1 / 11

GloFish, LLC

MBA 2009 Fall Semester Date: December, 2009 Marketing Management Group Presentation. GloFish, LLC. www.glofish.com. Group Members. 9862502 林淵源 9862506 李佳琤 9862514 曾淑華 9862527 周瑞麟 9862531 范國勝 9862532 王舜盈 9863537 湯美玲 9862538 范玉琴. Agenda. Summary

liesel
Download Presentation

GloFish, LLC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MBA 2009 Fall Semester Date: December, 2009Marketing ManagementGroup Presentation GloFish, LLC www.glofish.com

  2. Group Members 9862502 林淵源 9862506 李佳琤 9862514 曾淑華 9862527周瑞麟 9862531 范國勝 9862532 王舜盈 9863537 湯美玲 9862538 范玉琴

  3. Agenda • Summary • Analyze • Making decisions • Conclusions

  4. SUMMARY Abstract Blake, CEO and co-founder of Glofish, LLC. Blake knew that if GolFish were to be successful, the board of directors would need to approve key changes in the firm’s marketing strategy, and soon. I.ZEBRA DANIO FISH Fluorescent zebra fish can be produced by injecting natural fluorescent protein genes into recently fertilized zebra fish embryos. • COMPANY HISTORY NUS licensing the technology to GloFish for a 16 percent royalty fee with an annual minimum royalty of $150,000. A formal agreement was reached in September 2002 that gave GloFish exclusive rights to lines of red, green, yellow, and orange fluorescent zebra fish. • REGULATORY OBSTACLES AND MARKETING ACTIVITIES California Fish and Game Commission prohibited the possession of any genetically modified fish. GloFish prove that its fish were safe for the environment, ultimately allow the fish to be sold in California. • MARKETING FRESHWATER ORNAMENTAL FISH A majority of the freshwater ornamental fish sold on the U.S are purchased from independent pet stores, chain stores, kiosks and internet. The international markets represented a huge opportunity. • BLAKEE’S RECOMMENDATION Blake knew that distribution was the key to market success.

  5. Company History

  6. Analyze-SWOT

  7. Analyze-Margin

  8. I. THE CHANNEL-SELECTION DECISION Who are potential customers? Where do they buy? When do they buy? How do they buy? What do they buy? ‧Target Market Coverage Intensive distribution, exclusive distribution or selective distribution? ‧Satisfying Buyer Requirements The identification of channels and intermediaries that satisfy at least some of interests buyers want fulfilled when purchasing a firm’s products or services. ‧Profitability Channel cost is the critical dimension of profitability. II. MULTI-CHANNEL MARKETING electronic marketing channelv.straditional channel Ш. CHANNEL-MODIFICATION DECISIONS Shifts in the geographical concentration of buyers Making decisions

  9. Our Choices are …… Independent Pet Stores Kiosks Internet Conclusions

  10. GloFish, LLC THE END THANK YOU

More Related