CLASS OR MASS

Neptune Gourmet Seafood

Presented By:

Harshavardhan Dabir 12312
Aayush Despande 12313
Dipti Kale 12314
Mrunmayee Kulkarni 12330
Chaitanya Parab 12339
Nishigandha Tilak 12358
Company Name :Neptune Gourmet Seafood
Location : North America
Turnover : $820 million
Rank : 3rd largest seafood producer
Existence : Since 40 years
Well Known for : Quality
Headquarters : Fort Lauderdale
Company Profile
I
Facts - Outside
Industry: $20 billion

Tough fishing laws have reduced access to fish near
the coast and forced to go farther out to sea.

25% Premium Price over Rivals due to Superior Quality &
Technology


Facts - Inside
New investment of $9 million in six high tech freezer
trawlers
Due to latest technology increase in shelf life by 50%
Connoisseur's Choice had rated Neptune's products
foremost in quality for the tenth year in a row.
Major Competitors:
China
Peru
Chile
Japan

Unknown if Neptune Gourmet Seafood is the only
company facing overcapacity.
Competitors

Revenue Break Up
30%
33%
33%
4%
Selling frozen and processed
fish products
Supply to restaurants
Wholesalers
Fish market outside Fort
Lauderdale
U.S. grocery chains, organic food retailers, like Whole
Foods Market, all along the eastern seaboard and in
parts of the Midwest.

Restaurants Within 250 miles radius

Cruise Liners
Major Clients
The Neptune's Gold line of seafood 25 to 30%
premium over rivals

Manufacturing Plants:
Cedar Key - Florida
Norfolk - Virginia
Product Brands
Consumer
Head
Sandy McKain
Marketing
Head
Jim Hargrove
Sales
Head
Rita Sanchez
Roles and Responsible Person
CEO
Stanley Renser
Legal
Counsel
Nelson Stowe
Business
Head
Pat Gilman

Problems
Perishable product
Finished goods inventory for 60
days
Higher Supply Than Demand
High Investment in Technology
with no returns-Profit Margin
shrunk by 10%

Major Causes
Added ships to
the fleet
More efficiency
New rich fishing
grounds
Catches grown
bigger than
average
Preservation at
-70 degree
Fahrenheit
SWOT Analysis

Strengths:
1)Turnover of $820 million
2)Since 40 years
3)3
rd
largest Seafood Producer
4)Six High Tech Freezer Trawlers
5)Brand Image of Neptune Gold

Weakness:
1)Finished goods Inventory for 60 days
2)Obsession with Quality
3)Concentrated only on North America


Opportunities:
1)Entering new terrains
2)Restaurants Specialising in Seafood can
. be Opened
3)Can go for Product Differentiation



Threats:
1)US Association of Seafood Processors
may cancel Gold Seal awarded to Neptune
2)Fishing restricted to deep seas only
3)Price-cuts From Neptune may result in
deeper price cuts from Competitors
4)Competitions from Japan,China & Peru
Price cut 40 -50 % : decreased quality, disruption to
industry, price war
Discount up to 10% : wastage of stocked product
Launching new brand for mass sale: endanger ASPD
Gold Seal of Approval given by U.S. Association of
Seafood Processors and Distributors
Introduction of Neptune's Silver: cannibalizing own
sales.
private-label business: Huge marketing expenses

Perceived solutions & their Shortcomings
Ansoff Matrix



We can go for Market
development
Or Product development
( value addition)
Target new markets (Geography)
Lease
Value add
Target more restaurants
Own fish outlets
In form of Pickle or Sauce so life increases
Start Chain of restaurants
Other solutions

3 box strategy for increasing sale
Traditional:
give
customers
choice of buy
or not to buy
Customers take
yes or no
decision
3 box strategy:
have 3
packages(sizes)
small, medium
and large
Customers
will have
choice of
buying one of
3 packs and
choice of NO
diminish



Neptunes silver in new geographies
New brand new geography


Thank You