Glofish Essay

1525 Words7 Pages
Joseph Dorer Chase Verran Jorel McCree Alper Mercan Marketing Strategy – MKTG 368W Daniel Friesen, PhD College of Business, Eastern Michigan University I. Write-up Title of case: Yorktown Technologies Key person and his / her position in the organization: Alan Blake, CEO and co-founder of Yorktown Technologies Key issue or decision that must be made: A change is needed immediately within the marketing strategy. Basic facts of the case (no more than half of one page): ● In November 2001, Alan Blake and Richard Crockett founded Yorktown Technologies. ● GloFish ● There is no way to patent GloFish ● The Institute of Singapore gave up on trying to license glofish due to the complications of the protein genes. ● They began growing and found investors and capital to fund their operations. ● California Fish and Game Commission prohibited possession of genetically modified fish. ● Fish not harm then regular zebra fish ● Anti-biotechnology activists' views disrupting the launch date ● Product enhancements and increased distribution of GloFish. The alternatives you considered: 1.International Distribution 2.National Distribution 3. Close Yorktown Technologies The alternative you chose, and why (justify your choice): I chose alternative 2 because Alan Blake should recommend to continue to build the national market grounds, and promoting the other aspects of their marketing strategy to include a more diverse product line, having competitive prices, and developing and enhancing their current promotion strategy. If it all works out they can consider moving to the International distribution level. How you plan to manage the risks you identified in your Long Cycle analysis: By implementing the market plan each risk has its own factor. Some of the risks you cannot
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