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Mowi ASA SWOT & PESTLE Analysis

ID : 521275653| Jun 2022| 21 pages

COMPANY PROFILE -Mowi ASA

Business Sector :Aquaculture, Seafood, Consumer Goods

Operating Geography :Norway, Europe, Global

About Mowi ASA :

Mowi ASA, formerly known as Marine Harvest ASA, is a Norwegian seafood firm with activities in a variety of countries. The company is based in Bergen and is traded on the Oslo Stock Exchange, where it is a component of the OBX Index, a benchmark index. In 2006, three independent enterprises merged to form the marine harvest group (PAN Fish, Marine Harvest, Fjord Seafood). Feed, Farming, and Sales & Marketing are the three segments in which the company operates. The Feed section is in charge of fish feed production. The Company’s aquaculture and primary processing operations in Norway, Scotland, Canada, Chile, Ireland, and the Faroe Islands are managed by the Farming sector. The worldwide sales organisation is separated into Markets, which are responsible for the distribution, in the Sales and Marketing division. Fish farming, particularly salmon farming, is the company’s principal focus. In addition to a few minor businesses, Mowi includes a ‘value-added processing’ section that produces and distributes a variety of seafood products. It commences with freshwater broodstock production, followed by growth and maturation in seawater, harvesting, processing, and distribution. In March 2022, the firm announced a new processing plant is to be set up in Mowi Norway Region Mid.

Mowi ASA’s USP lies in its being one of the world’s largest seafood firms, as well as the largest producer of Atlantic salmon. The mission statement of Mowi reads, “At Mowi, we work with the ocean to produce nutritious, delicious and supreme-quality seafood. We fulfil one fifth of global demand for farm-raised Atlantic salmon and are constantly driven by innovation and the desire to achieve the highest standards of sustainability”.

Mowi ASA Revenue :


€ 4,202 million - FY ended 31 December 2021
€ 3,760 million - FY ended 31 December 2020

Competitive Analysis of Mowi ASA

SWOT
PESTLE
The SWOT analysis for Mowi ASA is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Mowi ASA is one of the world’s leading seafood companies ranked number one for market capitalization
2. Mowi ASA has a fully integrated value chain, providing its products to 70 countries
3. The company has conducted strategic acquisitions to improve sourcing and expand global presence
4. Strong focus on digitalization, technology and innovation
1. Mowi ASA’s growth has been below industry average
2. Mowi ASA’s absolute cost is quite high
3. Lawsuits against Mowi for price-fixing and other charges
4. Inefficient use of marine resources by Mowi
OpportunitiesThreats
1. The demand for fish to boost over next 5 years
2. Expand global presence within and outside of Europe
3. Develop and expand product offerings
1. Increased rate of overexploitation of water and fishing resources
2. Aquaculture market is dominated by Asia-Pacific countries
3. Low prices of Salmon are a concern for the industry
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Mowi ASA

Strength

1. Mowi ASA is one of the world’s leading seafood companies ranked number one for market capitalization: Mowi ASA is a Norwegian Seafood company and the world’s leading seafood companies, ranked as number one on both market capitalization and sustainability. With harvest volumes of 440,000 tonnes in 2020, Mowi is by far the world's largest Atlantic salmon farmer, with a global market share of roughly 20% in an industry that is still fragmented. Over 50 years later, Mowi’s investments in areas such as feed nutrition, genetics and value-added processing has transformed its business and the company is now placed in a leading position that few food producing companies can match. Mowi provides its customers with 7.5 million meals a day. Operations have been running close to normal despite extraordinary challenges from the global pandemic and the company in-fact harvested an all-time high volume of 444K tons of fish. Mowi is self-sufficient in its feed for Europe and Scotland’s feed mill produced a record high of 150,576 tons of feed. Mowi is also above industry benchmark on license utilization in Norway as of 2020.

2. Mowi ASA has a fully integrated value chain, providing its products to 70 countries: The company has a fully integrated value chain from roe to plate and produces its own environmentally certified feed specifically designed for the Mowi salmon strain. In terms of both volume and turnover, Mowi is the world's largest producer of farm-raised salmon. The company offers seafood products to approximately 70 countries, is represented in 25 countries and employs 12,200 people. Mowi is organized in three business areas: Feed, Farming and Sales & Marketing. The company has also acquired several brands around the world such as Rebel Fish and others to expands its operations. By sales, Mowi sells 69% of its products within Europe, 21% to the Americas, 9% to Asia and 1% to the rest of the world. Mowi experienced strong growth in retail in all markets, and in particularly in the German and the Southern European markets in 2020. Fresh in the Americas developed favorably in 2020 driven by strong demand for our value-added products and the shift from foodservice to retail as a consequence of Covid-19. Skin pack volumes were at all-time high and the Miami plant opened in 2019 has been an important enabler to achieve the growth. For Chilled in the Americas, volume development was stable, but also influenced by the lockdown measures in the foodservice segment. Asian operations experienced a slowdown in volumes in 2020. Asia the first region to be impacted by Covid-19, both related to severe restrictions and lock-downs as well as reduced availability of air-freight capacity and increased air freight rates. However, Mowi experienced an improvement in the market during the last quarter of 2020 and experiencing recovery in 2021.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • SalMar ASA
  • Tassal Group
  • Cooke Aquaculture
  • Cermaq Group
  • Bakkafrost
  • DS Services
  • Camanchaca
  • Nutreco

Major Brands :

  • Mowi Salmon
  • Admiral’s
  • Harbor Salmon Co.
  • Pieters
  • Rebel Fish
  • Supreme Salmon
  • Olav’s
  • Mowi Nutrition
  • Appeti Marine
  • Marine Harvest Canada Inc.
  • Kritsen S.A.
  • Mowi Scotland Limited
  • Northern Harvest Sea Farms Inc.
  • Mowi Belgium NV
  • Morpol ASA
  • Corrie Mhor Salmon Ltd.
  • Fjord Seafood Sterk BV
  • Marine Harvest Holding AS
  • Gebroeders Sterk Holding B.V.
  • Pan Fish Faroes
  • International Aqua Foods Ltd.
  • Murray Seafoods Ltd.
  • Gray Aqua Group Ltd.
SWOT & PESTLE (combined)
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References used in Mowi ASA SWOT & PESTLE Analysis Report

1. Annual Report - https://corpsite.azureedge.net/corpsite/wp-content/uploads/2021/03/Mowi_Integrated_Annual_Report_2020.pdf
2. Mowi ASA – Acquisition of K. Strømmen Lakseoppdrett AS - https://www.globenewswire.com/news-release/2019/08/22/1905660/0/en/Mowi-ASA-Acquisition-of-K-Str%C3%B8mmen-Lakseoppdrett-AS.html
3. Salmon Price-Fixing Class Action Accusing Mowi, Other Norwegian Producers Draws European Ire - https://topclassactions.com/lawsuit-settlements/consumer-products/food/1026840-salmon-price-fixing-class-action-accusing-mowi-other-norwegian-producers-draws-european-ire/
4. Norway and UK strike post-Brexit trade deal - https://www.thelocal.no/20210604/breaking-norway-and-uk-strike-post-brexit-trade-deal/
5. Norway salmon farmers facing new tax hit - https://www.fishfarmermagazine.com/news/norway-salmon-farmers-facing-new-tax-hit/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Mowi ASA SWOT and PESTLE analysis has been conducted by Muskan Arya and reviewed by senior analysts from Barakaat Consulting.

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