Balaji G. K. - A43 ; Ganesh Prasad M - A25 ; Prathik M. S. - A34 ; Sangeetha Ramu - A7 ; Venugopal - A16.

'Class or Mass Mini Case Study Analysis'. The three possibilities where Neptune Gourmet Seafood could enter the mass market are as follows : 1. Becoming the Supplier of Choice within 500 miles of its Fort Lauderdale headquarters. 2. To provide 10% and 20% extra depending on quantity of purchase. 3. Movement towards central & south America. Review Statement : Becoming the supplier of choice within 500 miles of Fort Lauderdale headquarters : Being the supplier of choice within 250 miles the company has made a third of its sales, so doubling the miles would cover more number of best restaurants and big cruise lines which would increase the company sales and also an option to enter new market leading to growth of the company, provided the company should increase the number of staffs, incurs high transportation costs, uncertainty of customers behaviour to the new product, competing with the top players of existing companies in that region and also providing long term credit policy to the new distributors. To provide 10% and 20% extra depending on quantity of purchase : Idea of providing 10% and 20% extra would increase the demand in market leading to high sales and also attract new customers to buy the product, thereby increasingly decreasing the stock at inventory. On company's point of view providing extra quantity means savings for the customer or value for money that they shell out to purchase the product. At same time there could be an adverse consequences like customers assume to be it of a superior quality.
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Company should also be acceptable for initial losses if it occurs by investing in new labels with discount percentage printed on it and not much new customer are attracted. Though keeping in mind the present customers constant. Movement towards central & south America : launching of products in different geographical regions like Central and South America would diversify the business leading to expansion and overall growth in a brand new market which would intern leads to high cost of transportation, advertisement costs and also competition threats that could lead to failure of business in that region causing high financial loss to the company. Information Research : Company is suppose to have certain statistics of their own and also some market data. Statistics could be obtained from their database, areas of high revenue generation like Neptune generated 30% of its revenue by selling frozen and processed fish products to U.S. grocery chains, supermarkets, retailers and so on. Another third of its revenue was generated by supplying to the best restaurants and big cruise lines, 33% from wholesalers that distributed the company's product all over United States . Small amount approximately 4% sales from the fish market outside Fort Lauderdale that company owned and operated. Investing $9 million in six freezer trawlers which Hargrove had seen. Along with this new equipment and technology which increased the shelf life of the product by 50% has made a surplus stock in their inventory. Because of rising costs and growing competitions the company has shrunken its margin by 10%. "ASPD's quality standards approval".
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Market study by conducting a customer survey and when new region is planned, the nature of competition, number of players, feasibility to enter the market. Our Option : Option the we decide to be it, the most feasible is that company providing 10% and 20% extra on the amount of product they purchase. The purpose of choosing this option is that this option involves minimal investments like for the new labels and a little of advertising costs. When such offers are made distributors will have an attitude of willingness to excess their inventory a little more than usual. Attracting new customers to buy the product. Though initially the company might face some losses at the stage of push market but once when the new customers taste the product, would not like to change their taste that is when the company enters the pull market where customers are demanding more that's the time when company could try to fluctuate the prices but not to the extent where customer get diverted to the immediate substitutes.

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