Atlantic Frost Seafood LLC

Paper Summary:

This paper explains that Atlantic Frost Seafood's marketing efforts are based on selling whole or cut mackerel and herring, and the combination of the two, through (1) distribution channels and (2) direct to commercial crab fishermen. The paper points out that the market for AFS' products are commercial fisherman and wildlife preserves, whose requirements for quality are high, especially wildlife preserves that require near human-edible quality for the health of their animals. The paper relates that this marketing plan creates four key market strategy objectives for distribution, product, pricing and promotion. The paper is presented in an attractive, professional format with many tables.

Table of Contents:
Executive Summary
Marketing Objectives
Products or Services
Projected Outcomes
Situation Analysis
Company Analysis/Internal Analysis
Technological Competency/Expertise
Macro-level Market (Industry) Analysis
Product/Service Analysis
Market Segments
Major Competitors/Participants
Projected Market Growth/Market Share Objectives
External Analysis
Current Opportunities
Potential Future Opportunities
Environmental Threats
Competitive Threats
Technological Threats
Marketing Research
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring and Research
Target Market(s) and Profile(s)
Demographics
Geo-Demographics
Psychographics
Usage and Usage Rate
Marketing and Promotion/Advertising Objectives
Marketing Objectives
Promotion/Advertising Objectives
Branding Concepts/Objectives
Creating a Brand Image
Maintaining Brand Image/Branding Concerns
Product, Price and Distribution Strategies
Product Descriptions and Product/Service Mix Strategies
Dynamic Pricing Strategies
Static Pricing Strategies
Distribution Strategies
Sales Projections
Sales Forecasting Methods Used
Sales Forecast Summary
E-Marketing's Impact on Traditional Marketing Channels
Marketing Budgets
Budgeting Limitations and Assumptions
Return Goals
Objective and Tasks
Budget Summaries
E-Commerce/Internet Marketing Strategy (Optional)
E-commerce Infrastructure
E-commerce Objectives
Website Content
Advertising
Advertising Strategy
Media Strategy
Advertising Execution
Sales Promotion
Internet Sales Promotion Strategy (Optional)
Traditional Media Strategy
Channel Strategies: Push and Pull
Generating Mailing Lists for Advertising and Sales Promotion
Public Relations
Internet Public Relations Strategies
Traditional Media Public Relations Strategies
Direct Marketing and Database Strategies
Direct Marketing
Data Mining
List Rental
Global Aspects of Marketing
Language
Payment Options
Shipping
Implementation and Control
Competitors

From the Paper:

"The value of shipments in the fresh and frozen seafood processing industry grew from $6.85 billion in 1999 to $7.56 billion in 2002. While the number of establishments involved in processing decreased to less than 600, the number of employees in the industry continues to rise. In 1996, there were 32,400 production workers and by 2002, this number had reached more than 36,000. The growth of seafood processors continues to at a rapid pace also according to DataMonitor (1998) and other industry research services including Seafoodanalyst.com (2006), both of which are predicting that wholesale seafood processor growth will continue at a 6% rate throughout the coming ten years."

Sample of Sources Used:

• Seafood Business. 1992-95. various issues.
• National Fisheries Institute. 1998. Website <www.nfi.org>.
• Institute of food technologists http://members.ift.org/IFT/Research/IFTExpertReports/
• Seafood Processing America Promotional Guidance: http://www.seafoodprocessingamerica.com/SPA06/public/Content4461.aspx
• Industry briefing: Seafood Processing: http://www.rsmmcgladrey.com/Resource_Center/Manufacturing/2092seafoodprocessing_905.pdf

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