Executive Summary

Executive Summary

The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits. Strategic Planning is looking at where you are now, knowing where you want to be in the future and planning the steps to get you there. The Stingrae Caribbean a limited liability company. The Stingrae brand currently distributes seafood products through out Trinidad and Tobago and the Caribbean. Products in the Stingrae line includes:- squid, crab backs, crab meat, shrimps, prawns, lobster (live and frozen), flying fish, white salmon, pink salmon, counter caviar, fillets of white fish, mussels, octopus and a variety of other seafood products. Stingrae is a distributor and wholesaler in seafood products, is about to launch one of its new its products crab cakes into the market, using Market Development. Crab Cakes has been one of the products on the Stingrae brand exclusively available to hotels and restaurants. The marketing plan seeks to launch the product to everyday consumers and caterers while still supplying to its existing market the hotel and restaurant chains.

Competitive prices giving value for money since the company will be using cost leadership as one of it strategies it will be able to produce large at lower prices and therefore sell at lower prices. By doing this they could capitalize on economies of scale and defeat any competitor who does not have equal production capabilities. Distributor, which in this case would be the supermarkets, will have 30 days credit in keeping with good business practices. As the product goes through the Product Life Cycle (PLC) pricing will be looked at carefully decreasing if necessary to encourage sales and based on demand. Place refer to the channels of distribution, stock levels and Delivery of the good. Selective distribution will be used with only four...