETTER
• Promote value-added products
• Enhance market information and access
• Strengthen regulatory frameworks
• Invest in aquaculture
• Support women fish traders
• Explore export opportunities
• Encourage collaboration among stakeholders

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