Oceanus is what i call a 'catalytic-play'.
A 'catalytic-play' is a stock on the verge of an earnings growth inflexion due to a catalytic boost sparked by changes in
(1) the industry's structure,
(2) govt policy,
(3) state of technology, and/or
(4) social norms
which have a domino effect on each one of these factors.
Abalone has always been one of the most prized delicacies enjoyed only by the rich due to its limited supply.
Cost-leader in breeding abalone, Oceanus, intends to change this social norm by providing braised abalone to the middle class.
To do so, it plans to more than double its share of global aquaculture supply from 6% currently to 16% by 2009.
My question is will Oceanus' JV have the brand firepower and distribution channel to popularize its braised abalone among the huge emerging Chinese middle class.
If successful, this downstream integration will likely expand its already high margins (operating margin before goodwill is 81%).
What is happening to the abalone market reminds me of the mobile phone market during mid 90's when giant handphones formerly sported only by towkays transited to become an essential item for the man in the street.