Yorktown Value Chain Analysis

Value Chain Analysis

Value chain analysis can be grouped under two categories which comprise of Primary Activities and Support Activities. Through this analysis, factors can be identified in which the business wishes to outperform its competitors through differentiating itself by performing higher quality in its value chain activities.

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Primary Activities

Inbound Logistics

Freshwater ornamental fish can be farm-raised or caught in the wild but about 90% are farm-raised. About 95% of all aquaculture facilities in US are located in Florida. These are the main suppliers of ornamental fish for Yorktown Technologies.

Operations

Rather than doing R&D by their own, which not guaranteed the success and high cost, they obtained the technologies from the existing company such as National University of Singapore and Farsighted Fish Genetics.

Yorktown raised their fund from various sources such as Individually, angel investors and finance companies.

Outbound logistics

Yorktown manage to closed co-exclusive distribution contracts with two of the largest Florida distributors in the country namely 5-D tropical and Segrest Farms.

Some of other major retail chains interested to sell their product such as Wal-Mart, PetSmart and PETCO.

Internet marketing also can be considered to one of the marketing channel, which has been used by other fish sellers.

Marketing and Sales

Yorktown has came out with scientific evidence that their fish is safe for the environment and publish it in the media and with the help of lobbyist to counter the negative perception of genetically modified fish. This was also supported by US Food and Drug Administration that the fist is safe to environment.

Primary gold of the publicity is to help the public to understand why fish is safe and secondary to build market demand.

Service

Yorktown enhances its product from time to time where its product initially has complained from their customers, where the fish lost some...