Aquaculture and Fisheries

Like many others, the aquaculture industry is experiencing changes, and customer demands and expectations are increasing. There’s a need for an even more customer-oriented approach, with better use of data and relevant technology. All this while securing profitable operations that work to decrease any negative environmental impact. How might we develop a customer-centric strategy providing a clear, value-driven direction for AquaGen?

Developing a customer-centric strategy

To ensure that the strategy would make sense both internally in the organisation and externally among customers, we invested significant time and energy in the diagnose-phase of the project. Together with key people in the organisation, we explored the most important drivers for change through interviews and workshops. This generated insights, engagement, and thorough anchoring within the company. To widen the picture and get relevant 

 on the market drivers, we also interviewed AquaGen’s key customers and partners and analysed both the current 

User insights

Market research 

Megatrend Exploration

The end result was a concrete strategic direction for AquaGen, with a long-term (5-10 years) horizon. The 

 specifies AquaGen's purpose - why they exist and for whom. It breaks down what this means in practice: where they should play, how, and what they should win.

Business Strategy

Diagnosis of the current state and a concrete strategic direction

Engaging people on all levels of the organisation has been pivotal in developing the strategy. Middle managers played an essential role in involving internal stakeholders on a wider scale, something that is essential to anchoring and implementing a strategy.

Thanks to the thorough and wide-reaching involvement of people across the organisation, the strategy is well-anchored in AquaGen. This is completely necessary to execute the strategy. Moreover, the involvement of key customers and partners and a clear customer focus when formulating the strategy's aim give a concrete, value-driven, customer-centric strategy that ties their customers even closer to their business.

Apart from describing the overarching goal and how to get there, the strategy also contains a development portfolio - concrete actions for AquaGen’s focus areas.

Although the strategy has a long-term perspective, it is also concrete and action-oriented, and Aquagen is already executing prioritised action points. Strategy is about making choices that you act on today to be where you want to be in the future. Big plans and long-term ambitions mean nothing unless you translate them into action.

Leveraging internal engagement and future foresight to design strategy