Test

Class – or Mass?

A. Executive Summary

Neptune Gourmet Seafood is North America’s third largest seafood producer and known as an upmarket brand with a reputation for producing the best seafood. Neptune 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 the average catch has grown in size. 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.

B. Situation Analysis Summary

Stanley Resner is facing a tough decision on which position to take on the proposition of introducing a new low-priced Neptune brand to move excess inventory and reach lower end mass markets.

C. Importance of Decision

D. Evaluation Criteria and definitions

E. Alternatives

F. Alternatives Evaluation Matrix

G. Recommendations

H. Key Implementation Actions

I. Impact to Competitive Advantages

J. Expected Competitor Response

K. Analytical Frameworks utilized and rationale

APPENDIX:

A. Root Cause Analysis

Symptom | Why? | Why? | Why? | Why? | Why? |

CEO Stanley Resner unsure of position to support | The management council is disagreeing on whether or not to introduce low end brand | Neptune is an upmarket brand with high quality seafood | Neptune’s position in the market commands higher premiums | Neptune commits to quality and technique for fresher and longer lasting seafood | To deliver the highest quality seafood to satisfy its customers |

| | Sanchez wants to introduce low-end brand Neptune Silver | Neptune has an excess inventory problem | New regulations and tech increased average catch size | To be more productive and efficient in fishing |

| | | Reach lower end mass markets | Increase Neptune’s customer base | Increase overall revenue and...