Case Study - Neptune

Jun 18th, 2015
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Alabama State University
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Neptune Gourmet Seafood, North America’s third-largest seafood producer. When the firm’s chairman and CEO, Stanley Renser, had invited his senior managers to sail with him to inspect one of Neptune’s new freezer trawlers, Hargrove had demurred. He hated sailing on small boats — they made him sick. Renser had pointed out that the 120-foot yacht he owned wasn’t exactly small. Renser had won him over and Hargrove had arrived that morning as eager to see the yacht as he was to visit one of the state-of-the-art fishing vessels on which Neptune had bet its future. Hargrove was exploring the yacht’s galley when Sanchez, his counterpart in sales, had walked in. “Hey, Jim. You better ?” she had asked solicitously .“I’ll survive,” Hargrove had grimaced. “We can’t be too far from home now. But let’s not talk about it. What’s happening topside?”

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Case Study - NeptuneStuck with excess inventory, Neptune Gourmet Seafood is toying with the idea of launching a second, inexpensive product line. But if Neptune stoops to conquer, rivals might retaliate with price cuts, and the new line might end up cannibalising the old. Should Neptune launch a mass-market brand?It had been a long day for Hargrove, marketing director of $820 million Neptune Gourmet Seafood, North Americas third-largest seafood producer. When the firms chairman and CEO, Stanley Renser, had invited his senior managers to sail with him to inspect one of Neptunes new freezer trawlers, Hargrove had demurred. He hated sailing on small boats they made him sick. Renser had pointed out that the 120-foot yacht he owned wasnt exactly small. Renser had won him over and Hargrove had arrived that morning as eager to see the yacht as he was to visit one of the state-of-the-art fishing vessels on which Neptune had bet its future.Hargrove was exploring the yachts galley when Sanchez, his counterpart in sales, had walked in. Hey, Jim. You better ? she had asked solicitously .Ill survive, Hargrove had grimaced. We cant be too far

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