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Brand Neptune Gourmet Seafood is currently struggling with what appears to be a temporary problem of excess inventory. A combination of new coastline regulations and an investment in new fishing vessel technology and freezer trawlers has increased their average catch size while demand in the current segment has not grown as quickly.
The Neptune management team is faced with a decision of how to clear out its excess inventory that is not moving fast enough under its Neptune Gold branding. Going forward Neptune management must be more cautious in matching investment in production to growth in market demands.
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Neptune has done a great job reaching a variety of customer. Through the situation analysis it is apparent that the root cause for excess inventory is a rapid growth in production capacity due to technological investment but less significant growth in its single high-end market segment See Root Cause Analysis in Appendix D.
The two sides of the decision to either cut prices or introduce a new line are best highlighted by the interests and concerns of Jim Hargrove and Rita Sanchez: Additionally, discounting prices or introducing mass-market brand would tarnish image. She argued that selling the excess inventory at a loss was better than not selling it at all.
If it fails to make the right strategic move at this fork in the road Neptune may continue to lose margins on wasted inventory and be placed in a weaker position where it may need to respond to competitor action.
Evaluation Criteria and definitions The following criteria are used in evaluating what is best for Neptune Gourmet Seafood 1. Financial Short term — will the alternative create strong cash flow in the short term?
Financial Long term — will the alternative create strong cash flow in the long term? Quality of goods produced — will the alternative create or maintain the high quality Neptune customers are accustomed to? Brand Image — will brand image be damaged by the alternative? Low Risk — will the alternative provide a high probability of success?
Alternatives Two potential solutions were proposed at the Marketing and Operations Council meeting. A fourth alternative could be to introduce a new premium line while dropping the price of the Gold line to maintain brand image.Company Profile Jumbo Group of Restaurants began with Jumbo Seafood, a home-grown seafood restaurant that was established in and best known for its chilli and black pepper crabs.
Neptune Gourmet Seafood should launch ready to eat sea foods and should sell some old ships even though it is sunk cost and use the proceeds to expand. Class or Mass Mini Case Analysis Essay.
A. Pages:5 Words This is just a sample. ‘Neptune Gourmet Seafood’ is worth $ million, is the third-largest North American seafood producer and is believed to be the most up market player in the $20 Billion seafood industry.
We will write a custom essay sample on Class or Mass Mini. Situation Analysis Summary: Neptune Gourmet Seafood is currently North America’s third largest seafood producer with 4% in market share. Tagged “The Best Seafood on the Water Planet”, Neptune has a reputation to maintain and focuses heavily on its product to keep its customers satisfied.
“Class or Mass” [fictitious case: Neptune Gourmet Seafood]: What features of Neptune’s business position led to the discussion of whether or not to add a new, lower-priced option to the company’s product line?
Neptune has an inventory problem. They wanted to ensure they got the freshest fish and the best due to their introduction to improve they ended up catching too much. Neptune Gourmet Seafood a seafood company that produces the third-largest seafood in North America.
stands as the most upmarket in the high-end seafood industry. Is Mass Marketing Dead Essay; Is Mass Marketing Dead Essay. Words Oct 15th, 5 Pages. Is "Mass Marketing" Dead? Executive Summary: Neptune Gourmet Seafood is currently struggling with what appears to be a temporary problem of excess inventory.
A combination of new coastline regulations and an investment in new fishing vessel.