Executive Summary The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits Strategic Planning is looking at where you are now, knowing where you want to be in the future and planning the steps to get you there. The Stingrae Caribbean a limited liability company. The Stingrae brand currently distributes seafood products through out Trinidad and Tobago and the Caribbean. Products in the Stingrae line includes:- squid, crab backs, crab meat, shrimps, prawns, lobster (live and frozen), flying fish, white salmon, pink salmon, counter caviar, fillets of white fish, mussels, octopus and a variety of other seafood products. Stingrae is a distributor and wholesaler in seafood products, is about to launch one of its new its products crab cakes into the market, using Market Development. Crab Cakes has been one of the products on the Stingrae brand exclusively available to hotels and restaurants. The marketing plan seeks to launch the product to everyday consumers and caterers while still supplying to its existing market the hotel and restaurant chains. Environmental Analysis Demographic Cultural and Social Analysis After looking at trends in the market and seeing that consumers are becoming more health conscious and the need for food that is easy to prepare it was decide that this product would do well in a consumer market made up of mid and upper mid income families and individuals. The product will reach out to the working class and the decision maker of the household the company looked at the following • Lifestyles • Social class • Income and financial status • Use • Religious background • Change in work patterns more mothers are part of the working force making households where both parents are working • Single parent households • Environmental concerns and laws looked at environment groups and what impact they have on the buying market Economic Analysis One must look at the economic environment and how it will affect the launch of the product. One must look at: • Saleability of the product - will consumers be able to afford the product • The cost of Government taxes, if any involved in making the product available to consumers • Exchange rate (since the product is purchased in US$ ) • Fuel cost (for transporting the product to consumer) Technological Analysis The nature of the product is such that it must be handled under strict conditions. The core product which is crab meat must be stored and processed under sanitary conditions and strict HACCP standards must be adhered to.
products, can go a long way to influencing businesses to initiate a change in their operation
For instance, crawfish and shrimp are two of the most used, well-known, and mass produced seafoods in Louisiana. Starting with the crawfish, it’s described as a “lobster like creature.” Commonly called mudbugs, crawfish are used in anything, from etouffee, to sandwiches, or even in crawfish pies. Since crawfish are so well-loved, crawfish boils are held in honor of the little crustacean, a classic Cajun tradition. Due to Louisiana’s bayous and swamps, the crawfish are able to flourish and can be cultivated, (KNOE, 2009). Besides the crawfish, shrimp is another cornerstone of Cajun cuisine. Louisiana’s position to the Gulf of Mexico allows Louisiana to be the “primary producer,” of the Gulf white shrimp, also known as “the best-tasting shrimp.” In fact, Morgan City was Louisiana’s “fishing boom town,” in the 1930’s and 1940’s. This was partly due to the shrimp stocks that were offshore from Morgan City’s port. Up to 95 percent of the shrimp are caught from the Gulf of Mexico, with Louisiana contributing around two-thirds of shrimp. Likewise, Louisiana manufactures dried shrimp which is considered a delicacy in some places. Dried Shrimp first appeared in Louisiana around 1885. At its height, around seventy-five drying factories existed in Louisiana, but now only 6 and 10 processors still make dried shrimp ( J.Horst, G.Horst, 2009). In summary, because Louisiana has access to many different waterways, seafood is often used in Cajun
The ‘Purple Shore Crab’ (Hemigrapsus nudus) is a tiny crustacean that inhabits the mid to low zone of the Rocky shore. This location is an intertidal zone, meaning that the organism lives in a very harsh environment. These crabs, as the name suggests, are purple in colour, with reddish-purple spots on their claws. They are known as decapods, because they have 10 legs (the first pair is modified into claws), and unlike many other crab species they do not have hairs on these legs. Crabs are invertebrates meaning that they have a hard exoskeleton (shell), they are also cold blooded meaning that they take on the temperature from their surroundings, as opposed to trying to maintain a general temperature (warm blooded). Purple Shore Crabs are omnivores, they scavenge for dead organic matter, plants
researchers are suggesting a more “judicious” approach in utilizing “limited biological raw materials” such as fish products (De Silva & Turchini, 2008). The challenges unique to the pet food industry is that, “pet food professionals need not only consider the total amount of protein to target, but also the quality, bioavailability, and ingredient source as well” when designing their formulas (Swanson, Carter, Yount, Aretz, & Buff, 2013). Research also indicates a need to further study the impact of the pet food industry on the fish market so that any prevalent issues are brought to the light, discussed and resolved instead of ignored (De Silva & Turchini,
It is easy to see that we no longer live in the traditional world where mothers stay home with the children while fathers go out and work to provide for the family. When looking at statistics, we can see that the rate of working mothers has actually gone up drastically in the last couple of decades. In 1940, only 8.6% of mothers worked outside the home (Hoffman). However, by 1996, over 70% of mothers worked outside the home (Hoffman). This significant increase in the number of mothers entering the
Azalea Seafood Gumbo Shoppe wishes to develop a strategic plan to maintain long-term growth and sustain a competitive advantage. For Azalea to accomplish this, they will need to consider the options presented here. Included is an analysis of Azalea's problems and issues to address, along with recommendations to grow the business. The recommendations are based on the status of the current market and forces that drive the industry.
From a succulent fresh lobster tail to a mouth-watering red snapper filet, everyone loves some type of seafood. The residents of our city are lucky, restaurants specializing in seafood are plentiful. Many locals consider Pappadeux and Joe's Crab Shack to be the best. Although they both serve wonderful, fresh seafood, the differences in the menu, the service, and the overall atmosphere set them apart from one another.
Strategic planning: The idea here is to identify goals and objectives. Basically make the plan that can work based on the company’s goals.
produce the branded product. An important thing to note is that people’s material needs must
However, P. pelagicus cultured are important from the beginning of the last decade because of high demand for live crabs and crabs products in the export market. Due to their fast growth rates to market size (Josileen and Menon, 2005) and relative ease of hatchery production (Walker, 2006), the aquaculture interest of this species is growing. Blue swimming crabs are of high value and quality, a profitable export markets in Singapore, Kuala Lumpur, Hong Kong, South Korea, Taiwan and Japan by Australian producers (Stevens, 1997) Now day, P. pelagicus are cultured for the production of the lucrative soft-shell crab market on recirculation and lined pond systems in Australia (O'Neill, 2003 and Walker, 2006).
... the Bahrain food control authorities must be in a position to address and counter all the threats to the system identified. For example, the threat faced from the inability to critically analyze the food regulatory agencies could expose the population to unsafe foods. In other words, there are high chances of cross-contamination of food during inspections due to weak inspection services and procedures. Worse still, the government may lack the capacity to bring food-borne diseases under control should they break out. Overreliance on imported food however remains the biggest threat to Bahrain food control system as it implies that the food problems in the countries of origin would be imported into Bahrain. One of the proposed or recommended strategies for Bahrain regarding its food control system is the adoption of an integrated approach to food control activities.
Also the company just pays a small price for its raw materials in Costa Rica, which makes it easy to maintain a low price strategy in the US market.
Strategic planning implies establishing in advance what an individual or organization wants to achieve within a specified timeframe and deriving ways on how to achieve that. A strategic plan is basically a course of action that is used to attain desired results. It means anticipating the future and having measures on how to grow into the future. Technology is a macroeconomic factor that is rapidly growing and changing. Technology has had positive effects all over across the globe to business organization and to individuals.
As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”
Strategic planning is an organizational process in which it looks towards developing and sustaining success or balance in its ever changing environment.