Yorktown Essay

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Yorktown Technologies is a company founded by Alan Blake and Richard Crockett in 2001. Alan Blake is the CEO and cofounder, and is trying to present a marketing strategy as it relates to its new acquisition GloFish to propose to the company’s board of directors at the next meeting . This case study will provide a summary and analysis of Yorktown Technologies options and an examination into the company’s strengths, weaknesses, threats and opportunities. Problem Identification The problem now being addressed by Alan Blake is how to present a marketing strategy for GloFish that would motivate the board of directors to approve the changes necessary for the firm’s marketing strategy. In the past, Blake had raised $500,000 from local investors in 2002 and 2003. Sales projections indicated that the company would generate a net profit of $4,000,000 in 2004. Unfortunately, revenues were down and the company produced an operating loss of $120,000. Since a quarter of the 2004 revenue occurred in the early part of 2004, Blake realized that his marketing proposal would be approved soon in order for the company to be successful. Another issue being faced by Yorktown was that their initial idea was to produce an ornamental fish that expressed fluorescence throughout their bodies. However, this idea was not feasible because they were unable to obtain a patent because such an idea had already been developed for research purposes. Alternatively, Crockett and Blake opted instead to licensing existing technologies hoping to package and resell it to a larger corporation in that industry . Case Analysis Yorktown Technologies initially was founded in 2001 by Alan Blake and Richard Crockett in 2001. Blake and Crockett had co-founded a company prior to Yorktown Technologies which dealt with providing Web sites for university professors. They were responsible for raising

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