Atlantic Frost Seafood Marketing Plan Marketing Plan by Nicky

Atlantic Frost Seafood Marketing Plan
An in-depth marketing plan for the Atlantic Frost Seafood company.
# 148611 | 3,454 words | 16 sources | MLA | 2011 | US
Published on Oct 28, 2011 in Business (Companies) , Business (Marketing)

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The paper defines AFS' marketing efforts as based on selling whole or cut mackerel, herring and the combination of the two through distribution and direct to commercial crab fishermen.
This marketing plan creates several key strategies to go after this market and provides an analysis of the situation, the company, the industry, the product/service, as well as an external analysis. The paper then provides an overview of both the primary and secondary research completed for this marketing plan. Several tables are included in this paper.

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
Marketing Research
Marketing and Promotion/Advertising Objectives
Promotion/Advertising Objectives
Branding Concepts/Objectives
Product, Price and Distribution Strategies
Budgeting Limitations and Assumptions
Objective and Tasks
Implementation and Control

From the Paper:

"The initial value proposition of the company is being the most affordable producer of processed seafood products in the Northeastern US with exceptional freshness and service. Supporting this value proposition is a competitive pricing strategy that stresses freshness and availability over breadth of product offerings and depth of delivery options. The core pricing strategy is to be one of the most aggressive yet profitable in the market, delivering on the promise of freshness at a fair price."

Sample of Sources Used:

  • 2004 Seafood Processor's Conference:
  • DataMonitor (1998) - Fish and Fish Products Industry Report. London, UK.
  • Gunn, E. A., Millar, H. H., Newbold, S. M.. "Planning Harvesting and Marketing Activities for Integrated Fishing Firms Under an Enterprise Allocation Scheme. " European Journal of Operational Research 55.2 (1991): 243
  • Michael Hartnett. . "Seafood Sails Again. " Frozen Food Age 1 May 2007: 18-19. ABI/INFORM Global. ProQuest.
  • HM Johnson & associates:

Cite this Marketing Plan:

APA Format

Atlantic Frost Seafood Marketing Plan (2011, October 28) Retrieved August 08, 2022, from

MLA Format

"Atlantic Frost Seafood Marketing Plan" 28 October 2011. Web. 08 August. 2022. <>