World fisheries production has steadily increased (catch) of fish, seafood and aquaculture products, and global catch rate of growth outpaced the growth of the world population that characterizes the global fisheries as a dynamically developing with an inexhaustible potential for growth.Fish, seafood and other living aquatic organisms – is not only a valuable source of protein and essential micronutrients needed for balanced nutrition and good health, but also a source of raw materials for agriculture, pharmaceutical and cosmetics and other industries. A unique feature of living aquatic resources is their ability to reproduce itself, and artificial fish breeding technology is basically repeating the natural process of reproduction of fish and other aquatic organisms.The fishing industry includes enterprises of oceanic and marine fisheries, inland waters, aquaculture, fish processing, agricultural enterprises, the organization for the reproduction of fish stocks and protection of marine fishing ports, research and training centers.Ukraine today imports about 90% of the fish. This situation is due to the lack of profile of the fleet, the processing industry, the quota in international waters and poaching. In addition, the cost of Ukrainian fish import above. Therefore, the products lose their competitiveness.The main players supplying fish and seafood in Ukraine are representatives of Norway (Marine Harvest AS, Ice Seafood AS, Hallvard Leroy, Norway Royal Salmon, Nergard AS, Norway Pelagic AS, Egersund Fisk Group, CA Mordal Consulting), Scotland (Denholm Seafoods Ltd) Holland (Marine Foods BV), Iceland (Iceland Pelagic, Iceland Seafood ehf), the US (Pacific Seafood), Canada (Ocean Choice International Ltd), Russia (Flayfish, Rosrybtorg), Belarus (Santa Braemar), Lithuania (Benko Servisas ). All of them are working closely with state agencies.The assortment of fish in the Ukraine represented both domestic and imported products:- Domestic Products: carp, pike, capelin, herring, mackerel, sprat.- Imported Products: flounder, perch, pangasius, salmon, oil, hake, pollock, capelin, Shad, herring, mackerel, cod, tuna, tilapia, trout, sea, hake, hockey.Considering imports by type of fish, it should be noted that the oceanic herring account for 56%; mackerel – 13%; sardine species – 10%; pollock – 5%. Other 16% of import volumes occupy these types of fish like salmon, sardines, capelin, putasu, hake, hockey and even with a dozen others. Atlantic herring and mackerel imported to Ukraine from Norway. Sardine import also from Norway, the USA, Canada, Spain and Argentina. Sprat – mostly Baltic. Alaska pollock and salmon are imported from Russia and Norway. Major players of delicious species of fish: France, Italy and China. For example, in China each year is grown sturgeons total weight of 25 th. Tons.In Ukraine, there are three channels of sales of imported frozen fish. In the first passage channel production is carried out by importers (major selling seafood or trading companies) through specialized wholesale organizations (non-market trading) to supermarkets / retailers and then to consumers.The second channel uses a transmission products wholesale market.The third channel products are delivered directly to enterprises for processing of food products.For the development of the industry and to ensure a broad assortment of fish products is necessary to minimize the seasonal factor due to the high level of organization of the storage of produced fish, catch of the coastal zones of other States and in the open part of the world’s oceans, as well as through artificial cultivation of fish (fish farming).promotion strategy should be aimed at the reorientation of consumers thought in the direction of the domestic product to generate a new stereotype of causality “domestic – mean quality.”The pricing strategy is mainly related to the decrease in the price itself. The implementation of this area can be achieved in full only with the active participation of the state and the financing of various fields of fisheries enterprises. To implement the distribution strategy requires coordinated work of all parts of the infrastructure of fisheries as a single complex.Thus, the construction of fisheries on the basis of the implementation of the marketing mix components allow not only to revitalize the industry, but also will provide an opportunity to function effectively in the future.Domestic entrepreneurs began to invest money into domestic fisheries Ukraine, realizing the profitability and potential of the industry. Investments in the amount of 8-12 thousand. UAH per 1 ha of the reservoir is allowed to work with a margin of 18-22%, and 10 tons of fish species of carp two years later turned into 100 tons.
