Case based essay-Phillips Seafood
In this case, Ron Birch, product manager for the new pasteurized king crab of Phillips Foods, needs to make a decision for the phase II of launch of king crab. He planned to continue the magazine strategy used in phase I, but Cherry Stockworth, vice-president of marketing of Phillips Foods, recommended him to use the budget to support half of cost of International Boston Seafood Show. According to the information given in this case, I don’t think this is an either-or choice, and my recommendation for Ron Birch is to decrease the cost of ads in trade magazines, change the content of ads in magazines before and after the IBSS, and support the IBSS in March
SWOT Analysis of King Crab of Phillips related to Trade Show
Before analyzing the advantages and disadvantages of two strategies, I would like to conduct a SWOT analysis of king crab, because making a suitable strategy for king crab required us to understand the current situation first.
Strength: Phillips is a well-known company which has 14 plants around the world. The economies of scale could help Phillips decrease production cost, and the save from production could be used in marketing campaign. The new product, king crab, of Phillips has enough appeal to customers because of publicity of media such as the Discovery Channel, which would subsequently attract business customers. Phillips’s king crab have an 18-month long shelf time with pasteurization, which could also benefit the buyers because of less pressure to sell it in a short time period. Furthermore, Phillips operates all plants itself, and the products using pasteurization won’t need any additive and preservatives, which could be used to persuade the retailers or foodservice buyers the quality and safety of its food.
Weakness: Pasteurization king crab is an innovative product, but according to the current situation, Phillips only has limited budget for launch of king crab. The launch of new product is risky. If the budget is limited, the effect of
SWOT Analysis of King Crab of Phillips related to Trade Show
Before analyzing the advantages and disadvantages of two strategies, I would like to conduct a SWOT analysis of king crab, because making a suitable strategy for king crab required us to understand the current situation first.
Strength: Phillips is a well-known company which has 14 plants around the world. The economies of scale could help Phillips decrease production cost, and the save from production could be used in marketing campaign. The new product, king crab, of Phillips has enough appeal to customers because of publicity of media such as the Discovery Channel, which would subsequently attract business customers. Phillips’s king crab have an 18-month long shelf time with pasteurization, which could also benefit the buyers because of less pressure to sell it in a short time period. Furthermore, Phillips operates all plants itself, and the products using pasteurization won’t need any additive and preservatives, which could be used to persuade the retailers or foodservice buyers the quality and safety of its food.
Weakness: Pasteurization king crab is an innovative product, but according to the current situation, Phillips only has limited budget for launch of king crab. The launch of new product is risky. If the budget is limited, the effect of