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The main goal of the project was: to find out whether it is an attractive option for an Icelandic seafood company- Blueice Group to enter China seafood market with products for end-consumers. The work was split into two phases. The first phase was delicated to scientific analysis of the market. The second phase was marketing strategies,implementation plan and feasibility analysis based on the results from China seafood market analysis. The results are evaluated and suggestions made for the company. The conclusion of the research indicates that it is possible and an attractive option for Blueice Group to enter China seafood market. The author suggests it should be done in two stages, each of them carefully planned and more deeply evaluated, before a definitive decision of market entry is taken, because some of the information used in this project is constantly changing.
