Yorktown Technologies Case Study

The author of American Catch, Paul Greenberg starts us on a journey through america's seafood industry from the early days of abundant seafood to the present condition of our fisheries. America has about 94,000 miles of coast and about 3.5 million miles of rivers, but about 91 percent of our seafood is imported. Here in America 39 percent of citizens call themselves coastal folk, but Greenberg argues we have lost touch with the complex ecosystems of the nation’s shorelines. Estuaries and salt marshes are strange crossroads where salt and freshwater currents meet to be home for oysters, shrimp, and crab. They are also home of dozens of varieties of fish. Greenberg complains about our nation’s destructive relationship with its own shoreline and tells Americans they must desire to “build a bridge back from the plate back to the estuary. This requires us to not just to eat local seafood. It requires the establishment of a working relationship with salt marshes, oyster beds, the natural flow of water from river to sea, and the integrity of the ocean floor.”.

New England Seafood Company executives face a potential two-stage plan to move into the freshwater catfish market because of the banned oyster harvesting along much of the Atlantic and Gulf Coasts, and increased competition from foreign producers.  These factors have resulted in significantly lower yields for New England Seafood.  In order to stay in business, New England Seafood Company needs to look at harvesting and processing something other than seafood.  New England Seafood Company looks to

Commercial fishing in New England is not sustainable. Commercial fishing is the catching of fish for profit and, as with other profit making activities, there are trade-offs between a pure capitalistic market and the damage it does to resources. For commercial fishing, this trade-off is that the more fish the fishermen catch, the more damage it does to the fish population. To make commercial fishing sustainable, large regulations need to be in place, as Jack said. However, large regulations of a free market are usually not accepted in America and would not be put in place in time to save the fish and sustain commercial fishing.

The influence of the Gulf of Mexico and the Gulfstream in Southwest Florida Waters make the temperature just right for literally hundreds of different kinds of fish. In 2011, “Florida’s recreational anglers caught roughly 121 million marine fish, 74 million of which were released.” These statistics support the notion that fishing may be one of the most loved hobbies. Since fishing efforts have been drastically increasing over the years, dozens of species are threatened with extinction and many more are experiencing serious population declines. In order to ensure that a fish’s populations will remain sustainable for future generations, anglers need regulations that will sustain the existence of a fish population.

Based on the three alternatives listed above, the recommended course of action would be the third alternative, offering GloFish in kiosks in shopping malls. Because of the continued high growth of the kiosk environment, it may be a solution to success. Yorktown Technologies would have to focus on the proper marketing of the GloFish in the kiosk environment. Display and lighting would be crucial to the success of this venture. They would have to consider how to keep the fish in the “light” during closing hours to enable them to absorb the necessary lighting and then turn around and display them in a dark environment so the glow will attract the consumer and lead to possible sales. I believe displaying the fish to enable them to show their true colors will be the key to the success of this venture.

After review the information on past and estimated in the future, company, products, competitors and branding, I recommend the following strategy:

For this particular marketing assignment we are looking at an organisation based in the leafy suburb of Brisbane. The business is a home wares stores chain by two friends and business partners who have invested quite a huge sum of money and are running the business smoothly, but as always see the need for more growth and more profits on balance sheet. The strategies of the business have to completely match or outlive that of the rivals of the business so as to meet and obtain any growth.

Kerin, R. A., & Robert A. Peterson. (2013). Strategic Marketing Problems: Cases and Comments. Pearson Education Limited.

Approximately 1.3 million U.S. households are home to salt water fish (Pet Statistics). These fish are not swimming about in oceans or other salty bodies of water; instead they are confined to small tanks where their lifespans can be shortened by over ten years. But how did these fish end up here? Illegal activity has brought “up to 90 percent of the 11 million tropic fish” (Bruckner 17) to the United States each year, causing detrimental effects to both the fish and surrounding marine life. The marine aquarium industry is in desperate need of reform and is one of the most pressing enviornmental issues today, despite its easy solution. The aquarium fish trade needs to be regulated in order

Delgado, C. L., Wada, N., Rosegrant, M. W., Meijer, S., & Ahmed, M. (2003). Fish to 2020: supply and demand in changing global markets. Retrieved from http://www.ifpri.org/sites/default/files/pubs/pubs/books/fish2020/oc44.pdf

Strategy formulation has been acknowledged as one of the most crucial factors of ensuring the long-term growth of the business. However, the manner in which strategy is formulated, and most importantly, the nature of the strategy chosen for the company determines its future position in the marketplace (Grant, 2005).

Marketing plays the most important role for the success of a business. In this chapter, the business’ marketing objectives are laid out together with the plans or actions that will be needed to achieve these objectives. Furthermore, this chapter includes the profile of the respondents which aided the researchers to create this part of the feasibility study.

Before spending an additional $3,000 on an advertising campaign Marilyn Lysohir needs to strategically consider how to reach her goal of becoming a profitable company by analyzing consumer perceptions, pricing strategies, identifying and gaining access to effective distribution channels and efficient use of its Web site.

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

“Competitive strategy involves positioning a business to maximize the value of the capabilities that distinguish it from its competitor’s” (Porter 1980:47). A successful business plan requires first and foremost the formation of an appropriate strategy. Through the implementation of a suitable strategy, the company is able to obtain its own industry niche and gain an understanding of its customers (Porter 1985). Whichever strategy is adopted it must be adequately integrated within the firms goals and missions to achieve a competitive advantage (Parker and Helms 1992).