An Invitation to a Merger: An Icelandic case in Strategy

• Main Authors: Ögmundur H. Knútsson 1962-, Helgi Gestsson 1949-
• Other Authors: Háskólinn á Akureyri
• Format: Article in Journal/Newspaper
• Language: English
• Published: Viðskiptadeild Háskólans á Akureyri 2006
• Subjects: Iceland
• Online Access: http://hdl.handle.net/1946/1104

The companies that are the main players in this case are the two largest marketing companies in the Icelandic fish industry, the Union of Icelandic Fish Producers Ltd. (UIFP) and the Icelandic Freezing Plant Corporation (IFPC). They were both traditionally co-operative companies owned by producers in the Icelandic fish industry until they were changed to Limited Liability Companies in 1993 and 1997. The markets for Icelandic fish products have changed considerably during the past two decades. Europe has become the most important market and the Japanese market has increased its share considerably. The long term traditional markets like the US and former Soviet Union have declined for the past decade. It is not merely the changes in market areas that affect the fish industry but also changes within the markets. The Union of Icelandic Fish Producers Ltd. (UIFP) was, until 1999, almost entirely in the business of selling salted and chilled fish, while the Icelandic Freezing Plant Corporation (IFPC) has marketed frozen fish. The years 1997–2001 brought significant changes to the export sector in the Icelandic fish industry. The Icelandic Herring board was changed into Islandssild hf. in July 1998 and merged with the Union of Icelandic Fish producers (UIFP) on 1st January 1999, making it the third largest marketing company for fish in Iceland. Icelandic Seafood, then Iceland’s second biggest marketing company merged in 1999 with UIFP, making the new UIFP the largest marketing company for fish in Iceland. IFPC, formerly the largest marketing company in Iceland, showed unsatisfactory performance in 1998 and 1999, forcing them to change their operation, mainly by focusing more on their core activity, the sale of frozen fish. Hence, IFPC has gone out of related businesses, such as transportation, and sold its share in other companies. After 1999 only two of the four Primary Marketing Companies are still in operation. To further meet changes in the global industrial environment, UIFP has expanded and diversified its ...