2. To obtain distribution agreements with three local distributors stressing the unique nature of the packaging and product mix.
3. To create a unique identity for the company through extensive use of e-mail marketing to distributors, crab and lobster fishing companies and independent bait resellers as well.
External Analysis
Opportunities: Currently, no one else is offering variable weights. All bait is currently sold in a nude frozen block. Interest for frozen mesh bagged bait has come directly from fishermen. Gain of raw material is based on market competitive pricing. AFS has contact with distributors that are ready to take and sell the product.
Threats: A larger seafood processor moves into this market in the Northeastern U.S. And uses their existing distribution channels and packaging expertise to imitate the unique competitive advantage of AFS.
Current Opportunities
Aggressively sell to crab and lobster fleets throughout the Boston area.
Potential Future Opportunities
Aggressively recruit and sell multiple distributors throughout the Northeastern U.S..
Patent the unique packaging the product has today.
Environmental Threats
The continued threat of mercury and other forms of pollution impacting the consumption of fish in both bait and food forms (Tsegay, 78).
Competitive Threats
The entrance of a larger ands more established corporation that has the potential to imitate the competitive advantage of packaging that AFS has and freeze them out of a potential new series of distribution channels and markets.
Technological Threats
No major technologies threats could potentially impact AFS in the near-term; the only threats that will impact them are the same ones that will impact the entire industry in the much longer-term time horizon.
Strengths
Weaknesses
Unique packaging
Small more agile company
Pricing flexibility
Focus on the customer
Integrated to the supply chain
Name awareness
Company identity
Channel partnerships
Proving the packaging concept
Opportunities
Threats
- Distribution channels
- Crab and lobster fishery sales
- Wildlife preserves
- Commerical fishermen
- Recreational fishermen
Entrance of a larger competitor
Packaging idea taken by competitor
Pricing war begins
Environmental impact on fishing
SWOT Analysis Matrix
Marketing Research
Presented in this section is an overview of both the primary and secondary research completed for this marketing plan. In terms of primary research a series of interviews were competed with several commercial fishermen and their companies, in addition to local distributors and independent resellers.
Primary Research
Unique packaging concept was tested with informal groups of commercial fishermen including those working on crab and lobster commercial fishing fleets. The results of the informal discussions and surveys were enthusiasm for the concept of having packaged bait that would be easily used while fishing.
Secondary Research
Extensive secondary research including analysis from DataMonitor (1998), Seafood Report (2006), and other websites listed in the references section were also used. Extensive use of the Thompson Gale Business & Company Online Information Center was also used for industry analysis and statistics.
Consumer Analysis
Sport fishermen are brand loyal due to a bit of a superstitious nature. Once they change brands, they rarely come back.
Customer Profile
The typical customer is a commercial fisherman who wants to manage bait quickly to maximize his catch while out. The second is the recreational fisherman who wants bait he can use without making a mess. Packaged baits solve both of these customers' problems.
Continuous Consumer Monitoring & Research
Voice of the Customer Programs -- This program will center on customer satisfaction surveys with customers, both commercial and recreational, to understand how the existing packaging of bait is useful, and most importantly, what can be done better to serve the customers.
Customer Satisfaction Surveys -- This is critical especially for the distributors and their needs, and it's critical for AFS to get these in place and track the performance of their company with this critical customer base. Distributors do need to be seen as an additional customer.
Target Market(s) and Profile(s)
The following are the target markets for AFS:
Commercial crab and lobster fishermen
Recreational fishermen
Wildlife preserves
Marketing and Promotion/Advertising Objectives
Marketing Launch of AFS as a company
A series of PR activities including a press release and endorsement of a commercial fishing customer detailing how the unique packaging has assisted in making the fishermen more effective is critical for differentiation.
Advertising Strategy
Launching the company local commercial fishing trade publications is critical. The focus of the advertising needs to focus an actual customer using the AFS products to be more efficient and successful fishing.
Customer Endorsements a vital part promotion
The focus on the launch of AFS is to have at least one if not several customers actively endorse the revised packaging and product strategies during the initial launch of the company.
Public Relations Messaging Strategy: Trust AFS For First Rate Bait!
AFS needs to aggressively communicate their role as a trusted advisor to both commercial and recreational fishermen
Role...
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