Yorktown Technologies Case
Case 2: Yorktown Technologies
Group 7
I. Problem definition:
Trying to find a marketing and distribution strategy that would help the company reach its revenue goals.
II. SWOT Analysis:
1-Strengths: • The company raised additional capital to fund its business operations and had more than three dozen different investors • The firm will be launching the first commercially available biotech animal in the U.S • Yorktown Technologies grabbed the attention of the media and the news of the upcoming Glo fish launch was on the front pages of many famous magazines • $ 4 million out of $ 700 million was spent on Yorktown Technologies products by consumers. • Yorktown technologies’ suppliers and distributors have been …show more content…
• There is no enough money to support a national advertising campaign • Not being able to sell the Glofish in California which is an important market with high population • High demand on limited supply • Some countries are still not convinced with the safety of the GloFish
3-Opportunities: • California is a very important market that has a population of 33 million who are willing to buy innovative products • International markets where the fish can be sold mainly Asia • Zebra fish are known to be very popular ornamental fish with more than 200 million sold in the U.S alone • Two dozen regional wholesalers located throughout the country distribute freshwater ornamental fish to an estimated 5000 retail establishments for sale to consumers • Total sales of pet stores are increasing at an annual rate of 7% • Consumer market for freshwater ornamental fish and related products in U.S exceeds $700 million annually and is growing at a rate of 9% a year
4-Threats: • The blanket regulation that the California Fish and Game Commission passed and that prohibited the possession of genetically modified fish in California • Number of pet stores in U.S is declining at annual rate of …show more content…
• The strong competition in Asia especially Taiwan where genetically modified fish is being sold and rumors say that some of them are being introduced in the U.S
III-Alternative courses of action:
1-Alternative one: Opening a Glofish Kiosk in a shopping mall
|Advantages |Disadvantages |
|Shopping mall kiosks have enjoyed explosive growth in |High renting cost per year |
|terms of revenue and numbers |Customers might get confused with the availability of |
|Offering GloFish branded tanks and supplies |different products |
|These outlets sells variety of products |Small space |
2-Alternative two: Possibility of marketing the Glofish product line through the internet directly to consumers
|Advantages |Disadvantages |
|no rent costs |Availability of numerous dot com firms that marketed |
|no operating costs other than delivery |tropical fish to consumers
Group 7
I. Problem definition:
Trying to find a marketing and distribution strategy that would help the company reach its revenue goals.
II. SWOT Analysis:
1-Strengths: • The company raised additional capital to fund its business operations and had more than three dozen different investors • The firm will be launching the first commercially available biotech animal in the U.S • Yorktown Technologies grabbed the attention of the media and the news of the upcoming Glo fish launch was on the front pages of many famous magazines • $ 4 million out of $ 700 million was spent on Yorktown Technologies products by consumers. • Yorktown technologies’ suppliers and distributors have been …show more content…
• There is no enough money to support a national advertising campaign • Not being able to sell the Glofish in California which is an important market with high population • High demand on limited supply • Some countries are still not convinced with the safety of the GloFish
3-Opportunities: • California is a very important market that has a population of 33 million who are willing to buy innovative products • International markets where the fish can be sold mainly Asia • Zebra fish are known to be very popular ornamental fish with more than 200 million sold in the U.S alone • Two dozen regional wholesalers located throughout the country distribute freshwater ornamental fish to an estimated 5000 retail establishments for sale to consumers • Total sales of pet stores are increasing at an annual rate of 7% • Consumer market for freshwater ornamental fish and related products in U.S exceeds $700 million annually and is growing at a rate of 9% a year
4-Threats: • The blanket regulation that the California Fish and Game Commission passed and that prohibited the possession of genetically modified fish in California • Number of pet stores in U.S is declining at annual rate of …show more content…
• The strong competition in Asia especially Taiwan where genetically modified fish is being sold and rumors say that some of them are being introduced in the U.S
III-Alternative courses of action:
1-Alternative one: Opening a Glofish Kiosk in a shopping mall
|Advantages |Disadvantages |
|Shopping mall kiosks have enjoyed explosive growth in |High renting cost per year |
|terms of revenue and numbers |Customers might get confused with the availability of |
|Offering GloFish branded tanks and supplies |different products |
|These outlets sells variety of products |Small space |
2-Alternative two: Possibility of marketing the Glofish product line through the internet directly to consumers
|Advantages |Disadvantages |
|no rent costs |Availability of numerous dot com firms that marketed |
|no operating costs other than delivery |tropical fish to consumers