This 11 page paper is a marketing case study based in a case supplied by the student. Neptune Gourmet Seafood is a premium brand is seafood, selling at a good premium on the market. The company have invested and have increased supply beyond their premium market demand. The suggestion has been to start a lower priced mass market product but concerns exist for the impact this could have on the company’s existing brand and how it may devalue it directly or indirectly. The paper looks at the theory and the practice to consider how Neptune should respond and suggests a marketing strategy. The bibliography cites 14 sources.
Name of Research Paper File: TS14_TEneptuneg.rtf
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demand increasing, but the demand is not increasing at the same level as the supply and this is seen wit the way that the stocks have increase to 60 days
from 30 days the same time the year before despite increased sales. The investment may have increased demand, but with the high levels of supply the goods need to
be sold otherwise with the limited shelf life they will end up being wasted and increasing costs. The marketing plan need to take into account this increased supply and
also remember that with the investments that are made there does not appear to be any likelihood that this only a temporary increase in supply. To reduce the stock levels
in the long term it would appear there are only two solution, to sell the stock or to reduce the level of fish that is caught. If the investment is
already made and the sunk costs are accepted to reduce further potential losses the only real acceptable solution is to ensure that the fish is sold and the sunk costs
may also be lost if there is a reduction in the production levels (Chadwick, 2001, Nellis and Parker, 2000). The company need to consider their core competences and develop a
way forward looking at these, not only at the past strategies (Stalk et al, 1992). If we look at the approaches and the dangers of trying to be in two
markets at the same time we can look to the way in which Porter sees the need for a company to develop a specific position. He argues that were a
company seeks to gain more than one position in a market then it is likely to confuse the potential consumers and they may end up without any clear target market
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